I A SUMMER TRAINING PROJECT REPORT ON “MARKETING STRATEGY & IMPLEMANTATION” AT Submitted in partial fulfillment of the requirement for the award of degree Of MASTER’S OF BUSINESS ADMINISTRATION SESSION (2014-2016) SUBMITTED TO: - SUBMITTED BY:- UNITEDWORD SCHOOL MAHLA UPENDRAKUMAR N. OF BUSINESS PGDM AHMEDABAD ROLL NO: 53 ENROLL NO: 040201142 II III ACKNOWLEDGEMENT It is my pleasure to be indebted to various people, who directly or indirectly contributed in the development of this work and who influenced my thinking, behavior, and acts during the course of study. I express my sincere gratitude to Dr. Bhuvneshwar Gupta worthy Principal for providing me an opportunity to undergo summer training at Brandveda, Gandhinagar. I am thankful to Mr. Saurabh Pandey for his support, cooperation, and motivation provided to me during the training for constant inspiration, presence and blessings. I also extend my sincere appreciation to Dr. Kishor Bhanushali who provided his valuable suggestions and precious time in accomplishing my project report. Lastly, I would like to thank the almighty and my parents for their moral support and my friends with whom I shared my day-to-day experience and received lots of suggestions that improved my quality of work. - Upendrakumar Mahla IV DECLARATION I, MAHLA UPENDRAKUMAR N, student of MBA IInd Semester, studying at UNITEDWORD SCHOOL OF BUSINESS, AHMEDABAD. Hereby declare that the summer training report on ―MARKETING STRATEGY & IMPLIMANTATION‖ submitted to UNITEDWORLD SCHOOL OF BUSINESS, AHMEDABAD in partial fulfillment of Degree of Masters of Business Administration is the original work conducted by me. The information and data given in the report is authentic to the best of my knowledge This summer training report is not being submitted to any other University for award of any other Degree, Diploma and Fellowship. - UPENDRAKUMAR MAHLA V PREFACE Brandveda was establishing at Gandhinagar the capital of Gujarat, India. The Brandveda came in the market with the concept of the online marketing activity which is the new thing in the market and the industry required more on this days. The technology everyday increase day by bay and more people connected with the internet so mass communication done on internet channel so for brand awareness this is the best platform for the marketers base on this concept the awareness should be there to the so industry could hire the potential student. Brandveda help to increase the student skill and aim to focus on skill only so any student can approach the high level of the professional career, So Brandveda came in the market under the field of education. The project work on the assessment of Marketing strategy & Implementation was carried out under the guidance of project Guide Mr. Saurabh Pandey founder and Mr. Sandip Trivedi co- founder Brandveda, Gandhinagar, Gujarat and faculty Guide Dr. Kishor Bhanushali, UWSB Ahmedabad. Which help me more and give the proper guidance about this work. To study the Marketing strategy & Implementation will be helpful to the marketing students who want to understand the marketing field. In this report you can find the best practicle example with good knowledge of information and the link also provided as a footmark this will be getting more help. I hope my study will be more help to understand the practically the Marketing strategies which are used in the real life. In this study offline and online both marketing strategies explain with the live examples and discuss about such kind of tools by that the marketing activity done and at the last the finding, suggestion and the conclusion of the study provided. VI List of Tables No Title Page No 1 Course of company 2 2 Type of course 4 3 SWOT Analysis 4 4 Scenario of Brandveda 5 5 Social Gread 39 6 Activity rates 62 7 Marketing plan 85 8 Gandhinagar available sites 89 List of Figures No Title Page No 1 Sandesh Cost list 58 2 Radio mirchi cost list 59 3 Buying cycle 86 Marketing plan 87 Online advertisement plan 87 Prelaunch campaign plan 90 VII INDEX NO TITLE PAGE NO Title Page I Acknowledgement II Declaration III Preface IV List of tables V List of figures V Chapter 1 Company 1 1.1 Overview of company 1 1.2 Customer 3 1.3 Competitor 3 1.4 Environment and technology 3 1.5 SWOT Analysis 4 1.6 Know to Brandveda 5 1.7 Title of internship project 6 Chapter 2 Objective of study 8 Chapter 3 Marketing strategy and Implementation 9 3.1 LG Promotion 9 3.2 HavasDigitaluses data 11 3.3 MTV Roadies 13 3.4 Evalueserve 16 3.5 Volksvegan India 18 3.6 Hyundai i10 21 3.7 Adidas cricket 23 3.8 Kingfisher Beer 26 3.9 Listening on Social Media 27 3.10 Reliance Digital 29 3.11 Top 4 Facebook Apps by Brands for Marketing 31 3.12 HDFC Social Media Market 37 3.13 Why this #Kolaveri di! 40 3.14 ZEE TV Fear Files 42 3.15 Best Short-term campaign 43 Chapter 4 Marketing Strategy 45 4.1 Offline marketing strategy 45 4.2 Online marketing strategies 52 Chapter 5 Advertisement 57 5.1 Offline advertisement 57 5.2 Online marketing advertisement 68 Chapter 6 Internship Leanings 84 6.1 Video Editing 84 6.2 Online survey form 84 VIII 6.3 Marketing Plan 85 6.4 Buying cycle 86 6.5 Marketing Plan for Expanding Business 87 6.6 Brandveda online campaign 88 6.7 Hording marketing activity 89 6.8 Prelaunch campaign plan 90 Chapter 7 Results and Finding 91 7.1 Results 91 7.2 Finding 91 Chapter 8 Conclusion 93 Chapter 9 Limitation of Study 94 Chapter 10 Suggestion 95 Chapter 11 Bibliography 96 11.1 Article Source 96 11.2 Useful links 100 Annexure 1 Chapter 1 Company 1 1.1 Overview of Company Brand Veda is a digital marketing institute was formed for the purpose for empowering the people as well as to spread awareness. Brand Veda has motive to empower people not by way of teaching people but providing them practical knowledge of digital marketing. The aim of brand Veda is to serve knowledge and make them successful in the field of digital marketing .The brand Veda also include the role of sharing practical experience of marketing as well as digital marketing by experienced faculty Saurabh Pandey and Sandip Trivedi in the this field of more than 10 years .The company was incorporated a one year ago and at recent time the company has empowered more than 70 students and the have also trained more than 300 students in workshop and seminars. A team of trained and experienced professionals guided by Saurabh have developed the Specialized Programmed and Workshop that prepares admitted students and professionals for many challenges, making them more valuable to their organizations and helps them to grow both professionally and personally. As an entrepreneur, Saurabh along with his collegue , Biswanath Mukherjee has worked closely and under the guidance of V Ramani, Founder of IAMAI ( Indian Association of Mobile & Internet Saurabh has also worked for brands like HDFC, Bank of Baroda, PMC Bank, BSNL India, Wockhardt Foundation, SG Cricket,Mitashi, Lokmanya Foundation, Indo-French Project and many more. Saurabh believes in delivering practical, applied and conceptual knowledge, which has been designed and developed through intensive research, creative application, communicating with various industry professionals and through the understanding of market needs. 2 He meet Saurabh Pandey (founder at BrandVeda) at the beginning of 2014. He was working under him as a Trainee at Landmark Honda, where he was heading the Marketing department. We were working in the digital space, Running Different PPC campaign (Display & Search) and he realized that there was a serious deficiency in the industry around the skills required to plan and deliver digital marketing campaign. None of the schools of colleges or universities had even considered this discipline to be worthy of inclusion in their plans. So we saw this as an opportunity to gain a lead in educating marketers (and later all comers) to understand the new growth area of digital marketing. The Digital Marketing Professional Program offers students a fresh perspective in online marketing in the global scenario. The course aims to provide students a thorough understanding of digital marketing concepts with the help of live projects, case studies and world class training methods Table1: TYPES OF COURSE Sr.No Course Fees Hours 1 Digital marketing course 9000 40 2 Google Analytics + Digital marketing course 16000 70 3 SEO 11999 35 4 SEM 11999 35 5 Display advertising 11999 35 6 Video advertising 11999 35 7 Google Analytics + Digital marketing course + video 22000 80 8 DMC+GA+SEO+SEM+DISPLAY+VIDEO+BING+ 47000 6 MONTH INBOUND 9 Google Analytics 11900 35 Details: 2-month program spanning 60 hours of learning engagement (35 hrs classroom training, 15 hrs. e-learning & 10 hrs. project) Access to e-learning content for 3 months to learn at your convenience Classroom training from expert faculty who are Industry Experts , having more than 7 years of Experience Live projects for hands-on learning. Placement assistance on successful completion of the program 3 1.2 Customer Students with a Management or Engineering background have a better opportunity in this field Individuals / beginners seeking career opportunities in the marketing domain Professionals who want to shift to digital marketing or those who are beginners in the field of digital marketing Marketing professionals who use digital marketing to meet their marketing objectives. Our specific target customer were students who are engaged in the field of BCOM, MCOM, BBA,BCA, MCA, MBA, PGDM, Computer science , IT professional , and experienced person in the field of marketing.