A STUDY ON TECHNIQUES AND SERVICES IN DIGITAL

MARKETING
A project report submitted in partial fulfilment of the requirements for the award of the degree of

MASTER OF BUSINESS AND ADMINISTRATION

Submitted by

PRASANNA KUMAR REDDY PALLE

Regd .No. 1225516115

Under the guidance of

Mrs
N. LALITHA(MBA,MPHIL)
Assistant Professor

Department of management studies

GITAM INSTITUTE OF MANAGEMENT

GITAM UNIVERSITY
Rushikonda campus,Visakhapatnam- 530045
2016-2018 Batch
AT
MICRO INTELLECTS SOFTWARE PVT.LTD
 D E C LA R A T I O N

I, PRASANNA KUMAR REDDY PALLE student of College GITAM UNIVERSITY,

pursuing (MBAcourse hereby declare that the project work entitled A STUDY ON DIGITAL

MARKETING TECHNIQUES AND SERVICES, and its value added services is an original

work carried out by me availing the guidance of my project guide to my entire satisfaction. This

report bears no resemblance with any other report submitted to GITAM UNIVERSITY during

the current academic year. I am presenting this during the year 2016- 2018 in partial fulfilment

of

"MASTERS OF BUSINESS ADMINISTRATION"

I also declare that this project report work is not submitted to any other university for any degree.

Place: VISAKHAPATNAM

Date:

PRASANNA KUMAR REDDY PALLE

 CERTIFICATION

This is to certify that the project report title A STUDY ON DIGITAL MARKETING
TECHNIQUES AND SERVICES With reference to MICRO INTELLECTS SOFTWARE PVT
LTD submitted in partial fulfilment for the award of (MBA) program of department of
management studies was carried out by LIKITHA PURNIMA ALLA under my guidance. This
has not been submitted to any other University or Institution for the award of any degree /diploma
-/certificate.

Place: VISAKHAPATNAM

Date:

Mrs.N.LALITHA

Assistant professor

MBA,M.Phil
 ACKNOWLEDGEMENT

I am glad to associate this work with the name of my institute GITAM Institute Of
Management, GITAM University, Visakhapatnam.

I would like to show my respectful thanks to my Principal Prof. P.Sheela, GITAM Institute of
management, GITAM University.

It is a pleasure to record my respectful thanks to my Vice Principal Dr.U.V.Adinarayana Rao

and program coordinator Dr.R.Venugopal

I would like to thank my guide Mrs.N.LALITHA for her constant guidance, supervision and
encouragement throughout the completion of the project.

I would like to show my gratitude towards my class coordinator Dr.G.V.K.Kasthuri

for her support.

PRASANNA KUMAR REDDY PALLE

1225516115
Table of Contents
Executive Summary.....................................................................................................................................3
1.Introduction..............................................................................................................................................5
1.1) Digital Media Marketing or Digital Marketing............................................................................6
1.2) Scope of the Internship................................................................................................................7
1.3) Methodology................................................................................................................................7
1.4) Limitations of Internship.............................................................................................................7
2.Industrial Analysis....................................................................................................................................8
INDUSTRIAL PROFILE........................................................................................................................9
OVERVIEW........................................................................................................................................9
2.2 Company Profile:.............................................................................................................................12
2.3.Vision, Mission and Quality Policy.................................................................................................15
2.3 SWOT analysis................................................................................................................................40
3) Digital marketing..................................................................................................................................41
3.1.2) Displays...................................................................................................................................43
3.1.3) Mobile Marketing....................................................................................................................43
3.1.4) Social Media Marketing..........................................................................................................43
3.1.5) eMail Marketing......................................................................................................................43
3.1.6) Video.......................................................................................................................................43
3.1.7) Analysis...................................................................................................................................44
3.1.8) Content Management..............................................................................................................44
3.1.9) Advanced Targeting.................................................................................................................44
3.1.10) Creative.................................................................................................................................44
3.1.11) Research and Planning...........................................................................................................44
3.1.12) Digital Strategy......................................................................................................................44
3.2) Types of Digital Marketing.............................................................................................................45
3.3) AIDMA as AISAS in Digital Era....................................................................................................46
3.4) Advantages of Digital Marketing....................................................................................................47
3.5) Digital Advertising: Ad Avenues...................................................................................................48
3.6) Some of the Basic Terms in Digital Marketing...............................................................................49
 3.7) Types of ads....................................................................................................................................50
3.8) Monetary term in Digital Marketing...............................................................................................50
3.9) Branding in Digital Era..................................................................................................................51
4) UNDERSTAND THE CONSUMER BUYING BEHAVIOUR OF INDIANS..................................54
4.1) Research methodology...................................................................................................................57
4.1.1) Topic........................................................................................................................................57
4.1.2) Period of study........................................................................................................................57
4.1.3) Objectives of the study............................................................................................................57
4.1.4) Scope.......................................................................................................................................58
4.1.5) Universe..................................................................................................................................58
4.1.6) Sample.....................................................................................................................................58
4.1.7) Sample size..............................................................................................................................58
4.1.8) Tools........................................................................................................................................58
4.2) Data Analysis and Interpretations...................................................................................................58
5) Findings.............................................................................................................................................69
6) Conclusion...........................................................................................................................................72
7) Appendix..............................................................................................................................................74
Executive Summary

Marketing is the process of communicating the value of a product or service to customers, for
the purpose of selling the product or service. It is a critical business function for attracting
customers.

From a societal point of view, marketing is the link between a societys material requirements
and its economic patterns of response. Marketing satisfies these needs and wants through
exchange processes and building long term relationships. It is the process of communicating the
value of a product or service through positioning to customers. Marketing can be looked at as an
organizational function and a set of processes for creating, delivering and communicating value
to customers, and managing customer relationships in ways that also benefit the organization and
its shareholders. Marketing is the science of choosing target markets through market analysis and
market segmentation, as well as understanding consumer buying behavior and providing superior
customer value.

There are five competing concepts under which organizations can choose to operate their
business; the production concept, the product concept, the selling concept, the marketing
concept, and the holistic marketing concept. The four components of holistic marketing are
relationship marketing, internal marketing, integrated marketing, and socially responsive
marketing. The set of engagements necessary for successful marketing management includes,
capturing marketing insights, connecting with customers, building strong brands, shaping the
market offerings, delivering and communicating value, creating long-term growth, and
developing marketing strategies and plans.

The 'marketing orientation' is perhaps the most common orientation used in contemporary
marketing. It involves a firm essentially basing its marketing plans around the marketing
concept, and thus supplying products to suit new consumer tastes. As an example, a firm would
employ market research to gauge consumer desires, use R&D (research and development) to
develop a product attuned to the revealed information, and then utilize promotion techniques to
ensure persons know the product exists

Introduction on competitive analysis:

In todays increasingly competitive market, it is no longer enough to understand customers for a
firm to succeed. Firms must pay close attention to their competition. They need to constantly
compare their products, prices, channels and promotional efforts with their close competitors, to
identify areas of competitive advantage and disadvantage.

Firms must be forward looking and identify both their current and potential competitors, gather
information, and operate a market information system to monitor competitors moves and market
trends. Ignoring or underestimating the threat posed by potential competitors and focusing only
on current competitors is often referred to as Competitor Myopia. This term was coined by
Theodore Levitt to describe situations in which firms fail to recognize the full scope of their
businesses. Competitor Myopia can drive firms out of business!
To design successful competitive strategies, firms need to conduct Competitor Analysis on an
ongoing basis.
1. Competitor Analysis Defined

Competitor analysis provides both an offensive and a defensive strategic context for identifying
opportunities and threats. The offensive strategy context allows firms to more quickly exploit
opportunities and capitalize on strengths. Conversely, the defensive strategy context allows them
to more effectively counter the threat posed by rival firms seeking to exploit the firms own
weaknesses.
Through competitor analysis, firms identify who their key competitors are, develop a profile for
each of them, identify their objectives and strategies, assess their strengths and weaknesses,
gauge the threat they pose, and anticipate their reaction to competitive moves. Firms that develop
systematic and advanced competitor profiling have a significant competitive advantage.
2. Identifying Current and Potential Competitors

To identify their current and potential competitors, firms have to use both an industry approach
as well as a market approach. The industry approach will yield insights on the structure of the
industry and the products offered by all market participants. The market approach on the other
hand, focuses on the customer need and the firms attempting to satisfy those needs, which will
provide the firm with a wider view of current and potential competitors.
Sources of potential competitors include (but are not limited to) firms which compete in a related
product, use related technologies, already target the same market even if with unrelated products,
operate in other geographical areas with similar products and, last but not least, new start-
upsorganized by former company employees and/or managers of existing firms. Firms focusing
on the same target market with the same strategy constitute a strategic group and are the closest
competitors to firms intending to enter such a group.
3.1 Industry-Based Analysis
An industry is defined as a group of firms whose products and services are close substitutes of
each other. Industries are primarily classified according to the number of sellers involved and the
degree of product differentiation. Other factors characterizing an industrys structure are:
entry/exit barriers, cost structure, degree of vertical integration and extent of globalization. Based
on number of sellers and product differentiation, industries are commonly classified as a:
monopoly, oligopoly, differentiated oligopoly, monopolistic competition, or pure competition.
Each category is described below.
Monopoly exists when only one firm supplies a given product/service in a certain country or
area. A common example is the distribution of electrical power to residential and commercial
customers. Given that customers have no alternatives, an unregulated monopoly seeking to
maximize profits has a demonstrable incentive to charge a higher price, do little or no advertising
and offer minimal service. A regulated monopoly, on the other hand, is required to charge lower
prices and provide more services in the public interest. Monopolists might be willing to make
some investment in service and technology in a situation where partial substitutes for their
products or services are available or when there exists imminent competition. Electric power
generation and distribution are good examples of this behavior, with recent developments in
alternative energy sources and technological improvements in electric power use.
Oligopoly consists of a few firms producing basically the same commodity, such as Mobil, Shell
and Sunoco, in the fuel industry. It is difficult for any single company to sell fuel products above
the going price unless it can differentiate its product line in some way.
Differentiated oligopoly refers to an industry in which a few firms produce partially
differentiated products, such as Sony, Canon and Nikon in the digital camera industry.
Differentiation is based on specific product attributes such as quality, special features, styling or
services. Typically, competitors will seek to be the leader firm for a certain attribute, attract
customers who value that particular attribute, and charge a premium for it.
Monopolistic competition refers to a situation where several competing firms in an industry are
able to differentiate their offer in whole or in part. Such is the case of supermarket companies
like Wegmans, Tops and Price Chopper in the supermarket industry in Upstate NY. In this
context, competitors typically target those market segments where they can better meet the
customers needs and thereby command a price premium.

Pure competition takes place in industries in which many firms offer the same product/service.
Because there is no differentiation among offers, prices are the same for all firms, such is the
case of most agricultural products sold as commodities (e.g. wheat, cabbage, onions). There is no
benefit to advertising and sellers profits will only be different to the extent that they can achieve
lower costs of production or distribution.
1.Introduction
Advertising in business is a form of marketing communication used to encourage, persuade or
manipulate an audience to take or continue to take some action. Most commonly, the desired
result is to drive consumer behavior with respect to a commercial offering. Advertising is defined
by Richard F. Taflinger as Advertising is the non-personal communication of information
usually paid for and usually persuasive in nature about products, services or ideas by identified
sponsors through the media.

Advertising is normally done by a third party known as advertising agency. An advertising

agency is a service based business dedicated to creating, planning, and handling advertising for
its clients. An ad agency is independent from the client and provides an outside point of view to
the effort of selling the clients products or services. An agency can also handle overall
marketing and branding strategies and sales promotions for its clients.

Types of ad agencies are:

Full Service agencies

Creative agencies
Specialized agencies
In-house agencies
Digital agencies or new media agencies

This report is completely discussing about digital or new media agencies. There was a time
when television was the most popular medium for marketer to promote, spread awareness
and generate leads for their products but now the trend has changed and Digital media has
taken its place. Main reason for this change was

Traditional methods are expensive. Compared to digital marketing channels you

could end up spending thousands of bucks more.
Traditional marketing channels fail to provide instant feedback and reports about who
saw or heard an ad, and took action. This data is collected long after the initial ad
impression is made (and still then, the statistics are far from exact numbers).
Digital marketing, on the other hand, refers to marketing methods that allow
organization to see hoe a campaign is performing in real-time, such as what is being
viewed, how often , how long, as well as other statistics such as sales conversion.

1.1) Digital Media Marketing or Digital Marketing

The term Digital marketing was first used in the 1990s. In the 2000s. and the 2010s, digital
marketing became more sophisticated as an effective way to create a relationship with the
consumer that has depth and relevance.
 Digital marketing was defined in Wikipedia as marketing that makes use of electronic
devices (computers) such as personal computers, smartphones, cell phones, tablets and game
consoles to engage with customers. Digital marketing applies technologies or platforms such as
websites, e-mail, apps(classic and mobile) and social networks.

People often referred digital marketing as online marketing or internet marketing but its
wrong. Digital marketing revolves around the Internet, which explains why people tend to
believe that digital marketing and internet marketing are synonymous. Nonetheless, they are
different. Internet marketing falls under the category of digital marketing. Internet marketing
encompasses digital marketing services as search engine optimization, display advertising , and
email marketing.

1.2) Scope of the Internship

1) To understand the element in digital media
2) To understand the effectiveness of branding through digital media
3) To choose appropriate media for communication
4) To understand the Target Group for different brands
5) To understand the scope in future for digital marketing
6) To understand what are the techniques in digital marketing

1.3) Methodology
For accomplishing this internship, I used two methodologies. One is working with a startup
company Digital Ellenky to know differ ways of communicating with people through digital
media and the another one is research to understand the consumer busing behavior of Indians in
digital era using online questionnaire

1.4) Limitations of Internship

1) The time span of project is limited
2) The problem is with using paid tools for relevant data,
3) Understanding the New product since it is a startup
2.Industrial Analysis
INDUSTRIAL PROFILE
OVERVIEW

The information technology (IT) and information technology enabled services (ITeS) industry
has been one of the key driving forces fuelling India's economic growth. IT and ITeS sector's
contribution to the national GDP has increased from 1.2 per cent in 1997-98 to an estimated 7.5
per cent in 2011-12.

IT has evolved as a major contributor to India's GDP and plays a vital role in driving growth of
the economy in terms of employment, export promotion, and revenue generation.

IT-BPO sector is responsible for creating significant employment opportunities in the economy.
Direct employment within the IT-BPO sector is expected to grow by over 9 per cent to reach
2.77 million, with over 230,000 jobs being added in 2011-12. IT services exports is the largest
employer within the industry with nearly 47 per cent share of total direct employment, BPO
exports generate about 32 per cent of the total industry employment, and the remaining 22 per
cent is accounted for by the domestic IT-BPO sector.

Introduction to the terms:

Information Technology (IT) is defined as the design, development, implementation and
management of computer-based information systems, particularly software applications and
computer

The Information Technology-Enabled Services (ITES) industry provides services that are
delivered over telecom or data network to a range of external business areas. Examples of such
business process outsourcing (BPO) include customer service, web-content development, back
office management and network consultancies.

Global Scenario

As 2008 ended, predictions of where the world economy is heading turned dire. The World Bank
projected world output to grow by a mere 0.9% in 2009 (as compared with 2.5% in 2008 and a
high of 4% in 2006) and world trade to contract by a significant 2.1% (compared to positive rates
of growth of 6.2% in 2008 and a high of 9.8% in 2006). Asia Pac is likely to witness a sharper
fall in the growth rate, i.e. from 13.4% in 2007 to 5.5% in 2010E in comparison to the world
growth estimated at 6.3% in 2010E from the 2007 figures of 9.7%.

The overall impact of the global financial crisis has been felt in Asia / Pacific in terms of the
local stock exchanges and currency exchange rates and lower GDP growth forecasts for 2009.

In addition, India has seen its currency increase substantially and later fall against the U.S. dollar.
As a result, there is an assumption that there will be some impact on IT spending across Asia /
Pacific due to the increase in the cost tied to the technology spending.

The global outlook is bleak and recovery is still far. The current global financial turmoil has hit
almost all the economies around the world deeper than anticipated. Industries globally are
impacted by the slowdown. The turmoil is taking a toll on the global IT industry one of the
leading contributors to the global GDP, led by uncertainties in the demand environment in both
new and existing businesses. Hence, there appears to be a reason to fear that the crisis will
swamp emerging markets and other developing countries, cutting into the considerable economic
progress of recent years.

Indian Scenario
Information Technology has made possible information access at gigabit speeds. It has made
tremendous impact on the lives of millions of people who are poor, marginalized and living in
rural and far flung topographies. Internet has made revolutionary changes with possibilities of e-
government measures like e-health, e-education, e-agriculture, etc. Today, whether its filing
Income Tax returns or applying for passports online or railway e-ticketing, it just need few clicks
of the mouse. Indias IT potential is on a steady march towards global competitiveness,
improving defense capabilities and meeting up energy and environmental challenges amongst
others.

Factors leading to growth in the IT/ITes sector are:

Low operating costs and tax advantage.

Government policies are company friendly.

Many graduates are technically sound.

The adoption of Information Technology has increased and become a necessity.

 Technology is growing rapidly.

Market Size
As per NASSCOM estimates, IT and ITeS sector revenues are estimated at US$ 87.6 billion in
FY 2011-12. The industry is expected to grow by 19 per cent during FY 2012-13.

The market size of the industry is expected to rise to US$ 225 billion by 2020 considering India's
competitive position, growing demand for exports, Government policy support, and increasing
global footprint.

Future prospects
Globalization has had a profound impact in shaping the Indian Information Technology industry.
Over the years, verticals like manufacturing, telecom, insurance, banking, finance and lately the
retail, have been the growth drivers for this sector. But it is very fast getting clear that the future
growth of IT and IT enabled services will be fuelled by the verticals of climate change, mobile
applications, healthcare, energy efficiency and sustainable energy.

The near future of Indian IT industry sees a significant rise in share of technology spend as more
and more service providers both Indian and global target new segments and provide low cost,
flexible solutions to customers.

By 2015, IT sector is expected to generate revenues of USD 130 billion (NASSCOM) which will
create a transformational impact on the overall economy. IT spending is expected to significantly
increase in verticals like automotive and healthcare while the government, with its focus on e-
governance, will continue to be a major spender.

However, to achieve this growth, the sector has to continue to re-invent itself and strive for that
extra mile, through new business models, global delivery, partnerships and transformation. A
collaborative effort from all stakeholders will be needed to ensure future growth of Indias IT-
ITeS sector. We will need to rise up to the new challenges and put in dedicated efforts toward
providing more and more of end-to-end solutions to the clients to keep the momentum going.

Government Initiatives
In the twelfth Five Year Plan (2012-17), the Department of Information Technology proposes to
strengthen and extend the existing core infrastructure projects to provide more horizontal
connectivity, build redundancy connectivity, undertake energy audits of State Data Centers
(SDCs) etc. The core infrastructure including fibre optic based connectivity will be leveraged
and additional 150,000 Common Service Centres (CSCs) will be setup to create the right
Governance and service delivery ecosystem at the Panchayats.

Major Players in the Industry

Adecco India

Randstad Mafoi

Manpower

Kelly Services

ABC Consultants

2.2 Company Profile:

Micro Intellects Pvt. Ltd. is a rapidly growing IT Services company, its primary services being IT
Staffing Augmentation and BPO services along with Software Product Development. Our
clientele consists of the best in the industry including some of the fortune 500 companies. From
technology services to Recruitment assistance our consulting services combine proven,
disciplined approaches with real-world experience. We take pride in consistently outperforming
the client's expectations, effectively balancing today's needs with tomorrow's opportunities.

The new world of business imposes the need for variety and complexity of interpretations of
information outputs generated by computer systems. Such variety is necessary for deciphering
the multiple worldviews of the uncertain and unpredictable future. Strategies for surviving in the
new world of business cannot be 'predicted' based on a 'static' picture of information residing in
the company's databases or individual mindsets. Rather, such strategies will depend upon
developing interpretive flexibility based upon diverse and multiple interpretations of the future.
In this perspective, the objective of business strategy is not to indulge in long-term planning of
the future, at least in the traditional sense. It will be necessary to plan, but all plans will need a
high level of adaptability and flexibility as they are challenged by changing dynamics of the
business environment, changing market trends, and, shifting competitive landscapes.
MICRO INTELLECTS SOFTWARE PVT LTD Management Team

RATNAPRASAD - Chairman
RATNA SEKHAR - Managing Director & Chief Executive Officer
B.SUNIL KUMAR - Operations head
VENKATA KOUSALENDRA- HR HEAD

A. Nature of business

SOFTWARE DEVELOPMENT

Micro Intellects core business revolves around the project development service. We
develop all phases of the software development for our clients. We strive to provide a
total solution.

CONSULTANCY

At Micro Intellects, our recruitment professionals have in-depth

knowledge of specific industry sectors, based on years of direct
experience and long-standing relationships with top leaders.

TALENT DEVELOPMENT

At Micro Intellects, our recruitment professionals have in-

depth knowledge of specific industry sectors, based on years
of direct experience and long-standing relationships with top
leaders.

FINISHING SCHOOL
Getting a sound education and training for a future career is
very important and should be part of the life plan of every
single individual. this is because a sound education will enable
an individual
2.3.Vision, Mission and Quality Policy

MICRO INTELLECTS SOFTWARE PVT LTD

Vision
To achieve Global Leadership in offering high quality IT services with commitment to utmost
Customer Satisfaction, strict adherence to business values and social responsibilities.

Mission

To provide Customer Centric high quality IT services that always meet their expectations with a
commitment towards their business values.

Quality Policy

We provide continual quality services by adopting best practices relating to people, process and

technology and deliver cost-effective and innovative solutions thereby meeting our clients'

expectations.
 Services Profile

1. SOFTWARE DEVELOPMENT

Microintellects core business revolves around the project development service. We develop all

phases of the software development for our clients. We strive to provide a total solution to our

clients by being able to solve their software development needs.Our project teams consist of

highly skilled technical project managers, system architects and experienced software developers

who also understand our underlying business goals. We provide consulting services in all of the

following phases of software development:

Requirements study

Analysis and design

Application development

Quality assurance

User training

Support and maintenance

Website Designing

Website Design & Development:

Web Designing is essential for any web business. We work with you to understand your business

requirements, analyze you needs, design and develop customizable, scalable, maintainable and

robust applications.We are expertise in all latest web technologies, for building secure, high
quality and low cost solutions. In order to achieve this, we are promoting open source

technologies like PHP, MySQL, Java etc; our web sites are error-free, as we thoroughly check

them to avoid any shortcomings. We provide easy-to use interface, and ensure that search

engines find your site easily.

Attractive Design

Static design is no more in fashion, the modern user has millions of web-sites to choose from, so

his attention must be caught by an original design. We enhance your site with quick loading

animated gifs and sophisticated Flash movies. Each page of your web site will be designed to be

consistent with your company's identity.

Usability

Our designers and programmers work together to design web pages that load quickly and please

the eye. Surveys show that if a page does not load within 30 seconds the user leaves it. To avoid

this problem we thoroughly check the site's organizational structure and apply graphic

optimization.

Web Programming

We provide complete and affordable web design solutions for clients both large and small. Some

of our areas of expertise are:

HTML, DHTML, Java, JavaScript, PHP, and AJAX.

MySql and Oracle databases.

Complete graphic design and multimedia production.

 Navigation menus, personalization, and visitor tracking.

User training

Shopping carts, chat rooms, auctions, and classifieds.

CONSULTING

At Micro Intellects, our recruitment professionals have in-depth knowledge of specific industry

sectors, based on years of direct experience and long-standing relationships with top leaders.

This is the foundation for our unmatched results across verticals and various management

domains with diverse skill sets. We work with organizations across all industries from young

dynamic start-ups and fast-growing companies to globally established Fortune 500 corporations.

Our verticals of expertise:

Information Technology

Banking, Financial services &Insurance

Automotive

ITES (BPO / KPO/ LPO)

Healthcare

Industrial Gases & Chemical Industry

Manufacturing & Engineering

Media, Entertainment & Hospitality

 Pharmaceuticals & Life sciences

Professional services

Telecommunications

Transport & logistics

a. Executive Search

Micro Intellects concentrates on executive search to source and recruit professionals across a

broad spectrum of industries. Through our proven processes and comprehensive analyses we are

able to conduct superior executive search for our demanding clients. From mid-management to

board level, Micro Intellects delivers top-tier talent that helps our clients to achieve and exceed

their business goals. Our proprietary database, business and talent intelligence gathering systems

are some of the tools that enable us to approach a better percentage of potential candidates, and

track their careers. As a result, we always provide on-time, on-demand results to our clients, and

with utmost cost-efficiency.

When undertaking a search assignment the approach we follow is:

Reseach Methods

Client Confidential Approach

Well-Documented Process

Strict Timelines

Robust Reporting Structure

 Service Feedback Modules

b. Executive Selection

Executive selection is Microintellects largest service practice. Our comprehensive methodology

helps us deliver successfully in selecting top/senior executives for clients across disciplines and

industry sectors. Drawing on the skills of our professional associates, we are able to develop a

targeted advertising campaign, including an Internet strategy. With the landscape constantly

changing, we in conjunction with our associates continuously research appropriate media

channels in order to derive the optimum benefit for our clients.

We are able to provide expert assistance to our clients in drafting or creating Talent acquisition

advertising campaigns that are well-written, persuasive and create a powerful impact on potential

candidates. Micro Intellects offers expertise in every step of the Talent acquisition campaign,

ensures quality response, intelligent media selection and bespoke message and medium design

complement a clients image.

c.Staff Leasing

Micro Intellects Staff Leasing practice is suitable for organizations that need additional resources

at any point of time. The temporary assignments can last a few days, weeks or months and

generally cover up for vacations, maternity leave, sick leave and seasonal or peak loads. Micro

Intellects Staff Leasing team provides for the best choice of employees available on flexible

terms of short, medium or long-term employment. It enables the clients to respond to short-term

temporary or flexible talent needs with specific skill set requirements.

Advantages of temporary staffing :

 One-stop staffing source

Ensures employees have the skills needed to succeed on the job, with tested and
trained employees, clients receive continuity of operations

Keeps daily employee interactions focused on performance rather than on payroll

issues.

Flexibility of employment

Ease of recruitment and replacement

Short & Long-term cost advantages and cover (Reduce labor costs by adding staff
when necessary to hit key deadlines vacations etc) /li>

Benefits of scale

The statutory complexities are also taken care of by the staffing company

There are no hassles associated with recruiting and retaining people.

Micro Intellects facilitate temporary staffing on contract from six months to more than one (1)
year period.

What we can help you with?

Micro Intellects Staff leasing service spectrum caters to various functional activities broadly in
the domain of Human resource practices, IT & technology, Accounting & finance, Office
administration, technical support and back-end operations, Permanent & Temporary Staffing
Solutions, sales & marketing, Payroll management.

d. Recruitment Process Outsourcing (RPO)

Micro Intellects Recruitment Process Outsourcing (RPO) solutions are designed with the need of

clients who need to complete the recruitment process but do not have all the internal HR systems

in place, or are in quick ramp up situations, where the existing internal HR team needs support

from external Talent Management partners to complete the hiring process without losing any

time or money.Micro Intellects RPO solutions help clients achieve improvement in four areas of

quality, cost, service, and speed. We work closely with organizations to meet their recruitment

needs by managing their end to end recruitment process with special accent on excellence and

speed of:

Mapping the Business Requirement

Advertisement management

Event planning & support

Applicant response management

Resume scanning

Interview Management

Offer Management

Information Management & Applicant Tracking systems

Process Analytics

Talent Development
In today's hyper-competitive world, actively developing employees and providing career

advancement opportunities to them is crucial for the growth and prosperity of any business

because it will

Increase employee morale, broaden skills and employee engagement thereby increased

performance

Develops credentials, builds confidence, motivate the employees to perform well thereby

retention

Ensure that your workforce is prepared to meet the challenges of the future and thereby

company's ability to attract quality candidates

The more capable and qualified the employees the better the performance of the company. When

they are well trained, they can easily handle situations, please customers ensuring customer

retention as well as resolve any glitches easily without much ado.

Employees like to learn new skills and meet challenges and they are more motivated when they

feel there is great potential for personal growth. When the company shows interest in employee

development, the employee naturally has a greater interest in the company's development too.

Consider the Price of (NOT) Training:

To quantify the results that training can produce. A person being paid 50,000 per year who is

wasting just one hour per day is costing the organization 6,250 per year (excluding benefits,

overhead, opportunity costs, etc.). If, for example, through effective training, that person can

learn how to re-capture just one hour per day, that translates into a payback to the organization of
6,250 per year. If there is a group of 25 people involved in the same training and they all receive

a similar benefit, the return to the organization is 156,250 per year. (And this does not include

other benefits to the organization such as profitability, reduced turnover, improved morale,

enhanced teamwork, better customer service, greater creativity, etc.) Over five years, the payback

is 781,250.

ELTPs - Freshers Trainings

Microintellects offers learning programs to fresh recruits of the organization to hone their IT

skills set. These programs are aimed at transforming engineers from diverse disciplines into

software professionals. These programs are designed in consultation with the organization.

Besides teaching various application tools and products, they emphasize on the underlying

concepts. Microintellects understands the training processes and best practices of software

development organizations and replicates them to conduct the learning programs.

Areas of Expertise:

Java/J2EE, .NET, Testing/QA, Mainframes, Oracle Technical/Functional, BI, SAP

Laterals - Project Based (Any Technology)

Microintellects specialize in assessing training needs, designing, developing, delivering,

administering and even evaluating corporate training solutions. Blending technology with

traditional methods, these customized IT training solutions will bolster the knowledge base in

your organization. These courses are tailor-made and are useful for practicing IT professionals

and experienced users.

Focus Areas:
 CRM - Clarify, Siebel, Chordiant, Kana, PeopleSoft & Remedy

ERP - SAP, Oracle Applications, PeopleSoft, JD Edwards

Database Administration - Oracle, SQL Server, INGRES, Informix, Btrieve

OLAP/ ETL Tools - COGNOS, Informatica, Business Objects, Ascential DataStage,

Datamining

PMP - Technical Architects/ Project Leaders/ Project Managers

IBM - AIX, Mainframes & AS/400

EAI - See Beyond (e-gate & ICAN), Mercator, TIBCO, MQ Series, MQSI, Web

Methods, WBI MB

Content Management Tools - Documentum, RHYTHMYX, Filenet, Stellent

SCM - VSS, CVS, Subversion

Testing - Win runner, Load Runner, Silk Test, QTP, QC

Others - DBA, QA, J2EE, Microsoft & Oracle Products (Oracle 10g Apps server, 10g

Portal, E-Business Suit), PMP, Vignette, Objectstar, Gentran, WMI, Biz Talk Server,

Sharpoint portal server, Websphere Application and portal server, Weblogic Application,

integration and portal server, Sunone UDS, Telelogic, Tuxedo, Hyperion Essbase,

Plumtree portal, HP Open VMS, Citrix, Oracle, Toplink, VOIP, wince,Peregrine etc.
Trainer Services (PAN CANADA)

Microintellects provides trainers in various technologies from its pool of professional, trained &

experienced faculties to deliver IT trainings with high quality standards to several IT Clients in

India & Abroad and are always rated very highly by our clients.

Offer Management

Information Management & Applicant Tracking systems

Process Analytics

Finishing School

Getting a sound education and training for a future career is very important and should be part of

the life plan of every single individual. this is because a sound education will enable an

individual have a future career, become a professional in their chosen field and have a source of

livelihood so they may take care of their needs as well as those of their family members. With

the changing software fundamentals, many companies hire people who match with the required

expertise. If you want a lucrative IT career, you need keep yourself on your toe about the latest

software technology and tools, keeping in mind that the opportunities will be available only to

those who are certified. If you don't go after what you want, you'll never have it. If you don't ask,

the answer is always no. If you don't step forward, you're always in the same place. Every one of

us has the potential to achieve success like any other high achiever provided we are ready to

work around a few things with zeal and commitment. What is required first is to face the right

direction and question ourselves whether we are treading the right path and having a focus in

life. At Micro Intellects, we transform raw individuals to project-ready professionals. It is our

continued effort to place the appropriate talent at right place at perfect time.

Getting the right fresh graduate and making them productive from Day 1 has been one of the

major challenges faced by all IT companies. With improving efficiency being the order of the

day, every company aims to achieve more with less resources. Also due to cyclical business

trends, companies are now looking to recruit just in time deployment ready professionals than

recruiting employment ready candidates.

Lack of right technical & professional skills in fresh graduates has been IT industry's major

concern for a long time. This has forced the industry to look into alternate avenues for supply

gap.Onesuch solution is Finishing School.

A good finishing school not only provides its students a significant edge over others while trying

for jobs in IT companies, but also provides them with the right abilities to excel on the job and

have an accelerated career growth. The school will train them in such a way that companies can

cut down on the entry-level training and related expenses.

At Microintellects, we offer comprehensive corporate training programs to align fresh graduates

(or campus-hires in your company) with the needs of the industry. Microintellects's FS Initiative

is aimed to bridge the industry gap through innovative programs and provide project-ready

skilled professionals to IT Industry. Micro Intellectshas designed a program that will help hone

the Software Foundation, Life-skills and Technology Skills of candidates through a 400-hour (2-

month) rigorous and Intensive Program covering everything what IT Industry expects from a

fresher. They transform fresh graduates into industry-ready IT professionals.

Micro Intellects has trained professionals who are trained up-to-date with industry requirements

and who are sound with their skills, whom you can choose from. Micro Intellects also offer to
train with your specific requirements, after sourcing them from our extensive network of

education institutions, giving you project ready professionals who will be performers from the

get go.

(II )Area of Operation-Global/ National/ Regional

If you find a position that interests you, then we suggest that you review the rest of our website
to get a feel for who we are, what we do, our working environment and what we look for.

a. Ownership Pattern

MICRO INTELLECTS SOFTWARE PVT LTD is private limited company.

Sole Proprietorship held with Ajit Isaac. MICRO INTELLECTS SOFTWARE PVT LTD
is in talks with Thomas Cook for 76% stake.

b. Work flow Model

There are 7 steps in the Recruitment Cycle followed in MICRO INTELLLECTS SOFTWARE PVT LTD:
1. Acquisition of New Clients & Standard Agreements

New Clients are acquired by

a) Contacting clients via e-mail, Tele-Calling & sharing sales collateral such as
presentations, dossiers etc.; response to RFPs

b) Inbound queries from clients

Follow up by sending the proposals with commercials via e-mail/in Hard Copy. Once rates are
approved by the cliental contract agreement is signed between the Client and MICRO
INTELLECTS SOFTWARE PVT LTD. In the case of existing clients, all expired contract
agreements must be replaced with renewed valid contracts.
2. Receiving positions (Job Description)

3. New requirements/positions are received from the client with a Job description

Job Description should include the following:

Roles & responsibilities

Skill Set

Education Qualifications

Experience

Location

Cost to Company (CTC)

The Job Description can be received via e-mail, through software or telephonically.

The received information is uploaded on Hire Craft (Internal Application) and uploaded to the
client portals, wherever required.

4. Posting & Sourcing

Following are the sources of recruitment;

a) Internal resource

b) External resource

Internal resource process includes;

Hire Craft Database/ Internal Database

Walk-Ins/Call-Ins

Applications through MIG Website

E-mail Applications

Internal & External Reference

a) External resource process includes;

 Job Portals.

Head Hunting through LinkedIn, Google and other networking sites.

Mapping of target companies.

For the volume based sourcing the sourcing is done through college database, Bulk SMS
etc.

5. Profile Validation

Screening of profiles is very essential to maintain quality of profiles. Therefore MICRO

INTELLECTS GROUP follows standard checklist to ensure profiles are validated;

1 Current company

2 Current designation

3 Experience

4 Reason for change

5 Job changes

6 Skills

7 Current Location

8 Preferred Location

9 Communication Skills

10 Team size ( reportees (direct + indirect))

11 Reporting to

12 Current CTC (Fixed +Variable)

13 Expected CTC

14 Notice period

The detail and exhaustiveness of the screening and validation depends on seniority and
criticality of the Position. The profiles are required to be revalidated by the Manager
Key Accounts before sharing it with the client.
 For volume based sourcing the quality check includes voice, communication, experience,
company, qualification etc. Details collected from the candidates are added to the resume
summary.

Senior Consultants / Consultants are responsible for uploading resumes as per the MICRO
INTELLECTS GROUP prescribed formed on to the Hire craft.

Techniques of Interview

Following Interview Techniques are used keeping in mind the nature of the clients:

Informational interview:

Here we follow a set pattern of questions to get standard information from the candidate.

More applicable for specific skill based hiring.

Behavioral/Competency based Interview:

As the requirements are getting more niche in nature. The theory behind this technique is
that the best predictor of future behavior is past behavior so basically we ask candidates
to draw on their real life work experiences from the past to explain how they might
handle a situation or problem relevant to the business and the role we are hiring.

More applicable for Middle level and Leadership level hiring

Can be done telephonic but meeting candidates face to face is preferred.

Quality of Recruitment

Lot of emphasis is given on keeping our recruiters at par with the changes in the market. Timely
training sessions are held to make our recruiters updated and skilled with different tools and
techniques in the market

Mock Interview sessions

Presentations using audio ,video clips

Role-plays

Etiquettes sessions on email writing, interacting with clients and candidates

 On the job training

Resume Format

Following are the points to be remembered while formatting the CV:

Font Style Calibri

Size 11 across

MIG logo to be placed on the top right corner

Summary sheet to be pasted on the 1st page of the resume

Highlight the companies

Key skills to be highlighted in BOLD

Spelling Check & Grammatical Mistakes

The final e-mail shared with the client should include the following information:

Candidate Summary sheet

Updated Resume

format for the body of e-mail (mentioned below):

For Senior Level

Name

Current Location

Preference of Location/Constraints if
Any

Scope(Business Units/Processes
Managed)

FTE/Team Size( In total)

Nature of Clients( UK/US)

Current CTC Fixed + Variable

 Expected CTC ( In Numerical Terms)

Notice Period:

Has He/she Applied/Spoken to Client

before:

Possible time slots for a call/meeting

Go through the profile and let me know if you would like to talk to him.

Looking forward to your quick revert.

1. Candidate Management & Client Engagement

Client Engagement

There should be interaction with the Client on daily basis. Meet your client at least twice in a
month.

Delivery Management

It is the responsibility of KAM or SPOC to service the requirements with at least 5 relevant
profiles (depending on the nature of positions) within 48 hrs of receiving the JDs.

Need to ensure that MIG receives feedbacks within next 48 hours of sharing the profiles with
client.

The KAM or SPOC will manage the interview schedules and ensure communication with
candidate and Client on regular basis till the time candidate joins.

For a regular update on our quality of work, we maintain MIS, that we share with the clients on
weekly basis.

Farming

The KAM (Key Account Manager) is responsible for managing the client AND equally to grow
revenues from the accounts business and map other recruiters from the client.

2. Offer Management & Negotiation

The offer management process includes offer negotiations, regular follow-ups with the
candidates and clients and submittal of required documents by the candidate such as:

Education & experience certificates,

salary proofs (last 3 months pay slips),

Copy of Offer letter from current company.

Hike letter (if any)

Once the candidate resigns, we conduct regular follow ups and collect following documents for
assured joining:

Resignation

Resignation acceptance

Background verification check (if required),

Regular follow-ups with candidate till the candidate joins and completes the guarantee period.

3. Joining & Billing

Upon joining candidate, joining confirmation mail is sent to the client by the Key
Accounts Manager/ recruiter to the client with cc to billing team.

An invoice request is raised on Hirecraft. The Invoice is raised by KAM on Hirecraft,

post receiving the clients confirmation of the candidate joining details.

The invoice is approved by the billing team. The amount to be billed is again confirmed
and acknowledged.

The invoice is finally dispatched centrally from accounts department to the clients billing
address and acknowledgement is received from the client.

Regular follow-up is done to receive the payment within the agreed payment terms.

a. Future growth and prospects

 Financial target for 2015 is to achieve a landmark of Rs.5000 Cr in revenue.

MIG is planning to expand business globally, starting with operations in Philippines as a part of
corporate strategy.

MIG is planning for new business plan in the space of fully integrated managed services business

Mckensys 7S frame work

1. Strategy:

Recruitment strategy: To hire quality talent, to increase organizations efficiency. Robust

processes to ensure the focus on customer centric approach to clients.
Pricing Strategy: Complexity of mandates received, market availability of human resource
received, input cost to deliver and cater clients demand.
Existing strategy: Provide Ecosystem to corporate to help build clients Human Resource
ecosystem.
 The core services includesoftware development for business to enhance delivery and increase
efficiency. The managed services which are untapped include transportation and security.
The managed services provided by IKYA are facility management, compliance management,
recruitment, training, hard services, catering, staffing and outsourcing.

2. Structure: Functional Structure

Employees within the functional divisions of an organization tend to perform a specialized

set of tasks. Coordination and specialization of tasks are centralized in a functional structure.
3. System

Internal business processes are well defined and documented as per ISO 9001:2008 standards. IKYA has
the following systems;

HRMS

AXPERT
 HIRECRAFT

HRMS platform is used for internal employees to leverage technology for instant access to critical
information.

AXPERT software is used for payroll processing of more than 50000 associates and provides clients with
critical information as and when required.

HIRECRAFT is a platform to build internal database for recruitment business and provides end to end
recruitment support.

4. Shared Values

Planning involves preparing a

sequence of action steps to
achieve some specific goal

Execution is the step/ action

taken or the process of
implementing a plan

Proper Planning & Execution

leads to Growth: in business,
size, reach, abilities, career etc.

MIG Values:

Focus is the ability to devote our full attention and concentration to a person or process. Focus lends
clarity and direction to our day to day activities. It lets us maximize our progress and productivity by
directing our energies toward one priority at a time. By honing our focus we can reach new levels of
insight, knowledge and quality.
When we give our undivided focus to another person, they feel valued by us. We can connect with them
in more meaningful ways, increasing the potential for understanding and empathy.
Integrity means being true to ourselves and being honest, upright, and decent in our dealings with others.
When we are guided by integrity, our thoughts and words are in line with each other; our actions align
with our principles. Our conduct speaks for us, more eloquently than words ever could. It becomes the
basis for both reputation and self-respect. Integrity demands courage but delivers untroubled sleep.
Developing integrity requires internal honesty, because we cant be honest with others unless we are
honest with ourselves. It requires self-awareness, since we cannot accurately communicate what we do
not know.
People of integrity can be counted on to stand up for what it right, even if it is unpopular, and to behave
with honor even when there is no one around to see. Integrity allows other people to trust us because they
know that we value our commitments and seek to live by them. It is one of the cornerstones of loving
relationships and shared endeavors.

The process of working collaboratively with a group of people in order to achieve a goal.

Teamwork is a crucial part of our business, as it is often necessary for colleagues to work well together,
trying their best in any circumstance. Teamwork means that people will try to cooperate, using their
individual skills and providing constructive feedback, despite any personal conflict between individuals.

5. Skills

MIG Skill Matrix:

Job Knowledge: In depth understanding of industry. Specialization, if any

Leadership: Initiative taken during work life, introducing new systems & procedures.
Performance as a Manager

Communication: Clear, articulate, expresses thoughts concisely, listens well, responsive

Maturity: Evidence of logical thinking while answering questions

6. Style

MIG follows participative approach as a part of their core value system. Hence, the employees
are given opportunity to get involved new initiatives. The participation is encouraged to ensure
involvement of every employee in the growth of MIG.

7. Staff
MIG Group has strength of 1400 professionals spread across business lines. The employees are
grouped in three cadres:

Leadership: 10

Managerial : 190

Operational : 1200

2.3 SWOT analysis

SWOT is an acronym for Strengths, Weaknesses, Opportunities and Threats.

Strength Opportunity
1. Customised solution to clients 1. Focus on Managed Services business
2. Quick delivery cycle 2. Building FMCG clients
3. State-of-the-art IT infrastructure 3. Expansion in other countries

Weakness Threat
1. High attrition rate (annual compounded 1. High dependency on core industries
attrition is 35%)
2. Companies are developing their own
2. Low margins as they are focused on market
sourcing team
capitalization
 3) Digital marketing

Digital marketing is promotion of your business, organization or brand using channels such as
the internet, mobile devices, television and radio in addition to using creative inline advertising,
video, podcasts and other such methods to communicate your message. Internet marketing in
particular plays a huge part in anny digital marketing and is becoming the core of many
organisations overall marketing strategies, particularly with regard to social media and viral
marketing.

Digital marketing ecosystem is not only concerned with marketing and social media marketing.
In introduction we discussed that peoples have a belief that internet or social media marketing
are same but not same. Be clear from beginning . Digital marketing eco system consists of
internet marketing and social media marketing. They are just a channels for communication,
digital ecosystem sonsist of integrating channels and integrating services.

3.1) Digital Ecosystem

Search Engine (SEO/SEM)

Integrated
Displays (Banners,Rich media Banners)
Mobile Marketing
Social media

Channels Email
Video
Websites

Analytics

Intergrated Content management

Advanced Targeting
Creative

Services
Research + Planning
Digital strategy

3.1.1) Search Engine

Search engine optimization (SEO) is the art if getting website to work Search engine optimisation
(SEO) is the art of getting a website to work better with search engines (like Google, Bing &
Yahoo), and to look for achievable, profitable, ranking opportunities through keyword research.
It is a quest for increased visibility in search engines via relevant copy, quality links, domain
trust, social popularity and search engine connectivity.

Search engine marketing (SEM) is a broader term than SEO, and is used to encompass different
options available to use a search engines technology, including paid ads. SEM is often used to
describe acts associated with researching, submitting and positioning a website within search
engines. It includes things such as search engine optimization, paid listings and other search-
engine related services and functions that will increase exposure and traffic to your Web site.

3.1.2) Displays
Display advertising is a type of advertising that typically contains text (i.e., copy), logos,
photographs or other images, location maps, and similar items. In periodicals, display advertising
can appear on the same page as, or on the page adjacent to, general editorial content. Normal
banners, Rich media banner, Interstitials and pops are example of displays.

3.1.3) Mobile Marketing

Mobile marketing is used in reference to any marketing efforts on or with a mobile device. It
involves planning, creating, and implementing a mix of initiatives to bring together sellers and
buyers via mobile devices. Mobile ads, Mobile websites, Apps and Games are some of examples
for mobile marketing.

3.1.4) Social Media Marketing

Social Media refers to any software tool that enables and encourages engagement in conversation
or sharing. Popular forms of social media include Facebook, Twitter, LinkedIn, YouTube,
Pinterest, Google + and blogs. Now all days social media become platform for marketer to make
conversation with customers. Brands are now engaging customers through social media.

3.1.5) eMail Marketing

eMail Marketing is a type of direct marketing that involves sending personalized, targeted
messages to a specific audience. eMail Marketing is easy to use, low cost, and effective. Most of
the B2B business in present era in following email marketing, but in B2C also email marketing is
productive.
3.1.6) Video
Marketers are now use video to make customers aware of brands and to sharing the experience of
other customers. YouTube ads are too popular in video ads. In social media platforms also brands
are sharing video.

3.1.7) Analysis
Analytics is the practice of evaluating data, and the process by which a company arrives at a
most advantageous decision. Here marketer analysis the integrate channel to understand the
effectiveness of communication. Analysis may be based on numbers of visitor or like in social
media pages..Etc.

3.1.8) Content Management

After analysis the integrate channels marketer can able to understand the problems with current
contents. Later he can manage the content to increase the engagement rate, content may be text
in banners, images or websites.

3.1.9) Advanced Targeting

Advanced targeting are techniques involving the sending of targeted messages to a specific
audience. It is used to increase the effectiveness of a marketing campaign. Behavioural targeting
is also a part of advanced targeting, here marketer can target the customer based on their past
behaviour in online. Marketer can put ads in other webpage where customer is going.

3.1.10) Creative
Creative is the artistic component of an ad or website. It usually includes an image and copy
present in ads or website. Marketer can make those contents attractive to customers. Marketer
will sometimes change the entire design of websites, apps..Etc.

3.1.11) Research and Planning

Marketer will do some research to understand the behaviour, taste and preference to customers in
digital platform. This research may be doing by using paid-tools like ComScore...Etc. Through
this research marketer can understanding where T.G is present or what T.G would to do in online.
After research marketer will plan new campaigns based on those research reports. These
campaigns are more effective to reach the T.G properly.
3.1.12) Digital Strategy
Digital strategy is the process of specifying an organization's vision, goals, opportunities and
initiatives in order to maximize the business benefits through digital media. Strategy will be
different for each brand, it will base on the brand objective and target groups interest. It is actual
a plan formulated by the marketer to explore the opportunities. Strategy may be short term or
long term, but it need to be fit with market situations.

3.2) Types of Digital Marketing

In normal outbound marketing, we will use pull and push marketing strategy. Like that in digital
marketing also pull and push are types.

In push digital marketing the marketer sends a message without the recipient actively seeking
the content, such as display advertising on websites and news blogs. Email, text messaging and
web feeds with customized contents can also be classed as push digital marketing when the
recipient has not actively sought the marketing message. Push marketing allows you to target
your demographics and use your marketing dollars to promote your product to the people you
know are interested in what you have to sell. A push marketing campaign can be more expensive
when it comes to upfront costs, so you really need to be sure that your marketing is going to
reach the right people at the right time. Behaviour targeting is good example for push digital
marketing.

In Pull digital marketing includes blogging, email marketing, social media, info graphics and
other forms of visual messaging and search engine optimization (SEO). A pull marketing
campaign also includes public relations or other ways of reaching out to potential or already
realized customers who you want to keep engaged. While a pull marketing campaign can be less
expensive to get started, you will incur costs in other ways. For example, if you are running a
social media campaign, you will need to hire someone to manage your social media and respond
to people who leave comments or ask questions. Social media gets people talking and that has a
major impact on sales. Pull marketing also requires a greater investment in time, but it gives you
more ability to entertain your customers and educate them about your company. [18]

But don't get confused by seeing Email in push and pull, there is a difference. If marketer is
sending emails with customized content or banners to specific group of customers is push digital
marketing. If marketer is sending emails with the same content or banner to all customers is pull
digital marketing.

3.3) AIDMA as AISAS in Digital Era

AIDMA widely accepted model describing the psychological process leading up to the
consumers decision to purchase a product. This model is similar to AIDA model. The AIDMA
Model was first advocated by Roland Hall, an American economist, around 1920. [19]

According to this model, there are five key processes: Attention, in which the consumer first
notices the product or advertisement, followed by Interest, Desire, Memory, and Action.
This model has been used extensively in the advertising and marketing industries.

Attraction Interest Desire Memory Action

AISAS is a process model of consumers purchasing activities in the Internet age. AISAS is a
consumption behaviour model that has been advocated by Dentsu since 2004. It was developed
to observe behaviours based on the understanding that the Internet has become prevalent, and
that consumers now have access to environments in which they can obtain and transmit
information themselves.

In this model, the key processes are: Attention, in which the consumer first notices the product or
advertisement, followed by Interest. After this, the consumer Searches for information, and then
makes a purchase (Action), after which information is shared with others. In comparison to
AIDMA, the psychological process has become more compact, and the Action process has
expanded.
 Attraction Interest Search Action Share

These changes are shown how presences in digital are important for brands. Brands can able to
create awareness and internet without digital. But it will not lead to action in current scenario.
Customers need more information in present era; they are information seeker and always search
for best deal. Brands cant sustain without digital media.

3.4) Advantages of Digital Marketing

Digital Advertising is increasingly an inherent budgetary component of many organizations
today. Organizations of all sizes use the medium to promote their products and services. So well,
why do so many organizations use the medium? Simply put, it is due to the numerous advantages
that online advertising offers. These are discussed in the paragraphs ahead.

Reach - The ability of the online medium to target a certain demographic of users is one of the
greatest advantages of digital advertising. In addition, the geographical reach of the online
medium is far greater than that of traditional media. Its not only cost effective to achieve a wider
geographic area but the ads can also be targeted to the desired audience. For example, if an
advertiser is keen on selling his or her products targeted to a certain demographic of people, it is
quite possible through online advertising. Digital advertising has matured to the extent that web
publishers, media agencies and advertisers themselves know the optimal ways and websites for a
certain category of products or services.

Measurement - With various tools becoming available, tracking effectiveness of ad campaigns

is becoming possible today. In other words, measuring Return of Investment (ROI) is
increasingly possible today. Organizations that were previously reluctant to spend online, now
realize that the online medium does offer means to alleviate any such fears. Moreover, when
properly designed online marketing campaigns generate the desired results, advertisers are
further encouraged to continue advertising online.
Interactive and Engagement - The Internet is arguably the most interactive and engaging
medium among various others. Interactive campaigns have become a norm with the power of the
online medium. One such advertisement worth mentioning is the campaign by AXE where the
end user could alter the smile of a woman as he/she liked to i.e. in an interactive framework. The
advertisement struck an instant chord with the youth to which AXE the brand is positioned for
Customers are basically just a click away from the advertisers. In other words, direct response
between end users and advertisers is possible through the online medium.

Time - Through the Internet, an advertiser can reach a desired target group or demographic in a
much shorter time frame. For example, if an advertiser needs to plan some sort of ambush
marketing, the online medium can be an effective means of achieving it. Even otherwise i.e. for
regular marketing campaigns, the total time necessary to complete an online advertising
campaign is less than that of traditional advertising methods.

Cost - When compared to traditional forms of advertising, digital advertising is cheaper. Various
payment models are available between the advertisers and publishers. Many a time, advertisers
are charged only when visitors click on their ads. The various payment models are discussed in
detail in the next section.

3.5) Digital Advertising: Ad Avenues

SEARCH ADVERTISEMENTS: Advertisements made up of text (displayed largely as
sponsored links on search engines) come under this category. These are backed by hyperlinks
that when clicked on, take the potential customer to the advertisers website.

DISPLAY ADVERTISEMENTS: Advertisements that are placed at various points on a web

page that typically contain logos, photographs, other images or even text. Technologically these
comprise of Image, Simple flash and Rich media with& without video ads.

MOBILE ADVERTISEMENTS: Advertisements that are viewed or consumed on mobile

phones or tablets come under this category. These comprise of Mobile Web ads, SMS, MMS,
Mobile Video & TV ads and In-App ads.
SOCIAL MEDIA ADVERTISEMENTS: Advertisements of any type: text, display, stamp pads
etc displayed on various social media websites like: Facebook, Twitter, LinkedIn, Pinterest,
Orkut etc fall into this category.

EMAIL ADVERTISEMENTS: Advertisements that involve sending across a commercial

message to a group of people using email comprise of this ad type. Emails are used to engage
with existing customers to get repeat business as well as to acquire new customers.

VIDEO ADVERTISEMENTS: Advertisements that fall broadly under the display type but
have video within them and are served before, during and/or after a video stream on the internet.
This type comprises In-Video ads, Standard In-Stream ads (pre rolls, mid rolls or post rolls) and
TrueView ads.

3.6) Some of the Basic Terms in Digital Marketing

Impression

An impression is a measure of the number of times an ad is seen, whether it is clicked on

or not. Each time an ad displays it is counted as one impression.

Page View

Viewing the page is known as page view. It gets counted once the page loaded.

Leads

When one person fills his details in the given box is known as lead.

Conversion

The percentage of people whose activity can be tracked while clicking on an ad or

visiting a website to actually purchasing a product or service. A high conversion rate
indicates that the link, ad or site was successful

Inbound link

Link connecting to your website from a different website.

Profiling
 To build a picture of a target customer based on information from various sources
including customer transactions completed forms and demographic data.

Unique Visitor

Unique IP address accessing a website.

Landing Page

A custom we page designed to convert visitor into leads or sales. Email, banner ads and
even offline outbound marketing campaigns drive traffic to a landing page to capture
information or trigger a sale. Landing page is also called as destination page or splash
page.

3.7) Types of ads

Above The Fold: Above the fold refer to banners ads which are displayed at the top of a
web page.

Rich- media: Online ads that contain motion, sounds or video are termed as rich media
ads

Interstitial Ads: Ads that appears between web pages.

Banner Ads: Embedding an ad into a web page- know as a click through due to
interactive actions where the consumers clicks and is taken to the banner ads company
websites

Pop-up: Ads that displays in a browser window either in the front or behind the current
browser window.

3.8) Monetary term in Digital Marketing

Cost Per- Action (CPA): Cost of advertising based on a visitor taking some specifically
defined action in response to an ad. Action include such thing as a sales, transaction, a
customer acquisition or a click

Cost- Per -Click (CPC): Cost of advertising based on the number of clicks received.
 Cost- Per-Thousand (CPM): The standard unit for buying or selling Internet
advertising. The thousand stands for thousand advertising impression or views.

Pay- Per- Impression: Online advertising where an advertiser pays a pre-agreed price
each time a user clicks on their advertisement. The cost for the click is often negotiated
through auction, with ad placement determined by the relative size of the bid, as well as
other factors.

Pay-Per-Inclusion: Search engine marketing programs that guarantee web site listing for
specific keyword search term for a fee.

Pay-Per-Lead: Paying to acquire leads from an outside party at a set rate or amount per
lead

3.9) Branding in Digital Era

Before doing this internship, I believed marketer is responsible for building a brand or marketer
is a custodian for a brand. But while doing internship, I understood marketer is not a custodian,
he is a person who guides a product to become a brand.

Today, brand custodians are the connected users who exist across digital platforms. They are
multifaceted. They are the publishers, circulators, ambassadors, instigators and at the same time
they are the custodians as well. Their digitally connected existence has power, credibility,
influence, depth, and reach.[26] Their digital messaging has the velocity, acceleration, and
momentum required to impact brands. Yet brands and their default custodians continue to live
blissfully in an illusion about the control they exercise over their brand.

Brand is an enabler in the current age. It is the participants, the brand conversations and the
platforms that amplify the brand and drive the brand philosophy. Businesses need to, therefore,
understand the consumers and the evolving digital sphere better and continue to build brands
within the digitally connected ecosystem by focusing on the following 3 elements- [27]
 People

Channles Engagements

People

The digital age has democratized individuals. They are no longer passive consumers, but active
and creative participants. They expect and believe in the co-creation of an experience, thereby
evolving from consumers to users. They are becoming the most credible and reliable source of
the true picture of a brand.

Consumers are beginning to seek a relationship of fair exchange between themselves and the
businesses where each contributes and everyone gains. Individuals are seeking a
multidimensional relationship that provides them with more than just the brand product/service.

The fair exchange relationship is also offering new opportunities to the business to build more
human connections. Businesses will have to become receptive to this new age definition of
relationship that consumers seek. They may do well to go a step ahead and create an environment
that is receptive to this fair relationship.

Channels

With consumers evolving into users and participating in co-creation, it is important for brands to
offer those channels and platforms that allow them to participate in this process. Users are
seeking channels that offer them more than just digital promotional activities; they want channels
that allow them the freedom to be publishers of content, information and data, that give them
control over what content they produce and consume, that allow them to co-create brand
experience.

The channels also need to be device agnostic. Users are adapting to the usage of different devices
throughout the day to execute tasks at hand. They might use a smartphone or tablet to complete
functional tasks etc. while on the move, but they use a PC for heavy content creation and
research. According to a google research, 90 percent of people move between devices to
accomplish a task, with virtually all of them completing their task in one day. The most popular
starting point is the smartphone. In most cases, the tasks are continued on a PC though tablets are
also becoming a popular option for continuing social networking and watching videos.

Businesses and brands need to accept that it is the consumer who has become a more credible
publisher by virtue of their access to a device which is always on and active. Creating an
environment of device agnostic platforms and channels that allow co-creation of content between
brands and consumers will address this shift.

Engagement

It is about creating a window with enhanced attention to influence behaviour and motivations.
With every business eyeing the opportunity to engage users, it is critical to focus on engagement
by increasing brand salience and influencing buyer behaviour and choice. Brands should be able
to map a customers journey to understand where they can add value and create an opportunity to
engage them. Brands need to understand that engagement is not about pushing product messages;
it is about capturing the imagination and the attention of the user. It is about designing a naturally
engaging experience.

Businesses need to understand that digital environment is not about technology but about
attention, where the consumer is at the core, armed with powers like never before. Businesses
and brands should, therefore, focus on connecting the dots and realize that now, in the digital
age, it is all about co-owning a brand.
4) UNDERSTAND THE CONSUMER
BUYING BEHAVIOUR OF INDIANS
As part of this internship, I have done a research to understand the consumer buying behavior of
Indians in the digital era. First, we can understand consumer buying behavior, Kotler and Keller
defined consumer buying behavior as the study of the ways of buying and disposing of goods,
services, ideas or experiences of the individuals, groups and organizations in order to satisfy their
needs and wants. [23]

The main motive behind this research is zero moments of truth (ZMOT) of Google. In 2012
Google done a research to understand the change in consumer buying behavior, for that they
have taken samples from U.S, Canada, Mexico, Argentina, Russia, France, Netherlands,
Australia, Poland, Turkey and Brazil. After the research they arrived at a new concept called
ZMOT, which showing the big change in consumer buying behavior in the digital era.

In past years marketer believed that consumer get two moments to understand a brand.
Marketing efforts at that period will try to create stimulus in customers through advertisements
and this stimulus will lead customers toward two moments. At that period one model was
coined by P&G in 2005 and CEO said "The best brands consistently win two moments of truth.
The first moment occurs at the store shelf, when a consumer decides whether to buy one brand or
another. The second occurs at home, when she uses the brand and is delighted, or isnt."[24]

Stimulus
Second
First

Mo me
Lets see an example to understand how this model works. Moment of

Stimulus is advertisement. Dad is watching a football game and sees an ad for digital cameras.
He thinks, That looks good. nt of Truth

Trut
First moment of Truth it will happen in the shopping Shelf. He goes to his favourite
electronics store, where he sees a terrific stand- up display for that same digital camera. The
h
packaging is great. A young sales guy answers all his questions. He buys the camera.
Second moment of truth is Experience or Post Purchase behaviour. Dad gets home and the
camera records beautiful pictures of his kids, just as advertised. He becomes loyal to the brand.

Later in 2012 Google coined a model and named it as ZMOT or Zero Moment of Truth. Google
coined this model through research of 5000 shoppers and asked them a simple question, how
many sources of information you will collect before making a purchase decision? The survey
revealed that the average shopper uses 10.4 sources of information, ranging from TV
commercials and magazine articles, to recommendations from friends and family, to websites,
ratings to blogs. [25] ZMOT model of customer buying behaviour is like this.

Stimulus

First Moment of Second moment

Truth of Truth

Lets take the pervious example; dad purchased the camera after see television ad. But now, after
seeing an ad dad will open his laptop and make a search or ask in social networking sites or visit
company site or see customer rating before making an action. Then only first moment of truth
and second moment of truth will come. So presence in digital is important for brands, they need
to use this platform to convince customers.

In this ZMOT report Google is advising brands to go for multi-screen marketing. The reason for
this was 77% of viewers use another device while they are watching TV. So if brands go for
multi- screen it will help to create efficient stimulus in customers. [25]
This is main motive for doing this research; one more thing is there penetration of internet in
India. I already mentioned about penetration of Internet in India in this report.

4.1) Research methodology

Research methodology is a way to systematically solve the research problem. It may be under
stood as a science of studying how research is done scientifically. It is a system and in-depth
study for any particular subject. Its purpose is to find out answer to questions through the
application of scientific methods. It involves collection, analysis and interpretation of data. It
deals with the application and utilization of data.

4.1.1) Topic
The selected topic for the research is Understands the consumer buying behaviour of Indian in
digital era

4.1.2) Period of study

The study is conducted during the 28th April 2014 to 6th May 2014

4.1.3) Objectives of the study

Primary objective
The main objective of the study is to understand the consumer buying journey
in Digital era.

Secondary objectives
To know affinity in customers for collecting information before purchase.
 To determine out the media, which is most important in creating stimulus in
Indians?
To understand the media consumption of Indians.
To figure out how Indian will purchase a product.
To understand post purchase behaviour of Indian

4.1.4) Scope
This study is useful for determining the consumer buying behaviour of Indians. It can able
to help brands to reach their target group through appropriate media. It will present an idea to
brands, based on where to invest in achieve their marketing objectives.

4.1.5) Universe
Universe means the total population available for the study. In this study, the universe constitutes
all Indian, who have online presences.

4.1.6) Sample
Sample means a representation of the whole universe by a small population. Samples for this
research are under Indian youth and young Indians, who come under 17 to 45 year age groups
and who have online presences.

4.1.7) Sample size

The number of sample units selected from the total population is called sample size. Sample size
selected for this study is 200. Among them 146 are males and 54 are females.

4.1.8) Tools
Tools used for this research is an online questionnaire, which consist of 21 questions.
4.2) Data Analysis and Interpretations
1) How do you get information about new Products?

Object 3

2) Do you Collect information before purchasing the products?

Object 5

3) What type of information will you collect?

Object 7

Interpretation for 1 to 3: Samples are highly information seekers, 95 % of the sample will do
reach before purchase. Only 40% of the samples saying they get to know about a product
through advertisements, 30% get to know from friends and 10% from family. 32% of samples
are collecting information about quality of product the and 26% about price and 21% about
customer experience

4) Did you ever purchase from an online site?

Object 9

5) If yes, then what type of product / services did you purchase online?

Object 11

Interpretations for 4 and 5: 81% of the sample will make online purchases also; mostly they
purchase electronic products, followed by fashion and travel accessories through online.

6) Do you watch television?

 Object 13

7) Do you watch television programs through online?

Object 15

8) Do you read Newspapers?

Object 17

9) Do you read the News through online?

Object 20

Interpretation 6 to 9:
93% of the samples are watching T.V. 53% of the samples is watching T.V programs through
online portals. 93% are reading newspapers and 74% are reading news papers through online
portals.

10) Do you have mobile phone or smartphones?

Object 23

11) Do you have a laptop or PC?

Object 25

12) Do you have a tablet?

 Object 27

13) Do you have an internet connection in any of the above mentioned gadgets?

Object 30

14) When do you use these gadgets?

Object 32

15) What you do with these gadgets?

 Object 34

Interpretation 10 to 15:

More than 90% of the sample have can mobile or Smartphone and laptops or PC. While
coming to tablets it is low, but it doesnt mean no one is using tabs. Still, 30% of samples
have a tablet. 96% of samples have an internet connection is any of these gadgets, this
showing the penetration of internet in India.
33% of the samples are using these gadgets while they are with their friends. 25% of the
samples are using these gadgets while watching T.V. 42% of samples are using gadgets in
office or college.
21% use these gadgets for chatting, 16% for surfing and 14% for watch videos & games.

16) Do you ever notice advertisement?

Object 36
 17) If yes, from where?

Object 38

18) Mention one from of media, which you give more importance?

Object 40

Interpretation for 16 to 18:

97% of the samples are seeing ads, among them 35% of samples noticed ads through
online media, 22% on TVC and 17% on Newspapers.
 48% of the samples are saying they have trust in online ads, 34 % are saying they have
trust in T.V.

19) How do you normally purchase a product?

Object 42

20) After purchase, what type of experience will you share with others?
 21) How will you share your experience with others

Object 44

Object 46

Interpretation for 19 to 21:

 22% of samples will do research on online and purchase from retail shop, 21% of the
samples will do research in mobile and purchase from retail shop. But 19% of the
samples will purchase directly from a retail shop only.
67% of the samples will like to express their experience with others; it may be a nice
deal, good experience or bad experience with product.
37% will share their experience through face to face talk, 32% through social networking
sites and 24% through messaging.

5) Findings
 Indian customers are highly information seekers. They collect more information about
quality, price and refer customers experiences before purchasing a product.
Advertisements have high impact for creating stimulus in Indian customers. But this
stimulus will get in to action only through opinion leaders.
Indian consumers have high tendency to go for online purchase. They have high affinity
to go online for electronic products and apparels.
One of the current trends in Indian youth and young Indians are watching the T.V
programs via online portals. May be the main reason is convenience of time, they can
watch programs which they had skipped due to some reasons.
The same thing is happening for the newspaper also, people have more affinity towards
online news portals. Here's the reason may be they can get news updates very early; they
dont need to wait for daily newspapers.
In both of these cases, one opportunity is lost for marketer and one opportunity is
emerging for them to reach their T.G.
More than 90% of the samples have a mobile or Smartphone and laptops or PC. 96% of
samples have an internet connection is any of these gadgets, this showing the penetration
of internet in India.
If we take tablet, penetration in Indian is low. But it doesnt mean that no one is using
tabs. More than 30% of samples have tablet. For brands they are getting three more
platforms to reach their T.G and engage them.
33% of the samples are using these gadgets while they are with their friends, so just think
about the reach. If one person noticed something which is cool and awesome they will
surely communicate to others.
25% of the samples are using these gadgets while watching T.V; its again a barrier for
brands which use TVC only. 21% of the samples are using this gadget for chatting and
16% are using for surfing. What they are surfing? It can be about a product, local events
or locations...etc.
 In this situation, one opportunity is again losing to brands and one opportunity is
emerging for brands to reach their T.G.
More than 90% of samples are noticing ads, among them 35% of samples noticed ads
through online media, followed by TVC and Newspapers.
48% of samples are telling they give more importance to online ads and 34 % of samples
give importance to T.V.C.
From the first part of this research itself, we know that customers are highly information
seeker. It may be the reason for high trust in online ads. They can search for more
information after seeing an ad or online is the only two way communication channel for
customers.
22% of the samples do research through their lap or PC before purchasing a product from
the retail shop and 21% do research via mobile.
Most of the Indians prefer to purchase from a retail shop only, but before going to retail
shop they will seek information about the product through an online platform. Here is
actually change happens in consumer buying journey, early times consumer belief a
product only after seeing the product in a retail shop.
But now Indian customers want to get conviction about a product before going to retail
shop. So from a marketers view they want to convince their customers before going to a
retail shop.
Brands want to build a cool presence over digital platforms because the customer will do
research about the product after seeing an ad or after getting stimulated.
Brands are getting more touch points to reach target group in a cost effective manner.
6) Conclusion
The successful completion of this internship indicates that the future of marketing is in the hands
of digital. Digital marketing is not only concerned with placing ads in portals, it consists of
integrated services and integrated channels. Marketers want to use these components in an
effective way to reach target groups and to build a brand. In this digital era marketer is not the
custodian for a brand, people who are connected across the digital platforms are the custodians.

Brands want to build their presence over digital platform, because customers have high affinity
towards digital media than other medias. More than that customers are highly information
seekers and digital media is the only platform for two way communication between brands and
customers.

Digital media is the best platform to convert a product to a brand. Because it is more cost
effective and it provide lot of touch points to marketer. Brands can able to engage their target
group in an effective way through digital platforms. Digital media is not only for engagement,
brands can increase their customers or they can retain their existing customers. Digital platforms
help to increase the impact of brand recall in target groups.

The research focused on the consumer buying behaviour shows that, Indian consumers are highly
information seeker and they will do research about a product before going to a retail shop. So
brands want to give platforms to consumers to understand their product or to get a really feel of
that brand.

I honestly believe that this project report will be at most useful for marketers to understand the
digital marketing and also to plan for future strategies.

I conclude my research by quoting again that Brands cant sustain without digital presence.
7) Annexure
Questionnaire:

Understand Consumer Buying Behaviour of Indians

This questionnaire will be used to understand the consumer buying behaviour of

Indians.
1) How do you get information about products?

Friends
Family
Advertisements
News
Other sources

2) Do you collect the information before purchasing the product?

Yes
No

3) What type of information will you collect?

Price
Quality
Attributes
Quantity
Customer's Experience

4) Did you ever purchase from an online site?

Yes
No
5) If yes, then what type of product/ service did you purchase online?

Apparels
Electronic
Books
Travel Products
Fashion accessories
Kitchen and Home items
Toys
Sports equipments
Health and Beauty Products
Gifts
Automotive

6) Do you watch television?

Yes
No

7) Do you watch television programs through online?

Yes
No

8) Do you read newspaper?

Yes
No

9) Do you read News through online?

Yes
 No

10) Do you have mobile phone or smartphones?

Yes
No

11) Do you have a laptop or PC?

Yes
No

12) Do you have a tablet?

Yes
No

13) Do you have internet connection in any of the above mentioned gadgets?

Yes
No

14) When do you use these gadgets?

While watching TV
Office
College
With friends

15) What you do with these gadgets?

Games
Surfing
Shopping
News reading
 Blogging
E-booking Reading
Watching Videos
Chatting

16) Do you ever notice advertisements?

Yes
No

17) If yes, from where?

TV
Online
Newspapers
YouTube
Magazines
Out Door Hoardings
Radio

18) Mention one form of media from the list below, which you give more importance?

TV
Online
Newspaper
YouTube
Out Door Hoarding
Radio
Display ads in shops

19) How do you normally purchase a product?

Research in mobile and purchase from retail shop

 Research in laptop and purchase from retail shop
Research in mobile and purchase from laptops
Research and purchase from mobile
Research and purchase from laptop
Visit the retail shop and purchase from mobile
Visit the retail shop and purchase from laptop
Visit and purchase from retail shop itself

20) After purchase, what type of experience will you share with others?

Nice deal which you got in terms of price

Bad experience with the product
Good experience with the product
All the above mentioned

21) How will you share your experience with others?

Social networking sites

Messaging
Write a blog
In company website
Through face to face talk

Age

Gender
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