Submitted in partial fulfillment of the requirement for the award of degree of Bachelor of Business Administration of Christ University, Bangalore-560029 By Paritosh Vaid (1111520)
Under the guidance of Professor Niranjan L.R
Department of Management Studies Christ University, Bangalore-560029 2013-2014
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DECLARATION
I hereby declare that, this report titled, Summer Internship Project Report on Milagrow Humantech, has been carried out by me under the supervision of Professor Niranjan L.R of Department of Management Studies, Christ University, Bangalore. This work previously has not formed part of any basis for the award of any degree or diploma offered by any institution or university. This is a record of bona fide and original work submitted by us in partial fulfillment of the requirements for the award of degree of Bachelor of Business Administration.
Place: Christ University Date:
Paritosh Vaid
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ACKNOWLEDGEMENT
I would like to express my profound gratitude to all those who have been instrumental in the preparation of this Summer Internship Project Report. I wish to place on records, my deep gratitude to my project guide Professor Niranjan L.R for guiding me through this project with valuable and timely advice. I would like to thank Dr. (Fr). Thomas. C. Mathew, Vice Chancellor and Dr. Jain Mathew, HOD, for their encouragement. Last but not least, I would like to thank my parents and friends for their constant help and support.
Paritosh Vaid (1111520)
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CERTIFICATE
This is to certify that, this project report titled Summer Internship Report, submitted to the Christ University [Department of Management Studies] in partial fulfillment of the requirements for the award of the Degree of Bachelor of Business Administration, is a record of the original and independent work carried out by Paritosh Vaid (1111520) under my guidance and supervision. This has not previously formed the basis of the award of any degree, diploma awarded by any institution/ university.
Place : Bangalore Date: Professor. Niranjan L.R
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LIST OF CONTENTS
SERIAL NUMBER TOPIC PAGE NUMBER 1 Introduction to the Industry 6-8 2 Company Profile 2.1 History Nature of the Organization 2.2 Vison Statement 2.3 Product Lines 2.4 Main Offices 9-16 3 Objectives of Studying the organization 17-18 4 Data Collection and Analysis 5.1 Day 1-Day 45 Report 5.2 Shortfalls of the Marketing Department 5.3 Critical Analysis of Areas of Research 19-47 5 Conclusions and Recommendations 48-50
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CHAPTER 1: INDUSTRY PROFILE
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I. INFORMATION TECHONOLOGY INDUSTRY The Information Technology Industry is the backbone of the current tech-savvy world we live in. Right from big and complex machines like a flying engine to a small and compact utility like a time keeping watch, the juggernaut of the Information Technology Industry encompasses any and all such devices which have made human life easier. While the industry has continued to evolve over time, one of the major advantages associated with this industry is that their developments have not necessarily resulted in their devices/softwares compensating for the added features. The industry has taken all its developments in its stride and will always continue to provide better features with time. Currently the Industries work is dedicated to the formation of various databases/ information systems for storing mass information and for retrieving, transmitting and manipulating information on a large scale. This shift has occurred primarily because of the fact that corporate organizations both on a small and large scale have recognized a need to effectively store data and other critical information. The industry is dominated by IT heavyweights like IBM (with a service turnover of 42 billion) and Hewlett Packard (with a service turnover of 34.8 billion) The Information Technology Industry has had a total spending of 3737 Billion US Dollars in the current year already. This figure stands for the dominance and importance of this industry In the present day world.
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II. INFORMATION TECHMOLOGY INDUSTRY IN INDIA Owing to its utilization in providing IT services and in the field of Business Process Outsourcing, the Information Technology Industry has also started to penetrate the Indian economy and market. According to NASSCOM, the IT-BPO industry in India had aggregate revenue of US 100 Billion in the financial year 2012-2013 itself. With Bangalore earning the moniker of The Silicon Valley of India the industry has huge prospects in India. The Indian market is majorly dominated by five Information Technology companies i.e. TCIS, Cognizant Technology Solutions, Wipro, Infosys and HCL Technologies. With India becoming the prime market for business outsourcing, along with offering attractive prospects to foreign investors, the Information Technology industry will continue to dominate the Indian market.
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CHAPTER 2: COMPANY PROFILE
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I. HISTORY OF THE COMPANY MILAGROW HUMANTECH was set up in 2007, with the aim of offering support as a venture catalyst to fill the 'Management Capital' need gaps of growth seeking - micro, small and medium businesses. Over the course of the past 6 years, the company has been responsible for bringing in rich management capital to its clients through unique solutions, services, platforms and real insights into the issues of micro, small and medium businesses (MSMEs). The company services its clients with various solutions and options in areas like: - consulting, hand holding, Starting-up, Scaling-up, Turnaround, and Operational Excellence. It provides business solutions for industrial, functional and geographical domains. Its General Management Consulting Practice has CEO mentoring as a service for MSMEs. Under industry specific consulting practice, Milagrow has special focus on Retail and Consumer Electronics. Over the last 6 years Milagrow has become a "One Window" for all growth seeking - Micro, Small and Medium Enterprises (MSMEs or SMEs). In addition, Milagrow has set up its Human-Tech division which has the objective of empowering individual humans and families across the globe with solutions that deliver to them the latest technologies. They entered the Tablet PC market in October 2011 with the World's first TabTops, focused on professionals, with a promise to make Laptops and other tablets history. In Jan 2012 it was followed up with the launch of the Domestic Robots. 11
As of 2013, the company has launched its first environment friendly domestic robot in addition to its other floor cleaning robots, window cleaning robots and massaging robots. Owned by Mr. Rajeev Karwal who is credited with bringing LG Corp to India and with being the Chief Executive Officer of Electrolux Kelvinator and Reliance Retail, the company received a head start with his knowledge, experience and success In the corporate sector. II. NATURE OF THE ORGANIZATION Courtesy of its bi-focal business objectives, the organization figures both in the service sector by way of providing consultancy services to new companies and also figures in the wholesale and retail market by way of its product arm. The company is a privately owned venture set up in Gurgaon, India. The owner of the company Mr. Rajeev Karwal himself mentors and trains young entrepreneurs and trains them to face the challenges in the corporate world. The companys products are manufactured in China from where consignments are received in large number in the company office. It is from here that the products are distributed various supply chains to the final consumers.
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III. VISION STATEMENT Humans serving humans for daily chores must end Their vision statement cleverly gives a nod to the Human Technology oriented image of themselves which they have been trying to propagate ever since the company ventured into producing TabTops and domestic robots
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IV. PRODUCT LINES 1) TabTops Milagrow has launched TabTops running both on Windows and Android Softwares. A) Android Tablets
B) Windows Tablet Milagrow Kupa XII 64 GB Windows Tablet Milagrow Kupa XII 128 GB Windows Tablet
Series 7.16 (4 GB, 8 GB PRO, 8 GB DX) Series 7.16 Calling ( 8 GB Calling) Series 7.4 ( 4 GB, 8 GB) Series 10.4 ( 16 GB) 14
2) DOMESTIC ROBOTS Milagrow Humantech is the leading Domestic Robots retailer in our country. They have launched four different categories of robots. A) Domestic floor cleaning robots
B) Massaging Robots Wheeme Massaging Robot C) Window Cleaning Robots Windoro Glass Cleaning Robot
Redhawk Black Cat Super Bot Robo Cop 15
Milagrows Red Hawk Floor Cleaning Robot
Milagrows range of window cleaning robots (brochure)
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V. MAIN OFFICE Currently the company has one corporate office located in Udyog Vihar, Gurgaon. Their head office is the hub of all executive and top level managerial activities. It is the workplace of their Supply Chain Managers, Product Managers, Marketing Managers, Human Resource Managers, Their top Sales Executives, Their Logistics department and of their Finance Department. Most of the industrial sales are finalized at their corporate office itself with the most experienced sales executives and at times the owner of the company sitting together to finalize deals. The company relies on major online retail outlets like Flipkart and BestBuy for their sales. The company also had a tie up with Reliance Digital for a while in the initial days of the launch of its TabTops. They even opened their own retail outlet in Gurgaon (DLF, The Galleria).
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CHAPTER 3: OBJECTIVES OF STUDYING IN THE ORGANIZATION
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The following objectives influenced my decision towards working for Milagrow Humantech:- First and foremost Milagrow Humantech is owned by Mr. Rajeev Karwal who has single handedly been responsible for turning around the fate of companies like Reliance, LG and Onida. As a person who aims to start his own business himself, I wanted to be mentored by one of the most experienced and successful entrepreneurs in our country. Milagrow Humantech is a relatively new company. The advantage of working in a new company versus an already well established company is that in an already well established company; most of the companies goals have already been achieved. Whereas in a new company, you get be a part of major decision making, operations etc which not only puts more responsibility on you but also offers flexibility with which you work. Thus allowing you to exercise your creativity. Being a fairly new company, it would not only make my work critical towards the company but would also ensure that my work is being assess on a regular basis. Currently social media marketing has taken a huge lead in changing the face of marketing. Working in the field of social media marketing allowed me to go beyond just the theories of such a concept and allowed me to practically understand and implement such a practice. Milagrow Humantech is the biggest retailer of domestic robots in our country. As a person curious about the working of robotics, it was an added benefit to see how far technology has come and what all it can accomplish.
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CHAPTER 4: DATA COLLECTION AND ANALYSIS
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Following is a day to day analysis of the work carried out by me at my Internship. I interned for a period of 45 days starting from April 15 2013 to May 29 2013 in the field of Social Media Marketing. Day 1: 15/4/2013 I was introduced to the working and product line of the firm. The firm has two sets of operations; Venture Catalysts: As venture catalysts they provide financing to upcoming business ventures and train budding entrepreneurs. Retailer of Domestic Robots: The more visible operational activities carried about by Milagrow Humantech. I was working with the retailing aspect of the business. I was given brochures to understand the various features provided by the various products of the firm. I was told that I would be handling the twitter page of the firm. I called their Retail aspect of operations the visible part as most of the office activities which took place around my office were all related to retailing. Day 2: 16/4/2013 I was given a product demonstration of their following domestic robots:- RoboCop- Their floor cleaning robot WheeMe- Their massaging robot Windoro- Their window cleaning robot I was asked to notice their working so as to know how the products worked which would enable me to better respond to customer queries while handling their twitter page. 21
It was a good experience to see these robots actually in operation. Their robots were actually pretty effective as noticed in the product demonstrations which I saw. Day 3: 17/4/2013 I was introduced to their line of TabTops. I was asked to operate two of their TabTops; Milagrow Series 7.15 8 GB Android Calling Tablet Milagrow Kupa XII 64 GB Windows Tablet I tested the working, browser/loading speed and usefulness of the most prominent and useful applications in the Indian market such as; WhatsApp, YouTube and Viber. I was even made to test the calling and connectivity features of their calling tab. This was useful in understanding the software they used and how advanced it was in their tablets. The TabTops worked well and had connectivity features as promised. Day 4: 18/4/2013 I was asked to prepare an excel sheet to compare the technical specifications of our TabTops with the following TabTops; Samsung Galaxy Tab 2, Micromax Funbook, HCL ME U2, Apple iPad Mini, Zync 990, Reliance Tablet, iBall Slide I compared the following Tablets with the Milagrow Tablet on the following basis:- Video Formats supported Audio Formats supported 22
Network and Connectivity Features Android Softwares/ Windows Softwares used Add ons in the product package Professional Applications Supported Camera/ Video Quality Availability of Ports Cost Price The Milagrow TabTop actually fared very well when it came to comparing it with other Tablets. Their TabTop provided the maximum different number of ports and it supported all prominent video and quality formats. Their windows TabTop can actually directly compete with a standard laptop as well. Their Android TabTop were upgraded to the latest version of Android software available in the market as well. Day 5: 19/4/2013 I was asked to do a survey on the various pre-loaded applications available in their TabTops. I was also assigned the task to download the official YouTube videos of all the applications they used in their TabTops. These videos were downloaded to demonstrate its use and importance to our users. This would also serve to easily solve customer queries. 23
I prepared an excel sheet which would contain the links (from various video sharing websites) thus acting as a database for their applications. I myself understood the working of certain applications that I myself did not know about. Day 6: 22/4/2013 They reviewed my work which I did the week before and I was asked to make a lot of format changes in the excel sheets which I had made. I was given tips to make it look more professional, effective and convey maximum data with minimum use of sheet space. We discussed the Social Media Marketing strategy of our company. In additional to a fully functional Facebook page we decided to diversify into Twitter by launching two Twitter pages. One twitter page would be dedicated to its line of TabTops and one would be dedicated to its line of domestic robots. In addition to launching two twitter pages, we even decided to make our own LinkedIn page more informative. The page did not contain information about the product arm of the company and hence would need to be upgraded to better suit to the professional outlook of its competitors. Day 7: 23/4/2013 I was assigned the task of doing research on the Twitter and LinkedIn pages of companies which are our competitors by way of selling the same products as we did. I spent the entire day figuring out how a twitter page actually worked. I launched my own twitter page where I started tweeting, following people, forming lists, tweeting about popular trends. 24
I learnt that twitter is a very user friendly website which currently enjoys a lot of marketing pull majorly because of its simplicity. In addition to it I even understood the concept of trending topics and how most of what people tweet is based around it. Day 8: 24/4/2013 I analyzed the scope of Social Media Marketing with respect to companies whose products/ operations are in one way or the other linked to us. On research I found out how comparatively smaller companies were able to take on corporate heavyweights in spite of them not sharing the same level of popularity as the heavyweights did. As of 2010, the following companies like:- Ebay Amazon BestBuy Were listed amongst the most socially active brand as of 2010. Seeing them leave behind corporate giants like Apple and Microsoft made me realize the need to study their approach towards social media marketing. Day 9: 25/4/2013 After having found out the companies which have championed the concept of Social Media Marketing, I then focused on the aspect of Social Media Marketing in the foreign market. 25
As it turned out, they had a very well defined user base with the following three sectors dominating twitter in terms of number of followers; Airlines Food and Beverage Sports Goods I went through the twitter profiles of the various brands which occurred in the list of top 20 most followed international brands under the three sectors mentioned above. Their information in running their twitter accounts would help me in running our companies twitter page in the future. These foreign brands were majorly helped by the popularity they enjoyed in the international market. While brands like Starbucks, Best Buy were very creative with their handling of respective twitter pages, most of the foreign brands which dominate the international twitter market are really dependant on their popularity to attract followers. Day 10: 26/4/2013 I carried out a research on the most popular (followed) twitter pages internationally of brands which come under the juggernaut of IT/E-Commerce sector. I researched the twitter page of the following brands; Samsung Mobile US. Woot Blackberry 26
Verizon Wireless Day 11: 29/4/13 After having researched on the twitter trends internationally and those companies which come under the same juggernaut as Milagrow, I surveyed the Indian twitter consumer base for better understanding. I researched on the most followed Indian brands on twitter. The most followed Indian brands are as follows;- MTV Hippo Chips Times of India Tata Docomo IPL This displayed a very unstructured and haphazard base of twitter followers with no particular domination of any sector over the other. This just goes to show the level of penetration of twitter in the Indian market. Day 12: 30/4/13 I carried out a detailed research on the Indian brands whose products/services more or less competed with ours. Their popularity would serve to identify as to what preferences do the Indian twitter users have. 27
It would also be helpful in understanding things/concepts which the Indian users would find easy to adapt to. The research was carried out on the following three brands i.e. Airtel, Blackberry and Samsung. The synopses of the research are as follows:- A) Airtel Separate twitter account to handle queries; timeline flooded with responses to customers. Smart enough to type into the search box for any non @ mentions of their name. Only tweet about their services/offers/rates and prices. B) Blackberry Provides alerts Sports events Application Updates
Interactive online competitions Highly Interactive and interpersonal page Quiz; acts as a tool to teach people how to operate a Blackberry Interesting blog discussing subjective questions related to their product C) Samsung Have a subsidiary account which handles all customer related issues Have separate account for the parent company and its range of products Creative ways to highlight its functions. (For ex-use of the S pen, Alarm clock etc) 28
Creative use of imagery Make people register for extra information. Dont provide it directly We finally launched our first twitter page as well under the twitter handle @TwitterRobots so as to capture the market for robots. Day 13: 2/5/13 I was officially handed over the responsibility of handling the companies twitter page. I was asked to design the background, the cover page and twit icon for our companies twitter page. It was a new experience since I had never designed images before and I was asked to redo it until I was able to create a collage with appropriate placing of the logo of the company. I was also asked to come up with an appropriate description for our twitter page. I used the companies Vision statement i.e. Humans serving humans for daily chores must end. I was even asked to research on getting information on getting Verified on Twitter. Day 14: 3/5/13 I was made aware about the concept of info-graphics and how they were the most effective/ clicked/ re-tweeted/ favorited thing on twitter and hence should ideally be used to gather as much attention from your followers. I designed a few info-graphics of my own and even responded to the first customer query which we received on our twitter page 29
I was also asked to prepare a comparative excel sheet in which I would compare the various techniques used by the Indian companies versus those used by the Foreign companies to attract attention. After researching on the various top-tier Indian companies on twitter, I found out the following major/prominent marketing techniques used by the Indian companies on twitter:- Contests/Competitions using hash tags. Responding to customer queries. Cricket related to news Indian festivals, well recognized events Important Note: Keep typing in the search box, you might be able to provide valuable information Day 15: 6/5/13 We managed to get our first twitter follower (other than the employees of the company) over the weekend. Meanwhile I continued my research on the comparison between the tweeting ideologies of Indian brands versus the Foreign brands. The foreign brands offered a much more creative use of their resources as opposed to the Indian brands which spoke a lot deal about politics, IPL and latest happenings in Bollywood, the Foreign brands had a lot of diverse information to share. 30
After researching the most popular foreign brands on twitter, I discovered the following techniques they used very creatively to gather attention and build excitement over their twitter account:- Trending natural calamities, best wishes tweets to the people. Use of creative imagery to spread messages. (Example: Coke) Some brands have separate twitter accounts for their various retail outlets (Example: Best Buy) Announcing competitions Updating their followers with ongoing social gatherings like Oscars, Movie Awards; Promoting things up for sale from their website which are related to the Awards (Example: Avengers DVD after the movie won an award) Capitalizing on random celebratory days Cheat codes for various games Online Podcasts/ Webisodes. Use of popular music libraries, artists, comedians. (Example: Woot) Responding to customer queries, sorting out issues Smart replies to fans Cross Promoting tweets Promotion of apps (Should help promote tablets) Subsidiary twitter accounts; example: Samsung Tweets, My Starbucks Idea
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Day 16: 7/5/13 I created certain lists and categorized various twitter accounts so as to make it convenient for our sales and public relations departments to target a given segment of users. I formulated various lists on the following basis:- Online Retailers Technology Journalists Bloggers (Robotics based) Robotics News sharing accounts Foreign Accounts Indian Accounts Robotic Firms I was also asked to carry out a research on the various twitter softwares so as to check as to which ones were most compatible with our TabTops. I tested the following twitter softwares:- Tweet Deck Tweet Caster Twitter for Ecophone HootSuite Official Twitter Application for Android 32
The idea was to see as to which software presented the least amount of bugs/ glitches and hence made operating twitter easier. Another objective was to decide as to which twitter software to be pre-installed in our TabTops for optimal utilization. Out of all the softwares tested, Tweet Caster was the most fast working application along with the official twitter application for android with the only difference being that the latter occupied more space and hence is not ideally recommended for cellphone users. Day 17: 8/5/13 I was asked to practically check the various image sharing applications and check their compatibility with twitter. While the internet offers various image sharing applications, each application takes a different amount of time to upload images, fix bugs etc. Keeping all these things in mind, I tested the following image sharing applications:- Twitpic Instagram Tinypic url Yfrog Mobypic Lockerz Official Twitter application for uploading images Out of all the image sharing applications which I researched on, the three which stood out were Twitpic, Instagram and official twitter application for uploading images. 33
While Instagram is more compatible on an Apple Device, it is like social networking but with images. As far as Twitpic goes, it uploaded images quickly and even provided small mini-sized images on the twitter feed of users this providing the users with the utility of not having to open another tab while browsing the internet. If you are worried about copyright issues and dont want your content to be duplicated or distributed in no return for cash. Use: yfrog.com or mobypicture.com Day 18: 9/5/13 We decided on launch our own blog much like companies like SAP and Starkbucks have done to divert our readers to our twitter page. I was asked to do research on the various blogging websites to check; Which blogger provided the best Search Engine Optimization Packages Was more user friendly i.e. easy to understand Enjoyed popularity on search engines The idea behind it was to gather as much attention as possible with the least amount of work. I researched on the following bloggers:- Tumblr Blogger (by Google) Wordpress. Org Wordpress. Com 34
Blogger by google offered the most basic and easy to understand blogging experience however they did not offer good SEO packs. At the same time it provides the opportunity to easily fill up the google wire. Wordpress on the other hand provides a lot of varied utilities with its two versions. Wordpress.com comes with a host of pre-made/loaded designs etc thus restricting the work of the blogger. Wordpress.org on the other hand provides the best SEO packs any blog could ever provide along with a host of other features. Although it is the advanced version of blogging where nothing is pre-made and the blogger has to be skilled enough to design things on his own. Day 19: 10/5/13 With our twitter page fully functional and starting to get mild attention from the followers, we decided on formulating a strategy for twitter. I researched on various blogs and on the official marketing research section provided by twitter and found out that other than Info-Graphs, the following four things had the maximum response turnout on twitter:- Photos/ Images Videos Article Links Quotes This helped in getting a basic idea about the marketing strategy around which our twitter page would revolve. 35
While the official twitter strategy was undecided, we got a general idea about the things which should be used to get a dedicated follower base on twitter. Day 20: 13/5/13 Started carrying out research on paid for twitter applications/ promotional techniques. Researched on the concept of Keyword Targeting, on the basis of:- How it is used When is it used Where do the tweets show up Effectiveness of the application Form of payment/ expenditure I also went through Blackberrys approach towards Keyword Targeting. In Keyword Targeting, you provide tailor made tweets which automatically appear in peoples timelines once they use certain words *keywords* which are closely related to your product/service line. You target only those things about which they themselves talk about. Specify the keyword/ keywords you want to target and then chose if you want your tweets to appear in peoples timelines or in search results. Described by twitter as the most efficient way of reaching your audience. It works on a cost per engagement basis.
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Day 21: 14/5/13 I researched on the concept of Interest Targeting (Type Custom I) feature of twitter. I looked at the various categories and mixture of categories under which our products could be categorized. I compared the reach of this tool for promotion on the basis of its:- Reach: i.e. number of followers it can target at a given amount of time Varied Coverage: i.e. how many different points/genres it can cover. This application allows the user to target their promoted tweets and promoted accounts towards an audience the user wants to target. You deliver tailor made messages to people who tweet something in relation to product you are trying to sell. You sub-categorize every aspect of your product. This is usually used for a broader reach. For instance our Robots could be categorized under Robotics, Information Technology, Home Cleaning, Massaging etc. Day 22: 14/5/2013 Continued research on Interest Targeting (Custom- II) feature of promoting via twitter. This application is very similar to Custom-I but the only difference is that rather than creating categories under which your particular product/ service can be listed, you will use the username/ twitter profile of a person whose followers you wish to convert into your customers. 37
Therefore for a company like Milagrow Humantech who would like to target the followers of a major technology journalist, this technique would be highly useful. I used the same criteria to test the effectiveness of this application as I did for testing the other version of this application, i.e. Reach of this application: Number of followers one could reach with the help of this application Potential of this application: To effectively convert the followers of the person/brand into your twitter followers. Day 23: 16/5/13 I researched on the targeting features provided by twitter and analyzed their cost-benefit features. Promoted Tweets are offered on a CPE (cost-per-engagement) basis. You pay your bid price when a user clicks on, retweets, replies to or favorites your Promoted Tweet. Promoted Accounts are offered on a CPF (Cost-per-Follow) basis. You bid to have your account promoted at the top of an interest-targeted Twitter user's 'Who to Follow' section So basically until and unless your promoted tweets are responded by followers, you are not charged for the services availed. Therefore they provide absolute profit based cost-benefit features. I also carried research on the subsidiaries of Keyword/ Interest Targeting features provided by twitter. The subsidiaries are as follows:- 38
Geo-Targeting: Specific tailor made promoted tweets for people living in a certain area. One can use trendsmap along with this. You could even have specific offers for people living in a certain area. Will work with the concept of Targeted tweets. Your tweet does not reach all audiences but it reaches a subset of your followers. Mobile Device Targeting: Certain tweets/ advertisements are reserved only for cell phone users/ when they use twitter via their cell phones. Gender Targeting: You provide advertisements specifically to people of a given gender. All the above three features also fall under the auctioning method of paid for twitter applications. Day 24: 17/5/13 I prepared a Power Point Presentation summarizing the financing aspect of the various paid for twitter applications which I researched on. The working of these applications is as follows:- Their pricing system is based on biddingyou set the maximum amount youre willing to spend per follow or click. You may pay up to this amount but it will likely be less because youll never pay more than one cent above a competitive bid. To make it extra easy, they give you suggestions for what you should bid to optimize your campaign You bid to have your account promoted at the top of an interest-targeted Twitter user's 'Who to follow' section. Basically you set a budget for a day, once the budget is over, twitter will by itself stop promoting your account etc. 39
Ultimately you are paying only for engagement i.e. paying only after the message has been spread. Therefore twitters paid for applications are optimized not only to provide better reach to the brands while at the same time ensuring optimal utilization of money which is set for expenditure on twitter. Day 25: 20/5/13 My work was shifted from twitter to LinkedIn. I launched my own LinkedIn page not only to understand how it works and how it can be used to establish both a professional and corporate image of your brand but also to make your company grow through networking. I understood how LinkedIn did not ideally fit into the spectrum of social media marketing but indirectly is an essential part of online marketing. I compared the scope of marketing via twitter and via LinkedIn. While twitter is more of a source to attract major number of consumers who have casual approach towards social media, LinkedIn is a more professional and sophisticated network which is essentially used to build your brand on a corporate level. Also if twitter is used to attract customers then LinkedIn is used to attract future potential employees, investors etc by way of sharing the professional and working aspect of your firm. I was also asked to start research on the LinkedIn profiles of companies which come in the same sector as Milagrow does.
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Day 26: 21/5/13 On the following basis; Home page Careers Products and Services Offered Product Recommendations earned Use of Banners I researched on the Linked pages of the following companies:- 1) Samsung: The synopses are as follows Home- Flooded with articles about the success of the company. Highly regarded on Forbes, Reuters. Product Line-Well documented and moderately recommended by people. The products have been highly praised by the users. Have used an image of their product as their banner. 2) HCL: The synopses are as follows Intelligent use of the banner. Showcases HCL as favorable employer Home- More emphasis on ideas which guide innovation rather than emphasis on the success story of the company. Makes the page prone to more discussions, debates, follow up articles. Video package in the career section. 41
Products and Services- Highly diversified product and services arm. But no importance given to the various products under the various categories. Minutely recommended products and services. 3) Airtel: The synopses are as follows Good use of the banner. Highlights Airtel as an employer. Home- Mostly contains articles talking about the various services the company provides. Careers- One of the best portals. Good use of banner (print ad), video and proper listing of all information which employees might require. Day 27: 22/5/13 I was asked to do research for designing advertisement campaigns specifically for LinkedIn. The understood the importance of; Creating a proper landing page Analyzing who clicks on your page When and what time are the users most likely to click What do the users do when they click on the page Evaluating the Return on Investment offered by the these campaigns Knowing as to which image and keywords are guaranteed to get you a better response Use of google analytics in analyzing the success of these campaigns. I even learnt how Search Engine Optimization packs do not work with images or videos. 42
Therefore it becomes a huge challenge to design an advertisement campaign where your images/ videos will only be responsible for bringing attention to your LinkedIn page but not to easily fill up the google wire. I also researched on how to improve visibility on LinkedIn. I formulated the following steps:- Try answering unanswered questions or questions of importance. People follow your profile which ultimately leads them to following your business. Try to form groups which discuss issues which meet two criteria:- Raise important/ trending topics Are suitable for the majority of age groups which are LinkedIn users This will provide a common forum for people whom you desire to recommend your products for you, appraise you etc. Basically getting your customers under one proverbial roof. Highly Important: Conversion of your employees into separate marketing entities. Using your employees networks, contacts etc to market your business. Try to get a blog under the companies name to attract readers Synchronization of your blog and your group is also an attractive possibility Use of catchy captions, imagery in advertisements Your landing page has to be perfect. Will improve effectiveness of ads also 43
Day 28: 23/5/13 I researched on groups on LinkedIn and how they could be used to promote yourself. The research helped me underline the following steps which could be used to market yourselves by way of groups on LinkedIn:- Responding to debates in open threads/ discussions on LinkedIn. Formation of groups to:- a.) Raise/ Discuss trending topics up for discussion b.) Gather audience who represent the age group you want to target Attaining a common forum for people whom you desire to be/ converted into your consumers. Converting your employees into separate marketing entities. Broadening your network to gain from all your connections.
Day 29: 24/5/2013 Continued my research on groups. Did a case study on SAP, which is the largest group on LinkedIn. Their success centers on the following three strategies/ practices. They are as follows:- 1) They have a blog linked to their Linked Page which covers a lot of interesting topics thus they can easily divert traffic to their LinkedIn page. 44
2) Their blog is multidimensional thus covering the reading needs of people who have diverse tastes. So they end up attracting a lot of viewers. 3) They have a habit of covering topics which are dynamic, relate to current scenario and are bound to attract opinion. Therefore they ensure themselves of a lot of attention. Day 30: 27/5/13 To gather information about the perfection of various features of LinkedIn, I researched on the LinkedIn page of four major brands to better understand how they have championed certain aspects of LinkedIn. After going through a lot of research, I finalized four brands for research based on the reviews they had gotten about their LinkedIn page. The following four brands:- IBM Google HP Dell 1) IBM: Synopsis 300 job postings and recommendations, driving people towards getting more information about them. Lessons: Showcase your company using available customization options. Post available jobs in the LinkedIn company profile page, where millions of people who are thinking about a job change look every day. 45
Updates include videos, their use of technology, how they work, their contribution to the world for ex: their work with the government to solve cyber threats. Day 31: 28/5/13 Covered the success stories of Google and HP. 1) Google: The synopses are as follows:- Total concentration on marketing their firm as the best firm to work in. Updates include their highly relaxed organizational structure. Converted the place into a virtual wonderland Will definitely attract onlookers. Smart enough to not completely/totally focus on how tough getting a job in google is. 2) HP: The synopses are as follows:- Have ongoing offers where they ask business related questions and gift the winners, HP products. Page is riddled with job offers The MOST highly recommended products and services. Highlights the use of employees and customers in marketing (via recommendations)
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Day 32: 29/5/13 Covered the success story of DELL. The synopses of which are as follows:- They are smart enough to have links to flipkart or any other online retailers who sells their products. Thus providing a ready market for their customer to buy their goods from. They have YouTube videos showing the working of the products. This makes the services which they offer seem believable. I was then asked to provide a summary about all the LinkedIn activity which I carried out which would provide insight into successfully running the companies page. The points are as follows:- The requirement of an apt description about the working/ operations of the company. How the product arm should try to get as many recommendations as possible. How a company should avoid paying for an employee portal by simply posting about the work friendly environment offered by their company. The need of a blog and penetration into discussion threads to attract as much attention as possible.
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II. SHORTFALLS OF THE MARKETING DEPARTMENT Seeing as Milagrow Humantech deals with robots, a concept which is neither very popular in the market today and nor is known to all, the company should actually concentrate on a lot of video based advertisements to not only make the market aware about the product but to also instill enough of confidence in them that such robots are not only existent but actually work. This would also demonstrate how their products can be used to make human chores easy. So this concept could really improve upon the selling capacity of their products. Also the marketing department should take the initiative to go beyond sales via retail outlets and concentrate on the conventional methods of marketing like billboards so that you are making a lot of consumers aware about your product with good amount of creative license. III. CRITICAL ANALYSIS OF AREAS OF RESEARCH The company could benefit a great deal by critically analyzing and researching on the following topics:- How effective is Social Media in translating awareness into sales How adverse an effect do industrial sales have on commercial sales Has the Indian market evolved enough to exploit websites like twitter for marketing How many people will willingly buy robots online without having seen first hand demonstrations of the products
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CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS
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I. CONCLUSION It was a great experience finally working for a company as opposed to only reading about business management in text books. I gained a lot of knowledge as long as working in corporate office goes. At the same time I realized as to how you can never predict as to what all things will you end up doing in an organization regardless of them being a part of your job description or not. I obviously gained a lot of knowledge and experience, specially about social media marketing and majorly about twitter and to a good extent about LinkedIn as well. II. RECOMMENDATIONS I believe that Milagrow Humantech has high potential in them to become a mainstream brand in the name future. At the same time I feel that the company should try to focus on marketing themselves to domestic consumers also. They are targeting the domestic consumers but as of now most of their sales occur via industrial sales and regardless of how big industries provide a lot of business to them, the product needs to be accepted on all levels so that it is not pigeon-holed.
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BIBLIOGRAPHY SnapDeal.com 91mobiles.com Flipkart.com Gadgetsguru.com Business.twitter.com Twitter.com (source for all company based research) Linkedin.com ( source for all company based research Unbounce.com Huffingtonpost.com Howstuffworks.com Businessinsider.com Techinasia.com Advertising.twitter.com