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  • 1. Rahul Pagaria 12BSP2409 Digital & Below The Line Marketing IBS BUSINESS SCHOOL MUMBAI Page 1 ITERIM REPORT ON DIGITAL AND BELOW THE LINE MARKETING By Rahul Pagaria 12BSP2409
  • 2. Rahul Pagaria 12BSP2409 Digital & Below The Line Marketing IBS BUSINESS SCHOOL MUMBAI Page 2 A report submitted in partial fulfilment Of the requirements of PGPM programme of IBS MUMBAI Date Acknowledgement I would like to express my gratitude to all those who gave me the possibility to complete this project. I want to thank IBS Mumbai for giving me permission to commence this project in the first instance, to do the necessary research work and to use the available data. I am bound to senior batch students for their stimulating support. I am deeply indebted to my supervisors Prof. P R Kulkarni (faculty-in-charge) and Mr. Christopher Lopes (company guide) for their help, stimulating suggestions and encouragement in all the time of internship. Especially, I would like to give my special thanks to my parents and friends for their patient love and help in internship.
  • 3. Rahul Pagaria 12BSP2409 Digital & Below The Line Marketing IBS BUSINESS SCHOOL MUMBAI Page 3 Table of contents ACKNOWLEDGEMENT ABSTRACT TASK ASSIGNED INTRODUCTION COMPANY PROFILE METHODOLOGY OBJECTIVE SCHEDULES LIMITATIONS DESCRIPTION BELOW THE LINE MARKETING DIGITAL MARKETING STRATEGIES FOR SPONSORSHIP COMPANIES VISITED MID COURSE CORRECTION CONCLUSION REFRENCE
  • 4. Rahul Pagaria 12BSP2409 Digital & Below The Line Marketing IBS BUSINESS SCHOOL MUMBAI Page 4 Abstract As a part of my PGPM curriculum I have done my internship training at 3HD Media, Mumbai. In this report I am going to share my experience in the company for the period of 55 days. During this period my role was to study the “Below the Line Advertising” and to organise a “Fashion Show” and do its marketing on digital media. I was supposed to understand the concept of below the line marketing and to bring the sponsorships and to do the digital marketing of the fashion show. As a part of my internship I had identified some problems and provide the recommendations to the company to market the show.
  • 5. Rahul Pagaria 12BSP2409 Digital & Below The Line Marketing IBS BUSINESS SCHOOL MUMBAI Page 5 Task Assigned Planning is a key factor for the successful of any project, what my company guide Mr. Christopher Lopes told me at the first day in company. The importance of planning is: To facilitate goals achievement To facilitate assessment To reduce risks and loss To make good decisions To carry out job division To determine opportunities and threats To find and think out of the box digitally To understand How Digital marketing- a cost effective solution So my company guide has planned my task which I have to execute during my internship. The tasks assigned are- To understand the concept of “Below the Line” Marketing To organise a fashion show Meeting with companies for sponsorship Meeting with media agencies To understand the concept of digital marketing strategies used by other companies We worked on promoting our event on social media with digital marketing
  • 6. Rahul Pagaria 12BSP2409 Digital & Below The Line Marketing IBS BUSINESS SCHOOL MUMBAI Page 6 Introduction The main objective of internship is to get exposure to the real business world during. This is an ideal way to learn about an industry and to build a relationship with a prospective employer as well as giving one a chance to simply hone his skills. In 3HD Media my objective is to learn all about the Below the Line marketing and to implement my knowledge in live project. We are told to organise a fashion show “3HD Fashion Week”. To organise a fashion show we have to talk to all the sponsors and media agencies, etc and complete digital marketing on Facebook, Watsapp, BBM, Twitter, YouTube, Blogs, etc.
  • 7. Rahul Pagaria 12BSP2409 Digital & Below The Line Marketing IBS BUSINESS SCHOOL MUMBAI Page 7 Company Profile 3HD Media is a rich digital media agency offering an endless list of digital services all aimed at engaging the customer on one single touch point that the customer never fails to carry along and that is their mobile phone. 3HD Media has absorbed the best technological brains in the country and bought them under one roof so that both advertisers and brand could benefit from the latest digital media technologies. It’s an effort of the experts who have strived hard to develop various mobile applications, one of them being Mobile Video Streaming that allows the person an instant access to a particular content. Their team possesses extensive intellectual technologies across the entire digital services like Mobile Video Streaming, Location Based Advertising (LBA)/ Marketing (LBM) Bluetooth Advertising, Internet Advertising, Video SMS, Video Emails, Wi-Fi Advertising, Product Launches and Social Media.
  • 8. Rahul Pagaria 12BSP2409 Digital & Below The Line Marketing IBS BUSINESS SCHOOL MUMBAI Page 8 Methodology For the analysis- Primary and secondary data collection Live Project Personal Observation Presentations Meeting Brand Managers Objective Primary objective To understand the current Below the Line digital marketing To enlist the components of BTL Marketing To analyse the effectiveness of the BTL marketing in Live Project. Secondary Objective To recommend suggestions to the company based on study made To organise the complete fashion show To contact Brand Managers of successful firms for sponsorships
  • 9. Rahul Pagaria 12BSP2409 Digital & Below The Line Marketing IBS BUSINESS SCHOOL MUMBAI Page 9 Schedule To understand the Concepts Make the presentations Meet the Brand Managers Bring Sponsorship To organise a fashion show on 18th May, 2013 in R City Mall, Mumbai Limitations of the Study As it is the first event of 3HD Media, it is very difficult to make brand managers ready for sponsorship Lack of Resources Lack of Information Lack of interst in sponsering Showing celebraty endorsement
  • 10. Rahul Pagaria 12BSP2409 Digital & Below The Line Marketing IBS BUSINESS SCHOOL MUMBAI Page 10 Description In the initial stage of our internship, we were given different projects and we have to select the project which we want to do. The projects were- How to increase customer loyalty in telecom industry Below the line advertisement Cost per transaction method of advertisement Out of these I selected “Below the Line” advertising. Then I was told to understand and make the complete presentation on BTL advertising and to present it in front of all the interns. Below the Line Marketing Below-the-line activity in marketing generally refers to marketing practices making use of forms of promotion that do not involve the use of mass media, where, in a firm’s use of an advertising agency, there is usually no commission charged by the advertising agency, and thus the expense typically appears ‘below-the-line’ on the ad agency’s bill to the firm. Below-the-line marketing activity can be contrasted with ‘above-the-line’ marketing activity, which typically is that where an ad agency would charge a firm a commission based on advertising placements in mass media such as television, newspaper, and radio. Below-the-line marketing activity is also considered by some of its adopters to encounter a less cluttered communications environment in efforts to communicate with a target market, in contrast to the relatively more cluttered environment of mass media advertising.
  • 11. Rahul Pagaria 12BSP2409 Digital & Below The Line Marketing IBS BUSINESS SCHOOL MUMBAI Page 11 Digital Marketing The promotion of products or brands via one or more forms of electronic media. For example, advertising mediums that might be used as part of the digital marketing strategy of a business could include promotional efforts made via the Internet, social media, mobile phones and electronic billboards, as well as via digital and television and radio channels. Then we were told that we have to organise a fashion show in Mumbai. The name of the fashion show which will be going to held on 18th May, 2013(proposed) in R City , Mumbai is “ 3HD Fashion Week” The work given to us was to make the list of items which will be needed to organise the fashion show. Then the team were made according to the task. My work was to make the presentation for the sponsors, who will be spending their money in our show. In that presentation I included- Introduction- All about fashion Show Highlights- Being a one of a kind show what unique benefits our fashion show is offering to the exhibitors Media Plan- All the media plan and marketing which is decided Marketing Started- What all marketing has been started about the fashion show, e.g. - Facebook page, blogs, twitter. Sponsorship Mileage- Marketing done for the sponsors on ground and on digital media. Sponsorship Exclusivity- What all benefits will be given to sponsors according to the money they are sponsoring.
  • 12. Rahul Pagaria 12BSP2409 Digital & Below The Line Marketing IBS BUSINESS SCHOOL MUMBAI Page 12 Then I was told to do the promotions on Facebook page about the Fashion show. My work was to increase the likes on Facebook page and to do the viral marketing of show. After all these work I was told to contact and meet the Brand Managers of various organisations for the sponsorships. My work was to show them the presentation of our Fashion Show and asked them to be the part of this show. Strategies For Sponsorship Approach-In this stage I made an initial contact with the potential brand managers and tried to find out how they want marketing Presentation-It is the most important stage. The aim of my presentation is to attract the Manager’s attention, stimulate his interest and stir a desire for the sponsorship, so that he takes appropriate action. The main aim is to communicate the marketing benefits effectively to the prospect and convince him to give sponsorship. I not only spoke about the benefits the manager is looking for, but also convinced him about the additional benefits of the sponsorship. Handling Objections-I clarified the doubts or objections that the manager had. Closing-In this stage I asked the manager for the sponsorship. Follow up-It was my last stage where in I aimed to develop a long-term relationship with the manager.
  • 13. Rahul Pagaria 12BSP2409 Digital & Below The Line Marketing IBS BUSINESS SCHOOL MUMBAI Page 13 Companies Visited R3 Exports and Marketing Coca Cola Zee News Outlook India Edelweiss Colgate FedEx Instituti Caligari Iffco Tokio VBG Book My Show Times of India I wear me Godrej india RCT Mall
  • 14. Rahul Pagaria 12BSP2409 Digital & Below The Line Marketing IBS BUSINESS SCHOOL MUMBAI Page 14 Mid Course Correction Motivating Sponsorship Force Motivation is the inner drive that triggers people to achieve their goals. Motivation helps in achieving the desired performance levels and in maintaining them. Managers ought to motivate their personnel in order to attain desired level of productivity in the organization. Basic Amenities provided As our company is entirely new for fashion show we were facing a lot of problems to convince people. Basic amenities like telecalling, company factsheet, pamphlets and canopies were not there in the beginning of our SIP, but now these amenities are being provided to us for easy working. Target deduction as a motivational tool Our target for sponsorship has been deducted from INR 1,00,000 to INR 50,000 just for motivating the student as the revised target seems achievable, which seemed unachievable in the beginning. Presentation in corporate instead one to one conversation As now we have been provided canopies, letterheads, visiting cards, pamphlets and factsheet, it is now becoming easy for us to take appointments from the corporate and arrange presentation where we could get large no. of prospective managers in a very less time as compared to one to one conversation. CorrVectiCCCOOOjbjn
  • 15. Rahul Pagaria 12BSP2409 Digital & Below The Line Marketing IBS BUSINESS SCHOOL MUMBAI Page 15 Conclusion From this 55 days experience in a corporate, I got a good exposure about what really the corporate life is about. It’s waking along with targets and mind stresses every morning. The person who can manage these target and stress are shining in those fields. I personally think that marketing is not everyone’s cup of tea but if one set his target high and continuously strive towards that, nothing is impossible. The only thing required in our field is the right attitude or a positive attitude towards attaining one’s goal References Wikipedia Slide share www.3hdmedia.com All the secondary data available with the company.