1. 1
SUMMER INTERNSHIP REPORT:
“A Study on Marketing Strategy of MNC products”
A training report submitted in partial fulfillment of the requirement for the
program of
“Master of Business Administration”
(2022-2024)
KPMG
SAP
Lululemon
Submitted By:
Nitesh Yadav
Submitted To:
Dr.Sanjeev Malaviya
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REPORT
ON
Marketing Strategy of MNC Products
A report submitted in partial fulfillment of the requirement of
The requirement of MBA program of
IBS Dehradun
3. 3
Declaration
I ‘ Nitesh Yadav ‘ hereby declare that the summer internship report title “A
Study on Marketing Strategy of MNC Products ” is completed & submitted
under the valuable guidance of Dr.Sanjeev Malaviya.The findings and some
solutions in this report is based on the consumer survey conducted and the
annual report.
(NiteshYadav)
22BSPDD01C210
4. 4
Acknowledgement
I owe my gratitude to everyone who had helped me and supported me during my
internship.I am thankful to forge who continuously reviewed my work during
this whole summer internship and also provided me an opportunity to
understand the various challenges that the company faces in this current time as
well.
I would like to thank My Faculty Guide Dr. Sanjeev Malaviya for her constant
support and his time assistance in making this project a success.I would like to
thank all the people who are directly or indirectly associated with the
completion of this project.
Nitesh Yadav
(22BSPDD01C210)
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MDRA
MDRA here I was given the task to work as consultant as well as marketing of
the product.Approaching to the companies and other client’s and briefing about
the product.Providing the details of the product and also making sure that to get
the attention of client and building the interest of it towards the product and
which would lead to get more sales.Also coming up with innovative techniques
for marketing and doing marketing research of the product.
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KPMG Data Analytics
About Company:
KPMG International Limited (or simply KPMG) is a multinational professional
services network, and one of the Big Four accounting organizations, along with
Ernst & Young (EY), Deloitte, and PwC. The name "KPMG" stands for
"Klynveld Peat Marwick Goerdeler".The initialism was chosen when KMG
(Klynveld Main Goerdeler) merged with Peat Marwick in 1987.
Headquartered in Amstelveen, Netherlands, although incorporated in London,
England, KPMG is a network of firms in 145 countries with over 265,000
employees. It has three lines of services: financial audit, tax, and advisory.Its tax
and advisory services are further divided into various service groups. Over the
past decade, various parts of the firm's global network of affiliates have been
involved in regulatory actions as well as lawsuits.
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KPMG International Limited
Type United Kingdom Limited
Company
Industry Professional services
Founded ● 1987; 36 years ago
● (merger of Peat
Marwick International
and Klynveld Main
Goerdeler)
● 1979 (KMG)
● 1925 (Peat Marwick)
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● 1897 (Marwick,
Mitchell & Company)
Founders ● William Barclay Peat
● James Marwick
● Roger Mitchell
● Piet Klijnveld
● Jaap Kraayenhof
● Reinhard Goerdler
● Thompson McLintock
● Frank Wilber Main
Headquarters ● London, England
● (Legal)
● Amstelveen, Netherlands
● (Functional)
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Area served Worldwide
Key people Bill Thomas
(Global Chairman and CEO)
Services ● Actuarial
● Assurance
● Financial / Legal / Tax
advice
● Consulting
Revenue US$34.64 billion (2022)[1]
Number of
employees
265,000 (2022)[1]
Website home.kpmg
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Work details:
When I was selected as a KPMG intern I was given the task to analyse the data
and according to analysis I would provide the result to the client I was selected
as a data analyst so I was given multiple roles regarding shorting the data and
performing various task.So I was given the task to look upon the data where the
client was SP rocket central private limited so this client had the data of it
customers the client has the issue he was not able to classify the data so so that
classification and to get a better understanding of the data of its customer They
had approached to the KPMG limited for its solution they wanted us to perform
the analysis and to find out the future forecasting weather they shoot invest on
which customer so that they can increase their sale the question arises for them
was they have lot of data of the customer and they wanted to concentrate on the
customers which they should focus more so they wanted this analysis from us
and after doing the analysis they want us to submit the final report.
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I was given the tasks which as follows:-
The client Sprocket Central Pty Ltd , a medium size bikes & cycling accessories
organisation, has approached Tony Smith (Partner) in KPMG’s Lighthouse &
Innovation Team. Sprocket Central Pty Ltd is keen to learn more about
KPMG’s expertise in its Analytics, Information & Modelling team.
Smith discusses KPMG’s expertise in this space (you can read more here). In
particular, he speaks about how the team can effectively analyse the datasets to
help Sprocket Central Pty Ltd grow its business.
Primarily, Sprocket Central Pty Ltd needs help with its customer and
transactions data. The organisation has a large dataset relating to its customers,
but their team is unsure how to effectively analyse it to help optimise its
marketing strategy.
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However, in order to support the analysis, I speak to the Associate Director for
some ideas and she advised that “the importance of optimising the quality of
customer datasets cannot be underestimated. The better the quality of the
dataset, the better chance you will be able to use it drive company growth.”
The client provided KPMG with 3 datasets:
Customer Demographic
Customer Addresses
Transactions data in the past 3 months
I decide to start the preliminary data exploration and identify ways to improve
the quality of Sprocket Central Pty Ltd’s .
This things which I need to take a look while working on excel sheet:-
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The presentation Submission:-
Using the existing 3 datasets (Customer demographic, customer address and
transactions) as a labelled dataset, please recommend which of these 1000 new
customers should be targeted to drive the most value for the organisation.
In building this recommendation, I need to start with a PowerPoint presentation
which outlines the approach which we will be taking. The client has agreed on a
3 week scope with the following 3 phases as follows - Data Exploration; Model
Development and Interpretation.
I need to Prepare a detailed approach for completing the analysis including
activities – i.e.
understanding the data distributions, feature engineering, data transformations,
modelling, results interpretation and reporting. This detailed plan needs to be
presented to the client to get a signoff. Please advise what steps I would take.
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Growth Strategy
This presentation has highlighted the underlying trends in the company’s
customer and transactions database.
Based on the uncovered trends and facts, the following strategy is recommended
for the growth of the company:
Mass customers aged 21-30 as well as 41-70 to be targeted
Brands “Solex”, “WeareA2B” and “Giant Bicycles” to be promoted more.
Profit margin for products of the brand “Solex” to be increased.
The details of the specific customers that are to be targeted is included as the
Excel file “TargetCustomers.xlsx”.
Assuming a 10% increase in the listed price for products of the brand “Solex”,
by targeting only 750 new customers, a 3.9% increase in total profit can be
expected.
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SAP Technical Consulting
About Company:
SAP is a German multinational software company based in Walldorf, Baden-
Württemberg. It develops enterprise software to manage business operations and
customer relations.The company is the world's leading enterprise resource
planning (ERP) software vendor.SAP is the largest non-American software
company by revenue, the world's third-largest publicly traded software company
by revenue, and the largest German company by market capitalization.[6] Apart
from ERP software, the company also sells database software and technology
(particularly its own brands), cloud-engineered systems, and other ERP software
products, such as human capital management (HCM) software, customer
relationship management (CRM) software (also known as customer experience),
enterprise performance management (EPM) software, product lifecycle
management (PLM) software, supplier relationship management (SRM)
software, supply chain management (SCM) software, business technology
platform (BTP) software and programming environment SAP AppGyver for
business.
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SAP SE
Logo since 2011
Type Public (societas
Europaea)
Traded as ● FWB: SAP
● DAX component
ISIN DE0007164600
Industry ● Enterprise
software
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● Business
software
● Cloud
computing
● Consulting
Founded 1972; 51 years
ago in Weinheim, West
Germany
Founders ● Dietmar Hopp
● Hans-Werner
Hector
● Hasso Plattner
● Klaus Tschira
● Claus
Wellenreuther
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● SAP PLM
● SAP SCM
● SAP SRM
● SAP SuccessFactors
● SAP NetWeaver
● SAP Business
ByDesign
● SAP Business One
● BusinessObjects
● SAP IQ
● SAP Ariba
● ABAP
● SAP Cloud Platform
● SAP Converged
Cloud
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● (Full List)
Services 1) Applications
2) Cloud
Revenue €30.87 billion (2022)
Operating
income
€4.67 billion (2022)
Net income €1.71 billion (2022)
Total assets €72.16 billion (2022)
Total equity €42.85 billion (2022)
Number of
employees
111,961 (2022)
Website sap.com
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Work details:
Here in SAP I was working as a technical consultant Where my job was to look
on client solution for a specific problem.Where I was provided with client fond
rogue pvt limited They were one of the largest In Europe but when they entered
in the American market is their marketing strategy failed. They wanted to grow
in American market They wanted us to analyse whether what was gone why
their marketing strategy did not work and how the marketing strategy will work
and what the changes they should do so that they can grow in the American
market. So I was provided with this task and to find out the solution for it. What
went wrong with the marketing strategy and provide solution for the same.
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I was given the tasks which as follows:-
Having major success on the European market, the board of Fond Rouge, a shoe
company from France, decides it is time to venture to the other side of the pond
and take on North America’s footwear industry.
Initially, everything goes according to plan and they even manage to scale the
retail locations faster than expected. In the optimism of this continuous progress,
though, the company’s business leads have missed an important trend that
started to arise in their data. After the Marketing department of Fond Rouge
noticed a stream of negative reviews online (primarily on social media) – they
realised there is a problem.
Today, you are in the meeting room with Fond Rouge’s VP of BizDev and Head
of Engineering. They believe there are counterfeit products of lesser quality
interfering with the US sales and resulting in negative reviews online. Fond
Rouge would like us to consult them on the best way to narrow the affected
locations, identify the problem(s) and propose a solution
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Preparing Excel sheet:-
Acquainted with the most common data types clients like Fond Rouge would
usually collect. In the Resources section below, you will find samples of several
different types of data (these are only samples of the formats Fond Rouge stores
data in, please don’t try to solve the client’s problem based only on this data).
Sales – example for sales transaction
Returns – example of order return transactions
Sentiment – a score of 0-100 (0-64 is considered negative, 65-84 neutral, 85-100
positive) generated from a combination of the NPS the client measures +
sentiment scores of public mentions on social media (like twitter)
Server Errors – a sample of the server error log
Finally the presentation presentation for meeting:
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Omnichannel Marketing Lululemon
About Company:
lululemon athletica inc., commonly known as lululemon is a Canadian
multinational athletic apparel retailer headquartered in British
Columbia and incorporated in Delaware, United States. It was founded in
1998 as a retailer of yoga pants and other yoga wear, and has expanded
to also sell athletic wear, lifestyle apparel, accessories, and personal care
products. The company has 574 stores internationally and sells online.
lululemon athletica inc.
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Lululemon store in Hong Kong, July
2021
Type Public
Traded as ● Nasdaq: LULU
● Nasdaq-
100 component
ISIN US5500211090
Industry Retail
Founded 1998; 25 years ago
38. 38
Founder Chip Wilson
Headquarters Vancouver, British
Columbia, Canada[1]
Number of
locations
655 (Jan 2023)[2]
Area served Worldwide
Key people ● Calvin
McDonald (CEO)
● Glenn Murphy
(chairman)
● Meghan Frank
(CFO)
● Kristin Brady
(CPO)
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● Celeste
Burgoyne (EVP,
Americas)
Products Sportswear
Brands Lab
Revenue US$8.11
billion (2022)[2]
Operating
income
US$1.33
billion (2022)[2]
Net income US$855
million (2022)[2]
Total assets US$5.61
billion (2022)[2]
40. 40
Total equity US$3.15
billion (2022)[2]
Number of
employees
c. 34,000 (Jan 2023)[2]
Divisions ● Lululemon
Athletica
● OQOQO
● Ivivva Athletica
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Work details:
Lululemon It is one of the largest Retailers in canda. I was given the look up on
the om channel marketing and how the product could be advertised to get more
and more attention of the people so to increase the sale of the product how they
should implement to improve their sale show my job was to do the Omnichannel
Marketing for same. It is one of the innovative techniques which is used also
data analysis and various other techniques. It is the mixture of both Offline sale
as well as online sale so it becomes very important for the Company to focus
more how it can improve it advertising techniques through this channel.
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I was given the tasks which as follows:-
MIRROR, lululemon’s first cutting-edge at-home fitness platform, officially
launched in November 2023. The product is essentially a smart mirror with a
built-in screen, speakers, and a webcam integrated into the design, which is
linked to the application to stream fitness classes. The app allows users to
choose from a variety of interactive workouts led by lululemon ambassadors and
well-known fitness instructors.
This launch serves as the foundation for the marketing strategy you’ll develop,
with the primary goal of emphasizing the product’s benefits. We want you to
leverage this one-of-a-kind product release to create a plan that serves one more
purpose, to raise awareness of some of the most important values we support as
a company: diversity and inclusion.
Lululemon is continually seeking to advocate for a wide variety of critical social
problems through our marketing initiatives. This assignment helps you create an
out-of-the-box integrated marketing plan, something that our marketing
43. 43
department frequently executes. The task demonstrates your ability to think
strategically about how to market a new product while also adding value to
communities in a way that creatively raises awareness of and initiates a dialogue
about critical values.
Definitions
Integrated marketing:
A strategy for delivering a consistent, comprehensive message across all
marketing platforms. Integrated marketing guarantees that a brand’s
communication is consistent across all channels that are part of its advertising
plan.
Brand awareness:
The ability of customers to differentiate one brand from another based on
specific features.
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Ethical marketing:
The practice of selling items or services based not just on consumer value but
also on social and environmental significance. In order to establish customer-
brand relationships, this approach focuses on shared values and objectives.
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CAMPAIGN
OBJECTIVES
Main goal:
● Brand Awareness
Complementary goals:
● Customer Engagement
● Customer Loyalty
● Sales
The campaign's primary objective is to raise
awareness of MIRROR, lululemon's new at-
home fitness product, in order to increase
customer engagement and sales. At the same
time, the campaign aims to promote MIRROR
while also advocating for the company's core
values such as diversity and inclusion.
The objective is to show the product's benefits
while also demonstrating the company's
values. This strategy enables the company to
capture the attention of customers, stimulate
What is the
primary
purpose of the
campaign?
What do you
aim to
accomplish
by initiating
the
campaign?
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their curiosity, and build engagement.
Through this initiative, the brand strives to
make a beneficial impact on communities and
boost customer loyalty long-term.
Over a four-month period, the quantitative
marketing target is to attract at least 500,000
new website visitors to the campaign's
primary landing page, increasing sales results
on a weekly basis.
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TARGET
GROUP
The goal of the campaign is to promote MIRROR
and increase brand awareness among millennials
(people born between 1981-1996).
Who is your
target
audience?
What
demographic
are you trying
to reach?
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KEY
MESSAGE
MIRROR is lululemon's first at-home fitness
platform, providing users with a virtual workout
experience while exercising at home. The
organization intends to take advantage of this
market launch to discuss and raise awareness
about two of the most critical concepts they
believe society should emphasize more strongly:
diversity and inclusiveness.
By initiating this campaign, the organization
hopes to raise product and brand awareness and
sales, while also assisting communities
worldwide in obtaining equal rights in all aspects
of life, including fitness and sports.
Various fitness professionals promote their
strength, courage, passion, and commitment on a
daily basis while advocating for inclusiveness
and diversity. Differences can be linked to age,
skin color, nationality, gender, and many other
What do you
want to say?
What is the
campaign's
central
narrative?
What type of
story are you
attempting to
tell? How
would you sum
up your
marketing
campaign?
50. 50
aspects. The campaign's purpose is to
demonstrate what inclusion and diversity truly
mean, as well as what can be done to increase
their prevalence.
The company invites a variety of fitness
professionals, including lululemon ambassadors
and well-known instructors, as well as models
(product end users) , to participate in the
campaign. The company aims to use this concept
to promote its new product, emphasizing its
unique features as well as its diverse customer
base and fitness professionals. Participants will
be selected for the campaign based on a number
of criteria. Age, skin color, gender, country of
origin, cultural background, and other factors
may be considered.
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A series of videos and photographs featuring
fitness professionals and product users will be
created by the creative team. In addition,
interviews will be conducted with lululemon
ambassadors and fitness instructors to discuss
diversity and inclusion, what those values mean
to them, and what everyone can do to support it
on a daily
52. 52
basis.
The core concept of the campaign should
inspire the target audience to consider
questions such as: What does diversity mean
to me personally? What does it mean to be an
advocate for inclusiveness? What can I do to
help bring these notions to life?
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MARKETING
CHANNELS
The campaign will be executed through both
online and offline channels. Online channels
include the following:
● lululemon's website (a dedicated landing
page);
● lululemon's newsletter (dedicated email
marketing campaigns);
● Social media platforms (Facebook,
Instagram, Twitter, YouTube, TikTok),
including posts and paid advertising;
● Spotify advertising; ● PR (press release);
● Video marketing.
Offline channels include the following:
● TV advertising;
● Cinema advertising;
● Outdoor display;
● Print (advertising; sponsored articles);
Which
medium will
be most
effective for
your
integrated
marketing
campaign?
Which
channels will
you
incorporate?
54. 54
● The company’s branded print magazine
(exclusive edition to be distributed in the
stores).
CONTENT The campaign will promote lululemon's
smart fitness product, with the goal of
emphasizing the diversity of users and
instructors.
In order to achieve the campaign's two
primary objectives, the creative team will
What kind of
assets will the
campaign
require?
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produce a series of innovative videos,
inspiring photographs, and compelling
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interviews.The product and its features will be
highlighted in the main publications, as will
the diverse end users and fitness instructors
who will be featured.
Additional content marketing materials, such
as interviews and stories, should be developed
to highlight the daily efforts of lululemon
ambassadors and fitness instructors to promote
inclusion and diversity in their fields.
A custom hashtag will be created to increase
engagement and visibility.
The following assets are necessary for a
successful campaign execution:
● Portraits and lifestyle photos of brand
ambassadors, fitness instructors, and
product users; ● Landing page;
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● Newsletters;
● Display ads;
● Social media posts;
● Social media ads;
● Video commercials;
● Press releases;
● Spotify audio commercials;
● Billboards;
● Magazine ads;
● Printed magazine.
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RESOURCES To ensure the campaign's success, it is
required to form a team of experts:
● Marketing Director;
● Marketing Specialist;
● Marketing Project Manager;
● Marketing Assistant;
● Social Media Specialist;
Who should
be involved in
the campaign
to ensure that
it runs
smoothly?
● PPC Specialist;
● Email Marketing Specialist;
● PR Specialist;
● Copywriter;
● Graphic Designer;
● Web Developer; ● Photographer; ●
Videographer.
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TIMELINE The product launch in stores across the U.S.
and Canada is planned for a future date. The
campaign should start one month before the
main event. The creative process should
begin four months prior to the official
market launch.
What is the
campaign's
timeline?
When should
it begin, and
how long
should it last?
*Depending
on your
strategy, you
have complete
control over
your
campaign's
specific dates.
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BUDGET The total budget for the project is
$1,000,000, which includes production and
advertising costs.
What is the
campaign's
estimated
budget?
*Students are
not obliged to
provide
detailed
segmentation.
EVALUATION A successful campaign should result in an
increase in website traffic, social media
engagement, and positive consumer
sentiment. Aside from that, increasing brand
awareness leads to higher in-store foot traffic
and, as a result, increased sales.
Marketing specialists in charge of certain
areas should analyze the main KPIs on a
Which metrics
will be used to
determine the
campaign's
effectiveness?
When do you
anticipate
seeing the
campaign's
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daily, weekly, and monthly basis, creating
reports and optimizing results as required.
results? How
will you
monitor
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The following are some examples of KPIs that
should be tracked and reported to campaign
managers.
3) Product landing page
● Traffic by source
● Unique visitors
● Bounce rate
4) Newsletter
● Delivery rate
● Open rate
● Click-through rate
5) Social media
● Likes
● Shares
● Comments
performance
and determine
its success?
*Provide a
minimum of
three
performance
indicators per
channel for a
total of five
channels.
63. 63
6) PR
● Media mentions
● Social media mentions
● Sentiment
7) Offline channels
● Clicks (e.g., using QR code)
● In-store foot traffic
● Social media followers
