Report on “Social Media
Marketing Strategy of The
Accurates”

Submitted by:Ch. Rakesh Kumar Patro

of
Registration number:...
A
PROJECT REPORT
ON
“Social Media marketing Strategy of the Accurates”
SUBMITTED TO
INDUS BUSINESS ACADEMY
TOWARD PARTIAL ...
SIP Completion Certificate

Indus Business Academy
FPB1214/029

3
Director’s Certificate
This is to certify that, Mr. Ch. Rakesh Kumar Patro is a bona fide student of Indus Business Academ...
Mentor’s Certificate
This is to certify that, Mr. Ch. Rakesh Kumar Patro is a bona fide student of Indus Business
Academy,...
Declaration
I Ch. Rakesh Kumar Patro, the undersigned, a student of Indian Business Academy, Bangalore,
declare that this ...
Acknowledgement
I take this opportunity to thank my college, Indus Business Academy, Bangalore and
Mr. Manish Jain (CEO) f...
Table of Content
Executive Summary...........................................................................................
Executive Summary
Evaluating the market potential is an important aspect as the present state and
future possibilities any...
Introduction of The Accurates
The Accurates formally as "celerity" architects and interior designers was
established on --...
or property owners, and either produce complete projects or a portion of
projects.
A construction company may be the only ...
population depends on construction for its livelihood. The Indian construction
industry employs over 3 crores people and c...
Break-Up of Construction costs

Future Challenges:

The Indian economy has witnessed considerable progress in the past few...
big ones (L&T, HCC, GMR) have become developers rather than
remaining contractors.
• For 2012, projects worth an estimated...
CHALLENGES FACED BY THE INDUSTRY:
The construction sector in India currently faces a number of challenges. The
Reserve Ban...
Based on the order books of 15 companies covered in the sample, most
companies had healthy unexecuted order book levels as...
New project announcements by the government sector registered an
approximate 29% decline in FY 11 over FY 10 due to multip...
New project announcements by the private sector registered a negative growth
for the past two quarters on a year-on-year a...
Outstanding Bank Credits to Road Sector:

Indus Business Academy
FPB1214/029

19
Year-on-Year Growth in Key Financial
Indicators for Companies in Sample

Indus Business Academy
FPB1214/029

20
Revenue growth of companies selected in the
sample

Indus Business Academy
FPB1214/029

21
Construction Industry share in GDP for the
past few years

Indus Business Academy
FPB1214/029

22
The positive signs that would benefit
construction industry in 2012-2013:

Impact factors:
A. The Limit for tax-free bonds...
Research estimates the total investments in construction to nearly double over
the next five years ended 2015-2016, to Rs ...
Expected growth in the next few years
12
10
8
6
4
2
0
2012

2013

2014

2015

The global recession has extended this busin...
Michael porter 5 forces model for
insurance industry

Suppliers Bargaining: Weak
Industry members such as the principal co...
There are few developers and construction clients compared to the many
service providers available to deliver project
Ther...
Company Profile of The Accurates:
Website: http://www.theaccurates.com/
Industry: Construction
Products: Architecture & pl...
Services
Architecture & planning:
The Accurates perceives space with respect to occupants requirement, quality and
desirab...
 Isckon Temple Amritsar
 Shri Anandpur Kutia (Kashmir Avenue)
 Gandhi Shoe Mall Amritsar
B.L.M Embroidery
 Mr. Chopra ...
Vision of The Accurates:
The leader in Construction and Property- related Services

Mission of The Accurates:
We are commi...
Values of The Accurates:
Integrity

Service

Teamwork

Quality

Social
Responsibility

Innovation

SWOT Analysis:
SWOT ana...
are favorable and unfavorable to achieving that objective. The technique is
credited to Albert Humphrey, who led a convent...
First, the decision makers should consider whether the objective is attainable,
given the SWOTs. If the objective is not a...
Threats:
1. Increasing material cost
2. Increasing staff compensation
3. Shortage of professional workers

Product portfol...
& construction technologies in Building industry. He has dedicated professionals
and associate consultants for providing i...
Social media is an extremely useful tool using which companies can get their
information, product descriptions, promotions...
• Other blog software, freestanding sites or integrated into standard Web sites
(Messages, photos, video, and audio) to gr...
• Community building sites with multiple sharing features such as Ning
• Wikis such as Wikipedia for group-sourced content...
Social Media Campaign Goals
Rank the applicable goals of our social media campaign from 1-7 with 1 our top
goal
1. Increas...
1. Casting a wide net to catch the target market:
The audience for social media is huge. In mid-2010, Facebook claimed alm...
Avoid overt self-promotion
Sell softly
Provide value with links, resources, and unbiased information
Watch for steady grow...
5. Improve search engine rankings
Just as we optimize our Web site, we should optimize our social media outlets for search...
Monitor results and focus on the outlets that work best at driving qualified visits
that lead to conversions.
Supplement o...
Product Strategies:
Width (No of product lines) of The Accurates company= 3
Length (No of items) of The Accurates company=...
Amritsar
Place

Promotion Strategy:
Main objective of “The Accurates” Company behind promotion is to make
awareness the pe...
People:
As this is a service organization, “people” play a very important role because they
only deal with the customer di...
Process:
It deals with how are service consumed? This task customer has to perform to get
the service. For making that tas...
Value Delivery process:
Till now most of the company follow the traditional delivery process that is make
the product and ...
Research Methodology:
1. Statement of the Problem
 People are not aware about the company
 Lack of promotional activitie...
3. Research Design
 Panel Talk: Once in a week I used to talk with my immediate boss and
branch manager where we used to ...
Findings:
 The Accurates has not a good brand image
 Existing customers of “The Accurates” are satisfied, with the after...
Recommendations:
 Company should advertise more to make aware about “The Accurates” and
it’s services among the people
 ...
Conclusion:
 The study of my overall data relate with techniques to study the Social
Media marketing strategy use by The ...
Bibliography:
 http://www.theaccurates.com/
 Philip kotler( Marketing Management- 13th Editiion)
 http://www.moneycontr...
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The accurates

  1. 1. Report on “Social Media Marketing Strategy of The Accurates” Submitted by:Ch. Rakesh Kumar Patro of Registration number:Fpb1214/029 Indus Business Academy FPB1214/029 1
  2. 2. A PROJECT REPORT ON “Social Media marketing Strategy of the Accurates” SUBMITTED TO INDUS BUSINESS ACADEMY TOWARD PARTIAL FULFILLMENT OF POST GRADUATE DEPLOMA MANAGEMENT (PGDM) (2012-2014) UNDER THE GUIDANCE OF Mr. Jatin Oberoi Civil Engineer – The Accurates, Amritsar and internal guide Dr. M.S Ramachandra BY Ch. Rakesh Kumar Patro OF Registration Number FPB1214/029 Indus Business Academy FPB1214/029 2
  3. 3. SIP Completion Certificate Indus Business Academy FPB1214/029 3
  4. 4. Director’s Certificate This is to certify that, Mr. Ch. Rakesh Kumar Patro is a bona fide student of Indus Business Academy, Bangalore and is presently pursuing a Post Graduate Diploma in Management. Under my guidance, he has submitted his project titled “Social Media marketing Strategy of the Accurates”in partial fulfillment of the requirement for the Summer Internship Program during the Post Graduate Diploma in Management. This report has not been previously submitted by him as part of another degree or Diploma in another school or university. ………………………….. Dr. Subhash Sharma Indus Business Academy Lakshmipura, Thataguni post, Kanakapura main road Bangalore 560 062 Indus Business Academy FPB1214/029 4
  5. 5. Mentor’s Certificate This is to certify that, Mr. Ch. Rakesh Kumar Patro is a bona fide student of Indus Business Academy, Bangalore and is presently pursuing a Post Graduate Diploma in Management. Under my guidance, he has submitted his project titled “Social Media marketing Strategy of the Accurates”, in partial fulfillment of the requirement for the Summer Internship Program during the Post Graduate Diploma in Management. This report has not been previously submitted by him as part of another degree or Diploma in another school or university. ………………………….. Indus Business Academy Lakshmipura, Thataguni post Kanakpura main road Bangalore – 560 062 Indus Business Academy FPB1214/029 5
  6. 6. Declaration I Ch. Rakesh Kumar Patro, the undersigned, a student of Indian Business Academy, Bangalore, declare that this project report titled “Social Media marketing Strategy of the Accurates” in partial fulfillment of the requirement for the Summer Internship Program during the PostGraduation Diploma in Management. This work has not been previously submitted by me as a part of any other degree or diploma of another school or University. ………………………….. Ch. Rakesh Kumar Patro FPB1214/029 PGDM 2012-2014 INDUS BUSINESS ACADEMY Lakshmipura, Thataguni Post Kanakpura Main Road, Bangalore- 560062 Indus Business Academy FPB1214/029 6
  7. 7. Acknowledgement I take this opportunity to thank my college, Indus Business Academy, Bangalore and Mr. Manish Jain (CEO) for giving me a chance to do a summer internship project, adding the experience of practical knowledge so important to understand and to try and bridge the gap between theoretical and practical knowledge. I also express my sincere gratitude to Dr. Subhash Sharma, Dean, Indus Business Academy and Dr. MS Ramachandra, Faculty of Indus Business Academy for their valuable inputs. I am thankful to ING “The Accurates” Company Limited for giving me an opportunity to undertake a project on “Social Media marketing Strategy of the Accurates” And also for providing me all the information required. I express my gratitude to Mr. Jatin Oberoi, Civil Engineer at The Accurates, who through his vast experience and knowledge has been able to guide me, both ably and successfully towards the completion of my summer internship project. I am sincerely grateful for the assistance of several individuals, who have contributed towards fulfillment of this report. The knowledge, experience, guidance and the most important factors – support from these people are indeed valuable. Ch. Rakesh Kumar Patro Indus Business Academy, Bangalore Indus Business Academy FPB1214/029 7
  8. 8. Table of Content Executive Summary....................................................................................................................................... 9 Introduction ................................................................................................................................................ 10 Industry profile............................................................................................................................................ 10 Company profile.......................................................................................................................................... 28 Product portfolio......................................................................................................................................... 35 Analysis and Interoretation......................................................................................................................... 36 Findings ...................................................................................................................................................... 52 Recommendations ...................................................................................................................................... 53 Conclusion ................................................................................................................................................... 54 Bibliography ................................................................................................................................................ 55 Indus Business Academy FPB1214/029 8
  9. 9. Executive Summary Evaluating the market potential is an important aspect as the present state and future possibilities any business can be analyzed through this. In this project the social media marketing strategy of The Accurates Company is measured in Amritsar area through different methods. The report will give an insight of the current level of customer demand of The Accurates in comparison of its competitors. Different parameters have been used to analyze the preference of customer. Necessary suggestions have been made which will help the company to take corrective actions to increase its sales and get a step ahead of its competitors. Although the findings of the report possess certain assumptions and limitations yet it will provide the proper current state and future state analysis of the company. This will definitely benefit the company in longer run. Indus Business Academy FPB1214/029 9
  10. 10. Introduction of The Accurates The Accurates formally as "celerity" architects and interior designers was established on ----. At The Accurates full-fledged Architects and interior designers are specialized in corporate office spaces, hospitality industry such as hotels, hospitals, resorts, restaurants etc., institutions and housing “The Accurates” is a team of dedicated professionals engaged in consultancy services in the field of Architectural, Civil, Project Management and Interior Designing, with a wealth of project and development experience covering residential, commercial and industrial projects. What sets us apart is that we believe in optimizing limited resources to design buildings and interiors that are functional. We recognize the value of information technology by amalgamating the latest digital technologies available with other relevant software and hardware tools in order to meet the challenges and demands of the construction industry in the current environment. Industry Profile: The Construction industry of India is an important indicator of the development as it creates investment opportunities across various related sectors. The construction industry has contributed an estimated 670,778 crores to the national GDP in 2011-12 (a share of around 8%). The industry is fragmented, with a handful of major companies involved in the construction activities across all segments; medium sized companies specializing in niche activities; and small and medium contractors who work on the subcontractor basis and carry out the work in the field. In 2011, there were slightly over 500 construction equipment manufacturing companies in all of India. The sector is labor-intensive and, including indirect jobs, provides employment to more than 35 million people. The Construction industry involves constructing, repairing, and renovating buildings and engineering works, as well as subdividing and developing land. Construction companies can work independently or under contract to other firms Indus Business Academy FPB1214/029 10
  11. 11. or property owners, and either produce complete projects or a portion of projects. A construction company may be the only establishment of an enterprise, or one of several establishments of an integrated real estate enterprise engaged in the land assembly, development, financing, building and sale of large projects. Because of large variations between projects and the inputs required to complete them, this industry group is divided into three sub-sectors: construction of buildings, heavy and civil engineering construction and specialty trade contractors. Some establishments undertake projects that require several different construction activities (known as trades) to be performed. Other establishments specialize in one trade. The construction industry is divided into three major segments. The construction of building segment includes contractors, usually called general contractors, who build residential, industrial, commercial, and other buildings. Heavy and civil engineering construction contractors build sewers, roads, highways, bridges, tunnels, and other projects. Specialty trade contractors perform specialized activities related to construction such as carpentry, painting, plumbing, and electrical work. History of Construction Industry in India: The period from 1950 to mid-60’s witnessed the government playing an active role in the development of these services and most of construction activities during this period were carried out by state and supported by government departments. In the first five-year plan, construction of civil works was allotted nearly 50 per cent of the total capital outlay. The first professional consultancy company, National Industrial Development Corporation (NIDC), was set up in the public sector in 1954. Subsequently, many architectural, design engineering and construction companies were set up in the public sector (Indian Railways Construction Limited (IRCON), National Buildings Construction Corporation (NBCC), Rail India Transportation and Engineering Services (RITES), Engineers India Limited (EIL), etc.) and private sector (M N Dastur and Co., Hindustan Construction Company (HCC), Ansals, etc.). In India Construction has accounted for around 40 per cent of the development investment during the past 50 years. Around 16 per cent of the nation's working Indus Business Academy FPB1214/029 11
  12. 12. population depends on construction for its livelihood. The Indian construction industry employs over 3 crores people and creates assets worth over 20,000 crores. It contributes more than 5 per cent to the nation's GDP and 78 per cent to the gross capital formation. Total capital expenditure of state and central govt. will be touching 8,02,087 crores in 2011-12 from 1,43,587 crores (1999-2000). The share of the Indian construction sector In total gross capital formation (GCF) came down from 60 per cent in 1970-71 to 34 per cent in 1990-91. Thereafter, it increased to 48 per cent in 1993-94 and stood at 44 per cent in 1999-2000. In the 21 st century, there has been an increase in the share of the construction sector in GDP and capital formation. GDP from Construction at factor cost (at current prices) increased to 1, 74,571 crores (12.02% of the total GDP) in 2004-05 from 1,16,238 crores (10.39% of the total GDP) in 2000-01. The main reason for this is the increasing emphasis on involving the private sector infrastructure development through public-private partnerships and mechanisms like build-operate-transfer (BOT), private sector investment has not reached the expected levels. The Indian construction industry comprises 200 firms in the corporate sector. In addition to these firms, there are about 1,20,000 class A contractors registered with various government construction bodies. There are thousands of small contractors, which compete for small jobs or work as sub-contractors of prime or other contractors. Total sales of construction industry have reached 42,885.38 crores in 2004 05 from 21,451.9 crores in 2000-01, almost 20% of which is a large contract for Benson & Hedges. Overview of Construction Sector in India: Indian construction Sector consists of two major verticals : Non-Residential Construction: Residential Construction: Construction sector is the second largest industry of the country after agriculture, accounting for around 11% of India’s GDP & employing 32 million people, 18 million people directly & 14 million indirectly. Proposed investment by Planning Commission of India is of around US $ 1 Trillion in the 12th 5 year plan (2012-2017) i.e. double that of 11th Indus Business Academy FPB1214/029 12
  13. 13. Break-Up of Construction costs Future Challenges: The Indian economy has witnessed considerable progress in the past few decades. Most of the infrastructure development sectors moved forward, but not to the required extent of increasing growth rate up to the tune of 8 to 10 per cent. The Union Government has underlined the requirements of the construction industry. Some interesting facts about the industry: • The share of construction sector in gross domestic product (GDP), which was 5.4% in 1970-71, came down to 4.4% 1990-91. Subsequently it picked up and stood at 5.1% in 1999-2000 and now stays at a staggering 8.1% for the year 2011-2012 • Construction industry roughly employees 33million people, more than any other sector aside from agriculture. • The industry contribution to GDP is down from 16 per cent in the boom period, between 2004-08. But it’s still pretty substantial and in absolute terms, the industry has grown. The sector is very fragmented. There are hundreds of mid-sized and small unorganised players as well as a handful of really big players. The Indus Business Academy FPB1214/029 13
  14. 14. big ones (L&T, HCC, GMR) have become developers rather than remaining contractors. • For 2012, projects worth an estimated Rs 140 lakh crores are estimated to be in various stages of the pipeline according to CMIE. The Twelfth Plan alone is supposed to contribute Rs 41 lakh crores worth of infrastructure creation with about half coming from the private sector. Urban development, private sector projects, and so on, makes up the rest. DEMAND IN CONSTRUCTION INDUSTRY: Demand originates from different sub-sectors such as public housing, publicsector non-housing, owner-occupied housing and private-sector industrial and commercial, rehabilitation, improvements, repair and maintenance .However, only housing, industrial and infrastructure sectors largely contribute to the construction output in Sri Lanka. It is therefore in this light that outputs in those sub sectors are analyzed to review the trend of construction. • The demand of construction industry is depend on interest rates, the cost and availability of finance, and government investment decisions. • Government policies will be the key deterministic factor in construction demand. •The cost of construction, land supply and available sources of finance, project delivery systems had a direct bearing on the demand in this sector. •The emergence of private property development companies made a considerable impact on construction demand in this sector, particularly in urban areas where demand grew rapidly with the expansion of the urban population. As a result, condominium style apartments and pre-built luxury housing schemes were built in urban/suburban areas. Indus Business Academy FPB1214/029 14
  15. 15. CHALLENGES FACED BY THE INDUSTRY: The construction sector in India currently faces a number of challenges. The Reserve Bank of India (RBI) raised benchmark interest rates on multiple occasions since March 2010 which increased the overall cost of borrowing. In addition, the private sector deferred its capital expenditure decisions on account of uncertain demand conditions and issues concerning land acquisition; approvals and clearances; fuel security and pricing; counterparty credit risks and policy issues. In FY 11, new projects announcements by the government sector also slowed down due to delays in decision making; lack of stable leadership at key public sector undertakings (PSUs); corruption-related investigations and state elections. A key area of concern is the steady increase in the quantum of stalled projects to Rs. 4.17 trillion in September 2011from Rs. 2.94 trillion in September 2010, representing a 42% increase on a y-o-y basis (15% on q-o-q basis). Consequently, the y-o-y revenue growth of construction companies in Q1/Q2 FY 12 has been the slowest as compared to the past few years. The reduced pace of execution is also evidenced by the significantly lower y-o-y growth of 2.7% (at FY 05 prices) in construction GDP in H1 FY 12 as compared to 7.2% y-o-y growth in H1 FY 11 ORDER BACKLOG OF COMPANIES IN SAMPLE SURVEY Indus Business Academy FPB1214/029 15
  16. 16. Based on the order books of 15 companies covered in the sample, most companies had healthy unexecuted order book levels as of September 30, 2011 with the ratio of (unexecuted) order book to last reported annual revenues ranging from 2.1x to 5.0 xs and an average of 3.4 xs. The corresponding averages as of 30 June 2011 and 31 March 2011 were at 3.34 xs and 3.35x; the relatively flat averages indicate sluggishness in new order inflow and relatively slow execution NEW PROJECTS ANNOUNCEMENT In the government sector: Indus Business Academy FPB1214/029 16
  17. 17. New project announcements by the government sector registered an approximate 29% decline in FY 11 over FY 10 due to multiple factors including state elections; lack of stable leadership in some PSUs, corruption-related investigations etc.). Nevertheless, renewed thrust on infrastructure spending led to some improvement in the first two quarters of FY 12. Private Sector (New Project announcements): Indus Business Academy FPB1214/029 17
  18. 18. New project announcements by the private sector registered a negative growth for the past two quarters on a year-on-year as well as quarter on quarter basis, with the steepest decline in Q2 FY 12 (-79% y-o-y/-73% q-o-q). The significant drop in new project announcements by the private sector was due to issues regarding land acquisition; securing approvals and clearances; fuel security and pricing; counter party credit risks, policy issues etc. Further, successive hikes in interest rates by the RBI have increased the overall cost of project Some relevant information and statistics related to construction industry Projects awarded by NHAI (in Kilometers) Indus Business Academy FPB1214/029 18
  19. 19. Outstanding Bank Credits to Road Sector: Indus Business Academy FPB1214/029 19
  20. 20. Year-on-Year Growth in Key Financial Indicators for Companies in Sample Indus Business Academy FPB1214/029 20
  21. 21. Revenue growth of companies selected in the sample Indus Business Academy FPB1214/029 21
  22. 22. Construction Industry share in GDP for the past few years Indus Business Academy FPB1214/029 22
  23. 23. The positive signs that would benefit construction industry in 2012-2013: Impact factors: A. The Limit for tax-free bonds in the infrastructure sector has been doubled to Rs 600 billion for 2012-2013 vis-à-vis Rs 300 billion in 2011-2012 B. The access to viability gap funding for irrigation projects is expected to facilitate private sector participation in the sector. C. At the corporate level, there has been a reduction in the withholding tax on interest payments of external commercial borrowing (ECB) from 20% to 5% for certain infrastructure sectors. Indus Business Academy FPB1214/029 23
  24. 24. Research estimates the total investments in construction to nearly double over the next five years ended 2015-2016, to Rs 18.4 trillion. The growth will largely be spurred by continuing government spending on infrastructure. Nearly 85 percent of the total investments in the construction sector is likely to be made in infrastructure, specially the power, roads, and urban infrastructure sectors. •Construction investment in individual segment is expected to amount Rs 2.7 trillion over the next five years, with the investment in gas and oil sector being the principal investment •The construction industry’s operating margin in expected to decline by 150-200 basis points by 2013-2014. The pressure on Industry’s operating margin is expected to continue with the rising share of lower0margin segments like roads, higher prices of inputs like steel and cement sustained pressure on contract pricing Indus Business Academy FPB1214/029 24
  25. 25. Expected growth in the next few years 12 10 8 6 4 2 0 2012 2013 2014 2015 The global recession has extended this business cycle to over 10 years now. The next peak is likely to occur only in 2014-15 when the growth would peak 11%, inching up from 8% in 2010-11. Fiscal 2011-12 would see construction industry grow 8.2%. Thus, the growth would once again bounce back and will be faster than the overall GDP growth. Indus Business Academy FPB1214/029 25
  26. 26. Michael porter 5 forces model for insurance industry Suppliers Bargaining: Weak Industry members such as the principal contractors’ e.g. Grimacer are integrating backwards into the business of suppliers Construction materials are readily available from many suppliers Switching costs of contractors Q.S firms are low Contractors, sub-contractors and manufacturers have to work together for successful delivery of the project Buyers Bargaining: Strong Construction developers have a high quality of information for decision making Indus Business Academy FPB1214/029 26
  27. 27. There are few developers and construction clients compared to the many service providers available to deliver project There has been a decline in the developers and client’s demand for construction projects Developers and clients have the ability to postpone projects until a later stage when they can secure lower costs of building New Entrants: Weak Customers are not very loyal, the lowest bid always wins Low switching costs as new projects means new consultants, contractors and suppliers Capital requirements for property development are high The construction industry is highly risky and filled with uncertainty Access to inputs such as skilled labour is difficult Substitutes: Strong New and emerging innovative methods and processes within construction industry. New innovative methods are at a lower cost than traditional methods Low switching costs once a project is complete, new consultants may be appointed Industry Competitors: Strong There has been a fall in demand for construction projects and this has resulted in excess capacity Construction companies are mostly involved in submitting competitive tenders to win contracts Quantity surveying firms also have to compete amongst one another by offering the lowest fees for services provided to secure clients Construction products are very similar and are delivered by means of projects with variation amongst retail, residential and leisure. Overcrowded market dominated by the big five construction companies as well as the major Q.S firms Indus Business Academy FPB1214/029 27
  28. 28. Company Profile of The Accurates: Website: http://www.theaccurates.com/ Industry: Construction Products: Architecture & planning, Design and Technology Contact: The Accurates, Circular Road, Amritsar - 143001. Phone Numbers: 9888373727 Email: info@theaccurates.com The Accurates formally as "celerity" architects and interior designers was established on ---. At The Accurates full-fledged architects and interior designers are specialized in corporate office spaces, hospitality industry such as hotels, hospitals, Resorts, restaurants etc., institutions and housing. The Accurates is a team of dedicated professionals engaged in consultancy services in the field of Architectural, Civil, Project Management and Interior Designing, with a wealth of project and development experience covering residential, Commercial and industrial projects. What sets us apart is that we believe in optimizing limited resources to design buildings and interiors that are functional. We recognize the value of information technology by amalgamating the latest digital technologies available with other relevant software and hardware tools in order to meet the challenges and demands of the construction industry in the Current environment. Indus Business Academy FPB1214/029 28
  29. 29. Services Architecture & planning: The Accurates perceives space with respect to occupants requirement, quality and desirability, expanding From space planning to interior designing. Services Provided : Architecture, Planning, Landscape Design, Institutions and Schools, Hospitality , Healthcare and Laboratory, Townships, Industries, Pharmaceuticals, Mixed Use, Museums, Culture and Art Centers, Offices, Residential and Cottages Design: The Accurates believes that intricate details of things enhance the spatial quality and creates a stronger impact both physically and visually. Services Provided : Interior Designing, Workspace Planning, Furniture design, Auditoriums, Lecture Halls, Corporate offices, Commercial and Retails, Hospitality and Restaurants, Institutions, Residences and apartments, sample flats and banks. Technology: The Accurates understands the need to adapt to better technologies available to help living a smarter life, has a constant watch on the new materials & construction technologies in Building industry. He has dedicated professionals and associate consultants for providing important services like: Landscape Green Building Designing (Commercial Kitchens, Fountains, Swimming pools) Clients  Punjab Rice Mill  Hotel Border Land  Shakti Power Tronix Indus Business Academy FPB1214/029 29
  30. 30.  Isckon Temple Amritsar  Shri Anandpur Kutia (Kashmir Avenue)  Gandhi Shoe Mall Amritsar B.L.M Embroidery  Mr. Chopra (Villas at Dream City)  Mandir at Bhikiwind (Dal Wali Devi Ji)  Hotel Sham Regency  The Brothers Guest House (Golden Temple) Indus Business Academy FPB1214/029 30
  31. 31. Vision of The Accurates: The leader in Construction and Property- related Services Mission of The Accurates: We are committed to • Creating value for our customers and delivering quality services at worldclass standard • Delivering value to our shareholders through maximizing market share and returns Indus Business Academy FPB1214/029 31
  32. 32. Values of The Accurates: Integrity Service Teamwork Quality Social Responsibility Innovation SWOT Analysis: SWOT analysis is done for a company, to find its overall strengths, weakness, opportunity, and threats leading to gauging the competitive potential of the company. The SWOT analysis enables a company to recognize its market standing and strategy accordingly. SWOT analysis (alternatively SWOT Matrix) is a structured planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. A SWOT analysis can be carried out for a product, place, industry or person. It involves specifying the objective of the business venture or project and identifying the internal and external factors that Indus Business Academy FPB1214/029 32
  33. 33. are favorable and unfavorable to achieving that objective. The technique is credited to Albert Humphrey, who led a convention at the Stanford Research Institute (now SRI International) in the 1960s and 1970s using data from Fortune 500 companies. The degree to which the internal environment of the firm matches with the external environment is expressed by the concept of strategic fit. Setting the objective should be done after the SWOT analysis has been performed. This would allow achievable goals or objectives to be set for the organization.     Strengths: characteristics of the business or project that give it an advantage over others Weaknesses: are characteristics that place the team at a disadvantage relative to others Opportunities: elements that the project could exploit to its advantage Threats: elements in the environment that could cause trouble for the business or project Identification of SWOTs is important because they can inform later steps in planning to achieve the objective. Indus Business Academy FPB1214/029 33
  34. 34. First, the decision makers should consider whether the objective is attainable, given the SWOTs. If the objective is not attainable a different objective must be selected and the process repeated. Users of SWOT analysis need to ask and answer questions that generate meaningful information for each category (strengths, weaknesses, opportunities, and threats) to make the analysis useful and find their competitive advantage Strength: 1. Goodwill 2. Being a full- fledged one-stop construction and interior design related service provider 3. Experienced management team 4. Strong technical team Weakness: 1. Capacity limitation 2. Less experience in the business Opportunity: 1. Growing rural market 2. Increasing land supply to meet underlying housing demand 3. Increasing public housing supply for low income class 4. Significant increase in public sector’s spending Indus Business Academy FPB1214/029 34
  35. 35. Threats: 1. Increasing material cost 2. Increasing staff compensation 3. Shortage of professional workers Product portfolio: Architecture & Planning: The Accurates perceives space with respect to occupants’ requirement, quality and desirability, expanding From space planning to interior designing. Services Provided: Architecture, Planning, Landscape Design, Institutions and Schools, Hospitality , Healthcare and Laboratory, Townships, Industries, Pharmaceuticals, Mixed Use, Museums, Culture and Art Centers, Offices, Residential and Cottages Design: The Accurates believes that intricate details of things enhance the spatial quality and creates a stronger impact both physically and visually. Services Provided : Interior Designing, Workspace Planning, Furniture design, Auditoriums, Lecture Halls, Corporate offices, Commercial and Retails, Hospitality and Restaurants, Institutions, Residences and apartments, sample flats and banks. Technology: The Accurates understands the need to adapt to better technologies available to help living a smarter life, has a constant watch on the new materials Indus Business Academy FPB1214/029 35
  36. 36. & construction technologies in Building industry. He has dedicated professionals and associate consultants for providing important services like: Landscape Green Building Designing (Commercial Kitchens, Fountains, Swimming pools) Analysis and Interpretation: SOCIAL MEDIA MARKETING: Marketing has always been a crucial part of a business. Good companies have become great on the sheer basis of effective marketing strategies. In the era of huge competition, organizations are going great length to advertise and promote their products and earn valuable customer loyalty. The concept of marketing has kept evolving with the passage of time. Companies are forced to adopt new changes in their marketing strategies to remain relevant. If there is one factor that has really affected the way marketing plans are being defined then it must be technology. In the new century, the marketing tools of earlier years were rendered obsolete. Those who manage to anticipate the changes and adopt them quickly have better chances of survival. Social media marketing is one such great change that many companies have started to accept in a big way. Though, it is still in a nascent stage but canny marketing strategists are already harping onto the next big marketing revolution taking place in form of social media marketing. The concept of social media marketing basically refers to the process of promoting business or websites through social media channels. It is a powerful marketing medium that is defining the way people are communicating. It is one of the significantly low-cost promotional methods that provide businesses large numbers of links and huge amount of traffic. Companies manage to get massive attention and that really works in favor of the business. Social media marketing is a potent method applied by progressive companies for selling their products/services or for just publishing content for ad revenue. Indus Business Academy FPB1214/029 36
  37. 37. Social media is an extremely useful tool using which companies can get their information, product descriptions, promotions all ingrained in the chain of networking world. Considering the newness of this marketing method, organizations are coming up with innovative ways to develop their marketing plans. New platforms are being created to approach potential clients. A large number of business organizations are allocating budget for online business development using social media marketing. It is a booming sector which is going to redefine the way marketing strategies are being formed and promoted. Defining Social Media Marketing The bewildering array of social media (which seem to breed new services (faster than rabbits) makes it hard to discern what they have in common: shared information, often on a peer-to-peer basis. Although many social media messages look like traditional “broadcasts” from one business to many consumers, their interactive component offers an enticing illusion of “one-to-one” communication that invites individual readers to respond. The phrase social media marketing generally refers to using these online services for relationship selling — a subject we already know all about. Social media services or channels make innovative use of new online technologies to accomplish familiar communication and marketing goals. The Social Media Channels: Blogs: Web sites designed to let we easily update or change content and allow readers to post their own opinions or reactions. Examples of blogging software are: • Word Press, Type Pad, and Blogger (formerly BlogSpot) (freestanding blog services) Indus Business Academy FPB1214/029 37
  38. 38. • Other blog software, freestanding sites or integrated into standard Web sites (Messages, photos, video, and audio) to groups of friends and family, these fullfeatured services offer multiple functions. From a business point of view, many of them support subgroups that offer the Potential for more targeted marketing. • Full networks such as Facebook, MySpace, or my Yearbook • Micro blogging (short message) networks such as Twitter • Professional networks such as LinkedIn and Plaxo • Other specialty networks within vertical industry, demographic, or activity segments Social-media sharing services: These media channels facilitate posting and commenting on videos, photos, and podcasts (audio): • Video: Examples are WeTube, Vimeo, or Ustream • Photos: Flickr, Photo bucket, or Picasa • Audio: Podcast Alley or BlogTalkRadio Social bookmarking services: Similar to private bookmarks for our favorite sites on our computer, Social bookmarks are publicly viewable lists of sites that others have recommended: • Recommendation services such as Stumble Upon, Delicious • Social shopping services such as Caboodle or This Next • Other bookmarking services organized by topic or application, such as book recommendation sites Social news services: On these peer-based lists of recommended articles from news sites, blogs, or Web pages, users often “vote” on the value of the postings: • Digg • Reddit • Other news sites Social geo-location and meeting services: For a change, these services bring people together in real space rather than in cyberspace: • Foursquare, Gowalla, Loopt • Other GPS (global positioning system) applications, many of which operate on mobile phones • Meet-ups and tweet-ups Community building services: Many comment- and content-sharing sites have been around for a long time, such as forums, message boards, and Yahoo! and Google groups. Other examples are: Indus Business Academy FPB1214/029 38
  39. 39. • Community building sites with multiple sharing features such as Ning • Wikis such as Wikipedia for group-sourced content • Review sites such as Trip Advisor and Opinions to solicit consumer views Dozens, if not hundreds, of social tools, apps (freestanding online applications), and widgets (small applications placed on other sites, services, or desktops) monitor, distribute, search, analyze, and rank content. Many are specific to a particular social network, especially Twitter. Others are designed to aggregate information across the social media landscape, including such monitoring tools as Google. Alerts or Social Mention or distribution tools such as RSS or Ping.fm. Book II offers a survey of many more of these tools; service-specific tools are covered in their respective books. Benefits of Social Media: Social media marketing carries many benefits. One of the most of important is that the marketer doesn’t have to front any cash for most services. Of course, there’s a downside: Most services require a significant investment of time to initiate and maintain a social media marketing campaign. As the marketer goes about the list of benefits, what he only needs to think about is - whether the benefit is one that applies to his needs. How important is it to the business? How much time is he willing to allocate to it? What kind of a payoff can he expect? Below shows how small businesses rate the relative effectiveness of social media in meeting their goals. Indus Business Academy FPB1214/029 39
  40. 40. Social Media Campaign Goals Rank the applicable goals of our social media campaign from 1-7 with 1 our top goal 1. Increasing traffic/visits to hub site 2. Branding 3. Building relationships 4. Improving business process (e.g. customer service, tech support) 5. Improving visibility in natural search 6. Increasing sales revenue 7. Saving money on paid advertising Indus Business Academy FPB1214/029 40
  41. 41. 1. Casting a wide net to catch the target market: The audience for social media is huge. In mid-2010, Facebook claimed almost 500 million users, many of whom use the service multiple times per week (and others who never use it after the first time). By mid-March 2010, weekly traffic on Facebook had exceeded weekly traffic on Google, which had worn the traffic crown for years. Twitter claims more than 100 million users and insists that millions of tweets (Short messages) are posted daily. Even narrowly focused networking sites claim hundreds of thousands of visitors. A relatively small number of power users — those who post ten or more times per day — drive a huge number of tweets. The vast majority of users either read messages only, without posting, or post only one or two messages per week. It’s probably the old 80/20 rule at play: 80 percent of the users produce 20 percent of the tweets, and 20 percent of the users produce 80 percent of the tweets! Surely, some of the people using these sites must be customers or prospects for a business. In fact, one popular use of social media is to cast a wide net to capture more potential visitors to our Web site. 2. Branding Basic marketing focuses on the need for branding, name recognition, visibility, presence, or top-of mind awareness. Call it what we will — we want people to remember our company name when they’re in need of our product or service. Social media services, of almost every type, are excellent ways to build our brand. Social media works for branding as long as the name comes in front of the right people. Plan to segment the audience on the large social media services. A marketer can look for more targeted groups within them or search for specialty services that may reach fewer people overall but more of the ones who are right for his business. 3. Building relationships It is heard repeatedly that social media marketing requires the long view. To build effective relationships in social media, we’re expected to: Establish our expertise Participate regularly as a “good citizen” of whichever social media world we’re inhabiting Indus Business Academy FPB1214/029 41
  42. 42. Avoid overt self-promotion Sell softly Provide value with links, resources, and unbiased information Watch for steady growth in the number of our followers on a particular service; the number of people who recommend our site to others; increased downloads of white papers; or repeat visits to our site. All these signs indicate we’re building relationships that may later lead, if not to a direct sale, then to a word-of-Web recommendation to someone who does buy. In the world of social media, the term engagement refers to the length of time and quality of interaction between our company and our followers. 4. Improving business process Already, many clever businesses have found ways to use social media to improve business Processes. Though individual applications depend on the nature of our business, consider leveraging social media to:  promptly detect and correct customer problems or complaints  Obtain customer feedback and input on new product designs or changes  Provide tech support to many people at one time; if one person has a question, chances are good that others do, too  Improve service delivery, such as cafés that accept to-go orders on Twitter or Facebook or cupcake carts and food caravans that notify customers where and when their carts will arrive  Locate qualified new vendors, service providers, and employees by using professional networks such as LinkedIn  Collect critical market intelligence on our industry and competitors by watching content on appropriate social media  Use new geo-location services to drive local traffic during slow times and acquire new customers Indus Business Academy FPB1214/029 42
  43. 43. 5. Improve search engine rankings Just as we optimize our Web site, we should optimize our social media outlets for search engine ranking. Now that search engines are cataloging Twitter and Facebook and other appearances on social media, we can gain additional front page real estate for our company on Google, Yahoo!, and Bing. Search engines recognize some, but not all, appearances on social media as inbound links, which also improve the page rank of our site. Optimization pays off in other ways: in results on real-time searches, which are now available on primary search engines; on external search engines that focus on blogs or other social media services; and on internal, site specific search engines. 6. Selling when opportunity rises Conventional thinking says that social media is designed for long-term engagement, for marketing and branding rather than for sales. However, a few obvious selling opportunities exist, particularly for business-to-consumer (B2C) companies, that won’t offend followers: Sell CDs and event tickets. Services such as MySpace cater to music and entertainment and are considered appropriate places. Include a link to our store on social shopping services. Recommend products — particularly apparel, jewelry, beauty, and decor — as Style hive does. Offer promotional codes or special offers to followers. Offering them on particular networks encourages our followers to visit our site to make a purchase. We can even announce sales or events. Place links to online or third-party stores on our profile pages on various services. We can rarely sell directly from a social media service, but some permit we to place widgets that visually showcase our products and links to our online store, PayPal, or the equivalent to conclude a transaction. Include a sign-up option for our e-newsletter. It offers a bridge to sales. 7. Saving money on Advertising The magic word is free. For a start-up company, “free” social media is likely the only advertising we can afford. If we decide to approach social media for this purpose, construct our master campaign just as carefully as we would a paid one: Create a plan that outlines target markets, ad offers, publishing venues, and scheduled “flights” for different ad campaigns. if necessary, conduct comparative testing of messages, graphics, and offers. Indus Business Academy FPB1214/029 43
  44. 44. Monitor results and focus on the outlets that work best at driving qualified visits that lead to conversions. Supplement our free advertising with search optimization and press releases and other forms of free promotion. As we see traffic and conversions building from our social media marketing campaigns, we may want to reduce existing paid advertising campaigns. Just don’t stop our paid advertising until we’re confident that we have an equally profitable stream of customers from social media. Of course, if our ad campaign isn’t working, there’s no point continuing it. Drawbacks of Social Media: For all its upsides, social media has its downsides. As social media has gained in popularity, it has also become increasingly difficult to gain visibility among its hundreds of millions of users. In fact, sometimes we have to craft a campaign just to build an audience on a particular social media site. It’s quite similar to conducting optimization and inbound link campaigns so that our site is found in natural search results. Don’t participate in social media for its own sake, or just because “everyone else is.” By far, the biggest downside in social media is the amount of time we need to invest to see results. We need to make an ongoing commitment to review and respond to comments and to provide an ongoing stream of new material. An initial commitment to set up a profile is just the tip of the iceberg. If we couldn’t take our eyes off live coverage of the Mars landing, or if we play Farmville or other video games with a passion, continuously run instant messaging, or check e-mail every ten seconds, watch out for social media. Individually and collectively, social media is the biggest-ever time sink. Without self-discipline and a strong time schedule, we can easily become so socially overbooked that other tasks go undone. As we consider each of the social media options, consider the level of human resources that are needed. Do we have the time and talent our self? If not, do other people within our organization have the time and talent? Which other efforts will we need to give up making room for social media? Will we have to hire new employees or contract out services, leading to hard costs for this supposedly “free” media? Indus Business Academy FPB1214/029 44
  45. 45. Product Strategies: Width (No of product lines) of The Accurates company= 3 Length (No of items) of The Accurates company= 22 Pricing Strategy: On the basis of standard of living, loyalty of customer, current market demand, salary to be paid to employees they fix their pricing. They normally follow the following 6 pricing strategies. Psychology pricing Going Rate (Price set following the competition) Pricing Strategies Price Discrimination (Different price for different customers) Cost plus Pricing (Average cost + Pricing) Place Strategy: The Accurates do its distribution or the channel by which product or service reach to customer by two ways as mentioned in below Indus Business Academy FPB1214/029 45
  46. 46. Amritsar Place Promotion Strategy: Main objective of “The Accurates” Company behind promotion is to make awareness the people about company and getting more revenue by create more loyal customer. For that this company uses following tools. Special offer Free Gifts Personal Selling Indus Business Academy FPB1214/029 46
  47. 47. People: As this is a service organization, “people” play a very important role because they only deal with the customer directly and they only directly relate to deliver the service to customer. In this organization people indicates and deal with the following things. Employees Management Culture Cutomer servicce Indus Business Academy FPB1214/029 47
  48. 48. Process: It deals with how are service consumed? This task customer has to perform to get the service. For making that task easy for customer The Accurates, Company has done the following thing. User friendliness and easy access: http://www.theaccurates.com/ Phone: 9888373727 Email: info@theaccurates.com Physical Evidence: As service is intangible, physical evidence plays a crucial role to prove the quality of the service. In “The Accurates” Company in terms of physical evidence it has lots of amenities facilities, comfort, and particular dress code for every level of employees. Indus Business Academy FPB1214/029 48
  49. 49. Value Delivery process: Till now most of the company follow the traditional delivery process that is make the product and sell the product but ING follows the modern delivery process i.e. 1st step Choose the value 2nd step Provide the value 3rd step Communicate the value Indus Business Academy FPB1214/029 49
  50. 50. Research Methodology: 1. Statement of the Problem  People are not aware about the company  Lack of promotional activities  Company’s rank was not increasing Type of Research:  Causal Research: I had done a causal research where I did a research with completely certain criteria not exploratory. I just collected data through interaction and observation 2. Objective of the Study  To study the level of awareness of “The Accurates” among the prospect and potential customer.  Social Media Marketing strategies of “The Accurates”  To find out what level of the service of “ The Accurates” are received by customer in case of service like response to complaints, offer given, product updates, post purchase service.  The current level of customer demand of “The Accurates” product in comparison of its competitors.  To analyze the strength, weakness, opportunity and threat of “The Accurates” Indus Business Academy FPB1214/029 50
  51. 51. 3. Research Design  Panel Talk: Once in a week I used to talk with my immediate boss and branch manager where we used to discuss about the progress, problems and we are also trying to come up with solution that time. o Tools for Data Collection Secondary Data:  Internet  Broachers  Product Manual Work Done By Me: 1. 2. 3. 4. Content writing Business directory Submission Social Bookmarking Blog Commenting Indus Business Academy FPB1214/029 51
  52. 52. Findings:  The Accurates has not a good brand image  Existing customers of “The Accurates” are satisfied, with the after sell service.  Potential growth and demand of Construction Industry is high Indus Business Academy FPB1214/029 52
  53. 53. Recommendations:  Company should advertise more to make aware about “The Accurates” and it’s services among the people  Effective media should be used to reach the target customer  It should convey its history, achievement and also need to create interest for getting trust of people. Indus Business Academy FPB1214/029 53
  54. 54. Conclusion:  The study of my overall data relate with techniques to study the Social Media marketing strategy use by The “Accurates”.  Company has more opportunity to grow but he has to wait.  For earning more revenue company has to spared the awareness about its product with USP Indus Business Academy FPB1214/029 54
  55. 55. Bibliography:  http://www.theaccurates.com/  Philip kotler( Marketing Management- 13th Editiion)  http://www.moneycontrol.com/ Indus Business Academy FPB1214/029 55

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