1) The document presents a summer project presentation on the importance of branding, brand equity, and brand building for online startups through effective use of internet and digital marketing platforms. 2) It discusses the company Olopie, which provides waste management and recycling services in Bengaluru. It analyzes Olopie's branding, digital presence, and opportunities to improve awareness and utilization of digital platforms. 3) The findings suggest improving Olopie's website SEO, content, and use of social media to build its brand while also exploring expansion and better use of data from digital engagement.

1. A PRESENTATION
ON
SUMMER PROJECT
15MBA43
BY
Name: Anup Gavali
USN: 2GI15MBA07
KLS, Gogte Institute of Technology
Department of MBA

2. GENERAL INTRODUCTION ABOUT THE
SUMMER PROJECT
• The start-up model of doing business in India is on the rise and
there are a lot of success stories as well. The industry is a
combination of services provided over the internet. The recycling
and e-waste management industry in India being largely un-
organized and having a revenue which is very huge. Government
of India’s initiative and push towards the start-up drive and
incentivizing the whole sector so as to generate employment
opportunities and boost the economy.
• Internet and various digital platforms make it easier to target,
segment and position a company’s brand image, products and
services and customize the products and services addressing gaps
in service delivery. The real time data and accuracy of data
collected gives better understanding of consumer behavior and
helps in taking strategic decisions.

3. TITLE OF THE SUMMER PROJECT
• “THE STUDY ON IMPORTANCE OF BRANDING,
BRAND EQUITY & BRAND BUILDING FOR ONLINE
START-UPS THROUGH EFFECTIVE USE OF INTERNET
AND DIGITAL MARKETING PLATFORMS”

4. NEED FOR THE STUDY
• The ease and reach of the internet which has given
rise to many start-ups which are changing the service
sector.
• Online data collection and customization of services
leads to better resources management and effective
marketing communication strategies.
• The start-up environment providing many
employment opportunities for people with many
different skills which was not the case before.

5. OBJECTIVES OF THE STUDY
• To understand startup environment.
• To understand brand equity and brand awareness of
startup companies.
• Importance of digital marketing and internet for
effective communication and brand building.

6. SCOPE OF THE STUDY
The business itself being in its nascent stages allows
to study from a very close angle the functioning of a
start-up and also understand the industry into which
the company is operating. The importance of waste
management and recycling. How to use online
media, being creative and resourceful with what is
available to the best advantage to gain maximum
benefit.
Digital marketing tools and techniques which could
save lots of valuable resources if utilized properly.

7. RESEARCH METHODOLOGY

8. LITERATURE REVIEW
Articles based on online environment stating how E-
business enables an organization to spread its reach to
a wide range of public and gives it better chance at
survival at a very low cost compared to traditional
format of business set-up. E-business as it has many
advantages so does it come with its own sets of
complications and short-comings which need to be
addressed and if done properly the opportunity and
untapped market potential realization can easily lead
to huge revenue generation for a given business house.
Start-up India initiative.

9. LIMITATIONS OF THE STUDY
Technical limitations;
• 1. Lack of standardization.
• 2. Software tools changing at a very fast rate.
• 3. Not enough telecommunication bandwidth and
connectivity.
• 4. Hardware incompatibility of software and technical
glitches.
Non-Technical limitations;
• 1. Lack of human touch and feel.
• 2. Legal issues and lack of awareness.
• 3. Rapidly changing and evolving e-business.
• 4. Inconvenient and expensive access to internet.

10. INDUSTRY PROFILE
Startups sprouting in the waste management and recycling
category. Chennai-based Paperman was one of early social
enterprises dedicated to creating awareness around recycling right
from 2010.
Noida-based Attero Recycling raised Rs 100 crore in 2014 and is a
success story in this space. Chennai-based Kabadiwalla Connect
garnered attention and a sizeable grant from the World Economic
Forum. E-waste recyclers, Karma Recycling also raised an
undisclosed amount in July 2015.
India recycles only about 20 per cent of its waste paper. Though a
bulk of the 80 per cent of waste paper goes into dumping. Demand
of 10 million tonnes annually is projected to more than double by
2025.

11. COMPANY PROFILE:

12. PROMOTORS, VISION, and MISSION
• COMPANY PROMOTERS:
• Hemanth Kumar Founder (CMO)
• Prabhu Kumar Founder (COO)
• Dhananjaya & Dharshan Co-Founders
• Deepak President
• Adarsh CSO
•
• VISION: Making the Impossible Possible. That’s What We
Do.
•
• MISSION: Innovation and unique solutions to problems.

13. COMPANY POLICY
Olopie was established on the principle of helping
people through a platform to rid them off from
waste and enjoy various facilities like selling scrap
online, collection of electronic waste and e-waste.
Privacy Policy of Olopie treats personal information
that we gather with great care when you use our
services.

14. AREA OF OPERATION
• Start-up in B2B, B2C scrap, trash, junk & e-waste
collection, processing business based in Bengaluru.
• The Olopie is doorstep, free facility waste
management company and services.
• Olopie is an organization that provides its services 24
x 7 & 365 days a year in Bengaluru collecting scraps.
Scrap dealers in Bengaluru are now available with
Olopie.

15. PRODUCTS/SERVICES OFFERED
• Recycle
• Refurbished Goods
• Revaluation
• Relocation
• Battery Relifer (Battery Life Enhancer)
• Aircon X (Reduces the power usage of an Air
conditioner to about 40-60%

16. COMPETITORS

17. COMPETITIVE ANALYSIS

18. SWOT ANALYSIS
Strengths:
• Company created goodwill in the city.
• Dedicated and passionate team.
• Packaging and moving services.
• Refurbished electronic items.
• Innovative products.
Weaknesses:
• Less awareness about online scrap dealers.
• Lack of SEOs, keywords, tagging and content wise.
• Cost of operations is very high

19. SWOT ANALYSIS
Opportunities:
• Funding from investors.
• Scope in expansion.
• Unexplored and unexploited online market.
• Scope for franchising.
Threats:
• Largely unorganized sector, leading to competition from local
vendors.
• Mistrust amongst general public about online services.
• Competitors.
• Change in policies

20. THEORETICAL BACKGROUND
• Brand equity or brand value is defined as a set of assets and
liabilities which are linked to a brand, its name and logo
adding to or subtracting from the value provided by a product
or service to a firm and to that firm’s customers.
• For an entrepreneurial venture starting out with an unique
business offering looking to have an impact on regional,
markets it is important to know the need for building a strong
brand but there are also a number of important things to
think about and allocation of resources properly and
efficiently knowing that every penny spent on brand building
eventually means opportunity cost for the business.

21. SURVEY QUESTIONNAIRE
• Data was collected through face-to-face
interview method for interpretation.
• Sample size for survey was 60 respondents.
• Age ranging from 18-60 years.
• Based on user experience, level of awareness
and knowledge about online services and use
of internet through various devices.

22. Interpretation: Respondents ranging from teenagers upto 18 years of age and
18-34 age category are highest when it comes to use of mobile phone, 35-54
multi-platform users, and 55+ age category use desktops or laptops to access
internet.
Upto 18
40%
18-34
37%
35-54
18%
55+
5%
Age of Respondents

23. Interpretation: Maximum of users of similar sites and accessing or using sites for
purpose of either getting information or transaction on such sites is male population.
Male
80%
Female
20%
Gender of Respondents Using Similar Sites

24. Interpretation: Respondents ranging from teenagers upto 18 years of age and 18-34
age category are highest when it comes to use of mobile phone, 35-54 multi-platform
users, and 55+ age category use desktops or laptops to access internet.
Mobile
42%
PC/Desktop
17%
Multi-Platform
34%
Others
7%
Platforms and Access Frequency

25. Interpretation: Not many of the respondents use Apps for specific purposes and that
too of various companies, as they prefer only branded and downloading Apps of well
established companies which are for utilities or entertainment purposes.
Yes
13%
No
87%
Smartphone App Users

26. Interpretation: Main things people using online services look for a combination of
primarily convenience and prompt service along with pricing as deciding factor for
going online. It gives them ease of accessing similar sites and doing comparisons and
then getting the advantage of door-to-door service.
Communication
14%
Prompt Service
29%
Price
26%
Convenience
31%
Onlines Service Expectations

27. Interpretation: From the responses taken from the general public in the city it was
found that most of them do not have any idea or do not have full information about
such type of services being made available online and what or how exactly it works or
have not used such services.
Have Used
14%
Have Knowledge
24%
Just Heard
36%
No Idea
26%
Online Services Awareness

28. Interpretation: The company’s logo is recognized by few of the respondents who had
used it. It seems people associate Olopie.com as a name and company which is
mainly involved in recycling, whereas the company is also into online scrap dealing,
selling refurbished electronic products, selling innovative technological products and
also into packing and moving business.
Company Logo
14%
Recycling
45%
Online Scrap Dealer
14%
Refurbished Goods
6%
Others
21%
Company Brand Recognition

29. Interpretation: From the survey conducted it was found that the company’s offline
presence is more as compared to online. This is largely due to focus on offline
marketing strategies and communication channels. On the internet and social media
the presence is less when compared with other competitors and there are few likes,
posts and shares on social media and networking sites of the company.
Experienced Users
22%
Friends
24%
Internet
8%
Social Media
5% Company Salesperson
22%
Events/Programs
19%
Company Brand Awareness

30. Interpretation: There is little usage on website by most users as they seem to be using
it just for information and spending less time on the page after the initial periods of
accessing it. Most of the respondents’ first impression was of confusion or un-clarity
regarding the core and augmented services offered by the company.
Informative
17%
Ease of Use
11%
Unclarity
27%
Helpful
12%
Never Used
33%
Website Response

31. Interpretation: The data reveals that the usage and popularity of company’s
application is very low and majority of the users have not heard or used the
application platform for any services.
Yes
7%
No
93%
App Usage

32. Interpretation: In this specific question the responses were taken of users who have
experienced the service of the company in any which way. This reveals that the users
were highly satisfied with the service and showed a strong opinion of suggesting the
company to others for similar service requirements.
Most Likely
28%
Likely
23%
Maybe/Unsure
34%
Unlikely
13%
Will Not
2%
User Recommendation

33. ANALYSIS AND INTERPRETATION OF DATA
• Data available by analyzing user activity on websites and how
the use of right keywords and SEOs along with SEM helps
business draw more traffic and the UI(user interface) along
with use of tags and images helps the business convert the
number of visits in conversions and possible retained loyal
customers through better CRM. Publishing affiliations,
credentials and outreach programs that are strategically
placed on pages engage and attract customers.
• Online business promotion and brand identity creation
depend largely on creative and attractive content and use of
data analysis to plan and execute marketing activities at right
time and place using right platforms.

34. FINDINGS
• Identification and innovation as the key to solving
problems by connecting the dots and coming up with
creative solutions.
• Online start-up environment.
• Company’s website, it reveals that the images on the
website have no descriptions. The headings and tags
are also not optimum.
• Lack of SEO and under utilization of digital platforms
currently.
• Application platforms give more accurate and
personal data, but is not very popular amongst users.

35. SUGGESTIONS
• Use SEOs and SEM to optimum and post rich content
on the website with images having descriptions and
alt tags. Search engines cannot read images, need to
have extensions and descriptions for identification.
• Use of social influencers to like, share and post about
website on social networks. Co-marketing and
intermediaries.
• Review digital marketing capabilities. Use Google
Analytics and Facebook Insights for targeting.
• Expansion into other cities and exploring franchising
as an option.

36. CONCLUSION
• India produces 62 million tonnes of solid waste a
year, and is potentially $13 billion worth waste
management industry by 2025.
• The founders who started the business have shown
their resourcefulness and awareness and worked
meticulously towards creating a digital platform to
address a very crucial problem faced in every city in
the country.
• Importance of digital tools to create a successful
brand. Data analysis and the role it plays in
customizing online content to satisfy users and
attract potential consumers.

37. BIBLIOGRAPHY
• Olopie.com
• Startupindia.gov.in
• Hindustantimes.com
• Slideshare.net
• Google.com
• Facebook.com