EXPOSURE TO THE MARKETING WORLD AS A
CORPORATE AMBASSADOR OF IFORTIS WORLDWIDE
Summer Internship Report submitted in partial fulfilment of the
requirements for the award of the degree
MASTER OF BUSINESS ADMINISTRATION
By
R. KALEESWARI
Reg. No. 2020641020
Under the guidance of
Dr. G. ILANKUMARAN
ASSOCIATE PROFESSOR
ALAGAPPA INSTITUTE OF MANAGEMENT
ALAGAPPA UNIVERSITY, KARAIKUDI
August – 2021
ALAGAPPA INSTITUTE OF MANAGEMENT
ALAGAPPA UNIVERSITY, KARAIKUDI
SUMMER PROJECT – 2021
CERTIFICATE
I hereby declare that the report INTERNSHIP STUDY ABOUT “EXPOSURE TO
THE MARKETING WORLD AS A CORPORATE AMBASSADOR IN IFORTIS
WORLDWIDE, BANGALORE” is a bonafide record of work done by
KALEESWARI R
(Reg. No. 2020641020) under the guidance of
Dr. G. ILANKUMARAN ASSOCIATE PROFESSOR, Alagappa Institute of
Management, and submitted in partial fulfilment for the award of the degree of
Master of Business Administration in Alagappa University during the academic
year 2020-2021.
(KALEESWARI R)
Faculty Guide
Director
(Dr. G. ILANKUMARAN)
(Dr. S. RAJAMOHAN)
Certified that the summer project report was evaluated and the candidate was
examined by us On _____________
Internal Examiner
External Examiner
Director
DECLARATION
I hereby declare that the summer internship project report entitled
“EXPOSURE TO THE MARKETING WORLD AS A CORPORATE
AMBASSADOR IN IFORTIS WORLDWIDE, BANGALORE” was done by
me under the guidance of Dr. G. ILANKUMARAN, ASSOCIATE
PROFESSOR, Alagappa Institute of Management in partial fulfilment of the
requirement for the award of the degree of Master of Business Administration,
Alagappa University, Karaikudi. I assure that the work is original and has not
been submitted earlier to this university or to any other institution.
KALEESWARI R
ACKNOWLEDGEMENT
I take this opportunity to extend my heartfelt thanks to our Director
Dr. S. RAJAMOHAN and faculty guide Dr. G. ILANKUMARAN, for the
support provided and guidance to do this project work.
I would like to express my sincere and heartfelt gratitude to my company
IFORTIS WORLDWIDE and other employees for their constant support to
conduct this project work.
My heart goes all in gratitude to my family and friends who have helped me
to do my project work efficiently.
I express my sincere thanks to the almighty and all the above mentioned
who helped me in completing this project successfully.
(KALEESWARI R)
TABLE OF CONTENTS
CHAPTER
NO
TITLE
PAGE NO.
I
INDUSTRY PROFILE
1
II
ORGANISATION OVERVIEW &
HISTORY
15
III
ORGANIZATION DEPARTMENTAL
PROFILE
28
IV
OVERALL ORGANIZATIONAL
PERFORMANCE DETAILS &
ILLUSTRATIVE CHARTS
40
V
GENERAL SUGGESTIONS &
RECOMMENDATIONS ABOUT
ORGANIZATION,
CONCLUSION
44
VI
ACTIVITY LOG DETAILS
49
VII
BIBLIOGRAPHY
50
VIII
APPENDICES –PHOTOGRAPHS
51
CHAPTER 1
INDUSTRY PROFILE
1.1 INTRODUCTION
IFortis Worldwide has grown into one of India’s leading Corporate. In its infancy,
IFortis was in the business of IT Services & Marketing Services. As time evolved, dependence
on the technology began to hinder IFortis’s ability to guarantee competitive pricing and provide
innovative services. IFortis also noticed the lack of communication that had become an industry
standard. As a result, a strategic decision was made to set up its own headquarters in India in
order to better satisfy the needs of IFortis’s customers. At IFortis Worldwide, I had completed
my internship as a Corporate Ambassador for the purpose of enlarge my knowledge in
marketing field.
At first, I wondered why marketing was a necessary component during product
development, or a sales pitch, or retail distribution. But it makes sense when you think about it
-- marketers have the firmest finger on the pulse of your consumer persona.
In marketing, as in life, simple questions don’t always have simple answers. Since the
dawn of marketing, brands have spent considerable time and resources to understand what
drives consumers to purchase their products. Modern academic research in consumer behavior
and decision theory dates back to the 1950s and 60s and led to real breakthroughs early on, but
there was no scanner data at the time to put many of those theories to the test. Even when
consumer purchase data came to life in the 1970s and 80s, brands had no way to tie that data
to consumers at scale and use it to target them one-to-one. Mass-market channels like TV and
radio dominated the media landscape. Big data and addressable channels changed everything.
For the first time, marketers could pinpoint what particular consumers they wanted to
reach, up to the individual. But they quickly wrestled with a deceivingly simple question: Is it
more productive to acquire new customers, or to get more out of loyal customers? The answer
is neither.
In this report, we’re taking a novel approach based on propensity analysis, and focusing
on a receptive new target audience: the movable middles. Our work doesn’t rely on massive
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surveys or harvesting of social data, but rather on combining well-established probability
models for customer-base and ad-response analysis with best-in-class audience segmentation.
We found that marketing plans organized around the movable middles yield better
results than standard plans optimized for reach:
•
More than 50% lift in return on ad spend (ROAS)
•
Better market penetration across all buyer types
To understand how we defined and identified movable middles and achieved this level
of campaign performance, let’s first go over some important market and methodological
background.
DEFINITION :
“Marketing is the science and art of exploring, creating and delivering value to satisfy the
needs and wants of a target market maintaining loyalty at a profit” - Professor Philip
Kotler.
Marketing refers to any actions a company takes to attract an audience to the company's
product or services through high-quality messaging. Marketing aims to deliver standalone
value for prospects and consumers through content, with the long-term goal of demonstrating
product value, strengthening brand loyalty, and ultimately increasing sales.
1.2 THE HISTORY OF MARKETING
We will know how marketing has evolved over time. Not too long ago, marketing
mostly consisted of outbound marketing, which meant chasing potential customers with
promotions without really knowing if that person was interested in purchasing. Thanks to the
digital transformation and the rise of new communication channels, marketing has drastically
changed over the years. To understand how marketing has changed, let’s take a look at this
timeline has assembled showcasing the innovations of this industry.
Marketing in the 16th Century
Etymologists believe that the term ‘marketing’ first appeared in dictionaries in the
sixteenth century where it was referred to as Marketing — the process of buying and selling at
a market.An upsurge in the number of market towns and the emergence of merchant circuits in
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England and Europe, at the middle ages, saw traders bulking up surpluses from smaller
regional, different day markets and reselling them at the larger centralized market towns.
Over time, permanent shops began to open up and peddlers filled in the gaps in
distribution by travelling door-to-door in order to sell produce and wares.Even countries such
as China exhibited a rich history of early marketing practices. Chinese packaging and branding
was used to signal family, place names and product quality, and the use of government imposed
product branding.
Marketing in 17th Century
As trade between countries or regions grew, in Seventeenth & Eighteenth century,
companies and individuals now needed information on which they could base their business
decisions. Daniel Defoe, a London merchant, traveled places to gather information about
industries he had to work with and soon became a prolific publisher. Among his many
publications are titles devoted to trade including;
•
Trade of Britain Stated, 1707;
•
Trade of Scotland with France, 1713
•
The Trade to India Critically and Calmly Considered,1720;
All 3 books were highly popular with merchants and business houses of the period. While such
activities might now be recognized as marketing research, at that time they were known as
‘commercial research’ or ‘commercial intelligence’ and not seen as part of the repertoire of
activities that make up contemporary marketing practice.
Marketing in 18th Century
In countries like France and Italy and part of Britain, early advertising was far from
primitive. It showed a high level of sophistication in its execution and ability to reach mass
audiences. Far from being primitive efforts, early advertising showed a high level of
sophistication in its execution and ability to reach mass audiences. English industrialists, Josiah
Wedgewood and Matthew Boulton who were often portrayed as pioneers of modern mass
marketing methods. were the key players of this era. Wedgewood was known to have used
marketing techniques such as direct mail, travelling salesmen and catalogs, while Boulton,
practiced planned obsolescence and understood the importance of ‘celebrity marketing’
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Marketing in the 19th Century
The improvement in the transportation systems saw the rise of a more unified economy
allowing companies to distribute standardized, branded goods a national level. This let to the a
broader mass marketing mindset where manufacturers started talking about standardization in
order to achieve scale economies with a view to keeping production costs down and also to
achieving market penetration in the early stages of a product’s life cycle. In the same period
the concept of branding also emerged, where companies could come up with a high quality
product or service and provide good customer service with that to instantly get termed as a
brand. This resulted in companies experiencing an improvement in their margins, and
reputation. The term digital marketing was also first coined in the late 90’s.
Marketing in the 20th Century
In this era, the likes of George B Waldron, used tax registers and census data to show
the first demographic segmentation of a population, Paul Cherington, developed the ‘ABCD’
household typology, which became the first ever socio-demographic segmentation tool , and
Wendell R. Smith was codifying implicit knowledge that had been used in marketing and brand
management from the early twentieth century. As industry grew, the demand for skilled
business professionals also grew. To meet this demand, universities began offering courses in
commerce, economics and marketing. Marketing, as a discipline, was first taught in universities
in the very early twentieth century. Digital marketing became a little more sophisticated, when
the proliferation of devices capable of accessing digital media led to sudden growth.
Marketing in the 21st Century
Marketing is now a new specimen altogether. Computers have now become
sophisticated enough to store huge volumes of customer information. Not just information,
customers themselves are inhabitants of this alternate dimension — The World Wide Web, and
in the present day it’s where all the magic takes place. It will be interesting to see where
marketing continues to grow. With new world events, like the COVID-19 crisis of 2020
causing millions of people to stay in doors, social media and marketing trends are sure to
change, and we’ll be right here to track them.
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1.3 NATURE OF MARKETING
Marketing is a complex function and does not sum up to sales alone. To develop a better
understanding of the marketing practices, let us know about its nature:
▪
Managerial Function: Marketing is all about successfully managing the product,
place, price and promotion of business to generate revenue.
▪
Human Activity: It satisfies the never-ending needs and desires of human beings.
▪
Economic Function: The crucial second marketing objective is to earn a profit.
▪
Both Art and Science: Creating demand for the product among consumers is an art
and understanding human behaviour, and psychology is a science.
▪
Customer-Centric: Marketing strategies are framed with the motive of customer
acquisition.
▪
Consumer-Oriented: It practices market research and surveys to know about
consumer’s taste and expectations.
▪
Goal-Oriented: It aims at accomplishing the seller’s profitability goals and buyer’s
purchasing goals.
▪
Interactive Activity: Marketing is all about exchanging ideas and information among
buyers and sellers.
▪
Dynamic Process: Marketing practice keeps on changing from time to time to improve
its effectiveness.
▪
Creates Utility: It establishes utility to the consumer through four different means;
form (kind of product or service), time (whenever needed), place (availability) and
possession (ownership).
1.4 OBJECTIVES OF MARKETING
Marketing majorly focuses on achieving consumer satisfaction and maximising profits.
Following are the illustration of different aims of marketing practices:
▪
Customer Satisfaction: The primary motive of a company is to satisfy the needs of
customers.
▪
Ensure Profitability: Every business is run for profit, and so goes for marketing.
▪
Building Organizational Goodwill: It portrays the product and the company’s positive
image in front of the customers.
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▪
Create Demand: It works for generating the demand for products and services among
the customers.
▪
Increase Sales Volume: It is a rigorous process of increasing the sale of product or
service to generate revenue.
▪
Enhance Product Quality: Marketing initiates customer feedback and reviews to
implement them for product enhancement.
▪
Create Time and Place Utility: It makes sure that the product or service is available to
the consumer whenever and wherever they need it.
1.5 MARKETING STRATEGIES
Marketing is not just one single strategy, but rather a combination of many different
techniques and tactics. Where your marketing campaigns live depends entirely on where your
customers spend their time. It's up to you to conduct market research that determines which
types of marketing -- and which mix of tools within each type -- is best for building your brand.
Here are several types of marketing strategies that are relevant today, some of which have stood
the test of time:
▪
Marketing Plan: Discover what a marketing plan is, why you need to design one, and
the keys to creating a strong plan. Without a marketing plan, a company or brand can’t
reach its goals.
▪
Digital Marketing: Digital marketing is the discipline of marketing which focuses on
developing a strategy solely within the digital environment.
▪
Direct Marketing: Direct marketing is a type of campaign based on direct, two-way
communication that seeks to trigger a result from a specific audience.
▪
Email Marketing: Email Marketing is one of the most profitable and effective
techniques in terms of return. Naturally, it consists of sending emails to your audience,
but make sure to define your segments well in order to be effective.
▪
Mobile Marketing: Mobile Marketing is a broad concept which brings together all
marketing campaigns and actions focused exclusively on mobile platforms and
applications (i.e. smartphones and tablets).
▪
Viral Marketing: Having something go viral is every company’s dream. Viral
Marketing spreads from one person to the next and is capable of going incredibly far
incredibly fast.
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▪
Performance Marketing: Performance Marketing is a methodology which applies
various marketing methods and techniques and guarantees advertisers that they only
have to pay for achieved results.
▪
Inbound Marketing: This methodology focuses on creating valuable content to attract
qualified traffic and work towards the final sale.
▪
Internet marketing: Inspired by an Excedrin product campaign that took place online,
the very idea of having a presence on the internet for business reasons is a type of
marketing in and of itself.
▪
Search engine optimization: Abbreviated "SEO," this is the process of optimizing
content on a website so that it appears in search engine results. It's used by marketers
to attract people who perform searches that imply they're interested in learning about a
particular industry.
▪
Blog marketing: Blogs are no longer exclusive to the individual writer. Brands now
publish blogs to write about their industry and nurture the interest of potential customers
who browse the internet for information.
▪
Social media marketing: Businesses can use Facebook, Instagram, Twitter, LinkedIn,
and similar social networks to create impressions on their audience over time.
▪
Print marketing: As newspapers and magazines get better at understanding who
subscribes to their print material, businesses continue to sponsor articles, photography,
and similar content in the publications their customers are reading.
▪
Search engine marketing: This type of marketing is a bit different than SEO, which is
described above. Businesses can now pay a search engine to place links on pages of its
index that get high exposure to their audience. (It's a concept called "pay-per-click" -I'll show you an example of this in the next section).
▪
Video marketing: While there were once just commercials, marketers now put money
into creating and publishing all kinds of videos that entertain and educate their core
customers.
▪
Marketing and Advertising :If marketing is a wheel, advertising is one spoke of that
wheel. Marketing entails product development, market research, product distribution,
sales strategy, public relations, and customer support. It is necessary in all stages of
business's journey. On the other hand, advertising is just one component of marketing.
It's a strategic effort, usually paid for, to spread awareness of a product or service as a
part of the more holistic goals outlined above. Put simply, it's not the only method used
by marketers to sell a product.
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1.6 MARKETING MIX
Back in the 1960s, when marketing men smoked at their desks, ladies tapped away in
their typing pools, and sliced bread was the yardstick of whether a product was any good, a
marketing notion was hatched that was so perfect, sixty years later it is still considered an
integral part of any marketing strategy. It’s called the seven Ps of marketing and includes
product, price, promotion, place, people, process, and physical evidence.
Here’s how the 7 Ps of marketing can be applied to everything in your marketing mix:
PROMOTION
PRODUCT
PHYSICAL
EVIDENCE
MARKETING MIX
PLACE
PEOPLE
PROCESS
PRICE
Fig. 1.6 MARKETING MIX
1. Product : It goes without saying that the service or product you’re selling should be at the
centre of every element of the marketing mix. Fundamentally, it allows you to address the
questions key to sales conversion: what problem or issue does the product solve for customers?
Why is your product the best one to solve it? The digital marketing mix is perfect for
showcasing your products, through SEO, blogs or articles, paid advertising, influencer
marketing, and viral video campaigns, for example.
2. Price : The strategy behind the pricing of your product needs to be based on what your
customers are prepared to pay, costs such as retail mark-up and manufacturing, as well as other
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considerations. Your marketing mix can include subscription and membership discounting
programs, or email marketing of promotions and sales.
3. Promotion : Successful marketing strategies include all the promotional activities across the
marketing mix, including advertising, direct marketing, and in-store promotional activities. The
possibilities of digital promotion are limited only by your imagination and can include online
events, chats, social media groups, and livestreams.
4. Place: Where and how your product is displayed and sold should be directly informed by
your customers. A deep understanding of their purchasing patterns and targeting them at the
right stage in their buying cycle will make it clear where you should promote and sell your
products and how that fits into your online and real-world marketing mix.
5. People: Excellent customer service not only converts to sales, but can increase your
customer base by referrals. Acquiring these referrals by people who love your brand can also
be a great example of how your marketing efforts can support your sales process. It’s important
that everyone who represents your brand or deals with customers – including the non-human
chat bot variety! – are fully trained sales professionals with an intimate knowledge of your
product and how it will improve the lives or solve the problems of your customers.
6. Process : The process of delivering your product to the consumer should be designed for
maximum efficiency and reliability, but may also include features that are in line with your
brand, such as being environmentally or sustainably focused.With the rise in online shopping,
digital partnerships and logistics have become an essential part of the marketing mix
7. Physical evidence: Your marketing mix must take into consideration all the things your
customer sees, hears sometimes even smells in relation to your product. This, of course,
includes packaging and branding, but should also bring in the ways products are displayed in
stores, where they are placed, and the context in which they sit, as well as digital placement,
including on your website and social media.
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1.7 FUNCTIONS OF MARKETING
▪
Market Research: A complete research on competitors, consumer expectations and
demand is done before launching a product into the market.
▪
Market Planning: A proper plan is designed based on the target customers, market
share to be captured and the level of production possible.
▪
Product Design and Development: Based on the research data, the product or service
design is created.
▪
Buying and Assembling: Buying of raw material and assembling of parts is done to
create a product or service.
▪
Product Standardization: The product is graded as per its quality and the quality of
its raw materials.
▪
Packaging and Labelling: To make the product more attractive and self-informative,
it is packed and labelled listing out the ingredients used, product use, manufacturing
details, expiry date, etc.
▪
Branding: A fascinating brand name is given to the product to differentiate it from the
other similar products in the market.
▪
Promotion of the Product: Next step is to make people aware of the product or service
through advertisements.
▪
Pricing: The product is priced moderately keeping in mind the value it creates for the
customer and cost of production.
▪
Warehousing and Storage: The goods are generally produced in bulks and therefore
needs to be stored in warehouses before being sold in the market in small quantities.
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▪
Selling and Distribution: To reach out to the consumers spread over a vast
geographical area, selling and distribution channels are to be selected wisely.
▪
Transportation: Transportation means are decided for transfer of the goods from the
manufacturing units to the wholesalers, retailers and consumers.
▪
Customer Support Service: The marketing team remain in contact with the customers
even after selling the product or service to know the customer’s experience, and the
satisfaction derived.
1.7 TYPES OF MARKETING ENTITIES
Anything which is sellable needs marketing. Based on the above statement, the
following is the list of entities to which marketing is a necessary function:
▪
Goods: Any product manufactured in mass quantity, requires proper marketing to make
it available to its consumers located in different places of the country or world. For
example: Mobile phones manufactured in China and sold all over the world
▪
Services: An economic activity performed to meet the consumer’s demand, needs,
promotion and marketing.
For example: Ola cabs providing for local taxi services
▪
Events: Various trade fairs, live shows, local events and other promotional events need
advertising and publicity.
For example; Indian Fashion Expo is the event where leading fashion houses participate
in displaying exhibit their creation needs marketing to reach customers, manufacturers
and traders.
▪
Experiences: It even organises and customises the impression made by certain goods
and services to fulfil the customer’s wish.
For example; A Europe trip package provided by makemytrip.com or tripadvisor.com
▪
Persons: A person who wants to promote his skills, profession, art, expertise to acquire
customers, take the help of marketing functions.
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For example; A chartered accountant updates his profile over linkedin.com to publicise
his skills and talent to reach clients.
▪
Places: Marketing of tourist places, cities, states and countries helps to attract visitors
from all over the world.
For example; India’s Ministry of Tourism promoting India through ‘Incredible India’
campaign.
▪
Properties: It provides for selling of tangible and intangible properties like real estate,
stocks, securities, debentures, etc.
For example; Real estate agents publicise the residential plots to investors.
▪
Organizations: Several corporations and non-profit organisations like schools,
colleges, universities, art institutes, etc. create and maintain a public impression through
marketing.
For example; Circulars and advertisements made by colleges as ‘admission open.’
▪
Information: Certain information related to healthcare, technology, science, media,
law, tax, market, finance, accounting, etc. have to demand among the corporate
decision-makers who are marketed by some leading information agencies.
For example; Bloomberg provides all current financial, business and market data.
▪
Ideas: Brands market their products or services through advertisements spreading a
social message to connect with the consumers.
For example; Idea 4G’s advertisement spreading the message of ‘sharing our real side.’
1.8 IMPACT OF MARKETING IN BUSINESS
1. Meets consumer needs and wants:
Needs pre-exist in market. Marketers identify the needs of the consumer and adopt their
marketing strategies accordingly. They influence wants, as these are shaped by cultural and
individual personalities. Their needs are satisfied through the exchange process.
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2. Ensures organization survival, growth and reputation:
A business survives because of customer retention and increase in the market share.
Marketing helps companies achieve their objectives because it is customer-centric. Marketing
helps in satisfying customers beyond their expectations.
3. Widens market:
Marketers use mass communication tools such as advertising, sales, promotion, event
marketing and PR to promote their products far and wide. Moreover, PR programmes build
and protect a company’s image and product. Revolutions in media technology have made
market-ing more interactive.
4. Adapting the right price:
Price is a critical element in the marketing mix of a producer because it generates
revenue. Marketing strategies help in setting fair prices, incorporating appropriate changes, and
preparing a right approach. The exchange process move smoothly when prices are fixed in a
favourable manner.
5. Better product offerings:
Most companies sell more than one product. Physical products, that is goods have to be
well packed and labelled. In contrast, services are characterized by intangibil-ity and
inseparability. Thus, marketing plays an active role by designing and managing product
offerings.
6. Creates utility:
Much of a product’s utility is created through marketing. Utility is the ability of a
product to satisfy wants. Marketing creates form, place, time, information and possession
utility. For example, a car fulfills the need to possess a vehicle and ride it.
7. Management of demand:
Marketers are skilled professionals who play a key role in influencing level, timing and
composition of demand. A demand can be a negative demand, no demand, latent demand,
declining demand, irregular demand, full demand or overfull demand. Marketing helps in
dealing with these varied levels of demand.
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8. Face competition:
Competitive orientation is important in today’s global markets. Marketing helps in
maintaining balance of consumers’ expectations and competitor’s offerings by monitor­ing the
market closely. Superior services, premium products and efficient dealership are used by
marketers to retain their market share.
9. Discharge social responsibilities:
Rising customer expectations, government pressure and environmental degradation
have forced companies to practice higher levels of social responsibili-ties. Here, social
marketing plays an important role. Cause-related marketing is widely used by big corporate
houses. For example, through the promotion of low-priced Lifebuoy, Hindustan Unilever
Limited spreads hygiene awareness in rural areas.
10. Economic growth:
Marketing creates demand. Increased demand encourages production and distribution
activities. As a result, industrial growth is boosted and income levels improve due to increased
employment opportunities. This improves the standard of living by offering superior and
improved products. Thus, the overall economic growth is boosted.
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CHAPTER II
ORGANISATION OVERVIEW AND HISTORY
2.1 INTRODUCTION
IFortis Worldwide has grown into one of India’s leading Corporate. In its infancy,
IFortis was in the business of IT Services & Marketing Services. As time evolved, dependence
on the technology began to hinder IFortis’s ability to guarantee competitive pricing and provide
innovative services. IFortis also noticed the lack of communication that had become an industry
standard. As a result, a strategic decision was made to set up its own headquarters in India in
order to better satisfy the needs of IFortis’s customers.
Based upon demographic and geographic research, IFortis chose Sivakasi, India, as the
location to begin it’s facility. As time went on, IFortis’s principals of transparency, timely
communication, quality of services and competitive pricing allowed for significant expansion.
As a result, IFortis is now one of India’s leading corporate.
IFortis Worldwide believes that ethical management is not only a tool for responding
to the rapid changes in the global business environment, but also a vehicle for building trust
with its various stakeholders including customers, employees, business partners and local
communities. With an aim to become one of the most leading companies In the world, IFortis
Worldwide continues to train its employees and operate monitoring systems, while practicing
fair and transparent corporate management.
With IFORTIS WORLDWIDE, strategies and build nifty technology and develop a
market that supports modernized processes for businesses as well as produce new mediums
that help in generating fast revenues for start-ups or established businesses alike. A steadfast
and proven software process coupled with a certain methodology can be your company’s key
to success. With a head-strong team of self-reliant women, IFORTIS WORLDWIDE delivers
IT projects to businesses and technical solutions along with intuitive services in HR
consultancy that improve business efficiency.
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2.2 HISTORY OF IFORTIS
Rohit Naidu, the CEO of IFortis Worldwide, the largest women-led organization in
India, and a self-made entrepreneur, is set on expanding his company and fulfilling his social
responsibility, especially towards women, through his continuous and strenuous efforts. He
has been vividly promoting the idea of self-reliance among women through his bold yet
thoughtful women program initiative. The self-made young entrepreneur is an optimistic soul
and a zealous confidence cultivator for all students and women worldwide. With 98% women
joining his grand expedition and 124+ global clients, his company, as well as his intellectual
initiatives, are set to leave their mark globally.
Naidu plans on cultivating eco-friendly management and youthful ventures to fulfil his
responsibility towards society. IFortis Worldwide, a subsidiary of American Ruler Private
Limited, is a well-established, Tirunelveli-based company which provides top-notch HR
Consultancy, Information Technology, and Marketing services to clients across the globe.
One such brilliant initiative by him is the IFortis Worldwide HR Traineeship program.
The exclusive women’s program targets ambitious and career-driven women across the globe.
The program helps self-reliant women get hands-on experience in recruiting cycle, manmanagement, and employee relations. It gives them a golden opportunity to represent
themselves as the women ambassadors of IFortis Worldwide. Many women have achieved
their dream life in IFortis Worldwide through their company’s many programs like HR
Traineeship program. They have successfully broken through the age-old chains of
confinement. They have paved the way for equally recognized and fortunate corporate lives
just as their male counterparts. The initiative has given strong and determined women a stirring
level of leadership.
2.3 OVERVIEW OF IFORTIS WORLDWIDE
2.3.1 PRINCIPLES :
➢ IFORTIS respect the dignity and diversity of individuals.
➢ IFORTIS compete fairly in accordance to law and business ethics.
➢ IFORTIS make customer satisfaction our top priority.
➢ IFORTIS make efforts for the improvement of the ‘quality of life’ of our employees.
➢ IFORTIS pursue eco-friendly management.
➢ IFORTIS build relationships of co-existence and co-prosperity with business partners.
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2.3.2 OUR VISION
To be a global firm of uniquely skilled executives who can build a better future.
2.3.3 OUR DIVISION
❖ Live
❖ Digital
❖ IT Services
❖ Consultancy
2.3.4 OUR ACCREDITATION
1. Quality Management System :
The world’s best recognised quality standard – ISO 9001 – was revised in
September 2015 to ensure it remains recognised as global best practice for organisations
looking to implement a Quality Management System. To demonstrate this commitment, They
sought the independent certification to this standard.This covers the installation, repair and
maintenance of office equipment and the design of internal and external training modules.
9001:2015
2. Environmental Management System :
ISO 14001:2015 is an internationally accepted standard. It sets out a framework of
essential elements for putting an effective Environmental Management System in place.
IFORTIS WORLDWIDE has successfully received ISO14001 certification. This award
recognises our comprehensive environmental management system and strategy. We are
committed to operating in the best interests of the environment.
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14001:2015
3. Information Security Management System :
IFORTIS WORLDWIDE has also achieved ISO27001:2013 certification, which for the
customer means our key focus is on continuous management of the security of company
information, as per the Information Security Management System (ISMS).
27001:2013
4. Learning Services Outside Formal Education :
IFORTIS WORLDWIDE has also achieved ISO 29993:2017 certification, which
specifies requirements for learning services outside formal education, including all types
of life-long learning (e.g. vocational training and in-company training, either outsourced or
in-house). Beyond the formal national education system, today’s information economy
needs complex training and learning facilities. The new standard aims not only to help
suppliers develop their quality, but also to provide the international market with recognition
and reputation.
29993:2017
Page | 18
2.3.5 EVENTS
➢ The 2nd edition of the AARAMBH 2.0 “India’s First & Largest Virtual Youth
Festival” held by IFORTIS WORLDWIDE on 27th & 28th February 2021.
➢ The upcoming event is the 3rd edition of the AARAMBH 3.0 AND ARISE “India’s
Largest Virtual Youth and Students Festival” will be held by IFORTIS WORLDWIDE
on 28th and 29th August 2021.
2.3.6 OUR PROCESS
They employ best practice processes and development methodologies as a foundation
for rapid building of cutting-edge technology solutions in a structured and methodical way.
1. PLANNING:They collect all the relevant information from the customer to develop
custom software development solutions as per their expectation.
2. DESIGNING: The system and documents are prepared as per the requirement
specifications. This helps us define overall system architecture and technology stack.
3. DEFINING: Once the requirement analysis phase is completed, the next step is to
define and document software needs.
4. BUILDING: Developers start to build the entire system by writing code using the
chosen
programming
language,
techniques,
and
methodologies.
5. TESTING: Evaluating the quality of software with the aim of finding and fixing
defects.
6. DEPLOYMENT: The final software is released and checked for deployment issues, if
any
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7. MAINTENANCE: According to the service level agreement, They ensure that needs
continue to be met and that the system continues to perform as per the specification
mentioned in the first phase.
2 .3 .7 T O O L S & T E C H N O L O G IE S
IFORTIS WORLDWIDE has grown into an international contestant in software
engineering with wide-ranging expertise in all the areas needed for reliable software
development.
➢ OUR VALUES - Attitude is as important as the skills that our employees also bring to
their roles. To be successful and effective in growing our people, They also strive to
live our values.
➢ INTEGRITY - In our dealings with colleagues, clients, suppliers, contractors , and the
general public – They are trustworthy and act with transparency; They are honest and
allow people to question or challenge without fear; They are professional by becoming
experts in our fields.
➢ CARE - They are supportive and respect colleagues and customers alike; treating
others as They would like to be treated; They pay attention to detail and take pride in
our work and workplace; They aim for quality and excellence in what They do.
➢ OPENNESS - They are open to learning and taking on new processes. They are open
to change and They are open to others’ views; being committed to developing and
sharing knowledge and experience; They are team players.
2.3.8 SOLUTIONS
With IFORTIS WORLDWIDE, stratagies and build nifty technology and develop a
market that supports modernized processes for businesses as Theyll as produce new mediums
that help in generating fast revenues for start-ups or established businesses alike.
Page | 20
A steadfast and proven software process coupled with a certain methodology can be
your company’s key to success. With a head-strong team of self-reliant women, IFORTIS
WORLDWIDE delivers IT projects to businesses and technical solutions along with intuitive
services in HR consultancy that improve business efficiency.
1. WEB APPLICATION
•
The way IT departments should build their custom web applications has changed
for good. Adopting an agile approach of development and using it effectively is the
key for a firm to meet the expectations of gaining business value through a
technology fast enough and our team provides you with exactly that.
•
In a new world of technology, you don't have to limit yourself to a local market and
fight for developers with tech giants.
•
You can acquire emerging skills and technologies on demand rightly with us.
2. BESPOKE CRM AND ERP SYSTEMS
•
They help you in achieving your customer engagement objectives by implementing
the right CRM and ERP solution and welcome wonders of engagement as this
changes the way the firm interacts with the customers. Moreover, this system does
not require a new license for each new user.
•
CRM or the Customer Relationship Management system is a means of managing
your company’s relationships and interactions with customers and potential
customers.
•
ERP or Enterprise Resource Planning system helps in managing the diurnal
activities of a business such as finance and operations, project management and
often incorporates a CRM system.
•
A CRM for smaller companies allows equal access to everyone in a firm to the
exactly same information about the customers, permitting less duplication, more
productivity and fewer mistakes. Valuable consumer data won’t be lost as the staff
practices a dedicated system on which to enter it.
•
Whereas, in CRM for larger companies creating modified, meaningful experiences
for customers off the back of insights and data collection is preached. The ability to
Page | 21
determine ROI from marketing activities is and better attribution is derived through
the CRM. Easy identification of sales numbers, actual awareness of the sales
pipeline, significant information about customer accounts before visits are also
resulted out of it.
•
This confirms a system that encourages departments to work together along with
the client instead of being departmentalized by the data.
3. CUSTOMER PORTAL SERVICE
•
To ensure continual growth of the business without impediments and maintain a
competitive edge, it is necessary to have the right tools. Many businesses rely on
software to perform their daily operations.
•
A customer portal is a private online channel using which a firm provides support
to its customers and updates them. It withholds the ability to securely exchange
information, including financial information, there is no file size limitation, it
provides self-service access to a private repository along with the ability to upload
and manage larger files, with version control functions it acts as a structured folder
system.
•
Often, this software is of the corporate variety, implying that a firm and countless
other business are using the same standard programs to do business. Customer
Portal Service is developed to meet unique needs & requirements, it can be easily
modified & expanded, its custom features & functionality make it unique to only
your company.
4. ENGINEERING AND SOFTWARE DEVELOPMENT
•
In order to adapt the processes, or work in a different way to respond to the gaps in
existing software systems, shift to a new bespoke operational system. It is required
because all businesses change, whether it is due to growth, restructuring or
responding to market trends and it is crucial to keep up with those changes.
•
An operational system is nervous system of the corporate. From the staff,
customers, suppliers to the other partners, they should be able to self-serve and gain
access to the system while interacting only with the data pertinent to them. Today,
the systems that serve some of these areas, or might require manual interaction,
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taking time and effort, its ultimate cost could be saved through an automated
solution.
•
There is a numerous reason why one should consider the Operational System
mainly, excel spreadsheets and Access databases or fragmented systems are no met
with longer business needs. An existing legacy system is unwieldly and may use
outdated technology that doesn’t interface with other systems, is difficult to
maintain, or the workflow no longer compliments business processes, Operational
System is the ultimate change.
•
A company merger or acquisition results in the use of different systems. Whereas,
manual workflows are a cause of error or resources that are no longer sustainable
as an organization grows. Repetition in work of departments in different systems or
ledgers are found, which is why a bespoke operational system that best suits the
needs of a firm is ideally considered according to the firm and its requirements.
5. SOFTWARE AND HARDWARE INTEGRATION
▪
Good investment for a business because they offer all of the features you need to be
more productive without devoting valuable resources and screen space to those that
will be never use. They are able to develop all of the solutions you need within our
custom audit software that can be used throughout from the initial planning stages
to implementations.
▪
A need for software that interfaces with a single hardware device or multiple
devices, is fulfilled right here. They create mobile, tablet, web or desktop-based
applications that are connected to either a cloud based or local database.
▪
To ensure complete usage, a system needs a front-end that’s completely userfriendly. That’s why They include elements such as: a custom user interface (UI)
dashboard that can either be predetermined or customizable for each user. Hence,
it’s easy and quick for you and other users to visualize and understand the data
retrieved from your hardware
▪
The ability to store large amounts of data and secure them, or numerous tests
indefinitely, enabling data manipulation
▪
Rapid and simple reporting that can be emailed or printed and also generate as many
reports as needed for using a variety of filters. Automatic email alerts that are
prompted when readings go outside of certain parameters.
Page | 23
2.3.9 VARIOUS DEPARTMENTS
1. HEALTHCARE
They put your trust to work with our solutions alongside prevailing and future health
industry functioning. Our healthcare solutions have abetted a wide plethora of problems, like
initiation of services; meeting stern safety regulations; simplifying operations; and interpreting
complex data.
How do They assist:
➢ Hospital Management Software- They design and develop unique software and product
strategies for the healthcare industries that streamlines with administrative, financial
and clinical operations.
➢ Patient Management Systems- They offer secure medical record management solutions
so that you are able to protect and securely store patient data and information.
➢ IoT-enabled App Development- They enable unified clinical features to digitally
manage medical conditions from home
➢ Cloud Base Development- With Cloud Base development, They enable the healthcare
providers to solve their challenges.
2. CONSTRUCTION
➢ They offer an unparallel level of functionality and features that help construction
companies in leveraging technology to overcome any challenge they are faced with.
➢ Bespoke Business Application- They enhance the existing corporate process by
rationalization of administrative and financial operations along with bespoke systems.
➢ CRM- To further improve customer experience, They create modified customer portals
and CRM.
➢ Data Analytics Reporting- They ensure you finely curated data analytics or any other
need as per requirements.
➢ Cloud Base Development- With Cloud Base development, They enable our clients to
solve their challenges easily.
Page | 24
3. RETAIL AND E-COMMERCE
➢ They focus on sales driven retail solutions that acts as a quick, efficient and a userfriendly software. This is customized to promote user’s attainment.
➢ Bespoke Retail Solutions: Retail Software Solutions are tailored to business specific
needs, identified with the right technology that best fits your perusal.
➢ E-Commerce Solutions: They provide businesses within the retail industry features and
functionality unmatched by the competition.
➢ Bespoke Mobile Apps: They develophighly responsive and present a user-friendly
design which makes it easy for users to navigate.
➢ Cloud Base Development- With Cloud Base development, They enable our clients to
solve their challenges easily
4. EDUCATION AND TRAINING
➢ They help the educational institutions with the ability to improve teaching efficacy and
scholarly outcomes through digital applications.
➢ Bespoke Business Applications: Our custom software solutions provide professionals
the ability to optimize their workflow in accordance to their needs.
➢ Legacy Software Modernization:Through software modernization professionals are
able to mitigate costly security risks and integrate a user-friendly system.
➢ Bespoke Mobile Apps: Our mobile app development services focus on developing an
app that is fast & easy for users to navigate.
➢ Cloud Base Development- With Cloud Base development, They enable our clients to
solve their challenges easily
5. HOSPITALITY
➢ With our innovative custom software, restaurants are able to streamline processes and
continuously increase profits. Our software development services are ever ready to
optimize your daily workflow according to the constantly changing demands of the
hospitality industry.
➢ Bespoke Business Applications: Our custom software solutions provide professionals
the ability to optimize their workflow in accordance to their needs.
➢ Customer Portals: The content management systems is an easy way to connect with
customers by sharing informative content. They help in modifying the portal for that
purpose.
Page | 25
➢ Bespoke Mobile Apps:Our mobile app development services focus on developing an
app that is fast & easy for users to navigate.
➢ Cloud Base Development- With Cloud Base development, They enable our clients to
solve their challenges easily.
6. NON-PROFITS
➢ They boost user experience and modernize policy management and claims processes
for the Non-Profit Organizations to securely raise funds and provide better services.
➢ Bespoke Business Applications: Our custom software solutions provide professionals
the ability to optimize their workflow in accordance to their needs.
➢ Customer Portals:The content management systems is an easy way to connect with
customers by sharing informative content. They help in modifying the portal for that
purpose.
➢ Bespoke Mobile Apps:Our mobile app development services focus on developing an
app that is fast & easy for users to navigate.
➢ Cloud Base Development- With Cloud Base development, They enable our clients to
solve their challenges easily.
7. SME’s
➢ They offer to develop custom software solutions which streamline processes and
workflows for SME’s. From the early stages of conceptualization and MVP creation,
through the growth of scalable architecture for further project improvement, They
provide help throughout.
➢ Bespoke Business Applications: Our custom software solutions provide professionals
the ability to optimize their workflow in accordance to their needs.
➢ Customer Portals:The content management systems is an easy way to connect with
customers by sharing informative content. They help in modifying the portal for that
purpose.
➢ Bespoke Mobile Apps:Our mobile app development services focus on developing an
app that is fast & easy for users to navigate.
➢ CRM System and Customer Control: They ensure that manufacturing software & apps
are running at top performance.
Page | 26
8. LARGE ENTERPRISES
➢ With the added flexibility available with custom software, you can count on us for
providing consultation services for your business and modify software solutions that
help in improving resilience of your business in the current marketplace.
➢ Digital Transformation: With each and every step, from planning to implementing
innovative digital transformation projects within your organization, They are there with
you.
➢ CRM System and Customer Control: They ensure that manufacturing software & apps
are running at top performance, tailored as per your request.
➢ Legacy Software Modernization: Through software modernization professionals are
able to mitigate costly security risks and integrate a user-friendly system.
➢ Cloud Base Development- With Cloud Base development, They enable our clients to
solve their challenges easily.
Page | 27
CHAPTER III
ORGANISATIONAL DEPARTMENTAL PROFILE
3.1 INTRODUCTION
In IFORTIS WORLDWIDE, They has many different departments for provides their
products & services. Apart from all departments their primary objective is proceed successful
event like AARAMBH 2.0 & AARAMBH 3.0 AND ARISE.
3.2 AARAMBH 2.0 :
India’s biggest virtual youth festival, unveiled ‘AARAMBH’ by IFORTIS
CORPORATE, a Virtual 2 Day Mega Youth Festival solving the mental health problems, after
Hours and a whole host of exciting Virtual Entertainment Experiences. The much awaited
mega festival is scheduled from 05th – 06th September 2020. AARAMBH will be India’s first
Virtual Youth Festival experience. We've been working on this for a while and can't wait to
unveil it for our indians. We have a fantastic production and visual experience planned along
with a power packed line up of professionals and best artists. We made it in virtual platforms
with an aim to entertain, network with their people, uplift their spirit in the comfort of their
homes and encourage the Social Distancing rules.
The 2nd edition of the AARAMBH “India’s First & Largest Virtual Youth Festival” by
IFORTIS CORPORATE will be held in 27th & 28th February 2021. Bringing together the
dazzling Youths, from all over the world and providing the spotlight to make it beam even
brighter! So here is a call of all the youths to put their hands together where we love to celebrate,
here’s for you a festival with the essence of our cultural with pride of our heritage. Portray your
love and make World’s first virtual youth festival a world record.
AARAMBH 2.0, another massive competition that was held to bring the best out of the
people and to show that writing is the best way to talk without being interrupted. It can be done
in many ways, so the genre and theme of the contest were open. People were free to choose
their topic of interest and send their writeup to us. On seeing the response and enthusiasm
among the participants, we were extremely happy. The contest was one of the most successful
events ever held by us. As a token of appreciation, we post all the writeups on our Instagram
Page | 28
page expressing gratitude to the writer. This event was started on 5 December 2020 and ended
on 31 December 2020. The results for this contest were declared on 5 January 2021.
AARAMBH 2.0 is one of the biggest events organized by The 2am Thoughts on Social
Media Platform to encourage such poets and artists. The event invites people from all across
the country, speaking any language to express their emotions, views as well as their life
experiences in the form of poetry and storytelling. Prominent amongst people hailing from
dissimilar socio-economic and racial origins, the Arambh series, one of our principal events, is
aimed at bringing forth a platform, that participants across the nation, can exploit.
A writing contest essentially, Arambh 2.0 enabled people to pen down their thoughts,
by way of stories and poetry, and facilitated conversion of abstract ideas into concrete content.
Bilingual and diverse with regard to the genres accepted, we utilized our strong social media
presence, lucrative incentives and intelligent marketing strategies, to encourage writers from
all over India, to send in their entries.
Following in the footsteps of its predecessor, the event received an overwhelming
response, with close to a thousand entries, broadly classified under three categories, namely
Hindi Poetry, English Poetry, and Story Writing. These write-ups, along with the respective
participants' IDs, were then shared on our Instagram handle, under the event's name.
List of events:
•
Dj party
•
Magic show
•
Dance
•
Standup comedy
•
Rapping
•
Beat your anxiety
•
Drone Expo
•
Music
•
Game Designing
•
Slam Poetry
•
Art
•
Photography
All these events at just 99/-
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3.3 AARAMBH 3.0
The 3rd edition of the World’s First & Largest Virtual Youth Festival, AARAMBH 3.0
powered by IFORTIS WORLDWIDE™ will be held on 28th & 29th August 2021. Bringing
together the dazzling Youths, from all over the world and providing the spotlight to make it
beam even brighter!
After the tremendous success of ARAMBH 2.0, The 2 am Thoughts had hosted the
third season of the competition–“ARAMBH 3.0”, rewarding many deserving writers and poets
in its wake and giving them a chance to be featured in our paperback anthology! The nationallevel writing competition, held in March-April, 2021, had three categories, namely: Hindi
Poetry, English Poetry and Story Writing. Though the entries had a submission fee, it was kept
as reasonable as Rs. 200. A team of three esteemed personalities had judged the contest, which
included: Dr. Ramnaresh Sharma, Dr. Amrita Singh Kaur and Mr. Gaurav Rohilla.
In order to motivate the youth to showcase their talent, a slew of exciting rewards and
recognitions, besides a total prize money of Rs. 14,000, were handed out. Moreover, every
participant could check the total marks allotted to them as well as their All India Rank. The
spirit of competition was not only invigorating, but also guided the new and young to determine
where they stand and where they still needed some honing of their skills.
Winners of each category received a cash prize of Rs. 3,000, in addition to the Best
Writer Award from The 2 am Thoughts. The First Runner-Ups, in each category, were awarded
an Achievement Medal and a cash prize of Rs. 1,000. The Second Runner-Ups were recognised
with an Achievement Badge in addition to the cash prize of Rs. 500. Rankers 4 and 5 were
given a 3 Month Contest Silver Membership. Rank holders from 6 to 10 received subscription
to Youtube Premium and free entry to our next competition.
Furthermore, Rankers 1 to 30 were featured in our paperback anthology, thus earning
the title of a Published Author! To honour our participants for taking a step towards pursuing
their talent, The 2 am Thoughts awarded them the hardcopy of their certificates at their
doorstep.
The Winners of ARAMBH 3.0
In the category of Hindi Poetry, ranks had ranged from 1 to 64. Kajal Agarwal had
secured the 1st rank with her mesmerising poem, “Zindagi”, followed by Dhiraj Sahani on the
Page | 30
2nd position, with his beautiful poem, “Papa” and Radha on the 3rd place with her poem, “Tu
Aur Teri Yaadein” that has won several hearts!
Coming to English Poetry, ranks ranged from 1 to as far as 73. Richa Sharma’s “The
Real Life” most appealed to our judges from the vast lot and gained the 1st rank. Following
was Shikha’s poignant piece, “You And Me” on the 2nd place. Nisha Kundal’s engaging poetry
“Life” claimed the 3rd position.
In the Story Writing category, ranks 1 to 37 were secured by marvellous writers. Sumriti
Rawat’s story “Badlav” was the most appreciated by the judges, thus earning the 1st position.
Chotu Singh’s “Money Vs Family” was only second to “Badlav” and won the 2nd prize.
Following the aforementioned winners, on the 3rd position was Harry’s story, “Bakt Sabka
Badlta Hai”.
ARAMBH 3.0 has provided the opportunity to ambitious writers to bring to light their
potential and have a steady platform to grow and exhibit their hidden talents. The 2 am
Thoughts strives to include people from all fields of art into our family and motivate them to
not only challenge themselves but also to ameliorate their skills.
List of Digital Events in AARAMBH3.0:
•
Dance Contest
•
Story Telling
•
Talent Show
•
Young Scientists Challenge
•
Singing Contest
•
Art Contest
•
Photography Contest
•
Rap Battle Contest
•
Speech Contest
•
Magic Show Contest
•
Slam Poetry Contest
•
Fashion Show Contest
•
Solution For Tomorrow
Page | 31
Rewards and Prizes
▪
Certificate of Participation
▪
Win exciting prizes
3.4 OBJECTIVES OF THE EVENTS
1. Raising Event Awareness
2. Generating Traffic
3. Increasing Revenue
4. Building Trust on the Event
5. Establish the Talents
6. Tracking their Metrics
These are the main objectives of the IFortis Worldwide’s event such that AARAMBH 2.0 and
AARAMBH 3.0 AND ARISE.
1. Raising Event Awareness
This is important because it gets people acquainted with your event and the services
you provide. It also makes you memorable to customers who can begin to trust your brand,
become loyal clients, and tell their network about you.
2. Generating Traffic
Growing the number of visitors to your site means getting more qualified leads (lead
scoring can help determine this) and ultimately increasing your sales. An effective marketing
strategy will help you through this process.
3. Increasing Revenue
Every business want to increase their sales and marketing can help achieve this goal
through a variety of strategies like optimizing your website and SEO, creating email
campaigns, performing A/B tests to pinpoint the best strategy for you, and much more.
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4. Building Trust in the Event
Creating a high level of trust in your event leads to customer passion loyalty and
enthusiastic to participate again. This not only increases revenue but also leads to great reviews
both online and by word of mouth, which is still one of the most effective types of promotion.
5. Establish the talents
Through this event, IFortis Worldwide try to establish the talents of the students, youth
and any other category. As per the reason, they conduct lots of contests like singing contest,
dancing contest, fashion show and etc,.
6. Tracking their Metrics
Metric are incredibly helpful when it comes to creating your marketing strategy. They
not only drive the strategy and help track its progress, but also inform what can be adapted or
adjusted to continually optimize your campaigns.
3.5 ROLE OF MARKETING
3.5.1. To increase brand awareness:
Your company has a market to conquer, a product to launch, or perhaps just a flag to
wave. Either way, your primary goal is likely to increase awareness of your brand, so your
company is always on the list when people are looking to solve a particular problem.
Every brand has a personality — a human voice shaped by the tone you strike and the
platforms you're using and the subjects or topics you're talking about. If your goal is to raise
brand awareness, figuring out what that personality is and how that voice sounds are two great
places to start.
When it comes to creating a strategy around this goal, consider the kinds of places
where your target buyers spend the most time. The chances are high that you'll want to look
into a social media strategy, which gives you a platform to engage with your target audience.
This could come in the form of sharing interesting articles related to your industry, posting
about your company culture, or conducting polls to connect with your audience. You can even
take it a step further and create free content for your targeted audience, such as ebooks, guides,
checklists, templates, and educational videos.
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Engaging with an audience on social media makes your brand seem more approachable and
friendly. You're more than a business that sells a product or service. And, as you have a positive
impact on your audience, they'll likely turn into advocates of your brand, sharing your content
and passing along their positive experiences to friends, family, and colleagues.
Top brand awareness tip: It's not all ‘me me me'. A conversation goes two ways, so
don't forget to stop and listen to what the people you're trying so hard to reach are saying back
to you. You never know — they might just have some valuable insights or great ideas!
How do you measure brand awareness?
Although brand awareness can be a hard metric to track and measure, you can review
the effectiveness of your activities by looking at your quantitative metrics such as social
engagement, organic traffic, blog traffic, and overall website traffic. While they will each tell
you different things about how visitors are discovering and interacting with your brand, you
should generally be seeing traffic increase as you make progress on your brand awareness
strategy.
In particular, direct traffic shows the number of people intentionally interacting with
your brand and your content because they believe it's interesting and that it solves a problem
they are facing. If you're a HubSpot customer, you can also monitor any social engagement in
HubSpot (likes, comments, shares etc.) to see the status of popular posts and your follower
metrics, To learn more about increasing brand awareness, read this Ultimate Guide to Brand
Awareness.
3.5.2. To generate high-quality leads:
Your sales department depends on a consistent stream of leads to nurture and turn into
new customers. You're not their only source of leads, but it's safe to say your colleagues over
in sales are depending on you to convert your website's highest-quality leads into new contacts
to which they can reach out.
From tried-and-tested methods like on-page forms to innovative features like chatbots,
there are many ways through which you can collect a website visitor's contact information. But
one of the biggest challenges a marketer faces is actually generating high-quality leads that are
a good fit for the business.
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Part of this process involves monitoring your MQLs (Marketing Qualified Leads), but
above all, it's important to keep track of — and record — the leads your sales team disqualifies.
Create a report of all the leads coming in and section out those who've been disqualified, and
why. This can help refine your marketing processes and continuously improve the quality of
leads coming in.
How do you measure high-quality leads?
Analyse trends across the leads who eventually turn into customers. Create goals and
custom reports such as multi-touch revenue attribution reports, customize your dashboards,
report on revenue, and more.
If you're looking for tools to create and track effective marketing goals for an entire
marketing team, check out HubSpot's Marketing Hub.
FINALIZE
EVENT
AGENDA
Determine
benefits for
audiences(s) &
create marketing
messages(s)
Identify to match
the target
audience(s) &
associated
deadlines
Develop
appropriate
materials for the
media messages
Send materials
per the media
preferences
Follow-up as needed
3.5 ROLE OF MARKETING AN EVENT
Page | 35
3.5.3. To grow and maintain thought leadership:
It doesn't matter what industry you find yourself in — being recognized as experts in
your field is fundamental for proving a high level of knowledge and credibility. In fact,
according to research conducted by LinkedIn and Edelman, 60% of decision-makers said
thought leadership convinced them to buy a product or service they weren't previously
considering.
Not to be confused with brand awareness, thought leadership is about consumers
recognizing your brand — and the people within your business — as among the best and most
trustworthy in the industry. On the other hand, brand awareness is more about making sure
your brand is heard, seen, and recognized at all.
There are different ways to develop and maintain thought leadership. One of those
methods is by publishing and sharing content that inspires your audience and speaks to their
pain points.
Leveraging partner networks to ensure you're able to reach a larger audience and appear
up-to-par with other industry leaders is another approach to thought leadership. For instance,
building an external community through outreach and guest blogging is great for working with
other trusted and reputable brands in the industry to create valuable content.
As you build your thought leadership strategy, consistency becomes essential to
maintaining it. Publishing and sharing your content consistently is important to continue to
appear relevant and forward-thinking in your industry. Alternatively, you might consider
hosting a webinar or panel discussion with other major industry leaders.
How do you measure thought leadership?
Similar to brand awareness, thought leadership can be tricky to measure. However, it
can be easy to measure the success of your individual campaigns related to thought leadership
— for instance, if you've published thought leadership content on guest blogs, you can measure
the traffic your website achieves from that post; alternatively, if you're hosting an event, you
can include a CTA at the end (i.e. "click this link and fill out a brief survey") to measure the
effectiveness of the event.
To learn more about thought leadership, take a look at The Content Marketer's Guide
to Thought Leadership.
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3.5.4. To increase customer value:
The marketing conversation has moved well beyond simply generating new business.
Today, it's more important than ever that you're delighting your existing customer base,
keeping the people your business depends on happy and, whenever possible, helping them to
promote you. Delighted people won't just buy from you again — they'll also refer you to their
friends and colleagues, too.
If your goal is to help retain and grow your existing customers, there's plenty you can
be doing to achieve it. Start by ensuring you have visibility over each customer, including what
they've bought, and ensuring all contacts in your database are up-to-date.
Additionally, it's important to educate clients on the valuable opportunities you can
provide them. You can also enable your team to understand the ways in which clients can be
valuable marketing assets. Come up with campaigns that encourage referrals, or try sending
your clients material to make some of your work processes clearer.
Finally, consider whether your weekly newsletter could tell customer stories to
strengthen your customer relationships, or send out a discount to existing customers when you
release a new product, service, or offer.
How can you tell if you're increasing customer value?
You'll want to measure your upsell targets or retention targets to evaluate whether you're
increasing customer value and loyalty over time. Additionally, closely monitor what content
you share with customers that influenced the most deals, or the last piece of content they
interacted with before a deal closed. This will help you visualize which content is most valuable
to your existing and new customers.
3.5.5. To empower your colleagues:
Increasingly, marketing teams are also taking on responsibilities around internal
communications and educating employees across the business on the tools and resources they
need to succeed when selling or providing service to customers.
Do your colleagues understand your brand's target personas and what they need at their
respective stage in the buyer's journey? It's important to ensure all employees are given what
they need in order to talk about the business with confidence to prospects and customers and
become ambassadors for your brand.
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3.6 SUCCEEDED WAY OF THE EVENT !
•
Defining and managing customer: This involves defining who you are, what you
stand for, what you say about yourself, what you do and how your company acts. This,
in turn, defines the experience you want your customers and partners to have when they
interact with you.
•
Conducting campaign management for marketing initiatives: Marketing
proactively identifies the products and services to focus on over the course of thier
promoting cycle, and then produces materials and communications that get the word
out.
•
Producing marketing and promotional materials: The marketing department should
create the materials that describe and promote our core products and/or services. They
should be kept up-to-date as those products and services evolve. Many of the social
media like Facebook, Instagram, Telegram, Youtube and etc., are used as the
promotional materials.
•
Creating content providing search engine optimization for your website: Our
website is often the first (and possibly the only) place people go for information about
you. Our marketing department will be responsible for keeping Web content current,
while also working to ensure our site comes up quickly when someone searches for our
type of business. For example, Event website of IFortis Worldwide is
www.IFortisworldwide.com
•
Monitoring and managing social media: Marketing should contribute to, manage and
maintain our social media pages. It should also manage accounts and carefully watch
what’s being posted about we online. By putting new feed posts, stories and status, they
manage their event marketing in social medias.
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•
Producing internal communications: Our employees need to understand our
company, its values, its goals and its priorities. Marketing is often responsible for
employee communications through a newsletter and/or intranet. Employees and
intermediaries of the company make internal communication with the candidates,
While once the candidates would registered for the event.
•
Serving as media liaison: When our company is cited in the media, a member of the
marketing department often acts as spokesperson for our company, or guides executives
in how to respond to media queries.
•
Conducting customer and market research: Research helps we define target markets
and opportunities and helps you understand how your products and services are
perceived. Once the target is fixed, then they would motivate their employees for
complete the task.
•
Overseeing outside vendors and agencies: Marketing is typically responsible for
selecting and managing the agencies and vendors who produce marketing materials and
or/provide marketing support. These may include ad agencies, print vendors, PR
agencies or specialists, Web providers, etc.
•
Thus, all the above things are the main reasons for their event success.
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CHAPTER IV
OVERALL ORGANISATIONAL PERFORMANCE AND
ILLUSTRATIVE CHARTS
4.1 OVERALL ORGANISATIONAL PERFORMANCE
Organizational Performance is a ubiquitous term which is nevertheless loosely defined. There
are possibly as many interpretations of the term organizational performance as the studies that
have used the construct. There are various way to measured organizational performance. We
look at some of the most prominent and effective ones of IFortis Worldwide as follows:
➢ Employee Performance
➢ Event Promotion Performance
➢ Performance of Contestants
4.1.1 EMPLOYEE PERFORMANCE:
In this particular topic denotes the measurable of new employee count and employee
retention of IFortis Worldwide.
Total Employee Count
Jan-20
Engineering
Jun-20
Other
Business Development
Jan-21
Sales
Jun-21
Marketing
Human Resource
Fig 4.1.1 a) TOTAL EMPLOYEE COUNT OF 2020 & 2021
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Employee Retention
100%
80%
60%
40%
20%
0%
-20%
-40%
-60%
-80%
-100%
2020
2020
Retained
2021
Churned
New
Fig. 4..1.1. b) EMPLOYEE RETENTION OF 2020 & 2021
4.1.2 EVENT PROMOTION PERRFORMANCE
Event Promotion based performance concludes that the used marketing materials of
IFortis Worldwide for their great event AARAMBH 2.0 & AARAMBH 3.0 AND ARISE.
AARAMBH 2.0
LINKEDIN
FACEBOOK
INSTAGRAM
WHATSAPP
YOUTUBE
WEBSITES
Fig. 4.1.2. a) Event Promotions of AARAMBH 2. 0
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AARAMBH 3.0 AND ARISE
WEBSITES
YOUTUBE
FACEBOOK
INSTAGRAM
LINKEDIN
WHATSAPP
Fig. 4.1.2. b) Event Promotions of AARAMBH 3.0 AND ARISE
4.1.3 PERFORMANCE OF CONTESTANTS :
Under the topic of Performance of contestants we will know about the comparability
of the contests reach which attracts the contestants to participate in the event AARAMBH 2.0
& AARAMBH 3.0 AND ARISE.
PERFORMANCE OF CONTESTANTS
7
6
5
4
3
2
1
SOLUTION FOR TOMORROW
YOUNG SCIENTIST CHALLENGE
FANCY DRESS
TALENT SHOW
STORY TELLING
SPEECH
DJ PARTY
PHOTOGRAPHY
SLAM POETRY
BODY LANGUAGE
STANDUP COMEDY
GAME DESIGNING
ART
FASHION SHOW
MAGIC SHOW
MUSIC
SINGING
DANCE
0
AARAMBH 2.0
Fig. 4.1.3 a) Contestant’s Performance of the Contests of AARAMBH 2.0
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SOLUTION FOR TOMORROW
YOUNG SCIENTIST CHALLENGE
FANCY DRESS
TALENT SHOW
STORY TELLING
SPEECH
DJ PARTY
PHOTOGRAPHY
SLAM POETRY
BODY LANGUAGE
STANDUP COMEDY
GAME DESIGNING
ART
FASHION SHOW
MAGIC SHOW
MUSIC
SINGING
DANCE
PERFORMANCE OF CONTESTANTS
7
6
5
4
3
2
1
0
AARAMBH 3.0 AND ARISE
Fig. 4.1.3 b) Contestant’s Performance of the Contests of AARAMBH 3.0 AND ARISE
Page | 43
CHAPTER V
GENERAL SUGGESTIONS AND RECOMMENDATIONS ABOUT
ORGANISATION
5.1 INTRODUCTION
In this chapter, I will give some suggestions and recommendations to the company by
the experience of my summer internship in IFortis Worldwide.
5.2 ROLE OF MINE :
1. Know about the brand
Branding is the process of creating a strong, positive perception of a company, it’s
product and services in the customer’s mind. Here Brand denotes their one of “The Largest
Virtual Youth and Students Festival AARAMBH 3.0 AND ARISE in India” and customer
denotes the participants of the event.
2. Create brand awareness
Creating brand awareness is the key step in promoting a new brand. There are many
ways to create brand awareness of our brand through maximize our organic social media
presence, develop a voice for our brand and being a partner with influencers to create content.
3. Promotion
Promotion is the process of communication with the potential customers (participants)
involving information, persuasion and influence. A well-planned promotional strategies is
vital for a successful event. Some of the promotional strategies which is used to the event are
as follows:
•
Create videos showcasing the Event and Speakers
•
Use Email to market to specified list of people
•
Creating a Hashtag for the Event
•
Rebrand our Social Media Profiles for our Event
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4. Assign target
In this, we had to fixed our target and reached the fixed target. For that, I had to look
for three participants for the competitions as well.
5. Marketing the event
An event marketing plan is our event’s goals and what your event marketing plan is
founded on. An effective social medias event strategy will involve connecting with your
followers before and after an event. Here are ways to marketing an event on social media before
it’s happen:
•
By post a countdown on Instagram Stories
•
Create an event page on Facebook
•
Post teaser with necessary details
•
Create a Tweet for Attendees
•
Add a Twitter Widget to Our Event Page
•
Share the event page to our circle through Whatsapp
•
Post the event with detailed information on LinkedIn
•
Utilize Facebook, Instagram & LinkedIn stories
6. Build a relationship
After the contestants had registered for the contests through us, Some areas to consider
to build a relationship:
•
Focus on Communication
•
Be Positive and Encourage their talent
•
Treat our clients as Individual
•
Share Knowledge
•
Be Open-Minded
•
Keep in touch with them
7. Track the customers
We can track actions of our contestants take as events, both while logged into our event
on web or mobile and while visiting our website.
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5.3 SUGGESTIONS & RECOMMENDATIONS :
1. Long Term Process
Most event planners are familiar with creating a day-of timeline. As the name
implies, the day-of timeline lays out all events and tasks that take place on the actual
date of the event. This type of timeline is also essential to the event planning process,
but a long-term timeline is just as mission-critical. In fact, a long-term timeline can
actually benefit your day-of timeline because it set you up for success. It also leaves
flexibility in your schedule. For instance, you can add in “buffer time” to deal with
other issues as they come up, instead of rushing through essential tasks that you could
have done earlier.
2. Payment Barriers
When do you want participants to pay you for your work? Most event planning
work includes n registration fee to participate the events’s contests. In your contract
and in your event planning timeline, set a due date for the registration. Put it in print
that you will not begin work until the participants pays that amount.
3. Website Management
Website management refers to all the activities included in the process of
posting and maintaining a website on the World Wide Web. Though many individuals
and businesses create and manage their own sites. Likewise, IFortis Worldwide has a
website named www.IFortisCorporate.com but which is not maintained properly now
this website was closed. The web management process begins with the design phase.
At this point in a business relationship between a customer and a technology firm, the
customer meets with the graphic designer to present his or her company’s hopes to
portray on its new website. They should take care of their websites and its updates.
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4. Regulate the Emails
Emails Management is a specific field of communication management for
managing high volumes of inbound electronic mail received by organizations. Also
Email Management evolved from database management and customer relationship
management (CRM). In IFortis Worldwide, They may perform better than now in
Email Managements such as send mails for their trainee properly and confirmation mail
for participants, etc.,
5. Connect with Employee
Employee are any company’s most important resource and the better you know
them, the better you are able to keep them happy, engaged, and help them reach their
fullest potential. Some managers might shy away from integrating their team into the
process to avoid additional complexity or a potential clash of opinions. Yet the ideas
that could come out of the dialogue are often far more valuable and critical to business
success. So the company should connect with their employees.
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CONCLUSION
Marketing Strategy & Planning is a key factor for the success of any project, what my
company mentor Ms. Reva told me at the first day in the company.
The importance of planning is:
•
To facilitate goals achievement
•
To facilitate assessment
•
To reduce risks and loss
•
To make good decisions
•
To carry out job division
•
To determine opportunities and threats
So my company mentor already planned and assigned me tasks for me to execute during
the internship period. For the time period 1.5 months I did not only learn about area of my
interest – Marketing but also how to make a plan based on data and survey to promote an event.
I learned how important it is and also how can organisation can secure its user id and password
and give access to all the employees & the importance of social media in business today. I
personally think working in Event Marketing is not everyone’s cup of tea. Event Marketers
have to be updated with the changing technology which is proficiently used by their companies’
competition. Continuous information of what is happening around the world in terms of Events,
Google Updates, Content Management, Virtual Festival, is required. IFortis Worldwide is still
in its growth stage and year-on-year they are expanding not only in terms of customers but also
the services they provide. I feel very grateful to have this dynamic working experience with
IFortis Worldwide which has opened the doors for me into the future of marketing.
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ALAGAPPA INSTITUTE OF MANAGEMENT
ALAGAPPA UNIVERSITY, KARAIKUDI - 630004
MBA SUMMER INTERNSHIP PROGRAMME – 2021
ACTIVITY PROGRESS REVIEW REPORT
Period of Rapport: 02.08.2021 to 23.08.2021
Date : 23.08.2021
Name; R. KALEESWARI
Roll No. : 2020641020
Mobile No: 9080634422
Email ID: kaleeswari1604@gmail.com
Name of Faculty Guide: G.Ilankumaran
Internship Details:
Organisation Name : IFORTIS WORLDWIDE, Bangalore, Karnataka.
Topic for Internship : EXPOSURE TO THE MARKETING WORLD AS A CORPORATE AMBASSADOR OF
IFORTIS WORLDWIDE
ACTIVITY REPORT
Details of activities carried out the Organisation :
31.05.2021 - 10.06.2021
Analyse and Report about the Sales funnels & Marketing Funnels
11.06.2021 - 20.06.2021
Presented a paper under the topic “Collaboration of the concept of Sales
funnels and marketing funnels with the event AARAMBH 2.0”.
21.06.2021 - 30.06.2021
Gain knowledge about “AARAMBH 3.0 AND ARISE” and Promoted the
event on social media like Facebook, Instagram, LinkedIn and etc,.
01.07.2021 - 10.07.2021
Segmented the audience and Market the event. By making contestant’s
register, the given task was completed.
11.07.2021 - 16.07.2021
I kept in touch with competitors and helped them in any way they could.
SIGNATURE OF THE STUDENT
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BIBLIOGRAPHY
BOOKS:
“How to Brand and Market a Fashion Label” – Author Maria Tereza.
WEBSITES:
https://blog.hubspot.com
https://theinvestorbook.com
https://www.marketing-schools.org
https://marketinginsidergroup.com
https://thebalancesmb.com
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APPENDICES
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