SUMMER INTERNSHIP PROGRAMME: Term 4 – PGDM 2020-2022 A Project Report On “To Study the Potential of Social Networking Sites in Order to Increase Subscribers of Tenhard India”. Submitted by Varun Deep Singhal PGDM No: 20119 Submitted in partial fulfilment of the requirement of Summer Internship Programme Under the Guidance of Abhay Kumar & Amrita Sinha Marketing Manager & Manager Tenhard India Private Limited & Prof. Mohamed Minhaj Associate Professor -Systems, Chairman- Campus Systems, SDMIMD, Mysore 1 CERTIFICATE BY THE ORGANISATIONAL This is to certify that Varun Deep Singhal currently studying Post Graduate Diploma in Management at SDM Institute for Management Development, Mysore, has satisfactorily completed Summer Internship project titled “A study on Potential of Social Networking Sites in Order to Increase subscribers of Tenhard India” related to stream of Management from 05 April 2021 to 31 May 2021. Signature: Date: Name: Amrita Sinha Place: Designation: Sales Manager Name of the Organization and Address: Tenhard India Pvt Ltd, Noida, U.P. Organizational Stamp 2 CERTIFICATE BY THE FACULTY GUIDE SDM INSTITUTE FOR MANAGEMENT DEVELOPMENT, MYSORE This is to certify that Varun Deep Singhal Roll Number 20119 of PGDM Batch 2020-22 has satisfactorily completed Summer Internship Project titled “A study on Potential of Social Networking Sites in Order to Increase subscribers of Tenhard India at Tenhard India Pvt Ltd” located at Noida from 05 April 2021 to 31 May 2021 to partially fulfil the requirements of the PGDM program under my guidance. Signature: Date: Name: Prof. Mohamed Minhaj Designation: Associate Professor- Systems SDM Institute for Management Development, Mysore 3 Acknowledgment The internship opportunity I had with “Tenhard India Pvt Ltd” was a great chance for learning and professional development. Therefore, I consider myself a very lucky individual as I was provided with an opportunity to be a part of it. I am using this opportunity to express my deepest gratitude and special thanks to the “Shri Dharmasthala Manjunatheshwara Institute for Management Development” for arranging this internship program to gain practical knowledge in the selected domain. I express my deepest thanks to Prof. Mohamed Minhaj faculty of SDMIMD. He allowed me to encroach upon his precious time freely right from the beginning till the completion of my internship. His guidance, encouragement, and suggestions provided me the necessary insight into my work and paved the way for the meaningful ending of the work at the right time. I also express my deepest gratitude and special thanks to Ms. Amrita Sinha manager and Mr. Abhay Kumar the Marketing Manager of Tenhard India Pvt Ltd, who despite being extraordinarily busy with her duties, took time out to hear, guide and keep me on the correct path and allowing me to carry out my project at their esteemed organization. I perceive this opportunity as a big milestone in my career development. I will strive to use gained skills and knowledge in the best possible way, and I will continue to work on their improvement. To attain the desired career objectives, I hope to continue cooperation with all of you in the future. 4 EXECUTIVE SUMMARY Tenhard India Pvt Ltd, a start-up began with an aim of building reading capital. In the current world, many things are going, and digital marketing plays an important role for all the organisation to promote their products and services. Digital platforms have been increasingly incorporated by organisation into marketing plans and everyday life. The company has been working continuously on these platforms to increase their reach, increase the promotion and campaigns. The importance of data driven marketing, social media marketing search engine marketing (SEM). Search engine optimisation (SEO), email marketing and so on has been continuously increasing in the marketing. Focus was on situation analysis which includes industrial and company overview. The internal and external analysis of Tenhard was carried out. Targeting the customer and maximizing the sales was the main task. The study was conducted to find insights of the market and developing a strategy to overcome the obstacles to sales. Practical aspects of sales was experienced where we worked on brand awareness, rejection management, communicating through different channels Generating leads, influencer marketing etc. A survey covering a vast area of required information was carried out with ideal number of participants and their insights will surely help Tenhard India Pvt Ltd to improvise. Various other opportunities in other sectors for growth was researched and valuable information was generated. In the final stages, an ideal number of recommendations were provided with respect to increasing virtual presence, optimising social media platform, clearing the glitches in the website, improvising the reading material and services to customers etc It was a great experience of being a small part of Tenhard India Pvt Ltd as intern. We were expected to deliver the results. Tenhard India Pvt Ltd is having a broad scope of development and has to strengthen its channels, especially social media to compete with well-established firms in emagazine sector. 5 Table of Contents Chapter 1: INTRODUCTION..........................................................................................................................................7 1.1 Industry Overview............................................................................................................................................8 India’s Electronic Media...............................................................................................................................................9 1.2 About the company.........................................................................................................................................11 Chapter 2: SITUATION ANALYSIS.............................................................................................................................14 2.1 Tenhard India Pvt Ltd Situation Overview:................................................................................................14 2.3 Porter’s 5 Force Model...................................................................................................................................16 2.4 SWOT Analysis...............................................................................................................................................19 2.5 Pestel Analysis.............................................................................................................................................................20 Chapter 3: PROJECT METHODOLOGY....................................................................................................................21 3.1 Task 1: Sales and Marketing................................................................................................................................21 3.2 Task 2: Marketing Research...............................................................................................................................28 3.3 Task 3: To increase the social media presence of Tenhard....................................................................................36 3.4 Task 4: Social Media Marketing..........................................................................................................................37 Digital Marketing:....................................................................................................................38 SEO: Search engine optimization...................................................................................................................................38 Search Engine Marketing (SEM)....................................................................................................................................40 There are two types of networks in Search engine marketing.............................................41 1. Navigational Queries:....................................................................................................42 2. Informational Queries:..................................................................................................42 Social media marketing....................................................................................................................................................42 Other digital marketing tools..........................................................................................................................................45 Email Marketing:.....................................................................................................................45 Copywriting:.............................................................................................................................45 Facebook Ads............................................................................................................................45 Google Ads................................................................................................................................46 Chapter 4 : Data Analysis................................................................................................................................................46 4.1 Social Media Marketing – Survey........................................................................................................................46 4.2 Key Learnings.............................................................................................................................................................50 CHAPTER 5: RECOMMENDATIONS........................................................................................................................51 CHAPTER 6: CONCLUSION........................................................................................................................................53 REFERENCES.................................................................................................................................................................54 BIBLIOGRAPHY............................................................................................................................................................55 6 Chapter 1: INTRODUCTION 1.1 Industry Overview When you think about it, the digital publishing sector has only been in existence since 2010. However, it has grown steadily since then. Mequoda recently issued its 2018 Mequoda Magazine Consumer Study, which discovered that more over 41% of the 3,368 persons polled reported having read an average of 2.66 digital magazine issues in the previous 30 days, up from 41% in 2016. This equates to an 11% rise in issues read, a 2% rise in penetration, a 6% increase in adults with internet access, and an 8% rise in individuals reading digital magazines. According to the research, digital magazine spending has nearly doubled since 2015. Adults spent $1.2 billion in 2015 on digital magazine subscriptions and single issues. In 2018, this nearly doubled to US$2.3 billion, with more consumers (26 percent) reported having subscribed to or purchased a digital magazine issue. Furthermore, Statista predicts that the number of e-magazine users will more than double to 40 million by 2021, up from 18 million in 2015. Naturally, as more readers prefer digital to print media, revenue growth from digital publication is projected to accelerate. This anticipated positive growth trend is further confirmed by PwC's study in their Global Entertainment and Media Outlook 2016-2020 Report, which predicts that digital magazine revenues would increase to 30% of overall consumer magazine revenues by 2020, up from only 16% in 2015. The outlook for print publication is less optimistic in the same research. PwC predicts that print magazine revenues would fall from 85 percent in 2015 to 70 percent in 2020. While print will not totally disappear in the next decade, it is evident that digital is the growing sector to watch. If we want to understand why digital magazines have grown so popular in such a short period of time, we must look at the major elements (1). The most significant benefit, of course, is that better internet speeds enable users using tablets, laptops, phablets, or mobile phones to access online content, including digital magazines. Similarly, to how e-books became the preferred choice for bookworms due to the simple simplicity of carrying their complete personal library in their pockets, digital magazines are becoming increasingly popular as magazines are perceived as large and hard to carry around. And, of course, there are cutting-edge digital publishing technologies that enable you to include movies, links, gifs, animations, and e-commerce in your digital magazines. They have successfully introduced new ways for magazine readers to appreciate and enjoy information. All of this makes digital publications an obvious choice for readers. (1) 7 Electronic media is any type of media that can be shared on any electronic device for viewing by the public; unlike static media (printing), electronic media is transmitted to a large audience. Electronic media includes items like television, radio, and the internet, to name a few. The aim of using electronic media can be for a variety of purposes, one of which is to market yourself and other entities such as companies, goods, and so on. Electronic media, whether using media devices and networks or social media channels such as television or the Internet, is an effective way to communicate with one another. These are only a few of the many ways you can use electronic media to your advantage. There are several different types of electronic media that broadcast various items such as commercials and promotions. Some of the Electronic media types are: Television - Television is amongst the most used electronic media technologies since franchises can pay for commercials to be broadcast to millions of people, resulting in increased revenue for the franchisee. Radio - The radio is close, but this does not include images to the viewer, only audio. This type of electronic media can be powerful and less expensive than television, but it does not attract listeners as good as visual advertisements. Internet - The Internet is amongst the most efficient digital media devices; with a single click of a mouse, commercials will cover the webpage, ensuring that fellow web users will catch just a few flashes. It not only expands across digital media, but it can also benefit the web page's author over time. India’s Electronic Media The Indian media and entertainment (M&E) sector is expected to rise by 27 percent to Rs. 1.37 lakh crore (US$ 18.92 billion) in FY22, according to ratings company Crisil, due to increased digital adoption among users across geographies. On the back of an expected strong economic growth, ad revenue is expected to rise by 31% YoY and subscription revenue by 24% in FY22. In FY22, ad revenue is expected to rise by 31% year over year, while subscription revenue is expected to rise by 24%. 8 Television, print & digital, and films accounted for 86 percent of overall media and entertainment sales in FY20. By FY22, television's share of the market will have risen to 53%, up from 50% in FY20, and digital's share will have risen to 13%, up from 10% in FY20. According to a study by Media Partners Asia, India's overall online video market is expected to grow at a CAGR of 26% by 2025, reaching US$ 4.5 billion. According to the study, the SVoD (Subscription Video on Demand) market will develop at a 30% CAGR to hit US$ 1.9 billion by 2025. Due to an increase in paying subscriber base across all OTT channels, the Indian digital segment grew by 35% in FY20. By the end of 2020, India's online music industry is estimated to be worth more than US$ 273 million. By 2022, the online gaming industry in India is projected to develop at a CAGR of 40%, reaching US$ 2.8 billion. India's online gaming industry is projected to grow by 40 million people by 2022. India is expected to become the world's sixth-largest OTT (over-the-top) streaming market by 2024, according to the Media and Entertainment Outlook 2020. Over the next four years, the market is projected to grow at a CAGR of 28.6%, generating revenue of US$ 2.9 billion. Robust demand India's continued growth in digital infrastructure is estimated to result in 907 million internet users by 2023. With 829 million mobile users by 2027. The advertising-based video on demand segment is expected to rise at a CAGR of 24% to reach U. S$ 2.6 billion by 2025. Attractive opportunities the Indian media and entertainment industry has the potential to reach U.S. dollars 100 billion by 2030. in the union budget 2021 the allocation of funds increased for autonomous bodies such as the press council of India Rs.20 crore in FY22 vs Rs.8.9 crore in FY21, and films and television Institute of India (FTII) (Rs.58.58 crore) in FY22 vs Rs.49.40 crore in FY21. Higher investments From April 2000 to September 2020, FDI inflow in the information and broadcasting sector reached U. S$ 9.37 billion. The rapid growth of OTT channels increased emphasis on animated intellectual property content and larger investments in VFX by studios has provided animation and VFX studios with opportunities in both domestic and international markets. 9 1.2 About the company Tenhard India Pvt Ltd., a Delhi based startup started in 2020 by Miss. Parul Puri (CEO of the company). It brings a unique concept of revolutionizing the reading habits and bringing a one-stop destination for all. Tenhard’s sole aim is to take digital reading to the next level and provide you with a one-stop destination for all your reading needs. No more searching for your favourite magazine or newspaper on different sites. Just read on the go from a myriad of categories. Tenhard has listed the magazine from every genre to make your search easier. (2) Be it regional or international; you will find every newspaper on Tenhard’s digital newsstand. Apart from popular magazines and newspapers, you will be exposed to a wide variety of blogs and articles from different genres. You can also binge-read on your favorite novels and books from any corner of the world. We have aligned all the books and novels from renowned authors into distinctive categories so that you can easily filter them out. Reach out to blog section to go through our freshly brewed quality blogs on topics that intrigue, excite, and entertain you. Tenhard has also started its own issue of magazines that will satiate all your reading needs. From travel, food, business, sports to celebrity and lifestyle, you can find it all here. With the current pandemic situation, going digital seems to be the ideal way to stay protected. We believe in digitalization. Hence, we bring you everything you want to read under one roof. Read, subscribe, shop; Tenhard is your next-door reading buddy that understands all your needs! 10 Tenhard India Pvt Ltd is a cloud-based digital publishing and distribution platform that helps publishers, authors, content aggregators, service providers, educational institutions, and corporates, etc., to produce, import, sell, manage and deliver content across devices in digitally accessible formats, in a secure environment. Tenhard India supports rich, interactive content, fixed layout & reflowable ePub with rich media content and provides a seamless user experience in both online and offline modes. Tenhard India is a Digital E-Media reading platform providing access to various categories such as magazine, books, novel, newspaper, articles, blogs from every genre, be it business, political, lifestyle, fashion, automotive and many more available at a reasonable price. The subscription covers over 200 magazines, 100 books and 5 newspapers. Tenhard has reached 2 lack and more subscribers in which there are 25 thousand and more regular subscribers.(2) Roles and Responsibilities I was appointed as management trainee and was allotted different tasks named as Marketing and sales, Marketing research and strategy making, Social media marketing, marketing analytics etc. Getting familiar with different departments and their functions in Tenhard. Administrative support to managers and helping them in completing daily tasks was a inspiring routine. The vision of the Company Tenhard’s sole aim is to take digital reading to the next level and provide you with a one-stop destination for all your reading needs. To be the market leader in the digital media industry by 2030. The mission of the Company Exceeding expectations of all stakeholders. Develop a mutually trusted relationship with business partners. Provide superior value compared to competitors. 11 Values of the Company Team Work Excellent Service Loyalty Integrity Ethical Standard Organization Structure 12 Chapter 2: SITUATION ANALYSIS 2.1 Tenhard India Pvt Ltd Situation Overview: The increasing reading population due to the pandemic have led to the growth of digital magazine industry and is expected to grow in double digits in the coming future. Nearly 28% of the population is a vivid reader globally. The products at Tenhard India are with respect to Indian languages and Tenhard should focus on the material of Global languages to increase its customer base. Competitive Landscape Tenhard India Pvt Ltd is 1 year old startup and it has to go a long way in order to compete with the firms like Living Media India Ltd, Outlook publishing India Pvt ltd, Digital 18 Media Ltd, Next gen Publication, Upkar Prakashan, Competition Review Pvt Ltd, Nine dot nine interactive Pvt Ltd etc (3) Intensifying Competition: The huge development potential of digital readers is attracting the attention of new national, local, and regional businesses, while incumbent players are expanding their investment. Because the sector is price-sensitive, local businesses sometimes compete exceptionally strongly on price, affecting industry margins. Market Concentration The digital media business increased its market size from Rs 13,683 crore in 2019 to Rs 15,782 crore in 2020, a 15.3 percent increase over the previous year. Digital media will expand at a 20% annual rate to a market size of Rs 18,938 crore by 2021, and at a CAGR of 22.47 percent to a market size of Rs 23,673 crore by 2022. Key Trends 13 Growing Online Retailing With over 460 million internet users, India is the second-largest online market, trailing only China. With the current government's Digital India plan, internet penetration is likely to rise even more, driving the market to new highs. Online sales are predicted to grow in the future as a result of escalating rivalry among store-based retail shops and an increase in the amount of time spent by the general public on the internet. Furthermore, the easy financing options and multiple discounts available on e-commerce are driving consumers to prefer this channel over traditional in-store shopping. (3) Growing Technological Advancement: Increasing urbanisation and the time-saving techniques of food preparation preferred by many Indian women are pushing the industry, encouraging industry participants to develop further on the extension of existing features. Certain food processors, such as coffee grinders, bread machines, and electric pressure cookers, are currently in great demand due to their increased use in restaurants, bakeries, and homes. 2.2 Competitor Analysis MAGZTER VS. TENHARD INDIA Magzter Inc. is the world’s largest and fastest-growing digital e-reading platform, which was established in June 2011 by Girish Ramdas (CEO of the company) and Vijay Radhakrishnan (President of the Company). The company headquartered is in New York. Currently, the company is working with more than 3,400 publishers from over 175 countries and in more than 50 languages. In a nutshell, Magzter is the market leader in this industry. Customer Base MAGZTER TENHARD INDIA 75 million 1 lakh 14 2.3 Magazine & Newspaper Collection More than 5000 More than 200 Language Available More than 40 languages More than 4 languages Application Magzter has its own app Tenhard India does not Books & Novels Magzter does not provide books & novels Tenhard India provides books and novels Blogs Magzter does not have a blogging option It has a blogging option for its subscribers Porter’s 5 Force Model Threat of new entrants: The existence of barriers to entry (patents, rights, etc.). Government policy should be kept in account as there moderate obligation to fulfil. Capital requirements is moderate as we have to pay for the original producers of the magazines and books. Absolute cost is also low. Economies of scale is easy to obtain in digital services firm. Product differentiation is an obvious function. Brand equity will be obtained with the increasing subscribers. Switching costs or sunk costs are low. Access to distribution is good Customer loyalty to established brands is high. Industry profitability is high. If a new business can be easily started up in your sector without substantial investment, then this is a threat. The Internet has made this a reality in many sectors, especially publishing. The threat of new entrants refers to the barriers of entry into the industry as new industry players are always a threat to existing businesses. Digital media business changes the rules by lowering the traditional barriers to entry. Therefore, a digital based business model requires far less capital and can bring large economies of scale. (3) 15 So we come to the conclusion that entry barriers are less in this industry and there is a high threat from the new entrants Threat of Substitute: Buyer propensity to substitute is high. Relative price performance of substitutes is good. Buyer switching costs are less. Perceived level of product differentiation Number of substitute products available in the market is also high. Ease of substitution is high. It is very easy to have a substitute in this digital services business. Therefore, the threat of substitution is very high. (4) Competitive Rivalry: Many competitors focus on sustainable competitive advantage through continuous innovation. Competition between online and offline companies but it depends on the nature of the consumers. Advertising expense and its effectiveness which a firm carries out is another factor to be considered. Firm concentration ratio is a good measure to study the potential of different competitive firms. Firms do maintain degree of transparency with respect to their own interests. Markets where there are few competitors are attractive but can be short-lived. These are highly competitive markets with many companies chasing the same work reduces your power in the market. The intensity of rivalry among competitors in an industry refers to the competitions among existing industry. Number of competitors and size of competition: Digital magazine business is a 5 billion rupees industry in India and has lot of competitors. Since we know that the competition is very high, the rivalry is heating up because entry and exit barriers are going down due to the comparative low-cost digital media model. Existing 16 competitors are all looking at digital business in order to understand the disruptions occurring and prepare their response. The company is facing rivalry among competitors though new changes and updates are being done by the company keeping in mind the strategies used by the other competitors in the market. (4) Bargaining Power of Buyers: Degree of dependency is low as there are many options for the buyers. Bargaining leverage is possible but the pricing strategy is to be focussed. Buyer information availability Availability of existing substitute products Buyer price sensitivity Differential advantage (uniqueness) of industry products Bargaining power of buyers is more and threat is high Bargaining Power of Suppliers: Supplier switching costs relative to firm switching costs. Presence of substitute inputs is high. Strength of distribution channel is more. Supplier concentration to firm concentration ratio very relatable. Suppliers are few and hence they retain the power. (4) Suppliers are the most powerful when companies are dependent on them and cannot switch themselves to other suppliers because of higher cost or lack of alternative resources. If a company has few suppliers, it becomes dependent on them, giving the suppliers the power to raise their prices. In a digitally based business suppliers can accelerate or slow down the adoption based upon how it impacts their own situation. 17 2.4 SWOT Analysis Strength Instant user feedback Cheaper than printing Price value and quality Accessibility: Access anytime from anywhere just with a laptop or a phone Global reach for global audience Instant user feedback Material is easy to download. Differentiated resources. Multiple users can have access with a single login Id Eco-friendly and Cost effective Weakness Distractions: e-readers absorb information slower than traditional readers Generating traffic is hard to gain. Need consistent publishing. Focus is on e-commerce only Digital magazines are dependent on internet connection, electronic devices and power. Publishing knowledge is necessary. Long lead times Opportunities Deploy multimedia content. Create links. Focus on live feed. Create an app to display the products. 18 Providing exclusive content. Vast untapped market- categories and geographies. Making people understand the value of reading Threats or Challenges People want real time news To provide crisp and clear material Technological failures Threat of reaching maximum subscriptions. Wide range of availability of competitors products 2.5 Pestel Analysis 1. Political Factors - No impact whatsoever. 2. Economic Factors - The subscriptions are of a standard rate and can be afforded by the upper class easily. So, the impact of the economy on the purchasing power of the lower and the middle class is insignificant for the profit generation for the company because not many purchasers are from that category. 19 3. Social Factors - The lifestyle of a person which is influenced by another person is the social factor that can be accounted for by the person whose interests are being evaluated. People who live in an urban or rural area will very rarely avail such a service. So, a social stigma can exist where people might feel reluctant to go digital. 4. Technological Factors - This is the factor which can mean a favorable situation for a start-up which is selling subscription for digital reading. As technology advances, people will shift more towards digitization, so there is a profitable market present in this aspect. 5. Environmental Factors - The start-up is rigorously favoring environmental factors because the company directly promotes saving paper and simultaneously saving trees. Reading newspapers and magazines digitally can directly reduce the demand of making paper and thus cutting of trees. 6. Legal Factors - Copyright laws should be factored in when dealing with publishers. Chapter 3: PROJECT METHODOLOGY 3.1 Task 1: Sales and Marketing The Objective of this task are as follows: 1. To learn various aspects of sales and marketing with practical approach. For a firm like Tenhard we must utilize different aspects of digital marketing like search engine optimization, search engine marketing, content marketing social media marketing, affiliate marketing, e-mail marketing etc. 2. To find new customers We must understand who our present customers are and what are the reasons they are loyal to Tenhard. This will help in finding appropriate new customers. Selling more to existing customers is a feasible option and it will help in generating leads. 3. To create brand awareness We can use different techniques like creating a custom hashtag for Instagram, run display ads on google display networks. Infographics is a strong technique where due to presence of statistics it 20 gets shared widely in social media. We can conduct social media contests and LinkedIn publishing. Podcast is also a good option. 4. To connect with customers personally and through different mediums Telemarketing is a very effective way to engage with the target audience and increase the conversion rate in today’s time of pandemic. 5. To understand managerial challenges and work in rejection management. There are different challenges for managers in digital marketing like generating qualified leads, creating engaging content, making websites accessible, ranking websites, strategizing mobile first, creating an omnichannel marketing etc. Rejection management is a part of life for a salesperson. Rejection is very common in sales. There are different methods to overcome this, like searching for learning opportunity in rejections, speak out with peers about rejections, reject the rejection (inner self negative talk), be calm by knowing that you are not the first person to get rejected. (4) 6. Understanding the product, believe in the product that you want to sell. The different products available in Tenhard are e-copies of newspapers, magazines, books which are consumer durable products that we are going to provide our customers. As the products are ecopies than it can be preserved in the memory of customers devices and hence the products are easy to withhold. 7. To reduce time and energy by avoiding inappropriate deals. Identify the inappropriate deals. For example, when people are in a rush to crack the deal at any cost (there must be a wrong hidden agenda), when the expectations are too high, when people are rude and disrespectful, questions in pricing rise very early. While conducting this task of marketing and sales the behaviour of each prospect will be recorded and the reasons given by them will be taken into account. This will help in better preparation. So, what are the segmenting, targeting, and positioning for the company? Segmentation - Identify and profile distinct groups of buyers who differ in their needs and wants. Some of the major segmentation variables are Geographic, Demographic, Psychographic and Behavioral segmentation. 21 Geographic segmentation It divides the market into geographical units such as nations, states, regions, countries, cities etc. The company needs to pay attention to local variations. In that way it can tailor marketing programs to the needs and wants of local customer groups in those trading areas, neighborhoods etc. Mapping software can be used to pinpoint the geographic location of their customers and can be known from where they are coming from. Demographic segmentation Some of the variables under this are age, family size, gender, income, occupation, education, social class etc. They are very much associated with consumer needs and wants and they are also easy to measure. With this, we can estimate the size of the market and it gives an idea off which media we should use to reach it efficiently. In this project, I have used the variables such as Age, Occupation, Education to segment the customers and to get to know their needs and wants with respect to the service offered by the Tenhard company. Psychographic segmentation Buyers are divided in two groups based on personality traits lifestyle or values. People within the same demographic group can exhibit very different psychographic profiles. Behavioral segmentation In this segmentation, the buyers are divided into groups based on their knowledge of, attitude towards, the use of, or response to a product or service. User and Usage Related Variables Occasions - Here, based on the development of need, purchase of product, or use of the product the consumers can be distinguished. Occasions can be of different durations of time like a day, week, month, or year. Example: Due to the present pandemic, the avid readers are hesitant to buy physical materials like books, magazines, newspapers. So, this will make them to shift to digital reading to avoid the contact of the physical material as the safety is the top priority during present time and getting the joy and information at the same time 22 without any hindrances. It can be beneficial during the times of travelling also where we can avoid carrying books or magazines instead use the mobile or electronic device at your fingertips to get the information and pass the time. User Status - Every product has its non-users, ex-users, potential users, first time users, and regular users. Since, it is a startup company and the service offered by the company is not known to the people much, so most of the people can be first time users. To attract the firsttime users, we must provide information to them with respect to the service offered by the company. Buyer-Readiness Stage - Marketing funnel can be used to break the market into buyer readiness stages. We can get to know how many people are unaware of the product, aware of the product, informed, interested, desire the product, and intend to buy the product and it helps in converting people from one stage to another. With respect to this service, the marketing effort should go into awareness building advertising using a simple message. Later, the advertising should dramatize the benefits of the service provided by the company. Free trials or special offers can motivate people in trying the product. Usage rate - The market can be segmented into light, medium and heavy product users. heavy users are often a small slice but account for a high percentage of total consumption. The problem off heavy users might be, they can be extremely loyal to one brand or never loyal to any brand and always looking for the lowest price. Light users may be more responsive to new marketing appeals. With respect to the Tenhard services the light product users might be of higher percentage because there is not much awareness of the service provided by the Tenhard. Attitude – The consumer attitudes about products or services are enthusiastic, positive, indifferent, negative, and hostile. marketers can use attitude to determine how much time and effort to spend with each consumer. The thank the enthusiastic subscribers and remind them to subscribe on regular basis, reinforce on those who are positively disposed, try to get the subscriptions of indifferent people, and spending no time trying to change the attitudes of negative and hostile people. Targeting -Marketers are increasingly integrating various characteristics after segmentation to generate smaller, more defined target groups. We may implement a market segmentation strategy depending on customer needs. There is also a seven-step process to follow. 23 1. Needs based segmentation - Users are divided into groups based on their identical wants and advantages in problem solving. 2. Segment identification -Determine whose demographics, lifestyles, and usage behaviors distinguish and identify each required space segment. 3. Segment attractiveness - Determine the overall attractiveness of each section using predefined segment attractiveness parameters. 4. Segment profitability – Determine the success or failure of each segment. 5. Segment positioning - Develop a value proposition and product-price positioning strategy for each segment based on the demands and characteristics of that segment's customers. 6. Segment acid test - Make a segment layout to see how appealing each segment's positioning strategy is. 7. Marketing mix strategy - Enhance your section placement plan to cover all elements of the marketing mix, including product, price, promotion, and location. Evaluating and selecting the market segments Multiple segment specialization - A company chooses a subset of all viable segments, each of which is objectively appealing and acceptable. Although there may be little or no overlap between the parts, each one promises to be profitable. Rather than operating in isolated segments, companies can aim to operate in super segments. A super segment is a group of segments that have something in common that can be exploited. A company might also try to achieve synergy by focusing on a specific product or market. Product specialization - Different market segments are provided with certain service. The service can be provided to students, employees, people preparing for competitive exams, fitness freaks etc. It can help in building strong reputation with respect to the service provided. Positioning - An act of projecting our offerings and image differently in the minds of the targeted people. Positioning helps guide marketing strategy by clarifying the brand's essence, identifying the goals it helps the consumer achieve, and showing how it does so in a unique way. Everyone in the organization should understand the brand positioning and use it as context for making decisions. A good positioning has one foot in the present and one in the future. It needs to be somewhat aspirational, so the brand has room to grow and improve. 24 The real trick is to strike just the right balance between what the brand is and what it could be. Company and Product Tenhard (E-media) Target Customers Students, avid readers Value Proposition Books, Magazines, Newspapers, blog writing etc. All under one umbrella. Table – 1: Value Proposition One result of positioning is the successful creation of a customer focused value proposition. a value proposition captures the way a product or services key benefits provide value to customers by satisfying their needs. As mentioned in the above (Value Proposition Table 1). Tenhard India can adopt the points of difference frame for positioning of its product or service in the market. As it provides books, magazines, newspapers etc., all under one roof. It can position as (value, ease of use, distinctive, mobility). There are three criteria’s which determine whether the tenhard India can truly function as a point of difference, they are. 1) Desirable to Consumer: Consumers must see the brand Association as personally relevant to them. Consumers must also be given a compelling reason to believe and then understandable rational for why the brand can deliver the desired benefit. 2) Deliverable by the company: The company must have the internal resources and commitment to create and maintain the brand association in the minds of consumers visibly and profitably. The product design and marketing offering must support the desired association. 3) Differentiating from competitors: Finally, consumers must see the brand Association as distinctive and superior to relevant competitors. Lead generation 25 From the 8th day onwards to achieve the desired result for sale and marketing, I have used Outbound Lead Generation (contacted many people from LinkedIn, Facebook and made cold calls) and Inbound Lead Generation (posted contents, templates, and brochure in different social media sites including LinkedIn, Facebook, and Instagram). I generated the leads by identifying my target audience. I identified that my target audience will be teens and young adults. My targeted audience can be Indian residents or NRI. I focus on targeting those people who are either students or professionals. Their lifestyle can be the corporates, the creatives, the academic, and the technician. I generated the leads by promoting or marketing our services through social media platforms. o I created a short eye-catchy video and posted on all my social media handle. I requested my friends and family to repost it. o I created a separate page on Facebook, and I joined lots of groups related to our services. I posted my video in all those groups and I contacted all those who liked my video. o I created a separate page on Instagram, and I followed all the pages related to our services. I went to their comment section and promoted my page. I generated the leads by Creating a sales funnel. I planned to collect the contact information by funneling all prospects to a standard form. I contacted them through e-mail, LinkedIn, Instagram, and Facebook. I got some contacts from references and connected with them through a call. I generated the leads by Creating a sales funnel I already have a huge contact list of my friends and family. I contacted some of the prospects physically and presented and promoted our services to them. I contacted the rest of our prospects by distributing pamphlets. I generated the leads by promoting the services through e-mail. I sent mail to different colleges and some companies and told them to forward them to their students and employees respectively. Moreover, I have also used a factorial strategy for selling the subscription. The lowest amount of subscription is for ₹999, which is available for 3 months, and the highest subscription is for ₹4999 for 3 years, and simultaneously 4 users can use one account (for all subscription plans). As we have a ₹4999 subscription plan and 4 people can use it, therefore, we divided ₹4999 among 4 different people (₹1250 each) who pitched in to invest ₹1250 and get a subscription for 3 years instead of subscribing for ₹999. I said Thank You by sending an e-mail and by sending a text on the various social media platforms. I said Thank You to show interest in my offer. 26 Sales strategies 1. Approach: Contacting potential customers via phone call, Linked In, etc. 2. Presentation: To attract by getting potential customers’ attention 3. Handling Queries: Every lead has their queries such as particular type of magazine available etc. 4. Closing: Asking the customer to subscribe to Tenhard India. 5. Follow-up: If the consumer gives me time to contact me in few days or at a time. 6. Asking them if someone else will be interested in the same. 7. Posting on social media with a post and a link to the Tenhard website 8. Answering questions of people those who are looking for cheap magazines with benefits of Tenhard India with benefits they provide 9. Contacting Teachers and Students who I think will be interested in the subscription. 10. Generating leads by using STP and following up on the leads and providing the lead with the information of services offered by Tenhard India i.e. subscription to books, magazines, and newspapers. 3.2 Task 2: Marketing Research Market Research is done on a list of 20 companies, whose data can be used by Tenhard India in future. The Data which consists of Names of the companies from different sectors like FMCG, FMCD, Hospitality, Education, Pharmaceuticals etc. and the promotional strategy which can go into place between the Tenhard and respective company from that sector with which Tenhard India may collaborate with to promote its services in future. List of 20 companies with their promotional strategy are mentioned below: NAME OF THE COMPANIES 1. BYJU’S PROMOTIONAL STRATEGY Byju's has shifted to more traditional marketing methods, such as television commercials. They increased awareness among parents (buyers) and 2. UNACADEMY students (users) through television commercials. On the subscription, it has used coupons, offers, and discounts. 27 3. VEDANTU They provide several free demo sessions that might assist you in making an important decision about whether to enroll in the course. On its app or website, users can browse a 4. ITC variety of courses. ITC creates its promotion plan with its brand promise and target demographic in mind. As part of its marketing mix, it uses print, television, and radio to promote its goods. The brand ambassadors for ITC's various brands are 5. HUL diverse. Increase product advertising in each market. Unilever promotes their products using media such as newspapers, radio, hoarding, and consumer marketing. It also airs a daily soap 6. ZEE ENTERTAINMENT ENTERPRISES opera to appeal to women and young people. Zee wants to be known as a brand that embodies authentic Indian culture while still being modern. A good mix of old and modern components. To depict the same, the Zee logo has evolved and changed three times. Zee is primarily concerned with promoting its many programmes and networks. Programs are popularized by cast members, and channels are 7. STAR INDIA promoted through television commercials. All programmes will continue to be promoted and packaged aggressively. For example, Star promoted the newly launched TV show "Sach Ka Samna" in such a way that it piqued viewers' interest. Star uses newspapers, billboards, and the internet to promote and advertise its present and upcoming concerts in 8. TAJ HOTELS a pleasant manner. It is mainly reliant on lobbying. The importance of word-of-mouth advertising is 28 paramount, and clients tend to be loyal to the service. The brand is promoted in high-profile settings such as hotels, resorts, and palaces. The Taj Hotels Group has a membership Programme that rewards loyal customers with special deals. They are also active in television commercials, direct marketing, and social media commercials. It also offers instruction to 9. HYATT those who are less fortunate. Hyatt uses a variety of media outlets to keep clients informed about their hospitality services. When it comes to marketing and promotion, Hyatt has created a plan that is specifically geared to promote and sustain positive brand awareness and value, whether through word of mouth or any other methods. This has been accomplished by Hyatt, which has a high level of customer satisfaction and great customer relationship management. There are also many discounts and seasonal plans that assist clients to some extent. Regular customers are rewarded for their devotion with Hyatt Gold Passport membership cards, which are accepted worldwide and provide them with additional savings and advantages. They are 10. HILTON also firm believers in Many corporate businesses, multinational businesses, institutes, and diverse groups of their booking on priority have partnered with the organization. In addition, the Hilton group has cooperated with payment banks, various restaurants for a variety of food providers, and much more, resulting in increased visibility for Hilton hotels, which is one of the organization's advertising 29 techniques. Other forms of promotion include premium magazine articles 11. OBEROI and customer review websites. The utilization of mass communication means has always been their key focus for promoting the brand. For this, they have launched several print campaigns in magazines, newspapers, and 12. NESTLE other publications. Nestle's marketing strategy focuses on significant advertising and marketing for each of its brands and products. When Nescafe first entered the market, they introduced Nescafe music, which is still spoken about today. It distinguishes itself from its competition due to its diverse product portfolio. Nestle promotes itself using a variety of media, including television, billboards, print commercials, and 13. PATANJALI AYURVED Internet advertisements. Patanjali's marketing mix includes print, television, online commercials, billboards, and other media channels for promotion and branding. Patanjali's marketing has been strong in emphasizing the necessity of employing natural and ayurvedic manufacturing methods. Patanjali ads feature their whole product line, aimed for people who desire to live a healthy 14. BRITANNIA INDUSTRIES LIMITED lifestyle by using naturally crafted items. Television commercials, print advertisements, and billboards are just a few of the promotional marketing strategies employed by Britannia. Britannia has negotiated deals with celebrities to market their brand, however the deals have varied depending on the product. Cricket bats with the Britannia emblem, which are approved by international players, are an essential advertising tool. 30 15. GODREJ Television commercials, newspapers, periodicals, billboards, hoardings, and the distribution of Pham plates in key locations are all examples of primary promotional activities. Godrej has enlisted the help of well-known individuals and Bollywood stars to serve as brand ambassadors over the years. Godrej is participating in several CSR projects, which allows them to establish confidence among 16. WHIRLPOOL OF INDIA LTD consumers and government agencies. Whirlpool adopts a 360-degree communication strategy to ensure that its products are communicated effectively. In comparison to other forms of advertising, the corporation has shown the most interest in television commercials. As more television is broadcasted solely in homes. Many marketing and public relations events, such as sponsoring cookery programmes, have been organized by the 17. BLUE STAR corporation. Blue Star raises product awareness through both traditional and digital tactics, such as printing in newspapers, magazines, hoardings, and television commercials, as well as digital means such as publishing videos on social networking sites to promote new items, 18. VOLTAS creating online campaigns, and so on. Voltas' marketing mix promotion plan includes 360 branding. Voltas has a focused "Green" objective to reduce waste energy usage and implement other environmentally friendly initiatives. Its CSR initiatives also include vocational and skill development, as well as education. These actions aid in the promotion of positive ‘word of mouth' and a positive 31 image in accordance with the company's 19. HALDIRAM’S mission and vision. Haldirams never used an aggressive marketing strategy, instead relying on strong point-of-sale promotional methods to allow the products to speak for themselves. They also benefited from a large and devoted consumer base, as well as word-of-mouth advertising. However, in response to increased competition, Haldirams has developed advertising to tiny target 30-second urban and YouTube foreign customers. It also uses colorful hoardings and 20. Dr. REDDY’S posters to promote itself at the city level. In terms of corporate branding, logo usage, and so on, strict norms and standards are adhered to. The product management team and Tea Medical Affairs double-check the promotional and patient education literature at Dr. Reddy's. Within 48 hours, the Medical Affairs staff responds to doctor questions about the items. Customers can also interact with the company on social media sites such as Facebook, Twitter, and YouTube. Below is the Promotional strategy’s sector wise, with which Tenhard India Company may collaborate with to promote its magazines with companies with respect to its sector. SECTOR 1. FMCG PROMOTIONAL STRATEGY The FMCG company can give a Tenhard magazine or a book as a complimentary on the purchase of their any Fmcg product initially. 32 Later, it can remove it as a complimentary and start providing the magazines and books of tenhard as one of the products offering by the 2. HOSPITALITY Fmcg company Hotels can provide the physical tenhard magazines and books to the customers staying at their hotel for reading. And the customers can also be given access to the tenhard digital services. In the other way around, tenhard can also provide information about that hotel in their books and magazines like the evolution of the hotel, services provided, awards received by the hotel, inspirational stories of the founding members, feedback from the customers across the world and other related 3. FMCD information. Tenhard magazines can provide the information of the products like refrigerator, washing machine and other Fmcg products with respect to the technology used in the product. The pictures of various types of the product and other related information can be included. These magazines can be distributed to the customers when they visit the stores and can also display on their Home page website with some part of the total information readable to the customers. On the purchase of any refrigerator, washing machine etc. The customer can get the access to this subscription. Separately also the subscription can be taken by the customers from their company portal. Links and advertisements are provided on the 4. EDUCATION Fmcd company portals. Unacademy, Byju's and other educational platforms can provide access to the tenhard 33 services to their students when they subscribe to their online educational classes. Tenhard services can bring in fresh air for the students from stress. They can also post their blogs with respect to any situation or activity. It acts a great platform for the students to express themselves. Social media advertisements on 5. MEDIA different platforms can also help. Tenhard services can be advertised through the medium of television, between the programs telecasted on their channels. Any celebrity can promote this during the advertisements and talk about the tenhard services and how it is useful for the audience. On social media, the media pages can promote this new addition to their 6. PHARMA serivces. The information of the drug, its uses and the technology used in the manufacturing of it can be provided through the tenhard services. Advertisements on TV's, online advertisements, links provided in the pharma company's portal, which directs you to the tenhard home page. 3.3 Task 3: To increase the social media presence of Tenhard. Task Details: 1. Send the above links to your network and ask them to follow us on the above social media platforms. 2. Ask them to send a screenshot after following to you. 34 3. Send the screenshot of all your prospects in a single document format so that we can evaluate the number of connections increased by each of you. Minimum 100 followers to increase each platform. Methodology: To increase the social media presence the number of followers of Tenhard must be increased. In this task the social media links of Tenhard was shared with friends, family members and relatives. Facebook - https://www.facebook.com/Tenhardindia Twitter - https://twitter.com/TenhardIndia LinkedIn - https://www.linkedin.com/company/tenhard-india-pvt-ltd Instagram - https://www.instagram.com/tenhardindia Pinterest - https://in.pinterest.com/Tenhardindia YouTube - https://www.youtube.com/channel/UCLAI_u-B0QIzuJzl7bz4Eyg 3.4 Task 4: Social Media Marketing The objectives of this task are as follows: 1. To have an overview of digital Marketing. This includes e-mail marketing, blogging, copyrighting, SEO (search engine optimization). YouTube, Facebook ads, google ads, google analytics, live streaming on social media. podcasting and Quora and to study advantages and limitations Conducting a Survey by asking the respondents to visit Tenhard websites and getting feedback from them for analysis. 2. To study the role of social networking sites in business The top 10 social networking platforms like Facebook. Twitter, LinkedIn, YouTube, Pinterest, Instagram, Tumblr, Flickr, Reddit, Snapchat, Whatsapp, Quora, Tiktok, Vimeo, Bizsugar, Mix, 35 Medium, Dig, Viber, Wechat are to be studied to find out most suitable platforms for Tenhard (5) 3. Influencer marketing This is the recent trend in the marketing world today. We must find out whether and how influencer marketing is used in digital magazine industry. To find out the top 50 influencers in the kitchenware space with their follower list on different social media platforms. Track followers and engagement for these influencers(9) Digital Marketing: Marketing efforts using internet, electronic device combines with a welldefined strategy to sell the product can be called digital marketing. But, simply posting the information regarding the product and services given by the company or generating traffic to a particular site or sharing information through message, WhatsApp or any other social media means will not qualify to be called digital marketing. It can be called spamming. what differentiate digital marketing from spamming is the fact that the information is sent with recipient’s permission or recipient is more likely to be interested in the product or service information conveyed. The conveyed information about the product and service will be focused on target audience. Digital marketing is very powerful and efficient tool to increase sales revenue and to spread product knowledge with less effort. On the other hand, spamming is illegal, it is not targeted to the correct audience, very inefficient and more likely to irk the recipient of the information as it is irrelevant to them. Some of the prominent Digital marketing & social media marketing strategies: 1. SEO – search engine optimization 2. SEM – search engine marketing 3. SMM – social media marketing 4. Branding 5. Email marketing 6. Blogging 7. Copyrighting 8. YouTube 9. Facebook ads 10. Google ads 11. Google analytics. 36 12. Periscope. 13. Live streaming on social media. 14. Podcasting and Quora. SEO: Search engine optimization Search Engine Optimization is the process or science of maximizing the visibility of websites in search engines, in the results they generate and getting the optimum level of relevant traffic directed to one’s site, thus the word optimization is used. How google ranks a websites Google wants to offer users what they are looking for as quickly as possible, so it ranks websites based on the number of people who visit them and the keywords they used to get there. As a result, when the keyword they are searching for fits our website, more people will visit it, hence the key concept here is to match the term people use to search for the service. Steps to conduct SEO for a website: 1. Find out the all the keywords used by the web users Check the key words that is suggested by google and find out the keywords necessary to be included like, nearby, filter coffee, best, busy, chai shop, Modern, Night, 24 X 7 etc. 2. Choose the target audience: In the below example we are targeting the customers who are looking for a coffee shop in Mumbai. 37 3. Understanding what the viewers really what: when they use these keywords, in the example we have taken the users want to find a best coffee shop in Mumbai. 4. Create content to suits the viewer’s needs: Once the information is complete, the website URL must be updated, as well as a description for your site that will display on the Google search page. The design of the website should be highly attractive, it should be updated to satisfy the demands of the users, and it should outperform rivals' websites. Beatifying the link, website name and description will encourage browsers to get into your site, of all the site available for them. Now that we have built our website to suit all the needs we will move to the next step, that is linking our website to google so that it is ranked in the search page. 5. Linking the website with google 6. Inform google about all the pages available on your website 7. Check the performance of your website SEO and its Techniques: The primary or basic goal of search engine optimization is to maximize both these aspects of appearance to direct more traffic towards a website from a search engine. Search engines use internet bots called ‘crawlers' or ‘spiders' to index websites on the World Wide Web and keep their indexes updated. This process is called crawling or to put it in easier terms, crawling is the process of reading and cataloging websites on the internet. Firstly, search engines are the virtual highways through which many internet traffic flows and finds its destinations. Secondly, an essential quality of search engines is their ability to generate and direct targeted traffic towards a website. Search Engine Marketing (SEM) 38 It is a process aimed at generating and increasing traffic to a particular website by purchasing ads on search engines like google, yahoo, Bing etc. but the main intention is to sell your product or services to the target customers. Unlike Search engine optimization, search engine marketing is non- organic task which means money has to be sent directly to list your website on any of the search engine. Some of the features of Search engine marketing are: Search engine marketing results are much faster compared to SEO; hence SEM is more of an instantaneous process. SEM will enable enough traffic inflow to the target website, hence capability of generating revenue is high compared to SEO. Flexibility of running adds: This means that ads could be run at a particular time duration or in a particular season. For example, Engineering colleges which want to run ad campaign can run ads only during May, June. Which is the admission period. During this period lot of students and parents will be searching for good colleges. during other periods we do not see many people searching for colleges. So, in this way they can focus their efforts during certain time and generate profit. By doing this return on investment will increase. But SEO is a regular process it must be done on a continuous basis to keep your website raking high. Hyper targeting is possible: Ads may be optimized by limiting viewers to certain locations on a website. For example, in the case of schools, they would prefer to focus only on the members of the town or area, so their attention will be focused on that city. Since each mouse click from a browser costs money, limiting visitors to a specific audience lowers ad costs. Like the SEO, raking of websites happens even in this case but it based on criteria like Bidding price, quality scores etc. To run ad campaign using SEM one needs to have enough skills, otherwise even after paying high price for ad you will not be able to list your company to the top of search page. Page layout of google search engine is as shown in the below figure 6, usually when a result is being searched top of the page contains few SEM ads regarding the search then it is followed by organic content again at the bottom of the page we can find ads. 39 There are two types of networks in Search engine marketing 1. Search networks 2. Display networks Search Network: This is a group of search-related websites where ads could be shown using SEM. This works in a particular fashion. First person who is browsing enters keywords relating to his need, this generates text ads and some organic content in the search page, then using the link viewer could go to landing page where he can fine the necessary service or product. Based on the intent of the internet user the key words can be classified as follows 1. Navigational Queries 2. Informational Queries 3. Transactional Queries 1. Navigational Queries: Navigational queries are used when the browsers have clear intent of which page, they would want to land in. for example, a person who is willing to visit BestBuy to get some information form internet through internet medium. he has clear idea of what he wants so he will directly type BestBuy in google or Bing or Yahoo or another search engine after the search he will get a direct link to go to the website he wishes to visit. Here the ads are of not much use as the person visiting has clear intent. 2. Informational Queries: Here the browsing person is seeking for information. Here marketer can utilize an opportunity to advertise his or her product. A person seeking information about plant disease would be happy to see an ad of disease medicine. If he finds satisfied with the product and feels that product price is reasonable then purchase will happen. 3. Transactional Queries : A transactional question, as the name implies, is one that has the intent to purchase or use a service. The viewer usually knows what he wants and uses precise keywords, such as a specific laptop or laptop with a specific specification; in this case, the marketer must be very careful when transforming the browser. Ads should be written in such a manner that customers are persuaded to purchase the product. The laptop seeker should be given an advertisement that meets his requirements, as well as more information about the device that the firm is selling and a note that explains why the 40 consumer should buy our product. In comparison to the other two types of queries, the return on investment is very high for this type of queries. Social media marketing In a short, social media marketing is a marketing method in which social media platforms are utilized to boost brand awareness, generate product knowledge, boost visitor flow to the company website, efficiently target the audience, and advertise your product directly to the target consumer. Not only that, but social media will assist in learning what customers think about the goods. Social media marketing entails creating appealing content, soliciting consumer feedback on products, evaluating the results, and promoting. Popular social media networks include Facebook, YouTube, Instagram, Pinterest, and Snapchat, among others. Video, audio files, posters, links to websites, and photographs might all be used as content. Previously, social media marketing was limited to driving traffic to your website and exhibiting items and services to your target audience. For example, on YouTube, someone looking for stock market instruments is presented an ad for an investment adviser. However, social media platforms are increasingly utilized to collect client input, establish communities, and function as a customer care channel. The main social media marketing pillars includes: 1. Strategy 2. Planning and publishing 3. Listening and engagement 4. Analytics and reporting 5. Advertising 1. Strategy: The first stage is to define the purpose of social media marketing, whether it is to increase visibility, drive website traffic and sales, or build brand recognition. At this stage, it is decided what sort of material will be utilized to attract the target audience and achieve the desired goal. 2. Planning and Publishing: 41 Sharing a blog post, a picture, or a video on a social media site is all it takes to publish to social media. It is the same as sharing on your personal Facebook profile. However, instead of developing and posting material on the spur of the moment, you should prepare ahead of time. Also, to guarantee that you are optimising your social media reach, you must provide outstanding material that your audience enjoys at the correct time and frequency. 3. Listening and Engagement: As the social media presence increases number of followers also increase. Using the platform people talk, comment, and discuss about the product and service. employ a social media listening and engagement solution that gathers all your social media mentions and messages, even postings that did not include your company's social media profile. 4. Analytics: The performance of your social media ads, campaigns, engagement of visitors on social media and performance of content, a basic level of information about things mentioned above is provided by the social media platform itself. but for more depth analysis of the performance there are variety of social media analytics tools are available. 5. Advertising: When you have additional cash to develop your social media marketing, consider social media advertising. Social media advertisements enable you to reach a larger audience than just those that follow you. Nowadays, social media advertising systems have become so strong that you can choose who sees your adverts. You may develop target audiences based on demographics, interests, and habits, among other things. When you have many social media advertising campaigns operating at the same time, you should consider using a social media advertising tool to make bulk modifications, automate procedures, and optimize your advertisements. 42 Other digital marketing tools Email Marketing: This is one of the most direct methods of reaching the intended audience. The primary distinction between spamming and email marketing is that mail is addressed to a specific audience, and there is a previous strategic plan in place as to who the target audience is and why he is receiving that mail. Although the mail might be delivered to both cold and warm audiences, this technique is more successful for cross-selling and upselling. Copywriting: Copywriting is the text that appears in the caption of a Facebook ad. It's the title of a Google advertisement or the explanation of a YouTube video. It is the writing on something like a website, ranging from the main website to the product page. Aside from internet marketing, it is the language on billboards, the headline of a news article, and the sign outside of a physical business. When we talk about copywriting, we're referring to content posted on websites, social profiles, ad campaigns, and email campaigns that are aimed to entice customers to buy the products, join a community, sign up for a free offer, and so on. YouTube: YouTube advertising via Google Ads is a method of promoting your video content on YouTube or in search results to optimize user reach. This might include your video playing before another user's video or appearing in YouTube search results for viewers to watch in full. There are six types of YouTube ads: 1. TrueView ads 2. Non-skippable instream ads 3. Bumper instream ads 4. Sponsored card ads 5. Overlay ads 6. Display ads Facebook Ads Facebook advertising operates on a pay-per-click (PPC) (also referred as cost-per-click (CPC) advertising model) in which you must pay the network each visitor clicks on an ad. 43 Facebook advertising assists advertisers in increasing the exposure of their advertisements, increasing brand recognition, and measuring explicitly defined KPIs and campaign goals, allowing them to construct better, more optimized campaigns in the future. Facebook advertising assists advertisers in increasing the exposure of their advertisements, increasing brand recognition, and measuring explicitly defined KPIs and campaign goals, allowing them to construct better, more optimized campaigns in the future. Google Ads Google Adverts is a Google advertising tool that allows marketers to place clickable ads (often known as "sponsored links") in Google's search results. Advertisers bid on certain "keywords" for which they wish to appear in the sponsored search results using a "pay-per-click" (PPC) payment scheme. Google displays the advertisers' adverts in the paid search results when consumers make a search containing those specific keywords. Because advertisers get paid per click, they will only be compensated if a user clicks on their ad. Chapter 4 : Data Analysis 4.1 Social Media Marketing – Survey This survey looks to understand the social media user’s response to social media ads Information collected from survey: Respondents: Students Number of respondents: 31 44 45 Observations : 46 Instagram, YouTube, and WhatsApp are best places for increasing brand visibility by Running Ad campaign. Most of the people fees that social media ad are useful to them in some ways. Most people visit ad, because of their own requirements and seeking information but Ad makers should know that creativity in ad, Offers will also cause people to visit the landing page of the ad hence care should be taken to make content and banners attractive. Video ads are more effective in communicating the product usage and features and helps in creating brand image followed by Banner ads, Flash ads and Interactive fan pages. 4.2 Key Learnings The following are some of the learnings that I have realized and understood during my internship period: Importance of target marketing using the content as a tool, the effectiveness of content marketing in increasing brand loyalty. Importance of attractive content and its effectiveness. However good the content may be, if it is not appealing to the target market, the effectiveness will not be there and in return, the reachability will reduce. Hence using the quotes, images, posters, and themes that are appealing and engaging the target audience matters the most along with the content itself. The virtual workshop sessions conducted by the company were very useful. There they taught me different about SEO techniques they are using, how do they generate leads using SMS Campaigns and Email Campaigns. They also taught about Google and Facebook Ads. I also understood Various Keyword research tools like SEMrush, Uber Suggest etc. and their usage, how it works. Understood the various SEO tactics like On-page, off -page SEO like guest posting, backlinking concepts, interlinking and how all these factors will lead you to a better ranking in the SERP. I learnt about Google Analytics during my internship, there I learned in-depth about how much search volume our page has, time spent by a user on our portal, from which 47 location is the user accessing from, which device (mobile phone/ desktop) did they use to reach our site, what type of search (organic/ direct/paid) they had used to reach our site. CHAPTER 5: RECOMMENDATIONS Our main source of traffic is from social networking sites like LinkedIn, Facebook, Twitter, Instagram, YouTube etc In different social media platform, we have 4000 followers on average. To increase the number of followers, keep on posting regularly. Use the right platform for the right genres. For example, post only professional matters like expert talks, market trends on LinkedIn. Study the social media platforms thoroughly and make most use of the features. For example, Instagram’s Business account helps us in finding out insights about the engagement for our posts. Keep on posting regularly. Monday Thursday and Friday are found to be best days to post, and the timing should be between 10am to 1 pm in morning, 5pm to 7pm in evening. Use the right hashtags to maximize the reach. Provide appropriate links in the captions of posts. Express gratitude in every post, it creates an emotional connect with audience. Create client testimonials and post them frequently. (6) Seek relationships not just followers to build long duration relationship. This can be done by providing some extra facilities like creating a calendar of upcoming events, posts, etc Focus on value addition on people’s life rather than just selling by being virtually available to clear peoples doubts about products. Rather than always posting regular professional posts, keep on posting some inspirational quotes, work ethics followed in Tenhard, any events being launched by Tenhard, use infographics, and stay active most of the times replying to the comments and queries. 48 Focus on posting on what’s trending. Tenhard can also create a strategy to carry out promotion by paying social media influencers to increase brand awareness. Continuously monitor the progress. (7) Content in the social media platforms is not up to the mark by Tenhard. Tenhard can hire content creating experts for a better outreach. To focus on division of the material available to read in a branch of study manner. To bring the reading material on latest technologies, renewable energies. (7) To focus on regional language reading material. To focus on comics material for children. Design material to provide maximum knowledge in short period of time like chronicles, one page digest, snippets. Modify the website to suggest the reading material according to the interests of customer. Counter the statement “EVERYTHING IS FREELY AVAILABLE ON INTERNET” by campaigning for focused reading. To focus on sports, religious, different businesses, politics, government exams related material. Retain the customer in the age group of 25 to 54 and try to involve senior citizens by providing discounts as they are our paymasters Focus more on females and post graduating candidates as they are found to be more prone towards reading. Create channels to supply printed material too. 49 CHAPTER 6: CONCLUSION Here we are towards the completion of internship project report. I like to recall that as a management trainee, I was exposed to different areas and operations at Tenhard India Pvt Ltd. As we know that at Tenhard Pvt Ltd is an 11-month-old start-up now, I was lucky enough to find the things right from the scratch. This was possible by the quality discussions with my guides, fellow interns, technology experts etc. The different areas that were focussed were capitalising on technology, targeting potential customers, strengthening social media platforms, improvising the product, customer handling, rejection management, introduction to digital marketing techniques, pricing strategies. Focus area was social media platforms of Tenhard India Pvt Ltd and general management. Social media platforms of Tenhard India Pvt Ltd are not strong enough to compete with the competitors of established brands like Outlook, EBSCO etc. Radical development is required to build on social media platforms. Scope of change is broad. Magazines of different genres are available on Tenhard website, but it should be maximised and streamlined as per the requirement of customers. Brand awareness of Tenhard is comparatively low which is leading to difficulty in finding new prospects. Tenhard should focus on service quality especially during the logging in process that comes under website error. We have also researched in different sectors to find business opportunities. The other sectors were education, pharma, IT, media hospitality etc. All the detailed study has been mentioned earlier. I would like to conclude by saying that it was a great experience of being an intern at Tenhard India Pvt Ltd. We were put in the field and expected to deliver the results. Tenhard India Pvt Ltd is growing rapidly and it has to strengthen its channels, especially social media to compete with wellestablished firms in e- magazine sector. 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