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
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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
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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.
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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.
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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
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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)
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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%.
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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.
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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!
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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.
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Values of the Company

Team Work

Excellent Service

Loyalty

Integrity

Ethical Standard
Organization Structure
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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
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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
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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)
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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
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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.
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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.
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
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.
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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
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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.
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
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
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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.
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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.
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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
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
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.
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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.
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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
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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.
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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
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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.
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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.
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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:
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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.
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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.
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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
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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.
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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.
REFERENCES
50
1) https://www.valueline.com/Stocks/Industries/Industry_Overview__Publishing.aspx#.YNDR
x-gzZPY
2) https://www.paperlit.com/blog/the-huge-growth-of-digital-magazines/
3) https://www.inc.com/guides/find-new-customers.html
4) https://customerthink.com/12-advanced-ways-of-getting-to-know-your-potential-customers/
5) https://www.retentionidea.com/customer-retention-strategies-printed-media
6) https://bloncampus.thehindubusinessline.com/b-learn/how-small-businesses-can-increasesales-through-social-media/article32919523.ece
7) https://blog.aspiration.marketing/attract-social-media-followers-in-2021
8) https://socialmediaweek.org/blog/2017/10/10-tips-increasing-social-media-engagement/
9) https://www.exchange4media.com/spotlight-news/magazine-journalismexistential-threat-orre-imagined-future-70276.html
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