A

SUMER INTERNSHIP PROJECT ON

“Role of digital marketing in business”

At
Brainwaves

Submitted to:
K S SCHOOL OF BUSINESS MANAGEMENT
GUJARAT UNIVERSITY

Submitted by:
Patel Vaibhavkumar Rajnikant
ROLL NO: 5043

i
 ACKNOWLEDGEMENT

I’m the student of K S SCHOOL OF BUSINESS MANAGEMNET, very much thankful to the
institute to provide us opportunity to deal with corporate world and to boost up our knowledge.

I would also like to express my special thanks to DR. B.S. AGRAWAL and DR. RACHANA
GANDHI & PROF. INGITA JAIN for being supportive at all point of time.

My thanks to my project guide Jahnvi Chokshi for providing me with all the information and
showing great interest until project work is completed.

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 PREFACE

As a part of MBA curriculum and to gain practical exposure in the field of

Digital Marketing, I have done the summer internship at Brainwaves. It was a
great learning experience to work in Brainwaves.
The main objective is to supplement student’s theoretical knowledge with an
exposure to the working environment of an organization.
It has been my best effort to present this report in the systematic manner to
make dry material come alive.

ii
 DECLERATION

I, Vaibhav Patel hereby declare that the presented report of the Internship titled
"Role of digital marketing in business” is by me to K.S SCHOOL OF BUSINESS
MANAGEMENT, In partial fulfilment of the master degree for MASTER OF
BUSINESS ADMINISTRATION.
This summer internship project report in completed after the 2 months summer
internship at Brainwaves.

Signature

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CERTIFICATE

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 INDEX
Chapter Page no

Chapter 1 Introduction to the industry 1

Introduction to digital marketing 2
Types of digital marketing 3
Rise & evolution of digital marketing 6
Scenario of digital marketing in global 7

Chapter 2 Environmental Analysis 8

SWOT Analysis 9
PESTEL Analysis 10
Porter’s five force model 12

Chapter 3 Competitive Strategy 14

Type of competition 15
Current position of market player 16
7 Ps in digital marketing 21

Chapter 4 Conclusion 22
Conclusion about present and future of the industry 23

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 Chapter 1
Introduction to the industry

1
Introduction to the digital marketing
• Digital marketing is essential for businesses in present time to grow their business fast. It
comes under IT sector as well as marketing because digital marketing uses internet for
marketing.

• Digital marketing is also called online marketing. Businesses connect with their customers,
know their needs and improve customer satisfaction.
• Digital marketers collect data from digital channel and Google Analytics to plan marketing
strategy.
• This collection of data gives marketers advantage to take calculated marketing decisions.
They know who is their target customer and where to sell the product.
• Digital marketers have different specializations, but they often work together as a team to
make a campaign succeed with their ROIs.

2
➢ Types of digital marketing

1. Search Engine Optimization

SEO (Search Engine Optimization) means optimizing a website for better ranking on
search engine result page. SEO’s process is getting traffic for free, organic ranking in
search engine and improving website visibility.

2. Content Marketing
Content marketing means creating content to attract, engage and retain audience by
sharing engaging post, videos, blogs, articles etc. Now a days most of the companies
are using this marketing technique to increase their brand awareness.

3. Email Marketing
Email marketing is very useful to announce new offers, new product launching,
discount etc. Companies use email marketing to convert their leads into sales.
4. Influencer marketing
Influencer marketing is type of marketing which is collaborate with influencer to
promote their brand to larger audience. With increasing usage of social media,
companies are also preferring influencer marketing to increase their brand awareness.

5. Social Media Marketing

Social media marketing is one of the most used marketing technique in digital
marketing. Social media marketing includes promoting product, increase brand
awareness, announcing new product etc through social media platforms like Facebook,
Instagram, Twitter, Pinterest etc.

3
6. Search Engine Marketing
Search engine marketing or pay per click is paid marketing to increase their visibility
in search engine result page. Businesses have bid for keywords to rank their website on
particular keyword.

7. Viral marketing
Viral marketing is technique where consumers are encouraged to shares product on
social media platforms.

8. Mobile marketing
Mobile marketing is way to promote product through mobile devices by targeting right
audience with strategy.

4
 Profile of the organization

Name of the organization Brainwaves

Logo

Founder Jahnavi Chokshi

1209, B-Square 2, Iskon - Ambli Road,

Address
Ahmedabad, Gujarat

Website brainwavesindia.com

5
➢ Rise of digital marketing
• The rise of digital era begins with innovation of internet and web 1.0.
• At this stage, users can search information but they can’t share information.
• The term digital marketing first introduced in 90s. In 90s Archie search engine was
developed to index FTP sites.

➢ Evolution of digital marketing

The first clickable banner was introduced and Hotwired a magazine company
1993
bought few of these advertise

1994 Lou Montulli invented the cookies

1996 Alexa, LookSmart, and HotBot and new search engines were launched

1998 Google, Yahoo web search and Microsoft launched MSN search engine

This year web 2.0 was launched and allowed users to upload and share their
1999
content. Wikipedia, Facebook and blog sites were launched

2002 Linked was launched

First social networking site MySpace was launched and companies started
2003
marketing their products and services on this platform

2005 The video sharing platform YouTube was launched

MSN was replaced with Live Search by Microsoft to compete with Google
2006
and Yahoo and Twitter was launched this year

2007 Microblogging site Tumbler and streaming service Hulu were launched

Google instant was launched which enable users to get real time search
2009
engine result

Facebook launched Facebook messenger and tailored ads with LinkedIn and
2014
other social media platform

6
➢ Scenario of digital marketing in global
• Global digital marketing industry nearly reached value of USD 353 billion in 2020.
• The global digital marketing industry rising at CAGR (Compound Annual Growth Rate) of
17.6%. The global industry will reach a value of more than USD 930 billion by 2026.
• The Covid-19 pandemic resulted in people staying at home and/or working remotely from
home, resulting in huge increase in online traffic. The large increases in online traffic
provide opportunities for companies to keep their target audience engaged through digital
marketing initiatives

• In addition, the lower costs of digital marketing, as well as the unfavourable circumstances
for other marketing and advertising formats is resulting in advertisers exploring and/or
increasing their marketing spends on digital marketing.
• In Internet Advertising marketing India is the fastest growing country in the world at CAGR
of 18.8% during 2020-2025.

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 Chapter 2
Environmental Analysis

8
➢ SWOT analysis

1. Strength
• Everyone is using internet so it is easy to reach potential customer
• It is very easy to target small group of people
• Easily understand user behavior with data
• It is cost effective

2. Weakness
• It requires technical expertise
• Company has to keep themselves up to date because it is evolving so fast
• For smaller company it is hard to grow in competitive niche
• Sometimes company have to work continuously

➢ Opportunity
• Fulfilling the gap in the market

➢ Threats
• Entry of new competitors
• New policies that affect marketing activities
• Rapid technological changes

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➢ PESTLE analysis

1. Political factor
• Political factor affects the operation of the company in any country.
• Company should find the political situation of the country where they want to provide their
service.
• Political factors that can affect business is corruption level, freedom of the press,
employment law, discrimination law, consumer protection & ecommerce law etc.
• At Brainwavesindia employee follow every rule and regulation to maintain smooth flow of
our service.

2. Economical factor
• Economic factors directly affect company’s performance and have resonating long term
effects
• As for example, rise in inflation can directly affect price of the product and price of the
product will affect purchasing power of the consumer.
• Economic factors include inflation rate, interest rates, foreign exchange rates, economic
growth patterns, etc.

3. Social factors
• Check the social and cultural environment of the market. With the help of the social
analysis, company can understand the demographics, consumer buying patterns and
behaviour, cultural trends, population analytics, etc.
• At Brainwavesindia employee focuses on preference of the target customer and according
to that they make required changes.

4. Technological factors
• Technological factors pertain to innovations in technology that may affect the operations
of the company.

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• This refers to automation, research and development, and the amount of technological
awareness that a market possesses.
• Customer can find services they want from the website of Brainwavesindia and contact
them easily.

5. Legal factors
• Legal factors are certain laws that affects company’s environment.
• Legal laws affecting business are securities law, labour protection law, consumer protection
law, intellectual property law, organizational law and tax law.

6. Environmental factors
• Environmental factors focus on surrounding factors that might directly or indirectly affect
business.
• These environmental factors are climate change, weather, pollution, availability of non-
renewable goods.

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➢ Porter’s Five Force model

• Porter’s Five Force model is a process of doing a competitive analysis on any particular
industry.
• Professor Michael E. of Harvard University invented the Porter’s Five Force model.
• The primary activity of this model is to determine the competitive intensity of particular
industry. Highly competitive intensity is where a marketplace is has a wide mix of products
and service that creates a red ocean.
• It is called a red ocean because lots of sharks means companies are fighting over a finite
supply of customer.
• If a marketplace is stuck in a red ocean, then see if there is a nearby blue ocean where
company can compete in with fewer competitors

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1. The entry of new competitor
• The digital marketing is changing the way of competition in the industry.
• From small businesses to tech giants every business is upgrading themselves in digital
business to stay and compete in the market.
• Digital business changes the rules by lowering the traditional barriers to entry. A digitally
based business model requires far less capital and can bring large economies of scale.

2. The threat of substitute

• In terms of digital business, substitute can come from a purely digital substitute or a hybrid
digital/physical substitute.
• Customer can substitute products easily because switching cost is low.
• In digital marketing if customer does not like the service of digital marketing then they can
substitute to the traditional marketing.

3. The bargaining power of buyers

• The bargaining power of buyers since the biggest driver of digital business comes from the
needs and expectations of consumers and customers themselves.
• Due to easily accessible information, reviews and feedback and price sensitivity customer
has more bargaining power today.

4. The bargaining power of supplier

• Suppliers can accelerate or slow down the adoption of a digitally based business model
based upon how it impacts their own situation.
• Those pursuing digital models themselves, such as the use of APIs to streamline their ability
to form new partnerships and manage existing ones, may help accelerate own model.
• Those who are suppliers to the traditional models, and who question or are still determining
their new role in the digital equivalent, may use their bargaining power to slow down or
dispute the validity or legality of the new model.

5. The rivalry among the existing competitors

• This rivalry among competitors is always in play, but in recent years digital business has
added fuel to the fire.
• Rivalry among the firm in digital business is heating up because entry and exit barriers are
going down.

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 Chapter 3
Competitive Strategy

14
➢ Type of competition
Monopolistic competition
• Monopolistic competition is that industry or market is full of competitors. Each competitors
offers a product or service similar, or even identical.
• Barriers to entry are very low, but you risk going out of business if company can’t
differentiate them from the competition.

• A number of characteristics define the conditions of monopolistic competition. These

include:
Many companies targeting the same customer base
Companies all produce similar but differentiated products
Low barriers to entry and exit
Companies have little power to raise profits by increasing prices
Competition is based on product quality, price and marketing
Companies can be profitable in the short term, but find it harder to secure long-term
profitability

• In digital marketing industry company can easily enter and exit industry with low barrier.
Every company targets same customer base.
• Companies provide similar service but the way providing the service is different.
• As for example, for social media service every company is providing same service of
content creation but the creativity of content creation is different of every company in the
industry.

• To survive in monopolistic competition, company will need to:

1) Ensure that competitive analysis is an ongoing process that drives decision-making
2) Maintain a strong brand identity that’s aligned with what customers want and expect from
products
3) Make sure company’s standards of customer service remain high, and that company’s
employees are well trained and empowered to deliver excellence
4) Find ways to drive down sundry expenses without compromising the quality of products or
services that you offer
5) Ensure that pricing remains competitive, without decimating profit margins
6) Never lose sight of the customer experience

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➢ Current position of market players

Name of the Growth Hackers Digital

company

Logo

Website growthhackers.digital

Founders Srikar Srinivasula and Sundeep Reddy

Founded in 2017

Branding & identity creation, brand & campaign planning, social

Services media, public relations, influencer marketing, UI/UX design,
digital print, brand website, ecommerce solution, seo and many
more

Silicon India (Most promising marketing agency)

2020 Clutch leader (Top digital agency in India)
Awards 2021 Clutch leader (Top marketing and advertising agency)
2021 DD awards (Top digital agency in India)
2022 Clutch leader (Top marketing & advertising agency)

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Name of the WATConsult
company

Logo

Website www.watconsult.com

Founders Rajiv Dingra

Founded in January 2007

Digital brand building, social media strategy, content &

Services engagement strategy, UI/UX design, campaign conceptualization &
design, seo, sem, email marketing and many more

Campaign Media360 (Best Social Strategy)

Marketers’ Excellence (Best Branded Content Campaign)
Awards Drivers of Digital Winner (Digital Agency of the Year)
e4m Impact WINNER (Top 100 Digital Pioneers) and many more

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Name of the Gozoop
company

Logo

Website www.gozoop.com

Founders Ahmed Aftab Naqvi, Rohan Bhansali and Dushyant Bhatia

Founded in October 2008

Digital brand building, social media strategy, content &

Services engagement strategy, UI/UX design, campaign conceptualization &
design, seo, sem, email marketing and many more

Awards Marketing excellence

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Name of the Mirum
company

Logo

Website www.mirumindia.com

Founders Hareesh Tibrewala.

Founded in -

Brand strategy, creative services, media planning, marketing

Services automation and healthcare marketing

Awards -

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Name of the Digital Kangaroos
company

Logo

Website digitalkangaroos.com

Founders Sania Gupta

Founded in -

web designing & development, app designing & development, seo,

Services sem, content marketing and influencer marketing

Awards -

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➢ 7ps in digital marketing
1. Product
• Product is a thing which fulfills customer’s need in transaction of money. Whether it is a
packaged goods, a luxury item, a digital service or anything else. A product should live up
to the expected level of quality.
• In digital marketing services which provided by company is product. Services like SEO,
SEM, social media management, email marketing etc.

2. Price
• A product should be sold at suitable price.
• When calculating product price, company must take into account all the costs entailed in
producing, promoting and delivering that product
• In digital marketing price of the service is based on client’s requirements.

3. Place
• Place is where customer can purchase company’s service.
• In digital marketing customer can buy service from online or offline.

4. Promotion
• The product should be promoted to the appropriate audience via appropriate channels, using
advertising methods which resonate with that audience.
• In digital marketing service is promoted through social media, seo, sem, content marketing
and through public relation.

5. People
• The staff who work with business is people.
• The staff should possess the skills and qualities needed to ensure its success.

6. Processes
• The processes involved in a product’s delivery will significantly affect the customer’s
experience, level of satisfaction, and lifetime value to your business. These processes may
include (and are not limited to):
Website user experience
Delivery time
Delivery methods and service
In-store wait time
Communicating with customer support
Aftercare

7. Physical evidence
• Physical evidence is all about ensuring every component involved with the product adheres
to the same brand values as the product itself. This creates a consistent, convincing
experience for the customer.

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Chapter 4
Conclusion

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➢ Conclusion about present and future of the industry
• In present digital marketing has seen drastic growth. Even despite the pandemic affecting
us for 2 consecutive years, the growth has been nothing less than amazing.
• When we think of the key indicators of success in digital marketing, the first thing we think
of is the number of people reached through marketing practices.
• The internet’s penetration has reached outstanding numbers. Looking at India, it has the
2nd largest number of internet users in the world.

Number of internet users in India from 2015 to 2023 (in millions)

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• The growth of digital marketing has been very impressive and the numbers of internet users
show that the growth is going to see an upward trend in the future. Simply put, the future
of digital marketing looks secure and bright.
• More and more opportunities will keep coming in and thus, being creative, innovative, and
updated with the latest trends would be the basic principle of every digital marketer.

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 Webography

• https://2stallions.com/blog/introduction-to-digitalmarketing/
• https://www.kenektdigital.nl/the-strengths-and-weaknesses-of-digital-marketing-
channels/
• https://www.rightlydigital.com/swot-analysis-in-digital-marketing-what-why-and-
how/
• https://hafizmuhammadali.com/blog/digital-marketing-porters-five-forces-model/
• https://www.cio.com/article/244954/digital-disruption-from-the-perspective-of-
porters-five-forces-framework.html
• https://www.thehindu.com/brandhub/top-30-digital-marketing-agencies-in-
india/article65255061.ece

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