SUMMER INTERNSHIP REPORT

ON

ANALYSIS OF STRATEGIC AND DIGITAL MARKETING

AT

PEACOCK SOLAR

A report submitted towards the fulfilment of the requirements of the two years full-time Post
Graduate Diploma in Management

Submitted by: ABHISHEK KATARIA

POST GRADUATE DIPLOMA IN MANAGEMENT

ROLL NO.: PGP21246

2019-2021

FOSTIIMA Business School

HAF-1, Sector-9, Dwarka, New Delhi-11007

 ACKNOWLEDGEMENT

Summer Internship at Peacock Solar was an excellent experience for me. Every week came with a new task and

new challenges which improved my skills in both analytical and practical ways. This Internship Programme

helped me in developing my professional attitude and made me more efficient and proactive towards my work

responsibilities.

I extend my gratitude to PEACOCK SOLAR, and my Company mentor MS. SWETA SINGH for her support,

guidance and assistance for undergoing successful industrial training and for preparing the project report.

I am greatly obliged to CHAIRPERSON, MR. ANIL SOMANI, FOSTIIMA BUSINESS SCHOOL, for

providing me with the opportunity and facilities to complete this venture and my mentor, PROF. SUNIL KALA

for his encouragement and support and also a great thanks to the Placement department for providing me with

this opportunity. It gives me immense pleasure to thank a large number of individuals for their cordial

cooperation and encouragement, which has contributed directly or indirectly in preparing this report.
 DECLARATION BY THE STUDENT

I, ABHISHEK KATARIA (PGP21246), hereby declare that the work described in the enclosed report is my

original work done under the guidance of MS. SWETA SINGH and PROF. SUNIL KALA at PEACOCK

SOLAR for a period of 8 weeks.

I also confirm that where ever I have used text or data from any other source I have duly acknowledged the

same. Also, the report is a true reflection of actual work done by me during my Summer Internship Program.

I would hereby like to thank all my mentors for always helping me throughout, internship program and helping

me in successfully completing my training part.

Abhishek Kataria

16th JULY, 2020

(PGP21246)
 INDUSTRY MENTOR DECLARATION

This is to certify that the report enclosed here is the original work carried out by ABHISHEK KATARIA a

student of FOSTIIMA Business School, New Delhi towards partial fulfillment of Post Graduate Diploma for

Management from 1st May, 2020 to 1st July, 2020.

HR
DIRECTOR
PEACOCK SOLAR
15TH JULY, 2020
MS. SWETA SINGH
 FACULTY MENTOR DECLARATION

This is to certify that the report enclosed here is the original work carried out by ABHISHEK KATARIA,

PGP21246 towards partial fulfillment of Post Graduate Diploma for Management from 1st May, 2020 to 1st

July, 2020.

Your guidance and advice helped brighten my career and professional life. Thank you for your support and

inspiration.

PROF. SUNI KALA

 Index

1. EXECUTIVE SUMARRY

2. INTRODUCTION TO SUMMER INTERNSHIP

(a) Glimpse of Summer Internship
(b) Objectives of SIP
(c) Scope of Internship

3. INTRODUCTION TO THE COMPANY

(a) Mission of the Company
(b) Vision of the Company
(c) Nature of the Company
(d) Awards and Recommendations

4. ABSTRACT
5. INTRODUCTION TO STRATEGIC MARKETING
6. THE IMPORTANCE OF STRATEGIC MARKETING IN AN
ORGANIZATION
7. THE ROLE OF STRATEGIC MARKETING IN AN ORGANIZATION
8. THE STRATEGY TO DO LEAD OUT GENERATION FOR PEACOCK
SOLAR
9. INTRODUCTION TO DIGITAL MARKETING
10. WHY DIGITAL MARKETING?
11. DIGITAL MARKETING STRATEGIES FOR PEACOCK SOLAR
12. LEAD GENERATION FOR SOLAR POWER
13. METHODOLOGY
14. COCLUSION
15. RECOMMENDATION
16. REFERENCES
17.APPENDIX
 LIST OF TABLES AND GRAPHS

• Number of tables is used 1.

• Number of pictures are used 4.
• Number of graphs are used 3.
 EXECUTIVE SUMMARY

PEACOCK SOLAR is an IIT-ISB alumni backed venture which provides high quality, hassle-

free solar installation at lowest cost and highest reliability. The Company leverages data

analytics and innovative finance to make solar affordable and reliable for home owners across

the country. It is recognized by Climate Finance Lab as one of the top 9 global ideas for

sustainable development in 2018 cycles and funded by UNICEF to further our vision of getting

solar at every home.

In my Summer Internship Programme at Peacock Solar my role was of a strategic and digital

marketing analyst and my work was to generate ideas and strategies for lead generation and also

how to promoted our product and brand name on social media. I also learnt how to prepare a

business model, questionnaires for job hiring and do content writing.

 INTRODUCTION TO SUMMER INTERNSHIP

Glimpse of Summer Internship (8 weeks)

As a part of corporate learning, “Fostiima Business School” Summer Internship Program gave

me a chance to work for Peacock Solar and a chance to enhance my knowledge and analytical

skills in marketing.

The two months of internship programme in Peacock Solar was a very knowledgeable

experience. The Project undertaken during the internship period deals with the analyses of

strategic and digital marketing. The project will provide the importance of strategic marketing

and digital marketing in a business.

The roles and responsibilities assigned during the Internship are to give strategies and generate

ideas for lead generation through social media and ideas that can be used in graphic designing

and content writing. I got this great opportunity to learn something new. As during Internship, I

learned about the various strategies used to generate leads through social media. I also believe

that the solar panel will helps us to have better, healthy and a beautiful environment around us

where we and our future generation can live a happy and healthy life. “#GoGreenGoSolar”
Objectives of SIP

• The main objective of this SIP is to understand the importance of solar panel for our

better and healthy future.

• Learning about clean energy and to the installation of solar panels is an excellent

thing for the future.

• To aware people about the benefits, they will get from solar panels and how they can

play their part in making our planet healthy and beautiful.

• Business Development.

• Lead Generation.

• Social Media Promotion.

• Content Development.

Scope of Internship

• Acquiring Practical Knowledge while working with an Organization.

• Increasing Skills and enhance knowledge in the field of marketing.

• Using social media to generate leads and promote brand image and also its product.

• Handling Roles and Responsibilities.

• Formulation of Strategies and key requirements for it in order to develop and grow a

marketing managerial mind.

 INTRODUCTION TO THE COMPANY

About the Company

The Peacock Solar has its business interests in solar energy services. We provide hassle-

free solar panel installation. In the 21st century, where Conventional source of energy

generates 800 metric tons of Carbon dioxide resulting in 1.2 million deaths annually. As

electricity demand escalated, with supply depending widely on fossil fuels. Concerns arose

about carbon dioxide emissions contributing to possible global warming.

Peacock solar aims to be the energy partner for 200 million households by leveraging data

Analytics and innovative finance to provide access to solar energy in and contribute to

stabilizing our ecology. Peacock solar has built its operations and marketing in a scalable

manner. We promote the most important aspects that will shape India’s future. Peacock

Solar is active in serving the Nation for the last 10 years.

We believe in harnessing the pristine power of nature and providing a sustainable and

relaxed lifestyle for years to come. The skyrocketing price of electricity makes solar panels

the need of the hour. An array of solar cells in the solar panel absorbs sunlight to generate

electricity by the photovoltaic effect. We have an end to end solution for solar panel

installation.

Climate Finance Lab selected our idea as one of the top 9 global ideas for sustainable

development in 2018 cycles. We also received grand finance from UNICEF worth $
85,000 to build our go-to-market and scaling strategy for scaling solar. Our business model

has the potential to generate 50 GW and save 25 million metric tons of CO2.

As a company in the business of Solar Panels, Peacock Solar majorly deal in two domains:

1. Household Solar Panels: In this domain, the main focus is on the potential

customers who own any kind of residential property. Till now as clientele,

Peacock Solar has installed around 200kw solar panels in 40 households that are

spread across the Nation.

2. Commercial Solar Panel Projects: This is a new vertical in which Company

has entered and for now the Company is working rigorously in this vertical to

mark their standards as they have marked in the household domain.

Today, each development that bears the insignia of The Peacock Solar upholds quality

assurance of unaltered excellence, be it of design, technology or function.

Mission of the Company

To be India's leading residential energy partner Peacock Solar aims to get every Indian

household access to clean energy via residential solar through effective financing and

installation. To thrive in times of change and uncertainty, we tend to focus on the instant

gratification of our needs. However, to sustain, we need to meet the needs of today without

compromising the needs of tomorrow. With this thought in my mind, we at Peacock Solar-A

residential rooftop solar company, aspire to create an impact on the community. We provide

zero-maintenance energy solutions to cover your unused rooftops to sustainable powerhouses

with premium and reliable materials.

Vision of the Company

Vision is to get clean energy access to households so that they improve their family's lifestyle

and contribute to developing a safe, healthy and green environment.

Peacock Solar was born out of the vision to empower India’s 50 million households with access

to clean energy. Peacock solar leverages data analytics and innovative finance to make solar

affordable and reliable for homeowners across the country. We offer the highest quality of

technical expertise in our end-to-end suite of solar panel installation services. We are proud to be

recognized by Climate Finance Lab as one of the top 9 global ideas for sustainable development

in 2018 cycles and funded by UNICEF to further our vision of getting solar at every home.
Nature and characteristics of the Company

• Providing solar installation on the rooftop.

• Providing green and clean future.

Awards and Recommendations

As it's their vision to support the community with the latest innovations and technologies, that is

why they are recognized by the Climate Finance Lab as one of the top 9 global ideas for

sustainable development in 2018 cycle and also funded by the UNICEF to further the vision of

getting solar at every household and to complete the dream of 50million. Also, they are awarded

the title of The Best Rooftop Solar Company in India.

 ABSTRACT

This piece of research work aims at understanding the preferred emerging media options used for

marketing. In the Internet age, many new methods used for product promotion and marketing.

"Desk research" has been turned into "online research", now in the online, market research has

become possible. Many Indian companies are using digital marketing for competitive advantage.

Social Media has quickly gained prominence as it provides people with the opportunity to

communicate and share posts and topics. The development of information technology, followed

by the advancement of digital communication tools, has encouraged businesses to change the way

of communicating the product. Digital Marketing communications strategy is a strategy of using

digital communication media. The purpose of the undertaken study is to examine the effectiveness

of online digital media advertising and also about emerging media options used for marketing.

This paper mainly studies the development history of digital marketing and existing significance

including the difference and contact between digital marketing and traditional advertising and also

the relationship between digital marketing and the Internet industry. This paper helps small

businesses such as start-ups to successfully adopt and implement digital marketing as a strategy in

their business plan and to recognize the usefulness of digital marketing in the competitive market.
 INTRODUCTION TO STRATEGIC MARKETING

Strategic marketing is a method through which an organization differentiates itself from its

competition by focusing on its strengths to provide better service and value to its customers.

In a nutshell, the goal of strategic marketing is to make the most of an organization’s positive

differentiation over its competition through the consumers’ perspective.

The implementation of strategic marketing involves three questions, which include:

• Where to compete;

• How to compete;

• When to compete.

Once these questions have been answered, then the strategic marketing planning phase can

begin.

Phases involved in the strategic marketing planning process:

• Planning Phase: In this phase, the various aspects of an organization, such as its

strengths, weaknesses and technology are assessed. The overall state of the organization

is also presented to the management.

• SWOT Analysis: This method analyses the strengths, weaknesses, opportunities and

threats related to the organization. The results of this analysis help in developing a

strategic marketing proposal for the organization.

• Marketing Mix Strategy: Once the SWOT analysis has been conducted, a proper

marketing mix strategy is then prepared. Marketing mix strategy consists of combining
 and analyzing a variety of components that help in strengthening a company’s brand and

in selling its products or services.

Take a look at a sample marketing mix strategy table:

Product Place Promotion Price People

Features Channel Training Price level Recruiting

Quality Exposure Incentives Flexibility Training

Packaging Locations Type of ads Discount Motivation

Warranty Transit Publicity Allowance Rewards

Branding Storage Targets Price terms Teamwork

After sales Coverage Brand strategy Perceived value Research

services

• Set product and marketing goals: Setting product goals is one of the best methods for

obtaining success with new products. The product should be marketed in such a way that it

becomes indispensable for the consumers.

• Four P’s of marketing: Once the product goals are set, the four P’s of marketing; price,

place, product and promotion strategy come into the picture.

• Implementation phase: The strategic marketing plan is implemented in this phase.

• Collecting resources: Raising the capital required to develop and promote new products.
• Marketing hierarchy: A marketing hierarchy should be put in place to ensure the proper

implementation of plans.

• Formulating schedules: Preparing schedules in which specific time periods are allocated

to tasks.

• Executing the plan: This needs to be in an extremely efficient manner.

• Evaluation phase: In this phase, the plan is crosschecked with the product goals to

determine if they are aligned. If that is not the case, the marketing team will have to edit and

improve the plan until there are no deviations between the plan and the goals.

Some of the guidelines that will help in ensuring your strategic marketing planning process is a

success include:

• Set goals that are achievable and can be measured.

• Prepare the plan after conducting a thorough market and competitor analysis.

• The prepared plans must be concise and easy to understand.

• Ensure that the plan and set goals are in sync with the requirements of the consumers.

While preparing a strategic marketing plan, it is important to be aware of some of the issues

that may arise. These include:

• Lack of skilled workforce.

• Assuming the requirements of the consumers without conducting a thorough research.

• Changing demographic of the consumers.

• Management issues.
• Coordination problems.

• Incorrect SWOT analysis.

• Issues in conducting marketing research.

• Confusing marketing feedback obtained.

• Budgeting issues.
 THE IMPORTANCE OF STRATEGIC MARKETING IN AN
ORGANIZATION

Strategic marketing is a method through which an organization differentiates itself from its

competition by focusing on its strengths to provide better service and value to its customers.

Its importance in an organization helps in:

• Evaluating the current environment: Strategic marketing helps in assessing the

positioning and performance of an organization. It is important to know what resources

are at the disposal of an organization at any given time. The data that is collected helps in

understanding how well an organization is performing within the overall competitive

environment. This will also help the organization in planning for future strategic

marketing activities or plans.

• Establishing clear marketing objectives: Having a strategic marketing plan in

place helps in establishing achievable marketing objectives. The objectives should have a

specific time-frame and should be measurable.

• Streamlines product development: Strategic marketing helps in creating products

and services that provide the organization with high profits. This is because strategic

marketing starts off by conducting a SWOT analysis of the organization, a market

analysis of the consumers and the existing trends in the market. This information is then

used to create the optimal products and services for the consumers.
 THE ROLE OF STRATEGIC MANAGEMENT IN AN
ORAGANISATION

Over the past few years, strategic marketing is becoming increasingly popular within

organizations. Yet, as some confusion still exists with regards to what exactly strategic

marketing is and the role it plays in organizations, this blog will explain all you need to know.

Strategic marketing is the identification of strengths of an organization which helps the

organization in differentiating itself from the competitors. Strategic marketing plays a vital role

in an organization as it helps the organization in achieving its goal by utilizing its scares

resources in an effective way. Allocation and utilization of scares resources in an effective way

that helps an organization in increasing its sales and competitiveness. It helps the organization in

increasing its capability and effectiveness from the competitor. Strategic marketing confirms that

the right materials are being chosen for the production of goods or services. It also confirms that

the production is going as per the customer’s needs.

 THE STRATEGY TO DO LEAD OUT GENERATION

The strategy I chose for lead generation is Opt-in leads. This ensures that the customers want

to find the solar contractor.

Opt-in leads are the most effective lead generation strategy because leads are not cold. They

have filled out of form asking for more information on solar panels installation. Not only are

these leads more likely to convert, they are actively shopping for solar services and increases

the possibilities of conversion.

Creating a lot of Opt-in opportunities might make the lead irresistible to ignore. Get the Opt-

in box out of the sidebar and make a pop-up. By doing this we can’t make them say yes, but

we don’t have to make it so easy for people to say no. According to the data available online,

this increased conversion of leads by around 30%.

 INTRODUCTION TO DIGITAL MARKETING

Digital marketing is the marketing of products or services using digital technologies, mainly on

the Internet, but also including mobile phones, display advertising, and any other digital medium.

Philip Kotler is considered as the “Father of Modern Marketing” who is the author of over 60

marketing books, and provides us with important lessons that can be applied to our digital strategy.

The advent of digital marketing can be traced back to the days of the 1980s. This was the time

when new innovations were taking place that made the computer system advanced enough to store

information of the customers. It was in the year 1981 when IBM came out with the first personal

computer and the storing capacity of the computers increased to 100 MB in the year 1989. Before

Digital marketing we had Traditional Marketing, which is a conventional mode of marketing that

helps to reach out to a semi-targeted audience with various offline advertising and promotional

methods which may have evolved over the past few decades, but the fundamental aspects remain

the same. This Traditional Marketing gave birth to the Digital marketing. Digital marketing

encompasses all marketing efforts that use an electronic device or the internet. Businesses leverage

digital channels such as search engines, social media, email, and other websites to connect with

current and prospective customers. Digital Marketing is defined by the use of numerous digital

tactics and channels to connect with customers where they spend much of their time online. There

are many types of Digital marketing. Here we can see about Search Engine Optimization (SEO),

Search Engine Marketing (SEM), Social Media Marketing (SMM), Content Marketing,

Email Marketing, Online Advertising, Landing Page Marketing, Smartphone marketing,

Affiliate Marketing, Viral marketing.

Figure 1: Share of respondent
Social Network Marketing
Social media marketing is the use of social media platforms to connect with your audience to build

your brand, increase sales, and drive website traffic. This involves publishing great content on

your social media profiles, listening to and engaging your followers, analyzing your results, and

running social media advertisements.

The major social media platforms (at the moment) are Facebook, Instagram, Twitter, LinkedIn,

Pinterest, YouTube, and Snapchat.

There are also a range of social media management tools that help businesses to get the most out

of the social media platforms listed above. For example, Buffer is a platform of social media

management tools, which can help you achieve success with your social media marketing. Whether

you want to build a brand or grow your business, we want to help you succeed.

Figure 2: Social Media Usage Trend

 WHY DIGITAL MARKETING?

The role of digital marketing is absolutely essential for business growth in today’s day and age.

The world of digital marketing might seem confusing, so let us break it down for you. According

to HubSpot, digital marketing refers to any marketing effort that involves the Internet or an

electronic device. If marketing exists online, it’s classified as digital marketing. Digital

Marketing has been rising in popularity over the last several years. And there’s a simple reason

why: the world is online. Also considering the fact of covid-19 pandemic worldwide nowadays

digital platforms are primary stage for working and promoting yourself or your product and

services.

Technology Review gives us the stats–in 2000, the average American spent about 9.4 hours

online. Today, most people spend 24 hours a week on the Internet, most of the time using their

smartphones. Internet usage is growing, and as a business owner, you’ve got to take advantage of

this. Know where the role of digital marketing stands in your business — or you’ll be left

behind. If you have a small business or a start-up, you probably don’t have much money, time, or

manpower to invest into traditional marketing techniques. But that’s okay! You don’t need a

fancy building with hundreds of people on staff. You just need a simple but solid digital

marketing strategy and a good internet connection.

• Offline Marketing: Offline marketing is the process to create brand awareness and

reach till target customer to satisfy their needs and want. In many occurrences,

individual adopt marketing mix strategy for their business promotion. The entire plan

behind offline promotion is to obtain leads, when there is no website for your business.

There are many forms of offline marketing strategies such as through print media as

well as non-print media. Offline marketing media includes Television, Radio,

Brochure, Flyers, Banners, Newspaper, Pamphlets, Posters. Offline marketing tools

offer varies benefit, Of course the first benefit is that with offline marketing, a business

doesn’t have to be dependent on an internet connection. If a web server goes down and

a website is no longer accessible, that’s valuable custom and discoverability potentially

lost. A smaller business may take a while to get back online during which vital customer

attention may have been spent elsewhere. With offline media there are no such worries,

it exists in the real world and cannot be taken off the grid. Another benefit may be

somewhat less tangible but no less important and that’s that digital marketing is seen

by many customers and clients to be throw away. People are so used to seeing

advertisements, pop ups, and marketing emails that they don’t even notice them

anymore.

• Online Marketing: Online marketing is the process to catch the attention of potential

customers for business through particular banner, articles, video, images, flash

animation etc. Marketing activities or information are planned as an elegant tempt to

the visitors in which particular website of business wants to attract. This information is

particularly placed on main page or front page of website to reach till key audiences. It

has many ways to be done possible to get traffic for business through online marketing
principles. Online Marketing is the practice of leveraging web-based channels to spread

a message about a company’s brand, products, or services to its potential customers.

The purpose of online marketing is to get people to visit your website and then convert

those visitors into paying customers. That’s what online marketing is all about. It has

the same set of objectives like Establish and build brand recognition, Determine Pricing

and make offers, Run advertising campaigns, promotions, discounts and specials etc.

Online marketing media includes Website/Blog, Social Media Marketing, Email

Marketing, Search Engine Marketing, Content Marketing, Video Blogging,

Online Classifieds.

Figure 3: Model Graph of Websites and their promotion

 DIGITAL MARKETING STRATEGIES FOR PEACOCK SOLAR

Marketing or creating awareness is the most critical task for solar power companies. Solar

companies deal with solar panel installation, solar energy advocacy, and solar panel sales.

So, there is a big need of Digital Marketing strategies for solar power companies to skyrocket the

popularity of solar power business.

The power of effective marketing will eliminate the barriers of cost, complexity, reliability and

fear to convert interest into revenues.

The marketing challenges of Solar Power Companies

1. Cost: High up-front and out-of-pocket costs and long payback periods deter customers from

installing solar.

2. Reliability: The absence of solar technologies and benefits in the public’s eye and confusion

about its performance and capabilities create concern about the reliability of solar; it is not

perceived as up to the task of powering our energy needs.

3. Complexity: The time consuming and complex nature of purchasing and installing solar

systems discourages potential customers.

4. Inertia: The lengthy decision-making process and financial complexity of the solar sale often

result in consumer inertia.

How to promote solar power business online?

In order to overcome all the above challenges, you can make your solar power business to grow

through online marketing and promotions, there are various Digital Marketing strategies for

Solar Power Companies.

SEO: Solar products are a hot search topic. Aligning your keywords and content with the most

frequent searches is a winning strategy. Use natural keywords rather than scientific

terminology. Use your site’s content and video to explain solar alternatives and address

reliability concerns.

The Google AdWords Keyword Planner: Incorporating optimized keywords can

improve Company's SERP visibility, ranking and drive more traffic to your website. The right

keywords can help you directly address your customer's needs and pain points. Keywords are an

essential tool that help you reach out to your audience.

Video Marketing: While being convenient and efficient for the consumers, video

marketing provides marketers with an attractive, versatile, and extremely shareable medium to

reach their audiences. In fact, according to recent research online video marketing is 600% more

effective marketing tool than print and direct mail combined. Therefore, this strategy will be very

important for the Company in order to attract both B2B and B2C customers.
Blogging: Consumers are looking for information to ease their concerns and motivate them to

action. Providing a compelling blog communicates your message and engages the consumer in

your mission. Consider outsourcing your blog efforts. Rank Up, a service we offer at MSI, adds

a custom Word Press blog to your site and provides regular content with your target audience in

mind.

Email Marketing: Email marketing, done properly, can overcome consumer

inertia. Consider sending an informative email to a targeted customer list or a thank you email to

environmental advocates.

Paid Search: Google and Facebook offer advertising in a variety of paid search options. You

can offer a promotional discount, sponsor additional links within your listing, or advertise your

products through images and present product information directly on the listing page. This

strategy generates qualified leads by giving the consumer information immediately and

motivating them to take action.

Social Media: This is the age of social media and there are many tools free or paid which can

be used. Environmental issue fan pages are alive with social media activity. You can leverage

this excitement by getting involved. Offer content and promotions that support the interests of

these groups. Provide links and social media buttons on your site to encourage consumers to

engage and connect.

PR Campaigns: The public is hungry for information about solar products. The media is

open to press releases and PR efforts related to your products. Use this to educate consumers

and establish your Company as an industry leader.

 How to Build A Great Digital Marketing Strategy?

1. Goals and Objective:

As a business holder, you should be clear of what your goal is. Whether you want to mark your

presence in the neighboring state or rank higher in the Search Engine Results Page? The end

objective can be determined by your current business standards and how you want it to be in the

long run.

2. Identify “your” customers:

Identifying the target audience is not rocket science if you could create the fleshed-out persona.

And a persona is something that gives a detailed description of your audience. Get started with

their gender, age, and location. Then dig deeper to identify their hobbies, interests, occupation,

emotional desires, goals, etcetera. Google Analytics can help you determine such factors and

whom you should actually target.

3. Competitor Research:

It is essential to get the current online landscape in terms of competitiveness. Analyze what the

competitors are doing. It could help you in discovering the areas you need to hone up. Create a

spreadsheet and note their every single activity on every single channel. With the help of SEO

services companies and tools, you can discover the keywords which are driving the high volume

of traffic to their site.

4. Search Engine Marketing:

Search Engine Marketing (SEM) is a way of internet marketing which is basically the promotion

of your website. It improves the site visibility in search engines by bidding on search terms. SEM

enables businesses to get precise success tracking and in-depth campaign analysis too. You can

get to know how much value you are generating which further helps in making educated

decision.

5. Social Media Marketing:

Social Media Marketing (SMM) is a form of internet marketing that includes composing and

sharing content on social media channels or networks. The primary activities involve in SMM

are posting any kind of media such as text, image, videos, memes, and updates that drive user

engagement. Social Media Marketing is mostly executed on Facebook, Instagram, Twitter,

LinkedIn, and YouTube.

6. Email Marketing:

You might be wondering why we set down Email Marketing as a separate tile amidst the

resounding cry that email marketing is dead. But it is not. It is still one of the effective ways of

sending a commercial message for a group of people that actually matters. As a matter of fact,

72% of people still prefer email communication. Besides email marketing, you can also integrate

the best live chat software into your website to convert visitors into business clients.

7. Content Marketing:

Content Marketing is a form of marketing that primarily focused on creating, publishing, and

distributing content for the target audience through online medium. It is implemented to increase

brand awareness and credibility through constant blogging, press releases, guest blogging,

webinars, eBooks, articles etcetera.

8. Mobile Marketing:

It is also a form of online marketing technique to reach the target audience on smartphones,

mobile phones, tablets, or any other related device. Whether you are a product or service

provider, mobile marketing is beneficial since it is the gateway to interactive multichannel

promotion.

9. Measure Results:

Finally, we need to get an idea of the outcome, what went wrong, which channel generated the

productive outcome, which medium failed, and everything that defines the strategy and compile

everything to measure your full outcome of the results.

 LEAD GENERATION FOR SOLAR POWER

1. Show Them the Money

Everyone loves to save money, so devising a compelling way to clearly illustrate the overall

savings offered by going solar can really improve a solar installer’s conversion rates, as can

scheduling online, print, radio, and television marketing efforts to coincide with local utility due

dates.

2. Environmental Benefits of Solar

Consumers choose solar for different reasons. For some, the motivation is environmental.

They’re concerned about the world they’re creating for future generations, and want to do their

part to preserve it.

To sell to these folks, you’ll need to have solid answers to their questions about the real

environmental benefits of going solar, and about the environmental impact of the production of

solar products, too.

3. Make Solar Cool and Smart

Some solar adopters go solar because they want to keep up appearances. If everyone else in the

neighborhood is installing solar and they aren’t, they might feel like they’re behind the times.

Think of it as ecological street cred. Say what you will, but it can be a very effective motivator.

You can motivate these prospects by turning up the peer pressure. Put up signs advertising new

solar installations. Your clients will be proud to display them, and the neighbors just might go

green out of envy.

4. No Sales of Solar? Ask More Questions

When it comes to selling solar, a one-size-fits-all approach isn’t going to yield optimal results. In

order to sell anything effectively, you have to know what motivates your clients. And to do that,

you’ll need to ask questions.

5. Know Your Solar Products

There’s still a lot of confusion out there about how solar power works, its ecological benefits,

and its overall costs. Your clients will come to you looking for answers, so you had better be

prepared. Know your products and services inside and out.

6. Offer Referral Credits for Solar Installs

You know that money is a primary motivating factor for many of your clients. You also know

that word-of-mouth advertising is just about as good as it gets, in terms of credibility. Chances

are good that your clients will want to tell their friends about their new solar systems, but why

not give them an incentive to tell them where they got it from?

7. Be a Thought Leader in the Solar Space

Your prospects are out there, actively seeking information about the very products you offer.

You can give them the information they’re seeking and bolster your credibility by starting a solar

blog, or creating a robust social media presence. By the time they get to you, you’ll already have

answered most of their questions, and there will be no doubt about your expertise.
8. Team Up with Related Businesses

People interested in solar power tend to have other things in common, as well. They often buy

organic produce, and are more likely to have their homes energy audited. They tend to spend

more time in the great outdoors, and are often politically liberal. Use this knowledge to your

advantage by creating strategic relationships with other businesses that your prospects are likely

to support.

9. Set Your Solar Energy Products Apart

There are a lot of different types of solar energy products out there, and they’re not all created

equal. What’s different about your offerings? Why are they better than the competition’s? When

talking to clients, sell your product’s unique value propositions, and you’re sure to stand out.

10. Purchase Solar Leads

Purchasing solar leads can be a very effective supplement to your existing sales funnel. Always

buy leads from a credible provider like RGR Marketing, and keep track of your ROI to make

sure you’re spending your marketing dollars wisely.

 METHODOLOGY

• The required data for the study were collected through online research and from the

Company's website and its social media platforms.

• The graphs used in report are secondary data collected from online sources and websites.
 RECOMMENDATIOS

• They should keep on updating their website and more over they should regularly update

their blogs with new technologies.

• Focus on video marketing as it is very efficient and convenient for the consumers (B2B

and B2C) and is a good way of presenting your ideas, products, future goals etc in a very

attractive way.

• They should come up with good graphical content that will help in increasing the average

time spend span on social media channels.

• They should emphasis more on using specific keywords. This will help them in tracking

the posts and the engagements across all social media channels. Keywords such as

#peacocksolargogreen #gosmartsolarpeacock

• Instagram is a social media where people come to see creatives around particular topics.

This is where Peacock solar is lacking and they should step up the creative game.

• Peacock Solar should improvise their ideas in the area of content building and making.

Currently, some of the major barriers to the growth of the solar market are the pricing of

solar systems and the lack of confidence of customers on solar technology.

Understanding customers’ pulse in terms of their rational and emotional decision about

solar technology will help formulate an effective solar marketing plan.

 CONCLUSION

Peacock Solar is one of the fastest growing technology based solar power startups that are

present in India with an aim to install solar panels up to 50millions households. As they are

backed up with creative innovative schemes to provide financial schemes. Peacock would

never compromise with the quality of panels they deal with and they never fail to impress

their customers with quality service and financial schemes.

Peacock Solar is dealing with the average performance in their social media marketing

growth and its very important for them to improve and grow quickly because now the world

is online and digital marketing is the most effective and efficient for the Company as well as

for the consumers. Although we helped them with our ideas and views on how to analyze and

make effective marketing strategies to promote the brand image of peacock solar and attract

more and more customers.

The current trend of the world is all about the Digital Age and no matter what your firm is all

about you have to match and stand shoulder to shoulder with the ongoing trend. The study

has also revealed that in order to utilize the digital marketing in an effective way, the

companies are required to design an effective platform. It has shown that in the current

context, it has become important to integrate all the systems with that of the digital platform.

The transition of newspaper from the printed version to the online version has been

exemplified the current trends of the digitalization. The research and practice of digital

marketing is improving with the advancement of technology.

 REFERENCES

• https://solarfeeds.com/smart-ways-to-increase-solar-sales/

• https://berlinsbi.com/blog/career-advice/the-role-of-strategic-marketing-analysis-in-an-

organisation/

• https://myassignmenthelp.com/free-samples/discussion-of-the-role-of-strategic-

marketing-in-an-

organisation#:~:text=Strategic%20marketing%20is%20the%20identification,resources%

20in%20an%20effective%20way

• https://www.researchgate.net/publication/335175024_DIGITAL_MARKETING_AND_I

TS_ANALYSIS

• http://www.ppcchamp.in/digital-marketing-strategies-solar-power-companies/

• https://www.geekschip.com/blog/steps-to-build-great-digital-marketing-strategy

• https://in.linkedin.com/company/psolar
 APPENDIX

QUESTIONNAIRE FOR DIGITAL MARKETING HIRING

Name:

Contact number:

Highest educational qualification:

Email id:

PART A (GENERAL QUESTIONS)

1. What is the importance of digital marketing while formulating any marketing strategy?
2. What do you mean by target audience?
3. Explain the working of SEO.
4. Do you know about google Analytics?
o Yes
o No
5. Which social media platform you prefer the most and why?
6. What is the main use of website?
a. Driving traffic
b. Online visibility
c. Building community
7. What do you mean by PPC? Have you run any campaign in previous time?
8. Why according to you one should opt for digital marketing?
a. Cost saving
b. It is easier to run a campaign here
c. TV and radio are old fashion now

9. Does logo play a significant role in digital marketing?

a. Yes
b. No

10. If you have to run a campaign on any social media, irrespective budget. Which one will
you choose?
 a. Snapchat
b. Instagram
c. Facebook
d. You Tube

Part B (Case Study)

Go to the social media handles of the Peacock Solar company and then answer the
following questions:

1. Rate the social media presence of Peacock Solar

a. Satisfactory
b. Highly Satisfactory
c. Average
d. Poor
2. Where according to you, Peacock solar is doing best?
a. LinkedIn
b. Facebook
c. YouTube
d. Instagram
3. Study the social media channels of the competitors and then give a feedback on
the social media presence of Peacock Solar.

4. If you are the marketing head of Peacock Solar then what changes would you
have suggested for the Website.

5. If you are the marketing head of Peacock Solar then what changes would you
have suggested for the Instagram.

6. If you are the marketing head of Peacock Solar then what changes would you
have suggested for the Facebook.

7. If you are the marketing head of Peacock Solar then what changes would you
have suggested for the LinkedIn.

8. If you are the marketing head of Peacock Solar then what changes would you
have suggested for the YouTube.
 Part C (Case study)

In this you have to run a campaign for the Peacock Solar in order to create awareness
for the solar panels across the Nation.

1. How will you choose the demographics of for this campaign? Please mention the
demographics also.

2. Will you give equal preference to all the social media channels or there will be specific
channel for the same?

3. What will be duration of the campaign that you are running and give reasons for the
same?

4. Describe the geographical selection for the campaign.

5. What is the total budget that you think it will incur after the total budget?

6. What sort of media you are planning to use the most?

a. Texts
b. Memes
c. Videos
d. Blogs
e. Short videos

7. Which marketing techniques you are planning to roll out in this?

a. Posting Press
b. Article Marketing
c. Pay per click advertisement

8. What is USP of your campaign?

9. Describe your campaign under 30 words.

 Part D (General Marketing Quiz)

1. Which Company was recently in headlines for its one of the products?
a. Hindustan Unilever
b. YouTube
c. Parley-G
d. Tesla
e. P&G

2. Which Company has the wittiest social media appearance?

3. Facebook was into a controversy with which Company for data breach?
4. If you were the marketing head of CORONA beers what would you have done for PR
amid COVID-19?