Summer Internship Project Report

On

“Dialogues Media”

Submitted by:

Pravin Singh

Under the guidance of:

Dr. Rajesh Vaidya

Department of Management Technology

Shri Ramdeobaba College of Engineering and Management, Nagpur
2020-2021

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 Pravin singh

2020-2
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 Executive Summary

I remember my interview with the HR of my company at Dialogues Media She was looking for a
person who have interest and has current updates about the digital world. I realised this during the
first few minutes of the interview. As I got selected I realised this was a crucial phase of my life.
I was a part of Digital Marketing Team at Dialogues Media First phase of my internship was about
getting familiar with the Products & Services offered by Dialogues Media as well as the
Environment (People & Processes) at Dialogues Media. After a few days, I was put into a team
which was looking after the Digital Marketing of various companies which is an e-commerce
website for home decorating products. I worked on the Social Media Marketing of Decor Snap for
2 weeks.

Phase Two started in Third week onwards I started my working with the SEO Team. It was a very
dynamic profile and various tasks were already planned for me by my team head, these included
writing product pages and blogs, which gave me the opportunity to learn content writing.
Scheduling social media posts and updates, was daily activity for keeping the customers engaged
with the products. Phase Three started in Fifth week where I started handling the social media
accounts of a company, which is an online digital service provider. The Special offers campaign
and Giveaway alerts, attracts new customers to buy products and services.

Digital Marketing is about combination of various things-value of content is most important as the
people who are searching online have to be provided with information which is relevant & they
can use. If one succeeds in doing this rest of the sales follows.

In the last phase of internship, I was able to increase more visitors to our blogs and websites. This
was a great achievement for me because digital marketing is measured by Traffic which is
generated by the Marketers. It was a very exciting journey of seven weeks in Dialogues Media
where I got ample opportunities to learn and apply my knowledge which I got in Management
course. It helped me a lot to contribute to the growth of business. Also along with core learning
regarding marketing and online B2C scenario, this internship improved my writing skills, creative
abilities and interviewing skills and result that I was able to deliver was indeed a confidence
booster for me.

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 Acknowledgements
It gives me immense pleasure to express my deepest sense of gratitude and sincere thanks to our
highly respected and esteemed guides Dr. Rajesh Vaidya, Head of Training and placement DMT,
RCOEM and my guide at Dialogues Media Mr. Jigneesh Prajapati for their valuable guidance.
Their useful suggestions for this whole project and cooperation are sincerely acknowledged.
Furthermore.

I would like to thank Dr. Chandan Vichoray Head of Department of Department of management
technology RCOEM for whole hearted support. I also want to thank all the faculties who also
provided me knowledge through which I continued my journey with strong motivation.

This Internship Report is a result of my hard work and dedication towards learning but without
support and encouragement from the people around me I would not able to complete my internship
in a successful manner.

At the end I would like to express my sincere thanks to all my friends, colleagues and others who
helped me directly or indirectly during this project.

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 Table of Contents

Table of Contents Content Page Number

Introduction of Company The Company 6

Company vision
Company Mission
The Customer
The Competition
The Environment
Porters Five forces Analysis

SWOT Analysis SWOT Analysis 8

PESTEL Analysis 9

Specialization wise Description Product portfolio of company 11

Promotion Strategies
Customer service
Market Structure
Market share
Competition
Business strategy
Strategies for Future growth

Business Objectives Objectives 14

Tasks
Strategy
Constraints/ Limitations
Data collection and data analysis
Conclusion
Recommendation to company
Learning in the executive training

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 Introduction to Company

The Company
Dialogues Media is a prominent media-based organization applying measurements to evaluate
the adequacy of administrations or results of their client in the serious commercial center.
Directly from finding the intended interest group assembling and getting a valuable input, we
offer the total range of aptitude including Advertising, Market Research, Digital PR Activities
and web-based media.

It has been found since 2015 and it's been a serious ride! Discoursed Media started with limited
scope accounts and steadily developed into a powerful station utilizing a group of best
advertising experts. Our keen experiences and clear prescience have prompted acquire a
decent standing from our customers. By giving Customer Council on our keenness and
experienced judgment, independent of the business size we endeavour to give our best to them.

Dialogues Media has adapted to the use of new technology to keep things humming. Right
from implementing a paper trail with bound contracts, lien releases, and change orders, they
keep it legal and documented to narrow down ambiguity.

Vision

 Dialogues Media aim to integrate social and other ecological concerns with their
business operations
 To make a balance between business administration and management and socially
relevant quests
 To boost and strengthen the brand value of the client’s products or services as well
as the company
 Continuously strive to create a distinctive content for each brand they handle
 To develop content which is useful, Informative and Engaging

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Mission Statement

 Provide the best customer results possible and deliver the WOW factor through our
services.”
 Our mission is to be the experts in marketing and sales alignment and the masters of
the message.”
 Our team works to eliminate the apathy that will suck the life out of any business in
the world by working to inspire the spirit, penetrate the heart, and ignite the mind,
with compelling marketing messages that deliver results.”
 As you can see, these aren’t specific, but they get to the key aspect and tell you what
a company is all about.

Mission Evaluation:

Component Present
Customers Yes
Product / Services Yes
Markets Yes
Concern for survival, growth, profitability Yes
Technology No
Philosophy No
Self-concept No
Concern for public image Yes
Concern for employees Yes

Customers

Dialogues Media strive to create a distinctive content for each brand. It understands that each
brand is different and incomparable. Therefore the brand message should merit the product or
service we are selling.

It begins by holding a thorough discussion with the client to know understand the product or
the service. Once the brand image is clear, a theme is built around it and marketing strategies
for your action plan are drawn up. The visual style, the message and the ‘tone and voice’ of the
brand are set. It develops content which is useful to their TG, Informative and Engaging

Dialogues Media is a noted media based company applying metrics to assess the efficacy of
services or products of their customer in the competitive market place. Right from discovering
the target audience building and getting a useful feedback, we offer the complete spectrum of
expertise including Advertising, Market Research, and Digital PR Activities & Social Media.

The clientele of the Dialogues media are given in the gallery below

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Competition
There are various companies in India that creates content like Godot Media, Yellow seed,
Lexiconn content, wordplay etc. Also, there are companies that does Research work like RNB
research, Hansa Research, Majestic MRSS etc. These are the Top competitors’ of the dialogues
media.

Instead being intense competition Dialogues media is striving to get its position into the market
with its quality work and hard efforts.

Competitive Advantage of dialogues media that makes it different from its competitors’ is
flexibility. Dialogues media is in Research, Digital Marketing and content writing. It provides
varied range of services which makes it into unique point of selling.

Swot analysis

Strengths Opportunities
Entrepreneurs find it very useful as they Increase the reach of a specific brand,
do not need a huge budget for this and therefore, leading to direct profit.
Dialogue’s media gives them huge
platform to make a mark on the digital Storing of valuable and confidential
world. data of clients will be easy and secured.

The work done by dialogues media is Effective utilisation of employees can

very specific and the needs of the be done to get more results and reducing
customers are taken into consideration the work load.
the most

Campaigns can be easily customized

and made more targeted as per our
business requirements.

Dialogue’s media is having a highly

talented digital marketing team and this
will help to attract more companies.
All the digital platforms are maintained
well so that the reach they get from it is
very exciting.

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 Weaknesses Threats

Dialogues media have to study about the Storage of data with full security is still
changing behaviour of people around a big question mark.
their geographic location.
Due to ever changing trends of different
A challenge to reach the population marketing areas and ever-changing rules
which is still not using the internet in the of search engine for optimizing the
specified area. content, continuous awareness is
required, which is very difficult
There are still people who do not know
about dialogues media Analysing the data in a wrong way can
lead to damaging results which can even
loose our customer.

The Environment
This aspect do not affect the services offered by the company.
PESTEL Analysis
Political
As the company provides services which are mostly related to the Research field and PR
services along with Advertising , so political influence do not affect the business aspects to that
much extent (until the assignment is not the Government Project). Company strictly follow the
rules and regulation guidelines by government for R&D programs.

Economic
The economical factor has significant impact on both the business and the Clientele. As the
economy grows, many well established firms look for their business expansion and vice versa,
and for that their first approach will be of analysing the market itself. Our company and its
clientele are directly proportional so in that way the business will get impacted.

Social
Due to the pandemic, company has a Virtual working environment, virtually Social factor do
not affect the business to larger extent.

Technology
Nowadays no industry can sustain without the digital and technical support. As almost every
sector has witnessed this Digital transformation in the working environment so do the Research
Field. It is important for the client to understand the findings from the research to identify the
opportunities and gaps in the business and this can be achieved through various data
interpretation tools available. Technology affect both the business and the clients. This also
helps firms to analyse and target their potential market.

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Legal
The company is proprietary based company and bounded by the all the legal aspect. Company
follows all the legal guidelines and regulations that exists on issue related to informed
consent, confidentiality, providing incentives and various forms of research misconduct. This
aspect helps company to focus on result-oriented performance.

Industry Analysis
Porter’s Five Forces Analysis:-
Threat of new entrant: As nowadays many firm strive for the research approach for
understanding the market requirements, consumer behaviour, potential opportunities and
threats so they rely themselves on the third party research agency as the process is quite costly
and require the accurate results, so the industry is developing, which creates the threats of new
entrants.
Suppliers bargaining power: Bargaining power of supplier is very low or negligible as it is
a Research firm.

Threat of substitute: Due to high expectance of accurate result and powerful workforce
requirement there are few competitors in the industry leaving few quality substitutes.

Customer’s bargaining power: Findings will only be valuable if the process and
methodology used is accurate and for the client the result will only be helpful if it’s showing
any idea or opportunity.

Competitive Rivalry: As the industry is developing the rivalry is high.

Summary of Porters Five forces analysis

Force Strength
Threat of new Entrants High
Supplier Bargaining power Low
Threat of Substitute Low
Customers bargaining power High
Rivalry among existing competitors High

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 Specialization wise description
Product portfolio of the company
Dialogues Media is media-based organization applying measurements to evaluate the adequacy
of administrations or results of their client in the serious commercial centre. Directly from
finding the intended interest group assembling and getting a valuable input, we offer the total
range of aptitude including Advertising, Market Research, Digital PR Activities and web-based
media. The various product of this company are as follows:
 Door to Door promotion and distribution activities.
 Poster & Banner Placement near notice board, entrance lobby, other common areas.
 Sponsorship of festival celebration days.

Social Media
 Google Ad words, Facebook Ad words & Marketing, Twitter Handle, Instagram.
 Creative Banners.
 Corporate video and Infographics.
 SEO & Blogs.
 Story time Campaigns.
 Affiliate Marketing.
 SMS Campaign.
 Whatsapp Campaign.
 Voice Call Services.
 Email Marketing.
 Online Research & Analysis.

Promotion strategies of company

The promotion of products and services of the company is mainly through the use of digital
technology, such as the internet, mobile phones, display advertising, and any other digital
media promotions. The different segment of promotion campaign are
 A+Ultra High Income
 A: High Income
 B: Medium-High & Medium
 C: Average

Customer service

 The company provide digital services like providing consumers through digital
channels like chat, email, text, social media, messaging apps, and more.
 Creating content for the customers, developing a content strategy and testing and
optimizing
 SEO, Blogs, SMS Campaign, Google Ad words, Facebook Ad words, Twitter Handle,
Instagram Marketing, Affiliate Marketing.

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 Market structure
The digital advertising industry i.e. the network of stakeholders that uses digital advertising as
a value-adding activity is generally structured as follows: There are companies that use digital
advertising as part of their marketing-mix, which constitute the demand side and are labelled
‘advertisers’. The supply side consists of vendors for advertising spaces, which is made up of
large publishing houses as well as independent website owners. Between these two camps there
is a set of service providers that add value by matching the demand side with the supply side
in digital advertising, which makes the trade between both parties more efficient. Other
intermediaries add additional value by refining the advertising inventories with user data.
Among the service providers, the media-agencies are usually the first and foremost contactors
for the advertisers.

The core function of media-agencies is to negotiate discounts with large publishers as they
bundle advertiser demand and therefore are more capable of achieving larger discounts than
each advertiser on its own. In addition to media-buying, the media-agency consults the
advertiser in media strategy and plans as well as executes the advertisers’ digital advertising
campaigns.

There is an oligopoly situation as four large agency networks control around eighty percent of
the market share. Furthermore, there are advertising networks such as E- Digital, Hi Media and
others that both exclusively and non-exclusively market parts of the large publishers’ ad
inventories (usually remainder inventories) as well as those of private websites. Evidently, the
ad networks consolidate the supply side. Furthermore, there have been numerous IT-companies
that have disrupted the digital advertising market most profoundly by connecting demand and
supply for ad inventories in the most efficient manner.

Market share
The digital marketing market was valued at USD 26.37 billion in 2020, and is expected to reach
USD 58.65 billion in 2026, recording a CAGR of 14.1%, during the forecast period (2021 -
2026).The rise in internet penetration in countries, such as India and China, in recent years, has
brought a major population of the region online. This is expected to result in a booming
opportunity for digital marketing. Over the last few years, India has evolved into a market
remarkably suited for investment in the digital space, particularly for consulting firms that
assist with the transition to the digital sphere.

Dialogues Media is media-based organization applying measurements to evaluate the

adequacy of administrations or results of their client in the serious commercial centre. Directly
from finding the intended interest group assembling and getting a valuable input, we offer the
total range of aptitude including Advertising, Market Research, Digital PR Activities and web-
based media. The various product of this company are as follows

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 Competition
The digital marketing market is highly competitive and consists of several major players.
Companies are increasing their market presence by securing new contracts and by tapping new
markets. The rivalry is increasing because entry and exit barriers are decreasing due to the
companies incorporating digital business models which requires a very low cost to get
established, and in many cases new entrants don’t even require the tangibility of their physical
assets or infrastructure.

This model is seeing considerably getting success by creating and maintaining a connection
among respective stakeholders and implying a various sets of tangential services to increase
the experiences of consumers.
Which is helping the service providers to interact and satisfy the customer without acquiring
any tangible assets/infrastructure and sub ordinates existing in that particular industry? The
several major players are:

Mirum, formerly known as Social Wavelength

Gozoop
WatConsult
Pinstorm
DentsuWebchutney
Intellemo
EveryMedia
Phonethics

Business strategy
Digital strategy focuses on using technology to improve business performance, whether that
means creating new products or reimagining current processes. It specifies the direction an
organization will take to create new competitive advantages with technology, as well as the
Tactics it will use to achieve these changes.

This usually includes changes to business models, as new technology makes it possible for
innovative companies to provide services that weren’t previously possible. We believe that an
Omni-channel marketing strategy is essential for marketers to take advantage of the growing
digital marketing opportunities for acquiring and retaining customers - so you can win more
sales. The company using the RACE Framework to plan marketing strategy, across Reach, Act,
Convert and Engage.

Today, technology has integrated with business to become something more than hardware or
software. As digital technology becomes more pervasive and companies move further in the
journey of digital transformation, digital strategy and business strategy will be the same thing.
For now, it is still useful to use the term “digital strategy” to focus the effort behind digital
initiatives.

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 Strategies for future growth and development
The use of the internet and social media have changed consumer behaviour and the ways in
which companies conduct their business? Social and digital marketing offers significant
opportunities to organizations through lower costs, improved brand awareness and increased
sales. However, significant challenges exist from negative electronic word-of-mouth as well as
intrusive and irritating online brand presence.

The use of artificial intelligence, augmented reality marketing, digital content management,
mobile marketing and advertising, B2B marketing, electronic word of mouth and ethical issues
will be good strategy for development and future growth.

The digital presence of lots of people on internet gives the huge potential for marketers that
implement AI, VR technologies. Customer engagement behaviours and customer journeys
enhanced via SMM. Importance of ethical practice and explain ability in use of AI and ML.
Trust is positively impacted via the cultivation of customer engagement. eWOM overload can
be mitigated by applying new tools and mechanisms.

Business Objectives
Objective

1. To prepare employees to meet the varying and challenging needs of the job and
organization.
2. To provide knowledge and skills to new entrants and to help them to perform their role
and job well.
3. To coach employees for more complex and higher level jobs.
4. To educate employees new and innovative ways and techniques of performing job.
5. To Develop Proper Job-Related Attitude.

To know whether the public is aware about digital marketing and how it is helpful in selling
their products. To focus on the right targeted groups and also to create a distinctive content for
each different and incomparable brands.

Also, studying and understanding the Clients is also an important aspect to give any suggestions
or to reach the final conclusion. Understanding all of this and then able to know how to deal
with the people who are interested and not interested too.

My Objective was the same that I have to study all these things in Details, made various
research and report and then ultimately able to do the Planning.

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 Target/Tasks

SR. DATE TASKS TOPICS

1. 10 June 2021 Detail report writing , Logo Creation B2B and B2C Marketing
2. 12 June 2021 To increase followers for social media. Instagram, Facebook
3. 14 June 2021 To create mindful Monday posters Social Media Marketing
4. 15 June 2021 Presentation Influencer Marketing
5. 16 June 2021 To create B-fact day posters For social media
6. 18 June 2021 To make marketing strategy For client
7. 22 June 2021 To find hashtags for a post For twitter posts
8. 29 June 2021 To make poster for events Doctors day
9. 02 July 2021 To conduct induction of new interns. Induction programme
10. 06 July 2021 To create poster for client. Giveaway posters
11. 07 July 2021 To create content. Moment marketing
12. 10 July 2021 Health related content. Health content
13. 12 July 2021 Plan of action for product marketing Marketing plan
14. 15 July 2021 To make a video Services video
15. 18 July 2021 To create content. Moment marketing
16. 20 July 2021 To generate report Digital marketing

Strategy

The highlight of my time there was everything new. I had to deal with an endless stream of
impatient and demanding clients, but just seeing the solidarity between my colleagues and my
guides, and heading out to the new learnings, made it all worthwhile.

My six weeks at dialogues media allowed me to grow personally, but it also helped me to gain
new skills in basic accounting and customer relationships experience that I did not previously
have. I also gained a better understanding of the marketing and research, made a new network,
and gained a few new references for the future. But most importantly, I gained a new sense of
professionalism and a clearer view of what it meant to be in the professional world. There is
much to gain from it on both a professional and personal level.

Limitations

No system in this world is perfect. Everything has its own benefits and drawbacks, and we
have to make the best out of everything. The only problem or limitation I think I faced is, it
was work from home as it distracts and lose motivation quickly and also facing of lack of a
good working environment.

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 Data collection and Data analysis

The responses collected through the questionnaire has been classified into different
datasets for analysis and interpretation. The finds can be analysed as follows.

1. Age

From the above bar graph, we are able to know that a majority of the respondents are of
the age 22 with (33%) and followed by the age of 23 with (25.5%). All of the respondents
are mainly youngsters.

2. Qualification

A major part of the respondents who participated in the survey are qualified to post graduates
(61%) and 36% of them are under graduates.

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3. Gender

Most of the respondents who participated was under female category with a 51% and the
rest 48% were of male participants

4. Have you tried both digital and traditional marketing?

From the above chart, it is evident that 69.4% of respondents tried both digital and traditional
marketing while 18.4% of respondents are haven’t tried both digital and traditional marketing
and 12.2% may have tried both.

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5. Do you think digital marketing have helped you to know new products?

From this graph, it is found that 79.6% of the respondents came to know about new products
through digital marketing and 13.1% of respondents are may came to know about new
products through digital marketing while 7.1% of respondent haven’t received any idea about
new products from digital marketing.

6. Do you think digital marketing is more effective than traditional marketing?

Majority of the respondents have opinion that digital marketing is more effective than
traditional marketing. About 67.3% of respondents says digital marketing is effective than
traditional marketing. While some have an opinion that it may or may not be effective. About
29.6% of respondents says it may or may not effective. But a very few percent that is 3% of
respondents are having an opinion that digital marketing is not effective than traditional
marketing.

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7. How did you come to know about dialogues media?

About 46.9% of respondents came to know about dialogues media through social media and
42.9% of respondents came to know about dialogues media through their friends. Very few
that is about 7.1% of respondents know dialogues media through newspaper. And about 2%
respondents came to know dialogues media through their college and 1% of people didn’t
know about dialogues media.

8. How often do you see ads in social media?

5) How often do you see ads in social media?

3%3%
10%
27%
4%

53%

often very often havent seen at all Sometimes rarely very rarely

The above chart shows more than 50% of respondents see ads in social media often, that is,
53% see ads very often and 27% see ads often. So, a total of 80% of respondents see ads in
social media often. 10% respondents see ads sometimes and total of 6% of see ads rarely while
4% respondents didn’t see ads at all.

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9. Where do you see most advertisements in social media?

where do you see most advertisement in social

media?

22% 14%
4% Facebook
4% Twitter
Instagram

56% LinkedIn
YouTube

Most of the respondents see advertisements through Instagram. More than half that is 56% of
the respondents are familiar with advertisements in Instagram. 22% of the respondents see
advertisements in YouTube, 14% of respondents see advertisements in Facebook while 4%
see ads in Twitter and also another 4% see ads in LinkedIn.

10. Do you Skip Ads that you come across through social media?

As per the chart, majority of the respondents used to skip ads, that is about 65.3%. 27.6%
respondents sometimes skip ads and very few that is about 7.1% never skiped ads.

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11. Why do you skip ads?

Why do you skip ads?

other 1

I don't skip ads 6

not interested in ads 12

redirects me to unwanted sites 35

repetitive ads 42

Ads covers content 8

0 5 10 15 20 25 30 35 40 45

From the above chart, it is evident that 42 respondents skip ads because of repetitive ads and
35 respondents skip ads because it directs them to unwanted sites. 12 respondents were not
interested in ads at all, that’s why they skip ads and 8 respondents skip ads because it covers
content 6 respondents do not skip ads at all.

12. Are you satisfied with the ads that you see when you are using social media?

Majority of the respondents are sometime satisfied and sometimes not satisfied with the ads
that they see while using social media. 37.8% are satisfied with the ads and 19.4% were not
satisfied at all.

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13. Have you ever purchased a service or product by seeing an advertisement in media?

From the chart, 44.9% of respondents have purchased a product or availed services by
seeing an advertisement in social media. 34.7% respondents haven’t purchased anything by
seeing an advertisement in social media and 20.4% respondents may have purchased product
or services.

Conclusion

As a part of my internship, I got a chance to be digital marketing intern at Dialogues media

for 45 days. I had a fabulous time here and learned how to professionally sell a product online.
While working as an intern, I realised that rural areas had little understanding of digital
marketing, so I conducted a study to learn more about it. I discovered that even in rural areas,
people of all ages have little awareness of digital marketing.
I personally think working in Digital Marketing is not everyone's cup of tea. Digital Marketers
have to be updated with the changing technology which is proficiently used by their companies
via-a-viz the competition. Continuous information of what is happening around the world in
terms of Events, Google Updates, Content Management, SEO, is required

I was able to conclude from my research that digital marketing is more effective than
traditional marketing. As a result, the greatest option for the future is to adopt a digital
marketing plan to grow the organisation and keep up with technological advancements.

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 Recommendations to the company

The current Marketing Strategy is working upto the mark to generate (potential leads) that are
converting into customers. There are few areas of improvement which I suggest can be looked
upon for getting more customers:

 The company should collaborate with influencers on social media who have a large
number of followers or send them free products for reviewing them. It will help increase
the reach.
 Videos about services or reviews on Youtube will help users to understand more about
the company’s services.
 Highly focused blogs should be created, so that the customers can get a detailed
knowledge about the services offered by of the company.
 The company should expand its business by collaborating various brands and
organizations.
 More focus should be given on Search Engine Optimization and the blog. This will
increase the ranking on Google search which will automatically increase the number of
visitors on the company’s website.
 Users who are currently using competitors' service can be converted to dialogues Media
Customers by using the forums or review sites and comparing the advantages & benefits
that Dialogues Media offers.

Learning in the Executive Training

 Get to know about challenges and opportunities for digital marketing in India.
 Gain a basic understanding of SEO, SEM, SMM, etc.
 Fulfilling each and every requirement of client is very important regardless of whether
that requirement is small or big.
 I experienced the corporate feeling which gives me a good exposure.
 I was able to put in practice what I have learnt in my first year of the MBA curriculum.
 Leadership quality, it's all about the impact you have on other people. You need to have
leaders within an organization. Leaders will deal with the customer, project, etc., as a
leader.
 Healthy Competition forced to do a better job the trick is to learn from your competitors
quicker than they can learn from you. Always look for your competitors' strengths.
 Digital marketing work is all about teamwork and it always try to give the best out of
all, Time management is the big management lesson I have learnt as make individual
more divert to words it work.
 How to do a formal communication, the way how to communicate with each level of
management to get work done.

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