PROJECT REPORT

On
“INTERNSHIP REPORT ON IFORTIS CORPORATE”
Submitted By
YASHI SRIVASTAVA
PRN 12B20067

In Partial Fulfilment of
Bachelor of Business Administration
For the Year 2022-23
Submitted To
SPPU
INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA
COLLEGE OF COMMERCE
NANDE VILLAGE, PUNE
 CERTIFICATE
This is to certify that the research project initiated to certify that it is the innovative effect of
“YASHI SRIVASTAVA” and it has been accomplished under my guidance. Certified that this
report on “INTERNSHIP REPORT ON IFORTIS CORPORATE”. As a part of curriculum work
of “YASHI SRIVASTAVA” who carried out the project under my supervision for the partial
fulfilment of BACHELOR OF BUSINESS ADMINISTRATION degree under
INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA COLLEGE OF COMMERCE,
PUNE for the year 2022-2023

PROF. AJIT BORDE DR. VAMAN NAIK

(INTERNAL HEAD) (PRINCIPAL)

 ACKNOWLEDGEMENT

I express my sincere gratitude towards my project. It gives me immense pleasure in presenting this
project report on “DIGITAL MARKETING TAKING MYNTRA AS BRAND REFERENCE” It has been my
privilege to have a project guide who have assisted me from the commencement of this project. I
hereby take this opportunity to add a special thanks to my internal guide to Prof. Apparna Malik and our
Principal Dr. Vaman Naik who undertook to act as my mentor despite his many other academic and
professional commitments. Without his insights, support and energy this project wouldn’t have kick
started and neither would have reached fruitfulness.
 DECLARATION

I hereby declare that the work which is being presented in the project entitled “INTERNSHIP
REPORT ON IFORTIS CORPORATE” is an authentic record of my own work carried out by
me under supervision and guidance of PROF. AJIT BORDE

This project was undertaken as a part of the curriculum of SAVITRIBAI PHULE PUNE
UNIVERSITY for the partial fulfilment of BBA from INTERNATIONAL SCHOOL OF
BUSINESS AND MEDIA COLLEGE OF COMMERCE

I have not submitted the matter embodied here in this project for the award of any other
Degree/diploma.

YASHI SRIVASTVAVA

(RESEARCH SCHOLAR)
 INDEX

SR.NO
CONTENTS PAGE NO.

1. ACKNOWLEDGEMENT
3.

2. DECLARATION
4.

3. EXECUTIVE
SUMMARY 6.

4. OBJECTIVE OF THE
STUDY 7.

5. COMPANY PROFILE
IFORTIS CORPORATE

 Divisions
 Founder of the
company
 Business Module
of Ifortis
 Mission of the
company
Culture of the
company 8-11

6. WHAT IS 12-24
MARKETING?

7. OBJECTIVE OF THE
RESEARCH
25.

8. RESEARCH
METHODOLOGY
26-27

9. DATA COLLECTION 28-32

METHOD

10. CONCLUSION 33.

11. REFERENCES 34.

 Executive Summary
The concept of introducing a digital platform for Ifortis Corporate has transformed Marketing &
Sales market in India. With the help of online distribution network &advisory in Marketing has
become much faster and evenprocess than using the conventional methods. This helps to get rid
of the painstaking procedure in Marketing in Corporatesector Today, if one wants to Buy any
product in Corporate, he has to contact a Marketing assistant or executive on phone or meet him
personally to Buy order. A marketing assistant / executive generally gives such importance and
additional service only to high net worth customers. Dematerialization facilitates to keep the
securities in electronic form instead of paper form. It offers more advantageousthan the physical
certificate form. Despite the advantages ofusing an online platform, the awareness levels among
The investors relating to online distribution platform is not adequate because of numerous
reasons. The Marketing assistant are not sufficiently responsive of the concept of digital
distribution platform and the various corporate institutions providing such services. This study
involves understanding the various concepts of Corporate sectors and analyzing the role of
distributor and how it is helping individuals in India and a study on Analysis of awareness
among investors regarding On Line Platform for Ifortis Corporate has been submitted to
REGENT EDUCATION & RESEARCH FOUNDATION
 OBJECTIVE OF THE STUDY
 To study the role of Corporate Sector
 What type of partners and Investors are associated with the company.
 How they co-relate with the partners and clients.
 Why the investors and advisors needs to choose this organization.
 Its structure and business policy.
 How they approach the clients.
 The key areas where they focus the most.

COMPANY PROFILE
 Introduction
Ifortis Corporate has grown into one of India’s leading Corporate. In its infancy, Ifortis was in
the business of IT Services & Marketing Services. As time evolved, dependence on the
technology began to hinder Ifortis’s ability to guarantee competitive pricing and provide
innovative services. Ifortis also noticed the lack of communication that had become an industry
standard. As a result, a strategic decision was made to set upits own headquarters in India in
order to better satisfy the needs of Ifortis’s customers.Based upon demographic and geographic
research, Ifortis chose India, as the location to begin it’s facility. As time went on, Ifortis’s
principals of transparency, timely communication, quality of services and competitive pricing
allowed for significant expansion. As a result, Ifortis is now one of India’s leading corporate.To
build trust among various stakeholders and also the customers, employees , local communities
and business partners, the only way to look up at this is ethical management.Practicing fair and
transparent corporate management is the only aimof Ifortis Corporate. Ifortis Corporate
continues training its employees and operates monitoring systems.

Divisions in which IFORTIS works :

 Live
 Digital
 IT services
 Consultancy
 Founder of the company
Rohit Naidu is the Founder of the company and Project Director of Entrepreneurship 360. With
an ambitious mission to educate and empower more than 20,000 women in India to pursue their
entrepreneurial dreams, Ifortis Corporate has enlisted business owners from around the globe to
share their personal journey of failure and success at Entrepreneurship 360. Entrepreneurship
360 was a week-long, interactive online teaching program for ambitious career-driven women in
India, who are ready to identify, hone and expand their potential as entrepreneurs. The
program is sponsored by Ifortis Corporate, a consulting company that offers services in E-
Learning, information technology, event management and corporate training. Rohit Naidu’s
mission is to help college-age youth and women to learn how to start and grow businesses, as
well as successfully compete in global markets, by providing quality training, counseling, and
access to resources. Attendees of Entrepreneurship 360 had an opportunity to gain access to
potential business opportunities and even possible startup funding for the best ideas, offered
through Ifortis Corporate. Participants learned how to identify the key people important to the
entrepreneurship process; developing formulas for creating a new company; understanding and
planning for challenges aspiring business owners will have and how to resolve them, and how
each of these play a critical role in business success. Currently focused on youth in the U.S. and
India, Pride and Rohit Naidu are combining their company’s respective professional
expertise, and those of other business experts in the areas of information technology, digital
marketing and branding, communications, creative events and interactive education. As a result,
the Global Youth Entrepreneurship Program would offer participants “Best in Class” corporate
trainings that are key to successful building a successful business, industrial exposure, as well as
a 30-day hands-on CEO program, whereupon program completion,participants get an
opportunity to take the reigns of a company for 30 days. Among the key online workshops to be
covered in the Program will include training from global business experts in the areas of critical
areas of strategic planning, operations, marketing, networking and finances. According to Rohit
Naidu young people between ages 18-25are interested in entrepreneurship and are confident they
can own their own business. Naidu’s mission is to provide a viable path forward for young
people to not only be able to earn a living, but to also be able to positively impact the
communities they serve and also to ensure there will be asupportive environment where young
aspiring entrepreneurs can learn, explore and leverage their entrepreneurial acumen, energy and
creativity through their participation in the Global Youth Entrepreneurship Program.
 Business module of Ifortis
IFortis believes businesses have a responsibility to contribute to a sustainable future for work, for
the workers and for the world. IFortis is driven to lead by example, and it is guided by everything
it does by its values by its Code of Business Conduct and Ethics and the Sustainable
Development Goals. This is how IFortis attracts and retain the best talent and creates a culture of
conscious inclusions that fosters innovations, enables high performance and allows everyone to
achieve their potential.
● Respect the dignity and diversity of individuals.
● Compete fairly in accordance with law and business ethics.
● Make customer satisfaction our top priority.
● Make efforts for the improvement of the ‘quality of life’ of our employees.
● Pursue eco-friendly management.
● Build relationships of co-existence and co-prosperity with business partners.
 Mission of the Company
IFortis Corporate is stepping into Apparel Manufacturing Industry (Textile & Manufacturing
Industry) with an ambitious mission to create more employment opportunity for the women &
youth across India and helping them to become self-reliant with obsessive focus on the quality,
worker’s safety & welfare, Social Responsibility and customer satisfaction.

Culture of the company

They are a close team united by one desire: to work together to empower the globe. To help you
achieve your best, we provide many opportunities to develop and grow your potential. That’s
what inspires people to join, and makes them want to stay.
 What is Marketing?

Marketing refers to activities a company undertakes to promote the buying or selling of a product
or service. Marketing includes advertising, selling, and delivering products to consumers or other
businesses. Some marketing is done by affiliates on behalf of a company.Professionals who work
in a corporation’s marketing and promotion departments seek to get the attention of key potential
audiences through advertising. Promotions are targeted to certain audiences and may involve
celebrity endorsements, catchy phrases or slogans, memorable packaging or graphic designs and
overall media exposure.
Understanding Marketing
Marketing as a discipline involves all the actions a company undertakes to draw in customers
and maintain relationships with them. Networking with potential or past clients is part of the
work too, and may include writing thank you emails, playing golf with prospective clients,
returning calls and emails quickly, and meeting with clients for coffee or a meal.
At its most basic level, marketing seeks to match a company’s products and services to
customers who want access to those products. Matching products to customers ultimately
ensures profitability.Product, price, place, and promotion are the Four Ps of marketing. The
Four Ps collectively make up the essential mix a company needs to market a product or service.
Neil Borden popularized the idea of the marketing mix and the concept of the Four Ps in
the 1950s.
Product
Product refers to an item or items the business plans to offer to customers. The product should
seek to fulfill an absence in the market, or fulfill consumer demand for a greater amount of a
productalready available. Before they can prepare an appropriate campaign, marketers need to
understand what product is being sold, how it stands out from its competitors, whether the
product can also be paired with a secondary product or product line, and whether there are
substitute products in the market.
Price
Price refers to how much the company will sell the product for. Whenestablishing a price,
companies must consider the unit cost price, marketing costs, and distribution expenses.
Companies must also consider the price of competing products in the marketplace and whether
their proposed price point is sufficient to represent a reasonable alternative for consumers.
Place
Place refers to the distribution of the product. Key considerations include whether the company
will sell the product through a physical storefront, online, or through both distribution channels.
When it’s sold in a storefront, what kind of physical product placement does it get? When it’s
sold online, what kind of digital product placement does it get?
Promotion
Promotion, the fourth P, is the integrated marketing communications campaign. Promotion
includes a variety of activities such as advertising, selling, sales promotions, public relations,
direct marketing, sponsorship, and guerrillamarketing.Promotions vary depending on what stage
of the product life cycle the product is in. Marketers understand that consumers associate a
product’s price and distribution with its quality, and they take this into account when devising
the overall marketing strategy.
Goals of Marketing
An important goal of marketing is propelling a company’s growth. This can be seen through
attracting and retaining new customers. Companies may apply a number of different marketing
strategies to achieve these goals. For instance, matching products with customers’needs could
involve personalization, prediction, and essentially knowing the right problem to solve. Another
strategy is creating value through the customer experience. This is demonstrated through efforts
to elevate customer satisfaction and remove any difficulties with the product or service.
Structure of Indian Marketing
INDIAN markets and economic structure are as varied as it’s diverse and pluralistic ways of life.
However, the basics — supply – demand – supply cycles -with a significant influence of
monsoons, play important role. Please consult plenty of materials, fully researched, available in
the internet
The Indian microfinance sector has experienced fundamental changes in the structure of
ownership and management of microfinance institutions (MFIs). The current study seeks to
evaluate the competition level of the Indian microfinance sector during the period 2005–2017
and attempts to find the cause-and-effect relationship between concentration and competition.
Furthermore, it analyzes the performance of leading MFIs to explore if there is evidence of
exploitation of clients by these institutions. The study is the first of its kind with explicit focus on
the market structure of the Indian microfinance market. The study uses unbalanced panel data
sets generated from the microfinance information exchange (MIX) data source. The
representative sample includes firm specific data of 127 MFIs of different legal statuses and
sizes. The dynamic equation model is estimated applying the difference generalized methods of
moments (GMM). The results of the empirical investigation find a rise in the concentration with
a decrease in competition in the Indian microfinance market during recent years. Intense
competition in the past and introduction of new regulations in the wake of sectoral crisis are
responsible for this transition. High concentration gives large MFI market powers to exploit the
customers. However, the study fails to find any evidence of any such exploitation from the
conduct of the leading MFIs. The surveyhighlights the potential connection between the drop in
the competitiveness of the sector and the first appearance of new regulations in light of the
sectoral crisis. It is imperative that regulators keep a tight vigil on the operations of leading MFIs
and take necessary actions to ensure a healthy competitive environment in the sector.
Furthermore, existing rules should be modified to help small MFIs as they play a very crucial
role in the fulfilment of the primary objective of the microfinance.Microfinance was initiated
with the objective to alleviate poverty by income-generating small loans to the unbanked poor.
The success was recognized by the world, as evidenced with the UnitedNations (UN) declaring
the year 2005 as the ‘International Year of Microcredit’. In the very next year, 2006, the Nobel
Peace Prize wasawarded to the Grameen Bank of Bangladesh and its founder Dr Muhammad
Yunus. This led to the commercialization of the sector which speed up the sectoral growth rate.
The success of microfinance institutions (MFIs) with high repayment rates led to many
commercial entities and mainstream financial institutions operating in microfinance. The funding
for microfinance is no moresolely dependent on grants and subsidized loans. Microfinance
institutions are raising funds from commercial sources and many institutions have become self-
sustainable. These advances changedthe very nature of the sector all over the world.The Indian
microfinance sector, one of the leading markets in the world, has also experienced fundamental
changes in the structure of ownership, control, and management of modern-day MFIs, as well as
in changing stakeholder commitments (Nair, 2010). The sector has expanded enormously over
the last 2 decades. However,the sector also witnessed its greatest ever shock, the Andhra Pradesh
crisis, during 2005–2017. The crisis brought numerous regulations in response, which altered the
dynamics of the Indian microfinance market. It is crucial to analyze the effect of these
developments in the market structure on the competitiveness of the sector. Table 1 depicts the
Herfindahl–Hirschman Index (HHI) and the kth concentration ratio of the Indian microfinance
sector. The calculation is based on asset size. The concentration of top 10 MFIs remains about
three fourths of the total assets throughout the period with an increasing trend in later years. Out
of these top 10 MFIs, the top five MFIs hold more than half of the entire assets of the sector. The
values of the HHI index show an overall decliningtrend during the period 2005–2011. However,
during 2012–2017, the index depicts an increasing trend. In 2016, 80 per cent of the total assets
are owned by the top 10 MFIs and, out of which the top five MFIs hold 66 per cent of the total
assets. All these statistics point out towards an increase in the process of consolidation with few
MFIs holding the major share of the business.
 Types of Marketing
Everything we need to know about the types of marketing. Marketing as a discipline is
constantly evolving.The existing concepts are analyzed and updated to suit the current economic
and social trends. Newer concepts also emerge as a result of technological innovations and
marketing research.The older marketing theories which were widely accepted a few decades ago
are no longer relevant in today’s scenario.Marketing revolves round the needs of consumers. All
marketing efforts are putto meet manifold needs of the customers.Consumer is the king in
modern marketing concept. Consumer needs are shaped by culture, society, family, work group
or the like. Any change in surroundings will affect the need and consumption pattern of
consumer.Some of the types of marketing are:-1.Green Marketing 2. E-Marketing 3. Social
Marketing 4. Service Marketing 5. Holistic Marketing 6. Direct Marketing 7. Internal Marketing
8. Interactive Marketing 9. External Marketing 10. Relationship Marketing.Marketing as a
discipline is constantly evolving. The existing concepts are analyzed and updated to suit the
current economic and social trends. Newer concepts also emerge as a result of technological
innovations and marketing research. The older marketing theories which were widely accepted a
few decades ago are no longer relevant in today’s scenario.The requirements of the
contemporary marketing environment necessitate the development of new practices and theories
that will help organizations in successfully marketing themselves in modern times.
Type 1. Social Marketing:
Social marketing is the application of commercial marketing principles to achieve a social good.
It began as a formal discipline in the 1970s, when Philip Kotler and Gerald zaltman published
“social marketing- an approachto planned social change” in the journal of marketing.
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They observed that the same marketing principles that were used by commercial marketers to
sell products and services could also be used to sell ideas, attitudes and behaviour for the
betterment of human life.
The main goal of social marketing is not to make financial gains, but to bring about behavioural
change for societal benefit. It includes promoting the use of seatbelts while driving, promoting
regular health checkups, persuading people to get their children vaccinated, asking people to give
up tobacco use, etc.Amitabh Bachchan campaigning for polio eradication, zeenat aman
encouraging the patients to get treatment, boxer Virender Singh telling people to donate blood,
etc. are examples of social marketing.Kotler, along with Alan Andresen defined social marketing
as “differing from other areas of marketing only with respect to the objectives of the marketer
and his or her organization. Social marketing seeks to influence social behaviours not to benefit
the marketer, but to benefit the target audience and the general society.” Social marketing
concept has progressed well in developed countries like USA, UK, Australia and Germany.
Principles of Social Marketing:
Efforts should be made to understand the customers, i.e. the people whose behaviour is sought to
be changed. Their needs, motivations and fears should be analysed by questioning and listening
to their viewpoints.ii. The audience should be divided into sub groups to increase effectiveness
of the social marketing programmes. People with shared needs and characteristics should be
identified and targeted with specific policies. For example, for a polio eradication campaign,
parents with young children below age of five would be the target group.iii. The essence of
social marketing is to bring about positive changes in people’s behaviour. The social marketing
group should interact with the people, get involved with them and encourage them to bring about
changes in their beliefs and lifestyles. An effective communication policy is very vital for
making the people adopt changes.iv. The forces which motivate people to act should be
recognized. Plans should be expressed to them in such a way that it makes sense to the people
and helps them understand how this plan can benefit them or the society.
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A wide range of communication tools should be used to reach the people. Mass media like
television, radio, newspapers, and outside advertising media like billboards, posters, etc. should
be utilised to ensurewide coverage.vi. The customers should be involved in planning and
implementing the behaviour change programme. The views of the public should be taken into
account while developing the policies and delivering the service.vii. Collaborations should be
formed with partners, stakeholders and other organizations sharing the same values and beliefs in
order to improve communication and encourage effective engagement with audiences.viii. Social
marketers should be accountable in communication and marketing activities and demonstrate
high ethical standards. They should adhere to values like integrity, honesty and impartiality.
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Social Marketing Process:
1. Preparation:In the preparation phase, the foundation for the social marketing process should be
laid. It is essential to have an understanding of the problem, theaudience to be targeted and the
environment in which the programme will operate. There should be an agreement among the
stakeholders about the planning process, project goals, the resources required, the
communication media to be used, etc.
2. Define the Problem and the Goal:
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The problem should be defined from the social perspective. The potential causes of the problem
should be studies and the desired outcome should be outlined. Other similar campaigns should be
analysed to gain an understanding about the specific problem and how the anticipated resultscan
be obtained.For example, if the problem is drug abuse among youths, the underlying cause could
be unemployment and boredom. Initiatives providing vocational training to such youngsters
along with de-addiction counseling may help to control the menace.
3. Understand the Customer by Gaining an Insight:
It is important to identify the target segment for the social marketing programme. By analysing
the customer’s current behaviour, beliefs and lifestyle, an insight about his personality can be
gained. The customer should be informed about the benefits he could gain by bringing about a
change in his behaviour.Steps should be taken to minimize the effects of the probable barriers
that might prevent him from changing. Specific behavioural objectives for each target market
should be set keeping in view their uniqueness.
4. Develop Strategy:
ADVERTISEMENTS:A vision for the future should be created. The potential involvements
withthe customers have to be decided in advance. The objectives should be prioritized on basis
of their importance and the most important one should be accomplished first.The sequence of the
customer’s journey from current behaviour to visualized behaviour also needs to be planned.
Compelling campaign logicshould be in place, it can be formulated by interacting with the
public.An agreement should be reached with all the stakeholders regarding the core elements of
the strategy—the messages, language, symbols, communication networks, etc.
5. Implement:
The strategy so developed has to be put into action. The timeline for accomplishment of tasks
should be fixed. The planned interventions should be pre-tested to check if any changes need to
be made.The marketer should carry out the involvements and interactions with thetarget group
and encourage them to change their behaviour and beliefs for the long-term benefits of the
society as a whole.
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6. Review:
The progress that is being made as a result of these social marketing efforts should be measured.
The organization should learn from each stepand amend the policies wherever required. The
experience should be shared with other organizations having similar objectives. The ultimate
purpose of social marketing is to bring about societal benefits.The impact of the social marketing
can be seen in the positive changes that have resulted because of such endeavors, like reduction
in tobacco consumption, fall in infant mortality rate, increase in number of girls attending
schools, etc.
Type # 2. Service Marketing:
Services are intangible economic activities that fulfill certain needs of a customer. Some services
are purely intangible in nature while some are associated with tangible goods. Production and
delivery of services is simultaneous, i.e., services cannot be stored and are consumed at the point
of sale. They cannot be seen or touched, but only experienced.Examples of services are banking,
insurance, hair dressing, catering, medical services, etc. Services are very different from products
and as such they need different strategies to be successfully marketed.
Unique Features of Services:
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Intangible:
Services are non-physical. They cannot be held, seen, touched or tasted. They have no ownership
and cannot be stored. The degree of intangibility varies from service to service. Some services
like teaching have almost nil tangible components whereas others like catering, dress-making or
medical services are associated with tangible products like food, clothing or medicine.
Variable:No two instances of service exposure are same. Even if the same service provider is
providing the service to different clients, some differences, however minute are prone to be
there. It is more difficult to standardize services than it is to standardize products. The quality of
service also depends upon the place and time it was delivered on.In many instances, services
may be customized for individual clients. For example, a teacher may adopt different methods of
teaching for the intelligent and weak students.
Inseparable:
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Services are inseparable from their providers. They are produced, delivered and consumed
simultaneously. A particular doctor’s service has no existence separate from him or the skills of a
hair dresser cannot be isolated from her.
Perishable:
A service ceases to exist the second it has been consumed. The experience of classroom teaching
ends for the student the moment the teacher closes her notes; the lecture delivered at that point of
time can never be repeated. It is highly perishable. Service capacity loses its usefulness if not
utilised in time. An empty seat on a moving bus denotes wasted service capacity. Its utility
cannot be reclaimed.Marketing for services is very different from marketing products due to the
lack of a tangible component. But even services have some physical manifestations—ambience
of a bank, food in a restaurant, arrangement of furniture in a classroom, etc.—which represent
the quality of the serviceProvider to the customers. The people providing the service also
contribute to the perception of the clients. Good natured, reliable and courteous staff can help to
create a positive image in minds of customers. On the other hand unresponsive staff, dirty
environment or mistakes in the company’s website will turn away potential consumers.
Type # 3. Green Marketing:
Green marketing is the marketing of products in an environmental friendly way. It combines the
satisfaction of consumer’s wants and needs with the conservation and protection of the natural
environment.Green companies may produce goods that are environmentally friendly oradopt a
production method that is least damaging to natural resources. Green marketing is also known as
sustainable marketing.The four elements of the marketing mix, i.e. product, price, place and
promotion are combined to market products that are environmentally superior to available
substitutes. The ecological benefits of green marketing may be in forms of reduced waste,
decreased emissions of toxins, better energy efficiency, etc.
The American marketing association (AMA) defines green marketing as:
Retailing definition- the marketing of products that are presumed to be environmentally safe.
Social marketing definition- the development and marketing of products designed to minimize
negative effects on the physical environment or to improve its quality.Environmental definition-
the efforts by organizations to produce, promote, package, and reclaim products in a manner that
is sensitive or responsive to ecological concerns.Green marketing takes into account the concerns
of the consumers about promoting conservation of the ecosystem. Businesses are recognizing the
many opportunities and competitive advantages of eco-sustainability Consumer’s world-wide are
gaining awareness about environmental issues and are beginning to appreciate sustainability
efforts of organizations. Thus the market for eco-friendly products and services are on the rise.
Companies are leveraging on the rising popularity of sustainability in many ways:
1. Promoting the environmental aspects of a product. It is specified on some books and
notebooks that they have been made from recycled paper.
2. Introducing new products specifically made for those concerned with environment
conservation. For example, energy efficient tube lights and bulbs that help to save electricity.
3. Redesigning existing products in an ecological manner. In the past deodorant cans used to
contain CFC which harms the environment, but now many cosmetic companies have stopped
using it.

4 Ps of Green Marketing:
Green marketing products and solutions are arrived at by combining the four elements of the
traditional marketing mix in an ecologically friendly way that would appeal to consumers
concerned about environmental issues.I.
Product:
The product in a green marketing mix should be designed in a way that meets the needs of the
customer while having minimum impact on the environment.It should be kept in mind that even
though some consumers are very interested in environmental concerns, no one will buy
something that is environmentally safe but does not satisfy their needs. Manufacturers have to
produce goods that customers need in order to be successful.
Product Options for Green Marketing:
Products made from recycled goods.
Products that can be reused or recycled. For example, bottles of healthdrinks bournvita or
Horlicks can be reused.
Efficient products which save electricity, water, fuel, etc. like electric bulbs which conserve
energy and cars which give good mileage.
(iv) Environmentally safe packaging, using paper instead of polythene wrappers.
Organic products, like organically grown fruits and vegetables.II.

Price:
Pricing is an important factor of marketing mix. Customers will be willing to pay a premium for
green Goods only if they feel it is worth the value. If green marketing gives them additional
value for money, they will be delighted.This value could be improved performance, better
design, fuel saving, etc.the biggest upside of green marketing is that environmentally responsible
products save costs in the long run even if they involve a greater initial investment.
Place:
The distribution channels and the place where the goods and services are available have a
significant impact on customer’s buying decisions. Customers will not go out of their way to buy
environmentally friendly products for the sake of it. The company should ensure that its products
are easily available to a wide variety of customers.The location should differentiate a firm from
its competitors. In order to be credible, a firm should also adopt a logistic system that is
ecologically viable. Otherwise the company would not be able to maintain the customer trust for
long.
Promotion:
Promotion mix includes advertising, sales promotion, publicity and direct marketing. Successful
green marketers will use sustainable promotional tools and practices to reinforce environmental
credibility. Advertising is one of the most criticised aspects in green marketing. If a producer is
ableto instill eco- friendliness in advertising, he would be able to command the goodwill and
trust of customers.Many companies are replacing print advertisements and catalogues with
online advertising and e-marketing. Some enterprises have cashed in on the governmental ban on
polythene bags in certain areas; they sell bags made of biodegradable materials. Companies can
also enter into meaningful collaborations with other green marketing firms, governmental
associations and not for profit organizations to promote thecause of environmental ethics and
sustainability.The secret of successful green marketing lies in balancing the economic aspect of
profitability with the social responsibility of environmental sustainability. Smart marketers will
devise ways to integrate ecological benefits with improved product performance. Green
marketing is still a new concept and much needs to be done to explore its full potential.
Positive results can be achieved only by customer satisfaction, as is the case of any form of
marketing. Credibility is a very crucial factor here. The manufacturer has to build up the trust
and confidence of his customers tobe able to convince them of his sincere conservation efforts.
Sustainable marketing is not a fad; it is the way to ultimate long-term success.Green marketing
processes will help in waste reduction, energy conservation, and better utilisation of resources.
Higher efficiency in operation along with greater customer satisfaction will benefit not only the
environment, but also the organization for many years to come.
Type # 4. Holistic Marketing:
In the modern marketing world, organizations are looking beyond the traditional marketing
outlook and are recognizing the need to consider marketing as a comprehensive process, a vital
component of the broader economy and society. Holistic marketing enables the company to view
its marketing efforts as a “whole” and develop an overall complete marketing plan.The
organization is not considered as just a single isolated entity, but as a constituent of the overall
business world and economy. Multiple perspectives on the company’s commercial activities are
developed instead of holding on to a one- dimensional approach. Holistic marketing recognizes
that when it comes to marketing, “everything matters”, and it is necessary to have a broad
integrated perspective towards all aspects of marketing.Holistic marketing considers the whole
business system while developing a marketing strategy. The emphasis is not only on the products
and services provided but also on the people who are involved in creating and marketing them.
Each component of the marketing strategy is designed asa part of an overall unified
strategy.Marketing efforts are directed towards implementation of all the components in a
synchronised method. All the marketing activities are coordinated to achieve synergy and deliver
the best possible value to the customer. Holistic marketing is an emerging concept, but is very
likely to gain popularity throughout the world in the coming years.
The Four Components of Holistic Marketing:
Integrated Marketing:Integrated marketing is the interlinking of all the marketing efforts in order
to improve their effectiveness. All the marketing decisions and activities are integrated to deliver
enhanced value to the customer.
This includes the various aspects of the modern marketing mix, i.e. the 7Ps
Product- Design, features, colour, branding, style, quality, safety mechanism, warranty, research
and development, packaging, labelling, after-sales services, etc.
(ii) Pricing- Pricing policies, pricing strategies, discount, price discrimination, payment terms,
credit terms, profit margin, seasonal pricing, resale prices, etc.
(iii) Place- Channels of distribution, warehousing, inventory management, transportation, order
processing, etc.
 (iv) Promotion- Advertising, personal selling, sales promotion, public relations, marketing
communication and media mix to be used, etc.
People- Salespersons, customer care executives, grievance handlers, waiters, customer support
staff, etc. who deal with the customers.(vi) Processes- The steps, procedures and sequence of
activities that result in the ultimate transfer of ownership of products/services from the
manufacturer to the customer.
(vii) Physical evidence- Ambience, tangible components of services, physical facility of the
buildings where service is provided, brochures, business cards, etc.Traditionally, the elements of
marketing were viewed from the seller’s point of view, but in case of holistic marketing it is
necessary to consider the buyer’s viewpoints also. The seller considers each element of
marketing as a tool to influence buyer’s decisions; the buyer, on the other hand considers how
each aspect of marketing delivers him value.Robert Lauterborn, a professor at the University of
North Carolina gave the concept of 4 Cs as opposed to the 4 Ps of the traditional marketing mix.
The 4 Cs model is a customer oriented one. He felt that marketers often have a narrow viewpoint
about the marketing elements and do not give due consideration to the views of consumers. His 4
Cs examine the marketing scenario from the eyes of the customer.
(i) Consumer (vs. Products):The emphasis is on the needs and wants of the customers instead of
the qualities of the product. This approach stresses on the fact that first the wants of the
customers should be identified and the products should be customised according to their
requirement. In today’s world, customers are very demanding.
Therefore it becomes even more impertinent that producers offer them goods and services
according to their desires. The companies that produce “what the customers want” are the ones
who are able to garner a larger market share in their product categories.
(ii) Cost (vs. Price):The cost refers to the monetary value the customers pay for buying a product
or service. This is often the major factor that determines a buyer’s purchasing decisions. The
seller has to fix the price of his product keeping in view his targeted audience’s nature and
expectations.The customers will be willing to pay the cost of acquiring something only if they
feel if they are getting good value in exchange for their money.
(iii) Convenience (vs. Place):Convenience to buy refers to how easy it is for the customer to
access the place where the goods/services are offered. In the modern world, the customer is often
strapped for time and prefers to buy from places that are in close proximity to him. Also sellers
who provide home delivery are given a preference.Many companies have cashed in on the
widespread usage of internet and the convenience it provides to customer by providing them the
ease of online shopping. Flipkart(dot)com, homeshop18(dot)com, indiaplaza(dot)com,
infibeam(dot)com, etc. are some examples of online shops in India.
(iv)Communication(vs. Promotion):Communication is to customers what promotion is to
producers. Promotion includes advertising, sales promotion, publicity, etc. which the producer
uses to manipulate the customer’s thought processes.Communication, on the other hand, is a
two-way process, it is about the free flow of information between the seller and the buyer. The
manufacturer should make the promotion process interactive and encourage customers to share
their suggestions and opinions with them.
II. Internal Marketing:Internal marketing is a philosophy according to which the employees of a
firm should be treated as “internal” customers of the business and due regard should be given to
the satisfaction of their needs as well. Internal marketing is about the relationship shared by the
employer with the employees.Communication is one of the most important aspects of internal
marketing. The vision, mission, policies and goals of the firm should be conveyed to the
employees so that they share the same views and beliefs as the management.The core values of
the business should be aligned with those of the employees to ensure more efficient operations
and better customer service. An effective internal marketing strategy makes certain that the
company’s policies and plans are intimately understood by the employees.The goal of internal
marketing is to build a positive image of the company in the eyes of the employees. The
company’s vision should be so ingrained in the employee’s psyche that the adherence to this
vision is central to everything the employee does.Internal marketing helps to create a well-
informed, motivated, enthusiastic and skilled workforce that is essential to improve
productivityand provide best quality customer service. There are two levels of internalmarketing:
Coordination within the Marketing Department:At the first level, coordination between the
various activities within the marketing department should be built up. The functions of
advertising, sales promotion, market research, customer support, etc. should be aligned with one
another so that all the efforts are directed towards the common goal.
Coordination of the Marketing Department with the other Departments:Marketing is not the
responsibility of solely the marketing department. The other departments in the organization like
HR, finance, production, logistics, etc. all have a role to play in the overall marketing function of
theorganization.The activities of each of these departments must be aligned with those of the
marketing department in order to attain the company’s long-term goals. After all, it is the actions
taken by the marketing department that ultimately create sales and profits for the business.
Relationship Marketing:One of the main objectives of marketing is to build deep meaningful
relationships with the various stakeholders in the organization. In holistic marketing, the
organization realizes the importance of maintaining enduring relationships with the customers,
employees, suppliers, distributors, shareholders, financers, dealers, media, government agencies,
community, etc.
The ultimate goal of relationship marketing is to build a strong marketing network consisting of
the company and it’s supporting stakeholders with whom it has commercial
relationships.Relationship marketing requires the knowledge about the different constituents of
the environment, and also an understanding of their needs, desires and expectations. Relationship
marketing involves conceptslike Customer Relationship Management (CRM) and Partner
Relationship Management.
IV.Performance Marketing:The concept of performance marketing relates to understanding the
issues related to financial, legal, ethical, social and environmental effects of the firm’s various
marketing activities and programmes. Financial accountability and social responsibility are
aspects of performance marketing. The company is accountable to each of its stakeholders in one
way or the other.
It has to:
Generate profits in order to pay dividend to shareholders and to maximise their wealth.
Provide high quality products to customers at reasonable rates and practice ethical business
processes.
Fulfill legal obligations and pay taxes to the government.
Contribute to community development and growth.
Minimise negative impact on the environment.Performance marketing examines the impact of
the organization’s actions on the constituents of the environment of the business. Holistic
marketingaims to maximise the benefits and value delivered to the various stakeholders of the
business while trying to minimise the negative influences on the environmental components.
Benefits of Holistic Management:
1. Helps in brand building and improving goodwill of the organization as meaningful
relationships are built with each constituent of the environment.
2. Holistic marketing helps to differentiate a company from its competitors who still follow a
narrow concept of marketing.
3. Better relations are established with customers as their viewpoints are also taken into account
while developing marketing strategy.
4. Holistic marketing helps an organization to establish a professional image in the international
scenario.
 Objective of the research
 Social media marketing, Content marketing, Direct marketing, Influential marketing
 Blogging, Email Campaign
 Maintaining Report of Participants
 Customer Relationship Management
 Progress tracking, Detailed market survey & research
 Gained behavioral insights of consumers
 Achieving sales target of participants
 Created Campaign running to drive website traffic, brand awareness and visibility.

About company Project-

ARISE & ARAMBH 3.0ARISE & ARAMBH 3.0 was India’s first and largest virtual youth
fiesta which was organized on 26th-27th August, 2021 by Ifortis Corporate. This event is
registered in “Unique world records and International book of records”. It provides best platform
to showcase talent and skills along with opportunity to be part of world record. It will boost self
confidence of youth and make their talent expose to world. It will provide necessary break and
can boost psychological insight.·Various scientific, literary and cultural events are included
within the event such as Singing, Art, speech, dance, young scientist, fortnite, photography,
storytelling, etc which provides opportunity to students to sprinkle their skills throughout globe.
Most of the potential customers are local (West Bengal state) and of age group within 14-18
(nearly 70%). Nearly 90% male participated have registered in this event through my campaign.
90% of the potential customers drive towards events through social media marketing campaign
and 10% are registered through direct marketing via school/coaching institute.
Marketing Techniques-
a) Direct Marketing & Influential Marketing (Via Education consultant in school and coaching
institute)
b) Digital marketing ( Blogging, content marketing, social media marketing·
Target market-
Ø Age group- 5-18 for Arise & 18 -60 for Arambh 3.0
Ø Social class- Any
Ø Education- From Class 3 to higher studies
Ø Income- Not mandatory
Ø Geography- Semi urban, Urban (Tier 2, Tier 3 cities)
Ø Gender- Both Male and Female

RESEARCH METHODOLOGY
Digital marketing techniques applied- Promoted event in social media handle ( Facebook,
LinkedIn, Instagram), Created blog for event promotion in blogspot and associated it with google
search console and analytics to evaluate visitor traffic, created video and promoted video in
youtube.
Resonation with Reporting Manager
Ms Ambika Nagpal (Team Leader, HR) is quite encouraging and supportive towardsteam. She
enlightened us with proper direction and created an urge of innovation of presenting things in
different fashion. She properly explained our job and act as catalyst to achieve team goal.
Public project for youth
At IFORTIS CORPORATE, sustainability management aims to create integrated values. Not
only it create economic values by maximising profits and shareholder values, but also take on a
stronger responsibility as a global citizen to create social values. As it delivers innovative
products and services along thevalue chain which is based on the core values they pursue at
IFORTIS CORPORATE, it generate values in the fields of economy, society, and environment.
They monitor the financial and non-financial impacts that we exert on society throughout such
process so that it maximise positive impacts while minimising any negative ones. Ifortis follows
all sustainable development goals which include no poverty, zero hunger, good health, quality
education, gender equality, clean water and sanitation, affordable and clean energy, industry
innovation and infrastructure, climate action, etc.Ifortis Corporate launched Become An
Entrepreneur, Practical learning on how entrepreneurs validate concepts through structured
experiments, refine their business strategy, and raise the capital necessary to create value and
grow their business. The program begins by providing access to potential business opportunities,
outlines some of the challenges you might face, and offers a formula for creating your new
company. The program will help in identifying the important people in the process of
entrepreneurship and how each plays a powerful role in your success. The goal of the program is
to support the development of Entrepreneurship in Youth through skill training, strategies, and
expert advice.Ifortis Corporate has launched ‘Solution for Tomorrow’, an exclusive program
offering all 16-26 year olds world-wide the chance to changethe world with their ideas. The
programme brings compassion, education and technology together to help young people nurture
andcreate solutions to their local community’s most pressing problems within one of the four
following categories: diversity & inclusion, education, social isolation and sustainability.The
Youth Should Lead by IFortis Corporate is Youth Leadership programme launched in 2020,
explores how no one individual has the complete set of leadership skills. It enables youth to
identify and reflect on their natural leadership style, personality and behaviours. Then, with the
support of world class corporate trainers, youth will agree on areas for development where your
leadership shows potential or is fragile. The youth will discover that to be a complete leader they
need to be aware of their own limitations and draw on the diversity of their team.IFortis
Corporate’s Blockchanging the World is a mission to provide the youth with a well-rounded
foundation of the intersection of blockchain technology with either technical practicality, the
modern healthcare system, financial institutions, or a road map through the legal labyrinth that is
blockchain regulation to aid them in the decision-making process. The program is intended to
help the youth in implementing blockchain technology by meeting societal needs and
overcoming such obstacles as risks, barriers, and regulations.IFortis Corporate, committed to
reducing our environmental footprintand that of our events. We have signed an international
commitmentto reduce our footprint company-wide (IAPCO Plastics Pledge), as well as the
footprint of our clients’ events, through sustainable design and carbon offsetting. We work with
partners and suppliers who have active sustainability policies and we also actively encourage
discussions and awareness around environmental practicethroughout our industry.IFortis
Corporate’s Step Up is an executive Skill Development program, During the program the young
people will be made to investigate complex challenges such as social problems, plastic pollution,
genome editing, and global pandemics. The program is structured around real-world problems,
its core is centred on academic disciplines and a range of research methods by IFortis
Corporate’s Research & Development Team. The youth will gain a strong understanding over
the rapidly changing future of work.
 DATA COLLECTION METHOD
While interaction with potential customer as brand representative, I acquire few customer
behaviour insights as follows:-Most of the customer shows negative approach towards online
competition as it is out of their comfort zone.Some of the introvert customer find it very relaxing
as they won’t be exposed to stage fear.There is positive approach towards events due to its
uniqueness of records and varieties of competition. Most of the customer believes it as one of the
relaxation programmeto corner COVID for time being.
Data analysis & findings
Questions to the participants & their parents
Q.1) Have you participated any kind of online event before?
t IFORTIS CORPORATE, sustainability management aims to create
INTERPRETATION
In the chart it shows that 60% participate are comfortable for online virtual event & 40%
candidates are not participated in online event, they felt hesitated.
Q.2)Would they comfortable using the modern virtual event features?
INTERPRETATION
In the chart it shows that 80% participate are comfortable for online virtual event & 20%
candidates are not comfortable of online event, they were not aware of the process of the
participation.

Q.3) Would they prefer free registration or paid entry?

Q.4) Would you recommend your friend to attend virtual event like this ?

Interpretation

In the chart it shows that 90% participate are ready to recommended their friend.10% is
not showing their interest on recommendation.
 CONCLUSION

This online event ARAMBH3.0 & ARISE has provide the opportunity to ambitious
writes to bring to light their potential & have a steady platforms to grow & exhibit their
hidden talents. Virtual events are effective because they meet people where they are –
literally! In-person events are reliant upon the people who have the means &time to
attend conferences & trade-shows ,leaving a large population out of action. Going virtual
breaks down those prohibitive barriers.It was a challenging and rewarding opportunity
to convince customer and meet target. Everyday, a goal was set which is to be achieved
by showcasing the marketing skill with soft spoken approach. It was a good learning
experience which taught us to meet the challenges within the deadlock time. It also
exposes us to generate insight various customer behavior and learn how to marketing in
Corporate world.
 REFERENCES

 https://ifortisworldwide.com/
 http://ww1.ifortiscorporate.com/