SUMMER INTERNSHIP PROJECT REPORT

ON
“A STUDY TO ANALYSE THE CUSTOMERS
PERCEPTION ABOUT BROUT VALUE OF RAFTAR”

Submitted for the partial fulfilment of the Post-Graduation Diploma in

Management
(marketing & operations)

Session (2022-2024)

Under the Guidance of

Submitted By:- Yogit Aggarwal Faculty mentor:
I.T.S Mohan Nagar, Ghaziabad Professor. Kumar Biswas
Enrollment No: - 2022148
Batch: 2022-24 Industry mentor:
Mr. Saurabh Suman

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 CERTIFICATE OF ORIGINALITY

I Yogit Aggarwal hear by declare that this summer internship project is my own work and that, to
the best of my knowledge it reproduced no material previously published or written that has
accepted for the award of any other degree of diploma, except where due acknowledgement has
been made in the text.

Yogit Aggarwal Industry Mentor Name

Roll No: 2022148 Saurabh Suman

(Marketing Manager)

2
 CERTIFICATE

This is to certify that Mr. Yogit Aggarwal PGDM (Batch 2022-2024) A Student of I.T.S
School of management, Ghaziabad has undertaken the project on “Project Title”. To the best
of my knowledge, the survey and analysis work for preparing the project has been carried out
by the student in partial fulfilment of the requirements for the award of PGDM, under my
guidance and supervision.

I am satisfied with the work of Mr. Yogit Aggarwal

Prof. Kumar Biswas

DATE: - Faculty Mentor

(Signature)

3
 DECLARATION

I Yogit Aggarwal hereby declare that the project record on Raftaar creative private limited is my
own work and an effort which is completed under the supervision of Prof. Kumar Biswas
(Faculty mentor), Saurabh Suman, Tushar singhal and Ajay Kumar (Industry mentor) and
assistance manager at Raftaar creative Pvt. Ltd.

The research paper has been submitted to I.T.S School of Management for the purpose of any
requirement of SIP Project report or any other degree earlier.

DATE………….

PLACE………….

Yogit Aggarwal

4
 ACKNOWLEDGEMENT

I am using this opportunity to express my gratitude to everyone who supported me throughout

the project. I am thankful for their aspiring guidance, invaluably constructive criticism and
friendly advice during the project work. I am sincerely grateful to them for sharing their truthful
and illuminating views on a number of issues related to the project.

I express my warm thanks to my industry mentor Mr. Saurabh Suman for his continuous
support and guidance throughout the internship where I got an opportunity of learning and
improving myself to step up in the corporate world. I would also like to thank my faculty mentor
Dr. Kumar Biswas for providing me this opportunity to research, learn and grow for my future
endeavours as a budding manager,

I hope that I can build upon the experience and knowledge that I have gained and make a
valuable contribution toward this industry in coming future.

Thanking You

Yogit Aggarwal
Roll no- 2022148
PGDM (2022-2024)
Dept. of management

I.T.S School Of Management

5
 TABLE OF CONTENTS

sr no content pages

1 Certificate of originality 2

2 Declaration 5

3 Acknowledgement 6

4 Executive summary 8

5 Introduction to company 9-21

6 3c’s of company 22-25

7 Swot 26-27

8 Marketing mix of Raftaar creative pvt. ltd 28-34

9 Objective of research 35

10 Research methodology 36-37

11 Data Analysis 38-44

12 Finding’s 45

13 Recommendations 46

14 Conclusion 47

15 Bibliography 48

16 Appendix 49-50

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 EXECUTIVE SUMMARY

The Two-month of summer internship program at I.T.S School of Management for higher
Education is a viral part of the 2- year PGDM Couse. Since majority of the students come
without any prior work experience, the summer internship adds worth to their CVs by giving
each student immense learning. At ITS School of Management a student can bag an internship
through various means since the institute gives us ample opportunities to interact with industry
expert. I got my internship through a campus visit by Raftaar creative pvt ltd. our interaction
with Marketing manager the current trends for making relationship with customers, how to deal
with customer, finding leads and how to increased sells in the todays era. Further to our
discussion, we got know that Raftaar is a renowned name on the field of digital advertising
house agency and offered on the first time to introduce a new product is Digital signage displays.
Raftaar creative private limited is a digital house advertising agency and they India’s wide range
of advertising platform solutions and offering the widest range of adverting channels under the
one platform. As an organisation, we have always felt that to grow from good to great, we should
live by certain set of values.

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 INTRODUCTION OF THE COMPANY

Raftaar is the world’s ‘First Hindi Web. Search Portal’.

8
Indian consumers are enjoying high attention and acknowledgment from domestic as well as
international marketers as India's consumer markets are charting new heights in terms of
growth and development.

In a bid to grab bigger market share and consumer base, Indian marketers are devising strategies
to integrate their advertising & marketing campaigns across multiple channels. Organisations
are readying themselves to adopt mobile marketing techniques in a big way, while they are
investing heavily in social marketing.

Industry research shows that Email marketing continues to be the leader in terms of lead
generation and will see stronger investments in 2013.

• Social media would continue to be the most preferred marketing tool with 65 per cent
of the Indian marketers willing to increase their investments in the channel (higher from
2012's 37 per cent)

• Email marketing would be the second highest e-marketing investment channel for
Indian marketers in 2013.

• About 75 per cent of the marketers believe that up-to 50 per cent of the email marketing
messages would be viewed on mobile phones in 2013.

• Integrated campaigns are expected to significantly increase conversion rates.

Advertising Industry - Statistics

Advertisement expenditure in India marked a growth of 4 per cent in calendar year 2012,
according to a recent report released by largest Indian media agency GROUPME expects that
they will grow at 9 per cent in 2013.

Television

TV as the medium saw a growth of 3.1 per cent over the year ago at Rs 14,461 crore (US$ 2.72
billion) as per the GroupM report. The report predicts that it is expected to grow at about 12
per cent in 2013.

Newspaper

As a medium, dailies witnessed 2.4 per cent growth over 2011 to Rs 13,622 crore (US$ 2.57
billion) while their growth is forecasted at 5 per cent for 2013.

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Radio

Indian radio industry clocked revenue of Rs 1,530 crore (US$ 287.82 million) in 2012, growing
at 5 per cent while it is anticipated to grow at 7 per cent in 2013.

Digital Media

Digital and cinema (as an advertisement medium) saw robust 28 per cent and 15 per cent growth
respectively in 2012. In 2013, digital medium ad spend is expected to grow at 30 per cent while
predictions for Cinema sector is 15 per cent.

Rural Marketing

Rural markets have emerged as an important growth engine in the Indian consumption story.
With about 70 per cent of the Indian population residing in the hinterlands, rural markets seem
to be a significant opportunity for business conglomerates.

Recent data shows that consumption in rural areas has grown faster than that of urban areas
while overall, rural consumption (in value terms) has grown 17.2 per cent per annum during
the FY08-10 period.

Rural penetration of major durables has seen a significant up-surge. For instance,
TV penetration has moved from around 31 per cent in 2007 to 39.8 per cent in 2010 while
motorcycles/scooter penetration increased from 9.5 per cent to 13.9 per cent in the same period.

Around 75 per cent of the sales in fast moving consumer goods (FMCG) and consumer durables
sectors are accounted by Indian rural markets.

The chances of achieving objectives and goals are greater when a company has an effective
marketing strategy in place.

Though there is always room for traditional strategies such as targeting the audience through
television or radio, the modern consumer is progressively using other methods (the Internet,
mobile phones, etc.) to access information.

Here, social media marketing is vital, especially in a country like India which is one of the
youngest in the world demographically and has a growing broadband market.

It is not far-fetched to suggest that marketing strategies are the blood line of any business and
that a company’s long-term goals are dependent on their efficacy.

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Advertising and Media & Entertainment Industry

The Indian M&E industry is expected to grow 11.8 per cent to garner revenues worth Rs 91,700
crore (US$ 14.79 billion) in 2013, according to an industry report. Traditional media such as
television, print and radio continue to dominate.

However, other segments such as animation, visual effects, films and music are quickly gaining
acceptance due to their content and the advantages of digitization.

Conventional media such as television and newspapers remain the masses’ preferred source for
information and entertainment; they account for over fourfifths of the advertising revenue.

However, the Internet has gradually been increasing its share in the advertising pie. Spends on
digital media hovered just above 1 per cent of the total advertising expenditure in 2005; in
2012, it stood at a respectable 7 per cent.

Search advertising catered for about 38 per cent (Rs 850 crore [US$ 137.14 million]) of the
total online advertising spend while display advertising formed a significant 29 per cent (Rs
662 crore [US$ 106.86 million]) by March 2013, according to the findings of ‘Digital
Advertising in India’ report conducted by the Internet and Mobile Association of India
(IAMAI) and IMRB International.

Advertisements on mobile phones and tablets have increased from a 7 per cent share in FY
2011–12 to 10 per cent of the online advertisement market in FY 2012–13, which amounts to
expenditure of around Rs 230 crore (US$ 37.17 million).

Social media, email and video advertising comprise 13 per cent, 3 per cent and 7 per cent of
the online advertising market, respectively.

Social Media as a Strategy

Social media is increasingly being used by companies, big or small, to reach out to potential
consumers. The advantage of social media is that a business can interact with its customer in a
closer, peer-to-peer manner, something that is not always possible with non-digital marketing.

Social media is a unique instrument of communication that facilitates interaction not just
between two entities (the company and the consumer) but between multiple parties (i.e., the
company, its clients, stakeholders, employees, etc.).

With social media, companies can create, sustain and leverage connections and strengthen their
position in the market.

Multinational American Express is an example of a company which is active in both B2C and
B2B spaces. It has established conversational platforms, both independent (Open Forum) and
mainstream social media (Amex on Facebook), in an effort to improve communications with
small businesses and potential investors.

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American Express regularly updates its website with news pertinent to its audience (e.g., facts
and trends about small businesses), often posting challenging questions aimed at involving
them in discussions as well as facilitating meaningful interactions between small businesses.

This way, the multinational has successfully established itself as a hotbed of information
exchange within the industry.

Professional networking site LinkedIn is another hot spot for marketers, especially with the site
gaining popularity among Indian users. Experts opine that unlike user of other social media
platforms, LinkedIn users, being professionals with disposable income, are more likely to
purchase products and services.

Recent Developments

• Chinese personal computers (PC) maker Lenovo is competing for a substantial market
share in India’s smartphone market. The company, which launched six smartphones in
the Indian market in June, 2013, has established deals with three national distribution
chains while entering into a partnership with HCL Care for after-sales service.

• The popular PC company plans to use its multi-crore advertising and marketing
campaign to convince the Indian consumer that it is more than just a PC brand.

• French advertising and public relations multinational Publicis Grouped has acquired
Beehive Communications, an Indian advertising and communications agency.

• The agency, which is now rebranded as Publicis Beehive, is believed to have been
purchased for around Rs 150 crore (US$ 24.20 million). Beehive is headquartered in
Mumbai and has offices in New Delhi and Bangalore. Its clientele includes Tourism
Malaysia, General Motors, Bosch and Hard Rock Café, among others.

• State-run National Textile Corporation (NTC) is targeting a launch of 300 retail stores
over the next two years. The company is looking at starting 100 showrooms by March
31, 2014 and a further 200 stores by March 31, 2015.

• This strategy would enable NTC to sell 2.6 million metres of garments.
The corporation’s turnover during FY 2011–12 was Rs 700 crore (US$ 112.98 million)
and the marketing strategy is being undertaken with the aim of doubling that figure.

• Mobile advertising spend in India is projected to reach Rs 430 crore (US$ 69.40
million) by March, 2014, a 43 per cent increase from the Rs 300 crore (US$ 48.42
million) spent in FY 2012–13, according to a study conducted by the Mobile Marketing
Association (MMA) in collaboration with media platform, exchange4media.

• Cheaper smartphones and tablets as well as small and medium businesses utilising
mobility solutions for their promotions are some of the factors for this increase in
spending. Today, businesses are showing a greater willingness to invest in mobiles as
part of their marketing strategy.

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 • Philips India, in association with Electric Lamp and Component Manufacturers
Association of India (ELCOMA) will seek to educate consumers about the various
advantages of LED lamps.

• It also plans to inform people about the difference between quality LED lamps and
cheaper duplicates. The prices of quality LED products have come down over the last
two years and will become more affordable in the near future, according to Mr Sumit
Joshi, marketing head of Philips Lighting India.

According to Group M report, the advertising industry in India is expected to grow at 15.8% to
reach US$ 14.9 billion in 2022. In 2023, the growth is expected to be around 16.8%, which is
led by the pure-play digital advertising. This segment accounts for the largest share of 48.8%
in 2022 and is expected to rise above pre-pandemic levels.

India retail media market size is forecast to double by 2027 from US$ 551 million in 2022. TV
advertising, which accounts for 36% of the advertising industry, is predicted to expand 10.8%
in 2022 and will continue to grow in the double digits due to high growth in both traditional
and connected TV.

The Indian advertising industry is very small compared to China's, which is anticipated to have
advertising revenues of US$ 137.8 billion in 2022 despite the Covid-related lockdowns,
however, unlike China, which is anticipated to experience a 0.6% de-growth in 2022 and an
estimated 6.3% growth in 2023, India's prospects are much more promising.

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 INDUSTRY PROFILE WITH DATA AND SOURCE

The advertising industry is a global, multibillion-dollar business that serves as a conduit

between manufacturers and consumers.

The research group eMarketer reported that total media advertising spending globally was
nearly $629 billion in 2018, with about 44 percent of that spending in digital advertising. There
are more than 71,555 advertising businesses in the United States, employing more than 264,021
workers.

Whether for non-profit organizations or Fortune 500 companies, advertising agencies are hired
to cultivate brand identities, persuade consumers to switch brands, launch new products, and
lobby for political issues.

The advertising industry creates and manages the connection between companies, products,
and consumers, translating their clients’ messages into effective campaigns. Advertising can
stimulate buying, increase sales, and help to jumpstart the economy.

The economy, though, can also affect the advertising business. When it slows down, consumers
tighten their wallets, and manufacturers, in turn, reduce production and scale back on
promotions. Ad spending decreases, as does ad revenue.

Popular media and technology drive this industry. Before the advent of radio, television, and
computers, print publishing was the main method of advertising, with ads appearing in
newspapers and magazines, flyers, and on billboards.

Benjamin Franklin pioneered advertising tactics in his newspaper, the Pennsylvania Gazette,
when he placed headlines, advertisements, and illustrations alongside editorial content.

Franklin also owned a stationery store in Philadelphia and is believed to have been the first to
create the mail-order catalog. Until the mid-1800s, little changed in how print advertisements
looked.

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In newspapers, all print ads were usually a single column without special type or illustrations.
Publishers weren’t in favour of advertisements and often separated them from the rest of the
content. Magazine publishers, for instance, isolated advertisements to the back pages.

By the mid- to late 1800s, a large percentage of advertisements were about patent medicines,
and the messages focused on the public’s health fears. The statements were often dramatic and
outrageous and did little to convince society that advertising was a serious business.

The advertising industry started to take hold during the Industrial Revolution, when
manufacturers with diverse products needed to advertise nationally to expand their customer
base.

Companies hired advertisers to secure, create, and strategically place ads where consumers
would see them. In the early 1900s, stores such as Macy’s, Marshall Field’s, and Wanamaker’s
turned to advertising to reach customers. Radio, television, computers, smartphones, and the
Internet have since added other tools and techniques for advertisers to reach consumers.

Until the 1980s, clients could find myriad services in a single advertising agency. Once the
media industry started to grow, agencies diversified and spun off their specialized in-house
departments into separate agencies.

Consolidation of agencies continues to change the industry. Independently owned agencies still
exist but are far outnumbered by group-owned agencies and holding companies, which are
parent corporations that own (or hold) stocks in other companies.

Holding companies aren’t involved in the day-to-day advertising tasks but instead work with
the companies’ board of directors, helping to set policy and strategy.

Traditional advertising agencies come in three shapes: worldwide networks, with multiple
offices around the world; micro-networks, with only a few offices in other countries; and
independent, standalone groups, which usually operate in one office and in one country.

These networks and groups may be full-service agencies, creative boutiques, or media planning
and buying agencies. Advertising agencies themselves have seven major departments: account
services, creative, media, account planning and research, business development, production,
and traffic (also known as project management in a growing number of agencies).

Jobs in account services include account managers and directors, account executives, and
account coordinators, who each have different roles in managing advertising accounts and
clients. Art directors, creative directors, and copywriters work in creative services, creating
entire ad campaigns for different media, including digital media.

Workers in the account planning and research department study consumers' behaviour and
analyse data to help create strategically targeted advertising campaigns. Workers in the
business development department develop relationships with new clients and are constantly on
the hunt for new business.

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The production department consists of print and broadcast specialists, who have backgrounds
in everything from illustration, design, and print production, to photography and broadcast
production. Traffic managers, more often known as project managers, make sure the schedule
for ads stays on track, liaising between all the departments to verify work is done and
communicating with clients about any and all changes along the way.

TV advertising is projected to grow slowly into 2022, at a compound annual rate of just 1.3
percent. Online advertising will comprise only a small part of TV advertising revenues.

As the PwC report describes it, “To put digital’s small penetration into context, advertisers are
expected to spend as much on digital newspaper advertising as digital TV advertising in 2022.”
On the other hand, cable broadcast networks will have higher compound annual growth in
advertising than multichannel systems through 2022.

The magazine advertising market consists of the consumer magazine and the trade magazine
sectors. The consumer magazine advertising market in 2018 was estimated to be at $16.4
billion, and PwC issued an even bleaker outlook for this market than it had forecast the previous
year, when it expected growth to be flat.

Its revised projection is for consumer magazine advertising revenues to drop to $14.85 billion
by 2022, with a compound annual decline of 2.2 percent. Digital advertising in consumer
magazines is forecast to drop annually by nearly 7 percent through 2022. The PwC report
emphasizes this prediction by highlighting the following statement: “…PwC no longer expects
digital advertising to surpass print advertising for consumer magazines during the forecast
period (through 2022).

The trade magazine adverting sector is following trends similar to those of consumer magazine
advertising but it will have some growth the next few years, of about .6 percent compound
annual growth (from $4.24 billion to $4.4 billion) into 2022.

To sum up the trade magazine sector: “PwC expects digital will overtake print in trade
magazine advertising spend by 2019. PwC had originally predicted this to happen by 2020 but
it is now occurring at a faster rate.

The radio advertising market will grow slightly from $17.7 billion in 2018 to $18.4 billion by
2022, with an annual growth rate of nearly 1 percent. Terrestrial radio broadcast advertising
will continue to be the dominant form of radio, but PwC predicts revenue for this sector to be
stagnant, growing only from $15.9 billion in 2018 to $16 billion by 2022.

Newspaper advertising will continue to decline, and each segment of print advertising
(classified, national, and retail) is projected to drop by 9 percent annually through 2022. Out-
of-home advertising continues to show steady growth and revenues in this sector are expected
to grow from $9.65 billion in 2017 to $11.5 billion in 2022, with growth at a compound annual
rate of 3.6 percent.

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Other areas of advertising that PwC predicts growth for include video game advertising, which
is expected to nearly double from $58 million in 2018 to $111 million in 2022

cinema advertising, with nearly 3 percent annual growth predicted and revenue expected to
increase between 2018 and 2022 from $920 million to $1.02 billion; and podcast advertising,
which is the “fastest growth forecast of any medium covered in this article”: from 2017 through
2022, podcast advertising is projected to grow by more than 23 percent annually.

Advertisers are expected to spend about $747 million on podcast advertising, nearly double the
amount of advertising dollars spent in 2018.

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 ADVERTISING INDUSTRY AND MARKET SIZE

SOURCE: - https://www.ibef.org/industry/media-entertainmentindia

SOURCE: - https://www.ibef.org/industry/media-entertainmentindia

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 COMPANY PROFILE
(Raftaar creative platforms private limited)

Raftaar is the world's first Hindi web search portal. Today Raftaar has grown beyond a web
search portal to emerge as the world's largest Hindi content aggregator.

Raftaar is working towards providing the best search results to the users by dividing the Hindi
content available on the Internet into different categories like Entertainment, News, Astrology,
Dictionary etc.

Raftaar was started in the year 2005 by its subsidiary Index Analytics which is a globally
renowned economic research firm. Raftaar is a portal attracting more than 5 million new users
every month. Raftaar ranks 712 in India.

Raftaar as a 15-year-old Media organization.

Started operations in the year 2006.

Raftaar has largely been known as the First Hindi Content aggregation platform in Vernacular
Languages.

Raftaar has exclusive search portal catering to Regional Languages starting in Hindi.

Raftaar prominently features latest national and local news, daily horoscopes, search for
images, photos, songs, information on education, astrology, dictionary, religion, blogs, sports,
Bollywood news, market prices, stock exchange, etc.

MISSION

To enhance society by creating, collecting and distributing high-quality news and information.

VISION

Our vision is to be the leading media company for our audience, our clients, and the colleagues
with whom we work in every community we serve.

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ORGANIZATIONAL STRUCTURE

20
 ANALYSIS OF 3CS – COMPANY

COMPANY: - Raftaar Creative Platforms Pvt Ltd.

Raftaar Creative Platforms Private Limited is a Private incorporated on 18

November 2022. It is classified as non-govt company and is registered at Registrar of
Companies, Kanpur. Its authorized share capital is Rs. 500,000 and its paid-up capital is Rs.
100,000. It is involved in Reproduction of recorded media [This class includes reproduction of
records, audio, video and computer tapes from master copies, reproduction of floppy, hard or
compact disks, reproduction of non-customised software and film duplicating]

Raftaar Creative Platforms Private Limited's Annual General Meeting (AGM) was last held on
N/A and as per records from Ministry of Corporate Affairs (MCA), its balance sheet was last
filed on N/A.

Directors of Raftaar Creative Platforms Private Limited are Saurabh Suman, Suprabhat
Chouksey and Ajay Kumar.

Raftaar Creative Platforms Private Limited's Corporate Identification Number is

(CIN) U22300UP2022PTC173623 and its registration number is 173623.Its
Email address is [email protected] and its registered address is 705 STAR
INFINITY TOWER, PLOT NO 14, SECTOR - 14, KAUSHAMBI GHAZIABAD UP 201010
IN.

Current status of Raftaar Creative Platforms Private Limited is - Active.

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PRODUCT: - Digital signage.

Digital signage is a segment of electronic signage. Digital displays use technologies such as
LCD, LED, projection and e-paper to display digital images, video, web pages, weather data,
restaurant menus, or text.

Digital signage, sometimes called electronic signage, refers to display technologies like LED
walls (or video walls), projection and LCD monitors to vividly display webpages, videos,
directions, restaurant menus, marketing messages or digital images.

Example of digital signage Advertisement to see on ads.

DISTRIBUTION: - Channel Media House of sales and marketing distribution of digital

signage.
digital signage, you can upsell to customers effectively and efficiently. Educate your
customers on what products will suit their needs or add complementary products to the items
they already plan on purchasing and inform them of the bundles they can purchase in-store to
additionally increase your sales.
And to increased profitability, sales, advertisement, upselling, mutual benefits to exchange the
advertisement.

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COMPETITORS: -

Raftaar Media Make familiar with a new product so I can say that they has not
much competitors but if go in depth in it so we find some newly
company/organisation who came recently in this sector these are ……
1. Market Research and Analysis: Despite having few competitors, it's essential to
thoroughly understand your market. Identify potential competitors, even if they are
indirect or emerging, and analysis their strengths and weaknesses. This will help you
identify gaps and opportunities in the market.
2. Differentiation: Since you have fewer competitors, focus on what sets your company
apart. Develop a unique value proposition and a clear brand identity. Emphasize your
company's strengths, whether it's product quality, customer service, or innovation.
3. Customer-Centric Approach: With less competition, you can pay more attention to
your customers' needs and preferences. Gather feedback, conduct surveys, and build
strong relationships with your customers. Tailor your products and services to meet their
specific requirements.
4. Innovation: Use the lack of competition as an advantage to innovate. Invest in research
and development to create cutting-edge products or services. Be the industry leader in
introducing new technologies or approaches.
5. Quality Control: Focus on maintaining high-quality standards. With fewer competitors,
you have the opportunity to be known as the go-to company for quality. This can lead to
customer loyalty and word-of-mouth recommendations.
6. Marketing and Brand Building: Invest in marketing and brand building to create
awareness in the market. Tell your unique story and value proposition through various
marketing channels. Build a strong online presence through social media, content
marketing, and SEO.
7. Pricing Strategy: Consider your pricing strategy carefully. You may have the flexibility
to set premium prices if your products or services offer exceptional value. Alternatively,
competitive pricing can help you gain market share quickly.
8. Scalability: While you may have fewer competitors now, plan for scalability. Anticipate
potential new entrants and be prepared to adapt and expand as the market evolves.
9. Partnerships and Alliances: Explore partnerships with complementary businesses or
industries. These collaborations can help you expand your reach and access new customer
segments.
10. Continuous Learning: Stay updated on industry trends and emerging technologies. As
the market evolves, be ready to adapt and pivot your strategies accordingly.
11. Risk Management: Recognize that having few competitors can make your business
vulnerable to market shifts or the entry of new competitors. Develop contingency plans
and diversify your offerings if necessary.
12. Long-Term Vision: Think beyond the immediate market conditions. Set long-term goals
and a vision for your company's growth and development.

Remember that while having few competitors can be advantageous, it also means that the market
may be untested. Be prepared for potential challenges, and continuously monitor and adjust your
strategies to stay competitive and relevant in the long run.

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24
CUSTOMERS: -

A customer is someone who buys something from a seller, vendor, or supplier in exchange for
money or something else of value. This person is also called a client, buyer, or purchaser.
Nature of customer: - B2C

Types of customers: -

 Educational Institutes
 Pharmacy shops
 Barber shops
 Restaurants & Cafes
 General shops
 Gift gallery

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 SWOT Analysis

SWOT analysis is a framework for identifying and analysing an organization's strengths,

weaknesses, opportunities and threats. These words make up the SWOT acronym.
The primary goal of SWOT analysis is to increase awareness of the factors that go into
making a business decision or establishing a business strategy. To do this, SWOT analyses
the internal and external environment and the factors that can impact the viability of a
decision.
Businesses commonly use SWOT analysis, but it is also used by non-profit organizations and,
to a lesser degree, individuals for personal assessment. SWOT is also used to assess
initiatives, products or projects. As an example, CIOs could use SWOT to help create a
strategic business planning template or perform a competitive analysis.

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STRENGTHS
 Innovation of product.
 Upgrade the market service
 24x7 assistance

WEAKNESS
 Less availability of products on stock.
 Late delivery of products.

OPPORTUNITIES
 To capture a large marker as there are few competitors.
 Offer, discount and EMI Option on first installation.
 One month free installation demo for new users.

THREATS

 Emerging competitors.
 High row material charge.
 Changing regulatory.
 Changing customer perception towards product.

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 MARKETING MIX

The marketing mix refers to the set of actions, or tactics, that a company uses to promote its
brand or product in the market. The 4Ps make up a typical marketing mix - Price, Product,
Promotion and Place. However, nowadays, the marketing mix increasingly includes several other
Ps like Packaging, Positioning, People and even Politics as vital mix elements.

All the elements of the marketing mix influence each other. They make up the business plan for a
company and handled right, can give it great success. But handled wrong and the business could
take years to recover. The marketing mix needs a lot of understanding, market research and
consultation with several people, from users to trade to manufacturing and several others.

1- PRODUCT

The Raftaar digital media house has a wide range of product/ services to offer in
various section and of many digital campaign. Products can be tangible (physical) or
intangible (service).

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 In field of Advertising products like

 Unipol Hording.

 BQS.

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Railway Train Branding.

 Bus hordingds

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 Advertising on wheel covers.

2. PRICE

Pricing play an important role, it is simple concept to understand pricing is what the
customer is willing to pay for the goods and service offers and day to day variation pricing
strategy. In Raftaar the pricing strategy was different for the different type of customer.
Mainly the targeted customers were (B2B) Business like institute centres, shops,
barber shops, jewellers, factory’s, restaurants, cafes, grocery shops, cinemas, railways, etc.
and the company have to take some plans, benefits, EMI Offers and satisfaction 24x7
assistance facilities. But the company has to convey price of the service or product because
the transparency is very important because the buyer should know the value of the products.
The company deals at a straight price policy which is affordable to large no of customers.

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 3. PLACE

The place refers to where the customer is able to access your product or services it is
always putting the right product at right place. The Raftaar is handle a well systematically
plan to target the market to segment the product at an affordable service in under a one roof
related to advertising or order on toll free no to start a installation process.
The store keeps product or service and demonstrate them to potential
buyer’s close sale and provide Delightness to costumers. The place affects accessibility.

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 4. PROMOTION

Promotion refers to activities that communicate the merits and demerits of the products
and encouraging the customers to make immediate purchase of the product and service. The
Raftaar use the cold calling, hard core, surveys and door service and making advertisement
in order to attract the potential customers.
The promotion of Raftaar is done through various channels but the main promotion is done
by the reference group’s A reference group is a group whose word we keep in mind now the
reference could be very massive. And second it is done through word-of-mouth marketing.
promotion influences Awareness.

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 OBJECTIVE OF THE STUDY

 To introduce a new product by creating interest for it among the prospective customers.
 To support personal selling programme. Advertising maybe used to open customers’
doors for salesman.

 To reach people inaccessible to salesman.

 To enter a new market or attract a new group of customers.
 To light competition in the market and to increase the sales.

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 RESEARCH METHODOLOGY

The research is solely based on Secondary Data collected from verified sources from
google and the company’s website and primary data that is collected from customers
through questionnaire.

I have used qualitative and quantative data for this particular research.
I have used Descriptive Research Methodology.

Descriptive research does not fit neatly into the definition of either quantitative or qualitative
research methodologies, but instead it can utilize elements of both, often within the same study.
The term descriptive research refers to the type of research question, design, and data analysis
that will be applied to a given topic. Descriptive statistics tell what is, while inferential statistics
try to determine cause and effect.

Descriptive research can be either quantitative or qualitative. It can involve collections of

quantitative information that can be tabulated along a continuum in numerical form, such as
scores on a test or the number of times a person chooses to use a-certain feature of a multimedia
program, or it can describe categories of information such as gender or patterns of interaction
when using technology in a group situation.
Descriptive research involves gathering data that describe events and then organizes, tabulates,
depicts, and describes the data collection (Glass & Hopkins, 1984). It often uses visual aids
such as graphs and charts to aid the reader in understanding the data distribution.
Because the human mind cannot extract the full import of a large mass of raw data, descriptive
statistics are very important in reducing the data to manageable form. When in-depth, narrative
descriptions of small numbers of cases are involved, the research uses description as a tool to
organize data into patterns that emerge during analysis. Those patterns aid the mind in
comprehending a qualitative study and its implications.

Most quantitative research falls into two areas: studies that describe events and studies aimed
at discovering inferences or causal relationships.

The project I have worked on is based on secondary data and the data given by the company
itself. My research is based on qualitative analysis.

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The study has been conducted using both primary as well as secondary data. The primary data
was obtained from the analysis done through a direct questionnaire provided to the respondents
Information regarding the project was obtained from housewives, retired/VRS persons,
unemployed youths, teachers, distributors, advisors and unit-managers.
The information was obtained through the questionnaire and discussions held. The project
undertaken was Descriptive in nature as it was trying to find out the perception and satisfaction
level. Questionnaires were distributed among 100 respondents. The responses received formed
the basis of primary data required for the study. Data collected was completed, classified and
tabulated for analysis.

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DATA ANALYSIS

37
Q.1

INTERPRETATION:

Yes, I am familiar with the concept of digital signage for advertising and promotion.

This response means that I have knowledge of the concept of using digital displays and technology
to promote and advertise products, services, or information in various settings. Digital signage
involves using screens, such as LED displays or LCD monitors, to deliver dynamic and visually
engaging content to a targeted audience. It's a versatile and modern approach to marketing and
communication, allowing businesses and organizations to showcase their offerings, convey
messages, and interact with viewers in a more interactive and eye-catching way compared to
traditional static signage.

According to the survey, 69% people are familiar with the concept of digital signage.

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Q. 2

INTERPRETATION:

According to survey, 76% shops do not use any form of digital signage for advertising,
promotion, or information display.

Q. 3

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INTERPRETATION

Catch Customer Attention: Digital signage is often used to capture the attention of passersby
with dynamic and visually appealing content, making it more likely that they will notice and
engage with the displayed information.

Displaying Current Promotions/Specials: Digital signage allows businesses to easily and

quickly update and display their current promotions, specials, or sales, keeping customers
informed about the latest offerings.

Enhancing Brand Image: Well-designed digital signage can enhance a brand's image by
conveying a sense of modernity, innovation, and professionalism.

Providing Real-Time Information: Digital signage can display real-time information such as
news updates, weather forecasts, and social media feeds, making it a valuable tool for keeping
customers informed and engaged.

Improving Customer Experience: When used effectively, digital signage can enhance the overall
customer experience by providing useful information, wayfinding assistance, and interactive
elements that engage customers and make their visit more enjoyable.

Businesses often adopt digital signage for a combination of these motivations to achieve their
marketing and communication goals.

According to survey, Catch customer attention motivates to adopt digital signage.

Q.4

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INTERPRETATION:

Easy Content Scheduling: This feature allows businesses to schedule when and where specific
content will be displayed on their digital signage. It's valuable for planning promotions and
ensuring that the right messages are shown at the right times.

Simple Content Customization: Businesses benefit from the ability to easily customize the content
displayed on their digital signage to align with their branding and promotional needs.

Integration with social media: Integrating digital signage with social media feeds can help
businesses display real-time updates, customer reviews, and user-generated content, enhancing
engagement with their online presence.

Real-Time Updates: Businesses often value the ability to display real-time information, such as
news, weather, or live social media feeds, to keep customers informed and engaged.

Analytics and Performance Insights: This feature provides businesses with valuable data on how
their digital signage is performing. It can help them understand viewer engagement, assess the
effectiveness of displayed content, and make data-driven decisions for improvement.

Interactive Touchscreens: Interactive touchscreens enable customers to engage directly with the
content, providing opportunities for product exploration, wayfinding, feedback gathering, and
more.

These features can vary in importance depending on a business's specific goals and needs, but they
collectively contribute to the effectiveness of digital signage in attracting customers, conveying
messages, and enhancing the overall customer experience.

According to survey, 58% people finds real-time update a valuable feature for the digital signage.

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Q. 5

INTERPRETATION:

According to survey, 31% shops perceive this product as somewhat affordable. 21% shops
perceive it neutral & 35% perceive it as an expensive product.

Q.6

INTERPRETATION:

The effectiveness of digital signage in attracting customer's attention can vary depending on
several factors, including the quality of content, the location of the signage, the relevance of the
displayed information, and the target audience. When well-executed with compelling visuals and
relevant content, digital signage can be very effective in capturing customer attention and

42
conveying messages. However, its effectiveness may be reduced if the content is not engaging or
if the signage is poorly placed.

According to survey, 35% people thought it as effective.

Q. 7

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 FINDINGS
 To know the consumer buying behaviour towards Raftaar.

 Most of the customers/consumers are buying to promote advertising campaign

which come to know about Raftaar from the websites, cold calling, awareness,
and face to face meetings.

 People are mostly attracted towards the quality innovation of the product and
product features are some customers buy the brand value or brand uniqueness.

 Most of the customers from Raftaar wants ‘Installation service’ and technical
assistance on phone or on site assistance.

 The overall satisfaction ratio of Raftaar is moderate in field of after sales service
because they have an issue is that they have not proper equipment and spare parts
are available in service.

 Most of the customers agreed to recommend their business as well as advertise your
firm about the Raftaar digital signage they find pricing affordable and it is profitable
for them to developed your business.

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 RECOMMENDATIONS AND SUGGESTIONS

Understand Your Audience:

Before creating any content, understand your target audience. Know their demographics,
interests, and behaviours to tailor your message effectively.

Content Strategy:

Develop a content strategy that aligns with your goals. Consider the type of content you
want to display (videos, images, text, etc.) and how it will engage viewers.

High-Quality Visuals:

Use high-resolution images and videos to ensure your content looks professional and is
visually appealing.

Catchy Headlines:

Create attention-grabbing headlines or captions that convey your message quickly and
concisely. Make sure they are easy to read from a distance.

Limited Text:

Keep text brief and to the point. Use bullet points or short sentences for easy consumption.

Brand Consistency:

Maintain a consistent brand identity across all your digital advertisements. Use the same
fonts, colours, and logo placement to reinforce brand recognition.

Call to Action (CTA):

Include a clear and actionable CTA. Tell viewers what you want them to do next, whether
it's visiting a website, making a purchase, or contacting you.

Dynamic Content:

Use dynamic content that can be updated in real-time. This is especially useful for
displaying time-sensitive information, such as promotions or event schedules.

Use Animation:

Simple animations or transitions can make your content more engaging. However, avoid
excessive animation that might distract from the message.

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 CONCLUSION

In conclusion, our business development team has undertaken a comprehensive analysis

of our digital advertising operations, market trends, and growth opportunities. The
insights and recommendations presented in this report are the result of meticulous
research, collaboration, and dedication to driving our company's success in the dynamic
digital advertising landscape.

Key Takeaways:

Market Insights: Through market research and competitor analysis, we have gained a
deep understanding of current industry trends and emerging opportunities. This
knowledge will serve as the foundation for our strategic decisions moving forward.

Client Analysis: Our client analysis has identified areas for client retention and
expansion. Strengthening existing client relationships while strategically targeting new
markets will be crucial for sustained growth.

Product Portfolio: Our evaluation of our product portfolio has highlighted the need for
diversification and innovation. We must continually adapt and introduce new offerings to
meet evolving client needs and industry demands.

Technological Advancements: Staying at the forefront of technological advancements is

imperative. Embracing AI, data analytics, and automation will not only streamline our
operations but also enhance our campaign performance.

Talent Development: Our team's growth and development are central to our success. We
recommend investing in training and development programs to empower our workforce
with the latest skills and knowledge.

Client-Centric Approach: The report emphasizes the importance of a client-centric

approach. Tailoring our solutions to meet individual client goals will enhance customer
satisfaction and loyalty.

Sustainability: Recognizing the importance of corporate responsibility, we suggest

exploring sustainability initiatives that align with our values and resonate with
clients and consumers.

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 BIBLIOGRAPHY

https://www.lg.com/global/business/digital-signage

https://www.tofler.in/raftaar-creative-platforms-private-
limited/company/U22300UP2022PTC173623

https://raftaar.in/aboutus

https://raftaarmedia.com/about.php

https://www.owler.com/company/raftaar

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 APPENDIX

Q1 :- Shop names ?

Q2 :- Types of shop?

Q3 :- Are you familiar with the concept of digital signage for advertising and promotional?

A. NO
B. YES

Q4 :- Do your shop currently use any forms of digital signage for advertising, promotions, or
information display?

A. Yes
B. No

Q5 :- If yes, what motivate you to adopt digital signage? (select all that apply)?

A. Catch customer attention.

B. Displaying current promotions/ specials
C. Enhancing brand image
D. Provide real-time information
E. Improving customer experience

Q6 :- What features would you find valuable in a digital signage for your shop?

A. Easy content scheduling

B. Simple content customization
C. Integration with social media
D. Real-time updates
E. Analytics and performance insights
F. Interactive touchscreens

Q7 :- How do you perceive the cost of implementing digital signage for your shop?

A. Very affordable.
B. Somewhat affordable.
C. Neutral
D. Somewhat expensive
E. Very expensive

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Q8. If your option, how effective is digital signage in attracting customer’s attention?

A. Very effective
B. Somewhat effective
C. Neutral
D. Not very effective
E. Not effective at all

Q9. What types of content do you think works best on digital signage?

A. Promotion and discounts

B. New products anouncements
C. Customer testimonials
D. Entertaining videos
E. Educational content

Q10. What are your preferences regarding the durations of content displayed on digital signage?

A. Short and concise (5-10 second)

B. Moderate length (15-30 second)
C. Longer (more than 30 seconds)
D. It doesn’t matter

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