A

SUMMER TRAINING PROJECT REPORT

ON MARKETING & SALES AT

Submitted for the partial fulfilment towards the awards of the degree in
Bachelor Of Business Administration.

BBA (2020-2023)
Submitted to CCSU University
Under the supervision of
Mrs. Ishveer Kaur
(Faculty-Management Department)
Submitted BY- Priyanshu Banerjee
BBA- V -Semester
Roll no- 200630105099

Lloyd Institute of Management & Technology

Knowledge Park-2 GR.N
This project is an attempt to bring under one cover the entire hard work and
dedication put by me. I have tried to put into paper, the maximum
information that I could gather during the project from various sources, in
simple ways.This project is an attempt to increase knowledge and skills
and provide valuable knowledge about the organization.
 ABSTRACT

In my two month tenure at IFORTIS CORPORATE, I learn about the how to

do marketing & sales in Corporate Sector in particular .Ifortis Corporate one
of the upgrowing sector in India. My daily interactions with the Partners and
the branch employees helped me associate with the Corporate industry. An
overview of how Ifortis deals with its clients and the organization structure
wasexplained to me by my Mentor of this project. Regular training classes
by sir helped me in my conversation with the Partners. I was trained to set
up meetings with prospective partners.The calls made were specific and to
the point to set an appointment. In those appointments It was to motivate
them to join Ifortis Corporate by discussing the benefits and advantages of
the company and the opportunity that will be served.As part of my
internship,

I was asked to motivate people to go digital because the company uses a

digital platform for the business and I think I was successful to a certain
point. It helped me my Communication and Marketing skills
 ACKNOWLEDGEMENTS

No project can blossom from a single person mind without proper

guidance, assistance and inspirations from various quarters. My project
was given its present shape by assistance of many people whom I am
greatly indebted too.I would like to extend my gratitude to our respected
Mam Manvi Aggarwal who gave me the prestigious opportunity and idea to
work diligently for this project.My sincere thanks to all who are associated
with the project for providing me the excellent guidance, encouragement,
inspiration during the project , withoutwho’s helping hand and guidance it
would not been possible for me to complete this project
 DECLARATIONI

PRIYANSHU BANERJEE ,having registration no.200630105099 of 2020-

2023 of BBA MARKETING, LLOYD INSTITUTE OF MANAGEMENT AND
TECHNOLOGY here by declare that the Summer Training Report entitled
MARKETING & SALES IN IFORTIS CORPORATE is an original work and the
same has not been submitted any other University/Organization for any
other Degree. A seminar presentation of the Training Report was made and
the suggestions as approvedby the Faculty were duly incorporated
 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

1. To study the role of Corporate Sector What type of partners and

Investors are associated with the company.

2. . How they co-relate with the partners and clients.

3. . Why the investors and advisors needs to choose this

organization. Its structure and business policy.

4. . How they approach the clients.

5. The key areas where they focus the most.

SR NO. PARTICULARS PAGE NO

1. PREFACE

2. ACKNOWLEDGEMENT

3. DECLARATION

4. EXECUTIVE SUMMARY

5. OBJECTIVE OF THE STUDY

6. INFORTIS CORPORATE

7. DIVISION

8. FOUNDER OF THE COMPANY

9. BUSINESS MODULE OF INFORTIS

10. MISSION OF THE COMPANY

11. CULTURE OF THE COMPANY

12. WHAT IS MARKETING

13. STRUCTURE OF INDIAN MARKETING

14. TYPES OF MARKETING

15. ADVANTAGE AND DISADVANTAGE OF

MARKETING

16. OBJECTIVE OF RESEARCH METHODOLOGY

17. DATA COLLECTION METHOD

18. CONCLUSION
 INTRODUCTIONS 1

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:-

1. Live

2. Digital

3. IT services
4. 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.
 INTRODUCTION 2

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
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.

The current study attempts to measure the competition level in the Indian
microfinance sector in the light of the rise in the consolidation of the sector
during 2005–2017

TABLE 1:- HHI Index* and Concentration Ratios* CR (10) and CR (5)
Market Concentration and Competition

The established opinions find the concentration of the market detrimental

to competition. According to the structure–conduct–performance (SCP)
hypothesis (Bain, 1951, 1956), a rise in concentration hurts the competition
level in a market and providesmarket power to the individual firms to earn
extra profit. A competing ideology, the efficient structure hypothesis
(Demsetz, 1973) offers an alternative explanation for this positive
relationshipbetween concentration and profitability. It argues that efficient
banks gain greater profitability and market share. As a result, the market
becomes more concentrated. Another hypothesis, relative market power
hypothesis (Shepherd, 1982, 1986) proposes that the performance of a firm
is explained by efficiency as well as by itsmarket share. The quiet life
hypothesis,

1.

According to quiet life hypothesis, power to charge price above marginal

costs does not motivate managers to work efficiently. Themarket power
provides shield to incompetent managers.an extension of the relative
market power hypothesis, postulates a negative correlation between
market power and efficiency (Maudos & de Guevara, 2007). The pressure
of competition compels firms to become more efficient. Any decrease in
competition due to a rise in market power also affects the efficiency of
firms (Berger & Hannan, 1998). Following established opinions, many
researchers have widely used market concentration as a competition
measure.However, this view is criticized on the ground that higher
concentration does not always indicate the absence of competition(Bikker
& Haaf, 2002b). Recent research has contended that the relationship
between concentration and competition is not as straightforward as
assumed by the structural approaches. Consolidation can be a response to
high competition (Berger, Bonime, & Hancock, 2000; Bikker & Spierdijk,
2009). Even there can be no relationship between market power and
concentration (Fernandez de Guevara, Maudos, & Perez, 2005; Weill, 2013).
The alternate views, termed as new empirical industrial organization (NEIO)
approaches stress on the study of competitive conduct of firms to test
competition and market power without paying attention to the structure of
the market (Bikker & Haaf, 2002a). However, the findings of empirical
research on banking sector lack consensus on the cause and effect
relationship between market concentration and the level of competition.

Competition and Microfinance

Theoretical and empirical studies find an association between competition

and financial stability and conduct of prudential policies with respect to
banks (Bikker, Spierdijk, & Finnie, 2007). The competition–stability
hypothesis postulates that competition improves financial depth in the
banking sector (Dick & Lehnert, 2010; Rice & Strahan, 2010). It brings
stability (Acs & Audretsch, 1988; Boyd & De Nicolo, 2005; Mitton, 2008) and
efficiency (Bertrand, Schoar, & Thesmar, 2007) in the institution.On the
microfinance sector, the outcome of the competition is not as simple and
straightforward as it is in the banking sector. Microfinance institutions
differ from mainstream banks on two main issues. First, their primary
objective goes beyond earning profits and, second, their business involves
higher risk. This way they pursue the double bottom line; the social and the
financial obligations (Mersland & Strom, 2010). Their social objective goes
far beyond providing services in a business-like way.

For many of them, providing financial services has been just a means to
achieve their social objectives. Many NGOs in African countries have
registered themselves as ‘profit making entity’ in order to provide
microfinance services to the poor (Navin, 2015).Due to this reason
microfinance was regarded as an act of charity done by non-profitable
institutions (NGOs). This led to believe that in such a market, there is no or
less intense competition with no major effects on the working of MFIs. This
might be the reason that the topic of market structure and competition in
microfinance is mostly ignored in research. However, even in the non-profit
market, firms compete for donors (Britton, 1993). Competition is not
necessarily less intense because it occurs among non-profit making
institutions (Tuckman, 1998).Before the commercialization of the
microfinance business, most of the MFIs were operating as monopolists
(CGAP, 2001; McIntosh & Wydick, 2005). Under monopoly, an exploitative
lender can systematically squeeze the borrowers by charging a high rate of
interest

High interest rates do not always imply monopoly and inefficiency. They
may reflect the high costs of doing business or high opportunity costs.

and restrict the quantity of the loan disbursed. Monopoly in the

microfinance sector gets protected due to the absence of mainstream
financial institutions. A profit-oriented MFI having market power can exploit
the borrowers with high social capital by charging a high rate of interests.
Moreover, it can make the borrowers worse off under individual liability (De
Quidt, Fetzer, & Ghatak, 2018). However, a socially motivated MFI, with
strong marketpresence, will increase borrower welfare through efficient
lending backed by social capital.

Often used to refer joint liability lending where borrowers have to form
small groups and require to guarantee each other’s (of her group) loan
repayments. This way their incentives align with that of the lender.The
structure of the modern-day microfinance sector has changed significantly.
Commercial MFIs are operating in the business and, the focus of the
microfinance business has shifted from socially oriented ‘poverty lending’
approach to an institution-oriented ‘financial systems’ approach (Hulme &
Arun, 2009). These developments have made the market highly competitive.
A highly competitive market with no entry barriers confirms that MFIs break
even and provide credit opportunity to all borrowers. This restricts the
ability of MFIs to demand higher interest charge per units. However, due to
information asymmetry among the MFIs about the loan default cases,
borrowers can go for multiple borrowings with no intention to pay back.
This surely improves the welfare of some borrowers; however, lowers the
welfare of the poor and honest clients. Backed by theoretical models, Hoff
and Stiglitz (1997), Kranton and Swamy (1999), and Van Tassel (2002)
argue that intense competition adversely affects the performance of MFIs.
It increases the chances of enforcement externality and will compel MFIs
to increase interest rates (Guha & Roy Chowdhury, 2013). Lahkar and
Pingali (2016) put forward a theoretical model to show that even in case of
an increase in the interest rate and loan default due to rise in competition,
borrower welfare may still improve with the expansion of microfinance
industry.

Recent empirical investigations on competitive conditions in the

microfinance sector have focussed on issues of outreach, adverse
selection, multiple borrowings, and loan default. In their study on the two
leading MFIs of Bolivia, Navajas, Conning, and Gonzalez-Vega (2003) find
that though the increase in competition brings innovation which helps MFIs
to expand their outreach, it decreasesthe MFIs’ ability to cross-subsidize
smaller loans to poorer borrowers. Vogelgesang (2003) finds that a rise in
the competition level adversely affects MFIs’ financial performance. In
such market conditions, MFIs compromise with their social objectives
(Olivares-Palanco, 2005) as it limits their ability to cross-subsidize their
loans to the poorer clients (McIntosh & Wydick, 2005;). Cull, Demirguc-Kunt,
and Morduch (2009b) find that tough competition from mainstream banks
often reduces MFI’s breadth of outreach. Rosenberg (2010), Schicks and
Rosenberg (2011), and Assefa, Hermes, and Meesters (2013) find a rise in
competitionlevel adversely affects the outreach, efficiency, and loan
repaymentof MFIs. De Quidt et al. (2018) study the effects of market power
on the microfinance sector through estimating borrowers’ welfare under
different market conditions. They find a trade-off, the enforcement
externality under perfect competition with high profit-making under
monopoly. In his study on the microfinance sector of Bangladesh, Mia
(2018) finds that the sector is moving towards less concentration and the
competition level is rising. Kar (2016) applies the Boone indicator in a cross
-country study and finds a rise in competition level in the Indian
microfinance sector during 2003–2010.

So far, no literature has focussed explicitly on the market structure of the

Indian microfinance sector. Most of the studies on measuring the
competition level of the microfinance sector are cross-country analysis.
However, they do not provide a detailed discussion of the market structure
of the Indian microfinance sector. Although India is one of the fastest-
growing economies in the world, achieving inclusive growth remains one of
the top priorities for the country. Access to financial services plays an
important role in ensuring inclusive growth. In India, a significant number of
people are still financially excluded. A study on the Indian microfinance
sector is crucial to understand the present scenario of the sector. It will
help the policymakers to design appropriate policies for financial inclusion.
The current study contributes to the existing literature in numerous ways. It
analyzes the market structure and measures the competition level of the
Indian microfinance sector. Furthermore, it attempts to find the causes
behind the change in the market structure of the sector. The study also
analyzes the performance of leading MFIs having the market power in
order to comment on their conduct.

RESEARCH METHODOLOGY

Panzar and Rosse (1987) formulated a statistic to measure the competitive

conditions in a contestable market. The model explains ‘competition’ as a
definite competitive behaviour and attempts to measure its intensity as an
average overall banking product (Bikker & Spierdijk, 2009). It measures the
market power by the amount to which a change in the factor input prices
gets reflected in the equilibrium bank-specific revenues (Goddard & Wilson,
Competition in banking: A disequilibrium approach, 2009). The main
advantage of the methodology lies in its efficiency in capturing the
outcome of a relative change in the marginal, total, or average cost curve
even in the absence of cost data (Panzar & Rosse, 1987). While applying
the Panzar and Rosee (PR) method onMFI data, MFIs are deemed as profit-
maximizing entities providing homogeneous single product and, their cost
structure is homogenous (Bandt & Davis, 2000; Bikker, 2004; Shaffer, 2004).

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.:

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.

2.Principles of Social Marketing:

i. 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.

:v. 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.:
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.

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:

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.

:
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:

:i. 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.

ii. 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.

iii. Inseparable:

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.

iv. 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 service

Provider 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:(i) Products made from
recycled goods

.(ii) Products that can be reused or recycled. For example, bottles of

healthdrinks bournvita or Horlicks can be reused.

(iii) 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

.(v) 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

.III. 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.

IV. 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:

I. 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:

(i) 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

.(v) 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.

I. 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:

(i) 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.

(ii) 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

.III. 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:

(i) Generate profits in order to pay dividend to shareholders and to

maximise their wealth

.(ii) Provide high quality products to customers at reasonable rates and

practice ethical business processes.

(iii) Fulfill legal obligations and pay taxes to the government.

(iv) Contribute to community development and growth.

(v) 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.

5. There is more scope for expansion and growth of business for

companies following the principle of holistic marketing

.6. Better employer-employee relations are established which results in a

motivated, satisfied and productive workforce

.Marketing in the contemporary world is not just limited to store- based

retailing; marketing has now moved out of the confines of traditional
modes of operations and has entered into wider and newer spheres which
offer unlimited growth opportunities.

In the past, people were required to get out of their homes, visit shops,
search for the goods they wanted, and ultimately make purchases. But in
the current scenario, the process of marketing has become much more
simplified keeping in view the changing needs of the customers.

The modern customer is strapped for time, and he gives more priority to
convenience and ease of purchasing. Online marketing and direct
marketing are two concepts that allow the customer the ease of
shoppingfrom home according to his convenience.

Type # 5. Direct Marketing:

Direct marketing is the method of selling goods and services directly to the
customers rather than through retailers. Firms involved in direct marketing
communicate directly with the target customers with specific promotional
techniques. It helps the business to build better customer relations
because the business connects to the prospective customers directly.It is
basically about building loyalty in existing customers and prospecting new
ones. Direct marketing is superior to other forms of mass marketing as
direct marketing allows the firm to reach particular target markets

.Mass media advertising may reach a larger audience, but it is possible that
a major portion of that audience is not even interested in the product.
Direct marketing scores an advantage here—only those people are
contacted who would be genuinely interested in the product.

Features of Direct Marketing:

(i) Only the audience that is most appropriate for the firm’s products or
services is targeted

.(ii) Higher efficiency because marketing efforts are directed only towards
those who are likely to use the products.

(iii) Flexibility in choice of marketing methods to be adopted.(iv) It is easier

to fix accountability as compared to other methods

.Channels of Direct Marketing

I. Direct Mail:

Direct mail can be an effective method of making sales if used properly.

With direct mail marketers can target their customers based on
demographics, education and profession or buying patterns. It refers to
catalogues, advertisements and other unsolicited material delivered by mail
to homes or offices of prospective customers.Many companies promote
their businesses by mailing in bulk to the chosen market segment.
Databases of prospects are maintained and customers are divided into
target groups based on certain criteria. For example, families having
College going children will be targeted for educational loan schemes.
Unaddressed direct mail can also be sent to whole neighbourhoods.Direct
mailing is used by all types of organizations though it is more likely to be
used by political parties wishing to garner maximum votes. Non-profit
organizations also use this method a great deal.The concept of direct mail
has been criticised for causing environmental damage as a majority of
unsolicited mail is never even opened by the receiver and is just a mere
waste of precious paper. It would be more beneficial if the companies send
direct mails only to carefully chosen prospects instead of mailing them to
everyone

.II. Email Marketing:

A method of direct marketing which uses email as a means to

communicate with its audience. This is a very popular way of contacting
potential buyers because it is relatively inexpensive to design, create and
send an email to thousands of people at a time. It also enables marketers
to measure and control the marketing efforts easily.Email marketing
includes the following:

(a) Sending email to existing or previous customers to improve customer

relationship and loyalty.

(b) Emailing a chosen target audience with the intent of acquiring new
customers.

(c) Including advertisements of other companies in emails sent.

Online Tools Used for Email Marketing:

(i) Display Advertisements:Interactive advertisements that the customers

can click on to learn more about the company. These include static
banners, pop ups, video and floating units

.(ii) Social Media Sites

Marketers are increasingly making use of social networking sites like

Twitter and Facebook for a two-way direct communication with customers.

(iii) Search Engine Optimisation (SEO):

Marketers use SEO to increase traffic to their site. Advertisers pay a lot to
get prominent placement among listings in search engines whenever a
potential customer enters a relevant search term. In this way
advertisements are delivered to customers based upon their indicated
search criteria.

III. Mobile Marketing:

It is the business of using mobile phones as a medium of marketing. It is a

recent concept that has just begin to catch up over the past decade.
Marketers connect with potential customers in an interactive manner
through mobile devices such as mobile phones, iPhones, smartphones, etc.
Types of mobile marketing

:(i) Short Message Service (SMS):

Companies send text messages to their customers known as SMS. It is a

very popular method of advertising in some parts of the world. The usage
of mobile phones is increasing in developing countries and SMS
marketinghas become the most commonly used technique in mobile
marketing industry.

(ii) Multimedia Message Service (MMS):

Multimedia messages have elements like audio, video and images. Newer
mobile phones are equipped with a colour screen and technology for
receiving and sharing multimedia messages.
(iii) Mobile Banner Advertisements:

These are web advertisements that are specially designed to fit on a mobile
phone screen and run on mobile content network.

(iv) Mobile Applications

:There are various applications that are embedded in mobile phones.

Interactive advertisements may appear inside mobile applications.

(v) Location Based Services (Lbs):

Some mobile phone networks offer LBS to send custom information to

mobile phone subscribers based on their current location

IV. Telemarketing:

Telemarketing is one of the most common forms of direct marketing in

which marketers contact customers by phone. Salespersons may
personally call people and interact with them over the phone in order to
make a sale or to get contacts of other prospects who might be interested.

Telemarketing also includes recorded sales pitches that are played over the
phone via automatic dialing.

Categories of Telemarketing:

(i) Sales- Persuading individuals to buy a product or service.

(ii) Lead generation- Calls made with the aim of gathering information.
(iii) Outbound- Prospective and existing customers are contacted directly.

(iv) Inbound- Receiving of incoming orders and requests for

information.Telemarketing has been criticized for being a disturbance to
customers. This method is also associated with fraudulent and unethical
practices likepyramid schemes and high pressure sales techniques

.V. Direct Selling:

In direct selling salesperson contact people personally, in a face to face

manner in order to sell their products or services. The customers are
contacted in their homes or offices, away from regular retail outlets. The
salesperson may also give presentations and demonstrations of how the
product works.Direct selling may use multilevel marketing, i.e. the
salesperson gets paid not only for making sales, but also for recruiting
other salespersons like in case of Amway.

VI. Mail Order and Catalogue Marketing:

In mail order marketing, a catalogue is distributed to customers through

postal service or the internet. Such catalogues contain a list of the goods
available from the company. The prices, special offers (if any), and the
procedure for payment are mentioned in the catalogue.Probable buyers
browse through the catalogues and place an order for a necessary product
through a phone call or website and then the merchant delivers the goods
to the customer. It is a convenient way of buying things as the products are
generally delivered to the customer’s house address. The customer can
also have the goods delivered as a gift to someone other than the buyer.
VII. Direct Response Television:

Direct marketing on television is done through infomercials, i.e. a 30-45

minutes programme that explains the features and usage of a product in
detail. These infomercials ask the viewers to immediately call a given
number or visit their website to place an order.The buyers may be given an
option of paying through credit card, online banking or cash on delivery.
Television response marketing is a direct marketing format as the
customers need to get in touch with the company directly and not through
a retailer.

Types of Marketing –

Green Marketing and e-Marketing

Marketing revolves round the needs of consumers. All marketing efforts

are put to 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.Recent time has been the era
of change. Advent of technological innovations like internet has brought
about radical change in marketing trends. Some of the important trends
need special mention for the beginners.

Type #

1. Green Marketing:

a. On retail perspective green marketing is the marketing of products that

are presumed to be environmentally safe. On social perspective it is the
development and marketing of products designed to minimize negative
effects on the physical environment or to improve its quality
.b. On environment perspective it is the efforts made by organizations to
produce, promote, package, and reclaim products in a manner that is
sensitive or responsive to ecological concerns. Green Marketing is also
known as Environmental Marketing and Ecological Marketing.

c. The American Marketing Association (AMA) held the first workshop on

“Ecological Marketing” in 1975. The proceeding of this workshop resulted
in one of the first books on green marketing entitled “Ecological Marketing”

.d. Green Marketing, therefore, refers to holistic marketing concept wherein

the production, marketing consumption and disposal of productsand
services happen in a manner that is less detrimental to the environment
with growing awareness about sustainability.

It incorporates a broad range of activities including:

a. Product modification

b. Changes to the production process

c. Packaging changesd. Modifying advertising

Importance of Green Marketing

a. Green Marketing is inevitable in a market where resources are scarce

and demands are infinite

.b. Green marketing will prove to be indispensable and advantageous, cost-

wise too, in the long run

.c. People are concerned about the environment and are changing their
behaviour pattern so as to be less hostile towards it.

d. Most of the consumers, both individual and industrial, are becoming

more concerned about environment-friendly products.

e. As a result, green marketing has emerged, which aims at marketing

sustainable and socially-responsible products and services.

Why is Green Marketing Chosen by Most Marketers?

Most of the companies are overturning into green marketing because of

the following reasons:

1. Opportunity:

In India, a considerable percentage of urban consumers prefer

environmental-friendly products. Therefore, green marketers have
diverseand fairly sizeable segments to cater to.

2. Social Responsibility:

Many companies have started realizing that they must behave in an

environment-friendly fashion. They believe both in achieving environmental
objectives as well as profit related objectives

.3. Governmental Pressure:

Various regulations are framed by the government to protect consumers

and the society at large. The Indian government too has developed a
framework of legislations to reduce the production of harmful goods and
by products.

4. Competitive Pressure:

Many companies take up green marketing to maintain their competitive

edge.

5. Cost Reduction:

Reduction of harmful waste may lead to substantial cost savings. Firms

develop symbiotic relationship whereby the waste generated by one
company is used by another as a cost-effective raw material.

Benefits of Green Marketing:

a. It ensures sustained long-term growth along with profitability.

b. It saves money in the long run, thought initially the cost is more.

c. It helps companies market their products and services keeping the

environment aspects in mind. It helps in accessing the new markets and
enjoying competitive advantage

.d. Most of the employees also fell proud and responsible to be working for
an environmental responsible company.

Type #

2. e-Marketing:

1. Very simply put, e-Marketing or electronic marketing refers to the

application of marketing principles and techniques via electronic media and
more specifically the Internet. The terms e- Marketing, Internet marketing
and online marketing, are frequently interchanged, and can often be
considered synonymous.

2. e-Marketing is the process of marketing a brand using the Internet. It

includes both direct response marketing and indirect marketing elements
and uses a range of technologies to help connect businesses to their
customers.

3. e-Marketing encompasses all the activities a business conducts via the

worldwide web with the aim of attracting new business, retaining current
business and developing its brand identity

.Importance of e-Marketing

:a. When implemented correctly, the return on investment (ROI) from e-

Marketing can far exceed that of traditional marketing strategies.

b. Whether a “bricks and mortar” business or a concern operating purely

online, the Internet is a force that cannot be ignored. It can be a means
toreach literally millions of people every year. It’s at the forefront of a
redefinition of way businesses interact with their customers.

Benefits of e-Marketing over Traditional Marketing:

i. Reach:

The nature of the internet means businesses now have a truly global reach.
While traditional media costs limit this kind of reach to huge multinationals,
e-Marketing opens up new avenues for smaller businesses, on a much
smaller budget, to access potential consumers from all over the world.

ii. Scope:

Internet marketing allows the marketer to reach consumers in a wide range

of ways and enables them to offer a wide range of products and services. e
-Marketing includes, among other things, information management, public
relations, customer service and sales. With the range of new technologies
becoming available all the time, this scope can only grow

.iii. Cheaper:

Email Marketing is significantly cheaper and faster than traditional mail,

mainly because of high cost and time required in a traditional mail
campaign for producing the artwork, printing, addressing and mailing

.iv. Interactivity:
Whereas traditional marketing is largely about getting a brand’s message
out there, e-Marketing facilitates conversations between companies and
consumers. With a two-way communication channel, companies can feed
off of the responses of their consumers, making them more dynamic and
adaptive

.v. Immediacy:Internet marketing is able to, in ways never before imagined,

provide an immediate impact. Effectively, Internet marketing makes
business hours 24 hours per day, 7 days per week for every week of the
year.

vi. Demographics and Targeting:Generally speaking, the demographics of

the Internet are a marketer’s dream. Internet users, considered as a group,
have greater buying power and could perhaps be considered as a
population group skewed towards the middle-classes

.vii. Adaptive and Closed Loop Marketing:

Closed Loop Marketing requires the constant measurement and analysis of

the results of marketing initiatives. By continuously tracking the response
and effectiveness of a campaign, the marketer can be far more dynamic in
adapting to consumers’ wants and needs.

Types of Marketing –

Internal Marketing, Interactive Marketing, External Marketing and

Relationship Marketing Type

# 1. Internal Marketing:

The concept of internal marketing as propounded by Prof. Leonard L. Berry

of “Texas A&M University” of U.S.A. presumes the bank employees as its
‘internal customers’ and jobs offered to them as products. So effort should
be made to offer a product mix that satisfies the needs and wants of these
internal customers.

The same marketing tools which are used to attract and retain customers
(external) can gainfully be used to attract, retain and inspire the employees
(internal customers), particularly the best among them.The logic behind
such type of thinking can be attributed to following facts.

Customers buy products and services of the bank exchanging their

financial resources. Similarly employees also buy jobs of the bank
exchanging the human resource. As both are drawn from the same society
the exchange process is found to be similar in many respects.It may be
argued that in Indian context, a customer may have a better andwider
option to change banks but employees do not have such opportunity. In
future, it is expected that the liberalized scenario may provide the best of
the employees, with such opportunity. But one thing for sure is that it
remains the discretion of the employee to give his best or not.In a financial
industry like banks the product differential and price competition is almost
nil or the distinctiveness is difficult to maintain. The only area where a
distinctiveness can be maintained is the quality of human resource. Further,
banks provide services and services by their nature are inseparable from
the provider.

In this context the bank employees who provide these services assume
paramount importance. How far and to what extent the quality level of their
performance would reach is solely the discretion of the employee. As a
satisfied employee can deliver total satisfaction to a customer, it becomes
important for banks to satisfy the needs and wants of its employees on
priority basis.

These activities can be further reinforced by certain promotional

activitiesdirected at them.

A highly motivated workforce is a common trait of all successful

organizations. Though it is difficult to ascertain what precisely motivates
employees, a clue can be taken from Abraham Mallow’s hierarchy of
needs.Presuming that the physiological needs of the bank employees have,
by and large, been taken care of, greater emphasis should be laid on
psychological and self-actualization needs such as: security, contribution
to society, esteem and the need to reach one’s full potential, etc. It is
necessary to create an organizational climate where superior and extra-
ordinary contributions made by employees at various levels are noticed and
acknowledged

Advertising is a potent tool in making an employee aware, motivated,

educated, and inspired. Though a poster at the branch with the headline
such as “you never hear our people say that’s not my job” or “if you are not
satisfied tell us, if satisfied tell others” are directed towards external
customer. Yet, it is clearly meant for the internal customers too and will
have tremendous impact on them.

Of course, before putting up a poster like that would need taking staff
intoconfidence. It is needless to say that any advertising campaign which
can originate from the staff themselves would have more credibility and
acceptability. Or else it may be treated derisively and be counter-productive.
Senior executives, in this regard, have a definite role to play.

Type #
2. Interactive Marketing (Moment of Truth):

Moment of truth means that this is the time and place the service provider
has the opportunity to demonstrate to the customer the quality of its
services. Quality of service is dependent on the quality of buyer/ seller
interaction. This is the point, which may lead to creation of a customer or
not.

Though, we may win him at that point of time, because of some other
reasons, we may not retain him or he may not come to us again if that
interaction is not satisfying for him to leave a lasting impact on him. We
may have a beautiful marketing mix of product, price, place and promotion,
which bring the customer to us.We may still have a good internal marketing,
which prepares a band of knowledgeable employees ready. But if we fail at
this point all our effort so far will be futile. This is the reason, which makes
interactive marketing so important.

Thus interactive marketing describes employee’s skill in handling customer

contact and involves the following:

1. Employee

2. Process

3. Customer Interactive Marketing:

It is the group of able and willing employees, which make the starting point
of interactive marketing. They are to be aided by proper processes
(systems and procedures) as suitable vehicles to render best customer
service, which in turn will result in satisfied and loyal customers. Internal
marketing provides the required employees orienting them for the job.

Type # 3. External Marketing:

The external marketing efforts are the traditional functions of marketing of

the customers and make promises to the customer as to what to be
delivered. Anything conveyed to the customer in any form before the
delivery of service can be viewed as a part of external marketing function.

According to Zeithaml and Bitner, the customer’s expectation of the service

can be derived from the following sources:

1. Past experience.

2. Corporate image.

3. Word of mouth communication.

Care should be taken to maintain credibility while setting the promise

because a very high expectation may lead to a highly dissatisfied customer.

Type #

4. Relationship Marketing (RM):

RM is basically an offshoot of marketing function which emphasizes on

customer retention and satisfaction. This aims at long-term relationship
between buyer and seller with the goal of better services. According to
Berry and Leonard (1983), relationship marketing can be applied when
there are competitive product alternatives for customers to choose from;
and when there is an ongoing and periodic desire for the product or
service.In the nutshell, we can say that relationship marketing is to build
and maintain a base of committed customers who are profitable for the
organization. Basic reason behind so much of stress on Relationship
Marketing is that a long-term customer is less likely to switch over to other
brand or product.

Also, long-term relationship with customers acts as free mouth publicity of

the organization’s products and services. This not only helps in smoother
interaction between employees and customers but also makes employees’
job easier.Dawkins and Reichheld (1990) suggest that, relationship
marketing focuses on four major activities – customer valuation, customer
retention measurement, identifying reasons for defection and develop a
corrective plan.

Christopher et al. (1991) look at relationship marketing as a “tool to turn

current and new customers into regularly purchasing clients and then
progressively move them through being strong supporters of the company
and its products to finally being active and vocal advocates for the
company.

As mentioned in the book by Mohamed and Sagadecan (2002) an

organization has to have a strategic approach towards relationship building
programme. Such a strategy depends upon internal as well as external
factors like nature of business, its size, and its market share, nature of
product, product type, and volume of sale, geographic concentration,
socioeconomic status and life style of customers.Some of the strategic
initiatives towards implementation of relationship management
programme, generally used in combination are: People, Process, Product,
Organization (top management), service standards, concentration on
competitors, customer analysis, cost analysis, buying patterns, customized
services, attention to changing requirements of the customers, training to
service providers, incentive for customers, total care programme and
building switching barriers.Both the stakeholders, i.e. customers as well as
the firms are in win- win situation through relationship marketing.Some of
the benefits to customers are as follows:

i. Sense of confidence and trust in the supplier/service providerii. Sense of

personal relationship and familiarity

iii. Special treatment by the suppliers/service providersOn the other hand,

the firms also get some benefits out of this long- term relationship.

They are as follows:i. Long-term relationship with the consumers

ii. Free mouth publicity through satisfied customersiii. Increased level of

comfort in the interaction between employees and customers Any
marketing related concept is incomplete without the mention of Phillip
Kotler. In the view of Phillip Kotler, relationship marketing emphasizes on
two important issues-optimize relationships with customers if you
understand and manage relationships with other relevant stakeholders the
tools and techniques used in marketing to customers, such as marketing
planning and market segmentation, can also be used equally as effectively
in managing non-customer relationships.

Relationship-based marketing involves another major activity i.e.

estimating customer lifetime value which in turn aims at lifetime
profitability.

What are advantages and disadvantages of marketing?

 Advantage: Promotes Your Business to a Target Audience. ...

 Advantage: Helps You Understand Your Customers. ...

 Advantage: Helps Brand Your Business. ...

 Disadvantage: Costs of Marketing. ...

 Disadvantage: Time and Effort May Not Yield a Return

 CHAPTER:- 3

OBJECTIVE OF RESEARCH

Ø Social media marketing, Content marketing, Direct marketing, Influential

marketing

Ø Blogging, Email Campaign

Ø Maintaining Report of Participants

Ø Customer Relationship Management

Ø Progress tracking, Detailed market survey & research

Ø Gained behavioral insights of consumers

Ø Achieving sales target of participants

Ø Created Campaign running to drive website traffic, brand awareness and
visibility .

About 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 studiesØ 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 PAYEL BASU (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 practice throughout 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?

CRITERIA PRTICIPATION OF ONLINE EVENTS

YES 60%

NO 40%

TOTAL 100%

SALES

INTERPRETATION

In this chart it shows that 60% participants are participated in online event
and 40% candidates are not participated in any kind of event , they felt
hesitation.

Q2) Would they comfortable using the virtual event features ?

CRITERIA COMFORTABLE
YESS 80%

NO 20%

TOTAL 100%

SALES

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?

CRITERIA PAID ENTERY

YES 20%

NO 80%

PRE—INTERROGATION ASSESMENT

1) what is sales funnel ?

Ans - A sales funnel is the marketing term for the journey potential
customers go through on the way to purchase.

There are several steps to a sales funnel, usually known as the top, middle,
and bottom of the funnel, although these steps may vary depending on a
company's sales model.

A sales funnel helps you understand what potential customers are thinking
and doing at each stage of the purchasing journey. These insights allow
you to invest in the right marketing activities and channels, create the most
relevant messaging during each stage and turn more prospects into paying
customers.
2) What are the process and stages involved in making a sale?

 Ans -The sales process can be divided into eight distinct steps:

 prospecting,

 pre-approach

 identifying and cross-questioning,

 need assessment,

 Presentation,

 meeting objections

 gaining commitment, and follow-up. Each step involves certain

activities and a specific set of skills to be mastered.

3)Differentiate Marketing funnel & sales funnel?

Ans - Marketing Funnel :

Marketing is an integral business function that enables brands to increase

visibility and gain a competitive edge over the competitors. As such, a
marketing funnel is a system that guides potential customers through the
entire journey; from the first time they interact with a brand, all the way to
the point where they develop the urge to buy a product or service.

A marketing funnel helps prospects get to know a brand. It is also

renowned forenabling businesses to visualize their buyers journey and
come up with a sales support marketing strategy in a well-regulated
system.
The marketing funnel can be divided into two sections:

Lead generation:

This involves the creation of marketing campaigns to build brand

awareness. Things such as trade shows, inbound marketing, content
marketing, viral campaigns, online ads, direct email, whitepaper, and more,
are used to sell the brand. Lead nurturing: Once a prospect develops the
interest in the brand, the next step is to nurture the lead. This is where a
business strives to build athriving relationship with the prospect. The
prospect is introduced to theproduct or service with tailored content to help
them consider making a purchase.

Sales Funnel :

The marketing funnel usually focuses on presenting a brand to diverse

audiences. Its goal is to capture prospects who can easily transition into
buyers.When such prospects are identified, and they develop an interest in
the product or service, they enter the sales funnel. At this point, the
prospect becomes a sales prospect.

The sales funnel can be defined as the system that guides a sales prospect
fromthe takeover stage (marketing) to conversion. The funnel is at the
narrowest end of the cone-shaped marketing funnel.difference between
marketing funnels and sales funnels

There exists a fine line between a marketing funnel and a sales funnel. As a
matter of fact, these terms are used interchangeably, and splitting them up
is hard.

The single salient difference between these terms seems to be the context
of use.

Typically, sales and marketing are two distinct functions. Each has its
unique journey map that outlines the progress of a prospective customer.
Marketing builds the interest, and the bottom of its funnel marks the top of
the sales funnel. Consequently, the sales funnel is powered by marketing
activities that generate awareness to create product demand

However, many businesses are merging these functions, and it is becoming

increasingly hard to separate a sales support marketing strategy from a
marketing technique. Besides, companies are coming up with custom-
made stages for each funnel to streamline their operations.

As a result, there has been a blurred line between what the sales funnel
and marketing funnel cover.

4) If you are facing any objection from your leads and how are you going
toovercome in order to convert them to a valuable customer of our
corporation?

Ans :Ill try to follow these things to overcome this situation —

 Practice active listening

 Repeat back what you hear

 Validate your prospect's concernsAsk follow-up questions

 Leverage social proof

 Set a specific date and time to follow-up Anticipate sales objections.

5) Explain the sales funnel with a real time example or a case study.

ANS- The sales funnel is each step that someone has to take in order to
become your customer. Let’s look at a brick-and-mortar sales funnel.
The people at the top of the sales funnel walk by your store. A certain
percentage of them decide to walk in, that’s the next of the funnel. A
customer sees a rack of T-shirts on clearance. He or she thumbs
through the rack, now they’re at the next step of the funnel. Then the
customer selects four t-shirts and walks to thecheck-out. They’re at the
last step. If all goes well, they finish the purchase and reach the bottom
of the funnel.

Real time sales funnel example- You run a fantastic Facebook Ad that
drives traffic to a landing page. On the page, you ask your prospect to
sign up for youremail list in exchange for a lead magnet. Everyone wants
what you're selling. Next, you add those same customers to a new email
list.

Conceptual planning for event ARAMBH & ARISE 3.0 what can I
addednewly

 Street Art

 Hand crafted competition

 Futuristic thought creation

 Travel blog

 Online gaming competition

 Social awareness Campaign

WHAT IS THE AIM OF THE EVENT

 We have a fantastic production & visual experience planned

alongwith a power packed line of professional & best artists. We
made it in virtual platforms with an aim to entertain network with
their people, uplift their spirit in the comfort of their homes and
encourage the social distance rules.

 Less –time consuming & less expensive to organize than a

physical event.

 Expanded audience.

 Enhanced interactivity.
 Increased Flexibility.

 Optimization of return on investment.

What are the programs The 3rd edition of the World’s First & Large
youth festival ARAMBH3.0 & ARISE powered by IFORTIS WORLD
WIDE .Bring together the dazzling youths , from all over the world &
providing the spotlight to make it beam even brighter!

Following programs are –

 Dance.

 Singing.

 Art.

 Speech contest.

 Rapping.

 Photography

 Fashion show.

 Story telling contest.

 Slam poetry contest.

SALES PROCESS FOR THIS EVENT

prospecting
Prospecting is the process of initiating and developing new business
by searching for potential customers, clients, or buyers for your
products or services. The goal is to move these prospects through
the flywheel until they convert to revenue-generating customers.

As it is a cultural event , so that I targeted cultural institute, I also

doing social media marketing & used my personal contact.

Preparation

At first I findout the desire candidate ,focused on online event

benefits , then I explained the full content of our online event.then I
approach the candidate whose who participated.

Way to approach

In the first stage I posted event poster in social media , the I found
the candidate, then I called them & told them every details of this
event.

Objection

I faced some objection when I was going to sold the participation

from .because some candidates did not have any idea about online
 participation & on that time they were confused about participation. I
convinced them & told them as it is online event they can easily
participated & those candidate who are felt shyness for stage
performance , online event is a best oppotunaity for them to enhance
their talents

Follow up

I have been following every instruction of my hr, then I was

conveying it each of my candidate ,& solved my candidates problems

HOW CAN THE PROGRAMS BE ARRANGED

Creating an Effective work space for those who are going participate
& make it successfully arrange programs. Promote your virtual event.

 Remind people it’s happening.

 Develop a clear agenda that includes speakers & time frames.

 Choose the right platform to host your virtual event.

 Decide if the event is going to be live or Look like it’s live.

HOW AUDIENCE CAN BE MANAGED UP VIRTUALLY

 Create live streaming Extras.

 Improve collaboration with other business units.

 Improve Competitiveness through a faster responses to

opportunities.

 Cost reduction.

 Video production

 Experiential enhancements.

 Multimedia Graphics.

 Audio visual Support.

 Sponsorship strategy.

HOW TO SEQUENCE THE PROGRAMS

 Event strategy.

 Platfrom sourcing & management.

 Technical production

 Video production

 Experiential enhancements.

 Multimedia Graphics.

 Audio visual Support.

 Sponsorship strategy.
 BENEFIT FROM THIS INTERNSHIP

 Enhance my employability

 I can take advantage of flexibility

 Prepare for future of work

 Develop how I work

 Boost my confidence.

 Build networks

WHAT I LEARNED FROM THIS INTERNSHIP

 Team work. The first thing we need to mention is definitely team

work.

 Problem solving skill.

 Work ethics

 Adaptability

 Communication skill

 Responsibility

 Time management
 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