Industry Internship Project (IIP)

Final Project Report

Batch 2022-2024
Title of the Project:

Strategic Marketing Initiatives: Elevating Brand Presence and Customer Engagement

Submitted by

Name of the Faculty Guide: Prof. Sanjit Gujral Name of the Student: Chirag Niteen Bhujbal
Name of the Company Guide: Mr. Amogh Kate Roll No: 02120022356
Program: PGDM
Stream: Marketing M-3

Institute for Technology and Management

Plot No. 25 / 26, Institutional Area
Sector – 4, Kharghar,
Navi Mumbai 410210 (India)

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 ACKNOWLEDGEMENT

Execution of a project of this nature is impossible without active support from the Company

Guide and Faculty Guide. I would like to express my sincere gratitude to my company guide

Mr. Amogh Kate and faculty guide Prof. Sanjit Gujral for their guidance during the entire

industry internship program.

I also extend my sincere thanks to all those who directly and indirectly helped me to complete

my industry internship program successfully.

Name of the Student: Chirag Niteen Bhujbal

Signature of the Student:

Date: 09/09/2023

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 INDUSTRY INTERNSHIP PROJECT FINAL REPORT
INDEX

Contents Page No.

Front cover Page 1
i Acknowledgement 2
ii Table of contents 3-4
iii Certificate from the company 5
iv Executive Summary 6

Chapter 1 Overview of the sector 7-11

1.1 Introduction of the sector 7
1.2 Latest trends 7-8
1.3 SWOT of the sector 8-10
1.4 Competitors (PESTEL) 10-11

Chapter 2 Overview of the company 12-16

2.1 Background of the company - Vision, Mission, Values 12-13

2.2 Organizational structure - Key People, Hierarchy 13
2.3 Products / Services 13-15
2.4 SWOT of the company 15-16

Chapter 3 Project assigned and execution 17-20

3.1 Objective of the Project 17
3.2 Type of project (Live Project / Research Project / Any other) 17
3.3 Execution of the project (mention the task undertaken, 17-20
methodology, challenges and the outcomes of the assigned
project)

Chapter 4 Implication, summary and conclusion of the project 21-24

4.1 Benefits: 21-22

a) Company
b) Institution
c) Society
4.2 Recommendations to the company 22-23
4.3 Challenges faced during the project 23-24

Chapter 5 Takeaways / Learnings 25-26

a) Professional 25-26
b) Personal

Annexures
Annexure 1 Record of appreciation (if any) N/A

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Annexure 2 Company Feedback N/A
Annexure 3 Questionnaire N/A
Annexure 4 References / Bibliography / Other materials 27

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5
 Executive Summary

This report presents a comprehensive overview of my five-month internship experience as a

Brand Marketing intern at Lloyds Luxuries, focusing on my contributions to the marketing
initiatives of Truefitt & Hill. During this period, I actively participated in several key aspects of
the company's marketing strategy and execution.

Firstly, I played a pivotal role in fostering strategic alliances with prominent industry players/
Like-minded brands/ Financial institutes which significantly enhanced Truefitt & Hill's brand
visibility and reach. These partnerships opened doors to new opportunities for collaboration
and mutual growth.

Secondly, I contributed to the management and upkeep of customer relationship

management (CRM) systems. This effort led to improved customer engagement and loyalty
by enabling the company to better understand and cater to the needs and preferences of its
valued customers.

In the realm of Brand Marketing, I actively supported the conceptualization and execution of
innovative marketing campaigns. These campaigns not only elevated Truefitt & Hill's brand
positioning but also increased recognition among the target audience.

Furthermore, I played an essential role in shaping compelling brand narratives and ensuring
consistent messaging across all communication channels. This helped reinforce the brand's
identity and resonance in the minds of consumers.

In the digital domain, I assisted in crafting engaging social media content, which played a
crucial role in enhancing brand awareness and driving audience engagement. Additionally, I
supported the execution of targeted email campaigns that nurtured leads and fostered
customer retention.

To reach the target audience effectively, I also contributed to the implementation of SMS
marketing strategies, allowing us to connect with customers in a more personalized and
efficient manner.

Lastly, I collaborated with influencers to promote Truefitt & Hill Services, leveraging their
reach and credibility to resonate with the target demographic effectively. This initiative not
only expanded the brand's reach but also enhanced its credibility and trustworthiness among
consumers.

In conclusion, my internship at Lloyds Luxuries as a Brand Marketing intern was a valuable

experience. I actively contributed to the amplification of Truefitt & Hill's brand presence
through a diverse range of marketing efforts. These contributions have played a significant
role in the company's overall growth and success. This internship has not only enhanced my
understanding of marketing but has also provided me with practical insights and skills that I
believe will be invaluable in my future career endeavours.

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 Chapter 1
Overview of the sector

1.1 Introduction of the sector

Lloyds Luxuries Ltd operates within the luxury grooming sector. The luxury grooming sector
in India is experiencing a remarkable transformation, driven by changing consumer lifestyles,
rising disposable incomes, and an increased emphasis on personal care and well-being. The
Indian male grooming market has grown at a rapid pace from the level of $643 million in 2018
to $2 billion in 2022 and is expected to grow to about $ 3.5 billion by the end of this decade.
In fact, this segment is flourishing at a phenomenal pace globally with the present market
size hovering around $ 57 billion. As a result, India has emerged as one of the fastest-growing
markets for luxury grooming products and services in recent years.

Market Definition:
The luxury grooming sector in India encompasses a wide range of products and services
tailored to enhance personal appearance, hygiene, and overall grooming experiences. This
sector includes premium skincare products, high-end fragrances, luxury haircare, spa and
wellness services, premium cosmetics, and grooming tools designed to cater to the
discerning preferences of consumers seeking quality and sophistication in their personal care
routines.

Key Characteristics:

• Cultural Significance: Grooming holds cultural importance in India. Personal grooming

is not just about aesthetics but is often linked to self-esteem and confidence.

• Rapid Urbanization: The urban population in India is on the rise, leading to increased
demand for grooming products and services, particularly in cities and metropolitan
areas.

• Diversity of Consumers: India's diverse population includes individuals with varying

skin types, hair textures, and beauty preferences. This diversity has led to a wide range
of specialized products catering to different needs.

In conclusion, the luxury grooming sector in India is poised for significant growth, driven by
changing consumer preferences and increasing affluence. Understanding the unique
dynamics of this market and aligning with evolving trends can position brands for success in
India's burgeoning luxury grooming industry.

1.2 Latest trends

• Natural and Ayurvedic Products: The demand for natural and Ayurvedic grooming
products was on the rise. Indian consumers were increasingly looking for products that
are not only luxurious but also aligned with their preferences for clean, organic, and
sustainable ingredients.

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 • Customization and Personalization: Luxury grooming brands were focusing on
offering personalized solutions. Whether it's personalized skincare routines,
fragrances, or grooming kits tailored to individual preferences, customization was
becoming a key selling point.

• E-commerce Dominance: The luxury grooming sector was increasingly leveraging

e-commerce platforms. Online retail offered convenience, access to a wide range of
products, and personalized recommendations. Many luxury grooming brands were
strengthening their online presence and e-commerce capabilities.

• Wellness Integration: Luxury grooming brands were integrating wellness into their
product offerings. This included products infused with wellness-oriented ingredients,
such as CBD or adaptogens, and partnerships with wellness experts to provide holistic
grooming experiences.

• Eco-Friendly and Sustainable Practices: Sustainability was gaining importance in

the luxury grooming sector. Brands were emphasizing eco-friendly packaging,
responsible sourcing, and reduced environmental impact as a part of their brand
identity.

• Digital Engagement and Social Media: Luxury grooming brands were investing
heavily in digital marketing and social media engagement. Influencer collaborations,
online tutorials, and virtual try-on experiences were becoming common to connect with
tech-savvy consumers.

• Clean Beauty and Transparency: Consumers were seeking transparency in product

ingredients and formulations. Luxury grooming brands were responding by providing
detailed ingredient lists and emphasizing the absence of harmful chemicals in their
products.

• Affordable Luxury Segments: Some luxury grooming brands were exploring

affordable luxury segments to cater to a broader consumer base. This approach
allowed them to maintain brand prestige while reaching a wider audience.

1.3 SWOT of the sector

Strengths:

• Rising Affluence: India's growing middle and upper-middle-class population with

increased disposable income is driving the demand for luxury grooming products and
services.

• Cultural Embrace of Grooming: Indian culture has a strong tradition of grooming and
self-care practices, making it a fertile ground for luxury grooming brands to flourish.

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 • Innovation Potential: The sector has room for innovation in product formulations,
packaging, and services, allowing brands to differentiate themselves and cater to
evolving consumer preferences.

• Global Luxury Brands: India attracts global luxury grooming brands, allowing
consumers access to a wide range of internationally acclaimed products.

Weaknesses:

• Price Sensitivity: A significant portion of the Indian population remains price-sensitive.

Luxury grooming products are often perceived as expensive, limiting their accessibility
to a niche market.

• Regulatory Challenges: The sector faces regulatory challenges related to product

safety, labelling, and import restrictions, which can affect market entry and operations.

• Competition: The luxury grooming sector in India is highly competitive, with numerous
brands vying for market share. New entrants may struggle to establish themselves in
this crowded market.

Opportunities:

• Growing Men's Grooming Market: The men's grooming segment is witnessing rapid
growth as more Indian men prioritize personal grooming. Brands can tap into this
expanding market.

• Customization and Personalization: Offering personalized grooming solutions can

create a loyal customer base, as consumers seek products tailored to their specific
needs and preferences.

• E-commerce Growth: The increasing popularity of e-commerce and online retailing

provides an opportunity for luxury grooming brands to reach a broader audience and
offer convenience and personalized recommendations.

• Wellness Integration: Integrating wellness into grooming products and services aligns
with the growing demand for holistic well-being, opening up new avenues for
innovation.

Threats:

• Economic Uncertainty: Economic downturns and fluctuations in consumer spending

can impact the luxury grooming sector, as consumers may cut back on discretionary
spending during challenging economic times.

• Counterfeiting: The luxury sector is susceptible to counterfeit products, which can

damage brand reputation and erode consumer trust.

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 • Changing Consumer Preferences: Evolving consumer preferences, such as a shift
towards minimalist or natural products, pose challenges for brands that rely heavily on
traditional luxury offerings.

• Online Challenges: While e-commerce is an opportunity, it also presents challenges

related to counterfeit products, price wars, and maintaining the exclusivity associated
with luxury brands.

• Supply Chain Disruptions: Global events like pandemics can disrupt the supply chain,
affecting the availability of luxury grooming products and services.

• Environmental and Sustainability Concerns: Brands that do not address environmental

and sustainability concerns may face backlash from consumers and regulatory bodies.

1.4 Competitors (PESTLE)

Key Competitors:
• The Man Company
• Forest Essentials
• Beardo
• Bombay Shaving Company
• Ustraa by Happily Unmarried
• Kama Ayurveda
• Nykaa Man (Nykaa's men's grooming line)
• Biotique
• Qraa Men
• Man Arden

Yet relatively there’s no direct competition for Truefitt & Hill as it is the only brand currently in
India which has over 150+ Men’s Grooming products for each skin type to scalp type.

PESTEL analysis for Lloyds Luxuries Ltd (Truefitt & Hill) in the context of its competition in
India. This analysis considers the political, economic, sociocultural, technological,
environmental, and legal factors that may impact the company's operations and competitive
position.

Political:

• Government Regulations: Truefitt & Hill must adhere to various government

regulations related to product safety, labelling, and import/export restrictions for
grooming products in India.
• Taxation Policies: Changes in taxation policies, such as GST rates, can affect the
pricing and profitability of luxury grooming products.
• Trade Relations: International trade relations and trade agreements can influence the
availability and cost of imported grooming products and ingredients.

Economic:

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 • Economic Growth: The overall economic growth and stability in India can impact
consumer spending on luxury grooming products.
• Income Levels: The rising middle class and increasing disposable incomes in India
present opportunities for luxury grooming brands.
• Currency Fluctuations: Exchange rate fluctuations can affect the cost of imported
ingredients and materials, potentially impacting pricing strategies.

Sociocultural:

• Cultural Preferences: Understanding the grooming and beauty preferences of the

diverse Indian population is crucial for tailoring product offerings.
• Changing Lifestyles: As lifestyles evolve, consumer demand for specific grooming
products, wellness offerings, and convenience can change.
• Social Media Influence: The influence of social media and beauty influencers can
significantly impact consumer choices and brand perception in India.

Technological:

• E-commerce Growth: The growth of e-commerce platforms in India provides

opportunities for Truefitt & Hill to expand its online presence and reach a broader
audience.
• Digital Marketing: Leveraging digital marketing, including online advertising and social
media campaigns, can enhance brand visibility and engagement.
• Product Innovation: Advancements in skincare and grooming technologies may lead
to innovative product offerings that can give Truefitt & Hill a competitive edge.

Environmental:

• Sustainability Trends: Consumer preferences for eco-friendly and sustainable

products are on the rise. Truefitt & Hill should consider sustainable sourcing and
packaging options to align with these trends.
• Environmental Regulations: Adherence to environmental regulations related to
product ingredients, waste disposal, and sustainability practices is crucial.

Legal:

• Regulatory Compliance: Truefitt & Hill must comply with Indian regulations governing
product safety labelling, and import/export.
• Intellectual Property: Protecting intellectual property, including trademarks and
patents, is essential to prevent counterfeiting and protect brand reputation.
• Consumer Protection: Laws related to consumer rights and product quality must be
followed to maintain customer trust and loyalty.

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 Chapter 2
Overview of the company

2.1 Background of the company - Vision, Mission, Values

Established in 2013, Lloyds Luxuries Ltd has exclusive distribution / Franchise rights for
Luxury Grooming Brands in India. They have successfully acquired the Master Franchise
License for Truefitt & Hill - the Oldest Barbershop in the World. For over two centuries Truefitt
& Hill recognised as the finest traditional gentlemen's barber and perfumer in London has
provided discerning gentlemen with only the finest in grooming products and services. Lloyds
Luxuries has control of franchising activities of Truefitt & Hill in the following countries: India,
Nepal, Sri Lanka, Bhutan, Vietnam, Myanmar, and Bangladesh.
Also, Lloyds Luxuries is the master franchisee for Mary Cohr – French beauty salon in India
started in 2019.

Lloyds Luxuries is a part of Lloyds group, owned by Mukesh Gupta. And Lloyds Luxuries is
owned by Shree Krishna Gupta.

Vision: Bringing Top-end Gentlemen's Lifestyle Services to India in an unprecedented way

and to change the way Men experience luxury in the Country.

Mission: Opening 50 doors (Truefitt & Hill - Barbershops) in next 5 years in India, Nepal, Sri
Lanka, Bhutan, Vietnam, Myanmar, and Bangladesh.

Values:
• Quality: Lloyds Luxuries is synonymous with premium luxury products and services.
Quality lies at the core of Lloyds Luxuries offerings, demonstrating an unwavering
commitment to delivering the highest standards of excellence to our discerning
customers.

• Excellence: Lloyds Luxuries aspires to achieve excellence in every facet of its

operations, from crafting exceptional products to providing impeccable customer
service. Our dedication to excellence is the cornerstone of our esteemed reputation in
the luxury industry.

• Customer-Centric: Lloyds Luxuries places paramount importance on understanding

and fulfilling the unique needs and desires of our valued customers. Our commitment
to offering unparalleled customer experiences is a central tenet of our brand
philosophy.

• Innovation: While deeply rooted in the legacy of luxury, Lloyds Luxuries also embraces
innovation. We continuously seek to refine and modernize our products and services,
ensuring they remain at the forefront of contemporary luxury while preserving our
timeless traditions.

• Elegance and Sophistication: Lloyds Luxuries offerings epitomize elegance and

sophistication. These values are woven into the fabric of our brand, evident in the

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 refined design of our products, the allure of our packaging, and the overall aesthetic
of our luxury experiences.

These values reflect Lloyds Luxuries commitment to providing a world-class luxury

experience to its clientele, emphasizing quality, excellence, customer-centricity, innovation,
elegance, and sophistication.

2.2 Organizational structure - Key People, Hierarchy

Shree Krishna
Mukesh Gupta
(OWNER)

Prannay Aashay Amish Shubhada

Vandini Gupta. Kabir Malhotra. Sushant Janardan
Dokkania. Choksi. Mahendra Shirke.
(Non Executive (Independent Mishra. (Chief
(Managing (Independent (Co. Secretary &
Director) Director) Financial Officer)
Director) Director) Compl. Officer)

Amogh Kate Nikunj Mehta Komal Pange Kaizad Kapadia

Snehal Natrajan
(Marketing (Accounts (Operations (Head Training
(HR Manager)
Manager) Manager) Head) Manager)

2.3 Products / Services

As Lloyds Luxuries is the master franchise of Truefitt & Hill India, here are the
products/services offered by Truefitt & Hill.

Grooming Services for Men:

• Traditional Hot Towel Wet Shave: Truefitt & Hill is renowned for its classic barbershop
experience, including a traditional hot towel wet shave using premium shaving
products and techniques.

• Haircut and Styling: The brand provides professional haircuts and styling services to
help clients achieve their desired look.

• Facials and Skin Treatments: Truefitt & Hill offers a range of facials and skin
treatments designed to rejuvenate and nourish the skin, including anti-aging
treatments and facial massages.

• Head Massages: Relaxing head massages are available, providing clients with a
soothing experience.

• Beard Grooming: For those with beards, Truefitt & Hill offers beard grooming services,
including trimming, shaping, and maintenance.

• Manicure & Pedicure: Relaxing manicure & pedicure services for men.

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Grooming Products for Men:

• Shaving Products: Truefitt & Hill's line of shaving products includes shaving creams,
shaving soaps, pre-shave oils, and aftershave balms. These are formulated to provide
a smooth and comfortable shaving experience.

• Fragrances: The brand offers a range of exquisite fragrances for men, including
colognes and aftershaves.

• Haircare: Truefitt & Hill provides high-quality haircare products, including shampoos,
conditioners, and styling products.

• Skincare: Skincare products such as cleansers, moisturizers, and serums are

available to help maintain healthy and youthful skin.

• Beard and Moustache Care: Truefitt & Hill offers specialized products for beard and
moustache care, including beard oils, waxes, and grooming kits.

• Accessories: The brand offers grooming accessories like razors, shaving brushes,
combs, and grooming kits for a complete grooming experience.

• Gift Sets: Truefitt & Hill provides a selection of gift sets and grooming kits suitable for
special occasions and as thoughtful gifts.

• Travel Size Products: Travel-friendly versions of their grooming products are available
for those on the go.

Also, the another arm of Lloyds Luxuries is Mary Cohr- A French beauty salon that offers,

Product Categories:

• Cleansers and Makeup Removers: These products are designed to effectively cleanse
the skin and remove makeup, impurities, and pollutants.

• Moisturizers: Mary Cohr offers a range of moisturizers tailored to different skin types,
including dry, oily, combination, and sensitive skin. These products help hydrate and
nourish the skin.

• Serums and Treatments: Mary Cohr's serums and treatment products target specific
skincare concerns such as aging, pigmentation, and acne. These products often
contain concentrated active ingredients.

• Sun Protection: Sunscreen and sunblock products to protect the skin from harmful UV
rays and prevent sun damage.

• Eye Care: Eye creams and treatments formulated to address concerns like dark
circles, puffiness, and fine lines around the eyes.

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 • Masks and Exfoliants: Mary Cohr offers a variety of masks and exfoliating products to
help rejuvenate and clarify the skin.

• Body Care: In addition to facial skincare, Mary Cohr may offer body care products
such as body creams, scrubs, and treatments to address various body skin concerns.

Services:

• Professional Skincare Treatments: Mary Cohr is known for its professional spa and
salon treatments. These treatments are typically performed by trained estheticians and
may include facials, peels, and specialized treatments tailored to individual skin needs.

• Consultations: Many Mary Cohr locations offer personalized skincare consultations to

assess the client's skin and recommend appropriate products and treatments.

• Product Application and Education: Mary Cohr professionals often provide guidance
on how to use their products effectively to achieve the best results. They may offer
product demonstrations and application techniques.

• Skin Analysis: Some Mary Cohr locations may offer advanced skin analysis services
using tools like skin scanners to assess skin conditions and recommend suitable
treatments and products.

2.4 SWOT Analysis of the Company

Strengths:

• Strong Brand Identity: Lloyds Luxuries Ltd may have established a strong and
recognizable brand identity within the luxury market, which can attract affluent
customers and build brand loyalty.

• High-Quality Products: If the company offers high-quality, premium luxury products,

this can be a significant strength, as discerning consumers often seek top-notch
quality.

• Innovation and Adaptability: The ability to innovate and adapt to changing market
trends and consumer preferences can set the company apart in the dynamic luxury
industry.

• Exclusive Partnerships: Exclusive partnerships with renowned designers, brands, or

artisans can enhance the company's product offerings and exclusivity.

• Customer Loyalty: A loyal customer base that appreciates luxury products and
services can provide a stable source of revenue and positive word-of-mouth
marketing.

Weaknesses:

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 • Price Sensitivity: The luxury market can be sensitive to economic downturns and
fluctuations in consumer spending, potentially impacting sales.

• Competition: The luxury sector is highly competitive, with numerous established and
emerging brands vying for market share. Maintaining a competitive edge can be
challenging.

• Supply Chain Disruptions: Any disruptions in the supply chain, such as sourcing
premium materials or production delays, can affect product availability and customer
satisfaction.

Opportunities:

• Market Expansion: Exploring new markets, both domestically and internationally, can
provide growth opportunities for the company, especially in emerging economies with
a rising middle class.

• Digital Presence: Expanding and enhancing the company's digital presence through
e-commerce and digital marketing can tap into the growing trend of online luxury
shopping.

• Sustainability: Embracing sustainability practices and offering eco-friendly luxury

products can align with the preferences of environmentally-conscious consumers.

• Diversification: Expanding product lines or offering complementary services within the

luxury sector can help capture a broader customer base and mitigate risks associated
with market fluctuations.

Threats:

• Economic Downturns: Economic recessions or uncertainties can lead to reduced

consumer spending on luxury items, impacting the company's sales and profitability.

• Counterfeiting: The luxury sector is vulnerable to counterfeit products, which can

tarnish the brand's image and erode consumer trust.

• Changing Consumer Preferences: Rapid shifts in consumer preferences and values,

such as a move towards minimalism or sustainability, can challenge traditional luxury
offerings.

• Regulatory Changes: Changes in regulations related to trade, imports, or product

labeling can affect the company's operations and costs.

• Global Events: Events like pandemics, natural disasters, or geopolitical tensions can
disrupt the supply chain, distribution, and demand for luxury products.

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 Chapter 3
Project assigned and execution

3.1 Objective of the Project

The primary objective of my Brand Marketing internship project at Lloyds Luxuries, focusing
on Truefitt & Hill, was to enhance the brand's market presence and achieve sustained growth
by implementing a comprehensive marketing strategy. This involved various key initiatives,
each contributing to the overall objective:
• Strategic Alliances
• CRM Enhancement
• Brand Marketing Excellence
• Brand Consistency
• Social Media Engagement
• Email Campaign Effectiveness
• SMS Marketing Efficiency
• Influencer Collaboration

3.2 Type of project (Live Project / Research Project / Any other)

This was a Brand Marketing Internship in which I was closely involved in Brand Marketing
which consists of Marketing campaigns, Strategic Alliances, Branding, Event marketing,
Digital Marketing, Influencer marketing, social media marketing, e-commerce
marketing (Amazon/Flipkart/Tata Cliq/Myntra), Offline Marketing, Digital Footprint.

3.3 Execution of the project (mention the task undertaken,

methodology, challenges and the outcomes of the assigned
project)

Marketing campaigns:

• Task: The task given to me was to plan, monitor & execute marketing campaigns.

• Execution: The task execution started with learning from the previous marketing
campaigns, strategies used, the end result of the campaigns, and the overall
planning.
Major data was obtained by Shopify backend, and the strategic data was taken from
the marketing team.

From the previous campaign, I could easily recognize the lack in planning &
execution of campaigns. End result from these campaigns were poor sales, less
brand visibility and recognition.

So, moving further the first campaign that I was involved into was Travel collection

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 campaign – the goal for this campaign was more brand visibility and, an increase in
travel series product sales.

With appropriate planning and implementation of our strategies, we successfully

achieved 30% growth in sales and reached out to 43% unique target audience. The
campaign was a mix of offline and online marketing and the channels used were (In-
store marketing, digital marketing, digital communication (Email/SMS/WhatsApp),
Website, Social media)

• Result: A few more campaigns successfully done:

❖ Cologne campaign: This campaign was to promote Colognes, increase sales

of the product and increase unique website visitors.

❖ Father’s Day campaign: This campaign was to promote customizable gift sets,
increase sales of the gift sets and promote the shaving legacy that is
transferred from one generation to another, where Truefitt & Hill is a pioneer
of Men’s Grooming since 1805.
Also, from this campaign, we started doing PR (articles/listicles/Media
features.) so this took the campaign promotion in a 360-degree promotion.

❖ #DareToSleep campaign: This campaign was to promote Signature Royal

Shave service, increase in-store footfall, and reach out younger audience in
the age group of 18-35 yrs.
So the concept was simple you take a Royal shave at Truefitt & Hill and if you
sleep while service is ongoing you’ll lose the challenge and if you don’t sleep
you’ll win another Royal signature service. This campaign created a lot of
buzz online from social media to PR and offline in-store footfall was increased
by 25% and the specific service Royal shave was holding 38% in the total
sales offline in service

❖ Shaving Range campaign: This campaign was to promote shaving products,

increase sales of the product & increase unique website visitors.

❖ Raksha Bandhan campaign: This campaign was to promote customizable gift

sets and tap onto female audience as Truefitt & Hill is a very niche brand
catering to men, and as per CRM data we could find out that 23% of our
customers online are females so we did this campaign.
The idea was to twist the gifting tradition This Rakhi where a sister will gift her
brother and this will break the stereotypes.
The result was increased brand recognition, sales and tapping into new
audiences.

Strategic Alliance/ Event Partnerships:

• Task: The task given to me was to increase brand partnerships.

• Execution: On a daily basis I used to reach out to like-minded and similar type of
brands, also banks via LinkedIn.

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 After the conversation the brand turned out to be fruitful, a formal mail for strategic
alliance/partnership was sent.
Moving forward as the synergies matched we used roll out a offer construct which
benefited both the partner brands.

• Result: A few of the successful partnerships/Events:

▪ MyGate: Society activation in Hughes road

▪ Tira – Offline/Online
▪ Golf events: 4moles(multiple cities)/ Peak LIFE Golf
▪ HDFC: EMI model rolled out for Memberships
▪ Citi Bank (Axis Bank): Complimentary service vouchers to a certain TG
▪ Vouchergram
▪ NCPA: SOI Event (Did Voucher activation)
▪ TimesPRIME: (In Pipeline)
▪ The Free Press Journal: Press release/Participation in exclusive events like Brand
sutra.
▪ Orchid Hotel Wedding Event.

Branding

• Task: The task given to me was to do branding of new stores and keep track of all
the PAN India stores for any branding-related queries/concerns

• Execution: So for the new store launched the store branding was done by me under
the guidance of my manager.

For keeping track of all store branding we used to follow a process where the store
would mail us for any queries/concerns for the branding part, then it was taken
forward by me a the issue was solved then and there with the help of local vendor
who are working with us.

• Result: New Store branding: Koramangala (Bangalore) / Juhu (Mumbai)

Changes done to current branding: Removal of Royal Warrant from all PAN India
stores and addition of Truefitt & Hill Shield in that place.

Digital Marketing

• Task: The task given to me was to maintain uniformity in digital communications.

• Execution: The communication made was uniformed with the sync of what we used
to do for offline marketing. The I made sure that the copy of all the digital marketing
campaigns should be in sync with offline marketing.

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 • Result: Increase in Brand recognition, helped in re-marketing campaigns, more
specific target audience was engaging with the content which was more effective in
completing the sale loop.

Influencer Marketing

• Task: The task given to me was to increase influencer content for Truefitt & Hill.

• Execution: So, we used offer services in Barter and in return of a reel/post/stories.

• Result: Increased reach/ engagement/ followers. From April till August increase of
10K followers was seen and 75% was due to UGC influencer content.

E-commerce marketing (Amazon/Flipkart/Tata Cliq/Myntra)

• Task: The task given to me was to learn and improve Truefitt & Hill’s e-commerce
presence.

• Execution: So, starting with e-commerce I learned the overall e-commerce marketing
and how it works.
Starting with Amazon we ran Sponsored product/brand/display ads with automatic
targeting and it increase the brand’s visibility in luxury grooming products for men’s
pages. Moving forward we tried with manual targeting with specific target audience
(demographics – 21-60 yrs old males with high spending value on ecom portals) this
data was extracted from various ecom portals where we are listed.

Similarly on other portal there are different marketing option yet Amazon ads is the
best working platform for Truefitt & Hill as it contributes to 25% sale in monthly E-
commerce sales.

• Result: Increased sales by 56% on major platforms (E-commerce), New audience

tapped, Increased brand visibility.

Digital Footprint.

• Task: The task given to me was to create content for Truefitt & Hill.

• Execution: A major part of digital footprint of Truefitt & Hill is website which has
500000 monthly visitors. And there were major content duplication in the website. So
solved that issue and posted blogs for SEO of the website.

• Result: Increased website optimization, better backlinking.

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 Chapter 4
Implication, summary and conclusion of the project

4.1 Benefits:

a) Company

• Enhanced Brand Visibility: By fostering strategic alliances and executing effective

marketing campaigns, I helped elevate Truefitt & Hill's brand visibility, making it more
recognizable in the industry.

• Improved Customer Engagement: My efforts in CRM management resulted in

better customer engagement and loyalty, as we were able to personalize interactions
and tailor marketing efforts to meet individual needs.

• Elevated Brand Positioning: Through innovative brand marketing campaigns and

consistent brand messaging, I contributed to positioning Truefitt & Hill as a premium
brand in the market, attracting a more discerning customer base.

• Increased Brand Recognition: The curation of engaging social media content and
collaboration with influencers contributed to a higher level of brand recognition,
particularly among the target demographic.

• Effective Targeting: With the execution of targeted email and SMS marketing
campaigns, I helped the company reach the right audience at the right time,
nurturing leads and retaining existing customers.

• Credibility Enhancement: My work in influencer marketing not only increased

product awareness but also enhanced the brand's credibility, as trusted influencers
endorsed our products.

• Overall Growth: Collectively, these efforts contributed to the overall growth and
success of Truefitt & Hill, driving increased sales, brand loyalty, and market
presence.

b) Institution

• Enhanced Reputation: My successful contribution to Truefitt & Hill's marketing

initiatives reflects positively on my PGDM institution, showcasing its ability to
produce students who can make meaningful contributions in the corporate world.

• Practical Application of Curriculum: My internship demonstrated how well my

PGDM program prepares students to apply theoretical knowledge in real-world
business settings, enhancing the credibility of my institution's curriculum.

• Industry Connections: My networking and collaboration with industry professionals

during my internship can potentially lead to future opportunities, partnerships, or
guest lectures that benefit my institution.

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 • Increased Career Placement Opportunities: My practical experience at a
renowned brand like Truefitt & Hill can improve the employability of my institution's
graduates, potentially attracting more students to the program.

• Alumni Success Story: My internship success can be highlighted as an alumni

success story, inspiring current and prospective students and boosting their
confidence in the program's effectiveness.

• Potential for Collaborative Projects: My connections and experiences may open

doors for collaborative projects between my institution and companies in the
marketing industry, fostering a mutually beneficial relationship.

• Research and Case Study Material: The insights and data I gathered during my
internship can be used as valuable material for research and case studies within my
institution, contributing to the academic knowledge in the field of marketing.

c) Society

• Economic Growth: My marketing efforts at Truefitt & Hill contributed to the

company's expansion and increased sales, which, in turn, contributed to the local
and national economy through higher revenue and tax contributions.

• Promotion of High-Quality Products: I actively promoted Truefitt & Hill's

commitment to producing high-quality grooming products, ensuring that consumers
have access to superior products that enhance their personal care routines.

• Enhanced Consumer Knowledge: My work in social media marketing and

influencer collaborations aimed to educate consumers about the benefits of using
premium grooming products. This education can lead to better personal hygiene
practices and overall well-being.

• Strengthened Brand Loyalty: I played a crucial role in improving customer

engagement and loyalty through CRM and email marketing efforts. Satisfied
customers are more likely to support and remain loyal to brands, positively impacting
their overall satisfaction with products and services.

• Responsible Marketing Practices: My involvement in strategic marketing initiatives

aimed at specific target audiences ensured that our marketing efforts were tailored
responsibly and ethically. This approach helped avoid unnecessary waste or
overconsumption, contributing to a more sustainable and conscientious consumer
culture.

4.2 Recommendations to the company:

• Further Expand Strategic Alliances: Continue to foster strategic partnerships with

key industry players. Explore additional opportunities for collaboration, joint
promotions, or co-branded initiatives to enhance brand visibility and reach.

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 • Invest in CRM Technology: Consider investing in advanced customer relationship
management (CRM) technology to streamline customer engagement efforts further.
Implement automated processes for personalized interactions and feedback
collection.

• Continuous Innovation in Brand Marketing: Continue to prioritize innovation in

brand marketing campaigns. Explore emerging trends and technologies in marketing
to maintain a competitive edge and stay ahead of competitors.

• Strengthen Brand Consistency: Ensure that brand messaging remains consistent

across all channels. Develop clear brand guidelines and conduct regular audits to
maintain a cohesive brand identity.

• Leverage User-Generated Content: Encourage customers to generate content

related to Truefitt & Hill products and share it on social media. This user-generated
content can be a powerful tool for increasing brand authenticity and engagement.

• Optimize Email Marketing: Invest in email marketing optimization techniques such

as A/B testing, segmentation, and personalization to further improve lead nurturing
and customer retention efforts.

• Diversify SMS Marketing Strategies: Explore diverse SMS marketing strategies,

including exclusive offers, event announcements, and loyalty programs, to engage
with the target audience effectively.

• Nurture Long-term Influencer Relationships: Build long-term relationships with

influencers who have a genuine connection to the brand. Consider developing an
influencer ambassador program to maintain and leverage these valuable
partnerships.

• Measure and Analyze Results: Continue to use data and analytics to measure the
effectiveness of marketing initiatives. Regularly analyze key performance indicators
(KPIs) to identify areas for improvement and make data-driven decisions.

• Stay Customer-Centric: Always keep the customer at the center of marketing

efforts. Conduct surveys and gather feedback to understand customer preferences
and tailor marketing strategies accordingly.

4.3 Challenges faced during the project:

• Identifying the Right Partners: One of the challenges in fostering strategic

alliances was identifying and approaching the right industry players. Ensuring that
the partnerships align with our brand and objectives required careful research and
consideration.

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• Data Management: Managing and maintaining customer relationship management
(CRM) systems involved handling large sets of data. Ensuring data accuracy,
privacy, and security was a significant challenge, especially with evolving data
protection regulations.

• Competitive Market: The grooming and personal care industry is highly competitive.
Standing out and gaining a competitive edge in such a crowded market required
innovative thinking and constant adaptation to market trends.

• Brand Consistency: Maintaining consistent brand messaging across all channels,

including social media, email, and SMS marketing, was a challenge. It required
continuous coordination and communication to ensure our branding remained
cohesive.

• Content Creation: Creating engaging social media content that resonates with the
target audience was a creative challenge. Finding the right tone, style, and content to
capture the audience's attention required experimentation and analysis.

• Email Campaign Effectiveness: Ensuring the execution of targeted email

campaigns that effectively nurtured leads and retained customers posed a challenge.
Measuring the campaign's success and adjusting strategies accordingly was an
ongoing task.

• SMS Marketing Compliance: Adhering to SMS marketing regulations and best

practices while effectively reaching the target audience was a balancing act.
Complying with legal requirements without being overly intrusive was crucial.

• Influencer Collaboration: Collaborating with influencers required careful selection

and negotiation. Ensuring that influencers aligned with our brand values and
effectively conveyed our messaging was a challenge.

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 Chapter 5
Takeaways / Learnings

a) Professional

Strategic Partnership Skills: My ability to foster strategic alliances with key industry
players showcased my talent for building valuable partnerships, a skill that is essential in
marketing and business development.

CRM Expertise: My involvement in managing CRM systems demonstrated my proficiency

in customer relationship management, a critical aspect of modern marketing, which
enhances customer engagement and loyalty.

Brand Marketing Mastery: My contribution to the development and execution of innovative

brand marketing campaigns highlighted my capability to elevate brand positioning and
recognition, a core function of brand marketing professionals.

Brand Messaging Consistency: I took pride in crafting compelling brand narratives and
ensuring consistent messaging across channels, reflecting my attention to detail and ability
to maintain brand integrity.

Social Media Expertise: My role in creating engaging social media content showcased my
skills in harnessing the power of digital platforms to drive brand awareness and audience
engagement, a crucial skill in today's marketing landscape.

Email and SMS Marketing Proficiency: My proficiency in executing targeted email and
SMS campaigns demonstrated my ability to use these direct marketing channels effectively,
nurturing leads and retaining customers.

Influencer Collaboration Skills: Collaborating with influencers to promote products and

increase brand credibility highlighted my capacity to work with external partners to enhance
a brand's reputation and reach.

Project Management Skills: Coordinating multiple marketing initiatives simultaneously in a

dynamic environment showcased my project management capabilities, a valuable skill for
handling complex marketing campaigns.

Data-Driven Decision-Making: My commitment to utilizing data and analytics to refine

marketing strategies underscored my dedication to making data-driven decisions, a crucial
aspect of modern marketing practices.

Contribution to Business Growth: My overall role in amplifying Truefitt & Hill's brand
presence and contributing to the company's growth signifies my capacity to deliver tangible
results that positively impact a business.

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b) Personal

Strategic Thinking: Working on strategic alliances taught me the importance of thinking

beyond traditional marketing methods. Collaborating with industry players opened my eyes
to the power of partnerships in expanding brand reach.

Customer-Centric Approach: Assisting in CRM highlighted the significance of putting the

customer at the centre of marketing efforts. Building relationships and tailoring marketing
strategies to individual preferences can significantly boost customer loyalty.

Creativity and Innovation: My involvement in brand marketing campaigns emphasized the

need for creativity and innovation in marketing. Crafting unique and memorable campaigns
is crucial for standing out in a competitive market.

Consistent Branding: Ensuring consistent brand messaging across all channels

underscored the importance of brand integrity. A unified brand image builds trust and
recognition among consumers.

Digital Marketing Channel Expertise: Managing social media, email, and SMS marketing
revealed the power of digital channels in reaching and engaging with the target audience.
Understanding the nuances of each channel is essential for effective communication.

Influencer Collaboration: Collaborating with influencers taught me the value of authentic

partnerships. It's not just about promotion; it's about aligning with individuals who genuinely
resonate with the brand and its values.

Adaptability: Marketing is ever-evolving, and I learned to adapt quickly to changing trends

and consumer behaviours. Staying up-to-date with industry developments is essential.

Analytical Skills: Monitoring the success of marketing campaigns through data analysis
improved my analytical skills. Making data-driven decisions is crucial for optimizing
marketing strategies.

Communication: Effective communication within a marketing team and with external

partners is essential for successful collaboration and project execution.

Professional Growth: Overall, this internship was a tremendous opportunity for personal
and professional growth. It solidified my passion for marketing and gave me invaluable real-
world experience that I can apply to future endeavours.

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 Annexure 4

References / Bibliography / Other materials

References:

"Indian male grooming market to grow at 25% CAGR till 2023." Business Today, 2020.

"Luxury Market in India." Invest India, 2021.

"The Rise of Men's Grooming in India: A Growing Trend." Business World, 2021.

"Wellness Trends in India: The Next Wave of Growth." Deloitte, 2022.

"Luxury Brands in India: Navigating the New Normal." KPMG, 2021.

"E-commerce Trends in India." PwC, 2022.

"Sustainability and the Luxury Industry: Challenges and Opportunities." The Fashion Law,
2020.

"Digital Marketing Trends for Luxury Brands." Harvard Business Review, 2021.

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