PROJECT REPORT

A STUDY ON THE ROLE OF SOCIAL MEDIA MARKETING IN

GENERATING LEADS AT BROLLY TRAINING AND
MARKETING SERVICES, HYDERABAD.

A PROJECT REPORT

Submitted by
PERURI RANJITH
(Reg. No.: 0017242027)
Of
School of Management
In partial fulfilment for award of the degree
of
MASTER OF BUSINESS ADMINISTRATION
IN
MARKETING AND FINANCE

MAY 2019

i
 BONAFIDE CERTIFICATE

Certified that this project report “A STUDY ON THE ROLE OF SOCIAL MEDIA MARKETING IN

GENERATING LEADS AT BROLLY TRAINING AND MARKETING SERVICES,

HYDERABAD” is the bonafide work of PERURI RANJITH who carried out the project work under my

supervision.

Certified further, that to the best of my knowledge the work reported herein does not form part of any other

project or dissertation on the basis of which a degree or award was conferred on an earlier occasion on this

or any other candidate.

HEAD OF THE DEPARTMENT ACADAMIC GUIDE

Dr. B. Senthil Kumar Mr. S. Loganatha Prasanna

School of Management Assistant Professor III,
Hindustan Institute of Hindustan Institute of
Technology and Science Technology and Science.
Padur, Chennai. Padur, Chennai.

Submitted to Project and Viva Voce Examination held on __________________

Internal Examiner External Examiner

ii
 DECLARATION

I, PERURI RANJITH (Reg. No. 0017242027) a bonafide student of School of Management, Hindustan

Institute of Technology and Science, Chennai would like to declare that the project entitled, “A STUDY

ON THE ROLE OF SOCIAL MEDIA MARKETING IN GENERATING LEADS AT BROLLY

TRAINING AND MARKETING SERVICES, HYDERABAD.” in partial fulfillment of Master of

Business Administration course of the Hindustan Institute of Technology and Science (Deemed to be

University) is my original work.

SIGNATURE

iii
 ACKNOWLEDGEMENT

I express my deep sense of gratitude to our honourable Chancellor Dr. Elizabeth Verghese and Pro-
Chancellor Dr. Anand Jacob Verghese for giving an opportunity to do our Project.

I would like to thank our Director Mr. Ashok Verghese and Vice Chancellor Prof. Dr. Kuncheria P.
Isaac for giving a moral support to complete this Project.

I would like to express my grateful to our Registrar Dr. Pon Ramalingam and Dean (Academics) Dr. N.
Vasadevan for inspiring and motivating to complete this Project.

I wish to express my heartfelt gratitude to Dr. B. Senthil Kumar, Head, School of Management for much
of her valuable support and encouragement in carrying out this work.

I would like to thank my internal guide Mr. S. Loganatha Prasanna, Assistant Professor III, School of
Management, for his continuous guidance in my project, giving valuable suggestions to complete the Project
on time.

I would like to thank my organization guide Mr. D.V Ravi Varma, Manager, for support and appreciated
knowledge sharing that helped me to excel in everything I did in the company.

I would like to thank all the technical and teaching staff of the School of Management, who extended directly
and indirectly all support.
Last, but not the least, I am deeply indebted to my parents and my friends who had been the greatest support
while I worked day and night for the Project to make it a success.

iv
 ABSTRACT

Social media has gained importance and acceptance at a very past pace. It has become an avenue to share

one’s personal and professional life. The usage of social media as a marketing tool is already implemented by

many businesses. This report analyzed how effectively social media be used as a marketing tool. The

comparison of social media versus traditional media for marketing was studied and advantages and

disadvantages of both are compiled. This report also analyzed how small business start-ups can benefit from

the ever-growing social media industry.

v
 TABLE OF CONTENTS
S .NO INDEX PAGE NO.
ABSTRACT ……………………………………………………………….. vi
I INTRODUCTION ………………………………………………………… 1
1.1 Introduction about topic ………………………………………………... 1
1.2 Industry profile …………………………………………………………. 9
1.3 Company profile
1.3.1 About Digital Brolly ………………………………………….
1.3.2 Vision ………………………………………………………… 13
1.3.3 Mission ………………………………………………………..
1.3.4 Founder ……………………………………………………….
1.4 Need of the Study ………………………………………………………. 14
1.5 Objectives ………………………………………………………………. 15
1.6 Scope of the Study ……………………………………………………... 15
II REVIEW OF LITERATURE ……………………………………………. 16
III RESEARCH METHODOLOGY ………………………………………... 20
IV DATA ANALYSIS AND DATA INTERPRETATION ………………… 22
4.1 Primary Data analysis
4.1.1 Data interpretation ……………………………………………. 22
4.2 Secondary data analysis
4.2.1 Percentage analysis …………………………………………... 23
4.2.2 Regression analysis …………………………………………... 35
4.2.3 Reliability test ………………………………………………... 54
4.2.4 Chi – Square test ……………………………………………... 55
V SUMMARY AND CONCLUSION ………………………………………. 71
5.1 Findings of the Study …………………………………………………... 71
5.2 Suggestions …………………………………………………………….. 72
5.3 Conclusion ……………………………………………………………... 73
BIBLIOGRAPHY ………………………………………………………… 74
APPENDIX……….. ………………………………………………………. 75

vi
 LIST OF TABLES

Table Page
Table Name
No No
4.1 Age Description 23
4.2 Gender Description 24
4.3 Occupation 25

4.4 Experience in Years 26

4.5 Marital status 27

4.6 Best Networking sites to communicate 28

4.7 User’s idea on collecting product information 29

4.8 Information about new products 30

4.9 User’s criteria of Information about products 31

4.10 Accessing of Ads 32
4.11 Hours spent in SNS (Per day) 33
4.12 Attractive brand communication 34
4.13 Advertisement shown in Facebook and nature of advertisements 36
4.14 Advertisement shown in Facebook and attitude of advertisements 37
4.15 Nature and attitude of advertisements in Facebook 39

4.16 Technical viewpoint and interaction of SNS 40

4.17 Technical viewpoint and needs of SNS 41

4.18 Technical viewpoint and accuracy of SNS 42
4.19 Technical viewpoint and uses of SNS 44
4.20 Related information and product information in Facebook 45
4.21 Communication and promotional activities in social media 46

4.22 Communication and exchange of file in social media 47

4.23 Promotional activities and exchange of file in social media 49

4.24 Possibility and consideration of buying product in Facebook 50

4.25 Possibility and buying high price product in Facebook 51

4.26 Consideration and buying high price product in Facebook 53

4.27 Reliability test 54

vii
4.28 Test b/w Age and best networking medium sites
55
4.29 Test b/w Gender and best networking medium sites

4.30 Test b/w Occupation and best networking medium sites

56
4.31 Test b/w Age and Purchasing of products
4.32 Test b/w Gender and Purchasing of products
57
4.33 Test b/w Occupation and Purchasing of products
4.34 Test b/w Gender and information about new products
58
4.35 Test b/w Occupation and information about new products
4.36 Test b/w Age and Accessing of ads in Facebook
Test b/w Gender and Accessing of ads in Facebook 59
4.37

4.38 Test b/w occupation and Accessing of ads in Facebook

4.39 Test b/w Age and Hours spent in social networking sites 60
4.40 Test b/w Gender and Hours spent in social networking sites
4.41 Test b/w Occupation and Hours spent in social networking sites
61
4.42 Test b/w Age and most liked brand communication

4.43 Test b/w Gender and most liked brand communication

62
4.44 Test b/w Occupation and most liked brand communication
4.45 Test b/w Age and communication information
4.46 Test b/w Gender and communication information 63
4.47 Test b/w Occupation and communication information

4.48 Test b/w Age and Social media for promotional reasons
64
4.49 Test b/w Gender and Social media for promotional reasons
4.50 Test b/w Occupation and Social media for promotional reasons

4.51 Test b/w Age and opinion of Exchange of files 65

4.52 Test b/w Gender and opinion of Exchange of files

4.53 Test b/w Occupation and opinion of Exchange of files
66
4.54 Test b/w Age and Possibility of buying a product in Facebook

4.55 Test b/w Gender and Possibility of buying a product in Facebook

67
4.56 Test b/w Occupation and Possibility of buying a product in Facebook

viii
4.57 Test b/w Age and Probability is high of buying a product in Facebook 68
4.58 Test b/w Gender and Probability is high of buying a product in Facebook 68

4.59 Test b/w Occupation and Probability is high of buying a product in Facebook
69
4.60 Test b/w Age and Purchasing product even if the price is high
4.61 Test b/w Gender and Purchasing product even if the price is high
70
4.62 Test b/w Occupation and Purchasing product even if the price is high

ix
 LIST OF FIGURES

Figure No Figure Name Page No

1.1 Digital Marketing 2
1.2 Social Media Marketing 4
1.3 Search engine optimization 4
1.4 Facebook Stats 5
1.5 YouTube Stats 6
1.6 LinkedIn Stats 6
1.7 Instagram Stats 7
1.8 Twitter Stats 8
1.9 Digital Experience 12
4.1 Primary Data analysis 22
4.2 Pie Chart of Age Description 23
4.3 Pie Chart of Gender Description 24
4.4 Pie Chart of Occupation 25
4.5 Pie Chart of Experience in years 26
4.6 Pie Chart of Marital status 27

4.7 Pie Chart of best networking sites 28

4.8 Pie Chart of user’s idea on collecting product information 29

4.9 Pie Chart of Information about new products 30

4.10 Pie Chart of User’s criteria of Information about products 31

4.11 Pie Chart of Accessing of Ads 32

4.12 Pie Chart of Hours spent in SNS (Per day) 33

4.13 Pie Chart of Attractive brand communication 34