SUMMER INTERNSHIP PROJECT REPORT

ON

Submitted in partial fulfillment of the requirement for the Degree

OF
MASTER OF BUSINESS ADMINISTRATION
(Affiliated to Dr. A.P.J. Abdul Kalam Technical University
, Lucknow)
(2023-2025)

Submitted To: Submitted By:

Mansi Tomar Shipra Anand
(Prof.) Roll No – 2300380700190
Batch: 2023-2025

INSTITUTE OF TECHNOLOY AND SCIENCE,

MOHAN NAGAR, GHAZIABAD
Session: 2023-2025
 INSTITUTE OF TECHNOLOY AND SCIENCE,
MOHAN NAGAR, GHAZIABAD
Session: 2023-2025

CERTIFICATE OF ORIGINALITY

I hereby declare that this Summer Internship Project is my own work and that, to the best of
my knowledge and belief, it reproduces no material previously published or written that has
been accepted for the award of any other degree of diploma, except where due
acknowledgement has been made in the text.

Devansh Kumar Rajput

MBA
DATE:
 CERTIFICATE

This is to certify that Mr. Devansh Kumar Rajput (2023-25 Batch) a student of Institute

of Technology and Science has undertaken the project on “New Product Developer’’” The

project has been carried out by the student in partial fulfillment of the requirements for the

award of MBA, under my guidance and supervision.

Date:

Faculty Mentor’s Name:

Ashish Kumar Jha

(Prof.)

(Signature)
CERTIFICATE from the Employer / Industry
 ACKNOWLEDGEMENT

I would like to take this opportunity to thank all the people who have directly or indirectly

helped me in this dissertation project.

The project is the important part of our study and gives us a real practical exposure to the

corporate world and it is almost impossible to do the same without the guidance of peoples

in and around us. On a special note, I would like to thanks all the faculty/staff members for

all their support extended to the students at all point of time.

(Devansh Kumar Rajput)

 DECLARATION

I Devansh Kumar Rajput Roll no. 2300380700057, student of MBA-III th Semester of I.T.S,

Ghaziabad. Hereby declare that the research project report on “New Product Developer” is

an original and authenticated work done by me. I further declare that it has not been

submitted elsewhere by any other person in any of the University for the Award of any

degree or diploma.

Date:

(Devansh Kumar Rajput)

Roll No.: 2300380700057

MBA-IIIth Sem.
 Table of Contents

1.Executive Summary
1.1.Project Introduction
2.Company Profile
1.2.Bikano Product Line
1.3.Product Profile
1.4.Services
1.5.Market Share
1.6.Industry Definition
1.7.Globe Issue
1.8.Growth Stages of Voltas
1.9.Vision
1.10. Price
3.Analysis of 3Cs
4. Research Methodology
3.1 Primary Data
3.2 Research Design
3.3 Sampling Method
3.4 Sample Size
3.5 Sample Area
3.6 Research Process
3.7 Understanding the Project
3.8. Problem Definition and Research Design
3.9 Data Collection
5.Data Analysis & Findings
6.Conclusion and Recommendations
7. References
8.Bibliography
9. Questionnaire
 Executive Summary

Cannibals Media is a top-rated digital marketing agency in India. We offer SEO Link

Building, Growth Marketing, and Google My Business SEO. Our expert team of SEO

Ninjas, Content Marketers, and Growth Hackers is dedicated to driving traffic and organic

growth for businesses worldwide.

Their Mission

Cannibals Media is a top-rated digital marketing agency in India. We offer SEO Link

Building, Growth Marketing, and Google My Business SEO. Our expert team of SEO

Ninjas, Content Marketers, and Growth Hackers is dedicated to driving traffic and organic

growth for businesses worldwide.

Key Strengths

Transparency and Trust

We maintain open and honest communication throughout project planning, execution, and

reporting, keeping you informed every step of the way.

Proven Results

With years of experience and a successful project portfolio, we have a track record of

delivering exceptional results across various industries.

 Client-Centric Approach

We value our clients and prioritize building long-term relationships. Your success is our

success, and we work closely with you to achieve your business objectives.

Their Expertise:

 SEO Link Building

It is a fundamental aspect of search engine optimization (SEO). It involves acquiring

hyperlinks (links) from other websites to your own. These links act as signals to search

engines, indicating that your website is credible, authoritative, and valuable, which can

improve your site's ranking in search engine results pages (SERPs).

 Growth Marketing

It is a data-driven approach to growing a business through innovative and creative

marketing strategies. Unlike traditional marketing, which often focuses on brand awareness

and general advertising, growth marketing emphasizes rapid experimentation, measurable

results, and customer-centric strategies to achieve scalable growth.

 Performance Marketing

It is a results-driven form of digital marketing where advertisers pay only when specific

actions are completed, such as clicks, leads, or sales. It contrasts with traditional

advertising, where you pay upfront without guaranteed results, as it focuses on measurable

outcomes.
RESEARCH OBJECTIVES

• Identify the key promotional strategies employed by businesses.

• Examine the effectiveness of different promotional strategies in influencing consumer

purchase behaviour.

• Analyse the factors that moderate the relationship between promotional strategies and

consumer purchase behaviour.

• Develop recommendations for businesses to optimize their promotional strategies based

on the findings

METHODOLOGY

Quantitative data will be collected through surveys administered to a representative sample

of consumers. The survey will measure respondents' perceptions of various promotional

strategies, their purchase behaviour, and sociodemographic characteristics

EXPECTED FINDINGS

It is anticipated that the study will uncover significant correlations between specific

promotional strategies and consumer purchase behaviour. Factors such as the perceived

value of promotions, the target audience, and the timing of promotional activities are

expected to influence the effectiveness of these strategies. Additionally, the study may

identify emerging trends in consumer preferences and behaviours that can inform future

promotional efforts.
IMPLICATIONS

The findings of this research will have practical implications for businesses in various

industries. By understanding the factors that drive consumer purchase decisions, businesses

can tailor their promotional strategies to maximize their return on investment. The insights

gained from this study can also be used to develop more effective marketing campaigns and

improve customer satisfaction.

CONCLUSION

This research project will contribute to the existing body of knowledge on promotional

strategies and consumer behaviour. By providing valuable insights into the relationship

between these two variables, the study will help businesses make informed decisions about

their marketing efforts and achieve their strategic objectives.

 INTRODUCTION

Company Profile

Co-Founders

Aloukik Rathore

Rahul Gupta
 Kaushal Malkan

Cannibals Media Pvt. Ltd., established in 2020, is a digital marketing agency based in India

that specializes in a range of online marketing services, including SEO, content marketing,

web development, and branding strategies. The company aims to deliver innovative

solutions that enhance clients' online presence and drive business growth. It focuses on key

industries like SaaS, e-commerce, and home decor, catering to both national and regional

clients.

Key Highlights:

 Core Services: Search Engine Optimization (SEO), Pay-Per-Click (PPC), web

development, and branding. They focus on tailored digital marketing campaigns to boost

organic traffic and improve user experience.

 Client-Centric Approach: The company is praised for its transparent communication

and involvement of clients in every stage of the project. Monthly progress reports and

regular updates ensure alignment with client objectives.

 Leadership: Aloukik Rathore, one of the co-founders, has emphasized Cannibals’

growth strategy, which includes enhancing existing services, expanding into new market

segments, and integrating new businesses into their portfolio.

 Culture: The organization is recognized for its collaborative work environment,

passionate leadership, and dedication to client satisfaction

Outline for the Company Profile

1. Introduction

 Overview of Cannibals Media Pvt. Ltd.

 Vision and mission statements.

 Founding history and timeline.

2. Core Services

 Detailed breakdown of services offered:

o Content Marketing.

o SEO and SEM services.

o Branding and Social Media Marketing.

o Web Development and Design.

o Online Reputation Management (ORM).

o Analytics and Performance Optimization.

3. Industry Expertise

 Focus industries (e.g., e-commerce, healthcare, education, finance).

 Case studies showcasing successful projects in these sectors.

4. Unique Selling Points (USPs)

 Innovative tools or techniques.

 Client-first approach and customer satisfaction metrics.

 Cutting-edge technology used (AI, automation, analytics).

5. Team and Culture

 Profiles of key team members and leaders.

 Description of company culture and values.

 Employee testimonials and internal growth stories.

6. Clientele

 Notable clients and partnerships.

 Testimonials and reviews from clients.

 Long-term partnerships and their impact.

7. Achievements and Milestones

 Awards and recognitions.

 Metrics showcasing growth (e.g., client base, revenue growth).

8. Social Responsibility and Ethics

 Community engagement initiatives.

 Commitment to sustainability and ethical practices.

9. Future Plans and Innovations

 Roadmap for the next 5–10 years.

 Upcoming projects or partnerships.

Working place of Callibals Media Pvt,Ldt

Cannibals Media Pvt. Ltd. operates primarily in India and has a

growing presence in international markets. Here's a breakdown of

their geographical footprint:

In India

 Headquarters: Based in a major metropolitan city, likely one

of India's tech or business hubs such as Delhi, Mumbai, Bangalore, or Gurgaon.

 Service Locations: Offers services to clients across India, including tier-1 and tier-

2 cities, catering to industries like e-commerce, healthcare, education, and finance.

International Presence

 Countries of Operation: Cannibals Media Pvt. Ltd. has extended its services to

international markets, including the United States, United Kingdom, Canada, Australia, and

Middle Eastern nations.

 Global Clientele: Serves clients in diverse sectors, providing expertise in digital

marketing, SEO, and online reputation management to brands and businesses worldwide.

Remote and Hybrid Work

 The company likely adopts a remote or hybrid work model to collaborate with

clients across various time zones effectively.

 Who We Are

Cannibals Media is a top-rated digital marketing agency in India. We offer SEO Link

Building, Growth Marketing, and Google My Business SEO. Our expert team of SEO

Ninjas, Content Marketers, and Growth Hackers is dedicated to driving traffic and organic

growth for businesses worldwide.

Our Mission

Our mission is to empower businesses to achieve their online potential through strategic,

results-driven digital marketing solutions. We believe in building long-term relationships

with our clients, grounded in trust, transparency, and mutual success.

Digital Signage Marketing: Key Challenges and Solutions

There is no arguing that digital signage marketing has the potential to be a completely

transformative positive element for any business, but the vital step that can’t be ignored is

avoiding the core group of obstacles that can arise when it isn’t implemented successfully.

Let’s look at some of the most common issues and how they can be best addressed.

. Created Content That Connects With An Audience

Arguably, the biggest challenge to effective digital signage marketing is making content that

resonates with your intended audience. If the output isn’t visually appealing, engaging, and

relevant, then it isn’t going to hit the mark. You can overcome this particular challenge by

adhering to the following.

Understand Your Audience

The first step is to identify the preferences of your chosen demographic and tailor the

content to meet those specific needs. This is the fastest route to capturing their attention.

Quality Over Quantity

One of the most damaging things you can do is overcrowd your signage with too much

confusing and overwhelming information. Instead, focus on delivering clear and concise

messaging that is as easy to digest as possible.

Utilize Data Insights

Take advantage of various analytics tools, tracking things like engagement metrics to refine

the content you create based on audience behavior.

1. Managing Technical Issues

Inevitably, there will be a few technical issues, ranging from software glitches to hardware

malfunctions, connectivity problems, and more. Luckily, these tips can help avoid most of

these obstacles.

 Investing in Reliable Software and Hardware

Make sure to opt for robust, reputable digital signage systems, where technical disruptions

are reported to be minimal.

 Performing Regular Maintenance

Always remember to schedule routine checks to ensure that all of the components, such as

media players, screens, and connections, are functioning as they should be.

 Making Contingency Plans

Establish a classic troubleshooting protocol that can be referred to to swiftly address and

resolve any issues that may arise.

2. Scaling and Network Management

As your business grows, you will need to manage multiple digital signage displays across

many different locations, which can become increasingly complex over time. These

pointers can help make the job a little less daunting.

 Using Centralized Management Software

It is a good idea to adopt a cloud-based digital signage platform that enables you to update

and control all of your content from a single dashboard.

 Standardizing Content Templates

Work on creating a set of consistent templates for visuals that can be used to preserve brand

cohesion across various content and locations.

 Implementing Automated Scheduling

Rather than relying on human action to post fresh content, instead use a scheduling tool that

can perform the task automatically to ensure consistent timing and messaging across the

board.

3. Measuring Return on Investment

Proving the ROI of any digital signage marketing can be tricky, especially if you do not

have clear tracking methods and goals in place. This can be overcome in a number of ways.

 Defining Clear Objectives

Make sure to set some clear goals for your projects, for example, boosting sales or

increasing foot traffic. These clear goals can then help you to evaluate whether or not your

campaign signage is working.

 Integrating Analytics Tools

As we suggested above, using available analytics software to track key metrics like
engagement rates and impressions can be absolutely invaluable.

 Optimizing And Experimenting

Commit to continuously testing and tweaking your Apple signage content and strategies in

order to maximize the ROI that you experience.

What is Online Reputation Management?

Online Reputation Management (ORM) is a strategic approach to managing how a

business, brand, or individual is perceived online. In today’s digital-first world, where

potential customers, partners, and even employees rely on the internet to form opinions,

ORM has become a critical part of maintaining and improving public perception. It

involves monitoring online mentions, influencing the narrative through positive content,

and addressing negative feedback constructively. The goal is not only to protect a brand’s

reputation but also to create a foundation of trust and credibility.

Core Components of ORM

1. Monitoring:

o Track mentions, reviews, and comments across platforms like Google, social media,

forums, and blogs.

o Use tools like Google Alerts, Brand watch, and Mention.

2. Review Management:

o Encourage satisfied customers to leave positive reviews.

o Respond professionally to negative reviews, aiming to resolve issues.

3. Search Engine Management:

o Optimize search engine results to highlight positive content.

o Push down negative content by creating and promoting favourable material.

4. Social Media Presence:

o Maintain active profiles on platforms relevant to your audience.

o Engage regularly to foster a positive community and address concerns promptly.

5. Content Creation:

o Publish high-quality, valuable content to establish authority and improve visibility.

o Use blogs, press releases, videos, and social posts to shape your narrative.

6. Crisis Response:

o Have a strategy in place to handle potential PR crises.

o Be transparent and proactive when addressing negative situations.

Tools for ORM

1. Monitoring Tools:

o Google Alerts, Mention, Hootsuite, Social Mention, Brand24.

2. SEO and Analytics:

o Ahrefs, SEMrush, Google Analytics.

3. Review Management Platforms:

o Birdeye, Trustpilot, Yelp for Business.

4. Social Media Management:

o Sprout Social, Buffer, later.

The Importance of ORM in the Digital Era

The power of online reviews and social media can no longer be underestimated. Studies

show that over 90% of consumers read online reviews before purchasing a product or

service, with many making decisions based solely on what they find. This makes ORM

essential for businesses looking to attract and retain customers. A strong online reputation

builds trust, which is crucial for converting casual browsers into loyal clients. Furthermore,

ORM is vital for crisis management—swift and effective responses to negative feedback or

PR issues can prevent lasting damage to a brand’s image.

How ORM Works

Effective ORM involves several interconnected strategies, beginning with constant

monitoring. Businesses need to stay informed about what is being said about them on

platforms like Google, Yelp, Facebook, and Twitter. Tools like Google Alerts and

Brandwatch can help automate this process, ensuring that no mention goes unnoticed. The

next step is engagement—responding to reviews, comments, and posts to show that the

brand values feedback. Positive interactions not only boost a brand’s credibility but can

also turn detractors into advocates when handled correctly.

Another critical component is content creation and optimization. Businesses can control

their narrative by publishing high-quality, relevant content that highlights their strengths

and successes. This can include blog posts, testimonials, press releases, and even video

content that ranks well on search engines. By focusing on positive content, brands can push

negative content further down in search engine results, reducing its impact.
The Role of SEO in ORM

Search Engine Optimization (SEO) is a key tool in ORM, as it helps ensure that positive

and relevant content appears at the top of search results. This includes optimizing a brand’s

website, blogs, and social media profiles to rank for targeted keywords. High-ranking

positive content, such as testimonials, thought leadership articles, or case studies, can

effectively suppress negative mentions in search results. Combining SEO with paid

advertising like Google Ads can further strengthen a brand’s online presence and

reputation.

Dealing with Negative Feedback

Negative reviews or unfavorable content can be a significant challenge for brands.

However, these situations also present an opportunity to demonstrate transparency and a

commitment to improvement. ORM strategies emphasize responding promptly to negative

feedback in a respectful and solution-focused manner. For instance, a polite

acknowledgment of the issue followed by a public or private effort to resolve it can turn a

dissatisfied customer into a loyal one. Ignoring or deleting such comments can backfire,

making the brand appear dismissive or untrustworthy.

ORM in Action: Real-World Examples

Major companies have used ORM to navigate crises and rebuild trust. Take Domino’s

Pizza, for example. Following a viral controversy, the company launched a campaign

showcasing their commitment to transparency and product improvement. They actively

engaged with customers on social media and turned a potential PR disaster into an
opportunity for growth. Similarly, companies like Starbucks and Nike regularly use ORM

strategies to address controversies, clarify their stance on social issues.

ORM Best Practices for Businesses

For businesses looking to implement ORM, several best practices can ensure success.

First, maintaining a consistent and active presence on all relevant digital platforms is

essential. This involves regularly updating profiles, responding to comments, and sharing

engaging content. Second, brands should actively seek customer reviews and feedback,

especially from satisfied clients, to build a reservoir of positive sentiment online. Third,

addressing negative feedback with professionalism and empathy is crucial—it shows that

the brand values its customers and is willing to make amends.

Finally, ORM should be an ongoing effort, not a one-time project. Regular audits of

online mentions, reviews, and search engine results can help brands stay ahead of potential

issues. By investing in ORM, businesses can not only protect their reputation but also

enhance customer trust, drive sales, and create lasting goodwill in the marketplace.
 Analysis of 3Cs

Analyzing the 3Cs of Cannibals Media (a media company) involves

breaking down Company, Customers, and Competitors to understand

its current standing, strengths, and opportunities. Here's a detailed

analysis framework:

1. Company (Internal Analysis)

Objective: Assess the company’s vision, strengths, and operations.

Key Aspects:

 Core Offerings:

What is Cannibals Media known for? (e.g., content creation, digital

marketing, branding, or media production).

Are they differentiated in their niche? For instance, do they

specialize in innovative storytelling or data-driven advertising?

 Strengths:

o Expertise in media trends and creative production.

o Unique technology or proprietary methods.

o Established client base or portfolio.

 o Scalability in operations (e.g., ability to serve diverse sectors).

 Challenges/Weaknesses:

o High competition in the digital media industry.

o Resource constraints, such as talent or capital.

o Potential misalignment with market trends or consumer

behavior shifts.

 Positioning & Vision:

Is Cannibals Media positioned as a premium or mass-market service

provider?

What is their long-term strategy in the media industry?

2. Customers (External Stakeholders)

Objective: Understand the target audience and client behavior.

Key Aspects:

 Target Audience:

o B2B clients (e.g., startups, SMEs, corporates seeking branding

or marketing solutions).

o B2C (e.g., direct engagement via online content).

 Customer Needs:

o Content that resonates emotionally and converts.

o SEO-optimized marketing and ad strategies.

o Quick turnaround for campaigns.

 Customer Behavior Trends:

o Preference for video content, influencer marketing, and short-

form media.

o Increasing demand for personalized advertising and data

analytics.

 Customer Retention & Satisfaction:

Are they nurturing long-term relationships or focused on project-

based work?

Do they gather feedback and implement improvements effectively?

3. Competitors (Market Landscape)

Objective: Benchmark against similar players and analyze market

threats.
 Key Aspects:

 Direct Competitors:

Identify agencies providing similar services (e.g., media houses like

Ogilvy, digital agencies like Wunderman Thompson, or niche

marketing firms).

 Indirect Competitors:

Freelancers or DIY platforms (e.g., Canva, Fiverr).

In-house marketing departments of companies.

 Competitor Strengths:

o More significant resources or better economies of scale.

o Industry recognition or global reach.

o Technological advantages (e.g., AI-driven content generation).

 Threats from Competition:

o Price wars and commoditization of services.

o Loss of key clients to better-known agencies.

 Opportunities to Outperform Competitors:

o Leverage emerging trends like AR/VR or Metaverse-based

marketing.
 o Build a strong social media presence and thought leadership.

o Offer unique bundles (e.g., combining media production with

post-distribution analytics).

Recommendations for Cannibals Media:

1. Enhance Brand Positioning: Define a clear value proposition that

sets the company apart (e.g., innovation, speed, or cost-efficiency).

2. Focus on Niche Services: Instead of broad offerings, specialize in

high-demand areas like influencer marketing or immersive content

creation.

3. Embrace Tech-Driven Solutions: Use AI, automation, and

analytics to optimize campaigns and deliver measurable ROI to

clients.

4. Strengthen Client Relationships: Develop loyalty programs or

consistent engagement to ensure repeat business.

5. Monitor Industry Trends: Stay ahead by experimenting with

platforms like TikTok, YouTube Shorts, or Web3 ecosystems.

 Data Analysis & Findings

1. Operational Performance

Objective: Assess how efficiently Cannibals Media delivers its

services.

Data Points:

 Project Delivery Timelines:

Average time taken to complete campaigns/projects versus industry

standards.

o Findings: If timelines are shorter, it reflects operational

efficiency; delays might signal resource constraints.

 Campaign Success Rates:

Success rate of media campaigns based on KPIs like engagement

rates, click-through rates (CTR), or return on ad spend (ROAS).

o Findings: Campaigns with low success may indicate issues

with targeting, content quality, or execution.

 Resource Utilization:

Percentage of staff actively involved in billable projects.

 o Findings: High utilization signals efficiency; low utilization

may highlight overstaffing or underperformance.

2. Financial Analysis

Objective: Evaluate the company's profitability, revenue streams,

and financial health.

Data Points:

 Revenue Breakdown:

Income from major services like content creation, digital marketing,

and consulting.

o Findings: Services contributing the most revenue should be

prioritized for growth; underperforming segments might need

improvement or repositioning.

 Profit Margins:

Net income margins and cost structures (e.g., technology

investments, salaries, marketing expenses).

o Findings: Narrow margins might indicate high operational

costs or competitive pricing pressures.

 Client Retention Rates:

Percentage of recurring clients and their contribution to revenue.

o Findings: High retention indicates client satisfaction; low rates

could suggest competition is pulling clients away.

3. Market Position & Trends

Objective: Understand Cannibals Media’s place in the competitive

landscape and market trends.

Data Points:

 Market Share:

Percentage share in the media and marketing industry niche (e.g.,

content marketing, influencer partnerships).

o Findings: A low share with high growth potential indicates

room for strategic marketing.

 Trend Adaptability:

Adoption of emerging trends like short-form video content, AI-

based analytics, or Metaverse campaigns.

o Findings: If trends are under-leveraged, there’s a risk of being

outdated in a competitive industry.

 Customer Segmentation:

Demographics and industries Cannibals Media caters to, such as

startups, SMEs, or corporates.

o Findings: A narrow customer base might restrict growth, while

diversified clients increase resilience.

4. Customer Behavior & Satisfaction

Objective: Gauge how well Cannibals Media meets customer

expectations.

Data Points:

 Feedback Scores:

Ratings and reviews from clients post-campaign.

o Findings: Consistently high scores indicate satisfaction; low

scores require attention to service quality.

 Engagement Levels:

Performance of client campaigns in terms of social media

engagement, reach, and conversions.

o Findings: Campaigns failing to meet goals might reflect poorly

on targeting or execution strategies.

 NPS (Net Promoter Score):

Percentage of customers likely to recommend Cannibals Media.

o Findings: High NPS correlates with strong brand loyalty.

5. Key Findings

1. Strengths:

o Expertise in content creation and innovative campaigns.

o Strong client base in specific niches like SMEs and startups.

o Adaptability to emerging trends such as influencer marketing.

2. Weaknesses:

o Potential over-reliance on a few high-value clients or

segments.

o Resource constraints affecting scalability and innovation.

o Difficulty in differentiating from competitors in saturated

markets.

3. Opportunities:

o Expanding into untapped markets (e.g., AI-driven content or

Metaverse campaigns).

o Enhancing data analytics capabilities to measure and improve

 ROI for clients.

o Building a stronger digital presence to attract new-age

businesses.

4. Threats:

o Price competition from freelancers or budget-friendly

agencies.

o Rapidly evolving consumer preferences requiring constant

innovation.

o Technological disruptions (e.g., automation reducing demand

for traditional services).

Recommendations

1. Invest in Technology:

Leverage AI for predictive analytics, campaign optimization, and

personalized content creation.

2. Expand Revenue Streams:

Develop subscription-based services or SaaS products for consistent

income.
3. Enhance Customer Retention:

Implement loyalty programs, discounts, or exclusive services for

repeat clients.

4. Strengthen Brand Presence:

Focus on thought leadership by publishing whitepapers, case studies,

or hosting webinars.

5. Upskill Workforce:

Train employees in emerging trends like Web3, AR/VR marketing,

and advanced data analytics.

 Why is ORM Important?

The power of online reviews and social media can no longer be underestimated.

Studies show that over 90% of consumers read online reviews before purchasing

a product or service, with many making decisions based solely on what they

find. This makes ORM essential for businesses looking to attract and retain

customers. A strong online reputation builds trust, which is crucial for

converting casual browsers into loyal clients. Furthermore, ORM is vital for

crisis management—swift and effective responses to negative feedback or PR

issues can prevent lasting damage to a brand’s image.

Online Reputation Management (ORM) is essential in today's hyper-connected

world, where the internet is often the first-place people turn to form opinions

about a brand, business, or individual. A strong online reputation can

significantly influence customer decisions, business partnerships, and overall

brand perception. Here's why ORM is critically important:

1. Builds Trust and Credibility

In a world where consumers increasingly rely on online reviews, social media

mentions, and digital word-of-mouth, trust is paramount. A strong online

reputation fosters credibility by demonstrating that your brand is reliable and

delivers on its promises. Positive reviews, testimonials, and engaging social

media interactions show potential customers that others have had good

experiences with your brand, increasing their likelihood of choosing you over

competitors.

37
2. Influences Customer Decisions

Studies indicate that over 90% of consumers research a business online before

making a purchase decision. A single negative review, unanswered complaint, or

damaging article can deter customers, while a robust and positive online

presence encourages them to engage. ORM ensures that what customers find

about your business paints a compelling and trustworthy picture, guiding their

decisions in your favor.

3. Protects Against Negative Publicity

Negative content, whether it's a bad review, a viral social media post, or a

damaging news article, can spread rapidly and tarnish a brand's reputation. ORM

is crucial for identifying and addressing such issues before they escalate.

Proactively managing your online presence helps mitigate the impact of negative

content and ensures that your side of the story is heard.

4. Enhances SEO and Visibility

Search engines often prioritize user reviews and online mentions, meaning what

people say about your brand can dominate search results. ORM includes

strategies to optimize positive content and suppress negative mentions, ensuring

that search engines display favorable results when someone looks for your

business. A good online reputation also enhances local SEO, making your

business more visible to nearby customers.

38
5. Supports Customer Retention and Loyalty

Engaging with customers online through reviews, social media, and other

platforms demonstrates that your brand values their opinions and is committed to

their satisfaction. When customers feel heard and appreciated, they are more

likely to remain loyal and even advocate for your business. ORM nurtures these

relationships, turning satisfied customers into brand ambassadors.

6. Aids in Crisis Management

A well-maintained online reputation acts as a safety net during crises. Whether

it's a product recall, a PR blunder, or a customer complaint going viral, ORM

equips businesses to respond swiftly and professionally. Quick and transparent

actions, combined with pre-established goodwill, can help prevent a crisis from

causing long-term damage.

7. Offers a Competitive Advantage

In competitive markets, a positive online reputation sets your business apart.

Consumers often compare businesses based on online reviews, social proof, and

search engine presence. A company with glowing reviews and active

engagement will naturally stand out over competitors with less favorable or

poorly managed online reputations.

39
8. Impacts Revenue and Growth

A good online reputation directly influences revenue. Positive reviews and

testimonials attract more customers, while a poor reputation can drive them

away, ultimately affecting sales and profitability. Additionally, a strong

reputation opens doors for partnerships, collaborations, and investments,

facilitating long-term growth.

9. Reflects Brand Values

ORM allows businesses to showcase their core values through active

engagement, transparency, and responsiveness. Consistent and professional

management of online interactions reinforces your brand's commitment to

customer satisfaction, ethical practices, and social responsibility.

10. Keeps You in Control

In the digital age, anyone can share opinions about your business online.

Without proper management, this can lead to misinformation or a one-sided

narrative. ORM helps businesses take control of their online story, ensuring that

accurate and positive information dominates the conversation.

Conclusion

Online Reputation Management is more than just damage control; it’s an

essential aspect of modern branding and customer relationship management. By

actively managing how your business or brand is perceived online, you not only

40
 protect your image but also create opportunities for growth, trust, and lasting

customer relationships. A good online reputation is a powerful asset in building

a sustainable and successful business.

Competitor company of Cannibals Media Pvt.ldt

Competitors in Content Writing and Marketing

1. Pepper Content

Specializes in freelance content creation for blogs, articles, website copy, and

SEO content.

2. Content Whale

Offers scalable content solutions, including blogs, technical writing, and press

releases.

3. Write Right

Known for professional writing services, such as creative content, ghostwriting,

and social media content.

4. Godot Media

Focuses on high-quality blog posts, articles, and social media campaigns.

5. Text Mercato

E-commerce-focused content provider for descriptions, articles, and SEO-driven

writing.

41
 Competitors in Digital Marketing

1. Webchutney (Dentsu Creative)

Specializes in integrated digital marketing, social media campaigns, and creative

storytelling.

2. Kinnect

Known for influencer marketing, branding strategies, and social media

management.

3. iProspect

A global performance marketing agency focusing on SEO, PPC, and digital ads.

4. WATConsult

Offers digital branding, video marketing, and campaign-driven advertising.

5. DigiChefs

A boutique agency focusing on ROI-driven marketing solutions.

Competitors in SEO and Performance Marketing

1. Neil Patel Digital India

Expertise in SEO, analytics, and content marketing, driven by global authority

Neil Patel.

2. Infidigit

Focuses on enterprise SEO, e-commerce optimization, and digital growth

strategies.

3. Rank Higher

A trusted name in SEO, content marketing, and lead generation campaigns.

42
4. PageTraffic

A long-standing SEO agency specializing in driving organic growth and SERP

rankings.

5. Techmagnate

Offers end-to-end SEO, PPC, and content marketing services.

Competitors in Media and Branding

1. Madison World

A leader in media planning, buying, and branding campaigns.

2. The Glitch (WPP)

Excels in edgy, creative branding strategies and campaign management.

3. Rediffusion

Known for branding, advertising, and strategic media planning.

4. FoxyMoron

A full-service agency specializing in creative and performance marketing.

5. BC Web Wise

Focuses on digital storytelling, website building, and marketing automation.

Freelance and Platform-Based Competitors (Indirect)

1. Fiverr

2. Upwork

3. Toptal

4. Freelancer.com

43
 These platforms allow businesses to hire individual freelancers for content,

marketing, and design projects.

Regional and Smaller Competitors

 Local marketing agencies and content providers

 Region-specific agencies providing customized solutions for local businesses.

Broad Industry Competitors

If Cannibals Media operates in generalized media and advertising, other large

competitors could include:

1. Ogilvy

2. GroupM

3. Havas Media

44
 Awards of Cannibals Media pvt.ldt

As of now, there is no publicly available information about specific awards

earned by Cannibals Media Pvt. Ltd. If Cannibals Media has been recognized

with industry awards, these could typically fall under categories such as:

1. Content Marketing Awards

o Recognition for outstanding blog content, articles, or creative campaigns.

o Awards like the Content Marketing Awards (CMA) or Afaqs DigiPlus

Awards.

2. Digital Marketing Awards

o Excellence in social media marketing, SEO, or influencer campaigns.

o Possible awards: India Digital Awards by IAMAI or Inkspell Drivers

of Digital Awards.

3. Creative Excellence

o Recognition for innovative branding or creative campaigns.

o Competitions like Kyoorius Creative Awards or Abby Awards

(Goafest).

4. Start-up or Business Excellence Awards

o Awards for growing companies, such as the Economic Times Start-up

Awards or regional industry recognitions.

5. Client/Project-Specific Recognition

o Awards received jointly with clients for specific campaigns or projects.

45
OBJECTIVE OF THE REPORT

To analyze the existing Online Reputation Management (ORM) strategy of

[Cannibals Pvt. Ltd.] and design an enhanced ORM plan by identifying key

areas for improvement, implementing tools and techniques for monitoring and

engagement, and creating actionable recommendations to strengthen the brand’s

online presence and customer trust.

 Furthermore, its international export strategy, with the aim of achieving 40%

year-on-year growth in exports, highlights its global ambitions. The company’s

ability to adjust its product line and marketing to international preferences is a

significant differentiator.

Here are some primary goals of Summer Internship Project (SIP) on Online

Reputation Management (ORM):

1. Analyse the Current ORM Strategy

o Evaluate the brand's existing online reputation management practices,

including social media engagement, customer feedback handling, and response

mechanisms.

2. Identify Strengths and Weaknesses

o Conduct a SWOT analysis of the brand's ORM efforts to determine areas of

success and opportunities for improvement.

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3. Monitor Online Sentiments

o Use tools and techniques to assess customer sentiments, track reviews, and

analyze brand mentions across digital platforms.

4. Benchmark Against Competitors

o Compare the brand's ORM strategy with key competitors to identify gaps and

best practices.

5. Design a New ORM Plan

o Develop a comprehensive ORM strategy that includes proactive engagement,

crisis management protocols, and techniques to enhance the brand’s digital

presence.

6. Enhance Customer Interaction

o Suggest improvements in customer feedback handling and establish methods to

build stronger relationships with the audience.

7. Implement ORM Tools and Techniques

o Recommend or deploy ORM tools like Google Alerts, Hootsuite, or

Brandwatch to streamline monitoring and response systems.

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 SWOT ANALYSIS

STRENGHTS

1. Specialized Expertise

o ORM companies bring in-depth knowledge and tools to manage and

enhance online reputations.

2. Diverse Client Portfolio

o Ability to serve businesses across various industries, from small startups

to multinational corporations.

3. Proprietary Tools and Technology

o Use of advanced monitoring, sentiment analysis, and AI-driven tools sets

them apart from in-house teams.

4. Crisis Management Experience

o Proven strategies for handling PR crises effectively and minimizing

long-term damage.

5. Scalable Services

o Capacity to tailor services for clients of different sizes and budgets.

WEAKNESSES

1. High Operational Costs

o Investment in cutting-edge tools, skilled personnel, and training can be

expensive.

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2. Intense Competition

o A saturated market with many competitors offering similar services can

limit differentiation.

3. Reliance on External Platforms

o Dependence on social media, review sites, and search engines, which are

beyond the company’s control.

4. Client Retention Challenges

o Clients may choose to build in-house teams once they understand ORM

processes, reducing long-term engagements.

5. Reputation Risks for the ORM Company

o Mishandling a client’s reputation crisis can harm the company’s

credibility.

OPPORTUNITIES

1. Expanding Digital Ecosystem

o Growing awareness of the importance of ORM among businesses creates

more potential clients.

2. AI and Machine Learning Integration

o Developing or adopting AI-driven tools can improve efficiency and

service offerings.

3. Global Market Expansion

o Targeting international markets where ORM awareness is growing,

49
especially in emerging economies.

4. Specialized Niches

o Focusing on specific industries (e.g., healthcare, e-commerce, or

hospitality) for tailored ORM services.

5. Value-Added Services

o Offering additional services like SEO, social media management, and

brand strategy to attract more clients.

THREATS

1. Economic Downturns

o In uncertain economic conditions, businesses may cut marketing and

ORM budgets.

2. Legal and Ethical Issues

o ORM practices like content suppression or handling negative reviews

can lead to legal or ethical concerns.

3. Technological Changes

o Rapid changes in algorithms, platforms, or regulations may disrupt ORM

strategies.

4. Negative Client Experiences

o Dissatisfied clients can harm the ORM company’s reputation through

negative feedback or reviews.

5. Emerging Freelancers and DIY Tools

o Increasing availability of affordable or free ORM tools makes it easier

50
 for businesses to manage reputation in-house or use freelancers.

Summary of Insights

 Strengths like expertise and advanced tools position ORM companies as

valuable partners for businesses.

 Weaknesses such as high costs and market competition highlight the

need for innovation and differentiation.

 Opportunities in technology and niche markets can fuel growth, while

Threats like economic changes and client dissatisfaction underscore the

importance of adaptability and robust client relationships

DATA COLLECTION METHOD

1. Online Analytics Tools

Cannibals Media may leverage tools to gather data on audience behavior,

preferences, and trends:

 Google Analytics: Tracks website traffic, user behavior, and demographics.

 Social Media Insights: Platforms like Facebook, Instagram, LinkedIn, and

Twitter offer data on engagement, audience demographics, and reach.

 SEO Tools: Tools like SEMrush, Ahrefs, or Moz for keyword analysis and

content performance.

2. Surveys and Feedback

To understand customer needs or audience preferences:

 Online Surveys: Using platforms like Google Forms, Typeform, or

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 SurveyMonkey.

 Client Feedback: Collecting input directly from clients about their satisfaction

and expectations.

3. Industry Reports and Market Research

 Accessing secondary research from market research firms like Nielsen,

Statista, or Gartner.

 Tracking industry benchmarks for content performance, marketing trends, or

audience preferences.

4. Social Listening and Sentiment Analysis

 Using tools like Hootsuite, Brandwatch, or Talkwalker to monitor social

media discussions and trends relevant to client brands.

 Collecting data on public sentiment towards specific topics, industries, or

competitors.

5. CRM and Email Marketing Platforms

 Collecting user data from email marketing campaigns (via tools like HubSpot,

Mailchimp, or Salesforce) to analyze open rates, clicks, and user journeys.

6. Competitor Analysis

 Monitoring competitors’ activities using tools like BuzzSumo (for content

performance) or SimilarWeb (for website traffic insights).

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 7. Primary Research

 Conducting interviews with stakeholders, customers, or industry experts to

gather qualitative data.

 Hosting focus groups to test campaign ideas or content strategies.

8. Website and App Data

If Cannibals Media operates its own digital platforms:

 Cookies and Tracking Pixels: To gather data on user interactions.

 Heatmaps and Session Recordings: Using tools like Hotjar or Crazy Egg to see

how users engage with content.

9. Content Performance Data

 Measuring the effectiveness of content through metrics like:

o Click-through rates (CTR).

o Bounce rates.

o Time spent on a page.

o Social shares and likes.

10. Partnerships and APIs

 Collaborating with third-party platforms to access audience data through API

integrations.

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 11. A/B Testing

 Testing different versions of content, ads, or landing pages to gather data on

what performs best.

Data Privacy and Compliance

Given the reliance on data, Cannibals Media must ensure adherence to:

 GDPR (General Data Protection Regulation).

 CCPA (California Consumer Privacy Act).

 Indian regulations like the Personal Data Protection Bill.

Areas Covered During Internship

Reputation Monitoring and Tracking

 Brand Mentions: Tracking brand mentions on social media, forums,

news sites, and review platforms to stay aware of public sentiment.

 Real-Time Alerts: Setting up automated alerts through tools like Google

Alerts and Brand24 to stay updated with new mentions.

 Sentiment Analysis: Using software like Hootsuite or Sprout Social to

analyze sentiments in user comments and reviews (positive, neutral, or

negative).

54
Review and Feedback Management

 Customer Review Monitoring: Monitoring review sites like Google

Reviews, Yelp, and Trustpilot for both positive and negative customer feedback.

 Engagement and Response: Engaging with customers by responding to

reviews, resolving complaints, and thanking customers for positive reviews.

 Review Generation Strategy: Developing strategies to encourage

customers to leave positive reviews after purchasing or engaging with the brand.

Social Media Engagement

 Social Listening: Using tools like Mention or BuzzSumo to track brand

mentions and discussions on social media platforms.

 Crisis Communication: Developing templates and strategies to address

negative comments or criticism in real time to prevent any PR crises.

 Content Strategy: Collaborating on creating content that strengthens the

brand’s online presence, focusing on user engagement, educational content, and

brand value.

SEO and ORM Synergy

 Search Engine Reputation Management: Optimizing search engine

results to ensure that positive content ranks higher than negative content. This

includes using SEO techniques to create blogs, articles, and press releases.

 Online Reviews Impact on SEO: Understanding how reviews, ratings,

55
and user-generated content impact search rankings, particularly for local

businesses.

Competitor and Market Analysis

 Competitive Benchmarking: Analyzing competitors' ORM strategies to

identify what works and how to differentiate your company. This includes

reviewing competitor feedback management and social media engagement.

 Industry Trends: Researching emerging trends in ORM and digital

marketing, such as the rise of artificial intelligence tools for sentiment analysis

and automated responses.

Crisis Management Planning

 Crisis Response Simulation: Participating in simulated crisis scenarios to

develop effective strategies for mitigating damage to the brand’s reputation.

 Risk Assessment: Identifying potential risks to the brand’s reputation and

1.Industry Analysed

E-commerce

 Review Site Analysis: Monitoring platforms like Amazon, eBay, and

Flipkart, where user reviews heavily influence purchase decisions.

 Customer Service Feedback: Analyzing customer feedback related to

delivery times, product quality, and after-sale services.

Hospitality and Travel

 Travel Review Sites: Analyzing reviews on platforms like TripAdvisor,

Airbnb, and Booking.com, where customer reviews can significantly impact the

56
reputation of a hotel, restaurant, or tour company.

 Service Recovery Strategies: Designing strategies for recovering

customer trust after negative reviews or complaints about services such as room

conditions, cleanliness, or customer service.

Healthcare

 Patient Reviews and Testimonials: Managing feedback on healthcare

provider review sites, including Healthgrades, Zocdoc, and RateMDs.

 Doctor and Hospital Reputation: Ensuring healthcare providers are

presented in a positive light, addressing concerns about wait times, quality of

care, or patient experiences.

Technology and SaaS

 Product Reviews: Analyzing user reviews and ratings for software

products on platforms like G2, Capterra, and Trustpilot.

 User Experience Feedback: Managing feedback regarding user

experience, bugs, and features through various channels.

Retail and FMCG

 Brand Perception Management: Tracking consumer sentiment related to

product quality, customer service, and environmental/social responsibility.

 Promotion of Positive Content: Leveraging content marketing to ensure

positive customer experiences are showcased.

57
 Education

 Institutional Reputation: Monitoring and managing reviews on

educational platforms like Niche, College Confidential, and Glassdoor (for

employee feedback).

 Student Testimonials and Alumni Relations: Engaging with students,

faculty, and alumni to share positive experiences and mitigate negative feedback

related to course content, campus facilities, or faculty members.

PLATFORMS USED

Social Media Platforms

 Facebook, Instagram, Twitter: Engaging directly with customers,

responding to feedback, and tracking public perception on popular platforms.

 LinkedIn: Managing the professional reputation of the company or its

leadership through thought leadership content and employee testimonials.

 YouTube: Managing video content related to the brand and monitoring

customer comments on promotional or informational videos.

Review Websites

 Google Reviews: Managing customer reviews that appear on Google

search results for businesses, hotels, restaurants, and service providers.

 Trustpilot and Yelp: Regular monitoring and engagement with reviews

58
on these highly influential platforms.

 Glassdoor: Responding to employee feedback and reviews to manage the

employer brand and attract top talent.

Monitoring and Analytics Tools

 Brand24, Mention, BuzzSumo: Monitoring brand mentions, customer

sentiment, and trending topics across social media, blogs, forums, and news

outlets.

 Hootsuite and Sprout Social: Managing social media accounts and

tracking engagement metrics to optimize social media strategies.

 Google Alerts: Setting up alerts for brand mentions across the web to

ensure real-time awareness of both positive and negative content.

CRM and ORM Tools

 Reputation.com: A comprehensive ORM tool to manage online reviews,

track brand mentions, and perform sentiment analysis.

 Zendesk: Managing customer service feedback, complaints, and

resolutions.

 Salesforce: Integrating ORM strategies into customer relationship

management (CRM) for a unified brand reputation approach.

SEO and Content Platforms

 Google Analytics and SEMrush: Analyzing website traffic, ranking, and

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SEO performance, with a focus on online reviews and ORM impacts on search

engine optimization.

 WordPress and Medium: Managing blogs and content platforms to

promote positive brand stories, case studies, and customer testimonials.

Conclusion

This more detailed coverage of areas, industries, and platforms gives a clearer

understanding of the depth and scope of your internship project. It will help you

demonstrate a comprehensive grasp of ORM strategies, tools, and industry-

specific practices. If you need further elaboration on any section, feel free to ask!

60
Services offered by the Company

Link building

Link Building is a digital marketing strategy used to improve a website's search

engine ranking by acquiring hyperlinks (commonly referred to as backlinks)

from other websites. Backlinks signal to search engines that your content is

valuable and trustworthy, which can improve your site’s authority and visibility

in search results.

Your brand deserves to be at the top of Google Search. Our backlink service will

help your keywords rank and drive referral traffic to your website.

Why Choose Cannibals Media?

Whether you’re a local business or an established brand, our marketing solutions

will help you achieve sustained growth, increase in sales and leads.

Content Marketing

Content marketing is a strategic approach focused on creating, publishing, and

distributing valuable, relevant, and consistent content to attract and engage a

target audience. The ultimate goal is to drive profitable customer actions, such as

increased sales, brand loyalty, or lead generation.

Our clients achieve up to 60% growth in organic traffic, 40% higher search

rankings, and 50% increased engagement through our SEO-optimized content

marketing strategies.

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High-Quality Content

We produce engaging, informative, and high-quality content tailored to your

audience.

Comprehensive Services

From content creation to distribution and analytics, we handle every aspect of

your content marketing.

Organic SEO

Organic SEO (Search Engine Optimization) refers to strategies and techniques

used to improve a website's visibility and rankings on search engine results

pages (SERPs) without relying on paid advertisements. The goal is to attract

quality traffic through natural search results by optimizing content, structure,

and technical aspects of a website.

Our expert SEO team is dedicated to transforming your online presence and

achieving sustainable success with advanced SEO strategies.

Why Organic SEO?

Organic SEO boosts SERP visibility, attracts quality traffic, converts customers,

and ensures growth through keywords, UX, and backlinks.

Website Development

Website Development involves designing, building, and maintaining websites

for the internet. It combines elements of coding, design, and content creation to

62
create user-friendly, functional, and visually appealing websites. A well-

developed website serves as a digital storefront, offering a platform to engage

with users, showcase products or services, and achieve business goals.

Convert visitors into loyal customers with a captivating, custom-built website

tailored to your brand.

Seamless User Experience

Engage visitors with responsive, intuitive designs that work flawlessly on all

devices.

Results-Driven SEO

Enhance your online visibility and drive organic traffic with our SEO-optimized

websites.

GMB Optimisation

Google My Business (GMB) Optimization (now part of Google Business

Profile) is the process of enhancing your business profile on Google to improve

visibility, attract more local customers, and boost engagement. An optimized

GMB profile helps your business appear in local search results, on Google

Maps, and in the Local Pack section.

1.Review Generation & Management

Encourage satisfied customers to leave positive reviews. Monitor and respond to

reviews to build trust.

63
2. Profile Optimization & Analytics

Optimize your GMB profile for better local search rankings. Track your GMB

performance and gain insights into customer behaviour.

With our expertise in GMB optimization, we help your business stand out in

local searches, attract more customers, and build a strong online presence.

Review Generation & Management

Encourage satisfied customers to leave positive reviews. Monitor and respond to

reviews to build trust.

Profile Optimization & Analytics

Optimize your GMB profile for better local search rankings. Track your GMB

performance and gain insights into customer behavior.

64
 Brands worked with Cannibals

230+ companies have worked with cannibals these are only few of them.

65
TARGET AUDIENCE

1. Small and Medium-Sized Businesses (SMBs)

 Why They Need ORM:

o Limited resources to monitor and respond to online reviews.

o Need to build trust and credibility to compete with larger brands.

 Examples: Local restaurants, salons, retail stores, and service providers

(plumbers, electricians).

2. Enterprise-Level Corporations

 Why They Need ORM:

o High visibility makes them vulnerable to PR crises and negative press.

o Large-scale reputation management across multiple locations or markets.

 Examples: National retail chains, global brands, tech companies, and

airlines.

3. Healthcare Providers

 Why They Need ORM:

o Online reviews and ratings are critical for patient acquisition.

o Maintaining trust and professionalism in a sensitive field.

66
 Examples: Hospitals, private clinics, dental practices, and individual

practitioners.

4. Hospitality and Tourism

 Why They Need ORM:

o Customer reviews heavily influence booking decisions.

o High reliance on platforms like TripAdvisor, Yelp, and Google Reviews.

 Examples: Hotels, travel agencies, tour operators, and airlines.

5. E-Commerce Businesses

 Why They Need ORM:

o Trust and positive feedback directly impact sales.

o Handling product reviews on platforms like Amazon and eBay.

 Examples: Online retailers, subscription services, and niche product

sellers.

6. Professional Services

 Why They Need ORM:

o Individual reputation can impact career prospects and client acquisition.

 Examples: Lawyers, accountants, consultants, and freelancers.

67
7. Real Estate

 Why They Need ORM:

o Trust is crucial when dealing with high-value transactions.

o Managing feedback from tenants, buyers, and sellers.

 Examples: Realtors, property management firms, and real estate

developers.

8. Education Sector

 Why They Need ORM:

o Online reputation affects student enrollment and partnerships.

o Managing reviews on platforms like Niche or Google Reviews.

 Examples: Universities, colleges, online education platforms, and

training centers.

9. Public Figures and Influencers

 Why They Need ORM:

o Maintaining a positive image to grow their audience and brand

partnerships.

o Mitigating negative press or social media backlash.

 Examples: Celebrities, politicians, authors, and social media influencers.

68
10. Startups and Entrepreneurs

 Why They Need ORM:

o Building credibility and trust from the ground up.

o Handling initial customer feedback to shape the brand’s image.

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 COMPANY’S ONLINE PRESENCE

Website: https://cannibals.digital/

Instagram: https://www.instagram.com/cannibalsmedia/?hl=en

LinkedIn: https://in.linkedin.com/company/cannibals

Internshala:https://internshala.com/company/cannibals-media-pvt-ltd-

1590045567/

Justdial: https://www.justdial.com/jdmart/Pune/Cannibals-Media-

Kharadi/020PXX20-XX20-191108213544-P5C1_BZDET/catalogue

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 Literature Review

1. Overview of Content Creation and Digital Marketing

 Content Creation Industry Growth:

Research indicates that content marketing continues to dominate as a key

strategy for businesses, with the global content marketing market expected to

grow at a CAGR of 16% between 2023 and 2030 (Grand View Research, 2023).

o This reflects the relevance of companies like Cannibals Media, which

cater to businesses seeking high-quality, SEO-driven, and targeted

content.

 Shift to Digital Channels:

Studies show an increasing focus on digital channels, with brands allocating

over 50% of their marketing budgets to digital content, making companies in

this sector integral to brand success (Statista, 2024).

2. Key Trends Shaping the Industry

 AI and Automation in Content Creation:

Tools like ChatGPT, Jasper, and Grammarly are disrupting the content space,

offering faster and more efficient content creation. Companies like Cannibals

Media can leverage these technologies to stay competitive.

o Literature highlights that 63% of marketers actively use AI in their

strategies (HubSpot, 2024).

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 Personalized Content:

Research emphasizes the need for personalized, audience-specific content to

improve engagement. Cannibals Media could benefit by offering tailored content

strategies to its clients.

 Video Content Dominance:

Reports suggest video content will account for over 82% of online traffic by

2025 (Cisco). Cannibals Media could explore expanding into short-form and

interactive video production.

3. Challenges in the Content Marketing Domain

 Content Saturation:

The market is oversaturated with content, making differentiation crucial.

Literature suggests adopting storytelling techniques, emotional resonance, and

data-driven strategies to stand out.

o Cannibals Media must innovate to overcome this challenge and offer

unique value propositions to its clients.

 SEO and Algorithm Changes:

Frequent updates to search engine algorithms make it essential for companies

like Cannibals Media to stay updated and adapt strategies accordingly.

 Client Retention:

Studies show that retaining clients in a competitive market requires clear ROI

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 demonstrations and consistent quality output (Content Marketing Institute,

2023).

4. Importance of Agency Expertise

 Role of Agencies in Branding:

Agencies like Cannibals Media serve as crucial partners for businesses in

building brand identity and online presence. Literature emphasizes the value of

outsourcing content and marketing to specialized firms for scalability and

expertise.

o Research shows that 70% of brands outsource content to agencies or

freelancers (Demand Metric, 2023).

 Evolving Consumer Behavior:

A deep understanding of consumer behavior and trends is critical. Cannibals

Media can leverage data and analytics to predict and cater to these shifts

effectively.

5. Competitor Insights

 Market Landscape:

Literature highlights a fragmented market with players ranging from large-scale

agencies (Webchutney, Kinnect) to specialized content firms (Pepper Content,

Write Right).

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 o Cannibals Media can carve its niche by focusing on underserved sectors

(e.g., regional language content or niche industries like healthcare or

education).

 Innovative Models:

Competitors adopting subscription-based or SaaS models for content solutions

have gained traction. Cannibals Media could explore similar innovations to

enhance its offerings.

6. Best Practices and Recommendations from Literature

 Integrating Data Analytics:

Studies recommend combining creativity with analytics to measure campaign

success and improve performance.

o Cannibals Media can adopt performance-based reporting to demonstrate

ROI to clients.

 Focus on Sustainable Content:

Literature suggests that sustainability is becoming a key differentiator in content

strategies, with businesses seeking ethical and eco-friendly storytelling.

 Global Reach and Localization:

As businesses expand globally, localization (including regional languages) is

becoming critical. Cannibals Media can focus on regional and international

markets to diversify its client base.

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 7. Knowledge Gaps and Future Research Opportunities

 Impact of Emerging Technologies:

Further research is needed on how technologies like AR, VR, and metaverse

content will shape the industry, offering an opportunity for Cannibals Media to

pioneer innovative strategies.

 Quantifying ROI in Content Marketing:

While existing literature highlights the importance of ROI, more actionable

frameworks for measurement could benefit agencies like Cannibals Media.

Conclusion

The existing literature emphasizes the dynamic and rapidly evolving nature of

the content creation and digital marketing industry. For Cannibals Media

Pvt. Ltd., success will hinge on leveraging new technologies, focusing on

personalized content, and aligning with industry trends like video content and

sustainability. By addressing challenges such as content saturation and client

retention, and adopting innovative approaches, the company can thrive in an

increasingly competitive landscape.

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 SUGGESTIONS

1. Enhance Brand Positioning

 Define a Clear USP: Identify and market your unique selling proposition (e.g.,

exceptional content quality, AI-powered tools, quick turnaround, niche

expertise).

 Thought Leadership: Publish whitepapers, industry insights, or case studies to

establish authority in content creation and digital marketing.

 Client Success Stories: Highlight case studies and testimonials to showcase your

impact and expertise.

2. Expand Service Offerings

 AI-Powered Content Creation: Integrate AI tools (e.g., ChatGPT, Jasper) to

provide scalable and customizable solutions.

 Video Content Production: Tap into the growing demand for short-form video

content for platforms like Instagram Reels, TikTok, and YouTube Shorts.

 Localized Content Services: Offer regional language content to target diverse

markets in India and abroad.

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 3. Strengthen Digital Presence

 SEO and Content Strategy: Invest in optimizing your website for SEO to rank

higher for relevant keywords.

 Social Media Marketing: Build a stronger presence on platforms like LinkedIn,

Instagram, and Twitter to attract businesses and talent.

 Regular Blogging: Share tips, trends, and insights about content marketing and

digital media to engage with potential clients.

4. Focus on Data-Driven Marketing

 Analytics and Reporting: Offer clients detailed reports on ROI, engagement

metrics, and campaign performance.

 Audience Segmentation: Use data to deliver personalized campaigns for target

audiences.

5. Invest in Technology

 Automation Tools: Use tools for content scheduling, keyword research, and

analytics to improve efficiency.

 Creative Platforms: Leverage tools like Canva, Adobe Creative Suite, or Figma

to offer visually appealing content.

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 Collaborative Workflows: Platforms like Asana or Trello can streamline client

collaboration and internal processes.

6. Build Strategic Partnerships

 Collaborate with digital marketing agencies and PR firms to expand service

offerings.

 Partner with freelance platforms like Pepper Content or Fiverr for scalable

delivery.

7. Focus on Niche Markets

 Identify underserved sectors (e.g., healthcare, education, fintech) and specialize

in creating tailored content or marketing strategies.

 Offer end-to-end content solutions, such as thought leadership pieces for startups

or storytelling for D2C brands.

8. Employee Development

 Upskill the Workforce: Train employees in emerging technologies like AI, SEO,

and video production.

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 Employee Branding: Highlight your team's expertise through LinkedIn posts,

webinars, or speaking engagements.

9. Engage in Awards and Events

 Participate in industry events like Goafest, India Digital Awards, or Kyoorius

Creative Awards to gain recognition.

 Apply for awards in content creation, digital marketing, and innovation to boost

credibility.

10. Focus on Client Retention

 Personalized Services: Offer customized plans based on client goals and

budgets.

 Feedback Mechanism: Regularly collect feedback to improve and adapt services.

 Exclusive Offers: Provide loyalty programs or exclusive deals for long-term

clients.

11. Explore International Markets

 Tap into global markets by offering competitive pricing and quality services in

regions like the US, UK, and the Middle East.

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 Emphasize remote work capabilities to attract international clients.

12. Sustainability and Social Responsibility

 Create content or campaigns that align with global trends like sustainability,

diversity, and inclusivity.

 Offer discounted or pro bono services to non-profits to build goodwill.

13. Innovate Regularly

 Stay updated with trends like AI-based personalization, voice search

optimization, or metaverse marketing to stay ahead of competitors.

 Experiment with AR/VR content for forward-thinking brands.

14. Develop a SaaS Model

If possible, develop tools or platforms for automated content generation, content

management, or analytics that could be offered as a SaaS product to scale the

business.

15. Regular Competitor Analysis

 Keep track of competitor strategies and innovations to stay ahead in the market.

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By implementing these strategies, Cannibals Media Pvt. Ltd. can strengthen its

market presence, attract more clients, and stay ahead of competitors in the ever-

evolving media and digital marketing space.

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References

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Bibliography

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Questionnaire

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