A

PROJECT REPORT
ON

TO STUDY THE PROCESS OF SOCIAL MEDIA MARKETING FOR

PROMOTIONAL ACTIVITY OF TRAINING AND RECRUITMENT
CONSULTANCY

AT

EPITOME TRC

BY

SAHIL KAKANI ROLL NO 191209

A REPORT SUBMITTED IN PARTIAL FULFILMENT OF THE
REQUIREMENT OF MBA PROGRAM OF SAVITRIBAI PHULE PUNE
UNIVERSITY

UNDER THE GUIDANCE OF

PROF. SANJAY DHARMADHIKARI

MASTER OF BUSINESS ADMINISTRATION

INSTITUTE OF BUSINESS MANAGEMENT AND RESEARCH

CHINCHWAD PUNE – 411019

1
 ACKNOWLEDGEMENT

“Stay focused, go after your dreams and keep moving towards your goals”
~ LL Cool J

The gratification and elation that accompany the fruitful completion of the Intern
report would be unaccomplished without mentioning the people who made it possible.

I am extremely thankful and greateful to Mrs. Y. Sree Lakshmi, our company

mentor at EPITOME TRC, INDORE who has always indulged a true spirit amongst all of
us and have guided me the road ahead in the field market research.

I am greatly indebted to my faculty guide Dr. Sanjay Dharmadhikari for providing

me continuous guide, insights and encouragement which acted as a continuous source of
support for me.

I would like to thank and express my sense of gratitude to Mrs. Y. Sree Lakshmi for
giving me this opportunity to get a scope to work with this organization.

SAHIL KAKANI
ASM’s IBMR, PUNE

2
 DECLARATION

I Sahil Kakani hereby declare that the internship report entitled “TO STUDY THE
PROCESS OF SOCIAL MEDIA MARKETING FOR PROMOTIONAL ACTIVITY
OF TRAINING AND RECRUITMENT CONSULTANCY WITH REFERENCE TO
EPITOME TRC”. Has been prepared by me and submitted to ASM’s Institute of Business
Management and Research. By under Savitribai Phule Pune University is record of original
work done by me under the supervision of Prof. Sanjay Dharmadhikari.

I also declare that this internship report has not been submitted by me fully or partially for
the award of any degree, Diploma, title or recognition.

DATE: SAHIL KAKANI

PLACE: ROLL NO. 191209

3
 INDEX

CHAPTER PAGE
CONTENT
NUMBER NUMBER

1 INTRODUCTION

2 ORGANISATION PROFILE

3 OBJECTIVE

4 RESEARCH METHODOLOGY

5 DATA ANALYSIS

6 FINDING

7 CONCLUSION

8 SUGGESTIONS

9 BIBLIOGRAPHY

10 APPENDIX

4
 CHAPTER 1
INTRODUCTION

5
INTRODUCTION

6
 CHAPTER 2
COMPANY PROFILE

7
 COMPANY PROFILE

Epitome TRC is one of the fastest-growing and recognized recruitment

consultants across global overseas. We are a conglomerate of youth, experience,
and diligently dedicated professionals. Our strategically organized and
professional network empowers us to place the right candidate, at right time, at
the right place for the right job with absolute discretion, integrity,
confidentiality, good faith, and trust. We have created such a unique business
model that the employers pursue us instead of us running after them. Our
primary activity is permanent staff recruitment and temporary staffing for either
single, large volume or ongoing staffing requirements. We recruit at all
employment levels from junior to senior and across a broad range of employee
categories and sectors, covering almost every sector of the industry from
automobiles, finance, BFSI, BPO-KPO, constructions, engineering, FMCG,
human resource, manufacturing, marketing, pharmaceuticals, and information
technology.

Epitome TRC is always a helping hand to enrich your existing skills and
broaden your thoughts, scope to have an excellent career growth and
development.

8
 Our concourse will enable you to emerge as a supportive and enthusiastic
leader, to provide mentor-ship, encouragement, voluminous opportunities with
magnificent amalgamation of concurrent explicit challenges to get rewards.

We believe in our pupil to enhance the skills with our explicit modules
with technical-non technical expertise, so to enable them to pursue a successful
career, so to have their dreams, ambitions by exploring their potentials to get their
dreams come true.

AVAILABLE JOBS

 Android Developer
 DOTNET Developer
 Back End Developer
 Business Analyst
 C C++ Programmer
 Charles River
 IOS Developer
 JAVA Developer
 JAVA Trainer
 Online Bidder
 PHP Developer
 Quality Analyst
 SEO Executive/Digital Marketing Executive
 System Administrator
 Web Designer
 WPF Developer
 Infosec Analyst And Trainer

9
 CHAPTER 3
OBJECTIVES OF THE STUDY

10
 OBJECTIVE OF THE STUDY

· To study the role & comparison of digital marketing and Social Media Marketing in
EPITOME TRC.
· To study the different types of digital marketing in EPITOME TRC.
· To know the impact created with the involvement of the digital marketing in lead
generation.
· To study the growth of Digital marketing and Social Media Marketing as a comparative
analysis in the past 5 years of financial cycle.
· Assessment of the lead conversion in through the last 5 years based on the report.

11
 CHAPTER 4
RESEARCH METHODOLOGY

12
 RESEARCH METHODOLOGY

The study of conducting research is Research Methodology. Research: The word research is
composed of two syllables “Re” and “Search”. “Re” is the prefix meaning ‘Again or over
again or a new’ and “Search” is the latter meaning ‘to examine closely and carefully’ or ‘to
test and try’. Together they form, a careful, systematic, patient study and investigation in
some field of knowledge undertaken to establish principles / policies. Research can also be
defined as-

 Search for knowledge

 Systematic and scientific search for getting relevant answers on any taken up specific
topic.
 Scientific enquiry into a subject.
 Research is a movement from the unknown to the known.
 It is the voyage of discovery Acc to Bulmer, Research is primarily committed to
establishing systematic, reliable and valid knowledge about the social world.

According to Clifford Woody, Research comprises of

 Defining and redefining problems.

 Formulating hypothesis (basic idea)
 Collecting
 Organizing
 Evaluating data
 Making decisions
 Suggesting solutions
 Reaching conclusions

Marketing is an essential aspect of every business organization, if it is to be successful. Good

marketing managers are referred to as those who have fair and are able to take decisions
based on their instincts and gut feeling in other word, this are person who are clearly tried to
understand to particular industry, there product offering, their competitor, there customer and
above all how to use marketing communication to successfully sell as product. But the
continuously changing marketing environment involves a great amount of uncertainty, risk
and above all substantial marketing expenditure.

13
Most marketers are for removed from their ultimate customer the torch bear who will be the
ultimate decision maker to determine the success or failure of the product. Yet these
managers must be knowledgeable and well informed about their market, customer and
competitor so as to make good marketing decision. This is where the concept of the
marketing research facilities by providing information to aid the decision making process.

At the end of the day, for the marketing decision makers, marketing research is group of
method and technique to provide relevant information that can support analysis and decision
to do with the creation and management of marketing communication.

Before going into the definition of marketing research let us briefly examine the meaning of
terms research and market research simply stated research refers to the process of collecting,
documentating and analyzing important critical relevant information pertaining to any
problem or question. This mean that the presence of a problem or query or question implies
research is to be undertaken.

For year together, the Indian industry has always relied on entry barrier to protect it from
competition. During this period, the success of the firm depended upon political patronage
rather than operational efficiency and performance. From the customer side there was a
forced loyalty and grudging acceptance of high tariff.

However, now the integration of the Indian industry with the global economy the customer
are also becoming more aware, demanding and sophisticated, with the advent of e-commerce
and the disappearance of trade barriers, marketing firms need to stretch themselves in order
to reach out the customer.

Research Approaches-

There are two main approaches to research, namely quantitative approach and qualitative
approach. The quantitative approach involves the collection of quantitative data, which are
put to rigorous quantitative analysis in a formal and rigid manner. This approach further
includes experimental, inferential, and simulation approaches to research. Meanwhile, the
qualitative approach uses the method of subjective assessment of opinions, behavior and
attitudes. Research in such a situation is a function of the researcher’s impressions and
insights. The results generated by this type of research are either in non-quantitative form or
in the form which cannot be put to rigorous quantitative analysis. Usually, this approach uses
techniques like in-depth interviews, focus group interviews, and projective techniques.

14
 Sample Size 50 Respondents
Universe Nagpur City
Sample Method Random Sampling Method
Type of Research Quantitative Research

RESEARCH DESIGN

15
DATA COLLECTION

Data collection is a standout amongst the most essential stages in carrying on a research. You
can have the best research plan in the world, however, in the event that you can’t gather the
necessary data you will not have the capacity to complete your venture. Data collection is an
extremely challenging work which needs exhaustive planning, diligent work, understanding,
determination and more to have the capacity to complete the assignment effectively. Data
collection begins with figuring out what sort of data is needed, followed by the collection of a
sample from a certain section of the population.

All marketing research can tap two sources of data for investigation that are:

1) Internal sources

2) External source

Fact and figure are the raw materials with which the research work . Internal sources
are the companies own record register, documents, sales record invoices provide valuable
information regarding sales by product territories, customers, Research starts with internal
data and it is irrespective . Preliminary or the explanative phase of research usually taps the
internal source initially. All other sources and information are the external source of data.

The sampling area was Nagpur district .Almost 60 respondents were covered during
the research work .it included 2 stockiest, 5 dealers and 3 retailers and 50 customers.
Questionnaire method was followed.

Another way of classifying the source of information is -

1. Primary data
2. Secondary data

A research plan was followed for gathering primary data, secondary data or
both.

Primary Data-

When someone refers to "primary data" they are referring to data collected by the researcher
himself/herself. This is data that has never been gathered before, whether in a particular way,
or at a certain period of time.

16
Researchers tend to gather this type of data when what they want cannot be find from outside
sources. You can tailor your data questions and collection to fit the need of your research
questions.

This can be an extremely costly task and, if associated with a college or institute, requires
permission and authorization to collect such data. Issues of consent and confidentiality are of
extreme importance.

Primary data actually follows behind secondary data because you should use current
information and data before collecting more so you can be informed about what has already
been discovered on a particular research topic.

Primary data is the data collected by the researcher themselves, i.e.

1. interview
2. observation
3. action research
4. case studies
5. life histories
6. questionnaires
7. ethnographic research

Secondary Data-

If the time or hassle of collecting your own data is too much, or the data collection has
already been done, secondary data may be more appropriate for your research.

This type of data typically comes from other studies done by other institutions or
organizations. There is no less validity with secondary data, but you should be well informed
about how it was collected.

Secondary sources are data that already exists

1. Previous research
2. Official statistics

17
 CHAPTER 5
DATA ANALYSIS
&
INTERPRETATION

18
 DATA ANALYSIS & INTERPRETATION

1) How many of you have your accounts in the following networking sites?

Accounts in networking sites No of Respondents

Facebook 109
Twitter 74
Instagram 67
Google+ 72
Pinterest 20
Tumbir 7
Quora 47

Accounts in networking sites

120
109
100

80 74 72
67
60
47
40
No of Respondent
20
20
7
0
er + st ir
ook t t a m
gle re b or
a
b i gr o e m u
ce t
a Tw sta Go in Tu Q
F In P

INTERPRETATION
From the above graph, it is clear that:
 Almost 100% of the respondents have their accounts in Facebook.
 67.27% of the respondents have their accounts in Twitter.
 65% of the respondents have their accounts in Google+
 61% of the total respondents have their accounts in Instagram.
 Few respondents have their accounts in Pinterest, Tumbir and Quora.
2) Which networking site is the best medium to communicate its product/service to
its target customer?

19
 Best networking site to reach TG No of Respondents
Facebook 97
Twitter 7
Instagram 3
Google+ 0
Pinterest 1
Tumbir 0
Quora 2

Best Networking Site To Reach TG

3% 1% 2%
6%
Facebook
Twitter
Instagram
Google+
Pinterest
Tumbir
Quora

88%

INTERPRETATION
From the above graph, it is clear that:
 88% of the respondents agree to the fact that Facebook is the best networking
site for an organization to reach its target customers.
 Next to Facebook, 6% of the total respondents feel Twitter is the best
networking site for an organization to reach its customers.
 Very few respondents feel Instagram, Pinterest and Quora can be few of those
networking sites for an organization to reach its target customers.
3) Do you access the ads being displayed on your screen while surfing?

Accessing Ads while surfing No of respondents

Often 17

20
 Sometimes 63
Never 30

Accessing Ads while surfing

16%
27%
Often
Sometimes
Never

57%

INTERPRETATION

From the above graph, it is clear that:

 16% of the total respondents often access the ads which appear on the screen
while surfing on net.
 27% of the total respondents never access the ads which appear on the screen
while surfing on net.
 Whereas, 57% of the respondents sometimes access the ads which appear on
the screen while surfing on net. This shows that organization can communicate
their product to their target audience with the help of contextual advertising of
flassh ads and / or by providing hyperlinks to their main website where the
customer can gather more information regarding the product.

4) What kind of brand communication attracts you the most?

Kinds of Brand Communication No of Respondents

Interactive Fan Pages 36
Flash Ads 22

21
 Banner Ads 16
Games, Quiz or Updates 30
Video Ads 41

Kinds of Brand Communication

45%
41%
40%
36%
35%
30%
30%
25% 22%
No of Respondents
20%
16%
15%
10%
5%
0%
Interactive Flash Ads Banner Ads Games, Quiz Video Ads
Fan Pages or Updates

INTERPRETATION
From the above graph, it is clear that:
 38% of the total respondents feel video Ads is the best kind of brand
communication which attracts them the most.
 33% the total respondents feel interactive fan pages is the best kind of brand
communication which attracts them the most.
 Very few respondents fell flash ads, banner ads and games, Quiz or Updates
attract the customers a bit less comparatively.

5) Do you collect information before purchasing the product?

Collecting Information Before No of Respondents

Purchased
Yes 91
No 9

22
 Collecting Information Before Purchased
9%

Yes
No

91%

INTERPRETATION

From the above graph, it is clear that:

 91% of the total respondents collect information before purchasing the product.
 9% of the total respondents do not collect information before purchasing the product.

Indian customers are highly information seekers. They collect more information about a
product before buying it. Internet Penetration in India is key player for this phenomenon.
Be it sports, Medical, IT, Ecommerce or any other sector, customers are able to access
information regarding them through smart devices.

6) How do you get information about new Products?

Sources Of Information About New No Of Respondents

Products
News 61%
Advertisements 80%

23
 Family & Friends 48%
Social Media 79%

Sources Of Information About New Products

90%
80% 79%
80%
70%
61%
60%
50% 48%
40%
30% No Of Respondents
20%
10%
0%
s ts s ia
new
en end ed
i M
em Fr l
t is & ci
a
r So
ve ily
Ad Fa
m

INTERPRETATION
From the above graph, it is clear that:
 73% of the total respondents get information about new product from
advertisements.
 Next to advertisements, 72% of the toatl respondents get information about
new products from social media.
 Respondents also get information about new products from news and family &
friends.

7) If yes, then what type of information do you collect?

Type of Information No of Respondents

Customers experience 99%
Quantity 23%
Attributes 55%
Price 90%
Quality 85%

24
 Type of Information
120%

99%
100%
90%
85%
80%

60% 55% No of Respondents

40%
23%
20%

0%
Customers Quantity Attributes Price Quality
experience

INTERPRETATION
From the above graph, it is clear that:
 Indian customers are becoming high information seekers. Different kinds of
information are collected by individuals before purchase of the product.
 90% of the total respondents collect information regarding customer’s
experience before purchase of the product.
 Price is the second most important factor which is essential for consideration
before purchase of the product.
 Quantity, Quality , attributes and specifications are other factors which are
necessary for consideration before the purchase of the product.
8) What type of product/ services do you purchase online?

Types of Product/ Services No of Respondents

Fashion 75%
Electronics 84%
Books & Media 62%
Baby & Kids 10%
Home & Living 35%
Health & Sports 46%
I Never Purchase Online 2%

25
 Types of Product/ Services
90% 84%
80% 75%
70% 62%
60%
50% 46%
40% 35%
30%
20% 10% No of Respondents
10% 2%
0%
on ic
s ia ds ng rt
s e
hi n ed Ki ivi o l in
s ro M & L Sp On
Fa ec
t & by & & e
El ks Ba m
e th h as
o o al rc
Bo H He u
erP
ev
IN

INTERPRETATION
From the above graph, it is clear that:
 77% of the total respondents purchase from the category Electronics Online.
 68% of the total respondents purchase from the category “Apparels (Fashion)
Online.
 57% of the total respondents purchase from the category “Books & Media”
online.
 Very Few respondents purchase products from the category “Home & Living”
“Health & Sports and “Baby & Kids” This can be a limitation to the survey as
maximum respondents were from the age group 21-30 years.
9) Mention one form of media, which you give more importance?

Medium of utmost importance No of Respondents

Radio 3%
OOH 5%
Newspapers 11%
Online 69%
TV 22%

26
 Medium of utmost importance
3%
5%
20%
10%
Radio
OOH
Newspapers
Online
TV

63%

INTERPRETATION
From the above graph, it is clear that:
 63% of the total respondents feel online is the medium of utmost importance
to reach the target group. In this global world , it has become a necessity for
all the organization to go online.

The above graph shows that there is a lot of scope for online retail industries.

 20% of the total respondents feel Television is the best medium for any
organization to reach their target customers.
 10 % of the total respondents agree to the fact that news paper is the medium
of utmost importance to reach target audience.

10) How do you normally purchase a product?

Way of Purchase a product No of Respondents

Research online and purchase from retail 40%
shop
Reasearch online and purchase online 40%
Visit retail and purchase online 10%
Visit and purchase from retail shop 20%

27
 Way of Purchase a product
40% 40%
40%
30%
20%
20%
10%
10%
0%
No of Respondents

IN
TERPRETATION

From the above graph, it is clear that:

Research a done about a product is mostly online. After doing the research respondents buy
product either online or offline (from retail stores) depending upon:

 Price of the product

 Type of the Product
 Offers and discounts given online and Offline

Few of the respondents feel there is no hard and fast rule of way of purchasing a product.
Whenever the product is provided cheap, they go for it.

Still there is a certain percentage of the crowd who do the research and purchase from retail
shop. So the companies have to put an extra effort to capture this segments of the population.

11) How do you share your after experience with others?

Ways of sharing after experience No of Respondents

Word of Mouth 80%
On company’s Website 5%
Writing a blog 5%
Messaging 5%
Social Networking sites 15%

28
 Ways of sharing after experience

14%

5% Word of Mouth
On company’s Website
5%
Writing a blog
Messaging
5%
Social Networking sites

73%

IN
TERPRETATION

Post purchase behavior of the customers is as important as the way opted by them to buy a
product. Organizations must focus on how their customers share their after experience with
others, whether it is possible or negative. If the experience is negative, then what actions
should be taken and if positive, then how to capture the untapped audience.

From the above pie chart, it is clear that:

 Word of mouth (73%) is the most popular way of sharing after experience with
others.
 14% of the total respondents share their after experience through social networking
sites.
 5% of the respondents share their after experience through messaging.
 Rest of the respondents share their after experience by writing on company’s website
or by writing a blog.

29
CHAPTER 6
FINDINGS

30
 FINDINGS

 Few respondents have their accounts in Pinterest, Tumbir and Quora.

 Very few respondents feel Instagram, Pinterest and Quora can be few of those
networking sites for an organization to reach its target customers.
 This shows that organization can communicate their product to their target audience
with the help of contextual advertising of flassh ads and / or by providing hyperlinks
to their main website where the customer can gather more information regarding the
product.
 Very few respondents fell flash ads, banner ads and games, Quiz or Updates attract
the customers a bit less comparatively.
 Indian customers are highly information seekers. They collect more information about
a product before buying it. Internet Penetration in India is key player for this
phenomenon. Be it sports, Medical, IT, Ecommerce or any other sector, customers are
able to access information regarding them through smart devices.
 Respondents also get information about new products from news and family &
friends.
 Quantity, Quality , attributes and specifications are other factors which are necessary
for consideration before the purchase of the product.
 Few of the respondents feel there is no hard and fast rule of way of purchasing a
product. Whenever the product is provided cheap, they go for it.

31
CHAPTER 7
SUGGESTION

32
 SUGGESTIONS

 In INDIA the Digital marketing is a new and emerging concept in the present scenario

of global competitive world.

 The small scale industries are the best beneficiary of this concept, but they don’t have

the awareness about the digital marketing usage.

 So that the Digital marketing agencies should give the awareness to them in order

utilize the best way to advertising, to promote sales and as well as to build their brand.

 The digital/social media consumer behavior literature is fast-growing and largely

focuses on phenomena that are practically relevant and theoretically interesting.

 Researchers have mostly considered how consumers use information available to

them in digital/social media environments. Future research should continue this

approach, although in a more expanded fashion.

 Consumers’ behaviors other than those related to online WOM/reviews should be

considered, and other types of information found in online environments should be

considered.

33
CHAPTER 8
CONCLUSION

34
 CONCLUSIONS

 The first research analysed the effectiveness of EPITOME TRC, in terms of attitude
towards.
 Towards the ad. In addition, the advertising’s appeal seemed to play an important
role:
 Emotional appeal leads to a more positive attitude towards the ad, whereas a
rational appeal.
 Leads to a more positive attitude towards the brand and to higher purchase
intentions.
 There search results also showed that, in the case of EPITOME TRC India, it is
better to advertise low involvement products.
 Finally, giving incentives appeared to be effective in terms of purchase intentions.
Based on these results, we can confirm that EPITOME TRC India is effective.
 EPITOME TRC India appeared to be more interactive than advertising through
newspapers and this interactivity had a positive impact on the attitude towards the
advertisement, the attitude towards the brand and the consumer’s purchase
intention.
 However, as indicated previously, we ought to deal with some caution with these
results, because our additional research showed that incentives are necessary to
increase consumers.

35
 CHAPTER 9
BIBLIOGRAPHY

36
 BIBLIOGRAPHY

WEB SITES

 www.digitalbuzzblog.com
 www.digitalmarketing.com
 www. EPITOME TRC.com
 www.googlebooks.com

BOOKS

 Digital Marketing Jerry Wind & Vijay Mahajan

 Digital media Dave Chaffey
 Direct Digital Marketing Drayton Bird

Magazines

News papers

37
CHAPTER 10
ANNEXURE

ANNEXURE

38
1) How many of you have your accounts in the following networking sites?

 Facebook
 Twitter
 Instagram
 Google+
 Pinterest
 Tumbir
 Quora
2) Which networking site is the best medium to communicate its product/service to
its target customer?
 Facebook
 Twitter
 Instagram
 Google+
 Pinterest
 Tumbir
 Quora
3) Do you access the ads being displayed on your screen while surfing?
 Often
 Sometimes
 Never
4) What kind of brand communication attracts you the most?
 Interactive Fan Pages
 Flash Ads
 Banner Ads
 Games, Quiz or Updates
 Video Ads

5) Do you collect information before purchasing the product?

39
  Yes
 No
6) How do you get information about new Products?
 News
 Advertisements
 Family & Friends
 Social Media
7) If yes, then what type of information do you collect?
 Customers experience
 Quantity
 Attributes
 Price
 Quality
8) What type of product/ services do you purchase online?
 Fashion
 Electronics
 Books & Media
 Baby & Kids
 Home & Living
 Health & Sports
 I Never Purchase Online
9) Mention one form of media, which you give more importance?
 Radio
 OOH
 Newspapers
 Online
 TV

10) How do you normally purchase a product?

 Research online and purchase from retail shop

 Reasearch online and purchase online
 Visit retail and purchase online
 Visit and purchase from retail shop

40
11) How do you share your after experience with others?

 Word of Mouth
 On company’s Website
 Writing a blog
 Messaging
 Social Networking sites

41