DISSERTATION PROJECT REPORT

ON
“STUDY OF DIGITAL MARKETING INDUSTRY AND
CAREER OPPORTUNITIES”
Submitted To
LJ Institute of Management Studies

Under The Guidance Of

PROF. NEHA MEHTA

In partial fulfilment of the Requirement of the award of the degree of

Master of Business Administration (MBA)
Offered By
LJ Institute of Management Studies
LJ University, Ahmedabad

Prepared By:
ANKIT VATALIYA & TRUPTI KHANPARA
24003400310661, 24003400310697
Batch: 2024-26

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 PREFACE

This Dissertation project report titled “Study of Digital Marketing Industry and
Career Opportunities” has been prepared as a part of the MBA curriculum at L J
Institute of Management Studies.

The objective of this project is to gain an in-depth understanding of the digital

marketing industry, analyze selected companies, and explore various career
opportunities available in this field. The study combines both theoretical
knowledge and practical insights obtained through secondary research and
primary data collection.

The report covers industry analysis, company analysis, career options, and
insights gathered through interviews with industry professionals. This project has
helped in enhancing my understanding of real-world business practices and has
provided valuable exposure to the digital marketing domain.

I hope that this report will provide meaningful insights and serve as a useful
reference for understanding the digital marketing industry.

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 DECLARATION

I hereby declare that the Dissertation project report titled “Study of Digital
Marketing Industry and Career Opportunities” is my original work and has
not been submitted to any other university or institution for the award of any
degree or diploma.
The information provided in this report is true to the best of my knowledge.

Student Name - ANKIT VATALIYA, TRUPTI KHANPARA

Enrolment Number – 24003400310661, 24003400310697

Signature -

Date -

Place –

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 ACKNOWLEDGEMENT

I would like to express my sincere gratitude to my faculty guide, Prof. Neha

Mehta, for providing valuable guidance, support, and encouragement throughout
the completion of this project.

I am also thankful to the management of L J Institute of Management Studies for

giving me the opportunity to work on this comprehensive project.

I would like to extend my special thanks to the professionals of Social Kiwi who
participated in the interviews and provided valuable insights, which greatly
contributed to the success of this project.

Finally, I would like to thank my family and friends for their continuous support
and motivation.

Sincerely,
ANKIT VATALIYA, TRUPTI KHANPARA
24003400310661,24003400310697
MBA Batch: 2024-26
L.J. Institute of Management Studies
LJ University

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 Sr. No. Chapter Title Page No.
About the Industry 6

1 Global Overview 7

2 Indian Overview 16

3 SWOT Analysis 24

4 Company List 29

5 Porter’s Five Forces 32

6 Career Opportunities 37

7 Impact of AI 42

About Company 49

1 Social Kiwi, Wowsly 55

2 Career Options 58

3 Research Methodology 80

4 Interview Analysis 84

5 Career Option Table 86

6 Conclusion 89

7 References 90

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 ABOUT INDUSTRY

INDUSTRY NAME: DIGITAL MARKETING

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 1. BRIEF ABOUT THE INDUSTRY IN THE WORLD

1.1 Introduction to the Global Digital Marketing Industry

The global digital marketing industry has emerged as one of the most dynamic
and rapidly evolving sectors in the modern business environment. Digital
marketing refers to the use of digital channels, platforms, and technologies to
promote products and services, engage customers, and drive business growth.
Unlike traditional marketing, which relies on offline media such as television,
newspapers, and radio, digital marketing leverages the internet, mobile devices,
social media, search engines, and data analytics to reach targeted audiences in a
more efficient and measurable manner.
Over the past two decades, the industry has undergone a massive transformation
due to advancements in technology and changes in consumer behavior. The
increasing reliance on digital platforms for communication, entertainment, and
shopping has made digital marketing an essential component of business strategy
across industries worldwide.

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 1.2 Evolution of Digital Marketing Globally

The evolution of digital marketing can be divided into multiple phases:

1. Early Stage (1990s – Early 2000s)
During this period, the internet was in its infancy, and digital marketing was
limited to basic websites, banner advertisements, and email marketing. Search
engines like Google began to emerge, introducing the concept of search-based
advertising.

2. Growth Phase (2005 – 2015)

With the rise of social media platforms such as Facebook, YouTube, and Twitter,
digital marketing expanded significantly. Businesses started focusing on content
marketing, social media engagement, and search engine optimization (SEO). The
introduction of smartphones further accelerated digital adoption.

3. Advanced Phase (2015 – Present)

The current phase is characterized by data-driven marketing, artificial
intelligence, automation, and personalization. Companies now use advanced
tools to analyze consumer behavior, predict trends, and deliver highly targeted
campaigns.

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 1.3 Global Market Size and Growth Trends

The global digital marketing industry has experienced exponential growth in

recent years and continues to expand at a rapid pace. Organizations worldwide
are allocating a larger share of their marketing budgets to digital channels due to
their effectiveness and measurable outcomes.
Key growth drivers include:
• Increasing global internet penetration

• Rise in smartphone usage

• Growth of e-commerce platforms

• Expansion of social media networks

• Advancements in data analytics and AI

Digital advertising has now surpassed traditional advertising in many developed

economies, indicating a major shift in marketing strategies. Businesses across
sectors such as retail, banking, healthcare, education, and entertainment are
heavily investing in digital marketing to remain competitive.

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 1.4 Key Components of Global Digital Marketing

Digital marketing is a broad field that includes multiple channels and techniques.
The major components include:

1. Search Engine Optimization (SEO)

SEO involves optimizing websites to improve their visibility on search engines
like Google. It helps businesses attract organic (non-paid) traffic and improve
their online presence.

2. Search Engine Marketing (SEM) / Pay-Per-Click (PPC)

SEM refers to paid advertising on search engines, where businesses bid on
keywords to display their ads. It is one of the most effective methods for
generating immediate traffic and leads.
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3. Social Media Marketing (SMM)
Social media platforms such as Facebook, Instagram, LinkedIn, and Twitter are
widely used for brand promotion, customer engagement, and advertising.

4. Content Marketing
Content marketing focuses on creating valuable and relevant content (blogs,
videos, infographics) to attract and retain customers.

5. Email Marketing
Email marketing remains one of the most cost-effective digital marketing tools,
used for customer communication, promotions, and retention.

6. Affiliate Marketing
Affiliate marketing involves partnering with individuals or organizations to
promote products in exchange for a commission.

7. Influencer Marketing
Influencers with large social media followings collaborate with brands to promote
products and services.

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 1.5 Major Global Players in Digital Marketing Ecosystem

The global digital marketing industry is dominated by a few large technology

companies that provide platforms and tools for advertising:

• Google (Search advertising, YouTube ads)

• Meta (Facebook, Instagram advertising)

• Amazon (E-commerce advertising)

• Microsoft (Bing ads, LinkedIn marketing solutions)

These companies control a significant share of the global digital advertising

market and continuously innovate to enhance their advertising capabilities.

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 1.6 Role of Technology in Digital Marketing

Technology plays a crucial role in shaping the digital marketing industry. Some
of the key technological advancements include:

Artificial Intelligence (AI) AI is used for:

• Personalized recommendations

• Chatbots and customer service

• Predictive analytics

Big Data and Analytics Businesses use data analytics to:

• Understand customer behavior

• Measure campaign performance

• Optimize marketing strategies

Marketing Automation Tools Tools like CRM systems and automation platforms
help businesses manage campaigns efficiently and reduce manual effort.

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 1.7 Changing Consumer Behavior

One of the major factors driving the growth of digital marketing is the shift in
consumer behavior. Modern consumers:

• Prefer online research before making purchases

• Spend significant time on social media

• Expect personalized experiences

• Rely on online reviews and recommendations

This shift has forced businesses to adopt digital marketing strategies to stay
relevant and competitive.

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 1.8 Industry Applications Across Sectors

Digital marketing is widely used across various industries globally:

• Retail & E-commerce: Online shopping platforms use digital marketing

for promotions and customer acquisition

• Banking & Finance: Digital campaigns for customer engagement and

financial products

• Healthcare: Awareness campaigns and online consultations

• Education: Online courses and digital learning platforms

• Entertainment: Streaming platforms and content promotion

1.9 Future Trends in Global Digital Marketing

The future of digital marketing is expected to be shaped by several emerging

trends:
• Increased use of AI and machine learning

• Growth of voice search and smart devices

• Expansion of video marketing (short-form content)

• Rise of influencer and creator economy

• Focus on data privacy and ethical marketing

Businesses that adapt to these trends will gain a competitive advantage in the
global market.

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 2. BRIEF ABOUT THE INDUSTRY IN INDIA

2.1 Introduction to Digital Marketing Industry in India

The digital marketing industry in India has emerged as one of the fastest-growing
sectors in the country, driven by rapid digitalization, increasing internet
penetration, and a shift in consumer behavior towards online platforms. Over the
past decade, India has witnessed a significant transformation from traditional
marketing practices to digital-first strategies, making digital marketing a core
component of business operations.
Digital marketing in India encompasses various online promotional activities
such as search engine optimization (SEO), social media marketing (SMM),
content marketing, email marketing, influencer marketing, and performance
marketing. These tools enable businesses to reach targeted audiences efficiently
and measure the effectiveness of their campaigns in real time.

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 2.2 Growth and Development of Digital Marketing in India

The growth of digital marketing in India can be attributed to several key factors:
1. Internet Penetration
India has one of the largest internet user bases in the world, with over 800 million
users. The availability of affordable internet services has played a crucial role in
expanding digital access across urban as well as rural areas.

2. Smartphone Revolution
The widespread adoption of smartphones has significantly contributed to the
growth of digital marketing. Consumers now have constant access to online
platforms, enabling businesses to engage with them anytime and anywhere.

3. Affordable Data Plans

The entry of telecom companies offering low-cost data plans has accelerated
digital consumption. This has led to increased usage of social media, video
streaming platforms, and online shopping.

4. Growth of E-commerce
E-commerce platforms such as Amazon, Flipkart, and Myntra have boosted the
demand for digital marketing services. Businesses rely heavily on online
advertising to attract and retain customers.

5. Government Initiatives
Programs like “Digital India” have encouraged digital adoption across sectors,
promoting online services and digital literacy.

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 2.3 Market Size and Growth Trends in India

The digital marketing industry in India has shown remarkable growth in recent
years and is expected to continue expanding at a rapid pace.
• The digital advertising market in India is growing at an annual rate of
approximately 25–30%.
• A significant portion of marketing budgets is now allocated to digital
platforms compared to traditional media.
• Small and medium enterprises (SMEs) are increasingly adopting digital
marketing due to its cost-effectiveness and scalability.
Additionally, sectors such as retail, education, healthcare, real estate, and finance
are heavily investing in digital marketing to reach their target audiences more
effectively.

2.4 Structure of the Digital Marketing Industry in India

The digital marketing ecosystem in India consists of multiple stakeholders:

1. Advertisers (Businesses)
Companies that use digital marketing to promote their products and services.

2. Digital Marketing Agencies

Agencies such as Social Kiwi, Wetales, Dentsu, and WPP provide services like
campaign management, branding, and performance marketing.

3. Technology Platforms
Platforms such as Google, Facebook (Meta), Instagram, and YouTube act as
intermediaries for digital advertising.

4. Consumers
End users who interact with digital content and advertisements.

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 2.5 Key Channels of Digital Marketing in India

1. Social Media Marketing

India has a massive user base on platforms like Instagram, Facebook, and
LinkedIn. Businesses use these platforms for brand building, engagement, and
advertising.
2. Search Engine Marketing
Google dominates the search engine market in India, making SEO and Google
Ads essential tools for businesses.
3. Content Marketing
Blogs, videos, and infographics are widely used to attract and educate customers.
4. Influencer Marketing
Influencer marketing has gained immense popularity in India, especially among
younger audiences. Brands collaborate with influencers to promote their
products.
5. Video Marketing
Platforms like YouTube and Instagram Reels have become powerful marketing
tools due to high engagement rates.

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 2.6 Role of Digital Marketing Agencies in India

Digital marketing agencies play a crucial role in helping businesses design and
execute effective marketing strategies. Agencies provide services such as:
• Social media management

• Search engine optimization

• Paid advertising campaigns

• Content creation

• Analytics and reporting

Emerging agencies like Social Kiwi and Wetales focus on creative content and
brand storytelling, while larger agencies handle integrated marketing campaigns
for multinational companies.

2.7 Changing Consumer Behavior in India

The rise of digital marketing in India is closely linked to changing consumer

behavior:
• Consumers increasingly rely on online research before making purchasing

decisions.

• Social media influences buying behavior significantly.

• Online reviews and ratings impact brand perception.

• Consumers prefer personalized and interactive experiences.

This shift has forced businesses to adopt digital strategies to remain competitive.

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 2.8 Employment and Career Opportunities in India

The digital marketing industry has created numerous job opportunities for
marketing professionals in India. Some of the popular roles include:
• Digital Marketing Executive

• SEO Specialist

• Social Media Manager

• Content Creator

• Performance Marketing Analyst

The demand for skilled professionals is increasing due to the rapid expansion of
the digital ecosystem.
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 2.9 Opportunities in the Indian Market

India offers immense growth opportunities in digital marketing:

• Expansion into Tier-2 and Tier-3 cities
• Growth of regional language content
• Increasing use of mobile-based marketing
• Rise of startups and entrepreneurial ventures
These opportunities make India a highly attractive market for digital marketing
professionals and businesses.

2.10 Challenges Faced by the Industry in India

Despite its rapid growth, the industry faces several challenges:

• Lack of skilled professionals
• Rapid changes in algorithms and technology
• Increasing competition among agencies
• Data privacy concerns
• Ad fatigue among users
Businesses must continuously adapt to these challenges to remain competitive.

2.11 Future Outlook of Digital Marketing in India

The future of digital marketing in India looks highly promising. Key trends that
will shape the industry include:
• Increased adoption of Artificial Intelligence and automation
• Growth of voice search and regional content
• Expansion of influencer marketing
• Greater focus on data analytics and personalization
The industry is expected to continue growing rapidly, offering significant
opportunities for businesses and professionals alike.

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 3. SWOT ANALYSIS OF DIGITAL MARKETING INDUSTRY

3.1 Introduction to SWOT Analysis

SWOT analysis is a strategic planning tool used to evaluate the Strengths,
Weaknesses, Opportunities, and Threats of an industry. In the context of the
digital marketing industry, SWOT analysis helps in understanding internal
capabilities as well as external challenges that influence the growth and
sustainability of the sector.
The digital marketing industry is highly dynamic and technology-driven, making
SWOT analysis essential for identifying competitive advantages and future
growth prospects.

3.2 Strengths of Digital Marketing Industry

1. Highly Targeted Marketing Capabilities

One of the biggest strengths of digital marketing is its ability to target specific
audiences based on demographics, behavior, interests, and location. Platforms
like Google Ads and social media allow businesses to reach the right audience at
the right time, improving conversion rates and reducing wastage of resources.

2. Cost-Effectiveness Compared to Traditional Marketing

Digital marketing is significantly more affordable than traditional marketing
channels such as television, print, and radio. Small and medium enterprises
(SMEs) can run effective campaigns with limited budgets, making digital
marketing accessible to businesses of all sizes.

[Link] and Data-Driven Results

Digital marketing provides real-time analytics and performance tracking.
Businesses can measure key performance indicators (KPIs) such as impressions,
clicks, conversions, and return on investment (ROI). This data-driven approach
enables better decision-making and campaign optimization.

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4. Global Reach and Scalability
With digital marketing, businesses can reach a global audience without
geographical limitations. Campaigns can be scaled up or down based on business
requirements, making it a highly flexible marketing approach.

5. High Engagement and Interactivity

Digital platforms enable two-way communication between brands and
consumers. Features such as comments, likes, shares, and direct messaging
enhance customer engagement and build stronger relationships.

6. Integration with Advanced Technologies

The integration of Artificial Intelligence (AI), machine learning, and automation
tools has enhanced the efficiency of digital marketing. These technologies enable
personalized marketing, predictive analytics, and automated campaign
management.

3.3 Weaknesses of Digital Marketing Industry

1. Rapidly Changing Algorithms and Trends

Digital platforms frequently update their algorithms, which can impact the
visibility and performance of marketing campaigns. Businesses must
continuously adapt to these changes, which can be challenging and time-
consuming.

2. High Level of Competition

The digital marketing space is highly competitive, with numerous agencies,
freelancers, and businesses competing for audience attention. This leads to
increased costs for advertising and reduced effectiveness of campaigns.

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3. Dependence on Third-Party Platforms
Businesses heavily rely on platforms such as Google, Facebook, and Instagram
for digital marketing. Any changes in platform policies or algorithms can
significantly affect marketing strategies and performance.

4. Skill Gap and Talent Shortage

Despite the growing demand for digital marketing professionals, there is a
shortage of skilled talent in areas such as data analytics, performance marketing,
and AI-driven marketing. This gap affects the quality of campaigns.

5. Information Overload and Ad Fatigue

Consumers are exposed to a large number of advertisements daily, leading to ad
fatigue. This reduces engagement rates and makes it difficult for businesses to
capture audience attention.

6. Cybersecurity and Privacy Concerns

Issues related to data privacy and cybersecurity pose significant challenges for
digital marketers. Regulations and consumer concerns regarding data usage can
impact marketing strategies.

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 3.4 Opportunities in Digital Marketing Industry

1. Growth of Artificial Intelligence and Automation

AI-driven tools are transforming digital marketing by enabling personalized
content, automated campaigns, and predictive analytics. This creates
opportunities for more efficient and effective marketing strategies.

2. Expansion into Tier-2 and Tier-3 Cities

Increasing internet penetration in smaller cities and rural areas presents a huge
opportunity for businesses to expand their digital presence and reach new
markets.
3. Rise of Influencer Marketing
Influencer marketing has become a powerful tool for brand promotion.
Collaborations with influencers allow businesses to reach niche audiences and
build trust.

4. Growth of Video and Short-Form Content

Platforms like YouTube, Instagram Reels, and short video apps have increased
the demand for video content. Businesses can leverage this trend to enhance
engagement.

5. Increasing Adoption by SMEs and Startups

Small and medium enterprises are increasingly adopting digital marketing due to
its affordability and effectiveness. This expands the market for digital marketing
services.

6. Personalization and Customer Experience

Advancements in data analytics enable businesses to deliver personalized
experiences to customers, improving satisfaction and loyalty.

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 3.5 Threats to Digital Marketing Industry

1. Data Privacy Regulations

Strict data protection laws and regulations can limit the use of customer data for
targeted advertising, affecting campaign effectiveness.

2. Rising Cost of Digital Advertising

With increasing competition, the cost of digital advertising is rising, making it
difficult for smaller businesses to compete with larger organizations.

3. Platform Dependency Risk

Heavy reliance on platforms like Google and Meta creates a risk for businesses.
Any changes in their policies or algorithms can disrupt marketing strategies.

4. Ad Blockers and Consumer Resistance

The use of ad blockers and growing consumer resistance to advertisements reduce
the reach and effectiveness of digital marketing campaigns.

5. Fake Traffic and Click Fraud

Click fraud and fake traffic can lead to wasted advertising budgets and inaccurate
performance metrics.

6. Rapid Technological Changes

Continuous advancements in technology require businesses to constantly update
their strategies and skills, which can be challenging and resource-intensive.

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 4. LIST OF COMPANIES IN INDIA WITH KEY FIGURES

4.1 TECH PLATFORMS (DOMINATE DIGITAL MARKETING)

Revenue
Company Profitability Key Role
(India)

Highly Search & YouTube ads

Google India ₹34,000+ crore
profitable leader

₹600+ crore
Meta India ₹3,700+ crore Social media ads
profit

₹10,000+ crore E-commerce

Amazon Ads India High growth
(est.) advertising

Microsoft (LinkedIn B2B marketing

Not disclosed Profitable
Ads) platform

Included in Video marketing

YouTube (Google) High revenue
Google leader

4.2 GLOBAL ADVERTISING & DIGITAL AGENCIES

Company Revenue Profitability Key Services

Part of global $10B+ Integrated

Dentsu India Profitable
group marketing

WPP India (Ogilvy, Branding +

Global giant High profit
GroupM) digital

Strong
Publicis Groupe India €13B global Digital + media
margins

IPG Mediabrands India Global network Stable growth Media planning

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 Company Revenue Profitability Key Services

Creative +
Havas India Global presence Profitable
digital

4.3 INDIAN DIGITAL MARKETING & ADTECH COMPANIES

Company Revenue Profitability Key Focus

~$280M (~₹2,300
InMobi Profitable Mobile advertising
crore)

Webchutney (Dentsu Creative digital

Not disclosed Strong brand
Creative) campaigns

Performance
Interactive Avenues Leading agency Profitable
marketing

Digital
Mirum India Global network Stable
transformation

Adsyndicate ₹100+ crore (est.) Profitable Integrated marketing

4.4 EMERGING & SPECIALIZED DIGITAL AGENCIES

Company Revenue Profitability Key Specialization

Schbang ₹100+ crore (est.) High growth Integrated digital marketing

FoxyMoron Leading agency Profitable Creative & social media

WATConsult Dentsu-owned Strong growth Digital strategy

Pinstorm Established firm Moderate Performance marketing

Techmagnate ₹50+ crore (est.) Profitable SEO & content

PageTraffic Global clients Profitable SEO services

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 4.5 Industry-Level Analysis

The expanded company list highlights the multi-layered structure of the digital
marketing industry in India.
• Technology platforms such as Google, Meta, and Amazon dominate the

revenue share and control advertising ecosystems.

• Global agencies like WPP, Dentsu, and Publicis act as intermediaries,

managing large-scale campaigns for multinational brands.

• Indian companies such as InMobi have successfully entered the global ad-

tech space, especially in mobile advertising.

• Emerging agencies like Social Kiwi and Wetales focus on niche areas such

as social media marketing, branding, and content creation, catering mainly

to startups and SMEs.

This structure indicates that while the industry is highly competitive, it also offers
opportunities for both large corporations and small agencies to grow.

4.6 Key Observations

• Market is dominated by platform-based companies (Google, Meta)

• Agencies depend heavily on these platforms

• Entry barriers are low → high competition

• Indian startups are growing rapidly in niche segments

• Revenue concentration is high among top players

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 5. PORTER’S FIVE FORCES ANALYSIS

5.1 Introduction to Porter’s Five Forces

Porter’s Five Forces Model, developed by Michael Porter, is a strategic

framework used to analyze the level of competition within an industry. It helps in
understanding the competitive environment and profitability potential by
evaluating five key forces:
• Competitive Rivalry

• Threat of New Entrants

• Bargaining Power of Buyers

• Bargaining Power of Suppliers

• Threat of Substitutes

In the context of the digital marketing industry in India, this model is highly
relevant due to the rapid growth, low entry barriers, and technological
dependency of the sector
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 5.2 Competitive Rivalry (Very High)

The level of competition in the digital marketing industry is extremely high due
to the presence of a large number of players, including global corporations,
established agencies, startups, and freelancers.
Reasons:
• Numerous digital marketing agencies operating in India
• Low switching cost for clients
• High demand but equally high supply of service providers

Examples:
• Global agencies like Dentsu and WPP compete with Indian firms
• Small agencies like Social Kiwi and Wetales compete in niche markets

Impact:
• Price competition is intense
• Agencies must focus on differentiation (creativity, results, niche expertise)

Conclusion: Competitive rivalry is very high, reducing profit margins but

increasing innovation.

5.2 Threat of New Entrants (High)

The digital marketing industry has relatively low entry barriers, making it easy
for new players to enter the market.
Reasons:
• Low initial investment required
• Easy availability of tools and online learning resources
• Freelancers and startups can enter quickly

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Examples:
• Individuals starting freelance digital marketing services
• Small agencies emerging in Tier-2 cities
Impact:
• Increased competition
• Pressure on pricing and service quality

Conclusion: Threat of new entrants is high, making the industry highly dynamic.

5.3 Bargaining Power of Buyers (High)

Buyers (clients) have strong bargaining power due to the availability of multiple
service providers.
Reasons:
• Large number of agencies and freelancers
• Easy comparison of services and pricing
• Low switching cost

Examples:
• A company can easily switch from one agency to another
• Businesses negotiate pricing aggressively

Impact:
• Agencies must offer better value and results
• Customer retention becomes challenging

Conclusion: Buyer power is high, forcing agencies to maintain quality and

competitive pricing.

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 5.4 Bargaining Power of Suppliers (Moderate to High)

In digital marketing, suppliers include technology platforms such as Google,

Meta, and other advertising networks.
Reasons:
• Limited number of major platforms
• High dependence on these platforms for advertising

Examples:
• Google controls search advertising
• Meta dominates social media advertising

Impact:
• Platforms can change algorithms and pricing
• Agencies have limited control over platform policies

Conclusion: Supplier power is moderate to high, especially due to platform

dependency.

5.5 Threat of Substitutes (Moderate)

Substitutes for digital marketing include traditional marketing methods such as

television, print, radio, and outdoor advertising.
Reasons:
• Traditional marketing still used for mass branding
• Some industries rely on offline channels

Examples:
• TV ads for FMCG brands
• Newspaper ads for real estate
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Impact:
• Digital marketing must continuously prove ROI
• Integration of online + offline strategies

Conclusion: Threat of substitutes is moderate, as digital marketing is dominant

but not exclusive.

5.6 Summary Table

Force Intensity Key Reason

Competitive Rivalry Very High Many agencies & freelancers

Threat of New Entrants High Low entry barriers

Buyer Power High Many alternatives available

Supplier Power Moderate–High Dependence on Google/Meta

Threat of Substitutes Moderate Traditional marketing exists

5.7 Overall Industry analysis

The Porter’s Five Forces analysis indicates that the digital marketing industry in
India is highly competitive and dynamic. While the industry offers significant
growth opportunities, it also presents challenges such as intense competition, high
buyer power, and dependence on technology platforms.
To succeed in this environment, companies must focus on innovation,
specialization, and delivering measurable results to clients.

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 6. INFORMATION ON CURRENT AND FUTURE
JOBS/CAREERS

6.1 Introduction

The digital marketing industry in India has witnessed rapid growth due to
increasing internet penetration, expansion of e-commerce, and digital
transformation across industries. As a result, the demand for digital marketing
professionals has increased significantly, creating a wide range of career
opportunities for marketing students and professionals.
Digital marketing offers diverse job roles that combine creativity, analytics, and
technology, making it one of the most promising career domains in the modern
business environment.

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 6.2 Current Jobs in Digital Marketing Industry

1. Digital Marketing Executive

This is an entry-level role where professionals are responsible for executing
digital marketing campaigns, managing social media accounts, and assisting in
SEO and paid advertising activities.
• Skills Required: Basic SEO, social media handling, content creation
• Salary Range: ₹3–6 LPA

2. SEO Specialist
SEO specialists focus on improving website rankings on search engines through
keyword optimization, content strategies, and technical improvements.
• Key Tasks: Keyword research, on-page and off-page SEO
• Salary Range: ₹3–8 LPA

3. Social Media Manager

Social media managers handle brand presence on platforms like Instagram,
Facebook, and LinkedIn. They create content, manage campaigns, and engage
with audiences.
• Skills Required: Creativity, content strategy, analytics
• Salary Range: ₹3–9 LPA

4. Content Strategist / Content Manager

Content strategists are responsible for planning and creating engaging content
such as blogs, videos, and social media posts to attract and retain customers.
• Salary Range: ₹4–10 LPA

5. Performance Marketing
Specialist This role focuses on paid advertising campaigns (Google Ads, Meta
Ads) and generating measurable results such as leads, conversions, and ROI.

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 • Skills Required: Data analysis, campaign optimization
• Salary Range: ₹4–15 LPA

6. Email Marketing & Automation Specialist

These professionals design automated email campaigns and customer journeys
using tools like Mailchimp and HubSpot.
• Salary Range: ₹6–15 LPA

7. Digital Marketing Manager

This is a senior-level role where professionals plan strategies, manage teams, and
oversee all digital marketing activities.
• Salary Range: ₹10–25 LPA

6.3 Future Jobs and Career Opportunities

The future of digital marketing is strongly influenced by AI, data analytics, and
automation, leading to the emergence of new job roles.
1. AI Marketing Specialist
AI specialists use artificial intelligence tools to automate campaigns, generate
content, and analyze customer behavior.
Demand for AI and digital skills is increasing rapidly in India

2. Marketing Automation Specialist

These professionals manage automated marketing systems and customer journeys
using advanced tools.

3. Data-Driven Marketer / Marketing Analyst

This role focuses on analyzing data to improve campaign performance and
customer targeting.

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Increasing demand for data and analytics skills in India

4. Growth Hacker
Growth hackers focus on rapid business growth using innovative digital strategies
and experimentation.

5. Influencer Marketing Manager

With the rise of social media influencers, this role involves managing
collaborations between brands and influencers.

6. E-commerce Marketing Specialist

Due to the growth of e-commerce, companies require specialists to manage online
sales campaigns and customer acquisition.
Hiring in e-commerce and digital roles has increased significantly in recent years

6.4 Industry Demand for Digital marketing Jobs

• Digital marketing is considered one of the fastest-growing career fields in

India
• The industry offers high flexibility, freelancing opportunities, and remote
work options
• Freelancers can earn between ₹30,000 to ₹2,00,000 per month depending
on skills

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 6.5 Skills Required for Future Careers

To succeed in digital marketing, professionals must develop:

1. Technical Skills
• SEO & SEM

• Google Ads & Meta Ads

• Data Analytics

• Marketing Automation Tools

2. Soft Skills
• Communication

• Creativity

• Problem-solving

• Adaptability

3. Advanced Skills (Future-Oriented)

• AI tools (ChatGPT, automation tools)

• Data analysis

• Performance marketing

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 7. IMPACT OF AI ON JOBS AND CAREERS

7.1 Introduction
Artificial Intelligence (AI) has emerged as a transformative technology in the
digital marketing industry. It is significantly reshaping how marketing activities
are performed, how decisions are made, and how professionals work within
organizations.
AI enables businesses to analyze large volumes of data, automate repetitive tasks,
and deliver personalized customer experiences. As a result, it has a direct impact
on job roles, skill requirements, and career opportunities in the digital marketing
industry.

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 7.2 Positive Impact of AI on Jobs & careers

1. Automation of Repetitive Tasks

AI automates routine activities such as:
• Social media scheduling
• Email marketing campaigns
• Customer responses through chatbots
This reduces manual workload and increases efficiency.
Research shows that AI tools can automate social media management and
customer interactions, improving efficiency in marketing operations

2. Improved Decision-Making through Data Analytics

AI helps marketers:
• Analyze customer behavior
• Predict trends
• Optimize campaigns
This leads to better decision-making and improved return on investment (ROI).

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Studies indicate that AI enhances customer engagement, conversion rates, and
operational efficiency in digital marketing

3. Personalization of Marketing Campaigns

AI allows businesses to deliver personalized content based on user behavior,
preferences, and past interactions.
• Product recommendations
• Personalized ads
• Customized email campaigns
AI-driven systems enable highly personalized customer experiences and targeted
marketing strategies

4. Creation of New Job Roles

AI is not only replacing tasks but also creating new career opportunities such as:
• AI Marketing Specialist
• Marketing Automation Expert
• Data Analyst / Marketing Analyst
• AI Content Strategist
AI is transforming job structures by creating new roles rather than only
eliminating existing ones

5. Increased Productivity
AI tools help marketers’ complete tasks faster and more efficiently.
Research shows productivity improvements of up to 20–60% in certain AI-
assisted tasks

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 7.3 Negative Impact of AI on Jobs & careers

1. Job Displacement in Entry-Level Roles

AI reduces the need for:
• Basic content writers
• Manual social media managers
• Data entry roles
Studies highlight that automation may reduce demand for repetitive and low-skill
jobs

2. Skill Gap and Need for Upskilling

AI requires professionals to learn:
• Data analytics
• AI tools
• Automation platforms

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Reports indicate a growing demand for digital, data, and AI-related skills in India

3. Dependence on Technology
Marketers are becoming highly dependent on AI tools and platforms, which can
reduce human creativity and independent decision-making.

4. Data Privacy and Ethical Issues

AI uses large amounts of customer data, raising concerns such as:
• Data privacy
• Ethical use of information
• Algorithm bias
Research highlights privacy issues and ethical concerns as key challenges of AI
adoption

7.4 Transformation of Job Roles

AI is not eliminating marketing jobs completely—it is transforming them.

1. Before AI:
• Manual campaign management
• Basic content creation
• Limited data analysis

2. After AI:
• Data-driven decision-making
• Strategic campaign planning
• Focus on creativity and innovation

AI enables deeper customer insights and more precise audience targeting

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 7.5 Future Career Trends in Digital Marketing

1. Demand for Hybrid Skills

• Professionals need both:
• Marketing knowledge
• Technical/analytical skills

2. Rise of AI + Human Collaboration

AI will assist marketers, not replace them completely.
Research suggests AI complements human skills more than it replaces them

3. Growth of Data-Driven Marketing Roles

Future roles will focus on:
• Analytics
• Customer insights
• Performance tracking

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4. Continuous Learning Requirement
Digital marketers must continuously upgrade skills to stay relevant in the
industry.

7.6 Real World Industry Insight

• AI adoption is increasing across industries, including marketing

• Companies are focusing more on technology-driven hiring

• Demand for AI and digital skills is rising rapidly in India

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 ABOUT COMPANY

Name of Two Companies in the Industry that the Student Wants to

Work For:

1. Social Kiwi (Source: [Link])

2. Wowsly (Source: [Link])

1. BRIEF ABOUT TWO COMPANIES AND THEIR

ACTIVITIES
1. SOCIAL KIWI

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 Company Overview
Social Kiwi is a digital marketing agency that focuses on helping businesses
establish and enhance their online presence. As observed from its official website,
the company positions itself as a “Digital Agency That Thrives on Your Success,”
reflecting a client-centric and result-oriented approach.
The company aims to support businesses in achieving growth through innovative
digital strategies and customized marketing solutions.

Activities of Social Kiwi

Based on analysis of the company website and primary research (interviews), the
key activities of Social Kiwi include:

1. Digital Marketing Services

The company provides digital marketing solutions to help businesses improve
their online visibility across platforms such as social media and websites.

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2. Social Media Management
Social Kiwi manages social media accounts of clients by creating content,
scheduling posts, and engaging with audiences.

3. Content Creation and Branding

The company focuses on developing creative content and branding strategies to
build strong brand identity and customer engagement.

4. Website Development
Social Kiwi provides website development services to help businesses establish
their digital presence.

5. Event Management
A unique feature of the company is its involvement in event management,
including planning, coordination, and execution of events.

6. Video Editing and Creative Services

The company also offers video editing and creative solutions to support
marketing campaigns.

Analytical Insight

From the above analysis, it can be concluded that Social Kiwi operates as an
integrated digital marketing agency, combining both online marketing services
and offline event execution. This diversified service offering allows the company
to cater to a wide range of client requirements.

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[Link]

Company Overview

Wowsly is a digital platform designed to facilitate online event management and

promotion. As observed from its official website, the platform enables users to
list their events online and reach a wider audience.
The company focuses on providing technology-driven solutions that simplify
event organization and enhance event visibility.

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 Activities of Wowsly

Based on website analysis, the key activities of Wowsly include:

1. Event Listing and Promotion
Wowsly allows users to list their events online, making them accessible to a larger
audience and increasing visibility.

2. E-Ticketing Services
The platform provides digital ticketing solutions that enable users to manage
event registrations efficiently.

3. QR Code-Based Invitations
Wowsly offers QR code invitations, allowing seamless entry management and
improved event experience.

4. Digital Event Management

The platform helps organizers manage events digitally, reducing manual
processes and improving operational efficiency.
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 Analytical Insight

From the analysis, Wowsly can be identified as a technology-based event

management platform that supports digital marketing by enabling event
promotion and audience engagement through online tools.

Concluding Note

The analysis of both companies shows that while Social Kiwi operates as a
service-based digital marketing agency, Wowsly functions as a platform-based
event management solution. Together, they represent two different but
complementary aspects of the digital marketing ecosystem—service execution
and technology enablement.

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 2. LIST OF CAREER OPTIONS LINKED TO STUDENT
SPECIALIZATION

2.1 Introduction
The digital marketing industry provides various career opportunities aligned with
marketing specialization. Based on the analysis of Social Kiwi and Wowsly, along
with primary data collected through interviews, several relevant job roles have
been identified in the areas of digital marketing, business development, content
creation, and event management.

2.2 Career Option in Social Kiwi

1. Social Media Manager

• Manages social media platforms and content
• Handles engagement and performance tracking
• (Supported by interview – Social Media Manager)

2. Business Development Executive (BDE)

• Generates leads and acquires clients
• Conducts meetings and closes deals
• (Supported by interviews – BDE roles)

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3. Event Management Executive
• Plans and executes events
• Coordinates vendors and logistics
• (Supported by interview – Event role)

4. Digital Marketing Executive

• Assists in digital campaigns (SEO, social media, ads)
• Monitors campaign performance
• (Based on company services)

5. Content / Creative Executive

• Creates content for branding and marketing
• Designs posts and visuals
• (Based on company’s content-focused work)

2.3 Career Option in Wowsly

1. Event Management Executive

• Manages event planning and execution
• Coordinates event operations

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2. Event Marketing Executive
• Promotes events through digital platforms
• Manages audience engagement

3. Platform / Operations Executive

• Handles event listings and ticketing system
• Manages platform operations

4. Business Development Executive

• Onboards event organizers and clients
• Builds partnerships

[Link] Marketing Executive

• Promotes platform and events online
• Runs campaigns and tracks performance

2.4 Conclusion

The career opportunities in both companies are aligned with marketing

specialization and include roles in digital marketing, sales, content creation, and
event management. These roles require a combination of communication,
creativity, and analytical skills.

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 3. RESEARCH METHODOLOGY

Introduction
Research methodology refers to the systematic approach used to collect, analyze,
and interpret data for the purpose of the study. In this project, a combination of
secondary data analysis and primary data collection has been used to gain a
comprehensive understanding of the digital marketing industry and the career
opportunities available in the selected companies, Social Kiwi and Wowsly.
The use of both methods ensures that the study is supported by theoretical insights
as well as practical exposure, thereby increasing the reliability and validity of the
findings.

Secondary Data Analysis

Secondary data refers to data that has already been collected and published by
various sources. In this project, secondary data was used to analyze the company
profile, services, and available career opportunities.

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 Sources of Secondary Data

The following sources were used for collecting secondary data:

1. Official company websites:
• Social Kiwi ([Link])
• Wowsly ([Link])

2. Social media platforms:

• Instagram (for Social Kiwi and Wowsly)
• LinkedIn (primarily for Wowsly)

3. Job portals:
• LinkedIn Jobs

3.4 Purpose of Secondary Data Collection

Secondary data was collected with the following objectives:

• To understand the background and activities of the selected companies

• To analyze the services offered by the companies

• To identify various career options available in the companies

• To understand the structure of the digital marketing industry

• To support findings obtained from primary data

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 Method of Secondary Data Collection

The data was collected by visiting the official websites and social media platforms
of the companies. The information related to company services, business
activities, and digital presence was carefully observed and recorded.
In addition, job portals were analyzed to identify job roles, required skills, and
career opportunities relevant to the selected companies and industry.

Documentation of Secondary Data

To ensure authenticity and proper evidence of data collection, screenshots were

taken and included in the report. These include:

1. Social Kiwi:

Caption: Logo of social Kiwi

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Caption: Official company websites (Home Page)

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Caption: Official company websites (Services Page)

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Caption: Official company Instagram Profile and Posts

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2. Wowsly:

Caption: Logo of Wowsly

Caption: Official company websites (Home Page)

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Caption: Official company websites (Services Page)

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Caption: Official company Instagram Profile and Posts

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Caption: Official company Instagram Profile and Posts

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Caption: Official company Facebook Profile and Posts

Caption: Official company Twitter Profile and Posts

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Caption: Official company Youtube Profile and Posts

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Caption: Official company Linkedin Profile and Posts

Limitations of Secondary Data

• Limited availability of job-related information for smaller companies like

Social Kiwi

• Lack of detailed financial and HR data on public platforms

• Dependence on publicly available information

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 Primary Data Collection

Primary data refers to data collected directly from respondents for a specific
purpose. In this project, primary data was collected through in-depth interviews
with professionals working in Social Kiwi.

Objective of Primary Data Collection

The primary data was collected to:

• Understand real job roles and responsibilities

• Identify required skills and tools used in the industry

• Analyze career growth opportunities

• Gain practical insights into industry trends and working environment

• Understand the impact of AI and digital transformation

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 Sample Size and Respondents

A total of 5 professionals were interviewed from Social Kiwi.

Name Designation Experience

Jarvis Founder 10 years

Hritik Event Management Executive 2 years

Devarsh Business Development Executive 1.5 years

Antara Business Development Executive 2 years

Aditi Social Media Manager 1.5 years

Method of Data Collection

The primary data for this study was collected through online interviews
conducted via WhatsApp video calls. This method was adopted for convenience
and to ensure smooth communication with the respondents.
A structured set of questions was used during the interviews to maintain
consistency, while allowing flexibility to explore additional insights.

Nature of Interview

The interviews conducted were semi-structured, enabling the researcher to gather

both specific and detailed responses from the professionals.

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 Documentation of Primary Data

• Interviews were conducted through WhatsApp video calls

• Key responses were noted during and after the interaction
• Screenshots of video calls were taken
• Interview details were documented for further analysis

Evidence of Interview

Name: Jarvis
Company: Social Kiwi
Designation: Founder

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Name: Hritik
Company: Social Kiwi
Designation: Event Management Executive
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Name: Devarsh
Company: Social Kiwi
Designation: Business Development Executive
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Name: Antara
Company: Social Kiwi
Designation: Business Development Executive

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Name: Aditi
Company: Social Kiwi
Designation: Social Media Manager

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 4. INTERVIEW ANALYSIS

Introduction
As part of the primary research, interviews were conducted with five
professionals working in Social Kiwi through WhatsApp video calls. The
objective of these interviews was to gain practical insights into job roles, required
skills, career growth, and current industry trends in the digital marketing domain.
The respondents included professionals from different roles such as Founder,
Business Development Executives, Social Media Manager, and Event
Management Executive, providing a comprehensive understanding of the
company’s operations and career opportunities.

Analysis of Job Roles and Responsibilities

The interviews revealed that job roles in the digital marketing industry are diverse
and role-specific.
• The Founder is responsible for overall business strategy, operations, and
decision-making.
• The Business Development Executives focus on lead generation, client
interaction, and revenue generation.
• The Social Media Manager handles content creation, platform
management, and audience engagement.
• The Event Executive manages planning and execution of events.
This shows that digital marketing agencies require both creative and operational
roles.
Analysis of Skills Required

A common pattern observed across all interviews is the importance of both

technical and soft skills.
1. Technical Skills:
• Social media tools (Canva, Meta Business Suite)
• CRM software
• Basic analytics tools
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2. Soft Skills: Communication
• Teamwork
• Problem-solving
• Time management
Business Development roles require strong communication and negotiation,
while Social Media roles require creativity and content skills.

Tools and Platforms Used

The interviews highlighted the use of various digital tools:

• Canva – for content design
• Meta Business Suite – for social media management
• Google Sheets / Excel – for data handling
• CRM tools – for managing clients
• Communication tools – WhatsApp, Email
This indicates that digital marketing roles are tool-driven and technology-
dependent.
Career Entry and Growth Opportunities

All respondents emphasized that freshers can enter the industry through entry-
level roles or internships.
1. Career Path:
• Entry Level → Executive → Senior Executive → Manager

It was also observed that:

• Growth depends on skills and performance

• There is potential to move into leadership roles or entrepreneurship

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 Industry Trends

The following key trends were identified:

• Growth of AI tools in marketing
• Increase in digital and online services
• Rise of short-form video content
• Importance of social media platforms
• Growth of event-based marketing and hybrid events

This shows that the industry is dynamic and constantly evolving.

Impact of AI

Respondents highlighted that AI is:

• Helping in content creation
• Improving data analysis
• Automating repetitive tasks

However:
• Professionals must upgrade skills to stay relevant

Challenges Faced by Professionals

Some common challenges identified:

• Handling client expectations
• Managing multiple tasks
• Working under pressure (especially in events)
• Staying updated with trends

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 Advice to Students

All respondents gave similar advice:

• Focus on practical learning

• Improve communication skills

• Stay updated with trends

• Be consistent and adaptable

Founder’s insight:

• Learn multiple skills and don’t hesitate to start small

Overall Findings

The interview analysis shows that:

• The digital marketing industry offers diverse career opportunities

• Success depends on skills, adaptability, and practical experience

• The industry requires a mix of creativity, technical knowledge, and

communication skills

• There is strong potential for career growth and entrepreneurship

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 5. BRIEF ABOUT CAREER OPTION

Career Options Table (Based on Interviews + Company Analysis)

Key Skills Job

Job Knowled Certification
Position Responsibili (General & Openin
Role ge s Required
ty Areas Specific) gs

Content
Manage Social
creation,
social media Communicati Google
post High
media platforms, on, creativity, Digital
Social Media scheduling, demand
platform content Canva, Meta Marketing,
Manager audience in
s and strategy, Business Meta
engagement, agencies
brand basic Suite Certification
performance
presence analytics
tracking

Client
Sales
meetings,
Generate process,
pitching Communicati Sales/Marketi
Business leads client
services, on, Moderat ng
Development and handling,
closing negotiation, e to high certification
Executive acquire market
deals, confidence (optional)
clients knowledg
relationship
e
management

Event
planning, Teamwork,
Event Event
Event Plan and vendor time
planning, Moderat management
Management execute coordination management,
operation e courses
Executive events , logistics, problem-
s (optional)
on-ground solving
execution

SEO, social
Digital
Assist in media, Analytical
Digital marketing Google Ads,
digital content thinking, High
Marketing basics, SEO
campaig support, basic tools demand
Executive SEO/SE certifications
ns campaign knowledge
M
monitoring

Creativity,
Content/Creative Create Designing
Content design skills, Moderat Canva /
Executive content posts, e
creation, storytelling Content
and writing

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 Key Skills Job
Job Knowled Certification
Position Responsibili (General & Openin
Role ge s Required
ty Areas Specific) gs

branding content, branding marketing

material supporting basics certifications
campaigns

Platform
Manage Event
operation
event listings, Attention to Technical
Platform/Operati s, basic Moderat
platform ticketing, detail, certifications
ons Executive tech e
(Wowsly user coordination (optional)
knowledg
) management
e

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 6. CHOICE OF POSITION TO PURSUE

Selected Position: Digital Marketing Manager

(Entry through Digital Marketing Executive)

Job Role
A Digital Marketing Manager is responsible for planning, executing, and
managing digital marketing strategies to promote a company’s products or
services.

Key Responsibility Areas

• Planning digital marketing campaigns

• Managing social media and paid ads

• Analyzing campaign performance

• Managing team and content strategy

• Improving brand visibility and engagement

Knowledge Required

• Digital marketing concepts (SEO, SEM, SMM)

• Content marketing and branding

• Data analytics and performance tracking

• Understanding of consumer behavior

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 Skills Required

a. General Skills
• Written and spoken communication
• Creativity and problem-solving
• Leadership and decision-making

b. IT Skills
• Microsoft Excel
• Microsoft Word
• PowerPoint

c. Analytical Skills
• Google Analytics
• Power BI (basic)
• Understanding of data interpretation

Number of Job Openings

• High demand across digital marketing agencies and companies

• Increasing opportunities due to growth of digital platforms

Salary Offered

• Entry Level: ₹3 – ₹6 LPA

• Mid Level: ₹6 – ₹12 LPA
• Senior Level: ₹12 – ₹25+ LPA

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 Certifications Required

• Google Digital Marketing Certification

• Google Ads Certification

• Meta (Facebook) Certification

• HubSpot Certification (optional)

Career Path

Digital Marketing Executive → Senior Executive → Digital Marketing Manager

→ Senior Manager → Head of Marketing / CMO

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 7. CONCLUSION

The digital marketing industry has emerged as one of the fastest-growing sectors,

driven by technological advancements and changing consumer behavior. The

study highlights the structure of the industry, key players, and the wide range of

career opportunities available.

The analysis of Social Kiwi and Wowsly provided practical insights into how

digital marketing agencies and platforms operate. The primary research

conducted through interviews helped in understanding real job roles, required

skills, and industry trends.

It can be concluded that digital marketing offers significant career potential for

marketing students, provided they continuously upgrade their skills and adapt to

technological changes such as Artificial Intelligence.

Overall, the project provides a comprehensive understanding of the industry and

serves as a useful guide for career planning in the digital marketing domain.

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 8. REFERENCES

1. Company Websites:
• [Link]
• [Link]

2. Social Media Sources:

• Social Kiwi Official Instagram Page
• Wowsly Official Instagram Page
• Wowsly LinkedIn Page
• LinkedIn Company Profiles

3. Job Portals:
• [Link]
• [Link]
• [Link]
• [Link]

4. Industry Reports and Data Sources:

• [Link] (India Brand Equity Foundation)
• [Link]
• [Link]
• [Link]
• [Link]

5. Educational and Learning Platforms:

• [Link]
• [Link]
• [Link]
• [Link]
• [Link]

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6. News and Articles:
• [Link]
• [Link]
• [Link]
• [Link]
• [Link]

7. Digital Marketing Knowledge Sources:

• [Link]
• [Link]
• [Link]
• [Link]

8. Primary Data:
• Interviews conducted with professionals from Social Kiwi (2026)
• Data collected through WhatsApp video call interviews

9. Additional Online Sources:

• Google Search (for general industry insights)
• YouTube (for understanding digital marketing tools and trends)

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Thank you for reviewing this project report.
I sincerely hope that this study on the digital marketing industry and career
opportunities has provided valuable insights and a clear understanding of the
subject.
I once again express my gratitude to my faculty guide, the institute, and the
professionals who contributed their time and knowledge for the successful
completion of this project.

ANKIT VATALIYA, TRUPTI KHANPARA

MBA Batch: 2024–26
L.J. Institute of Management Studies

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