`

A PROJECT REPORT ON

CONSUMER PERCEPTIONS OF
ONLINE ADVERTISING IN
SOCIAL MEDIA”

AT

MANCUNIANZ LLP

SUBMITTED BY

HIREN RASHMIN MALI

IN PARTIAL FULFILLMENT OF MASTERS OF

MANAGEMENTSTUDIES OF THE UNIVERSITY OF

MUMBAI (2022-2024)

ST XAVIERS COLLEGE OF MANAGEMENT AND

RESEARCH5. MAHAPALIKA MARG, MUMBAI – 400001

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DECLARATION

I, Hiren Rashmin Mali, student of Xavier Institute of Management and Research

affiliated to Mumbai University hereby declare that this project report titled “Consumer

Perceptions Of Online Advertising In Social Media” carried out under the guidance

of Prof. Pranil Naik, at Xavier Institute of Management and Research is the record

of authentic work carried out by me during the period 2nd May 2023 to 30th June 2023.

Date-

Hiren Mali Prof. Pranil Naik

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CERTIFICATE OF APPROVAL

The following project titled

“CONSUMER PERCEPTIONS OF ONLINE

ADVERTISING IN SOCIAL MEDIA”

carried out at

MANCUNIANZ LLP

is hereby, approved as a certified study in management carried out and presented in a

manner satisfactory to warrant its acceptance as a prerequisite for the award Masters in

Management Studies for which it has been submitted. It is understood that by the

approvalthe undersigned do not necessarily endorse or approve any statement made,

opinion or conclusion drawn therein but approve the project report for the purpose it is

submitted.

Dr. K.N. Vaidyanathan

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ACKNOWLEDGEMENT

I would like to thank Mancunianz Media LLP and Xavier’s Institute of Management and
Research for giving me an opportunity to learn and pursue my Summer Internship and
understand about Marketing and Research aspects.

I would like to thank and express my sincere gratitude to Mr. Ashonal Pereira for his constant
encouragement, valuable insights and attention to detail, has made this exercise, a great
learning experience.

I am also thankful to Mr. Lester Castelino, who contributed his valuable time and gave valuable
insights during the development of the project.

I would also like to thank my Professor at Xavier’s Institute of Management and Research,Dr.
K.N. Vaidyanathan and institution for giving me an opportunity to undergo this learning
experience.

A special thanks to all those who supported and helped me to stay focused on this Project &
provided me with constant motivation & encouragement for perseverance. Successful
completion of this project wouldn’t have been possible without the support of each one.

Last but not the least, I take pride in thanking my family, siblings and friends for their
muchvalued support.

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EXECUTIVE SUMMARY

During the course of my internship, I actively engaged in diverse and impactful marketing
initiatives, demonstrating adaptability and strategic insight. Recognizing the paramount
importance of the digital realm in contemporary marketing, I initiated the journey with a
profound understanding of the digital marketing industry's dynamic landscape. This
comprehension laid the foundation for subsequent endeavors.

The first major project involved Tulsi Tea, the third-largest tea brand in Gujarat, with the
ambitious aim of selling 800 tons of tea in six months. Crafting a 360-degree marketing plan,
we navigated from comprehensive market research to formulating content strategies for
social media. The successful execution of this plan significantly contributed to achieving the
set sales target, with tailored campaigns enhancing brand visibility and consumer
engagement.

Addressing the challenges faced by Eicher Motors, particularly limited social media reach
and visibility, became the focal point of the next undertaking. By revamping the brand's
social media channels and aligning strategies with contemporary marketing trends, Eicher
Motors underwent a transformation into a dynamic digital presence. This resulted in an
expanded reach and increased visibility in the digital landscape.

The marketing campaign for Tata Motors (Trucks and Buses) aimed to launch the Tata
Yodha pick-up in Rajasthan. This involved the development of creative campaigns and
collaterals, contributing to a successful product launch and market penetration in the region.
Schindler Lifts presented a multifaceted challenge, including premium positioning,
combating third-party interventions, and promoting ABS. Tailoring campaigns to emphasize
brand exclusivity, genuine parts, and ABS advantages, we successfully reshaped the brand
perception and positively influenced customer behavior.

In parallel, I conducted a survey on the Perceptions of Social Media Advertising, providing

valuable insights into consumer attitudes. This initiative aimed to inform future marketing
strategies on social media platforms. Collectively, these projects showcase versatility,
strategic acumen, and the ability to address diverse challenges, contributing positively to
brand positioning, visibility, and consumer engagement within the dynamic field of
marketing.

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INDEX

CHAPTER I INTRODUCTION 2

CHAPTER II COMOANY PROFILE 10

CHAPTER III REVIEW OF LITERATURE 15

CHAPTER IV OVERVIEW OF THE ROLE 19

AND RESPONSIBILITIES
DURING THE INTERNSHIP.

CHAPTER V TULSI TEA - CRAFTING A 21

360-DEGREE MARKETING
PLAN AND AD CAMPAIGN

CHAPTER VI EICHER MOTORS: 23

NAVIGATING THE ROADS
OF EXCELLENCE

CHAPTER VII LAUNCH CAMPAIGN FOR 27

TATA YODHA PICK-UP IN
RAJASTHAN

CHAPTER VIII ELEVATING SCHINDLER 30

LIFTS THROUGH
PREMIUM POSITIONING
AND INNOVATIVE
SOLUTIONS

CHAPTER IX PERCEPTIONS OF SOCIAL 32

MEDIA ADVERTISING

CHAPTER X FINDINGS OF THE STUDY 42

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CHAPTER I: INTRODUCTION

Background

Social media has completely changed how companies interact with their target markets in the

digital age. Social media has become a potent tool for marketing and advertising, with millions

of people regularly interacting on sites like Facebook, Instagram, Twitter, and LinkedIn.

Advertising on social media presents a singular chance for companies to connect with a large and

diversified audience, boosting engagement, building brand awareness, and affecting consumer

behavior. As a result, it is crucial for firms looking to develop successful marketing strategies

and forge deep connections with their clients to comprehend how consumers view social media

advertising.

The tremendous impact of social media can be particularly powerful in the contemporary

corporate environment as observed. Every business' principal goal is to have a presence where its

clients are. Social media can serve as a very useful tool to help you get there. Businesses

frequently look to customers for their critical feedback, namely on the qualities and preferences

they value in items.

With the rise of social media, the advertising environment has experienced a considerable

upheaval. Platforms for social media have ingrained themselves into peoples' daily lives, acting

as virtual hubs for networking, information-sharing, and communication. Businesses realized

social media's enormous potential as a marketing platform to contact and interact with their

target customers as it gained traction. The idea of social media advertising was born out of this

awareness.

The activity of promoting goods, services, or brands via sponsored adverts on various social

media platforms is known as social media advertising. Social media, as opposed to conventional

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advertising platforms, offers organizations unrivaled opportunity for exact audience

segmentation and targeted advertising Advertisers can target consumer groups with customized

and pertinent adverts by making advantage of the enormous volumes of user data that social

media platforms collect.

There are many variables that have contributed to the growth of social media advertising. First

off, the sheer volume of social media users that are engaged offers firms a huge market potential.

With billions of subscribers globally, social media sites like Facebook, Instagram, Twitter, and

LinkedIn are ideal places to run marketing campaigns. A more personal and interactive

advertising experience is made possible by social media's direct interaction and engagement

between brands and consumers. Thirdly, social media's visual and interactive features let

advertisers express ideas in inventive ways that better grab consumers' attention.

Advertising on social media is perceived differently by consumers, and this has a significant

impact on how well marketing initiatives perform. The way that consumers feel about social

media advertisements has a big impact on their engagement, recall, and purchasing choices. For

advertisers to create interesting and persuasive content that connects with their target audience,

they must have a thorough understanding of how consumers view and react to social media

commercials.

Social media advertising does present certain difficulties, despite the apparent advantages. Ad

avoidance or ad blindness, where consumers become immune to advertising and scroll past them

without engaging, is one of the main issues. Because of this occurrence, advertisers are now

looking into more original and genuine ways to engage with customers without coming across as

invasive.

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It was not long ago, firms were unsure about how effective social media platforms were. Now

most business concerns explore social media as an Online advertising media. They have begun to

realize the added value it brings to them. Technological advances have made social media an

important segment of business. Social media marketing has deviated from the traditional

marketing practices. It gives a whole new dimension to marketing as it also offers ready

interaction with ultimate customers. Nowadays, major social media platforms such as facebook,

instagram, twitter, Pinterest, snapchat, etc provide various features like Facebook ads, promoted

posts, sponsor stories, page post ads, etc.

The ability of the marketer to attract members of social networks to discuss and promote a

product determines whether campaign advertising is a success or a failure. Online social media

advertising programs give advertisers the chance to target their ads by making use of user

demographic data. While there are more and more benefits to online advertising on social media

platforms, there is a growing belief that aligning online user or customer relationships and

creating graphs for these social relationships can be extremely helpful in predicting how

customers will react to different online marketing strategies and messages. Numerous social

media platforms, including Facebook, Instagram, Twitter, Pinterest, LinkedIn, and Snapchat, can

be utilized for online advertising. Different social media platforms provide various methods of

brand promotion.

Additionally, the growing usage of ad blockers and users' ability to control how they interact

with ads has forced advertisers to hone their tactics and produce value-driven material that

people actively interact with. Due to the fierce competition for users' attention on social media, it

is crucial for advertisers to create messages that stand out from the crowd and pique users'

interest.

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For advertisers to adapt and succeed in this dynamic environment, they must continually monitor

consumer perceptions of social media advertising as social media platforms change and user

behaviors shift. As a result, businesses may use the research of consumer impressions of social

media advertising as a crucial compass to navigate the constantly evolving world of digital

marketing and forge deep connections with their target customers.

Social Media Advertising

To effectively engage audiences, people use a variety of styles and methods while advertising on

various social media sites. Social media advertising techniques that are frequently used include:

In addition to organic content, businesses can pay to have their content (such as articles and

videos) marketed to a specific audience through sponsored content.

Influencer Marketing: Companies advertise their goods or services through influencer-generated

content by working with influencers who have a sizable fan base and reach.

Video advertising: To effectively engage viewers and spread the brand message, short video

commercials or longer video content are used.

Carousel ads: These advertisements let companies show off a variety of pictures or videos in a

single ad, giving users a dynamic and interesting experience.

Businesses may immediately tag products in postings on Pinterest, enabling visitors to make

purchases without ever leaving the site.

Display Ads: These banners direct users to the advertiser's website or landing page by appearing

at the top or on the side of social media pages.

Sponsored Hashtag Challenges: To promote user-generated content and brand interaction, brands

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design challenges that invite users to take part and produce content using a particular hashtag.

Retargeting: Advertisers attempt to re-engage and increase conversions by focusing on

consumers who have already connected with their website or content.

Facebook

Facebook has over a billion active members worldwide, making it the biggest and most popular

social media platform. Based on the interests, demographics, and behaviors of users, its

advertising platform offers a wide range of ad types and accurate targeting choices. Companies

can produce: -

Advertisements on Facebook: These are sponsored posts that show up in users' News Feeds. The

options available to advertisers include pictures, videos, carousels, and slideshows.

Facebook Page Promotion: To grow their fan base and engagement, brands can advertise their

Facebook Pages.

Facebook Messenger Ads: Facebook Messenger allows for the display of ads, providing a direct

channel for user communication.

Target Market: Facebook has a large user base that appeals to users of various ages and

backgrounds. It is especially well-liked by adults, making it a great platform for companies

targeting a varied audience

Instagram

Instagram Feed Ads: These sponsored posts are displayed in users' feeds and blend in with the

other content there.

Instagram Stories adverts: Immersive full-screen vertical adverts that show up in users' Stories

feeds.

Instagram Explore Ads: You can also place advertisements in the Explore area to target users

who are looking for fresh content right now.

Target Audience: Younger consumers, notably millennials and Generation Z, are particularly

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fond of Instagram. For companies in the lifestyle, fashion, beauty, and food sectors wishing to

interact with a visually-focused and mobile-savvy audience, it is the perfect platform.

Twitter

Twitter is a microblogging site renowned for its in-the-moment updates and lightning-fast

discussions. The aspects of Twitter's advertising include:

Promoted Tweets: Advertisers can have their tweets promoted so that they show up in users'

timelines, increasing interaction and audience reach.

Promoted Accounts: To gain more followers and expand their Twitter presence, brands can

promote their accounts.

Advertisers can encourage trends to raise awareness and involvement in particular dialogues.

Target Audience: Journalists, influencers, and public figures are just a few of the many people

that Twitter draws in. It is well-liked by experts, journalists, and others looking for current

information.

LinkedIn

LinkedIn is a platform for professional networking created for people and organizations who are

career focused. The alternatives for advertising on LinkedIn include:

Sponsored Content: To enhance visibility and interaction, brands can advertise their content.

With Sponsored InMail, marketers can deliver customized communications right to the inboxes

of their target audience.

Display Ads: These are banner advertisements that appear on LinkedIn's website.

Target Market: Professionals, companies, and job seekers make up LinkedIn's user base. For

B2B companies, recruiters, and those looking to network professionally, it is a great platform.

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1.2.6 Snapchat

Because of its transient nature, Snapchat is a multimedia messaging software that appeals to

young users. Snapchat's advertising options include:

Snap Ads: Vertical video advertisements that play in the Discover section or in between Stories.

Branded augmented reality (AR) filters are known as sponsored lenses.

Location-based overlays for users' Snaps are known as sponsored Geo filters.

Most Snapchat's users are young people, especially members of Generation Z. It is perfect for

businesses looking to appeal to a young, creative population.

YouTube

The largest video-sharing website in the world, YouTube draws billions of people who watch

tons of video content every day. Businesses can use YouTube advertising in several ways to

successfully reach their target market:

Skippable video commercials that display before, during, or after YouTube videos are known as

TrueView ads.

Short video ads that play before or during YouTube videos and cannot be skipped are referred to

as non-skippable in-stream ads.

Bumper Ads: Up to six seconds of brief, non-skippable video advertising.

Sponsored Cards: In-video overlay advertisements with pertinent call-to-action buttons on

YouTube.

Target Market: YouTube attracts consumers of all ages and interests thanks to its large user base.

It is a significant platform for organizations looking to engage with a younger audience because

it is especially well-liked by millennials and Generation Z

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CHAPTER II: COMPANY PROFILE

Details of the company

Details of Mancunianz Media LLP

Mancunianz is an independent creative agency built on the passion, curiosity, and industry

knowledge of team members in the design, development, and marketing fields. They are a

content – first creative agency having expertise in Creating tactics, Executing Strategies,

Scripting Campaign and Monitoring performance. Promoting the idea of "Everything at Once,"

They get excited by working with reputable agencies and corporations around the world.

The company's executive team is comprised of its three visionary founders, with Mr. Ashonal

Pereira serving as the CEO, Mr. Lester Castelino as the COO, and Mr. Nevin Chonkar as the

CCO.

Mancunianz is a powerhouse of expertise and achievements with an impressive track record:

• 750+ Man years of collective experience.

• 9750+ Hours of Design work completed.

• 35+ Billion words of copy written for successful client campaigns.

• Executed an astounding 1450+ Million Lines of code.

• Boasts a resource pool of 90+ talented professionals.

• Launched 150+ successful client campaigns.

• Earned the trust of 100+ happy clients across 20+ geographies.

Mancunianz has not only earned the respect of its clients but also garnered recognition in the

form of prestigious awards. Among these accolades, they were honored with the Global

Excellence Awards – 2020 and were featured in the Silicon India Spotlight – 2022, further

solidifying their position as a leader in their industry.

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Mancunianz offers a comprehensive range of services, including:

1. Design

2. Branding

3. Web & Mobile app development

4. Gaming

5. Social media marketing

6. Performance marketing

7. Media planning

8. Public relations

9. Event marketing

10. ATL & BTL marketing

11. Brand films

12. Influencer marketing

13. Marketing consultancy

14. Sales advisory

Their diverse portfolio of services enables them to cater to various business needs and deliver

impactful solutions.

Having a global presence, Mancunianz serves clients across various countries, including India,

UK, USA, Mexico, UAE, Australia, New Zealand, France, Italy, Spain, Germany, Cyprus,

China, Thailand, and Indonesia.

Their extensive client portfolio spans diverse industries, featuring prominent alpha & boutique

brands such as Hyundai, Cinepolis, Croma, Royal Enfield, Godrej, Mapro, TATA Motors,

Scentials, Fresh, B & D, SBI Securities, Future Generali, TVS CREDIT, TIMESPRIME, ZEE

HIPI, Jupiter, LIXIL, Grohe, American Standard, Creativ Mentor, Auxilo, The crazy yogi, Fyne

Hand, Studio ABR, MTR, South High, Banana Leaf, ARMR, AMN Life, Alfranko, Belle

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property, Sienna Eden, Ausbuild, My property plan, Dream, Danube properties, Krypton,

Prospecta, Delsk, and Craft World

Within the office, Mancunianz comprises several specialized departments, each contributing to

the company's seamless operation:

• Accounts Management Department

• Strategy Team

• Design Team

• Web Development Team

• Copy Team

• PR & Influencer Team

These departments work collaboratively to ensure efficient project management and deliver

outstanding results for their clients.

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Details of the Industry

The Indian digital marketing market has witnessed impressive growth, reaching a value of USD

3,931.3 million in 2022. It is anticipated to grow at a CAGR of 30.2% from 2023 to 2028, with

the goal of reaching a value of USD 19,268.7 million by that year.

([Link] This

significant growth is attributed to the increasing global preference for digital media channels.

Notably, several entities in the Asia Pacific region, particularly in emerging economies like

China and India, have made substantial investments in digital advertising. India has witnessed

significant investments in technology advancements and digital platforms. The rising demand in

the Indian digital marketing market is fueled by the growing consumer base, especially among

the youth, who are increasingly engaging with digital platforms. The surge in smartphone sales

across India has also contributed to the market's growth, considering India's status as one of the

largest global markets for smartphones. With a vast consumer base that spans across different

age groups, India offers considerable growth potential as a medium maturity market.

Furthermore, India ranks as the second-largest online market globally, with a large population of

internet users who actively spend time on digital platforms and social media. The growing

reliance on the internet has resulted in an increased demand for electronic devices such as

laptops and mobile phones, driving the demand for digital advertising and, subsequently, digital

marketing.

The market for digital marketing is segmented based on the type of services offered, including

email marketing, search engine optimization (SEO), blogging and podcasting, social media

marketing, influencer marketing, digital out-of-home media, affiliate marketing, and others.

Moreover, digital marketing caters to various end-use industries, such as automotive, BFSI,

telecom, education, FMCG, e-commerce, retail, media, entertainment, and others.

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In India, digital marketing is witnessing robust growth across different regions, including North

India, West and Central India, East India, and South India.

The rise in popularity of social media platforms and other digital media channels has been a key

driver for the growth of the Indian digital marketing market. As technological advancements

continue to surge in response to rising demand, the overall market trend remains positive.

Investments in sectors such as BFSI, CPG, media, entertainment, and telecommunications are

witnessing an upswing due to the perceived potential across India. The shift in consumer

preference from traditional television to on-demand video platforms is expected to drive

significant growth in the digital marketing market, primarily fueled by the increasing popularity

of online television shows and movies.

As the country's economy demonstrates long-term growth, higher incomes are anticipated,

leading to increased sales of smartphones and laptops, as well as greater internet penetration.

This rapid expansion of the smartphone and internet market in India has provided a favorable

boost to the growth of digital marketing. Additionally, initiatives like the 'Digital India' campaign

introduced in 2015 have further propelled the growth of the digital marketing market in the

country

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CHAPTER III: REVIEW OF LITERATURE

Shweta Bansal et al (2014)

Marketers have now tapped it as an effective medium for

communicating with their customers by providing them with constant access to all the

information they were looking for through creative ways to retain and maintain good relations.

The study examined consumer satisfaction and the scope of social networking sites, which have

opened a wide communication base for online users to virtually interact, share, and meet other

people. According to the study's findings, small businesses benefit more from and find it simpler

to use social networking sites as a form of communication because they are less expensive than

more conventional channels.

Ateş Bayazıt Hayta (2013)

According to the study, social media is one of the most crucial platforms for communication.

Social media has a significant impact on how consumers acquire information about the products

and services they should buy based on their needs. Additionally, researchers looked into how

social media, which has recently changed how we live and added a new dimension to the

Internet, influences consumer purchasing behavior.

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Teena Bagga (2012)

Study looked at how people perceive several issues, including use of numerous social

networking sites and access to them. People utilize social networking sites like Facebook, Orkut,

Linsedin, and Twitter to draw users and aid in. On social networking sites, you can interact,

communicate, and collaborate with others. According to a study, there are privacy and security

concerns for users of [Link] outcome demonstrates that all age groups have registered on SNS,

which is free to use and does not have an age restriction on registration. According to a study,

LinkedIn is rated highest for security and contact management, while Facebook is thought to

offer the most user-friendly applications among social networking sites like Facebook and

YouTube.

Phan (2011)

conducted research on how social media affects consumers' views and buying inclinations. The

author claimed that because social media is user-friendly and intuitive, those who are

knowledgeable about the most recent communication technology have contributed to its success.

However, the author thinks that because social media is still in its early stages and still has a long

way to go, investments in it cannot boost consumer attitudes and buy inclinations.

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Chi (2011)

User motives for online social networking may be crucial in determining how consumers react to

social media marketing since people see online advertising differently depending on the social

network.

Lertdejdecha, et. a1. (2009)

Demographics, the applicability of the advertisement, brand familiarity, and attitudes regarding

SMS and MMS have all been found to significantly influence how customers react to

commercial SMS/MMS. The data was gathered from customers in various demographic

categories using questionnaires. Multiple regressions (SPSS 16.0) were used to determine

whether consumer attitudes toward SMS and MMS had a significant impact on how they

responded to advertisements. On the basis of the statistical research, we offer broad

recommendations for an efficient SMS/MMS marketing strategy.

Boyd el At. (2008: 210-230)

have compiled historical data from social networks and new study. The authors, professors at

Berkeley and Michigan State, believe that social networks are becoming more and more alluring

to researchers because of their value, size of audience, and potential for market research.

According to Boyd and Ellison (2008), "social networks are web-based services that enable users

to create a public or semipublic within a system, construct a user list with shared relationships,

and view the list of relationships between those individuals and other users within the system.

According to Boyd and Ellison, Six Degrees, which debuted in 1997 and vanished in 2000, was

the first social network historically speaking. The most significant modern social networks were

founded after 2002: Fotolog. LinkedIn, MySpace, [Link], and Hi5 were all launched in 2003.

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Ho, el. At. (2004)

Consumer perceptions toward mobile online advertising and the link between views and

behavior are the subjects of the current study. The development of a tool for gauging opinions

regarding mobile online advertising. According to survey findings, (1) consumers generally have

negative opinions toward mobile online advertising unless they have specifically given their

approval, and (2) there is a direct correlation between consumer sentiments and consumer

behavior. Since the respondents had negative sentiments about receiving mobile commercials, as

shown by the empirical data, it is not a smart idea to send SMS adverts to potential clients

without their prior consent. Given the private and intimate character of mobile phones, this may

have been due to their dislike of mobile adds. They had positive attitudes, and with their consent,

advertisements were issued. This suggests that in the future, permission-based web advertising

might play a significant role in the mobile environment.

Choi, et. al. (2002)

Consumer impressions of advertisements were examined for entertainment value, annoyance,

formativeness, credibility, and demographic. Interactivity is thought by researchers to be another

element that influences customers' impressions. Designers and marketers can more effectively

strategize their online advertising designs by understanding consumers' attitudes regarding online

advertising. The efficiency of interactive media, like the Internet, can be increased with a greater

understanding of interactivity. It is suggested a methodology for examining the elements that

influence customers' impressions of advertisements, and the ramifications for internet-based

ecommerce and online advertising are examined. In this study, we analyze how consumers

perceive various ad kinds from their point of view as consumers. For both brand-building and

directional goals, their goal is to comprehend the perceived differences between internet-based

online advertising and traditional online advertising.

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CHAPTER IV: OVERVIEW OF THE ROLE AND RESPONSIBILITIES DURING

THE INTERNSHIP.

During my tenure at Mancunianz LLP, I had the opportunity to immerse myself in a dynamic and
comprehensive range of services that collectively formed the backbone of our clients' marketing
strategies. Here's a glimpse into the services provided and the strategic management approach
employed in key areas:

1. Advertising:

In the realm of advertising, the agency demonstrated prowess in crafting and executing campaigns
across diverse channels. This encompassed traditional mediums such as TV, radio, and print, as well
as digital platforms like online ads and social media advertising. The agency's approach was defined
by an integrated strategy ensuring uniform messaging and branding across all channels. Real-time
optimization, facilitated by data analytics, was a cornerstone in tracking campaign performance.

2. Branding:

My involvement in branding activities allowed me to witness the meticulous process of building and
maintaining a robust brand identity. This spanned from logo design to defining brand messaging,
positioning, and ensuring a consistent visual and verbal identity. The agency's commitment to
consistency was evident in the development of comprehensive brand guidelines. These guidelines
served as a blueprint for overseeing brand implementation across all touchpoints, resulting in a unified
and recognizable brand image.

3. Public Relations (PR):

PR services formed a vital component of the agency's portfolio, involving the strategic management
of a brand's relationship with the public, media, and stakeholders. Engaging in media relations, crisis
management, event planning, and community outreach, the agency crafted PR strategies aligned with
overarching marketing goals. This encompassed securing positive media coverage, navigating crisis
communication adeptly, and cultivating positive relationships within the community.

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4. Online Presence:

My role in managing online presence exposed me to the multifaceted world of digital marketing. This
involved a strategic blend of efforts, including SEO, social media management, content creation, and
online reputation management. The agency's multi-channel approach aimed at enhancing online
visibility, optimizing websites for search engines, curating engaging content, and maintaining active
social media profiles to fortify the brand's digital footprint.

5. Customer Engagement:

Customer engagement services were centered around fostering meaningful relationships. This
encompassed social media engagement, customer service, loyalty programs, and feedback
management. The agency's approach prioritized personalized interactions, utilizing social media
platforms for active engagement, implementing customer feedback mechanisms, and designing
loyalty programs to enhance customer retention.

6. Data Analytics and Measurement:

An integral aspect of the agency's services was data analytics. Utilizing advanced tools, we measured
the performance of campaigns, tracked customer behavior, and derived actionable insights. This data-
driven approach involved monitoring key performance indicators (KPIs), conducting A/B testing, and
making informed, data-backed adjustments to optimize future campaigns.

7. Integrated Marketing Strategies:

My experience also involved witnessing the agency's specialization in developing integrated

marketing strategies. This holistic approach ensured seamless coordination across advertising,
branding, PR, online presence, and customer engagement. Regular evaluations and adjustments were
ingrained in the agency's modus operandi, enhancing overall effectiveness and aligning strategies with
the brand's goals and values.

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CHAPTER V: TULSI TEA - CRAFTING A 360-DEGREE MARKETING

PLAN AND AD CAMPAIGN

My first assignment at Tulsi Tea, the third-largest tea brand in Gujarat, presented a unique challenge
and an exciting opportunity to develop a comprehensive 360-degree marketing plan and ad campaign.
The company's objective was clear—to sell 800 tons of tea within a span of 6 months. However, the
initial assessment revealed that the company lacked a structured marketing strategy or preferences for
an ad campaign.

Understanding the Tea Industry in Gujarat:

The journey began with an in-depth analysis of the tea industry in Gujarat. Research involved
studying market trends, consumer preferences, and the competitive landscape. Key factors such as the
types of tea consumed, popular flavors, and the role of tea in the cultural fabric of Gujarat were
meticulously examined. This foundational research formed the basis for developing a targeted
marketing approach.

Consumer Behavior Analysis:

A crucial aspect of the project was understanding how tea consumers in Gujarat behaved. This
involved delving into consumer habits, purchasing patterns, and the factors influencing their tea
choices. Recognizing the significance of tea in the daily lives of Gujarat residents, the team aimed to
align the marketing strategy with the cultural and social aspects associated with tea consumption.

Instagram Account Strategy:

Considering the growing influence of social media, particularly Instagram, in shaping consumer
perceptions, a focused strategy was devised for Tulsi Tea's Instagram account. This encompassed
defining the visual identity, content themes, and engagement tactics that would resonate with the
target audience. The objective was not just to sell tea but to establish a meaningful connection with
consumers through the brand's online presence.

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Content Bucket Creation:

To ensure a consistent and engaging online presence, a content bucket strategy was developed. This
involved categorizing content into themes that would appeal to different aspects of the target
audience. Content creation extended beyond promotional posts to include educational content about
tea, behind-the-scenes glimpses, user-generated content features, and interactive elements to foster
community engagement.

Learning Outcome:

Through this experience, I gained valuable insights into developing a marketing strategy from the
ground up. The project highlighted the importance of market research, understanding consumer
behavior, and tailoring content to resonate with the target audience. Crafting a 360-degree marketing
plan for Tulsi Tea required a holistic approach that went beyond sales targets, emphasizing the
creation of a brand identity that connected with consumers on a personal and cultural level. This
project laid the foundation for my understanding of integrated marketing strategies and the intricacies
of the tea industry in the specific context of Gujarat.

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CHAPTER VI: EICHER MOTORS: NAVIGATING THE ROADS OF

EXCELLENCE

One of the major projects I undertook during my internship was addressing the primary challenge
faced by the Eicher brand –

a limited reach on their social media channels and low visibility. Despite its prominence in the
automotive industry, Eicher Motors encountered difficulties in fully harnessing the potential of its
social media presence, presenting a significant hurdle in effectively connecting with its target
audience and optimizing the digital landscape for enhanced brand visibility.

The core issue revolved around the underutilization of social media platforms, which are pivotal for
brand communication and engagement. Eicher Motors possessed compelling products, but there was a
lack of a robust strategy to effectively showcase them in the digital realm. The challenge extended
beyond expanding the follower base; it included creating engaging content, establishing a coherent
brand narrative, and aligning the social media presence with overall marketing objectives.

Essentially, the brand grappled with the transformation of its social media channels from mere
placeholders to dynamic and influential platforms capable of resonating with its audience. There was
a pressing need for a comprehensive social media strategy to overcome visibility constraints and
propel Eicher Motors into the digital spotlight, aligning with contemporary marketing trends and
consumer expectations.

Back ground

Founding

Established in 1948 by Vikram Lal, Eicher Motors Limited has emerged as a stalwart in the Indian
automotive industry. Born out of the acquisition of Dewan Bahadur O.C. Daw & Sons Ltd., the
company initially focused on producing robust and reliable commercial vehicles. The early years set
the tone for Eicher Motors' commitment to engineering excellence, laying a strong foundation for its
journey ahead.

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Strategic Partnership with Volvo:

In 2008, Eicher Motors and Volvo Group strategically partnered to revolutionize the commercial
vehicle business in India. Leveraging Volvo's global expertise and Eicher's leadership in the Light and
Medium Duty Vehicle segment, the collaboration aimed to drive modernization in the industry. Eicher
Motors, known for frugal engineering and robust after-sales infrastructure, complemented Volvo's
technological prowess and global brand reputation.

This partnership resulted in the formation of VECV, a multi-brand company encompassing Eicher-
branded trucks and buses, exclusive distribution of Volvo Trucks in India, engine manufacturing for
Volvo Group, non-automotive engines, and Eicher component business. Recognized as an industry
leader, VECV offers a diverse range of ultra-modern trucks spanning 4.9-55 tonnes and over 150 fully
built bus chassis variants across light, medium, and heavy-duty applications.

VECV's commitment to continuous transformation, propelled by progressive thinking, advanced

technology, and unwavering values, positions it as a trailblazer in the dynamic world of commercial
vehicles. The company's agility and innovation keep it miles ahead in anticipating and meeting the
evolving needs of emerging markets, evolving infrastructure, new policies, and customer aspirations.

Diversification and Global Presence:

Eicher Motors diversified its product portfolio over the years, encompassing a wide range of
commercial vehicles, motorcycles, and automotive components. The company's commitment to
quality, innovation, and customer satisfaction allowed it to expand its global footprint. Eicher Motors'
products, known for their reliability and performance, are not only popular in India but are also
exported to various international markets.

What work I Did For Eicher Motors On That Project

On the Eicher Motors project, one of the key initiatives was the strategic segregation of content
buckets. This involved a meticulous analysis of various facets to ensure a well-rounded and targeted
approach in the content strategy. The following components were integral to this process:

Competitor Analysis:

Conducting a thorough analysis of other commercial vehicle manufacturers was crucial. This step
involved identifying the strengths, weaknesses, opportunities, and threats posed by competitors in the

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market. Understanding their content strategies, engagement levels, and areas where they excelled or
lacked provided valuable insights for differentiating Eicher Motors.

Industry Trends and Benchmarking:

Staying abreast of industry trends was essential to benchmark Eicher Motors against contemporary
standards. Analyzing successful content strategies within the automotive sector and beyond helped in
identifying innovative approaches and best practices that could be adapted for Eicher's unique
positioning.

Consumer Behavior Study:

Understanding how consumers in the commercial vehicle segment behaved on digital platforms was
pivotal. This involved delving into the preferences, expectations, and online habits of the target
audience. Insights from this analysis guided the creation of content that would resonate with and
engage Eicher's specific customer base.

Content Gap Analysis:

Identifying gaps in the existing content landscape allowed for a more strategic approach. This analysis
involved assessing the kind of content competitors were producing, what was resonating well with the
audience, and uncovering areas where Eicher Motors could provide unique value or differentiate
itself.

Brand Story and Values Integration:

Ensuring that the content aligned with Eicher Motors' brand story and values was paramount. This
step involved a deep dive into the brand's identity, mission, and values, translating them into
compelling narratives that would resonate with the audience.

Content Calendar Development:

Once the content buckets were defined, a comprehensive content calendar was developed. This
included planning the frequency, timing, and themes for various types of content, ensuring a
consistent and cohesive narrative across different platforms.

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Engagement Strategies:

Beyond just content creation, strategies for increasing engagement were devised. This involved
interactive content formats, audience participation campaigns, and leveraging social media features to
boost visibility and interactions.

Performance Metrics and Iteration:

Implementing a robust system for tracking key performance indicators (KPIs) allowed for continuous
improvement. Regular monitoring and analysis of metrics enabled the team to iterate the content
strategy based on real-time insights and feedback.

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CHAPTER VII: LAUNCH CAMPAIGN FOR TATA YODHA PICK-UP

IN RAJASTHAN

Tata Motors approached our agency with a specific requirement: they were gearing up to launch the
new Tata Yodha pick-up in Rajasthan and needed a comprehensive campaign. The scope of the
project encompassed the creation of a full-fledged campaign, including a variety of creatives and all
the elements necessary for a successful launch. This involved strategic planning, creative
conceptualization, content creation, and the development of all campaign materials essential for a
robust and impactful marketing initiative for the Tata Yodha in the Rajasthan market.

Tata Motors, a renowned name in the automotive industry, approached our agency with a distinctive
challenge — to launch their new offering, the Tata Yodha Pick-Up, in the vibrant market of
Rajasthan. The objective was not only to introduce the product but also to establish a strong presence
and resonate with the local audience.

Background

Tata Motors has been at the forefront of technology and product innovations that have contributed
significantly in facilitating the nation's growth. Today, it has emerged as the leader in Medium &
Heavy Commercial Vehicles Truck category with 25 lakh trucks rolled out so far.

Tata M&HCV Trucks have stood the test of time and delivered value to customers operating in varied
applications. Pioneers in product innovations as well as in segment introductions, M&HCV Trucks
cater to a comprehensive range of cargo- market load, agriculture, cement, iron & steel, container,
vehicle carrier, petroleum, chemical, water tankers, LPG, FMCG, parcels, white goods, ODC,
perishables, construction, mining, municipal applications with options of load bodies, tankers, bulkers
and trailers.

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What work I Did For Tata Motors On That Project:

Understanding the Market:

To commence the project, a comprehensive analysis of the Rajasthan market was conducted. This
involved studying the preferences, lifestyle, and business needs of the local population, especially
focusing on the target audience for the Yodha Pick-Up. Insights into the cultural nuances and
economic activities prevalent in Rajasthan played a pivotal role in tailoring the campaign strategy.

Defining Campaign Objectives:

Collaborative discussions with Tata Motors allowed us to align our efforts with their business goals.
The primary objective was not only to create awareness but also to position the Tata Yodha Pick-Up
as the preferred choice for businesses and individuals in Rajasthan. Sales targets and brand perception
metrics were established to gauge the campaign's success.

Creative Conceptualization:

The creative process involved developing a concept that resonated with the spirit of Rajasthan.
Emphasizing the ruggedness, durability, and versatility of the Tata Yodha Pick-Up, the campaign
aimed to evoke a sense of reliability and strength. Visual elements and messaging were curated to
appeal to the target audience's sensibilities.

Content Segregation:

Understanding the diverse applications of the Yodha Pick-Up, content buckets were segregated to
showcase its adaptability across various industries. From agriculture to small businesses and
individual use, each content bucket highlighted specific features and benefits, ensuring a well-rounded
representation of the product's capabilities.

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Localization of Creatives:

Given the cultural diversity within Rajasthan, special attention was given to localize creatives. This
involved incorporating regional aesthetics, language nuances, and symbols that would establish an
immediate connection with the local audience. From print materials to digital content, every piece was
designed to feel native to Rajasthan.

Multi-Channel Campaign:

The campaign was executed across multiple channels to maximize reach. Traditional channels such as
print media, radio, and outdoor advertising were combined with a robust digital strategy. Social media
platforms played a crucial role, with engaging content, teasers, and interactive posts generating buzz
leading up to the launch.

Engagement Initiatives:

To involve the audience actively, engagement initiatives were integrated. This included contests,
interactive quizzes, and user-generated content campaigns. Leveraging the power of social media
influencers with a strong regional presence further amplified the campaign's impact.

Monitoring and Adaptation:

Real-time monitoring of the campaign's performance allowed for adaptive strategies. Insights from
audience interactions and campaign analytics facilitated adjustments to content strategy and media
placement, ensuring optimal effectiveness throughout the campaign period.

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CHAPTER VIII: ELEVATING SCHINDLER LIFTS THROUGH

PREMIUM POSITIONING AND INNOVATIVE SOLUTIONS

One of the major projects I worked on involved addressing the multifaceted requirements and
challenges presented by Schindler Lifts. The brand aimed to tackle three specific issues through
comprehensive marketing campaigns.

Premium Positioning:

Schindler aspired to elevate its brand image and establish itself as a premium player in the
competitive vertical transportation sector. This required a comprehensive strategy to distinguish
Schindler lifts, emphasizing exclusivity, superior quality, and cutting-edge technology.

Combatting Third-Party Intervention:

A prevalent industry challenge was customers opting for third-party spare parts and maintenance
services, posing risks to Schindler's commitment to safety and reliability. Our task was to implement
effective measures, encouraging customers to choose genuine Schindler parts and services over
alternatives.

ABS (Advanced Building Solutions) Promotion:

Schindler identified the need to promote its Advanced Building Solutions (ABS) as an add-on to
conventional lifts, enhancing safety features for a competitive edge. Our campaign aimed to educate
customers about the advantages of incorporating ABS technology into their vertical transportation
systems.

Each challenge necessitated a tailored approach, integrating brand storytelling, educational content,
and visual aids to effectively communicate with the target audience. The campaigns went beyond
conveying the brand's commitment to quality and safety; they aimed to instigate a shift in consumer
behavior, steering them away from third-party alternatives and emphasizing the value of premium
features like ABS.

In essence, Schindler Lifts presented a project that extended beyond conventional marketing
endeavors, aiming to reshape perceptions, influence decision-making processes, and establish a
distinct identity in the competitive market. The core of these challenges lay in fundamentally altering
how customers perceived and interacted with the Schindler brand.

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CHAPTER IX: PERCEPTIONS OF SOCIAL MEDIA

ADVERTISING

In order to gain valuable insights into the effectiveness of social media advertising and its impact on
consumer perceptions, a comprehensive survey was conducted as part of the strategic marketing
initiatives. This survey aimed to delve into the minds of the target audience, understanding their
preferences, attitudes, and responses towards social media advertisements.

Demographics:
The majority of respondents identified as male (52), followed closely by female participants

(48). Only a small number of respondents (2) preferred not to disclose their gender.

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The majority of the respondents in the survey were in the age group of 18-24, accounting for 81

individuals, while the number of respondents decreased significantly in older age groups, with no

participants above the age of 55.

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The data reveals that 44% of the 102 respondents spend 1-2 hours on social media, making it the

most common category. Additionally, 34% spend less than one hour, while 22% allocate more

than 2 hours, providing insights into their social media habits

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1. Social media advertising is essential.

Interpretation: According to the above figure, 26% of respondents strongly agreed that social

media online advertising is necessary, and the remaining 52% of respondents also agreed.

However, 18% of respondents said that it is not required, and 4% strongly disagreed with the

statement.

Chart Title

60

50

40
Axis Title

30

20

10

0
Strongly Agree Agree Neutral Axis TitleDisagree Strongly Disgree

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2. Social media provides accurate information about products/services.

Interpretation: 10% of respondents strongly agreed that social media advertising provides

accurate information about products, 38% of respondents agreed and said that the statement was

true, 38% of respondents were neutral because they were unsure of the statement, 8% of

respondents disagreed, and 6% of respondents strongly disagreed.

Chart Title

40

35

30

25

20

15

10

0
Strongly Agree Agree Neutral Disagree Strongly Disgree

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3. Social media helps me stay up to date about products/services available in the

market.
Interpretation: According to the above figure, 44% of respondents agree with the statement,
16% of respondents are neutral regarding the statement, and 2% of respondents disagree,
claiming that the statement is incorrect. However, 38% of respondents strongly agreed that social
media helps them stay informed about products and services that are available on the market.

Chart Title

50
45
40
35
30
25
20
15
10
5
0
Strongly Agree Agree Neutral Disagree Strongly Disgree

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4. I find advertising on social media interesting and attractive.

Interpretation: According to the above figure, 18% of respondents strongly agreed that online
advertising is interesting and attractive, 58% of respondents agreed, 20% of respondents were neutral,
2% of respondents disagreed, and 2% of respondents strongly disagreed that they always avoid online
advertising.

Chart Title

70

60

50

40

30

20

10

0
Strongly Agree Agree Neutral Disagree Strongly Disgree

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5. Social media advertising helps me make efficient purchase decisions

. Interpretation: The figrue presents opinions on whether or not social media online advertising aids in
making effective purchasing decisions. 12% of respondents strongly agree with the statement, 38%
agree, 42% are neutral, and 8% disagree, saying that it does not aid in making effective decisions.

Chart Title

45

40

35

30

25

20

15

10

0
Strongly Agree Agree Neutral Disagree Strongly Disgree

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6. Social media advertising helps me solve my shopping-related problems.

Interpretation: Based on the above figure, we can deduce that 44% of respondents agree with the
statement and 8% of respondents strongly believe that social media helps to solve difficulties
associated to buying.44% of respondents had a neutral opinion, while 4% disagree with the statement
because they believe it to be unhelpful.

Chart Title

50
45
40
35
30
25
20
15
10
5
0
Strongly Agree Agree Neutral Disagree Strongly Disgree

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7. Social media advertising saves my shopping and product searching time.

Interpretation: The above figure presents opinions on whether or not social media online advertising
reduces the amount of time spent browsing and making purchases. 14% of respondents strongly agree
with the statement, followed by 50% who also agreed, 22% who said that sometimes it takes more
time so they are neutral on the issue, and 14% who disagree.

Chart Title

60

50

40

30

20

10

0
Strongly Agree Agree Neutral Disagree Strongly Disgree

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8. Social media advertising makes me aware of the latest prices, offers, and discounts available.

Interpretation: According to the figure, 34% of respondents strongly agree that online advertisements
inform them of the most recent prices, offers, and discounts that are available. Of the remaining 58%,
6% of respondents agreed with the statement while 2% disagreed.

Chart Title

70

60

50

40

30

20

10

0
Strongly Agree Agree Neutral Disagree Strongly Disgree

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CHAPTER X: FINDINGS OF THE STUDY

1. Gender Distribution: Among the 102 respondents, 47% were females, and 51% were

males, indicating a relatively balanced representation of gender in the survey.

2. Time Spent on social media: Most of the respondents 34% reported spending less than

one hour on social media, followed by 44% who spend 1-2 hours, and 22% who spend

more than 2 hours daily.

3. Perception of Social Media Advertising: 26% of respondents strongly agreed that social

media advertising is essential, and 52% agreed with the statement. Conversely, 18% of

respondents had a neutral opinion, while 4% strongly disagreed.

4. Accuracy of Social Media Advertising: Regarding the accuracy of social media

advertising, 10% of respondents strongly agreed that it provides accurate information

about products, 38% agreed, 38% expressed neutrality, 8% disagreed, and 6% strongly

disagreed.

5. Staying Updated through social media: 38% of respondents strongly agreed that social

media helps them stay up to date about products/services available in the market, while

44% agreed. In contrast, 16% expressed neutrality, and 2% disagreed.

6. Attractiveness of Online Advertising: Only 18% of respondents strongly agreed that

online advertising is interesting and attractive, while 58% agreed, 20% were neutral, 2%

disagreed, and 2% strongly disagreed.

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7. Social Media and Efficient Purchase Decisions: 12% of responders strongly agreed that

various social media platforms help them make efficient purchase decisions, 38% agreed,

42% expressed neutrality, and 8% disagreed.

8. Solving Shopping-Related Problems: 8% of respondents strongly agreed that social

media helps solve shopping-related problems, while 44% agreed. 44% of respondents

were neutral, and 4% disagreed.

9. Saving Shopping Time: Around 14% of respondents strongly agreed that social media

advertising saves their shopping and purchasing time, while 50% agreed, 22% expressed

neutrality, and 14% disagreed.

10. Awareness of Prices, Offers, and Discounts: 34% of respondents strongly agreed that

online advertisements make them aware of the latest prices, offers, and discounts

available. 58% agreed, 6% were neutral, and 2% disagreed.

11. Online Advertising's Impact on Purchase Decisions: 18% of respondents felt that online

advertising helps them in making purchase decisions online, 50% agreed, 24% expressed

neutrality, 6% disagreed, and 2% strongly disagreed.

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