FINAL MARKETING PROJECT.docx

8/2/2019 FINAL MARKETING PROJECT.docx

1/21


2/21

CONTENTS

ACKNOWLEDGMENT..........................................................................................

INTRODUCTION...................................................................................................

CONCEPT.................................................................................................................

SERVICE AND PEOPLE.......................................................................................

PLACE.......................................................................................................................

PROMOTION...........................................................................................................

PROCESS..................................................................................................................

PEOPLE.....................................................................................................................

PHYSICAL EVIDENCE..........................................................................................

SERVICE SEGMENTATION VARIABLES..........................................................

MARKET POSITIONING........................................................................................

TARGETING.............................................................................................................

COST ANALYSIS.......................................................................................................

SWOT ANALYSIS......................................................................................................

THE ROAD AHEAD...................................................................................................

GLOSSARY.................................................................................................................

BIBILOGRAPHY........................................................................................................


3/21

AACCKKNNOOWWLLEEDDGGEEMMEENNTT

We have taken efforts in this project. However, it would not have been possible without the

kind support and help of Dr.Venu Gopal Rao(Prof.Department of Marketing, IBS

Hyderabad) who really guided us throughout the process of completion and gave us his

valuable insights at every stage which helped us complete our project within the stipulated

time.

While making this project,we faced a slew of hurdles which seemed insurmountable but after

a few brainstorming sessions we were able to come up with solutions. This helped us learn

the intricacies of marketing and also taught us the practical application of what we studied in

the MARKETING MANAGEMENT book authored by Prof. Phillip Kotler, Gary Armstrong,

Prafulla Agnihotri and Ehsan Ul Haque.

This project was a part of our curriculum, which has lead to immense developments of our

intricacies of marketing, business acumen and soft skills.

Thank You.


4/21

COMPANY PROFILE:

Situated in Gurgaon, the company aims to provide young individuals the opportunity of

getting right internship according to their profile. In todays world getting the right job is

quite difficult. We at Hook - UP Labs Pvt Ltd provide internship according to the needs of

each individual. We target young individuals who are either post graduate or about to be or

have completed any professional course, who have not got a kick start to their career. We

here work as a team in order to convert your dreams into reality.

getintern.webs.com is a niche internship placement service provider. In existence since 2011,

getintern.webs.com has built partnerships with some of Indias most prestigious and

successful companies and B-Colleges across 12 different industries. Our recruiting,screening, and placement methods allow companies to utilize us as a one-stop solution for

interns, year-round.

Founders:-

Gaurav Malik

NishantSurekha RishavChowdhary

Samarth Shashwat Srivastava VaibhavAgarwal VarunSinghal

getintern.webs.com Advantage

getintern.webs.com has perfected the intern placement process, allowing our clients to gain

access to the most talented college and university students. Impressive client base speak to

the high quality and simplicity of our service. getintern.webs.com is a free service, and a

majority of our interns would work in paid capacity and receive course credit for their

internship.


5/21

INDUSTRY ANALYSIS: EDUCATIONAL SERVICES

The Educational Services Industry is composed of establishments that provide instruction and

training on a wide variety of subjects. These institutions, including colleges, colleges,

universities and training centers, are either privately or publicly owned. Private institutions

may be further classified as "for-profit" or "not-for-profit". We report on publicly traded, for-

profit colleges that have a focus on post-secondary education. According to the most recent

data provided by the U.S. Department of Education, post-secondary education is being

provided to about 18.2 million students. Of that population, some 1.4 million are receiving

their education through for-profit colleges.

Industry Dynamics

Educational Services is widely considered a counter-cyclical industry. That is to say,

typically, when the economy is doing poorly and unemployment is rising, more working

adults, as their career prospects start to dim, decide to upgrade their education. This, in turn,

leads to higher enrollment and increased profit at the colleges. We note that traditional

undergraduate education for young students is generally non-cyclical. Culinary arts colleges,

however, can be labeled as moderately cyclical. Also, certain types of educational institutions

do perform largely in sync with the broader economy. For example, providers of information

technology instruction benefit in good times, when companies are likely to boost related

investment.

There is a growth element to this industry. Education companies are reporting a trend of

rising demand from working adults. More and more employers are requiring college degreesfor a greater range of jobs. Enrollment rates are tracking higher at most colleges. To an 18-

year old, thinking about the future, or a 30-year old without a college degree, looking for a

career boost, diplomas are becoming the standard rather than the exception.

Profit Generation

Colleges are seeing improving enrollment rates in both the traditional and online formats.

Traditional collegeing caters to young students that have just graduated from high college.

Online instruction is more tailored to working adults who prefer to attend classes at evening

time or during weekends. Web classes typically carry higher margins than the traditionalclassroom setting, since professors can connect to a significantly larger number of students

and there are no direct brick-and-mortar costs. Globalization also augurs well for the

industry. Due to global outsourcing, there is increasing pressure on workers in developed

countries to enhance their skills.

There are two other important trends running in the industry's favor. As the U.S. continues to

transition from a manufacturing-based economy to one heavily reliant on the service sector,

for-profit educators stand to gain from offering courses in information technology, healthcare

and business management. And, companies have the opportunity to tap an enormous under-

educated segment of the world population. Lucrative markets include China, Brazil and other


6/21

developing nations. A few educators have already established beachheads in promising

overseas regions.

Regulation and Competition

Companies in this industry adhere closely to the Higher Education Act. Compliance with theAct is critical to maintain accreditation; it provides the ability to operate in various states.

Accreditation allows a college's students to apply for financial aid under Title IV (low

income) of the Act, the Pell Grant, and the G.I. Bill. This is important since a majority of

students receive some sort of aid. Notably, the Act, and other regulation, has been fairly

successful in shutting down and prohibiting "diploma mills", thus ensuring a fairly high

overall quality of instruction.

Competition among these colleges for prospective students is intensifying. Expenses of new-

student leads and marketing continue to rise. Barriers to entry in this industry are significant.

It is very expensive for a potential market entrant to build a college from scratch. The start-upphase can be difficult, especially without a substantial government-supported student base.

Also, IT investment can be complex and quite costly, particularly for online operations.

Financial constraints can limit a college's ability to expand. Colleges prefer to tap the equity

market, when their share prices are at elevated levels, rather than issue debt.

Investment Considerations

There are several things to look for when investing in individual companies in the

Educational Services Industry. Investors should seek colleges that have steadily rising

enrollment, which typically leads to strong revenue and earnings growth. Favorable new-

student starts and high conversion rates (from inquiries to enrollment) are good indicators of

a company's prospects. Colleges that have tapped or have plans to enter emerging markets

will likely have a "first-mover" advantage and solid long-term growth potential. Institutions

that have a sizeable mix of top-quality online business can better lever expanding demand at

the bottom line.

Capable management is also an important consideration in weighing these stocks for

investment. The industry is susceptible to "headline" risk. An adverse ruling, or even just the

hint of an investigation, from the U.S. Department of Education can cause a sharp decline in

valuation. Such problems are frequently the result of inadequate compliance or misleading

enrollment figures. If news breaks that a particular company is under investigation for

reporting irregularities, its stock, and those of its peers, could be affected. Too, a strong,

experienced leadership team is necessary when companies merge. (The industry has

undergone substantial consolidation in recent years.) Often, operating results will suffer from

a combination during an initial integration period. A proven track record strengthens the

chance of long-term success.


7/21

Integrated Marketing Mix

Marketing mix is a set of controllable and tactical marketing tools/product, price, place and

promotion which enables the firm to blend and produce the response it wants in the target

market.

PRODUCT

Internship

getinturn.com is the premier internship program service provider, offering thousands of

internships from the most coveted companies pan India. Create your own internship success,

by taking advantage of our internship placement guarantee. Start by choosing your city and

your industry of interest, and we will match you with company guides who are industry

experts who will introduce you to company and guide you through the hiring process.

Featured Employers

We have built relationships with no. of companies across industries in various verticals who

are committed to providing a hands-on learning experience. Choose to secure your internship

in 8 of the most competitive cities around the country, and set yourself apart from your peers.

Apply your classroom experience by contributing in an extraordinary internship.

Internship Opportunities:

Accounting & Auditing

Advertising

Event Planning

Finance

Hospitality & Tourism

Human Resources

International Trade

Legal

Marketing

Operations

Production

Social


8/21

PLACE

Place being one of the significant areas of research for our product (service), we zeroed

down on south west and southern cities as the number of post graduate colleges in these areas

are in abundance which suit our target colleges and in major cities like Mumbai, Hyderabad,

Bangalore, Pune to name a few, moving up North to Delhi NCR .These cities would be our

business centers.

Head Office is primarily located in Gurgaon.Sice our business centers our located in major

cities and our work model is web based. Our single work place would synchronize with our

all business centers which represent a close vicinity to the segmented market.

Including at least 3 out us 6 to concentrate in these areas, as this remains the untapped

market.setting 2 of us up for the Delhi ncr for future growth leaving the one of us for the

remaining part.

We will be targeting potential colleges under each city.

Buisness Centers No. of targeted

Colleges/UniversitiesBombay 8

Delhi 8

Ghaziabad 3

Bangalore 3

Pune 7

Noida 2

Hyderabad 10

Ahemdabad 2


9/21

PROMOTION

Promotion is a key ingredient in marketing campaigns which stimulates quicker and greater

purchase of a particular product or service by consumers.

The aim of a promotional activity is to induce consumers to try a new product or service. And

this is what the promotional activity of our service strives to achieve.

Our company plans to indulge into aggressive promotional activities. We will adopt different

promotional strategies. Following are :

Seminars: In this we will be approaching colleges and promote ourselves by mode of

seminars.

Telecalling: Individual calling is done to the database available.

Catalog Distribution: A information brochure is given to students caaying details

about our services

Kiosk & Canopy: Also another marketing promotion technique to promote our

servives

Free cd distribution: A Cd containing details of colleges and companies providing

internship with other details will be provided by this medium.

The following is the breakup of promotion mix of getintern.webs.com

Total estimated cost for promotion:

Categories Cost per year

Catalog distribution(50,000 copies) 1,50,000

Kiosk & canopy 1,50,000

Free cd distribution(10,000 copies) 4,00,000

Hoardings 1,50,000

News paper advertising 1,00,000

Fm radio promotion 50,000Total Rs.10,00,000


10/21

PROCESS

Recruiting and Screening

getintern.webs.com recruits and screens every student who applies to ensure they meet thestandards of our employers. From there, employers receive only resumes that meet their

desired qualifications. Previous internships, grade point, leadership, diversity, and

communication skills are just some of the facets our Applications Committee takes into

consideration.

Compliance and Orientation

Once you've made your hiring decision, getintern.webs.com will facilitate any compliance

needs your company has for incoming interns. We also provide interns with a thorough

orientation, including necessary information about the host city, culture, and internship to

ensure students are ready to hit the ground running on their first day of work. Our policy

provide interns with mentors to guide them in their intern process and for solutions pertaining

to internship process.

Follow Up and Support

getintern.webs.com makes sure that they follow up with the company guide and mentors

allotted by respective colleges during the internship to identify successes and challenges in

each interns case. Gathering feedback from both students and employers is useful in opening

lines of communication, and makes for a more beneficial experience for both parties.


11/21

Factors influencing company marketing strategy:


12/21

CUSTOMER DRIVEN MARKETING STRATEGY

SEGMENTATION:

getintern.webs.com basic segmentation is on the basis of literacy and academic

requirements of Post-Graduate study areas for internships.

SERVICE SEGMENTATION VARIABLES

GEOGRAPHIC

Country India

City Delhi, Mumbai, Pune,

Chennai,Hyderabad,Noida,Ghaziabad

Ahemdabad, Bangalore, Kolkatta

Zones North, South, East, West,Central

DEMOGRAPHIC

Age 21-35

Gender Male And FemalesIncome Seekers & Strivers

Family life cycle Single, Married

PSYCHOGRAPHIC

Personality All personality types.

BEHAVIOURAL

Occasion Regular Occasion

Benefits Quality, Service,

Convenience.

User Status Potential User


13/21

POSITIONING:

Positioning is defined as the process by which marketers try to create an image/identity in

the minds of prospects from their target market. The services offered by getintern.webs.com

is one of the kind where Post Graduate students get opportunities to feel the real corporate

experience just before they land up in jobs. The service is easily differentiated from its

nearest competitors in terms of approach towards internship, Convenience and experience.

The following are the broad areas which explains how this Hook Up Labs initiative is

different from the ones prevalent in market:

Approach towards Internship: The basic model on which getintern.webs.com works is

matching the internship requirements of students covering from their university/college

guidelines to their area of interest. Throughout the process, every single student will be

guided and mentored by an industry expert of the stream who apart from keeping a close

check on the intern program progression, will also be in regular touch of students mentor

from college/university and company guide.

Rest assured, all the internships provided by getintern.webs.com whether paid or unpaid willnot be just a certificate displaying internship topic and other typical requirements but will be

a real time opportunity to actually experience work and corporate culture.

Convenience: Since majority of the work apart from uploading of basic details, a students

gets an opportunity to choose their respective streams from among a wide areas of study and

apply for intern position with leading corporates on a click of a button.

Experience: The USP of getintern.webs.com is that the students will definitely get a real

time project or task in hand and apart from their evaluation in their respective

college/universities will also be evaluated by their company guides. This evaluation will be

one of the basis for getting a pre-placement offer from company where the student underwent

his/her internship. getintern.webs.com focus is to convert maximum of internships into a final

job opportunity.


14/21

Targeting:

The company prefers to go for Concentrated Marketing / Niche Marketing strategy

whereby the focus is on the Post-graduate internship period. Through concentrated

marketing, the company is confident to achieve a strong market position because of greater

knowledge of consumer needs in the niche it serves and existence of the need and thereby

resulting in attaining a complete knowledge of industry as a whole.

getintern.webs.com serves niche market of post graduate students with internships in their

curriculum and more importantly for students who consider their internships as a stepping

stone for their final job opportunity. Thus, the main concentrated marketing segment in the

case of Hook-Up Labs Private Ltd (getintern.webs.com) is the post graduate and

professional course students.We have targeted this particular category as our market because

this particular segment consists of characteristics of seekers and strivers.

This process lets smaller companies like Hook-Up Labs Private Ltd(getintern.webs.com)

focus their limited resources on serving niches that may be unimportant to or overlooked by

larger competitors.


15/21

PRICE

Price is the amount of money customers must pay to obtain a service or to avail a service, in

this case being the website service accesability.

Three stages before the consumer or the member is being actually charged.

The first two stages are free of cost as the student or the member has to spend nothing

as registration and browsing through the website contents is absolutely free.

In the first stage the student gets logged on to the website.

In the second stage the student uploads his /her resume, based on the requirement of

the company . The human resource department of the company sends him /her mail or

a message to call him for the interview.

The third stage is an important stage as seeing the qualifications and ability of the

student the student is being interviewed for an internship by the company concerned

for the requirement of an intern. Now if he is selected Hook up labs charges a certain

amount as the student has got placed mainly through the contacts provided by the

website getintern.webs.com .

Two types of pricing, the basis of pricing depends upon the earning of stipendiary amount ,

if the student is earning stipendiary amount then the amount chargeable is Rs 1000.

if he gets a nonstipendiary internship then the amount chargeable is Rs 400.

There is also an additional provision of companies providing preplacement offer, if

the student gets a pre placement offer then the amount chargeable by the website is

Rs 1500 ,this way of pricing is different from the other pay-per click competitors.

The other sources of income for the website company are the revenue generated by

advertising their products or services on our website. The major advertiser sectors can be

educational institutions like Colleges (Both Private and Government Owned)

Laptop Trading compnies

Book Publishers

Mobile companies

Accesorries like pendrive etc

event management companies organizing plays, concerts, youth festivals, fests etc, companies manufacturing stationary products


16/21

Proffessional coaching Centers

NGos making efforts to promote education especially girl education. Any

organization related with educational sector0 or purpose can advertise or promote

itself on this website.

ESTIMATED COST ANALYSIS

CAPITAL EXPENDITURE

Website creation and designing 60,000

Basic office setup 1,50,000

Computers 1,80,000

Company Car 3,00,000

Air conditioner 50,000

TOTAL Rs.7,40,000

REVENUE EXPENDITURE

Rent 5,00,000

Electricity 60,000

Salary:- Fixed 9,60,000

Promoters 18,00,000

Contracual(industry experts) 8,00,000Promotions& Selling 10,00,000

Miscellaneous 60,000

TOTAL Rs.51,60,000

Total Expenditure (7,40,000 + 51,60,000)= Rs.59,00,000

ESTIMATED REVENUE DETAILS:-

Revenue from regular buisness activity 58,00,000Revenue from other sources 7,00,000

TOTAL REVENUE 65,00,000

ESTIMATED PROFIT:- Rs. 6,00,000


17/21

Website Filling Form

Personal Details:

Name*

Residential Address *

Address Of correspondence*

Gender

Male *

Female*

Mobile Number*

EMail Address *

Educational Details:

Year Of Passing Institution Details Agg. %

Higher Secondary

Graduation

Post Graduation

Professional

Course(if any)

Intended area of Specialization for internship:-

Marketing *

Finance *

Human Resource *

Operations*

Information Technology*

International Business*

Strategy*

Legal*


18/21

Please put a scanned copy of your college Identity card.*

Unless you do it we cannot process your application further

as it is for the purpose of verification.

--------------------------------------------------------------------------------------------------------------------------

-----

Note: All the details Showing * are mandatory details and needs to be filled in for the

registration on the website .

After filling these details the subscriber would get a unique ID which would enable him /her

to get log on to the website.

You also need to upload your resume for the purpose of reference.


19/21

Road Ahead

Going global is first step Hook Up Labs is looking for future prospects. Widening our

horizons to reach students all over the globe and making out presence felt in the global

market. Making the site accessible to each and every student at every corner of the world is

the prime objective ofgetintern.webs.com for the road ahead.

Our company also has plans of tying up with other major related sites to foster future growth.

No stone will be left unturned in getting our company to get into the public eye at every

educational institutions. Hook Up Labs also has plans of diversifying its service to Pre-

Placement Offers (PPO), thus redefining companys prospectus over a period of time.


20/21

GLOSSARY

A) Business Centers: Business Centers are those places where the target customers actuallylie.

B) Communication: Communication is a two way process, where there are two parties

involved the speaker and the listener, the speaker in this case is the marketer and the

listener is the buyer who reacts to this way of communication

C) Concentrated Marketing; A market coverage strategy in which a firm goes after a

large share of one or a few segments or niches.

D) Place: Place includes company activities that make the product available to the target

customers. This includes the actual market where the products or services is actually

made available.

E) Price: In ordinary usage, price is the quantity of payment or compensation given by one

party to another in return for goods or services. In economic terms price is defined as the

ratio between the quantities of goods that are exchanged for each other in a transaction.

F) Product: A good or service that most closely meets the requirements of a particular

market or segment and yield enough profit to justify its continued existence. In simple

terms Product means the goods and services combination the company offers to the target

market.

G) Promotion: the act of furthering the growth or development of something; especially :

the furtherance of the acceptance and sale of merchandise through advertising, publicity,

or discounting of a product or service.

H) Segmentation: Market segmentation means dividing a market into smaller groups with

distinct needs, characteristics, or behavior that might require separate marketing strategies

or mixes.

I) Targeting: The process of evaluating each market segments attractiveness and selecting

one or more segments to enter.

J) Value proposition: The full positioning of a brand and the full mix of benefitswhich it is positioned and differentiated.It is the answer to the customers question why

should I buy your brand.
http://www.investorwords.com/10302/meet.htmlhttp://www.businessdictionary.com/definition/requirements.htmlhttp://www.businessdictionary.com/definition/market.htmlhttp://www.businessdictionary.com/definition/segment.htmlhttp://www.businessdictionary.com/definition/yield.htmlhttp://www.businessdictionary.com/definition/profit.htmlhttp://www.businessdictionary.com/definition/profit.htmlhttp://www.businessdictionary.com/definition/yield.htmlhttp://www.businessdictionary.com/definition/segment.htmlhttp://www.businessdictionary.com/definition/market.htmlhttp://www.businessdictionary.com/definition/requirements.htmlhttp://www.investorwords.com/10302/meet.html


21/21

BIBLIOGRAPHY

Kotler, Armstrong, Agnihotri, Haque Principles of Marketing, Company

and Marketing Strategy, Pg 45-46.

Kotler, Armstrong, Agnihotri, Haque Principles of Marketing, CustomerDriven Marketing Strategy, Pg 183.

www.marketing.about.com

www.webcache.googleusercontent.com

www.marketingteacher.com

www.mbaindia.com

www.valueline.com
http://www.marketing.about.com/http://www.webcache.googleusercontent.com/http://www.marketingteacher.com/http://www.mbaindia.com/http://www.valueline.com/http://www.valueline.com/http://www.mbaindia.com/http://www.marketingteacher.com/http://www.webcache.googleusercontent.com/http://www.marketing.about.com/

Documents

FINAL MARKETING PROJECT.docx