Prof. C.P. JoshiDean- MMM, MFM, MIM & MHRDM,Professor & Area Chairperson (Strategy,

International Business &General Management) & Program Co-ordinator

PGDM & PGDM (IB)K.J.Somaiya Institute of Management Studies

and Research

Mr. Rahul .SAssistant Marketing Manager

Grasim Industries Limited [Pulp & Fibre Business]

Capstone Project Report- Trimester IV

Company: Grasim Industries

Project Title: Creating Brand awareness for VSF and its products in the Textile Value Chain

Acknowledgement

Every project big or small is successful largely due to the effort of a number of wonderful

people who have always given their valuable advice or lent a helping hand. I sincerely

appreciate the inspiration; support and guidance of all those people who have

been instrumental in making this project a success.

I, Shagun Changoiwala, the student of PGDM-International Business, am extremely grateful

to Grasim Industries for the confidence bestowed in me and entrusting my project.

 At this juncture I feel deeply honored in expressing my sincere thanks to Mr. Rahul  for

making the resources available at right time and providing valuable insights related to the

project.

 I express my gratitude to Mr. Satish Ailawadi for arranging the summer training in good

schedule. I also take this opportunity to express my profound gratitude and deep regards to

my program coordinator Prof. C.P. Joshi for his exemplary guidance, monitoring and

constant encouragement throughout the capstone project. The blessing, help and guidance

given by him time to time shall carry me a long way in the journey of life on which I am

about to embark. 

Last but not the least I place a deep sense of gratitude to my family members and my friends

who have been constant source of inspiration during the preparation of this project work.

Shagun Changoiwala

PGDM- International Business

Roll No- 08

Declaration

I, Ms. Shagun Changoiwala hereby declare that this project report is the record of authentic

work carried out by me during the period from 25th August, 2014 to till date and has not been

submitted to any other University or Institute for the award of any degree / diploma etc.

Signature

Shagun Changoiwala

PGDM- International Business

Roll No- 08

Date: 10th September 2014

Index

Contents

Mydeals247: The Company Profile.........................................................................................................5

Internet Usage around the World.............................................................................................................8

Internet Usage in India...........................................................................................................................10

Booming Ecommerce Industry..............................................................................................................12

Need of Digital Marketing.....................................................................................................................13

Capstone Project At Mydeals247..........................................................................................................16

Mydeals247 week wise work schedule..................................................................................................16

Learnings about Digital Marketing Tools..............................................................................................18

Learnings and Conclusions....................................................................................................................22

References..............................................................................................................................................23

Mydeals247: The Company Profile

Mydeals247 is an online platform offering revolutionary which offers a real-time online

marketplace. Today internet users today want personalized dashboards based on their current

needs in a real-time environment. However most ecommerce websites today fail to satisfy

these needs of the visitors and therefore they experience a transaction closure at 3-5% of the

total visitors. The ecommerce websites today fail to provide personalized and tend to become

too generic for the customer which many a time results in loss of the customer.

Mydeals247 tries to bridge this gap by providing a revolutionary technology in the e-

commerce industry which identifies individual's preferences, interests, then delivers on-the-

fly adjustments that make each customer feel the site was built just for him or her. It's like

having your own e-commerce or online store to fulfill your own needs on daily basis.

MyDeals247 brings the lowest offers from the sellers based on buyer's request in the local

markets - all the bids from sellers happen real time and very much live. Also,

MyDeals247.com provides the current need analytics (on daily basis) to the sellers in the

local markets.

Therefore Mydeals247 is an ecommerce website which not only provides a personalized

shopping experience to the users but also helps them get the best of the deals from the large

network of sellers. Further it also helps the seller by providing them with analytics tool in

order to allow them to assess the performance of their deals provided to the buyer.

Mydeals247 offers three unique business models as described below:

Real-Time Marketplace: The website doesn’t show any inventory like other ecommerce

sites. The website is designed to be customer centric and it starts by asking the customer’s

interest. The customer expresses interest for a particular product/service specifying his/her

budget. The system will then notify all the sellers who can provide that particular product or

service in the specified budget. The system will then select the top 5 offers from the sellers in

real time and notify the buyer. The buyer therefore will get the desired product or service

according to his expectation.

Volume Based Discounts:The website also provides discounts on bulk purchase. The deals

are received from 5 star dealers and the general focus is on general house-hold items,

entertainment, education, local events, amusement parks, professional training and service

companies. The simple motto of company is buy more and save more.

Personalized Ads and ‘Pay per Lead’: The websitedisplays the local ads based on the

consumer’s interest within the local city at any given point of time. For example a customer

is interested in shoes and watches in San Francisco then the system will display the local ads

of watches and shoes available in San Francisco.

Research says that, the current online Ads are not effective for the merchants - Return-On-

Investment (ROI) is too low. Most times, the consumers are getting annoyed with the random

Ads these days. The famous "Pay Per Click" model is not very effective as the websites

charge the merchants whenever there is any random click. At the same time, merchants do

not have any idea on how to connect back with the consumers (whoever clicked on their Ad).

Apart from this, consumers are NOT paying any attention on the random Ads. The very

reason being, they are NOT in a mood to purchase anything at that time.

MyDeals247 introduces a revolutionary technology to improve ROI for the merchants while

displaying the relevant Ads to the consumers based on their interest at any given point in

time. Also, the consumers get paid for every click. Here is how?

Scenario: Whenever the consumer clicks on the Ad, there will be a video (1-2 minutes

length) and simple product description (500 characters maximum) and asks the consumer to

answer a simple questionnaire about the uniqueness of their product or service (i.e. 2-3

questions). Consumers can answer these questions very easily based on the information

provided.

If the merchant pays $1 per Ad click(i.e lead), MyDeals247 pays 60% of $1 (i.e. $0.60) to the

consumer whoever clicks on the Ad and answer all the questions (as part of the

questionnaire) right the first time. If the consumer does not answer all the questions correctly

for the first time, there will not any pay to the consumer. It’s a great advantage for the

merchants to create a real awareness about their products or services using this questionnaire

model - eventually, it will lead to word-of-mouth marketing.

There is no pressure for the consumers to click on any Ad with this new approach. In other

words, when the consumer clicks and answers the basic questions, consumer gets paid a good

chunk of what merchant offers. Consumer is allowed to click on the same Ad for more than

once - just once chance whether to make it or break it.

Internet Usage around the WorldThe number of internet users in the world has shown a continuous increase. According to

internetlivestats.com around 40% of the world population has an internet connection. This

can be considered as a tremendous increase from mere 1% internet users in 1995. The graph

below shows the increase in internet users from 1993 onwards

The pie chart below shows the distribution of internet users in various regions around the

world. Asia (48.4%), America (21.8%) and Europe (19%) are among the leading regions in

terms of internet usage.

Source:  Internet Live Stats (elaboration of data by International Telecommunication Union

(ITU) and United Nations Population Division)

The internet users in the world use internet from their devices like Desktop/Laptops and

mobile devices. The various activities performed by the internet users around the world are

accessing social network, messaging, emailing, online shopping, job search, reading news

articles, matrimony and many other activities. In the recent years, large and large number of

people are registering themselves on one or the other social networks. There is also an

increase in the number of people who purchase products or services online

Internet Usage in IndiaIndia ranks third in the world with around 2,43, 198,922 internet users. According to a report ‘Global

Digital Statistics 2014’ the following pictorial charts that represents how India uses internet using

desktop/laptops and mobile devices and their presence on the internet. The increasing usage of

internet in India as well on social networks companies are now exploring a new horizon to reach these

customers and promote their brands and products.

Booming Ecommerce IndustryIn order to understand business model of Design with Benefits it is important to define the

term e-commerce. It refers to online transactions: selling goods and services on the Internet,

either in one transaction or over time with an ongoing subscription price. Online retail firms

buy products and resell them online. Physical products are delivered by using traditional

transportation methods and digital products, such as software and music, can be delivered via

the Internet.

The Indian e-commerce space is booming, with the size of the market set to leapfrog over

South Korea, Russia and Brazil to nearly double to touch $30.3 billion by 2016. This would

outpace the rest of the global industry, which would grow by 52.3 per cent in the

corresponding period. This would be far higher than the largest e-commerce market, the US,

which would see 38 per cent growth during the period, as well as other developed markets

like the UK (33.8 per cent).

But it will still remain a minnow in the global landscape, according to data from independent

market research company Emarketer, which indicates that its share of the global industry will

rise from 1.3 per cent in 2013 to 1.6 per cent in 2016.

The rising star in the e-commerce space is undoubtedly China, which is expected to see sales

rise by one-and-a-half times during the period to emerge as the second-largest global arena

for business-to-consumer sales over the internet. The growth would be far more muted in

countries such as Australia and South Korea, which have already witnessed significant e-

commerce penetration and are close to saturation thanks to their small populations.

In India, on the other hand, the huge population, growing internet penetration levels and

rising incomes are set to act as an elixir for the industry. In particular, just 10 million of its

137 million internet users shop online at present and 80 per cent of sales are for travel

services; this presents a huge opportunity.

Need of Digital MarketingThe concept of marketing has changed with the growth of the Internet. It has shifted

consumers from magazines, newspapers, and even some cases television and radio to the

Internet. According to the Internet World Stats (2013), in 2012 the Internet was used by 2.4

billion people around the world, and those numbers are increasing every year. In the United

Sates, the same number was 273.8 million users and in Europe 518.5 million. The Internet is

not only accessed through computers, but also by mobile phones, tablets, game consoles, and

other portable devices. Therefore, the new era of marketing has a digital form. Digital

marketing could be defined as a sub-branch of traditional marketing that uses digital channels

to achieve the same goal as traditional marketing, which is, to attract new customers and keep

old ones by promising superior value. This is only done by engaging the customer with the

brand through social media, blogs, forums, email marketing, mobile applications, website

optimization and online display marketing. Below, figure shows how Internet users are

scattered around the world. The higher users are Asia, Europe, and North America. (Internet

World Stats 2012)

Scott states that the web has created a huge opportunity to reach niche buyers directly with

targeted information that costs a fraction of what big-budget advertising costs. As such,

smaller companies can even reach their target market via digital marketing without

necessitating huge marketing budgets. They only have to find the best and more suitable

digital marketing tools such as newsletters, social media, online banners, blogs, and pay-per-

click marketing. Only problem is that digital marketing requires innovation, since it can reach

millions of people with well-planned marketing, or only few. Creative campaigns usually get

the most attention and sometimes even have to be a bit bold and annoy the public.

According to Garder’s survey (2013), the top priority in digital marketing investment will be

to improve commerce experiences through social marketing, content creation and

management and mobile marketing. Key findings also revealed that a companies’ marketing

success relies mostly on their website, social marketing, and digital advertising, which are all

parts of digital marketing. In addition, savings made by using digital marketing can be

reinvested elsewhere. Normally, companies spend 10 percent of their revenue on marketing

and 2.4 percent on digital marketing, which will increase to 9 percent in the future. (Garder

2013).

The booming ecommerce industry and the growing influence of social media has given rise to

need of adapting proper marketing techniques, content generation in order to stand out and

differentiate the company from another.

Social media influences the purchasing decision of the customers on online webportals to a

great extent. A survey conducted by AC Nielsen in 2012, shows the influence of social media

on the purchasing decisions for the following categories. The social media can play an

important role for the companies as social media can help the company to climb the ladder of

success as well as destroy its image if the company doesn’t bother to keep its customers

happy.

Source: Nielsen 2012 Survey (Most discussed product and service categories on social

media)

Digital Marketing involves the use of your website and associated marketing tools to promote

one’s business online. Blogs, forums, news and newsletters, are powerful ways to inform and

engage the visitors. The global search market draws over 100 billion searches per month- this

is why search engine optimisation and search engine marketing are such a vital part of any

digital marketing strategy.

Capstone Project At Mydeals247

Start Date: 4th August 2014

End Date: Till Date

Type: Virtual Internship

Role: Intern and Team Leader

Responsibilities:

1. Understanding the basics of digital marketing in the initial weeks of internship

2. Performing weekly task assigned by Mr. Prajval

3. Communicating the tasks to the other team members

4. Ensuring that the tasks are completed by the team members

5. Weekly reporting of the tasks to Mr. Prajval

Objectives of the Project:

To understand the basics of digital marketing strategies by assimilating knowledge through

reading the materials that is available online. In the further weeks we are required to create

contents like infographics, videos, meme, quotes, blogs etc in order to promote mydeals247

on the various social network platforms. Further we also need to come up with a digital

marketing strategy for the company to promote itself on the digital environment.

The project also involves Business Development and HR activities in the further part of the

project.

Mydeals247 week wise work schedule

Week 1:

Learn About SEO, SEM and Content Marketing.

The mail mentions certain references/links which we need to visit to learn more about each of the above concepts.

Week 2 - Week 3:

We need to go through all the pages and check the type of content that is posted on each of these pages. Look at the type of content each company posts on their Twitter/ Facebook

/Google + pages, the time of content, user interaction, no of likes and shares per content, which content works well, what time works well etc.

After the above step, the next step would be Creating Content: Will be working on creating

actual content for your company (Mydeals247)

This will include creating: Info-graphics, Meme, Quotes, Blogs, Landing Page content,

Informative, Emotional content, and Videos

Week 4:

We need to create a Digital Marketing Strategy (Creating detail DMS for Mydeals247)

Week 5 - Week 9:

Business Development (This will be explained in detail)

Week 10 - Week 12:

HR Activity (This will be explained in detail)

Learnings about Digital Marketing Tools

In the first few weeks, we read about the following digital marketing tools as mentioned below:

Search Engine Optimization:

Search Engine Optimisation (SEO) is the art of influencing search engines in order to

improve rankings and secure top positions for keywords. When performed effectively, SEO

can improve website rankings, boost brand awareness, increase and drive high quality

website traffic and increase conversions.

There are four main stages in the Search Engine Optimisation process.

1. SEO Planning and Analysis

This stage involves both internal (website) and external (competitive) analysis.

A website analysis involves a comprehensive analysis of a website’s user interface against

key success factors. This includes analysis of the website’s usability, functionality and

design. A thorough website analysis should go beyond user interface to analyse how the

website is helping or hindering the organisation in reaching business goals and objectives.

After the fundamental aspects of the website have been assessed, the analyst will determine

the level of search engine optimisation, including assessment of page ranking, link building

strategies, keywords, meta tags, heading tags, website content and images, and website

promotion strategies. These results are then compared against assessment of a range of

competitors. A website/business objectives overview is then produced collaboratively, and

reports and recommendations for planning and implementation provided.

2. Website Optimisation

This stage involves optimising the many various aspects of a website for SEO efficiency.

This includes optimisation of keywords, meta tags, heading tags and website content and

images, and removal of any search engine penalties which may exist. When optimising your

website, it is important to create SEO Maintenance Files (robot.txt files and sitemap.XML

files). Robot.txt file creation ensures sensitive files (such as secured folders, administration

pages or secure login pages) on your website are protected from crawling and indexing by

search engines. Sitemap.XML file creation provides search engines with a menu structure for

your website, to assist in determining the relevance of your website to a particular search.

The final component of this process involves creation of a Google Analytics account to

enable you to monitor website traffic and visitor usage, and integration of Google Analytics

tracking code throughout all of the pages of your website and any marketing campaigns in

order to track reach and usage and learn more about website visitors.

3. Link Building

This stage is particularly important, as link building drives website credibility in search

engines, accounting for approximately 80% of ranking criteria. The link building process

includes building forward, backward and reciprocal links between and within relevant, well

regarded websites and directories. It may also involve writing and/or submitting articles,

blogs, press releases and/or videos in relevant websites, social bookmarking sites and social

networks.

4. Reporting

Benchmark reporting should be produced prior to commencement of a campaign, as well as

throughout the campaign to provide progress tracking. Examples of reports you should

receive include; page ranking reports, keyword ranking reports, search engine penalty reports,

backlinks reports, traffic reports, index status reports, server type reports, domain issue

reports, IP status reports, and website enhancement suggestions reports, which should include

suggestions for improvement regarding usability.

Search Engine Marketing (SEM)

Search Engine Marketing (SEM) seeks to promote websites by increasing their visibility in

search engine result pages (SERPs) through a combination of search engine optimisation

(SEO) and paid placement, contextual advertising, or paid inclusion. Search engine marketing

offers an inexpensive alternative to traditional marketing media.

There are four main stages in the Search Engine Marketing process.

1. SEM Planning and Analysis

This stage involves in-depth research and analysis of the organisation, industry competitors

and various target audiences. Advanced keyword research is conducted in order to identify

the descriptive terms that best describe your product/service offering and maximise the

effectiveness of the campaign. This includes identifying match types (broad or exact) for

keywords.

A website/business objectives overview is then produced collaboratively, and reports and

recommendations for planning and implementation provided. At this point an account is set

up with goal funnels and visitor segmentation.

2. Ad Campaign Creation

Creative, intriguing, relevant campaigns are the key to getting your target audience to click

through to your website. The relevance and appeal of content and design can mean the

difference between success or failure. Ad campaign creation includes; keyword selection and

optimisation (including negative keyword optimisation), ad group creation, and development

of a creative appeal. Your supplier may develop your ad copy, as well as providing a range of

landing page suggestions.

3. Ad Campaign Management

To ensure the best results, it is important to test, track and evaluate campaigns on an ongoing

basis, including fraud and competition monitoring.

Content Marketing:

Content marketing is a marketing technique of creating and distributing valuable, relevant

and consistent content to attract and acquire a clearly defined audience – with the objective of

driving profitable customer action. Content marketing’s purpose is to attract and retain

customers by consistently creating and maintaining relevant and valuable content with

the intention of changing or enhancing consumer behaviour. It is an ongoing process that is

best integrated into your overall marketing strategy, and it focuses on owning media, not

renting it.

Creating Infographics:

Infographics are graphical visual representation of information, data or knowledge intended

to present complex information clearly and quickly. Infographics help in improving cognition

by utilizing graphics to enhance human visual system’s ability to see patterns and trends.

Infographics thus can be used by companies to promote their brand, publish results and get

the users engaged on various social network platforms. The following infographic was

created by the group as a part of the virtual internship and promoted using Facebook and

Twitter.

Learnings and Conclusions

The learnings from the capstone project are as follows:

1. Theoretical knowledge about SEO, SEM and Content Marketing

2. Understanding the importance of digital marketing for ecommerce websites

3. Following the type of content that is being published by competitors on social

networks

4. Creating content like Infographic for mydeal247 using Pictorchart an online web

service. The infographics was shared on the facebook and twitter page by the group

member and friends were tagged in order to generate likes, shares and comments

which will to promote mydeals247 among social network users

Conclusion:

The virtual internship with Mydeals247 is still in the initial phase and we are using this phase

to understand the basics of digital marketing and trying to learn about various content that

can attract user’s attention towards the content on social network platforms and thus create

awareness about a unique online ecommerce platform called Mydeals247.com. In the further

stages we will enhance our learning by coming up with a digital marketing strategy for the

company and also get an exposure towards Business Development and Human Resource

activities in the coming weeks of the internship.

References

1. http://mydeals247.com/ 2. Whitepaper ‘Everything You Need to Know About Digital Marketing’ by Sam Saltis3. http://www.thehindubusinessline.com/features/investment-world/global-investor/booming-

ecommerce/article6277436.ece4. http://www.jll.com/Research/

eCommerce_boom_triggers_transformation_in_retail_logistics_whitepaper_Nov2013.pdf5. Global Digital Statistics 2014 Report by We are Social 6. http://www.slideshare.net/wearesocialsg/social-digital-mobile-around-the-world-january-

2014?redirected_from=save_on_embed7. http://www.jeffbullas.com/2014/01/17/20-social-media-facts-and-statistics-you-should-know-

in-2014/8. http://www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet/ 9. http://www.infoplease.com/ipa/A0931238.html 10. http://visual.ly/how-people-use-internet 11. http://www.businessinsider.com/10-charts-reveal-stunning-facts-about-how-people-use-the-

internet-2013-6?IR=T#there-is-9-times-more-content-available-to-peruse-online-than-there-was-5-years-ago-its-all-thanks-to-user-generated-content-such-as-photo-shares-video-uploads-tweets-and-articles-as-of-2011-the-content-totaled-2-zettabytes-1

12. http://www.internetlivestats.com/