Industry Internship Project

2018 – 20 Batch
Title of the Project
To Understand the Behaviour of Customers During
Buying Process & Digital Marketing (SEO)

Submitted by
Name of the Student: K.AJAY BHAVANI NAGA SURYA
Roll No : PGDM182012105
Program : PGDM(Marketing)
Batch : M6
Name of the Faculty Guide : Ms. Shivangi Shukla
(Assistant professor)
Name of the Company : KALPATARU LIMITED ,
DIGITAL GANNET PVT LTD
Name of the Company Guide : Mr. Suraj Kiran NC (kalpataru)
Mr. Pavan Kumar (Digital Gannet)
Company Guide Designation : Sales Manager , CEO

Institute for Technology and Management

Plot No. 25 / 26, Institutional Area,
Sector – 4, Kharghar, Navi Mumbai

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 ACKNOWLEDGEMENT

The opportunity of working in Kalpataru Ltd and Digital Gannet Pvt Ltd as an intern was
a great chance for my professional development. The aim of this internship was to be familiar
to the Practical aspect and uses of theoretical knowledge and clarifying the career goals, so I
worked hard towards the internship and compiled this report from the internship experience
till date.

I would like to express my sincere gratitude to my mentors, Mr. Suraj Kiran NC, Sales
Manager at Kalpataru Residency and Mr. Pavan Kumar Reddy, CEO of Digital Gannet
Pvt Ltd who gave their valuable time and constantly guided me, despite being busy with
their duties & responsibilities. They helped me to learn the real-world situations.

I would also like to express my thankfulness & regards to faculty guide Ms. Tanushree
Bhattacharjee (Assistant professor)for her continuous support throughout the internship, for
her direction and steady supervision.

My thanks and thanks likewise go to my partners in Kalpataru Ltd and Digital Gannet Pvt Ltd
in helping me to do the task and the other individuals who have readily bailed me out with their
capacities.

K. AJAY BHAVANI NAGA SURYA

PGDM182012105
PGDM(Marketing)
Batch: M6

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 TABLE OF CONTENTS
SNO TITLE PAGE
NO

MODULE 1 5

1 EXECUTIVE SUMMARY 6

2 CHAPTER 1
1.1 Introduction 7
1.2 Roles and responsibilities taken over during internship 8
1.3 Objective 9
3 CHAPTER 2
2.1 Company profile 10
2.2 Awards and Achievements 11
2.3 5-95 the game changer 13
4 CHAPTER 3
3.1 Methodology 14
3.2 Pre-sales process 14
3.3 CRM process 15
3.4 About Kalpataru Residency 17
3.5 Marketing Mix of Kalpataru 18
3.6 Competitors of Kalpataru in Hyderabad 19
3.7 Impact of GST on buyers 19
3.8 SWOT Analysis 20
3.9 STP Analysis 21
5 CHAPTER 4
4.1 Conclusion 22

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 4.2 Learnings from internship 23

6 CHAPTER 5
5.1 Recommendations 24
5.2 Bibliography

MODULE 2 25

7 Executive Summary 26

8 CHAPTER 1
1.1 Introduction 27
1.2 Tasks given 28
1.3 Objective 28
9 CHAPTER 2
2.1 Company profile 29
2.2 Facilities 30
10 CHAPTER 3
3.1 Tasks Assigned 34
3.2 Tasks Achieved 34
3.3 Process of tasks 34
3.4 ON-PAGE SEO 35
3.5 OFF-PAGE SEO 36
11 CHAPTER 4
4.1 Conclusion 37
4.2 Learnings 37
12 Recommendations & References 38

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MODULE 1

5
 EXECUTIVE SUMMARY
Title: To Understand the Behavior of Customers during Buying Process

Organization: Kalpataru Residency, 8-4-300, 1-A, Ashok Marg, Prem Nagar Erragadda,
Hyderabad, Telangana- 500018

Objective: To get a practical exposure of sales & marketing and to understand the behavior
of the customers during the purchase.

Background: Kalpataru Group established in 1969 by Chairman Mofatraj P. Munot is one

of the fastest growing and leading developers In India. Kalpataru Limited is the flagship
real estate company of the Kalpataru Group. The company is continuously coming up with
new luxurious projects with a futuristic approach and meeting the demands of the
customers.

Methodology: Methodology of the work was executed in the following manner; Cold
calling to prospect clients to fix up meeting which was then followed by explaining the
clients about the company’s project and price negotiation. Primary research and data
analysis of the customers was done to look out for different interests of their needs.

Findings and conclusions: Kalpataru have a lot of value for its customers which makes it
India’s most leading developer. Kalpataru makes sure that the customers experience at the
site is quite tailor made ,as the flat or the property is pitched according to the age group or
type of people.

Recommendations: A proper Marketing team should be implemented.

Achievements: Successfully achieved my targets and experienced great learnings.

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 CHAPTER-1
1.1 INTRODUCTION

The project “Understanding the pre - sales and customer relationship management at
Kalpataru Limited in the real estate sector” is an attempt to learn the methods adopted by
Kalpataru to maximize sales and maintain healthy clientele relations.

The report covers aspects such as understanding the behavior of consumer’s pre- sales and
post sales and converting VDNB (Visit Done but Not Bought) customers into profitable
customers through better negotiation and explaining the futuristic approach of the
upcoming project.

The report also largely focuses on clientele relationship as soon as the deal is sealed, and
the relationship management continues till the developer handovers the building to the
society. The relationship process involves guiding the customers at each step the customer
needs assistance and is completely satisfied.

CRM at Kalpataru has played a major role in generating businesses and profitable
customers through “word of mouth”.

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1.2 Roles & Responsibilities Taken Over During Internship
At Kalpataru Residency:
• Cold calling to 60 prospects each day for 10 days

• Preparing an excel sheet maintaining a record of Hot, Warm, and cold prospects

• Following up interested clients if visit proposed is no visit done

• Handling front office and getting the form filled by prospects visiting the site

• Showing the Audio Visual of Kalpataru Residency

• Explaining the 3D model

• Visiting the site and showing the sample flat

• Explaining the floor plans and layout

• Explaining the cost sheet

• Handing over the client to senior executive to takeover for further negotiations

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1.3 OBJECTIVE

• To get practical exposure of sales & marketing in the real estate sector

• To understand the impact of government reforms like RERA & GST on the real estate
sector

• To understand the behavior of customers during their purchase of flats.

• To learn the negotiation skills with the customer and settle at the point which is
profitable for both the organization and the customer.

• To educate the clients about the schemes offered by Kalpataru and attract the client to
make the purchase under the scheme.

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 CHAPTER-2
2.1 COMPANY PROFILE

Kalpataru Group established in 1969 by Chairman Mofatraj P. Munot is one of the

fastest growing and leading developers In India. Kalpataru Limited is the flagship real estate
company of the Kalpataru Group. The company is continuously coming up with new
luxurious projects with a futuristic approach and meeting the demands of the customers.
Kalpataru has a focus on development of residential, commercial, retail, integrated townships
primarily in the Mumbai Metropolitan Region and Pune.

The Kalpataru Group has interests in real estate development, property and project
management, engineering, procurement and construction (EPC) contracting for power
transmission and infrastructure projects including road projects, warehousing and logistics.

The Group was one of the largest Civil Contracting firms in the Middle East, based in UAE,
between 1974 and 1982, and has completed various successful projects including
residential properties, commercial, religious establishments and other projects. From
constructing innovative buildings to developing futuristic infrastructure, Kalpataru Group
has developed more than 80 landmarks till date.

Vision:
"To be a brand that is admired as an industry leader for its thoughtfully designed high
quality innovative life spaces, is recognized for its customer and people practices and is
acknowledged for fostering long term relationship with stakeholders".

Values

● Business Ethics
● Quality
● Prudence
● Respect

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Innovision as the strategy for future growth:

"Kalpataru has to its credit some of the most admired real estate landmarks in the country.
The company prides itself on its ability to transform dreams into reality. Over four
decades ago, it started with a credo of 'No Compromise', which has become part of its
organizational culture today, transforming Kalpataru into a world-class brand with a
strong commitment to the highest standards. It continues to be guided by its focus on
customers, emphasis on high quality, passion for innovation, commitment to ethics and
open organizational culture".

2.2 AWARDS AND ACHIEVEMENTS

The award recognizes Kalpataru’s contribution to further educational opportunities for

children from society’s less privileged sections, and its signature employee volunteering

initiative – ‘Sparsh’ – which provides a platform for employees to contribute their time,

skills and resources towards various community development activities.

To support education of less privileged first-generation learners, Kalpataru has set

up Community Learning Center’s and Study Classes which augment teaching at school,
and Computer Learning Centre’s which provide access to basic computer education for
free at their doorstep. These learning hubs provide safe and enabling environment for
gaining knowledge, as well as holistic development through co- curricular activities.
Kalpataru has helped create nine Mini Science Centres in various schools to enable better
understanding of the principles of Science and Mathematics among high school students,
besides school libraries to inculcate reading habit among children. Kalpataru has also
renovated school buildings and provided basic infrastructure to schools. Kalpataru’s
intervention programs in the education space have benefited more than 5000 children to
date.

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Kalpataru encourages its employees to volunteer their time and effort for greater
community good. Kalpataru’s employees actively participate in several programmes
spanning child well-being, environment and sustainable development, and cleanliness.
These include initiatives such as ‘The Wish Tree’, where employees fulfill the wishes of
children from shelter homes, ‘Hamara Station Hamari Shaan’, where employees
contributed to the artistic makeover of four Mumbai Suburban Railway Stations, the
‘Merry Mornings Program’ where employees collect and distribute morning hygiene
essentials to the less privileged, besides regular volunteering at Blood Donation Camps,
Tree Plantation Programmes and Swachh Bharat Drives.
As an integral part of its long-term asset creation goal, KPTL has expanded its scope into
Civil Construction, Infrastructure Projects, Road BOOT Projects as well as Agri-Logistics
through its subsidiaries JMC Projects (India) Limited and Shree Shubham Logistics
Limited
• Golden Brick Awards 2017
Kalpataru Solitaire, Best Interior Design Asia Pacific Property Awards 2017-18
Kalpataru Avana, 5-Star Award, Best Residential High-Rise Architecture in India.
• Times Realty Icon Awards 2017
Kalpataru Solitaire – Super Luxury Homes in Western Suburbs

• Mid-day Real Estate Icon Awards

Kalpataru Yashodhan – Iconic Upcoming Residential Project (Western)

• CNBC-AWAAZ Real Estate Awards

Kalpataru Sparkle - Best Residential Project in MMR, Luxury-segment

• Golden Brick Awards 2017

Kalpataru Avana – Luxury Project of the Year
Kalpataru Solitaire – Best Interior Design.

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2.3 5 – 95 THE GAME CHANGER

The 5 – 95 scheme offered by Kalpataru Limited is an attempt to attract clients to purchase

the flat by paying 5% of the Agreement Value and payment of Stamp Duty Registration
Charges and the balance 95% of the amount on intimation of possession. Under this scheme
the builder bears the Pre Emi-Interest till intimation of possession. Though the bearing of
interest payment on behalf of the builder leads to increase in cost, still it leads to maximizing
profit at a higher level.

The scheme 5 – 95 scheme has been widely known as the Kalpataru Exclusive Fest which
has been a win - win situation for both the customers and the organization. Kalpataru has
also given wide range of gifts to channel partners who have played a major role in getting
clients to Kalpataru who have successfully closed the deal on a positive note.

The scheme has been a great success and a complete game changer in the past two months.
The scheme has fetched Kalpataru 120 bookings under the scheme in Pune which is almost
a business worth Rs 100 crores. Kalpataru Limited has a tie up with ICICI Bank for the same
scheme.

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 CHAPTER-3
3.1METHODOLOGY
Dealing with the clients and observing their behavior during their purchase of the flats. My
project is basically related to understanding the prospect customers and examining their needs
and their changing lifestyle and catering their needs. This will help me know the buying
procedure of customers and it will help the company to know the buying patterns of each
prospect customer.

Detailed explanation of the project to the clients once they come over to the site and presenting
the audio visual of the project followed by the 3D Model explanation followed by a site visit
and layout explanation and the cost of the product.

Cold calling on the basis of data available on company’s leads data and inviting the clients
over to the site and giving detailed information of the product and educating them about the
schemes offered by the company.

Generation of sales through Assisting the sales (shadowing the sales executive) and promotion
team in promoting sales by converting present customers in the database who are to be
contacted to customers who finally close the deal on a positive note. Consequently, sales are
generated as per the targets.

3.2 PRE- SALES PROCESS

• The process initiates with receiving the clients who comes to the site to know about a
project and calling the prospects from the data available on SFDC and inviting them to
revisit the site.

• Once the prospect visits the site, they are required to fill a form which includes basic
details of the prospect the configuration they are looking for, their budget and source of
walk – in( i.e. billboards, advertisements , newspaper, channel partners etc.)

• Different forms are filled for fresh and re visit clients.

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 • Once the forms are filled the customers are shown the audio visual of Kalpataru
Residency,Sanath Nagar and the prospects are directly explained the 3D model

• Further the clients are explained the 3D model of Kalpataru Residency.

• The sample flat is shown at the site

• The layouts are explained and costing of the flat is explained

3.3 CRM PROCESS

The CRM process begins as soon as the “Deal is Sealed”. As soon as the customer hand overs
the cheque and all formalities are completed, the role of CRM Team begins.

STEPS OF CRM PROCESS

• SAP Login - Once the application form comes to the CRM team the details are logged
into the SAP system and customer Id is generated. Based on the customer ID and other
basic details the sales order is generated.

• Stamp Duty Collection – The CRM team requests the client to make the payment of
stamp duty and registration through cheque or NEFT. The payments are done in IDBI
Bank on behalf of Statutory Tax Payment. The entire amount is paid to the government.
The client must share the UTR number at this stage, which is generated once the
payment of SDR is done with the concerned CRM executive.
• Preparation of Challan – Once the customer makes the Stamp Duty Registration (SDR)
payment challans are prepared by filling the required details on the IDBI Bank website
and further franking is processed.

• Registration – After the franking is processed the registration of the agreement is lined
up. The client fixes a specific date as per the client’s convenience. The client is
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 given a reminder call a day prior to the registration and an email is sent which includes
the day, date, time & location of the registration and the documents that the customers
need to carry along with them.

• Preparing the supporting documents – Once the registration is done the supporting
documents such as NOC enclosures are prepared as per a specific format, demand
letters which is an SAP System generated document, the payment receipts and Release
of Charge are collected and given to banker or customer.

• Coordinating with the banker and the customer for handing over the documents.

• Handing over the original agreements and supporting documents to the banker or client
as per the client’s demand.

• Preparation of reports on the documents handed over to the bank or customer under
the subvention scheme.

• Preparation of report on the disbursement received from the bank of subvention

customers.

3.4 ABOUT KALPATARU RESIDENCY

• Kalpataru Residency is basically the first project in Hyderabad located in center of the
city named Sanath Nagar, Erragadda.
• The project is in 9.45 acres of land in which the main project which consists of tower-
A, tower-B, Clubhouse is in 5.5 acres and the rest for future development.
• Each tower has G+15floors,and -2 level basement parking , 18 flats per each floor
which has 2bhk and 3bhk and 288 units , in total both the towers has 576 units of flats
and the club house.

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 • 2bhk(1265 sqft),3bhk(varies from 1500-1900 sqft)
• USP(Unique Selling Point) is zig -zag building pattern where each flat experiences a 3-
sided ventilation.

AMENITIES OF KALPATARU RESIDENCY:

• Clubhouse
• Rooftop Swimming pool
• Gym
• Salon
• Spa
• Doctor’s room
• Indoor games
• Banquet hall
• ATM ,Supermarket
• Outdoor chess court and board games
• Amphitheatre
• Outdoor fitness area
• Multipurpose sports court
• Cricket pitch
• Walking and jogging track
• DG Power Backup etc.

3.5 MARKETING MIX OF KALPATARU

The marketing mix is about putting the right product or a combination thereof in the
place at the right time and the right place. It is a perfect combination of the 4P’S (Product,
Place, Price, Promotion)

Kalpataru real estate offers its own constructed flats and shops under different schemes at a
predetermined price which is subject to change without intimation to customers and provide
excellent customer service post sales.

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PRODUCT
The physical goods offered by a company to its customers is referred to as the product.
Kalpataru Limited the real estate company offers a wide range of products such as residential
flats and commercial shops which is purchased by customers either for investment purpose or
end use. Products of Kalpataru include its wide range of projects for example : Kalpataru Jade
Residences, Kalpataru Avana, Kalpataru Amoda Reserve, Kalpataru Splendour (both
residential and commercial)

PRICE
Price is the monetary value of the product offered by the company to its customers.
Different prices are charged for different projects and commercial shops by Kalpataru.
Kalpataru offers it products at a packaged price and does not offer square feet rate.

The packaged price includes all taxes, floor rise, society & entity charges etc. Focusing on the
pricing at Pune Kalpataru Jade Residences the luxurious project has the highest ticket size
whose agreement value starts from 1.5cr whereas Exquisite has an average agreement value of
80 lakhs and Kalpataru Serenity has the lowest ticket size whose average agreement value is
40 lakhs.

PLACE
Place is the location where the product is offered to the customers. Kalpataru offers it
product across India in 8 different locations which includes Mumbai, Pune, Thane, Lonavala,
Indore, Hyderabad, Jaipur, Delhi. Kalpataru has its maximum projects in the western region
and gradually spreading its business in other parts of India.

PROMOTION
The medium through which the customer attains knowledge of the product is known as
promotion. Kalpataru adopts 360-degree marketing to make the customers aware of the
product. Kalpataru also uses Customer loyalty program and lucky draw for channel partners to
increase business. Kalpataru also advertises its products intensively on radio, television,
billboards, social media etc.

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3.6 COMPETITORS OF KALPATARU IN HYDERABAD
Kalpataru Limited being one of the bigger players in the real estate industry is not the sole
player ruling the industry. There are other developers too who have a stiff competition with this
brand.

• Prestige Ivy League

• Aparna Sarovar Zenith
• My Home Mangala
• My Home Avatar
• Cybercity Marina skies
• Cybercity Rainbow Vistas Rock Gardens
• Incor VB city
• Incor One city
• Prestige Highfields
• Aparna One
• Ramky One Galaxia

3.7 IMPACT OF GST ON BUYERS

• As on April 1st , GST Council has reduced the GST rates for under-construction flats
and affordable housing to five per cent and one per cent, respectively and also increased
the carpet area of flats under affordable housing.

• As per the decision taken by the GST Council, the developers of residential projects
which are incomplete as on March 31, 2019, will have the option either to choose the
old structure with ITC or to shift to the new 5% and 1% rates, without ITC.

• The new GST-related announcement has given real estate developers the choice to
either opt for the old rates and the accompanying input tax credit (ITC) benefits, or else
to adhere to the new reduced GST rate of 5% without ITC.

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 • According to the construction status of Kalpataru Residency, Hyderabad it was almost
90% done, so the choice of charging the same 12% GST has been taken by Kalpataru.
Because of this, many customers expected the GST to be low and then the sales
fluctuated in the month of April.

• Customers who expected the profit, dropped in purchasing flat due to higher prices.

3.8 SWOT ANALYSIS

STRENGTHS
• 49 years of excellence of developing trust
• Completed and delivered over 95 projects across India
• Strong Brand Equity
• Healthy Clientele relations
• Customer Loyalty

WEAKNESS
• Late reply to the query of customers compared to its competitors.
• Importance is not given to quality check because no phone calls are recorded and no
daily report of work done is made by the employees
• Very small marketing team and total reliance on vendors for marketing.

OPPORTUNITIES
• Expansion in new geographies and expand towards northern and eastern India
• Reduction in Interest Rates
• Attracting customers through subvention scheme and generate more profitable
business.

THREATS
• Fluctuating interest rates
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 • Delay in possession
• Environmental and Government Regulation

3.9 STP ANALYSIS

SEGMENTATION
• Kalpataru creates a segment of its product all across India. It has a great segment in the
western India especially in Maharashtra. It is gradually creating a market and creating
a segment in northern India in cities like Delhi.

TARGETING
• Kalpataru has majorly targeted the people working in corporates and high-income
groups to sell its wide range of inventory in cities like Mumbai & Pune. It has also
targeted the middle class and middle middle class society to offer products in projects
like Kalpataru Serenity ( Pune) which has a lower ticket size as compared to other
projects.

POSITIONING
• Kalpataru is creating a nation- wide presence gradually and positioning itself as the best
brand in real estate by fulfilling the needs of the customers with excellent construction
and customer service post sales.

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 CHAPTER-4
(4.1)CONCLUSION
• The Industry Internship Program at KALPATARU LIMITED has been a great learning.
The journey of 3 months in the corporate world has taught me how the corporate works
in the real world and the hurdles that come across in daily working of the organization.
It has taught me to bring out the positives and negatives in the working of the
organization. With great mentors and their belief on me boosted my morale and
confidence to work with great passion and overcome challenges at work and achieve
organizational targets.
• No customer is the same and every customer has to be dealt with in a different manner
to satisfy them with what they actually expect from the brand.
• Though Kalpataru is the best in construction it needs to be the best in services too! This
can only be made possible with better coordination and teamwork.
• Customer behavior during the purchase of flats at Kalpataru Residency.
• The buying behavior of individuals towards residential flat is a composite process
which has some degree of risk as it is subjected higher degree of financial commitment.
• The buying behavior among individuals is relying on different features, amenities and
socio-economic conditions
• Customer needs and requirements varies from person to person, like price, typology,
area and etc.
• These 3 months of my experience at Kalpataru Residency helped me in analyzing the
Customer Behavior during their purchase
• Customer satisfaction is the important thing in any industry, the customer need to be
satisfied.
• When there is an interaction with the clients I observed their behavior and their
approach towards every situation. I found people who seems interested, honest,
impatient, aggressive and etc. our company is mainly focused on customer value and
customer satisfaction, so I learned how to deal and respect them.

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4.2 LEARNINGS FROM INTERNSHIP

• I got acquainted with corporate environment and the discipline and the most
importantly time management. The horizon of my knowledge also got broadened. I got
to know about the work culture existing in Kalpataru. Meeting with so many people for
the task, I could understand the behaviour of the customers when they want to buy
property.

• Conflict handling when any customer has a certain question and you don’t agree with
his view than how to handle this situation is very important.
• Negotiation Skills is very important is the selling and promotion. Right price for right
product and good promotion depend upon the marketing situation, benefit for company,
ROI, etc.
• Presentation Skills are important because methods for pitching various kinds of
customers are different as every customer has different mindset, requirements,
knowledge about the product. Ability to handle all kind of situations. Ability to
convince the other people in our favour.

• Time Management is very important aspect in handling multiple tasks. By creating

opportunity on both side, we can easily sale the product. Ability to Communicate with
the customers with clarity of thought and give the information that enable them to do
business with company. I also learned to achieve the target within given period.

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 CHAPTER-5
RECOMMENDATIONS
• Timely revert to customer queries through emails and phone calls especially for TDS
and society charges queries

• Online Support System for checking payment made till date, booking date, registration
date, slab work completed etc.

• Improvement in Internal coordination to reduce work duplication

• Managing database in a manner to reduce call duplication.

• Solving possession related queries

BIBLIOGARAPHY

1. http://www.kalpataru.com/

2. http://www.indiamart.com/kalpataru-group/

3. www.99acers.com

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MODULE2

25
 EXECUTIVE SUMMARY
• The objective of the Digital Gannet is a one stop solution for Digital Marketing
Services, Digital Advertisement Services, Software and App Development, Creative
Making and Online Marketing and Advertisement Training.

• I consider myself lucky to join a startup as it helped me to understand the industry and
as well as the company itself. In this company I was given the responsibility to handle
a huge segment which gave me immense confidence and to learn the digital marketing
process in depth.

SEO Auditing
Analyzing the competitor’s insights for the clients to increase the quality score in order to
increase their page rank.

On Page SEO includes the following:-

• Title
• Meta Tags
• Heading Tags
• Page speed
• Keyword optimization
• URL
• Schema Markup
• Visibility of keywords in landing page Off Page SEO
SMM (Social Media Marketing) includes the following:-
• Facebook
• Twitter
• Google Plus

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 CHAPTER-1
1.1 INTRODUCTION

• Digital Gannet maintains relationship with various International clients come to India
through Digital Gannet.
• Digital Gannet maintains its reputation by remaining on Rank 1 on many of its segment
URLs. Everyone trusts Google’s ranking therefore Digital Gannet have maintained its
reputation.

• The two main segment in digital marketing are SEO and PPC. Digital Gannet is into
both these fields. The main USP of Digital Gannet is to create content which enhances
user experience and compels people to go through our website.

• Digital Gannet majorly aims for organic rankings and therefore SEO is used.

• For more than 3 years, Digital Gannet PVT LTD have been creating a
powerful brand and performance campaign experiences for their clients
worldwide. From start to finish, from concept to execution, Digital Gannet
redefined the digital agency experience.

• Apart from working as digital marketing partner for various MNCs, they also have an
online portal www.Digital Gannet.com which is an online platform for users to interact
and discuss.

• This Chapter we will go through what was the objectives and targets given to us and
the introduction to the processes which were adopted to achieve the target.

27
1.2 TASKS GIVEN

Intern's roles & responsibilities would include:

• Online research on market trends and patterns.

• Connecting with the potential customer for business.
• Social media marketing & management.
• Client relationship management

1.3 OBJECTIVE

• Get strategic understanding of Digital Marketing.

• Understand how to use it for branding and sales.
• Understand its advantages & limitations.
• Become familiar with Best Practices, Tools & Technologies.
• Plan & manage digital marketing budget.
• Manage Reporting & Tracking Metrics.
• Understand the future of Digital Marketing and prepare for it.

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 CHAPTER-2
2.1 COMPANY PROFILE

• Digital Gannet is a one stop solution for Digital Marketing Services, Digital
Advertisement Services, Software and App Development, Creative Making and Online
Marketing and Advertisement Training.

• Vision:
We want to be recognized as a leading provider of Digital Marketing and Digital
Advertisement for various brands. We are committed to earning our client’s trust
through uncompromising dedication to their work.

• Mission:
Our goal is to bring Digital Marketing and Digital Advertisement solution within the
reach of businesses of all sizes in every corner of the world.

• Values:
We believe in respect, loyalty and open communication to our clients and we are
committed to finding the best marketing talent for them.

• History:
We emerged with hand on practice on lots of freelancing live campaigns and projects.
Meanwhile, we started sharing our knowledge by providing training fresher’s and
business professional.

29
2.2 Facilities:

Social Media Marketing:

Insights & Planning:

So we begin with restrictive instruments that help us do somewhat safe listening in. We
discover where your clients hang out, what they're stating, how they act and what they need in
a marked relationship. At that point we break down the discussions to give noteworthy
experiences and key suggestions crosswise over channels and stages while coordinating
purchased, earned and claimed media.

Marketing in Real time:

To succeed in social media marketing,brands need to be both distributers and members.

Also they need accomplices who can make content that takes advantage of individuals'
yearnings and afterward appropriate that marked substance to shoppers when and where they
need it. Ongoing promoting techniques must be versatile and educated by continuous bits of
knowledge into shopper conduct to upgrade programs and exploit new open doors.

Result Oriented:

Most of the advertising agencies, simply engage in social media conversations. But we
also measure them. We track and measure our social media marketing strategies and their
impact on a holistic mix of bought earned and owned media to maximize ROI and continually
improve our efforts.

Content Management:

Our Strategy:

Conveying the right content to the right crowd at the correct time begins with a
coordinated content system. One that consolidates existing brand research, phonetic profiles
and crowd listening projects to help recognize what content you ought to give, what ebb and
flow resources you can influence crosswise over media and what content you have to make.
Pretty much as paramount as the what, is the how: How will you disperse the substance from

30
a specialized viewpoint? In what manner will it get made by inward assets or outsider content
suppliers? In what capacity will you motivate groups of onlookers to impart your substance?
Furthermore by what means will your substance be found? At long last, a strong substance
procedure considers the where: Where does your crowd hang out? What's more where does it
bode well for distribute your substance crosswise over purchased, earned and claimed media.

Content Management:
Today, advertisers need to go past essentially distributed substance. They have to be
dynamic, nimble and mindful of what customers are saying in regard to their image. So, while
we create a substance showcasing technique to guide content advancement, we likewise arm
our customers with extra rules to verify assets and techniques are set up to respond rapidly to
both positive and negative remarks and posts. Together, we screen action progressively and
alter crusades as important for ideal results. With our constant efforts and a relentless focus on
measurement, our clients always know how effective their marketing efforts are and how well
certain pieces of content are performing in different contexts. Our Clients also have access to
our ongoing consumer research, analytics and content optimization.

Analytics & Innovation:

At Digital Gannet, we've grown up with an interest in measurability, which has

provided for us a merited notoriety for having a top site examination practice while helping us
win over twelve advanced AOR accounts. We realize that advertising is about more than simply
pretty pictures and witty words; it’s additionally about conveying on ROI. So, we utilize
prescient demonstrating before a battle to approve our methodology, amid a fight to improve
the results and a while later to quantify our prosperity and apply the learning to future
showcasing endeavours.

Turning Data into Imagination:

It's an alarming truth, yet numerous advertisers are taking heaps of information from
various office accomplices and looking at it in Excel. However, we don't think customers ought

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to need to wade through spread sheets of site examination information to attempt and gather
bits of knowledge out of unlimited numbers pressed into lines, sections and cells. So, all things
considered, we pull a lot of information from unique sources and transform it into one
coordinated dashboard stuffed with experiences that are simple for customers to comprehend
process and follow up on. What's more we fabricate attribution models that are device and label
skeptic to uncover new bits of knowledge, measure cooperative energies in the middle of
channels and bail customers get the most out of their promoting blend.

Search Marketing Program: -

Beyond Search Engines:

Search Engine Marketing has never truly been pretty much the motors. This is more
genuine than at any other time in recent memory now that hunt advertising enters a complex
new period where there are more approaches to search for substance, obscured desires between
inquiry, showcase and social results, and a huge number of new gadgets with which to pursuit.
As pursuit promoting administrations develop past the motors, it will take a gifted and
experienced organization like Digital Gannet to help keep your image unmistakable.

Incorporating SEO and SEM:

Clients of various search engines encounter an indexed lists page as a particular

experience. So, it just bodes well for coordinate your common and paid inquiry procedures
also. By incorporating your web Search Engine Marketing (SEM) and Search Engine
Optimization (SEO) programs, we can build clicks, co-operations and changes.

SEM:

At the point when clients go to various search engines, they're essentially raising their hand
and requesting data about your item or brand. With Digital Gannet's authentic class ability,
restrictive innovation, look media experiences and incorporated methodology to web index
showcasing, we can help you build clicks, change rates and deals - and dependably be there
when your clients raise their hands, whether they're at home or on their mobile device.

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SEO:

Advertisers canter a terrible part of consideration on their landing page - what, what it says,
how it meets expectations. However, the truth of the matter is that most guests to your site
aren't passing through your landing page. They're turning to pursuit to discover precisely what
they're searching for and navigating to that page. So, it is basic to have an exhaustive site
improvement technique that incorporates neighbourhood and versatile quest for being found.
With Digital Gannet's best-in-class engineering, experienced group and incorporated
methodology, we can help your brand get to the highest point of the page - and remain there.

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 CHAPTER-3
3.1 Target / Tasks assigned
• Overview about Digital gannet Pvt. Ltd.

• How to create a new website by using WordPress.

• how to install and develop the website to upload the products and install suitable theme.

• how to optimize the website according to google algorithms.

• Keyword analysis.

3.2 Targets/ Tasks Achieved

• Designed a new website by using online free tools and its installation process.

• Adding products to the pages in the website and choosing right theme for that website and
installed the same.

• By following google algorithms we successfully completed SEO program to the website.

• By using the top pro and free tools, we collected a list of target keywords based on the
business of a company

3.3 Process of tasks

• During the website designing process I got to know different types of website platforms,
tools and clear procedure to develop website.

• While developing the website I got to know that what the google algorithms we have to
follow.

• I got to know what type of keywords to be used and how to find out suitable and competitor
keywords for the business of a company.

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3.4 ON-PAGE SEO

1. Title – It should always contain the money keyword and the brand name.
2. Meta tags – a. Meta Title: Should be same as title.
b. Meta Description: Should be not more than 169 Characters, should contain numbers
Conversational content Special characters and money keyword. Should not be
duplicate
c. Meta keywords: insert the keywords you are targeting

3. URL should be short and only 2 folders/clicks away from the homepage.
4. Keyword optimization should be done according to the length of the page.
5. Outbound links should be given to high niche sites
6. All the webpages linked in your webpage should not go to 404. If it is going please
again link the correct URL.
7. Your URL should be present in the site’s Sitemap
8. H1 tags – Always keep the money keyword as H1 as it is the main heading
9. H2- H6 tags – keep the subheadings as the supporting keywords you are targeting.
10. Image and alt title is checked
11. Page speed is checked and optimize the images
12. Robot.txt file of page is checked
13. After uploading the webpage, it is checked on browse SEO and check everything as
this tool shows you how the bot sees your page.
14. If there is a duplicate content to a main page, a 301 redirect is given to the main money
page you want to rank on.
15. Page should be mobile responsive and the page speed in mobile should be above 80
preferably.

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3.5 OFF-PAGE SEO
• What is a Backlink

A “backlink” is created when an external website links to yours. This why we refer it
to as “inbound links” or “links pointing to your website”

• There are 2 types of Backlinks –

1). Power Backlinks – The backlinks which directly result into rank improvement are
lethal

2). Foundational Backlinks – The backlinks which help in establishing a brand and to
develop overall digital presence. Sometimes the websites from where your intent to get
a backlink only allows naked URL backlink or author bio backlink or the foundational
backlinks which are mentioned below.

• POWER BACKLINKS –
▪ Exact match anchor text (Anchor texting your money keyword)
▪ Partial match anchor text (the anchor text contains your keyword. Partial match
means that at least one word from the phrase match anchor text matches the exact
match anchor text. You can even use long-long tail keywords)
▪ Phrase match anchor text (Anchor texting phrase or LSI of your keyword)

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 CHAPTER-4
4.1 CONCLUSION
• Gained knowledge of technical SEO and overall processes
• Website designing.
• Got an opportunity to work on Segment and Site wide.
• Got an opportunity to understand how a start-up is helping people and gaining success
and reputation in Market
• Competitor analysis
• Geo targeting as per the product or service
• Consumer engagement.
• Developing new pages for website.
• Creating and implementing strategies as per the competitor in every different segments
of healthcare.
• Selecting appropriate tool for different SEO functionalities.
• Allocating time effectively.

4.2 LEARNINGS

The major takeaway is having been given such a huge responsibility of a large segment by Sir
and to lead a team to success. Sir guides us every day to increase our confidence to beat our
competition. We used to design websites and improve the quality of the pages in website. We
used to do SEO audit for various websites for competitive analysis. We used to do ON-PAGE
SEO and OFF-PAGE SEO for website clients to increase their quality score.

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 CHAPTER-5
5.1 RECOMMENDATIONS

These are some of my recommendations based on my observations during the Internship:

• There should be decentralisation of power in the company as reporting each and every matter
to a single person causes unnecessary delay in executing different activities.

• Digital Gannet Pvt Ltd. can be a little pro-active with situation-based creative posts to utilize
the on-going trends. This will help in increasing the engagement over digital platforms and
create interest in the brand.

REFERENCES

• info@digitalgannet.com
• https://www.digitalgannet.com/
• https://www.linkedin.com/company/digitalgannetsolutions/
• https://www.justdial.com/Hyderabad/Digital-Gannet-Solutions-Opposite-
RS-Brothers-Image-Hospital-Lane-Above-Karur-Vysya-Buiding-
Ameerpet/040PXX40-XX40-170605152905-U4L3_BZDET

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