Interim report

Rahul Pagaria 12BSP2409 Digital & Below The Line Marketing
IBS BUSINESS SCHOOL MUMBAI Page 1
ITERIM REPORT
ON
DIGITAL
AND
BELOW THE LINE
MARKETING
By
Rahul Pagaria
12BSP2409

A report submitted in partial fulfilment
Of the requirements of
PGPM programme of IBS MUMBAI
Date
Acknowledgement
I would like to express my gratitude to all those who gave me the possibility to
complete this project. I want to thank IBS Mumbai for giving me permission to
commence this project in the first instance, to do the necessary research work and
to use the available data. I am bound to senior batch students for their stimulating
support.
I am deeply indebted to my supervisors Prof. P R Kulkarni (faculty-in-charge) and Mr.
Christopher Lopes (company guide) for their help, stimulating suggestions and
encouragement in all the time of internship.
Especially, I would like to give my special thanks to my parents and friends for their
patient love and help in internship.

Table of contents
ACKNOWLEDGEMENT
ABSTRACT
TASK ASSIGNED
INTRODUCTION
COMPANY PROFILE
METHODOLOGY
OBJECTIVE
SCHEDULES
LIMITATIONS
DESCRIPTION
BELOW THE LINE MARKETING
DIGITAL MARKETING
STRATEGIES FOR SPONSORSHIP
COMPANIES VISITED
MID COURSE CORRECTION
CONCLUSION
REFRENCE

Abstract
As a part of my PGPM curriculum I have done my internship training at 3HD Media,
Mumbai. In this report I am going to share my experience in the company for the
period of 55 days. During this period my role was to study the “Below the Line
Advertising” and to organise a “Fashion Show” and do its marketing on digital media.
I was supposed to understand the concept of below the line marketing and to bring
the sponsorships and to do the digital marketing of the fashion show. As a part of my
internship I had identified some problems and provide the recommendations to the
company to market the show.

Task Assigned
Planning is a key factor for the successful of any project, what my company guide Mr.
Christopher Lopes told me at the first day in company. The importance of planning is:
To facilitate goals achievement
To facilitate assessment
To reduce risks and loss
To make good decisions
To carry out job division
To determine opportunities and threats
To find and think out of the box digitally
To understand How Digital marketing- a cost effective solution
So my company guide has planned my task which I have to execute during my
internship.
The tasks assigned are-
To understand the concept of “Below the Line” Marketing
To organise a fashion show
Meeting with companies for sponsorship
Meeting with media agencies
To understand the concept of digital marketing strategies used by other
companies
We worked on promoting our event on social media with digital marketing

Introduction
The main objective of internship is to get exposure to the real business world during.
This is an ideal way to learn about an industry and to build a relationship with a
prospective employer as well as giving one a chance to simply hone his skills.
In 3HD Media my objective is to learn all about the Below the Line marketing and to
implement my knowledge in live project.
We are told to organise a fashion show “3HD Fashion Week”. To organise a fashion
show we have to talk to all the sponsors and media agencies, etc and complete
digital marketing on Facebook, Watsapp, BBM, Twitter, YouTube, Blogs, etc.

Company Profile
3HD Media is a rich digital media agency offering an endless list of digital services all
aimed at engaging the customer on one single touch point that the customer never
fails to carry along and that is their mobile phone.
3HD Media has absorbed the best technological brains in the country and bought
them under one roof so that both advertisers and brand could benefit from the
latest digital media technologies. It’s an effort of the experts who have strived hard
to develop various mobile applications, one of them being Mobile Video Streaming
that allows the person an instant access to a particular content.
Their team possesses extensive intellectual technologies across the entire digital
services like Mobile Video Streaming, Location Based Advertising (LBA)/ Marketing
(LBM) Bluetooth Advertising, Internet Advertising, Video SMS, Video Emails, Wi-Fi
Advertising, Product Launches and Social Media.

Methodology
For the analysis-
Primary and secondary data collection
Live Project
Personal Observation
Presentations
Meeting Brand Managers
Objective
Primary objective
To understand the current Below the Line digital marketing
To enlist the components of BTL Marketing
To analyse the effectiveness of the BTL marketing in Live Project.
Secondary Objective
To recommend suggestions to the company based on study made
To organise the complete fashion show
To contact Brand Managers of successful firms for sponsorships

Schedule
To understand the Concepts
Make the presentations
Meet the Brand Managers
Bring Sponsorship
To organise a fashion show on 18th May, 2013 in R City Mall, Mumbai
Limitations of the Study
As it is the first event of 3HD Media, it is very difficult to make brand managers ready
for sponsorship
Lack of Resources
Lack of Information
Lack of interst in sponsering
Showing celebraty endorsement

Description
In the initial stage of our internship, we were given different projects and we have to
select the project which we want to do. The projects were-
How to increase customer loyalty in telecom industry
Below the line advertisement
Cost per transaction method of advertisement
Out of these I selected “Below the Line” advertising. Then I was told to understand and
make the complete presentation on BTL advertising and to present it in front of all the
interns.
Below the Line Marketing
Below-the-line activity in marketing generally refers to marketing practices making
use of forms of promotion that do not involve the use of mass media, where, in a
firm’s use of an advertising agency, there is usually no commission charged by the
advertising agency, and thus the expense typically appears ‘below-the-line’ on the ad
agency’s bill to the firm.
Below-the-line marketing activity can be contrasted with ‘above-the-line’ marketing
activity, which typically is that where an ad agency would charge a firm a commission
based on advertising placements in mass media such as television, newspaper, and
radio.
Below-the-line marketing activity is also considered by some of its adopters to
encounter a less cluttered communications environment in efforts to communicate
with a target market, in contrast to the relatively more cluttered environment of
mass media advertising.

Digital Marketing
The promotion of products or brands via one or more forms of electronic media. For
example, advertising mediums that might be used as part of
the digital marketing strategy of a business could include promotional efforts made
via the Internet, social media, mobile phones and electronic billboards, as well as via
digital and television and radio channels.
Then we were told that we have to organise a fashion show in Mumbai. The name of
the fashion show which will be going to held on 18th May, 2013(proposed) in R City ,
Mumbai is “ 3HD Fashion Week” The work given to us was to make the list of items
which will be needed to organise the fashion show. Then the team were made
according to the task. My work was to make the presentation for the sponsors, who
will be spending their money in our show. In that presentation I included-
Introduction- All about fashion Show
Highlights- Being a one of a kind show what unique benefits our fashion
show is offering to the exhibitors
Media Plan- All the media plan and marketing which is decided
Marketing Started- What all marketing has been started about the fashion
show, e.g. - Facebook page, blogs, twitter.
Sponsorship Mileage- Marketing done for the sponsors on ground and on
digital media.
Sponsorship Exclusivity- What all benefits will be given to sponsors according
to the money they are sponsoring.

Then I was told to do the promotions on Facebook page about the Fashion show. My
work was to increase the likes on Facebook page and to do the viral marketing of
show.
After all these work I was told to contact and meet the Brand Managers of various
organisations for the sponsorships. My work was to show them the presentation of
our Fashion Show and asked them to be the part of this show.
Strategies For Sponsorship
Approach-In this stage I made an initial contact with the potential brand
managers and tried to find out how they want marketing
Presentation-It is the most important stage. The aim of my presentation is to
attract the Manager’s attention, stimulate his interest and stir a desire for the
sponsorship, so that he takes appropriate action. The main aim is to
communicate the marketing benefits effectively to the prospect and convince
him to give sponsorship. I not only spoke about the benefits the manager is
looking for, but also convinced him about the additional benefits of the
sponsorship.
Handling Objections-I clarified the doubts or objections that the manager had.
Closing-In this stage I asked the manager for the sponsorship.
Follow up-It was my last stage where in I aimed to develop a long-term
relationship with the manager.

Companies Visited
R3 Exports and Marketing
Coca Cola
Zee News
Outlook India
Edelweiss
Colgate
FedEx
Instituti Caligari
Iffco Tokio
VBG
Book My Show
Times of India
I wear me
Godrej india
RCT Mall

Mid Course Correction
Motivating Sponsorship Force
Motivation is the inner drive that triggers people to achieve their goals.
Motivation helps in achieving the desired performance levels and in maintaining
them. Managers ought to motivate their personnel in order to attain desired
level of productivity in the organization.
Basic Amenities provided
As our company is entirely new for fashion show we were facing a lot of
problems to convince people. Basic amenities like telecalling, company factsheet,
pamphlets and canopies were not there in the beginning of our SIP, but now
these amenities are being provided to us for easy working.
Target deduction as a motivational tool
Our target for sponsorship has been deducted from INR 1,00,000 to INR 50,000
just for motivating the student as the revised target seems achievable, which
seemed unachievable in the beginning.
Presentation in corporate instead one to one conversation
As now we have been provided canopies, letterheads, visiting cards, pamphlets
and factsheet, it is now becoming easy for us to take appointments from the
corporate and arrange presentation where we could get large no. of prospective
managers in a very less time as compared to one to one conversation.
CorrVectiCCCOOOjbjn

Conclusion
From this 55 days experience in a corporate, I got a good exposure about what really
the corporate life is about. It’s waking along with targets and mind stresses every
morning. The person who can manage these target and stress are shining in those
fields. I personally think that marketing is not everyone’s cup of tea but if one set his
target high and continuously strive towards that, nothing is impossible. The only
thing required in our field is the right attitude or a positive attitude towards attaining
one’s goal
References
Wikipedia
Slide share
www.3hdmedia.com
All the secondary data available with the company.

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