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Digital marketing is the promotion of your business, organisation or brand using channels
such as the Internet, mobile devices, television and radio in addition to using creative online
advertising, video, podcasts and other such methods to communicate your message. Internet
marketing in particular plays a huge part in any digital marketing strategy and is becoming
the coreof many organisations overall marketing strategies, particularly with regard to social
media and viral marketing.
Digital marketing ecosystem is not only concerned with internet marketing and social media
marketing, in introduction we discussed that peoples have a belief that internet or social
media marketing are same but not same, be clear from beginning itself. Digital marketing
ecosystem consists of internet marketing and social media marketing. They are just a
channels for communication, digital ecosystem consist of integrating channels and
5.1) Digital Ecosystem
•Search Engine (SEO/SEM)
•Displays(Banners,Rich media Banners)
•Research + Planning
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5.1.1) Digital Marketing Models
Digital Branders areoften consumer products companies, retailers or other marketers
that focus on building brand equity and deeper consumer engagement. These companies
are moving away fromtraditional linear advertising and investing in digital experiences
that connect with their customers. They are focused on recruiting new consumers to the
brand, increasing advocacy and driving loyalty.
Demand Generators such as retailers, play the numbers game. They are focused on
driving traffic and converting leads in the fewest steps possible.
To quote the reportagain, “All elements of the digital marketing strategy—website
design, search engine optimisation, mobile connected apps, and engagement in
social communities—aretailored to boostsales and increaseloyalty.
Product Innovators are organisations who usedigital marketing to help identify, develop,
and roll out new digital products and services.
Customer Experiencedesigners usecustomer data and insights to create a superior end-
to-end brand experience for their customers.
Typically, these companies (such as financial-services companies, airlines, hotels, and
retailers) build their business models around customer service.
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5.1.2) 4 Must have elements for digital marketing
5.1.3) Digital Marketing Strategy
Social Media Marketing
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Digital marketing strategy definition
A digital marketing strategy is a channel strategy which means that it should...
Be informed by research into customer channel behaviour and marketplace activity =
intermediaries, publishers and competitors
Based on objectives for future online and offline channel contribution %
Define and communicate the differentials of the channel to encouragecustomers to use
BUT, need to manage channel integration
5.1.4) Framework of Digital Marketing Strategy
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5.1.5) 5 Digital Marketing Strategy
Everything and anything you poston the internet is out there forever. This is why
posting your information online is one of the bestinternet marketing strategies.
2. Generate chainedautoresponders
Auto responder is one of the best internet marketing tool to help build your list.
Establish a draftto potential subscribers. Offer thefull series if they agree to join your
Target readers will be attentive to if and when you have updates about your services
or products, and it is vital to communicate to them about such issues. Make surethat
you constructrelevant links on your web page that will direct them to access such
4. Construct andoffer free product and service
People love freebies, and this works wellfor you since you will be able to attract a lot.
Through all the free channels, ensure you providedetailed information with regards to
your niche or expertise. Point out clearly to your readers that these information are
free for all. Offering freeinformation is the best internet marketing attraction
5.1.6) Advantage of Digital Marketing
Democratization of advertising
Reach: Collapsing barriers of time & space
Lower risk of product/ services innovation
Lower cost / higher ROI
Digitization of all information
Virtual supply chains
Virtual real-time interaction with customers & suppliers
Ability to coalesce and reach increasingly fragmented markets
Streamline business process
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5.1.7) Strategic Advantage of Digital Marketing
Create new sources of competitive advantage
More direct distribution model
Reengineer the supply chain
Inventnew business models
Target underserved segments
Lower price barrier
New delivery methods to reduce capital expenditure and pricing
Create more efficient marketplace
Create a “virtuous cycle”
5.1.8) 5 New Digital Marketing Tools
1. Content marketing techniques
One of the most frequently dropped buzzwords in digital marketing, content marketing is
essentially storytelling for your brand. “Content” can be virtually anything with a clear
message: a series of attention-grabbing images, videos, blog posts, or news items.
2. Tools for social networking
A strong digital marketing strategy incorporates all social media forums appropriateto your
organization, including Facebook, Twitter, LinkedIn, Google+, Pinterest, and Instagram.
These tools have different purposes:
Twitter has become a virtual telephone, a way for customers to lodge complaints or
Instagramand Pinterest - are a great way to get viral with visualstorytelling. It’s also
vital to stay connected to new trends.
LinkedIn’s recentInfluencers program,which promotes industry insiders as thought
leaders and offers them a forum to sharewisdom.
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More and moreof us are accessing information on-the-go. Having a website that uses
responsivedesign for various mobile formats - smartphones, tablets, etc - gives your
company a competitive edge. Many marketers are now taking mobility a step further by
using location data garnered by customer check-in tools like Foursquareor Facebook, or data
provided by Adwords and GPS, to target marketing campaigns and build an ever more
complete picture of who your customer is.
One of the most interesting new marketing techniques, retargeting (or remarketing) tracks
customers through cookieplacement and continues to show them ads for products they’ve
viewed in the pastacross a network of websites. Since only 2% of traffic converts on a first
visit, retargeting is a simple, powerfulway to keep your brand and productin the minds of
potential customers and requires little effort on the part of the company.
5. Community Building
The common thread in these best new digital marketing techniques is the need for brands to
cater to the desire of consumers to be seen as individuals, and not justas a number.
5.1.9) Scope of Digital Marketing
In India only 16% people was using internet till the end of 2013 and usageof internet is
increasing by 17% and its reach to 33% in 2014 and increaserapidly day by day.
High return on investment (ROI) through OnlineMarketing.
Target only mostinteresting audience, pay only
You can startwithout spending with small amount.
Advertising your products on specific hours, time or day bases.
Fully Controlled as per your location, budget and time.
More than 40% business depend on Digital marketing. With increasing of internet and
smartphoneusers soon in coming years around 90% business willbe depend on online
marketing in India.
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After USA, UK& China India deal with largest online shopping deals in E-Commerce
The major shift inDigital Marketing Scope
1. From anonymity to identity: Now people are on web with full identity, this is enabling
businesses to interact with more data, better targeting.
2. From informationtoentertainment
In a perfect world, your Key Performanceindicators apply to all phases – and you should
have KPIs and tie them together with overall websiteand business goals.
Future Scope of Digital marketing Industry
Digital marketing is still at its initial phase in India.
Most of the companies are still thinking to adopt
the medium while many top brands havealready
rolled their digital marketing campaign. Seeing
the large number of youth population in India,
corporatewill be more happy to engage the
target audience and spread their product&
serviceamong them via digital media. Thu there
will be a Big Change in coming future.
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5.1.11) The Heart of Customer Engagement
Marketing executives believe these 6 channels will be the most valuable in driving customer
engagement. Here’s what is currently being used and what’s projected.
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5.1.12)8 key components to developing a successful marketing campaign
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5.2) Search Engine Optimization (SEO)
Search Engine Optimization is the process of improving the visibility of a website on
search engine result pages (SERPs), by incorporating search enginefriendly elements
into a website.
Search Engine Optimisation or SEO is the simple activity of ensuring a website can be
found in search engines for words and phrases relevantto what the site is offering.
93% of online experiences begin with a search engine, 68% of which use Google to do
Combine that with the fact that the first 5 results in Google get 67% of all clicks, and
you get an idea of why SEO is important.
1. SEO brings authority but Social Media Quick Majority:
Good SEO brings you organic traffic; given, content is powerful, websites and blogs will
link to your site’s homepage or a particular page. Morelinks pointing to your site
means higher page rank on Search Engines (Google, Yahoo, Bing).
2. Social Media Employ Talk But SEO Means Real Business:
People come to social media for talking, but when buying products or services they go
to search engines. Good SEO employs that your website will roll up higher in search
results. You may get a prospectiveclient / customer.
SEO is a slow motion process but important; alongsideturn to Social Media (Facebook,
Twitter, etc). Create high quality posts. Many shall press like and sharebutton and
your popularity shall multiply.
3. Harness the power of keywords and hashtags:
While building SEO, weall use various SEO tools to find good quality keywords. Find
related hashtags too. Make someof those parts of SEO keywords and speak around
popular hashtags on socialmedia. This way, you are trending together for Best
Hashtags on Social Media and Best SEO Keywords on Search Engines while saving a lot
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Types Of SEO
Black Hat White Hat
Black Hat Strategies
Invisibletext and stuffed keywords
Cloaking or redirecting the user to
another site or page
Links fromsite or non-relevantcontent
White Hat Strategies
Relevant links and references
Complete sentence with good spelling
Unique and relevant page titles
Steps to doing SEO
2. Reporting & Goal Setting
3. Content Building
4. Page Optimization
5. Social & Link Building
6. Follow Up Reporting & Analysis
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How result can be measured after SEO is done
1. Find Your Website’s Market Share
o Measuring search engine traffic is important becausethese metrics allow you to
o Knowing both the number of visitors and percentage of traffic from a specific source
will help you identify weaknesses and track trends over time. For example, if your
search engine traffic suffers a dramatic fall off, your SEO strategy may be in trouble.
How to find your website’s Market Share:
Google Analytics provides a breakdown of different traffic sources. Many SEO
monitoring tools also include these traffic sources, along with statistics on your
website’s market share.
2. Measure Your Website’s Strength
o How well does your website perform in search engine rankings? Domain Authority
predicts your website’s performanceversus other competitor websites in Google’s
search engine rankings based on the strength of your websitepages and link profiles.
o Domain Authority rankings aremostuseful for measuring your website’s strength
versus other sites. Since it is a predictive ranking system, it is less useful as an historic
measurement of your website’s own SEO efforts.
3. Keyword Rank Tracking: Keep an Eye on the Competition
o Keyword rank tracking is one of the mostimportant SEO monitoring tools for any
business. Hereat iSpionage, keyword rank tracking toolincludes keyword monitoring
and alerting functionality that can be used to track your company’s trademarks and
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brands across theInternet. This keyword tracking servicewillalso notify you if a
competitor begins to optimize for your samekeyword terms.
How to track keyword rank:
The easiest way to track keyword rank is through an SEO metrics servicelike iSpionage;
keyword rank tracking is not available through Google metrics.
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5.2.1) Keys to successful SEO
1. Original, engaging stories always win. This is the first most importantkey to SEO.
Publishing stories that people are compelled to share, link to, and write about is simply the
most organic path to great SEO.
2. Keywordand audience researchstill matters. Keywordsmay bemore than the sum of
their phrasing, but publishers should still usethe available research to help them determine
optimal content themes.
3. Social matters tosearch, inmore ways than one. Google and others are non-committal
on the exact role social media plays in their complex set of considerations. Butif considered
beyond Facebook likes and links, social’s influence on search can’t be ignored.
Content is Still King
How many times you may hear in digital
marketing content is king? Well with
changes in Google latest search engine
algorithms also, still content is king and
long tail content may rule them all. it will
generate more profits to your business.
We are talking about your website, is your
website is Responsive? And what’s the load
time of your Website? Google releases
revolutionary aspects for mobile users. If
your website is not responsible for small
screens don’t except better rank in search
Be Responsible and be fast….
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Social media platforms and its user engage rate
like number of followers in each social media
platform is also important in latest SEO
camping. Search engine algorithms are
includes, social media factors to get better
keyword rank in search engine.
Social media integration & Engaging
Mainly focus on branded marketing like brand
mentions in everywhere and increase your links
through more content like Creating Slides and
Videos and visual content
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Understanding the consumer
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As part of this internship, I have done a research to understand the consumer buying
behavior of Indians in the digital era. First, we can understand consumer buying behavior,
Kotler and Keller defined consumer buying behavior as “the study of the ways of buying and
disposing of goods, services, ideas or experiences of the individuals, groups and organizations
in order to satisfy their needs and wants”.
The main motive behind this research is zero moments of truth (ZMOT) of Google. In 2012
Google done a research to understand the changein consumer buying behavior, for that they
have taken samples from U.S, Canada, Mexico, Argentina, Russia, France, Netherlands,
Australia, Poland, Turkey and Brazil. After the research they arrived at a new concept called
‘ZMOT’, which showing the big change in consumer buying behavior in the digital era.
In past years marketer believed that consumer get ‘two moments’ to understand a brand.
Marketing efforts at that period will try to create stimulus in customers through
advertisements and this stimulus will lead customers toward ‘two moments’. At that period
one model was coined by P&G in 2005 and CEO said "The best brands consistently win two
moments of truth. The first moment occurs at the store shelf, when a consumer decides
whether to buy one brand or another. The second occurs at home, when she uses the brand
— and is delighted, or isn’t."
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Let’s see an example to understand how this model works.
Stimulus is advertisement. Dad is watching a football game and sees an ad for digital
cameras. He thinks, “That looks good.”
First moment of Truth it will happen in the shopping Shelf. He goes to his favourite
electronics store, where he sees a terrific stand- up display for that same digital camera. The
packaging is great. A young sales guy answers all his questions. He buys the camera.
Second moment of truth is Experience or Post Purchase behaviour. Dad gets home and the
camera records beautiful pictures of his kids, just as advertised. He becomes loyal to the
Later in 2012 Google coined a model and named it as ZMOT or Zero Moment of Truth.
Google coined this model through research of 5000 shoppers and asked them a simple
question, how many sources of information you will collect before making a purchase
decision? The survey revealed that the average shopper uses 10.4 sources of information,
ranging from TV commercials and magazine articles, to recommendations from friends and
family, to websites, ratings to blogs.  ZMOT model of customer buying behaviour is like
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Let’s take the pervious example; dad purchased the camera after see television ad. But now,
after seeing an ad dad will open his laptop and make a search or ask in social networking
sites or visit company site or see customer rating before making an action. Then only first
moment of truth and second moment of truth will come. So presence in digital is important
for brands, they need to use this platform to convince customers.
In this ZMOT report Google is advising brands to go for multi-screen marketing. The reason
for this was “77% of viewers use another device while they are watching TV”. So if brands go
for multi- screen it will help to create efficient stimulus in customers.
This is main motive for doing this research; one more thing is there penetration of internet in
India. I already mentioned about penetration of Internet in India in this report.
6.1) Habits of Customers
Shopping based on price
Using coupons or discount codes
Comparison-shopping for good deals
Buying products in bulk
Shopping online more often
Trading down to less expensive brands or private label products
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Culture and societal environment:
Culture is crucial when it comes to understanding the needs and behaviour's of an individual.
Throughout his existence, an individual will be influenced by his family, his friends, his
cultural environment or society that will “teach” him values, preferences as well as common
behaviour's to their own culture.
Social classes are defined as groups more or less homogenous and ranked against each other
according to a form of social hierarchy. Even if it’s very large groups, we usually find similar
values, lifestyles, interests and behaviour's in individuals belonging to the same social class.
Cultural trends or “Bandwagon effect” are defined as trends widely followed by people and
which are amplified by their mere popularity and by conformity or compliance with social
pressure. The more people follow a trend, the more others will want to follow it.
For example:-Facebook has become a cultural trend. The social network has widely
grew to the point of becoming a must have, especially among young people.
Purchasing power and revenue:
The purchasing power of an individual will have, of course, a decisive influence on his
behaviour and purchasing decisions based on his income and his capital.
As for social status, some consumers may also look for the “social value” of products they
buy in order to show “external indications” of their incomes and their level of purchasing
The lifestyle of an individual includes all of its activities, interests, values and opinions. The
lifestyle of a consumer will influence on his behaviour and purchasing decisions.
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6.2) Things Customer like
Things Customers hate
You don’t take their complaints seriously
o Once upon a time, complaints could be shrugged off. However, with the advent of
Facebook, Twitter and other forms of social media, one little voice could ruin your
reputation. Whilst we may be out of the recession, that time provided us with an
additional reminder on why it’s so important to look after existing customers.
Sending too many emails.
o With an average of 88 emails in our inboxes every day, not only is there a greater
chance your message will get lost in the mix, but the last thing customers want is
more messages than necessary from your business. Maybe it’s daily or maybe it’s
weekly. Figure out what gets you the best response and work from there–but
remember to keep testing!
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You’re not empathetic
o In most sectors, if you don’t have a website, you’re not doing much business! Even
if you’re not selling directly from your website, it’s an opportunity to reassure
potential customers that you are an established, trustworthy business. For a
smaller business, it’s the easiest way of giving a big company feel too.
MAKING THE PERSON EXPLAIN THEIR PROBLEM TO MULTIPLE SUPPORT STAFF
o Sometimes you have a situation where a call must be escalated to another support
rep who is better qualified to handle their problem. This makes perfect sense from
a business and customer perspective. However, don’t make the customer explain
the problem from the beginning just because they have a new rep.
Things customer hate while shopping online
Slow Load Time
Hidden shipping costs
Lack of discounts
Having to wait for an already purchased item is something that rarely happens in
real life. Hence, shortening the time of wait to a minimum while buying online is
every shopper’s dream. If the shipping takes longer than promised or is just
generally slow, your site will be dumped in favour of one whose delivery is quicker.
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What Customer Expect
6.2) Online Consumer Shopping Habits and Behaviour
More than 8 in 10 people (83%) aresatisfied overall with their online shopping
80% of surveyed consumers aremorelikely to purchasea productonline when offered
36% of online shoppers say they spend time to find out which sites stocks their desired
item at the lowest price.
63% Clothing and apparelare purchased online.
84% of online shoppers refer to at least one socialmedia site for recommendations
before shopping online.
78% of online shoppers don’tlook at a productin a store beforebuying it online.
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Purchase Interested Segment
o The members of this segment are characterized by their purchasebehaviour, their
brand opinion and their buying decisions.
o The members of this group have a great social orientation.
o They prefer to be large groups and enjoy parties with music and noise.
o They are shrewd purchasers and do notkeep any durable good for more than 5 years.
o They do not hesitate to buy goods on credit and are highly concerned about the price
of the product.
o They are people who never take a risk of trying new products.
Family Oriented Lifestyle Segment
o These people are characterized by a strong involvement with their family. They like to
stay at home and spend their free time with the family members.
o As their purchases areof family’s demand, they are not bothered about the price of
the goods. They are ready to pay any price for goods, which they think, could bring
happiness to the family.
o They look out for advertisements, and take the advices of friends before making
o They are also concerned about the quality of the products and goods purchased.
o They have a high positiveperception towards life.
o The members of this group are characterized by their high involvement in trying new
goods and products.
o They are the trendsetters.
o They always wantto be one among the firstfew to try new fashions.
o They always prefer thoseactivities that make them “stand out”. They areinvolved in
many activities outside their house.
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o As they are ones who always wantto try new products, they do not search for
information regarding the product.
o They have no preference to a particular brand or storefor their purchase.
o They are more interested in new fashions and new things in the market.
6.3) Causes of Customer Dissatisfaction
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Indian customers are highly information seekers. They collect more information about
quality, price and refer customer’s experiences before purchasing a product.
Advertisements have high impact for creating stimulus in Indian customers. But this
stimulus will get in to action only through opinion leaders.
Indian consumers have high tendency to go for online purchase. They have high
affinity to go online for electronic products and apparels.
One of the current trends in Indian youth and young Indians are watching the T.V
programs via online portals. May be the main reason is convenience of time, they can
watch programs which they had skipped due to some reasons.
The same thing is happening for the newspaper also, people have more affinity
towards online news portals. Here's the reason may be they can get news updates
very early; they don’t need to wait for daily newspapers.
In both of these cases, one opportunity is lost for marketer and one opportunity is
emerging for them to reach their T.G.
More than 90% of the samples have a mobile or Smartphoneand laptops or PC. 96% of
samples have an internet connection is any of these gadgets, this showing the
penetration of internet in India.
If we take tablet, penetration in Indian is low. But it doesn’t mean that no one is using
tabs. More than 30% of samples have tablet. For brands they are getting three more
platforms to reach their T.G and engage them.
33% of the samples are using these gadgets while they are with their friends, so just
think about the reach. If one person noticed something which is cool and awesome
they will surely communicate to others.
25% of the samples are using these gadgets while watching T.V; it’s again a barrier for
brands which use TVC only. 21% of the samples are using this gadget for chatting and
16% are using for surfing. What they are surfing? It can be about a product, local
events or locations...etc.
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In this situation, one opportunity is again losing to brands and one opportunity is
emerging for brands to reach their T.G.
More than 90% of samples are noticing ads, among them 35% of samples noticed ads
through online media, followed by TVC and Newspapers.
48% of samples are telling they give more importance to online ads and 34 % of
samples give importance to T.V.C.
From the first part of this research itself, we know that customers are highly
information seeker. It may be the reason for high trust in online ads. They can search
for more information after seeing an ad or online is the only two way communication
channel for customers.
22% of the samples do research through their lap or PC before purchasing a product
from the retail shop and 21% do research via mobile.
Most of the Indians prefer to purchase from a retail shop only, but before going to
retail shop they will seek information about the product through an online platform.
Here is actually change happens in consumer buying journey, early times consumer
belief a product only after seeing the product in a retail shop.
But now Indian customers want to get conviction about a product before going to
retail shop. So from a marketers view they want to convince their customers before
going to a retail shop.
Brands want to build a cool presence over digital platforms because the customer will
do research about the product after seeing an ad or after getting stimulated.
Brands are getting more touch points to reach target group in a cost effective manner.
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“Marketing takes a day to learn. Unfortunately it takes a lifetime to master” by
Before leaving from IBS, I believed that I am will become a good marketer because I
know all the concepts which I learned from my classrooms. But from the beginning of
second week itself, I understood, marketing is not about concepts it’s all about the
Strategy is not a rock science
After induction my first assignment was to create pitch presentation for amante
lingerie. I start working on my first assignment, but I don’t know how to create
strategy part. I tried my best, but I was completely blank. After two days I went to talk
with my company guide. He told me this “strategy is not rock in science you will take
some time to create an excellent strategy”.
Similar Task, but different situations
It’s not only from my experience, but also from my observation. All colleagues are
doing the same type of work, but the situation is different. Sometime they have
problem with a client, but on the next day they have problems with vendors or with
creative team. While coming to me, my first month was more concentrated on pitch
presentation. Industry or clients are different or requirements of the client are
different, but contents or the flow of pitch presentations are same.
“I don’t know” short sentence, but difficult to express
Gokaldas Exports Limited is one of India's largest manufacturer/exporter of apparel.
Once my company guide told me to make presentation on their products and how to
segment their market. Basically, he wanted details about the company and
component of their product. This was one of the biggest challenges which I faced in
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my internship. Because I am a commerce background student and I don’t understand
the technical usage of this productand component used to manufacturethis product.
But I couldn’t refuse to do this because it will affect my image and mark. I took some
days to study the whole thing, before making the presentation. Finally, I learned you
can’t tell “I don’t know” in your corporate life.
Observation is the best teacher
There are lots of situations where I am completely blank and I don’t know how to do
some task. In those situations I observed my colleagues to know how they are doing it
and I understood the importance of observation.
Go and ask for work
In beginning stage of my SIP, I don’t have any work to do or they are not giving. First
week full of induction and in second week, first two days I sat idleI felt my internship
wouldn’t be very interesting but everything changed the next day, When I took some
initiative and volunteered for work. To the last day, I enjoyed my internship and had
many meaningful internship.