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CHAPTER - 1

COMPANY PROFILE

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1.1 COMPANY PROFILE

1.11 Name of the Company: Skill Circle

1.12 Office Address: 69, Regal Building, Connaught Place, New Delhi

1.13 Website Name: www.skillcircle.in

1.14 Email Address: shivam@skillcircle.com

1.15 Local/National/Multinational Company: National Company

1.16 Registered Address: C-2-A, G No.-3, G/F Bhajanpura, Shahdara, New Delhi -

110053

1.17 Company: Skill Circle is a firm that provides offline training programs online to

the interested and talented people.

Figure: 1.1 Google Places: Skill Circle

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1.2 NATURE OF THE COMPANY:

Skill Circle is an online training and skill based learning company that provides best

solutions for problems regarding skill based learning, both leaves you spell bound with its

sheer innovation and simplicity. It falls in the service sector. It is an online review

platform for all trainings and skill based learning. It is an OYO model for training and

workshops for professionals and co-operatives.

It indeed is best of both worlds because it teaches how to prepare for a skill based

learning, provides solutions for problems regarding skill based learning. Along with this,

the company also gives online study material for making your busy day a bit easy.

Functional areas:

It mainly focuses on Online Marketing, Corporate Sales, Institutional Sales and HR.

Figure: 1.2 Logo of Skill Circle

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1.3 COMPANY’S VISION AND MISSION:

VISION

To create a platform for people where they can come, compare, review and book various

courses online through which the company wants to provide skill based learning to the

youth and corporate.

MISSION

Our Mission is to make skill based learning easy for the customers by providing them

solutions for problems regarding skill based learning. Low cost and good quality material

and services are being provided by the company which is the best thing now-a-days

customers can ask for.

Figure: 1.3 Need something? Skill Circle!

Want to become something? Skill Circle!

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1.4 SERVICE RANGE OF THE COMPANY:

1. B2C i.e. Business –to- Customer: For students it is a platform on which they can

get skill based learning booked online.

2. B2B i.e. Business- to- Business: For colleges and institutions it provides tailored

solutions for training programs. Any college or institution that wants to provide a

skill based course can use this platform.

Figure: 1.4 Service Range

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1.5 SIZE OF COMPANY:

The size of the company in terms of manpower:

 2 Directors

 2 Developers & 2 Designers

 Marketing

- 11 Interns

Apart from it, there is significant number of Interns associated with this most aspiring

Delhi startups intern associate that helps this venture to move further in various fields in

terms of SEO, Content Advisor and Online Marketing etc.

Figure 1.5: Picture of Team Members

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1.6 ORGANISATION STRUCTURE OF THE COMPANY:

SKILL CIRCLE

DIRECTOR DIRECTOR

DEVELOPMENT DESIGNING
MARKETING HEAD
HEAD HEAD

Figure 1.6: Organizational Structure of Skill Circle

The organizational structure of Skill Circle includes two directors that are as follows:

Directors: Shivam Ahuja and Shaurya

Under the control of both the directors, company contains three heads:

Development Head: Yeshu

Designing Head: Vijay

Marketing Head: Karan

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1.7 MARKET SHARE & POSITION:

Skill based learning has a 6 billion dollars’ market and in India, Skill Circle is the only

such platform which provides online booking for offline courses.

Competitors: simplylearn.com etc. (Indirect).

1.8 LEADERSHIP OF THE COMPANY:

1.81 Designation

1.81.1 Founder and Head-Investment of Delhi Angels in New Delhi.

1.81.2 Community Head: Delhi Startups Networks

1.81.3 Co-founder: Expertvidya.com

1.81.4 Former Territory Manager: Micromax Mobiles

1.82.1 Contact Details

1.82.1 Phone Number: 9971116325

1.82.2 Email Address: shivam.ahuja7@gmail.com

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Figure 1.7: Picture of Mr. Shivam Ahuja

1.81 PRESENT LEADERSHIP:

Mr. Shivam Ahuja

Figure 1.8: Picture of a Present Leadership

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 He is the Founder & Head of Investment of Delhi Angels in New Delhi. Delhi

Angels is an active community for Angel Investors

 He is the Community Head at Delhi Startups Networks. Delhi Startups is one of

the most active startups enabling the community, which tries to solve startups

problems through the community approach. He was the Co-Founder of

ExpertVidya.com. After Leaving Job at Micromax, he started this Venture to

Provide Real Skill Based Learning to the budding workforce in Digital space.

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CHAPTER - 2

RESEARCH METHODOLOGY

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2.1 OBJECTIVES OF THE STUDY

Objective of my study is:

 To use digital marketing for any business.

 To get basic knowledge about how to use different concepts of digital

marketing like search engine optimization, social media marketing, online

reputation management, etc.

2.2 RESEARCH

The systematic and Objective process of gathering, recording and analysing data for aid

in making business decision or finding solution of business problems

2.3 Methodology

2.3.1 Research Design

Descriptive research design is used in this process. There are 3 types of descriptive

research design methods- observational, case study and survey method. The descriptive

method used in this project is survey method. A questionnaire was circulated to collect

the responses.

A sample design is a procedure or plan drawn up before any data are collected to obtain

a sample from a given. It is impossible to conduct a research with entire population. The

sample design was selected in advance according to the objectives of the study.

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Sample size determination is the act of choosing the number of observations or replicates

to include in a statistical sample. The sample size is an important feature of any empirical

study in which the goal is to make inferences about a population from a sample.

Sample size of this survey is 50 persons.

2.3.2 Sampling methods

It is incumbent on the researcher to clearly define the target population. There are no

strict rules to follow, and the researcher must rely on logic and judgment. The population

is defined in keeping with the objectives of the study.

Sometimes, the entire population will be sufficiently small, and the researcher can

include the entire population in the study. This type of research is called a census study

because data is gathered on every member of the population.

Usually, the population is too large for the researcher to attempt to survey all of its

members. A small, but carefully chosen sample can be used to represent the population.

The sample reflects the characteristics of the population from which it is drawn.

Sampling methods are classified as either probability or non probability. In probability

samples, each member of the population has a known non-zero probability of being

selected. Probability methods include random sampling, systematic sampling, and

stratified sampling. In non probability sampling, members are selected from the

population in some non random manner. These include convenience sampling, judgment

sampling, quota sampling, and snowball sampling. The advantage of probability

sampling is that sampling error can be calculated. Sampling error is the degree to which a

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sample might differ from the population. When inferring to the population, results are

reported plus or minus the sampling error. In non probability sampling, the degree to

which the sample differs from the population remains unknown.

2.3.3 Random sampling is the purest form of probability sampling. Each member of the

population has an equal and known chance of being selected. When there are very large

populations, it is often difficult or impossible to identify every member of the population,

so the pool of available subjects becomes biased.

2.3.4 Systematic sampling is often used instead of random sampling. It is also called an

Nth name selection technique. After the required sample size has been calculated, every

Nth record is selected from a list of population members. As long as the list does not

contain any hidden order, this sampling method is as good as the random sampling

method. Its only advantage over the random sampling technique is simplicity. Systematic

sampling is frequently used to select a specified number of records from a computer file.

2.3.5 Stratified sampling is commonly used probability method that is superior to

random sampling because it reduces sampling error. A stratum is a subset of the

population that share at least one common characteristic. Examples of stratums might be

males and females, or managers and non-managers. The researcher first identifies the

relevant stratums and their actual representation in the population. Random sampling is

then used to select a sufficient number of subjects from each stratum. "Sufficient" refers to

a sample size large enough for us to be reasonably confident that the stratum represents

the population. Stratified sampling is often used when one or more of the stratums in the

population have a low incidence relative to the other stratums.

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2.3.6 Quota sampling is the nonprobability equivalent of stratified sampling. Like

stratified sampling, the researcher first identifies the stratums and their proportions as

they are represented in the population. Then convenience or judgment sampling is used to

select the required number of subjects from each stratum. This differs from stratified

sampling, where the stratums are filled by random sampling.

In this survey Random Sampling technique is used.

The research methodology used in this project is questionnaire.

A questionnaire is a set of printed or written questions with a choice of answers,

devised for the purposes of a survey or statistical study. It is a primary method of

research.

2.3.7 Types of questionnaire:

1. Structured questionnaire

Comes under quantitative research. It includes the low number of researchers

and the high number of respondents. They have a definite and concrete

questions. They are also called as closed questionnaires

2. Unstructured questionnaire

A version of qualitative survey. They are usually based around more open

questions. Open questions also means recording more data as the respondents

can point out what is important for them, in their own words and methods.

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3. Scaled questionnaires

The respondents are asked to scale the answers based on a given rating

prescribed by the question. Depending on the type of format used in

questionnaires, they are divided into the following:

2.3.8 Open format questions:

These are the type of questions that are used to allow the respondents to express their views

in a free flowing manner.

2.3.9 Closed format questions:

Multiple choice questions comes under this category. The user is restricted to answer their

opinions through the options that is set by the surveyor.

2.4 SWOT ANALYSIS:

Figure 2.4: SWOT Analysis

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SWOT analysis aims to identify the key internal and external factors seen as important to

achieving an objective. SWOT analysis groups key pieces of information into two main

categories:

 Internal factors – The Strengths and Weaknesses are internal to the organization.

 External factors – The Opportunities and Threats are presented by the

environment external to the organization.

Strengths and Weaknesses: These are the internal factors within an organization:

 Human resources

 Finances

 Internal advantages/disadvantages of the Organization

 Physical resources

 Experiences including what has worked or has not worked in the past

Opportunities and Threats: These are external factors stemming from community or

societal forces:

 Trends (new research)

 Society’s cultural, political, and economic ideology [citation needed]

 Funding sources

 Current events

 Societal oppression

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Figure 2.4: SWOT Analysis

2.5STRENGTHS:

Figure: 2.5: Strength

1. Online Platform: Skill Circle is the only platform in India to provide offline

courses which is booked online. Usually there are only sites that provide online

courses. It is a unique platform in India thus it will capture a very big market.

2. Proper Certification: Skill Circle provides certification and mock tests. The

certification is a proof that the customer has undergoes the course through Skill

Circle.

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3. End Number of Solutions: Skill Circle provides end-to-end solutions for training,

job placements and internships. If any customer wants to gain practical knowledge,

he can apply for internship through this platform. A customer may also apply for

jobs in companies if he desires.

4. Safety Measures: Technology Skill Circle uses a technology to ensure that none of

its vendors are misusing their platform. It will track the calls between the customers

and the vendors

5. No Cost: Skill Circle is an OYO Model. It does not have any inventory. Thus, there

is no such cost incurred.

2.6 WEAKNESS:

1. Not yet Developed: Skill Circle is still in the development phase. The demo

classes are not yet available.

2. A Startup: The platform is bootstrapped (Lack of Funds). It doesn’t have

sufficient funds yet. Thus it will slow the process of development.

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Figure 2.6: Weaknesses

2.7 OPPORTUNITIES:

1. Customer Needs: The training business is new in the market. Thus, it will be a

big boost for Skill Circle. It will be able to provide skill development courses for

a lot of customers who seek skill based courses.

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2. Skill India Initiative: The Skill India Initiative was launched by the Prime

Minister of India, Narendra Modi which aims to train 40 Crore people. Thus, for

every person trained, the Government will pay a certain sum as reward.

3. Increasing Demand: Lack of knowledge by the digital marketing trainers will

create demand. There will be more people who want to learn skills. It will also

create employment.

Figure 2.7: Opportunities

2.8 THREATS:

1. Dynamic Market: Market is moving fast and it is dynamic. Thus, there is a

high probability of loss of opportunity.

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2. Payment Modes: Most of the people, generally orthodox ones, are hesitant to

make payments through online portals.

3. Competitors: There are indirect competitors like simplylearn.com,

udemy.com etc.

4. New Entrants: With the entry of Skill Circle, it will lead to new startups

entering in the training business which will affect the profitability.

Figure 2.8: Threats

2.9 BEST PRACTICES/USP:

Unique Selling Proportion (USP) of the company is the ‘Offline Courses Provided

Online’.

This offline courses provided online idea is a fresh and innovative idea. No other online

site like simplylearn.com etc. has ever thought about this before because of which people

seem to love it very much.

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In this offline courses provided online learn program, the company provides all the study

materials that will be help in learning these offline courses easily and also provides end-

to-end solutions for training and job placements and internships.

Fig 2.9: Uniqueness

2.10 MARKETING:

Marketing professionals determine the products that their companies introduce to the

marketplace, often using marketing research surveys to determine what consumers need

and want. This helps the company to better align its strategies. Marketing workers help to

establish prices for products, based on manufacturing costs. Marketing managers and

directors decide which types of advertising and promotions their companies use. Some

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marketing departments have advertising directors or managers who handle these

functions; they establish budgets for various types of advertising, such as television, radio

and Internet ads, and track the results. The marketing department determines the right

distribution channels for the company's products. For example, a consumer products

company may sell its products in grocery stores and mass-merchandiser outlets.

2.11 MARKETING STRATEGIES

Skill Circle uses the 3C’s for marketing strategy which stand for: Customer, Corporation

and Competitor, is a strategic model that uses these three key factors which lead to a

sustainable competitive market.

Here is some brief description about the 3 C’s of Marketing Strategies:

i. The Customer

Clients are the base of any strategy according to Ohmae. Therefore, the primary goal is

supposed to be the interest of the customer and not those of the shareholders for example.

In the long run, a company that is genuinely interested in its customers will be interesting

for its investors and take care of their interests automatically. Segmentation is helping to

understand the customer.

 Segmenting by objectives

The differentiation is done in terms of the different ways that various customers use a

product. Customer thinking is not one of the prime functions for consideration.

 Segmenting by customer coverage

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This segmentation normally emerges from a trade-off study of marketing costs

versus market coverage. There appears always to be a point of diminishing returns in the

cost versus coverage relationship. The corporation’s task is to optimize its range of

market coverage, geographically and/ or channel wise.

 Segmenting the market once more

In fierce competition, competitors are likely to be dissecting the market in similar ways.

Over an extended period of time, the effectiveness of a given initial strategic

segmentation will tend to decline. In such situations it is useful to pick a small group of

customers and reexamine what it is that they are really looking for.

ii. The Competitors

Competitor based strategies can be constructed by looking at possible sources of

differentiation in functions such as: purchasing, design, engineering, sales and servicing.

The following aspects show ways in order to achieve this differentiation:

 Capitalizing on profit and cost structure differences

Firstly, the difference in source of profit might be exploited, from new products sales etc.

Secondly, a difference in the ratio of fixed costs and variable costs might also be

exploited strategically. A company with lower fixed cost ratio can lower prices in a

sluggish market and hence gain market share.

 Hito-Kane-Mono

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A favorite phrase of Japanese business planners is hito-kane-mono, standing for people,

money and things. They believe that streamlined corporate management is achieved when

these three critical resources are in balance without surplus or waste. For example: Cash

over and beyond what competent people can intelligently expend is wasted. Of the three

critical resources, funds should be allocated last. The corporation should firstly allocate

management talent, based on the available mono (things): plant, machinery, technology,

process know-how and functional strength. Once these hito (people) have developed

creative and imaginative ideas to capture the business’s upward potential, the kane

(money) should be given to the specific ideas and programs generated by the individual

managers

iii. The Corporation

 Selectivity and sequencing

The corporation does not have to excel in every function to win. If it can gain a decisive

edge in one key function, it will eventually be able to improve its other functions which

are now average.

 Make or buy

In case of rapidly rising wage costs, it becomes a critical decision for a company to

subcontract a major share of its assembly operations. If its competitors are unable to shift

production so rapidly to subcontractors and vendors, the resulting difference in cost

structure and/ or in the company's ability to cope with demand fluctuations may have

significant strategic implications.

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2.12 OTHER ASPECTS OF MARKETING STRATEGIES OF SKILL CIRCLE

Skill Circle has both B2B & B2C Model on Place.

2.12.1 Marketing Strategies for B2B Model

a) Growth Hacking: Growth hacking is a process of rapid experimentation across

marketing channels and product development to identify the most effective,

efficient ways to grow a business. Growth hackers are marketers, engineers and

product managers that specifically focus on building and engaging the user base

of a business.

b) Referral Programs: Referral marketing is a method of promoting products or

services to new customers through referrals, usually word of mouth.

Such referrals often happen spontaneously but businesses can influence this

through appropriate strategies.

c) Earned Media/PR: Earned media (or free media) refers to publicity gained

through promotional efforts other than advertising, as opposed to paid media,

which refers to publicity gained through advertising.

d) Networking Events: Networking Events refers to a socioeconomic business

activity by which businesspeople and entrepreneurs meet to form business

relationships and to recognize, create, or act upon business opportunities, share

information and seek potential partners for ventures.

e) Search Engine Marketing: Search engine marketing (SEM) is a form of Internet

marketing that involves the promotion of websites by increasing their visibility

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in search engine results pages (SERPs) primarily through paid advertising. SEM

may incorporate search engine optimization (SEO), which adjusts or rewrites

website content and site architecture to achieve a higher ranking in search engine

results pages to enhance pay per click (PPC) listings.

f) Retargeting: Retargeting, also known as remarketing, is a form of online

advertising. That can help you keep your brand in front of bounced traffic after

they leave your website. For most websites, only 2% of web traffic converts on

the first visit.

g) Social Media Marketing: Social media marketing refers to the process of

gaining traffic or attention through social media sites. Social media itself is a

catch-all term for sites that may provide radically different social actions. For

instance, Twitter is a social site designed to let people share short messages or

―updates‖ with others

h) Search Engine Optimization: Search engine optimization (SEO) is the process

of affecting the visibility of a website or a web page in a web search engine's

unpaid results—often referred to as "natural", "organic", or "earned" results. In

general, the earlier (or higher ranked on the search results page), and more

frequently a site appears in the search results list, the more visitors it will receive

from the search engine's users, and these visitors can be converted into

customers SEO may target different kinds of search, including image search, local

search, video search, academic search,[2] news search and industry-

specific vertical search engines.

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i) Content Marketing: Content marketing is a strategic marketing approach

focused on creating and distributing valuable, relevant, and consistent content to

attract and retain a clearly-defined audience — and, ultimately, to drive profitable

customer action.

j) Inbound Marketing: Inbound marketing is the promotion of a company or other

organization through blogs, podcasts, video, eBooks, newsletters, whitepapers,

SEO, physical products, social media marketing, and other forms of

content marketing which serve to attract customers through the different stages of

the purchase funnel.

2.12.2 Marketing Strategies for B2C Model

a) Cause Marketing: Cause marketing or cause-related marketing refers to a type

of marketing involving the cooperative efforts of a for-profit business and a non-

profit organization for mutual benefit.

b) Direct Selling: Direct selling is the marketing and selling of products directly to

consumers away from a fixed retail location. Peddling is the oldest form of direct

selling. Modern direct selling includes sales made through the party plan, one-on-

one demonstrations, and other personal contact arrangements as well as internet

sales.

c) Co-branding and Affinity Marketing: Co-branding is a marketing partnership

between at least two different brands of goods or services. Co

branding encompasses several different types of branding partnerships, such as

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sponsorships. This strategy typically associates the brands of at least two

companies with a specific good or service.

d) Earned Media/PR: Earned media (or free media) refers to publicity gained

through promotional efforts other than advertising, as opposed to paid media,

which refers to publicity gained through advertising.

e) Internet Marketing: Internet marketing, or online marketing, refers to

advertising and marketing efforts that use the Web and email to drive direct sales

via electronic commerce, in addition to sales leads from sites or emails. Internet

marketing and online advertising efforts are typically used in conjunction with

traditional types of advertising such as radio, television, newspapers and

magazines.

f) Word of Mouth Advertising: Word-of-mouth marketing (WOMM, WOM

marketing), also called word of mouth advertising, differs from naturally

occurring word of mouth, in that it is actively influenced or encouraged by

organizations (e.g. 'seeding' a message in a network, rewarding regular consumers

to engage in WOM, employing WOM 'agents').

g) Social Networks and Viral Marketing: Viral marketing, viral advertising,

or marketing buzz are buzzwords referring to marketing techniques that use pre-

existing social networking services and other technologies to try to produce

increases in brand awareness or to achieve other marketing objectives (such as

product sales) through self-replicating viral processes, analogous to the spread

of viruses or computer viruses (cf. Internet memes and memetics).

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h) Storytelling: Storytelling is one of the most powerful ways to breathe life into

your brand and often called one of the main components of a content

marketing approach. By giving your products and services an identity by

capturing and sharing the stories they really are, you can take your target audience

on a journey they yearn to experience.

2.13 PRICING POLICIES

Figure: 2.13: Pricing policies

Pricing policy refers to the way a company sets the prices of its services and products

basing on their value, demand, cost of production and the market competition. Pricing

policy is essential for all companies as it provides a guideline for creating profits and

areas that bring in losses.

 Skill Circle has set its pricing policy very clear and classified and they have set

their pricing techniques for the two different models for which they running their

business.

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1. B2C Model: For B2C Model the price set is ₹ 2,000 to ₹ 40,000.

2. B2B Model: For B2B Model the price set is ₹ 1, 00,000 to ₹ 20, 00,000.

MODEL MINIMUM PRICE MAXIMUM PRICE

RANGE RANGE

B2C MODEL ₹ 2,000/- ₹ 40,000/-

B2B MODEL ₹ 1,00,000/- ₹20,00,000/-

Table-1: Pricing Policy of Skill Circle

2.14 CRM POLICIES

Customer relationship management (CRM) is a term that refers to practices, strategies

and technologies that companies use to manage and analyze customer interactions and

data throughout the customer lifecycle, with the goal of improving business relationships

with customers, assisting in customer retention and driving sales growth. CRM systems

are designed to compile information on customers across different channels -- or points

of contact between the customer and the company -- which could include the company's

website, telephone, live chat, direct mail, marketing materials and social media. CRM

systems can also give customer-facing staff detailed information on customers' personal

information, purchase history, buying preferences and concerns.

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Figure 2.14: A Screenshot of My Operator Tool

 Skill Circle is using MyOperator Services Tool that serves as a virtual intelligent

phone operator for businesses that manages tracks and stores all the call details

and business leads. It helps businesses project a bigger and professional image

and builds a target database which can be used to improve your sales and data.

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CHAPTER - 3

DATA PRESENTATION AND

ANALYSIS

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In this chapter the data collected is represented with the help of

charts and a brief analysis is also done to understand and fulfill the

objectives of this study.

Ques.1 Do you know the concept of digital marketing?

Category No of Respondent Percentage

YES 30 80%

NO 20 20%

No of Respondent

No
20%

Yes
80%

Yes No

Interpretation: This figure shows that out of 50 respondents 80% of people knows the

concept of digital marketing and 20% don’t know about this.

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Ques. 2 Have you got positive result from using digital marketing?

Category No of Respondent Percentage

YES 32 74%

NO 18 26%

No of Respondent

No
26%

Yes
74%

Yes No

Interpretation: This figure shows that out of 50 respondents 74% of people have

received a positive result from digital marketing and 20% don’t know about this.

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Ques. 3 How important are social media accounts such as Facebook, Linked-In, Twitter

etc. for you?

Category No of Respondent Percentage

NOT IMPORTANT 8 16%

IMPORTANT 12 24%

VERY IMPORTANT 20 40%

CRITICAL 10 20%

No of Respondent
Critical Not Important
20% 16%

Important
24%

Very Important
40%

Not Important Important Very Important Critical

Interpretation: This figure shows that out of 50 respondents 16% of people don’t think

it is important to have social media accounts such as Facebook, Linked-In, Twitter etc.

whereas 24% people think its important and 40% of the category says it’s very important

to have accounts on social media.

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Ques. 4 Do you believe digital marketing is important for an online training and skill

based learning company?

Category No of Respondent Percentage

YES 30 80%

NO 20 20%

No of Respondent

No
20%

Yes
80%

Yes No

Interpretation: This figure shows that out of 50 respondents 80% people believe digital

marketing is important for an online training and skill based learning company whereas

20% don’t.

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Ques. 5 Have you ever heard the name of SKILL CIRCLE?

Category No of Respondent Percentage

YES 22 48%

NO 28 52%

No of Respondent

Yes
48%
No
52%

Yes No

Interpretation: This figure shows that out of 50 respondents 48% of people have heard

the name SKILL CIRCLE whereas 52% don’t.

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Ques.6 Do you think via digital marketing a firm that provides offline training programs

online to the interested and talented people can have the best marketing?

Category No of Respondent Percentage

YES 34 84%

NO 16 16%

No of Respondent

No
16%

Yes
84%

Yes No

Interpretation: This figure shows that out of 50 respondents 84% people think via

digital marketing a firm that provides offline training programs online to the interested

and talented people can have the best marketing whereas 16% don’t think.

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Ques.7 Do you think online training program is now common these days in India?

Category No of Respondent Percentage

YES 48 98%

NO 2 2%

No of Respondent
No
2%

Yes
98%

Yes No

Interpretation: This figure shows that out of 50 respondents 98% of people think online

training program is now common in India rest 2% don’t.

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Ques. 8 Supporting digital marketing course online is good or bad?

Category No of Respondent Percentage

GOOD 30 70%

BAD 20 30%

No of Respondent

Bad
30%

Good
70%

Good Bad

Interpretation: This figure shows that out of 50 respondents 70% of people think

supporting digital marketing course online is good rest 30% feel it’s bad.

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Ques. 9 Are you a member of any online communities where you communicate directly

with other chamber staff members?

`Category No of Respondent Percentage

YES 36 86%

NO 14 14%

No of Respondent

No
14%

Yes
86%

Yes No

Interpretation: This figure shows that out of 50 respondents 86% of people are member

of any online communities where you communicate directly with other chamber staff

members whereas 14% of people are not the member of any online community.

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Ques.10 Skill Circle that provides offline training programs online to the interested and

talented people is good or bad?

Category No of Respondent Percentage

GOOD 42 92%

BAD 8 8%

No of Respondent

Bad
8%

Good
92%

Good Bad

Interpretation: This figure shows that out of 50 respondents 92% of people think Skill

Circle that provides offline training programs online to the interested and talented people

is good whereas 8% don’t.

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CHAPTER – 4

SUMMARY & CONCLUSION

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4.1 CONCLUSION:

The study started with the aim to analyse the different issues related to the digital

marketing. Based on the discussion it has been found that in case of the digital marketing

the most important aspect is to connect with the users. The ladder of engagement has

shown the approaches to attach with the customers. The study has also revealed that in

order to utilise the digital marketing in an effective way, the companies are required to

design an effective platform. With the example of Pinterest the effectiveness of a social

media platform has been discussed. The current trends in the digital marketing have also

been discussed in the study. It has shown that in the current context, it has become

important to integrate all the systems with that of the digital platform. The transition of

newspaper from the printed version to the online version has been exemplified the current

trends of the digitalisation.

So, digital marketing is about utilizing digital technology to achieve marketing

objectives. There is no essential need for digital marketing to always be separate from the

marketing department as a whole, as the objectives of both are the same. However, for

now, it remains a useful term because digital marketing requires a certain skill set to

utilize the digital technology effectively. As our recent Developing Digital Skills report

showed, many marketers are now spending > 50% of their time on digital marketing

activities and two of the three top job roles in marketing is digital, so clearly digital skills

are needed.

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4.2 LIMITATIONS OF STUDY:

The limitations of my study are:

1. Skill Circle is an online company, so it was difficult to find out all the details

about the company.

2. Being an online company, it’s difficult to find out the customers that are targeted

by the company.

4.3 DIFFICULTIES:

There were some difficulties also which came during my summer training, and those

difficulties are as follows:

i. Difficulty in remembering the technical concepts: The biggest difficulty that I

faced in my summer training was to remember the difficult concepts of some

technical words like E-tail, Wordpress, Google Ad wards, etc.

ii. Google Ad wards Exam: Next difficulty that I faced was to clear the Google Ad

wards examination. Those difficult concepts that were to be analyzed and studied

thoroughly took a huge time and concentration.

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4.4 SUGGESTIONS:

My suggestions, whether the students should be sent to the company for future

summer training are that, the students who want a career in the field of digital

marketing can join the company. People who want to launch their own startup can go

for it. People who are creative, who like to explore more and more and who want to

know how to make money from internet marketing can also join it. These

recommendations are mainly the points of significance of digital marketing, which

will help the students to decide whether they should join the company or not. Digital

Marketing is a new and interesting component of marketing. It can become a tool for

an established company and for a startup also. So, digital marketing will provide new

job opportunities in the future.

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CHAPTER - 5

LESSONS LEARNT

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5.1 PRACTICAL KNOWLEDGE (DIGITAL MARKETING)

Digital Marketing refers to the consolidated services that captivate customers online.

Digital Marketing is one of the fastest growing industries today, thus generating an increasing

demand of skilled digital marketing professionals. Due to the Digital Skills gap, there are

150,000 digital jobs predicted by 2020 and not enough digital professionals to fill them.

Learning Digital marketing today will open the doors of career opportunities for you tomorrow.

5.1.1 CORE CONCEPTS

 Under the concept of Digital Marketing, I have learnt some following core

concepts:

a) SEO (Search Engine Optimization) : It is the process of affecting the visibility

of a website or a web page in a web search engine's unpaid results—often referred to as

"natural", "organic", or "earned" results. In general, the earlier (or higher ranked on the

search results page), and more frequently a site appears in the search results list, the more

visitors it will receive from the search engine's users, and these visitors can be converted

into customers SEO may target different kinds of search, including image search, local

search, video search, academic search, news search and industry-specific vertical

search engines. As an Internet marketing strategy, SEO considers how search engines

work, what people search for, the actual search terms or keywords typed into search

engines and which search engines are preferred by their targeted audience. Optimizing a

website may involve editing its content, HTML and associated coding to both increase its

relevance to specific keywords and to remove barriers to the indexing activities of search

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engines. Promoting a site to increase the number of back links, or inbound links, is

another SEO tactic.

b) SMM (Social Media Marketing): Social media marketing is the use of social

media platforms to market a product or service. Most of these social platforms have their

own built-in analytics, where companies can track the progress, success, and engagement

of ad campaigns. Companies address several stakeholders through social media

marketing including (potential) customers, (potential) employees, journalists, bloggers,

and the general public. On a strategic level, social media marketing includes the

management of the implementation, governance, scope (e.g. more active or passive use)

and the establishment of a firm's desired social media culture. This requires marketers to

incorporate user-generated content (earned media rather than paid media) into their

strategic approach.

c) Email marketing: It refers to directly send a commercial message, typically to a

group of people, using email. In its broadest sense, every email sent to a potential or

current customer could be considered email marketing. It usually involves using email to

send ads, request business, or solicit sales or donations, and is meant to build loyalty,

trust, or brand awareness. Email marketing can be done to either sold lists or a current

customer database. Broadly, the term is usually used to refer to sending email messages

with the purpose of enhancing the relationship of a merchant with its current or previous

customers, to encourage customer loyalty and repeat business, acquiring new customers

or convincing current customers to purchase something immediately, and adding

advertisements to email messages sent by other companies to their customers

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d) Pay-per-click (PPC) Advertising: It is an internet advertising model used to

direct traffic to websites, in which an advertiser pays a publisher (typically a website

owner or a network of websites) when the ad is clicked. Pay-per-click is commonly

associated with first-tier search engines (such as Google AdWords and Microsoft Bing

Ads). With search engines, advertisers typically bid on keyword phrases relevant to

their target market. In contrast, content sites commonly charge a fixed price per click

rather than use a bidding system. PPC "display" advertisements, also known as "banner"

ads, are shown on web sites with related content that have agreed to show ads and are

typically not pay-per-click advertising. Social networks such as Facebook and Twitter

have also adopted pay-per-click as one of their advertising models. However, websites

can offer PPC ads. Websites that utilize PPC ads will display an advertisement when a

keyword query matches an advertiser's keyword list, or when a content site displays

relevant content. Such advertisements are called sponsored links or sponsored ads, and

appear adjacent to, above, or beneath organic results on search engine results pages, or

anywhere a web developer chooses on a content site.

5.1.2 SOME SPECIALISED CONCEPTS

 There were some specialization modules also, that I had learnt during my summer

training which are as follows :

a) Selling Digital Marketing Services: Digital Marketing is the talking point in the

marketing circles. As people are consuming more and more digital content on a

daily basis, producing them and leveraging it for business interest has increased

to a phenomenal pace. Digital marketers specialize in developing social media

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presence of the client’s brand their own crazy ways. You can showcase your

expertise and sell your Digital Marketing services, by describing the massive

reach of Digital Marketing, by talking about your Brand, by reaching Client

Expectations, by being visible to the public and by doing live experiment

b) Tactics to grow Online Business: Some simple and important ways that I had

learnt to grow the online business were:

i. Making a social media marketing plan

In this, before you begin, start with a plan. Understand what you are looking to

achieve with regards to your target audience, your business expectations and the

kind of impression you intend to create. Brainstorm for web content ideas, which

will accrue attention from your target audience. Consider doing a keyword

research and then build your content accordingly.

ii. Creating a brand image online

Use social media to create your brand’s image, and then use it to make your

presence felt across various social media platforms. Ensure that the core identity

and purpose of your business remains the same, regardless of platform.

iii. Building interesting content

Offer information, use images, videos, graphs and other pictorial representations

to make your content appealing. You can keep a tab of the originality of what you

publish through various plagiarism checker tools that identifies uniqueness and

duplicity of content. Producing original, informative and interesting content is

essential to online marketing.

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iv. Marketing via email

Email marketing trends for 2016 revolve around sending the correct message to

the correct people at the correct time. With the number of mobile views for emails

increasing in leaps and bounds over desktop views, today’s

consumers prefer personalized messages suited to their needs and choices.

c) Display Advertising: Display advertising is a type of online advertising that

comes in several forms, including banner ads, rich media and more. Unlike text-

based ads, display advertising relies on elements such as images, audio and video

to communicate an advertising message.

d) Super Blogging: Blogging is a discussion or informational website published on

the World Wide Web consisting of discrete, often informal diary-style text entries

("posts"). Posts are typically displayed in reverse chronological order, so that the

most recent post appears first, at the top of the web page. Blog can also be used

as a verb, meaning to maintain or add content to a blog.

e) Digital Marketing Strategies: A digital marketing strategy is a channel

strategy which means that it should...

i. Be informed by research into customer channel behaviour and marketplace

activity intermediaries, publishers and competitors

ii. Based on objectives for future online and offline channel contribution %

iii. Define and communicate the differentials of the channel to encourage customers

to use it,

iv. But, need to manage channel integration

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v. So put another way, digital marketing strategy defines how companies should:

vi. Hit our channel leads & sales targets

vii. Budgets for Acquisition, Conversion, Retention & Growth, Service

viii. Communicate benefits of using this channel enhance brand

ix. Prioritise audiences targeted through channel

x. Prioritise products available through channel

f) Creating Websites with Wordpress: Here are the steps you should follow

(should be similar/same on all the major web hosting companies):

1. Log in to your hosting account.

2. Go to your control panel.

3. Look for the ―Word Press‖ icon.

4. Choose the domain where you want to install your website.

g) E-tail: E-tailing (less frequently: e-tailing) is the selling of retail goods on the

Internet. Short for "electronic retailing," and used in Internet discussions as early

as 1995, the term seems an almost inevitable addition to e-mail, e-business, and e-

commerce. E-tailing began to work for some major corporations and smaller

entrepreneurs as early as 1997 when Dell Computer reported multimillion dollar

orders taken at its Web site. The success of Amazon.com hastened the arrival of

Barnes and Noble's e-tail site. Concerns about secure order-taking receded. 1997

was also the year in which Auto-by-Tel reported that they had sold their millionth

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car over the Web, and Commerce Net/Nielsen Media reported that 10 million

people had made purchases on the Web. Jupiter research predicted that e-tailing

would grow to $37 billion by 2002.

h) Google Analytics: Google Analytics is a freemium web analytics service offered

by Google that tracks and reports website traffic. Google launched the service in

November 2005 after acquiring Urchin. Google Analytics is now the most widely

used web analytics service on the Internet. Google Analytics is offered also in two

additional versions: the subscription based Google Analytics 360, previously

Google Analytics Premium, targeted at enterprise users and Google Analytics for

Mobile Apps, an SDK that allows gathering usage data

from iOS and Android Apps.

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REFERENCES/BIBLIOGRAPHY

 REFERENCE FROM BOOKS

1. Beri, G.C.; Marketing Research, Tata McGraw Hill, 2003.

 REFERENCE FROM INTERNET

1. SWOT Analysis: https://en.wikipedia.org/wiki/SWOT_analysis ; Date of

access: 20th September, 2017

2. 3 C’s of Marketing: https://en.wikipedia.org/wiki/3C%27s_model ; Date

of access: 5th September, 2017

3. CRM Meaning: http://searchcrm.techtarget.com/definition/CRM; Date of

access: 20th September, 2017

4. Concepts of Digital Marketing: https://en.wikipedia.org ; Date of access:

9th September, 2017

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