Table of Contents

Executive summary ....................................................................................................................................... 2

Objectives of study ......................................................................................................................................... 3

Statement of the Problem ............................................................................................................................ 4 Issues governing the project study: .............................................................................................................. 4 Relevance of project study: .......................................................................................................................... 4 Methodology of the Study ............................................................................................................................ 5 Sources of Data ........................................................................................................................................ 5 Primary data .......................................................................................................................................... 5 Secondary Data ..................................................................................................................................... 5 Limitation of the study .................................................................................................................................. 6 Introduction of the Organization .................................................................................................................. 7 Organizational Background ....................................................................................................................... 7 Product lines: ............................................................................................................................................ 7 Strategic Thrusts of the Organization ....................................................................................................... 8 Corporate Structure and Design ............................................................................................................... 8 Analysis of Operating Environment of the Organization .......................................................................... 9 Core Values: ............................................................................................................................................ 10 Guiding Philosophy ................................................................................................................................. 10 Analysis of Organizational Competitiveness ........................................................................................... 10 Analysis of Significant Landmarks of the Organization ........................................................................... 11 INTERNSHIP PROJECT/ FUNCTIONAL SPECIALIZATION ............................................................................... 12 1st Week: ................................................................................................................................................. 12 New advertising tools for Nepali Market. ........................................................................................... 12 Second week: .......................................................................................................................................... 13 Third week: ............................................................................................................................................. 14 Out come of this week: ....................................................................................................................... 14 Fourth week: ........................................................................................................................................... 14 Outcome of this week: ........................................................................................................................ 15 Fifth week: .............................................................................................................................................. 15

Outcomes of this week: ...................................................................................................................... 15 6th , 7th and 8th weeks: ............................................................................................................................. 15 Outcomes of These three weeks: ....................................................................................................... 16 14th December, 2011:.............................................................................................................................. 16 SUMMARY, CONCLUSIONS AND RECOMMENDATIONS ............................................................................. 19 Summary of the Study ............................................................................................................................ 19 Conclusions of the Study/Recommendations ......................................................................................... 19

Executive summary
This internship report is prepared after the completion of the internship done under the curriculum of Masters in Business Administration (MBA) of International American University, LA, California. Accordingly, this report is prepared after the 8 weeks internship done at Iideafactory Pvt. Ltd. Kupandole, Lalitpur. I was particularly involved in the aspects of the company comprising Marketing (designing Promotion MIX), and other general exposures. This company specially focuses on services or service as products like: Iideamarket.com (C2C, ecommerce site), top cats (recruitment partner), Iiwin (training institute), Ii result researched (research agency) and Iiexcel (business consulting). This report is prepared under three chapters. Chapter 1 explains about the objectives of the study, Methodology used for the study, rationale of the study etc. Chapter 2 is about Introduction of the organization and the services it offers. Chapter 3 explains about the particular activities that I was assigned and exposed to.

Objectives of study
The internship can be conducted in any institutions and business enterprises to get the real time exposure and opportunity to apply theoretical knowledge into real business situation. Since, a student, with Marketing specialization, the intern selected a newly established institution-service provider, for internship. The time period of this Internship was 8 weeks in Iideafactory Pvt. Ltd. Kupandole, Lalitpur. The core objective of the internship is to achieve practical knowledge about the different functions and activities of a company and especially how the marketing knowledge can be applied in real business environment, how the marketing knowledge that is acquired in college can be applied in designing and promoting an organization and its offerings. The other important objectives of internship are as follows: To observe and study the organization in order to gain knowledge about the working culture and general administration of the organization. To gain the practical knowledge and skills about the different aspects of the organization o Designing the overall marketing plan ( Product, price, Place, Promotion, process, physical evidence and people) To acquire the knowledge about the organization and services it offers. To know about the proceedings and operations of various business houses. To know about the promotional tools that is appropriate to promote Iideafactory Pvt. Ltd. To know the difficulties which get into the way while making plans ( marketing plan)and their solutions. To observe the organizational relationship with other business houses and customers and way of handling customer relationships. To know how to assess the strengths and weakness of the organization and opportunities and threats of. To promote the Iideafactory in a most effective way with the help of innovative marketing promotion campaign.

Statement of the Problem

In this present scenario of Nepal, numerous businesses are popping out like water bubbles and dying out as well. One of the main problems which brings this cause to these small businesses is unwisely devised and executed Integrated Marketing Campaign (Promotion MIX). Business people are not being able to properly manage their promotion mix as per their need which is sustainably compatible. To make people aware of the product and services offered by our company with effective communication is very challenging job in the beginning of an organization. Our organization was also trying to establish itself in this competitive market. Though we are offering cutting-age services, there are relative competitors that are running in marketplace; we have to prove that we are different than them. Through a prudent Promotion MIX we are planning to prove ourselves in market, we are really different. Since the services have the experience quality, we have to use communication tools (advertising) to communicate, persuade and sell our products to target customers.

Issues governing the project study:

While conducting a survey or study on a project study of a particular organization numerous hurdles and difficulties come on the way, such as: Social, Financial and Policy of the organization, hesitation, ethics etc. Here I have listed some of the issues that were faced while conducting this study. 1. 2. 3. 4. Consumer reluctance in responding Company policy Short period of time. Government policies.

Relevance of project study:

Internship is a great platform which exposes the graduates like us to the real business world. It helps us in gaining the practical knowledge and provides the opportunity to test our theoretical knowledge in real business field. Learning is an eternal process or never ending process, and through internship we are directly or indirectly connected with the corporate world. This experience gives us the real scenario of business environment. It is really very necessary because it helps to build a professional carrier and links The University, corporate world and Fresh graduates together.

Methodology of the Study

This study is a blend of exploratory and descriptive research design and design basically consists of, on the participatory approach which involved direct observation of Iideafactory Pvt. Ltd. and interaction and participation of different activities of company. 1. Literature Review Method. 2. Interview Method
3. Observation Method

During the internship period, informal interviews were made with employees of the company comprising of business leader, Manager, Leader and other employees. I collected some relevant data from the different review such as brochure of the company, content analysis of other secondary resources including website and some course books.

Sources of Data
Herein, I have used both primary and secondary data while preparing this report.
Primary data

I have collected the primary data inside and outside the company. I have collected the data by informal interviews with the staff of the ideafactroy and other data in the field by observation, and interviews.
Secondary Data

I have collected information using the secondary data from the different sources like brochure, website, leaflets, other publications of the company , government publication and other bibliographic sources.

Limitation of the study

Broader picture of the organization and difficult to complete assigned project on stipulated time period. It was very difficult to have detail functioning of organizations operations and services due to the limited time period and organizational policies. All the information cannot be collected because of confidentiality and secrecy which is used for organizational purpose only. There are various projects that organization prepares to take but due to the limited time and other several factors we cannot participate to such projects. The organization has just established and the company has just started to its ground preparation for the operation of services. We also designed and participated in many projects but we could not see its result because of the time limit. The IMC tools which are selected in this study is only for Iideafactory. Conclusion and recommendation are relevant to the organization, those may not be applicable for others.

Introduction of the Organization

Organizational Background
Started in 2009, Ambition Seekers Pvt. Ltd. was a small business entity with initial products: training, ramrojobs (job site), saleinnepal (e-trading), topcats (ceo-hunt), and distinction (business consulting). Though started with a big-bang with introduction of revolutionary general management capsule- THE 3-DAY MBA, the organization lacked a proper team and could not get proper time and attention from the promoters. Since there was no good executive team, even the ramrojobs and sale in Nepal was launched with no proper product ready, which ultimately had to go down.

The organization then remained in files, except that a few marketing and brands consultancies were given. Though the feedbacks from the clients were very good, even the consulting was not conducted in structured manner through good team, and despite of the good name and potential, the product was dropped.

Then in May 2011, the organization was reincarnated with an objective of being the INNOVATION lab to the businesses and communities. Making ideas and innovations its main face, the organization even changed its name from Ambition Seekers Pvt. Ltd to Innovation Idea factory Pvt. Ltd. and branded it as Iidea factory. Introducing various products as below, Iideafactory intends to be the only name for ideas and innovations, at least for a few decades.

Product lines:
Ii-lab: ideas and innovations lab working for product, service, strategy innovations and producing innovative ideas for problem solution as well as continuous development. Its probably first of its kind in Nepal.

Ii-win: a brand for training, and focuses on tailor-made trainings, published calendar trainings, national summits and seminars, need based trainings, issues based trainings, etc. the institution has its own training delivery centre with modern facilities and learning friendly environment.

Iideamarket: an e-trading portal, it differentiates itself from others in terms of market segmentation- middle class, and the various products and facilities it provides. Topcats: focused mainly on top hunt, topcats also carries out recruitment related services like computer based competency assessment, and external panel based assessment. It also runs job portal on iideamarket.

Atl|btl: ATL/BTL conducts event management, creative designs, media releases, promotion mix, etc Researched: the main products under this brand are promotion assessment tool, customer satisfaction tracking system, and employee satisfaction tracking system. Researched focuses on commercial researches.

Strategic Thrusts of the Organization

Introducing innovative products to middle segment Exploiting IT, IT enabling all possible business process Continuous business development on low capital intensive projects Up scaling operations for business viability Young, and no limitations category team members, fully empowered to head business vehicles.

Corporate Structure and Design

The structure is very simple and the governance is well standing on rights-responsibilities equilibrium. The organization is split into corporate function and strategic business unit. Corporate resources support the SBUs and conduct monitoring and controls and SBU leaders are accountable for topline-bottomline.

BUSINESS LEADER

CORPORATE BUSINESS DEVELOPMENT & STRATEGIC RELATIONS DIRECTOR NEW PROJECTS MANAGER FINANCE AND ADMINISTRATION MANAGER PETTY CASH ACCOUNTS BANKS MIS ADMINISTRATIVE EXECUTIVE PURCHASES VENDOR DEVELOPMENT STORES LOGISTICS MIS FRONT OFFICE ASSISTANT

SBU IILAB TL CONCEPTS DESIGNS CUSTOMER REPRESENTATIVE IEXCEL LEADER CUSTOMER REPRESENTATIVE IWIN LEADER TRAINING COORDINATOR ATL|BTL LEADER CLIENT ACCOUNTS EXECUTIVES TOPCATS LEADER RECRUITER RESEARCHED' LEADER RESEARCH OFFICER IIDEAMARKET LEADER MARKETING EXECUTIVES

Analysis of Operating Environment of the Organization

Iideafactory has very favorable working environment, esp. for youths. There are very less performance barriers in consideration of the organizational matters. The team is young and dynamic and self motivated. To shape its environment, it has also published its core values and guiding philosophies helpful in analyzing operating environment.

Core Values:
Passion, courage of expression, speed, dynamism, result orientation, self-motivated.

Guiding Philosophy
no idea is a bad idea we believe in performance, rest will follow organization bigger than us and customers bigger than organization we believe in individual goals attainment with the help of team work we believe in professionalism and entrepreneurial spirit

Analysis of Organizational Competitiveness

In Nepalese market our company stands alone than its competitors because of it has some exemplary services which give the blend of showcase, e-buzz, tender, job and buy and sell with the iideamarket.com. But there are other players which are already exist in this market and provide services which conform to us. I have listed some of the key players : Iideamarket.com Ecars.com Hamrobazzar.com Nepal automobile.com Thamel.com ebay.com Harilo.com and Kathmandumart.com

Since the market size is very small competitive intensity is very high. So the company has made plan to fight against this competition by using the innovative media. This company has the competitive advantage of having the diversified business units. This is the only organization which is offering diversified offerings under one umbrella of Iideafactory Pvt. Ltd.

Analysis of Significant Landmarks of the Organization

One of the landmarks of Iideafactory is its offering which blends e-commerce, full service ad agency, and outsourcing of job placement. It is pioneer in Nepal which provides this blend of services. Another landmark could be its Human capital. And its location also could be landmark, because it is located in Kupandole, Lalitpur. It provides the services like: Creative services (copy writer, ad design, script writing), business consulting, Trainings, it also organizes the events (event management), Research agency, etc. It also organizes one summit named Brand Summit every year which happens to be pioneer in Nepal.

INTERNSHIP PROJECT/ FUNCTIONAL SPECIALIZATION

The internship was a general exposure for us. Because we were there for getting observational learning. There were some specific tasks as the part of the internship. Mostly my internship was observational because I had to observe anything that wanted to learn. This study was descriptive study rather than conclusive. We got to learn numerous things with Iideafactory.

First Week:
This was the beginning week of my internship. I had so many expectations regarding the internship because I was on the way to see the practical implication of theoretical knowledge that I had learned during college study. In the day of beginning, I was assigned as a team leader of the innovative promotion group; the group was assigned to search for new promotional tools that are peculiar, creative and cost effective. I was assigned to collect at least 5 ideas per day which are feasible to execute and should be effective to promote our organization. We were also given training like sessions to learn about organizational culture and other procedures and work which had to be performed everyday as a daily routine of the office work. We collected these options as new tools to promote our company in one week.

New advertising tools for Nepali Market.

1. Sponsoring for cleaning public places (Toilets, Gardens, Charity schools, Temples, Ponds, rivers) 2. Keeping the advertisement on the back of the textbooks of (+2, Universities) 3. Placing the ads on mig 33 aps (mobile) or sponsoring some gifts and quizzes with attractive gifts. 4. Taking part in Herb fairs, Agricultural fairs in and outside of the valley. 5. Making one Advertisement site like (One million.com 6. Tying up with the computer retailers and for sticking our stickers on their assembled or laptop computers. 7. Sponsoring the Parking tickets of the Parking areas of Kathmandu( New road, and others) 8. Making introductory presentations in different colleges . 9. Sponsoring signage for travelers 10. Word of mouth (specially using innovative tools like guerilla marketing) 11. Focused group interviews on FM or TV 12. Maintenance of premises of University and big governmental organization. 13. Sponsoring some charities or bhajan kirtan in Religious places. 14. Organizing the concerts on special occasions. 15. Sponsoring the some public events like Sports, Business related events, and

16. Distributing Brochures 17. Website Promotion on social sites like ibibo.com,indiblogger.com, Nepalnepal.com 18. Sponsoring the bus tickets of different travels. 19. Advertising on the Nepali e-commerce sites ( Muncha house.com , Thamel.com, Kinbech.com) 20. Placing ad on Face book, Blogs and other popular sites in Nepal. 21. Painting of the rickshaws of street vendors 22. Road signage 23. Placing the ad on the roof of vehicles and back glass. 24. Organizing events in colleges like sprite did 25. Developing games software for mobile. 26. Direct marketing (Direct mail. SMS marketing, Sales Call) 27. Personal selling 28. Scrolling Advertisement on Television 29. Digital Hoarding boards 30. Stickers on main doors of Lift 31. Painting on the benches and walls of public parks 32. Distributing free balloons for children in Zoos and parks. 33. Organizing Rally 34. Hot air balloons 35. ATM Machines ads 36. Petrol pumps 37. Statue on Main chocks and gardens 38. T-shirts, pens, bags, caps and ties (printed with name of organization) 39. Sticker on scratches of public vehicles 40. Catering plate stickers, Napkins and gate 41. Sponsoring Airport trolley 42. Banquet wrapper 43. Shopping bags and association 44.Supermarket Basket and trolley

Second week:
In the second week we were given the task to test the feasibility and execution part of these options. We screened more than 10 ideas out of given ideas. Our three ideas came to execution, sponsorship of the public event, Leaf let design and distribution and T shirt with company's logo and name. this week we worked on designing the leaflets, T-shirt's logo and planning for distribution of leaflets. We distributed more than 1000 leaflets in Dashrath stadium at the sport hall. Since leaflet distribution is one of the least expensive promotional tools, we started our campaign with the distribution of it. Though it seems so easy to accomplish but there are unexpected hurdles like

permission, rejection, bad comments from customers and humiliation. While distributing it, we confronted these resistances from people. Lesson learned from second week: 1. We came to know, how to write business messages. 2. We knew how a leaflet should be designed ( selection of Headlines, Body content and graphic design etc.) 3. We came to know the real meaning of creativity in writing. 4. We also understood the consumer behavior (resistance) for the new products.

Third week:
In continuation of the leaflet distribution, our supervisor set a target of 1000 leaflets to be distributed within this week. I was the team leader of the group so I had to plan organize and monitor my team. First 2 days, we worked on the planning for where to distribute? how to distribute? whom to distribute? how much to distribute( Per day)? Here we made a chart for plan of this week, in which first two days planning and organizing and last 4 days for execution. for the distribution of leaf lets we selected those places where our target customer can be found . Places like Civil Mall, New Road, People's Plaza, City Center, Bisal Bazzar, United World trade center and Parking areas were selected for the distribution. we distributed more than 1500 leaflets in four days.
Out come of this week:

We came to know that there are numerous customers with varying attitudes and expectations. Specially nepali people they behave differently when someone comes to road. We knew the Nepali market is not that much technology savvy. There are very few who really know and want to use computers while shopping or fulfilling their daily needs. Thought this market is very small but has growing trend. Technology is becoming very necessary part of peoples life. The exponential growth in technology also shows the great potentiality in Nepal. This market produces the high premium to the service providers.

Fourth week:
Beginning of this week was very energetic because we were taken to the Iilab and they briefed us about the administrative part of the whole business technically. How the content of the website is arranged and updated? How can we stop intruders from misusing our site? How a creative ad is designed and other technicalities which are needed to work in office of iideafactroy. After knowing how the whole system really works? We were given the full control of the website to work and learn. We worked in side the office with the computers and Internet. In this week we were assigned to collect information about our consumer behavior, competitor and the

other creative design like : construction of websites( how to make websites attractive(theoretical part)) etc.
Outcome of this week:

There is a niche market ( e-commerce) in Nepal which is bombarded by different service providers . I knew some technicalities of administering the iideamarket.com. I came to know that websites had also different kind and were categorized in different category Like: 1) by type, 2)By design style, 3) by theme, 4) by color, 5, by element, 6)by structure, etc.

Fifth week:
Now we were quite familiar with office environment and friendly with all staffs, the working environment was very friendly and enthusiastic. We again worked inside office because some of the employees were in leave. We got the chance to handle e-portal system for next one week. We were assigned to update and control the website category, I was assigned to look after the e-buzz and the buy and sell part. Likewise my friends were given other tasks , they were looking after other categories( Jobs, Events, tender, and e-showcase). And we were assigned to distribute leaflets in a corporate program named "Corporate Changa Chait" which was going to occur in Himalayan club Nagarkot. We went there and we distributed the leaflets there. My friends helped me doing so.
Outcomes of this week:

1. Planning of visits to corporate people. 2. I knew how to talk with corporate people while meeting them. 3. We distributed more than 500 leaflets and made more than 200 presentations with the persons personally.

6th, 7th and 8th weeks:

These three weeks, we worked on planning and execution of "Brand Summit 2012" which was held on December,14,2012 in Everest hotel. In the planning phase, we all were in a team which was looking after the event management. In this time period, I came to learn numerous things. I was exposed to the whole event management part. I came to know, how the media is selected and purchased to promote our event. I came to know the designing part of the print media contents, Since our company was also from the same industry I got the chance to see actually how the contents were designed which are given below: Hoarding board and place Bunting Invitations Brochures Flyers

Banners Tickets

In second week our group was assigned to selling tickets and making soliciting presentation for corporate clients for sponsorship. In pursuit of the assignment I had to make plan. In planning phase we decided to use secondary data to get customer database, after this we planned to go for cold calls (telemarketing), E-mail, direct sales calls etc. We collected customer's database by using Internet (websites), yellow page, register of visitors, company contacts, friend's referrals etc. we went for cold calls for fixing the meeting with the prospects. We forwarded e-mails to the prospective clients. We made more than 3 presentations per day to the corporate clients to persuade them for sponsorship. Amid of 8th week we were continuing our jobs for coming brand summit, we had to stop the work for next 15 days because the Brand Summit was postponed because of busy schedule of the chief guest. Prahlad Kakkar postponed his visit, was the chief guest of Brand Summit. Prahlad Kakkar is an Indian Ad Guru and has contributed a lot to Indian ad industry. After the notice of the postpone, I had to terminate the internship because I had come to the end of the term of my internship period. I wanted to work more but time didn't allow me. I had no option but accepting the termination letter.
Outcomes of These three weeks:

We came to know the process of sales management ( planning, organizing, and controlling). We sold participation ticket to the clients by making cold calls, direct sales calls etc. We made presentation to corporate clients for sponsorship ( more than 30 presentation were made) We knew the process of media selection and buying. We came to know about the Event management. We also knew how the print media contents are designed and placed. We got the knowledge about the sales management ( sales call management)

14th December, 2011:

Though I had already left the organization, I got the chance to attain in "Iidea Brand Summit" on this day. It was an enlightening session for me. I was able to enrich my knowledge about advertising and branding to a great extent. Before, I had a predisposition that brand means the Name which has some schematic image in customers mind which creates enthusiasm, loyalty and some kind of feeling when they confront it. But here I came to know that brand can be anything. If we change the perspective or look at it from different perspective we know that

it's more than a name, there are brands like: country as brand, Persons as brand, Gods or religions as brands, etc. I came to know that how a compatible or creative advertisement is produced. What kind of things have to be taken in to consideration while airing the advertisement. This was a knowledge giving session for me. From this event I got to learn so many things which surpassed my expectation. It was really a great experience of my life.

SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

Summary of the Study
Nepalese consumers are ready to accept new ideas and innovations but they need a strong communication tool to pursue the same. Because of the imperfect competition and some external (inevitable) factors we can't use the creative ideas in Nepali market. Since the mass Media such as TV, Newspaper and radio are becoming very costly for placement of advertisement and small organization like us cannot afford high cost. So using this kind of innovative ideas with tools one can promote it expending less cost producing high exposure.

Conclusions of the Study/Recommendations

Since, the companies which are on the side of intangible dominant in tangibility spectrum have intangible offerings which are hard to experience before the purchase. Because of its characteristics like heterogeneity, simultaneous production and consumption, perishability it is hard to communicate to customers about its credibility and benefits. To fill these gaps advertisement is the best mean which works best. We can build, and manage the customers' expectations, can communicate our new ideas and offerings to target markets. Since mass medias are too expensive for the small organizations they can use these kind of tools to get better results with low cost. These tools are also applicable for the organization which target niche markets for their products. These kind of promotional tools will be applicable for small organizations and also big organizations which want more exposure with low cost. The importance of marketing communication tools is very high in service industry and even more critical when products are innovative. Designs and vocabularies will not always help. Knowing them and their expectations and linking it with organizations core values is very important. A good research (need not be very structured) will always help know what the almighty (customers) want. It would be one of the many steps to making organization customer led, thereby, sustainable.