online marketing initiatives - final report
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A Report On
ONLINE MARKETING INITIATIVES AT GLOBAL MERGERS.
….a beginning
Project Guide: Prof. Jacob Chandy
Project by,
Vignesh .R.V
12BSP1638
GLOBAL MERGERS
A Report On
ONLINE MARKETING INITIATIVES AT GLOBAL MERGERS.
….a beginning
Project Guide: Prof. Jacob Chandy
By,
Vignesh .R.V
12BSP1638
GLOBAL MERGERS
A report submitted in partial fulfilment of the requirements of PGPM Program ofIBS BANGLORE.
Distribution List:
Facult y Gu id e: Co mp an y Guid e:
Prof. Jacob Chandy Mr. Ravi K. Gowda, CEO
IBS BANGLORE GLOBAL MERGERS
31/05/2013
AUTHORISATION
I hereby declare that this report titled “Online Marketing Initiatives at Global
Mergers……a beginning" is a record of independent work carried out by me as a part of
S u m m e r I n t e r n s h i p P r o j e c t for the PGPM course of IBS – Bangalore, ICFAI
University for the period starting from March 2013 to June 2013.
The above project was performed under the guidance of Prof. Jacob Chandy(Faculty Guide) & Mr. Ravi K. Gowda, CEO (Company Guide)
I declare that the information given in the above project is true to my knowledge.
Date : Date :
Faculty Guide Signature Company Guide Signature
ACKNOWLEDGEMENT
The work on this project has been an inspiring, often exciting, sometimes
challenging, but always an interesting experience.
At the very outset, I wish to thank IBS BANGLORE for giving me the opportunity
to participate in this interesting digital marketing project, that helped me gain insights into
the Digital World.
Mr. Jacob Chandy (Faculty Guide) and Mr. Ravi K. Gowda (Company Guide) CEO
of GLOBAL MERGERS who have supported me with their guidance, insights,
encouragement and many a fruitful discussion on this project. I am grateful to them to
have spared their time and showing the patience to our answer our queries. The kindness
shown by them, in spite of him being so busy with his work, is highly appreciated.
I would a l s o l i k e t o thank Mrs. Smitha Sarma Ranganathan, and all my
fellow colleagues (Mr. Sanjeet, Mr. Neeraj & Ms. Tinku) who supported me at all
times. This ensured the prompt completion of this project.
This acknowledgment would be incomplete without expressing my sincere
appreciation to all my family and friends who spent their precious time in supporting me
in this Online Marketing Project.
Vignesh .R.V
IBS Business School, Bangalore
…..a beginning Page 5 of 39
Table of ContentsAUTHORISATION .............................................................................................................................. 3
ACKNOWLEDGEMENT.................................................................................................................... 4
EXECUTIVE SUMMARY ..................................................................................................................... 6
INTRODUCTION .................................................................................................................................. 7
2.1 OBJECTIVE OF THE REPORT........................................................................................................ 7
2.2 LIMITATIONS OF THE REPORT ............................................................................................... 7
2.3 EVOLUTION OF MARKETING............................................................................................. 8
GLOBAL MERGERS .......................................................................................................................... 10
3.1 INTRODUCTION ...................................................................................................................... 10
3.2 SERVICES .................................................................................................................................. 11
3.3 Rationality behind Mergers & Acquisition ............................................................................ 12
ONLINE MARKETING ..................................................................................................................... 14
4.1 BENEFITS OF ONLINE MARKETING ................................................................................... 15
4.2 TRADITIONAL MARKETING & ONLINE MARKETING ................................................... 16
4.3 MARKETING IN GLOBAL MERGERS .......................................................................... 18
LEAD to POTENTIAL......................................................................................................................... 23
5.1 Sources where I generated Leads for Global Mergers. ............................................................. 23
5.2 Sources where I get the contact details of Management People. .......................................... 25
5.3 Process of Converting Lead to Potential using Online Marketing. .................................. 28
INSIGHTS & RECOMMENDATIONS .............................................................................................. 32
6.1 INSIGHTS ..................................................................................................................................... 32
6.2 RECOMMENDATIONS.......................................................................................................... 33
CASE STUDY....................................................................................................................................... 34
7.1 CASE STUDY – Dell Computer ..................................................................................................... 34
7.2 CASE STUDY – Barrack Obama ............................................................................................... 35
CONCLUSION ..................................................................................................................................... 37
ATTACHMENTS ................................................................................................................................. 38
REFERENCES............................................................................................... ......................... 39
…..a beginning Page 6 of 39
1EXECUTIVE SUMMARY
The internship commenced as per schedule on 12th March, 2013 and I Vignesh .R.V
have done a report titled “Online Marketing Initiatives at Global Mergers.....a
beginning” at Global Mergers. Global Mergers is an Investment Banking and Mergers &
Acquisition advisory company. There has been an adequate amount of learnings,
understandings and accumulation of knowledge that happened.
This report speaks about how the Brand Global Mergers & Services like Raising
Capital, Mergers & Acquisition and Corporate Advisory being promoted in online space
and the strategies that I have followed is like re – developing company Brochure, Website
and Created an online space such as Facebook, Twitter, LinkedIn, Blogs &
Advertisements in several websites like Google Ad Word, Merar, Navatar Deal Connect
and etc.. Which is being my objective of the report. The first part of the report talks about
Online Marketing Concepts, Traditional Marketing verses Online Marketing, Marketing
Statistics, Social Media promotions, rational behind Mergers & Acquisition and the later part
talks about how the lead is being generated and the process of converting it into potential
using Online Marketing and various techniques that has learnt by me in the company.
My Recommendation for the company are to subscribe in various websites like
fundoodata, Google Ad word, businessonsale.com, more focus on online marketing rather
than traditional marketing, maintenance of online database (ZOHO CRM) should be top one
person and finally increase the frequency of telemarketing and advertisement on online.
During this period I led a team of intern from various business school and I have
been awarded as Best Performer among all the Intern and I’ve secured a client for
Mergers & Acquisition.
…..a beginning Page 7 of 39
2
INTRODUCTION
2.1 OBJECTIVE OF THE REPORT To understand the concepts of Online Marketing.
To Study the Brand and Services of Global Mergers and how it can be promoted
through Online as an Effective Media.
To Study the Effectiveness of Online Marketing while comparing with
Traditional Marketing in Global Mergers.
To study how Online Marketing helps to get Clients & Investors for Global
Mergers.
2.2 LIMITATIONS OF THE REPORT Promoting and Targeting the Correct Segment of People
Not enough Customer Database
Difficulty in reaching customers as Online Marketing is in Start –
up level at
Global
Mergers.
Getting ranked at the top in major search engines and practicing
good search engine optimization techniques
…..a beginning Page 8 of 39
2.3 EVOLUTION OF MARKETING
Mar⋅ket⋅ing Spelled Pronunciation [mɑː(r)kɪtɪŋ]
– noun
1. the act of buying or selling in a market.
2. the total of activities involved in the transfer of goods from the producer or
seller to the consumer or buyer, including advertising, shipping, storing,
and selling.
At the beginning of the century, social life was mostly local and it was followed by
a period in which commodities were produced on a mass scale. Consumer Marketing
operated on mass marketing principles and business primarily concerned itself with how to
build the best sales force. At the end of the century, there is an emerging global culture.
The major driver of these changes is technology. Technological change has moved
steadily back focusing on the individual. These changes shape the possibility and conduct
of business. Marketing is especially tied to communication and transportation revolution.
As the tools and reach of marketing increase, the job and responsibilities of marketers have
evolved with them.
In today’s technology driven world, a new fast paced digital economy is emerging.
Tomorrow there will be companies that will exist only inside computer networks. Most
business transactions will be made electronically, directly from the producer to the
consumer, bypassing the supply chain. In the digital marketing environment, the consumer
becomes an integral player in the development of the product. In fact, a consumer might
build the product himself from a wide array of parts provided by the Company.
It is e-commerce that is changing the way products and services are conceived,
manufactured, promoted, priced, distributed and sold. The reason being that it is much
cheaper; it allows vast coverage and helps in serving the customer better.
…..a beginning Page 9 of 39
2.4 ADVERTISING
Ad⋅ver⋅tis⋅ing Spelled Pronunciation [ˈædvə(r)ˌtaɪzɪŋ]
–noun
1. the act or practice of calling public attention to one's product, service, need,
etc., esp. by paid announcements in newspapers and magazines, over radio or
television, on billboards, etc.: to get more customers by advertising.
2. paid announcements; advertisements.
3. the profession of planning, designing, and writing advertisements.
Advertising is a paid form of communication, although some forms of advertising,
such as public service announcements, use donated space and time. Second, not only is
the message paid for, but the sponsor is identified. Third, most advertising tries to persuade
or influence the consumer to do something, although in some cases the point of the message
is simply to make consumers aware of the product or company
Fourth and fifth, the message is conveyed through many different kinds of mass
media reaching a large audience of potential consumers. Finally, because advertising is a
form of mass communication, it also non-personal
A definition of advertising, then, includes all six features
Advertising is paid non-personal communication from an identified sponsor
using mass media to persuade or influence an audience
…..a beginning Page 10 of 39
3GLOBAL MERGERS
3.1 INTRODUCTIONGlobal Mergers are passionately committed to Raising Capital which will help
entrepreneurs, and business owners to develop better product and services with cutting edge
technology which in turn will improve the lives of millions of people across the Globe.
They comfortably positioned to help our clients through our industry knowledge and
strong network in the industry.
What GLOBAL MERGERS Does….?
Global Mergers', provide independent advice to corporations, partnership firms,
institutions and individuals on
• Raising Capital
• Mergers & Acquisitions
• Corporate Advisory
Their focus is Mid-size companies who have carved niche for themselves and became
leaders in their field. They provide services in Technologies, Telecom, Media, Healthcare,
Manufacturing, Consumer Goods and Real Estate.
…..a beginning Page 11 of 39
3.2 SERVICES Raising Capital
Global Mergers help
clients seize the opportunity
to take their business to
next level by accessing
new capital because they
maintain strong
relationships with
institutional investors,
venture capitalists, and
private equity groups.
Global Mergers
extensive relationships enable them to assist the clients in finding the right capital partner for
grown and success. And also helps clients with growth capital, financing an acquisition and debt
restructures. Mergers & Acquisition
Global Merger advice clients on all stages of a mergers & acquisition (M&A), from the initial
phase of defining strategy to successfully closing the deal as they specialize in M&A in the mid-
market, and with global contacts
Global Mergers can
identify suitable targets
and make a personal
approach to the owners
on a local basis to
ensure regional cultural
norms are respected.
Global Mergers also
advise on valuations to
avoid overpaying, and
will closely manage the
process to ensure a timely conclusion by executing the deal on a timely basis, avoid the many
pitfalls and will be one step ahead of its competition.
…..a beginning Page 12 of 39
3.3 Rationality behind Mergers & Acquisition
Following may be the reasons behind Mergers & Acquisition
1. Revenues: By combining the two companies, we will realize higher revenues then if the
two companies operate separately.
2. Expenses: By combining the two companies, we will realize lower expenses then if the two
companies operate separately.
3. Cost of Capital: By combining the two companies, we will experience a lower overall cost
of capital.
By merging, the companies hope to benefit from the following:
Staff reductions - As every employee knows, mergers tend to mean job losses.
Consider all the money saved from reducing the number of staff members from
accounting, marketing and other departments. Job cuts will also include the former
CEO, who typically leaves with a compensation package.
Economies of scale - Yes, size matters. Whether it's purchasing stationery or a new
corporate IT system, a bigger company placing the orders can save more on costs.
Mergers also translate into improved purchasing power to buy equipment or office
supplies - when placing larger orders, companies have a greater ability to negotiate
prices with their suppliers.
Acquiring new technology - To stay competitive, companies need to stay on top of
technological developments and their business applications. By buying a smaller
company with unique technologies, a large company can maintain or develop a
competitive edge.
Improved market reach and industry visibility - Companies buy companies to reach
new markets and grow revenues and earnings. A merge may expand two companies'
marketing and distribution, giving them new sales opportunities. A merger can also
improve a company's standing in the investment community: bigger firms often have
an easier time raising capital than smaller ones.
…..a beginning Page 13 of 39
Corporate Advisory
Gap Analysis help companies
compare actual performance with
potential performance. At its core are two
questions: Where are they? And where do
they want to be? If your company or
organization does not make the best use of
current resources, or foregoes investment in
capital or technology, it may produce or
perform below its potential. Global
Mergers take clients to where they want
to be?
…..a beginning Page 14 of 39
4ONLINE MARKETING
Online marketing, also referred to as web marketing, internet marketing, or
eMarketing, is the marketing of products or services over the Internet. Online marketing
ties together creative and technical aspects of the Internet, including design, development,
advertising, and sale.
The Internet has brought many unique benefits to marketing, one of which being
lower costs for the distribution of information and media to a global audience. The
interactive nature of online marketing, both in terms of providing instant response and
eliciting responses, is a unique quality of the medium. Online marketing is sometimes
considered to have a broader scope because it not only refers to digital media such as the
Internet, e-mail, and wireless media; however, online marketing also includes
management of digital customer data (e.g. ZOHO CRM) and electronic customer
relationship management (ECRM) systems.
India has added 88 million Internet users during 2008-2012 and now has 137
million Internet users, recording a 26% growth year-on-year (YoY). The population
penetration rate for India stood at 11%.
…..a beginning Page 15 of 39
4.1 BENEFITS OF ONLINE MARKETING
FOR CUSTOMERS FOR MARKETERS
Convenience: Quick adjustments:
Customers can order products 24 hours a
day wherever they are. They don’t have to
sit in traffic, and a parking space, and walk
through countless shops to find and examine
goods.
Companies can quickly add/change
services to their offering and descriptions.
Information:
Customers can find reams of
comparative information about companies,
products, competitors, and prices without
leaving their office or home.
Lower costs:
Online Marketers can produce digital
catalogues for much less than the cost of
printing and mailing paper catalogues and
also through advertising through sites are
also lower cost.
Fewer hassles: Relationship building:
Customers don’t have to face
salespeople or open themselves up to
persuasion and emotional factors; they also
don’t have to wait in line.
On-line marketers can dialogue with
consumers and learn from them.
Audience sizing:
Marketers can learn how many people
visited their on-line site and how many
stopped at particular places on the site.
This information can help improve offers
and ads.
…..a beginning Page 16 of 39
4.2 TRADITIONAL MARKETING & ONLINE MARKETING
PRODUCTS
Product in traditional marketing is tangible for the customer whereas through a
website in Internet marketing is just a virtual image. The customer cannot experience the
quality and size of the product by seeing it on the website in the same way as seeing the
product in a physical store.
Not being able to reach and feel the product physically, can affect on his/her
purchasing decision. When it comes to range of products offered through Internet compared
to physical stores, there is an advantage of possibility for a company to offer a wide range of
products on their website.
One issue that can affect the customer’s choice of purchase is the warranty of the
good. This gives comfort to customers, both in traditional marketing and Internet marketing
but most importantly it gives the secure feeling to those purchasing online. The customer that
cannot see and touch the product when purchasing it would feel more secure knowing that
there is a warranty on the product and this would make the choice of purchase easier and less
risky.
PRICE
The pricing of a product can be based on the costs of its process in reaching the
market. When a company does Internet marketing it has a bigger opportunity to save costs
and therefor possibility to have lower prices. One of the reasons for this is the cost of space
for keeping the products or the cheap way of communication through internet such as
communication by e-mail. When marketing through Internet, the competition is very though
which affects the pricing reasons.
Since payments for purchase through Internet are done by credit card mostly, there
can be some security issues that create problems. i.e. a customer would feel more secure
paying in the physical store where they can have more control over the payment process,
whereas purchasing online they would be taking a risk when giving the credit card details.
PLACE
In traditional marketing, companies have the opportunities to decorate the stores in
order to create a specific atmosphere that can attract customers. Some attractive tools to create
…..a beginning Page 17 of 39
that atmosphere can be music, colours, etc., but through Internet marketing it is almost
impossible to create a real sensation since a website is just a virtual image. Even though many
of the websites try to create an atmosphere by adding the same tools for attraction, they
cannot create as real experience as can be created in the physical store. The atmosphere of the
store is mentioned to be very important for sales of the products. But in the end the
experience of stepping into the store is different than clicking on computer when shopping.
Internet helps companies to be reachable at any time, regardless of openings hours that
physical stores require. Also the possibility for the customers to reach the store location
online and the range of customers that can do that is much wider compared to the physical
location of the store.
PROMOTIONS
When it comes to promotion, one thing is clear in difference between the
communication through traditional tools and Internet and that is the speed. Speed of getting
the message of advertisement, news or any type of information through to customers is very
quick through Internet. This is a very important issue in the competitive world of business.
Another difference between promotion by Internet and promotion by traditional ways is the
durability of the marketing message the marketer wants to communicate with the customers.
In traditional manner, the message would receive attention during a limited amount of time.
…..a beginning Page 18 of 39
4.3 MARKETING IN GLOBAL MERGERS
EARILER DAYS PRESENT DAYS
Telemarketing was the tool for Sourcing
Clients.
Sourcing Clients is easy with Online
Marketing such as Social Medias.
Online Database was not handy Marketing People uses Online Database
Effectively
To find investors, telemarketing was the
tool.
Use of LinkedIn, Merar and Navarathana
deal connect to get investors.
There was no deal Sourcing Process.
There is a deal sourcing for clients,
investors & buyers separately.
Website and Company Brochure was not
effective to source clients / Buyers.
Website and Company Brochure has been
modified and now it is effectively working
to get clients.
There were 4 services marketed.
1. Fund Raising
2. Buy a Company
3. Sell a Company
4. Mergers & Acquisition
Now there is only 3 Services being
Marketed.
1. Raising Capital
2. Mergers & Acquisition
3. Corporate Advisory
…..a beginning Page 19 of 39
4.4 SOCIAL MARKETINGFacebook, Twitter, My Space, LinkedIn, YouTube have all become an integral part of
our day to day life. From meeting new friends to family, from fun-and-games to education, from
hobbies to information, these social networking sites are like an ocean of unlimited
entertainment, Opportunities and activities.
However, social networking sites aren’t merely a tool for socializing and entertainment. It
is catching on very quickly among marketers in this fast changing world where new applications
are being implemented on the internet almost every day. Social networking can offer numerous
benefits that could help you and your business. Some of the benefits that are present by using the
networking sites optimally are:
Refined Search:
Only social networking sites offer internet users with a search directory that you can use
to locate particular individuals or groups. You can search by categories like location, industry,
interests and other unique preferences. This way, you do not waste your time and resources
establishing connection with people you and your business have nothing in
common with.
…..a beginning Page 20 of 39
Expand Network Easily:
The key to establishing a successful online business is being visible to other people
outside your network. The fact that you are connected to these people because of an existing
connection with one of your contacts, make you more trustworthy.
Affordable visibility:
Since most of these social networking sites are free, you should maximize them. Make
sure that the profile you created will be interesting for the readers. Also, you should make it
more personalized by adding interesting articles, images, videos and even reviews of your
products.
“Facebook, Quikr, Flickr, and Blogs gives more opportunity to make visibility of
the products and services, In Global Mergers, created more than 5 Social Network pages and
posted more than 25 images and articles. It made us to reach more people.”
…..a beginning Page 21 of 39
Built-in Group:
Starting a discussion is not difficult with social networking sites compared to growing
one on your site. With the millions of visitors and members, you will have no problem with
attracting participants. Discussion groups are also the best place to do some soft selling. You can
accomplish this by lending your expertise on particular subjects.
These are the some of groups where we posted about Global Mergers and Client’s Need and
started the discussion in it...
…..a beginning Page 22 of 39
4.5 BRAND BUILDING USING SOCIAL NETWORKING SITES.
The term viral marketing is very apt in social networking because once a new trend or
a video becomes popular on the web, it spreads across the whole online community like a
“virus”. Brands are using web marketing, very innovatively through events, quizzes, contests
and other applications of the sorts to very smartly drive traffic to their websites and thereby
improve their performance.
Worldwide, the most popular social networking site is Facebook and it is competing
with Google and other social networking sites to become the leader in web marketing. Other
popular social networking sites such as YouTube, Google+ and Twitter are catching on very
quickly, giving tough competition to the leaders such as FB and Myspace. Whenever a new
video is posted on YouTube, it spreads rapidly through recommendations by friends and
colleagues. Word of mouth is very important in traditional marketing as well as online
marketing, particularly so because rampant spamming has wreaked untold damage on the
credibility of email marketing.
The key here is networking. Networking usually involves a give and take relationship.
You have to give something to your potential customer first and then you can expect a
response or take back something from them. This requires a lot of effort as you have to stay
visible on the web always without intruding into your customer’s privacy. You have to
constantly upgrade your communication and keep in touch on a sustained basis.
Promote your site or business for free - If you have a business or site you need to promote
you can do it by creating a business profile on some of these networks. You can load images,
your logo, etc. into your profile and it will be visible for your virtual friends and all the users
who visit your profile. You can also put topics on groups related to your business and
establish new contacts that can lead to sales, subscriptions or anything else.
…..a beginning Page 23 of 39
5LEAD to POTENTIAL(With the help of Online Marketing)
Lead Spelled Pronunciation [liːd]–noun
1. an indication of potential opportunity
2. A sales lead is the identification of a person or entity that has the interest and
authority to purchase a product or service.
Global Mergers provides services like Raising Capital, Mergers & Acquisition &
Corporate Advisory, and my job at Global Mergers was Generating Leads and Convert it
into Potential and Deal Closing Strategy with the help of Online Marketing which includes
postings, advertisement, blogging & Viral Marketing.
5.1 Sources where I generated Leads for Global Mergers.1. Fundoodata (w w w . f u n d oo d ata. c o m )
Here I gets the list of companies in specific industry and specific region with the company
type, No of employees working, turnover and the website address.
…..a beginning Page 24 of 39
2. Shine (w w w .s h i n e . c o m )
Advantage of shine is that we can get the snap shot of the company that includes company
history and the management team with financials.
3. Inside View (w w w . i n si de vie w . c o m )
This is a best place for the details like Company Turnover, Company type, Total
Employees, Social Contacts of the management people.
…..a beginning Page 25 of 39
5.2 Sources where I get the contact details of Management People.1. Official Website.
The first place to look for the data about a company is the company’s “official website”,
as it is the most authentic and most trust worthy place for getting information.
2. LinkedIn (w w w .l i nk e d i n .i n )
Linkedin.com is the world’s largest professional networking site, having about 120
million professional contacts with each and every members being connected to each
other through some way or the other
…..a beginning Page 26 of 39
Advantages of Linkedin.com are-
▸ is a Business related social networking site
▸ highly trust worthy
▸ Helps us in finding companies in an industry, its leaders and other employees
▸ also helps us in increasing our ‘Business network’ Through Linkedin.com, we
can find the required companies in the relevant field and at relevant region.
3. Jigsaw (w w w.j i g s a w . c om )
Another website through which we can acquire data about companies, its employees is
w w w.ji g s a w. c om .Though not much of trust worthy, the site has a powerful database of more
than 30million professionals and about 40000 more are being added every day. A uniqueness
about the site is that anyone can add a contact, improve an added contact etc.
This was the most helpful website for those who wants to know the contact details of the
top management people of any Multi National company.
…..a beginning Page 27 of 39
we maintain a database for those leads in excel / access / online zoho for sales team
which looks like this in excel.
…..a beginning Page 28 of 39
Potential
A market consists of all the potential customers sharing a particular need or want
who might be willing and able to engage in exchange to satisfy that need or want.
Potential customer is a person who may buy a particular thing. There is a high
possibility of this person buying that thing.
--Philip Kotler
5.3 Process of Converting Lead to Potential using Online Marketing.
Process 1 – Website Development.
Global Mergers website has been re developed by me and my colleagues. That
helped to get Potential Buyer and Funder.
1. Home Page
…..a beginning Page 29 of 39
2. Debt Funding Page
3. Career Page
…..a beginning Page 30 of 39
Process 2 – Social Media Postings.
Posting 1 – Funding for Health Fitness Sector (100 Cr)
This is the posting for Funding Requirement in LinkedIn Post and I got 5 replies for this
posting.
Posting 2 – Company for sale in Corporate Training Sector (2 Cr)
…..a beginning Page 31 of 39
Process 3 – Advertisements
Easy way to reach out maximum people is online advertisement and quikr, Google
Ad word, Businessonsale, Merar & Navatardealconnect helped me to reach maximum clients
and buyers.
Advertisement 1 for Sale.
Advertisement 2 for Global Mergers
RESULTS OF PROMOTIONS.
By this process I got 4 clients and 8 response for Investment Opportunity and 12 Response
for Acquisition Opportunity.
…..a beginning Page 32 of 39
6INSIGHTS &
RECOMMENDATIONS
6.1 INSIGHTSThis is the Digital Age and Company like Global Mergers, have a lot of opportunity in
online where it can get pool of clients and as well as investors with the effective use of it.
Things that I’ve learnt
Don't ever spend money on a marketing program unless can measure the results.
Unless we use Online Effectively / Carefully it may become double edged sword.
Targeting and reaching the correct customers / clients is difficult as they don’t easily
believe unless one creates a hope.
% of people that have made a buying decision using the following over the last three
to six months. Yellow Pages (5%), Direct Mail (10%), Print Advertising (5%),
Search Engines (80%).
Other than Porject
Fund Raising, and types of fund raising that includes Equity and Debt, why the
company need fund and how they need is an interesting part that I’ve learnt.
Why company need to merge with another company and the rationality behind
those mergers & acquisition is an exiciting part.
Mainly I can speak with any organisation CEO or MD for few minutes and able to
explain what Global Mergers does and why they should prefer Global Mergers to
become where they want to be.
…..a beginning Page 33 of 39
Leading a team is very exciting part and with the help our CEO Mr. Ravi Gowda
I led a team very effectively and succeed in many things in Global Mergers.
6.2 RECOMMENDATIONS
Company may subscribe membership in websites like fundoodata.com &
businessforsale.com so, company can access to the details of top management of any
company and acquisition opportunity will also be easy when comared to now.
It will be better if only one person controls the Online Database ZOHO CRM.
All the social media pages and promotions should be frequently updated and the latest
news and articles should be published in Global Mergers Blog.
E – Mail marketing may be much more effective and it may have clear picture / snap
shot of the company.
More of online promotions should be done for Mergers & Acquisition like frequent
advertisement & postings in LinkedIn groups may be much more.
More training on Access, Promotion on Online Marketing & tele marketing to the
new people who comes into organization.
…..a beginning Page 34 of 39
7CASE STUDY
7.1 CASE STUDY – Dell ComputerIt all started with a post. June 21, 2005
“I just got a new Dell laptop and paid a fortune for the four-year, in-home service.
The machine is a lemon and the service is a lie. I'm having all kinds of trouble
with the hardware: overheats, network doesn't work, maxes out on CPU usage. “
And there was no stop to it…it gained momentum…and even more momentum…
leading to dedicated haters
The whole thing started with one post. I t was followed another, then there were
many. DELL HELL was started. It ruined the sales of Dell computers. The only reason
was, Dell didn’t update themselves with the internet proceeding. It all happened without the
knowhow of dell. When they realized it was too late. Dell learned fast, they opened their
blog Direct2dell, which answers all the queries and problems about anything and
everything about the dell laptops. It was followed by Dell Idea Storm, a collaborative
blogging site where one can give their own ideas and discuss about general technology,
computers etc. They blogging was internal as well as external for the overall development
of the company and its image. The whole exercise took 3 years to be back on track.
…..a beginning Page 35 of 39
Learning
This case study gives us (companies) a good reason to be updated with the happening
of the social networking sites. Blogging and forums are the new influencers of today. They
are the lightening to a fire forest. They form the root of the brand image. One needs to keep
a track of this for a successful outcome.
7.2 CASE STUDY – Barrack Obama
It was the launch of the brand ‘Barack Obama’ for the US Presidential 2008
campaign. It was started in January 2007 and was first of its king campaign in
Politics
The successful campaign invited all marketers to forget all that they had learned the
last 10 years and to look with a new and fresh look at Barack Obama’s strategy: It’s
a New Day people, let’s start with a fresh look today!
Most brands shout through advertising. We are cool! We are the best. Buy us!!! But
modern consumers do not believe all these shouting ads any longer. Consumers are not led
by ads. Consumers are influenced by their peers. They only buy a brand and their
products/services if their peers have written a positive review about in online. But modern
consumers have so many options, so many choices. And brand marketers try to seduce, by
shouting ads… Obama really wanted to become part of consumers, in an authentic way.
Most marketers shout at consumers via one way mass communications. Marketers have
learned to do this since the industrial revolution. Due to interactive media, consumers started
to interact with brands. Consumers started conversations about brands within blogs, forums
and social networks. At YouTube consumers started to criticize brands, their ads, their
products, their services. And the worst part of it all; brands were not even aware of these
conversations amongst peers. Marketers did not even know what was being said about
them…But Obama had seen the mistakes brands make. He tapped into online conversations
with an extended conversational tracking program; Mapping where the conversations took
place, who were the social influencers per topic/theme. By listening to peer conversations
within the social space, Obama gained great insights about consumer’s behavior and
emotions. And he tapped into these conversations in a very smart way…
…..a beginning Page 36 of 39
LearningMost marketers used “the internet” for shouting banner campaigns. The power of
the web was peer communications, sharing, interaction, building relationships,
entertainment, sharing opinions and more. Many marketers u s e b r o a d c a s t e d
media to reach people. Many marketers use viral videos for short campaigns. Obama
embraced the long tail, and used content to build his brand in the long term. But most
marketers are only measuring online
Campaigns by: hits, views, clicks, and more web analytics. With a viral that is
really viral, smart social media planning, strong seeding skills you’re viral will become a
weapon of mass affection. Most brands focus at campaigns and spend their money on
media. But their websites are awful. Obama had noticed that the most important part of the
marketing campaign was his website!
The secret behind the Obama website: Great architecture and functional scope.
Invest in brand architects and functional scope before you built a very expensive website
that does not deliver yourbrand, marketing, communications and sales goals. Your
website is your greatest brand interaction asset. Use your website to create
engagement. Invite people to participate and create a movement of brand ambassadors.
People are smart and willing to help.
…..a beginning Page 37 of 39
8CONCLUSION
During S.I.P people get to try, learn and specialize one area of work but I tried to
utilize the S.I.P opportunity to learn more than one area of work. Learning happens all the
time.
Not only the Online Marketing techniques but also I learned how to lead a team
effectively, how to deal with clients who are CEO’s and MD’s and designed & implemented
Deal Sourcing strategies for looking of clients, investors and buyers.
Now a days in Global Mergers, all the clients, investors and buyers i.e. Investment
Opportunities & Acquisition opportunities are being fulfilled through online marketing and no
of clients has been also increased. This can show the effectiveness of “online marketing….a
beginning” in global mergers and also now a days most of the company in Banglore and
Chennai gives first preference for Global Mergers if they want to raise their fund or they want
to sell or they want to acquire some company. The visibility of the Brand Global Mergers
across SME’s in Banglore and Chennai has been increased.
Through ‘Online Marketing’ technique the modern day marketers have found a new
and more effective approach towards the clients to enhance their sales and reach tergets.If
each of the Online marketing techniques are applied in the right time when they are needed,
they have potential of generating even millions of turnover for the company.
…..a beginning Page 38 of 39
9ATTACHMENTS
DEAL SOURCING
Attachment 1 – Process of finding Clients.
Attachment II – Process of finding Investors.
Attachment III – Process of finding Buyers.
Attachment IV – Company Brochure
…..a beginning Page 39 of 39
10REFERENCES
Bibliography.
1. Principles of Marketing.
- Phlip Kotler
2. DigiMarketing – The Essential Guide to New Media & Digital Marketing
- Kent Wertime, Ian Fenwick
3. Principals of Advertising and IMC
- Tom Dunkan
Webliography.
ht t p: / /ww w .man a g e men t p a r a dise . c om /
ht t p: / /ww w .wis e g e e k. c o m/
ht t p: / /ww w .di g i t a l m a rk e t in g ins t i t ute. c o m /
ht t p: / /ww w . g lobalme r g er s.in/
ht t p: / /ww w . L inke d I n . c o m/
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