Summer Internship Project

On
“DIGITAL MARKETING THE NEW FACE OF MARKETING
COMMUNICATION "
For
TRAFITRONIC INDIA. PVT. LTD

Submitted by
Mr. Aishwary D Kale

Specialization- Marketing

Under The Guidance of

Prof. Dr. Sarah D’souza

Submitted in partial fulfillment of the requirement for the award of the

degree of Master of Business Administration (MBA)

D. Y Patil Institute of Masters of Computers Application and Management,

Akurdi, Pune-411044
 College Certificate

It will be issued by College before Final SPPU Viva

Internship/ Company Certificate Format
 Declaration & Plagiarism Report

I, the undersigned hereby declare that Project Report entitled “ DIGITAL MARKETING THE
NEW FACE OF MARKETING COMMUNICATION” with special reference to DIGITAL

MARKETING written and submitted by me to Savitribai Phule Pune University in partial

fulfilments of requirements for the award of degree of Master of Business Administration

under the guidance of Prof/ Dr/ Mr/ Ms Dr Sarah D’souza, is my original work and
interpretations drawn therein are based on material collected by me.
I have also checked the plagiarism extent of this report which is ……… % and it is below the
prescribed limit of 10%. The separate plagiarism report in the form of html /pdf file is enclosed
with this.

Place: Akurdi Pune Name of the Student: Aishwary.D. Kale

Date: Signature:
Specialization: Marketing

(Only By Internal Faculty Guide)

Rating of Project Report [A/B/C/D/E]: ______
(A=Excellent; B=Good; C=Average; D=Poor; E=Worst)

Dr. Sarah D’souza

(ATTACH PLAGIARISM REPORT)
 Acknowledgement

It is a matter of pride and privilege for me to have done a summer internship project in
“Trafitronics India Pvt Ltd” and I am sincerely thankful to them for providing this
opportunity to me.

I am thankful to “Mr. Aishwary Dilip Kale” for guiding me through this project and
continuously encouraging me. It would not have been possible to complete this project
without his / her support.
I would like to convey my sincere gratitude to Dr K Nirmala- Director, DYPIMCAM who
gave me opportunity and useful guidance to undergo my project work for 45-50days

I am also thankful to all the Faculty Members of D Y Patil Institute of Masters of

Computer Applications and Management, Akurdi, Pune and particularly my Project
Guide Dr. Sarah D’souza for helping me during the project.

Finally, I am grateful to my family and friends for their unending support.

Aishwary D Kale
 EXECUTIVE SUMMARY
I am Aishwary Kale of D Y Patil Institute of MCA and Management, Pune a PG
student. This report explains the importance of digital media marketing in
present era and this report will help the reader to get an idea about the Industry,
Indian population and digital media, concepts of digital marketing, Duties and
responsibility of client servicing executives in an agency, Steps involved in client
servicing and Consumer buying behavior in the digital era. After reading the whole
report the reader will be able understand the reason behind growing digital media
marketing.

Title of the Report is “Digital Marketing – The New Face Of Marketing Communication” and
Objectives of the project is to understand the change in consumer buying behavior in digital era.

Methodologies used for achieving the objective are descriptive study and a research. For
achieving the objective, I have done one research using an online questionnaire. The title for the
research is “Understand the consumer buying behaviour of Indian in digital era”.

Main findings of the research are given here. Indian customers are highly
information seekers. They collect more information about a product before buying
it. Internet penetration in India is key player for this phenomenon. Most of Indians
are getting stimulus through advertisements, but they are not reaching to end phase
of customers purchase journey, mainly in high involvement purchases. Brands are
getting more touch point to reach their target group in this digital era. More details
about findings are given this report.

The successful completion of this project indicates that the future of marketing is in the hands of
digital. I conclude my research by quoting again that “Brands can’t sustain without digital
presence”
 INDEX

Sr No Content Page
Number
1. 1.1 Introduction (START NUMBERING PAGES FROM HERE at
Page no 1)
1.2 Objectives of the Project
1.3 Scope of the Project (To be determine in terms of project report)
2. Organization/ Company Profile (In Brief)
2.1 Complete Name of the Company
2.2 Mission/ Vision/ Slogan/ Logo – ( if any)
2.3 Organization Chart
2.4. Location, Product range & Variety
2.5 List of Competitors
2.6 Branches & Offices
2.7 Historical Developments of the Company
2.8 Achievements of the Company- (if any)
2.9 Products photographs & building photographs - (if any)
2.10 SWOT Analysis
3. Review of Literature - ( 5 research papers related to the topic
selected and on the basis of Secondary Data)

It should include:
1) Project
information – past
researches /
studies on the
topic
2) Application of
different relative
marketing/finance/
HR/operations/
systems/IB
concepts
& link their
significance to your
project.
It should include:
1) Project
information – past
researches /
studies on the
topic
2) Application of
different relative
marketing/finance/
HR/operations/
systems/IB
concepts
& link their
significance to your
project.
It should include:
1) Project
information – past
researches /
studies on the
topic
2) Application of
different relative
marketing/finance/
HR/operations/
systems/IB
concepts
& link their
significance to your
project.
It should include:
1) Project
information – past
researches /
studies on the
topic
2) Application of
different relative
marketing/finance/
HR/operations/
 systems/IB
concepts
& link their
significance to your
project.
It should include:
1) Project information – past researches / studies on the topic
2) Application of different relative Marketing / Finance /HR
/Operations / BA /IB Concepts & link their significance to your
project.
4. Research Methodology

It should include:
1) What is
research?
2) Hypothesis (If
any), Research
Design etc
3) Type of your
project research
4) Different
sources & methods
of data collection –
A) Questionnaire B)
Interview
technique C)
Observation D)
Direct mail etc
5) Primary &
secondary data?
What are their
sources in concern
with your project?
6) Finalise universe
and sample frame,
unit and sample
size
7) Different
Sampling
techniques & their
selection of proper
one for your
project.
8) Research
Instrument
(Questionnaire/sur
vey form and its
kind)
9) Selection of
proper data
analysis methods
or techniques
10) Make
 necessary
assumptions here
at this stage if
required
It should include:
1) What is research?
2) Hypothesis (If any), Research Design etc
3) Type of your project research
4) Different sources & methods of data collection –
A) Questionnaire B) Interview technique C) Observation D)
Direct mail etc.
5) Primary & secondary data? What are their sources in concern
with your project?
6) Finalize universe and sample frame, unit and sample size
7) Different Sampling techniques & their selection of proper one
for your project.
8) Research Instrument (Questionnaire/survey form and its kind)
9) Selection of proper data analysis methods or techniques
10) Make necessary assumptions here at this
stage if required
5. Data Analysis & Interpretations

There should be
( Note-

only one question’s

analysis on one
page.
Similarly do
 analysis for all the
questions asked in
the questionnaire.
6. Findings & Observations of the Project
7. Learnings & Take away
8. Suggestions and Recommendations
9. Conclusions
10.  Learning’s & Value addition during training.
 Challenges faced by you during your internship.
 Usefulness of training should also be highlighted.
11. References –
Note- It includes: References such as Journals, books, magazine
used, newspaper articles, and web sites (paste complete URL
here) etc
12 Annexure
Note- It include Questionnaire, pamphlets, catalogue,
photographs, price list, visiting cards, Data sheets, Annual reports
etc
 Project Report Specifications
All Students should strictly follow the following standards for preparation of Project
Report.

Sr No Specifications Details
1 Number of Copies of Final 2 (For College) + 1 (For Company)
Project Report
2 Binding Black Colour Hard binding
3 Embossing Golden Colour
4 Page Size A4
5 Page Color White
6 Left Margin 1.5 inch
7 Other Margins (Top, 1 inch
Bottom and Right)
8 Headings Font Times New Roman
9 Headings Fond Size 14, Bold, Uppercase
10 Sub- Headings Font Times New Roman

11 Sub-Headings Fond Size 12, Bold, Uppercase

12 Text Body Font Times New Roman
13 Text Color Black
14 Text Body Font Size 12, Normal, Lowercase
15 Header No Header
16 Footer Put only Page Numbers Centered, No Company
logos, topics etc. in the header of footer
17 Total number of pages Approx. in between 60 to 110
18 Page Border No

Ms Viral Ahire Dr. K Nirmala

SIP Coordinator Director