SUMMER INTERNSHIP PROJECT REPORT ON

DIGITAL MARKETING AT
GRAND THORTON BHARAT LLP

Submitted in partial fulfilment of Summer Internship for Post Graduate Diploma in

Management at

Maharaja Agrasen Business School, Rohini, New Delhi-110086

Submitted To:
Dr. Surpiya Sehgal

Submitted By:
Trivyan Tayal
Roll Number: MABSPG23043

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 ACKNOWLEDGEMENT

I take this opportunity in expressing the fact that this project report is the result of incredible amount of
encouragement, co-operation and moral support that I have received from everyone during this tenure.
I place on record my deep sense of gratitude to the Management of Maharaja Agrasen Business School
for giving me an opportunity to pursue my summer training.
Words alone cannot express my deep sense of gratitude to Mr. Pradeep Pandey, who provided me an
opportunity to be a part of such passionate team at Grand Thorton for my summer training.
I must also thank Mr. Harshit Khanna and Ms. Ashmeet Kaur. I wish to make a special mention of Harshit
Khanna for his deep involvement and continuous guidance. I would also like to express my gratitude to
the employees and the staff of Grand Thorton Bharat LLP for their valuable guidance and support made
this project an enlightening educational experience.
I would also like to express my gratitude from the core of my heart to my mentor who helped me in
coordinating my entire project. Their consistent support and cooperation showed the way towards the
successful completion of my project.

Name of Student: Trivyan Tayal

Address:

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 BONAFIDE CERTIFICATE

This is to certify that Mr. Trivyan Tayal, a student of MABS, Delhi, pursuing PGDM, has successfully
completed Summer Training at Grand Thorton Bharat LLP from 13th May 2024 to 14th July 2024. As
part of his curriculum, the project report entitled, “Summer Internship Report on Digital Marketing at
Grand Thorton Bharat” has been submitted by the student to the undersigned is an authentic record of his
original work, which he has carried out under my supervision and guidance.

I wish him/her all the best.

Signature of Internal Guide

Date

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 EXECUTIVE SUMMARY

During this internship at Grand Thorton Bharat LLP, in the field of Digital Marketing, I had the
opportunity to immerse myself in the dynamic field of digital marketing. My role was centered
around enhancing the firm's online presence and engagement through various strategic
initiatives. It allowed me to apply theoretical knowledge gained through coursework in a
practical, real-world setting. The mentorship and support from the Grant Thornton Bharat team
were pivotal in enhancing my understanding of digital marketing strategies and their impact on
business growth.
We worked upon two key areas: Search Engine Optimization (SEO) and content marketing. We
conducted a deep dive into their website, meticulously examining its keyword usage, content
optimization, and technical SEO aspects.
To achieve this, we created high-quality content, encompassing blog posts and website copy,
that was optimized for search engines while remaining engaging for users. The implemented
SEO and content strategy wasn't just theoretical - we revamped their website structure,
optimized existing content, and injected fresh content based on identified keyword opportunities.

The results speak for themselves: Grant Thornton's website witnessed a significant climb in
search engine rankings for relevant keywords, translating into a rise in organic traffic. More
importantly, this project established a sustainable content marketing strategy that seamlessly
aligns with their overarching digital marketing goals.

We recommend ongoing website monitoring to continually refine SEO and content for
maximum impact. Additionally, consistent content creation is crucial to maintaining website
vibrancy and solidifying Grant Thornton's position as an industry thought leader. By
incorporating other digital marketing channels like social media, they can further amplify their
content reach and brand awareness.

Crafting targeted content for Grant Thornton's ideal clientele underscored the importance of
audience understanding and tailoring content to resonate with their specific needs. I discovered
the power of diverse content formats and the art of weaving SEO best practices seamlessly into
content creation, ensuring both search engine visibility and user engagement

In conclusion, my internship at Grant Thornton Bharat not only deepened my understanding of

digital marketing but also equipped me with essential skills in campaign management, content
creation, SEO optimization, and client engagement. Beyond technical proficiency, the
experience sharpened my professional communication, emphasized the importance of meeting
deadlines, and fostered effective teamwork – all of which are crucial for success in any
professional environment. This internship was truly a transformative experience that solidified
my passion for digital marketing and provided me with a solid foundation for future career
endeavours in the field.

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 TABLE OF CONTENT

CONTENTS
1. Introduction .......................................................................................................................... 8
2. Industry analysis ................................................................................................................. 10
2.1. Industry Description ....................................................................................................... 11
2.2. Industry Trends ............................................................................................................... 11
2.3. Global vs. India ............................................................................................................... 13
2.4. Industry size and attractiveness ...................................................................................... 14
2.5. Target Market ................................................................................................................. 14
2.6. Competitors ..................................................................................................................... 15
2.7. Competitive Position....................................................................................................... 15
3. Company Profile .................................................................................................................. 18
3.1. Milestones ....................................................................................................................... 20
3.2. Board of Directors .......................................................................................................... 21
3.3.Vision and Mission .......................................................................................................... 22
3.4. Product of the organization ............................................................................................. 22
3.5. Organization Structure .................................................................................................... 23
3.6. Employee Profile ........................................................................................................... 24
4. Understanding various Organization’s Functional Areas ............................................... 26
4.1. Finance Department ........................................................................................................ 26
4.2. Relationship Management Department........................................................................... 27
4.3. Marketing Department .................................................................................................... 27
4.4. Human Resource Department ......................................................................................... 31
4.5. USP and Innovation ........................................................................................................ 32
4.6. SWOT Analysis .............................................................................................................. 33
4.7. PESTLE Analysis ........................................................................................................... 34
5. Business Process Approach ................................................................................................ 34
5.1. Job Profile ....................................................................................................................... 35
5.2. Hierarchy of Business Processes .................................................................................... 38
5.3. Business Process Re-engineering .................................................................................. 39
6. Key Learning ...................................................................................................................... 41
7. Implications/ Suggestions for the company ....................................................................... 42
8. Conclusions and Future Scope ........................................................................................... 43
5
9. Annexure ............................................................................................................................. 44
10. References .......................................................................................................................... 48

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 LIST OF TABLES

S.No. Table Title Page No

1 Table 2.3.1 Comparison b/w Indian and Global Market 13
2 Table 4.3.3 BCG Matrix 30
3 Table 4.6 SWOT Analysis 33
4 Table 4.7 PESTEL Analysis 34
5 Table 9.1 Various Activities Undertaken during 45
Internship
6 Table 9.2 Weekly Report 47

LIST OF FIGURES

S.No. Figure Title Page No

1 Fig 2.1 Industry Analysis 10
2 Fig 2.1.1 Various Services offered in the Industry 11
3 Fig 2.2.1 Growth Trajectory of Industry 12
4 Fig 2.4.1 Indian Service Industry Expansion 14
5 Fig 2.4.2 India’s Growth Hour 14
6 Fig 2.6.1 Major Players in the Industry 15
7 Fig 2.7.1 Poter’s 5 Forces 17
8 Fig 3.1 GT’s presence across world 19
9 Fig 3.1.1 Awards and Recognition 21
10 Fig 3.3 Global CEO’s Message 22
11 Fig 3.6.1 Skills associated with Digital Marketing 25
12 Fig 4.1.1 Services offered by GT Bharat LLP 26
13 Fig 4.2 CFO Service at GT Bharat LLP 27
14 Fig 4.3 Marketing Initiatives by GT Bharat 28
15 Fig 4.3.2 STP 29
16 Fig 4.3.3.1 Image depicting BCG Matrix 30
17 Fig 5.1.2 Process of Social Media Campaigning 36
18 Fig 5.1.2.1 Macro process 37
19 Fig 5.1.2.2 Sub- Macro Process 38
20 Fig 5.2 Hierarchy of Activities 39
21 Fig 5.3 Steps of Business Process Re-engineering 40

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 1. INTRODUCTION

Domain: Digital Marketing focuses on leveraging online channels to reach target audiences and
promote a brand or service. This includes strategies like SEO, content marketing and social media
marketing.

Industry: Professional Services encompass businesses that provide knowledge-based expertise to

clients. In this case, Grant Thornton Bharat LLP operates within the professional services sector,
specifically offering accounting, tax, and advisory services.

Company: Grant Thornton Bharat LLP is the Indian member firm of Grant Thornton
International Ltd., a global network of independent accounting and consulting member firms. They
provide a wide range of services to businesses and individuals in India, enhancing their international
expertise and local knowledge.

Job Profile: Digital Marketing Intern

Learning Process:
My internship at Grant Thornton Bharat LLP provided a deep dive into digital marketing for the
professional services industry. To grasp their approach, I began by researching current trends. This
involved understanding how leading firms like Grant Thornton leverage SEO, content marketing,
social media, and other channels to connect with their target audience. Next, I analysed Grant
Thornton Bharat LLP's existing digital strategy by reviewing their website, social media presence,
and any online marketing materials. Shadowing a digital marketing professional provided invaluable
firsthand experience. I observed their daily tasks and gained insights into the intricacies of the role.
Furthermore, I delved into data analysis to understand how Grant Thornton measured the success of
their digital efforts. This included learning how to analyse website traffic, social media engagement,
and other key metrics. Finally, I participated in a project, applying my knowledge in a real-world
scenario. This could have involved creating content for their website, crafting social media
campaigns, or researching new marketing strategies. By combining these methods, I gained a
comprehensive and practical understanding of digital marketing within the professional services
industry, specifically as implemented by Grant Thornton Bharat LLP.
By combining these approaches, I aim to gain a comprehensive understanding of digital marketing
within the professional services industry, specifically at Grant Thornton Bharat LLP.

Grant Thornton Bharat operates within the professional services sector, offering a broad spectrum of
services including audit and assurance, tax advisory, consulting, and financial advisory. Their client
base ranges from large corporations to mid-sized and privately held businesses across various
industries such as manufacturing, financial services, technology, and healthcare. The firm helps
clients navigate complex regulatory environments, optimize financial performance, manage risks,
and capitalize on growth opportunities.

Key products and services include:

• Audit and Assurance: Providing independent verification of financial statements to ensure
accuracy and compliance with regulatory standards.

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 • Tax Advisory: Offering strategic tax planning, compliance, and advisory services to
minimize tax liabilities and maximize efficiency.
• Consulting: Advising clients on business strategy, operational efficiency, digital
transformation, and organizational restructuring.
• Financial Advisory: Assisting in mergers and acquisitions, due diligence, valuations, and
financial restructuring.

Suppliers to Grant Thornton Bharat include technology providers for audit tools and software, and
office suppliers for day-to-day operational needs. Customers include entities seeking comprehensive
financial and business advisory services tailored to their specific industry challenges and growth
objectives.

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 2. INDUSTRY ANALYSIS

The Indian professional services industry is experiencing a golden age, fuelled by factors like
rising foreign investment, a burgeoning middle class, and a growing emphasis on compliance.
Grant Thornton Bharat LLP, a member firm of the global Grant Thornton network, is well-
positioned to capitalize on this growth trajectory.
The industry is witnessing a surge in demand for specialized services. Areas like data analytics,
cybersecurity, and risk management are becoming increasingly crucial for businesses navigating a
complex and digital world. This industry is offering solutions to clients only in a B2B format.

However, the industry is becoming fiercely competitive. Established domestic firms and
international players are all vying for market share. This necessitates continuous innovation and
strategic differentiation. Grant Thornton can explore niche services, invest heavily in digital
marketing to enhance brand awareness, and build strong client relationships that go beyond
traditional compliance work.

Digitalization: A Double-Edged Sword

Digitalization is a major trend sweeping the industry. Cloud-based solutions and automation tools
are improving efficiency and service delivery. Grant Thornton needs to embrace these
advancements to stay ahead of the curve. However, digitalization also presents a challenge –
attracting and retaining top talent with the necessary digital skills. Investing in training and
development programs can help them bridge the skill gap.

Grant Thornton Bharat LLP boasts a distinct advantage: its international network. They can
leverage this to cater to multinational corporations operating in India, offering them seamless
service and global expertise. Additionally, a focus on emerging markets can further solidify their
position. Indian firms are well-placed to cater to the growing demand for professional services in
other developing economies.
By understanding the evolving industry landscape, key trends, and competitor dynamics, Grant
Thornton Bharat LLP can develop targeted strategies to achieve sustainable growth. Building
strong client relationships, continuously innovating, and investing in digital transformation will be
crucial to their success in this dynamic and competitive market.

Fig 2.1

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2.1. Industry Description

Grant Thornton Bharat operates within the professional services sector, offering a broad spectrum
of services including audit and assurance, tax advisory, consulting, and financial advisory. Their
client base ranges from large corporations to mid-sized and privately held businesses across
various industries such as manufacturing, financial services, technology, and healthcare. The firm
helps clients navigate complex regulatory environments, optimize financial performance, manage
risks, and capitalize on growth opportunities.

Fig 2.1.1

Key products and services include:

• Audit and Assurance: Providing independent verification of financial statements to ensure
accuracy and compliance with regulatory standards.
• Tax Advisory: Offering strategic tax planning, compliance, and advisory services to
minimize tax liabilities and maximize efficiency.
• Consulting: Advising clients on business strategy, operational efficiency, digital
transformation, and organizational restructuring.
• Financial Advisory: Assisting in mergers and acquisitions, due diligence, valuations, and
financial restructuring.
Suppliers to Grant Thornton Bharat include technology providers for audit tools and software,
and office suppliers for day-to-day operational needs. Customers include entities seeking
comprehensive financial and business advisory services tailored to their specific industry
challenges and growth objectives.

2.2. Industry Trends

The professional services industry, including firms like Grant Thornton Bharat, is evolving
rapidly due to several key trends:
• Technology Integration: Increasing adoption of advanced technologies such as
artificial intelligence, data analytics, and automation in audit processes and advisory
services.
• Regulatory Complexity: Growing complexity in regulatory environments requiring
specialized compliance expertise and risk management services.
• Demand for Advisory Services: Rising demand for specialized advisory services in
areas such as cybersecurity, digital transformation, sustainability consulting, and

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 regulatory compliance.
• Globalization: Expansion of services to support cross-border transactions,
international tax planning, and global business operations.

Fig 2.2.1

Some Niche Sectors:

 Digital Transformation in Consulting and Advisory Services:
• Trend: Increasing adoption of digital solutions in consulting and advisory
services to enhance client interactions, data analytics, and operational
efficiencies.
• Statistical Data: According to a report by Nasscom, this sector is projected to
grow by 4.1% in FY 2022, driven by digital transformation initiatives across
industries.
• Impact: Grant Thornton Bharat leverages digital tools for audit automation, risk
assessment, and client reporting, enhancing service delivery and client
satisfaction.

 E-commerce and Retail Advisory Services:

• Trend: Growth in e-commerce platforms and online retail, driving demand
for advisory services related to market entry strategies, logistics
optimization, and digital marketing.
• Statistical Data: As per a report by Statista, India's e-commerce market is
expected to grow at a CAGR of 20.2% from 2021 to 2025, reaching a
market size of USD 99 billion by 2025.
• Impact: Grant Thornton Bharat advises clients on navigating regulatory
frameworks, implementing digital payment solutions, and optimizing supply
chain operations in the evolving e-commerce landscape.

 Renewable Energy and Sustainability Consulting:

• Trend: Growing emphasis on renewable energy projects and sustainability
initiatives, driving demand for advisory services in project financing, regulatory
compliance, and carbon footprint reduction.
• Statistical Data: According to the Ministry of New and Renewable Energy,
India's renewable energy capacity reached 146 GW by December 2021, with
plans to achieve 450 GW by 2030.
• Impact: Grant Thornton Bharat assists clients in navigating policy frameworks,
accessing financing options for renewable energy projects, and implementing

12
 sustainable business practices to meet regulatory requirements.

These trends shape Grant Thornton Bharat's service offerings and strategic initiatives,
positioning them to meet the evolving needs of clients in a dynamic business environment.

2.3. Global vs. India

Global Operations: Grant Thornton operates as a global network of independent firms, sharing
best practices and expertise across borders. Global operations focus on multinational
corporations, international tax planning, and cross-border advisory services.

India Operations: In India, Grant Thornton Bharat tailors its services to local regulatory
frameworks, domestic tax laws, and industry-specific challenges. They cater to a diverse client
base ranging from large enterprises to SMEs, offering specialized advisory services that address
regional market dynamics and business complexities.

India Global
Cost advantage: India offers a cost Market size and maturity: The
advantage compared to developed markets, global professional services market is
attracting global clients seeking outsourcing significantly larger and more mature
opportunities. compared to India.
Emerging markets focus: Indian firms are Focus on innovation: Global firms
well-positioned to cater to the growing are at the forefront of innovation,
demand for professional services in other adopting cutting-edge technologies
emerging economies. and service models.
Regulatory changes: The Indian government Regulation: The regulatory
is implementing reforms to improve the ease environment can be more complex in
of doing business, impacting the professional some global markets compared to
services sector. India.
Table 2.3.1
Comparison between Indian and Global Market

Understanding both global and local perspectives enables Grant Thornton Bharat to offer
differentiated services and strategic insights to clients considering international expansions,
regulatory compliance, and cross-border transactions.

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2.4. Industry size and attractiveness

Market size

• The Indian professional services industry is substantial, estimated to be worth over $100
billion.
• Projections indicate that it will continue to grow at a CAGR of 10.89% from 2024 to
2029, resulting in a market volume of $1.71 billion by 2029.

Attractiveness:

• Growth Potential: The industry’s robust growth prospects make it an attractive space for
businesses.
• Specialized Services: Rising demand for specialized services (such as consulting, legal,
and financial advisory) contributes to its allure.
• Increasing Disposable Income: As disposable income rises, individuals and businesses
seek professional services for various needs.

Fig 2.4.1 : Image illustrating the Indian Service Fig 2.4.2

Industry Impact and Expansion

2.5. Target Market

• Geographic Segmentation: Serving clients across India with offices in major cities,
catering to regional and national business needs.
• Demographic Segmentation: Clients include large corporations, mid-sized
companies, family-owned businesses, and public sector entities.
• Psychographic Segmentation: Focused on clients seeking strategic advice, regulatory

14
 compliance, and financial optimization.
• Product-related Segmentation: Tailoring services to industry-specific challenges in
manufacturing, financial services, technology, healthcare, and other sectors

2.6. Competitors

Competitors in the professional services industry include other Big Four firms (Deloitte, PwC,
EY, KPMG) and large national and international consulting firms.
By applying Porter's Five Forces model and other competitor analysis methods, Grant Thornton
Bharat can strategically assess its competitive position in the Indian professional services
industry
Understanding these dynamics helps the firm identify
opportunities for growth, mitigate threats, and differentiate
itself through specialized services, technological
investments, and client-centric strategies. This approach is
crucial for maintaining market leadership and sustaining
long-term success in a competitive business environment.

Fig 2.6.1 Image depicting top

competitor firm in the same industry

2.7. Competitive Position

By applying Porter's Five Forces model and other competitor analysis methods Grant Thornton
Bharat can strategically assess its competitive position in the Indian market for accounting, tax,
and advisory services. Understanding various market dynamics helps the firm identify
opportunities for growth, mitigate threats, and differentiate itself through specialized services,
technological investments, and client-centric strategies. This approach is crucial for
maintaining market leadership and sustaining long-term success in a competitive business
environment.
• Revenue Growth: Firms involved in professional service aim for annual revenue
growth rates that match industry norms, with larger firms targeting 5% to 10% growth
annually.
• Client Retention: Top firms typically retain 85% or more of their clients annually,

15
 indicating strong client relationships and service quality.
• Service Efficiency: Metrics like audit completion times and project turnaround are
crucial; firms strive to improve efficiency to enhance client satisfaction.
• Employee Utilization: Billable staff aim for utilization rates between 60% to 75%,
reflecting effective resource management and productivity.
• Profitability: Successful firms achieve profit margins of 15% to 25%, driven by
efficient operations and high-quality service delivery.
• Client Satisfaction: Firms aim for client satisfaction scores above 90%, indicating
excellence in service and client relationship management.

2.7.1. Porter’s 5 force model

• Competitive Rivalry:
The market for accounting, tax, and advisory services in India is highly competitive, with
major players including the Big Four (Deloitte, PwC, EY, KPMG) and other large national
and international firms like Grant Thornton Bharat.
Intense competition drives firms to differentiate through specialized expertise, industry
knowledge, client relationships, and service innovation. Price competition may occur, but
firms often focus on value-added services and client-specific solutions.

• Bargaining Power of Suppliers:

Suppliers in this context include technology providers for audit software, data analytics tools,
and office suppliers.
Suppliers have moderate bargaining power as firms like Grant Thornton Bharat negotiate for
advanced technology solutions to enhance audit efficiency, data security, and client reporting
capabilities.

• Bargaining Power of Customers:

Clients, ranging from large corporations to SMEs and public sector entities, have significant
bargaining power.
Clients seek high-quality services, cost-effective solutions, and industry-specific expertise.
Firms like Grant Thornton Bharat must demonstrate value through comprehensive advisory
services, regulatory compliance, and strategic tax planning to retain and attract clients.

• Threat of New Entrants:

The professional services industry has moderate barriers to entry due to regulatory
requirements, client trust, and the need for specialized skills.
New entrants face challenges in establishing credibility, building a client base, and
competing with established firms like Grant Thornton Bharat, which benefit from brand
recognition, industry experience, and a wide service portfolio.

16
• Threat of Substitute Products or Services:
Substitutes include in-house accounting teams, internal audit departments, and alternative
advisory firms.
While some clients may consider internal capabilities or alternative service providers, firms
like Grant Thornton Bharat mitigate this threat by offering specialized expertise, industry-
specific knowledge, and tailored advisory services that provide added value and strategic
insights.

Fig 2.7.1 Porter’s 5 Forces Model

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 3. COMPANY PROFILE

Parent Company: Grant Thornton International Ltd.

Sector: Professional Services (Accounting, Tax, Advisory)

Tagline: "An instinct for growth"

Category: Global network of independent audit, tax, and advisory firms

Unique Selling Proposition (USP): Specialized advisory services tailored to client needs
with a focus on growth-oriented solutions.

Segment: Mid-tier professional services firm catering to a diverse client base including
public and private sectors, SMEs, and multinational corporations.

Positioning: Known for providing high-quality, personalized service with a global reach and
local expertise.

Founded: Grant Thornton International Ltd. was founded in 1904.

Headquarters: London, United Kingdom

History:
1. 1924: Alexander Richardson Grant founds Alexander Grant & Co. in Chicago, focusing
on mid-sized companies.
2. 1960s: The firm expands internationally, forming Alexander Grant Tansley Witt with
firms from Australia, Canada, and the UK.
3. 1980: Alexander Grant & Co. merges with 49 other firms, including Thornton Baker,
creating Grant Thornton International.
4. 1986: The firm officially adopts the name Grant Thornton and continues to grow globally
establishing member firms in various countries and regions, including the United States,
Europe, Asia-Pacific, and Latin America.
5. Early 2000s: The firm focused on enhancing its advisory services, including consulting,
risk management, and specialized industry expertise.
6. 2009: Grant Thornton expanded its global network to cover more than 130 countries,
solidifying its position as a major player in the professional services industry.
7. 2010: Embraced digital technologies for audit and advisory services, enhancing
efficiency and client service delivery.

Development of the Company

• Development Speed: Rapid expansion globally, establishing a presence in over 130
countries.
• Achievements: Recognized for excellence in audit quality, advisory services, and client
satisfaction.
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 Fig 3.1 Snapshot from the website indicating the global presence of the firm

Indian Offices:
• The firm operates as Grant Thornton Bharat LLP in
India.
• Their ambitious goal is to target 1 million SME
clients by 2030
• Grant Thornton has a strong presence across major cities in India, including New Delhi,
Mumbai, Bengaluru, Chennai, Hyderabad, and more.
• With over 7,500 professional staff across 17 offices, they provide robust compliance
services and growth navigation for complex business matters

Corporate Culture
• To help clients unlock their potential for growth and navigate complex business
challenges.
• Their philosophy is of Commitment to integrity, quality, and delivering value-added
services.
• Purpose is empowering clients and communities to thrive in a dynamic global economy.
• Company has a global network with more than 73,000 professionals across 150 markets.
• Their commitment extends to clients, colleagues, and the communities where they
operate

19
 Main Products and Services
• Main Products: Audit, Tax, Advisory services including financial advisory, risk
management, and business consulting.
• Tailored solutions designed to address client-specific needs and industry challenges.
• Emphasis on innovation in service delivery, leveraging technology to enhance efficiency
and accuracy.

Sales and Network

• They generate revenue through client engagements across audit, tax, and advisory
services globally.
• Also have extensive global network ensures local expertise with international reach,
facilitating seamless service delivery.
Grant Thornton Bharat employs a robust multi-channel marketing strategy that ensures a
cohesive brand identity across digital platforms, events, and communications. They prioritize
creating compelling content such as thought leadership articles and case studies, bolstered by PR
campaigns to amplify their market presence. Active engagement on social media enhances their
reputation, while innovative events strengthen client relationships and showcase their thought
leadership in the industry.

3.1. Milestones
• Grant Thornton Bharat has achieved significant milestones through strategic acquisitions,
expanding its service offerings and geographic reach. Their purpose-driven approach
aims to reshape professional values, build trust in brand India, and contribute to global
betterment. With a clear goal of serving a million Indian SME clients by 2030, they
challenge norms and drive business growth. Investment in talent, innovation in service
delivery, and commitment to corporate responsibility further define their impactful
journey

• Awards and Recognition: Grant Thornton Bharat has been recognized with various
awards including:
❖ Great Place to Work: The firm has been recognized as a Great Place To Work for the
second consecutive year, reflecting its positive work environment and employee
satisfaction.
❖ Best Sports Consulting Firm: ASSOCHAM’s Sports Excellence Awards honored Grant
Thornton Bharat in this category.
❖ Cross Border Transactions Adviser of the Year: Corporate INTL Global Awards
recognized the firm’s expertise in cross-border transactions.
❖ Ranked Among Top Advisers in M&A: According to Venture Intelligence League
Tables, Grant Thornton Bharat secured the 5th position among top advisers in M&A

20
 Fig 3.1.1 Snapshot showing different awards received by Grand Thorton Bharat LLP

3.2. Board of Directors

The Board of Governors (the board) is the principal and overriding authority in GTIL, and it
exercises governance over GTIL. The board comprises the chair of the board (currently an
independent governor); the chief executive officer (CEO) of GTIL; managing partners from the
largest Grant Thornton member firms; managing partners elected or appointed from other Grant
Thornton member firms that are not amongst the largest; and independent directors. The board
aims for a reasonable balance of diversity and representation from different geographical areas,
including emerging markets.

The Board of Directors of Grant Thornton Bharat plays a pivotal role in guiding and overseeing
the strategic direction and governance of the firm. Comprising seasoned professionals with
diverse expertise, the Board ensures that Grant Thornton Bharat upholds its commitment to
delivering exceptional audit, tax, and advisory services while maintaining the highest standards
of integrity and client service.

Vishesh C. Chandiok: Chief Executive Officer of Grant Thornton Bharat LLP

21
 Additionally, Vikas Vasal, the national managing partner of Grant Thornton Bharat LLP, has
been appointed as the global tax head for Grant Thornton International3. The firm plays a
significant role in shaping various industry ecosystems through its work in assurance, tax, risk,
transactions, technology, and consulting, delivering exceptional care for its people, clients, and
communities.

3.3. Vision and Mission

Vision: Grant Thornton Bharat aims to be the most prominent firm in providing robust
compliance services to dynamic Indian global companies. They strive to help these companies
navigate the challenges of growth as they globalize.

Mission: Grant Thornton Bharat is on a constant mission to enhance the overall impact of
development programs worldwide. They emphasize socio-economic and technological impact
in their projects, refraining from looking at issues in isolation and devising solutions in silos.
Their goal is to strive for inclusive and collective solutions.

Fig 3.3: Grand Thorton’s Global CEO’s mission for the organisation

3.4. Product of the organization

• Audit and Assurance Services:

❖ Financial statement audits
❖ Internal audits and controls assessment
❖ Regulatory compliance audits
❖ Tax Services:

• Tax advisory and planning

❖ Direct and indirect tax compliance
❖ Transfer pricing advisory
❖ Advisory Services:

22
 • Business advisory and consulting
❖ Risk management and internal audit
❖ Transaction advisory (including mergers and acquisitions)
❖ Consulting Services:

• Technology consulting and digital transformation

❖ Performance improvement and operational excellence
❖ Forensic and investigation services

• Specialized Services:
❖ Sustainability and CSR advisory
❖ Government and public sector advisory
❖ Family business advisor

3.5. Organization Structure

Grant Thornton International Ltd. (GTIL) serves as the global umbrella organization that sets
standards, provides strategic guidance, and ensures consistency in quality across member firms
worldwide. GTIL does not directly serve clients but facilitates collaboration and knowledge
sharing among member firms.

Grant Thornton Bharat: Within India, Grant Thornton operates as Grant Thornton Bharat (GT
Bharat). It is an independent entity responsible for its operations, management, and client
relationships within the country.
It has regional offices across major cities in India (e.g., Mumbai, Delhi, Bangalore) to better
serve clients and manage operations effectively. It is governed by a board of directors
composed of senior leaders and partners who oversee strategic direction, compliance, and
financial performance. The firm is led by managing partners and senior executives who
manage day-to-day operations, client engagements, and business development efforts.

Various Services Offered:

• Assurance: Ensures the financial accuracy and compliance of clients' records through
audits and other services, led by a National Managing Partner.
• Tax: Provides comprehensive tax advice and compliance services, managed by a
National Tax Leader.
• Advisory: Offers a wider range of services beyond finance, including management
consulting, risk management, and transaction support, led by a National Advisory
Leader.
• Digital Transformation: A dedicated team focused on technology consulting and digital
solutions to help clients adapt to the changing digital landscape.

23
 Support Functions Include:
• Human Resources: Handles recruitment, training, and employee well-being, ensuring a
skilled and motivated workforce.
• Marketing and Communications: Manages the firm's brand image, marketing
strategies, and internal/external communication.
• Finance and Administration: Oversees financial planning, budgeting, and
administrative support for smooth day-to-day operations.
• IT and Infrastructure: Provides technology support and manages the firm's IT
infrastructure to ensure efficient technology usage.

GT’s Expertise over Various Industries:

• Grant Thornton Bharat also has dedicated teams catering to specific industry sectors
like finance, manufacturing, healthcare, and technology.
• These teams have specialized knowledge and experience to meet the unique needs of
each industry.

3.6. Employee Profile

Position: Digital Marketing Intern

Company: Grant Thornton Bharat (Learning Solution)

Department: Marketing and Communications

Duration: 13/05/2024 – 12/07/2024

Key Responsibilities:

1. Campaign Management:
• Assisted in planning and executing digital marketing campaigns across multiple
platforms.
• Monitored and analysed campaign performance metrics to optimize strategies.

2. Content Creation:
• Developed and scheduled content for blog posts, social media updates, and newsletters.
• Ensured all content adhered to the firm’s branding and messaging guidelines.

3. SEO Optimization:
• Conducted keyword research and implemented SEO best practices.
• Optimized web pages and tracked analytics to improve search engine rankings.
4. Market Analysis:
• Performed competitive analysis and market research to identify trends and

24
 opportunities.
• Analysed competitor strategies and industry developments to inform marketing
initiatives.

5. Performance Reporting:
• Utilized analytics tools to measure the effectiveness of digital marketing efforts.
• Prepared detailed reports on key performance indicators (KPIs)

Skills Developed:
• Digital Marketing Strategy
• Content Creation and Management
• Search Engine Optimization (SEO)
• Data Analysis and Reporting
• Market Research
• Client Communication and Engagement

Fig 3.6.1

Tools and Technologies Used:

• Google Analytics
• Social Media Management Platforms
• Graphic Design Tools (e.g., Canva)

25
4. UNDERSTANDING VARIOUS ORGANIZATION’S FUNCTIONAL
AREAS
4.1. Finance Department
Grant Thornton Bharat is one of the world’s largest professional services networks, providing
assurance, tax, and advisory services to privately held businesses, public interest entities, and
public sector organizations.

CFO Advisory Business Growth:

• The CFO Advisory Business at Grant Thornton Bharat is set for impressive growth.
• In FY 24, they anticipate a remarkable 45% increase in this division.
• In FY23, the CFO practice generated over INR 100 crore, representing a 40% growth
compared to FY22. This growth is driven by services such as financial reporting,
compliance and secretarial services

Grant Thornton India, titled "CFO 20 Infinity Edition 1," likely provides insights into the
evolving role of Chief Financial Officers (CFOs) in navigating complex business environments. It
explores how CFOs contribute to organizational resilience and growth through strategic
financial management and risk oversight. This publication aims to enhance understanding of the
CFO's evolving responsibilities and their impact on business success.

They offer Finance and Accounting Outsourcing (FAO) services which encompass:
1. Accounting Services: Providing robust accounting solutions including bookkeeping,
financial reporting, and compliance with local regulations.
2. Taxation Services: Managing tax compliance, filing, and advisory services to optimize
efficiency and ensure adherence to tax laws.
3. Payroll Management: Efficiently handling payroll processing and compliance, ensuring
accurate and timely salary disbursements.
4. Financial Planning and Analysis (FP&A): Offering strategic financial insights, budgeting,
forecasting, and variance analysis to support decision-making processes.
5. Risk Management: Implementing internal controls and risk mitigation strategies to
safeguard financial assets and ensure regulatory compliance.

Fig 4.1.1 Image depicting the Fig 4.1.2

services offered by the Grand Thorton Bharat LLP

26
4.3. Relationship Management Department

Grant Thornton's relationship management department is pivotal in ensuring strong client

partnerships through personalized service and strategic advice. By understanding client needs
and industry dynamics, relationship managers provide tailored solutions that align with client
goals. They oversee account management, ensuring proactive engagement and responsiveness to
client queries and concerns.
This consultative approach not only fosters
loyalty but also enables Grant Thornton to
effectively cross-sell services and client
relationships. Strong feedback mechanisms and
industry expertise further enhance client
satisfaction and drive mutual success in
achieving business objectives.

Fig 4.2 Mr. Aggarwal- Director,

CFO Services at Grand Thorton Bharat LLP

4.3. Marketing Department

The marketing team at Grant Thornton Bharat plays a crucial role in shaping the firm’s brand
image, driving strategic initiatives, and managing communication strategies. Their focus B2B
marketing ensures that they create impactful campaigns and foster strong client relationships.

Grant Thornton Bharat employs a robust multi-channel marketing strategy that ensures a
cohesive brand identity across digital platforms, events, and communications. They prioritize
creating compelling content such as thought leadership articles and case studies, bolstered by
PR campaigns to amplify their market presence. Active engagement on social media enhances
their reputation, while innovative events strengthen client relationships and showcase their
thought leadership in the industry.
Some Initiatives Include:
1. Faces of a Vibrant Bharat:
❖ This initiative, launched in 2020, acknowledges and applauds socially aware
organizations—particularly sociopreneurs—who are at the forefront of change and
making a tangible impact.
❖ The platform brings together these “hybrid” enterprises, providing them with a
platform to connect, engage, and inspire.
❖ Through this initiative, Grant Thornton Bharat highlights the exemplary work done by
sociopreneurs, emphasizing their contributions to India’s emergence as a vibrant
economy
2. Grant Thornton experimented with creative design best practices on LinkedIn. They

27
 showcased their unique value proposition and featured people’s imagery to build trust
and credibility.
3. It provides end-to-end design and research-led digital solutions and services which
include visualizing and redesigning experiences, discovering opportunities, creating
immersive onboarding experiences through the metaverse, and successfully launching
products, apps, websites, and custom portals.

Fig 4.3 Marketing initiatives demonstrate Grant Thornton Bharat’s commitment to innovation,
community impact, and thought leadership.

4.3.1. Marketing Mix

GT Bharat has diversified products manifold in accountancy, audit, and other miscellaneous
services relating to risk and financial advisory and consulting.
GT Bharat also provides the universities with courses of theirs like Python, SQL, or even
Financial Modelling. Different service levels at different prices are available with Grant
Thornton Bharat to suit the diversified needs and budgets of clients. The pricing of Grant
Thornton Bharat would vary depending on market demand, industry trends, and client-specific
factors. GT Bharat benchmarks prices incessantly with other Big Four auditing firms and key
competitors in the cut-throat consulting market to ensure its competitive pricing with positivity
of market position & brand value. It’s a global brand involved in various sports and event
categories, just like the legendary Kapil Dev and Grant Thornton Bharat who joined forces to
create a marquee golf tournament in India. Golf Tourney of Indo-Japanese Friendship.
GT Bharat has taxation, audit, and tax advisory operations running in 155 countries. GT Bharat
spans across the globe and has firms in multiple countries. This enables them to serve clients
from other parts of the world in a better way and more suitably respond to key global business
issues. GT Bharat often collaborates with various organizations such as academic institutions to
enhance its service offerings and maintain a leadership position in all markets where it has its
presence. They have offices in major business centres and cities across the world, thereby
making it accessible to clients.

28
4.3.2. Segmentation, Targeting and Positioning (STP)

Segmentation:
• Geographic Segmentation: They focus on major Indian cities like Delhi, Mumbai,
Bangalore, Hyderabad, and also target international markets in Asia-Pacific, Europe,
and North America.
• Demographic Segmentation: They cater to a diverse range of businesses including
SMEs, large enterprises, and multinational corporations (MNCs), with a specific
emphasis on industries such as finance, IT, healthcare, manufacturing, and public
sectors.
• Behavioural Segmentation: Grant Thornton Bharat provides a range of services tailored
to client needs such as accounting, tax advisory, compliance, financial advisory, and
risk management. They engage clients through long-term relationships and project-
based services.
• Psychographic Segmentation: They appeal to businesses focused on innovation,
strategic management, sustainability, and those with an active approach to solving
business challenges.

Targeting:
• Large Corporates for comprehensive audit and assurance services.
• Institutions for specialized courses like Python and financial modeling.
• SMEs for taxation and advisory services.
• Startups for strategic consultancy and risk management.

Positioning:
• A Trusted Advisor: Demonstrating reliability, skill, and client-centric focus.
• Innovative and Forward-Looking: Using advanced technology and analytics for
effective business solutions.
• A Global Company with Local Expertise: Applying global best practices tailored to the
Indian market.
• A Collaborative Partner: Working closely with clients to drive long-term, mutually
beneficial growth.

Fig 4.3.2 STP

29
4.3.3. BCG (Product Portfolio Matrix) (Min of 3 points and maximum of 8 major points)

Star Product (High Growth, High Market Question Mark (High Growth, Low Market
Share) Share)

Audit and Assurance Services: High demand Growing market with increasing digital threats.
due to regulatory requirements and market trust. Managerially intensive products.
Tax Advisory Services: Continual growth Healthcare Consulting is Emerging sector with
driven by evolving tax laws and complexities. regulatory changes and technology adoption.
Digital Transformation Consulting: Rapidly Increasing focus on environmental and social
growing as businesses adopt digital strategies. governance (ESG).
Risk Management Services: Increasing Require investment to increase market share.
importance due to growing business
uncertainties

Cash Cow ((Low Growth, High Market Share) Dog (Low Growth, Low Market Share)

Traditional Audit Services: Stable market with Legal Advisory Services: Competitive market
established client base. with limited growth prospects.
Core Tax Compliance Services: Essential General Management Consulting: Saturated
service with consistent demand. market with intense competition.
Routine Accounting Services: Reliable revenue Public Sector Consulting: Limited growth due
stream with recurring client needs. to budget constraints and regulations.
Local Regulatory Compliance: Stable demand Non-core IT Services: Declining demand as
due to ongoing regulatory requirements. businesses consolidate IT services.

Table 4.3.3 BCG Matrix of Grand Thorton Bharat LLP

Fig 4.3.3.1 Image depicting BCG matrix

30
4.4. Human Resource Department

At Grant Thornton Bharat, the Human Capital Consulting team plays a pivotal role in shaping
resilient organizations and driving impactful workforces
Strategy:
• Customized people strategy aligned with organizational goals and business imperatives.
• Key to achieving exceptional organizational performance.
Structure:
• Creating an organizational blueprint that aligns people and processes.
• Supports the implementation of the strategy.
Systems:
• Developing well-articulated systems with structured processes.
• Ensures strategic initiatives are implemented effectively.

As organizations navigate the aftermath of the pandemic, HR ensures a smooth transition and
fosters resilience. They develop health and wellness initiatives, focusing on physical, mental,
and emotional well-being. Additionally, HR adapts to trends like the Gig economy, remote
learning, and hybrid work models. By strategically overhauling the entire employee experience—
from virtual onboarding to team meetings—they contribute to the firm’s mission and sustained
success.

Grant Thornton Bharat actively promotes diversity and inclusion. Their commitment goes
beyond mere discussions—it’s an exciting journey that values diverse perspectives. Women
professionals are encouraged to chase their passions, become strong role models, and
build robust support networks. The firm introduced a mentorship program for new women hires,
emphasizing work-life balance, an open-door policy, and a positive culture. This initiative
empowers women to grow into managers and emerging leaders, creating a win-win situation for
both Grant Thornton and its employees

4.4.1. Human Resources Information Systems

HRIS at Grant Thornton streamlines recruitment, onboarding, performance management, and

compliance. It enhances employee engagement through feedback and recognition programs while
supporting strategic decision-making with workforce analytics. Overall, HRIS plays a crucial role in
optimizing HR operations and fostering a positive work environment.

31
4.4.2. Training and Development

Learning & Development Academy by Grant Thornton Bharat:

• This academy provides result-oriented finance and accounting courses to professionals and
students. Their impactful programs can be customized to help individuals gain skills and
capabilities in their areas of interest
• Some of the programs offered include:
▪ ACCA Qualification: Association of Chartered Certified Accountants.
▪ DipIFRS: Online live training for International Financial Reporting
Standards.
▪ Certification in Financial Modelling & Valuation: Focused on finance
professionals.
▪ Certificate in Blockchain: Exploring blockchain technology.
▪ US Certified Public Accountant: Preparation for the CPA exam.
▪ Business Intelligence using Power BI and Tableau: Enhancing data
visualization skills.
▪ Finance for Non-Finance Professionals: Bridging the gap between finance
and other functions.

LearninGT prioritizes experiential learning.

They utilize real-world industry examples, simulations, and
live projects to bolster practical skills and readiness
for the accounting field.

4.5. USP and Innovation

Grant Thornton Bharat distinguishes itself through a multifaceted Unique Selling Proposition
(USP) and a commitment to innovation across its service offerings. Their client-centric approach
is characterized by tailored solutions that nurture long-term relationships grounded in trust. The
firm's expertise, backed by industry-leading professionals and thought leadership, ensures deep
insights into emerging trends and challenges. Leveraging a global network under Grant Thornton
International, coupled with a nuanced understanding of local market dynamics and regulatory
landscapes, Grant Thornton Bharat seamlessly integrates global best practices with local
insights. Innovatively, the firm applies advanced technologies like AI and data analytics to
optimize service delivery, continually enhancing efficiency and adapting to evolving client
needs. Their proactive initiatives in digital transformation, cybersecurity, sustainability
consulting, and innovative marketing strategies further cement their position as a leader in the
professional services sector, driving growth and value for their clients in India and beyond.

32
4.6. SWOT Analysis

STRENGTH WEAKNESS

1. Strong Global Network: Part of Grant 1. Market Competition: Intense

Thornton International with access to competition from other global and
global resources, expertise, and best local professional services firms.
practices. 2. Dependence on Economic
2. Industry-leading professionals offering Conditions: Vulnerability to
deep insights and thought leadership in economic fluctuations affecting client
audit, tax, advisory, and consulting spending on advisory and consulting
services. services.
3. Client-Centric Approach: Tailored 3. Managing Growth: Challenges in
solutions and strong client relationships scaling operations while maintaining
based on trust and reliability. service quality and client satisfaction.
4. Innovative Use of Technology: 4. Talent Acquisition and Retention:
Utilization of advanced technologies like Difficulty in attracting and retaining
AI, data analytics, and digital tools to top talent in a competitive market.
enhance service delivery and efficiency.
5. Comprehensive Service Portfolio:
Diverse range of services including audit,
tax, advisory, cybersecurity,
sustainability.

OPPORTUNITY THREAT

1. Market Expansion: Growth opportunities 1. Economic Uncertainty: Potential

in emerging markets within Asia-Pacific impact of economic downturns on
and other regions. client spending and service demand.
2. Digital Transformation: Increasing 2. Regulatory Changes: Rapid changes
demand for digital consulting services in tax laws, regulations, and
and cybersecurity solutions. compliance requirements affecting
3. Sustainability Initiatives: Rising focus on service delivery.
ESG (Environmental, Social, 3. Cybersecurity Risks: Increasing
Governance) consulting and green cybersecurity threats posing risks to
initiatives. client data and reputation.
4. Regulatory Changes: Opportunities to 4. Emerging Competitors: New entrants
provide advisory services related to and disruptive technologies
evolving regulatory frameworks. challenging traditional service
5. Strategic Partnerships: Collaborations models.
with technology firms and startups to 5. Talent Management Challenges:
enhance service offerings. Competition for skilled professionals
and maintaining workforce diversity
and morale.

33
4.7. PESTLE Analysis

Factors Observations in the company

(P) Government Policies: The Indian government has various policies and
Political regulations in the areas of auditing, taxation, and financial services. A change in
these policies may affect the operations of Grant Thornton Bharat.
Taxation Policies: Frequently changing laws of taxation and the implementation
of GST—Goods and Services Tax—are concerns that might impact the way
through which the company advises its clients.
Political Stability: Political stability in India does guarantee a pro-business
regulatory environment and consistency.

(E) Economic Growth: A rapidly growing economy, India offers opportunities for
Economic financial services and consulting firms as businesses grow and require more
professional services.
Exchange Rates: Changes in the exchange rate may affect the financial
performance of multinational clients and thus impact the advisory services
required.

(S) Company delivers quality services and required availability of skilled

Social professionals. This is done through collaborations with educational institutions
to acquire the right talent.

(T) Automation: Auditing and taxation processes can save money and time by
Technology making the operations more effective through automation.
Cybersecurity: with increasing financial services online, GT has to ensure the
robustness of cybersecurity measures

(L) Regulatory Framework: It is followed by a regulatory framework in which

Legal complex legal regimes for the areas of financial services, auditing, and taxation
are in use within India. These very regulations are to be kept updated for the
sake of compliance.
Intellectual Property Laws: The proprietary information and methods of the firm
and those of its clients are, therefore, invaluable.

(E) Implementing sustainable practices can enhance the firm's corporate social
Environment responsibility image.
Environmental regulations on paper usage and waste management can impact
the firm's operational processes.

Table 4.7 PESTEL Analysis of Grand Thorton Bharat LLP

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 5. THE BUSINESS PROCESS APPROACH

During my summer internship at Grant Thornton Bharat in the digital marketing profile, I
observed and contributed to various business processes that ensure the efficient and effective
execution of digital marketing strategies. The following is an overview of the business process
approach applied within the digital marketing team:
• Strategic Planning
• Campaign Development
• Execution and Implementation
• Performance Monitoring
• Continuous Improvement
• Collaboration and Communication

5.1. Job Profile

• Position: Digital Marketing Intern

• Company: Grant Thornton Bharat
• Department: Marketing and Communications
• Duration: May 2024- July 2024
• Key Responsibilities included:

As a Digital Marketing Intern at Grant Thornton Bharat within the Marketing and Communications
department, my role involved supporting various digital marketing initiatives to strengthen the
firm’s online visibility and engagement with clients.
Responsibilities included creating compelling content for blogs, social media, and
newsletters, ensuring alignment with brand guidelines. I managed social media platforms like
LinkedIn, Twitter, and Instagram, overseeing content scheduling, engagement, and trend monitoring.
Additionally, I conducted SEO activities, utilized digital analytics tools for reporting and
collaborated with teams to support integrated marketing efforts and client engagement.

5.1.1. Domain Description

Digital marketing at Grant Thornton Bharat involves leveraging online channels and digital tools to
enhance brand visibility, engage with clients, and drive business growth. This domain encompasses
content marketing, social media management, SEO, and email marketing. It focuses on creating
valuable content, optimizing search engine rankings, managing social media presence, and executing
targeted email campaigns. Additionally, it involves analysing performance data to refine strategies
and improve ROI. By utilizing these digital strategies, the firm effectively reaches and engages its

35
 target audience, adapts to market trends, and achieves its marketing and business objectives.

5.1.2. Process

At Grant Thornton Bharat, creativity in digital marketing is essential for crafting compelling
content that resonates with the firm's diverse clientele. Whether developing engaging social
media posts, designing visually appealing graphics, or conceptualizing innovative campaign
strategies, creativity helps in standing out in a competitive market.
Understanding SEO principles is crucial at Grant Thornton Bharat to drive organic traffic to
the firm's website and enhance visibility. Additionally, knowledge of tools like Google
Analytics for tracking website performance metrics, beyond technical proficiency, values soft
skills that contribute to effective teamwork, clear communication and demonstrate
organizational skills to manage multiple campaigns and deadlines.
• Planning: Start by outlining your goals and objectives for social media content.
Determine your target audience and the platforms you'll use.
• Content Creation: Develop engaging content that aligns with your brand and resonates
with your audience.
• Scheduling and Publishing: Use social media management tools to schedule posts in
advance. Choose optimal times for posting based on audience behaviour and platform
analytics. Ensure consistency in posting to maintain audience engagement.
• Engagement and Monitoring: Monitor comments, messages, and mentions on your social
media channels. Monitor analytics to track performance metrics such as reach,
engagement, and conversions.
• Analysis and Optimization: Regularly analyze the performance of your social media
content. Identify top-performing posts, understand audience preferences, and adjust your
content strategy accordingly.

Fig 5.1.2. Process of Social Media Campaigning

36
5.1.2.1. Macro Processes

All these steps indicate the process involved for social

media marketing campaign. It includes all the macro
Steps involved i.e. broadly indicates the series of
activities involved.
Starting with ideating the content, using SEO, creating
That content, reviewing the same and getting it approved
Further the posting happens at the scheduled time slot

Fig 5.1.2.1 Macro Process

5.1.2.2. Sub-macro-Process

• Content Creation: This sub-process involves generating ideas, drafting posts, creating
visuals or videos, and ensuring content aligns with the brand's tone and messaging.
• Approval and Scheduling: Once content is created, it goes through an approval process
where stakeholders review and approve posts. Approved content is then scheduled using
social media management tools to ensure timely publication.
• Community Management: This sub-process involves monitoring comments, messages, and
mentions on social media platforms. It includes engaging with the audience by responding
to queries, addressing concerns, and fostering positive interactions.
• Performance Monitoring: After content is published, the sub-process of performance
monitoring begins. This includes tracking key metrics such as reach, engagement (likes,
shares, comments), click-through rates, and conversions. Analytics tools like Facebook
Insights or Twitter Analytics are used for this purpose.
• Analysis and Reporting: Based on performance metrics, a sub-process for analysis and
reporting is conducted. This involves evaluating the success of campaigns, identifying
trends, and deriving insights to optimize future content strategies. Reports may include
recommendations for adjustments or improvements.
• Optimization and Iteration: Using insights from analysis, adjustments are made to content
strategies and campaigns in a continuous improvement cycle. This may involve refining
targeting, adjusting messaging, or experimenting with new content formats to enhance
performance.
• Crisis Management: While less frequent, the sub-process of crisis management prepares
teams to respond swiftly and appropriately to unexpected events or negative feedback on
social media. This involves escalation protocols, prepared responses, and monitoring
sentiment.

37
 • Compliance and Legal Review: Depending on the industry and content type, a sub-process
for compliance and legal review ensures that all social media activities adhere to regulatory
requirements, copyright laws, and company policies.

Fig 5.1.2.2 Sub Macro Process

5.2. Hierarchy of Business Processes

• Objective Setting: Define campaign goals clearly for strategic alignment and focus.
• Audience Research: Understand demographics, behaviors, and preferences for targeted
consumer.
• Content Strategy Development: Plan themes, messaging, and tone aligned with campaign
objectives.
• Content Creation: Create compelling posts, videos, and visuals adhering to brand guidelines.
• Approval Process: Ensure content aligns with brand voice and campaign goals before posting.
• Scheduling and Publishing: Use tools for optimal timing based on audience engagement
patterns.
• Community Engagement: Monitor and respond to comments, messages, and mentions
promptly.
• Monitoring and Analytics: Track KPIs like reach, engagement, and conversions for
performance insights.
• Optimization and Iteration: Adjust strategies based on analytics to enhance campaign
effectiveness.
• Reporting: Compile insights and recommendations from campaign performance for
stakeholders.

38
 Fig 5.2 Image depicting the Heirachy in terms of importance of various task involved while crafting
the social media startegy

5.3. Business Process Re-engineering (Value Stream Mapping)

Business Process Re-engineering (BPR) applied to digital marketing involves a systematic

approach to redesigning processes to achieve significant improvements in efficiency,
effectiveness, and overall performance. Following are the steps to transform social media
marketing strategies.

1. Current State Analysis: To initiate BPR in social media marketing, it's crucial to first
understand the existing processes thoroughly. This involves mapping out the current workflow for
content creation, scheduling, community management, and analytics tracking across various social
media platforms. For example, a company may currently post content sporadically without a
cohesive strategy for engagement or measuring impact.

2. Vision and Objectives: Defining clear objectives is paramount. Goals could include increasing
brand awareness, enhancing customer engagement, or driving conversions through social media
channels. For instance, a company might aim to boost Instagram followers by 50% within six
months by implementing a more strategic approach to content and engagement.

3. Re-design Strategy: Challenge assumptions about current practices and brainstorm innovative
solutions. Creative storytelling can replace generic promotional content, fostering emotional
connections with the audience. Utilizing user-generated content (UGC) can add authenticity and
credibility to posts, resonating better with followers.

4. Process Redesign: Simplify and streamline processes to optimize efficiency. Focus on high-
impact visuals and engaging captions that align with brand messaging and customer preferences.

39
Introduce automation tools like Buffer or Hootsuite for scheduling posts at optimal times based on
audience behaviour and analytics insights.

Redistribute responsibilities among team members to ensure clarity and efficiency in content
creation, community management, and analytics tracking. Leverage AI-powered analytics tools
such as Sprout Social to gain deeper insights into audience behavior and content performance.
This enables data-driven decision-making and allows for continuous optimization of social media
strategies.

5. Implementation Plan: Implement changes in a phased approach to minimize disruption and

maximize effectiveness. Start with refining content strategies and messaging, followed by
automation of routine tasks like scheduling posts. Conduct training sessions to equip team
members with the skills needed to execute the new strategy effectively.

6. Monitoring and Continuous Improvement: Monitor key performance indicators (KPIs) such as
reach, engagement rates, and conversion metrics to evaluate the success of the re-engineered
social media strategy. Use tools like Google Analytics to track website traffic from social media
and adjust strategies based on performance insights.

Establish a feedback loop with customers, influencers, and internal stakeholders to gather insights
and identify areas for further improvement. Regularly analyze feedback and adapt content
strategies to align with evolving audience preferences and industry trends.

In conclusion, applying Business Process Re-engineering to social media marketing involves a

strategic overhaul of processes to enhance efficiency, effectiveness, and engagement. By
creatively redesigning workflows, leveraging technology, and fostering innovation, organizations
can achieve significant improvements in their social media strategies, driving business growth and
fostering stronger connections with their audience.

Fig 5.3 Image Indicating the Steps of Business

Process Re-engineering

40
 6. KEY LEARNING

During my internship as a Digital Marketing Intern at Grant Thornton Bharat LLP, I gained
invaluable insights and experiences that have significantly enriched my understanding of
digital marketing strategies and their application in a professional setting. Here are the key
learnings from my internship:

1. Hands-on Experience with Campaign Management: I had the opportunity to contribute

to various digital marketing campaigns across platforms such as social media, email
marketing, and content marketing. This hands-on experience taught me how to plan,
execute, and monitor campaigns effectively to achieve specific marketing objectives.

2. Content Creation and Optimization: I learned the importance of creating engaging and
relevant content tailored to target audiences. From writing blog posts to designing
visuals and videos, I honed my skills in content creation while adhering to brand
guidelines and SEO best practices to enhance online visibility.

3. SEO and Analytics Insights: Conducting keyword research, optimizing web pages, and
analysing website analytics were crucial aspects of my role. I gained insights into
improving search engine rankings, enhancing website traffic, and measuring campaign
performance using tools like Google Analytics.

4. Adaptability and Continuous Learning: The dynamic nature of digital marketing

requires constant adaptation to new trends and technologies. I learned to stay updated
with industry developments, experiment with emerging tools, and embrace a culture of
continuous learning to innovate and improve marketing strategies.

5. Team Collaboration and Communication Skills: Working within a professional team

environment at Grant Thornton Bharat LLP enhanced my collaboration and
communication skills. I learned to effectively communicate ideas, coordinate tasks, and
contribute to collective goals while leveraging diverse perspectives and expertise.

6. Professional Growth and Development: The internship at Grant Thornton Bharat LLP
provided me with a platform to apply theoretical knowledge in a real-world context. It
reinforced the importance of initiative, problem-solving, and attention to detail in
achieving marketing success.

Overall, my internship experience at Grant Thornton Bharat LLP was instrumental in shaping
my digital marketing skills and preparing me for future professional endeavours. I am grateful
for the mentorship, exposure to diverse projects, and opportunities to contribute meaningfully
to the firm's digital marketing initiatives.

41
 7. IMPLICATIONS/ SUGGESTIONS FOR THE COMPANY

As an employee of Grant Thornton Bharat LLP, I would

suggest several strategies to further enhance the firm's
digital marketing efforts and overall business growth.
Firstly, investing in advanced marketing automation
tools could streamline campaign management
processes, improve efficiency, and allow for more
personalized client engagement strategies.
Implementing a robust content strategy that focuses on
thought leadership and industry insights could
strengthen our position as experts in our field and attract
a broader audience. Additionally, enhancing our social media presence with interactive content
formats like live videos and webinars could increase engagement and foster a sense of
community among our clients. Moreover, continuous monitoring of digital analytics and KPIs
would provide actionable insights for refining strategies and optimizing return on investment.
Lastly, fostering a culture of innovation and encouraging cross-departmental collaboration
could lead to creative solutions and integrated marketing campaigns that deliver
comprehensive value to our clients. These suggestions aim to leverage digital marketing trends
effectively while maintaining Grant Thornton Bharat LLP's commitment to excellence and
client satisfaction.

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 8. CONCLUSIONS AND FUTURE SCOPE

During my internship at Grant Thornton Bharat in the digital marketing profile, I gained
valuable insights into the intricacies of digital marketing strategies and their implementation.
My experience included working on content creation, managing social media platforms,
optimizing SEO and SEM campaigns, and analysing performance metrics. By participating in
these activities, I developed a comprehensive understanding of how digital marketing
contributes to enhancing brand visibility, engaging clients, and driving business growth.

The hands-on experience with tools such as Google Analytics, SEO software, and social media
management platforms allowed me to apply theoretical knowledge in practical scenarios. I also
learned the importance of data-driven decision-making and the need for continuous
optimization in digital marketing campaigns. Overall, the internship provided me with a solid
foundation in digital marketing practices and strategies, preparing me for future roles in this
dynamic field.

Future Scope

Looking ahead, the future scope of digital marketing offers numerous opportunities for growth
and innovation. As technology and consumer behaviours evolve, the following areas present
potential for further development:

1. Advanced Analytics: Leveraging AI and machine learning to gain deeper insights into
consumer behaviour and campaign performance.
2. Personalization: Implementing advanced personalization techniques to deliver tailored
content and improve customer experiences.
3. Emerging Platforms: Exploring new and emerging digital platforms and tools to stay
ahead of trends and reach target audiences more effectively.
4. Content Innovation: Developing innovative content formats, such as interactive content
and augmented reality experiences, to engage users in novel ways.
5. Sustainability and Ethics: Focusing on ethical marketing practices and sustainability to
align with evolving consumer values and preferences.

By staying abreast of these trends and

continuously adapting strategies, digital
marketers can drive impactful results and
contribute to the ongoing success of
organizations in an increasingly digital world.

43
 9. ANNEXURE

WEEKLY REPORT

Roll No. MABSPG23043

Faculty Guide Dr. Vandana Sharma
Domain Digital Marketing
Enhancing Digital
Presence through strategic
Title (fill at the end) marketing initiatives
Student E-Mail id pg2023043@mabs.ac.in
Contact number 9871220787
Mr. Pradeep Pandey and
Industry Guide Harshit Khanna
Industry Guide Email ID Pradeep.pandey@in.gt.com
Industry Guide Contact
Number 8447739439

TASKS/PROJECTS HARSHIT/ASHMEET APPROVED/DECLINED

Keywords Analysis of ACCA &
other Courses HARSHIT APPROVED
Competitive Analysis of ZELL,
IMARTICUS, GT HARSHIT APPROVED
Yoast,trend,ads,semrush,meta
ads,linkdin ads,keyword planner HARSHIT APPROVED

SEO Optimization for Blog (Excel) HARSHIT APPROVED

SEO Optimized Blog-ACCA Course HARSHIT APPROVED

Chatbot Journey HARSHIT APPROVED
Creatives Referral Content- Amazon
Voucher ASHMEET APPROVED
Keywords Analysis of Zell,
Imarticus, GT HARSHIT APPROVED
Blog - ACCA Course ASHMEET APPROVED
Blog - Who can pursue ACCA
course ASHMEET APPROVED
Chatbot Questions HARSHIT APPROVED

Content on regulatory compliance ASHMEET APPROVED

Blog - 5 ways of analytical skill ASHMEET APPROVED
Standee content ASHMEET APPROVED
Attractive points for courses ASHMEET APPROVED

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Headings for combo courses ASHMEET APPROVED
FAQs on Data Visualization using
power bi ASHMEET APPROVED
FAQs on IFRS ASHMEET APPROVED
FAQ on GST fundamental ASHMEET APPROVED
BI E-learning - Meta work HARSHIT APPROVED
BI Online live - Meta work HARSHIT APPROVED
Testimonials ideas ASHMEET APPROVED
Testimonial ideas execution plan ASHMEET APPROVED
Testimonials for courses ASHMEET APPROVED
Content & instruction for
testimonials ASHMEET APPROVED
FAQs on cyber security
fundamentals ASHMEET APPROVED
Content, References HARSHIT APPROVED
Platforms for backlinks HARSHIT APPROVED
FAQs on generative AI course ASHMEET APPROVED
FAQs on FDP in fintech ASHMEET APPROVED
Script for testimonials ASHMEET APPROVED
Success stories ASHMEET APPROVED
Meta work - ESG ASHMEET APPROVED
Meta work - SQL ASHMEET APPROVED
Meta work - generative AI ASHMEET APPROVED

Research on the types of

platform/shortlisting the platforms HARSHIT APPROVED

Content topics to post on platforms HARSHIT APPROVED

Chat bot journey for the website HARSHIT APPROVED
Promotional videos for courses HARSHIT APPROVED

Table 9.1 Various work done during the course of Internship

45
Week Date Tasks Completed Challenges Faced Key Learnings
1 13/05/2024 Onboarding & Orientation. Adapting to the digital Gained an understanding of
Introduction to company marketing tools and company's digital marketing
tools and digital platforms & Understanding landscape Understood the
marketing platforms the existing digital importance of analytics in
marketing digital marketing
strategies of the company
2 20/05/2024 Conducted a comprehensive Balancing multiple tasks Improved skills in website
analysis of the company's and prioritizing them analysis and SEO techniques.
website, Identified areas effectively. Leamed the process of content
for SEO improvement and Ensuring the content planning and creation,
Started working on a blog aligns with the company's Understood the significance
post series focused on branding guidelines of aligning content with
industry insights branding.
3 27/05/2024 Implemented Analyzing and Enhanced understanding of
SEO improvements on the interpreting complex SEO
website, Monitored data from analytics tools best practices.
website traffic and Coordinating with team Leered how to use data to inform
engagement meincs. members for marketing strategies.
Continued developing the campaign execution. Gained experience in
blog post series team collaboration.
4 03-06-2024 Finalized and published Synthesising large amounts of Developed strong analytical
the blog post series and data into actionable skills.
Assessed the performance of the insights. Learned the importance of timely
social media campaign. Meeting tight deadlines content delivery.
Provided recommendations for content publication. Gained confidence in making
for future campaigns based strategic marketing
on data analysis recommendations
Prepared a report
summarizing the
internship experience and
key contributions.
5 10-06-2024 Developed and executed a Ensuring consistent During week 5 of my internship at
social media campaign branding across all Grant Thornton Bharat,
for social media platforms. I learned to interpret social
the upcoming webinar. Adapting to rapidly media metrics, maintain
Monitored and analysed the changing engagement consistent branding, and adapt to
engagement metrics to trends and metrics changing digital trends.
optimize the campaign. Coordinating with Effective team collaboration
Collaborated with the multiple teams to maintain a and creating engaging content
content team to create cohesive strategy. were key takeaways. Additionally,
engaging posts and stories. I gained hands-on experience
in planning and optimizing
a social media campaign

46
6 17/06/2024 Implementing proposed digital Implementing new Practical application of
marketing digital marketing strategic planning
strategies strategies and adjusting Continuous improvement
Monitoring and them in real-time. through monitoring and
adjusting strategies based Monitor campaign adjustment
on performance performance closely and
be ready to make quick
adjustments based on
data insights.
7 24/06/2024 Contributed to a new Implementing effective Improved knowledge of
content marketing SEO strategies to content marketing
initiative, helped manage improve search engine strategies and the basics
social media accounts, rankings was complex. of pay-per-click advertising.
and started learning
about PPC advertising.
8 01-07-2024 Finalized the marketing Coordinating with cross- Learned the importance
report, assisted in functional teams. of thorough analysis
finalizing details for an and reporting in refining
upcoming campaign, and future marketing efforts.
reviewed the performance
of past campaigns to
provide insights.
9 07-07-2024 Began working on a lead Ensuring alignment Enhanced understanding of
generation campaign, between marketing and lead generation strategies
collaborated with the sales strategies. and the importance of
sales team to align aligning marketing and
marketing efforts with sales efforts for better
sales goals, outcomes. Gain the
Also have the shoot confidence against the
for the camera
GT promotional videos

Table 9.2 Weekly Report

47
 10. REFERENCES

• Business services | Grant Thornton industries.

https://www.grantthornton.global/en/industry/Business-Services/.
• Grant Thornton Company Profile: Service Breakdown & Team | Pitchbook.
https://pitchbook.com/profiles/advisor/10016-83.
• Infor: Industry-optimized business performance | Grant Thornton.
https://www.grantthornton.com/services/alliances/infor.
• Corporate governance and company performance - Grant Thornton.
https://www.grantthornton.co.uk/globalassets/1.-member-firms/united-
kingdom/pdf/documents/corporate-governance-and-company-performance.pdf.
• Grant Thornton LLP - Wikipedia. https://en.wikipedia.org/wiki/Grant_Thornton_LLP.
• https://gtacademy.in
• https://www.learningt.com
• https://www.grantthornton.in/insights/
• https://www.grantthornton.in

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