Summer internship in Sales & Digital Marketing

1. XIMB, Summer Internships-2016
Submitted By:
Priya Ranjan Mohanty
UM15036 (MBA-BM), XIMB
SUMMER INTERNSHIP REPORT
Report on
Digital Marketing, Social media promotion, Using
Google AdWords for Online Advertisements,
Sales Pitching and Leads Generation

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Contents
DECLARATION ...............................................................................................................................................2
Acknowledgement........................................................................................................................................3
Executive Summary.......................................................................................................................................4
Introduction ..................................................................................................................................................6
Company Background...................................................................................................................................6
Vision, Mission & Quality Policy....................................................................................................................7
Vision.........................................................................................................................................................7
Mission......................................................................................................................................................7
Quality.......................................................................................................................................................7
Objectives .....................................................................................................................................................8
METHODOLOGY ............................................................................................................................................9
Generating leads.......................................................................................................................................9
Preparing Pitching and Promotional materials.........................................................................................9
Pitching for business development...........................................................................................................9
Social Promotion.....................................................................................................................................10
Creating Database of MBA colleges........................................................................................................10
Google AdWords.....................................................................................................................................10
Recommendations......................................................................................................................................11
Business Model.......................................................................................................................................11
Website...................................................................................................................................................12
AdWords and advertising online.............................................................................................................14
What is google AdWords?...................................................................................................................14
Benefits of using AdWords..................................................................................................................14
How to integrate AdWords with your business?................................................................................15
Conclusion...................................................................................................................................................15

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DECLARATION
I, Priya Ranjan Mohanty, roll no. UM15036, student of MBA-
Business Management, Xavier Institute of Management,
Bhubaneswar hereby declare that this Summer Internship report
titled “Digital Marketing, Social media promotion, Using Google
AdWords for Online Advertisements, Sales Pitching and Leads
Generation” is an original work and has not been submitted to
any other educational institute for the award of any degree. The
content of this report is true to the best of my knowledge.
Priya Ranjan Mohanty
UM15036
XIMB, Bhubaneswar

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Acknowledgement
I would like to express a whole-hearted gratitude to all those who have helped
with the Summer Internship or have been associated with the journey in any way
and made it a worth-while experience.
I am truly thankful to the other interns who did internship with me in
Printiconic. They were very helpful to me throughout the internship and we did all
the works as a team. The team showed unity at times when we needed it. We
cooperated each other in day to day works. There was a fine link of communication
between us which made us feel together in spite of the fact that we were staying
at different locations.
Our mentors were truly world class. They guided us in each and every step.
Especially Mr. Prakhar Gupta and Ms. Deepa Sarkar always extended their helping
hands whenever we asked for it. They never made us feel helpless and took pain to
help us in spite of their tight schedules. They encouraged us to show our creativity
and allowed us to implement our ideas for the company. We learned a lot under
their guidance. I will cherish this experience throughout my life.
And finally I would like to show my gratitude to those who knowingly or
unknowingly helped me in making this internship a wonderful experience. Due to
constraint of words I could not mention all the people who were a part of it. But I
would always preserve you people in my heart for the support you have shown.
Thank You

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Executive Summary
Printiconic is a new company. It is basically the brain child
of few of the alumni of Xavier Institute of Management. Within
one year of creation it has crossed a lot of milestones because of
consistent effort from its founders, employees and all the people
associated with the company. The company mainly deals with
Designing and Printing of merchandised T-Shirts, Sweat Shirts,
Caps, Mugs, Embroidery logo, etc. The technology used is Rubber
Printing. The company aims at creating relation with
Organizations and Institutions. The focus is mainly on B2B
domain and to make tie-ups with various business entities to
make the relation more stable and long term. The company
believes that Quality and Customer satisfaction is of prime
importance.
The internship program conducted by Printiconic by hiring
interns from Xavier Institute of Management aimed at rethinking
the strategic intents of the company and generating new ideas
for taking the company forward. During the internship we were
engaged in various activities to take the business to new heights.
We worked towards establishing relations various organizations
like play schools, Schools, Colleges, B-Schools, Engineering
Colleges. We created a database for storing contact information
of different committees and interest clubs of all the reputed

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MBA colleges of India. We worked towards enhancing the online
visibility of the company. We helped the company in branding
and promotion on social network. All the interns worked in
different fields but towards a same business Aim, Vision and
Mission.
My role in the internship varied from performing Group
tasks to Individual tasks. Initially I worked with other interns to
make sales pitching documents, presentation and Videos. Then I
individually generated business leads. My next job was to handle
the Pinterest account of the company. Then I was engaged in
Facebook promotion of the company page which aimed at
generating likes and reviews for the company. And during the
final phase I was assigned the job of formulating strategies for
promoting business online. This basically was based on using
Google AdWords for creating online ads on Google search
network and Google display network. This was a challenging job
for me as I had to learn a lot about AdWords and pass Google
AdWords Fundamentals Exam.
It was a great experience to work with Printiconic as it gave
me a great experience of working in a startup, getting exposed
to various aspects of Marketing, and handling day to day
business challenges.

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Introduction
Now a time has come when everyone is trying to showcase their brand to promote
themselves. There is a lot of ways how you can promote yourself. And printing your
brand name and your logo on different things you use is a great way of making it
visible to other people. For example, MBA colleges print their merchandised T
Shirts. By this way students can promote the brand of their college as well as they
can feel proud that people identify them as someone who belongs to a prestigious
B-School. This one of the few examples I can give to highlight the importance of
printing and merchandising industry. There are a lot of companies who are present
in this segment of business, in India and worldwide. They are growing and making
more business every day. Some of the examples would be Vendors like Print venue,
Printbindas, Campus Mall, Campus sutra, Alma Mater. Now Printiconic is a new
entrant operating in this field since last one year.
Company Background
Printiconic is a start-up formed in May’ 2015 by the Alumni’s from Xavier Institute
of Management Bhubaneswar (XIMB). Within a year, Printiconic has spread its
networking in various parts of India and abroad for serving authentic and quality
printing along with creative designs and timely delivery of the merchandise to its
customers. It’s product and services include
 Designing and printing of Cap, Jacket, Jersey, Sweatshirt, T-Shirt, Poster,
Logo, Mug and Yearbook.
 It is also associated with brands like Flying Machine, US Polo, Arrow and
Puma for customized printing on their merchandise.
Some of the loyal customers of the company are present in Xavier
Institute of Management, Bhubaneswar (XIMB) / Xavier University,
Bhubaneswar (XUB), Indian Institute of Management Kozhikode; Indian
Institute of Management Shillong, Indian Institute of Management Raipur,
University of Sheffield, Banaras Hindu University (BHU), University of Delhi
(DU), Amity University; and many more Institutes/ Schools across the country.
Printiconic is associated with top companies like Facebook, Google and
Microsoft, etc. for printing their customized merchandise. Printiconic has

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conducted live project at Xavier Institute of Management, Bhubaneswar (XIMB)
/ Xavier University, Bhubaneswar (XUB), Indian Institute of Management
Kozhikode; Indian Institute of Management Shillong and Indian Institute of
Management Raipur in the academic year 2015-16. Printiconic has also
sponsored events organized by various Committees of top Management
Institutes across India.
Vision, Mission & Quality Policy
Vision: With the growing demand the printing industry is expanding at a greater
pace than earlier. In this industry Printiconic wants to expand its presence in the
India as well as outside of the country for serving authentic and quality printing
along with creative designing and timely delivery of the products to its customers.
It believes in building lasting relationships with its customers.
Mission: To provide best and quality products to its customers. Customer
satisfaction is the ultimate goal for each order for the company.
Quality: Printiconic delivers best quality product to its customers. To ensure this
the company follows some steps which are:
 It has tie ups with multiple brands e.g. Polo, Flying Machines etc. They
provide a mix of product to the company which helps the company to meet
the quality of deliverables at cheap price.
 Printiconic provides 100% cotton product.
 Printiconic does rigorous quality checks to ensure zero defect in the
products.
 Apart from t-shirts it also deals in customized mugs, year books, caps, bags
etc.
 Tagline of the company is “Feel the uniqueness”. This reflects making the
customer distinct from the crowd.
 At Printiconic there are highly efficient designers who help you to create
the design for you based on your ideas. Not restricted to this only,
Printiconic also encourages people to send their own creative designs.

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Objectives
The main objectives of this project are
1. To come up with recommendations for optimizing the PRINTICONIC website
for the search engine.
2. To make recommendations on the improvements of company website
3. To increase its online presence to have a wider reach across various social
networks like Facebook, Twitter Instagram, Blogger, Pinterest etc.
4. To have lasting tie-ups with different organizations.
5. To create promotional materials like PowerPoint presentations, Videos,
Wallpapers/posters, etc.
6. To aggregate business leads and contact information of different institutions
and organizations and to collate them in a database.

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METHODOLOGY
Generating leads
My first job was to generate leads for business development. This included various
tasks which are
1. To analyses the presence of possible business leads in my locality. The area I
was assigned was Bhubaneswar and Cuttack. I shortlisted various
institutions like Schools, Play Schools, Colleges, Coaching centers, etc. I made
a database with their Name, Address, Contact number, Email, etc.
2. To check their availability and interest in our products by contacting them
over phone.
3. To make schedules for visiting the respective institutions by knowing their
timings.
Preparing Pitching and Promotional materials
This included various tasks which are
1. Making a Video which introduces us and our company to the clients, and
makes them aware about our products and offerings.
2. Making a PowerPoint Presentation to present it before our customers.
3. Making a Mailer to send it to our customers for further reference.
4. Making a business card for providing it to clients after each meeting.
5. Making a list of possible questions that the clients may ask during the
meeting. And also writing answers to those questions.
6. Creating a detailed structure of activities to be done during the meeting with
clients in order to get maximum out of each meeting.
Pitching for business development
This included various tasks like
1. Getting an appointment to visit institutions.
2. Arranging transport facilities for going there physically.
3. Visiting the clients on time.
4. Making the client aware about our products.
5. Showing them introductory video, presenting them a Power point
presentation.

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6. Helping them understand the need of Merchandising and branding for their
Organization and how we can help in this.
7. Mailing them the required information for further reference, which includes
steps to follow to order from our company.
8. Further cold calling to know their interest and reminding them if they have
forgot to get back to us.
Social Promotion
1. I handled the Pinterest account of our company. During my tenure I added
new photos to the Pinterest account to make the company more visible to
Pinterest users who may have interest in our products.
2. We invited different people who have been our customers to write review
about our company on the Facebook page of our company. Most of the
reviews we got were very positive.
3. We made designed posters for promoting our company on Facebook.
4. We worked towards increasing the number of likes on the company’s
Facebook page.
Creating Database of MBA colleges
1. Every MBA college have different committees and interest clubs. These
committees sometimes print merchandised T-Shirts, Hoodies, Mugs for
promoting themselves. We contacted almost every reputed B-Schools in
India to get contact information of these committees and clubs.
2. We made a database of these contact details using MS Excel.
3. We also tried to find out the name and contact details of Point of
Contact(POC) of these committees.
Google AdWords
1. I had to learn about ways of advertising online using google AdWords. I
learned them through YouTube videos created by google for AdWords
learners and study materials provided by google.
2. I had to appear AdWords fundamentals exam which I cleared on first take.
3. I made advertising strategy and recommendations for our company
regarding the use of AdWords for enhancing their online visibility.

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Recommendations:
I would like to propose some of the changes for the current business process and
business model which may help the company growing forward if implemented. My
recommendations are based on my experience of working with Printiconic.
However, I would also like to express that these recommendations are my personal
opinions and may differ with the opinions of the person who is reading it. So please
ignore those things which you may not like or may think are irrelevant and
unnecessary.
Business Model
Currently Printiconic is working as a company with a business model which
includes business development through online order via website as well as
business development through direct pitching. It believes in creating and
nurturing institutional relationships. It is no doubt a great model which is
highly suitable for the kind of domain it is operating in. But there are always
scope for improvement. Here are some recommendations for reinforcement
of the business model.
 Hiring of more full time employees who will be responsible for direct
sales and business development.
 Tie up with retail stores of different cities in India which will be selling
merchandised T Shirts.
 There are some Facebook pages which are followed by a lot of
Facebook users in India. Some of the examples would be Rajnikant V/s
CID Jokes, Stayamev Jayate, The Logical Indian, The BACK Benchers,
The Viral Fever, Faking News, etc. All the pages have a minimum of 1
million followers. May be those Facebook pages will be interested in
printing T Shirts for their followers who will be interested in
purchasing those T Shirts.
 Further expansion of the company towards Advertisement business.
As advertisement is very close to the current business and expertise,
the company can grow into an Advertising company with some effort
from top management. The company may focus on outdoor
Advertising.

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 The company may also try to add more products to its product line like
Gift Items, etc.
 Redesign the website in order to optimize it for search engines.
 Create a mobile app exclusively made for creating own logo and T Shirt
design and ordering them.
 More focus towards B2C sales than B2B. Enabling the users for
creating their own T Shirts designed by themselves.
 Minimum order quantity should be reduced to as small as one piece.
 Introduce 3D printing to the product lines. It will help the company to
grow bigger and better.
 Introducing Mobile covers, laptop stickers, etc. into the product line.
 The company may get into apparel business by introducing a new
brand just like they did with arrow, US Polo and Nike. With best quality
and unique design, the company will definitely succeed.
 And finally, more investment is needed for the company to grow
bigger and better. Hence the top executives should think towards
expansion of the company and pitching to investors for aggregating
funds for the same.
Website
This is how current layout of the website looks like.

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Mobile version of the website
Printiconic has a great website right now which is powered by Serverdial.com
I would like to recommend some changes which may be help making the website
better and more convenient and user friendly.
 Currently a lot of information is being displayed on the homepage of the
company. A simple page with a picture is needed for the website.
 More navigation links needed for the website.
 Order Now button very small as compared to rest of logos.
 Color combination and aesthetics should be improved with the use of plain
and simple colors.
 A mobile app should be developed which will influence the customers more
towards using our products.

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AdWords and advertising online
A time has come when everything is shifting towards online way. Every business
now a days are integrating themselves with online platforms. If you have a
business, then you must have a website. So how do we enhance our online
presence? How do we let our possible clients/customers know that “we are there
to help you.” How to ensure that when someone searches online for our products,
Google will show our website in the search results? All these queries can be
answered by Google AdWords.
What is google AdWords?
AdWords (Google AdWords) is an advertising service by Google for businesses
wanting to display ads on Google and its advertising network.
The AdWords program enables businesses to set a budget for advertising and only
pay when people click the ads. The ad service is largely focused on keywords.
The AdWords service is a very effective way to advertise your product service. In
simple terms, the presence of your website in Google search results will depend
mainly upon three factors, 1. The relevance of your website with the search query,
2. The extent of Search engine optimization done to your website, 3. How much
you pay to advertise your product or service.
Benefits of using AdWords.
1. AdWords runs on a pay per click basis. You will only pay for your
advertisement when someone sees it and clicks on it. So your expense is
totally worth it.
2. You can track the results of your investment on AdWords and can easily
calculate Return on Investment(ROI) from AdWords.
3. There are variety of options provided by AdWords depending upon the
objective of your ad campaign. It may focus on Branding/Awareness or it may
focus on conversion.
4. Type of conversion may range from Clicking on your ad, calling to your
number, Visiting your offline store, etc.
5. AdWords is cheaper than other modes of advertisement.

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6. You can link your Ads with other google services like Maps.
7. You can easily target your Audience by locational targeting, demographic
targeting, Language targeting, etc.
How to integrate AdWords with your business?
 Hiring of an AdWords expert who will manage the AdWords account of
Printiconic.
 Posting of Ads which will bring traffic to the website and calling on the
business number.
 Targeting customers based on our locational target. Location can be set
to near educational institutions. The age group targeting should be done
to target people from age 15 to age 30.
 Design better landing page to enhance the quality score of the website.
Better landing page can also reduce the advertising budget needed for
the business.
 Enhance the visibility of Printiconic by using the google display network
advertising. The company can post Image Ads on related websites, Post
Ads on social networks and Video Ads on YouTube.
 Use relevant keywords for Ads, so that the Ads can get displayed when
someone searches for those keywords. Also the use of negative keywords
is recommended which will restrict the Ads to show when and irrelevant
search query is typed.
Conclusion
I would like to conclude my report by saying that Entrepreneurship is the
future of India. Few brave people from XIMB, who had started Printiconic, have
shown me the pathways to start a new company. Because I had joined Printiconic
I found my motivation and inspiration to be an Entrepreneur in future. During
internship I learned more than I could ever learn from textbooks. At least I can say
that I have truly felt what is a startup and how difficult it can get initially to put
things together and keep the show running. At last I would like to thank the top
management of the company who showed interest in me and took me in as Intern.
Thank You.