A REPORT ON ORGANIZATION STUDY

OF

‘EARNEY Digital Service Solutions.’

INTERNSHIP REPORT

Submitted to

GURU NANAK COLLEGE (AUTONOMOUS)

VELACHERY, CHENNAI 600042

In partial fulfilment for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

Submitted by

S.ARVINDA PRABHU

(Reg. no. 1913143036005)

Under the Guidance of

Dr.M.K.Shakila

DECEMBER 2020

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 Internship completion letter

TO whomsoever it may concern

This is to certify that "S.ARVINDA PRABHU(Reg. no. 1913143036005)" has

successfully completed his internship on the “A REPORT ON ORGANIZATION
STUDY OF EARNEY Digital Service Solutions” for one-month period ( 01/12/2020 to
31/12/2020) with our company.

Authorised Signature

(Note: Should be in the Company Letter head with sign and seal)

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 DECLARATION

I, S.Arvinda Prabhu(Reg. no. 1913143036005), Second year MBA Student of Guru

Nanak College (Autonomous), have done an Internship report for a period of one month
from 1st December 2020 TO 31st December 2020 on the title “A REPORT ON THE
ORGANISATION STUDY OF ‘EARNEY Digital Service Solutions”.I declare that
this is my original work and has not been submitted to any other university or institute for
award of any other diploma or degree.

PLACE: CHENNAI S.Arvinda Prabhu

DATE: 31/12/2020 (1913143036005)

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 BONAFIDE CERTIFICATE

This is to certify that Internship Report entitled “A REPORT ON THE

ORGANIZATION STUDY OF EARNEY Digital Service Solutions” is the bonafide
work carried out by S.ARVINDA PRABHU(1913143036005), Second year MBA
,Under my guidance and supervision, in partial fulfillment of the requirements for the
award of the degree of Master of Business Administration , of the Guru Nanak
College (Autonomous), Velachery,
Chennai 600042.

Dr.M.K.Shakila Dr.M.K.Shakila

Dean-School of Management Project Guide

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 ACKNOWLEDGEMENT

I take this opportunity to thank our Principal Dr. M.G. RAGUNATHAN, M.Sc.,
M.Phil., Ph.D., FIAAB, FZSI, FSLSc, FSAB, FIAES, FICCB, FMSET, FIASN,
PGDESD who encouraged me throughout to do this Project Report.

I sincerely thank the Dean-School of Management, Dr. M. K. SHAKILA, M.B.A,

M.Sc(Psy), M.Com, M.Phil., Ph.D., who encouraged me to proceed ahead with the
work and offered many invaluable suggestions for the betterment of this project and
thereby acting as a constant source of encouragement.

I extend my hearty thanks to Dr. V. Uma Maheswari MBA, Ph.D., the Head of the
Department, MBA for her continuous motivation.

I would also like to thank my guide the Dean-School of Management, Dr. M. K.

SHAKILA, M.B.A, M.Sc(Psy), M.Com, M.Phil., Ph.D., who motivated and guided me
for the successful completion of the Project Report. Words are not enough to thank her
for sacrificing her precious time in helping me.

I extend my sincere thanks to the company for giving me the opportunity to do my

project and my heartfelt thanks to Mr.Lokesh for the support and guidance.

Finally, I thank all my family members and friends who stood by me throughout the
course of the project.

S.Arvinda Prabhu

(1913143036005)

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 TABLE OF CONTENTS

Chapter No. Title Page No.

1 INTRODUCTION 8

NEED FOR THE STUDY 9

SCOPE OF THE STUDY 9

OBJECTIVES OF THE STUDY 9

LIMITATIONS OF THE STUDY 10

2 BACKGROUND OF THE STUDY 11

INDUSTRY PROFILE 12

COMPANY PROFILE 16

PRODUCT PROFILE 17

ORGANIZATION STRUCTURE 20

THEORIES RELATED TO THE TOPIC 24

3 ORGANIZATION STUDY 27

4 SUMMARY AND CONCLUSION 36

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 CHAPTER 1

INTRODUCTION

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An Organization is the structural framework of duties and responsibilities required of
personnel in performing various functions with a view to achieve business goals.It is a
social arrangement which pursues collective goals,which controls its own
performance,and which has a boundary separating it from its environment.Organization is
the association formed by a group of people who see that there are benefits available
from working together towards some common goal.Hence, it coordinates different
activities for running the business enterprise efficiently so that the common goal can be
achieved.

Organizational study is the study of individual and group dynamics in an organizational

setting, as well as the nature of organization.Organizational study refers to the study of
organization as a whole and getting adequate knowledge with various departments in the
organization.

Every organization will be the part of an industry. Group of productive enterprises or

organizations that produce or supply goods, services, or sources of income. In economics,
industries are generally classified as primary, secondary and tertiary industries . Primary
industry tends to dominate the economies of undeveloped and developing nations, but as
secondary and tertiary industries are developed, its share of the economic output tends to
decrease.

The study pursued at EARNEY Digital Service Solution is related to service

industry.This study aims to understand the function of EARNEY Digital Service Solution
relation to different departments.The primary requirement of the internship is to get used
to the real work environment. It helps to develop a network which will be useful to
acquire knowledge about industry,know about the skills required, get used to organisation
culture and other aspects of the firm etc. Internships will improve the probability of
getting a full-time employment after completion of graduation. Internships will also help
to learn about work life management, discipline, organization culture, time management
and to develop communication skills.

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NEED FOR THE STUDY:

The study was done to achieve the requirement of the M.B.A degree course.The
organization study aims at getting accustomed to the business environment for a period of
one month done(01/12/2020 to 31/12/2020).The main purpose of the study is to know
about applications of the theoretical aspects in M.B.A course in the corporate
environment.The study is also done to have a first experience and exhibit to
organizational culture, policies, work ethics, implementation of concepts studied in
M.B.A degree,procedure and practices done in the organization.

SCOPE OF THE STUDY:

To acknowledge the concepts of service industry in terms of practical experience and to

glance into how a service working environment works.The study is also done to
understand the structure,function and process of various departments and their
interdependence.The study will also have a view over service startup and process done in
the organization. The main scope of the study is done to know about the efficiency of the
service company. The study will focus on the workings of each department and the
efficiency of the services provided to the customers.

OBJECTIVES OF THE STUDY:

The organization study carried out in EARNEY Digital Service Solutions,is to achieve
the following specific objectives:
PRIMARY OBJECTIVES:

 To familiarize with the organizational structure of the company and its

functioning.
 To study the overall performance of the organization.
 To understand how the key business processes are carried out in an organization.
 To understand the growth and diversification strategies, portfolio structure of the
organization.

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SECONDARY OBJECTIVES:

 To know about the working and effectiveness of service company.

 To study the applications involved in the service sector.
 To learn the procedures and processes involved in service company.
 To recognize the working of sales and customer service in a service
company.

LIMITATIONS OF THE STUDY:

 To understand the organization and study its various functions and ups and downs
a period of 30 days is not enough.
 There were difficulties in obtaining data from executives due to their busy work
schedule.
 The reliability of data used for the study is largely depends upon the companies
reports and the information given by executives.

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 CHAPTER 2

BACKGROUND OF THE STUDY

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INDUSTRY PROFILE:

Service Industry

The Service Industry is made up of professions that deliver services, or intangible

goods,to consumers.The service industry is made up of many firms whose sole purpose is
to deliver services to the consumer market.Service sector covers a wide variety of
activities such as trade, hotel and restaurants, transport, storage and communication,
financing, insurance, real estate,business services, community, social and personal
services, and services associated with construction.Services industry is also known as
tertiary sector part of the economy. The service sector is the third sector of the economy,
after raw materials production and manufacturing.The service sector includes a wide
variety of tangible and intangible services.The service sector is the largest sector of the
global economy in terms of value-added and is especially important in more advanced
economies.

Types of Service Industry

Customer Services

Product sellers often offer basic services,such as buying assistance,warranties,credit

purchases and after sale support.A number of companies specialize in selling intangible
service solutions that consumers buy based on provider expertise,time savings or
preference.

Business Services

Business buy services to help them operate them efficiently.They often outsource work
such as advertising,building and telecommunications.Many businesses hire outside
agencies for legal or marketing services.

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Purpose of Service Industry

In today’s business scenario, people are shifting more and more from the use of
traditional to digital media. People are using different mediums such as laptops, mobile
phones and desktops to read contents. Digital marketing is playing a major role in
marketing at present, it is likely to replace other forms of marketing in the future.

Digital Marketing Service

Digital Marketing incorporates a huge list of online activities that help in the promotion
of a business’s products and services.Digital Marketing in other terms refers toally to the
online marketing efforts.With digital marketing,the company can see results flowing
much faster than offline marketing.This is solely because of the purely interactive nature
of digital marketing techniques.The reach is much wider and the ability to attract targeted
customers is more in digital marketing.The company will be able to grow the client base
in a very short span of time,provided the online marketing strategies that the company
incorporate are efficient and effective.

Advantages of opting for Digital Marketing Services:

 Opens up more growth opportunities for Businesses.

 Conversion Rate is Higher.
 Narrows down gap between Customers and Business.
 Get connected to Mobile Customers.
 Cost Effective.
 Better return on Investment.
 Measurable Benefits.

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Types of Digital Marketing

● Website
The website is often the home to your digital marketing efforts. Brands and
organizations use websites to host content while using other mediums to distribute
it. Most of your digital marketing activities will link back to your website, where
an action is expected to take place, and the conversions are tracked.

● Content Marketing
Content creation is the spine of your entire digital marketing strategy. Whether
you’ve got a documented content marketing strategy or not, you’re creating
content to inform, entertain, inspire, or persuade your buyers through other
channels. Some of the most common formats of content include text (blog posts),
videos, images, infographics, podcasts, slide decks, and e-books.

● Search Engine Optimization (SEO)

SEO acts as a jetpack for your content marketing efforts. SEO consists of on-page
and off-page activities to boost your website’s visibility in search engine result
pages (SERPs) for your preferred keywords. Earlier, SEO was primarily text-
based, but in recent years voice search has gained prominence as well, which is
why your SEO activities need to have a conversational approach.

● Digital Advertising
Digital advertising is an umbrella term for various online advertising strategies.
The typical pricing/bidding strategies for digital advertising are cost-per-click and
cost-per-mille,i.e., per thousand impressions. Common formats of digital
advertising are search engine marketing (SEM), display advertising, native
advertising, social media advertising, and programmatic advertising.

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● Email Marketing
Email marketing is the process of maintaining a database of cold and warm
contacts and sending them email alerts about your brand, products and services. It
is an effective channel to communicate with your audience on an ongoing basis.
Email marketing is useful to build your subscriber base, onboard new customers,
retain existing ones, promote discounts and offers, and distribute content.

● Social Media Marketing

Social Media Marketing ensures you are present on the platforms your users are
spending the most time on. These include Facebook, Twitter, LinkedIn, Snapchat,
and Instagram, where you can distribute content through both – organic and paid
channels. Social media has also played a vital role in propagating video marketing
and the ephemeral content wave. It enables two-way communication and your
fans and followers can interact with you on your content through likes, comments,
direct messages, or by posting on your official pages.

● Affiliate Marketing
The concept of affiliate marketing is similar to commission-based
sales.Organizations provide custom links to their affiliates. Affiliates earn a
specific cut/commission every time someone buys through their custom link.
Influence marketing could be considered a modern and evolved spin-off of
affiliate marketing.

● Web Analytics
Web analytics is the practice of collecting, measuring, analyzing, and reporting
data. This is commonly tracked through Google Analytics, but websites could
also build their analytical tools. The data collected could be quantitative or
qualitative.

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COMPANY PROFILE:

EARNEY Digital Service Solution

EARNEY Digital Service Solution is one of the web design company located in Chennai
which builds awesome website design,and do digital marketing at the clients budget
price.With wide varieties of service offerings and having experts in each domain,the
company take care of the customers business online presence and provide exclusive
support to take it to the next level.

EARNEY is a digital service solution provider platform which is highly focusing on

satisfying and meeting customer’s online presence and promoting their brand.With
young,optisimistic and passionate people in the company,the service solution focus on
giving customers what they are looking in terms of showcasing their product or service to
their required target audience.

As companies are more data driven nowadays, the company achieve things by focusing
more on analyzing the market, competition, feedback and bringing up new strategies for
the customers to get their business to the next level through online platform starting from
the Web development the company provides numerous services that includes Digital
Marketing,Graphic Designing,Data Analytics and 3D modeling.

USP of EARNEY Digital Service Solution:

 Highly Budget Friendly
 Guidance to improvement with data research
 Exclusive after Delivery Support
 Timely Delievered.

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PRODUCT PROFILE:

The services provided by EARNEY Digital Services are i)Website Development ii)Social
Media Marketing iii) Search Engine Optimization iv)Content Marketing v) 3D Modelling
vi)Graphic Design vii)Data Analytics.

WEBSITE DEVELOPMENT
“Websites promote the business 24/7: No employee will do that”.

A Website development process goes through the different phases and the phases are the
Information gathering,Planning,Design,development,Testing and delivery and
Maintenance.EARNEY Digital Service Solution make sure that the company provides
the customized websites as the customers wish and the awesome technical executives will
make sure that the websites are maintained and provide support and services even after
the website is delievered.Technology alongside with right UX skills,the company build
awesome websites that promotes the business.

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SOCIAL MEDIA MARKETING

Social media is indeed the “big thing” that most businesses are trying to bring into their
marketing strategy to get closer to their clients and valuable prospects.Social Media
marketing results in higher conversion rates because of the rate of interactivity that social
media posts bring in.With changing trends and updates made of social media in
analysis,EARNEY have experts to track the changes which will help the customers to
stay ahead.

SEARCH ENGINE OPTIMISATION(SEO):

“Google only loves you when everyone else loves you first”.

Search Engine Optimisation refers to the process of improving the quantity and quality of
traffic to the website through Search Engine Results.The ultimate goal of any search
engine is to provide the best possible “ unbiased” results that a person is looking
for.Search Engines are capable of ranking websites and their content in order of quality
and relevancy.Google’s algorithm keeps changing periodically and rewards companies
who quickly adapt to these changes.It is important that the customer website undergoes
frequent updates in the form of content updation and content addition so that Google
crawls your website more often.

EARNEY Digital Service Solution provide clients with the best in class SEO Techniques
and also help the customer with the entire website content work.Within few months
time,the customer website will surely stand tall in the Search Engine Results Page
without any promotion.

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CONTENT MARKETING

“Content is King and Context are Key”.

The context of the blog or article is equally important to the content.It is much important
to understand the business aspirations of the clients and what they would like to
concentrate more up on.EARNEY Digital Services,make sure that content is more
relevant to the current market trend.EARNEY executive’s well-researched content
backed with keywords will surely make the customers stand out in this busy business
world.

3D MODELLING:

“Modelling is more important than the talking the company do”

EARNEY Digital Service have an odd crew to build top notch models which helps the
customer to envision the idea in bigger screen.The company’s creative and highly
passionate team helps the customers model to do the talk.

GRAPHIC DESIGN

“Digital design is like painting,except the never dries”.

Top class design aesthetics and usage of right tools are the two important things the
company believe that will mark the customers digital design.The company take
responsibility to create an awesome design for the customers business

DATA ANALYTICS

“Data are becoming the new raw material of business”.

Understanding customers behavior and defining the target audience of the customers will
let the customer have an edge over their competitors.EARNEY back all services with the
right data to get the desired output.

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ORGANIZATION STRUCTURE:

An organization structure refers to the determination of organization system of the

company.It determines the programs and procedures by which the administrative
relations of an organization are defined and established. No activity of the organization
can go out of this structure. As the policy of the company determines the limits within
which the organization has to work. In the same manner organization structure
determines and defines the shape and size of the company according to which the
administrative and organization decisions have to be taken

TYPES OF ORGANIZATION STRUCTURE

FORMAL ORGANIZATION:

Formal Organization refers to the planned structure of jobs and positions with clearly
defined objectives and functions. It is consciously created by top management for the
accomplishment of company objectives. It is made up of official relationships and
channels of communication. Formal structure is governed by established rules and
procedures. Formal organization tends to be stable and predictable. Thus, it is represented
in the organization chart and manual of the company.

INFORMAL ORGANIZATION:-

Informal organization arises from the personal and social relations of people. It is not
formally designed but develops spontaneously out of interactions between individuals. It
is influenced by personal attitudes, likes and dislikes.People working together in an
enterprise frequently come into contact and develop personal or social relations outside
the formal structure.

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Advantages of the organization structure:

The organization structure has the following advantages:-

 Necessary for the management: It is necessary for the management of the
business.In the absence of a clearly defined organization structure, the
management cannot discharge its duties properly. It also tells us about the
managerial approach.

 It reveals the drawback of an organization: Organization structure is an

important document of the company. It serves as the guidelines to explain what
should be done in the company.

 Helpful in delegation: It is also helpful in providing the suitable training to the

employees of the organization and defining their duties. It helps in delegating
proper authority to the employees so that they can discharge their duties
effectively and efficiently.

 Helpful in training: It is also helpful in providing suitable training to the

employees and defining their duties. It defines the requirements of all the suitable
postages and it also determines the need, nature, and the from of the training
required.

Disadvantages of organization structure:

 It is difficult to change it: Management is a dynamic science. To make is a real

science, must be practical, no hard and fast line can be drawn in the activities of
enterprise, organization structure is the definite determination of activities.
Therefore, it develops rigid ness in the activities and becomes difficult to make
any changes easily.

 It reveals only the formal relations: A very important drawback of the

organization structure is that it is only a formal document. It defines only the
formal relations among the employees of an organization. But in practice, there

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 are two types of relations among them. Formal and informal and organization
structure does not define informal relations.
 It creates conflicts: Organization structure makes clear difference in the rights
and duties of all the employees of the organization. It is the feeling of manager
and subordinate among them. It also develops the feeling of superior and inferior.
It also develops the feeling of senior and junior.

TYPES

1. Pre-bureaucratic structure:

This structure is most common in smaller organizations and is best used to solve simple
tasks. They follow a flat hierarchy system.

2. Bureaucratic structure:
They are suited for complex or larger scale operations. Under this structure:-
 Functional structure: This structure groups specialize in similar skills in
separate units. It is well suited to organizations with a single or dominant core
product because each subunit becomes extremely adept at performing its
particular portion of the portion.

 Divisional structure: It is formed when an organization is split up into a number

of self-contained business units, each operating as a profit centre.

3. Line organization:
Line Organization is also known as scalar or military organization. In this structure, there
is a vertical line of authority running from the top to the bottom of the organization. All
individuals at the same level are independent of each other. The authority and
responsibility of each position is specified. The man at the top has the highest authority
and it is reduced at each successive level down the hierarchy. Line organization can be of
two types.

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  In pure line organization: All individuals at a given level perform the same type
of work and they are grouped into divisions only to facilitate effective supervision
and control.
 In a departmental line organization: Work performed in each department is of a
different type.

4. Functional organization:

Under functional organization, the organization is divided into a number of functional

areas. Each function is managed by an expert in that area. Every functional area serves all
other areas in the organization. Thus, an individual in the organization receives
instructions from several functional heads. Every functional expert enjoys functional
authority over subordinates in other departments. Within a functional department every
operating executive receives orders from several functional specialists.

5. Line and staff organization:

Line and staff organization is a combination of line and functional structures. Under it,
line authority flows in a vertical line in the same manner as in the line organization. In
addition, staff specialists are attached to line positions to advise on important matters.
These specialists do not have power of command over subordinates in other departments.
They are purely of advisory nature. Thus, staff positions are created to support the line
managers. Every staff specialist, however, has line authority over the subordinates in his
own department.

6. Matrix organization:

Matrix structure has been defined as “any organization that employs a multiple command
system that includes not only the multiple command structure but also related support
mechanism and an associated organizational culture and behavior pattern”. Thus, a
matrix organization is characterized by an overlapping of command, control and behavior
patterns.

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THEORIES RELATED TO TOPIC:

MASLOW HIERARCHY OF NEEDS

Maslow’s hierarchy of needs was developed by Abraham Maslow, a specialist in human

behavioural psychology. The hierarchy was first developed to help explain the connection
between basic human needs and human desires.
The hierarchy, often visualised as a pyramid is split into five categories.Unless we have
the fundamental basic human needs at the bottom of the hierarchy we will not strive to
meet any further desires. As each requirement is fulfilled we move up the hierarchy.

Chart 1

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1. Physiological needs: These are the underlying needs we as humans can’t live
without.Example:Air,Food.

If these needs are not satisfied the human body cannot function optimally. Maslow
considered physiological needs the most important need

2. Safety needs: Once an individual’s physiological needs are satisfied, the needs for
security and safety become salient. People want to experience order, predictability and
control in their lives. These needs can be fulfilled by the family and society

For example:Emotional security, Financial security (e.g. employment, social welfare).

3. Love and belongingness needs: The third level of human needs is social and involves
feelings of belongingness. The need for interpersonal relationships motivates behavior

4. Esteem needs: Esteem needs are the fourth level in Maslow’s hierarchy - which
Maslow classified into two categories:

(i) esteem for oneself (dignity, achievement, mastery, independence) and

(ii) the desire for reputation or respect from others (e.g., status, prestige).

Maslow indicated that the need for respect or reputation is most important for children
and adolescents and precedes real self-esteem or dignity.

5. Self-actualization needs: Self Actualization needs are the highest level in Maslow's
hierarchy, and refer to the realization of a person's potential, self-fulfillment, seeking
personal growth and peak experiences. Maslow describes this level as the desire to
accomplish everything that one can, to become the most that one can be.

MASLOW HIERARCHY OF NEEDS IN DIGITAL MARKETING:

As businesses consider the progressive layers of Digital Marketing tools at their disposal,
the company believe that to obtain the highest business value; a needs hierarchy similar
to that developed by Maslow should be considered. As an Digital marketing organisation
we get many calls from prospective clients that believe Social Media is going to be the
answer to all their marketing requirements. However at current digital marketing strategy,
the company often find that their website is in need of some attention – generally in the

25
content and conversion optimisation areas. The Hierarchy of Needs urges us to address
the website first.

Chart 2
The company must know the wants and needs of their target market It is important to
note that the company target market’s level or needs and desires may not stay the same,
especially in times of economic change. Therefore the company should remember to keep
their marketing strategy up to date and relevant.

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 CHAPTER 3

ORGANIZATION STUDY

27
ORGANIZATION STUDY
The Organizational chart of Earney Digital Service Solution

PARTNER PARTNER
A B

HUMAN MARKETING
RESOURCE MANAGER

STAFFS MARKETING
EXECUTIVE

Chart 3

DEPARTMENT IN EARNEY:

MARKETING DEPARTMENT:

The Marketing Department plays the vital role in promoting the business and mission of
an organization.It serves as the face of an organization,coordinating and producing all
materials representing the business.Marketing is the process of understanding the
company’s marketplace and competitors ,defining the company market
positioning,pricing and services and promoting the company to the target audience.

28
EARNEY marketing operations covers the telemarketing,social media marketing and
content marketing.In these department,the company analysis the client in the market and
does the research for the particular sector where the customer are not well versed with the
digital marketing.The company uses the telemarketing method and social media
marketing method for promoting the services and to generate new customers for the
company.The company’s marketing department does the following duties:

 Defining and Managing the service provided by the company.

 Creating content providing search engine optimization for the company’s website.

 Monitoring and managing social media.

 Producing internal communications.

 Conducting customer and market research.

 Overseeing outside vendors and agencies.

FUNCTIONS OF MARKETING DEPARTMENT:

The functions that are carried out by the marketing team in the company are as follows:
 An understanding of the target market and competitors
The marketing department in the company will give the detailed and specific
descriptions of the target markets and the key competitors in those market.
 A strategy to drive growth and profitability
The marketing team after the research based understanding of the target market
will make a strategy to drive the growth of the company

29
  Which services to offer and how to price them
Decisions about the service lines and pricing are important elements of a growth
plan.The company’s marketing department plays the leading role in maintaing
that balance.
 A steady flow of new leads and opportunities:
The marketing team turn the company’s overall strategy to generate new leads
and nuture the existing prospects until the become well qualified opportunities.

MAJOR CLIENTS OF THE COMPANY:

30
TELEMARKETING:

COLD CALLING

Cold calling is traditionally an early stage in the selling process.Cold calling typically
refers to the first telephone call made to a prospective customer.More unusually these
days,cold calling can also refers to calling face-to-face for the first time without an
appointment at commercial premises.Cold calling is used to attempt to convince potential
customers to purchase either the company product or services.

For a sales executive,cold calling potential customers can present one of the greatest
challenges in their day .Staying positive,being persistent and listening and adjusting to
customer responses are the personal ingredients to help the executive to be
successful.The right goal of cold calling is not to sell the product,the goal is to establish
or schedule a first conversation.

The effective role of cold calling are:

 Start with a good call list:
Take the time to create a targetd list of the high value prospects.

 Don’t sell the company product:

Focus on what are the prospect wants and needs and sell the benefits of an
appointment.

 Take “NO” for an answer

Don’t focus on individual prospects,focus on total appointments.

 Scrap the old script

Be situational,flexible and conversational and listen more than to talk.

Steps to effective Cold calling:

 Put together a list of potential customers to call.

 Know the objective and what the executive need to say there.
 To have a sales script for the call.
 To set aside time on a regular basis to conduct cold call,and stick to it.
 Starting the sales process with the right person.

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Cold calling mistakes

 Having a weak opening statement.

 Not speaking to the decision maker.

 Giving up too easily.

 Asking too many closed questions.

 Not setting the activity targets.

The below chart is the cold calling process followed by the company and the sales
executives have followed the same process.

Market
Database
Analysis
Creation of
and Market
clients
Research

Lead
Cold
Follow
Calling
up

Proposal
Making for Project
Clients Closure

Chart 4

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Market Analysis and Market research:

Market research is an effort to gather information about target markets or customers.In

this step the target audience is to be known well before approaching the customers.The
main objective behind the market analysis and research of target audience is to know the
customer’s online presence and how active they are on web.

Database creation of clients

Once the market is analyzed the database of sector is created for the company.Database
creation includes details of the customers like company details,their online
presence,concerned one from marketing department and their contact details.

Cold Calling

Cold calling is the sales process of approaching prospective customers typically via
telephone.Pitching is done by the executives and then converted into lead generator.

Lead Follow up

This stage is convincing the clients and getting the meeting from them is the biggest
challenge.

Proposal Making

Once the meeting is done with the concerned client where the various aspects has been
discussed already,and the client requirement can known accordingly the proposal is made
for the client enlisting all the requirement related to the digital marketing.

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Project Closure

If all the stages works that means the company is close to crack the deal from the
customer.Once the deal is cracked further decision are taken like,preparing the strategies
for the clients requirement.

SOCIAL MEDIA MARKETING:

Social media marketing involves promoting your content and engaging with your target
consumers on social media channels like Facebook, Instagram, LinkedIn. This tactic is
used in digital marketing to help businesses increase brand awareness, generate more
leads, and improve customer engagement.

Growing the customers followers on social networks will help them to increase word of
mouth and referrals. Earney’s social media marketing services will help the customers
increase their followers with relevant people.The company ensure that the followers
match the demographics, interests, and behaviors of the typical customers.

When the coustomers build a strong connection through engagement with their audience,
they are more likely to buy from them.Earney will help thecustomer increase engagement
(likes, comments, etc.) on the customers social media posts. The more engagement the
customer have, the stronger the connection is with the audience.

Increasing the customers website traffic will directly influence leads and sales. That’s
why the social media marketing service is best paired with the company’s social media
advertising services, where the company focus on developing social media advertising
campaigns that drive high volumes of traffic to the clients website. To increase
conversions, the company can add-on retargeting social advertisements to stay in front of
recent website visitors.

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The comapany has done the following social media campaigns for the company and for
the clients to reach the targeted audience in the respective fields.

 Social Media Content Planning:The company does the keyword research and
competitive research to get the content ideas that will interest the clients target
audience.
 Great Social Content :. The company post regularly and offer truly valuable
information that the ideal audience will find helpful and interesting. The content
that the company share on the customers social network includes social media
images, videos, infographics.

 A Consistent Brand Image: The company uses the social media for marketing
that enables the customers business to project their brand image across a variety
of different social media platforms. While each platform has its own unique
environment,voice and the business’s core identity,the executives always have the
mindset that it should stay consistent.
 Social Media for Content Promotion: Social media marketing is a perfect
channel for sharing your best site and blog content with the audience.Earney build
a loyal following on social mediafor the customers to target the audience,and the
company post all the new content and make sure that the audience can find new
stuff right away.The company provides a great blog content which help the
customers to build more followers.
 Sharing Curated Links: The company also makes an opportunity to link to
outside articles as well other than the facebook and instagram.Curating and
linking to outside sources improves trust and reliability, and you may even get
some links in return.
 Tracking Competitors: It’s always important to keep an eye on competitors.The
company track out the clients competitors and get to know about the competitors
social media marketing channel or technique that seems to be working for them.

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 CHAPTER 4

SUMMARY AND CONCLUSION

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FINDINGS:

Most of the sector customers actually understanding the value and opportunities of digital
marketing.

In cold calling,converting the customer to a lead is bit complex as they too have complete
knowledge about the digital marketing so the executives must explain how the company
are better than the other competitive companies.

Most of the customers initially opt for the web development and social media marketing
and later the customers will think about the other digital marketing channels like search
engine optimization which means these two channels have high acceptance.

The conversion rate of the company is low,as it is the startup company,many of the
customers opt for the well recognized company and the clients opting for Earney digital
service solution is mainly for the pricing and the customization that the company
porvides in that budget.

The company uses the most effective digital marketing tool for acquring the projects
from the clients,as the company knows that social media marketing and the search engine
optimization grabs the target audience for the customers.

The company uses the technique of handling the customers social media pages and after
service for the websites regularly which grabs the attention of the customers for the
company,as the customer knows digital marketing helps them to reach to the target
audience.

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SUGGESTIONS:

 The organization structure of the company is an informal organization where it is

very difficult to bring changes in the organization and may restrict the growth of
the company.

 The company lacks in specialization where the company is based on the mutual
relationships rather than on division of work as any individual in the company can
contact any other individual in the company.

 The expansion of the company is quite difficult as there are only limited number
of employee resources available.

 The company does not have a list of accomplishments to achieve,it does not have
a clear road map of how the company can advane in the future.

 The company have less brand recognition where they suffer from less visibility,
and this poses a serious challenge for the company when it comes to attracting the
new customers and expanding their operations.

 As the company is a lean startup company,it faces budget hurdles where the
company cannot employ workers at the required starter salaries.

 The company lacks in the pricing power with the customers,as the company need
the customer for the growth and brand recognition.

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CONCLUSION:

The Organization study carried out in EARNEY Digital Sevice Solutions,Chennai was
successful in achieving the specific objectives..It helped to familiarize with the different
departments in the organization and their activities.

This organizational study helped in improving practical knowledge.This study helped to

learn the procedures and processes involved in service company.

Earney Digital Service Solution,as it is a startup company,the company shows the

complete process of how the company work at each functional level,especially about the
digital marketing.

The company helped to learn and understand the business and made to understand the
various key points which are considered to crack a deal,how to deal with different
people.The company provides lots of opportunities and exposing to the different
departments at the same time.

The company tends to encourage and accept the ideas from each and every individual in
the company.The company gives the liberty to share the ideas with the top level
management which helped each individual to do better for the growth of the organization.

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BIBILOGRAPHY:

https://earney.in/about-us/
https://www.academia.edu/Documents/in/Search_Engine_Optimization
https://www.yourarticlelibrary.com/
https://blog.hubspot.com/marketing/social-media-marketing-resources
https://www.mo.agency/blog/
https://blog.hubspot.com/marketing/content-marketing-strategy-guide
https://creately.com/blog/diagrams/types-of-organizational-charts/

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 LIST OF CHARTS

CHART NO. CHART HEADING PAGE NO.

1. MASLOW
HIERARCHY OF 24
NEEDS
MASLOW
2. HIERARCHY OF
NEEDS IN DIGITAL 26
MARKETING

3. ORGANIZATIONAL
CHART OF THE 28
COMPANY

4. PROCESS OF COLD
CALLING 32

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