A report submitted towards the partial fulfillment of the requirements of the two years full-time Post Graduate Diploma in Management.
Submitted by: Dinesh Kumar J Post Graduate Diploma in Management Roll No.: 2K11IB04 (2011-13)
ASIA-PACIFIC INSTITUTE OF MANAGEMENT 3,Institutional Area, Jasola , New Delhi 110025
I would like to acknowledge the support of the entire management at Treks 'n Rapids Pvt Ltd for making this project possible and a great learning experience by extending their kind cooperation and encouragement.
I am highly indebted to Mr. Pranav Kukreti (Director and Co-founder – Treks 'n Rapids) for his constant support and guidance. My special gratitude to Mr. F.M.Das (GM -HR) Mr. Shivanand Mr Sachin Chauhan (Partner – ABLOnline)
I am extremely grateful to my mentor at Asia Pacific Institute Of Management, Dr.Paroma Mitra Mukherjee for her guidance in completing this project.
My thanks and appreciations also goes to my colleagues for their help and support which they provided me with in due course of my internship.
This is to certify that Mr. Dinesh Kumar J, Roll No. 2k11IB04 has completed his summer internship at Treks 'n Rapids Pvt. Ltd and has submitted this project report entitled ‘Exploring And Finding The Scope Of Digital Marketing’ towards partial fulfillment of the requirements for the award of the Post Graduate Diploma in Management 2011-2013.
This Report is the result of his own work and to the best of my knowledge no part of it has earlier comprised any other report, monograph, dissertation or book. This project was carried out under my overall supervision.
--------------------------Dr.Paroma Mitra Mukherjee
TABLE OF CONTENTS:
S.NO TITLE PAGE NUMBER (I) (II) (II) 1 1.1 1.2 1.3 1.4 2 2.1 Acknowledgement Declaration Executive Summary Introduction Brief About the company Objectives of Study Scope and Uses of the Project Relevance to the Title Details About the Company Development and performance of Company 2 3 6 8 8 8 9 9 10 10
Nature, Structure and Characteristics Company
Details about the Products, Market and Industry
3.1 3.2 3.3 3.4
Nature and Characteristics of the Product Performance of the Product in the Market and Industry Scale of Indian Adventure Tourism
11 13 13
Comparative Analysis of Product in the market and Industry With 14 Competitors
4 5 5.1 5.2 5.3 5.4 6 6.1
Review of Literature Methodology of the Project Strategy for Adventure Sport Development Latest Trends In Digital Marketing Strategic Analysis of Competitors' Portals Strategy for Digital Marketing Implementation and Findings of the Study Implementation Approach
17 19 20 21 23 27 31 31
6.2 6.3 7 8 9 10
Marketing Mix Service Blue-print Conclusion Recommendations for Future Work References and Bibliography Appendices
37 40 42 43 44 46
LIST OF TABLES AND FIGURES:
S.No T1 F1 F2 F3 F4 F5 F6 F7 F8 F9 F10 T2 T3 T4 T5 Title Performance of Product in the Market Logo-Snow Leopard Adventures Logo- Mercury Himalayan Expeditions Logo- Wanderlust Pvt Ltd Logo- Decathlon Logo- NRS Snapshot- www.36chutti.com Snapshot- www.zycexplore.com Snapshot- www.gio.in Snapshot- www.weareholidays.com Search Result Google- after SEO Facebook page Insights No of people talking Increase in weekly no of people talking Increase in page story creation 46 47 48 Page Number 11 13 13 14 15 15 24 25 26 27 38
Daily no of people who are friends with people who like the 49 page
No of people who saw the page by no of people who like the 50 post
Page Post Frequency
(III) EXECUTIVE SUMMARY:
This Research is a study on latest trends in the domain of digital marketing and their implementation for an adventure sports company for their services and products. Treks 'n...