A PROJECT REPORT ON

(BUILDING BRAND AWARENESS THROUGH SOCIAL MEDIA MARKETING)

SUBMITTED TO SAVITRIBAI PHULE PUNE UNIVERSITY

BY

(AYAN KUMAR MAZUMDER) MBA-I (2017-2019)

PRN: (2051713023) / Roll No : (MBA17H04)

UNDER THE GUIDANCE OF

(Prof. Bibhas Basumatry)

IAEER’S PUNE INSTITUTE OF BUSINESS MANAGEMENT,

PUNE- 412115
Summer Internship Report, Pune Institute of Business Management

To whom so ever it may concern

This is to certify that the Project Report titled “Building Brand Awareness
through Social Media Marketing”, is an authentic work carried out by
Mr. Ayan Kumar Mazumder from MBA- I of IAEER’s Pune Institute of
Business Management, Pune - 412115 as a fulfillment of MBA Course of
Savitribai Phule Pune University. He has worked under our guidance and
satisfactorily completed his project work.

Place: Date:
Signature of Internal Guide
Signature of External Examiner

Signature of Director / COE

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1 DECLARATION

I hereby declare that the project report entitled “Building Brand

Awareness through Social Media Marketing” submitted by me to Pune
Institute of Business Management, Pune in partial fulfilment of the
requirement for the award of the degree of Masters of Business
Administration(MBA) is a record of bonafide work carried out by me
under the guidance of Prof. Bibhas Basumatry. I further declare that the
work reported in this project has not been submitted and will not be
submitted, either in part or in full, for the award of any other degree or
diploma in the institute or any other institute or university.

Date: Sign of the Candidate

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2 ACKNOWLEDGMENT

I am using this opportunity to express my gratitude to the people who supported me

throughout the course of this project report. I am thankful for their aspiring guidance
and friendly advice during the project work. I am sincerely grateful to my external
mentor Mr. Mayank Relhan for sharing his truthful and illuminating views on a
number of issues related to the project. I express my sincere thanks to all the
employees of College Dekho who have spared their valuable time to contribute their
suggestions and data in order to enrich my project. Without their support and
guidance, I wouldn’t have completed this project.
I am thankful to my mentor Bibhas Basumatary for his guidance during my project
work and sparing his valuable time for the same.
Thank you

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3 COMPANY CERTIFICATE

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Contents
1 Declaration ................................................................................................... 3
2 Acknowledgment .......................................................................................... 4
3 Company Certificate...................................................................................... 5
4 Project Synopsis ............................................................................................ 7
4 About The Sector........................................................................................... 8
5 About The Company...................................................................................... 9
5.1 History: ................................................................................................... 9
5.2 Offerings ............................................................................................... 10
5.3 Usp’s ..................................................................................................... 12
6 Project Methodlogy .................................................................................... 13
7 Action Plan ................................................................................................. 19
8 Observations ............................................................................................... 22
9 Learning Outcomes ..................................................................................... 23
10 Reference ................................................................................................. 24

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4 PROJECT SYNOPSIS
“Building Brand Awareness Through
Project Title Social Media Marketing”

Company Name CollegeDekho.com

Student Name Ayan Kumar Mazumder

Student Roll No MBA17H04

External Project Guide Name Mayank Relhan

Assistant Manager (Digital Marketing)
External Project Guide Designation

Internal (PIBM) Project Guide Name Bibhas Basumatry

From 21st May 2018
Duration of project 2 months
To 13th July 2018

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4 ABOUT THE SECTOR

Edu-tech sector of startups is one of the sectors which is impacting the social life of
millions of students. nowadays students can get information about different courses,
colleges, educational training, and career option through the use of internet. these
startups are exploring all the segments of education and enriching the learning
experience of students. it is expected that by 2020. all the students in the country
will e-literate and will be able to connect to the startups without any challenges such
as little penetration of internet
Research studied 270 Edu-tech start-ups of India which are currently running and
investigated different parameters attached to them. With massive R&D and
innovation taking place in these start-ups, the future of the country is expected to be
much influenced by these start-ups. Moreover, with more than 1.4 million schools
with an enrolment of 227 million students, India is one of the biggest education
systems in the world. Also, there are currently more than 36000 higher education
institutes in India. There is a high potential for Edu-tech start-ups in the country
while they evolve the face of education industry.

Major findings of the report are;

 Delhi (NCR) hosts 25% of Edu-tech start-ups of the country followed by

Karnataka and Maharashtra with 20% and 18% presence respectively.
 Digital literacy centers have no relation with the presence of Edu-tech start-
ups. Some states like Bihar and Madhya Pradesh have a large number of digital
literacy centers but almost no presence of start-ups.
 There are 9 segments of Edu-tech sector that have been identified which are e-
learning, learning management, ERP. Career counselling, extra-curricular,
study material, Information provider, test preparation and 3D learning.
 Number of funding in education sector is expected to increase by 12% in 2016
and 2017.
 E-learning has received maximum funding till date followed by career
counselling and learning management.
 There has been maximum funding in the city of Delhi (NCR) followed by
Bangalore and Mumbai.

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5 ABOUT THE COMPANY

Company Name-CollegeDekho.com
Parent Company- Girnar Soft Education Services Pvt Ltd
Founded- 2015
CEO- Ruchir Arora
Location- Gurugram, Haryana
CollegeDekho.com is a disruptive technology education start-up offering both B2B
and B2C solutions. The main offerings in the B2C model includes providing end-to-
end admission solutions to students and the B2B model includes offering Digital
Marketing Solutions (DMS) to clients. With over 36000+ colleges in its database,
CollegeDekho.com is one of the most promising start-ups in India in 2015.
CollegeDekho.com is a unique universities discovery platform, which connects
education seekers with education providers, at the same time offering information
about colleges, courses, entrance exam details, admission notifications, changes in
exam pattern, scholarships and all related topics.
In the first year of operations itself, CollegeDekho.com became the fastest
growing education services provider in India, with exceptional traffic growth
touching a traffic of over 1.3 million visits in a span of less than 8 months, with an
extremely engaged response from users. CollegeDekho.com ranks among the top
1500 sites in India.

5.1 History:

CollegeDekho.com was founded on April 2015, under the aegis of Girnarsoft

Education Services Pvt. Ltd.
Girnarsoft Pvt. Ltd. is also the parent company of portals such as CarDekho.com,
Gaadi.com, BikeDekho.com, Zigwheels.com, CarBay.com & PriceDekho.com,
besides CollegeDekho.com. Girnar Software Pvt. Ltd. has also launched specialized
portals like TyreDekho.com and TrucksDekho.com recently.

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5.2 Offerings

Offerings at
CollegeDekho.com

B2C B2B

Under B2C there are five offerings

College Admissions
CollegeDekho.com has facilitated admissions to 400+ colleges across the country
through its technology, cafes & counselling processes in the first year of its
operations

Common Application Form (CAF)

CAF is a unique platform that enables students to apply to multiple colleges with a
single click. 500+ colleges have partnered with CollegeDekho.com to use the
technologically advanced CAF platform, thereby enabling students to track their
application status online and get admission confirmation in their mail

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Career Cafes
Currently, there are four career cafes located at Ranchi – Jharkhand, Patna – Bihar,
Lucknow – Uttar Pradesh & Guwahati – Assam, which facilitates student
requirements like counselling, course options, college options and psychometric
tests.

Career Counseling
In-house expert counsellors provide one-on-one counselling to interested students
with regard to their career aspirations.

Study Abroad
CollegeDekho.com’s Study Abroad platform aids student’s admission to study
abroad. From counselling, to shortlisting of colleges as well as Visa and Application
Process, we help students from the beginning till the end of their study abroad
journey, free of cost!

Under B2B there are two main offerings

Videos
CollegeDekho.com provides a video tours and personalised videos of all partner
colleges for a student to experience the college before taking admission

Apps
CollegeDekho provides android app solutions as well to Educational Institutions
across the country to enable them to connect with the students in a better way on
their mobile

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5.3 USP’s
 First technology driven education start-up of India providing end to end solution for
student’s higher education needs
 Advanced Products like Step by Step College Selection, Practice Tests and
Psychometric Tests to scientifically support the higher education selection decision
 Technology extremely intuitive and user-focused; Unique Profile based college
recommendations engine helps students find the best fit information for over 22000+
colleges available on the website which is the highest in the country
 Extensive personalized counseling to understand student’s need and help him make
the most informed decision

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6 PROJECT METHODLOGY
The project is based on “Building Brand Awareness through Social Media
Marketing”
Objectives of the Study:
 To analyze the effective strategies used to engage audience through social
media marketing
 To study the effectiveness of brand awareness through social media platforms
like Facebook, Instagram & YouTube
 To find the impact on how social media marketing helped College Dekho in
spreading awareness of the brand.
So while I was working in social media team, I gave few ideas on how to engage
audience on social media platforms. Slowly I started to gain some insights on how
to build brand awareness through social media.

Creating a strong social media presence plays an integral role in increasing valuable
brand exposure. After all, in today’s era more than 80% millennials spend the bulk
of their digital lives on social platforms.

So before getting into the project let’s know few basics about what is Social Media
Marketing? How does it help the company?

Social media marketing, is a form of internet marketing that involves creating and
sharing content on social media networks in order to achieve marketing and branding
goals. Social media marketing includes activities like posting text and image
updates, videos, and other content that drives audience engagement, as well as paid
social media advertising.

How does it help the company?

Social media marketing helps the company in many ways such as

 Increasing traffic of the website

 Building conversion rates

 Raising brand awareness

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Summer Internship Report, Pune Institute of Business Management

 Creating a brand identity & positive brand association

 Improving communication and interaction with key audience.

So according to my viewpoint, the following strategies can be effective in engaging

audience

 Strong Social Content

 Consistent brand image

 Sharing Curated links

 Tracking competitors

Social media marketing has helped quite effectively in creating brand awareness.
The increase rate in followers shows how effective it was.

The number of followers of CollegeDekho in

Facebook as on 31st May 2018 was 7,74,000 and it increased to 7,88,514 as on 13th
July 2018

Instagram as on 31st May 2018 was 4220 and it increased to 4482 as on 13th July
2018

Below are my creations which were posted in Facebook page of CollegeDekho

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Haunted Gallery

Reached 26.1k

Riddle
Reached 1.9k

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Longest Words gallery

8.5k reached

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Motivational Quote #1
8.7k reached

Promotional Flyers
5.1k reached

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Motivational Quote #2
6.3k reached

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7 ACTION PLAN
The last 3 weeks of my internship was very crucial for me as I was assigned to social
media team and work for them. In this three weeks I came to know how to engage
audience and create a brand awareness through social media marketing. I was asked
to give ideas on how to engage audience for social networking sites like Facebook
and Instagram.
So I gave them ideas like posting quizzes, riddles, memes on student life more often
can help them engage audience. Digital marketing head approved my ideas and
assigned me a mentor who guided me how to work on this project.
I was basically into creating & designing different types of riddles, memes, galleries
for social networking sites of College Dekho.
Likewise, I was also assigned to design creatives for a partner college of
CollegeDekho.com which was Garware-Institute-Of-Career-Education-And-
Development (GICED), Mumbai.
So my creatives were quite liked by team and many of them got posted in Facebook
as well as Instagram

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FACEBOOK

788,514
774000

31ST MAY 15TH JULY

INSTAGRAM
4882
4220

31ST MAY 15TH JULY

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The above two graph shows the increase in number of followers within 45 days in
Facebook & Instagram page of College Dekho

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8 OBSERVATIONS
Working for the first time in a startup gave me a lot of insights but there were few
things which I observed in the organization.
 There was a free flow of communication in between every individual team in
the office but there were communication gap too in between different teams
which somehow affected their productivity
 Being a team member of social media I was always encouraged and motivated
by my team leaders as well as my mentor
 The ideas which I provided to my team was appreciated and they applied few
of them which got good results
 The best thing which I observed was every individual worked in their own
way. Everyone had got a unique style of working
 I found employees were working in a free style using earphones and even
playing games or fighting with their team mates while working or during
lunch hours
 I never found anybody wearing proper formals. Most of the employees used
to come in business casual attire.
 Social media team were mostly seen using canva for making Creatives. I
observed that they were not much efficient with Photoshop or any other
applications or software’s
 There were hardly three people in the social media team who were looking
into SMM which was not adequate as the workload was more on them
 They were lacking behind in generating new ideas for social media marketing
 Rather trying new ideas, they were imitating their competitors social
networking sites
Observing all those pros and cons, I can say that there were many things to learn
from CollegeDekho.com.

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9 LEARNING OUTCOMES
So working in an Edu tech sector which is just three years old startup has given me
a lot of exposure within these two months. I’m jotting down those points
- Data Mining: Analyzed large number of data’s before tele calling
- Content Writing: Wrote Content for colleges under Delhi University as per
the format provided to us
- Cold Calling: Calling approx. 500 students and counselling them as well as
for admissions
- First Level & Second Level Counselling: First level counselling where
conversation is initiated with student for the first time and second level
counselling is done when student had shown interest in FLC
- Branding- It was done through calling
- Promotion- it was also done through calling
- Social Media Marketing- Posting news & articles, various creatives were main
task done for SMM
- Lead generation strategies
- Designing Creatives
- Revenue Model of Edu Tech Sector

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10 REFERENCE

- www.collegedekho.com
- https://www.thehindubusinessline.com/business-wire/edutech-startups-
expected-to-see-12-rise-in-funding-in-201617-craft-driven-market-
research/article8844405.ece
- https://www.vccircle.com/indias-ed-tech-industry-to-grow-eight-fold-to-2-
bn-by-2021-google-kpmg-study/
- https://economictimes.indiatimes.com/small-biz/startups/newsbuzz/edtech-
sector-growing-fast-poor-digital-infra-big-
challenge/articleshow/62540592.cms
- https://www.indiatoday.in/education-today/featurephilia/story/edtech-sector-
2017-1108748-2017-12-19
- https://yourstory.com/2018/02/collegedekho-raises-2-m-in-its-third-round-
of-funding-from-mancapital-and-girnarsoft/
- http://smallbusiness.chron.com/promotion-brand-awareness-70231.html
- https://www.mainstreethost.com/social-media-marketing-services/

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