Summer Internship & Project report

Submitted by

Bhagyashree
Blaggan
REGISTRATION NO
PG18107

Project Title: Importance of Role of

MarCom in B2B Sector

Conducted at

TÜV Rheinland Corporate Office Bangalore

In partial fulfilment of the requirement

For the award of the degree
Of
POST GRADUATE DIPLOMA IN MANAGEMENT

JUNE - AUGUST, 2018

ISBR BUSINESS SCHOOL

BENGALURU-560100
 ISBR-B-SCHOOL, ELECTRONIC CITY,
BANGALORE-560100
CERTIFICATE

This is to certify that Miss Bhagyashree Blaggan, Roll no.PG18107, student of PGDM

has successfully completed Summer Internship and Live project on Role of MarCom in

B2B Marketing. In partial fulfillment for the award of degree of PGDM during the

academic session 2018-20. The project report has been approved as it satisfies the

academic requirements prescribed for the said degree.

Internal Guide Director

Prof. Shiva Prakash Prof. G.R.Nair

Examiner
 DECLARATION

I hereby declare that this Summer Internship Report on Role of MarCom in B2B Marketing for

Lead Generation at TÜV Rheinland India Pvt. Ltd. submitted in partial fulfilment of the

requirement for IV Trimester PGDM Degree examinations 2018-19 of ISBR Business School,

Bengaluru, Karnataka, is my original work and not submitted to any other university. This work

has been done under the supervision of Prof. Shivam Dixit – External Guide Marketing and Shiva

Prakash- Prof. Marketing in ISBR Business School, Bengaluru, and Karnataka.

Place: Bengaluru Bhagyashree Blaggan

Date: 05/09/2019 PG18107
 ACKNOWLEDGEMENT

I take this opportunity to express my sincere thanks and warmth to all those directly and

indirectly supported, mentored and encouraged me to complete my Summer Internship Project

successfully.

I wish to express my sincere gratitude to ISBR Business School, Bengaluru, Karnataka, for

providing the academic environment for undertaking this Internship.

I would like to express my deep gratitude to Prof.Shiva Prakash, Professor Marketing at ISBR,

for mentoring me in right way and constantly providing valuable inputs time to time.

I would also like to thank Prof. Shivam Dixit, External Guide at ISBR, who showed me a right

way and resolved the erupting confusions during the period of internship.

I express my profound and sincere thanks to Mr. Abinash Ghoshal, Mr. Samrat Sinha Mr.Densyl

Jacob and Mr.Swajan Shetty, who encouraged me and rendered moral support and gave regular

inputs both as a reporting manager as well as in person.

I would also like to thank Mr.Prashanth Banerjee TÜV Rheinland India Pvt. Ltd, for giving me

an opportunity to work in the organization and indirectly supporting me in my project.

Index
Executive Summary

The Testing, Inspection and Certification (TIC) sector consists of conformity assessment bodies
who provide services ranging from auditing and inspection, to testing, verification, quality
assurance and certification The sector consists of both in-house and outsourced services
The International Organization for Standardization (ISO) and the International Electro Technical
Commission (IEC), international standard-setting bodies composed of representatives from various
national standards organizations define the different testing, inspection and certification services in
the international standard series ISO/IEC 17000:2004 Conformity assessment -- Vocabulary and
general principles as:

 Testing: determination of one or more characteristics of an object of conformity assessment,

according to a procedure.
 Inspection: examination of a product design, product, process or installation and determination
of its conformity with specific requirements or, on the basis of professional judgement, with
general requirements.
 Certification: third-party attestation related to products, processes, systems or persons.

This report includes the crux of the training and learning undergone during the phase of internship
from 11th June till 30th August. It also includes the research report on Role of MarCom in B2B Market
with the help of various company representatives to understand the reach of the brand TUV Rheinland
and determining effectiveness of the MarCom Tools in the market at this point. Thus, it covers the
aspects of determining certain problems that existed and coming out with possible solutions.

To support the purpose of the project, a set of 12 general questions was prepared and was sent to
various company representatives who were approached during the period of internship. Based on their
responses an analysis has been done in various dimensions as discussed above and it has been found
that the brand had a reach in some or the other form in the market among various companies, it depicted
the preference of different mediums of channels which companies look out for as options to contact
any company
 Industry Overview
The Testing, Inspection and Certification Sector

Introduction

The TIC Companies Testing, Inspection and Certification cater to a wide range of industry sectors
across the world with a variety of legislation & standards. Egs. for sectors serviced by Testing,
Inspection and Certification company services include commodities, agriculture, consumer,
automotive, environmental, food, medical, life sciences, industrial, maritime, petrochemical, oil & gas,
leisure, systems compliance, and education. The services include quality and safety certification,
valuation of shipments, auditing, industrial inspections, and product performance evaluations,
advisory, consulting, ensuring imports comply with relevant standards, systems certification, supplier
evaluation and laboratory outsourcing, services in the energy and transportation sectors and many
more. Services provided by independent third parties can offer a number of benefits to public
authorities, industry and consumers through safer products and machinery. It provides greater
consumer protection, safer products and industrial installations, reduces compliance costs for SMEs
and increases brand reputations and consumers’ trust and confidence in a product by ensuring that
products, infrastructures and processes meet the required standards and regulations in terms of quality,
health and safety, environmental protection and social responsibility and can, therefore, also be a
facilitator to international trade. It is important that all stakeholders involved (regulators, market
surveillance authorities, manufacturers, site operators and TIC companies) have a common
understanding of all the relevant standards, rules and regulations, and that mechanism are in place to
ensure compliance with the necessary requirements.
Globalization
In a world characterized by rapid change and new technologies, energies, increasing Health, Safety,
Environmental (HSE) and Quality regulations, changes to the supply chain, outsourcing and rising end
user quality expectations, the TIC sector plays a key role. TIC services ensure that products,
infrastructures and processes meet the required standards and regulations in terms of quality, health
and safety, environmental protection and social responsibility reducing the risk of failure, accidents
and disruption. Since the adoption of the General Product Safety Directive in 1995 global trade has
increased many folds. Global exports increased from $5.171bn in 1995 to $15.229bn in 2010. This
also resulted in an increasing number of unsafe and non-compliant products entering the European
market (see the annual RAPEX reports for further information1). At the same time as this increase
many public authorities had to cut their budgets to implement austerity programme, thereby reducing
market surveillance. TIC services can be an effective complementary solution to these developments.
TIC companies adapted their services to the changes in the global supply chain and can test, inspect
and certify products regardless of where in the world they are being manufactured or installed.
Market Size
The overall testing, inspection, and certification (TIC) market is expected to grow from USD 209.4
billion in 2019 to USD 266.2 billion by 2024—growing at a CAGR of 4.91%. The growth of this
market is being fueled by the increase in disposable income and rapid urbanization in developing
economies; high growth in product recalls across the world; high adoption of outsourcing service
models by worldwide manufacturers; increased requirement for harmonized standards; surge in illicit
trading, counterfeiting, and piracy practices across the world; and enforcement of rigorous government
regulations and standards across various sectors.
Opportunities in TIC Market
“The market for certification services is expected to grow at the highest rate during the forecast
period”
In the TIC ecosystem, certification services validate the result of a test or inspection against a range of
pre-specified standards set by governments, international standardization institutions, or clients. In the
current scenario, certification services are widely adopted by manufacturers to demonstrate that their
products adhere to the compliance, as well as to improve their marketability. Certification services
also encompass the certification of systems and processes (e.g., ISO 9000 Quality Management System
and ISO 14000 Environmental Management System or Code of Conduct). As global markets grow and
expand, many consumers prefer safe, reliable, and eco-friendly products, which are validated by
certifications.

“The consumer goods and retails application is expected to hold the largest market share
during the forecast period”
The growth of the TIC market for the consumer goods and retail application is driven by the increasing
need for TIC services in personal care and beauty products, hard goods, soft lines and accessories, toys
and juvenile products, and electrical and electronics, among others. There is a significant demand for
inspection, testing, training, and quality assurance solutions for cosmetic, beauty, and personal care
products. Different brands, retailers, manufacturers, and importers need to ensure product safety and
acceptability across the supply chain. TIC service providers are expanding their services owing to the
increasing demand for TIC services from the textile and footwear sectors in emerging markets.

“APAC is expected to account for the largest market share during the forecast period”
The growth of the testing, inspection, and certification (TIC) market in APAC is driven by a
combination of regulatory and economic factors. As consumers are increasingly becoming aware of
the importance of certified products, manufacturers are certifying their products and services to gain
the trust of customers. Moreover, investments in new technologies are sizeable and are likely to
continue growing on the back of the rising global competition. Furthermore, the governments of
different countries in APAC are encouraging investments by private players in the technology sector,
which would lead to the increased use of independent testing and certification services.

Key Market Players in Global TIC market

SGS Group (Switzerland) Bureau Veritas SA (France)
Intertek (UK) TÜV SÜD Group (Germany)
Eurofins Scientific (Luxembourg) DNV GL (Norway)
TÜV Rheinland Group (Germany) Applus+ (Spain)
TÜV NORD Group (Germany) Lloyd’s Register Group Limited (UK)
Element Materials Technology (UK) UL LLC (US)
Recent Developments

 In February 2019, SGS acquired Florian B.V. (Netherlands), which provides fire safety
services to the industrial and real estate companies to address complex safety challenges.
 In December 2018, MISTRAS acquired On-stream Pipeline Inspection Services, Inc. (US) that
offers a leading, proprietary, technology-enabled pipeline inspection and data analytics
platform.
 In August 2018, Intertek acquired Alchemy Investment Holdings, Inc. (US), a leading provider
of people assurance solutions for the food industry. The acquisition complements Intertek’s
current global assurance offerings.

Government Initiatives

The Government of India has taken several initiatives in various sectors to improve the overall
economic condition in the country. Some of these are:

 In February 2019, the Government of India approved the National Policy on Software Products
– 2019, to develop the country as a software hub.
 The National Mineral Policy 2019, National Electronics Policy 2019 and Faster Adoption and
Manufacturing of (Hybrid) and Electric Vehicles (FAME II) have also been approved by the
Government of India in 2019.
 In November 2018, the Government of India launched a support and outreach programme for
the Micro, Small and Medium Enterprises (MSME) sector. It involves 12 key initiatives which
will help the growth, expansion and facilitation of MSMEs across the country.
 In September 2018, the National Digital Communications Policy (NDCP) has been approved
by Government of India with the objectives of attracting US$ 100 billion in investments,
improved broadband connectivity and generation of four million jobs in the telecom sector.
 Company overview
Introduction

TÜV Rheinland, a global leader in independent technical services was founded 145 years ago. The
brand stands for quality and safety for people, technology and environment in nearly all aspects of life.
It inspects technical equipment, products and services, overseas projects, and helps to shape processes
and information security for companies. Its experts train people in a wide range of careers and
industries. It employs a global network of approved labs, testing and education centers.
TÜV Rheinland India was established in 1996 and is active in more than 100 locations across India.
As a prominent service provider in the testing, training, inspection and certification industry, it operates
some of the most advanced testing laboratories for electrical safety, electromagnetic compatibility,
wireless-IoT, material testing, chemicals, reliability, solar photovoltaic, furniture, hard goods, food
contact material testing, IT, telecom, household appliances, luminaries, medical devices, batteries,
automotive components and accessories, machines, industrial controllers & sensors, robotics, electrical
vehicle infrastructure, toys, jewelry, textiles, footwear and leather products, personal protective
equipment, DETOX – wastewater testing.

Key figures 2018:

Revenue  € 1.99 billion of which Germany accounted 55%

Annual average number of  20,450 of which 8,795 are based in Germany

employees

Earnings before interest and taxes € 137.5 million

Profit margin  6.9%

Investments 1) €91 million

Business streams (rate of revenue)  Industrial Services 24 %

 Mobility 24 %
 Products 25 %
 Academy & Life Care 11 %
 Systems 10%
 Digital Transformation & Cybersecurity 6%
History: from DÜV to TÜV Rheinland
The history of the TÜV Rheinland Group is the story of its growth from a regional testing organization
into an international provider of technical services. Today, the corporate group is active worldwide.
The company can trace its origins back to 1872, when a group of entrepreneurs founded the
Dampfkessel-Überwachungs-Vereine (DÜV) or Steam Boiler Inspectorate as their own independent
organization dedicated to ensuring technical safety.
3.4 Milestones in development

1872 Founded as “Verein zur Überwachung der Dampfkessel” (Steam Boiler Inspection
Organization) in the districts of Elberfeld and Barmen
1877 Merger to create “Rheinischer Dampfkesselüberwachungsverein” (DÜV) (Rhineland
Steam Boiler Monitoring Association)
1936 Renamed by “Technischer Überwachungsverein Köln” (TÜV) (Cologne Technical
Monitoring Association)
1962 Renamed by TÜV Rheinland e.V.; six locations in the Rhineland area with 600
employees
1970 Its first subsidiary founded outside Germany
1993 TÜV Rheinland AG founded
1997 TÜV Berlin-Brandenburg and TÜV Rheinland merged to create TÜV Rheinland Berlin-
Brandenburg e.V.
2003 Merger with TÜV Pfalz to form TÜV Rheinland Berlin Brandenburg Pfalz e.V.
2005 Integration of LGA as well as two large Hungarian test institutes
2006  Joined the United Nations Global Compact integration of two leading Brazilian test
service providers
2007 Foundation of the company in Australia, represented on all continents
2010 With the acquisition of Geris, TÜV Rheinland becomes the largest technical test service
provider in Brazil
2014 By means of corporate acquisitions in the IT security sector, TÜV Rheinland becomes
one of the world’s largest independent testing service providers for information security
2017 Completion of the expansion and energy renovations at the site of the Group headquarters
in Cologne with investments of almost €70 million
 The Brand: TÜV Rheinland. Precisely Right
People and companies around the globe have placed their trust in the TÜV Rheinland Group since
1872. We use new ideas, expertise and a strong global network to contribute to the further development
of products, services, systems and people and make them more competitive. In so doing, we are
working towards a future that can fulfil the needs of both mankind and the environment in the long
term. Advising, developing, promoting, examining and certifying – these services inspire our
customers every day.
Our Mission
We are the first port of call worldwide for our customers.
Our Values
 Integrity
 Excellence
 Customer orientation
Our Claim
TÜV Rheinland Precisely Right. Two words that perfectly encapsulate our commitment to service:
whatever we do, we do it precisely and we do it right. This means that the TÜV Rheinland Group is
precisely the right partner for its customers in every respect.
Our Logo
The TÜV Rheinland logo: the points of the triangle symbolize the interaction between man, technology
and the environment, while the wave represents a technical examination. For years, the logo has
inspired trust, and is recognized around the world as a symbol of safety and quality tested by an
independent and neutral organization.
TÜV®: registered brand
Everyone knows “TÜV”, both in Germany and worldwide. For many people, “TÜV” is rightly
synonymous with neutrally tested quality and safety. If it is a matter of required quality of services and
products, then one generally talks about the TÜV. It is a little-known fact that the brand is used by
different TÜV companies that are in competition with each other. Just like TÜV Rheinland®, the
TÜV® brand is also registered. It may be used exclusively by TÜV companies. This ensures trademark
protection in Germany, Europe and numerous other countries around the world. It is thus guaranteed
that in the future, people will recognize tested quality from TÜV companies by the three trusted letters,
and that they will associate TÜV Rheinland with distinct brand commitment: TÜV Rheinland®.
Precisely Right.
Services by TÜV

Construction and Real Estate

At TÜV Rheinland we can support you throughout the entire life cycle of your building projects - from
site evaluation to environmentally sound decommissioning. For real estate, engineering facilities, civil
engineering projects, or conservation of cultural heritage, we can provide support in the form of neutral
experts, building experts, planning experts, or as specialists for building or electrical engineering
processes. With our widespread coverage, you can always find a contact in your area.
Consulting and Information Security

The quality and safety of your IT infrastructure add significant value to mission-critical business
processes. We consult companies and organizations on a wide range of issues: from usability of online
applications to questions of efficiency and safety. Our experts help you analyze, optimize, and certify
your information security. And we also provide support for building sustainable IT security concepts
that meet all legal, regulatory and technical requirement.
Education and Personnel

Get fit for the challenges of the job. At TÜV Rheinland, we offer tailored programs and services for
vocational training, on-the-job training, qualification of job seekers, and personnel management. With
more than 12,000 training programs - seminars, courses, and conferences - and more than 2,500
speakers, you will find the right solution for your training needs.
 Management Systems

Our experts evaluate management systems, IT processes, and complete businesses in accordance with
internationally recognized standards, or on the basis of individual performance criteria. Around the
world, companies trust in the excellent reputation of our TÜV Rheinland mark – a synonym for tested
safety and quality.
Materials Testing and Inspection

TÜV Rheinland has a long history of providing materials testing and inspection services to global
customers. Our portfolio includes a full range of destructive and nondestructive methods, quality
control and quality assurance functions, and physical testing. We test, approve and certify materials
and products in accordance with both domestic and international requirements and codes. Our clients
are diverse and include companies from a multitude of disciplines, including state departments of
transportation, utilities, universities, banking and real estate institutions, paper mills, steel mills, steel
fabrication shops, amusement/theme parks, state and local government agencies and more.
Occupational Safety and Health

Your employees are your number one asset for success. Our experts - physicians, psychologists, and
work safety engineers – are here to support you with your occupational health and safety strategy.
From check-ups to corporate personal, health control to fire protection. With integrated solutions and
individual services tailored to your company.
Plants and Machinery

Take advantage of our auditors' and experts' know-how - so that everything runs smoothly on your
end. TÜV Rheinland can offer intelligent solutions - for maximum safety, functionality, and trouble-
free operations of your plants and systems. From elevators to solar power stations - we have the
expertise and accreditations you're looking for.
Product Testing

Document the quality of your products with an independent, recognized certification mark. Our experts
provide support for you - from development to market approval - in Germany, Europe, and abroad. As
a holistic service provider, we check and certify the safety, performance, and quality of technical
equipment, capital goods, durable goods, and consumer goods. We also offer testing services in
compliance with individual criteria, or in line with our renowned TÜV Rheinland standards. Take
advantage of our reputation as an independent testing organization for your marketing activities.
 Vehicles and Traffic
We take care of safety - whether on the road, on rails, or in the air. Our traffic experts assist
with product development, certification and approval, and offer comprehensive consulting services.
When it comes to issues and questions of transportation, car dealerships, auto repair shops, vehicle
manufacturers, transport operators, and public authorities and organizations all put their trust in TÜV
Rheinland employees.

Organization structure at TÜV Rheinland

 Internship Research
Title: Importance of Role of MarCom in B2B sector

Introduction

Marketing Communication can be the methodologies and tactics adopted by the companies to convey the
messages in a creative and unique manner to their prospective and existing customers about their offerings
of services and products. The messaging communication is either indirect or direct in nature with an intention
to persuade the customers to indulge in the purchase of the products and services. Business to business
(B2B) communications have long been based on personal contact. With the development of internet
technologies, however, part of B2B communications has moved online, and this trend will continue to
increase.

What is a B2B company?

B2B companies are enterprises that offer the requirements other businesses need to operate and grow.
It includes businesses like industrial suppliers or payroll processors. B2B companies have an entirely
different target audience: They offer the services, finished parts, raw materials or consultation that the
businesses needs to operate, grow and generate profit.

Statement of Problem

The main purpose of MarCom is to target set of audience and promote specific messaging to them so
that the intended audience take desired action that you are seeking. MarCom i.e. Marketing and
Communications may not seem like a broad term but in an organization it can have many goals for messaging
across various channels. MarCom may include B2C, B2B, internal, and external messaging which revolves
around anything from brand awareness to specific, multi-channel campaigns. There are numerous tools via
which the MarCom activities are carried out. But the performance of only certain tools is good. Do all the tools
used in the activities perform up to the mark? Which tool help to generate maximum Leads? How do the tools
help an organization establish its mark and differentiate its brand in the market?

Scope of Study

The scope of the study is limited to the marketing activities carried for the B2B sector by the
MarCom department of the TIC industry of corporate office of TUV Rheinland Bangalore India.
The study will help us know the opinion on various MarCom tools used and the key points which
helps the Marketing Team generate leads and understand how these tools helps the brand to establish
and create awareness in the market. The case also explains the new automation tool TUV Rheinland
 would be acquiring that would narrow the bridge between sales and marketing. The above study is
done with reference to TUV Rheinland India where the MarCom Dept. Is divided into 3 segments:
PR, Digital Marketing and Events/Seminar. This would also help to cover how core marketing
actually helps the sales dept. In the company.

Segments covered in the MarCom Department of TUV Rheinland

The marketing team at TUV Rheinland divided into 3 major segments

 Public Relation
 Events/Seminar
 Digital Marketing

The team is entirely responsible for carrying out core marketing activities for the company TUV
Rheinland across India.

Public Relation
Public relations, is a broad term that refers to the process of managing your relationships and
communications with members of the public or potential business prospects. It involves raising brand
awareness and maintaining, building, also at times repairing, a business reputation.
Public relations has a strong link to media and its motive is to achieve positive media coverage, but
that is just one part of it. It requires manipulating influencers of your target audience through various
forms of digital and offline methods. However, now advanced analytics intelligence and digital
tracking can give a far better indicator of the effectiveness of the functions carried out via various PR
tools. Meaning if performed correctly, PR can have massive results on your short and long-term goals
as a business.
PR activities @ TUV Rheinland includes tools as follows:
Media Relations Employee Relations
Press Releases Sponsorships and Partnerships
Brochures and catalogues Community Relations

Media Relations: Media strategies focus on circulating messages through media channels to manage
how your business is portrayed by the media. Various Media channels/platforms are used to keep the
company in the lime light.
The media tools include releasing media statements and fact sheets, offering on-site media tours to
encourage journalists to report positive messages about the business, and using social media to get
the attention of journalists and track journalists who report in the market.
Media interaction is carried out for major events, where the media coverage helps to create a buzz in
the market about the company’s activities.
Press Releases: At TUV Rheinland the Press releases is carried out mostly in paid form where the
articles are published in print media i.e. Trade Magazines / business newspaper.
Brochures and catalogues: 'Take home' and mail-out brochures are designed by the PR Specialist
which is then used for various events which helps keep the potential customers think about your
business and its products and services.

Sponsorships and Partnerships: Partnerships helps consumers identify your brand with good business
practice and good ethics. TUV Rheinland supports not-for-profit cause which help build feelings of
goodwill and loyalty towards the business. Community partnerships involves an exchange of funds or
in-kind benefits to grow a local community organization in return for benefits that promote the business
reputation.

Sponsorship 15th Asia Pacific Conference of German Business, Asia Pacific Rail 2020, Energy
Taiwan Forum 2019, Solar Asset Management – Asia 2016

Community Relations: TUV Rheinland builds good relationship with members of the
community where they do their business by engaging local stakeholders that helps build the profile
and level of influence, that attracts more customers through word-of-mouth and ensures the business
interests are factored into community decision making.

Publicizing through CSR events: Adopting A. Thimmaiah Reddy School

Employee Relations: The employees are ambassadors for your business and brand. TUV Rheinland
focuses on building healthy employee relations by building their business culture and team
relationships by sharing information, promoting involvement and instilling a sense of pride in business
achievement. Which improves teamwork, staff retention and productivity, and ensure that staff are
representing your business consistently and with the right messages.
Digital Marketing

Digital marketing's development since early 2000 has changed the way brands and businesses use
technology for marketing. Digital Platforms are highly incorporated into everyday life and highly used
in developing maximum reach. It is the marketing of products or services using digital technologies,
mainly on the Internet, and also includes mobile phones, display advertising, and any other digital
medium. Channels of Digital marketing are systems based on the internet that can create, accelerate,
and transmit product value from producer to the terminal consumer by digital networks.

Digital marketing tools @ TUV Rheinland are as follows:

Google Analytics Google AdWords

Mail Chimp Canva Business

Social Media Posts/Company Website In house Marketing

Google Analytics: Google Analytics at TUV Rheinland is the standard for website analytics. At its
most basic level, Google Analytics can show you who is coming to your website, from where, and on
which pages they're spending most of their time. Beyond that, you can set up goals to track
conversions, and track events to learn more about user engagement

Google AdWords: Google AdWords is one of the most popular options for advertising your business
on Google's search engine results pages. Payment is based on either a pay-per-click or pay-per-call
structure.

Google AdWords hosts the Google Keyword Planner, where you can research which keywords you
want to include in your ad and your other content. You can set budget caps on how much you want to
spend. Ultimately, the tool helps you funnel more prospects to your website. AdWords are used to
display your products or services on Google's results pages for very specific queries.

MailChimp: MailChimp is an email marketing and social advertising tool designed to automate and
orchestrate campaigns. You can track the traffic garnered from your campaigns -- additionally,
MailChimp offers multiple integrations with other SaaS companies. The tool is especially powerful
for email drip campaigns. Ultimately, it's a good option for engaging with your audience.
In House Marketing: Various posts are published on a platform namely blue eye post that helps the
company TUV Rheinland understand overall activities performed at different regions in and outside
the country.

Canva Business: Canva is a drag-and-drop design platform that allows marketer create images using
custom pictures, icons, shapes, and fonts from the Canva catalog. It offers an aesthetically-pleasing,
simple way to design your own logos, presentations, images, or graphs based off your team's needs.

Additionally, Canva cuts out the need for an experienced designer and enables you to create the exact
visual you have in mind using their vast image collection.

Social Media Posts: Various blogs and content is posted across various social media platforms like
official Facebook page and Linked in Page of TUV Rheinland to get better reach amongst the public
and keep the company establish a buzz in the market.

Websites: Corporate websites provide a lot of information. The corporate customers lack most on sites
the complete contact information, a list of clients and research reports. The customers also miss details
on products and technical support, price lists and product evaluation. Buyers most often leave the web
sites because of the missing message, no contact information and animated advertisements.

Seminars/Events
Events, Seminars and workshops appeal to different audiences. It means that you'll have the
opportunity to meet other professionals in your niche and build lasting relationships. Any of them
could be a potential business partner or client.
Networking is essential to business success. Seminars bring like-minded people together and
facilitate communication. The same goes for workshops. When you attend these events, you are
surrounded by people who share the same interests and concerns as you. Together, you can
brainstorm ideas and potential solutions, motivate each other and find a way to collaborate.
TUV Rheinland Participates in several events some of which are as follows:
1.Autotechnika
2.HGH
3.LED Expo
4.DIDAC EVENT
5. Trade Fair A+A 2019
6. Automation Expo
Objective for the study

 Understand the segment of audience that are aware about TUV Rheinland as a brand
 In order to understand which tool is the most effective in terms of having maximum reach
amongst people in the market.
 To analyze and detect loopholes present in the existing system of marketing tools that are used,
if any.

Research Methodology

A survey was conducted to find out which tool is the most effective when it comes to having maximum
reach and generate leads in the market. TUV Rheinland has various tools via which leads can be
generated and brand awareness can be created of which some of the tools are as follows: using social
media platforms, email campaigns, press releases, participation in various events etc.
The questionnaire was distributed to individuals randomly and an exploratory research was carried out
Findings and Analysis

From the above Chart out of 31, 30 responses were collected wherein it showed the responses from
different organizations which included companies like Wipro, Infosys, TCS, Aditya Birla Group,
Schindler etc.
 Age Group Percentage Responses
<30 20 % 6
30-45 46.7 % 14
45-55 30% 9
56 and above 3.3 1

From the Above Chart and Table, it is clear that the age group less than 30 has 20% responses, 30-
45 has 46.7 % responses,45-55 has 30 % responses, 56 and Above has 3.3 % response.
It can be inferred that the highest range of response collected from the above category falls in the
age group of 30-45.
 Gender Percentage Responses
Male 58.1 % 18
Female 41.9 % 13
Others 0% 0

From the above Chart and Table, responses are given by male, female and other category, in which
out of 31 sample size 58.1% are male and 41.9% are female respondents. It can be inferred that the
highest range of response collected from the above category are males
 Highest Qualification Percentage Responses
10th Standard 0% 0
12th Standard 3.2 % 1
Graduation 41.9 % 13
Post-Graduation 41.9 % 13
Doctorate 12.9% 4
Others 0% 0

In the Case of Education Qualification, most of the responses are given by Graduates and Post
Graduates which accounts for 41.9 % each. There were responses from doctorates which accounted
for 12.9 % of Response and 3.2 % of respondent were 12th standard pass outs.
 Employment Percentage Respondents
Employed in Private Sector 64.5 % 20
Employed in Public Sector 12.9 % 4
Business 9.7 % 3
Self Employed 12.9 % 4
Unemployed 0% 0

From the above chart and table majority of respondents are mostly employed in the Private Sector
with 64.5 %. People employed in public sector and who are self-employed cater 12.9 % of response
each, there are respondents from business background contributing 9.7 % of response and no
respondent is unemployed in this case.
 Aware About TUV Rheinland Percentage Response
Yes 74.2 % 23
No 22.6 % 7
Maybe 3.2 1

From the Above Chart and Table Majority of the respondents were aware about TUV Rheinland
which contributed to 74.2 % of the sample size, however 22.6 % of the Sample size were not aware
about the company, and 3.2 % of the population weren’t sure if they had heard about the company
in any form.
 Services from TUV Rheinland Percentage Response
that you are aware of
Testing 12.9 % 4
Inspection 9.7 % 3
Certification 12.9 % 4
L&D 9.7 % 3
All of the above 41.9 % 13
None of the above 22.6 % 7

From the Above Chart and Table Majority of the respondents contributing to around 41.9 % were
aware about all the mentioned services by TUV Rheinland, there were respondents that were only
aware about testing and certification contributing to 12.9 % each. There were respondents who only
were aware about inspection and L&D contributing to 9.7 % each. Some respondents completely
weren’t aware about what services TUV Rheinland caters which consisted of 22.6% of the
population.
From the above chart it can be inferred that TUV SUD is high rated by most respondents and is
preferred more than other companies following which then SGS group then TUV Rheinland then
TUV Nord and then DNV GL.
Different reasons from the respondents were mentioned as to understand the features of the most
preferred brand.
 Source of medium to avail Percentage Response
products/services
Social Media 3.2 % 1
Email 6.5 % 2
Word of mouth 22.6 % 7
Company website 41.9 % 13
Google reviews 12.9 % 4
Events/Seminars 6.5 % 2
Influencer Review 3.2 % 1
Other 3.2 % 1

From the above chart and table, we can infer that most of the respondents check company website
to avail any product/service from any company, word of mouth is another factor to avail the
product/ service from any company, Google reviews is another source to rely on for the purchase
of product/service, Purchases also happen due to emails received by the company as well as
events/seminars conducted, there are respondents who also check social media/influencer
reviews/other platforms to avail any product/services from any company.
 Source of medium through Percentage Respondents
which respondents learnt
about TUV Rheinland
Social Media 0% 0
Email 3.3 % 1
Word of Mouth 16.7% 5
Company Website 26.7% 8
Google Reviews 6.7% 2
Events/Seminars 20% 6
Influencer Reviews 10 % 3
Other 16.7 % 5

From the above Chart and table, we can infer that company website has the maximum reach
amongst the respondents and they have known about the company widely via Company Website
contributing to 26.7 % of total response. Participation of the company in various events and
seminars also has helped the company to mark its establishment contributing to 20% response, and
it goes so on. Whatsoever it can be inferred that the company’s participation for brand awareness
among social media sites is unsatisfactory.
 Medium used to contact the company Percentage
Company Website 38.7 %
Email 32.3%
Telephone 16.1%
Events 3.2%
NA 3.2 %
Past experience/In person 6.4%

From the above Table we can infer that majority of the respondents subscribe to company’s
website/visit company site (constituting 38.7%) to contact the company TUV Rheinland for
availing its services, there are respondents that prefer sending mails to the company (response
percentage – 32.3%), the respondents also look out for calling as an option to contact the company
to avail its services, for some respondents booking services on spot during events/trade fairs is can
be a medium accordingly, while some prefer meeting in person, understanding the service that
would be catered to them by the company and then availing the service
Limitations

 The study is limited to constraint of time and information available.

 Possibility of error in data collection because many of the respondents may not give the
correct information.
 The study has done only on 31 respondents.

Findings

1) The study was conducted in the aim to understand the Role of MarCom in B2B Market which
was focused on these parameters
 Understand the segment of audience that are aware about TUV Rheinland as a brand
 In order to understand which tool is the most effective in terms of having maximum reach
amongst people in the market.
 To analyze and detect loopholes present in the existing system of marketing tools that are used,
if any.
2) Total number of respondents were 31.
3) Amongst the 31 respondents, responses were collected from representatives of various
companies.
4) Random Sampling method was used as a part of the sampling method wherein the
questionnaire was distributed amongst individuals randomly
5) The age group amongst the respondents varied accordingly it is clear from the chart that the
highest range of response collected from the above category falls in the age group of 30-45.
6) Males constituted of 58.1 % and female respondents constituted 41.9 % of the population.
7) The major category of respondents was Graduates and Post Graduates
8) All the respondents were working professionals
9) Majority of the respondents were aware about TUV Rheinland which contributed to 74.2 %
of the sample size
10) Majority of the respondents contributing to around 41.9 % were aware about all the
mentioned services by TUV Rheinland which included testing, certification, inspection, L&D
etc. However, there were respondents that were only aware about testing and certification
contributing to 12.9 % each. There were respondents who only were aware about inspection
and L&D contributing to 9.7 % each. Some respondents completely weren’t aware about
what services TUV Rheinland caters which consisted of 22.6% of the population.
11) The respondents majorly chose TUV SUD as the most preferred brand followed by SGS group
and TUV Rheinland Company due to various reasons.
12) It can be inferred that majorly the respondents check company website to avail any
product/service, word of mouth is another factor to avail the product/ service from any
company, Google reviews is another source to rely on for the purchase of product/service,
Purchases also happen due to emails received by the company as well as events/seminars
conducted, there are respondents who also check social media/influencer reviews/other
platforms to avail any product/services from any company.
13) It is found that majority of the respondents subscribe to company’s website/visit company
site (constituting 38.7%) to contact the company TUV Rheinland for availing its services,
there are respondents that prefer sending mails to the company (response percentage –
32.3%), the respondents also look out for calling as an option to contact the company to
avail its services, for some respondents booking services on spot during events/trade fairs
can be a medium accordingly, while some prefer meeting in person, understanding the
service that would be catered to them by the company and then availing the service
14) It was found that the reach amongst the respondents in terms of social media platforms
isn’t up to the mark.
15) There seem to be certain problem with the reach of the brand overall, however majority of the
respondents were aware about the company, the brand awareness wasn’t 100% in the B2B
market.
16) There are high possibilities of loopholes that are present in the existing system of marketing
tools
One of which I detected via my observation was the official page of TUV Rheinland has more
than 1000 followers on both Facebook and LinkedIn but the numbers of likes, shares,
comments are in double digit number, which determines the possibility of having no reach to
the target audience.
Recommendation

1) Various leads can be generated from different social media platform which incurs
minimum to no cost, TUV Rheinland can maximize its reach amongst the people by
having real time active followers on Facebook and LinkedIn, one of the ways to
attract the real time followers is by paid promotions and another can be wherein
they can actually impose many relevant hashtags.
2) Customer Loyalty program can be added to discover so that it leads to customer
satisfaction and customer retention which would help in better reach to the service
seekers in the market.
3) Creating Vlogs and publishing it on various platforms about relevant service can be
another option to create clear requirement amongst the service seekers.

Conclusion
TÜV Rheinland is a global leader in independent inspection services, founded 145 years ago. The
group maintains a worldwide presence of more than 20,000 people; annual turnover is nearly EUR 2
billion. The independent experts stand for quality and safety for people, technology and the
environment in nearly all aspects of life. TÜV Rheinland inspects technical equipment, products and
services, oversees projects, and helps to shape processes and information security for companies. Its
experts train people in a wide range of careers and industries. To this end, TÜV Rheinland employs a
global network of approved labs, testing and education centers. Since 2006, TÜV Rheinland has been
a member of the United Nations Global Compact to promote sustainability and combat corruption. In
the era of digital world keeping up with various digital platforms is of utmost importance, the
requirement of testing, Inspection and certification Industry would never stop as the industries would
keep requiring what it is called Reach of TUV Rheinland as a TIC company is well established in the
B2B market. People prefer TUV Rheinland
Bibliography

www.tuv.com

https://www.parthenon.ey.com/Publication/vwLUAssets/ey-a-steeper-ascent-growth-in-the-
testinginspection-and-certication-tic-industry/$FILE/ey-a-steeper-ascent-growth-in-the-testing-
inspection-and-certication-tic-industry.pdf

https://www.facebook.com/pg/TuvRheinlandIndia/posts/?ref=page_internal
Appendix

TÜV Rheinland
Questionnaire to understand the role of MarCom and its tools in B2B Market
1)Organization Name
__________________________________________________________
2)Age
 <30
 30-45
 45-55
 56 and Above

3)Gender
 Female
 Male
 Other

4)Highest Qualification
 10th Standard
 12th Standard
 Graduation
 Post-Graduation
 Doctorate
 Others

5)Employment
 Employed in Private Sector
 Employed in Public Sector
 Business
 Self Employed
 Unemployed

6)Have you heard About TUV Rheinland Company?

 Yes
 No
 Maybe
7)Which Services from TUV Rheinland are you aware of?
 Testing
 Inspection
 Certification
 L&D
 All of the above
 None of the Above

8)Which is the most preferred Brand associated with the TIC Industry On a scale of 1 to 5 (5 being
highest and 1 being lowest)

1 2 3 4 5
TUV Rheinland

TUV SUD
TUV NORD

SGS Group

DNV GL

9)Why is the highest rated brand associated with TIC industry most preferred?
___________________________________________________________________

10)Which is the source of medium via which you avail product/services from any company?
 Social Media
 Email
 Friends/Family/Colleagues
 Company Website
 Google Reviews
 Events/Seminar
 Influencer Review
 Other

11)What is the source from which you Learnt about the company TUV Rheinland?
  Social Media
 Email
 Friends/Family/Colleagues
 Company Website
 Google Reviews
 Events/Seminar
 Influencer Review
 Other

12)Which medium do you use to contact the company to avail its services?
______________________________________________________________________________
.
Internship Activity Report

Introduction
Internship is a proven way to gain relevant skills, knowledge, and experience while one establishes
important connections in the field. The main motive to undergo an internship is to get practical
exposure to the industrial activities and experience a real time environment which helps the intern in
removing fears and clearing doubts which naturally do persist before getting placed in a full-fledged
job. The activities given during period of internship not only helps the in terms of relating to the
theoretical concepts in real sense but also enhance the ability to use the resources and deal with the
people.

Internships and voluntary experiences make candidates more competitive in the job market. It also
provides an insight if the particular career field is the right one based on getting personal experience
in the field. No matter what opportunities one engages in, it’s important to maintain professionalism
and take on the individual responsibility that is required.

Much as expected, internship days at TÜV Rheinland Bangalore has taught me things which are
practical and has enlightened me with knowledge which was difficult to understand before opting for
Majors in Marketing. Market Analysis, Content Creation, Team work, People engagement, Work
distribution, Networking etc. were some of the by-products of the activities assigned to me

Responsibilities (June-September 2019)

Student Bhagyashree Blaggan

Company TÜV Rheinland

Reporting Head Abinash Ghoshal

Jobs Status

Contact Publication Houses for Editors contact
details for future media interactions of TÜV
Rheinland
Feature on the news and blogs helps the brand to
grow and media interactions plays an important
role. My role as an intern was to :
Contact publication houses restricted to trade
magazines for Editors contact details for future
media interactions of TÜV Rheinland.
It was completed and submitted to Mr. Samrat

Content Creation On Reliability Engineering
Got likes and shares for a blog by Mr.Densyl
Prepared a presentation on ISO 26262
Sinha by 9th of July.
A blog article was written on Reliability
Engineering which took in efforts to have a
complete research on what the topic was about.
After a thorough research, understanding of the
topic and several rejects of the blogs written
previously, a final blog was submitted to Mr.
Densyl Jacob which was fine for the final draft,
The blog was further edited by Mr. Samrat Sinha
and then put according to the standards of TÜV
Rheinland by Mr.Densyl Jacob.
It was completed and submitted on 15th July 2019
The blog was published on Official page of
Facebook, LinkedIn and Official website of TÜV
Rheinland
Link-https://insights.TÜV.com/blog/technical-
competency-from-the-worlds-leading-technical-
experts-reliability-engineering-professional-
program-from-t%C3%BCv-rheinland
In process
A PowerPoint Presentation was created on ISO
26262 based on the information provided to me
earlier.
The Ppt was of utmost importance as it was to be
sent to the Lead interested to acquire the service
provided by TÜV Rheinland.
The Lead who would receive the PPT was The
Daimler Company Limited.
The presentation was completed and submitted
on 12th July 2019 to Mr.Swajan Shetty which was

Found out contacts on LinkedIn interested in
services provided by TÜV Rheinland (Lead
generation)
Shortlisted EMI/EMC Trainer (Murali Sankar
Vasam) from LinkedIn who can represent TÜV EMI/EMC Trainer as per TÜV Rheinland
Rheinland for further training services.
Shortlisted EMI/EMC Trainer (S. Tirugnanam)
from LinkedIn who can represent TÜV
Rheinland for further training services.
Shortlisted Lead Auditor
(Vadivel Balasubramanian)
From LinkedIn who can represent TÜV
Rheinland for further training services.
Created Sample Ad content for
ISO 17024 Certification
forwarded by him after approval from his senior
to The Daimler Company Limited.
The contacts were found out on LinkedIn. The
data consisted of representatives who were
interested to know services provided by TÜV
Rheinland.
Point of contact was restricted to L&D
Mr. Murali matched the requirements as a
standards and further discussion with Mr. Murali
is been handled by Mr.Swajan Shetty.
Mr. S. Tirugnanam matched the requirements as
a EMI/EMC Trainer as per TÜV Rheinland
standards and further discussion with Mr.
Tirugnanam is been handled by Mr.Swajan
Mr. Vadivel Balasubramanian matched the
requirements as a EMI/EMC Trainer as per TÜV
Rheinland standards and further discussion with
Mr. Balasubramanian is been handled by
Mr.Swajan Shetty.
Learnt basics of Google AdWords from
Mr.Densyl Jacob and then created Ad content for
ISO 17024.
ISO/IEC 17024: Conformity assessment
 General requirements for bodies
operating certification of persons is
an International Standard which specifies
criteria for the operation of a Personnel
Certification Body (also known as a
certification body for persons).
 The standard includes requirements for
the development and maintenance of the

Prepared database for TÜV Rheinland to follow Completed and submitted on 29th July to
relevant stakeholders (Twitter) to keep updated Mr.Densyl Jacob
on recent newsfeed
Worked on Market Analysis of Medical
Devices
Participated in the activity organized by Mr.
Samrat Sinha
Worked for the HR department for Audit
process.
Interaction with Momoe Nakamura
( Specialist Marketing Communications) Japan
certification scheme for persons upon
which the certification is based.
I have prepared market analysis data as per the
requirements
Topics :
 Association of Manufacturer of Medical
Device or In-vitro diagnostic devices
 Wearable device manufacturers intended
for Medical ( measuring / display )
 Wireless Medical device manufacturers.
 Start-up working on Medical Device.
An Employee Engagement Activity was
Organized by Mr. Samrat Sinha where all the
employees of TÜV Rheinland were invited to be
a part of the activity, by imprinting their palm
prints and leave a mark on the wall.
The purpose of the Activity was to pledge for
safety and quality standards of TÜV Rheinland
and abide by it
Sorted documents and check listed the available
documents which would help the HR Department
for Audit process in future.
It was a great opportunity to interact with Ms. Momoe
Nakamura (Specialist Marketing Communication)
from Japan who attended The Marketing Summit
organized by TUV Rheinland. Ms. Momoe
enlightened us on the new automation system TUV
 Rheinland would acquire which would narrow the gap
between MarCom and Sales

Key Learnings

 Gained vast knowledge about the Testing, Inspection and Certification Industry

 Learnt how to go about conducting Market research

 Content creation was something new to me, article on reliability engineering helped me

write a blog which was published on the official page of TUV Rheinland Facebook and

Instagram

 Learnt creating google ad

 Internship at TUV Rheinland also help me build my network and connect with different

professionals which may be of great help for me in the future in many aspects.

 Learnt building professional network with different media personnel for media interactions

to develop business

 Helped in procurement of employees in the organization