A STUDY ON CAMPAIGN MANAGEMENT

A Thesis
submitted in partial fulfilment of the requirements for
the award of the Degree of
MASTER OF BUSINESS ADMINISTRATION
By
SNEHA SUNDAR
MBA/7011/10
DEPARTMENT OF MANAGEMENT
WALJAT COLLEGE OF APPLIED SCIENCES
In acade!c "a#$ne#%&!" '!$&
BIRLA INSTITUTE OF TECHNOLOGY
MUSCAT( SULTANATE OF OMAN
)01)
A STUDY ON CAMPAIGN MANAGEMENT
A Thesis
submitted in partial fulfilment of the requirements for
the award of the Degree of
MASTER OF BUSINESS ADMINISTRATION
By
SNEHA SUNDAR
MBA/7011/10
DEPARTMENT OF MANAGEMENT
WALJAT COLLEGE OF APPLIED SCIENCES
In acade!c "a#$ne#%&!" '!$&
BIRLA INSTITUTE OF TECHNOLOGY
MUSCAT( SULTANATE OF OMAN
)01)
DECLARATION CERTIFICATE
This is to certify that the work presented in the thesis entitled *A
S$+d, -n Ca"a!.n Mana.een$/ in partial fulfilment of the
requirement for the award of Degree of Ma%$e# -0 B+%!ne%%
Ad!n!%$#a$!-n of Birla Institute of Technology Mesra, Ranchi is
an authentic work carried out under my supervision and guidance.
To the est of my knowledge, the content of this thesis does
not form a asis for the award of any previous Degree to anyone
else.
Date : !"uide#s $ame % &ignature'
Department of Management
(al)at *ollege of +pplied &ciences
Muscat, &ultanate of ,man
-ead
Department of Management
(al)at *ollege of +pplied &ciences
Muscat, &ultanate of ,man
CERTIFICATE OF APPRO1AL
The foregoing thesis entitled * A S$+d, -n Ca"a!.n
Mana.een$/, is herey approved as a creditale study of
research topic and has een presented in satisfactory manner to
warrant its acceptance as prerequisite to the degree for which it
has een sumitted.
It is understood that y this approval, the undersigned do not
necessarily endorse any conclusion drawn or opinion e.pressed
therein, ut approve the thesis for the purpose for which it is
sumitted.
2In$e#na3 E4a!ne#5 2E4$e#na3 E4a!ne#5
2C&a!#an5
Head -0 De"a#$en$
AC6NOWLEDGMENTS
I sumit this training report with a deep sense of gratitude and reverence
to my eloved parents for their encouragement and lessings.
I e.press my immense gratitude to our dean Dr.Mohan /arma for the
guidance and support. I also like e.tend my profound thanks to Mr.0othi
*handel, -ead of the Department, for his guidance and motivation.
I take e.treme pleasure to thank my guide Mr.&ultan 1han for his moral
support and ever sincere thanks to Mr.Mithun &rivastava for his valuale
consultation and encouragement throughout.
I am very grateful to Mr.2tkarsh &rivastav, Deputy Manager, Direct
Marketing for giving me an opportunity to e a part of the pro)ect at -*3
Technologies 3td, $oida4 for all his help rendered and monitoring the
progress periodically and assisted to complete the summer training
pro)ect successfully. I also like to thank others for their ideas and
resourceful guidance.
ABSTRACT
The study was to learn the general operations involved in a
campaign right from the pre5 launch process efore launch to the
post5assessment which is measuring the effectiveness of a
campaign4 at -*3 Technologies 3td. It was asically to understand
the importance of campaigns and improving its effectiveness in 5
65 marketing arena of IT services. The main o)ective was to
identify all the information pertaining to the competitor#s strategies
!or' campaign ideas and therey refurishing the e.isting
campaign model#s framework so as to significantly improve the
performance and hence the R,I. The core idea was to clearly
understand what campaigns are, how to segment and target the
right audience to launch, test, measure and evaluate the results
i.e. all the steps involved in launching a campaign. It also led to
providing insights to the management of each type of campaigns
and how to effectively improve each of them.
+ lot of research with the assistance of IT&M+ !Information
Technology &ervices Marketing +ssociation' and DM+ !Direct
Marketing +ssociation' was made to get a etter visuali7ation of
the prolem. + &(,T analysis of the marketing team was made
and also the industry enchmark set y Direct Marketing
+ssociation !DM+' was the rate to e aimed. The main focus was
to improve the *TR !click 8through rate' as well as the ,pen rates
and hence the conversion rates. (ith this in hand, a clear
understanding of the e.ternal and internal environment was
feasile and a few industry practices were put forward so as to
achieve ma.imum success in the conversion rates.
NOMENCLATURE
CONTENTS
C&a"$e# N-7 C&a"$e# T!$3e Pa.e N-7
*hapter 9 Introduction 9.9 Introduction to the *ompany 9
9.9.9 *ompany -istory 956
9.9.6 ,rgani7ation *hart 6
9.9.: ;roduct< &ervice ,fferings 65:
9.9.= Markets &erved :
9.9.> &ummary of Departmental
+ctivities
:
*hapter 6 Training? +
&napshot
6.9 Training ,)ectives =
6.6 Trainee#s 0o ;rofile =5>
6.: Trainee#s *ontriution >
6.= 3earning ,utcomes >
*hapter : Business +nalysis :.9 @.ternal @nvironmental
+nalysis
A
:.6 Internal @nvironmental
+nalysis
B
:.: T,(&<&(,T Matri. C
*hapter = *onclusions D
*hapter > &uggestions >.9 &uggestions to the *ompany %
Department
9E
References 99
+nne.ure 96
C&a"$e# 1 In$#-d+c$!-n
171 In$#-d+c$!-n $- $&e C-"an,
F-*3 !-industan *omputers 3imited' is a gloal technology enterprise and a
name to reckon with, in the industry. The passion of its founder and the
entrepreneurial 7eal of its employees have made its Information Technology
and &oftware services arm, -*3 Technologies G-*3TH, a leading provider of
usiness transformation, enterprise % custom applications, infrastructure
management, usiness process outsourcing, and engineering
services. 3everaging its e.tensive gloal offshore infrastructure and network
of offices in 6A countries, -*3T delivers solutions across a wide range of
verticals such as financial services, manufacturing, consumer services, pulic
services and healthcare. -*3 takes pride in its philosophy of I@mployees
Jirst, *ustomers &econd# which empowers its C:,EBA transformers to create
real value for over >EE forward looking customers, seeking to shift paradigms
and transform the way usiness is eing done. !-*3 Technologies'
17171 C-"an, H!%$-#,
1879: The marked year when -*3 was founded y &hiv $adar and since its
inception it has a rich history of inventions and innovations. The -*3
@nterprise comprises two companies listed in India, -*3 Technologies and
-*3 Infosystems.
In!$!a3 ,ea#%;
KDeveloped the first indigenous micro5computer at the same time as +pple
and : years efore IBMLs ;* 8 in 9DBC. This micro5computer virtually gave
irth to the Indian computer industry. -*3Ls in5depth knowledge of 2ni. led to
the development of a fine grained multi5processor 2ni. in 9DCC, three years
ahead of &un and -;.F !-*3 Technolgies 3td'
G#-'$& "&a%e;
K+long with the swiftly growing software technology industry, -*3, which was
hitherto known as the pioneer in modern computing made the advent into
software development. -*3Ls R%D was spun off as -*3 Technologies in
9DDB to mark their advent into the software services arenaF. !-*3
Technolgies 3td'
W-#3d "&a%e;
KToday, -*3 sells more ;*s in India than any other rand, runs $orthern
IrelandLs largest B;, operation, and manages the network for +siaLs largest
stock e.change network apart from designing 7ero visiility landing systems
to land the worldLs most popular airplane. +nd this it does across :9 countries
and across >E> points of presence in India.F !-*3 Technolgies 3td'
9.9.6 O#.an!<a$!-n C&a#$ !Indian Jirms5 Investment ,pportunities'
1717= P#-d+c$/ Se#>!ce O00e#!n.%
K-*3 Business &ervices, a division of -*3 Technologies 3imited started its
venture early in 6EE9 and is now a dominant player in the B;, field7 -*3#s
B;, usiness focuses on key domains such as Telecom, Retail % *;",
Banking % Jinancial &ervices, Insurance, -i5Tech % Manufacturing, Media,
;ulishing % @ntertainment and 2tilities. This apart, the company services
various areas of operations that include &upply *hain Management, Jinance
% +ccounting &ervices, 1nowledge % 3egal &ervices, *ustomer Relationship
Management, Technical &upport &ervices and Data Management &ervicesF7
1717? Ma#@e$% Se#>ed
-*3 technologies 3td has a gloal presence. The ma)or markets served
include Telecom, Banking and financial services!BJ&I', utilities, Retail and
*onsumer ;ackaged "oods!*;"', Media, ;ulishing % @ntertainment!M;@',
insurance, healthcare and -i5tech % Manufacturing.
1717A S+a#, -0 De"a#$en$a3 Ac$!>!$!e%
-*3 has the following ma)or departments i.e. Marketing, Jinance and the
;ersonnel Department. The internship training was pertaining to the
Marketing department specifically to the campaign management team. The
core departmental activities include?
*arrying out a comprehensive market research to gain a clear
understanding the e.isting prolems and trends
Managing the overall activities of direct marketing campaigns right from
pre launch to post assessment processes
Muantifying the goals for any campaign4 generate campaign ideas and
strategies
*arrying out market research to understand the e.ternal environment
situation and aout the competitor#s moves
+naly7ing the different segments and aim at the right target audience
&tudy the current market trends and incorporate changes to the
present campaign models
Delivering the messages through different direct marketing techniques
and evaluating the results through proper measures for each campaign
C&a"$e# ) T#a!n!n.; A Sna"%&-$
)71 T#a!n!n. OBCec$!>e%
The principal o)ective was to perform market research to identify all the
information pertaining to the competitor#s strategies !or' campaign ideas
and therey refurishing the e.isting campaign model#s framework so as
to significantly improve the performance and hence the R,I. 1ey
o)ectives of this study was to achieve high conversion rates y making
changes to the e.isting campaign framework model y following the est
industry practices. The industry practices can e captured y making a
deep analysis of the techniques that the competitor#s as well as other
industries used to achieve their growth. The practices were also gathered
through various research sites pertaining to marketing such as IT&M+,
DM+ etc. 3ead generation was also an integral o)ective of this campaign
since the company#s campaign goals is also to nurture more leads. The
company#s weaknesses and threats identified from the &(,T analysis
were also to e converted to strengths and opportunities so as to achieve
the desired goal. +s a result of all this, the ultimate o)ective was to
enhance the performance of the e.isting framework4 hence gaining
ma.imum R,I.
)7) T#a!neeD% J-B P#-0!3e
The main role as a research intern was to work with the e.isting department
team!campaign' and assist them in market research process y finding all the
pertaining information needed through various secondary sources that
facilitated in discovering the company#s e.isting prolem areas in the present
campaign model. +naly7ed the latest market trends and found out the
competitor#s strategies and status. "ained insights to e.isting campaign
management model used y the company to find the loopholes in it. In a
concise way, the overall aim was to clearly understand the entire process of
direct marketing campaigns with the help of company#s data and to acquire
additional information through secondary sources search to come up and
contriute est industry practices for the company.
)7= T#a!neeD% C-n$#!B+$!-n
;rimarily assisted in carrying out market research for getting a etter
perception of the topic under study4 find, assess % compare all the relevant
secondary sources of information from I&TM+, DM+ sites to enhance the
research eing conducted to modify the present model. + study on the
e.isting campaign model was done and few industry practices were put
forward to the team for attaining the desired o)ectives. +lso a &(,T analysis
of the working team and the company was made.
)7? Lea#n!n. O+$c-e%
The internship pro)ect enaled me to gain a clear and complete picture in
understanding the process of campaigns under direct marketing techniques.
The concept of lead generation and the usefulness in the integration of
digital<social media into campaigns was also learnt. It improved my
interpersonal skills and aility to work in a team. It helped in connecting the
theoretical concepts learnt to the practical application in reality. It assisted in
getting familiari7ed with present market situation and gain understanding of
various concepts and terms related to campaigns which made a value
addition to my e.isting knowledge.
C&a"$e# = B+%!ne%% Ana3,%!%
@very organi7ation#s environment comprises of oth the e.ternal and internal factors
that greatly affect the usiness growth. It is very essential for every organi7ation
therefore to scan oth the environments to forecast all the factors that contriute to
their success. KEn>!#-nen$a3 %cann!n. #e0e#% $- "-%%e%%!-n and +$!3!<a$!-n -0
!n0-#a$!-n aB-+$ -cca%!-n%( "a$$e#n%( $#end%( and #e3a$!-n%&!"% '!$&!n an
-#.an!<a$!-nD% !n$e#na3 and e4$e#na3 en>!#-nen$F !Management &tudy "uide5
;ave way to success'. + comprehensive analysis tool is required to determine the
strengths, weaknesses, opportunities and threats governing the organi7ation.
=71 E4$e#na3 En>!#-nen$a3 Ana3,%!%
@very organi7ation is generally assumed to e an open system i.e. it interacts
with the environment it operates and hence the e.ternal factors significantly
affect the company#s usiness. Due to dynamic environment, usinesses
ecome more competitive and hence it is mandatory for every organi7ation to
assess and analy7e all the e.ternal factors which enales for long term
planning. To tackle the prolems more effectively, company needs to e
updated aout the rival company#s moves and strategies. Moreover, the
organi7ation can modify the internal environment as per the requirements of
the e.ternal environment after analysis. It also needs to refurish its core
competencies using this. -ence to clearly otain a picture of the market
trends % preferences, technological changes etc the company must spend
sufficient resources in carrying out the e.ternal environment analysis which
ultimately yields in revealing the opportunities and threats faced y the
company.
(hen carrying out the e.ternal analysis the company should scan all the
three environments comprising of the macro environment, national and
industry environment to know the opportunities% threats, to know its
competitive advantage and get a clear knowledge of its rival#s status and
moves respectively.
=7) In$e#na3 En>!#-nen$a3 Ana3,%!%
+fter carrying out e.ternal environment analysis4 the second crucial step is to
look at the internal environment. It y itself reveals its meaning i.e. to scan the
organi7ation#s strengths and weaknesses. The various factors contriuting to
organi7ation#s internal environments needs to e assessed to etter match
with the identified opportunities and threats. The main idea is to tap the
e.ternal opportunities with the e.isting strengths and try to minimi7e the
weakness so as to etter face the environmental threats. Thus an e.haustive
internal environmental analysis yields the strengths and weaknesses of the
organi7ation.
To perform oth the analysis, companies usually go for a
comprehensive analysis such as a &(,T !&trengths (eaknesses
,pportunities Threats' to get a road scenario of the firm. The internal
environment &(,T analysis usually helps the company to identify its
strengths % weaknesses4 while the e.ternal environment &(,T analysis
reveals the opportunities and threats. -ence y doing so, it helps the
organi7ation the direction for its future path and how to really overcome %
tackle the prolems facing the firm.
=7= TOWS/SWOT Ma$#!4
The &(,T analysis of -*3 !oth at the corporate level % departmental level'
is represented elow as a matri.?
S$#en.$&%
C-#"-#a$e 3e>e3
"loal presence
Jle.ile work culture,
innovativeness of employees
2nderstand customer#s needs
and catering with right
technology
;ool of competencies
3ong standing relationship with
customers
Best value for money offerings

De"a#$en$a3 3e>e3
Low cost campaign model
Best segmentation
Outreach tactics
Wea@ne%%e%
C-#"-#a$e 3e>e3
3ess promotional campaigns
;oor after sales service
De"a#$en$a3 3e>e3
$ew team on oard
;oorly managed *RM system
3ack of decision making data
availaility
;rolem of conversion rate
3ow revenue per employee
Talent acquisition
O""-#$+n!$!e%
C-#"-#a$e 3e>e3
Increasing consumer
awareness aout use of IT
Tie up#s with M$*#s enales to
e.tract their core competencies
2ntapped potential of IT
products in India
De"a#$en$a3 3e>e3
$ew services? RJ; support
Demand generation consulting
and data analytics
T&#ea$%
C-#"-#a$e 3e>e3
Technological shifts
"overnment#s instailities has
repercussions on company
3ocal assemlers of the country
*ompanies like IBM, *ompaq
giving direct attacks
De"a#$en$a3 3e>e3
;oor quality of campaigns
2se of inside sales to run
campaigns
C&a"$e# ? C-nc3+%!-n%
+ comprehensive study on the campaign management was done where y
the company#s e.isting campaign model was deeply analy7ed to identify the
flaws within the e.isting system !campaign model used' i.e. in terms of the
weaknesses. +lso the current industry practices followed y companies were
identified and applied to the present campaign model and a few suggestions
were put forward to incorporate the desired changes.
The e.isting campaign model comprised of three stages which were the
campaign insights, choreograph audience interaction and optimi7e campaign
performance. The three stages were individually studied to detect the flaws
and ring up the desired changes. Due to inaility in achieving the desired
*TR !*lick through Rate' with the e.isting model, some of the industry
practices % suggestions were presented to the company. -ence the study
helped to achieve the desired o)ectives and in gaining complete knowledge
aout the entire process of campaigns.
C&a"$e# A S+..e%$!-n%
A71 S+..e%$!-n% $- $&e C-"an, E De"a#$en$
The company already has estalished its presence gloally, however due to
the cut throat competition e.isting in the present scenario, the company must
allocate sufficient udget for marketing purposes such as launching of
campaigns and promotions. This will e eneficial for the company to survive
the condition etter. Moreover, even in case of campaigns, innovation should
e the key ingredient to capture the target audience i.e. with appropriate and
attractive messages which enhances the quality of the campaigns.
Innovation and improvements are never ending process in the technological
field. The company should meticulously work on this aspect so that it can
nurture its leads etter and also maintain a long lasting, healthy relationship
with their customers.
+t the department level, *RM !*ustomer Relationship Management' needs to
e handled more effectively. + proper training should e given to all the
employees using it, so as to gain a strong knowledge. +lso there e.ists a
prolem with the talent acquisition team within the -R !-uman Resources'
department, they need to make the hiring process more systematic and
ensure they choose the right numer and kind of candidates for the right )o
so that the organi7ational goals can e fulfilled successfully. If they fail, it may
lead to inefficient management as a whole therey mitigating the
organi7ational effectiveness. -ence these are some of the suggestions that
the company should focus on to improve their standards and overcome their
prolem areas.
Re0e#ence%
HCL Technolgies Ltd. (n.d.). Retrieved July 2011, from HCL Technolgie Lt !e"
ite# htt$#%%&&&.hcl.com%hitory'miletone.($)
HCL Technologies. (n.d.). Retrieved from HCL Technologie &e" ite#
htt$#%%&&&.hcltech.com%("out'u%("out'hcl'technologie
Management Study Guide- Pave way to success. (n.d.). Retrieved *(rch 1, 2012,
from *(n(gement +tudy ,uide !e" ite#
htt$#%%&&&.m(n(gementtudyguide.com%environment(l'c(nning.htm
Indian Firms- Investment Oortunities. (n.d.). Retrieved from -ndi(n .irm &e"ite#
htt$#%%&&&.indi(n'firm.com%hcl%
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