Professional Documents
Culture Documents
COMPANY PROFILE
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1.1 COMPANY PROFILE
1.12 Office Address: 69, Regal Building, Connaught Place, New Delhi
1.16 Registered Address: C-2-A, G No.-3, G/F Bhajanpura, Shahdara, New Delhi -
110053
1.17 Company: Skill Circle is a firm that provides offline training programs online to
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1.2 NATURE OF THE COMPANY:
Skill Circle is an online training and skill based learning company that provides best
solutions for problems regarding skill based learning, both leaves you spell bound with its
sheer innovation and simplicity. It falls in the service sector. It is an online review
platform for all trainings and skill based learning. It is an OYO model for training and
It indeed is best of both worlds because it teaches how to prepare for a skill based
learning, provides solutions for problems regarding skill based learning. Along with this,
the company also gives online study material for making your busy day a bit easy.
Functional areas:
It mainly focuses on Online Marketing, Corporate Sales, Institutional Sales and HR.
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1.3 COMPANY’S VISION AND MISSION:
VISION
To create a platform for people where they can come, compare, review and book various
courses online through which the company wants to provide skill based learning to the
MISSION
Our Mission is to make skill based learning easy for the customers by providing them
solutions for problems regarding skill based learning. Low cost and good quality material
and services are being provided by the company which is the best thing now-a-days
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1.4 SERVICE RANGE OF THE COMPANY:
1. B2C i.e. Business –to- Customer: For students it is a platform on which they can
2. B2B i.e. Business- to- Business: For colleges and institutions it provides tailored
solutions for training programs. Any college or institution that wants to provide a
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1.5 SIZE OF COMPANY:
2 Directors
Marketing
- 11 Interns
Apart from it, there is significant number of Interns associated with this most aspiring
Delhi startups intern associate that helps this venture to move further in various fields in
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1.6 ORGANISATION STRUCTURE OF THE COMPANY:
SKILL CIRCLE
DIRECTOR DIRECTOR
DEVELOPMENT DESIGNING
MARKETING HEAD
HEAD HEAD
The organizational structure of Skill Circle includes two directors that are as follows:
Under the control of both the directors, company contains three heads:
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1.7 MARKET SHARE & POSITION:
Skill based learning has a 6 billion dollars’ market and in India, Skill Circle is the only
1.81 Designation
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Figure 1.7: Picture of Mr. Shivam Ahuja
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He is the Founder & Head of Investment of Delhi Angels in New Delhi. Delhi
the most active startups enabling the community, which tries to solve startups
Provide Real Skill Based Learning to the budding workforce in Digital space.
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CHAPTER - 2
RESEARCH METHODOLOGY
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2.1 OBJECTIVES OF THE STUDY
2.2 RESEARCH
The systematic and Objective process of gathering, recording and analysing data for aid
2.3 Methodology
Descriptive research design is used in this process. There are 3 types of descriptive
research design methods- observational, case study and survey method. The descriptive
method used in this project is survey method. A questionnaire was circulated to collect
the responses.
A sample design is a procedure or plan drawn up before any data are collected to obtain
a sample from a given. It is impossible to conduct a research with entire population. The
sample design was selected in advance according to the objectives of the study.
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Sample size determination is the act of choosing the number of observations or replicates
to include in a statistical sample. The sample size is an important feature of any empirical
study in which the goal is to make inferences about a population from a sample.
It is incumbent on the researcher to clearly define the target population. There are no
strict rules to follow, and the researcher must rely on logic and judgment. The population
Sometimes, the entire population will be sufficiently small, and the researcher can
include the entire population in the study. This type of research is called a census study
Usually, the population is too large for the researcher to attempt to survey all of its
members. A small, but carefully chosen sample can be used to represent the population.
The sample reflects the characteristics of the population from which it is drawn.
samples, each member of the population has a known non-zero probability of being
stratified sampling. In non probability sampling, members are selected from the
population in some non random manner. These include convenience sampling, judgment
sampling is that sampling error can be calculated. Sampling error is the degree to which a
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sample might differ from the population. When inferring to the population, results are
reported plus or minus the sampling error. In non probability sampling, the degree to
2.3.3 Random sampling is the purest form of probability sampling. Each member of the
population has an equal and known chance of being selected. When there are very large
2.3.4 Systematic sampling is often used instead of random sampling. It is also called an
Nth name selection technique. After the required sample size has been calculated, every
Nth record is selected from a list of population members. As long as the list does not
contain any hidden order, this sampling method is as good as the random sampling
method. Its only advantage over the random sampling technique is simplicity. Systematic
sampling is frequently used to select a specified number of records from a computer file.
population that share at least one common characteristic. Examples of stratums might be
males and females, or managers and non-managers. The researcher first identifies the
relevant stratums and their actual representation in the population. Random sampling is
then used to select a sufficient number of subjects from each stratum. "Sufficient" refers to
a sample size large enough for us to be reasonably confident that the stratum represents
the population. Stratified sampling is often used when one or more of the stratums in the
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2.3.6 Quota sampling is the nonprobability equivalent of stratified sampling. Like
stratified sampling, the researcher first identifies the stratums and their proportions as
they are represented in the population. Then convenience or judgment sampling is used to
select the required number of subjects from each stratum. This differs from stratified
research.
1. Structured questionnaire
and the high number of respondents. They have a definite and concrete
2. Unstructured questionnaire
A version of qualitative survey. They are usually based around more open
questions. Open questions also means recording more data as the respondents
can point out what is important for them, in their own words and methods.
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3. Scaled questionnaires
The respondents are asked to scale the answers based on a given rating
These are the type of questions that are used to allow the respondents to express their views
Multiple choice questions comes under this category. The user is restricted to answer their
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SWOT analysis aims to identify the key internal and external factors seen as important to
achieving an objective. SWOT analysis groups key pieces of information into two main
categories:
Internal factors – The Strengths and Weaknesses are internal to the organization.
Strengths and Weaknesses: These are the internal factors within an organization:
Human resources
Finances
Physical resources
Experiences including what has worked or has not worked in the past
Opportunities and Threats: These are external factors stemming from community or
societal forces:
Funding sources
Current events
Societal oppression
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Figure 2.4: SWOT Analysis
2.5STRENGTHS:
1. Online Platform: Skill Circle is the only platform in India to provide offline
courses which is booked online. Usually there are only sites that provide online
courses. It is a unique platform in India thus it will capture a very big market.
2. Proper Certification: Skill Circle provides certification and mock tests. The
certification is a proof that the customer has undergoes the course through Skill
Circle.
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3. End Number of Solutions: Skill Circle provides end-to-end solutions for training,
job placements and internships. If any customer wants to gain practical knowledge,
he can apply for internship through this platform. A customer may also apply for
4. Safety Measures: Technology Skill Circle uses a technology to ensure that none of
its vendors are misusing their platform. It will track the calls between the customers
5. No Cost: Skill Circle is an OYO Model. It does not have any inventory. Thus, there
2.6 WEAKNESS:
1. Not yet Developed: Skill Circle is still in the development phase. The demo
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Figure 2.6: Weaknesses
2.7 OPPORTUNITIES:
1. Customer Needs: The training business is new in the market. Thus, it will be a
big boost for Skill Circle. It will be able to provide skill development courses for
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2. Skill India Initiative: The Skill India Initiative was launched by the Prime
Minister of India, Narendra Modi which aims to train 40 Crore people. Thus, for
every person trained, the Government will pay a certain sum as reward.
create demand. There will be more people who want to learn skills. It will also
create employment.
2.8 THREATS:
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2. Payment Modes: Most of the people, generally orthodox ones, are hesitant to
udemy.com etc.
4. New Entrants: With the entry of Skill Circle, it will lead to new startups
Unique Selling Proportion (USP) of the company is the ‘Offline Courses Provided
Online’.
This offline courses provided online idea is a fresh and innovative idea. No other online
site like simplylearn.com etc. has ever thought about this before because of which people
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In this offline courses provided online learn program, the company provides all the study
materials that will be help in learning these offline courses easily and also provides end-
2.10 MARKETING:
Marketing professionals determine the products that their companies introduce to the
marketplace, often using marketing research surveys to determine what consumers need
and want. This helps the company to better align its strategies. Marketing workers help to
establish prices for products, based on manufacturing costs. Marketing managers and
directors decide which types of advertising and promotions their companies use. Some
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marketing departments have advertising directors or managers who handle these
functions; they establish budgets for various types of advertising, such as television, radio
and Internet ads, and track the results. The marketing department determines the right
distribution channels for the company's products. For example, a consumer products
company may sell its products in grocery stores and mass-merchandiser outlets.
Skill Circle uses the 3C’s for marketing strategy which stand for: Customer, Corporation
and Competitor, is a strategic model that uses these three key factors which lead to a
i. The Customer
Clients are the base of any strategy according to Ohmae. Therefore, the primary goal is
supposed to be the interest of the customer and not those of the shareholders for example.
In the long run, a company that is genuinely interested in its customers will be interesting
for its investors and take care of their interests automatically. Segmentation is helping to
Segmenting by objectives
The differentiation is done in terms of the different ways that various customers use a
product. Customer thinking is not one of the prime functions for consideration.
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This segmentation normally emerges from a trade-off study of marketing costs
versus market coverage. There appears always to be a point of diminishing returns in the
cost versus coverage relationship. The corporation’s task is to optimize its range of
In fierce competition, competitors are likely to be dissecting the market in similar ways.
segmentation will tend to decline. In such situations it is useful to pick a small group of
customers and reexamine what it is that they are really looking for.
differentiation in functions such as: purchasing, design, engineering, sales and servicing.
Firstly, the difference in source of profit might be exploited, from new products sales etc.
Secondly, a difference in the ratio of fixed costs and variable costs might also be
exploited strategically. A company with lower fixed cost ratio can lower prices in a
Hito-Kane-Mono
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A favorite phrase of Japanese business planners is hito-kane-mono, standing for people,
money and things. They believe that streamlined corporate management is achieved when
these three critical resources are in balance without surplus or waste. For example: Cash
over and beyond what competent people can intelligently expend is wasted. Of the three
critical resources, funds should be allocated last. The corporation should firstly allocate
management talent, based on the available mono (things): plant, machinery, technology,
process know-how and functional strength. Once these hito (people) have developed
creative and imaginative ideas to capture the business’s upward potential, the kane
(money) should be given to the specific ideas and programs generated by the individual
managers
The corporation does not have to excel in every function to win. If it can gain a decisive
edge in one key function, it will eventually be able to improve its other functions which
Make or buy
In case of rapidly rising wage costs, it becomes a critical decision for a company to
subcontract a major share of its assembly operations. If its competitors are unable to shift
structure and/ or in the company's ability to cope with demand fluctuations may have
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2.12 OTHER ASPECTS OF MARKETING STRATEGIES OF SKILL CIRCLE
efficient ways to grow a business. Growth hackers are marketers, engineers and
product managers that specifically focus on building and engaging the user base
of a business.
Such referrals often happen spontaneously but businesses can influence this
c) Earned Media/PR: Earned media (or free media) refers to publicity gained
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in search engine results pages (SERPs) primarily through paid advertising. SEM
website content and site architecture to achieve a higher ranking in search engine
advertising. That can help you keep your brand in front of bounced traffic after
they leave your website. For most websites, only 2% of web traffic converts on
gaining traffic or attention through social media sites. Social media itself is a
catch-all term for sites that may provide radically different social actions. For
instance, Twitter is a social site designed to let people share short messages or
general, the earlier (or higher ranked on the search results page), and more
frequently a site appears in the search results list, the more visitors it will receive
from the search engine's users, and these visitors can be converted into
customers SEO may target different kinds of search, including image search, local
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i) Content Marketing: Content marketing is a strategic marketing approach
customer action.
content marketing which serve to attract customers through the different stages of
b) Direct Selling: Direct selling is the marketing and selling of products directly to
consumers away from a fixed retail location. Peddling is the oldest form of direct
selling. Modern direct selling includes sales made through the party plan, one-on-
sales.
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sponsorships. This strategy typically associates the brands of at least two
d) Earned Media/PR: Earned media (or free media) refers to publicity gained
advertising and marketing efforts that use the Web and email to drive direct sales
via electronic commerce, in addition to sales leads from sites or emails. Internet
marketing and online advertising efforts are typically used in conjunction with
magazines.
or marketing buzz are buzzwords referring to marketing techniques that use pre-
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h) Storytelling: Storytelling is one of the most powerful ways to breathe life into
your brand and often called one of the main components of a content
capturing and sharing the stories they really are, you can take your target audience
Pricing policy refers to the way a company sets the prices of its services and products
basing on their value, demand, cost of production and the market competition. Pricing
policy is essential for all companies as it provides a guideline for creating profits and
Skill Circle has set its pricing policy very clear and classified and they have set
their pricing techniques for the two different models for which they running their
business.
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1. B2C Model: For B2C Model the price set is ₹ 2,000 to ₹ 40,000.
2. B2B Model: For B2B Model the price set is ₹ 1, 00,000 to ₹ 20, 00,000.
RANGE RANGE
and technologies that companies use to manage and analyze customer interactions and
data throughout the customer lifecycle, with the goal of improving business relationships
with customers, assisting in customer retention and driving sales growth. CRM systems
of contact between the customer and the company -- which could include the company's
website, telephone, live chat, direct mail, marketing materials and social media. CRM
systems can also give customer-facing staff detailed information on customers' personal
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Figure 2.14: A Screenshot of My Operator Tool
Skill Circle is using MyOperator Services Tool that serves as a virtual intelligent
phone operator for businesses that manages tracks and stores all the call details
and business leads. It helps businesses project a bigger and professional image
and builds a target database which can be used to improve your sales and data.
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CHAPTER - 3
ANALYSIS
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In this chapter the data collected is represented with the help of
charts and a brief analysis is also done to understand and fulfill the
YES 30 80%
NO 20 20%
No of Respondent
No
20%
Yes
80%
Yes No
Interpretation: This figure shows that out of 50 respondents 80% of people knows the
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Ques. 2 Have you got positive result from using digital marketing?
YES 32 74%
NO 18 26%
No of Respondent
No
26%
Yes
74%
Yes No
Interpretation: This figure shows that out of 50 respondents 74% of people have
received a positive result from digital marketing and 20% don’t know about this.
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Ques. 3 How important are social media accounts such as Facebook, Linked-In, Twitter
IMPORTANT 12 24%
CRITICAL 10 20%
No of Respondent
Critical Not Important
20% 16%
Important
24%
Very Important
40%
Interpretation: This figure shows that out of 50 respondents 16% of people don’t think
it is important to have social media accounts such as Facebook, Linked-In, Twitter etc.
whereas 24% people think its important and 40% of the category says it’s very important
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Ques. 4 Do you believe digital marketing is important for an online training and skill
YES 30 80%
NO 20 20%
No of Respondent
No
20%
Yes
80%
Yes No
Interpretation: This figure shows that out of 50 respondents 80% people believe digital
marketing is important for an online training and skill based learning company whereas
20% don’t.
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Ques. 5 Have you ever heard the name of SKILL CIRCLE?
YES 22 48%
NO 28 52%
No of Respondent
Yes
48%
No
52%
Yes No
Interpretation: This figure shows that out of 50 respondents 48% of people have heard
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Ques.6 Do you think via digital marketing a firm that provides offline training programs
online to the interested and talented people can have the best marketing?
YES 34 84%
NO 16 16%
No of Respondent
No
16%
Yes
84%
Yes No
Interpretation: This figure shows that out of 50 respondents 84% people think via
digital marketing a firm that provides offline training programs online to the interested
and talented people can have the best marketing whereas 16% don’t think.
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Ques.7 Do you think online training program is now common these days in India?
YES 48 98%
NO 2 2%
No of Respondent
No
2%
Yes
98%
Yes No
Interpretation: This figure shows that out of 50 respondents 98% of people think online
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Ques. 8 Supporting digital marketing course online is good or bad?
GOOD 30 70%
BAD 20 30%
No of Respondent
Bad
30%
Good
70%
Good Bad
Interpretation: This figure shows that out of 50 respondents 70% of people think
supporting digital marketing course online is good rest 30% feel it’s bad.
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Ques. 9 Are you a member of any online communities where you communicate directly
YES 36 86%
NO 14 14%
No of Respondent
No
14%
Yes
86%
Yes No
Interpretation: This figure shows that out of 50 respondents 86% of people are member
of any online communities where you communicate directly with other chamber staff
members whereas 14% of people are not the member of any online community.
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Ques.10 Skill Circle that provides offline training programs online to the interested and
GOOD 42 92%
BAD 8 8%
No of Respondent
Bad
8%
Good
92%
Good Bad
Interpretation: This figure shows that out of 50 respondents 92% of people think Skill
Circle that provides offline training programs online to the interested and talented people
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CHAPTER – 4
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4.1 CONCLUSION:
The study started with the aim to analyse the different issues related to the digital
marketing. Based on the discussion it has been found that in case of the digital marketing
the most important aspect is to connect with the users. The ladder of engagement has
shown the approaches to attach with the customers. The study has also revealed that in
order to utilise the digital marketing in an effective way, the companies are required to
design an effective platform. With the example of Pinterest the effectiveness of a social
media platform has been discussed. The current trends in the digital marketing have also
been discussed in the study. It has shown that in the current context, it has become
important to integrate all the systems with that of the digital platform. The transition of
newspaper from the printed version to the online version has been exemplified the current
objectives. There is no essential need for digital marketing to always be separate from the
marketing department as a whole, as the objectives of both are the same. However, for
now, it remains a useful term because digital marketing requires a certain skill set to
utilize the digital technology effectively. As our recent Developing Digital Skills report
showed, many marketers are now spending > 50% of their time on digital marketing
activities and two of the three top job roles in marketing is digital, so clearly digital skills
are needed.
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4.2 LIMITATIONS OF STUDY:
1. Skill Circle is an online company, so it was difficult to find out all the details
2. Being an online company, it’s difficult to find out the customers that are targeted
by the company.
4.3 DIFFICULTIES:
There were some difficulties also which came during my summer training, and those
ii. Google Ad wards Exam: Next difficulty that I faced was to clear the Google Ad
wards examination. Those difficult concepts that were to be analyzed and studied
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4.4 SUGGESTIONS:
My suggestions, whether the students should be sent to the company for future
summer training are that, the students who want a career in the field of digital
marketing can join the company. People who want to launch their own startup can go
for it. People who are creative, who like to explore more and more and who want to
know how to make money from internet marketing can also join it. These
will help the students to decide whether they should join the company or not. Digital
Marketing is a new and interesting component of marketing. It can become a tool for
an established company and for a startup also. So, digital marketing will provide new
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CHAPTER - 5
LESSONS LEARNT
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5.1 PRACTICAL KNOWLEDGE (DIGITAL MARKETING)
Digital Marketing refers to the consolidated services that captivate customers online.
Digital Marketing is one of the fastest growing industries today, thus generating an increasing
demand of skilled digital marketing professionals. Due to the Digital Skills gap, there are
150,000 digital jobs predicted by 2020 and not enough digital professionals to fill them.
Learning Digital marketing today will open the doors of career opportunities for you tomorrow.
Under the concept of Digital Marketing, I have learnt some following core
concepts:
"natural", "organic", or "earned" results. In general, the earlier (or higher ranked on the
search results page), and more frequently a site appears in the search results list, the more
visitors it will receive from the search engine's users, and these visitors can be converted
into customers SEO may target different kinds of search, including image search, local
search, video search, academic search, news search and industry-specific vertical
search engines. As an Internet marketing strategy, SEO considers how search engines
work, what people search for, the actual search terms or keywords typed into search
engines and which search engines are preferred by their targeted audience. Optimizing a
website may involve editing its content, HTML and associated coding to both increase its
relevance to specific keywords and to remove barriers to the indexing activities of search
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engines. Promoting a site to increase the number of back links, or inbound links, is
b) SMM (Social Media Marketing): Social media marketing is the use of social
media platforms to market a product or service. Most of these social platforms have their
own built-in analytics, where companies can track the progress, success, and engagement
and the general public. On a strategic level, social media marketing includes the
management of the implementation, governance, scope (e.g. more active or passive use)
and the establishment of a firm's desired social media culture. This requires marketers to
incorporate user-generated content (earned media rather than paid media) into their
strategic approach.
group of people, using email. In its broadest sense, every email sent to a potential or
current customer could be considered email marketing. It usually involves using email to
send ads, request business, or solicit sales or donations, and is meant to build loyalty,
trust, or brand awareness. Email marketing can be done to either sold lists or a current
customer database. Broadly, the term is usually used to refer to sending email messages
with the purpose of enhancing the relationship of a merchant with its current or previous
customers, to encourage customer loyalty and repeat business, acquiring new customers
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d) Pay-per-click (PPC) Advertising: It is an internet advertising model used to
associated with first-tier search engines (such as Google AdWords and Microsoft Bing
Ads). With search engines, advertisers typically bid on keyword phrases relevant to
their target market. In contrast, content sites commonly charge a fixed price per click
rather than use a bidding system. PPC "display" advertisements, also known as "banner"
ads, are shown on web sites with related content that have agreed to show ads and are
typically not pay-per-click advertising. Social networks such as Facebook and Twitter
have also adopted pay-per-click as one of their advertising models. However, websites
can offer PPC ads. Websites that utilize PPC ads will display an advertisement when a
keyword query matches an advertiser's keyword list, or when a content site displays
relevant content. Such advertisements are called sponsored links or sponsored ads, and
appear adjacent to, above, or beneath organic results on search engine results pages, or
There were some specialization modules also, that I had learnt during my summer
a) Selling Digital Marketing Services: Digital Marketing is the talking point in the
marketing circles. As people are consuming more and more digital content on a
daily basis, producing them and leveraging it for business interest has increased
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presence of the client’s brand their own crazy ways. You can showcase your
expertise and sell your Digital Marketing services, by describing the massive
b) Tactics to grow Online Business: Some simple and important ways that I had
In this, before you begin, start with a plan. Understand what you are looking to
achieve with regards to your target audience, your business expectations and the
kind of impression you intend to create. Brainstorm for web content ideas, which
will accrue attention from your target audience. Consider doing a keyword
Use social media to create your brand’s image, and then use it to make your
presence felt across various social media platforms. Ensure that the core identity
Offer information, use images, videos, graphs and other pictorial representations
to make your content appealing. You can keep a tab of the originality of what you
publish through various plagiarism checker tools that identifies uniqueness and
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iv. Marketing via email
Email marketing trends for 2016 revolve around sending the correct message to
the correct people at the correct time. With the number of mobile views for emails
comes in several forms, including banner ads, rich media and more. Unlike text-
based ads, display advertising relies on elements such as images, audio and video
the World Wide Web consisting of discrete, often informal diary-style text entries
("posts"). Posts are typically displayed in reverse chronological order, so that the
most recent post appears first, at the top of the web page. Blog can also be used
ii. Based on objectives for future online and offline channel contribution %
iii. Define and communicate the differentials of the channel to encourage customers
to use it,
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v. So put another way, digital marketing strategy defines how companies should:
f) Creating Websites with Wordpress: Here are the steps you should follow
g) E-tail: E-tailing (less frequently: e-tailing) is the selling of retail goods on the
Internet. Short for "electronic retailing," and used in Internet discussions as early
as 1995, the term seems an almost inevitable addition to e-mail, e-business, and e-
commerce. E-tailing began to work for some major corporations and smaller
orders taken at its Web site. The success of Amazon.com hastened the arrival of
Barnes and Noble's e-tail site. Concerns about secure order-taking receded. 1997
was also the year in which Auto-by-Tel reported that they had sold their millionth
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car over the Web, and Commerce Net/Nielsen Media reported that 10 million
people had made purchases on the Web. Jupiter research predicted that e-tailing
by Google that tracks and reports website traffic. Google launched the service in
November 2005 after acquiring Urchin. Google Analytics is now the most widely
used web analytics service on the Internet. Google Analytics is offered also in two
Google Analytics Premium, targeted at enterprise users and Google Analytics for
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REFERENCES/BIBLIOGRAPHY
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