A project report on

A Study on Customer Perception Towards

Digital Marketing with Special Reference

To Real Estate Sector

Submitted in partial fulfilment for the award of the degree of Master of
Management Studies (MMS)

Submitted By

SAURABH KISHOR SHINDE

(Roll No: 171344)

Under the Guidance of

DR. NIVEDITA SHREYANS

2017-2019

PILLAI INSTITUTE OF MANAGEMENT STUDIES AND

RESEARCH, NAVI MUMBAI - 410206

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 DECLARATION

I hereby declare that the Summer Internship project report, prepared by me to

the Pillai’s Institute of Management Studies under the guidance of Dr.Nivedita
Shreyans, is a bona fide work undertaken by me and it is not submitted to any
other University or Institution for the award of any degree/diploma/certificate or
published any time before. I also declare that the report is free of any
plagiarism.

Name:

Roll No:

Signature of the student

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 Certificate from Institute

This is to certify that the summer internship project titled “A Study on

Customer towards Digital Marketing with Special Reference to Real Estate
Sector” is successfully completed by Mr.Saurabh Shinde during the 3rd
Semester, in partial fulfilment of Master Degree in Management Studies
recognized by the University of Mumbai for the academic year 2017-2019 and
represents the work done at Pillai’s Institute of Management Studies and
Research.

This project work is original and has not been submitted earlier for the award of
any degree/diploma or associate ship of any other University/Institution.

Name: Nivedita Shreyans

Date:

(Signature of the Guide)

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Certificate

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 Acknowledgement
I would like to express profound gratitude to my corporate mentors Mr.Neeraj Roy and
Mr.Abhay Singh at MDS for their invaluable support, encouragement, supervision and
useful insights throughout this market research project. Their moral support and continuous
guidance enabled me to complete my work successfully.

I am grateful for the constant cooperation and encouragement from the honorable Senior
Executive Employee in Sales & Marketing Mr. Sagar Bhanushali for his suggestions made
my work easy and proficient.

I am also thankful and indebted to all the seniors in the sales department at MDS who have
helped me directly and indirectly for the completion of my project.

I would also like to thank my faculty guide Dr.NiveditaShreyans for her continuous
guidance and support throughout my project which helped me a lot to work on this project in
an efficient manner.

Name: Saurabh Kishor Shinde

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 Executive Summary

The internship in MDS started after the completion of first year of MMS in the month of
May. The initial one week comprised of job training. The whole functioning of the digital
marketing services along with the hierarchy of the management was explained. As an intern, I
was introduced to various aspects of the company.

I was entrusted with the responsibility of sales and lead generation department. My works
included generating leads and try to convert them into prospect clients. The primary aim was
to understand the customer’s requirements. MDS comprises services like Social Media
Marketing and Lead Generation. While generating leads we identify future requirements of
the customers as well as reporting issues to our senior officials that the customer may have
faced during the promotion.

The extensive survey was carried out in several locations across Navi Mumbai. As a result of
the comprehensive primary research that lasted for a couple of months, a sample size of 60
companies was reached and conclusions were derived base on the responses.

The whole exercise lasted for 2 months i.e. May and June and it has been a very enriching
experience. I have certainly evolved both personally as well as professionally.

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 Table of contents
Sr. No. Particulars Page No.
1 Introduction of the Project 8
2 Brief company profile 9
2.1 Organization History in brief 9
2.2 Brief details of top management 9
2.3 Vision and mission of the organization 15
PART 3 Industry Analysis
A 3.1 PESTEL 16
3.2 Porter’s Five Forces Analysis 18
3.3 Porter's Generic Strategies 21
4 Company Analysis
4.1 SWOT 23
4.2 7S framework 25
5 Introduction
5.1 Nature of problem 28
5.2 Objectives of the study 28
5.3 Utility of the study 28
5.4 Limitations of the study 28
6 Methodology
PART 6.1 Approach 29
B 6.2 Sources of data 29
6.3 Method of data collection 29
6.4 Size of samples and method of sampling 29
6.5 Method of data analysis 30
7 Context of Industry problem 30
8 Presentation of data 31
9 Analysis & discussion 43
10 Conclusions
PART
10.1 Inferences 43
C
10.2 Managerial Implications 44

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 1. Introduction to the Project

Over many decades, people have used multiple platforms like newspapers, televisions, post
cards, letters, announcements; street shows etc. for reaching out to their target audiences and
increasing the awareness of their products. With the worldwide population now becoming
tech-savvy, MNCs have now begun to use a much cheaper and environmentally sustainable
platform for reaching out to their audiences. They have now adopted the medium of internet
and magic of social media to increase the visibility of products to exact required customers.
The term widely used for the phenomenon is DIGITAL MARKETING or SOCIAL MEDIA
MARKETING (if only done on Social Media).

One of major products over the years which has been and remained as one of the most sought
after commodities for consumers all across the world is REAL ESTATE. Real estate can be
termed as an area of land including a significant property built upon it. There are multiple
properties being included in Real Estate bucket such as houses, shops, showrooms etc. The
business in real estate has been known to have run through past decades and centuries and
more.

Previously, people used to approach agencies and companies to broker a deal for the piece of
real estate being sought after, which often used to cost more than essential price point due to
brokerage fees. With the world of E-Commerce and Digital medium being at a distance of
click away, websites like Quickr and Magic Bricks have now obtained sizeable audiences
wherein without interference of Vendors, buyers and sellers can easily communicate and
purchase the properties. This has considerably increased the sales of properties worldwide
and thereby helped buyers find more variety of properties which was earlier limited to
knowledge of singular brokers/agencies.

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 2. Brief Company Profile:

2.1.Organization History in brief:

The company was founded in 2013 by Abhishek Singh CEO and founder. It all started with
mobile and SMS marketing. The organisation serves various services to the customers in the
field of digital marketing. They provide enterprise messaging, Social media marketing, email
marketing, voice call and miscall solution, long code and short code and media buying and
planning.

MDS Digital Media is an Enterprise Messaging & Digital Marketing company that offers
reliable, quality & cost-effective services in the areas of Messaging, Voice Solutions, Digital
Marketing and Software & Applications Development. MDS Digital Media team is formed
by young and dynamic people. About 12 to 30 employees is being working and we are
expertise in the Messaging, Media, & Technology. They are in Mumbai, Bangalore situated
and planning to expand. Company have turnover of 10crore per year.

2.2.Brief details of the Top Management:

 Abhishek Singh is CEO, founder and MD of MDS. With the world moving with such
velocity towards the digital era, increasing human dependency on computers and
internet connectivity, Abhishek found out that the platform used for connecting with
friends and families can also now be used by multi-national conglomerates to reach
out to their target audiences thereby increasing the revenue by a huge margin at a
considerably low cost.

 Aditi Singh is Media Sales Manager- Social Media Pitching Head and solves a lot of
problems with recruiting as well. Abhishek and Aditi Singh (MBA, Singapore) are
friends and are working actively to help brands reach out to potential target audiences
via various social media and internet mediums. This has considerably increased the
employability for fresher desiring to work in marketing field.

 Neeraj Kumar Roy stays in Navi Mumbai, Maharashtra working with MDS as
Technology Head. He did his MBA in operation from Alliance School of Business,
Bangalore. He worked for AIG for 2month in Bangalore as Underwriter Analyst. He

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 chooses MDS for Better career opportunity, Clients across industries (BFSI), Cross
domain responsibilities and he loves to work in start-up. His responsibility in MDS is
Strategy planning and implementation, operations management, he also do campaign
setup monitoring, SMM & SEM handles by him. Client servicing is also his
responsibility.
 Abhay Kumar Singh is Marketing Manager. He came in Mumbai in 2015. He did
his education from Kolkata done his MBA in finance from Calcutta Business School.
He worked for XL dynamics for 2years, internship in Union Bank of India. He joined
MDS in Sep 2017. His work is to market the product.

 Rohit Singh working with MDS as a Senior Digital Marketing Executive stays in
Navi Mumbai. He did his Master’s in Business Administration from Pillai’s Institute
of Management Studies & Research. He joined MDS because it is a growing company
and more scope for him to grow along with the company and wants to explore more
things.
 Sagar Bhanusali working with MDS as a Digital Marketing Executive stays in Navi
Mumbai. He completed his E&ET engineering in 2016. He’s expertise in Google
analytics, Facebook blueprint. His roles in MDS is design and execute digital
marketing campaigns for various sectors like Real Estate, Health, FMCG etc. he’s
also working on silent servicing which includes attending meeting, pricing related
part, execution steps with client and explaining technical aspect.

Product and services:

1. SMS Marketing:

According to statics, more than 90% of the population has cellular phones. Using the cell p
hones for advertising is highly useful. Those who have cell phones, almost 95% have the
ability to perform SMS advertising communications. The text messages that are sent to a
phone are called SMS messages. SMS is an acronym, which stands for “short message
service”. These messages can be send phone to phone, or by a computer. Corporate
professionals are finding they can reach a different clientele, with this type of advertising, and
then they could with older methods. Older methods of newspapers, televisions and radio, are
competing with virtual competition. The new generation is into technology. In an elementary
school, 50% of the children carry cell phones. The ordinary customer uses their phone for

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email, text messages, bills and many other things. Because messages are read within 4
minutes, companies are latching on to the attention they receive from potential customers.

Promotional SMS

Promotional SMS's can be sent to mass of the people to promote your product & services by
using Bulk SMS. The features are like bulk upload, create templates, create phonebook,
schedule messages, access delivery reports, and import text & excel files.

Transactional SMS

Transactional SMS’s can be used send the information to the customers, It has unique
features where SMS will be send by sender name (Brand Name), 24/7 live services & it can
be send to DND numbers to opt - in data.

In 2015 company took a new way to enter in the market and changed their way of connecting
people. They started digital marketing as the world is changing so why not the company!
They are private limited company.

MDS Digital Media brings enormous Advertising & Communications solutions for its clients
along with our other services. We provide complete 360-degree level advertising &
communications solutions. Media Buying depends upon strategy or plan with a background
research of the products/services offered by the advertiser. We understand the complete 360
degree needs of advertiser’s product/services for reaching to its target audience and strategize
to find out most suitable media and involve into its buying.

Spend your marketing budget with us smartly

Target Market & Group >> Proper Research >> Marketing Budget >> Media Planning >>
Media Buying We plan your marketing campaign with given budget and get the best media
on the best industry rate to fit in your budget with maximum and efficient output for your
product and services.

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2. E-mail marketing:

E mail marketing is the act of sending a commercial message, typically to a group of people,
u sing 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 advertisements,
request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand
awareness. Marketing emails can be sent to a purchased lead list or a current customer
database. The term usually refers to sending email messages with the purpose of enhancing a
merchant's relationship with current or previous customers, encouraging customer loyalty and
repeat business, acquiring new customers or convincing current customers to purchase
something immediately, and sharing third-party ads.

3. Social Media Marketing Solutions

We provide customer-centric solutions like Search Engine Optimization (SEO), Social Media
Marketing (SMM), Pay per click (PPC) Ad, Link Building, Local Business Listing (LBL),
and Social Network Advertising and so on.

MDS Digital Media has capabilities & skills to deliver the result on company's marketing
strategies, communities, brands and minds. We use latest digital trends to advance the brand
transformation, business growth and competitive performance of our clients with integrated
digital marketing solutions. These become enduring assets, which can grow exponentially,
delivering continued success for our clients.

Facebook Marketing:

Facebook continues to be the reigning champ of social media sites, as the #1 spot where
friends connect and share online. ... Whether you're a big corporation or a small local biz,
Facebook is a powerful marketing tool – it's a great space to keep customers informed,
develop brand identity, and broaden your reach.

Instagram Marketing:

Instagram have a lot of users, they’re engaged. More than half (51%) of the platform’s active
users visit the site daily, and 35% say they check it multiple times a day. The photo and
videos haring app has quickly turned into a top social media site.

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Instagram is great for growing brand awareness and introducing products. 70% of users have
spent time looking up a brand on the platform. It allows you to promote your brand and
product in a friendly, authentic way without directly selling to your customers.

LinkedIn Marketing:

LinkedIn isn't just for professionals and job seekers. From making connections to generating
leads, establishing partnerships and creating better brand awareness, LinkedIn makes an
invaluable addition to your digital marketing strategy. At its core, LinkedIn is a professional
social network.

Twitter Marketing:

Reach the right audience by targeting based on interests, geography, gender, device, or users
similar to your followers. In addition, maximize the relevancy of your message by targeting
by keywords in people’s Tweets.

Industries we serve:

FINANCEEDUCATION

GYMTOURS AND TRAVELS

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CAFÉHOSPITALITY

AUTOMOBILEREAL ESTATE

Our clients:

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 2.3.Mission and vision:

Mission

To consistently deliver transformative Digital Marketing Solutions with a tangible impact on

your bottom line and ensure exceptional returns – month after month and year after year.

Vision

Help our clients to create meaningful relationships with audience and build better brands
through digital experiences. Be known for our disciplined approach towards providing the
highest value of satisfaction to every customer, we work with.

Reference:

http://mdsmedia.in/

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3. INDUSTRIAL ANALYSIS

3.1PESTLE

Image source: https://research-methodology.net/theory/strategy/7137-2/

 Political

Political factors can act as a barrier to many areas of digital marketing. Being aware of the
Political climate in the areas you’re operating is hugely important, especially if you’re
operating in multiple nations or areas with significantly different political climates. For
example, Facebook has been blocked in Iran, Vietnam and North Korea. Twitter is currently
banned in several other countries. This means if you're a business using Facebook in these
areas, you cannot use these advertising options and it is less likely that your target audience
can see your updates.

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  Economic

Things like inflation rates, wage law and purchasing power all have direct impacts on your
ability to market yourself effectively. High inflation rates will make it hard to attract
investment, and fluctuating exchange rates not only impact your costs but also your ability to
market competitively overseas. Differing economic situations require different marketing
strategies, and the same product may be served best by being marketed as ‘reliable, well-
known and high quality’ in a good economy.

 Social

Understanding what’s acceptable socially or within a culture as well as greater appreciation

of different societies and beliefs is more available online than ever before. This knowledge
has created opportunities and has opened new markets. Social media presence of a business
matters a lot. Businesses these days maintain active and healthy social media accounts of
their businesses as well ask their employees to do so to engage their customers. Many
companies launch online campaigns through social media platforms to attract new customers
and retain the existing ones.

 Technological

One of the most important factors affecting digital marketing is technology which needs to be
reviewed and updated on a continuous basis. Your in-house internet marketing team must
have the technological knowhow. Beyond technical difficulties, companies often have to
invest in equipment and services to implement their digital marketing campaigns. For
example, a company that wants to do video marketing needs a digital camera, lights and
audio recording equipment and the expertise to use it, or must pay a studio to handle the
video editing and recording.

 Legal

In digital marketing be sure about your services remain legal and it should be vital not only
for your credibility but also for your bottom line. Laws and regulatory standards can change
anytime so you should keep your services up-to-date and this is highly important. Also
remember avoid such dubious practices that may later become illegal and can make you pay
for it later.

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  Environmental

They are closely with Social and Political, your business area will affect and this makes how
important the last consideration is. Corporate social responsibility increasingly includes
environmental responsibility and companies need to do CSR activity accordingly in criteria.
Therefore your acknowledgement and engagement with this is often a good thing. It concerns
with weather, natural disasters and appetite for green solution. This could all have an impact
on the effectiveness of your marketing.

Reference

https://www.smartinsights.com/marketing-planning/marketing-models/pestle-analysis-model/

3.2PORTERS

Porter’s five forces model is widely used in analysing the competitive environment, and it
describes a competitive environment through five basic factors: entry of new competitors, the
threat of substitutes, the bargaining power of buyers, the bargaining power of suppliers and
the rivalry among the existing competitors. It is one of the most applied strategic frameworks
used today. According to Porter industry structure drives competition and profitability, not
whether an industry is emerging or mature, high tech or low tech, regulated or unregulated.
Five forces define an industry’s structure and shape the nature of competitive interaction
within that industry. The analysis of competitive forces provides the managers with the
groundwork for a strategic agenda of action and enables them to find a position in the
industry where his or her company can best defend itself against these forces or can influence
them in its favour

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Image source: https://www.cgma.org/resources/tools/essential-tools/porters-five-forces.html

1) Threats of New Entry

Full service agencies have high demand in Market. Lack of getting efficient work force is a
threat in digital advertising. Government regulations in the digital advertising are low. Cost
of setting up a digital agency is low. So there are more chances of new entries. But agencies
need to invest a huge amount in backend function like technology. Getting clients in the
initial stage is a bit difficult, because clients will usually look the past experience of agency.

2) Bargaining power of suppliers

Lot of suppliers are there, but some suppliers who have high reach and affinity will charge
high price for placing ads in their portals. Real time bidding will lead to increase the demand
of some portals. Bargaining power of suppliers, who provide data and information are very
high. Seasonal campaigns put pressure on supply side to charge high. Employee or work
force with proper knowledge is limited.

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 3) Bargaining power of buyers
Buyer is the clients of agencies. Clients will choose agencies which have good experience in
industry. Clients like long term relationships with agencies, so they also try to adjust with
agencies. Clients can ask agencies to change pattern of campaigns at any time. Clients like
MNC’s have high power over agencies, but SME’s will satisfy with performance of agencies.
Backward integration by buyers is not possible.

4) Threats of substitutes
Number of substitutes is high for digital marketing; substitutes include Print media, TV, and
Radio. Substitutes are too popular among buyers. They had high demand in past years. Main
competitor for Digital advertising is TVC, but trends are now changing, because clients can
easily reach to their customers through various social media platforms. But still media
consumption through radio is increasing now.

5) Rivalry by existing competitors

At present competitors are low, but it can be increase in future because lot new players are
coming to the industry. Existing competitors have high profile clients and clients loyal toward
them. Most of the traditional agencies are now concentrating in digital also. Existing firms in
the Industry are creating variety and unique campaign to attract more customers to their
clients. Existing firms have the expertise manpower and firms giving good remunerations to
employees. So employees are loyal towards employers. Some firms are popular due to
execution of innovative campaigns.

Conclusion of Porter’s Five Force Analysis

Low threats for new entry, High bargaining power of suppliers, bargaining power of buyer is
medium, but in coming year there is chance for increase. Due to lot of players are coming to
industry. Threats of the substitutes are high, but it will change in coming years. Rivalry by
existing competitors is high, but possible to break it by doing some unique campaign for
client. Indian market is a potential market for digital advertising due to high internet and
mobile penetration.

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Reference

https://hafizmuhammadali.com/blog/digital-marketing-porters-five-forces-model/

https://www.smartinsights.com/marketing-planning/marketing-models/porters-five-forces/

3.3 Porter’s Generic Competitive Strategies:

Image source: http://www.businesssetfree.com/small-business-competitive-advantage/

Cost Leadership: As its name says cost leadership allows a competitive edge by
manipulating production costs. It does this in two important ways:

 Charging lower prices to increase market share. This is done by casting the company
as a low-cost alternative, which increases both sales and the company’s profile.
 Reducing costs to increase profits. With fewer expenses on the books, organizations
can move money into other avenues, like salaries or product research.

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So here for the digital marketing, doing the campaign at the lowest possible cost, using the
software that are cheap and gives the best result will work here.

Differentiation: To properly implement the Differentiation strategy, a company needs the

following:

 Marketing and promotions teams. These individuals are on the frontlines of defining a
brand and emphasizing its uniqueness.
 Delivering high-quality products. Customers won’t stay loyal if the reality doesn’t
meet the company’s promises.
 On-going research and innovation. Only by pushing technological boundaries can a
company hope to maintain relevancy

Focus: Within the Focus strategy, there are two distinct variants:

Cost Focus: Here, companies are looking to find a cost advantage in their intended market
segment.

Differentiation Focus: These companies work to find as unique of a market as possible in

order to maximize efforts.

Focus is all about balancing the relationship between production costs and delivery. Cost
Focus intends to find those markets where costs are optimal, while Cost Differentiation
emphasizes the buyer’s unique needs. Every company must look at the entire market from
their unique perspective to choose an appealing market segment for its product and decide the
most effective way to dominate that market.

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4 COMPANY ANALYSIS

4.1SWOT ANALYSIS

SWOT analysis is most commonly used by business entities, but it is also used by non-profit
organizations and, to a lesser degree, individuals for personal assessment. Additionally, it can
be used to assess initiatives, products or projects’ SWOT analysis is often used at the start of
or as part of a strategic planning exercise. The framework is considered a powerful support
for decision-making because it enables an entity to uncover opportunities for success that
were previously unarticulated or to highlight threats before they become overly burdensome.
For example, this exercise can identify a market niche in which a business has a competitive
advantage or help individuals plot career success by pinpointing a path that maximizes their
strengths while alerting them to threats that can thwart achievement.

Image source: https://foresightculture.com/2012/08/02/the-weaknesses-and-threats-of-swot-

analysis

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 STRENGTH:
1. Easy to target and reach more audience at a cheaper price.
2. Campaigns can be easily customized and made more targeted as per our business
requirements as well as customers.
3. As the world is more interested on the internet, it helps us to reach out and connect
with the people on a larger scale.
4. Saves a lot of money and time as compared to the traditional way of marketing as it is
cheaper and efficient.
5. If plan A doesn’t work we are already ready with plan B.
6. Promotion is easy as it is cost effective.

 WEAKNESS
1. Chances of failure due to many competitors in front of the customers.
2. One mistake can ruin the brand name therefore the needs and the requirements of the
customers should be fulfilled or else the bad reviews can change whole scenario.
3. Analysing the data is important but not everyone can understand.

 OPPORTUNITY
1. Digital marketing is the new field and developing one so it is easy for getting new
people around us.
2. Can increase the reach of your brand which may lead to direct profit.
3. It will help other companies to become digital.
4. All the operation cost will be cheaper and will become faster and smoother.
5. Others will get to know about the products which are available only at one place.

 THREAT
1. Due to ever changing trends of different marketing areas and ever changing rules of
search engine for optimizing the content, continuous awareness is required, which is
very difficult.
2. Storage of data with full security is still a big question mark.
3. Analysing the data in a wrong way can lead to damaging results which is found in a
lot of companies.

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 4. With this growth, customers have become more vocal about their feelings and
opinions, and with the availability they have the power to damage as well as advocate
for any brand, which is a high risk for the marketers.

4.2. 7s FRAMEWORK

Image source: http://www.valuebasedmanagement.net/methods_7s.html

The model has been widely used by academics and practitioners and remains one of the most
popular strategic planning tools. It sought to present an emphasis on human resources (Soft
Skills), rather than the traditional mass production tangibles of capital, infrastructure and
equipment, as a key to higher organizational performance. The goal of the model was to show
how 7 elements of the company: Structure, Strategy, Skills, Staff, Style, Systems, and Shared
values, can be aligned together to achieve effectiveness in a company. The key point of the
model is that all the seven areas are interconnected and a change in one area requires change
in the rest of a firm for it to function effectively.

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  Strategy

It is a plan developed by a firm to achieve sustained competitive advantage and successfully

compete in the market. The strategy of MDS is to slowly acquire the market of the nearby
area and to give the different services under one umbrella. They are into the business line of
email marketing, SMS marketing, social media marketing.

 Structure

Every company has a common structure based on their teams. There are many teams such as
sales, marketing, creative, research and development and so on. Accordingly they report to
each other. In my company

1. Sales team gets lead through Facebook campaigns, Google, Just dial and Events
(competition) and then approach customer.
2. Sales team then collect all the information and requirements of the customers and
goes to marketing team and convey customer’s message that is what they need.
3. Marketing team goes to creative team helps them to generate the requirements for the
customers.
4. After fulfilling customers need accountant team brings the finance for the company
from the customers.

 Systems

This plays a major role in the company’s benefit. They have the ability to collect all the
information about the customers and keep an eye on the customer’s status all the time.
Technology plays an important part in the company.

 Shared Values

This is an important aspect for the company. If you don’t have value you can’t achieve
success for your company. To fulfil what customer wants and needs if our value and goal to
achieve till the end, Daily we are ready to struggle for our customers even if don’t see it.
These values are being followed by everyone in the company no matter how far we need to
go.

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  Style

The company has the basic hierarchy and they have the common style like other companies
have. They encourage their employees in all the aspects of the part where it is needed. They
even accept the new ideas from the employees and try to come up with new ones. If any
conflicts occur at the work place they handle it very efficiently. Solutions are being taken
from everyone as they are the part of the company. Neither of us is being treated as an
employee they treat us like a family.

 Staff

My company is start therefore the team is small. We have an accountant team, marketing
team, sales team, creative team where only 3 to 4 people work. We don’t outsource any other
people for our work to be down. HR is planning to hire new employees only when the
business achieves to a certain goal.

 Skills

Our team is well skilled in various parts such as communication, creating new advertisements
for the customers, creative, generating leads, performing Facebook campaigns and so on.
Ability to handle the client is very important skill, how to convert a client into prospect is the
main part and challenging thing for the company.

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 1. Introduction
5.1.Nature of problem:-
MDS Digital Media PVT LTD is a digital marketing start-up company. It helps to promote
the product and services, make awareness of the brand to the customers, and also generate
leads. In real estate sector digital marketing is applied in order to maximize the leverage of
reaching out to the target users through various channels. It is hard to convince real estate
clients because they are not used to this new technology. And even facing such issues
company manages to give its best to the real estate sector. The problem is not many people
are aware of digital marketing in real estate sector and unaware about the benefits they will
get it becomes difficult to promote the company’s business in this sector.

5.2.Objectives of study:-
 To analyze how digital marketing is useful in Real Estate sector.
 To find out the awareness about the services of digital marketing in real estate sector
among people.
 To study which is most preferable digital marketing platform used in real estate sector

5.3.Utility of the study:-

The intern will learn to make brand awareness about the digital marketing in the real estate
sector. This will help him to know more about this sector and might come up with best
solution during this period of study.

5.4.Limitations of the study:-

 The intern has worked only for 2months with only a small part of area so analysing
the data were sort of difficult.
 The disadvantage of this method sometimes respondent is busy in his meetings, so he
cannot be able to give full information.
 Sometimes they ready not ready to give information.

6. Methodology

A research method is a systematic plan for conducting research. This includes various
methods of collecting the information. Research is a procedure of logical and systematic
application of the fundamentals of science to the general and overall questions of a study and

28
scientific technique which provide precise tools, specific procedure and technical rather than
philosophical means for getting and ordering the data prior to their logical analysis and
manipulation.

6.1.Approach

To study how social media marketing or digital marketing helps real estate sector through
quantitative approach.

6.2.Sources of data (primary and secondary)

The Quantitative data collection method is being used so that the produced results are easy to
summarize, compare, and generalize. Data collection has been done using Primary and
Secondary methods.

 Secondary data collection methods:

Information has been collected by referring books, journals, newspaper articles, research
reports, dissertations, research papers, websites, online journals and articles. Such data are
cheaper and more quickly obtainable than the primary data and also may be available when
primary data cannot be obtained at all.

 Primary data collection method:

Online research questionnaires were prepared for the survey and were circulated among all
the wellness industry in and around the reach of Navi Mumbai and also to friends and family.

6.3.Method of data collection

Questionnaire forms designed solely for this study, it has been used to capture data from the
selected sample. Protection of the data of the respondents was maintained. Data was collected
by visiting to their places.

6.4.Size of samples and method of sampling

The study population covers all the clients engage in Real estate sector which covers large
population, thus sampling method is used to collect the information. Hence justified sampling
is done. Also First-hand information was used which we got by collecting direct specific

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information through from offices we use to visit also taking into consideration the time,
resources available, etc.

6.5.Method of data analysis:

Quantitative method of data analysis was used to get to know the impact to social media
marketing and digital marketing on the company’s performance. Also pie charts and graphs
were prepared for graphical representations of variables to analyse the data collected.

7. Context of Industry Problem

The process of buying flats is very long. And even many people are not aware of the projects
going on at many places at very good price, because there is not any medium for getting
updates or awareness about that project. Even the builders are not able reach to their clients.

But now because of digital marketing it become easier for builders to reach easily to their
target customers and chances of conversion rate becomes higher.

But as per the survey intern found that many people are not aware of digital marketing
services and even if they are aware they don’t know the usage of social media marketing
services or might be they are not ready to accept this new technology.

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8. Presentation of Data

Questionnaire was designed for the respondents; with the help of this the information was
collected.

1. Age of the respondents

Age Responses

20-40 40%

40-60 45%

Above 60 15%

Responses

above 60
15%
20-40
40%

40-60
45%

Interpretation: From the above response there are maximum number of people belongs to
40-60 age and very less people from age above 60working.

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2. Awareness of Digital Marketing

Respondents Responses

Yes 93%

No 7%

Responses

No
7%

Yes
93%

Interpretation: From the above information almost 93% of the people know
about the digital marketing.

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 3. If No, any idea about Digital Marketing

Respondents Responses

Yes 83%

No 17%

Responses

NO
17%

YES
83%

Interpretation: From the above information it will be analysed that there are people who
have idea about the digital marketing.

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 4. Ever used Digital Marketing

Respondents Responses

Yes 61%

No 39%

Responses

NO
39%

YES
61%

Interpretation: From the above information it can be concluded that only 61% respondents
use digital marketing.

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 5. If yes, social media platforms are you active on

Respondents Responses
Facebook 43%
Twitter 0
LinkedIn 0
Instagram 0
Others 57%

Responses

Facebook
43%

Others
57%

Twitter
0%
Instagram LinkedIn
0% 0%

Interpretation: From the above diagram it can be concluded that Facebook is used more for
social media marketing and other platforms they aren’t aware of.

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 6. Digital methods were most effective for your organization (Can Choose More
Than 1 Option)

Respondents Responses

Website content 12%

Social media 28%
Email marketing 23%
Search engine optimization 23%
Search engine marketing 7%
Paid advertising 5%
Others 2%

Others
2%
Responses
Paid Advertising
5%
SEM
7% Website
content
12%

SEO
Social media
23%
28%

Email marketing
23%

Interpretation: From the above information it can be concluded that Email marketing and
SEO is being used more by the respondents.

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 7. Updating content on your website

Respondents Responses
Daily 57%
Weekly 29%
Monthly 11%
Not at all 3%

Not at all
Responses
3%

Monthly
11%

Weekly Daily
29% 57%

Interpretation: From the above diagram it is being concluded that respondents update their
content daily.

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 8. Reason for using Social Media ( Can Select More Than One Option)

Respondents Responses (Yes)

My competitor uses it 19%
I can satisfy customer needs better 29%
I can reach more customer 38%
It supplements use of traditional media 14%

It supplements use
Responses
of traditional
media
14%

My competitor
uses it
19%

I can reach more I can satisfy

customer customer needs
38% better
29%

Interpretation: From the above results we can conclude that to reach more customers
respondents use social media for marketing.

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 9. Primary goals of your digital marketing efforts

Respondents Responses
Lead generation 64%
Brand awareness 25%
Others 11%

Responses

Others
11%

Brand awareness
25%
Lead generation
64%

Interpretation: From the above information it can interpreted that respondents primary goal
is to generate leads to connect with customers.

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 10. Increase in lead generation after using social media marketing

Respondents Responses
Yes 71%
No 29%

Responses

NO
29%

Yes
71%

Interpretation: The information gives the knowledge about gaining more customers after
lead generation.

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 11. Increase in revenue after doing social media marketing

Respondents Responses

Yes 79%

No 21%

Responses

No
21%

Yes
79%

Interpretation: The above diagram gives information about revenue generated after using
social media marketing there were around 79% yes responses for hike in increase.

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 12. Digital marketing strategy in 2018

Respondents Responses

Increase budget 29%

Better planning 14%

Other 14%

No changes 43%

Responses

Increase budget
No changes 29%
43%

Better
planning
14%
Other
14%

Interpretation: This information shows that respondents don’t change their strategy to
promote businesses. And some increase their social media marketing budget for more profit.

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9. Analysis and Discussion
 The respective data shows that not everybody knows about digital marketing in real
estate sector. But if they get a chance to know about digital marketing they are ready
to learn this new technology. As per the survey clients use social media marketing to
promote their product in real estate sector.
 There are people who use email marketing and SEO & SEM for their promotion and
awareness. Mostly people understand the power of digital marketing therefore they
use social media on daily basis and keep them updated. In real estate sector they use
digital marketing platform mostly to generate leads. They also been benefitted with
increase in revenue and help them to generate more leads through social media
marketing in digital marketing.
 There are many ways to use social media to promote their brand. Facebook is one of
the medium to promote their brand. It helps the business to grow and make more
customers through Facebook.
 Sometimes it might happen Clients know about Digital Marketing or Social Media
Marketing but don’t know the usage of it.

10. Conclusion
10.1. Inferences

Report shows valuable insights about the Real Estate sector in relation to its operations &
functioning. Awareness must be spread up about rooms, location, their rates and Collective
information gives way to knowledge corporate view towards it. It shows that social media
marketing helps to enhance real estate sector for better promotion.

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 10.2. Managerial Implications

There is process which followed by the company before pitching the clients

 Generate leads from Google, Just Dial and Campaigns and so on.
 Pitch them and convert them into prospects.
 Meetings are being fixed and do as they want. Do according to their requirements and
leads are selling on CPI (i.e.) Cost per Lead. For example if they provide Rs.500 per
lead then we give them approximately 100 leads who are interested.
 In meetings how they want their campaign to be run, location, price of the flat and so
on is been collected and according to the requirement they are provided with
everything.

11. Learning’s and Takeaways

1. Applications, Tools, Concepts learnt at PiMSR.

 Taking notes

Taking notes is an important process. It allows you to have a written record of the lecture
which may not be in your textbook. It also ensures that you become an active and involved
listener and learner. A more important reason for taking notes is that there is a direct
relationship between what happens in lectures and what comes up in the exam. If the lecturer
does not personally set the exam, it is likely that he/she will still submit a number of
questions. When thinking about note-taking it is important to consider the lecturing style
adopted by different lecturers. Some will prefer dictating, others will provide printed notes.

 Confidence

It is important to be confident in with your interactions with others. Confidence shows that
everyone will believe in what you’re saying and will follow through. Exuding confidence can
be as simple as making eye contact or using a firm but friendly tone.

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 2. Any new knowledge or skills picked up

 Communication Skills

Try to convey your message in as few words as possible. Say what you want clearly and
directly, whether you're speaking to someone in person, on the phone, or via email. If you
ramble on, your listener will either tune you out or will be unsure of exactly what you want.
Think about what you want to say before you say it; this will help you to avoid talking
excessively and/or confusing your audience.

 Canva

Communication is the vital part of marketing. But a picture speaks more than words. Creative
are very important when the social media is considered. Your audience and your potential
customers need to understand what your organisation is doing. Visuals are often the most
striking way to leave a lasting impression in the viewer’s mind simply because they are so
immediate. The most important human brain processes images 60,000 times faster than it
does text, and 93% of all human communication is visual.

Learnt to make more creative images through designing software canva, it help users to
create beautiful designs, which can attract the customer/client. Canva is a graphic-design tool
website. It uses a drag-and-drop format and provides access to over a million photographs,
graphics, and fonts. It is used by non-designers as well as professionals. The tools can be
used for both web and print media design and graphics.
When we design ads for Facebook it's important to keep in mind the principles of any
advertising. Creative graphics can help you achieve all these things. Whether it's adding text
to an image, an icon or logo, graphics play an important role in capturing attention- and
capturing attention is the first thing you need to do with any ad.Facebook's 20% text
rule limits the amount of text you can feature in your ads, so it's important to make the most
of the space you're given. When users scroll their News Feed, your ad needs to tell them why
they should stop scrolling and investigate further. This is where adding some copy to your
image is powerful.

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  Facebook marketing:

First of all, every marketer has to set his expectations realistically and properly. Facebook
marketing takes time and it is not something that can be planned overnight. The social
network does not do the job for the marketers; it does not sell the product itself or make every
marketer creative. Facebook is a set of tools that can give marketers a chance to attract people
in an exciting way. Facebook marketing refers to creating and actively using a Facebook page
as a communications channel to maintain contact with and attract customers. Facebook
actively provides for this, allowing users to create individual profiles or business pages for
companies, organizations, or any group attempting to develop a fan base for a product,
service, or brand.

In the Facebook campaign targeting the customers, reach according to the geographic area,
the campaign name, any creative should be used so that it would be more appealing for the
clients. This all concepts are very important to run the campaign successfully if not then the
result which we need would not be achieved.

 SMS marketing

In SMS marketing promotion is done by sending the messages to the customers through
SMS. It can be promotional messages or transactional messages. The data or contact numbers
of the customers is there with company, company gets this data through Google, just dial,
Facebook campaigns, events, SMS campaigns, etc. This is segregated data as per income,
age, location, sex, etc. And it is used as per the need of the client. For example, coaching
class's client will target students or parents. It is mostly useful for Real Estate companies,
Clothes shop, Cake shop, spectacles shop, etc. We can send these messages through different
message portals (example: MDS portal, bulk SMS portal, etc.).

 Email marketing

Email marketing is mostly used for commercial purpose. It is mainly used to target a group of
people. Email marketing is best way to provide information to the customers. Because we can
send a text message, can attach PPT (power point folder), can send word document, Emailers,
etc. We can give more information through email, and we can also target many people at one
time. This data or email id’s is also there with company, this is also collected through

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Facebook campaigns, Google, etc. This platform is mostly used by the Real Estate sector,
because they can give all the information like price of the flats, location, area, amenities, etc.

If anyone knows how to advertise on Facebook, it should be Facebook. In their ad below they
overlay text to enhance their advertising message. A picture may say a 1000 words but
adding text reveals the message.

3. Interpersonal relationship

An individual spends around eight to nine hours in his organization and it is practically not
possible for him to work all alone. Human beings are not machines who can work at a stretch.
We need people to talk to and share our feelings. Imagine yourself working in an
organization with no friends around. We are social animals and we need friends around. An
individual working in isolation is more prone to stress and anxiety. They hardly enjoy their
work and attend office just for the sake of it. Individuals working alone find their job
monotonous. It is essential to have trustworthy fellow workers around with whom one can
share all his secrets without the fear of them getting leaked. We must have friends at the
workplace who can give us honest feedback. I was friends with different team as well. They
use send them appreciation mails as in to reward for the satisfactory service delivered by the
us, developed all the relationship with all internal staff including the supporting staff as well.

4. Career you want to pursue.

A career is often composed of the jobs held, titles earned and work accomplished over a long
period of time, rather than just referring to one position. While employees in some cultures
and economies stay with one job during their career, there is an increasing trend to employees
changing jobs more frequently.
I want career to secure a challenging position in a reputable organization to expand
learning’s, knowledge, and skills. A resourceful individual with a proven track record in
implementing successful marketing strategies, boosting organic traffic, and improving search
rankings seeks a position of Marketing Associate at ABC Company to maximize brand
awareness and revenue through integrated marketing communications.

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Annexures:
 Digital marketing is very vast, growing and emerging concept. There the business
development process consist of market research, database collection, cold calling,
fixing the meetings, making proposal for the clients and finally the closure. Market
research helps to know your target audience well before approaching them. The
main objective behind the market analysis and research of target audience is to know
their online presence and how active they are on web. Market research also helps to
estimate the online marketing opportunities of different sectors over the periods.
The intense research is required while studying the online habits of different sectors
keeping competitors in mind.

 Once the market is analysed the database of sector is created for a company treasure
for future. Database creation includes recording the details of the clients like company
details, their online presence, concerned person from marketing department and their
contact details.

o Calling
During the internship almost the data collection of 6 different categories was covered.
Learnt the technique of pitching for the particular service in a day, almost 150 calls per day
and the data collection part was also done side by side. Even the data was collected through
Google, just dial, etc. Data collection was the first priority and then calling was the part of it.
Appointments and meetings are then fixed. Deal is cracked with their requirement and we
work accordingly to it. As per requirement work is done.

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Canva Example:

Facebook post

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Emailers:

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51
 Questionnaire format

1. Age of the respondents

o 20-40
o 40-60
o 60 and above
2. Awareness of Digital Marketing
o Yes
o No
3. If No, any idea about Digital Marketing
o Yes
o No
4. Ever used Digital Marketing
o Yes
o No
5. If yes, social media platforms are you active on
o Facebook
o Twitter
o LinkedIn
o Instagram
o Other
6. Digital methods were most effective for your organization (Can Choose More
Than 1 Option)
o Website Content
o Social Media
o Email Marketing
o Search Engine Optimization
o Search engine marketing
o Paid Advertising
o Other
7. Updating content on your website
o Daily
o Weekly
o Monthly
o Not At All
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8. Reason for using Social Media ( Can Select More Than One Option)
o My competitor uses it
o I can satisfy customer needs better
o I can reach more customer
o It supplements use of traditional media
9. Primary goals of your digital marketing efforts
o Lead Generation
o Brand Awareness
o Other
10. Increase in lead generation after using social media marketing
o Yes
o No
11. Increase in revenue after doing social media marketing
o Yes
o No
12. Digital marketing strategy in 2018
o Increase Budget
o Better Planning
o Other
o No Changes

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