Summer Internship Project Report

STRATEGIC BUSINESS MARKETING AND DIGITAL

MARKETING TOOLS

A report submitted to
Doon Business School, Dehradun
as a partial fulfillment of Full time
Master's in Business Administration (MBA)
(Approved by AICTE)

Submitted to: Submitted by:

Prof. Ranjana Sharma Sangram Singh
0191MBA120

Mi-122, Behind Pharma

City, Selaqui Industrial
Area, Dehradun,
Uttarakhand 248001
 To Whomsoever It May Concern

This is to certify that Mr. Sangram Singh completed his internship as a Marketing
Analysis and Digital Marketing Intern in our organization from Peacock Solar

Duration of Internship- June 15, 2020 to August 15, 2020.

We found him sincere, punctual and result oriented and wish him success in his career.

Thanks,

Kamakshee Bhardwaj
Human Resource
Peacock Solar
15.08.2020
 CERTIFICATE

This is to certify that the summer internship project entitled “ A study of relationship
between strategic business marketing and digital marketing tools ” is submitted to
Doon Business School, in partial fulfillment of the requirements for the award of the Post
Graduate Diploma in Management, and is a record work by Sangram Singh (0191MBA120).
The project has been done under my supervision & guidance and the project has not formed the
basis for the award of any degree or other similar title to any other candidate.

SIGNATURE
Internal Examiner External Examiner
 DECLARATION

I, the undersigned solemnly declare that the project report titled “A study of relationship
between strategic business marketing and digital marketing tools ” is based on
my own work carried out during the course of my summer internship. The work contained in
the report is original and has been done by me under the supervision of my supervisor. The
work has not been submitted to any other Institution / University for any other
degree/diploma/certificate or by any other candidate in this institution. I have followed the
guidelines provided by the institution in writing the report. Wherever I have used materials
(data, theoretical analysis, and text) from other sources, I have given due credit to them in the
text of the report and given their details in the references.

SIGNATURE
Sangram Singh
 ACKNOWLEDGEMENT

This successful project report has been made possible through the direct cooperation and

guidance of faculty mentor and industry mentor for whom I wish to express my

appreciation and gratitude.

First of all I would like to express my sincere gratitude to our department that has given

me an opportunity and special thanks to my faculty guide Prof. Ranjana Sharma who

have always provided me guideline whenever needed.

I extend my heartiest thanks to Ms. Sweta who has given me an opportunity to work under

her and help me to complete my project in Peacock solar.

THANKING YOU

Sangram Singh
 EXECUTIVE SUMMARY

The project titled “A study of relationship between strategic business

marketing and digital marketing tools” was

carried out. The main objective of the research was to find out the relationship between

digital marketing tools and strategic business marketing. Like how they can contributein

lead generation and how can impact the company in positive way. Solar power is energy

from the sun that is converted into thermal or electrical energy. Solar energy is the

cleanest and most abundant renewable energy source available. Peacock Solar is active in

serving the Nation for the last 10 years. We believe in harnessing the pristine power of

nature and providing a sustainable and easy lifestyle for years to come. The skyrocketing

price of electricity makes solar panels the need of the hour.

1
 INDEX

CHAPTER NO PARTICULAR PAGE NO

1 Introduction
 Introduction of the topic
 Strategic business marketing and digital 3-19
marketing tools
 Scope of digital marketingtools

2 Learning objectives of the internship

20-21
3 Company profile
22-30
 About thecompany
 Core team of thecompany
4 Literature review 31-48

5 Research methodology
49-52
 Sources ofmethodology
 Sampling tools
6 Data analysis and interpretation 53-71

7 Results and learnings

 Findings of thestudy
 Learning ofinternship 72-78
 Work done ininternship
 Conclusion
 recommendation
Bibliography 79

Annexures 80-85
 CHAPTER - 1
INTRODUCTION
 About solar energy

Solar power is energy from the sun that is converted into thermal or electrical energy. Solar energy is the
cleanest and most abundant renewable energy source available, and the U.S. has some of therichest solar
resources in the world. Solar technologies can harness this energy for a variety of
uses, including generating electricity, providing light or a comfortable interior environment, and
heating for domestic, commercial, or industrialuse.
water

In 2011, the International Energy Agency said that "the development of affordable, inexhaustible
and clean solar energy technologies will have huge longer-term benefits. It will increase countries'
energy security through reliance on an indigenous, inexhaustible, and mostly import- independent
resource, enhance sustainability, reduce pollution, lower the costs of
mitigating global warming, and keep fossil fuel prices lower than otherwise. These advantages are
global. Hence the additional costs of the incentives for early deployment should be considered
learning investments; they must be wisely spent and need to be widely shared

Solar Technologies

There are three main ways to harness solar energy: photo-voltaics, solar heating & cooling, and
concentrating solar power. Photovoltaics generate electricity directly from sunlight via and
electronic process and can be used to power anything from small electronics such as calculators
and road signs up to homes and large commercial businesses. Solar heating & cooling (SHC) and

Market size of Solar Market

The global solar energy market was valued at $52.5 billion in 2018 and is projected to reach
$223.3 billion by 2026, growing at a CAGR of 20.5% from 2019 to 2026.

Solar energy is the radiant energy emitted from the sun, which is harnessed by using various
technologies such as solar heating, photovoltaic cells, and others. It is an efficient form of
unconventional energy and a convenient renewable solution toward growing greenhouse
emissions and global warming
The growth of the solar energy market is driven by increase in environmental pollution and provision of
government incentives & tax rebates to install solar panels. In addition, decrease in water footprint
associated with solar energy systems has fueled their demand in power generation sectors. The demand for
solar cells has gained major traction owing to surge in rooftop installations, followed by increase in
applications in the architectural sector.
Furthermore, the demand for parabolic troughs and solar power towers in electricity generation is
expected to boost the demand for concentrated solar power systems

This global solar energy market size is segmented based on technology, application, component,
marketing channel and region. Depending on technology, the market is classified as photovoltaic
systems and concentrated solar power systems (parabolic trough, solar power tower, Fresnel
reflectors and dish stirling). As per solar module, it is segregated into monocrystalline,
polycrystalline, cadmium telluride, amorphous silicon cells and others. Based on application, it
classified into residential, commercial and industrial. Depending on end use, the market is
classified into electricity generation, lighting, heating and charging. Based on region, it is analyzed
across North America (U.S., Canada, and Mexico), Europe (Germany, France, Italy, Spain, UK
and rest of Europe), Asia-Pacific (China, India, Japan, South Korea, Australia, and rest of Asia-
Pacific), and LAMEA (Brazil, South Africa, Israel, and rest ofLAMEA).

Both mono-crystalline and polycrystalline silicon cells have witnessed high demand, especially in
residential applications. Cadmium telluride and amorphous silicon cells are expected to create
growth opportunities owing to low material cost. Increase in photovoltaic applications have fueled
the demand for first-generation cells, which include both mono-crystalline and polycrystalline
silicon cells. The third-generation cells segment is expected to show high growth rate owing to
ongoing R&D and increase in efficiency of solar panels. Increase in installations of solar energy
systems in architecture and residential applications has provided lucrative opportunities for the
market. However, the geographical footprint has affected the solar energy market, but increased
investments in R&D and increase in adoption of solar storage systems are expected to boost the
demand for solar energy systems.
Solar power in India

Solar power in India is a fast developing industry. The country's solar installed capacity reached
37.627 GW as of 31 March 2020. India has the lowest capital cost per MW globally to
install solar power plants.

The Indian government had an initial target of 20 GW capacity for 2022, which was achieved four
years ahead of schedule In 2015 the target was raised to 100 GW of solar capacity (including 40
GW from rooftop solar) by 2022, targeting an investment of US$100 billion. India has established
nearly 42 solar parks to make land available to the promoters of solar plants In a decade ending on
31 March 2020, India expanded its installed solar power capacity by 233 times from 161 MW to
37,627 MW.

Rooftop solar power accounts for 2.1 GW, of which 70% is industrial or commercial In addition to
its large-scale grid-connected solar photovoltaic (PV) initiative, India is developing off-grid solar
power for local energy needs. Solar products have increasingly helped to meet rural needs; by the
end of 2015 just under one million solar lanterns were sold in the country, reducing the need for
kerosene. That year, 118,700 solar home lighting systems were installed and 46,655.
Solar power solutions

It’s time we think about our mother earth and switch to the non-conventional sources of energy
such as solar energy, the energy received from the Sun – Free of Cost! Solar power is renewable,
non-polluting and leaves no Green house gas and emissions. The energy output of a 1 KW solar
energy unit is roughly equivalent to the burning of 170 pounds of coal and 300 pounds of carbon
dioxide being released into the atmosphere. Therefore, solar power is the future.
Our solar power solutions help you generate your own power with easy to use solar equipments–a
low maintenance, silent and pollution-free alternative to diesel generators. With the Solar Maxx
solar power equipments you can generate electricity for locations where grid is inaccessible or the
access is prohibitively expensive. These solar power pack systems can also be used in conjunction
with existing grid for uninterrupted supply of electricity. Our solutions are based on proven solar
technology, which makes them highly efficient and completely maintenance-free.
At Solar Maxx, we don’t sell Photovoltaic equipment. We promise to deliver fully managed solar
energyservices.
As a leading solar energy solutions provider, the types of organizations that SolarMaxx serves is
quite diverse, including commercial businesses, government entities and utility companies. Yet all
our customers share a common goal: to derive financial benefit by participating in solar programs
while helping to save the planet. Solar energy benefits the world economically, environmentally as
well as socially.
SOME KEY PLAYERS IN SOLAR POWER SOLUTIONS

 ACME Solar

 VikramSolar

 Adani Power

 Tata Solar

 Jinko Solar

 Trina Solar

 Waaree Energies

 EMMVEE

 Peacock Solar
Scope of strategic Business Marketing

Marketing is a philosophy that leads to the process by which organizations, groups and
individuals obtain what they need and want by identifying value, providing it, communicating it
and delivering it to others. The core concepts of marketing are customers’ needs, wants and
values; products, exchange, communications and relationships. Marketing is strategically
concerned with the direction and scope of the long-term activities performed by the organization
to obtain a competitive advantage. The organization applies its resources within a changing
environment to satisfy customer needs while meeting stake holder expectations.

Implied in this view of strategic marketing is the requirement to develop a strategy to cope with
competitors, identify market opportunities, develop and commercialize new products and services,
allocate resources among marketing activities and design an appropriate organizational structure to
ensure the performance desired is achieved.

There is no unique strategy that succeeds for all organizations in all situations. In thinking
strategically about marketing many factors must be considered:

1. The extent of product diversity and geographic coverage in the organization,

2. The number of market segments served,
3. Marketing channels used,
4. The role of branding,
5. The level of marketing effort,
6. The role of quality.

It is also necessary to consider the organization’s approach to new product development, in

particular, its position as a technology leader or follower, the extent of innovation, the
organization’s cost position and pricing policy, and its relationship to customers, competitors,
suppliers and partners.

The challenge of strategic marketing is, therefore, to manage marketing complexity, customer and
stakeholder expectations and to reconcile the influences of a changing environment in the context
of a set of resource capabilities. It is also necessary to create strategic opportunities and to manage
the concomitant changes required within the organization. In this world of marketing,
organizations seek to maximize returns to shareholders by creating a competitive advantage in
identifying, providing, communicating and delivering value to customers, broadly defined, and in
the process developing long-term mutually satisfying relationships with those customers.

A strategic marketing approach attempts to determine ways of offering superior value to the more
profitable segments without damaging individual customer relationships. A strategic marketing
approach reflects an integrated approach based on research and feedback. Customer needs are first
evaluated through market research, an integrated marketing effort is developed to satisfy
customers so that the organization achieves its goals, especially those affecting shareholders. This
is a customer orientation and contrasts very bluntly with a narrow competitor orientation based on
sales in which the organization by capitalizing on the weaknesses of vulnerable competitors or by
removing its own competitive weaknesses attempts to obtain high sales and long-run profits.
Strategic business marketing and digital marketing tools

Use social media.

You can't ignore social media. That's where all the so-called magic is happening. Some businesses
have been built solely on the backs of social media. It can be intimidating at first. Sure. But as you
build momentum, you'll find posting on social media to get easier and easier over time.

Of course, you could also hire a social media manager if you have money to burn. But if you don't,
just be yourself. Be authentic. Post your thoughts. Post your products. Post anything that you find
relevant and useful that would help your audience either learn more about you and your business,
or about the industry that you're in.

Use direct messages on platforms like Instagram and even Snapchat or Twitter to reach out to
other successful businesses or even to communicate with potential customers who might be
looking for your products and services. This is very powerful marketing.

The scope of digital marketing tools

Digital marketing has exploded over the past few years, with 88 percent of companies using social
media as a primary advertising tactic. They are taking the leap into this brave new world through
either business-to-business (B2B) or business-to-consumer (B2C) digital marketing:

 B2B: To generate leads, B2B marketers rely on web traffic but also are active on social media
platforms like LinkedIn and Twitter. They also often rely on PPC campaigns to reach target
audiences inexpensively.

 B2C: B2C marketers focus on improving brand awareness and attracting customers to their
websites and products using social platforms like Facebook, Twitter, Instagram, andPinterest.

In addition to social media, businesses are using paid search, email marketing, and other methods
to reach new audiences.

Understand search Engine Optimization.

This is an area of marketing that I'm incredibly passionate about. But it's also an area that many
people are deathly frightened by. Yes, SEO can be frightening. But it can also be powerful. And
when you learn to leverage it and you learn SEO the right way, the sky truly is the limit.
There are companies out there who teach you how to use shady PBNs and other link schemes to "trick"
Google. It might get short-term results, but in the long term, you'll land in hot water. You can't take
shortcuts with SEO. Just like in business, you have to put in the work and the time if you want to see the
results.

Some tips for doing this the right way? Don't spam keywords. Hands down. This is one of the
biggest mistakes most people make. Create your content for humans while also paying homage to
search engines. But more importantly, ensure that whatever it is that you're conveying is

insightful, engaging, unique and adds a tremendous amount of value.

Leverage influencers.

Want to get the word out there and boost your visibility on social media without taking years to
build the audience? Then you should certainly leverage influencers. But the key is to find the right
influencer. You don't have to go with influencers with millions of followers. You could opt for
micro-influencers with tens of thousands or even a hundred thousand followers.

The trick? Find the right influencer in your niche so that you're targeting the right audience. It's
not just about spreading your message. It's about spreading your message to the right consumer
base. If you can do that properly, then you can likely reach a sizable audience for not much money
invested when you think about the potential profit it canreturn.
If your sales systems and products are in place, then this makes sense. If you have an offer that's
clearly converting, and it's simply about more visibility, then this is likely the right marketing
strategy for you right now. Assess the situation and reach out to influencers and gauge their
pricing. Do small tests and see what works, then scale.

Build a great lead magnet.

So much effectiveness in marketing really does boil down to creating a great lead magnet. I've found that
the right lead magnet presented to the right audience can have explosive results. The best way to do this is
if you can identify the right pain points and present a solution in your lead magnet, then you're well on your
way.

What problem are consumers facing in your niche? What made you get into business in the first place? Ask
yourself these questions before building out your lead magnet. The better you identify the problem or pain
points at the outset, the better you'll be at actually addressing that with a solution in your lead magnet.

What type of lead magnet should you build? That could either be an ebook, a cheat sheet, a checklist, a
video and others. Of course, it's not just about the lead magnet. You have to have a squeeze page with
sizzling sales copy to get people to drop into your funnel. But it all starts with a great lead magnet. The
better it is, the more effective you'll be at reaching your audience.
Mail Chimp

Get this: email marketing technology is used by more than 80% of B2B and B2C companies.

This isn’t something you should wait on. Instead, you should implement an email marketing
strategy on day one.

With more than 12 million customers, Mail Chimp has claimed its spot as one of the top email
marketing providers in the world. While there are alternatives, this tool remains one of the best,
for many reasons:

o History datingbackto2001,well before most companies began using email marketing.

o Self-service support options, ensuring that you can quickly find answers to all of your
questions.

o Free plan for those with less than 2,000 subscribers and those who don’t send mor e than
12,000 emails per month.
When starting a business, it’s not likely that you will have more than 2,000 subscribers. For this
reason, you can get started with MailChimp early on, using the tool for free as you get your feet
wet with email marketing.

Trello

For those new to content marketing, Trello might sound like another social network that’s popped
up overnight.

It’s not. In fact, it’s a great organization tool that can help you and your online marketing team
considerably.
Trello is a tool that helps you to manage projects and stay on the same page as your team - a sound
digital marketing practice if you want to save time and frustration.

For example, you can share blog posts on Trello before you publish them. This gives others on
your team the opportunity to review the post, weigh in with their thoughts and make changes that
could strengthen the piece before it goes live.

In the past, before the days of Trello and similar programs, email was the best way to
collaborate with your team. While this is still helpful, to a certain degree, it can lead to
confusion, missed messages andfrustration.
With Trello, everything related to your online marketing strategy can be shared in the same place.
It only takes a few minutes to set up a board. Even better, you can quickly invite your entire staff,
all of whom can jump in on the action without delay.

Trello isn’t the only tool of its type, but it’s, by far, one of the best. When it comes to
collaborating with others regarding marketing tasks, this tool is hard to beat.

Google Analytics

As one of the top free tools from Google, Analytics should be part of your digital marketing
strategy from the very start.

It only takes a couple of minutes to add the Analytics code to your website, giving you the ability
to track every action by every visitor.

This is considered by many to be nothing more than a traffic tool, but itcan actually have a big
impact on your marketing strategy, if you know what you’redoing.

Maybe you realize that a particular social media campaign is driving tons of traffic to your
website. With this data, you can adjust your future strategy, in an attempt to capture the same
results.

Or, maybe you find that a particular set of keywords is doing wonders for your organic traffic.
Again, you can turn your attention to these keywords, ensuring that you keep these in mind as you
create content down the road.

Google Analytics isn’t one of those tools that you should ignore. Installing this early on is a
key decision, in regards to your online marketing strategy. The data you can collect and
review is extremely valuable.

Followerwonk

Do you plan on spending a lot of time on social media marketing? While this is a great way to
engage your audience and send traffic to your website, it’ll only work in your favor if you have a
solid plan in place.
Tools, such as Followerwonk, are designed to help you improve your social media marketing
strategy, such as by digging into your Twitter analytics data.
I included this tool on the list for two reasons: it’s easy to use and it’s extremely effective
Followerwonk breaks down its service into three distinct categories:
 Find – use the tool to search Twitter bios and compare accounts.

 Analyze – breakdown your follower list by bio, location, who they follow and many other
criteria.

 Optimize – match your strategy to follower gains and losses, to understand what type of
content performsbest.
The only downside of followerwork is that it can’t be used with other social media platforms, such
as Facebook, Instagram and LinkedIn. However, if you have big plans for Twitter, this is a tool
that you should useoften.

Even though you may not use it on a daily basis, it can come in handy from time to time. After all,
it’s imperative that you understand your audience.

All in One SEO Pack

If Wordpress is your content management system (CMS) of choice, you shouldn’t hesitate to
install the All in One SEO Pack plugin.
A big part of your online marketing strategy should be based around search engine optimization
(SEO) and this tool will ensure that you always make good decisions regarding your content and
its appeal to search engines.

Some of the top features of the plugin include:

 XML Sitemapsupport.

 Advanced CanonicalURLs.

 Automatic generation of METAtags.

 Compatible with most otherplugins.

 Automatically notifies major search engines, including Google and Bing of any site
changes.

Even though all of these features are exciting, it’s something else that has made it one of the most
popular Wordpress plugins of all time: its ease of use.
You don’t have to make many decisions in order to get started. And, if you’re ever confused as
to what you should be doing, there is help to be had. All you have to do is click the “?” symbol
and you’re provided with more information and advice
The All in One SEOPack plugin has more than one million active installs. You won’t have to
look far to find competitors, but there’s a reason why so many people use this tool. Not only is it
free and simple, but its results can’t be denied. It will definitely help your website, from an
SEO perspective, which is something all new businesses are interested in.
 CHAPTER - 2
LEARNING OBJECTIVES OF THE INTERNSHIP
The study has been conducted to fulfill the following objectives:

1. To determine the availability and type of products that customer need.

2. To study the different Competitors in solar power sector like how they are impacting the
market.
3. To study about how social media marketing can be used for promoting a product.
4. To study customer perception towards solar energy
5. To make a comparative study of competitors of Peacock Solar.
CHAPTER – 3 COMPANY PROFILE
 Peacock Solar

Peacock Solar aims to get every Indian household access to clean energy via residential solar
through effective financing and installation.

Gurgaon,Haryana, India

 Industries Clean Energy, Renewable Energy,Solar

 Headquarters Regions Asia-Pacific(APAC)
 Founded Date Jan 1,2017
 Founders Aniket Baheti
 Operating Status Active
 Number of Employees1-10

 IPO Status Private

 Company Type For Profit

 Websitewww.peacock.solar
 Facebook View onFacebook
 LinkedIn View onLinkedIn
 Contact EmailAniket@peacock.solar
 Phone Number +91 9705655855

Peacock Solar specializes in solar energy services. We provide a hassle-free solar panel
installation. In the 21st century where Conventional source of energy generates 800 metric tons of
Carbon dioxide resulting in 1.2 million deaths annually. As electricity demand escalated, with
supply depending largely on fossil fuels. Concerns arose about carbon dioxide emissions
contributing to possible global warming. Attention turned to the huge sources of energy surging
around us in nature, sun in particular.Peacock solar aims to be the energy partner for 200million
households by leveraging data Analytics and innovative finance to provide access to solar energy
in and contribute to stabilizing our ecology. Peacock solar has built its operations and marketing in
a scalable manner. We promote the most important aspects that will shape India’s future. Peacock
Solar is active in serving the Nation for the last 10 years. We believe in harnessing the pristine
power of nature and providing a sustainable and easy lifestyle for years to come. The skyrocketing
price of electricity makes solar panels the need of the hour. An array of solar cells in the solar
panel absorbs sunlight to generate electricity by the photovoltaic effect. We have an end to end
solution for solar panel installation. Our idea was selected by Climate Finance Lab as one of the
top 9 global ideas for sustainable development in 2018 cycles. We also received grand finance
from UNICEF worth $ 85,000 to build our go-to-market and scaling strategy for scaling

Solar. Our business model has the potential to generate 50 GW and save 25 million metric tons of
CO2. To thrive in times of change and uncertainty, we tend to focus on the instant gratification of
our needs. But to sustain, we need to meet the needs of today without compromising the needs of
tomorrow. With this thought in my mind, we at Peacock Solar-A residential rooftop solar
company, aspire to create an impact on the community. We provide zero-maintenance energy
solutions to convert your idle rooftops to sustainable powerhouses with premium and reliable
materials.

Peacock Solar is building a tech infrastructure that leverages data to achieve a pan-India
serviceability for homeowners in India's tier 2 and 3 cities wanting to go solar. Peacock provides
access to high quality solar at lowest cost possible. Using targeted marketing and standardized
configuration, Peacock enables homeowners to effortlessly switch to solar and even provides
finance to creditworthy ones. Once installed, long tenure of solar gives opportunity to further
serve homeowners with value added services and products, thereby increasing lifetime value
(LTV) of the customer for a low customer acquisition cost(CAC).
 CoreTeam

Pramod KumarMaharia

CO-FOUNDER, IITM(MECH, ENERGY) MANAGED INDIA’S FIRST 50MW CSP

Mr. Pramod Kumar Maharia, a concentrating solar power (CSP) professional and IITM alumni
 Aniket Baheti

CO-FOUNDER,IITM (ME), ISB EX-AMAZON, AHAFOODS

Aniket is a solar professional since 2010 and brings in experience managing diverse
operations. He is an alumnus of IIT Madras and ISB.

Hardik

CO-FOUNDER, IITK (CS), IIMB MANAGED TECH AT MNCS

Hardik brings in technical expertise in managing digital interfaces and handling data. He is
an alumnus of IIT Kanpur and IIM Bangalore.
 Execution Team

Sweta Singh

HUMANRESOURCE

Human resource professional for handling the business partnership for one ofthe largest
functions inorganization.
 Ashish Verma

PROCUREMENT, ANALYST

He manages the procurement cycle, stock management, supply managementforour

company.

NiteshGoel

MIS ANALYST

He is responsible for creating an all-inclusive strategy for the operation of a business’s

information management systems.

Monica Dev

CUSTOMER CARE SPECIALIST

Specialized in core customer service represents support customers by providing helpful

information. She acts as the front support for clients.
 MISSION: To be India’s leading residential energy partner.

VISION: Our vision is of getting solar at every home.

Bulb and Idea

 Peacock stands for quality and reliability

 Our services include efficient financing, quality implementation and online monitoring
of system performance.

Our Main Goal

 To provide green energy resource and reduce the carbon footprint on every residence

 To provide clean energy access to household and improve their lifestyle.

WHY PEACOCK SOLAR:

Peacock stands for quality and reliability.

Our services include efficient financing, quality implementation and online monitoring of system
performance.

 HIGH QUALITYINSTALATION

 INTERNATIONALLY RECOGNIZED

 RELIABLE SERVICE AND MAINTAINENCE

 10 YEARS PLUSEXPERIENCE
ADVANTAGES OF CHOOSING PEACOCKSOLAR:

1) Solar panel give off no pollution

2) Produces electricity without noise

3) Can harness energy at remote locations that are not linked to a national grid

4) Very efficient in large areas of globe

5) Can be installed on top of various rooftops

6) It is very affordable in long run

7) Makes the user less dependent on natural fossil fuel supply and decreases
the carbon footprint of the user.
Chapter 4
Literature
Review
Digital marketing refers to the act of incorporating digital channels to carry out the marketing
activities of a certain product or service through the use of offline and online platforms. Digital
marketing encompasses various channels of marketing like, radio, TV, phone marketing, search
engines, social media platforms, e-mails, websites etc. The theme digital marketing and its effect
on intended customers have been dealt and discussed by various authors and practitioners. Digital
marketing and its impact on youth has also been debated and discussed among different studies
both in India and abroad. Below literature review presents a combination of studies and their
excerpts linking with their subthemes.
The social media networks can be used to create faster marketing communications with the
intention to develop a two-way receptive communication with less filtration at every step. Wise
consumers are likely to receive process and interpret information in a meaningful manner. Social
media is involving and including each and every customer in marketing communication.
Therefore, it is easy to understand the attitude and the level of involvement for a particular
product. Social media is not found to be gender biased in terms of access but the search of
products varies as per gender. Consumers collect, gather, and use relevant information to compare
the product in a justified manner. There is a significant relationship between the age of the
respondents, their buying patterns, and the actual product purchased. Social media is providing
varied and a wide base of products to consumers which in turn brings and develops the cognitive
approach among consumers when they use these social media platforms. Owing to the need to
gain competitive advantage, implementations of technological developments by firms is often
rapid and without thorough deliberation of the pros and cons or ROI.
Developed a conceptual model of consumer-based brand equity (CBBE) build on the four brand
equity dimensions of Aaker (1991), namely, brand awareness, brand image and associations,
perceived quality, and brand loyalty and relates these dimensions with electronic word-of-mouth
(EWOM) which is adapted to the paradigm-shift from manager ruled to consumer-ruled brands.
Study concluded that the effects of EWOM might solely address a specific product instead of the
whole brand in the online environment. In that case, EWOM directly influences purchase
decisions, without affecting the appropriate brand equity dimensions, if the consumer strictly
separates the product from the general brand.

Customer Satisfaction Factor in Digital Content Marketing (Andac, et

al.,2016

In research, it was found that there was no relationship between gender, age, income, internet
usage time or shopping frequency on internet and customer satisfaction level provided by content
marketing. In the scope of the research, it was also seen that 3 factors could be effective in
decision making phase which are pre-sale, sale, and post-sale. The satisfaction level for content
marketing showed no significant difference on gender, income and shopping frequency.
According to the results obtained from research, despite the low awareness of content marketing, it
is demanded by consumers. However, both creation of digital content and sharing it in digital
media by consumers is relatively low. The satisfaction level in content marketing was determined
to show no significance in gender, income and frequency of shopping. But, while almost half of
the participants heard about content marketing, 75% of those have not got a single idea what the
content marketing is indeed. As a result, whether the consumers know what the content marketing
is as such has of no great importance; but rather, what is important is that the given content should
be encouraging for them to buy the product and meantime it shall have the quality to turn
consumers into customers. Finally, the content marketing should provide companies with securing
existing customers and it had better has the potential to attract and gain new ones.

Search Engine Optimization

Search engines are only one of many online platforms where consumers conduct product searches.
Baye et al. (2013) note that in June 2012, consumers using browsers conducted 634 million
product searches at retailer sites (such as Walmart.com), 134 million product searches at price
comparison sites (such as Dealtime.com), and 877 million searches at marketplace sites (such as
eBay.com). 70% of eBay’s listings were for new products, and over 60% of its listings were
through posted prices rather than auctions. Unlike SEO efforts designed to improve rankings at a
search engine, SEO efforts to improve a retailer’s brand equity can improve the clicks it receives
from searches in these other channels. Because these spillover benefits are difficult to quantify, it
is easy for those engaging in SEO to underestimate the benefits of investing in the quality and
brand awareness of a site.

The Usage of Digital Marketing Channels in SMEs (Taiminen & Karjaluoto, 2015)
The results of this study revealed that SMEs seem not use the full potential of the new digital
tools, and so are not deriving benefit from the opportunities they provide. Furthermore, the results
also raised the question of whether SMEs have understood the fundamental change in the nature of
communication brought about by digitization. SMEs seem not to be keeping pace with digital
developments, mostly due to the lack of knowledge of digital marketing. Most of the studied
SMEs do not apply the full potential of the new digital tools and hence are not benefitting fully
from them. Digital and Social Media Marketing in Business Education (Crittenden & Crittenden,
2015) The contribution by Buzzard, Crittenden, Crittenden, and McCarty (2011) explored student
and faculty preferences for technology tools in the learning environment. In sum, this set of
researchers found that students preferred to engage with their faculty via “traditional” digital tools
(i.e., websites, e-mail), while faculty preferred to engage with students via course management
systems.

Business to Business Digital Content Marketing

B2B digital content marketing is an inbound marketing technique, effected through web page,
social media and value-add content, and is perceived to be a useful tool for achieving and
sustaining trusted brand status. Creating content that is valuable to B2B audiences requires
brands to take a “publishing” approach, which involves developing an understanding of the
audience’s information needs, and their purchase consideration cycle. Valuable content is
described as being useful, relevant, compelling and timely. Content marketing requires a cultural
change from “selling” to “helping”, which in turn requires different marketing objectives, tactics,
metrics and skills to those associated with more traditional marketing approaches. The article
concludes with a theoretical discussion on the role of digital content in marketing, thereby
contextualizing the findings from this study within a broader exploration of the role of digital
content in marketing and relational exchanges. Digital Marketing and its influence on Indian
Youth Dunlop et. al. (2016) in one of their studies on adoption of social media by youth argued
that the youth has adopted social media as one of the routine activities taken up on daily and rather
hourly basis. Talking about the health issues and the way the youth is exposed to the promotion
and marketing of products (junk food, alcohol, tobacco, etc.) that affect the health adversely, there
is a strong need to create interesting contents over the social media that 22 encourages them to
share the information which are aimed at improving the health of adolescents and young adults.
The importance of studying the consumer behavior has also been stressed upon in various studies
conducted in the past. It is important to study the youth’s behavioral intentions and further its
relationship with its social behavior depicted in the advertisements. The youth do not find
significance between the ad’s informative content and their behavioral intentions which further
leads to advertising skepticism. There is a need to develop a link between the peripheral route and
the central theme of the advertisements. (Gharara et. al., 2013) Buzzard et. al. (2011) concluded
their study on engagements tools in social media for youth by saying that while the faculty prefer
interacting with their students via basic course management systems, in the other hand, the
students find it more interesting and information seeking to engage with their faculty over the
digital and social tools like e-mail, websites, etc. In the Indian context, considering digital
marketing as an emerging field of business, Aithal et. al. (2018) conducted a research on the Indian
private universities. This set of researchers appreciated the efforts being put in by the universities
in offering new programs to the students in the field of IT, Management and various other
domains. They argued on the fact that none of the universities has started business information
science program and advised that a new program may be started, M.Sc. Business Information
Science which would include digital marketing, businessanalytics,
e-commerce and other core subjects. The social media is not gender biased but products that the
users search for vary according to the gender. The youth is more information seeking; thusquality
standards must be maintained. Further to acquire a good position, the marketers should have a
deep focus on the youth and provide them with price efficient products through the online portals
(Charan et. al., 2017). Sivasankaran (2017) in one of his studies addressed the challenges faced by
the marketers to study the buying behavior of the youth because the fashion keeps on changing
with time and so does the shopping pattern. The study concluded that India stands 5th largest in
terms of YouTube users and Indians spend around 14 hours online over a week. The western
culture, lifestyle, wealth, employment status etc. are some of the key factors that influence youth’s
buying behavior. India has around 90 million websites live over the internet while the Facebook
profiles count for more than 500 million. All these and many more such factors pose numerous
challenges for the marketers. The study concluded that the marketers need to study the changing
behavior of the youth to capture the potential market and also to understand how well accessible
the digital facilities are to the youth before launching the product online. While discussing about
the pitfalls of digital marketing, Sharma (2012) in one of her studies advocated on few of the
negativities that lead the customers especially the youth to bounce as the behavioral intentions
keep changing minute to minute. Factors include the time consuming nature of the websites,
personal information being shared over the internet as the youth do not want the non-friends to
access the same and fear that the content and information may be used against them

Research Methodology

The Main Objectives of the Study Were - I. To study digital marketing, its channels and different tools
available both online and offline to monitor and boost the growth, reach, sales. ii. To analyze the
effectiveness and impact of digital marketing over consumers. iii. To identify the loopholes/drawbacks of
campaigning via digital marketing the project involved descriptive research design. Stratified random
sampling was used to select the units for the study. The sample was stratified into different age groups and
occupation and respondents were randomly selected from each stratum to come up with a representative
sample of 100. The data was sampled from the college students, working professionals, home
makers/housewives and retired persons. The data was collected through an online survey, the links and
invites for which were sent to the respondents through e-mails and WhatsApp messages. The study
involved the use of a structured questionnaire to conduct the survey. The survey questionnaire consisted a
total of 20 questions out of which four questions were related to demographics (name, email, age and
profession).The completed questionnaires were received and the recorded responses were used to analyze
the result and arrive at any conclusion. Data was analyzed on the basis of the received responses for the
survey questionnaire. The graphical representation of categorical data was done using MS-Excel and MS-
Word.
Data Analysis and Interpretation

Demographic Profiling of the consumers using Digital Marketing– Majority of the

respondentswere between the ages of 18-30 year. 40 % of them were working professional and
rest 60 % were college student. Perception about digital marketing-The majority of the sample
(61%) have a perception thatadvertisements are informative (26%) may be related to the product
or the service, they raise awareness that may be about the product/service or any other
environmental/social/political/legal issue and they are also a good source of entertainment because
of the innovative characters/ideas they portray. While a very small proportion (6%) think
advertisements are only meant for raising awareness and have no relevance with providing
information and entertainment. Source of information for new product releases -A very small
proportion of the sample (3%)gets informed about the new product releases through newspaper
advertisements that may lead to the fact that the people nowadays are not very much attached to
reading the printed, physical newspapers. The next 8% receive such an information through their
family members or friends. It may be concluded that people do not discuss much about new
products being launched or the services being provided among their family members and in their
friend circle. The majority of the sample (72%) is connected to the digital world and they receive
information about new products and services through digital advertisements online, over the
internet, mobile apps, emails, etc. Best channel for marketing - A very negligible proportion if
sample (3%) perceive that printmedia is the best source/channel for marketing.
This small percent indicates that print media has somewhere lost its reach and people have now
adapted different sources for the same. Word of mouth and television (11% each) are still in the
list of the best channels of marketing because of the personal interactions occur between people,
the feedbacks/reviews that they share about the products/services and television (being one of the
digital media though not portable) because of the fact that people are attached to thevisual
means of communication. The majority, 75% of the sample receive updates regularly on their
mobile phones, tablets, laptops so they are more on the digital side. Thus, it can be concluded that
digital media is perceived as the best channel/source for marketing of products and services.
Average Time spent on radio, newspapers, television and internet/digital platforms daily-
Theresult shows that people spend a very less time of 0 to 30 minutes listening to radio. This
may be when they are driving to a location or in their leisure time to feel afresh.

The next group is the one who spends 30 minutes to 1 hour each on reading newspapers and
watching television. People still prefer reading newspapers early in the morning with a cup of
tea/coffee before starting their day. The majority are those who spend 1 to 2 hours and even more
than 2 hours daily on internet and other digital platforms. This concludes that the internet and the
digital means of communication and marketing has gained popularity among the consumers and
has also acquired a good place in the day-to-day lives of the people. Awareness of internet and its
offered services- 33% say that they are aware of the internet and itsoffered services but up to
some extent. This proportion may include people who try to explore new innovations and
technological tools. They may also be the people who use internet according to their need personal
or professional, not beyond that.65% agree that they are very well aware of the internet and its
offered services. They may be the ones who keep on exploring and exploiting the tools in a
productive way, who use internet beyond their personal and professional needs or they are into the
related profession so they are aware of the internet very well. Total hour(s) spent online per week
(approx.) -It may be concluded from the data gathered that themajority of the sample (45%) i.e.
almost around 50% spend more than 20 hours of the week online. This indicates that on daily
basis, more than 2 hours are spent on online services. The remaining 55% slot encompasses the
other three categories, 0 to 5 hours (15%), 5 to 10 hours (18%) and 10 to 20 hours (22%). The
proportion (in %) of these three categories does not vary much compared to each other.

It is easy to take a naive view of the sale, when it is believed that once the decision is made, the
work is finished. It's dangerous and short-sighted to think about the sales strategy or building
relationships with the client. A very small number of large sales is completed after the contract is
signed by the client. Most of the sales include the introduction, installation, maintenance or any
other contact by the buyer. The period after the decision-making is one of the most fruitful stages
for finding opportunities for new sales. The sales strategy should be customer-cantered and how to
influence it. From this follow - the better you understand the behavior of the client, the easier it
will be to develop a successful sales strategy. In the process of deciding on a large purchase, the
client's behavior is divided into three distinct stages. The purpose of the term paper is the overall
examination and understanding Emotion based marketing and its impact on consumer decision
making. In the first part of term paper describes the concept of customer decision making in
general. Next part represents the customer decision making through the process those takes part in
it. In the third part of term paper there are some factors which affect the decision- making process.
Fifth part is going to describe the emotion-based factors those influence the decision-making
process. The last part gives information about theoretical part and model of emotion-based
customer decision making
Consumer behavior is a process in which people determine what, where, when, how, from whom and how
often to buy and buy at all. This behavior depends on the demographic parameters of the person and the
features of his character. A retailer should analyse the process of consumer acceptance of decisions from
two different points of view. To do this, he must seek answers to the following questions: about buying
what goods and services he thinks, where and when the consumer decides to purchase it) the consumer can
make a decision independently or under influence. If the decision is influenced, the consumer relies on the
support of the retailer (for example, seeking help and information from qualified sales personnel)
throughout the decision- making process. If the decision is made independently - as to what and where to
buy - then before you visit the retail store, a person collects information and advice, and looks at the store
simply as a place of purchase (instead of this store, he could go to any other) . In this term paper I have
tried to show the main aspects and the factors that affecting customer decision making process from
theoretical side and their analyses that have been done and as a result of about emotions that affect decision
making process and could affect it. Such aspects like solution and choice, classifications, about impact of
integral and incidental emotions role, participation in decision making. Also about right answer in the
process of itself and where the answers bring us in the decision making When deciding whether to buy a
particular product or not (the question "what"), the consumer takes into account the characteristics of the
product, its durability, distinctive features, value, ease of use, appearance, etc. Considering in which retailer
to buy this product (the question "where") the consumer takes into account the location of the store, the
assortment of its goods, the possibility of obtaining a loan, the assistance of sales personnel, the operating
time of the store, the level of service, etc.

Thus, the firm-manufacturer and retailer have different tasks. The manufacturer wants people to
buy goods of his trademark ("what") in any place where they are sold ("where"). A retailer wants
people to buy from him ("where") in the store or out-of-the-shop available goods, and not
necessarily a trademark of a certain manufacturer ("what"). In other words, for the manufacturer it
is important "what" and no matter where, and for the retail trader, on the contrary, it is important
"where" and "whatever" is not important. Every time a person buys a product or service, he goes
through the decision-making process. In some cases, there are all six stages of this process, and in
others, only a few of them. For example, a consumer who once successfully bought a bag at a
local store may next go through a shorter decision-making process than a person who has never
bought a bag before. The end result of this process will be the purchase of goods or services. But
at any point in the process, the potential buyer may decide not to buy the product, and then the
process ceases.

The word "solution" has several meanings in our language, which for our purposes is important to
distinguish. First, the solution is understood as the totality of the possibilities considered, which in
one way or another are highlighted by the person making the choice. Secondly, the solution is a
process of searching for the most preferable options, including thinking, studying a question or
problem, finding the right answer. Thirdly, the solution is the search answer itself, for example
one or several selected options, the result of an analysis of some problem or a mathematical
problem. Finally, decisions are decrees, decrees, orders, orders, acts of legislative and executive
bodies, judicial and other decisions. In other languages, different words are used for these
concepts. For example, in the English language in the first case they say alternative, decision, in
the second - solving, Choice, in the third - solution, resolution, in the fourth - decree, order.
Decision-making tasks are often identified with choice tasks, which are among the most common
with which the person faces in his activity. In everyday life, we constantly haveto
FACTORS INFLUENCING THE DECISION TO PURCHASE

In the process of developing market relations, a market change took place, on which the producer
occupied the dominant position, the buyer's market. For the best promotion of goods on the
market, it is necessary to carefully study this market, as well as, the factors which influence the
behavior of consumer. Consumers' behavior is a complex, purposeful activity in this selection,
purchase and use of products. It is aimed at meeting the needs and is influenced by the
environment and individual differences of consumers. Every day consumers make a lot of
decisions about what to buy. In order to understand what the buyer is guided by, making this or
that purchase, it is necessary to determine what factors influence his behavior and what factors
influence the process of making a decision about a particular purchase. First, consider the factors
that influence consumer behavior. The behavior of people when making a purchase is formed
under the influence of many factors. On the one hand, the consumer's actions take place under
certain conditions, that is, they are conditioned by the environment, and on the other hand - the
decision to buy is made by the consumer taking into account his personal values, lifestyle,
emotions. Thus, all the factors affecting consumer behavior can be divided into two groups:
external (observable) and internal(unobservable).

Cultural factors

Culture factor has the major impact on human needs and behavior. For a person, that following the
values is usually important: achievement of purpose and success, active life position and
participation in public life, efficiency and practicality, progress, material comfort, individualism,
freedom, humanism, youth, good physical shape and health. Culture is constantly in development
therefore, marketing strategies must be flexible. Marketers should strive to identify cultural shifts
in order to find out what new products consumers would like to acquire and how, in accordance
with the values that have arisen, consumers should be presented with benefits. Each culture
consists of smaller elements - subcultures, or groups of people, adhering to a certain value system,
based on their overall life experience and position in society. Individual subcultures are
represented by groups of people united by national, religious, racial characteristics or living in the
same geographical region. Consumers belonging to different subcultures form importantsegments
 of market and in their calculation marketers develop products and marketing programs.

Social classes, status and roles of thebuyer

It could be said that almost in every society, in one form or another, there is a class structure.
Belonging to this or that social class is determined not by any single or concrete factor, for
example, earnings, but also by the combination of occupation, income, education, material well-
being and other characteristics. Consumer behavior is quite dependent on the social class to which
it belongs (shop choice, brand preference, etc.). Social classes have their own characteristics in
understanding the need, choosing evaluation criteria, in processing information, in the very
process of buying. For example, the purchase of clothing is carried out by the criterion of
expressing one's belonging to the desired social class. Higher social strata often choose expensive,
rare, unique products, middle layers are sensitive to the style and design of household items, the
lower layers are focused on the functionality ofobjects.

Economic forces

Many experts in the field of the market believe that the main impact on human behavior is
provided by the economy. The influence of economic factors, first of all, is manifested through the
level of welfare of buyers. Simply put, if people make more money, they will probably spend
more on different goods. Consequently, one of the methods for assessing buyers is their
classification by income level: with increasing incomes, the ways of spending and accumulating
money change. People with higher incomes will not be satisfied with goods and services that meet
the requirements of people with lower incomes. This consumer behavior can change the overall
economic environment. If the economy is on the rise, then, as usual mass consumers, and
representatives of enterprises spend money differently than during the economicdownturn.

Researches on digital marketing and its tools and the impact on the audience
orusers.
Gehrt, Rajan, Shainesh, Czerwinski and O’Brien (2012)

did the empirical study to explore Indian online shopping (being an emerging economy), using
shopping orientations
research. Questionnaire survey method was conducted for identified online respondents of consumer panel
members. Through this study, three online shopping segments were identified in Indian scenario; value
singularity, quality at any price, reputation/recreation orientations. The quality at any price and the
reputation/recreation segments appeared to be the predominant online shoppers in Indian context. This was
in contrast to the early online shoppers in the USA, where value singularity segment was the pioneer online
shoppers, being often motivated by price. Orientation towards shopping differed between the quality at any
price and reputation/recreation segments. Yet their behaviour, website attribute ratings, and demographics
were quite similar, but for their occupational difference being managerial versus clerical type. It was
interesting to find that the Indian consumers‟ orientations are not price-based. At the same time, the study
noted that consumer conceptualizations of shopping have not yet undergone full elaboration in the
emerging Indian economy, as analysed for shopping orientations along with website dimensionality
(security/responsiveness and design/assortment). This study was practically the first one to build the
foundation of knowledge of Indian online shopping with respect to Indian consumer behaviour, linking
online shopping orientations with a wide complement of correlates. It opens up doors for a lot of future
researches. As this emerging market develops and consumers‟ sophistication increases, this cross-sectional
study has a lot of scope to get extended with longitudinal research to capture and track the changes in
Indian consumers‟ perceptions of the marketplace.

Janda (2008) did the study on how four major online concerns, (i.e. privacy, security,
credibility, and virtual experience) influence the likelihood of making online purchases. Such
influence was studied across male and female genders group to find out if the gender moderates
the effect of online concerns. This study also empirically evaluates the influence of key consumer
concerns on likelihood of making online purchase in the light of prevailing online marketing
theory. Methodology adopted was hand delivered surveys and quota sampling was done to
represent different age-group to cover wide variety of consumer spread. 22 marketing research
students were used to target predominantly non-students internet users for the survey. Quota
sampling was used to represent different age groups. Finally, it resulted into 404 individuals
usable sample data (208 females and 196 males). They were having approximately 5years of
internet use experience with age group between 18-78 years. Confirmatory Factor Analysis was
done to assess the overall measurement quality of the four constructs. Gender effect provided the
fifth hypothesized relationship in the model. Findings indicate that security and virtual experience
concerns have significantly negative impact on likelihood of making online purchases both for
males and females. However, concern about privacy and online information credibility affect the
purchase likelihood more in case of female consumers. This establishes the role of gender as a
moderator in this context. For that matter, this study had a major implication for those websites
which specifically target women or have main target market as women. Those sites need to put
visible emphasis on how customer information privacy in

safeguarded. Overall, this study helps marketers in understanding and predicting consumers‟
online purchase behaviour
An obvious limitation of the study is that the data pertains to a restricted number of online
concerns. Future research is possible to cover wider demographic sample and including other
relevant variables like personality and lifestyle. Similarly research can be undertaken, how online
concerns affect purchase behaviour, across different categories of service or product and various
countries facing different phase of economy

Liang, Chen and Wang (2008) in their study have developed and empirically tested a model
to properly examine the relations among relationship-bonding tactics, perceived relationship
investment, perceived relationship quality, customer loyalty, customer retention, and cross-buying.
This study was carried out specifically in the context of on line customers. Idea was to analyse
purchase behaviour of online customers keeping all aspects of relationship building efforts,
customer retention and loyalty in the picture. The conceptual framework for the research model
was developed with constructs for relationship-bonding tactics like, financial bonding, social
bonding, and structural bonding leading to relationship investment, which leads to relationship
quality and that in turn leads to customer loyalty.

Customer loyalty is crucial for customer retention and cross-buying. Thus a sequential influence of
relationship marketing has been developed in this research model in context of online financial
services. The methodology adopted was a questionnaire survey sent to 2300 randomly selected
customers from online database of a securities corporation. Data for finally returned and valid 766
online customers was taken up for analysis. Results established the effectiveness of relationship
marketing positively influences online customers‟ perception, and ultimately leads to actual
purchase behaviour.

The relationship quality results in customer retention and cross buying. The study suggests that
online relationship marketing can be used very effectively, right from converting switchers to
stayers and to long-term loyal customers. Interestingly, the results of this study showed that online
customers value social bonding most, followed by structural bonding and financial bonding. This
is as against the common perception that users turn to internet for utilitarian reasons like price
savings and convenience. Possible limitation of the study could be that it was confined to financial
services set-up (online securities buying), and there could be other complex behavioural and
attitude based variables that may need further exploration or research. Stage of the economy,
phases like slowdown or recession might have major impact during the study period, which may
not be so prevalentotherwise
M. Bulearca and S. Bulearca (2010) in their research, based on a qualitative interpretivist-
exploratory study to explore how SMEs use Twitter in their marketing strategies,
their perception about Twitter benefits/limitations, and their plans for improvement for future use
of Twitter in their strategies. This paper particularly relates to the pilot stage, wherein an in- depth
interview with a British SME was done to get initial insights while testing the validity, reliability
and trustworthiness of the study.

It was a semi structured online synchronous one to one in-depth interview for almost two hours
and forty five minutes with prompted questions and elaborate discussions on Skype chat that
alsowas recorded for transcript purpose of the data. Three levels of critical discourse analysis have
been applied to this qualitative research – description, interpretation and explanation. Interesting
emergent ideas (as captured and described in the interview) were put into categories of themes and
patterns and the meanings are discussed in the light of research aims and objectives. This pilot
stage interview projected three emerging themes viz., networking and relationship building, e-
WOM, and requirements. The findings at this stage supported the idea that though Twitter should
not be viewed as the be-all and end-all for marketing communications, it is still a critical platform
to embark on, especially for listening to and influencing customers‟opinion.

Twitter can have business benefits in terms of networking, relationship and online branding
opportunities. On the other hand, irreparable and costly damages can be caused by negative
electronic Word of Mouth (eWOM). The study had the limitations of being a qualitative study on
the perceptions and use of Twitter as a form of e-WOM marketing and was confined to SMEs
only. Further research can be done to explore the potentiality of Twitter as a relationship
marketing tool, rather than just sending informationalmessages.

Clark and Melancon (2013) in this study investigated whether investment in social media
actually helps in building and maintaining meaningful relationship with customers (in relationship
marketing perspective). Traditional mass media marketing communications appears to be on the
decay in its effectiveness, because customers have a tendency of avoiding such bombardment of
plethora of marketing messages (advertisement being a paid media). This study was conducted in
the USA taking readership base of a magazine. Taking the large cross-section of relationship of
the magazine, comparison was done between those who follow and those who do not followthe
organization on the social media sites.

Thus it was possible to estimate as to how much of additional impact social media strategies have
created on the organization’s relationships with customers. Findings derived through regression
analysis supported the fact that those consumers who like or follow the organization’s social media
page, tend to perceive higher level of relationship investment than those who were non-followers.
Again, the followers carried higher perceptions of the relationship quality than that of non-
followers. Put together (the two perceptions about relationship investment and the

relationship quality), it indicates that social media seems to influence key marketing variables that
helps in creating and maintaining relational consumers.

It further established that those following the organization on social media had higher level of
customer satisfaction and also had higher loyalty to the organization than the non-followers.
Finally it supported the fact that the followers demonstrated higher positive word-of-mouth
intentions than the non-followers. To sum up all findings, it was established that the social media
followers of the organization, not only feel a stronger positive relationship with the organization,
but also are more actively engaged in behaviour that helps the organization, i.e. good word-of-
mouth and loyalty. The research has provided the evidence that social media investment is a
prominent construct in the relationship investment within the relationship marketing framework of
the organization. This study leaves scope for future research in terms of more in-depth analysis at
specific social media strategies and various relational outcomes that benefit the organization
 Chapter-5
Research methodology
 The methodology of this survey is based on exploratory research design. A questionnaire has been
created, to understand what digital marketing strategies the marketers are practicing in B2B
organizations.

Research - Generally, research is the organised and systematic method of finding answers to
questions. It is systematic because it is a process broken up into clear steps that lead to
conclusions. Research is organised because there is a planned structure or method used to reach
the conclusion.

Methodology- A methodology is a set of ideas or guidelines about how to proceed in gathering

and validating knowledge of a subject matter. Different areas of science have developed very
different bodies of methodology on the basis of which to conduct theirresearch.

Researchmethodology

Is the path through which researchers need to conduct their research?

It shows the path through which these researchers formulate their problems and objectives And
present their result from the data obtained during the study period. It defines what the Activity of
research is, how to proceed, how to measure progress and what constitute success. It provides us
an advancement of wealth of human knowledge, took of the trade to carry out Research tools to
look at things in life objectively, and develops a critical and scientific Attitude, disciplined
thinking to observe objectively, and skills of research particularly in the Age ofinformation.

Primary data

Primary data is data that is collected by a researcher from first-hand sources, using methods
like surveys, interviews, or experiments. It is collected with the research project in mind, directly
from primary sources.

 In this study primary data has been collected sending questionnaires totherespondents.

 For the purpose of collecting the same, 25 respondents have been randomlyselected.

 In this study, primary data plays a vital role for analysis, interpretation, conclusion And
suggestion. It will basically help out in getting goodresult.
Secondary data

Secondary data is the data that have been already collected by and readily available from other
sources. 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.

-basically in this study secondary data is used to get some insights of the company and it’s profile.
And collecting the information related to digital marketing tools.

-data has been gathered through research and website.

Researchdesign

The research design refers to the overall strategy that you choose to integrate the different
components of the study in a coherent and logical way, thereby, ensuring you will effectively
address the research problem; it constitutes the blueprint for the collection, measurement, and
analysis of data.

Exploratory research design has been used.

Samplesize

25 respondents

Data collectioninstruments

Survey questionnaire
STATASTICAL TOOL USED FOR DATAANALYSIS

Percentile_Method
 CHAPTER 6
DATA ANALYSIS AND INTERPRETATION
6.1 Why analyse data in research?

Researchers rely heavily on data as they have a story to tell or problems to solve. It starts with a
question, and data is nothing but an answer to that question. But, what if there is no question to
ask? Well! It is possible to explore data even without a problem – we call it ‘Data Mining’ which
often reveal some interesting patterns within the data that are worth exploring.

Irrelevant to the type of data, researchers explore, their mission and audiences’ vision guide them
to find the patterns so they could shape the story they want to tell. One of the essential things
expected from researchers while analysing data is to stay open and remain unbiased towards
unexpected patterns, expressions, and results. Remember, sometimes, data analysis tells the most
unforeseen yet exciting stories that were not at all expected at the time of initiating data analysis.
Therefore, rely on the data you have at hand and enjoy the journey of exploratory data analysis in
research.
DATA ANALYSIS AND INTERPRETATION

Age group

Fig 6.1
Interpretation
The figure 6.1 shows the division of age group among the respondents.

Here 22.2% respondents are of age group from 16-20 and 48.9% respondents are of age 21-25.
21.1% respondents are of age 26-30 and 7.8% are of age 30+
What do you think? What is the biggest challenge solar panel face?

Fig 6.2
Interpretation
This figure 6.2 shows the awareness of the respondents about what kind of challenges solar panels
face in today’s time.

23.3% people thinks that it’s the mind set of people which is a challenge. 60% people thinks that
it’s the initial cost that has a huge impact. 10% people thinks that the challenge is that solar
panels require a larger area. And 6.7% people thinks that it’s the grid stability.
Rank these companies as per your awareness

Fig 6.3
Interpretation
This figure 6.3 shows the awareness of the respondents towards the different companies. In this
nd
figure as you can people are more aware about luminous solar panel. On 2 Tata solar
rd
recognised. On 3 loom solar is there then peacock solar and at last vikram solar.
On a scale of one (unlikely) to five (very likely), how likely would you be to
recommend solar panels to friends or family?

Fig 6.4
Interpretation
As in figure 6.4 respondents have been asked on a scale of 1 to 5 like would they recommend
solar panel to their friends and family. 53.3% people give it five stars. 35.6% people give 4 stars.
8.9% people give it 3 stars. 2.2% people give it 2 stars and 0% people give it 1star
Would you compromise on quality in favour of cost-effective solarproducts?

Fig 6.5
Interpretation
In figure 6.5 as asked from the respondents would they compromise on quality in favour of
cost- effective solar products.25.6% said they will compromise 31.1% people said that they will
not compromise and 43.3% respondents are not sure about they will compromise ornot.
Social media marketing is helpful in attracting the customers?

Fig 6.6
Interpretation
Here respondents were asked that social media is helpful in attracting new customers. 7.8%
respondents strongly disagree. 8.9% respondents disagree. 11.1% respondents were neutral about
this. 40% respondents agree to this and 32.2% respondents strongly agree
Do advertisments and offers influence your preference and purchase?

Fig 6.7
Interpretation
As in fig 6.7 respondents were asked that advertisment influence their purchase. 54.4%
respondents said yes it does influence their purchasing. 6.7% respondents said no and 38.9%
respondents marked maybe.

60
Do solar panel have a good future in india?

Fig 6.8
Interpretation
In fig 6.8 respondents were asked about the future of solar panel 61.1% respondents thinks that
it has a future in india. 2.2% respondents thinks it has no future and 36.7% respondents thinks it
maybe has afuture.
Going solar is a good option for clean environment?

Fig 6.9
Interpretation
In this respondents were asked that going solar is a good option for clean environment. 58.9%
respondents said yes. 36.7% people said maybe and 4.4% respondents said no.
Being a solar panel user what's the main thing on which you'll focus more?

Fig 6.10

Interpretation

In fig 6.10 it was asked that being a solar panel user on which thing they will focus more 33.3%
respondents said quality. 33.3% respondents said initial investment.
22.2% respondents said maintenance and 11.1% respondents said free services.
Is social media marketing better for B2B businesses?

Fig 6.11

Interpretation

In fig 6.11 it was asked that social media marketing is better for B2B business 92.2%
respondents said yes and 11.1% respondents saidno.
What do you think what is the biggest challenge faced for solar energy
marketing?

Fig 6.12

Interpretation

In fig 6.12 respondents were asked that what they think is the biggest challenge for solar panels.
11.4% respondents said overwhelming data. 35.2% said tools and technology. 35.2 respondents
said providing ROI and 18.2% respondents said securing enough resources.
Do you know about peacock solar?

Fig 6.13

Interpretation

In this awareness of respondents was checked related to peacock solar. 51.7% people said
they know about peacock solar.19.1% respondents were not aware about peacock solar and
29.2% said they may know about this.
Does other competitor of solar panel are impacting peacock solar's marketshare?

Fig 6.14

Interpretation

In this figure 6.14

54.4% respondents thinks other competitors will impact market share of peacock solar. 37.8%
respondent thinks it may impact and 7.8% respondents said no.
How efficient or important is solar power in today's generation?

Fig 6.15

Interpretation

In this figure 6.15

80.9% Respondents solar panel is efficient in today’s generation. 14.6% respondents marked it
as 4 star and 4.5% people marked it as 3star
What digital marketing tool are you aware of most?

Fig 6.16

Interpretation

In this respondents were asked how much they are aware about digital marketing.29.2%
respondents said paid promotion. 21.3% respondents are aware about email marketing.22.5%
respondents are aware about video hosting and 27% respondents are aware about content creation.
Do you think marketing tools helps to grow business?

Fig 6.17

Interpretation

In figure 6.17 respondents were asked that do they think marketing tools helps to grow business.
57.3% people said yes. 37.1% respondents said maybe and 5.6% respondents said no.
 CHAPTER 7
RESULT AND LEARNING OUTCOME
 FINDINGS OF THESTUDY:

 Out of 90 outcomes 60% respondents thought initial cost is the biggest challenge faced bysolar
firms.
 Out 90 respondents 53.3% thinks they will surely suggest to a friend to go solar and 35.6%
respondents also gave 4 stars toit.
 Out of 90 respondents 31.1% said they will not compromise onquality.
 Out of 90 respondents 40% agrees that social media is helpful is attracting more customers
and 32.2% strongly agrees toit.
 54% respondents said that advertising influence the purchasingpower.
 Out of 90 respondents 61.1% respondents thinks solar panel has a good future inindia.
 Out of 90 respondents 92.2% respondents thinks social media marketing is good for B2B
business
 51.7% people know about peacocksolar.
 Out of 90 respondents 80.9% respondents thinks solar power is efficient in today’sgeneration.
 Major learning and internshipoutcomes

 The importance of graphic design and interactive website to increase the user experience and
make it interesting andeye-catching.
 Conveying your idea in a more efficient Manner and in shorter and more interestingway.
 Good knowledge in the area of digital marketing and preparation of questionnaires for
recruitment and testingpurposes.
 I learned about the consumer perception about solar energy and their interest in the solar energy
market
 In this entire internship I gained in depth knowledge of strategic marketing and digital marketing
tools and its components along with itsfunctions
 I learned about the online lead generation strategy and formation of Googlekeywords
 Usage of keywords in online posts and how they increase the reach of the posts and content that
weshare
 I learned about content writing and how the keywords are placed in the content to make it
more efficient and improve the ranking on SERP (search Engine ResultsPage)
 The importance of quality content and relevant content and the importance of content blogging
for thebusiness.
Actual work done ininternship:

 Lead Magnets: an incentive that drives prospects to become alead.

 Lead Qualification: a process that uses the lead’s information to determine how likely they are to
buy.
 Lead Segmentation: the process of segmenting leads based on their information, habits, and
activities
 On-page lead generation tools: To help you capture leads on yourwebsite.
 Inbound lead generation tools: To help you bring more leads to your website and otherchannels.
 Outbound lead generation tools: To help you identify leads and send messages via outbound
channels (email, calls,etc.)
 Prepared a lead generation strategy for online customers B2b and B2c salesstrategy.
 A lead generation strategy includes tactics that attract interested prospects and convert them into
leads. A lead is a person who has shown interest in your brand by taking some action. They have
shared their contact details or otherwise implied that they may want to do business withyou.
 Both B2C and B2B lead generation strategies include fourcomponents.
 Lead Capture: a way to collect information from a lead. Information may include the lead’s name
and contact information as well as relevant qualifying details about them or their organization
(e.g., business name, position, number ofemployees).
 CRO tools to maximize leads: So you can increase the percentage of users who convert into more
valuableleads.
 Email marketing tools: To help you generate and nurture leads along the customerjourney.
 Search marketing tools: To increase traffic from organic and paid search and generate more on-
siteleads.

 Marketing management tools: To measure performance, maximize lead generation and improve
the quality ofleads.
 This task helped me understand the sales perspective of B2B and B2C sales and helpedmy
 understand and formulate strategic lead generation strategy.
 Also, I analysed Google trends to find out the active keywords with high reach which helped my
grow my knowledge of Google trends which is a very efficient software tool to improve your
business strategy and analyse risk andopportunities
 Created content for 14 differenttopics.
 Solutions to improve the feasibility of rooftop solarpanels
 Cost estimates of rooftop solarpanel

 Current sources of public financing for sustainable urban development for rooftop solarpanel

 Role of rooftop solar in sustainable urbandevelopment

 Barriers to rooftop solarpanels
 Scaling up rooftop solarpanel
 Rooftop SolarVariants
 Rooftop photovoltaic Power station
 What makes rooftop solargrow
 Environmental profile of rooftopsolar
 Jobs in Rooftop solarpanels
 OwnershipOptions
 Guidelines for grid connectedrooftops
 Solar PanelCost
 This helped me gain some in-depth knowledge about the solar industry and content creation.
Also, I improved my communication and writing skills through thistask.
 Created graphic design ideas for 11 different topics with 5 ideaseach
 Earn from your emptyrooftop
 Choose Solar today for a bright future for your kidstomorrow
 Solar is a great investmentoption
 Getting solareasy
 Save your family from the airpollution
 Solar is a greatrevenue
 Solar makes you look smartest in theneighborhood
 Solar is your extra income generator second income of thehouse
 Solar makes your house look new andmodern
 Solar runs your home freeforever
 Solar saves money which can be used for otherthings
 This task help me understand how to make your social media platforms and website more
interesting easy to understand and reach. Also, helped me to be more creative andinnovative.

CONCLUSION:

The energy of light shifts electrons in some semiconducting materials. This photovoltaic effect is
capable of large-scale electricity generation. However, the present low efficiency of solar PV cells
demands very large areas to supply electricity demands.

Direct use of solar energy is the only renewable means capable of ultimately supplanting current
global energy supply from non-renewable sources, but at the expense of a land area of at least half
a millionkm2.

Peacock Solar and other such companies are making a change by their aim to provide every
household with access to clean energy via solar at their rooftop through effective financing and
implementation.

Three of the four large-scale shifts in the global energy system identified by IEA testify to another
perspective on renewable energy. They point to the development of a new system dominated by
energy efficiency and renewable energy. Firstly: the rapid deployment and falling costs of clean
energy technologies; in 2016, growth in solar PV capacity was larger than for any other form of
generation; since 2010, costs of new solar PV have come down by 70%, wind by 25% and battery
costs by 40%. Then: the growing electrification of energy; in 2016, spending by the world’s
consumers on electricity approached parity with their spending on oil products. And: the shift to a
more services-oriented economy and a cleaner energy mix in China, the world’s largest energy
consumer. ‘Solar is forging ahead in global power markets as it becomes the cheapest source of
electricity generation in many places, including China and India.
Peacock solar helps in creating awareness about the clean energy through various digital platforms
such as Facebook, Instagram, Twitter, Linkedin, Youtube. There are various digital marketing
tools that are also being used to spread awareness about the solar energy and to improvebusiness.

RECOMMENDATIONS:

1. Peacock solar can be used to engage employees in different ways and a good competition is a
great way to draw learner’s attention. Contests with decent prizes should be conducted on regular
basis Gamification can be used to motivate the employees to make the best use of resources. Honor
scrolls should be distributed to the top 3 performers. Thiswill
Encourage them to keep exploring.

2. One day training program on Leadership, Team Building, and Soft Skills etc. should be
conducted for all the employees as well as theManagers.
3. Skill gap analysis should be done for each department- Marketing, Web Development,HR
4. The content creation cell needs to work more on building strong content for all the employees
andwebsite.
 Bibliography:

http://www.peacocksolar.com

https://in.linkedin.com

https://www,biobasedpress.eu

http://www.loomsolar.com

http://www.greenmatch.co.uk

http://www.greentech.com

http://www.en.eikipedia.com

http://www.economictimes.india.com

http://www.solarmango.com
 Annexures

8/8/2020 Survey - Awareness about solarpanels

Survey - Awareness about solar panels

Hello Partaker,
Basically this survey is being conducted to understand and to check the knowledge of yours towards
solar panels. This survey plays an important part in my summer internship program report. kindly
spare few minutes to fill up this questionnaire.
* Required

1. Name*

2. Age*

Mark only one oval.

16-20

21-25

26-30

30+

3. What do think? What is the biggest challenge solar panel face?*

Mark only one oval.

Mindset of people

Initial high capital cost

Require larger area

Grid stability
8/8/2020 Survey - Awareness about solarpanels

4. Rank these companies as per your awareness*

Mark only one oval per row.

Neverheared justatouch Justabout Prettywell Almost

Lumiinous sollarr

panell Loom sollarr

Tatta sollarr

Peacock sollarr

Viikrram sollarr

5. Onascaleofone(unlikely)tofive(verylikely),howlikelywouldyoubeto
recommend solar panels to friends or family?*

Mark only one oval.

1 2 3 4 5

6. Would you compromise on quality in favor of cost-effective solar products?*

Mark only one oval.

Yes

No

Maybe
8/8/2020 Survey - Awareness about solarpanels

7. Social media marketing is helpful in attracting the customers?*

Mark only one oval.

Strongly disagree

Disagree

Neutral

Agree

Strongly agree

8. Do advertisments and offers influence your preference and purchase?*

Mark only one oval.

Yes

No

Maybe

9. Do solar panel have a good future in india?*

Mark only one oval.

Yes

No

Maybe

10. Goingsolarisagoodoptionforcleanenvirnoment?*

Mark only
oneoval.
 Yes

No

Maybe

8/8/2020 Survey - Awareness about solarpanels

11. Beingasolarpaneluserwhat'sthemainthingonwhichyou'llfocusmore?*

Mark only one oval.

quality

initial investment

maintenance

freeservices

12. Is social media marketing better for B2B businesses?*

Check all that apply.

yes
no

13. What do you think what is the biggest challange faced for solarenergy
marketing?

Mark only one oval.

Overwhelming data

Tools and Technology

Providing ROI for marketing activity.

Securing enough resources

14. Do you know about peacock solar?

Mark only
oneoval.
 Yes

No

Maybe

8/8/2020

15. Doesothercompetitorofsolarpanelareimpactingpeacocksolar'smarket
share?*

Mark only one oval.

Yes

No

Maybe

16. How efficient or important is solar power in today'sgeneration?

Mark only one oval.

1 2 3 4 5

Least important very important

17. What digital marketing tool are you aware ofmost?

Mark only one oval.

Paid ads

Email marketing

Video hosting

Content creation

18. Do you think marketing tools helps to growbusiness?

Mark only one oval.

Yes

No

Maybe