SUMMER INTERNSHIP PROJECT REPORT ON

DEVISING DIGITAL MARKETING STRATEGIES IN ORDER

TO INCREASE ORGANIZATION’S ONLINE PRESENCE.

SUBMITTED BY

YASH NARESH GAJWANI

ROLL NO: 06-14-026

PGDM RETAIL MANAGEMENT

2019-21

UNDER THE GUIDANCE

OF Dr. KIRTI WANKHEDE

K J SOMAIYA INSTITUTE OF MANAGEMENT, MUMBAI

DEVISING DIGITAL MARKETING STRATEGIES IN ORDER TO INCREASE
ORGANIZATION’S ONLINE PRESENCE.

BY

YASH NARESH GAJWANI

RM - 06-14-026

K J Somaiya Institute of Management

UNDER THE GUIDANCE OF

Corporate Guide Faculty Guide

Mr. Mitul Choubey Dr. Kirti Wankhede

Brand Manager Assistant Professor

Continental Coffee Pvt. Ltd. K J Somaiya Institute

of Management

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DECLARATION

I hereby declare, to the best of my knowledge and ability that my work on the
Summer Internship Project title “Devising Digital Marketing Strategies in order to
increase organization’s online presence.” is a genuine research work undertaken by
me. It has not been published anywhere earlier and is prepared after completion of the
Summer Internship Program with Continental Coffee Pvt. Ltd.

In addition to this, as some of the results are confidential in nature, detail analysis of
the same is not included in this report.

Yash Naresh Gajwani

Retail Management - 06-14-026

K J Somaiya Institute of Management, Mumbai

 CERTIFICATE FROM SUMMER PROJECT GUIDES

THIS IS TO CERTIFY THAT YASH GAJWANI, A STUDENT OF THE RETAIL MANAGEMENT

AT K J SOMAIYA INSTITUTE OF MANAGEMENT, HAS WORKED UNDER OUR
GUIDANCE AND SUPERVISION.

THIS SUMMER PROJECT REPORT TITLE “DEVISING DIGITAL MARKETING STRATEGIES

IN ORDER TO INCREASE ORGANIZATION’S ONLINE PRESENCE” HAS THE REQUISITE
STANDANRD AND TO THE BEST OF OUR KNOWLEDGE HAS NO PART OF IT BEEN
REPRODUCED FROM ANY OTHER SUMMER PROJECT, MONOGRAPH, REPORT OR
BOOK.

FACULTY GUIDE CORPORATE GUIDE

Dr. KIRTI WANKHEDE Mr. MITUL CHOUBEY

ASSISTANT PROFESSOR BRAND MANAGER

K J SOMAIYA INSTITUTE OF MANAGEMENT CONTINENTAL COFFEE PVT. LTD.

ACKNOWLEDGEMENTS

Firstly, I would like to thank Continental Coffee for providing me with the virtual
internship opportunity of working as a digital marketing intern. The internship
provided me great insights into the world of digital marketing and brand management.

I would like to thank, Mr. Mitul Choubey, brand manager at Continental Coffee, for
his constant support and guidance. The smooth on-boarding process and overall
structure of the internship program ensured a continuous learning experience. His
constant presence helped me understand the process of insight building. I would also like
to thank Mr. Preetam Patnaik, Head of Marketing at Continental Coffee for his
constructive comments and warm encouragement.

I would also like to thank my faculty guide, Dr. Kirti Wankhede, Assistant Professor,
K J Somaiya Institute of Management, for her valuable guidance and support in
completing this project.

I also appreciate my fellow interns at Continental Coffee for giving me fresh

perspectives during by project and also helping me to make my project a successful
one. I perceive this opportunity as a milestone in my career development. I will strive
to use gained skills and knowledge in the best possible way, and I will continue to
work on improving them, in order to attain desired career objectives.

I am grateful to my esteemed institution for inspiring me, to evolve, learn, and grow as
a manager and take new responsibilities and make most of the opportunities that lie
ahead, by the Summer Internship Program.
I would also like to thank my friends and family for inspiring me to put in my best
effort into this project.
Table of Contents
EXECUTIVE SUMMARY...........................................................................................................................7
INDUSTRY OVERVIEW...................................................................................................................8
COFFEE INDUSTRY IN INDIA.......................................................................................................8
WAY AHEAD......................................................................................................................................9
ABOUT CONTINENTAL COFFEE................................................................................................10
MILESTONES...................................................................................................................................10
ABOUT THE PROJECT..................................................................................................................11
INTRODUCTION.............................................................................................................................11
PROJECT OBJECTIVES................................................................................................................11
COMPANY STUDY..........................................................................................................................12
PRODUCT PROFILE.......................................................................................................................14
PACKAGING....................................................................................................................................14
BRANDS AND THEIR PERSONALITY........................................................................................15
DIGITAL MARKETING STRATERGIES.....................................................................................17
CONSUMER TARGETING IN THE DIGITAL WORLD............................................................17
MOTIVE FOR ONLINE SEARCH FOR CCL PRODUCTS........................................................19
CONTENT APPROPRIATE FOR TARGET AUDIENCE..........................................................19
TOUCH POINTS FOR THE CONTENT.......................................................................................20
RESOURCE ALLOCATION & MEASUREMENT......................................................................20
WEBSITE ANALYSIS AND SEO...................................................................................................21
SOME CAMPAIGNS.......................................................................................................................23
RECOMMENDATIONS..................................................................................................................24
FUTURE SCOPE..............................................................................................................................24
CONCLUSION.................................................................................................................................25
EXECUTIVE SUMMARY

The primary objective of my Summer Internship Project was to use Digital Marketing
Strategies to increase the online presence of Continental Coffee. As a part of the
internship I was expected to plan campaigns, create content for campaigns and
execute the Social Media strategy for some platforms assigned by my corporate
guide to enhance the brand presence.

The activities to be undertaken include:

 Study Continental Coffee in and out and research about its product
offerings (Both B2B & B2C)
 Identify the brand personality of each brand under CCL
 Consumer targeting in the digital world and justify the touch points
 Resource allocation and measurements
 Creating and using social media to increase brand awareness as well as
sales
 Website Analysis
 Search Engine Optimization
 Website content curation
 Content writing, on website as well as the other pages
 Social media marketing and running ads for various brands
 Understanding and optimizing E-Commerce business websites
 Scheduling and strategizing social media campaigns
The overall objective of the project was to identify marketing strategies for social
media platforms to enhance the brand presence and hence increase the sales of the
product through different social media campaigns.
INDUSTRY OVERVIEW
Coffee Industry in India
India has largely been a tea-drinking nation since time immemorial. However,
coffee has become an increasingly popular drink since the turn of the twentieth
century. It is now no longer a typical drink, but a refreshing and voguish
beverage.

While the urban consumption dominates with about 73 percent of total volumes,
the remaining 27 percent it is speculated to account for rural consumption,
especially in South India. Among the South Indian States, Tamil Nadu accounts
for 60 percent of consumption, while Karnataka, Andhra Pradesh, and Kerala
account for 25%, 10%, and 5% respectively. In the North, East and West zones,
consumption of instant coffee is more predominant than filter coffee.
Occasional drinkers in these regions contribute to 52% of total consumption.
However, in the south zone, the consumption of filter coffee is higher than that
of instant coffee.

Urban vs Rural
Regionwise
27%
5%
10%

73% 25%
60%

RuralUrban Tamil NaduKarnatakaAndra PradeshKerala

Coffee Consumption in India; Source: Coffee Board of India

As per Euromonitor International statistics, on an annual per capita basis,

Indians drank 15.6 cups of coffee in 2014 and 16.6 cups so far. While coffee has
traditionally been dominant in India’s south, where it is known as filter coffee,
the drink gained nation-wide popularity in the early 2000s amid a cafe culture
boom that some say mirrored the growth of India’s tech sectors.
Way Ahead

Source: Statista (Forecast adjusted for expected impact of COVID-19), May 2020

The Indian coffee cafe market is expected to register growth at a CAGR

of over 12% during 2019-2024.

The growth of the market can be attributed to the increasing demand from
young population, rising disposable income, rapid urbanization, corporate
culture, and global lifestyle. Moreover, rising number of double income
households, more global exposure, increasing innovation and media
penetration is further fueling growth in the Indian coffee cafe market.

Additionally, factors like changing lifestyle preferences influenced by

western countries, a number of variants in beverages available in the
market and enhanced accessibility through increasing number of outlets
in Tier II and Tier III cities have all added up to the expedition of many
national and international players in the sector, which would aid the
growth of the Indian coffee cafe market during forecast period.
ABOUT CONTINENTAL COFFEE

CCL Products (India) Limited, a listed public company limited by shares

was founded in the year 1994 with the vision of creating only the finest
and the richest coffee in the world. CCL Products has taught itself to do
business with integrity, commitment, customer orientation and an
unwavering effort to maintain the highest quality standards in the
industry. Its strong infrastructural backbone and a global client repertoire
in over 90 countries have led us to evolve into the largest instant coffee
exporter in private labeling in the world

MILESTONES
 ABOUT THE PROJECT
Introduction
Amidst the Covid-19 pandemic, digital media has become one of the
most important medium to build trust and relationship between the
company’s clients and their customers. Consequently, as a part of the
summer project, I worked on the project titled – “Devising digital
marketing strategies in order to increase organization’s online presence”
The project aims at digital marketing techniques by strategizing and
executing activities of branding, developing, and implementing short- &
long-term marketing strategies & advertising campaigns in order to create
and increase brand awareness of our products.

Project Objectives

 Study Continental Coffee in and out and research about its product
offerings (Both B2B & B2C)
 Identify the brand personality of each brand under CCL
 Consumer targeting in the digital world and justify the touch points
 Resource allocation and measurements
 Creating and using social media to increase brand awareness as
well as sales
 Website Analysis
 Search Engine Optimization
 Website content curation
 Content writing, on website as well as the other pages
 Social media marketing and running ads for various brands
 Understanding and optimizing E-Commerce business websites
 Scheduling and strategizing social media campaigns
 SEO ranking and social media presence.

Note: Some of the parts of the project could not be included in the report as it
was done on sensitive data and is against the policies of the company.
COMPANY STUDY

Continental Coffee is world’s largest private label manufacturer with a capacity

of 35000 tonnes of instant coffee and 50000 tonnes of coffee products

Its production facilities:

1. CCL Products (India) Limited Duggirala, Andhra Pradesh
CCL Products’ state-of-the-art Soluble Instant Coffee Manufacturing.
The plant is located at Duggirala Mandal, Guntur District, Andhra
Pradesh, India, with a current combined capacity of 35,000 MTs, per
annum.
CCL Products has the distinction of setting up India’s first Freeze Dried
Instant Coffee Manufacturing Plant in the year 2005 at this facility.

2. CCL Products (India) Limited Kuvvakolli, Andhra Pradesh

With an emerging demand for our freeze dried coffee one more freeze
dried unit has been put up at Kuvvakolli with a capacity of 5000MT’s per

annum.
3. Ngon Coffee Company Limited, Dak Lak Province, Vietnam
Ngon Coffee state-of-the-art Coffee Manufacturing Plant is located at Cu
Kuin Industrial Complex, Cu Kuin District, Dak lak Province, Vietnam.

4. Continental Coffee SA (formerly Grandsaugreen SA) Les Verriers,

Canton of Neuchatel, Switzerland.

Continental Coffee S.A is engaged in the manufacture of Instant/Soluble

Agglomerated/granulated Coffee, as well as the supplying of Spray-Dried
coffee, and Freeze-Dried Coffee. It has the ability to customize instant
coffee, as per the customer requirements, from carefully chosen Arabica
and Robusta coffee beans which are roasted and processed to perfection.
In addition to 100% pure soluble instant coffee
 Product Profile

Continental Coffee is the one stop solution for all the types of coffee. The are
also investing in their R&D for innovation of new types of coffee like Ice
coffee, etc.

Packaging:
BRANDS AND THEIR PERSONALITY

Continental Malgudi: Filter Coffee

Target Audience:
 Southern India
 People in the age group of 30 and above
 Rural Area
Brand Personality
 Brings the Nostalgic Feel
 Related to Traditions

Competitors: Bru Green Label, Farm Gate (Namma Chennai)

Continental Malgudi is sourced from the finest varieties of Arabica and Robusta
beans and processed under strict quality standards. The product is specially
packed in freshness seal packs to preserve the aroma of the coffee. It is available
in 50gm, 100gm, 200gm, 500gm and 1kg packs.

Continental Extra, Premium & Speciale: Instant Coffee

Target Audience:
 North & East India
 People in the age group of
14 and above
 Urban Area

Brand Personality
 Classic Coffee
 The premium has a rich feel

Competitors: Nescafe Classic, Nescafe Gold

Continental Xtra is a blend of Coffee (70%) and Chicory (30%) processed to
perfection. Continental Speciale is a 100% pure spray dried coffee which gives
an authentic taste of coffee in every sip. Continental Premium is 100% pure
Freeze Dried Coffee exclusively made for coffee connoisseurs.
Continental THIS: Premix
Coffee Target Audience:
 PAN India
 People in the age group of 14 - 30
 Urban Area (Mainly Tier I)
Brand Personality
 Youthful
 Easy to make
 Coffee in 30sec
 On the Go
Competitors: Nescafe Cappuccino

Continental THIS is a range of delicious premix products. The product is best

suited for on the consumption and it is easy and quick to prepare. To expand the
consumer base and also to serve various sections of the society – particularly the
younger generation and the health watchers etc – the Company has introduced
premixes in various forms and flavours such as Hazelnut, Caramel, Mocha,
Cappuccino etc . Similarly, a premix with “no added sugar” was also introduced
for health watchers and such segment.

Continental Coconut, Hazelnut, Spice, Lemon: Speciality and flavoured

coffees.
Target Audience:
 Export + Premium Segment
 No specific age group
Brand Personality
 Flavourful
 Speciality
Competitors: Some specialised players

Correlating to the international options and

preferences world wise, the premium varieties of Freeze Dried Coffees are
provided with various flavours like Hazelnut, Spicy, Lemon, Coconut etc which
is expected to reach out to various premium segments of the society.
DIGITAL MARKETING STRATERGIES
Now that the base about the company was clear we focussed on the Digital
Marketing aspect.
As you can see the brand personalities Continental THIS is the brand that the
organization is promoting on Social Media. This is because it is the right fit for
the audience on social media.
Hence further in the project whenever we refer product promotion on social
media, we would refer to Continental THIS.

Consumer targeting in the digital world

• • •
•
• • •
•
•
•

Indian youth: Survey Economic Times

Youth:
 According to Indian youth: Survey Economic Times 30% of
the Indian population is between 15 - 25 years.
 First, they are early adopters. Youth are often accused of
being rebellious and anti-establishment.
  Secondly, youth are trendsetters. Youth are the Now
Generation customers who demand instant everything. When
it comes to trends, they are very agile.
 Finally, youth are game changers. They are often associated
with irresponsible and selfish behaviours

Women:
 First of all, women are information collectors. A woman's
decision-making process differs from a man's.
 Women are holistic shoppers. The fact that they experience
more touchpoints in their spiral path-to-purchase means that
they are exposed to more factors for consideration.
 The influence of women at home and at work is growing. As
information collectors, holistic shoppers, and household
managers, women are the key to win market share in the
digital economy.

Netizens:
 Netizens are considered to be the true citizens of democracy
because they want to be involved in the development of the
internet.
 Their role in influencing others is related to their desire to
always be connected and to contribute. Netizens are social
connectors.
 Netizens are also expressive evangelists. Not revealing their
true identities, internet users can be very aggressive in
expressing their opinions.
 Netizens are also content contributors. They are called the
internet citizens for a reason. Like good citizens contributing
to their country, they contribute to the development of the
internet

Youth, women, and netizens have long been researched thoroughly by

businesses but typically as separate customer segments. Their collective
strength, especially as the most influential segments in the digital era, has
not quite been explored.
MOTIVE FOR ONLINE SEARCH FOR CCL PRODUCTS

CONTENT APPROPRIATE FOR TARGET AUDIENCE

TOUCH POINTS FOR THE CONTENT

RESOURCE ALLOCATION & MEASUREMENT

 Resource Allocation between target audience can be done on ROI
basis
 For measurement various analytical tools can be used.
 For B2B: Leads generated or no. of email queries can be one
of the measurement techniques
 For social media platforms: we can create a dashboard like
SEMrush, Google Analytics
 The dashboard can help us in measurement of metrics like:
Views, Page clicks, Overall sentiment, Brand conversation, etc
 WEBSITE ANALYSIS AND SEO
In its simplest terms, page load time is the average amount of time it
takes for a page to show up on your screen. It's calculated from initiation
(when you click on a page link or type in a Web address) to completion
(when the page is fully loaded in the browser). Usually measured in
seconds, page load time is made up of two different parts:
1. Network and Server Time: based on how speedy the internet
connection is and how swiftly static assets like photos and other files
are served up
2. Browser Time: how long it takes for the browser to parse and
execute the document and render the page to make it available for
user interaction
Search engines like Google use page load time in algorithms that
determine search engine rankings, meaning they're more likely to guide
consumers to sites that load quickly. Speed isn't the only thing to focus
on, there are more than 200 signals in Google's search algorithm, and
page load time is just one of them. Even small tweaks can shave time off
and help boost your rankings. Beyond the rankings, optimizing your page
load time is a great way to help users get where they're going faster-and
happier shoppers are more easily converted into sales. Users who are
frustrated by a slow- loading site are likely to "bounce" - that is, visit your
site once, leave and never return.
Loyal customers who slog through a slow experience aren't unaffected
either: A one-second delay (or three seconds of waiting) decreases
customer satisfaction by 16 percent. Lower satisfaction means your slow-
loading pages aren't just impacting that one customer visit-page load time
can prevent customers from wanting to return to your site or recommend
it to their friends.
Ideally, websites should load within 3 seconds.

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 SITE AUDIT

Source: Ubersugests Toolkit.

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SOME CAMPAIGNS: BOTH IN IDEATION STAGE AND
ONGOING

 #CoffeeSimplified

 Some in Ideation phase

RECOMMENDATIONS:
 Using of newly launched features on Social Media Sites
 Questions
 Polls
 Reposting
 The hype about these features was very high when they are just launched
and can gain lot of eyeballs.
 Targeted Advertising
 Informational Creatives
 Blogs
 Tutorials by famous Youtubers

SCOPE FOR FUTURE STUDY

The project opens up new grounds for further research. Further studies can
address the following issues to have more insights on the subject. Studies can be
done to find out the effect of Brands’ campaigns on consumer perception about
the brand. In this study, various Digital Marketing tools were clubbed together
but they could be separated in future studies. Studies can extend to other Digital
Marketing areas like Affiliate Marketing, Native Marketing etc. which may lead
to the generalisation of the findings of the study. Further research might
concentrate to find the effect of Marketing Automation on the Digital Marketing
industry as a whole.
CONCLUSION
The project was undertaken with the primary objective of finding the digital
marketing techniques by strategizing and executing activities of branding,
developing and implementing short-term & long-term marketing strategies &
advertising campaigns in order to create and increase brand awareness. Several
concepts and theories concerning the topic were reviewed for the project

Several areas of Digital Marketing domain like SEO, Content Marketing, &
Social Media marketing were used to study their impact on brand image, brand
awareness and the brand reach.

The brainstorming ideation sessions, thorough analysis of the project’s domain,

the development of researching capabilities were the huge add-on into the our
skills.

Results of the study proved convincingly that Digital Marketing can be used
effectively to leverage a Brand’s reach and awareness.
REFERENCES

1. https://coffeebi.com/2020/04/15/coffee-consumption-pattern-trends-in-india/
2. https://www.indiacoffee.org/coffee-statistics.html?page=CoffeeData#cof
3. https://www.globenewswire.com/news-release/2020/02/24/1989390/0/en/Insights-
Into-the-Indian-Coffee-Cafe-Industry-2014-2024-Coffee-Tea-Other-Beverages-Snacks-
and-More.html
4. https://www.indiacoffee.org/Market_Info.aspx
5. https://app.neilpatel.com/en/traffic_analyzer/overview?domain=continental.coffee&loc
Id=2840&lang=en&type=organic
6. https://www.cclproducts.com/
7. https://www.continental.coffee/brands/
8. https://www.instagram.com/continentalcoffeeindia/