Industry Internship Project

2020 – 22 Batch

Title of the Project:

Content Writer and Copywriter for Khairnar Technologies

Submitted by:
Name of the Student: Vanshika Udawat
Roll No.: 20630020238
Program: Marketing
Batch: M1

Name of the Faculty Guide: Arpita Pandey (Associate Prof. (HOD)-RMM)

Name of the Company: Khairnar Technologies Pvt Ltd

Name of the Company Guide: Ms. Ankita Divekar

Company Guide Designation: HR

Institute for Technology and Management

Plot No. 25 / 26, Institutional Area,
Sector – 4, Kharghar, Navi Mumbai
 Acknowledgment
The successful completion of this project could not have been possible without the assistance and
generous support of many people in many organizations. I am nevertheless deeply grateful for
their support.
In the midst of such a pandemic and being fortunate enough to pursue my internship in the mode
of work from home, I consider myself privileged to finish my internship.
I would like to thank our placement guide, Ms. Amruta Mirajkar for getting a
company like Khairnar Technologies Pvt Ltd.
I would, however, like to specifically express my gratitude to Khairnar Technologies Private
Limited for providing me with a wonderful opportunity in the midst of such a pandemic.
I reserve my most special thanks to Ms. Ankita Divekar who have patiently guided me and
encouraged me always. His confidence in my ability to succeed, even when mine was wavering,
kept me going. His help is indeed invaluable.
I would also like to thank my college guide Associate Prof. (HOD)-RMM Arpita Pandey who
took keen interest in my internship and guided me all along with her expert opinion and
guidance and suggestions.

Last but not the least I would like to thank my family and friends for their moral support and
encouragement throughout my internship period and helping me to maintain a professional
decorum while working from home.

Thanking you,
Yours sincerely,
Vanshika Udawat
 TABLE OF CONTENTS

Sr. No Topic Pg. No.

1. Executive Summary 5

2. Introduction 6-8

3. Details of the Organization 9-13

Task Performed, Task Assigned, Task Achieved, Takeaways

4. 14-16
& Learnings, Limitations

5. Conclusion 17

6. Recommendation 18

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 EXECUTIVE SUMMARY

As a part of my PGDM course at ITM University, Kharghar, to experience the corporate life and
learn about the industry that we will work in the future we have Industry Internship Program
(IIP) with a Corporate, where we work in the industry for 4 months and gain some hands-on
experience about the corporate world.
In my case I was privileged enough to work in Digital marketing and B2B service company
“Khairnar Technologies Pvt Ltd.”. They provided me with a wonderful opportunity to work for
them.
It was a Work from Home internship due to Covid-19. Thought, I couldn’t take the immense
pleasure to perform on field but working from home didn’t let go off the creative me. My
internship was designed have a practical experience while passing through the theoretical
understanding.
The task assigned was to draft content i.e., blogs, articles, social media posts and other write-
ups to drive the traffic on the company’s site, thereby creating potential leads by
communicating the service and products to the vendors.
I served as a content and copywriter for the company and provided them with the adequate
information and type of content required to drive potential customers in this B2B loop.

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 INTRODUCTION

1.1 Introduction to the Project

The project assigned to us consist of both data market research and drafting the content on
WhatsApp Business API accordingly. The company provides WhatsApp Business Solutions to the
company and therefore I was given the opportunity to generate lead specifically by content
marketing of the services being provided by Khairnar Technologies.
I was intended to strategize content marketing ideas for their projects and services through research,
audience identification and benchmarking.

1.2 Task given

The task assigned to us was to gain the complete understanding as what and how Khairnar
Technology operates on its several projects in the B2B sector and what can we do it give it a
boost even in the time of such a pandemic. Also, the kind of services Khairnar provides and
how clients can leverage those opportunities at their best. The complete knowledge of the
project was essential to present the best pitch in front of the prospective customers and to help
them make the best choice.
To accomplish these tasks, I was assigned the work of research about the company, who all are the
clients and who are the prospects.
As digitalization has become a key factor in determining the factors responsible for company’s
success and its customer’s as well, I was assigned with the task of finding the key points of
their business and how to present them in a favorable manner.
The major tasks I performed during the internship programmed was:
• Market Research
• Content Creation
• Copywriting
• Drafting conversations for chatbots
• Competitive analysis
• Maintaining database

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1.3 Scope of the Project

India’s is undoubtedly moving towards digitalization after this pandemic has thumped hard on
this planet. And this sector is immense when it comes to revenue collection. During such
unusual circumstances, going digital is the one thing that can save your presence.
So, it was necessary for the company to cover the market as much as possible.
1. Khairnar Technology realised the current scenario of the pandemic and decided to
capture the possible market share by helping various business to go digital and establish
their presence.
2. As it was the demand of the hour and so the company decided to scale up the marketing
team to capture and to have a hold in the unorganised sector by helping it going digital.
3. As the economy was trembling due to the covid and businesses were shutting down due
to the extensive lockdown there was great chance that digitalisation of their business can
survive the pandemic.
4. So the Focus of all into getting more leads for the respective products and services of the
company
5. Maintaining a database of the lead and possible clients was one of the key feature of the
project.
6. Customer experiences were given highest priority for capturing the market and have a
hold to it.

1.4 Objective of the Project:

The Key objective of the project was to create leads for the WhatsApp business API Solutions
of the company and then convert them to potential leads. Highlighting the usage of WhatsApp
Business API and how is it helping the businesses to grow in the current market scenario.

PHASE DESCRIPTION
Phase 1 • Content Writing (Blogs, articles on WhatsApp
Business API)
• Competitive analysis

Phase 2 • Drafting content as per competitive research

(relevant keywords)
Phase 3
• Executing chatbot and drafting the
conversations for it to implement

Phase 4 • Drafting content on the success and failure

stories on different startup journeys.
• Takeaways from books

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1.5 Rationale and Benefits of the Study

It is important to digitalise this technical sector of the country and this report would help in
understanding the steps taken by creating a digital space for this section of the society. Khairnar
knows that importance of customer retention and customer experience, all the strategies were
build keeping this in mind. Allowing them to experience the digital space without charging
them to go digital is the first step towards a new digital market.

1.6 Significance
A. For the Company
As for the company, there was a need to create digital space and enhancing the way of doing
business by using WhatsApp Business API. It helped the company in customer retention,
customer feedbacks and customer satisfaction as WhatsApp is something that is hand hold by
majority of businesses.
B. For the Interns
To gain first-hand experience on how market solutions products are marketed. The intern will
also learn to market products and technology together. The interns will also experience the work
from environment and how important is to finish the work and also maintain professional ethics
even when working from home.

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 Details of the Organization

2.1 Introduction

Figure 2 Company Logo

Khairnar Technologies Private Limited is a Private incorporated on 12 March 2018. It is

classified as non-govt company and is registered at Registrar of Companies, Pune. Its
authorized share capital is Rs. 100,000 and its paid-up capital is Rs. 100,000. It is involved in
Maintenance and repair of office, accounting, and computing machinery.

Khairnar Technologies Private Limited's Annual General Meeting (AGM) was last held on 31
December 2020 and as per records from Ministry of Corporate Affairs (MCA), its balance
sheet was last filed on 31 March 2020.
Khairnar Technologies is a WhatsApp Business API Provider that helps startups and large
businesses leverage the WhatsApp APIs and improve customer engagement.
Khairnar Technologies aim to specialize in acquiring specific business WhatsApp Solutions to
the business management.
Its prime objective is to make businesses simple and easy to integrate into specific business
domain to develop automated management systems and technology.

Key functional areas:

1. Reliable WhatsApp Business Solutions for the businesses
2. Improving customer relationships on WhatsApp
3. Functional Automated messages, advanced chatbots etc

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What is WhatsApp Business API?

WhatsApp Business API is an application programming interface introduced by Facebook to allow

businesses to communicate with their customers at scale. It is not an out of the box solution but an API
through which businesses can send and receive messages, develop a chatbot, integrate it with their
apps and websites.

Khairnar provides this services to improve the customer relationships just with the help of WhatsApp
for companies which fall behind due to digitalization.

Their core services are,

• Hassle free product delivery

• Streamline Customer Support
• Create customized chat solutions

 Details of organization Location:

INDIA OFFICE:
Level 5, Cohive Coworks, Karve Nagar Rd, next to THE BUSINESS HUB, Karve Nagar, Pune,
Maharashtra 411052

sales@khairnar.tech

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 2.2 Products of Organization

They provide services to different organization via WhatsApp API Solutions.

WhatsApp Business Platform: -

• Verified Business Profile

WhatsApp Business API enables enterprises to build a profile with a green badge that confirms brand
authenticity.

• Use Your Own Number

Use number of your choice for WhatsApp Business Solution– either mobile, landline, or toll-free.

• Broadcast Messages
Send Bulk Messages to all your customers on WhatsApp with a single click

• Secure Chat
WhatsApp ensures the end-to-end encryption of all messages, meaning that all communications with
customers are entirely reliable and isolated.

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 • Media Rich Messaging
Leverage WhatsApp's ability to send and receive rich media content such as pictures, videos,
documents, locations, links, contact cards etc. to your users.

• Easy API Integration

Integrate our REST API into your existing programs (CRM, ERP, Contact center, chatbots, Websites,
Apps, etc.) or use our Chat Messaging Console.

Sending and Managing Notifications: -

Leverage WhatsApp messaging to reliably send critical messages from bus ticket notifications to
booking confirmations to delivery alerts and OTPs.

• Personalised messaging to strengthen customer relationships.

• 80% higher open rate than SMS / Push Notifications.

• Easy Setup, Low Cost, High Engagement

Features of Khairnar’s WhatsApp API Solutions: -

1. Hassle-free delivery

Showcase your products on WhatsApp. Make sales while chatting with customer through WhatsApp's
rich and interactive conversational interface.

• Start your own e-commerce store on WhatsApp.

• Add pictures, product details and pricing to create a rich and informative product listing.

• Make sales and accept payments natively through WhatsApp.

2. Streamline Customer Support

Empower customer support teams to respond instantly to customer queries and troubleshoot faster
using multimedia sharing. Get closer than ever to your customers on WhatsApp.
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• Available 24 / 7. Provide responses anytime, even after office hours.

• Multi-Lingual Support. Understand your diverse customers in their native languages.

• AI powered Sentiment Analysis to escalate tricky clients to live agents.

• Automate replies to FAQs to solve general queries.

3. Creating customized chat solutions

Can you think of a unique use case specific to your organisation? Feel free to contact us to
brainstorm and see your dream chatbot in action.

• Build unique chat-based interactions.

• Solutions for every sector, every department. From Retail to Banking and HR to Marketing.

• Khairnar Technologies' UX and Engineering consulting are always there to bring your
imaginations to life.

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 Tasks Performed

3.1 Objective
The Key objective of the project was to generate traffic for the WhatsApp Business API Solutions for
B2B market segment. And to strategize content marketing ideas for their projects and services through
research, audience identification and benchmarking.

3.2 Target / Tasks assigned

The work assigned to us were divvied into phases.

Phase:1

• To formulate a content marketing structure for their verticals.

• Ensuring proper structure of the content that is to be posted on website & social media
platforms.
• Structuring blogs and articles via research, audience identification, benchmarking etc.
• Connecting with HR to build out and execute Khairnar’s branding strategy.
• Undergoing Competitor analysis of the company and eyeing on their content marketing
strategies.
.

Phase 2

• Writing answers on Quora related to WhatsApp Business API and generating more leads to
company’s website.

• Creating twitter threads for creating the engagement on another platform thus increasing the
visibility.

• Testing the Chatbots using messaging in terms of its content delivery for establishing a good user
experience.

• Analysing social media handles of the company to gain the analytics

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3.3 Targets/ Tasks Achieved:

Phase 1:

Formulated the content for blogs and articles that is to be published for better customer
engagement and analysed competitor’s website and content marketing ideas to learn more insights
and knowing the gap between the services.

Phase 2:

• Answered the questions on Quora related to the business of the company and providing its link
wherever required.

• Formulated the twitter threads as per requirement by the company

• Checking the content delivery of the chatbot.

• Completed a course on Social Media Engagement for business purposes.

Work Flow for Phase 2:

Competitive Drafting
Uploading it as Bringing in
Market Analysis content
blogs, Quora traffic
Research
answers

Workflow

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3.4 Takeaways and Learnings:

During this 4-month internship, there was a lot to take away. We learned a lot on
professionalism and how to maintain a working environment while doing work from home.
While the skills that I acquired were

1. The Importance of Communicating in a right manner. The ability to pitch the product in
a right manner.
2. Besides, it made me understood not simply the significance of correspondence in this
current time yet in addition what part explanation play when one speaks with one.
3. The art of communication
4. Understood the importance of market research
5. It also taught me how to professionally handle difficult situations as we cannot run from
it, so better face it.
6. Got to know how customer think, choose and expect while adapting to digital space.

3.5 Gains from this study: How this project work is going to help the
company

As it is said, “CONTENT IS KING”, I implemented all my learning from being a Marketing

student in drafting that right piece of content to generate traffic and leads for their services. In
this era of digitalization, it’s extremely crucial to go digital and sound digital. Khairnar has set
its foot right on the track to help businesses build the relationship with customer rightly.

Market research will help the company to execute those campaigns that will fine line the gaps
occurring in the market. It will help them to outsmart their competitors and bring in the
innovation, and also to build credibility for their customers.

3.6 Limitations of the study:

1. Market scenario might change (because of covid) and content might get entangled.
2. The Change in company policies might disturb the content drafted.
3. Since there were many objectives during the course of internship, some of the
work undergone in the project was implemented for the first time in the company,
therefore there was no previous standardized data set available.

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 Conclusion

The internship with Khairnar Technologies Pvt Ltd was like a blessing for me as it has
helped to improve my Content Writing skills & taught me how to apply the theoretical
knowledge to real life situations in an organization. Even while working from home, we
had to maintain professional decorum.
Got a hands-on experience in the process of product launch, competitive analysis of products,
and also how to make festival offer and provide to vendors.
The internship also gave me an insight on how an organization works and how it adapts to any
crisis and in our case the pandemic.
The work from home concept which is a new thing in this pandemic situation taught how can
you work while using the digital network and still get the necessary outcome sitting at your
home and not in the office.
The project covered the three aspects – Market Research, Competitive Analysis, Content
Marketing which in turn helped me to develop in each of those aspects as a marketing
student.

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 Recommendations

As not much can be recommended as for the whole tenure of 4 months, we were working from
home, so the recommendations are based on that:

1. Reduction of wastage of time and resources by efficiently allocating resources and

budget according to the quarterly plan.

2. Delegating the content marketing as there are many segments to it, like social media
content, Quora content, blogs, articles etc. avoid any complications.

3. A more coordinated activity distribution between the marketing, sales and strategy
departments.

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