SUMMER INTERNSHIP PROJECT REPORT

ON
“MARKETING STRATEGIES & ANALYSIS”
AT
BAJAJ CAPITAL LTD.
&
IB MARKETING
SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENTS OF MBA PROGRAM OF SCHOOL OF
MANAGEMENT, GD GOENKA UNIVERSITY, GURGAON

ACADEMIC SESSION

2020-2022
UNDER THE GUIDANCE OF:
DR. DEEPTI WADERA

ASSOCIATE PROFESSOR
G D GOENKA UNIVERSITY

SUBMITTED BY:
KARTIK GAUR
ENROLMENT NO: 200010301025

GD GOENKA UNIVERSITY
SOHNA ROAD, GURGAON – 122103, HARYANA, INDIA
Table of Contents

S.no Chapter Topic Page No.

no.
1. Declaration from Student
2. Certificate of Training
3. Certificate from Faculty Guide
4. Acknowledgement
5. Executive Summary
6. Chapter 1 Introduction
1.1 About the Industry
1.2 Market Overview
1.3 Key Market Trends
1.4 Competitive Landscape
7. Chapter 2 About the Company

8. Chapter 3 Job Profile/ Responsibilities

3.1 Job Profile
3.2 Responsibilities

9. Chapter 4 Activities Performed

11. Chapter 5 Key Learnings Drawn

12. Chapter 6 Contribution to the Organization

13. Chapter 7 Professional/ Corporate Experience

14. References

15. Appendices
Declaration

I, ‘KARTIK GAUR’, hereby declare that the presented report of internship titled “MARKETING
STRATEGIES & ANALYSIS” is uniquely prepared by me after the completion of two months’ work
at Bajaj Capital Ltd and IB Marketing.

I also confirm that the report is only prepared for my academic requirement, not for any other
purpose. It might not be used with the interest of the opposite party of the corporation.

Name: KARTIK GAUR

Date: 07-09-2021

Place – Gurugram, India

Certificates of Training
Certificate from Faculty Guide

This is to certify that the Summer Internship Project Work titled “MARKETING STRATEGIES &
ANALYSIS” is a Bonafede work carried out by KARTIK GAUR, Enrolment No. 200010301025,
student of MBA Batch (2020–22) of School of Management, GD Goenka University, Gurgaon under
my guidance and direction.

Signature of Guide :

Name, Designation & Address: Dr DEEPTI WADERA, Associate PROFESSOR

GD Goenka University

Date : 07.09.21

Place : Gurugram
Acknowledgment

It was a great pleasure and a great experience to work on these projects. I would like to take the
opportunity to express my sincere gratitude to all those who guided me in right direction in
completing this report.

To start with, I would like to thank Bajaj Capital & IB Marketing for providing me the chance to
undertake these internships and allowing me to explore the area of Marketing Management
which will surely prove to be very beneficial to me in my future assignments, my studies and my
career ahead.

I would like to express my profound reverence and gratitude to show my deepest appreciation to
my organizational guide Mr. Nitin Ambardar, Associate Vice President – Bajaj Capital LTD and
Mr. Itush Bansal, CEO- IB Marketing can’t thank them enough for the tremendous support and
energy as well as the valuable time and efforts they put in for the successful completion of this
report. I felt motivated and encouraged every time they guided me. This project would not have
been successful without them.

I also wish to thank my Parents for their constant support and motivation. I would also like to
thank and appreciate all the employees and colleagues of Bajaj Capital & IB Marketing for the
warmth and support they gave during my internship.

I am deeply grateful, to my faculty guide Dr. Deepti Wadera for her invaluable suggestions,
comments, feedback and support throughout this internship period.

Executive Summary
Marketing Management has never been as significant as it is today. Companies want to attract
retain and motivate brains to meet objectives. Today humans are regarded as one of the most
important assets of any company so they need to be effectively and efficiently managed.
Company uses many different ways to motivate them or to encourage them to perform their
duties effectively and efficiently.

This report outlines some of the key functions surrounding the field of Marketing Management
in Bajaj Capital & IB Marketing. The report focusses on how the marketing department works
and what are the roles and duties that has to perform.

I worked as a marketing intern and I had full exposure as to how the work is carried on and how
the corporate culture works. Being a marketing intern means that you have to be smart and you
must have the knack of reading people.

As an Intern, I worked on various different verticals. Starting from how the employee is recruited
in the organization, the social media marketing activities, promotional activities, selling
activities, campaigning activities, operational and financial activities, health and life insurance
exposures in the organization.

The report mentions in brief about my learnings. I got to learn how to conduct interviews, how to
communicate effectively, maintaining of database, submitting the work before deadline, mailing
the TPOs, coordinate with them, how to onboard a particular employee, generating offer letters
for them and also how to generate certificates. I learned about the various policies followed by
Peacock Solar.

This report focusses on the tasks that a marketing manager has to perform. In a nutshell, this
profile covers all the functions, a complete life-cycle of marketing activities.
 Chapter 1

Introduction
1.1About Industry

Bajaj Capital Ltd.

Bajaj Capital Ltd falls in financial service sector industry.

The financial services sector is accelerating its adoption of digital technology. Paying with cash,
participating in in-personal meetings with financial consultants, and even using an ATM are all fading
facets of financial services.
Financial services are a broad term used to describe the various offerings within the finance industry–
encompassing everything from insurance and money management to payments and digital banking
technology. 
There are a multitude of stakeholders and moving parts within financial services, from credit card
issuers and processors, to legacy banks and emerging challengers. And with financial activity becoming
increasingly digitized, especially as consumers are choosing to manage their finances from home amid
the ongoing coronavirus pandemic, financial institutions and start-ups are sharpening their technology
and expanding remote services.
There are three general types of financial services: personal, consumer, and corporate. These three
categories encompass the major players and influencers for companies and organizations trying to climb
the ladder of the industry.

Personal Finance
Personal finance is an individual’s budgeting, saving, and spending of monetary resources, like income,
over time–while taking into consideration various monthly payments or future life events. It sets
consumers up for all stages and major events in life, from buying their first car to retirement planning.
When choosing a bank or other financial institution, consumers typically look for businesses that offer
personal finance services, such as financial advisors. As money management activities increasingly
migrate online, consumers are looking to banks that allow them to manage personal accounts remotely
and take control of their own financial health via online platforms and mobile apps. 
Financial institutions that offer personal finance management (PFM) tools are particularly attractive to
younger, tech-savvy consumers.

Consumer Finance
From investing in real estate to paying for college, consumer finance helps people afford products and
services by paying in instalments over a fixed period of time. The consumer financial services market is
made up of key players including credit card services, mortgage lenders, and personal and student loan
services.

Corporate Finance
Corporate financing is an all-encompassing term to describe the financial activities of a business, such
as sources of funding, capital structure, actions to increase the company value, and tools to allocate
resources. 
Jobs in the corporate finance sector include accountants, analysts, treasurers, and investor relation
experts that all work to maximize the value of a company. 
Regulatory bodies are interconnected with various industries, and financial services is no exception.
Independent agencies are designated to oversee different financial institutions’ operations, uphold
transparency, and ensure their clients are treated fairly.
Two key regulatory agencies within financial services include: The Financial Industry Regulatory
Authority (FINRA) and the Office of the Comptroller of the Currency (OCC). 
 FINRA: This is the largest independent US regulator that oversees brokerage firms and
exchange markets. In 2019 the FINRA launched the Office of Financial Innovation to aid
communication between regulators, investors, and financial service providers. Essentially, it was
set up to assist in understanding and regulating the technological advancements in the finance
industry. 
 OCC: This is an independent bureau within the US Department of the Treasury designed to
regulate all national banks. Most recently, the OCC announced that banks cannot use the
coronavirus pandemic as a means for accelerating branch closures. According to Insider
Intelligence, the OCC is standing by existing rules that govern bank closures.
 1.2 Market Overview

BAJAJ CAPITAL LTD.

Bajaj Capital Limited's operating revenues range is INR 100
cr - 500 cr for the financial year ending on 31 March, 2019.
It's EBITDA has decreased by -56.53 % over the previous
year. At the same time, it's book net worth has decreased by
-2.25 %.

Description: Bajaj Capital Limited provides financial brokerage services.

Products & Services: investment, insurance, tax saving, retirement, financial, cash flow, and children’s
future planning services.

Category: Service provider

The current status of Bajaj Capital Limited is - Active.

The last reported AGM (Annual General Meeting) of Bajaj Capital Limited, per our records, was held
on 31 December, 2020. Also, as per our records, its last balance sheet was prepared for the period
ending on 31 March, 2020.

Retail wealth management firm Bajaj Capital is planning to tap the private equity space to raise funds to
meet its ambitious growth plan in the underserved financial products distribution market.

After the transformation in the past two years, the company has witnessed phenomenal growth in both
its top line and bottom line.

In the previous two financial years, revenue increased 70 per cent but profit surged 13 times, adding
that the goal is on 10x value creation over the next five years.

"So, for the next phase of growth, the company would need capital and the management is exploring
external funding option by roping in private equity partner," said by the source.
"While IPO (initial public offering) is the long-term intention of the promoters to create and share value
with all stakeholders, in the near term, company have ambitious growth plans and are open to
fundraising for accelerating its growth journey with a private equity investor,"

Being a debt-free firm, the company is now ready for the next level of growth and strategy is in place to
achieve the exponential growth.

The company aims to expand its nationwide client base from the existing 3.9 million to 6 million and
grow asset under management 10-fold to Rs 1 trillion in the next 5 years.

Besides, there is also plan of expanding its touchpoints, which are 270 currently, to achieve accelerated
growth in retail, digital and wealth management segments.

To achieve its growth objective, the company is investing in technology to provide wealth management
solution to its customers with unique tech-plus-touch model backed by artificial intelligence and data
analytics.

At the same time, the company has invested in its core strength, its people by providing them additional
tools and resources to increase efficiency.

The company has also strengthened its research function, so that customers continue to get right
guidance to invest hard-earned money.

Bajaj Capital has been leveraging technology and is now focussed on “human relationships powered by
Artificial Intelligence.” It is providing an Omni channel experience and technology-enabled Touch is
delivered through the platform -Bajaj Capital One.
IB Marketing

IB Marketing Services Private Limited is an unlisted private

company incorporated on 02 March, 2021. It is classified as a
private limited company and is located in, UR. Its authorized
share capital is INR 1.00 lac and the total paid-up capital is
INR 1.00 lac.

The current status of IB Marketing Services Private Limited is - Active.

Details of the last annual general meeting of IB Marketing Services Private Limited are not available.
The company is yet to submit its first full-year financial statements to the registrar.

IB Marketing Services Private Limited has two directors - Itush Bansal and Pankaj Kumar.

The Corporate Identification Number (CIN) of IB Marketing Services Private Limited is

U55209UR2021PTC012132. The registered office of IB Marketing Services Private Limited is at 178,
Ground Floor, Punjabi Colony, Kashipur Road, Ramnagar Nainital, UR.

The company has 2 directors and no reported key management personnel.

The longest serving directors currently on board are Itush Bansal and Pankaj Kumar who were
appointed on 02 March, 2021.
Itush Bansal has the largest number of other directorships with a seat at a total of 2 companies. In total,
the company is connected to 1 other companies through its directors.
 Chapter 2

About Company

Bajaj Capital Ltd was incorporated in the year 1964 in New Delhi, India. It is India’s premier financial
services provider, which has been providing investment services with about 50 years of experience in
helping people protect and grow their wealth.
Bajaj Capital Ltd provides a wide variety of services, including personalised investment services which
uses 360-degree financial assessment tool. It also provides its customers an incredible range of financial
products, such as mutual funds, fixed deposits, bonds, insurance policies, stock investment options, and
options for buying and selling of real estate properties.
Bajaj Capital provides services to its customers with 24X7 online support and has registered its
presence in over 120 offices in 70 cities across India.
Company's authorized capital stands at Rs 450.0 lakhs and has 95.55556% paid-up capital which is Rs
430.0 lakhs. Bajaj Capital Limited last annual general meet (AGM) happened on 18 Sep, 2017. The
company last updated its financials on 31 Mar, 2017 as per Ministry of Corporate Affairs (MCA).

Bajaj Capital Limited is majorly in Finance business from last 56 years and currently, company
operations are active. Current board members & directors are ANIL KUMAR CHOPRA, RAJIV
BAJAJ, SANJIV BAJAJ and CHANDER PARKASH BHATIA.

Company is registered in Delhi (Delhi) Registrar Office. Bajaj Capital Limited registered address is
MEZZANINE FLOOR 97 BAJAJ HOUSE, NEHRU PLACE NEW DELHI DL 110019 IN.
IB Marketing is recognized as the best venture marketing company in India. We work for the promotion
of products, services, facilities, and amenities offered by ventures from the Hospitality sectors, the BFSI
sector, Education sector, Healthcare, etc. Our team has years of expertise in promoting prestigious
institutions for recurring, year-round business, through Direct Marketing (Face to face, relationship-
based marketing) and branding.

We are here to let our valuable clients sit back and watch their business grow in terms of customer
attention that directly increases their revenue. Outsourcing the loyalty programs of ventures to the
targeted customers is an added execution we do at our end.

IB Marketing is led by a professionally qualified team of advisers. We bring a fresh face and fresh
perspective to a range of financial matters and our proven track record has been built on quality advice
and integrity. IB Marketing is determined to build strong, long lasting, personal relationships with our
clients.

Chapter 3
 Job Profile/responsibilities

3.1 Job Profile

My summer internship was done on screening of my resume by the HR department of IB marketing

and Bajaj Capital Ltd. in Gurgaon.

Both the companies offered me the internship opportunity for my Summer Internship Programme for
the partial fulfilment of requirements of MBA degree as: -

Position : Wealthpreneur Intern Location: Gurugram

&

Business Management Intern

Department: Marketing Industry Mentor: Mr. Nitin Ambardar

&
Mr. Itush Bansal

Duration: 2 months

As a Marketing Intern in both the companies, I had to work on different verticals. I had to perform
various tasks and duties according to the vertical I was divided into.

The Job profile included the following: -

 Research
  Recruitment
 Operations
 Finance
 Sales and Distribution
 Hotel Management
 Insurance Sector Analysis.

Apart from this I have attended various lectures on mutual funds and life insurance, how they
work, how to invest, how to choose wisely the schemes to invest and suitable for the
customer.

I also learned about the Onboarding process and Induction procedure.

My job profile also involved a part of recruitment in which I had to recruit candidates for
different profiles and from different locations.
3.2 Job Responsibilities

 At first, I have assigned the task of Introduction in which I have to introduce myself
and my college in which I was awarded the first position and received the certificate
for the same.

 Then I have performed a social media activity. Again, in this too I have performed
well and achieve first position and received certificate for the same.

 For the social media activity, we have organized a campaign for helping the stay
animals during the covid scenario and have promoted it on social media and received
a good and positive response.

 I have also performed the finance task in which I have made a salary slip and learn
what are the various heads used in the salary slip and how we apply them.

 I have done the operational task as well in which I have learnt the operation process of
hospitality industry, how it performs, what are the various courses in them and how to
achieve the certain positions.

 I have also performed the HR activity in which we have to recruit the candidates from
different colleges and select them for the internship.

 At last, we have done the sales task in which we have to sale the membership of a
resort in which I got one lead and do the sales for the same.

 In Bajaj Capital I have done the sales of Rs 10K by selling the SIP of mutual funds
and achieved the LoR and Letter of appreciation.
The sales task helps me to improve my communication and convincing skills and I got a
lot of confidence to talk with people comfortably and make them buy a product.
 Chapter 5

Key Learnings drawn

In Bajaj Capital Ltd., I have got an exposure of the insurance and health industry sector. I
learnt that why these are important, at what time we have to buy an insurance policy, what
are the various policies a person should think about.
From the sessions I learnt about the working of the industry and I also make a project report
titled “Snapshot and Analysis of Health Insurance” in which I analysis the covid situation
and concluded that why people are now more inclined towards health insurance than life
insurance.

In IB Marketing, I learnt that how the payslips of an individual are been made after all the
deductions.
I also learnt about the hospitality sector, that what kind of services is more used by the
customers and what are their taste and preferences.

Chapter 6
Contribution to the Organisation
In Bajaj Capital Ltd., I made a sale of 10K and benefit the organisation by providing them the
loyal customers.
In IB Marketing as well, I made a one sale and help the organisation to boost their sales.