Department of Management Studies

Jai Narayan Vyas University, Jodhpur

Masters of Business Administration (MBA - FS)

2019-2021

A Summer Internship Project Report

On
“MARKETING IN FINANCE”
“VINAYAK PRINTS”

Submitted to : Submitted By :
Dr. Meeta Nihalani Ganesh Gaur
Dept. Of Management Studies 20MFS10009
Jai Narayan Vyas Universitty MBA - F.S. - 3rd Semester

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 PREFACE
Partial knowledge is an impotent suffix to theoretical knowledge;
one cannot merely rely upon the theoretical knowledge
I was really very fortunate to get the opportunity to take the practical
training in “VINAYAK PRINTS” Jodhpur.
The contents of the report are based on my experience and knowledge
thatI had acquired in my training period. I have taken reference from
data and Other information material available to me at the time of
training. I have Written this report to the best of my information. It
includes all the important details and specifications regarding my
training.

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 DECLARATION

I here to declare that this project work done on “Marketing in Finance”,

Textile and other knowledge about fabrics and cloth” is my work, carried out
Under the guidance of my faculty, The result reported in the study are
Genuine, original and the script written by me.

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 ACKNOWLEDGEMENT

I express my sincere thanks to my project guide. Mr. Babulal Gaur Head

Of “VINAYAK PRINTS” and Associates for guiding me right from the
inception till the successful completion of the project. I sincerely
acknowledge his for extending their valuable guidance, support for
literature, critical reviews of project and the report and above all the moral
support they had provided to me with all stages of this Project.

I would also like to thank the supporting staff of “VINAYAK PRINTS”

and Associates& faculty of Management studies, Jai Narayan Vyas
University, for their help and cooperation throughout our project.

Regards

Ganesh Gaur

20MFS10009

MBA

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 TABLE OF CONTENTS

S. No. Particulars Page No.

1.  What Is Marketing? 6

2.  What Is Finance? 7

3.  Does Marketing Realte to Finance ? 8

4.  Marketing and Finance 9 - 13

5.  Internship in Textile Industry 14 – 15

6. 16
 Types of Textiles
7. 17 - 18
 Role of marketing in finance
8. 19 - 23
 Content Communicates the Brand and Drives

Engagement
9.  9 Effective Financial Services Marketing 24 - 28
Techniques

10.  Conclusion 29

11.  Bibliography 30

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 Marketing in Finance

What Is Marketing?

Marketing refers to activities a company undertakes to promote the

buying or selling of a product or service. Marketing includes advertising,
selling, and delivering products to consumers or other businesses. Some
marketing is done by affiliates on behalf of a company.

Professionals who work in a corporation's marketing and promotion

departments seek to get the attention of key potential audiences through
advertising. Promotions are targeted to certain audiences and may
involve celebrity endorsements, catchy phrases or slogans, memorable
packaging or graphic designs and overall media exposure.

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 What Is Finance?

Finance is a broad term that describes activities associated with

banking, leverage or debt, credit, capital markets, money, and
investments. Basically, finance represents money management and the
process of acquiring needed funds. Finance also encompasses the
oversight, creation, and study of money, banking, credit, investments,
assets, and liabilities that make up financial systems.

Many of the basic concepts in finance originate

from microeconomic and macroeconomic theories. One of the most
fundamental theories is the time value of money, which essentially states
that a dollar today is worth more than a dollar in the future.

Finan
ce:
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8|Page
 DOES MARKETING RELATE TO FINANCE?

As market develops and grows continuously and internationalizes, the

confusion among companies increases regarding their orientation of the
business. They find it each day more difficult to grab new shares in the
market, to capture and gain new customers, to hold their clientele, to
increase continuously their customers’ satisfaction, to position properly
in the market and to face competition, as well as to answer to the
spontaneity of the market evolution. This tells for an increasing role of
marketing in the companies’ organization, and of course in their
performance and profitability. Even this necessity, the top management
and other departments, but especially the finance ones are often debating
on the marketing role and its contribution in the overall profit of the
company, as marketing is very much oriented and familiar with
performance indicators rather than financial results and profit in itself.
There are views recently which emphasize that marketing is finance too,
as it completes the value chain and realizes indirectly all the company’s
targets. To this logic it has become necessary to measure its performance
not only using marketing KPI (Key Performance Indicator) but financial
metrics too. The study aims to show the reasons why marketing and
finance are closely related and why “marketing is finance”. This is a
deduction-induction-deduction theoretical review and treatment of the
question, based on some facts and arguments both, from the world wide
experience, as well as from Albanian reality of business and marketing.
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 Marketing and Finance: A match made in
heaven!!
As marketing professionals we’re often at the center of a variety of
critical cross-functional initiatives, which gives us the rewarding
opportunity to work with nearly every department in an organization. At
a software company like Marketo, the Marketing Team works with the
Product Team to help inform the future product roadmap, and of course
to take all the great new products they build to market. We work with
the Customer Success Team to address important objectives like
customer satisfaction, product usage and cross-sell initiatives. We work
with HR on organizational development issues, performance
management initiatives and the occasional juicy personnel matter (“they
said WHAT? To WHOM?”). We work with IT on the selection and
implementation of mission-critical software platforms (think
“Marketo”).  And of course, we work closely with the Sales Team—who
relies on us day in and day out for those super-hot leads—you know, the
ones that are waiting by the phone to sign an order form with little to no
convincing. Yeah, those ones!

Working with so many different groups in the organization, it’s only

natural to have your favorites, and of course, your least favorites. While
it might be entertaining to tell you about my least favorite department,

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today’s blog post is about one of my favorites. I’m talking about the one,
the only, the incredible and all-powerful, Finance department!

I can hear you…” How dare you!  Finance? Really? Of all the
departments!? What is wrong with you!? How could you put them on
your favorites list?”  And to that I reply, “Okay calm down. No need to
freak out. Let me tell you why Finance is one of my all-time favorite
departments.”

It all boils down to three incredibly important reasons:

#1 Finance funds you!

Finance sits at the most strategic level in an organization. They work
closely with the CEO and the strategic leaders across an organization to
decide exactly which initiatives make financial sense and which don’t.
They determine how much money a department receives, and whether
the investment will grow or shrink and at what rate.

It’s incredibly important for Finance to understand the strategic nature of

the work your marketing team does. At some point in the year the CEO
will definitely ask finance, “Hey, are we investing too much in
marketing?” Make sure Finance understands why you need $75K to
build a new online community, $500K to build your brand’s awareness
in a new market segment or $30K to buy that new marketing
platform. It’s vital they understand the reason you might need additional
funds next year to make specific hires or invest in new marketing
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initiatives and generally understand the impact those investments will
have on the business. If you want to get the resources you need to realize
your strategy next year, you have to get tight with finance. They have
incredible amount of influence on the money that flows to marketing.

#2 Finance keeps you on budget (and helps you keep your job!)  
Most marketers spend their lives thinking about how to design and
execute highly effective marketing campaigns. That’s what marketers
enjoy and that’s where they put their energy. But marketers often have
another big responsibility—they often manage a significant amount of
money for the business. Outside of payroll costs, marketing program
spending is often one of the largest expenses for a company.

Marketers have a responsibility to manage that money effectively. This

is especially true the more senior you get in a marketing organization—
nothing will stop a marketer in their (career) tracks faster than making a
major financial mistake. If you have $100K to spend this quarter, you
better not spend $200K or it’s “game over” for you.

Finance is your partner here. They can teach you how to track and
forecast your expenses in a methodical, accurate way. They can teach
you important things like the difference between “cash” and “accrual”
accounting (if you don’t know the difference please ask your finance
team ASAP). And they help ensure compliance with accounting best

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practices. Leverage your Finance team to make sure you stay on track
and avoid big financial, and possibly career halting mistakes.

#3 Finance thinks like you

Well, Finance thinks like the analytical side of you—you might not go to
your finance guy/gal to ask for the next creative campaign idea. Most
people on our finance team wouldn’t know a creative campaign if it hit
them upside the head (just kidding finance people! Sort of). But finance
professionals have other super powers that you need. They think
analytically. They think logically. And, they think about strategic
business issues like “does this investment make financial sense?” They
can help you model the analytical side of the marketing business, like
growth rates in your KPIs, the balance in various investments (e.g. Lead
Gen. for one segment of the business versus another). Marketers have to
be analytical about their business. You can’t just say ‘Hey, let’s make a
viral, social, integrated, multi-channel, broad-reaching, personalized
campaign that will win me that cool advertising award and make me a
super famous marketing rock star.” NO!

Good marketers have to think about what makes sense for the business
—what will improve the bottom line? What will deliver the highest
ROI? That’s how finance thinks—they’re analytical, and they’re logical.
They actually have the same DNA that an effective marketer needs to
have.

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It might not have seemed obvious at first, but you have a lot more in
common with the finance team than you think. And you can benefit
tremendously from building and maintaining a strong relationship with
them. Start simple—schedule a lunch with your finance counterpart in
the next few weeks and start building a bridge with one of the most
important groups in the company. Finance and marketing, it’s a match
made in heaven.

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 Internship in Textile Industry

A textile is a flexible material made by creating an interlocking network

of yarns or threads, which are produced by spinning raw fibres(from either natural
or synthetic sources) into long and twisted lengths. Textiles are then formed
by weaving, knitting, crocheting, knotting, tatting, felting, bonding,
or braiding these yarns together.
The related words "fabric and "cloth and "material" are often used in textile
assembly trades as synonyms for textile. However, there are subtle differences in
these terms in specialized usage. A textile is any material made of the interlacing
fibers, including carpeting and geotextiles, which may not necessarily be used in
the production of further goods, such as clothing and upholstery. A fabric is a
material made through weaving, knitting, spreading, felting, stitching, crocheting
or bonding that may be used in the production of further products, such as clothing
and upholstery, thus requiring a further step of the production. Cloth may also be
used synonymously with fabric, but often specifically refers to a piece of fabric
that has been processed or cut.
Now I am sharing about my personal knowledge which I have learn from my own
textile business . As we seen that this pandemic situation in our country has been
started from March 2020 .The lockdown was announced by our Prime minister
Narendra Modi which was for two months till june and after that I permanently
going to my factory and I spend their normally 8-10 hrs daily . I learnt so many
things during this time as like fabric which is coming from erode which is to be
firstly use to wash and after that It was to be dry off and after that it was being
prepared for printing in which designs are made according to the prints which was
being ordered by party no of frames are prepared for no of colours of print them it
was being printed either on machine or tables whichever suits more on tables the
clarity of print is more faster as compare to machine after the printing of cloth the
cloth goes to silicate which is being done for colour fastness then it was taken in
water for 8-10 hrs so that the colour become fast and there is no bleeding of colors
when the garment is washed them it again dry off on adans then it goes for
finishing like press then comes the final stage of packing in which we send this
goods to party wherethey make garments according to their own styles.
Table print take more time as compare to machine print machine less time as the
speed of the machine is faster and on table which is being done by man take more
time .

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Their are many types of fabrics which are being printed like as reyon cotton creape
poplin georgette hosiery etc
These pictures showing below are the prints which are printed in my
factory

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Textiles: Types of Textiles
Textiles are classified according to their component fibers into silk, wool, linen,
cotton, such synthetic fibers as rayon, nylon, and polyesters, and some inorganic
fibers, such as cloth of gold, glass fiber, and asbestos cloth. They are also classified
as to their structure or weave, according to the manner in which warp and weft
cross each other in the loom (see loom; weaving). Value or quality in textiles
depends on several factors, such as the quality of the raw material used and the
character of the yarn spun from the fibers, whether clean, smooth, fine, or coarse
and whether hard, soft, or medium twisted. Density of weave and finishing
processes are also important elements in determining the quality of fabrics.

Tapestry, sometimes classed as embroidery, is a modified form of plain cloth

weaving. The weaving of carpet and rugs is a special branch of the textile industry.
Other specially prepared fabrics not woven are felt and bark (or tapa) cloth, which
are beaten or matted together, and a few in which a single thread is looped or
plaited, as in crochet and netting work and various laces. Most textiles are now
produced in factories, with highly specialized power looms, but many of the finest
velvets, brocades, and table linens are still made by hand.

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 What is the role of marketing in finance?
To change the relationship, marketing needs to understand
the finance mindset. Marketing is responsible for helping the organization acquire
and keep profitable customers and therefore relate its functions directly to cash
flow.

Regardless of the industry that your business is operating in, marketing should be
considered as an important aspect of your overall strategy. The sheer mention of
the term “marketing” is often associated with “fluffy” practices like nice
photography, but in actuality it is such an imperative part of your operation.
Afterall, marketing is essential if you want to reach your target consumer base. If
you don’t invest in marketing, how is anyone going to find you? Therein lies the
importance of marketing.

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There was a time when marketing in financial services existed solely to
support sales. If the sales team was working a booth at an event, the
marketing folks would create a fancy brochure for them to hand out. Sales
may have driven the materials and the message at one point, but this is no
longer the case. The two disciplines still work together, but marketing takes
the wheel in driving new client acquisition and prospect engagement, making
sales the support function.

The job of the marketer is to reach prospects directly and clearly define how
they offer solutions in a non-salesy way. The goal is to provide high-quality
client experiences, attract new prospects and build brand awareness.

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 Content Communicates the Brand and Drives
Engagement
Marketers in the financial arena have an arsenal of digital tools that didn’t
exist even 10 years ago, which enables them to directly target and engage
prospects and clients. CMS (content management systems), CRM (client
relationship management) and MAP (marketing automation programs) now
allow the marketing team to digitize the traditional sales relationship.

Financial services marketers are now focused on enhancing the user

experience and they measure the success of their performance through client
satisfaction. As such, having a clearly defined brand is more important than
ever. It’s not enough to just have a logo and a website. The brand should
be communicated through interesting content like infographics, videos,
company blogs and other thought leadership pieces, e-books and email
campaigns. Getting rid of the traditional manual processes has freed up
valuable time that is better spent creating content and brainstorming PR
strategies. 

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Data as a Roadmap
The shift in technology has put analytics at the forefront of
marketing—especially since marketers are increasingly responsible
for driving revenue and business growth. This places a higher
importance on reporting metrics that prove those results.

Data should not just be looked at as a measure of how well a

campaign meets its goals. It can also be a guide for shaping future
strategies to engage different customer segments. If you’re
implementing an email campaign and not getting the expected open
and click-through rates, take that information and use A/B testing to
see which type of email format works best with the category of
recipients you’re trying to reach. In this case, you’re not just
reporting the data, but using it to evolve the next campaign.

The New Marketing Team

Financial services firms should adopt a new way of thinking when it

comes to their team approach. Modern marketing departments erase
the divide between “traditional,” “digital” and “social” channels and
instead focus on the primary roles of each team member. The
thinkers focus on strategy and analytics, the feelers are great at
engaging customers and the doers create the content that supports
the engagement.

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Nobody is working in a silo anymore. The community manager is
working together with the content creators so they can be informed
and help strategize what will be pushed out on social media. The
event networker is involved in the strategy brainstorm since they are
the ones talking directly with prospects.

Financial services marketers should embrace marketing’s changing

role and celebrate its front-and-center position to actively engage
clients and prospects with a strong brand message—and the content
to back it up.

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Importance of marketing for financial services:
The financial services industry is a competitive and unique industry to
market for, financial professionals believe they live in a very
transactional world when it comes to marketing. Most modern customers
looking in the financial service industry are looking for more than just a
transactional service. Here are a few insights into why you should be
marketing in financial services right now.

Learning how to market in the financial industry can be tricky, but

before you market to the customer, try BEING the customer. Really take
part in learning about your specific target market. By doing so, you will
be able to understand the big picture of what your customer’s require to
be loyal. 
Share your expertise
Discussing financial information with businesses can be difficult, as
these topics are typically kept private. As a company, you have to gain
your customer’s trust before you can offer them a service. Show them
that you are an expert in your field! 
Build the relationship
There needs to be a relationship between understanding your customer’s
needs before your market to them, and collecting information on how
they perceive finances. They work together, use your insights to inform
your marketing material. 
Show them how it’s done
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People know that managing their finances will lead to their success as a
business, but very few people know how to do it. Learn the language of
your consumer and use that as your advertising to them. As experts in
the financial world, share your information, and educate your customers
to help them understand what they need to do to succeed. 

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9 Effective Financial Services Marketing Techniques
 Build trust. Millennials want to do business with financial
companies they trust. Trust comes from establishing a
remarkable company culture, building digital experiences young
people will use and getting endorsements from well-known
celebrities.
 Relate to your target audience. Young people engaging with
financial companies are looking for three simple things:
exceptional digital experiences, rewards and convenience. Your
marketing message must address these simple needs head on.
 Experiment with influencers. When 71% of people would
rather go to the dentist rather than hearing what financial service
companies have to tell them, you don’t blame the dentist - but
the messenger. Work with influencers to reach new audiences
and make your brand cool.
 Use content to educate. From educational Alexa skills to
amazingly actionable blog posts, the financial industry is slowly
learning to use content to attract and retain customers.  
 Optimize your workflow copy. Optimize your current digital
workflows, web copy and content assets. Most customers know
a lot less about your products than you think they do.

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  Optimize your digital user experience. Build an omni-channel,
frictionless user experience. From better messaging, to better
UX and better technology, the financial industry must really
optimize the end-to-end user experience to wow and delight
their customers.
 Personalize your marketing initiatives. In finance,
personalization means you use data to make relevant
recommendations to your existing customers and to introduce
them to new services your company provides at the right time
and price!
 Optimize your customer journey. Marketers must take the lead
to understand how a user’s experience differs from one touch-
point to another and advocate for integrated user experiences
which allow users to get what they need, at every step in their
customer journey of interacting with your financial product.
 Use artificial intelligence to wow your customers. AI is the
future, and the future is now. Financial marketing teams can
invest in AI solutions which remove adoption barriers, improve
customer satisfaction and attract new users.

The relationship between marketing and finance is arguably one of the

most important within any business. Traditionally perceived as an
adversarial tug of war between marketing on one side spending the

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money and finance on the other trying to save it, this relationship has
evolved into a modern marriage of equals.

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The marketing–finance interface: A new
integrative review of metrics, methods, and
findings and an agenda for future research

The marketing–finance interface is an important research field in

marketing, helping demonstrate the accountability of marketing within
companies and building a necessary interdisciplinary bridge to finance
and accounting research. Since the first comprehensive review article
by Srinivasan and Hanssens (2009), the marketing–finance field has
broadened considerably, as has research in finance and accounting. This
updated systematic review of extant and new research integrates
research in marketing, finance, and accounting into an overarching
marketing–finance research framework. We discuss new methodological
developments and offer solutions to recent technical debates on the
event-study method and Tobin's q. Motivated in part by a survey of
marketing–finance researchers, the article identifies and synthesizes four
key emerging research areas: digital marketing and firm value, tradeoffs
between “doing good” and “doing well,” the mechanisms of firm-value
effects, and feedback effects. The article closes with a future research
agenda for this dynamic research field and offers key conclusions.

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Critical link between Marketing and Finance

Imagine that you work for the Chief Executive Officer (CEO) of Coca-
Cola. He asks you for an opinion on a recommendation by the
company’s Chief Marketing Officer (CMO) to raise their advertising
budget from $3.2 billion to $3.5 billion. Should Coke spend an
additional $300 million on advertising? The Chief Financial Officer
(CFO) is opposed, saying the money would be better spent elsewhere.
Alternatively, keeping the ad budget flat will increase earnings and drive
the stock price up. The CMO counters that the increase in ad spending is
actually an investment in the brand, and one that will result in higher
sales and earnings over time as well. This was an actual decision facing
Coke’s senior leadership in 2013. Already the largest advertiser in the
beverage industry, Coke was spending 6.9% of its revenue on
advertising at the time.
What should Coke do in such a circumstance? What would you advise
the CEO? Is marketing an expense or an investment in an intangible, but
extremely valuable, asset known as the brand? Is it both an expense and
an investment? How should a company treat marketing from a financial
point of view?
There is a fallacy that marketing and finance are separate disciplines. In
reality, they are closely linked. They often overlap, and they inform one
another about the current and future health of the business. This is the
case even when the people performing finance and marketing functions
either don’t know or believe that they’re interdependent. When
executives see marketing from a financial perspective and finance from
a marketing perspective and operate with this insight, good things tend
to happen in a business and other types of organizations as well.
Looks can be deceiving. Finance appears to be a numbers game, a cold,
fact-based area of the business world where money talks and everything
else walks. Marketing, in contrast, is often viewed as subjective, an
arena for creative, artsy types who love talking about soft-edged
concepts like brand aura and emotional engagement with the customer.

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However, finance is not only about money and marketing is about a lot
more than image. In truth, both disciplines are about the same thing:
how a business sustainably earns, grows, and increases in
value. Marketing is one of the main drivers of earnings, growth, and
valuation. Finance is about measuring the effects of marketing—from
the decisions to operate in specific markets and serve specific customers
to pricing, basic advertising and messaging, product design, and the
scope of product lines.

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 Conclusion

By doing internship in textile, I understand that In India textile industry is the

second largest employment maker and it is the second largest in the world. It
holds major position in India as it offers one of the most basic necessities of
the citizens. In a changing marketplace, Textile industry will continue to
expand their product lines and marketing reaches to be more powerful in
global.

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Bibliography

www.investopedia.com

www.maastrichtuniversity.nl

blog.jconnelly.com

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