TRAINING REPORT ON

MARKETING AT ALTASCIO TECHNOLOGIES

Submitted by

HARITHA H (113220611014)

In partial fulfillment for the award of the degree

Of

MASTER OF BUSINESS ADMINISTRATION

VELAMMAL ENGINEERING COLLEGE, CHENNAI-66.

(An Autonomous Institution, Affiliated to Anna University, Chennai)

2021-2022
 VELAMMAL ENGINEERING COLLEGE,
CHENNAI-66

BONAFIDE CERTIFICATE

Certified that this training report “MARKETING” is the bonafide work of HARITHA H
(113220611014), carried out at ALTASCIO TEHNOLOGIES PRIVATE LIMITED, during
20.12.2021 to 19.01.2022.

Dr. Lekshmi.R.S
Head DoMS Faculty Coordinator
 CERTIFICATE OF EVALUATION

COLLEGE NAME : VELAMMAL ENGINEERING COLLEGE

BRANCH: MASTER OF BUSINESS ADMINISTRATION
SEMESTER III

Sl. Name of the student who Name of faculty

N has done the Training Title of the coordinator with
o Training designation

Dr. Lekshmi.R.S
1 HARITHA H MARKETING

This report of training work submitted by the above students in partial fulfillment for the
award of Master of Business Administration Degree in Anna University was evaluated and
confirmed to be reports of the work done by the above student and then assessed.

Submitted for Internal Evaluation held on........................

Examiner 1 Examiner 2
 ACKNOWLEDGEMENT

The training opportunity I had with ALTASCIO Technologies Private Limited was a great
chance for learning and professional development. Therefore, I consider myself a very lucky
individual as I was provided with an opportunity to be a part of it. I am also grateful for
having a chance to meet so many wonderful people and professionals who led me through
this training period.
I express my deepest thanks to ANISH A, HR for taking part in useful decisions & giving
necessary advice and guidance, and arranging all facilities to make the training easier. I
choose this moment to acknowledge his/her contribution gratefully.
Bearing in mind previous I am using this opportunity to express my deepest gratitude and
special thanks to Shri. M.V. Muthuramalingam B.E., Chairman of Velammal Group of
Institutions, Shri. M.V.M. Velmurugan B.L., Chief Executive Officer of Velammal Group
of Institutions, and Dr. S.Sathishkumar, Principal the esteemed head of our institution have
been a source of motivation to all the students of our college.
My sincere thanks to Dr. Lekshmi R.S, the Head of the Department and internal guide for
her support and motivation throughout the project.
I perceive this opportunity as a big milestone in my career development. I will strive to use
the skills and knowledge gained in the best way possible, and I will continue to work on
further improvement to attain my desired career objectives. I hope to continue cooperation
with all of you in the field

HARITHA H
 TABLE OF CONTENTS

TITLE Page No.

Abstract
List of Tables
List of Charts
CHAPTER-I INTRODUCTION
        Industry Profile
       Company Profile
       Organizational structure
       Objectives of the study
CHAPTER II DETAILS OF TRAINING
     Details of training
     Skills developed during training
CONCLUSION
REFERENCE
ANNEXURE
Activity Record
Attendance record
Final Assessment
 ABSTRACT

Digital marketing is the marketing of products or services using digital technologies,

mainly on the Internet, but also including mobile phones, display advertising, and any other
digital medium. Digital marketing’s development since the 1990s and 2000s has changed the
way brands and businesses use technology for marketing. As digital platforms are increasingly
incorporated into marketing plans and everyday life, and as people use digital devices instead of
visiting physical shops, digital marketing campaigns are becoming more prevalent and efficient.
The world is shifting from analog to digital and marketing is no exception. As technology
development is increasing, the use of digital marketing, social media marketing, search engine
marketing is also increasing. Internet users are increasing rapidly and digital marketing has
profited the most because it mainly depends on the internet. Consumer's buying behaviour is
changing and they are more inclined towards digital marketing rather than traditional marketing.
This study helps me to understand and use the available options and tools for effective
implementation of digital marketing to reap tremendous potential to increase sales.
 LIST OF CHARTS

Sl.No TITLE Page No.

1 Trend in market 1
 LIST OF TABLES

Sl.No TITLE Page No.

1 Trend in market 1
 CHAPTER I
INTRODUCTION
1.1 INDUSTRY PROFILE

Digital Marketing (also Online Marketing, Internet Marketing or Web Marketing) is a collective
name for marketing activity carried out online, as opposed to traditional marketing through print
media, live promotions, tv and radio advertisement. The rapid growth of Digital Marketing
Industry is a direct consequence of the global phenomenon that is the Internet, and effectiveness
of Digital Marketing channels in generating revenue and awareness. Compared to traditional
methods of advertising, Digital Marketing offers rather realistic costs (particularly important for
small- and medium-size businesses and start-ups), accurate targeting and excellent reporting.
Chart no. 1 Trend in market
DIGITAL MARKETING CHANNELS
1. SEO (Search Engine Optimization)
Search engine optimization (SEO) is the process of affecting the visibility of a website or a web
page in a search engine's "natural" or unpaid ("organic") search results. SEO may target different
kinds of search, including image search, local search, video search, academic search, news
search and industry-specific vertical search engines. As an Internet marketing strategy, SEO
considers how search engines work, what people search for, the actual search terms or keywords
typed into search engines and which search engines are preferred by their targeted audience.
Optimizing a website may involve editing its content, HTML and associated coding to both
increase its relevance to specific keywords and to remove barriers to the indexing activities of
search engines.

Chart no. 2 ____________

2. SEM (Search EngineMarketing)
Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of
websites by increasing their visibility in search engine results pages (SERPs) through
optimization and advertising. SEM may use search engine optimization (SEO), which adjusts or
rewrites website content to achieve a higher ranking in search engine results pages, or use pay
per click listings. SEM/PAID ADS SEM/PAID ADS.

Chart no. ____________

3. SMM (Social Media Marketing)
Social media marketing is the process of gaining website traffic or attention through social media
sites. Social media marketing programs usually center on efforts to create content that attracts
attention and encourages readers to share it across their social networks. The resulting electronic
word of mouth (eWoM) refers to any statement consumers share via the Internet (e.g., web sites,
social networks, instant messages, news feeds) about an event, product, service, brand or
company. When the underlying message spreads from user to user and presumably resonates
because it appears to come from a trusted, third-party source, as opposed to the brand or
company itself, this form of marketing results in earned media rather than paid media.
Engagement In the context of the social web, engagement means that customers and stakeholders
are participants rather than viewers. customer becomes part of the marketing department, as
other customers read their comments or reviews. The engagement process is then fundamental to
successful social media marketing.
 Chart no. ____________
Facebook Marketing: Facebook is the world's most popular social network for both businesses
and individuals. With over one billion users, your friends and fans are likely already using the
platform -- and you should be too! In fact, people are 51% more likely to make a purchase after
"liking" a brand on Facebook. Facebook marketing requires a good intellects and unique thinking
to make the campaign effective. So what we have today!!!! In facebook marketing in fact in
visual /web marketing your content speaks a loud that is why make sure your content should be
relevant to your audience and business. Thumb rules: Emphasize on visualization. Rich visuals
make the best content and the best timelines. ‘Highlight’ posts to give them the full width of the
Face book container. To make it more attractive ‘PIN’ posts, these posts stay at the top of the
feed promoting posts.
Twitter marketing (A game of 140 characters) Twitter’s flexible, real-time platform allows you
to get creative and drive results at the same time. Whether you’re looking to drive sales, increase
brand awareness or launch a product. Twitter marketing is not much more popular than
Facebook but still it has an impact on audience so what we have today!!! The very first thing on
twitter marketing you need to understand and learn the twitter terminologies well.
1. HASHTAG A hash tag is any word beginning with the # sign. People use hash tags to
organize conversations around a specific topic. Clicking on a hash tag takes you to search results
for that term.
2. MENTION Sometimes you want to bring a Tweet to someone’s attention, but you still want
all of your followers to see the message. So instead of a reply, use a mention. Include the
@username of whomever you want to mention in your Tweet, and it will appear in the Mentions
section (in the Connect tab). All @username mentions are clickable and link back to the
mentioned individual’s profile.Posts with images have double the engagement of those without
even though users can’t see them until they click on them. It creates an interest among the
audience.
Pinterest It is a visual discovery social network. It is a way of sharing images of anything,from
fashion to pets to pot plants. You can create your own online pinboards to suit any theme and
share it with likeminded people. Pinterest completely revolves around the premise of being
creative and visual. 70% users are female and aged between 25 and 44. So if you are targeting
women pinterest is the
right platform. Pinterest is now one of the top 10 social networking sites tracked by Hitwise.How
brands can use pinterest Pinterest does not encourage product pushing, this means brands must
look at crating boards that are culture and lifestyle related. You can create boards on trends,
behind the scenes, preliminary sketches for products etc.

Chart no. ____________

Instagram, the new revolutionary photo-sharing program, making it easier than ever to share
your best pictures with the world. The social media program allows you to upload, add digital
filters, and then post your pictures on your Instagram-feed, as well as other social networking
sites. You can connect your Instagram account with Facebook, Twitter, Tumblr, Flickr,
Foursquare and your email account.
E-commerce Marketing - Amazon
Ecommerce marketing is the method of making sales by creating and increasing awareness about
an online store's product offerings and brand.The online market is a busy place, and it is ever-
growing in popularity. Ecommerce marketing is a great way for stores and organizations to tap
into that growing power, creating advertisements that guide consumers to an ecommerce website.
Amazon is an American multinational technology company based in Seattle, Washington, that
focuses on e-commerce, cloud computing, digital streaming, and artificial intelligence. It is
considered one of the Big Four technology companies along with Google, Apple, and
Facebook.is one of the most popular online marketplaces used by individual as well as
businesses, and the site is available in many different countries and languages. The Amazon
Marketplace is one of the most well-known marketing channels for online retailers. To sell
things on Amazon Marketplace, sellers are required to set up an account, and send Amazon a
product feed. As seen in the example below, Marketplace listings are the seller results that
appear when a query is typed into the search box.
The Amazon Marketplace program does not link shoppers to a merchant’s site, as all transactions
are performed on Amazon.com.
Amazon offers a number of ways through which online retailers can sell inventory, but choosing
which program to use to sell on Amazon can be a challenge.

Chart no. ____________

AMAZON ADS
Amazon Sponsored Products has been an Amazon ad option which boosts visibility on the
Amazon marketplace since 2012, Amazon Sponsored Products elevates Marketplace seller
products that are Buy Box eligible on search and product pages with an additional cost per click
fee.

Amazon Sponsored Products highlights product ads for Amazon Buy Box eligible products
on Amazon search
Amazon Sponsored Products ad placements on are only available for products which are winning
the Buy Box– and lead directly to the product detail page where your product is featured.
Frequently compared to Google AdWords ads for its keyword ad population, Sponsored
Products populate on search and product pages based on seller determined keywords and max
bid per click metrics.Amazon uses keywords, bids and search relevancy to display ads.
The Indian Media and Entertainment (M&E) Industry, one of the most vibrant and exciting
industries in the world, has had a tremendous impact on the lives and the Indian economy. As the
M&E industry widens its reach, it plays a critical role in creating awareness on issues affecting,
channelling the energy of and building aspirations among India’s millions. As it entertains and
informs the country, the M&E industry has been a catalyst for the growth of large parts of the
Indian economy. M&E industry consist of TV, Print, Films, Radio, Music, OOH, Animation and
VFX, Gaming and Digital Advertising.

The FICCI-KPMG 2014 Report 'The Stage Is Set' showing the Indian media and entertainment
(M&E) industry has grown by 11.8 per cent in 2013 while comparing with 2012 and touched Rs
918 billion. It is expected to touch Rs 1785.8 billion by 2018, with a CAGR of 14.2 per cent.
By the end of 2014, the industry is expected to stand at Rs 1039 billion. Additionally, digital
advertising has shown promising growth in 2013 while comparing with 2012, which is about
38.7 per cent, followed by gaming which grew by 25.5 per cent. As for the 2018 prediction:
Digital advertising is expected to lead the CAGR with 27.7 per cent, followed by radio with 18.1
per cent. Gaming and television are expected to register a CAGR of 16.2 per cent each, followed
by growth rates of animation and VFX (15.9 per cent), music (13.2 per cent), films (11.9 per
cent) and OOH with 9.2 per cent expected CAGR.

Table no. 1 _________________________

According to the annual advertising expenditure report from GroupM, The digital media
advertising revenues for the year 2013 is estimated at Rs 2,520.1 crore (around $405 million) ,
up 30% from Rs 1,938.6 crore in 2012,. Digital contributed to 6.5% of the total media
advertising expenditure in 2013, up from 5.5% share in 2012.
The agency estimates that the digital media advertising revenues to reach Rs 3,402.2 crore ($546
million) in 2014, registering a 35% growth year on year. This will represent around 7.9% of the
total media advertising expenditure in 2014, which is estimated at Rs 43,065.4 crore. The
company notes this will be driven by election spending by the government and political parties
across all media.  GroupM made the prediction in the latest edition of its annual report This
Year, Next Year. Digital media were projected to increase 35%, with TV slowing to 12% from
last year’s 14.6% and print picking up to 8.5% from 4.6% in 2013.
Digital ad spends accounted for 8.3 percent of the total ad spends of Inr362.5 billion in 2013.
Digital media advertising in India is grown by 38.7 per cent in 2013, faster than any other ad
category. With the dramatic growth in mobile usage, content providers and advertisers are
seeking opportunities to get their message across on this preferred medium of the masses.
It is estimated that the total internet user base will reach 494 Million by the end of 2018 as
against 938 million TV viewers in the same year. This means that the internet user population
will be approximately 53 per cent of the total number of TV viewer in the country in 2018
compared to 27 per cent in 2013. This shift towards the digital media is important for digital
media strategists to consider, in order balancing their marketing budgets between online media
and traditional TV strategy.
IAMAI & IMRB report of March 2013 showing trends in breakup of Digital ad market among
various ad types like search ads, display ads, mobile ads, social media ads, email ads and video
ads. By seeing this breakup we can understand marketer are giving importance to all venues to
place ads.
 Chart no. ____________
Some of the key players in the Digital advertising are Ogilvy & Mather, Web chutney, IBS,
Isobar, Maxus, 22 Feet, Grey Digital, Mind Share, Interactive Avenues, Omnicom Media Group,
Digital Law & Kenneth, Pinstrom.

Business Model of Industry:

Chart no. ____________

ATD- Agency Trading Desk DSP- Demand Side Platform
SSP- Selling Side Platform
Clients would give authority to agencies, to wear the shoes of clients. Agency will create ads,
which may be banner ads or videos. After the creation and getting approval from clients, agency
while find out the portals or websites where the T.G is present. Later give the order to DSP or
ATD, this order contains details regarding where to place ads or which portal is requiring to
placing the ad. This DSP/ ATD will bid in ad exchange for that portal. Otherwise agency can
directly approach to ad networks and give orders. These ad networks buy the inventories from
publisher and give to agency. From publisher view he can sell inventories through Ad networks
or through SSP. If publisher give to SSP, they will place those space in ad exchange for bidding.
Through ad exchange DSP/ATD will buy those inventories. Bidding will not only for space but
also for T.G which required for clients.
Ad exchanges are technology platforms that facilitate the bids for buying and selling of online
media advertising inventory from multiple ad networks. The approach is technology-driven as
opposed to the historical approach of negotiating price on media inventory.
A demand-side platform (DSP) is a system that allows buyers of digital advertising inventory
to manage multiple ad exchange and data exchange accounts through one interface. Real-time
bidding for displaying online ads takes place within the ad exchanges, and by utilizing a DSP,
marketers can manage their bids for
The banners and the pricing for the data that they are layering on to target their audiences. A
supply-side platform or sell-side platform (SSP) is a technology platform, web publishers of
the world use a supply-side platform to automate and optimize the selling of their online media
space.
Porter’s Five Model Analysis of Digital Advertising Industry:
Porter’s model will help analysis the industry and understand where the power lies in the
business. Here I am using porter’s model to understand digital advertising industry in India.
Generally, in the Indian advertising industry, contracts are long termed, and customers are likely
to keep going back to the same advertiser so long as results were obtained the first time.
1) Threats of New Entry
 Full service agencies have high demand in Market.
 Lack of getting efficient work force is a threat in digital advertising.
 Cost of setting up a digital agency is low. But agencies need to invest a huge amount
in backend function like technology.
 Getting clients in the initial stage is a bit difficult, because clients will usually look
the past experience of agency.
 Government regulations in the digital advertising are low. While comparing with
M&E industry.
2) Bargaining power of suppliers
 Lot of suppliers are there, but some suppliers who have high reach and affinity will
charge high price for placing ads in their portals.
 Real time bidding will lead to increase the demand of some portals.
  Bargaining power of suppliers, who provide data and information are very high.
 Seasonal campaigns put pressure on supply side to charge high.
 Employee or work force with proper knowledge is limited.
3) Bargaining power of buyers
 Buyer are the clients of agencies, basically buyers are high idea seekers.
 Clients will choose agencies which have good experience in industry.
 Clients like long term relationships with agencies, so they also try to adjust with
agencies.
 Clients can ask agencies to change pattern of campaigns at any time.
 Backward integration by buyers is not possible.
4) Threats of substitutes
 No. of substitutes is high, substitutes include Print media, TV, OOH and Radio.
 Substitutes are too popular among buyers. They had high demand in past years.
 Main competitor for Digital advertising is TVC, but trends are now changing FICCI-
KPMG report of 2014 showing growth of digital is very high while comparing with
others media.
 But media consumption through radio is increasing now.
5) Rivalry by existing competitors
 At present competitors are low, but it can be increase in future. Because lot new
players are coming to the industry.
 Existing competitors have high profile clients and clients loyal toward them.
 Most of the traditional agencies are now concentrating in digital also.
 Existing firms in the Industry are creating variety and unique campaign for clients.
 Most of the firms have efficient backend support in technology.
 Existing firms have the expertise manpower and firms giving good remunerations to
employees. So employees are loyal towards employers.
 Some firms are popular due to execution of innovative campaigns.
Conclusion of Porter’s Five Force Analysis
 Low threats for new entry.
 High bargaining power of suppliers.
  Bargaining power of buyer is medium, but in coming year there is chance for increase.
Due to lot of players are coming to industry.
 Threats of the substitutes are high, but it will change in coming years.
 Rivalry by existing competitors is high, but possible to break it by doing some unique
campaign for client.

Objectives Of Digital Marketing

The basic objectives of digital marketing in altascio technologies private limited are as follows
 To increase the lead generation
 To increase the sales revenue of the organization
 To improve brand awareness
 To increase the website traffic
 To improve the local search engine optimization
 To manage the online reputation of the organization
 To build the brand of the company
 To reach the right audience
 To engage with the audience
 To maintain a good return on investment

1.2 COMPANY PROFILE

1.3
Altascio Technologies, a digital marketing firm with a performance-based pricing strategy, is
Gearing up to serve clients in over 150 cities in India, in addition to setting up shop in Singapore
and the Middle East by the end of next fiscal.
MISSION:
Customer Satisfaction is our primary objective and we strive for Excellence in it. End user
Contact and Immediate Problem Resolution is our Strength.
VISION
Our vision is to set the high standards for Digital marketing & Technology around the world,
across all industries through hard work, innovation and creativity until the preferred outcome is
achieved.
Altascio’s services entail Facebook brand building suite, Twitter strategy planning and
implementation, social media platform connect, strategy on social media applications and SEO
and Google AdWords PPC. Its clientele spans across sectors and includes companies such as
Myntra, Infibeam, Indus League, HI design, MakeMyTrip and Toyota, to name a few. While 75
per cent of its clients are acquired through referrals and online marketing.
Product mix
We Provide a Range of Services Adapted to your Needs:
● E-commerce Designing, Development & Marketing: From Strategy to Sale,
leanport build Businesses, not just websites. They develop astonishing eCommerce
websites for your business that works, actually works. They are proficient in
WordPress, Magento, Drupal, Joomla, OpenCart, Theme Based development and
Customized websites.
● Website Designing and Development: Interactive & beautiful websites are one of
the best ways to attract and engage customers in today’s competitive world. We
design websites that will make you stand out from the crowd.
● Digital Marketing: As a top SEO Company India, our marketing services transform
ideas, values, and vision into professional marketing solutions to communicate and
reach your strategic goals. We are proficient in Performance Based SEO, Social
Media Marketing, All-in-one SEO, Location Based Marketing, SMO, and PPC.
● Mobile Application Development: Expand boundaries of your brand via our cost-
effective mobile application development service to get applications version of your
site for various platforms. We develop applications for iOS, Android, and Windows.
Department Profiles
HR and Quality Department
Department Head: Mr. Balaji
Department Profile:
One of the primary goals of HR department is to ensure the growth, development, and
satisfaction of the company workforce. To meet the objectives of a low turnover rate, reduced
recruitment costs, and a motivated workforce, HR needs to engage in aggressive planning,
communication, and effective execution.
HR's responsibility may be to secure and implement the new workers' compensation policies and
procedures. The big emphasis sits with human resources.
 It was tracking and managing days off, vacations, and even benefits like free lunches for
employees.
 It serves as an intermediary for benefit claims, such as medical leave of absence claims.
 It helps in assisting employees in personal development.
 It also helps in assisting employees in professional development and training.
 Initial setting of control limits based on capability studies or tolerance limits.
 Recalculation of limits based on performance.
 The design, purchase and provision of all necessary materials for measurement or
assessment.
Department Structure:
An efficiently run human resources department can provide your organization with structure and
the ability to meet business needs through managing your company's most valuable resources –
its employees. There are several HR disciplines, but HR practitioners in each discipline may
perform more than one of the more than six essential functions. In small businesses without a
dedicated HR department, it's possible to achieve the same level of efficiency and workforce
management through outsourcing HR functions or joining a professional employer organization.
The six main function of HR are
 Recruitment,
 Workplace Safety,
 Employee Relations,
 Compensation Planning,
 Labour Law Compliance
 Training.
Human Resource Management is a multidisciplinary subject.
 It includes the study of management, psychology, communication, economics and
sociology.
  It also deals with building team spirit and team work.
 It is a continuous process.
Human resource management as a department in an organisation handles all aspects of
employees and has various functions like human resource planning, Conducting Job
analysis, recruitment and conducting job interviews, selection of human resources, Orienting,
training, compensating, Providing benefits and incentives, appraising, retaining, Career planning.
Roles & Responsibilities
The responsibilities of a human resource manager fall into three major areas:
 Staffing,
 Employee Compensation and Benefits,
 Defining or Designing Work.
● They answer employee questions and address employee concerns promptly and politely.
● Explain and provide information on all insurance plans to stakeholders as required.
● Cover all legal compliance for human resource requirements.
Achievements of the Department:
 Maximized team knowledge and productivity through the implementation of well-
placed training procedures.
 Successfully interviewed, hired, and trained 50 individuals for a sales team within a
tight deadline.
 Singlehandedly maintained optimal staff levels by effectively tracking vacancies and
initiating recruitment to identify talent.
 Suggested holding a series of HR seminars, as a result, managed to acquire top-level
management talents.
 Implemented a compensation policy, hence, increased employee retention by 40%.
 Drive strategic workforce planning.
 Set simple and performance driven compensation strategies and compensation
policies.
 Identify rich recruitment sources and utilize the full recruitment potential of the
organization.
 Develop top talents and focus the investment of training funds.
  Build the friendly corporate culture and drive the engagement of all employees.
 Build direct communication channels and support honest and quick information flow.
 Build the environment, which recognizes top talents and top performers. > Support
employees' innovation.
In conclusion we can say that Human resources is the division of a business that is charged with
finding, screening, recruiting, and training job applicants, as well as administering employee-
benefit programs. HR plays a key role in helping companies deal with a fast-changing business
environment and a greater demand for quality employees. The presence of an HR department is
an essential component of any business, regardless of the organization's size. An HR department
is tasked with maximizing employee productivity and protecting the company from any issues
that may arise within the workforce.
Finance Department
Department Head: Mr. Ganesh S
Department Profile:
Finance Department is the part of an organization that is responsible for acquiring funds for the
firm, managing funds within the organization and planning for the expenditure of funds on
various assets. It is the part of an organization that ensures efficient financial management and
financial control necessary to support all business activities.
A Finance Department manages a firm's long-term and day-to-day monetary operations and
strategy. Finance groups oversee incoming and outgoing payments, budget creation, cash
management, accounting, financial reporting and many other tasks related to the finances of the
company. Finance organization size varies based upon total company-wide head count, company
revenue, industry, and overall business strategy.
Department Structure:
The most typical organizational structure consists of a chief financial officer (CFO), a vice
president, one or more accountants and a budget analyst.
The chief financial officer, or CFO, is the head of the finance department, which also means that
this person is at the top of the organizational structure. The CFO is not only the boss or the
person that everyone in the finance department reports to, but he or she is also responsible for the
overall planning and guidance for implementing the plan when it comes to the finances of the
company.
The CFO reports to the chief executive officer (CEO) of the company. He or she also works with
the heads of other departments, including human resources, manufacturing, sales, marketing,
production or any of the other departments that comprise the company. The CFO meets with the
heads of all of these departments for planning purposes.
Roles and Responsibilities:
The contributions of finance department to any company and how these contributions positively
affect organisational performance will greatly depend on factors such as the extent to which the
owner/ manager is involved in his company. The roles and responsibilities of a finance
department includes:
 Book keeping
 Management of company's cash flow
 Budgeting & forecasting
 Advising & sourcing longer-term financing
 Management of Taxes
 Financial Reporting & Analysis
Achievements of the Department:
The Financial Results for the FY 2018-19 reflect that our Company has registered a positive
Growth Rate of 15% on gross basis and underwritten Global Premium of Rs. 13484.75cr as
against Rs. 11736.84cr in the year 2017-18. Our net premium was Rs. 10845.39cr in the year
2018-19 in comparison to Rs. 10028.23cr in the year 2017-18, registering a growth of 8%.
The financial manager must deal with the money and capital markets. Each firm affects and is
affected by the general financial markets where funds are raised, where the firm’s shares and
debentures are traded, and where its investors either make or lose money.
Marketing Department:
Department Head: Mr. Meyyappan N
Department Profile:
A marketing department promotes your business and drives sales of its products or services. It
provides the necessary research to identify your target customers and other audiences.
Depending on the company’s hierarchical organization, a marketing director, manager or vice
president of marketing might be at the helm. In some businesses, a vice president of sales and
marketing oversees both the marketing and sales departments with a strong manager leading
each department.
A functional marketing department implements customer relationship management functions to
track and predict what customers want in their products. It connects the customer to the product
with hard data as well as emotional, qualitative information that can help product designers
differentiate your products from those of a competitor. This information also helps marketing
promotions by highlighting these differences in marketing materials. A marketing department
sets prices for products that recoup development and promotional costs while generating revenue
for the company.
Marketing departments carry out promotional strategies for products and services, and some may
also incorporate promotional activities, such as public relations, for the business as a whole. The
promotions staff assists the sales force with sales promotions; offers public relations support for
product launches, trade shows and other events; purchases advertising that illustrates product
benefits and features; and pitches the product to media outlets.
Department Structure:
Marketing works closely with sales in generating new business. Employees entice prospects to
engage with your company in some way, even if it’s just visiting the website, and then uses
incentives to get customers to continue thinking about the product so that the sales team can
convince them to buy the product. This is called generating leads. Not every lead turns into a
paying customer, so business development is ongoing.
It can also include identifying new markets for existing products or discovering a need that
current customers have for a modified version of an existing product.
The Association for Career and Technical Education has defined 16 career clusters for which
they've developed curricula and plans of study. One career cluster is marketing. Inside of its
career cluster, the association has aligned the following programs:
 Business Education (which includes communications)
 Family and Consumer Sciences
 Guidance and Career Development
 New and Related Services (such as public information and research)
 The Marketing Education Division
The Marketing Education Division encompasses many areas of marketing including, but not
limited to, advertising, hospitality and tourism, public relations, social media marketing, and
sports and entertainment. Through Career and Technical Education programming, students are
able to determine if a career in marketing might be of interest to them.
The managerial philosophy of marketing puts central emphasis on customer satisfaction as the
means for gaining and keeping loyal customers. Therefore, Marketers must urge their respective
organizations to carefully and continually gauge target customers' expectations and to
consistently meet or exceed these expectations. In order to accomplish this, everyone in all areas
of the organizations must focus on understanding and serving customers; the business will find it
hard to succeed if marketing occurs only in the marketing department and does not involve
everyone.
A marketing department drives the promotional engine of a business. It is responsible for
increasing brand awareness overall, while also driving potential and recurring customers to a
company's products or services.
Marketing department is centred on creating, planning, and implementing strategies that will
help achieve wider business objectives. These business objectives can involve increasing brand
awareness, boosting profits, or entering into previously untapped markets.
Roles and Responsibilities
The roles and responsibilities of the Marketing Department may be described as the following:
 Defining and managing your brand.
This involves defining who you are, what you stand for, what you say about yourself, what you
do and how your company acts. This, in turn, defines the experience you want your customers
and partners to have when they interact with you.
 Conducting campaign management for marketing initiatives.
Marketing proactively identifies the products and services to focus on over the course of your
sales cycle, and then produces materials and communications that get the word out.
 Producing marketing and promotional materials.
Your marketing department should create the materials that describe and promote your core
products and/or services. They should be kept up-to-date as those products and services evolve.
 Creating content providing search engine optimization for your website.
Your website is often the first-place people go for information about you. Your marketing
department will be responsible for keeping Web content current, while also working to ensure
your site comes up quickly when someone searches for your type of business.
 Monitoring and managing social media.
Marketing should contribute to, manage and maintain your social media pages. It should also
manage accounts and carefully watch what’s being posted about you online.
 Forecasting and Planning:
The financial manager must interact with other executives as they look ahead and lay the plans
which will shape the firm’s future.
Achievements of the Department
 Increased the company’s sales by 65% through implementation of a dedicated marketing
plan to bring in more business.
 Decreased customer dissatisfaction by conducting a survey to determine causes of low
sales, and implementing counter measures.
 Developed and implemented a 4 year marketing plan which successfully met all
marketing and sales objectives by 100%.
 Successfully organized a huge marketing fair, which resulted in increasing the company’s
clientele by a staggering 58%.
 Single-handedly created and deployed a complex customer segmentation and cohort-
specific targeting strategy, a feat that the last 2 marketing managers were unable to
perform.
 Introduced campaign creation, analysis and optimization of direct marketing campaigns,
including Facebook, Bing and Yahoo platforms.
 Attained all marketing targets by a 100% between the years of 2011 and 2013.
 Exceeded expectations by developing and implementing marketing strategies that
brought “dead” product back to life, increasing the company’s revenue by 26%.
 Built a series of compelling speeches, videos, presentations and emails as part of
communications, effectively streamlining departmental work at all levels of marketing
and communications.
 Three common types of manufacturing production processes are: make to stock (MTS),
make to order (MTO), and make to assemble (MTA). Such strategies have advantages
 and disadvantages in labor costs, inventory control, overhead, customization, and the
speed of production and filling orders.
 At the pre-production stage, technical production managers are responsible for the
selection and design of equipment; the plant layout; materials handling and production
planning (including demand forecasting, production scheduling and ordering of material).
1.3 ORGANIZATIONAL STRUCTURE

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1.4 OBJECTIVES OF THE STUDY

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 CHAPTER II
DETAILS OF TRAINING

I was working with the team of executives guided by the team leader where I had to look after
marketing and promotional activities of on various digital platforms working closely with the
SEO team, Social Media Marketing Team and the E-commerce team .
Roles and Responsibilities
Step 1 - Identifying ways of promotion and advertising
Step 2- Displaying Ads
Step 3- Measuring Return on investment
The team is doing promotions and advertising by following methods identified :
 Social Media Marketing
 Facebook Marketing
 Instagram Marketing
 Twitter Marketing
 Pinterest Marketing
 Whatsapp Marketing
 Search Engine Optimization
 Amazon
1. Daily schedule of social media activities: When the updates and news are published on
social media like Facebook and Twitter. Users like and share the posts and it creates brand
awareness.
It includes:
● Posting interactive content like photos and videos of the products which will drive
the customers towards the official website of the company.
● Adding products to the Facebook Marketplace.
● Posting about offers and discounts.
● Replying to customers comments and queries regarding the products and services.
● Encourage users who are active on the page by promoting our content by writing
blogs.
2. Search Engine Optimization
The team is doing ON PAGE and OFF PAGE SEO.
The major objective was to improve the visibility and reach of the webpage on the search
engines.
The SEO department is responsible to optimize WebPages and its content based on keywords
that are relevant to the clients business, primarily aimed at improving the overall presence on the
internet, mainly at the Search Engine Results Pages (SERPs). Search Engine Optimizers Perform
various optimization techniques for gaining better SERP rankings.
Types of SEO performed:
1) On-Page Optimization
2) Off-Page Optimization
Tools used in SEO:
1) Google Analytics : used to track the website activity of the users such as session duration,
pages per session, bounce rate etc.
2) Google Webmaster Tools : used to submit and check sitemaps,and view statistics about
when Googlebot accesses a particular site, list internal and external pages that link to the
site.etc
3) Semrush SEO Toolkit: used to get real users browsing history e.g.,monthly data,information
on location and devices,common keywords,strategy, traffic source etc
4) Ahrefs SEO Tool: used to get information about the rating and ranking of pages,
backlinks,organic traffic etc
5) Google adwords keyword planner: used to do keyword research
6) Uber suggest: used to do keyword research.
3. Social Media Presence - It included maintaining a weekly routine of social media posts,
finding buzzing and relevant content and engaging with the audience. We make sure that
people have access to our contents from not just our website but through social media
platforms. Linking various social media available can help to improve our site’s popularity
and getting high no. of visitors.
2.2 SKILLS DEVELOPED DURING TRAINING
● Get to know about challenges and opportunities for digital marketing..
● Gain a basic understanding of SEO, SEM, SMM, etc
● I experienced the corporate feeling which gives me a good exposure.
 ● I was able to put in practice what I have learnt in my first year of the MBA
curriculum. Leadership quality, it’s all about the impact you have on other people.
● Digital marketing work is all about teamwork and it always try to give the best out of
all.
● Time management is the big management lesson I have learnt as make individual
more divert to words it work.
● How to do a formal communication, the way how to communicate with each level of
management to get work done.

/
 CONCLUSION

In a nutshell, this training has been an excellent and rewarding experience. I’ve learned
numerous things from my work at Altascio technologies. During the training period I did not
only learn about area of my interest – Digital Marketing but also how to make a plan based on
data and reports that are generated from tools like Google Analytics, . I learned how important it
is to monitor tasks of the team, also how can organization can secure its user id and password
and give access to all the employees & the importance of Social Media in business today.
Despite the fact that I was just an internee, I felt like part of the team, having the opportunity to
offer colleagues my ideas and to implement them on my own. Among other great advantages
were the opportunity to be engaged in projects and a variety of tasks. I had my own area of
responsibility, which, in my opinion, is very important for getting used to starting from the
lowest positions.
In conclusion, this training has been a very useful experience for me. I can safely say that my
understanding of the job environment has increased greatly. However, I do think that there are
some aspects of the job that I could have done better and that I need to work on. I need to build
more confidence in communication skill. The two main things that I learned after my experience
in this firm are the importance of time management and being self-motivated.
 REFERENCE

● https://www.zaubacorp.com/company/ALTASCIO-TECHNOLOGIES-INDIA-
PRIVATE-LIMITED
● www.leanport.com
● www.temptinghome.com
● https://www.slideshare.net/shikh18/a-study-of-digital-marketing-services-summer-
interns hip-project
● https://www.cpcstrategy.com/blog/2019/04/sell-on-amazon/
● www.limofahr.com
● www.amazon.com