Summer Training Report

MARKETING MANAGEMENT FOR NEW PRODUCT

LAUNCH OF FOREVER HAWK

Submitted in Partial Fulfillment for the Award of the

Degree of Bachelor of Business Administration 2019-2022

Under the Guidance of: Submitted By:

Ms. Shruti Sharma Mr. Manraj Singh Handa

Designation- University Enrollment No.-

Assistant Professor 11214701719

Maharaja Agrasen Institute of Management Studies

Affiliated to Guru Gobind Singh Indraprastha University, Delhi
PSP Area, Plot No. 1, Sector 22, Rohini, Delhi 110086, India
Student Declaration

This is to certify that I, Manraj Singh Handa have completed the Summer Training Report
entitled

Marketing Management on new product launch under the guidance of Ms. Shikha Sharma,

Assistant Professor toward partial fulfillment of the requirement for the award of the Degree of

Bachelor of Business Administration at Maharaja Agrasen Institute of Management Studies,

Delhi. This is an original piece of work and I have not submitted it earlier elsewhere.

(Signature)

Name of the Student: Manraj Singh Handa

University Enrollment No: 11214701719
Batch: 2019-2022
Date: 10th October 2021
Program: BBA (G)

COUNTERSIGNED BY:

(Signature)
Name of Internal Faculty Guide: Ms. Shikha Sharma
Designation: Assistant professor
Date: 10th October 2021
 ACKNOWLEDGEMENT

Guidance, inspiration and motivation have always played a key role in the success of any venture. I
would like to pay my sincere regards to all those who guided me in my project work.

I express my sincere thanks to FOREVER HAWK who gave me the opportunity to work on
my Summer Training project. I also express my sincere thanks to the industry supervisor Mr.
Kunwardeep and Mr. Simardeep , for all the valuable guidance and support extended to me during
my summer training. I would like to avail this opportunity to pay my sincere gratitude and regards to
Prof. Ravi Kumar Gupta, Director and Prof. Vijay Kr. Khurana, HOD, Business Administration,
Maharaja Agrasen Institute of Management Studies for providing me such a wonderful opportunity
to widen the horizons of my knowledge. I would also like to express my heartfelt thanks to my
Project Guide Ms. Shikha Sharma, Assistant Professor for giving her support, guidance and
encouragement throughout the project work.

Last but not the least I would like to thank my parents, family and friends who have directly or
indirectly contributed in making this project a success.

Name of the Student: Manraj Singh Handa

University Enrolment No: 11214701719

Program & Section: BBA 5C

Batch: BBA 2018-21

Training Certificate
 Executive Summary

The objective of the project was “To understand the Digital Marketing Audience (DMA) &
Develop the Best Possible Marketing Channel” for Forever Hawk India Pvt. Ltd., for that we
have to understand the customer needs (Customers), pricing constraints, response,
emotions and beliefs regarding the product, so that they can contribute their valuable inputs
for introducing the “Brand Specific” in India for the company. The objective of this study was
to analyze the Purchasing practice of the customers pan India with respect to the survey in the
respected markets.

The project was started on 10th April after knowing all the relevant information regarding
the project, under the guidance of Mr. Kunwardeep Singh (Group Product Manager &
President). The first part of my project involved the study of the Markets that Forever Hawk
dealt with and Prepare a detailed report on it. For this I used Internet as a primary source of
information for study, also attended a day with Dr. Shravan Gupta discussing the topics.
Along with the detailed study of DMA category the study was more focused on Product
Markets.

Since, the next part of my project was to develop the questionnaire respected to Likes
and Dislikes of the customers along with their purchasing behavior. Hence, the detailed study
provided me a rough idea in developing questionnaire and my corporate mentor guided me in
finalizing the questionnaire. For this the questionnaire was prepared which gave the vague
idea about the customers, who were really interested in purchasing the new product and
wanted to know about the availability of the product in the country. Go through
questionnaire in different markets and people in the Mumbai and Pune city. The marketing
research was undertaken for Mumbai and Pune region during one month. The sample size
of the marketing research was taken to be 133++. The questionnaire contains various aspects
like their Name, Contact Number, E-mail Id, Product Details, DMA preferences and
Product's advantage etc. The final part of the project consists of 15 days of scanning the
questionnaire.

Most important part is analyzing the information.

 Index

• CHAPTER 1: Introduction ................................................................ 4-7

o Overview of the Industry ........................................................... 5
▪ Digital Marketing in India
o Objective and Scope of Study .................................................... 7
▪ Objective of the Study
▪ Scope of the Study
▪ Managerial Usefulness of the Study
▪ Types of Research and Research design

• CHAPTER 2: Company profile ....................................................... 8-27

o Company Profile ..................................................................................9
▪ About the Company
▪ Corporate Overview Fact sheet
▪ Vision
▪ Dedication
▪ Strategy
▪ The Work Culture
▪ The FH Brand Promise

o Company History ................................................................................ 15

▪ Early Months
▪ Late 2018s and Early 2019s: Diversification and Crises
▪ Late 2019s through 2020s: Emphasizing R&D, Market Research &
Product Import
▪ 2020s and beyond: New Product Introductions and Make In India
▪ Recognition
▪ Key dates
▪ Forever Hawk India Ltd.

o Competition Overview ........................................................................ 27

• CHAPTER 3: Research Methodology, Data Analysis and

Interpretation/ Learnings from Training ..................................... 28-58

o Research Methodology ........................................................................ 29

o Research Design .................................................................................. 30
o Sample Design .................................................................................... 30
▪ Sample Size
▪ Sampling Method
▪ Sample Type
 o Data Collection Method ...................................................................... 31
o Limitation Of the Study ...................................................................... 32
o Data Analysis ...................................................................................... 33-58
▪ Methods and Techniques of Data Analysis ................... 34
• Data Analysis Concept
• Data Analysis Process
▪ Detail Analysis .......................................................................... 36

• CHAPTER 4: Findings, Conclusion & Suggestions ............................ 59-63

o Interpretation ....................................................................................... 60
o Findings ............................................................................................... 61
o Conclusion........................................................................................... 62
o Suggestions ......................................................................................... 63

• Appendix & Bibliography .................................................................... 64-69

o Sample Questionnaire ........................................................................ 65
o Abbreviation & Notations ................................................................... 68
o Bibliography ........................................................................................ 69
CHAPTER 1
Introduction
 Overview of the Industry

“The Indian Digital Commerce industry is a success story providing employment

for millions and ensuring that essential Products at affordable prices are available
to the vast population ofthis sub-continent.”
Mannat Nadeem

1.1 Marketing Management

The Marketing Management Entails tasks and processes to develop and implement growth
opportunities within and between organizations. It is a subset of the fields of business,
commerce and organizational theory. Marketing management is the creation of long-term
value for an organization from customers, markets, and relationships. Marketing
management can be taken to mean any activity by either a small or large organization, non-
profit or for-profit enterprise which serves the purpose of ‘developing’ the business in some
way. In addition, marketing management activities can be done internally or externally by a
marketing management consultant. External marketing management can be facilitated
through Planning Systems, which are put in place by governments to help small businesses.
In addition, reputation building has also proven to help facilitate marketing management.

In the limited scholarly work available on the subject, marketing management is

conceptualized as or related to discrete projects, specific modes of growth, and organizational
units, activities, and practices. Sorensen integrates these different perspectives with insights
from chairmen and managing directors, senior Marketing managers, and venture capitalists
from successful high-tech firms worldwide, which is adopted in the Palgrave Encyclopedia of
Strategic Management:

′′Marketing management is defined as the tasks and processes concerning the analytical
preparation of potential growth opportunities, and the support and monitoring of the
implementation of growth opportunities, but does not include decisions on strategy and
implementation of growth opportunities.′′
1.1.1 Background

In practice, the term marketing management and its actor, the Marketing manager, have
evolved into many usages and applications. Today, the applications of marketing
management and the Marketing manager or marketer tasks across industries and countries,
cover everything from IT-programmers, specialized engineers, advanced marketing or key
account management activities, and sales and relations development for current and
prospective customers. For this reason, it has been difficult to discern the unique features of
the marketing management function and whether these activities are a source of profits.

Recent systematic research on the subject has outlined the contours of an emerging marketing
management function with a unique role in the innovation management process. The
marketing management function seems to be more matured in high-tech, and especially the
pharma and biotech, industries.

1.1.2 Professionals

The Marketing manager is concerned with the analytical preparation of potential growth
opportunities for the senior management or board of directors as well as the subsequent
support and monitoring of its implementation. Both in the development phase and the
implementation phase, the Marketing manager collaborates and integrates the knowledge and
feedback from the organization's specialist functions, for example, research and
development, production, marketing, and sales to assure that the organization is capable of
implementing the growth opportunity successfully. The Marketing managers' tools to address
the marketing management tasks are the business model answering "how do we make
money" and its analytical backup and roadmap for implementation, the business plan.

Marketing management professionals frequently have had earlier experience in sales,

financial services, investment banking or management consulting, and delivery; although
some find their route to this area by climbing the corporate ladder in functions such as
operations management. Skill sets and experience for business-development specialists
usually consist of a mixture of the following (depending on the business requirements):

• Sales
• Finance

• Marketing

• Mergers and acquisitions

• Legal

• Strategic management

• Proposal management or capture management

 • The "pipeline" refers to the flow of potential clients which a company has started
developing.

Marketing management staff assign to each potential client in the pipeline a percent chance
of success, with projected sales-volumes attached. Planners can use the weighted average of
all the potential clients in the pipeline to project staffing to manage the new activity when
finalized. Enterprises usually support pipelines with some kind of customer relationship
management tool or database, either web-based solution or an in-house system. Sometimes
marketing management specialists manage and analyze the data to produce sales management
information. Such management of information could include:

• reasons for wins/losses

• progress of opportunities in relation to the sales process

• top performing salespeople/sales channels

• sales of services/products

• For larger and well-established companies, especially in technology-related industries,

the term "marketing management" often refers to setting up and managing strategic
relationships and alliances with other, third-party companies. In these instances, the
companies may leverage each other's expertise, technologies or other intellectual
property to expand their capacities for identifying, researching, analyzing and
bringing to market new businesses and new products. Marketing management focuses
on the implementation of the strategic business plan through equity financing,
acquisition/divestiture of technologies, products, and companies, plus the
establishment of strategic partnerships where appropriate.

• Marketing management is to be thought of as a marketing tactic. The objectives

include branding, expansion in markets, new user acquisition, and awareness.
However, the main function of marketing management is to utilize partners in selling
to the right customers. Creating opportunities for value to be ongoing in the long term
is important. To be successful in marketing management the partnership must be built
on strong relationships.
1.1.4 Marketing Management and Ethics

Facilitated development

Marketing Management is affected by external factors. "Planning Systems" are systems set in
place in order to regulate businesses. In many cases, ruling agencies deem the necessary for
business survival. There is a section of Business that is dedicated to facilitating ethical
marketing management in developing countries. In the early 2000s, Business Ethics was
dedicated to helping the Businesses in need that are in these countries. However, owing to the
strong backlash from critics, they have changed their focus into helping businesses that are
going to help the most people develop. These policies have improved the quality of life of the
people. However, this facilitation changes the norms and, in turn, harms some groups. In
order to enforce the new policies in an ethical manner Business Ethicists have created a cost-
benefit analysis, placing an emphasis on basic necessities. These concerns have become so
great that Business Ethicists have created a new department called Development Ethics.
Now, instead of simply helping developing businesses, international Marketing managers
have begun ensuring that the companies keep basic human rights in mind. This especially
applies to countries where the laws are not so strict and allow for abuse to take place. These
development policies now have to follow the criteria that Penz created, consisting of:
security, empowerment, rights, equity, integrity, and cultural freedom. The idea of providing
people with human rights in order to facilitate marketing management can be seen through
the rapid development of China in the last few decades. The policies that were implemented
in the last couple decades coincide with these developments. In the 1980s, government
policies facilitated the rise in literacy rate and education. The following decade, healthcare
coverage increased significantly. This development was not originally seen as monetary
capital, but instead, it was seen as human capital. With more workers able to bring skill and
maximum effort to their workplace, companies were able to develop extremely rapidly.

Reputation building

With companies becoming more and more conscious of ethical practices, closely watching
themselves to avoid scrutiny, a company's reputation has become a great concern. Ethical
business practices are closely tied with reputation which makes it essential to follow ethical
guidelines if a company is looking to build their reputation. In fact, Businesses that develop
quickly and successfully have tendencies to show honesty, impartiality, and service to all of
their stakeholders. In order for a company to be considered "ethical", it must cater to the
needs of the customer, keeping their best interest in mind. This will influence customers to
make repeated purchases and lead to more profit. In order for a company to build a strong
reputation with their suppliers, it is crucial for them to focus on impartial business
interactions and developing long relationships. These relationships can lead to mutually-
beneficial business deals for both the company and its supplier. With the employees, they
must take their interests into consideration and facilitate teamwork as opposed to rigorous
competition. This ensures that the company will keep their most loyal and dedicated
employees for as long as possible. Funding for further development can rise when a company
is able to develop strong relationship with each stakeholder individually, and ethically. This
is based on the concept of reciprocation, which states how in order for social change to take
place between groups of people, trust must be built between them through mutually beneficial
actions. This can be supported through the results of a questionnaire study that was conducted
on technology industries in GTSM and TSE. In addition, in order for a company to practice
business ethics, and ensure strong marketing management, it is essential to maintain a
positive relationship with the environment. With concerns about the recent decline of the
environment increasing, stakeholders have become more involved in efforts to preserve
resources and a negative impact on the environment brings about risks of damaging
stakeholder relationships.

The Bottom Line

Marketing management may be difficult to define concisely, but it can be easily understood
using a working concept. An open mindset, willingness for an honest and realistic self-
assessment, and the ability to accept failures are a few of the skills needed for successful
marketing management. Beyond the ideation, implementation, and execution of a marketing
management idea, the end results matter the most. The brightest minds in marketing
management should be ready to accommodate change in order to achieve the best results.
Every approval or disapproval is a learning experience, better preparing these professionals
for the next challenge.
1.3 How Marketing Management Representatives Qualify Leads

Every business has a target audience that they wish to reach – in other words,
they have an ideal prospect they want to sell to. Often, this is based on what
your
existing customer base looks like and is defined using a customer profile.
One of the most commonly used qualification frameworks that exists today is
called BANT, which stands for:

• Budget: Does the prospect have available resources to invest?

• Authority: Is this prospect the ultimate decision maker?
• Needs: What are the biggest problems that this prospect is looking to solve
with my product?

• Timeline: How soon are they looking to buy?

• It’s necessary for marketing management reps to become subject matter

experts on the set criteria they are given for qualifying prospects. This
ensures that every sales opportunity they set up has a higher probability
 of closing and will move down the funnel more quickly.

1.4 Sales vs. Marketing Management

Although both sales and marketing management aim to grow new business, the
two roles differ greatly and serve distinct purposes.
Earlier in this article we learned that marketing management is essential to the
sale process. The MM team is responsible for pushing qualified leads further
down the sales funnel, but they do not close deals themselves.
That’s where sales comes in.
The primary function of the sales team is to generate revenue. Sales reps are
responsible for demonstrating the product, making negotiations, and eventually
closing the deal. Converting prospects into customers is much easier to
accomplish when sales and marketing management work together to streamline
the sales process.
Separating these two roles within a company allows each team to specialize in
their specific function and help grow the business more efficiently.
Both of these roles require a similar set of skills — this allows for career
development opportunities for BDRs who want to move into a closing role
down the line. The relationship-building skills learned in the marketing
management
position are easily transferable and build a foundation for the skills necessary
to succeed in sales, marketing, or even customer success.
Many marketing management teams operate as a subset of the sales
department and are held to similar metrics. Next, we’ll look at how to measure
success for marketing management.
1.6 Objectives Of The Study

• To Study The E-commerce Industry And Prepare Related Aide-

memoires

• To Evaluate The Operations And Structural Framework Of A Scaling

Internet Based Business

• To Observe The Market Environment Corresponding The Business And

Prepare A Thesis On The Factors Affecting The Business's Marketing
Decisions.

• To Analyse The Marketing Techniques The Business Uses To Grow Its

Consumer Base And Target The Audience Through A Well Designed
Marketing-funnel, Converting The Sector-2 Leads Into Probable
Customers.

• To Assist The Marketing Management At Forever Hawk Ltd. In

Creating A Well Scaling As Well As Profitable Sales Funnel.

• To Craft ‘Godfather Offers’ For The Firm To Aquirre Relevant

customers, Thus Boosting The Conversion Rates.

• To Analyse And Improve The ROI On Marketing That The Company

Was Spending On Digital Marketing And Follow Ups.
1.7.2 DATA SOURCES

The data required for understanding will be primary data collected from
Forever Hawk’s on- boarded companies through a survey.
The data collection method in this particular research is only primary data
instead of secondary data as maybe the collected data may be biased as the
collector of that original data might have highlighted only a partial picture or
another aspect of that data may be quite old and also the data quality could be
unknown.
Whether it is a field experiment, a controlled experiment, or a quasi-
experiment, this is one of
the research design types that establishes a relation between the cause and
effect of a particular happening.
Here, the researcher observes the influence of an independent variable on
the dependent one. For instance, you can observe the impact of the price (an
independent variable) on customer satisfaction (a dependent variable).
Usually, this type of research design contributes to solving a particular
problem by manipulating the independent variables to observe the change
they have on the dependent one. Usually, this type of research design
contributes to solving a particular problem by manipulating the independent
variables to observe the change they have on the dependent one.

For example, you can experiment with changing the price and observe the
effect it has on customer satisfaction.
CHAPTER 2
Company Profile
 Company Profile
About The Company

Forever Hawk is a India-based global, diversified (multi-division) Multi Product Company. It

has 30+ employees and operates in over 7+ countries. The company’s headquarters are in
Fahem Avenue, Bareilly, Uttar Pradesh. Thecompany was founded by Mr. Kunwardeep Singh
and Mr. Simardeep Singh. In 2021, Forever Hawk had over ₹1 Crore+ in revenue. Forever
Hawk is one of the major multinational company in the general industry. Forever Hawk, is a
company that focuses on turning science into caring – FOREVER HAWK, A Promise for Life.
For more than 3 Years, Forever Hawk Ltd has been working to advance health care for people
around the world. Founded in 2018 by a young Indian Student, Simardeep Singh Forever
Hawk, Forever Hawk Ltd. has evolved into a diversified Products & health care company that
discovers, develops, manufactures and markets innovative products. Products and services of
Forever Hawk, span the continuum of their Products. Forever Hawk Ltd. today is a global,
diversified Consumer Product company devoted to the discovery, development, manufacture
and marketing of general, quirky and useful products.

Forever Hawk extends this commitment with a strong presence in India as it has grown and
evolved its operations in India over past years. The products encircle life from newborns to
ageing adults. Forever Hawk has built expertise and leadership in primary consumer articles.
Their specialty areas include Daily Use and Health Care products. Forever Hawk serves the
needs of Indian consumers with products backed by trend, science and R&D. It has locally
developed brands like Bunny Paris and Never Settle. Forever Hawk has also brought global
products including Hydrofill, Ring-o, Edge and Hawk to Indian consumers. Forever Hawk’s
pioneering products like Standeezy and Mobilio help infants. As of 2021, Forever Hawk India
Ltd. Enters the list of publicly listed life companies in India and the revenue generated in the
year 2021 is the highest than any other DM company doing business in the country.

Forever Hawk India, today has strong brand equity and commands esteem in the market place.
To reach the customer, Forever Hawk India has a network of 18 distribution points, which
cater to 85000+ Customers. Behind Forever Hawk India’s success, is a team of competent,
committed people, driven by the principles of Value Based Management, and aided by strong
alliances and partnerships.

Forever Hawk India Limited, provides healthcare solutions through its four business units:

1. Primary Care - Which markets products in the areas of Pain

Management,General Products, with well-known brands like Hawk,
Mobilio, Edge.

2. Specialty Care – Kidkam & Easy Flow provides solutions in the areas of Logging,
Anxiety, Clogging and Mental Depression.

3. Essential are – FH has a varied portfolio, with specialty products in theEssential

and Necessary segments.

4. Health Care - FH offers products in the field of health like 4WAT, PU board and
Kinesiology Tapes.

The company has over 33+ employees and a state-of-the-art formulation Second-HQ at
Shahjahanpur in UP, India. The manufacturing locations are designed to produce quality, high
volume formulations using cost efficient processes. The plant has well equipped laboratories
and trained personnel to ensure international standards of quality at each step of the
manufacturing process.

The company has in-house development and Necessary teams to undertake product and
clinical development tailored to the needs of the Indian market.

Forever Hawk provides quality health care worldwide by creating healthcare solutions, which
directlyaffects the life of the common man.
Corporate Overview Fact Sheet
Founded in 2017 by Bareilly Student Mr. Kunwardeep Forever Hawk, Forever
Hawk has emerged as one of the world's most diverse General & health care
companies. The company has approximately 133++ employees worldwide
serving customers in more than 7+ countries. Forever Hawk ranks No. 71 on the
INDIAN STARTUPS 2018 by AIYSL and is headquartered in North INDIA, UP.
Forever Hawk India Ltd. ranks No. 18 in India in top performing accessories
company.

Primary Businesses

• General Products – Key lines of business include Phone Accessories

House Equipment, diabetes care, vision care.
• Nutritional’s NGO – Forever Hawk offers a variety of Corporeal
products for children,active adults and patients with special dietary
needs.
• Clothing Business– Includes global patented Clothing Brands and
investigativecompounds and indications in development, and
established Wear Tech.
Fast Facts Forever Hawk

Chairman & President: Kunwardeep Singh

CEO: Simardeep Handa

Corporate Headquarters: Bareilly, UP, North India

Stock Exchange Listing: None

Number of Employees: Approximately 33+worldwide

2021 Revenue: Rupees 11+ Million

2021 R&D Investment: Rupees 17,00,000/- +

Product Research Fehem Lawn Bareilly and Roza Apartments

Centers: Shahjahanpur, Uttar Pradesh, India

Countries Where More than 7+

Products are Sold:
Vision
To be the World’s Leading General & Health Care Products company

Dedication
To Employees, Customers, Suppliers and the Public

Strategy
Value Based Management is our integral philosophy, directed towards maximizing long-term
cash flow and Customer value through:

• Focus on the Company's core profitable segments to build up our position as one of
the leading general companies;

• Investments in information technology to improve planning and control of operation;

• Increased investments in Human Resources Training & Development to upgrade and

broaden the skill base of the organization in consonance with changing needs;

• Build flexible cost-efficient manufacturing base through a balanced mix of in-house

and contract manufacturing

Our Basic Principle

Respect Work & People: What You Sell, Is What Your Beliefs Are!

The Work Culture

Forever Hawk India is an equal opportunity employer and provides a congenial and
professional work environment for all its employees, with great emphasis on teamwork. We
stimulate innovation, encourage calculated risk taking and accept mistakes as a part of the
learning process.

We encourage experiential learning, and believe in clear delegation of authority and acceptance
of personal accountability. We value the involvement of our colleagues in bringing the best to
our organization in a spirit of understanding, trust and appreciation of cultural differences. We
are open to discussing alternative views and build on constructive feedback.
 The Forever Hawk Brand Promise

A Promise for Life

Turning Purchasing into Caring

We are here for the people we serve in their pursuit of interesting as well as healthy lives. This
has been the way of Forever Hawk for more than 4 Years– passionately and thoughtfully
translating science into lastingcontributions to health.

Our products encircle life, from children to aging adults, from Health Products to Problem
Solving Daily Use Products.

Caring is central to the work we do and defines our responsibility to those we serve:

We advance leading-edge science and technologies that hold the potential for significant
improvements to health and to the practice of fascinating and health rich product creation.

We value our diversity – that of our products, technologies, markets and people – and believe
that diverse perspectives combined with shared goals inspire new ideas and better ways of
addressing changing health needs.

We focus on exceptional performance – a hallmark of Forever Hawk people worldwide –

demanding of ourselves and each other because our work impacts people's lives.

We strive to earn the trust of those we serve by committing to the highest standards of quality,
excellence in personal relationships, and behavior characterized by honesty, fairness and
integrity.

We sustain success – for our business and the people we serve – by staying true to key tenets
upon which our company was founded over a century ago: innovative care and a desire to make
a meaningful difference in all that we do.

The promise of our company is in the promise that our work holds for health and life.
 *EXTRA DETAILS*

Website
http://www.foreverhawk.com

Phone
7292080667, 8174844267

Industry
E-Commerce

Company size
33+ employees
175+ on LinkedIn Includes members with current employer listed as Forever Hawk, including part-time roles.

Headquarters
Bareilly, UP

Type
Privately Held

Founded
2019

Specialties

Coaching, Mentoring, Online Reselling, Learning, and Creating Path To Business Growth Through
Want Fulfilment.
In a world where learning only comes from our formative years in school and college, FH is the new,
easy, and definitive path for keeping up with the 21st century.
 Early Years

• The Company 'Forever Hawk' Was Founded By Dr. Kunwardeep Singh Later
Joined By Mr. Simardeep Handa. The Birth Of 'Forever Hawk' Was Nothing Short
Of A Heart-warming Story. Taking You Back To Early 2018, The Times Were
Tough For The Family. So, Tired Of Yelping For People's Help Dr. Kunwardeep
Saw An Opportunity In The E- Commerce Sector Where There Were Endless
Possibilities. He Then, Started Working Towards Creating An Online Medical
(Orthopedic) Till 2021 June, Quirky And Mobile Accessory Store.

• The Early Times Were Tough, But There Came A Boom In The Year 2020! The
Spread Of COVID-19 Was An Opportunity. Joined by Mr. Simardeep Later, The
Duo Started Expanding Their Products And Services. Where 2020 Was A Year
That Brought Endless Opportunities, 2021 Was A Year To Scale. The Journey
From A Financially

• Threatened Family To A Well Established One, The Success Story Is Worth Some
Ears.

• Today, Forever Hawk Deals In All Sorts Of Trendy And Quirky Products. It Has
Several Branched Websites

• For Different Sectors. The Branched Websites Includes Medical, Health &
Wellness, Toys, Beauty & Makeup And Electronic Products.

• In The Year 2021, Forever Hawk Acquired 2-Startups. The First Is An Online
Street-Wear Store Called 'BUNNY PARIS' And The Phone Case Start-Up Called
'GO TENDUA'. This Acquisition Resulted In Expanding The Serving Hands Of
The Already Extended Business The Company Aims To Become.

• The Value E-commerce Market In India Is Expected To Touch US$200 Billion By

2026, Up From $45.8 Billion In 2019, Driven By A Rapid Increase In Internet User
Base And As More People Embrace Online Shopping And Increasing Internet And
Smartphone Penetration, A Report By Sir Joseph Kearney Said.

• The Ongoing Digital Transformation In The Country Is Expected To Increase

India’s Total Internet User Base To 829 Million By 2021 From 560.01 Million As
Of September 2018. India’s Internet Economy Is Expected To Double From
US$125 Billion As Of April 2017 To US$ 250 Billion By 2020, Majorly Backed
By Ecommerce. India’s E -commerce Revenue Is Expected To Jump From US$ 39
Billion In 2017 To US$ 120 Billion In 2020, Growing At An Annual Rate Of 51
Per Cent, The Highest In The World.
 Recognition

• Prestige Magazines: Among "Most Admired Companies," 2017-present

• Bhaskar Aggarwal's: BA among world’s 300 "Most Respected CEOs" 1 straight year

• Scrip:2019 award for Leadership in Corporate Social Responsibility

• The Deal Blog: Most Admired Startup in health care 2 straightyears

• Working Mother: Amoung "100 Best Companies for Working Mothers"

• DiversityInc: "18 Best Companies for Diversity" 1 year

• All India Youth Startup Coorporation magazines: Recognized as a top employer

for scientistsfor many years

• Honored for workplace leadership in more than 7+ countries

Competition Overview

Competition is mainly from the domestic manufacturers and imports from China
because of the low manufacturing cost. With the new patent regulations the industry
expects tosee a major structural shift with the entry of foreign general manufacturers.
There are five government-owned companies the Indian public sector. These
companies are the Indian Cosmetics and Reselling, Hindustan Products Limited,
Bengal Sale and Equipments Limited, Bengal Store Limited and Smith Stanistreet
Stylewear Limited. Some of the major Indian private companies are:

• Elanic

• eBay

• OLX

• Meesho

• Shop 101

• Poshmark

• GlowRoad

• Amazon Seller Market Place

• LetGo
• Mercari

• Carousell

• Shpock

• 5miles

The foreign companies in India include Amazon Resellers Global, Sellinc.,

Shipquick.com, Fighting Fame & Major Shopify Stores!
CHAPTER 3
Research
Methodology, Data
Analysis and
interpretation
Research Methodology

 A questionnaire and A series of interview were prepared to gauge the awareness of new
molecule in customer.
 Survey has been done out of the company covering a wide cross-section of the
company.
 The question was presented in one to one interview with each of the respondents.
 Responses of the concerned persons had been thoroughly analyzed.
 Conclusions had been arrived at using the response of the concerned persons and not
on questionnaire alone.

Generally speaking, Customers are most reserve persons on the planet and they are not flattered
by attention and this sometimes overcomes any inhibitions so that matters quite secret are
paraded before the observer with seeming abandon. At other times, particularly where an issue
has been the subject of recent press attention, the shutters go up and there is no way in. All you
can do in such circumstances is to give up and try something else likely to be more productive
- you haven't the time to spend on lengthy negotiation. Crucial to the business of initially
gaining access is the whole matter of assurances of confidentiality, anonymity, etc, which I
consider below. Your stance, once granted access, depends on how much of an active
participant you want to be in the arena you are observing - the more obviously committed you
are to one particular stance or ideology the more others will take this into account when
revealing their thoughts or their actions to you.

In this context the interview as well as the questionnaire was not a fully fledged one and was
made with an intention of getting the main information as Customers don’t have that much
time to spare and also a long questionnaire may irritate them. So the questionnaire used in my
research was really crisp and was aimed at getting the required information in the least time,
also the questionnaire was usedfor primary purpose only.
RESEARCH LAYOUT

OBJECTIVE

To collect the data of all of the employees and Customers in order to get to know the
mindset better and create a sales funnel accordingly. Additionally the data was also used to
create a follow up marketing plan.

SAMPLE DESIGN
A Sample Design is a definite plan for obtaining a sample from a given population. It refers to
the technique to the procedure adopted in selecting items for the sampling designs are as below:

SAMPLE SIZE

The sample size has been 133+ Employees and 155+ Customers. Conclusions had been arrived
at using the response of thequestionnaire.

SAMPLING METHOD

I selected a sample size of 169 people from the target population. This sample was selected
randomly, as the survey was anonymous. This online survey was kept anonymous because in
today’s world most of the people surfing online are particular about their privacy. I used this
primary data and this has been gathered for this research project specifically.

SAMPLE TYPE

Area Sampling, and the area of sampling is The Concerned authorities and the Customers From the
Focus Areas.
Data Collection Method

➢ Primary Data: - Primary data means data that are collected by different techniques like
questionnaire, Depth interview, Survey, Schedules etc. In this project, primary data has
been collected by the means of questionnaire.
➢ Secondary Data: - Secondary data means data that are already available i.e.: they refer
to the data which have already been collected and analyzed by someone else. Usually
published data are available in: Various publications of the central, state/local
governments or foreign governments, technical and trade journals etc. The secondary
data involved in this project has been gathered from the Necessary journals, literatures
andinternet.
 Limitation of the Study

➢ The sample area and sample size has been limited due to time constraint.

➢ Customers(respondents) are reluctant for their feedbacks & opinions, and authenticity
oftheir statements can’t be verified too.
➢ All the observation and recommendation will be made on the feedback obtained from
survey.
➢ Google forms cannot authenticate the person filling the form.

➢ To collect primary data it is hard to get the correct information from people because they might not
feel comfortable or provide their false feeling because they want to remain surveyors’ feelings to
be intact.

➢ The precise analysis requires good amount of financial support, because of that monetary limitation
it is impossible use the full potentiality of this research.
Data Analysis
 METHODS & TECHNIQUES OF
DATA ANALYSIS

Data Analysis Concept

Data analysis is a practice in which raw data is ordered and organized so that useful information
can be extracted from it. The process of organizing and thinking about data is key to
understanding what the data does and does not contain. There are a variety of ways in which
people can approach data analysis, and it is notoriously easy to manipulate data during the
analysis phase to push certain conclusions or agendas. For this reason, it is important to pay
attention when data analysis is presented, and to think critically about the data and the
conclusions which were drawn.

Raw data can take a variety of forms, including measurements, survey responses, and
observations. In its raw form, this information can be incredibly useful, but also overwhelming.
Over the course of the data analysis process, the raw data is ordered in a way which will be
useful. For example, survey results may be tallied, so that people can see at a glance how many
people answered the survey, and how people responded to specific questions.

In the course of organizing the data, trends often emerge; modeling the data with the use of
mathematics and other tools can sometimes exaggerate such points of interest in the data,
making them easier for the researcher to see. Charts, graphs, and textual writeups of data are all
forms of data analysis. These methods are designed to refine and distill the data so that readers
can glean interesting information without needing to sort through all of the data on their own.
Data Analysis process

Once the necessary data collected, the next task is to aggregate the data in a meaningful manner.
A number of tables are prepared to bring out the main characteristics of the data. The researcher
should have a well thought out framework for processing and analyzing data, and this should
be done prior to the collection.

It includes the following activities:

I. Editing
The first task in data processing is the editing. Editing is the process of examining errors
and omissions in the collected data and making necessary corrections in the same.

II. Coding
Coding is necessary to carry out the subsequent operations of tabulating and analyzing
data. If coding is not done, it will not be possible to reduce a large number of
heterogeneous data into meaningful categories with the result that the analysis of data
would be weak and ineffective, and without proper focus.

III. Tabulation
Tabulation comprises sorting of the data into different categories and counting the
number of cases that belong to each category. This is also called universal tabulation.
The analysis based on just one variable is obviously meager. Where two or more
variables are involved in tabulation, it is called vicariate or multivariate tabulation.

IV. Analysis
After the all three above steps, the most important step is analysis of the data.
 DETAIL ANALYSIS

Presentation of Data

The presentation of data is in two parts. The first part describes the data on the
online survey and the second part describes the personal interviews.

The copy of the questionnaire is attached in the below.

Question 1 Analysis
The first question of the survey is about gender. From figure 1, it was found that 65.8%
were male and 34.2% of them were female. With the help of this data, it can be easily
deduced that more males use digital media than females.
Question 2 Analysis

In this question, the respondents were asked about which online platform they use the
most. As per figure 2, it is evident that Facebook is at top of the chart as 69% of the
people use it. According to my senior colleague Mr. Tarun at Surya Marketing, Facebook
is the best social media to promote products and services as it provides several tools as
well as user base to operate and conduct our
Activities.

Question 3 Analysis
This question was regarding their income. From figure 3, it can be easily seen that people
who have an income group of 5000 or less spend most of their time on digital media.
However, if we consider the factor that earners generally make the buying decision then
33% of the people considering the category of 20001-30000 and 30001 or more, will
make the buying decisions.

Question 4 Analysis
The question was regarding the aspect of the products that the customers prefer the most.
From the above chart it could be concluded that about half of the customer base preferred
the quality of the product and the next thing that the people liked were the exceptional
customer service provided by Forever Hawk Ltd. and the timeliness of the product. The
price of the product was the least preferred standing at 7% of the total because the
company lacks in setting up competitive prices.

Question 5 Analysis
The question asked was about the occupation of the person taking the survey, it is clearly
visible that almost 1/3rd of the sales of Forever Hawk Ltd’s products came from Full time
employees and about 25% came from local business owners followed by students. Other
professions like teachers and part-time owners were most likely to order the product
rarely. They combined for a total of 19% of the sales.

Question 6 Analysis
Through this question we can analyse that about 38% of the total people who participated in the survey
and used social media just for entertainment, coming first at 38% of the total sample strength. What
follows entertainment Vada communication and shopping that stood at 26% each. This shows that most
of audience that is online is rather using social media for entertainment, communications and shopping
which makes it the perfect option to choose while advertising the target audience. About 22% of the
people used it for professional work whereas just as little as 7% of the people use it for research and
study purposes.

Question 7 Analysis
As we can observe around more than half of the sample people that is 58% agree that the
shop online. 32% of the survey takers said that they did not, maybe because these people
live into the category of professionals and researchers. Around 10% of the remaining
audience were a mixed bag of people who rarely and the people who often did shop
online but couldn't choose between a clear-cut yes or no.

Question 8 Analysis
When asked the customers if they preferred online shopping or traditional shopping,
about 56% of the total sample size preferred traditional shopping to online shopping. The
states for online shopping student 44% it's quite surprising as about 58% of the people
used to shop online. This could be because if asked, then people would prefer traditional
shopping to online shopping but instintively they would choose online shopping when
and where required.

Question 9 Analysis
The the question was regarding the type of products that people prefer to shop online. As
of my surprise I could see about half of the sample strength that is 48.7% of the people
preferred shopping accessories online, maybe because the price of accessories are less
compare to other categories. This was followed by footwear which stood at 38% then
clothes which were at 31%. The other categories included cosmetics and sports
equipment which together stood at 26 and 14.3 % respectively. The other categories
student 22% which included daily use products, dog products as in Pet category et cetera.

Question 10 Analysis
As we can analyse that the customer preferred social media marketing the most standing
at 30% of the total sample strength. Then comes search engine marketing at 25%. The
major reason behind the massive difference towards these two could be because Google
ads on search Engine and the highly influence of social media makes people think that
advertisement on these could be easily seen and be accessed. They were many other
customers that preferred outbound and buzz marketing standing 14% and 15%
respectively.

Question 11 Analysis
When the customers were asked if they knew about Forever Hawk or not, around 62% of
the customers refused to have heard about them. This may be because the marketing
expenditure and forever Hoke is too broad and covers almost all the geographies and
demographics of the nation. On the other hand only 38% of the people knew about the
brand's name. This is not a good sign as a brand must target the audience first and then
advertise the products extensively as this is their major source of revenue.

Question 12 Analysis
The customers were asked if there was over Forever Hawk advertisement, and what
comes next is a surprise. About 42% of the people this time said they remember seeing
forever hawk’s advertisement whereas only 38% of the people in the previous question
said yes. This might be because people must get a click when they see a product
advertisement for a few seconds but if it is attention grabbing enough they tend to
remember it. That is why around 4% more people remember Seeing a Forever Hawk
advertisement.

Question 13 Analysis
We analysed that around 56% of the audience that is more than half of the people
remembered watching the advertisement on Facebook. This might be because around
86% of Indian population operates Facebook while the amount subsequently decreases
for the other social media's. It was followed by Instagram which was standing at 33% and
then YouTube with 17% of the total people. The amount of views on Google and other
services like Pinterest and others were less because the proportion of Indian audience on
Facebook and Instagram and YouTube is way more than those at other not recognized
platforms.

Question 14 Analysis
The question that was asked was if the people who saw the advertisement, took an
initiative and buy the product? Which to my surprise was way more than what other
competitors would have that is 67% of the people who saw the advertisement took a step
and went ahead to buy the product. For a firm that's not more than four years old this is a
huge achievement. Just shows that their ads are designed very well and the yield very nice
results. Rest about 33% of the people didn't buy the products which could be because of
many reasons that we will analyze later.
Question 15 Analysis

The next question referred to the product that customers who were interested in buying
actually bored. It was seen that the Standeezy Edge sold the most number of quantities,
where almost 78% of the people bought it. It was then followed by Hawk cleaner which
stood at 56% and then came Hydrofill at 46% followed by Mobilio and others. What
came as a shock was that the 4WAT sold as less as 12% of the total products where is it
used to be the most selling product in the previous year. Because the people want
products that look good and a practical enough rather than the medically effective
products.
Question 16 Analysis

The last question revealed that almost 66% of the buyers were happy with the purchase
and were most likely to recommend it to other people. While 41% of the people what
does the product was ready for money just about 32% of the people thought that it was
actually satisfactory that would be neither good nor bad. Around 36% of the people said
that they would prefer other companies products instead of Forever Hawks’. While there
were other opinions too but overall if we see the brand does a very good job in satisfying
the customers needs but they need to work on other aspects of customer service to.
CHAPTER 4
Findings, Conclusion
And Suggestions
 INTERPRETAION

Forever Hawk Lab’s strength is in its differentiation. Its strength in differentiation comes from
the immense diversity of products the company offers that are considered innovative and
unique compared to products made by competitors. Forever Hawk Labs produces general,
Necessary , and nutritional products. They are the leading innovators in anesthetics, and
diabetes care.

Forever Hawk’s financial performance is consistent with its mission, objectives, and
organizational environment. The company’s vision is “Always at the forefront, always first
choice,” and the company embraces the idea of “focusing on a culture of continuous
improvement and a dedication towards organizational excellence”. This includes the
improvement of employees, products, and the company as a whole. Forever Hawk’s greatest
differentiator is in the diverse mix of their business portfolio. Forever Hawk’s broad line of
products and the success of their employees is what contribute to such high numbers, as well
as the company’s ability to produce what people need throughout the world, Necessarily,
generally, and nutritionally.

The industry is changing fast. To survive and to prosper involves managing Product pipelines
– as Products come off patents, they no longer bring in enough revenues and must be replaced
quickly by other Products with durable patents. This means that the companies have to think
ahead, something that sounds easy but involves great risks. Huge sums must be invested in
uncertain in-house research and development and/or must go toward mergers and acquisitions
with other promising companies. Strategic alliances can be used to augment opportunities as
well. As companies develop their new pipelines, they must be mindful of changes caused by
regulations and deregulations in countries all over the globe. The global competitive
environment creates challenges and opportunities for the companies – with equal importance
for the communities inwhich they reside.

This research offers no new insights into what it takes to build a viable new product launch but
it surely underlines two facts – that it is worth doing in Indian market and that it will involve
retaining and attracting more market share with financial boost that need to take sizeable
financial risks.
 FINDINGS FROM THE RESEARCH

My Internship duration of 7 Months at Forever Hawk Ltd. was one of the most challenging
and amazing experiences. Forever Hawk provided me hands on experience on the theoretical
and textbook knowledge. Subjects like PRM (Principles of Research Methodology) and MM
(Marketing Management) helped me a lot in carrying out my day-to-day job during my
internship. Although I faced many difficulties, but thanks to the support and guidance
provided by my mentor and my fellow colleagues that this duration of internship passed
smoothly.
Working with Surya Marketing gave me exposure to know the details of research methods
and provided me a platform to apply my little knowledge over the same. Working and
interacting with people in this industry helped me to learn about digital marketing
communications, shift in communication trends and factors affecting such communications.
Personal Interviews with the clients helped to understand the dynamics of digital marketing
and what channels people prefers to promote their products and services. To gather the right
information one thing that was made clear in my mind was: fluency and command over
language is of great importance to keep the client interested. I learnt the importance of a
structured research as Forever Hawk has recently diversified into Digital Marketing
Communications and they are going to use such research projects to offer selective services
to the target market.
I learnt a great deal about measuring and tracking of progress. Once, I started with the
internship I found it a little cumbersome to send weekly interim report to the college.
However, when I spent more time on the project, I realized the importance of feedback
mechanism to keep the quality of data. My mentor kept a track of work and provided me
continuous suggestions to improve my project work.
The interaction I had with my senior colleague, Mr. Pulkit, helped in better understanding of
my research particulars as he gave me real life examples to get a gist of it. I tried to mention
such examples in my report as well.
By the end of these 8 weeks, I was more efficient in handling marketing instruments like
Google SEM, Facebook Ads, Google forms, Google analytics and MS Excel. With each
week passing by and suggestions of mentor, my efficiency also increased. Majorly this tenure
changed my perception about digital marketing communications.
 CONCLUSION

The general industry currently represents a highly competitive environment. General

companies have to operate in a highly regulated environment; the degree of regulation
to a significant extent depends on the country and type of the product. One of the most
important aspects of government regulation for general companies is price regulation,
and different countries have different policies on this issue. As the result of price
control, prices of the same products can significantly differ in different countries.

Forever Hawk Ltd. has been enjoying the long run of its monotonous market in terms
of its product Standeezy. With the new product launch, 4WAT it wouldn’t be wrong to
say thatcompany will enjoy the similar situation, if price being the competitive factor.

Brand Image And Inventory: A Business’s Brand Image Influences Its Inventory. Some
Businesses Opt For Higher End Products While Others Offer Less Expensive Ones.
FOREVER HAWK Prefers Latter Choice. Showing Customers Products That Align With The
Business’ Brand Image Is Important For Consistency. To This End, Search And
Recommendation Engines Become Marketing Tools Which Frame The Catalog According To
The Chosen Brand Image.

Online Marketing And Ranking. Ecommerce Search Engines Include Business Logic That
Reflects Marketing Decisions. This Business Logic, For Example, Boosts All Red Products
For Valentine’s Day, Shows Chocolate Bunnies For Easter Regardless Of The Query, And
Ranks Advertisements Above Organic Search Results. FOREVER HAWK Mastered This
Technique Quite Superbly!

Data Logistics: data Plays A Key Role In Product Search And Recommendations, As Is
Adopted By FOREVER HAWK. Services Where The Ecommerce Website Has Multiple
Vendors Bring In Dynamics With Regards To Quality And Consistency Of The Content,
Fraud Detection, And Pricing. Inventory Updates Often Have Service-level Agreements That
Ensure Customer-facing Changes Within Strict Time Frames.
 SUGGESTIONS

• To Focus More On Passionate Niches Rather Than General Audiences As This

Would Give Them a More Loyal Customer Base And A Recurring Customer-

purchase Experience.

• To Build A Better Desktop-oriented Website As The Job Workers Use Laptops As

Their Primary Device.

• To Establish A Better And More Reliable Post – Sale Experience With The

Customer And Interact More With Their Audiences In Order To Gain Trust And

Goodwill.

• To process the Non Delivery Reports (NDRs) Significantly and Boost Up their

Sale To Conversion Rate, As almost 40% Of Their Sales come Across As Ndrs

And Only 10-12% Gets Solved.

• To engage Their Target Audience By Participating On More Social Medias And

Driving More organic Traffic Rather Than Using An aggressive Sales Strategy To

Convince People. This Makes Them Vulnerable To customer Trust And May

Result In Long Term Customer Grievances.

• To Establish More Manufacturing centers, Rather Than Contracting & Rebadging

other Brand Products.

Appendix & Bibliography
References

BIBLIOGRAPHY

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Books
14. Kumar, Ramesh; Application Exercises in Management, Vikas Publishing House,
2004.
15. Varshney & Gupta; Marketing Management, Sultan Chand & Sons, 2005.
16. Kotler & Armstrong; Principles of Marketing Management, Prentice hall India,
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17. Gandhi, T.C.Marketing; A Managerial Introduction, 2003.
18. Gupta & Suri; Case Studies in Marketing Mgt., Himalaya Publishing House,2005
19.Website References

a. https://www.drugs.com/
b. https://wiki-meds.com/
c. http://www.druglib.com/
d. https://www.wikipedia.org/
e. https://www.Forever Hawk.co.in/
f. https://www.Forever Hawk.com/