A Study on Marketing Strategy of

ComConnection

Submitted in partial fulfillment of the

Requirements for the award of the degree
Of
Bachelor of Business Administration
(BBA)
To
Guru Gobind Singh Indraprastha University, Delhi

Submitted By:
Manish Kumar Singh

Roll No.: 04914901718

Maharaja Surajmal Institute

New Delhi – 110058
Batch 2018 - 2021

I
II
 ACKNOWLEDGEMET

First and foremost, I would like to express my special gratitude to Dr. Rachita
Rana, Director, Maharaja Surajmal Institute, for giving me this golden
opportunity to create this project as my Summer Training Report. This project
report wouldn’t be possible without her support.

Secondly, I would like to thank the teachers and the faculty members in
Maharaja Surajmal Institute, who continued to encourage and support me
throughout the making of this project work.

I would especially like to thank Dr. Sumita Kukreja, the guide for my Summer
Training Report project, who was always there to help create this project work,
assist me in solving any doubts or problems I encountered during the creation
of this project and her invaluable suggestions and guidance.

In no small gesture, I would like to thank Miss Kritika Khera, Founder and
Executor of ComConnection, for giving me the opportunity to intern at the
aforementioned firm, for my summer training report, which helped me gain
knowledge of real business environment, and to all my other colleagues at
ComConnection, who helped me, directly or indirectly, in completing this
management thesis.

Finally, I would like to address my thanks to my classmates and acquaintances

at Maharaja Surajmal Institute, who also played an important role in the creation
of this project.

I owe a deep sense of gratitude to all the aforementioned, for their continuous
help and support in the generation of this summer training report.

Manish Kumar Singh

Roll. No.: 04914901718

III
 Table of Content
S. No. Topic Page No.
1 Certificate (s) II
2 Acknowledgements III
3 Tables of Content IV
4 List of Figures V
5 Chapter - 1: Introduction 1-19
1.1 Introduction of the Project 2
1.2 The Scope of Marketing 3
1.3 Importance of Marketing 8
1.4 Marketing Strategic Formulation 11
1.5 Strategic Alliances 12
1.6 Program Formulation and Implementation 13
1.7 Feedback and Control 14
1.8 Objective 16
1.9 Research Methodology 17
1.10 Limitations of the Study 18
6 Chapter - 2: Profile of the Firm/Company 20-29
2.1 Objectives of ComConnection 22
2.2 Projects Undertaken by ComConnection 24
2.3 Aim of the Company 25
2.4 Swot Analysis 27
7 Chapter - 3: Data Collection and Analysis 30-37
8 Chapter - 4: Summary and Conclusion 38-43
4.1 Finding 39
4.2 Conclusion 41
4.3 Suggestions 42
9 Bibliography 43
10 Annexure 44-46

IV
 Table of Figures

Figure
Title
No. Page No.
1 Figure 1.1 Markets 7
2 Figure 3.1 – Age of the Respondents 31
3 Figure 3.2 – Gender of the Respondents 31
4 Figure 3.3 – Occupation of the Respondents 31
5 Figure 3.4 – Is ComConnection your first Choice 32
Figure 3.5 – Do you follow ComConnection on any of
6 these platforms? 32
Figure 3.6 – Which of the following word would you use
7 to describe our product? 33
Figure 3.7 – How well does our product meet your
8 needs? 33
Figure 3.8 – Which two features are most valuable to
9 you? 34
10 Figure 3.9 – How easy is it to Navigate our content? 34
Figure 3.10 – Did you find the information you were
11 looking for on our videos? 35
Figure 3.11 – How much effort did you personally have
12 to put forth to handle your request? 35
Figure 3.12 – How responsive have we been to your
13 questions or concerns about our product? 36
Figure 3.13 – Compared to our competitors’ is our
14 product quality better, worse or about the same? 36
Figure 3.14 – How do you came to know about
15 ComConnection? 37
Figure 3.15 – How likely recommend our company to
16 friends or colleagues? 37

V
 CHAPTER- 1

INTRODUCTION

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1.1 Introduction of the Project

A marketing strategy is a method by which a firm attempts to reach its

target markets. Marketing strategy must focus on delivering greater value

to customers and the firm at a lower cost. However, quantifying the return

on investment from marketing expenditure on activities such as

advertising, promotion and distribution is one of the most complex issues

facing decision makers. Marketing performance is central to success in

today’s fast-moving competitive markets, and measuring marketing’s

performance is critical to managing it effectively.

Consumers are the ultimate source of revenue for companies and it is vital

to understand consumers in order to gain a competitive advantage in the

market. According to Solomon (2009), an elementary marketing concept

states that organizations exist to satisfy consumers’ wants and needs. These

wants and needs can only be satisfied by understanding the consumers that

will use the product. What, when, why, where and how a consumer decides

to acquire, use and dispose the product are essential questions for

understanding consumer behaviour (Hoyer & MacInnes 2007). In

addition to consumers’ personal preferences and needs, there are

psychological and sociological effects that influence the consumers’

purchasing decisions. They can make a purchasing decision based on their

past experiences or they can communicate with their environment and learn

from other consumers (Janssen & Jager 2001). So here we are going to see

Marketing Strategies of ComConnection and its effect on Customer.

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1.2 The Scope of Marketing

To be a marketer, you need to understand what marketing is, how it works,

who does it, and what is marketed.

What is Marketing?

Marketing is about identifying and meeting human and social needs. One of the

shortest good definitions of marketing is "meeting needs profitably". The

American Marketing Association offers the following formal definition:

Marketing is the activity, set of institutions, and processes for creating,

communicating, delivering, and exchanging offerings that have value for

customers, clients, partners, and society at large. Coping with these exchange

processes calls for a considerable amount of work and skill. Marketing

management takes place when at least one party to a potential exchange thinks

about the means of achieving desired responses from other parties. Thus, we see

marketing management as the art and science of choosing target market and

getting, keeping, and growing customers through creating, delivering, and

communicating superior customer value.

We can distinguish between a social and a managerial definition of marketing.

A social definition shows the role marketing plays in society. Marketing is a

societal process by which individuals and groups obtain what they need and

want through creating, offering, and freely exchanging products and services of

value with others. Cocreation of value among consumers and with businesses

and the importance of value creation and sharing have become important themes

in the development of modern marketing thought.

Managers sometimes think of marketing as "the art of selling products," but

many people are surprised when they hear that selling is not the most important

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part of marketing! Selling is only the tip of the marketing iceberg. Peter

Drucker, famed management theorist, put it this way.

There will always, one can assume, be need for some selling. But the aim of

marketing is to make selling superfluous. The aim of marketing is to know and

understand the customer so well that the product or service fits him and sells

itself. Ideally, marketing should result in a customer who is ready to buy. All

that should be needed then is to make the product or service available.

What is Marketed?

Marketers market 1O main types of entities: goods, services, events,

experiences, persons, places, properties, organizations, information, and ideas.

Let's take a quick look at these categories.

Goods: Physical goods constitute the bulk of most countries' production and

marketing efforts.

Services: As economies advance, a growing proportion of their activities

focuses on the production of services. Services include the work of airlines,

hotels, car rental firms, barbers and beauticians, maintenance and repair people,

and accountants, bankers, lawyers, engineers, doctors, software programmers,

and management consultants. Many market offerings mix goods and services,

such as fast - food meal.

Events: Marketers promote time-based events such as major trade shows,

artistic performances, and company anniversaries. Local events include craft

fairs, bookstore readings, and farmers markets.

Experiences: By orchestrating several services and goods, a firm can create,

stage, and market experiences.

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Persons: Artists, musicians, CEOs, physicians, high-profile lawyers and

financiers, and other professionals often get help from marketers. Management

consultant Tom Peters, himself a master at self-branding, has advised each

person to become a "brand."

Places: Cities, states, regions, and whole nations compete to attract tourists,

residents. factories, and company headquarters. 13 Place marketers include

economic development specialists, real estate commercial banks, local business

associations, and advertising and public relations.

Properties: Properties are intangible rights of ownership to either real property

(real estate) or financial property (stocks and bonds). They are bought and sold,

and these exchanges require marketing.

Organizations: Museums, performing arts organizations, corporations, and

non-profits all use marketing to boost their public images and compete for

audiences and funds.

Information: is essential what books, schools, and universities produce, market

and distribute at a price to parents, students, and communities.

Ideas: Every market offering includes a basic idea.

Who Markets?

MARKETERS AND PROSPECTS A marketer is someone who seeks a

response- attention, a purchase, a vote. a donation - from another party, called

the prospect. If two parties are seeking to sell something to each other, we call

them both marketers.

Marketers are skilled at stimulating demand for their products, but that's a

limited view of what they do. They also seek to influence the level, timing, and

composition of demand to meet the organization's objectives.

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Eight demand states are possible:

1. Negative demand: Consumers dislike product and may even pay to avoid it.

2. Non-existent demand: Consumers may be unaware of or uninterested in the

product.

3. Latent demand: Consumers may share a strong need that cannot be satisfied

by an existing product.

4. Declining demand: Consumers begin to buy the product less frequently or

not at all.

5. Irregular demand: Consumer purchases vary on a seasonal, monthly,

weekly, daily, or even hourly basis.

6. Full demand: Consumers are adequately buying all products put into the

marketplace.

7. Overfull demand: More consumers would like to buy the product than can

be satisfied.

8. Unwholesome demand: Consumers may be attracted to products that have

undesirable social consequences.

In each case, marketers must identify the underlying cause(s) of the demand

state and determine a plan of action to shift demand to a more desired state.

MARKETS: Traditionally, a "market" was a physical place where buyers and

sellers gathered to buy and sell goods. Economists describe a market as a

collection of buyers and sellers transact over a product or product class.

Manufacturers go to resource markets (raw material markets, labour markets,

money markets), buy resources and turn them into goods and services, and sell

finished products to intermediaries, who sell them to consumers. Consumers

sell their labour and receive money with which they pay for goods and services.

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The government collects revenues to buy goods from resource, manufacturer,

and intermediary markets and uses these goods and services to provide public

services. Each nation's economy, and the global economy, consists of

interacting sets of markets linked through exchange processes.

Marketers view sellers as the industry and use the term market to describe

customer groups. They talk about need markets (the diet - seeking market),

product markets (the shoe market), demographic markets (the "millennium"

youth market), geographic markets (the Chinese market), or voter markets,

labour markets, and donor markets.

Sellers send goods and services and communications such as ads and direct mail

to the market; in return they receive money and information such as customer

attitudes and sales data. The inner loop shows an exchange of money for goods

and services; the outer loop shows an exchange of information.

Figure 1.1

KEY CUSTOMER MARKETS

Consider the following key customer markets: consumer, business, global, and

non - profit.

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Consumer Markets: Companies selling mass consumer goods and services

such as juices, cosmetics. athletic shoes, and air travel establish a strong brand

image by developing a superior product or service. ensuring its availability, and

backing it with engaging communications and reliable performance.

Business Markets: Companies selling business goods and services often face

well - informed professional buyers skilled at evaluating competitive offerings.

Advertising and Web sites can play a role, but the sales force, the price, and the

seller's reputation may play a greater one.

Global Markets: Companies in the global marketplace navigate cultural,

language, legal, and political differences while deciding which countries to

enter, how to enter each (as exporter, licenser. joint venture partner, contract

manufacturer, or solo manufacturer), how to adapt product and service features

to each country, how to set prices, and how to communicate in different cultures.

Non - profit and Governmental Markets: Companies selling to non - profit

organizations with limited purchasing power such as churches, universities,

charitable organizations, and government agencies need to price carefully.

Much government purchasing requires bids; buyers often focus on practical

solutions and favour the lowest bid, other things equal.

1.3 Importance of Marketing

BENEFITS TO THE FIRM

Efficient marketing management is a pre-requisite for the successful operation

of any business enterprise. A business organisation is differentiated from other

organisations by the fact that it produces and sells products. The importance of

marketing in modern business is discussed below:

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 i. Marketing is the beating heart of the business firm: The chief executive of

a business cannot plan, the production manager cannot produce, the

purchase manager cannot purchase, and the financial controller cannot

budget until the basic marketing decisions have been taken. Many

departments in a business enterprise are essential for its growth, but

marketing is still the sole revenue producing activity. Marketing function is

rightly considered the most important function of management.

ii. Marketing gives top priority to the needs of customers: Quality of goods,

storage, display, advertisement, packaging, etc. are all directed towards the

satisfaction of customer.

iii. Marketing helps in the creation of place, time and possession utilities:

Place utility is created by transporting the goods from the place of

production to consumption centres. Time utility is created by storing the

goods in warehouses until they are demanded by customers. Possession or

ownership utility is created through sale of goods. The significance of

marketing lies in the creation of these utilities to satisfy the needs of the

customers and thereby earn profit. It a firm can satisfy its customers; it will

have better chances of survival and growth even in the fast - changing

environment.

iv. Marketing generates revenue for the business firm: Marketing is an

important activity these days, particularly in the competitive economies.

Marketing generates revenue for the business enterprises. No firm can

survive in the long - run unless it can market its products. In fact, marketing

has become the nerve - centre of all human activities.

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 BENEFITS TO THE CUSTOMERS

Marketing is important from the point of view of the customers in the following

ways:

(i) Provision of information: Marketers provide important information to

people about the availability of their products in the market and their

usefulness for the buyers.

(ii) Satisfaction of needs and wants: Marketing helps the consumers in

procuring goods and services to satisfy their needs and wants.

(iii) Wider choice: Marketing helps in creating competition among the

marketers who come out with new and improved products for the

customers. Thus, the customers get a wide choice.

(iv) Improvement in standard of living: By providing a wide variety of goods

and services, marketers help in improving the standard of living of the

customers.

(v) Time and place utility: Marketers create time utility by providing goods

to consumers when they need the same. Similarly, they create place utility

by providing the goods to consumers at the place they prefer.

BENEFITS TO THE SOCIETY

Marketing is beneficial to the society as discussed below:

(i) Satisfaction of society's need: Marketing determines the needs of the

people in the society and sets out the pattern of production of goods and

services necessary to satisfy such needs.

(ii) Improved standard of living: Marketing helps in improving the standard

of living of people. It does so by offering a wide variety of goods and

services with freedom of choice. Marketing treats the customer as the king

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 around whom all business activities revolve. Besides product

development, pricing, promotion, and physical distribution of products are

carried out to satisfy the customer.

(iii) Generation of employment: Marketing generates employment for people.

Many people are employed by modern business houses to carry out the

functions of marketing. Marketing also gives an impetus to further

employment facilities. In order to ensure that the finished product reaches

the customer, it passes through wholesalers and retailers and in order to

perform numerous jobs, many people are employed.

(iv) Better utilisation of resources: Marketing helps in better utilisation of the

scarce resources of the society as each firm tries to produce the goods and

services economically and efficiently.

1.4 Marketing Strategic Formulation

Goals indicate what a business unit wants to achieve; strategy is a game plan

for getting there. Every business must design a strategy for achieving its goals,

consisting of a marketing strategy and a compatible technology strategy and

sourcing strategy.

Porter's Generic Strategies: Michael Porter has proposed three generic

strategies that provide a good starting point for strategic thinking: overall cost

leadership, differentiation, and focus.

1. Overall cost leadership: Firms work to achieve the lowest production and

distribution costs so they can under- price competitors and win market share.

They need less skill in marketing. The problem is that other firms will

11
 usually compete with still- lower costs and hurt the firm that rested its whole

future on cost.

2. Differentiation: The business concentrates on achieving superior

performance in an important customer benefit area valued by a large part of

the market.

3. Focus: The business focuses on one or more narrow market segments, gets

to know them intimately, and pursues either cost leadership or

differentiation within the target segment.

According to Porter, competing firms directing the same strategy to the

same target market constitute a strategic group. The firm that carries out

the strategy best will make the most profits.

Porter draws a distinction between operational effectiveness and strategy.

Competitors can quickly copy the operationally effective company using

benchmarking and other tools, thus diminishing the advantage of

operational effectiveness. Strategy, on the other hand, is "the creation of a

unique and valuable position involving a different set of activities." A

company can claim it has a strategy when it "performs different activities

from rivals or performs similar activities in different ways.

1.5 Strategic Alliances

Many strategic partnerships take the form of marketing alliances. These fall into

four categories.

1. Product or service alliances: One company license another to produce its

product, or two companies jointly market their complementary products or

a new product.

12
2. Promotional alliances: One company agrees to carry a promotion for

another company's product or service.

3. Logistics alliances: One company offers logistical services for another

company's product.

4. Pricing collaborations: One or more companies join in a special pricing

collaboration. Hotel and rental car companies often offer mutual price

discounts.

Companies need to give creative thought to finding partners that might

complement their strengths and offset their weaknesses. Well - managed

alliances allow companies to obtain a greater sales impact at lower cost. To

keep their strategic alliances thriving, corporations have begun to develop

organizational structures to support them, and many have come to view the

ability to form and manage partnerships as core skills called partner

relationship management (PRM).

1.6 Program Formulation and Implementation

Even a great marketing strategy can be sabotaged by poor implementation. If

the unit has decided to attain technological leadership, it must strengthen its

R&D department, gather technological intelligence, develop leading-edge

products, train its technical sales force, and communicate its technological

leadership.

Today's businesses recognize that unless they nurture other stakeholders-

customers, employees, suppliers, distributors- they may never earn sufficient

profits for the stockholders. A company might aim to delight its customers,

perform well for its employees, and deliver a threshold level of satisfaction to

13
its suppliers. It must not violate any stakeholder group's sense of fairness about

the treatment it is receiving relative to the others.

A dynamic relationship connects the stakeholder groups. A smart company

creates a high level of employee satisfaction, which leads to higher effort, which

leads to higher - quality products and services, which creates higher customer

satisfaction, which leads to more repeat business, which leads to higher growth

and profits, which leads to high stockholder satisfaction, which leads to more

investment, and so on. This virtuous circle spells profits and growth.

According to McKinsey & Company, strategy is only one of seven elements-

all of which start with the letters- in successful business practice. The first three-

strategy, structure, and systems- are considered the "hardware" of success. The

next four - style, skills, staff, and shared values- are the "software."

The first "soft" element, style, means company employees share a common way

of thinking and behaving. The second, skills, means employees have the skills

needed to carry out the company's strategy. Staffing means the company has

hired able people, trained them well, and assigned them to the right jobs. The

fourth element, shared values, means employees share the same guiding values.

When these elements are present, companies are usually more successful at

strategy implementation.

1.7 Feedback and Control

A company's strategic fit with the environment will inevitably erode because

the market environment changes faster than the company's seven Ss. Thus, a

company might remain efficient yet lose effectiveness. Peter Drucker pointed

14
out that to "do the right thing"- to be effective than "to do things right" to be

efficient. The most successful companies, however, excel at both.

Once an organization fails to respond to a changed environment, it becomes

increasingly hard to recapture its lost position. Organizations, especially large

ones, are subject to inertia. It's difficult to change one part without adjusting

everything else. Yet organizations can be changed through strong leadership,

preferably in advance of a crisis. The key to organizational health is willingness

to examine the changing environment and adopt new goals and behaviours.

15
1.8 Objective

 To study the marketing strategy which are being implemented in

ComConnection.

 To gain corporate experience.

 To study the potential customers of ComConnection.

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1.9 Research Methodology

Research is basically a careful and productive investigation in which the

research is being done related to a particular to topic in a field or in an area. We

can say it as it is addition in the existing knowledge stock for making that topic

advance, better and as well as competitive.

Research can basically be defined as the task in which an advance research is

done of a topic to modify and make challenging the certain result.

Research methodology basically a way to solve the research problem

systematically or it is an information or data collected for the purpose of making

business decisions. It can be clearly understood as a science of studying how

research is done scientifically.

Data source

These two types of data that is primary data and the secondary data which is

used in the research of the report. Data collection is done based on the topic

given to the researcher and he or she finds out about the topic and its related

issues.

My Research uses both kinds of data that is primary data and the secondary data

which includes different materials like the primary data includes the

questionnaire filled by the customers and in the secondary type of data in

formation is collected through various journals, report, books.

1. Primary Data: Primary data (also called first hand or raw data) is the data

collected by the investigator himself/herself with a specific purpose in mind.

Primary data is highly factual as it is the original source of information. It

originates for the first time through researcher’s direct efforts and

experiences. It especially addresses the study’s research problem.

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 Primary data collection is an expensive process because the researcher is

generally conducted by some organisations or agency leading to the

requirement of resources like investment and manpower. The data collection

is under direct control and supervision of the investigation. It uses a direct

approach by collecting information through first- hand method like survey,

case studies, naturalistic observation, etc. Thus, making it well suited for

studying specific and tie- critical evidence.

2. Secondary Data: The data which is collected by someone else for some

other purpose but utilized by the researcher for another purpose is called

secondary data. It refers to the researcher’s interpretation of the initial or

primary data which was originally collected by other researcher. It is readily

available from various sources like censuses, government publications,

website, journals, reports, etc. Its ability to cover large databases makes it

beneficial for quantitative information. Thus, such data are economical

regarding time, effort, and cost.

1.10 Limitations of the Study

Some Limitations that I encountered during my research:

✓ Absence of financial data: As ComConnection is still a start - up, and a

virtual/online firm, there was not any financial data about the company to

begin with. If it was only after the internship that the firm had acquired any

capital, I wasn’t able to gain any financial data.

✓ Data gets obsolete with the passage of time: Having done the internship

over 6 months ago, it is natural that the data we collected has become

18
 obsolete. Since then, there have been changes in department heads, changes

in the level of authority of people, changes in strategies, plans and missions.

✓ Access to certain records and data remains restricted: Being just a start

- up, and that too working there as an intern, we were mainly restricted from

the data about the company. I was unable to find out about the Profit and

Loss Account or the Balance Sheet of the company, data about other

departments and how the firm was performing overall.

✓ Secondary data raises the issue of authenticity and reliability: A lot of

information in this report consists of secondary data. Although secondary

data is less expensive, it raises the question of authenticity. Since I was not

the primary collector of the information and data, there is not much

reliability on the information.

✓ Data collection is time consuming and costly: Certain parts of the reports

include primary data collected by me. Collection of such primary data is a

lot time and money consuming.

✓ Lack of personal touch (due to lockdown): The internship was held online

due to the recent COVID - 19 Coronavirus pandemic lockdown. Due to this

there is a lack of personal touch throughout the whole duration of the

lockdown. The only interaction happened by phone call and an online

messaging app. I was not able to get the physical experience in a real market

environment.

19
 CHAPTER - 2

PROFILE OF THE COMPANY

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ComConnection is a 7-month-old online tutoring technology- based start- up

founded in May 2020 by Kritika Khera. The company has a network of several

educators, students from a commerce background.

Led by a group of young and intellectual minds, ComConnection serves as a

leading web portal for undergraduates as well as graduates and postgraduates,

delivering academic, theoretical, and moreover, practical knowledge to

students, learners, and scholars. Its curriculum ranges but is not restricted to

class XI and XII academic syllabus, soft skills, time management, and creative

Webinars and Seminars.

Being a new affirm in the market, ComConnection took into account the needs

and the wants of students at that point of time, who were thought to be very

price sensitive at that point of time, and thus it offered free education in the form

of YouTube videos, knowledge about business and commerce on its Instagram

and Facebook handles.

The company also trains students for examinations in India such as various

college entrance exams, including courses like BBA, BCOM, BBA General,

BBA Banking & Insurance, BCOM Programming, and several others.

During its early phase, ComConnection took advantage of the time factor and

utilized it by hiring college students as interns, who were looking for such an

experience, which I also became a part of. With the workforce ready, as

ComConnection started creating its content, it relied on heavy marketing by

their interns, by virtue of social media, and the infamous “Share” option

available in almost all the prospering social media platforms right now.

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As an outcome, it attracted a huge crowd towards its initiative. A 600 -

subscriber base in the first two months on YouTube and then doubling it in no

time, ComConnection has been uploading videos since and has acquired more

than 20,000 views.

Its Unique Selling Proposition is that everyone has their worth and each

contributes to the worth of the others, and thus is spreading their reach to various

social media platforms like Instagram, YouTube, our own Website, and an App

that is under development as of now, to create a network of students of

commerce, interconnected by education and information.

2.1 Objectives of ComConnection:

1. Connectivity

ComConnection is a major education platform, formed by the students and

for the students. ComConnection serves as a leading web portal for

undergraduates as well as graduates and postgraduates, delivering academic,

theoretical, and moreover, practical knowledge to students, learners, and

scholars, and providing a platform for connecting all of them. Thus

ComConnection aims to form a web to maintain a big community circle of

undergrads, postgrads, professionals, corporates so that all of us

communicate on a single platform.

2. Consultancy

ComConnection aims to provide free counselling to the students for their

academic development objective, it aims to solve all the queries of students

by our professionals. In this great wide world, where a student has a great

potential to explore in every aspect of a career, confusion, anxiety, and

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 regrets are a whole lot more common than the previous decade or so.

Confusion and regrets only breed future stress, which of course, is not a sign

to a healthy life. Thus, ComConnection also offers consultation to the

students in peril, be it a selection of a stream, choice of a college, or career

selection.

3. Academics

ComConnection aims to provide opportunity to enhance your academics by

giving free YouTube videos, as our website is in process. We will provide

the complete systematic syllabus to initiate your studies smoothly. It is

known that XI & XII are the most crucial classes for a student. These are

the times when there is a lot of pressure on the students, be it from schools,

teachers, tutors, or parents. Henceforth we’ve started a YouTube channel

focussing on the Commerce subjects but also common subjects like English

and Mathematics.

4. Development

Com Connection aims at providing skills development courses like stock

market, freelancing, etc. free, as we are not providing these courses right

now. However, we have collaborated with Fin Ladder to provide you all

these skill development courses free of cost.

Thus, Com Connection is coming up with Total Personality Development

training which gives you the edge of being better at:

a. Building stronger communication skills

b. Making an impact

c. Leaving a lasting impression

d. Professional Etiquettes

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5. Talent Showcase

ComConnection provides you a platform where you all can highlight your

achievements to motivate others. You can tell your talent and we will ensure

to highlight it to society. As “Every artist was first an amateur.” Every

human being has been blessed with different abilities, talents, and

capabilities. We all differ from each other in that we have different interests

and inclinations. ComConnection believes that all humans are equally

talented and should be given every opportunity to present it to the world,

and thus it also offers a platform for the students. ComConnection believes

in Sharing, following, embracing, and enhancing each aspect of a student’s

potential.

2.2 Projects Undertaken by ComConnection:

1. CV Development & Interview

ComConnection has successfully organized and managed their first project

that was CV development and interview. They received a lot of registrations

and had 30+ participants. Students/participants had a new experience and

learned a lot. At the end of their project they organised a resume and

practical interview for their participants via an online platform by

collaborating with other successful companies.

2. Public Speaking + Skill Enhancement

Their second project was about public speaking and skill enhancement. So

far, they received positive responses of 25+ students. They trained them

about public speaking and how to become a good orator and a lot more.

Organised an informative webinar on free certified courses in the market

24
 which students can pursue. At the end of the project, held a debate

competition amongst those 25 students and provided them with certificates

by collaborating with other successful companies.

3. Personality Development

Their 3rd project was about Personality development. They successfully

managed and organised their project that they came up with 35+

registrations. They gave a 14 days self - development challenge where

participants had new experience from it. On the 15th day i.e. an end of the

project, they gave an assignment on the related topic to let them realize how

much they had learned.

4. Student Entrepreneurship

The 4th project was also successful. They received 50+ participants. The

project was about student entrepreneurship where the students have learned

how to do business and a lot more about it. They gave a live business to their

students to have an experience of it because they believe in both learning

through themselves and through live projects.

2.3 Aim of the Company

• Short Term Mission:

They have student engagement platforms through which their

communication will be ease. To ensure the students personalized

experience and guaranteeing genuine skills so they work more efficiently.

They have already started streaming on their YouTube channel keeping in

mind all the aspects.

25
• Mid Term Mission:

They are creating their own App as well as a website. They are providing

various engagement programs such as “Free Academic Courses” which are

proved to be great way of improving student’s social media appearance.

They offer many different services and opportunities to students and

professionals on all social media websites, and they are also open to

counselling, in regards of career or business. Their goal is to serve the best

exclusive deals for their clients in all their services. Also, they intend to

help all for creating various connections in the same background they are

perusing which will always keep the students and professionals up to date.

• Long Term Missions:

Com Connection is trying to be renowned and globally recognized as an

organization in the field of commerce and Industry.

In a crowded and ever- changing industry, they make it a priority to stay

ahead of the game. Led by a quality- expertise staff, they’re always

educating themselves, keeping up with the trends, and adding new services

that they believe will assist in their students and their client’s growth. Their

priority goal is students' success and they’re not satisfied until that goal is

reached, no matter if it requires extra time and resources on their end.

They'll be giving importance to their customer satisfaction with the help of

latest technologies, research and innovation as they’re firm believers that

the success of their clients is truly their success; they’d be nowhere without

them.

26
2.4 SWOT Analysis

1. Strengths:

• Capitalizing on Commerce Stream & First Mover Advantage: There are

almost no such online tutoring organisations in the market now that focus

exclusively. The few handfuls coming up have their attention focussed on

science stream students. Being one of its kinds, ComConnection is

capitalising the market.

• Available on All Leading Social Media: ComConnection is available on the

leading social media platforms, be it Twitter, Instagram, Facebook,

LinkedIn or even YouTube. This gives it a huge advantage, especially in

this technologically advanced world.

• Formulated according to Indian Course & Curriculum: The target market

of ComConnection are Indian students. Being tailored for the Indian market,

it has a huge potential for growth in the aforementioned market.

• Proper Chain of Command: ComConnection has a proper chain of

command, constituting of properly assigned heads of departments, and

further Group Heads that make accountability more efficient.

• Low Operational Cost: ComConnection operates online. It has a virtual

services cape. Such an operation ground attracts less operational cost due to

low presence of physical goods and people.

2. Weakness

• Employees Lack of Ownership: Being on a virtual platform, employees

often seem to doubt about the authenticity of the work they do. As such,

they do not devote a hundred per cent of their efforts.

27
• Lack of Personal Touch with Customers: The only interaction with the

customers and clients occur online, and thus there is a lack of personal touch

with the customers.

• Lack of Qualified and Capable Faculty: In the teaching industry there is

always a demand for overqualified and overachieving teachers and faculty

members. Unfortunately, ComConnection lacks in this sense due to the lack

of such staff members.

• Lack of Infrastructure: One of the biggest disadvantages of online

businesses is a lack of infrastructure. And ComConnection is not free from

this limitation, having no physical presence.

• Demand for Employees with more Technological Know-how:

ComConnection deals in creation of educational videos, attracting crowds

through virtual events, webinars and seminars. It is natural then that it

demands for staffs which have a good technological knowhow of how things

word, as well as is through the academic course or through the educational

topics that ComConnection wishes to deal with.

• Limited Customer Base: Recent pandemic has, although boosted the need

for Online Education, and showed people its importance in everyday life,

the boost is not that efficient, with a huge population of ComConnection’s

potential clients still not noticing its presence.

• Low Brand Name Recognition: ComConnection is a start - up. India

presents a huge market, with several diverse social and cultural groups with

different needs and wants. Being a new firm in the market, it has no

credentials and credibility in the market. In simpler terms, it has no or very

low brand recognition in the market.

28
3. Opportunity

• Growing demand for Education: there is a sudden demand for educational

institutes in the market now. This presents a huge opportunity for firms like

ComConnection that can also capitalize in the market.

• Demand for Free Education: India presents a price sensitive market. There

is also a demand for low cost online education that ComConnection can

utilize since it is providing free education on YouTube.

• Rapidly Growing Technology Demands Knowledge: The world is

constantly moving forward in technological advancements. And this

constant move in technology demands knowledge through education.

• Shift to Online Education: The recent COVID - 19 Coronavirus Pandemic

has made known the importance of online education.

4. Threats

• Competition: like any other firm, ComConnection has threats from its

competitors. Though because of a niche market, the number of competitors

is very low, but with online education on the rise, more firms are bound to

exist in the future.

• Orthodox Thinking / Most Indian parents prefer physical tutoring: Most

Indian parents are not yet accustomed to the method of online studying.

They believe technology is a burden. A backward mind - set like this can

hamper the growth of an online education firm such as ComConnection.

• Prone to Cyber Breaches: Having a virtual services cape online means that

the firm is prone to the threats cyber hacking and breaching.

29
 CHAPTER - 3

DATA COLLECTION AND ANALYSIS

30
A set of questions were asked from the customers of the firm ComConnection,

as respondents for the analysis section of this report by using Google Forms as

the tool of Data Collection.

General Information about the respondents

31
These were the question asked from the respondents for the

From the above diagram, it can be concluded that 63.5% of the customers would

prefer ComConnection in case of Studying Online as there first preference than

others competitors in the market.

Above bar graph depicts that most of the customers follow ComConnection on

YouTube i.e., 40.4% followed by Instagram 26.9%, LinkedIn 23.1%, Facebook

19.2%, None of the above i.e. other than mentioned modes (19.2%).

32
As per the survey, Quality of product as per customer of the com-connection is

“Fine” for 38.5% of the people, “Great” for 30.8% of the people, “Fine, but

there are some issues” for 26.9% of the product and 3.8% of the people felt that

as “Life-Saving”. However, there exist no customer as per whom quality of the

product is “Buggy”.

According to the survey, 53.8% customers said that product provided by

ComConnection is “Fine” in terms of meeting the need of the customer,

followed by “Well” for 34.6% customers, “Very Well” for 9.6% customer, and

“Badly” for rest of the customer.

33
From the above bar graph, two features which are most valuable as per the

customers are Content Frequency with 44.2% and Quality Content with 34.6%.

In order to navigate our content, 40.4% people said its regular to navigate,

34.6% said easy to navigate, followed by Very Easy and Difficult by 11.5%

each and for the rest Very Difficult.

34
From the survey conducted it was found that 57.7% people got the information

they were looking for, followed by maybe 28.8% and 13.5% said No.

According to the Feedback from our customers, 53.9% felt that they had to put

forth small amount of effort to handle their request, 34.6% felt that they had to

put forth a usual amount of effort. However, 11.5% felt that they had to put forth

a lot of effort to handle their request.

35
After Analysing the Feedback filled by the customers following can be

summarized:

- 51.9% said that ComConnection was Usually Responsive,

- 40.4% said that ComConnection was Very Responsive and

- 7.7% said that ComConnection was Unresponsive.

From the survey conducted it was found that 57.7% of the participant said that

our product was of the “Same” quality in comparison with the other competitors

which is followed by “Better” with 38.5% and “Worse” with 4%.

36
On analysing feedbacks by the customers, it can be summarized as below:

- 19 people got to know ComConnection through social media,

- 18 people got to know ComConnection through friends,

- 16 people got to know ComConnection through YouTube Feedback

or suggestion and

- 18 people got to know ComConnection through search for similar

content,

From the rating on the scale of 0 - 10, we got to know that 16 people (i.e. 30.8%)

have rated 7 for recommending the company to their friends or colleagues,

followed by 13 people (i.e. 25%) rated 8. However only 3 people (i.e. 5.8%)

rated 10 for further recommendation and only 5 people (i.e. 9.6%) rated 9 for

further recommendation by them.

37
 Chapter - 4

Summary & Conclusion

38
4.1 Finding

• Being a start - up ComConnection is doing well in this competitive market

as 63.5% of the customers says that ComConnection is their first choice in

case of Studying Online. However, 36.5% of the customers prefer other

competitors in the market rather than ComConnection for online study.

• Marketing is showing impact on our social media accounts as

- 40.4% people follow ComConnection on YouTube

- followed by Instagram with 26.9%, LinkedIn with 23.1%, Facebook

with 19.2% and None of the above (19.2%).

• Quality of product as per customer of the com-connection is “Fine” for

38.5% of the people, “Great” for 30.8% of the people, “Fine, but there are

some issues” for 26.9% of the product and 3.8% of the people felt that as

“Life-Saving”. However, there exist no customer as per whom quality of the

product is “Buggy”.

• The needs of customers is something important to every company, and

ComConnection is trying to coupe up with the needs of the customers as

53.8% customers said that product provided by ComConnection is “Fine”

in terms of meeting the need of the customer, followed by “Well” for 34.6%

customers, “Very Well” for 9.6% customer, and “Badly” for rest of the

customer.

• Our customers are choosy and so is ComConnection in providing them good

content, the most valuable feature which our Customers seek are Content

Frequency having 44.2% and Quality Content having 34.6%.

39
• In respect of navigation of the content 40.4% people said its regular to

navigate, 34.6% said easy to navigate, followed by Very Easy and Difficult

by 11.5% each and for the rest it was Very Difficult to navigate our content.

• With respect of availability of information on the videos provided 57.7%

people got the information they were looking for, followed by maybe 28.8%

and 13.5 said No.

• The customer handling of ComConnection is good according to the analysis,

to support this we can see that 53.9% have to put small amount of effort,

34.6% said a usual amount of effort followed by 11.5% said they had to put

a lot of effort.

• ComConnection is being responsive to the question or concern from the

customers, it observed that 51.9% said that ComConnection was Usually

Responsive, 40.4% said ComConnection was Very Responsive and 7.7 said

unresponsive.

• ComConnection needs to develop their product from rest of the competitors

in the market as 57.7% said that our product was same, 38.5% said better

and 4% said worst.

• Being new in the market ComConnection market strategy is working but

they need to improve it as well for to survive in the market, the analysis

shows that 36.5% people got to know through social media followed by

34.6% got to know through friends followed by other options available.

• On rating scale of 0 - 10, 30.8% people have rated 7 followed by 25% people

rated 8.

40
4.2 Conclusion

The topic I chose for my summer training report was to Study the Marketing

Strategy of ComConnection. Throughout the 6 weeks, I was working with

the company as a Social Media Marketing intern within the Marketing

Department, I devoted my sincerest devotion to the work I was provided,

keeping in mind both the effectiveness and the efficiency of the task I

performed. The 6 weeks I interned at ComConnection made me more aware

of how the market works and gain knowledge of real business environment.

I learned to analyse how theoretical concepts taught are applied and not

applied in real situations. Though a start - up, I think ComConnection was

able to build a massive customer base during the time I interned there, and

helped me realize the potential of the combination of a smart entrepreneur

and a brilliant start - up idea. It taught me how an opportunity in the market

could be grasped and then be converted it into an innovative company. The

chain of command was properly organised and it served the company a great

deal of benefits. The projects organised were completed in time, the reviews

from the customers were great as well.

Along the making of this project, being an intern, I was giving valuable

suggestions for marketing of our Instagram Post, YouTube videos, etc. The

working hour was 4 to 6, 6 days a week during that time schedule I was

given the task which should be completed within the time limit.

The internship helped me to enhance my analytical and application of my

abilities and how it would benefit the firm and by the creation of this project,

I developed skills in technical and report writing, through data collection,

it’s analysis, and made me understood how real world marketing works.

41
4.3 Suggestions

• From the survey conducted, I found that most respondents were introduced

to ComConnection via YouTube, and the number of people following the

firm on YouTube and keeping up with the new videos are also preponderant.

Therefore, it seems necessary for ComConnection to skew from the other

platforms and tend to these people more.

• It can also be clearly noticed that most of the audience base of

ComConnection range from an age of 17 to 23. This clearly signifies that

almost all these people are currently attending higher secondary education

in school or are freshers in college. This discovery can help ComConnection

in personalising their content to be inclined towards this population of the

consumer.

• From the findings I saw that most people are happy and glad with the content

the ComConnection provides. But a handful of the respondents were not

quite satisfied with the products and services the company provides. These

small bunches of people in the grand scheme of things could depict an

important sector of the public. It would be very beneficial for

ComConnection if they opened themselves to the suggestions and remarks

of this group and gave some attention to their needs as well.

• A 5% retention in customers could lead to a 100% increase in the profits of

the company. It is necessary for ComConnection to update themselves with

changes in the society and constantly look at the praises and criticism of

their customers regularly, to ultimately evolve into a successful business.

42
BIBLIOGRAPHY

Books
1. Phillip Kotler, Kevin Lane Keller, Pearson’s Publications, “Marketing
Management – 15th Edition”.
2. C.A Ruchi Kansil, Dr. Karishma Gulati Trehan, “Research
Methodology”.
3. T.N. Chhabra, Ankur Chhabra, “An Introduction to Marketing
Management”.
4. Prof. M.K.Rampal, Dr. Rajeshwari Malik, “Service Marketing”.
Websites
5. https://en.wikipedia.org
6. https://www.investopedia.com/
YouTube
7. https://www.youtube.com/channel/UCN6muPHoL8cREWTlHj53x8g
Journal
8. ComConnection Proposal 2020

43
ANNEXURE

Customer Feedback
Greeting Dear Customer, this is the survey to analyse the Effectiveness of
Marketing Strategy of ComConnection for College Project.
Thank You for your valuable feedback

Name: *

Age: *

Sex: *
○ Female
○ Male
○ Prefer not to say

Occupation: *
○ School Student
○ College Student
○ Professor/Teacher
○ Other:

1. Is ComConnection your first choice? *

○ Yes
○ No

2. Do you follow ComConnection on any of these platforms? *

□ Facebook
□ Instagram
□ YouTube
□ LinkedIn
□ None of the Above

3. Which of the following word would you use to describe our product? *
Buggy
○ Fine, but there are some issues
○ Fine
○ Great
○ Life-Saving

44
4. How well does our product meet your needs? *
○ Badly
○ Fine
○ Well
○ Very Well

5. Which 2 features are the most valuable to you? *

□ Easy navigation
□ Quality Content
□ Content Frequency
□ Counselling & guidance
□ Tutor Expertise
□ Student teacher Compatibility

6. How easy is it to navigate our Content? *

○ Very difficult
○ Difficult
○ Regular
○ Easy
○ Very Easy

7. Did you find the information you were looking for on our video’s? *
○ Yes
○ No
○ Maybe

8. How much effort did you personally have to put forth to handle your
request? *
○ A lot of effort
○ A usual amount of effort
○ A small amount of effort

9. How responsive have we been to your questions or concerns about our

product? *
○ Very responsive
○ Usually responsive
○ Unresponsive

45
10. Compared to our competitor's, is our product quality better, worse, or
about the same? *
□ Better
□ Same
□ Worse

11. How do you came to know about ComConnection? *

□ Social Media Platforms
□ YouTube Feeds or Suggestion
□ Recommended by a Friend
□ Search for Similar Content
□ Other:

12. How likely recommend our company to a friend or colleagues? *

1 2 3 4 5 6 7 8 9 10
Not Very
Likely
○ ○ ○ ○ ○ ○ ○ ○ ○ ○ Likely

46