A STUDY ON VENDOR ACQUISITION FOR

FYNDHERE SERVICES PVT LTD

A Summer Internship Report

SUBMITTED TO

International Management Institute

Bhubaneswar

IN PARTIAL FULFILLMENT FOR THE AWARD OF

POST GRADUATE DIPLOMA
In
MANAGEMENT
By

ADARSH KUMAR
21PGDM-BHU002

2021 - 2023
 ACKNOWLEDGEMENT

I would like to extend my sincere obligation to all the personages who have helped me in this endeavor.
Without their active assistance, guidance, cooperation, and encouragement; I would not have advanced
in this project.
I am inexpressibly indebted to Mr. Rajkumar (Corporate Guide & Founder) for the continuous guidance, help,
and encouragement to accomplish this assignment.

I am extremely thankful and pay my gratitude to Prof. Ramakrushna panigrahi (Faculty Mentor) for his
valuable counsel and support on the completion of this project in its present.

I extend my gratitude to Fyndhere for giving me this opportunity to work as an intern and get associated
with it. I also acknowledge with a deep sense of approbation, my gratitude towards my parents and my
friends, who have always supported me morally, and emotionally.

This Summer Internship project is very helpful in my career growth, and I will try to use the knowledge
and skills that I acquired in the best possible manner.
 STUDENT’S UNDERTAKING

I, Adarsh Kumar, bearing Institute Roll No 21PGDM-BHU002, declare that the summer project title
“Vendor Acquisition for Fyndhere” is my original work and completed under the supervision of
Mr.Rajkumar and Prof. Ramkrushna Panigrahi of IMI Bhubaneswar. Further, I also declare that the
report being submitted herewith is free of any textual plagiarism.

Signature:

Date: 19/08/2022

Place: IMI Bhubaneshwar

 2/195 Near Suribabu Hospital
Gudivada,

ROC-Vijayawada,

Andhra Pradesh,
India - 521301
DIPP Cert.No: 72584
info@fyndhere.com

TO WHOMSOEVER IT MAY CONCERN

This is to certify that Mr. Adarsh Kumar a student from IMI, Bhubaneswar has done his Summer
Internship in Sales Department from 04th April, 2022 to 04th June, 2022 for Fyndhere, a product of
FYNDHERE SERVICES PVT LTD.

The project was designed to develop business. Candidate has shown good convincing power and
analytical skills with ability to work under deadlines throughout the project.

We wish all the best for future endeavors.

On behalf of FYNDHERE SERVICES PVT LTD

www.fyndhere.com
 APPROVAL OF THE FACULTY GUIDE

Recommended that the Summer Internship Report titled Vendor Acquisition for Fyndhere prepared by
Mr. Adarsh kumar under my supervision and guidance be accepted as fulfilling this part of the
requirements for the award of Post Graduate Diploma in Management. To the best of my/ our
knowledge, the contents of this report did not form a basis for the award of any previous degree/
diploma to anybody else.

Date:

Signature:

Name of the Guide: Prof. Ramakrushna Panigrahi

 TABLE OF CONTENTS

CHAPTER CONTENT PAGE

NO.
1 Executive Summary 8

2 Introduction 9

3 Literature Review 10

4 Objectives 13

5 Research Methodology 14

6 Competitive Analysis 31

7 SWOT analysis 37

8 Tabulation and Findings 40

9 Conclusion 48

10 Recommendation 49

11 Limitations of study 52

12 References 53
 EXECUTIVE SUMMARY

The individual selling component of a company's marketing strategy is managed through sales
management. Reaching the specified or budgeted sales volume is the main goal of sales management.
These goals or targets are established with input from the sales managers. Whether or whether these
objectives are accomplished depends not only on how well the sales force performs but also on the
effectiveness of marketing choices, as well as the company's goods and services.

Sales managers frequently require a wide range of abilities. The three most important talents are
technical, managing, and people abilities. These talents can be used in commercial marketing as well
as consumer marketing.
Personal selling, also known as field selling, is the act of personally presenting information to a potential
customer to convince them to purchase a good or service.
There are usually 8 steps in the selling process. Prospecting, pre-approach, approach, learning and
understanding, sales presentation, handling objections, completing the deal, and follow-up are some of
these. Depending on the type of business you are approaching and the type of market you target, some
of the steps may be omitted in a different scenario (consumer or business).

Digital marketing is the use of electronic devices and the internet by a company to carry out marketing
initiatives or operations. To engage with present and potential customers, businesses employ digital
channels including search engines, social media, email, and other websites.
Organizations engage in a variety of different digital marketing activities. Search engine optimization
(SEO), social media marketing, email marketing, content marketing, and other strategies are a few of
them.
Competitive analysis assists in identifying the key market competitors, figuring out their winning
techniques, and locating resources that your business may use to dominate the industry.

A Twitter marketing strategy is a strategy used by businesses to produce, publish, and distribute content
for their followers and target market on the Twitter network.

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 INTRODUCTION

Raja Kumar D launched the e-commerce business Fyndhere a year ago. Its main office is in
Hyderabad. The company's primary source of income comes from the vendors it allows to use its
platform. It gives shop owners a platform to advertise and sell their goods in and around their
neighborhood in the form of a smartphone application. Customers use this application to find what
they need by specifying a radius in kilometers for where they want their things to be delivered.
Following this search, clients are shown the stores in their neighborhood, and at the same time,
stores that can match their needs are shown. Vendors and customers can connect in this way.
Later vendors are required to offer their best price to that particular need and if the price seems
good enough to the customer, then they start chatting with the shopkeepers for other details.

In this way, vendors get leads here on this app, while customers get a chance to negotiate virtually.
However, having these leads doesn’t come free of cost. Vendors need to pay a fixed subscription
charge to Fyndhere for a fixed number of leads. Although if one wants to use it for free, one can
do so. The only difference that they will face is that in the case of free accounts vendors will get
the notifications of leads only after 24 hours of the requirement getting posted by the customer.

Every business needs marketing activities like advertising and sales promotion, especially when
it is just getting started. Therefore, it is crucial that your product's and services' advertising and
promotion find their intended audience. Regardless of whether it is a B2-B or B2C relationship,
the business strategy should constantly identify the issues that each customer is experiencing
and how the product or service may help.

The company uses digital marketing to promote its services on an internet platform. Fyndhere
needs to engage in digital marketing activities since they help the company connect with potential
customers. At Fyndhere, content marketing, social media marketing, and search engine
optimization are the three most popular sorts of digital marketing operations. Engaging your
audience on social media with the newest trends was also crucial.

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LITERATURE REVIEW

Social media Marketing:

In recent years, social media marketing (SMM) has revolutionized how individuals engage,
communicate, and share information. Social media is not a brand-new tool for marketing; it is all about
producing engaging content that consumers will talk about and share. What draws the majority of
Internet users to social networks?
Being an active participant in online discussions and having the chance to tell others your own story
with only a little bit of Internet connectivity is a thrill, if not bliss. Gaining a customer's trust and
developing a close relationship with them over time becomes crucial to business success.

Creating value for customers in SMM is all about engagement with a community. It seems to be easy
to understand, but not that easy to do saying the right things is not enough, these things have to be
heard by the community. Clothes retailers, TV/ music/film industries, and hospitality businesses - were
one of the first to implement social media in their marketing strategies. The fitness industry remains
quite uncovered by social media techniques.

Email Promotion:
By sending an advertisement to a group of people via email, email marketing is a type of digital
marketing approach, according to Winterberg (2013). According to the marketer's choice of the target
market, the commercial message is specifically addressed to a possible client category. Email
marketing is the practice of using emails to convey promotions, announcements about new products,
and sales requests. According to Souva and Raduteanu's (2012) theories, email marketing is one of
the most efficient digital marketing techniques for fostering consumer loyalty, trust, and brand
exposure. Email marketing is regarded as a cost-effective digital marketing method because it is
typically less expensive and more convenient than traditional mail. It is regarded as a successful
digital marketing strategy. Email marketing has proven to be very successful, with more than 40% of
people in the world having access to their email at least once every day.

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Websites:
Websites are pages on the World Wide Web that inform customers about the goods and services that
businesses offer. Every business has a website, which they may share with another business to reach
a wider range of customers. Websites are seen as being crucial to digital marketing because they are
a part of an organization's intellectual property and represent their formal presence in the marketplace.
Businesses can easily let clients know what they offer by posting their product/service portfolio on
their websites. This suggests that one of the most powerful and fundamental digital marketing
methods that increase client trust and loyalty is website marketing.

Brand communication:
The message passed between marketers and their target customers is referred to as "brand
communications." Goneos-Malka et al. (2013) also refers to it as the process of establishing brand
awareness within the target audience. In this sense, brand communication comprises, among other
things, direct marketing, newsletters, consumer engagement with brand communities, and advertising.
Thus, the idea of a brand may be seen as more than only a good or service but also a corporation, a
person, or a figure. According to Edelman's (2010) theories, maintaining regular contact with clients of
a certain brand through digital marketing makes it easier to create favorable effects on customer
loyalty. The author of this dissertation refers to the interaction a brand has with its target market as
"brand communication" the purposes of this dissertation. Thus, it is widely acknowledged that a brand
is more than just a product or service but also an entity, a symbol, or a person who promotes a
particular group of goods or services. The idea of brand equity is always there when discussing brand
communication. Brand equity, as defined by Romanov (2012), is the value attached to the brand,
which can be both tangible and intangible. Brand qualities and strength are two of the components
that make up brand equity (Mulhern 2009). While brand strength refers to the analytical components
of a company that set it apart from rivals, brand attributes are the collection of brand traits that
highlight the physical and personality aspects of a business. Based on this, brand equity influences
consumer perception of a brand, as well as their buy intentions and brand preferences. As a result,
outstanding brand equity contributes toward customer loyalty since consumers are usually more
willing to associate themselves with high-performance brands.

The importance of consumer involvement is one of the main facets of brand messaging. Creating an
interactive platform that allows customers to actively participate in brand messages is the definition of
consumer engagement. Because many organizations prioritize dependability and maintaining their
excellence, creating a creative marketing communications platform helps to build brand equity (Kotler
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& Keller 2011). Given that it enables the brand to be communicated more creatively, the idea of digital
marketing has continued to be an integral aspect of brand communications in this regard. Customer
loyalty is greatly influenced by consumer engagement through online experiences, which plays a
significant part in increasing the consumer's lifetime value. Business organizations are always able to
engage with their customers through digital marketing while also promoting their brands to the public.
Digital marketing has become one of the most powerful marketing strategies as a result, helping to
create exceptional consumer value.

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 Objective

• To perform a Competitive Analysis of the firm.

• To understand the factors affecting vendor acquisition.

• To frame Strategies for Brand Positioning using Digital Marketing Tools

• To do analysis on the data and give suggestion and recommendation to the company.

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METHODOLOGY
Business Development
• At Fyndhere, the primary activity of a Business Development intern was vendor acquisition.

• At first, the interns are placed according to the desired location, and then they are given a
specified area or locality to visit every day.

• The intern has to visit every vendor and then pitch about the services.

• The vendors are not randomly selected. Instead, they are chosen based on the services that the
application of Fyndhere provides.

• After The salesperson usually speaks with the vendor in some way after approaching them. This
is very significant because it aids in learning about and comprehending the issues that the
vendors deal with. For instance, the lack of clients after the lockout was the most frequent issue
the suppliers faced. As a result, they were unable to sell the majority of their goods or services.

• After discovering and understanding their problems, we pitched to them about our services and
how they can get more customers using the application. We also explained all functionality of
our application, like how they can put offers on their products and services over the App.

• After presenting the services, we talked about the many subscriptions plans that Fyndhere offers
and showed them the one that would best suit their requirements. Fyndhere offered four different
subscription types, which are listed below the image.

• Answering questions regarding our services is one of the crucial elements in the process. This
increases vendor perceptions of the brand's credibility.

• Post-processing inquiries, one of three things might occur. We close the sale after the vendor
approves the proposal and selects the necessary plan. Second, the vendor is undecided and
unsure about whether to buy; in this instance, we advise him to download the app, try the free
edition for a month, and get in touch with them after that. Third, the vendor is wary of our services
and is unwilling to purchase them at any price. In this case, we first try to get them to at least
sign up as a client. If they are still uninterested, we don't press the issue and go on to the next
vendor.

• We phone the vendors once a week to inquire about any issues they may be having.

• We also solicit vendor opinions on the quality of the apps and any other suggestions they may
have.

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Social Media Marketing

For B2B businesses like Fyndhere Services Pvt Ltd, social media marketing focuses on promoting
products, and services, raising awareness about new offerings and developing a brand on multiple
social platforms. It is an opportunity to promote the company's favorable workplace culture and
increase the likelihood that new hires will trust you.
Although B2B social media marketing is different from B2C social media marketing, where consumer
interaction is higher and the opportunity to "explore multiple channels" is highly anticipated, the
emphasis on the needs of the customer still comes first.
For social media marketing to be effective, the correct social media platform must be chosen. The
business must display itself on social media sites where its customers are.
Given the characteristics of the Facebook and LinkedIn audiences, social media sites like LinkedIn
and Facebook are the best options for Fyndhere Services Pvt Ltd. Companies may reach a larger
audience and establish their brands on Facebook.
Through its material on LinkedIn, the business can increase brand recognition, connect with a larger
audience, and influence important decision-makers regarding its goods and services. To effectively
benefit from social media, these businesses must determine what their audience wants to see.

Goal Setting

For social media strategy to be effective, reasonable goals must be the foundation. The key to
gauging the effectiveness of the company's social media efforts will be to define clear, quantifiable
KPIs, whether they are based on brand recognition or customer acquisition.
The SMART (Specific, Measurable, Attainable, Relevant, Time-bounded) goals were where Fyndhere

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Services Pvt Ltd began.
The measure's metric had two objectives in mind: lead generation and brand awareness:

• To add 100 more new followers.

• Achieve at least 10 customer interactions per post.

• 50 leads were generated by social media.

Content strategies

It all boils down to the content once the proper social media platform has been chosen and the aim
has been established. When done correctly, having solid content strategies in place may help you
promote your brand identity, establish brand trust, and create an effective leader for your company. It
also greatly depends on the kind and caliber of the content that you consistently provide on social
media channels.

That’s why content strategies play a key role in the success of your social media
marketing.Our content strategy was based on -

❖ Being consistent in voice, tone, and post frequency

❖ Putting value for followers first

❖ Content that is useful, interesting, and unique

❖ Providing aspirational and actionable content

❖ Developing a unique point of view

❖ Informative

❖ Customer and service updates

❖ Show/promote the company’s working culture

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Content layout

The format that the content will take in the Facebook and LinkedIn postings will work in conjunction
with the content. Images should be employed to improve and enhance audience engagement if
visuals appear to be eliciting more interaction from viewers. If a specific piece of material is shared,
we'll create the next piece on the subject.

We publish material about -

Monday Motivation

Weekly newsletter
#LifeAtFyndhere

Special days and occasions

Advice on how to be productive and maintain change at COVID-19

Each post has an infographic image and a proper detailed description.

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Demand for Action

Even when presented in the ideal arrangement, engaging material still needs a strong call to action.

It's critical to test what words and requests for action are effective for the business over time on each
of our posts. Even when adding images to the Facebook and LinkedIn pages, care was taken to
include a specific action that could increase Facebook engagement. For an immediate impact on the
news feed that is intended to encourage comments, the call to action was combined with the image
that was posted.

Timing of Content Posting

Depending on the volume of material you post over the course of a certain period, creating content
can be a laborious operation. The timing of a content post is essential for maintaining our process's
organization and achieving its intended aims. We wanted to effectively communicate with our social
media followers without constantly posting to them.

For this reason, when creating and posting our content, we adhered to Weekly Calendar and Monthly
Calendar's best practices. This allowed us to prepare our material in advance while still making it
relevant and beneficial to our fans.

Additionally, we started posting at a specific time every day starting today. Given time plays a
significant role in determining the audience's engagement.

Similar to Fyndhere Services Pvt Ltd, posts and links were either published at noon, when
engagement increases between 1:00 and 2:00 pm, or at 5:30 pm, when people are just leaving their
offices and are most likely to check their Facebook and/or LinkedIn newsfeeds.

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Digital Marketing

The sales activity was completed in the morning up until 2 PM, and then we had to finish the digital
marketing tasks by 6 PM. The digital marketing tasks we carry out include the following.

Search Engine Optimization (SEO)

Through organic search engine results, SEO works to increase both the quality and volume of traffic to
your website. In order to increase the likelihood that users will choose your website, an effort is made
to appear on the top few pages of the webpage.
Position on the search engine results page is referred to as a website's ranking in SEO. Different
ranking criteria affect which websites show up higher on the SERP (Search Engine Result Page).

Some of the Ranking factors are:

1. Domain-Level Factors

2. Page-Level Factors

3. Site-Level factors

4. Backlink Factors

SEO can be of two types:

1. On-page SEO is the process of making web page content more user- and search engine-friendly.
Title tags, content, internal links, and URL optimization are all common on-page SEO techniques.
2. All actions conducted outside the website to raise its position on search engine result pages are
referred to as off-page SEO.
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On-Page SEO
In addition to publishing relevant, high-quality content, on-page SEO involves optimizing your headlines,
HTML tags (meta, title, and header), and images. On-page SEO, also known as on-site SEO, refers to
the strategy of optimizing sites to enhance a website's program rankings and earn organic traffic. It also
makes it easier to see that your website has a lot of experience, authority, and credibility.
It considers a number of factors that, when combined, will raise the visibility of your website in the search
results. For search engines to understand your website and its content and determine whether it is
pertinent to a user's query, on-page SEO is essential. Program results pages increasingly emphasize
relevancy and semantics as search algorithms become more advanced (SERPs).

Off-Page SEO
Both on-page SEO and off-page SEO are crucial for the website's online presence. As opposed to On-
page SEO, which optimizes a webpage from within the page, Off-page SEO optimizes the page from
outside the page. Off-page SEO refers to all operations that are carried out to increase the ranking of a
webpage.
The page can be externally optimized in a variety of ways, including: -
1. Ping submission

2. Guest blogging

3. Microblogging submission

4. Social media bookmarking

5. Classified Ads listing

6. Business listing

The aforementioned techniques are frequently used to raise a page's ranking, which indicates how
many pages our page will appear after when a user searches for content that is similar to what it
contains.

Since our responsibility during this internship was to raise the website of BaffleSol Technologies'
overall ranking. As a result, after optimizing the website on-page (On-page), optimization has to be
done outside by using advertising to raise awareness of the company's offerings.

To ensure that our content does not end up on a blacklist, which would negatively impact the
website's ranking, we must research any website before publishing anything about the company there.

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These advertising sites should be avoided since some of the posting websites they advertise on have
broken links and copy content from other websites. In order to verify all of these facts and the
legitimacy of the websites, one should look at the following:

Page authority (PA): This MOZ score indicates how well a particular page will do in search engine
results (SERP). Values for Page Authority vary from 1 to 100, with higher scores indicating a higher
capacity for ranking.

Domain authority (DA): A website's DA indicates how relevant it is for a certain topic area or
business. It's ranking by search engines, which attempt to gauge domain authority using automated
analytic algorithms, is directly impacted by its relevancy.

Spam score (SS): The percentage of websites with identical features that we have discovered that
have been penalized or banned by Google is represented by the spam score. Spam Score is based
on our machine learning model, which in the data we supplied it, found 27 features that were shared
by the millions of banned or penalized sites. If a website receives a high spam score, it is not
recommended that you upload anything there.

We only performed off-page SEO activities during our internship. Backlinking, social bookmarking,
social media engagement, brand mentions, comments, blogging, etc. are a few examples of off-page
SEO efforts.

It is a set of guidelines for making your website more search engine friendly and raising your website's
ranks. Additionally, it's a terrific approach to improve the usability, speed, and navigation of your
website, which will raise its quality. Since the entire process comprises a number of rules (or
guidelines), a number of stages, and a set of controls, SEO may also be thought of as a framework.

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Search engine optimization is crucial because:

• Most search engine users are more likely to click on one of the top 5 suggestions in the results pages;
(SERPS). Your website must be among the top results in order to capitalize on this and attract people
to your website or customers to your online store.
• Because users trust search engines, a website's presence in the top spots for the keywords a user is
looking for gains their trust.

• SEO can help you outperform your rivals. The search engine optimized website is more likely to have
more visitors and close more purchases if two websites are selling the same product.

• Writing content for SEO

The most crucial element of your ranking plan, despite the fact that simply pushing material, doesn't
have a significant impact on SEO. Nothing can be ranked if there is no content.
As previously said, there are specific procedures you must take while writing content for SEO, starting
with

1. Make sure your website's or blog post's title contains the primary keyword phrase.
2. Your web page or blog post's content should be sprinkled with references to the main keyword
phrase and its different sub phrases.
3. You should also take advantage of the so-called LSI keywords or long-tail keyword phrases.
Latent Semantic Indexing, or LSI, refers to the keywords that are associated with your primary
keywords. Replace your primary keywords with LSI keywords if you believe you are utilizing
them excessively.
4. To emphasize your keywords more, use the h1>, h2>, and h3> tags. This includes LSI keywords.
5. When linking to other web pages and blog posts on your website, use your keywords (including
LSI keywords) as the anchor text.

Each of them is a component of on-site SEO. These comprise SEO's technical side. These by
themselves do not determine how Google will rank your content, but they are components of the
building blocks that you need to write SEO content.

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creation of the overall strategy for the global fitness leader and organization of the team to implement
the strategy. i.e., targeted reach with age and demographic filters and rich user profiles. High-quality,
interesting information to start dialogues Deep Analysis: Pay close attention to the variables that
contribute to improved performance and improvise. Regular moderating is necessary to guarantee
engagement and query handling.

Backlinking: A backlink is a link from another website to a specific web resource. In SERPs,
backlinks are still a crucial ranking element. A backlink is a link on another website that directs visitors
to your website. Consider it a professional recommendation. A blogger or other professional in your
field must think highly of your page if they are recommending it to others.

Pages are rated by Google according to their relevancy, link popularity, and E-A-T score, which
stands for expertise, authority, and trustworthiness. Google needs to know that other people value a
page's content in order to give it a high ranking, and it determines this among other things by looking
at the number of websites connecting to yours.

You are "worthy of amplification" if many individuals are directing their readers to you, according to
specialists in organic search. To increase the visibility of your website in search results, it is essential
to monitor backlinks and build a plan to acquire them from high authority sites. This may be done,
among other things, through content marketing campaigns. We utilized the "Locanto" webpage at
Fyndhere. On their website, Locanto offers to place a free advertisement. We post adverts on Locanto
Ad with links to the URLs of the many services that Fyndhere offers.

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Social bookmarking: Online users can share their web pages, articles, blog entries, photographs,
and videos on social bookmarking websites. Submitting your work to one (or more) of these websites
has several benefits. They aid in spreading the word about your brand, to start.

Using a browser-based application to tag a website page makes it simple to return to it later. This
practice is known as social bookmarking. You can use the functionality of various platforms to
bookmark posts rather than adding social media updates to your browser's favorites. You can access
the bookmarks from any location and on any internet-connected device because they are online.

Discussion topics are arranged into distinct rooms or threads on social bookmarking websites, where
users follow stuff that interests them. When you follow a piece of content, notifications for updates will
be sent to your own feed.

Businesses and social media marketing managers can identify and store interesting information to
include in their publication schedule by using social bookmarking. This is a great method to make
content selection simpler and hasten social media growth. The majority of social bookmarking
websites enable businesses and business leaders to identify which subjects are trending, most recent,
or connected to a certain issue.
Additionally, you can use a search engine to go through your bookmarks for a particular term or
phrase. This implies that you locate the material that is perfect for your business and target market.

Social media managers can target the material they want to see, collect, and share with specificity
using social bookmarking websites. You obtain a more accurate and pertinent source of inspiration
than if you were to use a search engine to look for a needle in a haystack.
Uploading the posters to image-hosting services like Flickr was a common method of social
bookmarking. We submitted the image and included a thorough description that complemented the
poster and was updated.

On article-uploading websites like the scribe, we also used to upload the blogs from the Fyndhere
website. The main goal was to make the Fyndhere website more visible.

Brand Mentions: Online referrals to your company, brand, or product are known as brand mentions.
These mentions appear in news articles, blog entries, social media posts, and product evaluations.
Monitoring brand mentions and responding quickly to any unfavorable ones is crucial because they
have an impact on your brand's reputation.
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Online referrals to a business, brand, or service are known as brand mentions. These mentions
frequently appear in news articles, blog posts, evaluations of goods or services, and educational
materials. Brand mentions have a direct impact on a product's or brand's online reputation. Utilizing
media monitoring tools is crucial for finding brand references and addressing any unfavorable
mentions.

We at Fyndhere mentioned our company on Quora. On Quora, there are many questions about
various goods and services, thus we attempt to respond to a number of them while mentioning
Fyndhere to help people with their issues.

Email Marketing

The act of sending a commercial message via email, usually to a group of people, is known as email
marketing. When an email is sent to a customer, either current or potential, it is referred to as email
marketing.
Small businesses can utilize email marketing as a potent tool to attract, engage, and keep customers.
The four prominent forms of email marketing campaigns are described below, along with tips on how
to use each one to advance your company.

1. Email newsletters
Email newsletters are among the most frequent and well-liked email marketing tactics. A small
business might utilize an email newsletter to share useful information and resources with its readers.
It's crucial to enrich your subscribers' inboxes; to accomplish this, make interesting material, offer
thought leadership, and make announcements about brand-new services and goods. Ask yourself if
the newsletter's content strengthens subscriber loyalty, fosters relationship-building with readers, and
boosts retention and engagement to evaluate its efficacy.

2. Acquisition Emails
Acquisition emails can assist your small business in acquiring subscribers who have chosen to receive
your emails but haven't yet become clients. You may demonstrate the benefits of becoming an active
customer to individuals on your email list by generating compelling offers and educational content.
Acquisition emails are a terrific method to target customers who have shown some interest in what
your organization has to offer, develop your business and drive additional revenue, and move leads
through the conversion funnel more quickly.
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3. Emails for Retention
Consider Retention Emails for your small business if you have some experience with email marketing
campaigns. Your small business can maintain touch with subscribers who haven't interacted with your
brand or email campaigns recently by sending them a note asking for feedback or making an offer.
You can keep your hard-won consumers by using the effective email advertising tactic known as
retention emails.

4. Promotional Emails
Promotional emails are a fantastic approach for your small business to increase sales, signups, and
new product offerings. Promotional emails contain discounts and other incentives to persuade your
target audience to purchase a new good or service. Use promotional emails to drive new items or
services to subscribers, reward engaged subscribers with special offers, and cross-sell products to
your customers.

A significant tool for customer acquisition, engagement, and retention is email marketing. Your small
business might gain a lot by launching a fruitful email marketing strategy. You accomplish your small
business objectives, make sure to choose the appropriate email marketing approach.

In Fyndhere, we used to email each potential consumer over 200 times every day. Every two weeks,
we send the same consumer another email using the same procedure.

Content Marketing

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In order to draw in and keep an audience, content marketing focuses on producing and delivering
good, pertinent, and consistent information. One kind of content marketing is blogging.
We used to publish a blog on various hot subjects that might be linked to Fyndhere once a week. In
general, the themes were chosen by looking through Google Trends and writing about the most recent
trending topics.

Quora Marketing

Quora is a fantastic resource for advertising looking to find out what questions your present and
potential customers have. Make use of this information to choose the header for subsequent content.
You may demonstrate your expertise in the field and enhance the perception of your company by
responding to Quora questions related to your sector.
Above all, you may influence people to start thinking about the problem differently—in terms of your
area of expertise for the product. It's crucial to leverage a site like Quora as a digital marketer to
promote your company, get more upvotes, attract more followers, etc. As a result, we began
conducting research based on the given themes, responding to the frequently asked questions with
appropriate links and formatting the newly added links in bold for better visibility.
One must recognize the significance of this platform because it is a straightforward instrument for
growing your following and aids in building your brand. It is the most effective technique to speak with
clients and respond to their inquiries with the most up-to-date information.

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Research Methodology

Sample size = 86

Sampling method - Probability sampling (random selection)

Research Strategy used

Quantitative Research with Descriptive data

Quantitative Research - Quantitative research methods emphasize objective measurements and the
statistical, mathematical, or numerical interpretation of data acquired through polls, questionnaires,
and surveys.

Used - Likert Scale (from 1-5)

Used Primary data (floated questionnaire)

Link - https://forms.gle/XmoASYtDKtiPdxSG8

Analysis Tools –

➢ Chi-Square (Pearson) - To compare actual outcomes with predictions, statistical tests like the
chi-square test are performed. The goal of this test is to establish whether a discrepancy
between observed and expected data is the result of chance or a correlation between the
variables you are researching.

➢ Crosstabs - A crosstab is a table showing the relationship between two or more variables.

➢ Frequency Tables - The frequency of an occurrence or a value is the number of times it happens.
A frequency table is a list of objects with the frequency of each item shown in the table.

Period for the Study

All the data was collected keeping in mind the 8 weeks of internship which started from 4th April, 2022
to 3rd June, 2022. Inputs taken from the field visit were also taken into consideration before coming to
any concrete recommendation.

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 Total category of shops AC Repair & Services

6% 5% Body Massage Centres

5% 5%
Car Rental
5%
5%
Carpenters
5%
5% Chemists

5% Courier Services
5%
Dermatologists
5%
5% Earthmovers
5% Electricians
5%
2%
ENT Doctors
5% 5%
5% 5% Estate Agents For Residential
2% 25, 5%
Rental

Vendors having an existing online presence

Chart Title

1120, 18%

Dukaan
Bijnis

5023, 82%

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Competitive Social Media Analysis
Competitive analysis assists in identifying the key market competitors, figuring out their winning
techniques, and locating resources that your business may use to dominate the industry. Your product
development and marketing decisions will be better informed if you have insights from competitor
analysis.
We investigated the social media platforms used by Fyndhere rivals. Four competitors—Dukaan,
Bijnis, Vyapaar, and Justdial—were chosen. These four companies operate in industries like those of
Fyndhere. Twitter was the social media platform that we looked at. We also examined app downloads
and the factors that contributed to their success. Finally, we provided the necessary advice for raising
social media exposure and the number of followers.

Competitors of Fyndhere
1. Dukaan
2. Bijnis
3. Vyapaar
4. Justdial

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FINDINGS OF COMPETITIVE ANALYSIS

DUKAAN
Launched in May 2020, it has also gained huge success as far as the number of downloads(50L+) and
model of business are concerned. It has an easy user interface which is beneficial even for tech-illiterate
vendors to operate with ease. Over 2M online storefronts have been formed by Dukaan, and over 7M
products have been added across 40 different business sectors. The app covers more than 2000 cities,
and Dukaan has processed more than 700,000 orders so far. In other words, the app is making "Digital
India" a reality and having a significant impact across the nation. The app is currently accessible through
desktop browsers and the Play Store.

Service Provided
Dukaan is a mobile application. It provides a platform for sellers and shopkeepers around the country
to become digital and use WhatsApp to sell their products. Sellers on this application can create a virtual
store and share its link via WhatsApp to customers for direct orders.

Achievements
The idea of creating a virtual store and sharing it through even WhatsApp was so innovative that in
merely 20 days of its launch, the company saw tremendous success with more than 1,50,000
registrations of new vendors on its mobile application across 400 cities throughout the country.

USP - simplicity, and ease of getting listed and offering products or services.

Bijnis
Business-to-business (B2B) platform Bijnis, which caters to manufacturers, recently completed a
secondary deal in which a few startup founders and top executives bought shares from existing early
investors. Other features offered by Bijnis, a digital network that links fashion industry retailers and
manufacturers, including third-party payments.

• It focuses on unorganized manufacturing sectors, including factories and small-scale businesses.

Huge funding is mostly credited to investments made by a few well-known figures like Zomato, Policy
Bazaar, etc.

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Vyapar
For Indian small business owners, Vyapar is a Free business accounting program that can handle
billing, inventory management, accounting requirements, and more.

• A user-friendly business account application. Making a businessman's daily routine less stressful will
allow them to focus more on growing their company and less on administrative tasks.

• It is also a useful tool for business process management.

JUSTDIAL
Justdial is a reputed brand. It has 20+ years of experience in this market whereby it offers vendors to
showcase their products on the internet. It has its presence in all major cities be it Tier-II or Tier-III.

Service Provided
Justdial is mostly praised because it updates its app according to customers' demands and needs
making it a more customizable platform for vendors. It has also made its app easier with a comfortable
user interface. Apart from all this Justdial is also known for the offers and discounts it keeps on
providing to its customers which mostly comprise vendors and sellers.

Achievements
• It has a good grip in bigger markets of cities like Delhi, Mumbai, Chennai, etc. It has funding of
over US $103.2 million from key investors such as SAIF Partners, Tiger Global, and SAP
Ventures.
• It has over 15 million listings on its website with around 10000 employees which is a huge
number for a player in this segment. It has the largest number of reviews and ratings in the
world for any app and service provider with around 2.5 million figures.
•
USP - Widespread and reliable network of contacts.

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COMPARATIVE ANALYSIS

A competitive matrix is a technique for industry analysis that contrasts the traits of several brands in
your market segment in order to pinpoint their differences, advantages, and disadvantages. You can
use this information to discover your unique competitive advantage and spot business expansion
prospects.
A chart listing each rival together with a list of their characteristics and advantages might serve as a
competitive matrix. A plotted graph with x- and y-axes that show a company's distinct positioning
within a market segment is another option.

A competitive matrix is a technique for industry analysis that contrasts the traits of several brands in
your market segment in order to pinpoint their differences, advantages, and disadvantages. You can
use this information to discover your unique competitive advantage and spot business expansion
prospects.
A chart listing each rival together with a list of their characteristics and advantages might serve as a
competitive matrix. A plotted graph with x- and y-axes that show a company's distinct positioning
within a market segment is another option.

A competitive matrix chart is effective because it gives you a clear understanding of how you rank in
relation to rivals in your industry.
This aids in determining the following:
• The advantages and disadvantages of each brand in your sector.
• The distinctive qualities of your brand and how to capitalize on them.
• Existing gaps in your market segment that need to be closed.

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We can see from the aforementioned matrix that Fyndhere is a new participant in the industry with a
lot of growth potential, but it requires more finance and advertising. Even though it is a young
company, its price is rather high in comparison to other market competitors.

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SUGGESTIONS FOR SOCIAL MEDIA

1. Use of necessary Twitter tools, such as Hashtagify, which lets you see statistics on hashtags from
Twitter and Instagram. By entering a hashtag on the homepage, one can view a preview of the utility.

• Social Pilot: This tool aids in the analysis of the most popular tweets as well as hashtags, Twitter
mentions, and audience engagement.

• Paper.li is a tool that makes it simple to gather and curate content.

• Tweet Reach: This tool aids in gauging the effectiveness of your material. Find out which URLs,
hashtags, and posts are most effective for you.

• Tweet Deck: It assists with scheduling, interaction, and real-time tracking. It is offered without
charging extra.

2. Publishing blogs on recently popular themes was one of the suggestions made for the Twitter
platform. The majority of the suppliers that Fyndhere was aiming his attention at did not use Twitter,
therefore posting blogs can aid in boosting brand awareness and customer acquisition.

3. Vendors must offer a minimal free trial time during which they can attract a small number of clients
before forcing them to subscribe to the premium version.

4. WhatsApp Support: The majority of people use WhatsApp, thus there is a greater probability that
businesses would promote their goods over WhatsApp.

5. Use Facebook Business to run advertisements on Facebook and Instagram after developing a
lookalike audience to increase visibility.

6. Work with brands to create promotional coupons to encourage customers to download the app and
learn more about our services.

7. Partner with chain stores offering discounts for the customer who visits their store using the
Fyndhere app.

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SWOT Analysis

SWOT stands for Strengths, Weaknesses, Opportunities, and Threats.

Your company's internal strengths and weaknesses are factors over which you have some control and
which you can make changes. Examples include your team members, your intellectual property and
patents, and your location.
Threats and opportunities are external factors that affect the entire market, not just your business.
Opportunities and threats can be seized, and you can take precautions to avoid them, but you cannot
alter them. Competitors, raw material costs, and consumer shopping patterns are a few examples.

When you spend the time conducting a SWOT analysis, you'll be armed with a sound plan for
organizing the tasks you must complete in order to expand your company.

Even if you may believe you already know everything necessary to be successful, a SWOT analysis
will compel you to view your company from fresh angles and new perspectives. You'll consider your
advantages and disadvantages and how you may use them to benefit from the chances and dangers
in your market.

Company founders and leaders must be actively involved for a SWOT analysis to be effective. You
cannot assign this assignment to someone else.
However, corporate executives shouldn't handle the task alone either. You should assemble a group
of individuals that have various viewpoints on the business for the best outcomes. Choose individuals
that can represent many facets of your business, from marketing and product development to sales
and customer service. There should be space for everyone at the table.

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When conducting a SWOT analysis and soliciting client feedback, innovative businesses even seek
beyond their own internal ranks to bring their distinct perspective to the mix.
You can still perform a SWOT analysis if you're establishing or managing a firm by yourself. Obtain
additional opinions from friends who have some knowledge of your company, your accountant, or
even your suppliers and vendors. The trick is to have various viewpoints.

Existing organizations might perform a SWOT analysis to evaluate their existing status and choose a
course of action. But keep in mind that things are always changing, therefore you should periodically
review your plan, beginning with a new SWOT analysis.

A SWOT analysis is a step in the business planning process for startups. It will assist in formalizing a
plan of action so that you may get off to a good start and know where you're headed.

Strengths
➢ Economical Pricing.
➢ Transparency, connect the vendor directly with the consumers.
➢ Localized products and services.
➢ It Is present in all metro cities in India.
➢ Scope for negotiation and bargaining for the consumers with retailers/vendors.
➢ Wide range of categories and services without any restrictions (190+).

Weaknesses
➢ A lot of areas like the small cities, towns, and rural areas are yet to be tapped.
➢ Less penetration of the rural market where the E-commerce industry is growing at the fastest
rate.
➢ Customers have to physically visit the shop for the product or service. The app does provide a
home delivery service as of now.
➢ The app interface can be modified because it is lagging sometimes

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Opportunities
➢ To collaborate with more small businesses and vendors and increase its presence in towns
and second-tier cities.
➢ E-commerce has a huge potential.
➢ Integrating its own logistics department and distribution system.

Threats
➢ E-commerce has strong competitors.
➢ Improved network of competitors.
➢ Newly emerging competitive local search machines
➢ Nowadays, everything is provided by E-commerce giants like Amazon India, Flipkart, Paytm
Mall, and swiggy from grocery to clothes to electronic items to automobiles. People trust these
giants and are unwilling to shift to newer platforms.

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HYPOTHESIS FORMULATION
H0: No relationship present between app download and Coverage
H1: Relationship present between app download and Coverage

Do you want to register into a new app to expand your business? What do the like in our website?
[Coverage]

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HYPOTHESIS FORMULATION
H0: No relationship present between app download and Price
H1: Relationship present between app download and Price

Do you want to register into a new app to expand your business? What do the like in our website?
[Price]

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HYPOTHESIS FORMULATION
H0: No relationship present between app download and Customer care
H1: Relationship present between app download and Customer care

Do you want to register into a new app to expand your business? what do the like in our website?
[Customer Care]

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HYPOTHESIS FORMULATION
H0: No relationship present between app download and Follower
H1: Relationship present between app download and Follower

Do you want to register into a new app to expand your business? What do the like in our website?
[Follower]

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HYPOTHESIS FORMULATION
H0: No relationship present between app download and Free plan.
H1: Relationship present between app download and Free plan.

Do you want to register into a new app to expand your business? Are you ready to register for free
plans? (1 months)

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HYPOTHESIS FORMULATION
H0: Negative relationship present between app download and Premium plan.
H1: Relationship present between app download and Premium plan.

Do you want to register into a new app to expand your business? * Are you ready to pay Rs. 399 for
premium plans. (3 months)

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Conclusion

Digital B2B marketing and field sales both have advantages and disadvantages.

I had the opportunity to work on field sales and other aspects of digital marketing for the company
during my internship, which allowed me to better grasp the processes and efforts required to generate
business leads for the company. Our main focus was on acquiring vendors, generating leads,
enhancing brand awareness, and boosting website traffic from multiple sources.

I am able to enhance my aural abilities, product knowledge, analytical skills, technical competence,
negotiation skills, time management, problem-solving, and critical thinking.

The most important lesson I took away from this experience was the value of SEO in helping a
business expand. I learned and utilized a variety of tools and methods to increase my SEO ranking.
Growing organic website traffic demands constant work, which is a challenging undertaking.
SEO employs a methodical strategy. With time, as domain authority and content quality relevance to
the search query rise, website ranking will also.
Content marketing and content syndication on websites like Medium, Quora, and others will increase
brand recognition and website traffic for B2-B businesses.

To effectively inform potential clients about the firm, frequent seminars and live social media events
are advised. As a result, there will be a higher degree of engagement, which will ultimately result in
more people buying the company's products.

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Findings and Recommendations
(For research)

❑ Coverage affects the registration of the application to expand business.

❑ Price too affects the registration of the application to expand business.
❑ Customer care does not affect the registration of the application.
❑ People will download and buy plan of the app if the plan will be free of cost.
❑ As 65.1% people are ready to take their business online so company must focus on
advertising and marketing of the app.
❑ As 65% people have Justdial in their phone so company firstly focus on remaining people who
have not registered for Justdial.
❑ Most of the people are not willing to pay such huge amount per month so the suggestion is to
decrease the charges of premium plan.

(For Digital marketing and overall performance)

The use of digital marketing by businesses is highly profitable. For the success of their businesses,
the majority of businesses have placed a significant amount of reliance on digital marketing
techniques. Digital marketing is also metric-driven and result-oriented, so you can see if your efforts
are having any real impact and moving you closer to your goals. However, those measurements don't
always produce immediate outcomes because they mostly follow a process-driven methodology. In
other words, if you are working on SEO or Social Media marketing, etc., it won't immediately increase
website traffic or client purchases, but it will gradually do so as long as your efforts to build your brand
and provide high-quality content are consistent.

And in terms of lead creation, we used software like LinkedIn Sales Navigator, salesQL, Mr. E, Rocket
Leads, etc. to produce leads for close to 1500 Fortune 1000 firms. The format of the leads was the
company name, sector, important employee, title, LinkedIn address, and email address. Future email
marketing initiatives and LinkedIn ad campaigns will both make use of them.

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1. A mandatory period of free testing
To give the user a sense of urgency, some support making the free trial as brief as possible—7 days.
Others contend that a lengthier free trial (more than 14 days) encourages people to utilize your
product more frequently.
Sincerity is damned, all that matters to us is assisting businesses in developing user experiences for
their products that attract and keep customers.

Nearly 80% of consumers will discontinue use after two days. Additionally, around the 40-day point,
80% of SaaS conversions take place. According to our research, the time it takes users to reach their
"Aha Moment" and complete important tasks have a considerably greater impact on conversion rates
than the duration of the free trial.

2. The client and vendor teams ought to collaborate.

▪ The company's attention during the internship was directed more toward gaining vendors than
customers. Equal weight should be given to both customers and vendors.

3. A lower cost for premium subscriptions

▪ Fyndhere subscription cost is too expensive in comparison. Before climbing the price ladder, it
should start at a modest price and gain the market's trust.

4. Spread out presence throughout more cities

▪ At the moment, it only operates in a few cities. It should expand its teams in all prospective
Indian cities in order to create a reliable network.

5. Offer 24-hour customer service.

▪ To give customers and vendors the best service possible, Fyndhere customer support team
should be available around-the-clock.

6. Appealing Advertising
• Traditional and digital advertising is essential for a firm to succeed.

7. Using influencers to promote brands.

▪ Influencers are crucial to a brand's promotional efforts in the modern world. They should work
together and help Fyndhere advertise itself.

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8. Increased organics A search engine is where a B2B company gets its leads, but SEO efforts are
slow to bear fruit and take a while to rank well. The business might spend more money in the interim
on sponsored advertisements for business-related keywords in search engine marketing.

9. Having a focused content strategy is yet another approach to organically ranking at the top of
search results. The business might promptly create original, high-quality content such as blogs, how-
to guides, and informational details pieces that are supported by SEO keyword strategies and will
increase website traffic.

10. A stronger emphasis on high-quality content with strong interaction and brand visibility could be
made in social media strategies. LinkedIn's educational content will produce quality leads for the
business.

11. Since high-quality video material performs better on social media, it is advisable to plan for video
content on social media.

12. The business might incorporate a video showcasing its products and services to improve the
website's usability and client experience.

13. To increase lead generation, the business might run more LinkedIn advertisements.

14. Email marketing efforts have a track record of success for B2B enterprises; Fyndhere might
increase its spending in this area.

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Limitations of study

▪ Because the research was only allowed to last two months, time was an issue.
▪ There was no face-to-face engagement with corporate experts of the company.
▪ The significant concern is the high percentage of Vendors who haven't heard of Fyndhere.
▪ No communication with the Customer Acquisition team.
▪ The app's desktop version is unavailable.
▪ Convenient customers were selected for participating in the survey therefore, the actual results
may differ from the findings of the report.

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 BIBLIOGRAPHY

References
1. https://www.sciencedirect.com/science/article/abs/pii/S0167811616300726
2. https://onlinelibrary.wiley.com/doi/abs/10.1111/j.1467-6486.2010.00949.x
3. https://dl.acm.org/doi/abs/10.1145/1341531.1341558
4. https://www.jstor.org/stable/2091811
5. https://www.sciencedirect.com/science/article/abs/pii/002463018490013X
6. www.google.com
7. www.fyndhere.com
8. www.indiainfoline.com

Books –

Marketing Management- Phillip Kotler

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