“MARKETING AND HR AT AIM INDIA”

Submitted in partial fulfillment of the requirements

for the award of the degree of

BCOM (HONS)
Guru Gobind Singh Indraprastha University, Delhi

Guide: Submitted by: Joel T Bijoy

Ms. Himanshi Roll No.:02924488820

INSTITUTE OF INNOVATION IN TECHNOLOGY&

MANAGEMENT,
NEW DELHI– 110058

(2020-2023)

1
 Certificate

I, Mr. Joel, Roll No. 02924488820 certify that the Project Report/Dissertation BCOM(H)/Code

309 entitled “MARKETING AND HR” is done by me and it is an authentic work carried out by

me at AIM INDIA PVT.LTD. The matter embodied in this project work has not been submitted

earlier for the award of any degree or diploma to the best of my knowledge and belief.

Signature of the Student

Date:

Certified that the Project Report/Dissertation of BCOM (H) entitled “Recruitment and Selection

Process” done by Ms. Rudhi, Roll No. 35524488820, is completed under my guidance.

Signature of the Guide

Name of the Guide: Ms. Himanshi
Designation:
Date:

Countersigned
(Director / Project Coordinator)

2
 CONTENTS

S No Topic Page No
1 Certificate (s) -
2 Acknowledgements -
3 List of Tables -
4 List of Figures -
5 List of Symbols -
6 List of Abbreviations -
7 Chapter-1: Introduction
8 Chapter-2: Research Methodology
9 Chapter-3: Data Presentation & Analysis
10 Chapter-4: Summary and Conclusions
11 References/Bibliography
12 Appendices

LIST OF FIGURES

Figure No Title Page No

1
2

LIST OF SYMBOLS

S No Symbol Nomenclature & Meaning

1
2

LIST OF ABBREVIATIONS

S No Abbreviated Name Full Name

1
2

3
 Chapter- I

Introduction

Profile of the Organization

AIM India is a leading provider of professional wealth advisory in India and

Abroad. Our comprehensive wealth management is a high level professional
service that combines financial and investment advice in accounting, taxation
services and retirement planning. Our wealth management is much more than just
investment advice as we encompass all parts of an individual's financial life. We
coordinate all the services needed to manage client's money and plan for their
personal and family's current and future needs. We maintain and increase their
wealth based on individual's financial situation goals and comfort level with risk.

Location and Overview:

Established in the year 2017, AIM India Pvt. Ltd. in Pitampura, Delhi is a top
player in the category Wealth Management Services in the Delhi. This well-known
establishment acts as a one-stop destination servicing customers both local and
from other parts of Delhi. Over the course of its journey, this business has
established a firm foothold in it’s industry. The belief that customer satisfaction is
as important as their products and services, have helped this establishment garner a
vast base of customers, which continues to grow by the day. This business employs
individuals that are dedicated towards their respective roles and put in a lot of
effort to achieve the common vision and larger goals of the company. In the near
future, this business aims to expand its line of products and services and cater to a
larger client base. In Delhi, this establishment occupies a prominent location in
Pitampura. It is an effortless task in commuting to this establishment as there are
various modes of transport readily available. It is at Netaji Subhash Place, RG
Trade Tower, which makes it easy for first-time visitors in locating this
establishment. It is known to provide top service in the following categories:
Corporate Companies, Wealth Management Services .

4
Products and Services offered:
AIM India Pvt. Ltd. in Pitampura has a wide range of products and / or services to
cater to the varied requirements of their customers. The staff at this establishment
are courteous and prompt at providing any assistance. They readily answer any
queries or questions that you may have. This establishment is functional from
10:00 - 19:00.

Our Mission
To become an organization that is knowledge centric and offers expert advice to
our clients.

Our Vision
Our vision is to deliver high rate of returns to our clients and to move towards
financial independence.

Company overview
1,500 Clients

As the leading one stop solution provider for all the financial and investment
services, we serve over 1,500 clients all over the world.

1,350 Interns

Being the only Company of its own kind, we have provided training to more than
1,350 interns who got International Exposure as well.

100% Compliance

We handle almost 7,000 compliance issues per annum, needless to say, we stay
updated.

5
PAN India Associates

Having more than 50 associates all over India, we provide quality in all the
services.

Recruitment

Perfect matchmaker for talent and job roles. Also, providing job opportunities in
abroad.

Services offered

Internship Services

We provide domestic & international level internship. AIM India have a team of
experienced educational and training professionals who can provide training
solutions for clients to ensure that RPAS operations are effectively and seamlessly
integrated into their existing business systems. Our training specialists include
technical training specialists, formed high school teachers, university lectures and
regulatory training specialists. We have developed training manuals, conducted
training needs analysis, provided in-house training and produced online and e-
training resources.

Compliance Services

Our Compliance experts have the complete knowledge of the corporate compliance
needs across jurisdictions in the territory. Non-Compliance can result in fines and
imprisonment if one has no updates regarding important information. The
compliance horizon in the Asian jurisdictions is highly dynamic as most of the
economies are on verge of transition. AIM India will be a valuable partner for the
companies having intra-regional operations offering them compliance
services/solutions for all of their Regional Subsidiaries. We will leave you to
concentrate on your core activities as we will be providing you the following
services:

6
  Company Constitution
 Meetings & Company Officers
 Maintaining Statutory Books & Registers
 Annual Filings with The Company Registrar
 Statutory Reporting

Accounting Services

As the companies expand their business, accounting transactions gets bulky and
complex and accounting converts into a strategic function from primary function.
At AIM India, we will provide you customized accounting solutions as our
accounting experts possess regional exposure and extensive technical knowledge.
Trusting a regional expert with accounting is elementary to achieve control and
transparency in accounting through standardization of agenda. We have a leading
edge of experienced professionals and IT System to render smooth, co-related and
comprehensive reinforcement regionally. We are dynamic towards systems and
solutions to stay relevant to the changes in the region. Our proficiency will
empower the enterprises to expand by beholding the measured decisions. Our
Accounting Services are:

 Accounting and Bookkeeping

 Statutory Reporting
 Payroll and Expense Claim Management Services
 Bank Account Reconciliation
 Corporate Tax Compliance

Taxation Services

Tax arrangement is dynamic and complex as it changes with the change of

authority. Its complexity increases in the nation where there is tax at every level.
Companies having cross border transactions need effective planning to minimize
tax costs. Tax liabilities can be optimized by making effective structuring of
business entities and revenue models. A new enterprise will need a guidance to
learn about the tax incentives, withholding tax and transfer pricing formalities
which is provided by the Tax professionals of AIM India Group. Our Professionals
7
are well possessed with the analytical understanding of taxation which will help
the client in managing the Taxation regime of his business. Our main services are:

 Corporate Income Tax Returns

 Vat Returns
 Indirect Tax
 Withholding Tax
 Tax Optimizations
 Transfer Pricing
 Tax Advisory in M&A, Cross Border Investment, Tax Disputes etc.

Training & Development Services

Effective training and development begins with the overall strategy and objectives
of the small business. The entire training process should be planned in advance
with specific company goals in mind. AIM India helps in developing a training
strategy, which will be helpful to assess the company's customers and competitors,
strengths and weaknesses, and any relevant industry or societal trends. The next
step is to use this information to identify where training is needed by the
organization as a whole or by individual employees. It will help in conducting an
internal audit to find general areas that might benefit from training, or to complete
a skills inventory to determine the types of skills employees possess and the types
they may need in the future. Each job within the company should be delegated on a
task-by- task basis in order to help determine the content of the training program.

Recruitment Services

Customized strategies are developed from a deep understanding and observation of

organization's culture and its business objectives. Expansion in new markets or
recruitment for that market can only be done after having the full-fledged
knowledge of recruitment, remuneration and retention strategies besides the
understanding of regional work culture. At AIM India, you will find a network of
efficient regional consultants who will provide you the pathway towards seamless
recruitment services starting from identifying your potential clients to handling the

8
immigration process, if required. Our experts have the complete knowledge to
provide valuable advisory in the following matters:

 Candidate Search
 Profiling
 Interview Coordination
 Employment Contract
 Immigration
 Advisory Service

Consulting Services

Asia is gaining importance as global economic engine and with the introduction of
the concept of International Business, every business in every country is trying to
get connected with each other despite of the regional differences. AIM India have a
group of consultants which provides due diligence to the different businesses
regarding their critical business decisions such as M & A, Investment and
expansion into the new areas, etc. and we also help in identifying the new and
effective sources of advantages while avoiding risk. We mainly provide the
following services:

 Corporate Development & Finance

 Investment
 People & Management
 New Market/Partner/Vendor Evaluation
 Operations
 Technology
 Grant Assistance (for Indian & Foreign companies)

9
Insurance Services

Different types of business have different types of risks. For adequate coverage,
regionally settled businesses need a thorough understanding of their market so that
they can identify the potential risk involved. Natural disasters, political
uncertainties, epidemics, terror threats, technological threats are adding to the risks
posed by economic instability and competition. AIM India have the group of
insurers who provide the comprehensive coverage and detailed risk assessment to
identify the gap. Our insurers will also advise you about the minimization of
expenses on risk premium by providing the services to reduce claims and they will
help you in gaining the understanding of uninsured risks so that you can avoid
them. Our main services in this sector are:

 Risk Assessment
 Coverage
 Risk Management
 Corporate Insurance - Property, Pecuniary, Liability and Group
 Political Risk
 Professional Insurance
 Financial Risk
 Trade and Credit Risk

10
 DATA PRESENTATION AND ANALYSIS

SWOT ANALYSIS

 STRENGTHS
 WEAKNESS
 OPPORTUNITY
 THREATS

STRENGTHS
 Greatest strengths are the human resources.
 Well-managed workforce who has domain knowledge.
 Efficient teamwork, partnership and joint efforts.

WEAKNESS
 Lack of trading facilities in certain branches.
 Not having adequate technology to do job faster
 Crisis.
 Slow process
 Small client list
 Limited services
 Covid finical crunches

11
OPPORTUNITY
 Since the stock market and the Indian economy are booming, more and more
people are willing to invest and multiply their wealth.
 Due to this there is a demand of financial service provider to people to fulfill
their advisory needs so that they can have money to support them at the time
of crises.

THREATS

The threats are the competitors like India info line

 angel broking firm
 competitors
 changing regulation
 supplier bankruptcy

12
 Chapter-II:

Research Methodology

 Research Methodology

Research is a common language refers to a search of knowledge. Research is

scientific & systematic search for pertinent information on a specific topic, in fact
research is an art of scientific investigation. Research Methodology is a scientific
way to solve research problem. It may be understood as a science of studying how
research is doing scientifically. In it we study various steps that are generally adopted
by researchers in studying their research problem. It is necessary for researchers to
know not only know research method techniques but also technology. The research
problem consists of series of closely related activities. At times, the first step
determines the native of the last step to be undertaken. Why a research has been
defined, what data has been collected and what a particular methods have been
adopted and a host of similar other questions are usually answered when we talk of
research methodology concerning a research problem or study.

 Research Design

A research design is defined as the specific methods and procedures for acquiring
the information needed. It is a plant or organizing framework for doing the study and
collecting the data. Designing a research plan requires decisions all the data sources,
research approaches, research instruments, sampling plan and contact methods.

13
Research design is mainly of following types:

1. Exploratory research
2. Descriptive research
3. Casual research

 EXPLORATORY RESEARCH

The major purposes of exploratory studies are the identification of problems, the
more precise formulation of problems and the formulations of new alternative
courses of action. The design of exploratory studies is characterized by a great
amount of flexibility and ad-hoc veracity.

 DESCRIPTIVE RESEARCH

Descriptive research in contrast to exploratory research is marked by the prior

formulation of specific research questions. The investigator already knows a
substantial amount about the research problem. Perhaps as a result of an
exploratory study, before the project is initiated. Descriptive research is also
characterized by a pre-planned and structured design.

14
  CASUAL OR EXPERIMENTAL DESIGN

A casual design investigates the cause-and-effect relationships between two or

more variables. The hypothesis is tested and the experiment is done.

There are following types of casual designs:

 After only design

 Before after design
 Before after with control group design
 Four groups, six studies design
 After only with control group design
 Consumer panel design
 Exposit factor design

15
 CHAPTER- III

FUNCTIONAL ANALYSIS OF THE COMPANY

Marketing is a very important function in business practices. Its entails making the

customer aware of the proposition of a product or service, making them buy the

product/ service and ultimately building a brand. In non-profit too, the marketing

principles hold good because there is requirement of funds to carry on existing

functions and to build capacities for future. So, the donor is our customer here, and

the cause or project is a problem.

Research and evidence has shown that market-oriented organizations, which

understand the target audience thoroughly, are the most successful ones. How

would one attract a customer (a donor here) if there are no efforts made towards

building a brand and a customer base? So, let us understand the applicability of

marketing principles for NGOs, to understand why they need marketing and why it

is necessary to realize the importance of concerted efforts and allocating resources

towards it.

16
The marketing mix: 4Ps of marketing:

Marketing mix is used as a tool by the managers to design marketing plans and to

achieve desired results. It comprises of 4 Ps: Product, Place, Price, and Promotion .

PRODUCT

 The product for an NGO is the cause or idea it supports or a core

programme or project. We know that many NGOs work on the same cause,

like child education, health, women empowerment, etc. One needs to study

the models adopted by other NGOs to have a clear understanding of what

differentiates them, what is the unique proposition in terms of benefit to the

beneficiary or otherwise.

PRICE

 Price is the budget to be asked to the donor, the project or program

cost. NGO needs to have the ability to explain what change the donation will

bring about. In case of corporate donors, NGOs must project these costs as an

‘investment’, as the donor company has potential gains from this investment,

17
 like positive results for the brand, apart from the ‘Social Return on

Investment’ (SROI). NGO needs to have the ability to demonstrate to the

corporate donor how they can ‘do well by doing good for the

Society’, and use the business case to pitch for funding.

PROMOTION

 Promotion refers to all the methods of communication that a marketer

may use to provide information to different stakeholders about the product or

service. In case of NGOs, promotional and communication material including

the websites, social media platforms, and also proposals play role in

promotion of the cause. These days new innovative approaches are being used

by non-profits for promotion of a social cause, like ‘Walkathons’ by NGOs

like Seva Sahayog, Smile Foundation, and many others; ‘social media

campaigns’ to increase awareness, while also gathering resources like funds

and volunteers!

18
PLACE

 Place: The final P, the Place denotes the ease of access to the product

for the consumer. For businesses, distribution channels and resources

required are planned under this head. In case of development projects by

NGOs, current CSR trends suggest that the corporate donors look for a project

implementation site that is close and convenient to the donor to visit, monitor,

or engage employees. However, the actual need on the ground is the first and

foremost criterion to design a plan.

Marketing, Segmentation and communication strategy for non-

profits: Lessons from business organizations

Non-profits or non-government organizations (NGOs) form the ‘third sector’ of the

society, as they are institutions and bodies which are neither governmental nor

related to the business sector. They work towards addressing the social problems

which remain largely unaddressed by the state and market, thus become the ‘voice’

of the citizens on various platforms.

19
Despite the good cause NGOs work for, there is a stranglehold of the government

or state on their functions, especially their finances. This is primarily to ensure that

the funds are actually being used for the genuine purposes. Even the donors keep an

eye on the usage of funds. Thus spends on functions like ‘marketing’,

‘communication’ are seldom considered in line with the ‘objects’ of an NGO,

considering the opportunity costs.

However, the point to note here is that NGOs are also working in a ‘market’, they

are exposed to the various market related factors and externalities. They need

mechanisms to sustain themselves, and many of the organizational and marketing

principles hold good in case of NGOs too.

It is important to learn the fundamental business principles too, in order to

understand their applicability in non-profit context. Non-profits need to reach out to

donors to raise funds for their cause, build linkages and networks to sustain their

functions and grow.

Here are some of the marketing principles which can help non-profits to achieve

their goals, build effective and functional linkages with donors and to raise funds.

20
Segmentation:

Business organizations use the ‘segmentation’ approach to understand a consumer

and then offer a proposition, which can be a product or service. They also highlight

how their proposition fulfills the needs of the consumer better than that of the

competitors.

With the mushrooming of NGOs, it is very important to know the donor in and out,

so that you can offer your project or cause as an excellent proposition to the donor

and in sync with the donor’s needs and requirements.

For example, if you are an organization working for health, you need to map the

potential donors, say corporate donors and then approach them as per their core

domains. Some of the top Indian companies that spent a huge chunk of CSR

(Corporate Social Responsibility) funds on healthcare in 2015 are Reliance

Industries, L & T, and Infosys, among others.

21
Communication strategies- a two-step process:

Business organizations focus on a segmented group- their target audience and use

mass appeal or mass communication (one to all) accordingly. But in the case of

NGOs, the focus of all the marketing and communication needs to be on a particular

donor at a time (one to one).Thus it is crucial to:

 Choose the donor carefully (you make an informed choice rather than

Agreeing to requirements of any donor),

 Conduct a mapping and filtering exercise of the potential donors, and

then

 Approach the shortlisted ones.

The criteria for such a filtering will depend on the segmentation you will undertake,

as explained above. But communication strategy for NGOs is in reality a two-stage

process. The first stage involves mass communication strategy, by means of mailers,

promotional campaigns, social media updates, and others. Now, for more specific

requirements, the second stage will involve one-to-one involvement with the donor,

with proposals, fund request appeals, timelines, and other relevant material.

22
Clear and single message:

Remember that a clear and single message in your communication strategy, which

resonates with the core values, mission and vision of your organization, is of

paramount importance for your every effort in this direction of communication.

Communication strategies for NGOs will be discussed in detail in future articles.

How to work out a communication strategy for your non-profit:

Internet and social media are changing the information and communication realm as

we used to know it. Communication has become faster than ever, but there is merit

in ‘quality and quantity’ of communication rather than just the ‘quantity’.

Communications for an organization can be for internal and external stakeholders.

Here we will discuss the strategy for external stakeholders.

For non-profits, here are some tips to note before embarking on devising a

communication strategy:

23
1. Know your target audience:

Your communications must keep the target audience in mind, and must be designed

accordingly.

2. Clearly chalk out your goals:

What you want to convey to the target groups must be very clear to you first.

3. Make the communication strategy a strategic one:

Most non-profit organizations design their communications built around

fundraising. However, it is important to keep the overall strategy in mind, including

the self-identity, focus on the target groups/ beneficiaries, and future plans.

4. Make sure that your marketing and fundraising teams speak the same

language:

Ensure that an amalgamation of the goals of cross-functional teams takes place,

rather than teams working in silos. It is important to remember that communication

and marketing go hand in hand.

24
5. Ensure the message has the correct pitch:

Even if the primary objective of your communication plan is fundraising, no

problem! Just ensure that it has the correct pitch for fund-raising- your message for

the potential donor must clearly convey your requirements, goals and strategies!

6. Make the best match of quantity and quality:

Know what to convey, when and how, and how frequently. Many organizations

develop communication tools, but their efforts remain inadequate in dissemination,

or fade away with time. Remember, the target audience needs to be reminded of

your message, if you want it to be heard!

7. Choose the medium carefully:

The medium must be chosen carefully and as per the target audience. The newer

media of communication give the speed, flexibility, convenience and agility to your

efforts, like websites, social media. Some of the conventional offline methods are

reports, published material, brochures, etc. But they must be selected as per the

target audience and context. For example, there is little use of your third-party

evaluation reports on social media, which is much more suited for instant and simple

25
messages, or campaigning. But, these reports are very important to be put on your

website.

CRM policies in NON-GOVERNMENT ORGANIZATION

A CRM is a software application that centralizes data management to improve the

customer experience, contentment, engagement, and service by bringing all

communication with customers across all channels into one location. They were

created with sales, marketing, and customer service in mind. CRMs, on the other

hand, are increasingly able to interface with all parts of an organization’s operations

and business in order to manage relationships and projects among team members,

suppliers, partners, and contributors.

CRM software will assist businesses in tracking, collecting, and managing critical

information about donors, volunteers, employees, and projects. NGOs and

nonprofits will be able to build more trusting and engaging relationships with people

who interact with them in a real way.

26
Non-governmental organization (NGO), here are a few reasons to
utilize a CRM:

Automation of processes

Automate everything that can be automated. This is the rule that will help you save

time when it comes to managing tasks and your daily routine. General emails,

sending marketing and follow-up emails, calls, lead and fundraising tracking, and

so on are all examples of key automation actions.

With process automation, your prospect receives an email or other message at the

right time, including information about their personal history with your company.

Meanwhile, all you have to do is gather all of the information you’ll need to organize

your next action or followup.

All data is saved in a single location

The CRM organization will aid in the collection of all data in one location. It plans

activities and fundraising operations based on the entire picture, which will be

saturated with data and competing options. You will have limitless access to all data.

27
From any device in any area of the world, you can get access to the necessary

contacts and the most recent updates.

Organize events

You may plan events that span many sessions, days, and places using the CRM. Due

to the functionality of your program, you simply create and manage your event or

meet-up.

Many CRMs allow you to manage events, add participants, and extend your upkeep

by creating a personal calendar or speaker’s profile, as well as check-ins and

payments utilizing a built-in QR scanner. You will also receive reports in the form

of graphs detailing the progress of your event.

Make future arrangements

Without an in-depth examination of supporter information, value, and profitability,

the identification of bottlenecks in the company’s business processes, and analysis

of the fundraising system, it is impossible to raise the organization’s profitability.

CRM can provide statistical data and do a lot of data analysis, which is important

for making important company decisions.

28
Your audience’s activities are tracked and recorded

A CRM gives you a holistic perspective of your target audience’s habits by assessing

their actions, such as the events they’ve attended or the most recent volunteer

activity they signed up for. This information will help you figure out how to build

relationships with your different groups of people. Save time sending emails

When it comes to composing emails and ensuring they are sent to the appropriate

person at the right time, the CRM for nonprofits can save you a lot of time. The

CRM includes templates and, thanks to a clever scheduler, allows you to select a

delivery time. The difference between a low and a high open rate can be as simple

as sending the right email at the right time.

The CRM will assist you in keeping track of your open rates and improving them.

You can also send automatic reminders or follow-up emails using the CRM’s

automation tools.

There’s no need for you to keep track of when and to whom you send what — the

CRM does it for you and ensures that donations receive the right email at the right

time.

29
Separate the different types of contacts

List segmentation is a difficult operation, especially when the data is old, erroneous,

or in a different format. A CRM ensures that you have high-quality data and that

you can simply categorize your lists according to the parameters you’ve established.

The contacts can then be segmented and tagged by constituent type, interest area,

and geographic location, and then exported to your outreach efforts.

Again, the time that can be saved by automating processes and sending contacts to

the right content and outreach channels is very important, especially when it comes

to getting people to interact or ask for help.

Information will be centralized

Excel spreadsheets are used by a large number of NGOs to store and manage contact

information. The problem is that storing data in multiple spreadsheets, each

controlled by a different person, might result in missing or obsolete data, making

historical data monitoring practically impossible — not to mention time and

resource-intensive.

30
A CRM enables NGOs to store all of this information in one well-organized location

that can be readily managed by multiple team members over time. While it is an

added cost, the savings it generates make it worthwhile.

Internal communication is improved

The company’s work is inefficient, and significant business operations fail due to a

lack of communication between personnel and departments. As a result, the

company’s profitability suffers.

The CRM system makes it easier for everyone involved in the process to

communicate and share information.

Manage your fundraising efforts as well as your donor database

One of the most important features of CRM is the ability to track how much you’ve

spent on membership dues, gifts, events, and other expenses. You’ll be able to see

all of your contributions and cash flows with this tool. If your nonprofit or NGO

communicates with more than a hundred people on a regular basis, it’s time to

consolidate your spreadsheets into a single database.

31
Advertisement process in NGO

Nonprofit marketing includes activities and strategies that aid organizations in

communicating their message, raising funds, and recruiting volunteers. Creating

logos, slogans, and ad copy, as well as planning a media campaign to increase

awareness of the organization to an outside audience, are all part of nonprofit

marketing. The goal of nonprofit marketing is to attract new volunteers and funders

to the organization by promoting the organization’s ideas and plans.

The employment of marketing methods by a nonprofit organization is known as

nonprofit marketing. Promoting the organization and its message, raising finances,

increasing membership, engaging volunteers, and pushing political or social change

are all examples of marketing aims.

Nonprofit organizations need marketing just as much as companies do, and they

utilize many of the same marketing methods to interact with contributors and

volunteers. Nonprofit organizations spend on advertising and allocating sufficient

budgets that allow flexibility to adjust their revenue. This range also allows you to

change your expenditure according to your income. So even if things are rough and

32
your earnings drop, you can change your spending to keep it from being too

burdensome.

Nonprofit Advertising Strategy

• Make the Most of Social-Media

According to platform statements, on average, about 84% of adults in the U.S use at

least one social media platform, meaning that 72.3% of Americans are actively using

social media platforms monthly. The most popular platform in the U.S is widely

used among users ages 16 to 64, making it vital for nonprofit marketing agencies to

create a strong social media presence. It has never been easy to engage with content

online. However, with the help of various social media platforms, you can now

easily grow and connect with your audience. You can travel the world with a simple

click as your followers like, share, and comment on your posts.

• Share Online to Increase Engagement

As mentioned earlier, you should consistently engage with your online audience to

increase online engagement. There has been a noticeable increase in charitable

contributions on social media platforms such as Facebook.

33
Facebook’s fundraising marketing strategy campaigns have made it easy for anyone

to contribute from the comfort of their homes, even if it’s just a few dollars.

Nonprofits can benefit from this modern version of fundraising marketing strategy

campaigns by allowing their supporters to share their message and increase their

brand awareness.

• Google Ad Grants

Google Ad Grants is a tool that allows nonprofits to advertise on Google Ads for no

cost. This program provides $10,000 USD per month in Google Ads to qualified

organizations to promote their missions and initiatives on Google. This helps

nonprofits share their message, attract donors, get new volunteers, and more.

We will walk you through the various steps and strategies for digital marketing that

you can implement to boost your organization. Digital marketing has become

essential for most organizations to flourish and create an online presence. Digital

marketing can help increase brand recognition, expand worldwide reach, and engage

with consumers to help track web traffic results. You can easily reach out to

potential customers through low-cost methods such as email marketing and online

social media presence.

Nonprofit Advertising –

1. Post new topics for discussion to keep the visitor interested.

34
 2. Do not limit your content to just nonprofits, and keep it interesting.

3. Choose your topics carefully to appeal to a broader audience.

4. Share videos and pictures from the NGO’s operations, drives, or

campaigns.

5. Request people to tag you and use your hashtag to increase brand

awareness.

How Online Search Advertising Can Help Your Nonprofit

Organization

Mentioned below are a few ways how online search advertising can help your non-

profit organization:

o Sharing your organization’s vision and goals

o Engaging the members of your community

o Increasing awareness among community members

o Fostering a desire in others to support your work

o Creating new donors

35
 o Increasing the frequency of existing donors

LEARNING OUTCOMES

MARKETING AND HR SPECIALIZATION

TASK

 First 15 days we had orientation and learning session, where we were

getting acquitted with the company and we got to know the Company.

 Next 15 days we had to market their product (India First Life

Mahajeevan plus Plan) and make sales among our friends and relatives.

 As it is a consultancy firm which aims at providing financial

investment guidance and knowledge,

 We mainly worked on the sales of premiums, life insurance and other

financial investments. I even saw how after-sales services work. I got
to learn who much efforts do it take to keep a user/customer intact to
the company.

 HR Task Assigned- We had to write a Research paper on the topic

“Work-life balance during COVID”

36
 LEARNING

 The Internship was mainly focused on to enable me to learn practical

knowledge and acquire practical skills. It also enabled me to link theoretical
knowledge to the real world.

 These skills will help in meeting the market needs in mere future. The
practical skills involved leadership, time management, dealing with
customers, management, etc. It also helped me realize how actually big
companies deal with their baby companies.

 The work of the company does not finish after the sale of the product, but
the second and an important part starts, the after-sales service.

 AIM INDIA is working on a diversifying the products it deals in and

establishing new strategy for branding. I had a really great experience
interning with them. The atmosphere at their head office was also very warm
and welcoming. All the staff there was too cooperative.

37
 SUGGESTION

 It is a short internship program so it’s really hard to find all

the problems about the Sales and marketing distribution
strategy.

 But it has a good image in the sales sector in many parts of

Delhi and its region and they are also trying to keep their good
image among their customers and continue their business.

 I have found some problems which can be recommended for

overcoming their problems and increase effectiveness in their
management.

I can suggest the following recommendations:

o They should develop creative TV commercials to attract

the customer.

o Lecture should brand their offers differently for different

types of customers.

o They should increase brand image through different

creative program that come to the mind of customer when
they think about guide books.

o Target market needs to identify specifically.

38
 Chapter-IV

Summary And Conclusion

Our summer training provided us valuable learning about the industry, The product
insurance and mutual funds and the work experience of selling investment tools,
especially life insurance.

Banking industry and insurance industry today has enormous scope in the form of
bank assurance. Insurance industry has seen enormous changes in the form of
innovations. The innovation of ULIP has brought a major change and has
revolutionized the growth of insurance industry. ULIP has turned out to be a flexible,
customer centric financial tool having the advantage of both insurance and an
investment.

We learned about technical features of the product and at the same time, learned the
soft skills needed to sell investment tools. Especially selling of life insurance involve
a lot of relationship building, empathizing and developing trust with the customers.
It involves a lot of patience as well.

We found that there is a gross lack of awareness about the investment tools,
especially the ULIP products, which can greatly be improved by the sales peoples
effort to educate the customers about all the investment tools. The effort should be
to equip them with knowledge to let them make better decision, rather than making
decision on their behalf. The latter is a short term approach to selling, while the
former will go a long way in building the faith of the customer and thus the strong
client.

We could generate some leads for the bank and the database that we hope would
materialize into sales. We learned greatly from this experience and we tried to put
in the best of our effort to achieve our targets.

39
 BIBLOGRAPHY

o https://www.aimincorp.com/

o https://aim-india.aai.aero/

o https://www.scribd.com/document/444038464/Synopsis-For-
Aim-India-LTD-docx

o https://prezi.com/p/5nsxoebsr-px/internship-report/

40