A

SUMMER TRAINING PROJECTREPORT ON

DIGITAL MARKETING

At

PAIR CREATIONS PVT LTD

In Partial Fulfillment of the Requirement for the Degree of

MASTER OF BUSINESS ADMINISTRATION

Dr. APJ Abdul Kalam Technical University

Session : 2021-2023

Submitted to :- SUBMITTED BY :-

Mr Sharad kant Anushka Verma

(Assistance Professor) Roll No: 2102160700018
IIMT College, Gr. Noida MBA 2nd year

IIMT COLLEGE OF ENGINEERING, GREATER NOIDA

 IIMT COLLEGE OF ENGINEERING , GR. NOIDA

CERTIFICATE
This is to certify that Ms Anushka Verma is a bonafide student of this institute (MBA batch
2021-2023), has undertaken this project work entitled “ Recruitment and selection analysis
’’ as a part of his/her summer training for the partial fulfillment of the award of
Master of Business Administration degree from Dr. A P J Abdul Kalam Technical University
Lucknow (U.P).

As per best of my knowledge this Research project work is an original piece of work and
not been submitted or published anywhere .

I wish him/her all the best for his/her bright future ahead .

Dated: Authorised Signatory

INTERNSHIP CERTIFICATE
 Student’s Declaration
This is to certify that I have completed the Project titled “DIGITAL MARKETING At PAIR
CREATIONS PVT LTD” under the guidance of “MR SHARAD KANT ” in the partial
fulfilment of the requirement for the award of the degree of “Masters in Business
Administration” from “IIMT college of engineering”

It is also certified that the project of mine is an original work and the same has not been
submitted earlier elsewhere.

Name of the Student: Anushka Verma

Roll No.: 2102160700018
MBA, Semester- III

i
 Certificate from Faculty Guide

This is to certify that the project titled “DIGITAL MARKETING At PAIR CREATIONS PVT
LTD” is an academic work done by “Anushka Verma” submitted in the partial fulfilment of the
requirement for the award of the degree of “Masters in Business Administration” from “IIMT
college of engineering.” under my guidance and direction.

To the best of my knowledge and belief, the data and information presented by her in the project
has not been submitted earlier elsewhere.

Name of the Faculty

Designation of the Faculty:

ii
 ACKNOWLEDGEMENT

Inspiration and hard work always play a key role in the success of any venture. At the level of
patience, it is often difficult to get knowledge without guidance. A project is like a bridge between
theory and practice. With this, I felt pleasure to undertake this project.

I offer my sincere thankfulness and humble regards to IIMT college of

engineering, for imparting us with very valuable professional training in MBA.

I am thankful to MR. Sharad Kant, who gave the requisite guidance throughout this project. She
has been a source of inspiration during the completion of my project work.

Name of the Student: Anushka Verma

Roll No.: 2102160700018
MBA, Semester- III

iii
 SUMMARY

Organization: Pair Creations Pvt Ltd.

Department: Marketing
Duration: September 5, 2022 - October 20, 2022

Introduction
Pair Creations is an Indian-based corporation that is focused on innovation for existing physical and
digital facilities. The company specializes in designing products for various industries, with a
primary focus on health-tech and food-tech segments to promote proper nutrition, optimized
supplementation, safer food delivery, and germ-free food consumption.

Internship Experience
I had the opportunity to work as a summer intern in the marketing department with Pair Creations
Pvt Ltd from June 1, 2022, to August 31, 2022. During my tenure, I was assigned to assist the
marketing team with various tasks, including market research, competitor analysis, social media
management, content creation, and event planning.

During the initial weeks of my internship, I was given an overview of the company's products and
services, including their features and benefits. This helped me to get a better understanding of the
company's core values and mission. I was then assigned to work on a project that involved creating
a marketing campaign for the company's latest product line.

My project required me to conduct market research and identify potential customers for the new
product line. I also had to analyze competitor strategies and identify ways in which our products
could stand out in the market. Based on my research, I worked with the marketing team to create a
comprehensive marketing campaign that included social media posts, email newsletters, and event
planning.

I was also responsible for managing the company's social media accounts and creating engaging
content for the audience. This involved creating graphics and videos for the company's social media
pages and website, and working with the team to develop creative ideas for promotional content.

During my internship, I had the opportunity to attend various meetings and events with the
marketing team, which gave me a better understanding of the marketing strategies employed by the
company. I was able to gain valuable insights into the industry and learned how to work effectively
with a team to achieve common goals.

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 TABLE OF CONTENTS
ACKNOWLEDGEMENT ............................................................................................................. i

SUMMARY ................................................................................................................................... ii

TABLE OF CONTENTS ............................................................................................................ iii

LIST OF FIGURES ..................................................................................................................... vi

LIST OF TABLES ...................................................................................................................... vii

ABBREVIATIONS .................................................................................................................... viii

CHAPTER 1: INTRODUCTION ................................................................................................ 1

1.1 Introduction to Internship ...................................................................................................... 1

1.2 Background ........................................................................................................................... 1

1.3 Objectives .............................................................................................................................. 2

1.4 Brief introduction to the industry .......................................................................................... 3

1.5 Brief Introduction of Organization........................................................................................ 3

1.5.1 Organizational Hierarchy ............................................................................................... 5

1.5.2 Contact Details ............................................................................................................... 6

CHAPTER 2: ANALYSIS OF ACTIVITY DONE ................................................................... 7

2.1 Internship placement details .................................................................................................. 7

2.1.1 Organization Selection ................................................................................................... 7

2.1.2 Placement........................................................................................................................ 7

2.1.3 Duration .......................................................................................................................... 7

2.1.4 Roles and Responsibilities .............................................................................................. 8

2.2 Literature Review .................................................................................................................. 8

2.2.1 Overview of Traditional & Digital Marketing ............................................................. 10

2.2.2 Traditional Marketing versus Digital Marketing .......................................................... 10

2.2.3 Research on other Similar Current Websites ................................................................ 11

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 2.3 Specific Problem Analysis .................................................................................................. 13

2.3.1 Understanding the Existing System .............................................................................. 13

2.3.2 Development of Project Goals ...................................................................................... 13

2.4 Management Strategy.......................................................................................................... 14

2.4.1 Time Management Strategy.......................................................................................... 14

2.4.1.1 Prioritize tasks........................................................................................................ 14

2.4.2 Cost Management Strategy ........................................................................................... 15

2.4.3 Data Collection Strategy ............................................................................................... 15

2.4.3.1 Interview ................................................................................................................ 15

2.4.3.2 Questionnaire ......................................................................................................... 16

2.4.3.3 Secondary Sources ................................................................................................. 16

2.5 Project Schedule .................................................................................................................. 16

2.5.1 Time Schedule .............................................................................................................. 16

2.5.2 GANTT chart ................................................................................................................ 17

CHAPTER 3: SOLUTION DESIGN ........................................................................................ 19

3.1 Project Management Plan.................................................................................................... 19

3.1.1 System Analysis ........................................................................................................... 19

3.1.1.1 Feasibility Study .................................................................................................... 19

3.1.1.1.1 Technical Feasibility ........................................................................................... 19

3.1.2 System Design .............................................................................................................. 21

3.1.2.1 ER Diagram ........................................................................................................... 21

3.1.2.2 Use Case Diagram.................................................................................................. 22

3.1.2.3 Data Flow Diagram ................................................................................................ 24

3.1.2.4 System Sequence Diagram .................................................................................... 25

3.1.3 Work Breakdown Structure .......................................................................................... 26

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 3.1.4 Alternative Solution ...................................................................................................... 26

3.2 Technical Requirements ...................................................................................................... 27

3.2.1 Hardware Requirements ............................................................................................... 27

3.2.2 Software Requirements................................................................................................. 28

CHAPTER 4: IMPLEMENTATION STRATEGIES ............................................................. 29

4.1 Testing ................................................................................................................................. 29

4.2 Testing Screenshots ............................................................................................................. 29

CHAPTER 5: RESULT ANALYSIS ........................................................................................ 32

5.1 Result................................................................................................................................... 32

5.2 Critical Analysis .................................................................................................................. 33

5.3 Limitation of the System ..................................................................................................... 35

5.4 Recommendation to the Organization ................................................................................. 36

5.5 Recommendation to Internship Program............................................................................. 36

CHAPTER 6: CONCLUSION................................................................................................... 37

CHAPTER 7: REFERENCES/BIBLIOGRAPHY .................................................................. 38

CHAPTER 8: APPENDIX ......................................................................................................... 40

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viii
ix
 ABBREVIATIONS

SEO - Search Engine Optimization

SEM - Search Engine Marketing

CMS - Content Management System

SMM - Social Media Marketing

SERPs - Search Engine

ERD - Entity Relation Diagram

TU - Trivhuwan Univiersity

BIM - Bachelors in Information Management

UML - Unified Modeling Language

DFD - Data Flow Diagram

PHP - Hypertext Preprocessor

HTML - Hypertext Markup Lanauge

CSS - Cascading Style Sheet

IT - Information Technology

ICT - Information Communication Technology

OTA - Online Travel Agency

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CTO - Chief Technology Officer

PC - Personal Computer

ROI - Return on Investment

KPI - Key Performance Indicators

LTV - Life Time Value

B2B - Business Two Business

PPC - Pay Per Click

xi
 CHAPTER 1: INTRODUCTION

1.1 Introduction to Internship

Internship is one of the on-the-job training for the under-graduate students that helps to enhance
the practical and real world experience under the guidance of the supervisor or professional in
certain field and help to identify the potential career opportunities. The internship report is
prepared for the partial fulfillment of Bachelor in Masters in Business Administration” from
“IIMT college of engineering.”, an post-graduate degree. The internship program is highly
effective for the students in order to attain the real world experience, understanding the
organization structure and their culture and to enhance their career opportunities. Taking about my
personal information, this program has given me the opportunity to work in the real world scenario
and help me to enhance my skill, knowledge and attitude.

The internship in the field of digital marketing helps to increase the exposure and in-depth
knowledge in the respective digital platform. The digital industry is growing rapidly and new
technology is emerging with the speed of time so, the skill and knowledge gain in the college is
not enough to compete in the market. We need some real world experience in the industry and the
internship program helps the students to gain the professional experience

1
 1.2 Background

An internship program is a special course that provides students with the opportunity to become
familiar with the organizational setting. It is designed to develop the students personally and
professionally. It allows the proper market and job exposure to the students and also enables them
to meet and build network with professionals. It enables the students to understand organizational

behavior and sharpen their practical knowledge and skill which will grant them confidence and
experience that can be used later in their career.

For the internship program the author chose to complete the internship program under Digital
Marketing and thereby completed the 45 days of internship in the Digital Marketing Department.
The authorwas assigned for the Digital marketing of the website of the project titled “Pair
Creations” This allowed author to gain SEO and digital marketing skills in promoting the overall
project for publicuse.

The main aim for the study is to be able to promote and globalize Pair Creations that provides
quality products to its customers.

2
1.3 Objectives

The main objective of the internship program was to acquire practical knowledge regarding a
specific field by implementing the theoretical knowledge gained in the college in the
organizational setting and to gain exposure to the market and organizational professional. An
internship program has the following objectives:

1. To harvest the theoretical knowledge into practice.

2. To build a strong career path.

3. To understand and maintain organizational harmony and public relation.

4. To gain professional education with the blend of information technology and

managerial/marketing skills.

5. To analyze the real world problem and find the solution using knowledge obtained.

6. To get hold on roles and responsibilities at the job.

7. To enhance the academic performance.

8. To develop network and relationship with organizational professionals.

3
1.4 Digital Marketing
Digital marketing is the marketing of products or services using digital technologies on the
Internet, through mobile phone Apps, display advertising, and any other digital mediums.
Digital marketing channels are systems based on the Internet that can create, accelerate, and
transmit product value from producer to a consumer terminal, through digital networks. The
development of digital marketing, during the 1990s and 2000s, changed the way brands and
businesses use technology for marketing. As digital platforms became increasingly
incorporated into marketing plans and everyday life, and as people increasingly use digital
devices instead of visiting physical shops, digital marketing campaigns have become prevalent,
employing combinations of search engine optimization (SEO), search engine marketing
(SEM), content marketing, influencer marketing, content automation, campaign marketing,
data-driven marketing, e-commerce marketing, social media marketing, social media
optimization, e-mail direct marketing, display advertising, e–books, and optical disks and
games have become commonplace. Digital marketing extends to non-Internet channels that
provide digital media, such as television, mobile phones (SMS and MMS), callback, and on-
hold mobile ring tones. The extension to non-Internet channels differentiates digital
marketing from online marketing. So, how is digital marketing different from traditional
marketing? The traditional manner of marketing involved businesses to advertise their
products or services on print media, radio and television commercials, business cards, bill
boards, and in many other similar ways where Internet or social media websites were not
employed for advertising. Traditional marketing policies had limited customer reachability
and scope of driving customers’ buying behavior. Digital marketing is a way to promote
brands and products online and through other digital channels. ....In addition to their
website, a company might also use PPC and display Ads, email marketing, mobile technology
like smartphones, social media, and other mediums to attract and engage their target
consumers. What does a digital marketer do? Digital marketers are in charge of driving brand
awareness and lead generation through all the digital channels -- both free and paid -- that are
at a company's disposal. These channels include social media, the company's own website,
search engine rankings, email, display advertising, and the company's blog. The digital
marketer usually focuses on a different key performance indicator (KPI) for each channel so

4
 they can properly measure the company's performance across each one. A digital marketer
who's in charge of SEO, for example, measures their website's "organic traffic" -- of that traffic
coming from website visitors who found a page of the business's website via a Google search.
Digital marketing is carried out across many marketing roles today. In small companies, one
generalist might own many of the digital marketing tactics described above at the same time.
In larger companies, these tactics have multiple specialists that each focus on just one or two
of the brand's digital channels.

1.5 Brief Introduction of Organization

Pair Creations is an Indian-based corporation that is focused on innovation for existing

physical and digital facilities. The company specializes in designing products for various
industries, with a primary focus on health-tech and food-tech segments to promote proper
nutrition, optimized supplementation, safer food delivery, and germ-free food consumption.

OUR DESIGNING PROCESS AND EXECUTION IS THE KEY TO OUR FOUNDATION.

YEARS OF EXPERIENCE HAS ENABLED US TO OPTIMIZE THE DEVELOPMENT
FUNNEL FOR SPEED, QUALITY AND RELIABILITY

WE ARE AN INNOVATION COMPANY

Pair Creations is an Indian based corporation that focuses on innovation for existing
physical and digital facilities. We've designed products for various industries,
primarily focusing on health-tech and food- tech segment to promote proper
nutrition, optimized supplementation, safer food delivery and germ free food
consumption.

MARKET SCOPE
A product idea or a plan is not enough. Its important to know if there's a market for

5
it. Is there a need for the product to solve a profitable problem. We make sure the
product idea has demand, value, potential, and feasibility.

DESIGN AND DEVELOPMENT

Attention to detail is very crucial when developing a product. We take product
designing very seriously while making quality as our first priority. We leverage our
experience to design an optimal product for quality, cost, feasibility and compliance.

EXECUTION STRATEGY
Consumers need to acknowledge a solution so they can opt of it. We make sure the
product is market the right way by establishing strategic partnerships with people and
companies in the industry to create a network for product distribution and sales.

1.5.1 Contact Details

Figure 2: Contact Details of Pair Creations Pvt Ltd

6
 CHAPTER 2: ANALYSIS OF ACTIVITY DONE

2.1 Internship placement details

2.1.1 Organization Selection

The four-year degree allows us to attain knowledge on various aspects of digital marketing. The
three semesters of rigorous theoretical knowledge gaining are put to test and further polished in
the last semester through practical implementation in the real world scenario. At the same time the
internship is one of the major highlight of the program to expose the studentsto the professional
world. Among the various criteria and sectors provided to us internship prerequisite statement,
digital marketing was chosen. Various organizations were short listed and approached out of which
the organization with the best lucrative offer and environment was selected. I selected “Pair
Creations Pvt Ltd” as my intern organization.

2.1.2 Placement

During the internship tenure, the author was provided with work space at the organization, not
only that the author was treated as trainee staff with the access to the very information of the
organization, its organizational resources, information and equipment. As per the norms of the
organization the author was provided with the monthly allowances for travel and lunch fares.
Needless to say, there was a strong support and help from my supervisor to grasp the technical
knowledge required for the development of the digital marketing of the website of the company.

2.1.3 Duration

Table 1: Time Duration

Start Date : 5th September

End Date : 20th October
Office Hours : 10:00 am – 6:00 am

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 Working Hours : 8 Hours per day
Working Days in a week : 5 days
Total Working Hours in a Week : 40 Hours
Internship Period : 45 Days

2.1.4 Roles and Responsibilities

During the internship period at the organization, the roles and responsibility that theauthor had to
perform during the internship period were specified. The roles and responsibilities as a SEO
analyst and digital marketer were not limited in the website of the organization. The analysis of the
website of the Pair Creations was performed. Along with the analysis of the website,content review
was performed of all those contents written for Pair Creations website. The author was also
responsible for the website posts review through WordPress framework and plugins. The
involvement in the preparation of the internet marketing plan for the organization was another
important role of the author as an intern.

2.2 Literature Review

A Systematic Literature Review is defined by Kitchenham as, “A systematic literature review

(often referred to as a systematic review) is a means of identifying, evaluating and interpreting all
available research relevant to a particular research question, or topic area, or phenomenon of
interest”.

The literature review work is influenced by Qualitative approach; keeping this in view study of
literature was conducted. The study was also focused in finding the suitable process for optimizing
hotel automation software. Literature review was carried out to gather theoretical data of different
researches in the area of our interest and to have insight of philosophical perspective, for better
understanding in the study area.

8
To gather literature of interest, different resources and databases was gathered available for free
on internet and also direct interview was conducted to collect some primary data about the
methodologies and best practices of responsiveness.

The review was started with the extraction of related information about the need of current
software and website in public and selection of proper tools and process which could accomplish
the requirement of the customer. The software and the website is regarding the creativity &
innovation of the existing products and which must be responsive in accordance with the customer
request. Some useful technologies were referenced from similar kinds of projects which were
already developed. Those needs were referenced to reduce the paper work by collecting the
feedbacks from customers and understanding the actual easiness the users search for. The
requirement for the information and easy access is the primary requirement for any software and
website. The website and software design was already prepared. The digital marketing plan and
strategies were prepared. First the available resources were analyzed to know about the current
potentiality of the organization in terms of human resource and available expertise in the current
field. The level of complexity of the plan and marketing strategies were decided according to the
level of knowledge of users and dynamic software and website.

After the needs for the digital marketing of the website was finalized through various tools, the
research and work related to Search Engine Optimization was performed. Search Engine
Optimization plays an important role in helping for the Digital Marketing of the certain
website/product.

The text book The Art of SEO, 2nd Edition, S. Eric Enge, Stephan Spencer, Rand Fishkin (2012).
O’Reilly Media, gives the depth knowledge about comprehending SEO’s many intricacies and
complexities. This text book fully assisted to explore the underlying theory and inner workings of
search engines. It helped to understand the role of social media, user data and links. It also helped
to discover tools to track results and measure success.

9
2.2.1 Overview of Traditional & Digital Marketing

Traditional marketing refers to any type of promotion, advertising or campaign that has been in
use by companies for years, and that has a proven success rate. Methods of traditional marketing
can include print advertisements, such as newsletters, billboards, flyers and newspaper print ads.
[1][2][3][4]

In simplistic terms, digital marketing is the promotion of products or brands via one or more forms
of electronic media. Digital marketing differs from traditional marketing in that it in the use of
channels and methods that enable an organization to analyze marketing campaigns and understand
what is working and what isn't-typically in real time.

Digital marketers monitor things like what is being viewed, how often and for how long, sales
conversions, what content works and doesn't work, etc. While the Internet is, perhaps, the channel
most closely associated with digital marketing, others include wireless text messaging mobile
instant messaging, mobile apps podcasts, electronic billboards, digital television and radio
channels, etc. [5]

2.2.2 Traditional Marketing versus Digital Marketing

The difference between Traditional Marketing and Digital Marketing can be done on the basis of
4 points below:

Cost

Every business strategy engages to budget, so does both strategies. There is some difference in the
cost between traditional marketing and online marketing. Traditional marketing promotes the
products of a brand through ads on paper, billboard, television, radio, and more. This marketing
strategy spends huge cost to keep the promotion running as the schedule. Online marketing can
also carry a cost, but there are numerous online marketing strategies that are virtually free.

Coverage

10
In traditional marketing, coverage of your product will be printed on paper media or aired on
television and radio. Unfortunately, the exposure your products will get is very often momentary.
For example, the newspaper where your high-cost advertisement appeared in is going to throw the
next day. On the other way, your online coverage will be always there for like forever. It will be
archived on the internet and ready to be found easily whenever your customers need it.

Audience

Traditional marketing is more effective for target customer which out of reach of internet. They
are people who do not connect to the internet on daily basis. Senior citizens or low-end economic
citizens who are internet illiterate are the best target for traditional marketing strategy. O the other
way, people who are never without internet in their reach, such as teenagers and businessmen, are
easier in to reach through online marketing

Tracking

It is difficult to keep track of your traditional marketing strategy. You need to put a lot of effort
and time-consuming research to get information how your customer behavior against your
products. On the other hand, online marketing is easy to track. Email marketing software can tally
the number of people who view your message. Moreover, it can the number of advertisements that
lead to purchases on online sales. [6]

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2.3 Specific Problem Analysis

2.3.1 Understanding the Existing System

The system here refers to the search engine friendly websites. Currently there are a considerable
websites and software that functions in the field of creative products. Those websites are either not
responsive or filled with too much functionalities that makes the viewer/user to view thewebsite
more complex and time consuming. Many organizations and industries working in the field of
Digital Marketing are not aware and not even shown interest about the digital marketing websites.
The reason behind this is that they are unable to make the reach and gain popularity of online
digital marketing related website among the customers. Customers feel uneasy and find it difficult
to use the use the system.

2.3.2 Development of Project Goals

Considering the problems mentioned in the above section, the internship project is aimed to
develop a digital marketing for a website to flow the right amount of information and responsive
to users.

For developing a digital marketing for a website, we need to make sure that we have some
objectives in place. A simple, increase traffic or rank better is not specific enough but, having said
that, creating goals that are so specific they exclude any recognition of improvement across the
board are similarly limiting.

Pahuna website is a website that helps to book the seats for the specific hotels online and many
more. The overall goal is to increase the conversions on website and increase the user’s
interactions. The strategy goals for the project are:

 Promote the website of online hotel seats booking system – Pahuna Hotels.

 Creating the various social media events, pages, groups as a part of promotion.

12
  Provide the information that is easily understood by users i.e. increasing the readability
score.

 Information sharing facilities through social medias like Facebook, Twitter, Google Plus,
Reddit, etc.

 Provide newsletter facility to new and existing customers.

 Provide the information regarding the latest events conducted by the organization regarding
particular subject.

2.4 Management Strategy

2.4.1 Time Management Strategy

Time management is the act or process of planning and exercising conscious control over the
amount of time spent on specific activities, especially to increase effectiveness, efficiency or
productivity. Time management may be aided by a range of skills, tools, and techniques used to
manage time when accomplishing specific tasks, projects, and goals complying with a due date.
Initially, time management referred to just business or work activities, but eventually the term
broadened to include personal activities as well. A time management system, in the case of digital
marketing, is a designed combination of SEO, SEM, traffic building, conversion analysis, email
marketing, content management system (CMS), social media marketing, and integration of Offline
Marketing. Time management is usually a necessity in any project development as it determines
the project completion time and scope.

2.4.1.1 Prioritize tasks

The tasks to be performed for the completion of the project should be listed and prioritized
according the functionality early during start of the project. The tasks include research, study of
the requirement, SEO, Marketing, Blogging, CMS, SMM and maintenance etc. High priority tasks
such as Search Engine Optimization were given more time, resources and emphasis and completed
accordingly.

13
2.4.1.2 Regular meeting

Regular meeting and discussion with supervisor was conducted. This enables the project to be
scheduled in time and maintain the punctuality and in turn helped to focus the objective of the
project.

2.4.2 Cost Management Strategy

The strategy helps to determine the benefits that can be obtained from the system by comparing
them with the various costs. If the benefits are higher than the cost, then the system is considered
to be economically feasible to be developed. Else it is easily understanding that the system is not
economically feasible and certain things are to be worked out and modified in order to acquire the
desired cost strategy. For minimizing the developed cost, we have used WordPress framework.
WordPress enables the programmers to implement the complex solutions with the help of its
framework. WordPress framework helped for managing the cost for the development of this
project because it’s freely available to use. The current website is hosted through WordPress.
WordPress offers great flexibility and the functionality.

2.4.3 Data Collection Strategy

The demand for administrative information is increasing, as are the demands on quality in statistics
and analyses, At the same time, one of data collection’s goals is to reduce the burden caused by
damages caused from lack of data. The challenge for data collection is to collect more information
of a higher quality at a lower cost that will help a lot in developing the digital marketing for Pahuna.

2.4.3.1 Interview

During the data collection process, interview with the supervisor and the sponsor of the site was
conducted to collect information and requirement regarding how much easy accessible to make
the website and what kinds of marketing strategies and social media strategies must be applied.

14
2.4.3.2 Questionnaire

Along the internship program many questions were asked to the supervisor and the mentor to gain
knowledge about the tools and marketing strategies used for digital marketing of the whole
website. Questions were asked to the supervisor and CTO of the company to learn the effective
way to create the responsive website.

2.4.3.3 Secondary Sources

The other sources of data collection during the internship program were through other similar
websites and through the internet.

2.5 Project Schedule

Project schedule is a schedule prepared to focus certain level of activities in the project with respect
to time.

2.5.1 Time Schedule

The time schedule gives a detailed description of how the project was carried out, planning,
analysis, preliminary research and other variable steps. Time schedule shows the task name, days
and hours spent or to be spent on that task along with the start and finish date of the task.

2.5.2 GANTT chart

Gantt chart is a type of bar chart developed during the 1910’s by Henry Gantt. Gantt chart
represents the project schedule predefined. In internship period the project work is carried out in
different phases at different time, considering one major phase in a particular designated time
frame. The time schedule is shown in the Gantt chart below:

15
In the first phase of requirement gathering and analysis is being conducted and the code flow of
the website has been studied. In the second phase research work is carried out for the project. Then
the website testing and optimization review is carried according to the level of access.
Documentation process is carried from the early state of the project.

Figure 3: Gantt Chart

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 Literature review
2.1 Theoretical background

In economics and related disciplines, a transaction cost is a cost incurred in making

an economic exchange. A number of different kinds of transaction costs exist. Search
and information costs are costs such as those incurred in determining that the required
good is available on the market, who has the lowest price, etc. Bargaining costs are
the costs required to come to an acceptable agreement with the other party to the
transaction, drawing up an appropriate contract, etc.. Policing and enforcement costs
are the costs of making sure the other party sticks to the terms of the contract, and
taking appropriate action often through the legal system if this turns out not to be the
case.There is a need to understanding of the supplier selection criteria. Some of the
factors firms consider include trust and commitment, adequate finance, quality, reliable
delivery times, adequate logistic technological capabilities (Cox, 1999). Materials
delivery, quality, cost/price, financial position, communication and technology is
recognized as the commonly used criteria a fact confirmed from empirical results as
well as in previous literature. However other criteria such as ISO certification,
reliability, credibility, good references and product development were are also
necessary. This shows that focus is shifting from solely relying on quantitative
factors to include qualitative criteria (Harps, 2000). Many authors agree that the
following factors makes the supplier selection decision making process complicated
(Vera and Pullman, 1998). These factors are (1) multiple criteria: Both qualitative
and quantitive (2) Conflict amongst criteria: Conflicting objectives of the criteria
(3) involvement of many alternatives: Because of high competition (4) internal and
external constrains imposed on Buying process. However, it takes a lot of work effort
and patience to develop this partnership. Since, the right supplier selection
process encompasses different functions such as purchasing, quality etc. within the
company; it is a multi-objectives problem, encompassing many tangible and
intangible factors in a hierarchical manner. Effective supplier means suppliers who
can supply the right amount of materials or services at the right time, at right
price and the right quality.

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 CHAPTER 3: SOLUTION DESIGN

3.1 Project Management Plan

Project Management Plan includes a framework or blueprint of step by step approach to achieving
the goal of the project.

3.1.1 System Analysis

System Analysis under this project covered the evaluating and inspecting of the feasible resources
for the completion of this project.

3.1.1.1 Feasibility Study

A feasibility study is an analysis of how successfully a project can be completed, accounting for
factors that affect it such as economic, technological, legal and scheduling factors.

3.1.1.1.1 Technical Feasibility

Technical feasibility was to make sure that the enhanced or optimized site would be able to work
in the existing infrastructure and integrate with the company’s rations. We can strongly say that it
is technically feasible, since there will not be much difficulty in getting required resources for the
enhancing the website as well. All the resources needed for it as well as the maintenance of the
same is available in the organization.

3.1.1.1.2 Economic Feasibility

In order to analyze the economic feasibility of the system, cost/benefit analysis is to be carried out.
This tool helps to determine the benefits that can be obtained from the system by comparing them
with various costs. If the benefits are higher than the cost, then the system is considered to be
economically feasible to be developed. Else we can easily understand that the system is not
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economically feasible and certain things are to be worked out and modified in order to acquire
based on budget and the cost estimation made by the team of Digital Marketing of TechRoadians
Offshore Base.

3.1.1.1.3 Legal Feasibility

Legal feasibility considered the facilities and restrictions per the law for and against this project.
As being an information disseminating system it rarely faced any legal obstacles.

3.1.1.1.4 Operational Feasibility

Operational feasibility is a measure of how well a proposed system solves the problems, and takes
advantage of the opportunities identified during scope definition and how it satisfies the
requirements identified in the requirements analysis phase of system development. Suppose for a
moment that technical and economic resources are both judged adequate. The systems analyst must
still consider the operational feasibility of the requested project [12]. Operational feasibility is
dependent on human resources available for the project and involves projecting whether the system
will operate and be used once it is installed.

3.1.1.1.5 Schedule Feasibility

A project will fail if it takes too long to be completed before it is useful. Typically, this means
estimating how long the system will take to develop, and if it can be completed in a given time
period using some methods like payback period. Schedule feasibility is a measure of how
reasonable the project timetable is. Some projects are initiated with specific deadlines. We need to
determine whether the deadlines are mandatory or desirable.

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3.1.2 System Design

3.1.2.1 ER Diagram

ER diagram shows the entities of the system, the interrelationship between them and the cardinality
of the relationship between them.

Figure 4: Entity Relation Diagram

There is a total of 4 entities in the above ER diagram: Organization, Supervisor, Content & SEO
Analyst and Clients. Also these entities have their own attributes. They work in association with
one another for the completion of digital marketing plans and procedures. The company selects,

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discusses and makes a deal with the clients in a co-operative manner. The company then interacts
and explains the whole deal and its working areas to the supervisor who designs and assigns job
to the content and SEO manager. The supervisor is very much responsible in evaluating the task
and bringing necessary changes anytime needed so that no further complaints and disapproval of
contents won’t be raised.

The content and SEO manager works accordingly to the job given and goes through a couple of
research activities to create fruitful and satisfactory contents to meet the schedule requirements
too. The auditing of websites and analyzation of the network traffic is another responsibility to be
handled properly. More frequent the auditing, more network traffic involvement, thus making any
website organic is the major aspect of search engine optimization. The job completed is now
delivered to the clients and page manager. Finally, the optimized contents are posted and shared
in various social media platforms, clients search for it, and the users determine the workability of
the contents and provide the needed improvements.

3.1.2.2 Use Case Diagram

Use case diagram explains the different users participating in the system and access levels,
privileges to the system’s modules and subsystem functionalities.

Figure 5: Use Case Diagram of Pahuna

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The use case diagram of Digital Marketing usually encompasses three actors. They are: Client,
Audience and Content & SEO Analyst. Digital Marketing deals with the organization and product
visibility in various digital media platforms. We, here deal with the product availability in search
engines with the optimized content and mapping with the related social media page. The client’s
demand is the foremost who wants to promote their products. They come up with a strong will to
reach to as many people as possible and indulge them in making the use of products or relying in
their company services for profit maximization. The growth of a business depends upon the ideas
and strategies a client possesses, so the description of the necessary requirements should be
forwarded to the content & SEO manager via the marketing company.

The Content and SEO Analyst is in charge of building up the optimized contents that can satisfy
the people for long term. Only content writing is not enough. Sharing of those ready content needs
to be shared in different social media platforms such as Facebook, Twitter, Stumbleupon, Tumblr,
Flipboard, etc. Here the interaction and involvement of the users is prime. The visibility of
company increases with proper auditing of social media pages and Google ranking in search
engines. SEO (Search Engine Optimization) concept is used for better ranking of websites in
search engines that make these websites feasible to offer easy access to the users. Thus, making
the use of helpful and relevant contents, social media platforms and creating organic visibility of
a particular webpage in search engine results pages (SERPS) along with the regular updates of
traffic sources, onsite and offsite SEO, inbound links and keyword density determination, and
more are of essence here.

The concept of digital marketing is applied for resulting in loyalty to the brand/product. The use
of digital marketing has to persuade the audience with the convincing contents. Grabbing audience
attention requires a series of research that involve information on overall market structure,
competitors’ target market, selling techniques, marketing strategies, existing online partnerships
and key phrases. Brand awareness strategies, website traffic, customer satisfaction, internet
performance and traffic funneling/ converting are the key factors to be looked upon to seek
improvements in user increment and user-friendly environment. Hence, the purpose of the use case
diagram is to point out the works done by actors with the assistance of digital marketing.

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3.1.2.3 Data Flow Diagram

The DFD is a graphical representation of the flow of data through an information system. It is an
efficient tool for drawing and representing a model of the system. The Figure 6 below represents
the Data Flow Diagram of the system.

Figure 6: Data Flow Diagram

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The major and basic work of SEO is to understand the search engine and client requirements. The
visibility of company is the need of clients, so making contents organic and convincing is the target
to be met. The placement of keywords that make a good impact among the users of digital media
platforms is to be analyzed and is the most essential. Optimizing the website of any company is
the major task to be performed here, the mapping, auditing and pay per click are the focused
aspects of SEO. SEO submission is the act of mapping the page to enhance the flow of traffic in a
website. Link building is the process of increasing data traffic in one website via someone else’s
website in which the link is provided to get to another website. Finally, the reporting is completed
and in the final stage, the analysis of website is done to accomplish the whole task.

3.1.2.4 System Sequence Diagram

System sequence diagram explains the sequence flow the system follows while using different
modules. Some of them are:

Figure 7: Sequence Diagram

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3.1.3 Work Breakdown Structure

Work breakdown structure covers the breaking down of the tasks of development and management
of the system into different staffs of the organization, in case of “Digital Marketing of Pahuna
Website” is explained below:

Figure 8: Work Break Down Structure

3.1.4 Alternative Solution

Digital Marketing is a constantly advancing operation, and much of what is read in a passing
introduction to the subject is outdated in later course of time. Some alternative solutions this to
discuss several digital marketing operations. Once the optimization of the site is performed, some
analytical tools can be kept as alternative backhanders to continue to pursue optimizations.

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 Figure 9: Organic Data Traffic
The alternative solutions to effective digital marketing performed on the company’s site are
given below [13]:

 Right keyword for right mode of business.

 Submission to the right search engines, blogs, and directories.

 Time endurance

 Committed link building

 Favorable technical changes to the website

 Tracking, reporting and adjustments

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 3.2 Technical Requirements

3.2.1 Hardware Requirements

 Internet accessible workstation/ simple PC.


  Website hosting server





3.2.2 Software Requirements

 A front end designing program (PHP).

 Content Management System (WordPress).

 Rank Tracker and Word Tracker.

 Graph Generation/Webmaster Tools (Google Bot Crawling, Google Rank Checker).

 Google Analytics, Google Adwords, Google

 Semrus

 AHREF

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28
 CHAPTER 4: IMPLEMENTATION STRATEGIES

4.1 Testing

System Testing is a level of the software testing process where a complete, integrated
system/software is tested. The purpose of this test is to evaluate the system compliance with the
specified requirements. system Testing is the process performing a variety of tests on a system to
explore functionality or to identify problems. System testing is usually required before and after a
system is put in place A series of systematic procedures are referred to while testing is being
performed.

In case of search optimization and digital marketing, the testing can be done with the keyword
search on the search engine to find out how effectively the optimization of the website has been
carried out.

4.2 Testing Screenshots

Since the Pair Creations project is yet to be launched, the content of the organization is properly
indexed
in search engine. So, the keywords “Pair Creations” and “Paircreations.com” are mostly indexed.
So if we

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search through the following two keywords, we find the website at the top of the first page of
google.

Figure 11: Traffic Sources

The company has chosen a list of keywords that can be searched on the search engine, with their
respective encoding. The analytical table shows the list of those keywords along with their
properties.

Figure 12: Daily Traffic Details

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Figure 13: Traffic Overview

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 CHAPTER 5: RESULT ANALYSIS

5.1 Result

This major work of this project has been completed. Only some minor things are to be finalized
developer team. The for digital marketing all the plan have been made. This web application is
currently live and running on Pahuna.com. New features and bug fixing will be done time to time.
This system is platform independent so it can have accessed from any corner of the world if there
is the presence of internet.

This system has been a success as it has been able to fulfill the client requirements and
expectations. Now this system can be used by any hotel management users. The author has done
digital marketing and search engine optimization of the web application and website. During the
intern period the author has gained depth knowledge about search engine optimization and digital
marketing.

The application is named as “Pair Creation Innovation System” and the main objectives of the
software are as follows:

 To provide users a fully functional web application where hotel users can manage their
daily data’s.
 To provide an interactive user interface to manage all the hotels and their every
information.
 To automate the flow of the hotels information over the globe.
 To make it accessible hotels information each and every location with authorized access.
 To provide the management of the content.

Results are the expected outcomes that are accomplished after the completion of any work. The
expected outcomes depend upon the objectives that were mentioned in the earlier stages. These
objectives have a foundation in achieving desired results and determines the success of any project.

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Hence, the above objectives were the expected outcomes / results of this project which was
successfully achieved.

5.2 Critical Analysis

How the data is structured is critical to enable accurate analysis and reporting. It will allow to build
five advanced, but simple, SEO analyses that can be performed with visitor intelligence.

Laying the Groundwork – Choosing the Right Systems

Almost every SEO solution will give the search volumes, keyword ranks and even traffic volumes;
these matter to the clients.

Most B2B marketers care about leads and opportunities, while every business cares about revenue.
What are the KPI’s (key performance indicators) and more importantly, what are they being
measured by? Is it leads, opportunities, ROI, annual revenue or LTV (life time value)? Whatever
it is, it should be made sure SEO plan has a clear path focusing on how to bring users there.

The right system will provide a comprehensive solution, giving the ability to report and analyze
data in one place. It might take some upfront work to setup the systems and customize them to
optimizer’s liking, but every minute spent upfront will save hours of work later. [14]

Building the Analysis

It’s often easier to plan and build an analysis if first look at the final product – the recommendations
are done. It might sound counterintuitive to think about analysis from the recommendation aspect,
since users run an analysis to come up with a recommendation, but most studies start with a
hypothesis, so a simple SEO analysis should follow the same logic. This exercise will also help
one rationalize some of the metrics and KPI’s user initially thought were important, and uncover
a few they might have overlooked

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When SEO keyword analysis is performed, a specific set of tools is used to identify and analyze
keyword already in use by the client and their competitor. Next, another set of SEO keyword tools
(Like Google AD word Keyword Tool) is used to identify a larger list. There are six critical factor
in identifying the ultimate set of target keyword. [15]

1. Relevancy

2. Search Stage

3. Traffic

4. Competitiveness (depends on Organic Traffic)

5. Search Value and Market Value

Relevancy

This should be fairly obvious, but the goal is not to simply increase traffic, but to increase qualified
traffic. There are lots of keywords that might bring traffic based on curiosity but how likely are
people searching for those terms to buy the service or product.

Search Stage

People using ore advanced vocabulary are getting closer to the point of purchase. It also means
that any of the competitors that optimized for keywords away from the close, spend effort/money
to educate customers.

Traffic

Most of the people select their SEO keywords based on their instinct, without checking their value
on search engines. The search terms require to be analyzed through Google AdWords Keyword
Planner. It gives basic view of the keywords search result. Keyword selection process have been
done through Google AdWords or Keyword Planner.

Competitiveness

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There are 10 spots valuable on the first page of a Google Search result. The greater the number of
competitive pages, the more difficult it is to get a first position. The following rages are used to
gauge the level of SEO competition and established SEO pricing.

Search Value

These are keywords that have been tested via Keyword Selection tools – Google Keywords where
competitors are paying good money to advertise. It is assumed that they are paying attention to
ROI. Therefore, if a keyword has a higher Pay Per Click (PPC) value, it’s probably better for
business than one with a lower PPC value.

Understanding the SEO strategy of a competitive website is a acritical component of SEO

campaign. Both traditional the company’s sales and marketing teams often come across and
keyword those that rank for target keyword phrases in search engines marketers should seek to
understand about their competition include keyword and content strategy, inbound link
information, and social media presence. [16]

5.3 Limitation of the System

In internship period internee was able to understand the real working environment of organization.
As per internee idea Marketing department is concerned with development of application software.
This department is responsible for project planning, resource allocation, cost and effort estimation,
and risk management, monitoring and controlling and testing quality of software. Internee was
assigned the website of the company to be optimized during internship placement and the digital
marketing of the respective website, which was related to Online Hotel Management. This report
is prepared on the base of overall website system design process. The main procedure starts with
identification of current system ranking and end with optimization testing.

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5.4 Recommendation to the Organization

Nobody is perfect at all, so during internship placement author faced multiple problems. The
problems were both; usual and unusual. The usual problem used to be timing whereas unusual
problem were the obstacles on website optimization process. There was a confusion regarding
what to expect from the internship due to lack of guidance and proper supervisor on behalf of the
organization. There was also the limited access as the admin of the website which made author
difficult to keep the screenshots of necessary portions. But overall, the environment was good and
sound for the internship to be performed.

5.5 Recommendation to Internship Program

The internship program helps the student to compete in the real world after the college life. They
get the real exposure through the organization and they are able to face differentkinds of real world
problem. After the internship they are able to know the organizational behaviorand their working
pattern.

Student should follow the rules and regulations of the internship program. The time frame seems
to be insufficient to the student since this period should be increased so as to learn more. Student
should choose the organization according to their filed of interest. So, there should be more
internship opportunity to the student. Research oriented internship is necessary rather than
programming or networking.

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 CHAPTER 6: CONCLUSION

From internship program the author is much benefited by having real world experience in the
Software and Digital Marketing Company where author can implement concepts and logics that
learned during study period. Within this short span of time, web development and analysis
activities has been observed and learnt, which taught the significance of relation, leadership traits
and other managerial and advertisement skills.

The greatest things that was learned doing internship is how to accomplish the task by doing it in
team, how to make best use of internet, how to use different tools to gain efficiency, how to do
code so that are in standard according to coming new technologies. The website was effectively
optimized so that its presence had been highly significant on the search engine, with a good
content, proper placement of keywords, and appreciable number of visits to inbound links, hits,
clicks and impressions.

The exposure to the practical environment has increased experience and confidence to deal with
various organizational communications with the customer. The system developed; or more
precisely the website optimized by studying the existing system and client expectation has
improved and given more boundaries for the author to analyze and system to develop software.
The author has learnt to perform amazingly at the presentation and has developed his
demonstration skills as well. With this, the author has gained the knowledge of the practical
environment of the organization that he has been part of which has boosted him the wisdom of the
organizational discipline and time management.

Finally, internship program has increased the skill to communicate and report to those parties in
time regarding any kind of issues that are dealt in the organization and buildup the confidence level
to work in team and real world projects.

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 CHAPTER 7: REFERENCES/BIBLIOGRAPHY

‘Mainstream Marketing: Traditional Marketing’ [Online] Available:

http://mainstreammarketing.ca/ecom.asp?pg=traditional-marketing

‘Freelance Folder: Online Marketing Is Great – But What About Traditional Marketing?’
[Online] Available: http://freelancefolder.com/online-marketing-is-great-but-what-about-
traditional-marketing/

‘Marketing Proof: Don’t Abandon Traditional Marketing Methods: Integrate and Interact’
[Online] Available: http://www.mpdailyfix.com/dont-abandon-traditional-marketing-methods-
integrate-and-interact/

‘Traditional marketing vs Digital marketing’ [Online] Available:

http://smallbusiness.chron.com/advantages-disadvantages-traditional-marketing-25573.html

‘Digital Marketing’ [Online] Available:

http://www.sas.com/en_sg/insights/marketing/digital-marketing.html

‘Traditional Marketing and Digital Marketing’ [Online] Available:

https://www.quora.com/What-are-the-differences-between-traditional-marketing-and-digital-
marketing

http://www.slideshare.net/darther/seo-proposal-10451949, [Online].

webmasterworld, http://www.webmasterworld.com/forum31/852.htm, [Online]

quicksprout, http://www.quicksprout.com/2013/02/28/what-makes-a-great-seo-proposal/,
[Online].

Johns Hopkins University, Critical Analysis to SEO, Career Center Garland Hall, January,
2006, 1-2 page

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 – Napisha Binti Harun, “SEO Factors Management System (E-SSAM)”, Bachleor of
computer Science (Software development), project report, University Tenknikal Malaysia, 2008,
PP.5-7

– Mydhili K Nair, Dr. V. Gopalakrishna, “Generic SEO Service: A step towards Greeen
Computing”, International Journal on Computer Science and Engineering Vol. 1 (3) 2009,
PP.248-253.

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