AASHI SHARMA

SUMMER INTERNSHIP PROJECT REPORT

Topic
“Role of Digital Marketing in expanding the business of Peacock
Solar”

Submitted in partial fulfillment of the requirement of

Post-Graduation Diploma in Management (Marketing)
2019-2021

By

Aashi Sharma
PGMB1901

Under the guidance of

Miss. Sweta Singh Prof. Sonali Singh

(HR Manager) (Project Mentor)
Peacock Solar JIM, Noida

Jaipuria Institute of Management

A-32 A, Sector 62
Noida 201309

July 2020

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CERTIFICATE OF APPROVAL

The following Summer Project Report titled “Role of Digital Marketing in expanding the
business of Peacock Solar” is hereby approved as a certified study in management carried out
and presented in a manner satisfactory to warrant its acceptance as a prerequisite for the award
of Post-Graduate Diploma in Management for which it has been submitted. It is understood
that by this approval the undersigned do not necessarily endorse or approve any statement
made, opinion expressed, or conclusion drawn therein but approve the Summer Project Report
only for the purpose it is submitted.

“Summer Project Report Examination Committee for evaluation of Summer Project Report”

Name Signature

1. Faculty Examiner _________________ __________________

2. PMC Summer Project Co-coordinator _________________ __________________

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DECLARATION

“I hereby declare that the Summer Training Report entitled “Role of Digital Marketing in
expanding the business of Peacock Solar” is an authentic record of my own work as
requirements of 2 months of Summer Training during the period from 1st May 2020 to 1st July
2020 for the award of degree of PGDM (Post Graduate Diploma in Management), Jaipuria
Institute of Management, Noida under the guidance of Ms. Sweta Singh, HR-Manager –
Peacock Solar( Sangam Smesco Pvt. Ltd).”

Date: 10th July 2020 (Signature of student)

Aashi Sharma
PGMB1901

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ACKNOWLEDGEMENT

“This training program was designed in such a way that it provided a full learning opportunity
throughout the training program. I would like to express my gratitude towards all the people who
guided me throughout the program and their direct or indirect help was priceless for me, without
their guidance and support this project would not have been completed successfully.

I am highly indebted to Ms. Sweta Singh, HR-Manager – Peacock Solar (Sangam Smesco Pvt.
Ltd), for taking out their valuable time for constantly guiding and supervising me and also
providing the right direction to complete the project.

I would express my sincere thanks to for his constant motivation in guiding me. I think this
project would not have been accomplished in an effective manner if he would not have regularly
lead me all the way through the project.

I would like to express my special gratitude to all the industry persons for giving me their
valuable inputs, time, and attention, which added dimensions and meaning to my project.

I am thankful to my Faculty Mentors Prof. Sonali Singh for her continuous support and valuable
guidance throughout this project.

Last but not the least; I would like to express my special gratitude and thanks to Jaipuria
Institute of Management, Noida for giving me a chance to work with such a great
organization.”

AASHI SHARMA

PGMB1901

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EXECUTIVE SUMMARY

My internship started on 1st May 2020 and we were briefed about the work order and our duties
which were to be performed on daily basis.

We used to mark our attendance on KREDILY, which is a HR software to track employee

working schedule and other things. There were flexible working hours and we were supposed to
work for 7-8 hours daily for 6-days a week (Sunday off).

Whenever we used to start our shift, we had to clock in at KREDILY and once we were done
for the day then we had to clock out there. This kept a track of our attendance as well as
duration of the work.

The company used to give us one daily task and one weekly task. There were no teams and all
the work had to be done individually. The daily task was mainly to do social media marketing
of Peacock Solar. I used to promote the company on daily basis by liking, commenting and
sharing all of their posts on different social medial platforms. Their main focus was on
Facebook, Twitter, LinkedIn and Instagram. By doing this daily task on regular basis, I helped
the company in increasing their reach among audience and in promoting and marketing their
name and services offered by them.

Then they used to give us one weekly task which was supposed to be completed and submitted
on every 6th or 7th day of the week. The weekly task was all about digital marketing and some
market analysis. They assigned me different tasks every week for the time span of 8 weeks. The
task included some market study, some research, some analysis and also some creative work
like generating ideas for their posters and ads and also to create some content on different topics
and to write blogs for them.

I made some strategies for lead generation which helped the company in getting more leads and
also in converting those leads into sales. I also identified some of the best tools for lead
generation which were very cost affective. It helped the company in generating leads for both
B2B and B2C clients and overall expanding their business.

I was given a case study where some problem was given, and I had to do the case analysis and
then give the right solution or answers for that problem. Also, they were planning to onboard
some senior citizens to their company so that they can gain some value from their experience.
As senior citizens are usually free and can devote their time to do some work for the company
and can also earn some money by using their experience. I prepared a business model to run this
as a new venture.

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In the middle, they provide us with data related to the posts that they uploaded on Facebook and
LinkedIn, dated from 31 March 2020 to 17 May 2020 and we were asked to analyze the
engagement & interpret that data. I studied the data and analyzed the figures of it by converting
into graphs and charts.

There were some topics given and I was asked to give five ideas related to every topic that can
be used by their graphic designing team to design some posters or graphics later. It was a
creative work and required a lot of imagination to think about such ideas in the form of some
situation related to Peacock Solar.

Also, I was asked to learn about MailChimp and to know how to create a campaign on
MailChimp. It was my self-learning which I did by watching some tutorial videos on YouTube
and MailChimp’s official website. I also read some articles about MailChimp which helped me
in understanding about it thoroughly.

I was given some topics and was required to write some relevant content on those topics. It was
basically a blog writing task on ceratin topics related to solar energy and rooftop solar panels.
On every topic the minumum number of words required were 150 each and the content must be
very accurate and right with atmost relevance with the topics.

I used to report about my everyday work to my mentor, whether it’s the completion of daily task
or about the progress of weekly task. I was told to fill a google form daily with some
attachments for reporting my everyday work and this way it kept me on the track throughout my
internship.

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TABLE OF CONTENTS

CHAPTER PARTICULARS PAGE NO

NO
1. Introduction & Company Description 9

1.1 Industry Description 10-13

1.2 Company Description 14-15

2. Job Description 16

2.1 Rationale of the Project 17

2.2 Key Roles and Responsibilities 17

2.3 Job Description 18

2.4 Limitations of the Project 19

3 Analysis of Job Done 20

3.1 Job Analysis 21-46

4 Learning Outcomes 47

5 Suggestions 48

6 Bibliography 49

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TABLE OF GRAPHS

Graph 1: LinkedIn Followers

Data……………………………………………..............28
Graph 2: LinkedIn Location-wise
Followers…………………………………...............29
Graph 3: LinkedIn Job-Function wise
Followers…………………………….................30
Graph 4: LinkedIn Industry-wise
Followers…………………………………................31
Graph 5: LinkedIn likes, shares and comments
Data…………………………..............32
Graph 6: LinkedIn Engagement
Rate………………………………………………......33
Graph 7: LinkedIn Impression and Clicks
Data………………………………..............34
Graph 8: LinkedIn Click Through Rate
Data…………………………………..............35
Graph 9: Facebook Location-wise Likes Data………………………………................36
Graph 10: Facebook Lifetime Total Likes
Data………………………………...............37
Graph 11: Facebook Daily Like Source Data………………………………………….38
Graph 12: Facebook Daily Total Consumer
Data……………………………................39
Graph 13: Facebook Shares, Likes and Comments
Data……………………………….40
Graph 14: Facebook Daily Total Impressions
Data…………………………………….41

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CHAPTER 1

INTRODUCTION
&
COMPANY
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DESCRIPTION

INDIAN RENEWABLE ENERGY INDUSTRY

Power is one of the most important components of infrastructure vital to nations' economic
development and welfare. The presence and production of adequate infrastructure is crucial to
the Indian economy's continued growth. India's power market is among the world's most
diversified. Electricity generation sources vary from traditional sources such as coal, lignite,
natural gas, oil, hydro and nuclear power to viable non-conventional sources such as wind, solar,
and agricultural and household waste. The country's demand for electricity has grown steadily
and is expected to increase further in the coming years. Massive addition to the installed
generating capacity is needed in order to meet the country's growing demand for electricity.

India ranked 4th out of 25 nations in the Asia Pacific region in May 2018 on an index which
measures its overall strength.

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India's demand for power has been growing at a rapid rate, according to IBEF. India is expected
to require an additional 450 GW of power supply by 2034. India has low traditional energy
supplies compared to its energy needs powered by large populations and fast-growing
economies. But India can harness the huge solar energy potential as it gets sunshine most of the
year. It also has tremendous potential in the hydroelectric power sector that is being explored
across northeastern states. As of April 2020, India had 87.26 GW of renewable energy potential,
including 34.81 GW of solar and 37.74 GW of wind power. India is likely to overstep the
objectives of the Paris Agreement. India aims to install 30 GW of renewable energy capacity
along the deserts at Gujarat and Rajasthan 's western borders.

India's renewable energy room has been very appealing from the investors' perspective and
earned US$ 9.1 billion in FDI inflows from April 2000 to December 2019. Since 2014, over
USD 42 billion has been invested in the renewable energy sector in India. India ranked fourth on
the 2019 EY Attractive Country Index for Renewable Energy.

India has relatively low power and energy use per capita. In 2018-19 the per capita consumption
of electricity in India exceeded 1,181 units. As the economy rises, from the 4926 TWh in 2012
the electricity demand is expected to hit 15,280 TWh in 2040. Much demand is coming from the
real estate and transportation sectors. As of 2018, India ranked fourth in wind power, fifth in
solar power and fifth in capacity installed for renewable energy. India ranked third on the 2019
EY Attractive Country Index for Renewable Energy. For photovoltaic plants India has one of the
lowest capital costs per MW.

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The International Energy Agency's World Energy Outlook is forecasting a global increase in the
availability of renewable energy to 4,550 GW by 2040. Installed capacity for renewable power
generation has increased rapidly in recent years, posting a CAGR of 17.33 per cent between
FY16–FY20. India has added a record of 87 GW of renewable energy production in FY20.

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As of 30 April 2020, the renewable energy capacity installed was 87.26 GW, of which 34.81 GW
and 37.74 GW were solar and wind, respectively. The biomass and the limited hydropower
contributed to 9.86 GW and 4.68 GW.

India, due to its favorable position in the solar belt (400 S to 400 N), is one of the best recipients
of solar energy with relatively abundant accessibility. Growth in installed solar power is
expected to surpass installed wind power, reaching 100 GW by 2022. By May 2019 India had
accredited a total of 42 solar parks. By October 2019, India started construction on its solar
power plant in Rajasthan, which will be the world's largest 2.255 MW solar power plant. The
largest solar project funded in India is the 709 MW NLC Tangedco PV plant – which will come
up at a cost of about US$ 500 million. With the use of green technology and E-vehicles, India's
installed solar generation capacity has increased more than 10 times over the past 5 years. The
solar energy industry had a combined installed capacity of 31.101 MW in April-September 2019
(Ground-mounted: 28.863 MW; Rooftop: 2.238 MW). In November 2019, Renew Power,
Avaada, UPC, Tata company received a total of 1,200 MW of solar projects at an auction by
Solar Energy Corp of India. The Adani Group plans to become the world's largest solar power
company by 2025, and by 2030 it will be the largest renewable energy firm.

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Government Initiatives:

Some initiatives by the Government of India to boost the Indian renewable energy sector are as
follows:

 India is planning to add 30 GW of renewable energy capacity along its west border
desert, such as Gujarat and Rajasthan.

 The government of Delhi decided to shut down the Rajghat thermal power plant and
transform it into a 5,000KW solar park.

 In Budget 2019-20, the Rajasthan Government exempted solar energy from electricity
duties and focuses on the use of solar energy in its agricultural and public health sectors

 A new hydropower program for 2018-28 has been drafted for the expansion of the
country's hydro projects.

 The Ministry of New and Renewable Energy ( MNRE) has agreed to provide custom and
excise duty benefits for the solar rooftop market , which in turn will reduce the
installation costs and generate electricity, thereby boosting production.

 Increased efforts are being made by Indian Railways by continuous energy conservation
initiatives and full usage of renewable fuel to reduce emissions by 33 per cent by 2030.

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INTRODUCTION TO COMPANY

Sangam Smesco Private Limited provides Rooftop Solar plants for homes under the brand name
Peacock Solar. Peacock Solar was founded by Mr. Aniket Baheti and established in 2018. It is a
venture backed by IIT- ISB alumni that offers high quality, trouble-free solar installation at the
lowest cost and the highest reliability possible. They offer installation and maintenance facilities,
such as Hassle-Free Solar. Currently they deliver services in Maharashtra, UP and India. It is a
new-age residential rooftop company which aims to help urban households switch to solar and
improve their lifestyle by accessing clean energy and saving on it. The Climate Finance Lab
recently named them as one of the top 9 investment ideas aimed at sustainable development
globally. Peacock Solar Vision is to inspire the 50 million households in India who have access
to renewable energy.

Peacock Solar is specialized in solar power delivery. It has trouble-free Solar Panel installation.
In the 21st century, where conventional energy supplies emit 800 metric tons of carbon dioxide,
resulting in annual deaths of 1.2 million. When the need for energy increased, supply depends
increasingly on the fossil fuels. Concerns have erupted over emissions of carbon dioxide which
could contribute to global warming. Peacock Solar strives to be the energy partner for 200
million households by leveraging data analytics and innovative financing to provide access to
solar energy in and help to stabilize our environment. Peacock Solar has expanded its operations
and scalable marketing. Company is supporting key things that will shape India 's future.
Peacock Solar has been involved in serving the Country for the last 10 years. We believe in
harnessing the pure power of nature and providing a healthy and easy way of life for years to
come. The skyrocketing price of energy makes solar panels need the hour. To generate
electricity, an array of solar cells inside the solar panel absorbs sunlight through photovoltaic
effects. They have an end-to - end solution for Solar Panel construction. Climate Finance Lab
has listed company’s definition as one of the top 9 proposals for global sustainable growth in
2018 cycles. They got $85,000 in grand funding from UNICEF to develop our solar scaling
marketing and scaling plan. Its business model can generate 50 GW and save 25 million tons of
CO2. Peacock stands for quality and being reliable. They provide numerous services including
efficient funding, quality implementation and on-line system performance monitoring.

Managerial Structure-

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Co-Founders:
 Mr. Aniket Baheti
Co- Founder, IITM(ME), ISB Ex- Amazon, Aha Foods
 Mr. Hardik
Co- Founder, IITK(CS), IIMB Managed Tech at MNCs

Core Execution Team:

 Ms. Sweta Singh
Human Resource
 Mr. Ashish Verma
Procurement &Project Management
 Mr. Nitesh Goel
Data & Analyst
 Ms. Monica Dev
Customer Care Specialist
 Mr. Nimish Singh
City Manager
 Mr. Rajkumar
Project Engineer
 Mr. Satyanarayan
Electrician
 Mr. Shakti Rathore
Sales Executive

Advisors:
 Mr. Suyog Patel
Design Consultant
 Mr. Karthik Chandrasekar
Board Member, Chicago Booth, IITB
 Mr. Erich Nussbaumer
Strategy Advisor, Harvard Kennedy School

Style of Leadership:

Peacock Solar follows Democratic type of Leadership i.e. also known as Participative Leadership
which means in the company take active role in decision making process.

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CHAPTER 2

JOB DESCRIPTION

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RATIONALE OF THE TOPIC

Being a Digital Marketer, one should be able to know that how to handle SEO, SEM and
the page of the company, what content we should use while blogging, what tools and
keywords we should use to generate more leads, what strategies we should adopt to get
more reach, how to analyze digital marketing data.

This project deals with various free lead generation tools and strategies that Peacock solar
can use to generate more leads on social media.

This topic is completely in sync with what I learnt in the 2 months of my internship and
after doing some more research on this topic, I will get some more insights about this
field.

KEY ROLES AND RESPONSIBILITIES

 Creating social media contents for blogging.

 Find out free lead generation tools for B2B and B2C which company can use to generate
more leads.

 Create some lead generation strategies that help the marketing team to follow-up and
improve their existing digital marketing strategy

 Promote of company’s post in different platform like Facebook, Instagram, LinkedIn and
Twitter.

 Conduct market analysis with the help of Facebook and LinkedIn data.

 Find out some keywords related to solar which the company can use in its post to get
more reach.

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JOB DESCRIPTION

Job title: Digital Marketing and Market Analysis

Mode of Internship: Work from Home

Department: Marketing

Duties to be performed (KRAs):

 Find out free lead generation tools

 Design lead generation strategies

 Keywords search

 Content blogging

 Email marketing using MailChimp

 Social media analytics- Facebook and LinkedIn

Working conditions: Flexible and Includes working 7 hours per day and 6 days a week.

Reporting to: Ms. Sweta Singh- HR Manager

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LIMITATIONS OF THE PROJECT

There are some problems faced while working on this project, that are:

1. There was a constraint that we only promoted and analyzed social media data, but we
never got to handle companies page

2. There are so many information that have not been disclosed. For example; they did not
disclose any financial information related to profit etc.

3. We could only suggest certain lead generation strategies and tools, but we were never
able to find out whether what we suggested was fruitful or not.

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CHAPTER 3

ANALYSIS OF JOB
DONE

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The 60 days of SIP was divided into two phases:

1. Digital marketing work
2. Market Analysis work
And the work which I used to get for these two phases was divided into different tasks.
One was daily task which I used to get on per day basis and the other was weekly task which I
used to get every week.

Daily Tasks:
It was basically a task which was given to me to increase the popularity of their brand and to do
publicity among potential customers. The main thing was to do the promotion of Peacock Solar
on different social media platforms (Facebook, LinkedIn, Instagram and Twitter). Apart from
promoting I was supposed to like, comment and share all of their posts with the use of some
hashtags and keywords and this way I helped the company in increasing their reach among
public and also their followers increased subsequently.

Weekly Tasks:
The company used to give different work every week in the form of weekly tasks which was
required to be submitted within a period of 6-7 days. It was all about digital marketing findings
and market analysis work. For completing these tasks, I took a lot of help from internet and
some other sources. I also did an online course on digital marketing from Udemy and the
learnings from that course helped me a lot throughout my internship with Peacock Solar.
The weekly tasks which were completed by me for the company are as following:

Task 1-

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i. To find out the best lead generation tools for B2B and B2C clients for pitching to startup
owners and residential household owners.

What is lead generation?

Lead generation isn’t just about getting people to visit your site in the first place. It’s also about
collecting their info so you can contact those visitors, and nurture them into becoming loyal
customers and raving fans. To guide them through that journey, you need to use the right lead
generation tools.

These are some of the most used sources for generating leads for both B2B and B2C. On an
average, social media is among the best sources of lead generation which is used by the
companies now a days.

Lead Generation Tools for B2B customers-

 HUBSPOT MARKETING

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HubSpot Marketing, which starts free, has loads of lead generation that make collecting, storing
and nurturing leads simple, including Form, Popup Forms, Live Chat, Chatbot and more.
Using HubSpot Marketing lets you create an inbound flywheel from beginning to end. You
create content that appeals to guests, catch leads through one of many available resources, and
then feed them via kickback emails.

 TURNSTILE
Turnstile is a simple feature offered by Wistia. Its main goal is to collect the names and email
addresses of potential customers for your business after someone has finished watching a video.
By offering an email collector at the beginning, middle or end of your video you can turn this
engaged visitor into valuable leads.

Lead Generation Tools for B2C customers-

 HELLOBAR
Hello Bar is one of the most common lead generation tools available, and it allows you to
attach those eye-catching notification bars to the top of a webpage. Hello bar is a powerful free
widget that will appear at the top of any page once installed on your website.
We can configure the message and call to action, as well as check various messages with A / B
to maximize your conversion rate.
This is a perfect opportunity for driving mailing list members to get exposure with an reward
such as a free eBook or entry to win a contest in exchange for an email address.

 SURVEY ANYPLACE

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Survey Anyplace, a detailed survey building system is a fantastic tool to help you accomplish
this. Not only can you create items like customer satisfaction surveys but you can also create
lead generation quizzes.
Forms are one way to collect lead information, but surveys and quizzes are a way to make the
collection process enjoyable for the visitor and engaging.

ii. Lead Generation Strategies for B2B and B2C customers are-
1. Build a successful sales team
2. Host webinars
3. Individually contact our target users on social media
4. Run a viral contest, viral referral rewards campaigns
5. Offer coupons or exclusive discounts for our product/ services
6. Acquire leads through content upgrades
7. Use Facebook and Instagram Live streams
8. Converts old visitors into leads and sales with Re- marketing campaigns
9. Use Facebook ads

My lead generation tools and strategies is best effective because it will help in the
following:
1. Generate Awareness
2. Increase in Sales and Profit Ratio
3. Contributes to a Positive ROI
4. Target Desired Customers
5. Beneficial to both Buyer and Seller
6. Collects Important Information about Prospects
7. Costs less than Other Advertisements

Best Keywords for Solar on different social media platforms-

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It was also a part of my task. Whenever Peacock Solar posts something on social media, the use
hashtags in the caption with certain keywords related to solar and it makes their posts more
visible to the users and hence it increases their reach. So, I observed different social media
platforms and tried to understand what’s trending on every social media at the present. Based on
my study about the same I found out the best effective keywords which my company used in
further postings.

The list of keywords which I found are as following: -

Source: https://www.wordtracker.com/search?query=solar

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Source: https://www.wordstream.com/popular-keywords/solar-energy-keywords

Task 2-

I was given a case study where some problem was given, and I had to do the case analysis and
then give the right solution or answers for that problem. Also, they were planning to onboard
some senior citizens to their company so that they can gain some value from their experience. As
senior citizens are usually free and can devote their time to do some work for the company and
can also earn some money by using their experience. I prepared a business model to run this as a
new venture and the gist of it is as following: -
 By hiring senior citizens, the company can have some advantages like:
 Company can hire them on low cost or salary or stipend.
 They will not switch very fast and will be loyal to the company.
 They can help in team shuffling- to fit the right person for the right job.

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 They can share their experience with other employees and can give better ideas
and suggestions.
 They will be more professional with good work ethics.

Flexibility-
 We can allow our senior citizen employees to work flexible hours as per their
convenience.
 Also, when required, we can ask them to devote some hours to a different time
slot.
 This way if some employee does not come then our work will not get suffered.

Compensation-
 We can give compensation to our senior citizens employees.
 This can help the company on saving huge pay costs as we don’t have to give a
fixed salary to them.
 It will also attract them to join our organization as in this age they cannot get
much higher paying jobs.

Identification-
 We will have to identify the right person for the right job.
 We will identify the person’s skill and talent and based upon that we will be
fitting them for the suitable job.
 We will have to see which department lacks where at work and based upon that
we can utilize the expertise of senior citizens for improving our team.

Benefits-
 We will have to give some benefits to the senior citizens if we want them to work
with us.

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 We can give them some allowances and reimbursements.

 Since most of the senior citizens wants their medical expenses to be covered, we
can provide them with some health insurance packages. It will cost the company
at first but later it can help the company in tax saving as well.

Go to Market Strategy-
 We can give senior citizens have responsibilities and roles so that they feel
honoured and join our company.
 Provide them facilities at workplace for their convenience.
 Allow them to work on flexible hours.
 Give them managerial positions or equivalent to it and make junior staff under
them. This way they can use their experience for the benefit of the company and
young staff can gain something from them.
 Provide them with some compensations/benefits and other allowances to attract
them.
 To attract and retain them, one should make the workplace environment friendly
and welcoming and there should not be age based biased attitude in anyone.

Evaluation Process-
 We can evaluate the candidates on the following basis:
 The qualifications of the candidate.
 The experience of the candidate.
 Area of their expertise.
 Can check their knowledge and skills and evaluate if that is what we require for the work
or project.
 Health conditions of the candidate. Since they are senior citizens, we must see if they are
fit to work or not.

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 Also, to analyse the needs and requirements of the desired position.

Required Team-
 The team should have a mix of both young and experienced employees.
 Young individuals can learn from senior citizen’s experience and together they
can have a good balance of work.
 Since senior citizens are not used to technology, so they can rely on young
employees for that.
 The organization structure should be as flat as possible.
 No one should be age-biased and both of the groups should have a mutual respect
for one another and should be willing to learn and adapt to change.
 The team members must be happy and enthusiastic towards the work.

TASK 3:

In the middle, they provided us with data related to the posts that they uploaded on Facebook
and LinkedIn, dated from 31 March 2020 to 17 May 2020 and we were asked to analyze the
engagement & interpret that data. I studied the data and analyzed the figures of it by converting
it into graphs and charts.

LINKEDIN DATA
Graph 1-

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200 FOLLOWERS DATA

180
TOTAL NO. OF FOLLOWERS

160
140
120
100
80
60
40
20
0
20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20
/ 20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20
1 2 4 6 8 0 2 4 6 8 0 2 4 6 8 0 2 4 6 8 0 2 4
/3 /0 /0 /0 /0 /1 / 1 /1 /1 / 1 /2 / 2 / 2 / 2 / 2 / 3 / 0 / 0 / 0 / 0 / 1 / 1 / 1
03 04 04 04 04 04 04 04 04 04 04 04 04 04 04 04 05 05 05 05 05 05 05

DATE
Organic followers Total followers

Out of all followers, highest engagement was on 2 May 2020, Saturday i.e. 190 which
comprises 14% of total and lowest was on 4 April 2020 i.e. 6 which comprises 0.46% of
total.

Peacock solar do not have any paid followers so all the followers are organic.

Graph 2-

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New Delhi Area, India Mumbai Area, India Bengaluru Area, India
Kalyan Area, India LOCATION-WISE
Gurgaon, India FOLLOWERS Hyderabad Area, India
Kolkata Area, India Dehra Dun Area, India Noida Area, India
Ahmedabad Area, India Bhubaneshwar Area, India Chandigarh Area, India
Nagpur Area, India Jaipur Area, India Chennai Area, India
Lucknow Area, India Indore Area, India Vishakhapatnam Area, India
Varanasi Area, India Patna Area, India Kota Area, India
Agra Area, India Tiruchchirappalli Area, India Kanpur Area, India
Bhimavaram Area, India Raipur Area, India Udaipur Area, India
Vadodara Area, India Ranchi Area, India Pandharpur Area, India
Agartala Area, India Jharsuguda Area, India Nasik Area, India
Bareilly Area, India Jalandhar Area, India Vijayawada Area, India
Moradabad Area, India Pune Area, India Tiruppur Area, India
Gwalior Area, India Gorakhpur Area, India Silchar Area, India
Panipat Area, India Meerut Area, India Haldwani Area, India
Mysuru Area, India Allahabad Area, India Aligarh Area, India
Bongaigaon Area, India Bokaro Area, India Rohtak Area, India
Warangal Area, India Bhatinda Area, India Ludhiana Area, India
Deoria Area, India Kaithal Area, India Asansol Area, India
Mangalore Area, India Madurai Area, India Jamshedpur Area, India
Surat Area, India Phalodi Area, India Greater New York City Area
London, United Kingdom Cochin Area, India Bada Barabil Area, India
Washington D.C. Metro Area Thanesar Area, India Ratangarh Area, India
Jabalpur Area, India Bhilai Area, India Jhargram Area, India
Ajmer Area, India Cuttack Area, India Alwar Area, India
Amritsar Area, India Kawardha Area, India Bhopal Area, India
Guwahati Area, India Calicut Area, India Kavali Area, India
Trichur Area, India Digras Area, India Shanghai City, China
Morbi Area, India Haridwar Area, India Jammu Area, India
Sambalpur Area, India Gursarai Area, India Nangal Area, India
Belagavi Area, India Baharampur Area, India Karimnagar Area, India
Tirunelveli Area, India Quilon Area, India Greater Los Angeles Area
Alleppey Area, India Dharmanagar Area, India Austin, Texas Area

Out of all followers, highest was from Delhi i.e. 462 which comprises 23% of total and
lowest was from Pandharpur i.e. 7 which comprises 0.3% of total.

Graph 3-

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JOB FUNCTON-WISE FOLLOWERS

276

Education Marketing Human Resources

Business Development Operations Sales
Engineering Information Technology Research
Media and Communication Finance Consulting
Community and Social Services Program and Project Management Arts and Design
Administrative Support Entrepreneurship
Purchasing Quality Assurance Legal
Product Management Healthcare Services Military and Protective Services
Accounting

Out of all followers, highest was from Education i.e. 276 which comprises 19% of total and
lowest was from Accounting, Healthcare and Military services i.e. 2 which comprises
0.14% of total.

Graph 4-

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Renewables & Environment Information Technology and Services

Education Management Higher Education
Marketing and Advertising Human Resources
Computer Software Financial Services
Management Consulting Internet
Nonprofit Organization Management Electrical/Electronic Manufacturing
Mechanical or Industrial Engineering E-Learning
Banking Accounting
Oil & Energy Research
Consumer Goods Insurance
Mining & Metals Automotive
Market Research Staffing and Recruiting
Telecommunications Food & Beverages
Construction Real Estate
Pharmaceuticals Civil Engineering
Logistics and Supply Chain Retail
Hospitality Hospital & Health Care
Consumer Electronics Chemicals
Utilities Consumer Services
Civic & Social Organization Outsourcing/Offshoring
Environmental Services Design
Health, Wellness and Fitness Entertainment
INDUSTRY-WISE Investment
Leisure, Travel & Tourism FOLLOWERS Management
Professional Training & Coaching Computer & Network Security
Apparel & Fashion Capital Markets
Business Supplies and Equipment International Trade and Development
Investment Banking Building Materials
Venture Capital & Private Equity Publishing
Events Services Online Media
Airlines/Aviation Public Relations and Communications
Biotechnology Food Production
Sports Writing and Editing
Restaurants Architecture & Planning
Aviation & Aerospace Textiles
International Affairs Individual & Family Services
Medical Devices Security and Investigations
Media Production Think Tanks
Import and Export Motion Pictures and Film
Broadcast Media Industrial Automation
Government Relations Paper & Forest Products
Government Administration Information Services
Arts and Crafts Computer Hardware
Computer Networking Law Practice
Philanthropy Glass, Ceramics & Concrete
Machinery Railroad Manufacture
Dairy Primary/Secondary Education
Public Safety Fund-Raising
Newspapers Maritime
Facilities Services Defense & Space
Fine Art

Out of all followers, highest was from Renewable & Environment sector i.e. 274 which
comprises 12% of total and lowest was from Fine Art, Defense & Space i.e. 1 which
comprises 0.04% of total.

Graph 5-

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LIKES, SHARES AND COMMENTS DATA

450

400
NO. OF LIKES, SHARES AND COMMENTS

350

300

250

200

150

100

50

0
20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20
/ 20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20
5 3 1 9 7 5 2 1 9 8 8 7 4 2 0 7 5 3 1 9 8 6 3 1
/ 1 /1 /1 /0 / 0 /0 /0 / 0 / 2 / 2 /2 / 2 / 2 /2 /2 /1 / 1 /1 /1 / 0 / 0 / 0 /0 / 0
05 05 05 05 05 05 05 05 04 04 04 04 04 04 04 04 04 04 04 04 04 04 04 04

DATE

Likes Comments Shares

In uploaded post, highest likes were on 2 May 2020 i.e. 407 which comprises 4.3% of total
and lowest were on 9 April 2020 i.e. 96 which comprises 1% of total.

In uploaded post, highest comments were on 2 May 2020 i.e. 195 which comprises 6.7% of
total and lowest were on 28 April 2020 i.e. 12 which comprises 0.4% of total.

In uploaded post, highest shares were on 2 May 2020 i.e. 78 which comprises 10% of total
and lowest were on 27 April 2020 i.e. 0.

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Graph 6-

ENGAGEMENT RATE (ORGANIC) DATA

0.35

0.3

0.25
ENGAGEMENT RATE

0.2

0.15

0.1

0.05

0
20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20
/ 2 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20
0
1 2 4 6 8 0 2 4 6 8 0 2 4 6 8 0 2 4 6 8 0 2 4
/3 /0 /0 /0 /0 /1 /1 /1 /1 /1 /2 /2 /2 /2 /2 /3 /0 /0 /0 /0 /1 /1 /1
03 04 04 04 04 04 04 04 04 04 04 04 04 04 04 04 05 05 05 05 05 05 05

DATE
Engagement rate
(organic)

In uploaded post, highest engagement was on 2 May 2020 i.e. 0.3 which comprises 5.4% of
total and lowest was on 12 April 2020 i.e. 0.04 which comprises 0.7% of total.

Graph 7-

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IMPRESSIONS AND CLICKS DATA

6000

5000
NUMBER OF IMPRESSION AND CLICKS

4000

3000

2000

1000

0
20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20
/ 20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20
5 3 1 9 7 5 2 1 9 8 8 7 4 2 0 7 5 3 1 9 8 6 3 1
/ 1 / 1 / 1 / 0 / 0 / 0 / 0 / 0 / 2 / 2 / 2 / 2 / 2 / 2 /2 /1 /1 /1 /1 /0 /0 /0 /0 /0
05 05 05 05 05 05 05 05 04 04 04 04 04 04 04 04 04 04 04 04 04 04 04 04

DATE
Impressions

In uploaded post, highest impressions were on 2 May 2020 i.e. 5646 which comprises 4% of
total and lowest were on 6 April 2020 i.e. 1604 which comprises 1.1% of total.

In uploaded post, highest clicks were on 27 April 2020 i.e. 588 which comprises 8.6% of
total and lowest were on 9 April 2020 i.e. 38 which comprises 0.5% of total.

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Graph 8-

CLICK THROUGH RATE (CTR) DATA

0.14

0.12

0.1
CLICK THROUGH RATE

0.08

0.06

0.04

0.02

0
20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20
/ 20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20
5 3 1 9 7 5 2 1 9 8 8 7 4 2 0 7 5 3 1 9 8 6 3 1
/ 1 / 1 / 1 / 0 / 0 / 0 /0 /0 /2 /2 / 2 / 2 / 2 / 2 /2 /1 /1 /1 /1 / 0 / 0 / 0 / 0 /0
05 05 05 05 05 05 05 05 04 04 04 04 04 04 04 04 04 04 04 04 04 04 04 04

DATE

Click through rate (CTR)

In uploaded post, highest CTR was on 27 April 2020 i.e. 0.117 which comprises 5.5% of
total and lowest was on 10 May 2020 i.e. 0.016 which comprises 0.8% of total.

FACEBOOK DATA

Graph 9-

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LOCATION-WISE LIKES DATA

6505

Agartala, India Agra, India Ahmedabad, India

Aligarh, India Allahabad, India Aurangabad, India
Bangalore, India Bellary, India Bhopal, India
Bhubaneswar, India Bijnor, India Bikaner, India
Chandigarh, India Chennai, India Coimbatore, India
Dehra Dun, India Delhi, India Dhanbad, India
Diamond Harbor, India Faridabad, India Gauhati, India
Ghaziabad, India Gorakhpur, India Greater Noida, India
Gulbarga, India Gurugram, India Hanumangarh, India
Haridwar, India Hyderabad, India Indore, India
Jabalpur, India Jaipur, India Jaisalmer, India
Jamshedpur, India Jodhpur, India Kanpur, India
Kharagpur, India Kolkata, India Kota, India
Lucknow, India Madhubani, India Meerut City, India
Moradabad, India Mumbai, India Mysore, India
Nagpur, India Nashik, India Noida, India
Nuzvid, India Paonta Sahib, India Paris, France
Patna, India Pune, India Raipur, India
Ranchi, India Sri Ganganagar, India Tiruchirappalli, India

Out of all likes, highest was from Delhi i.e. 6505 which comprises 18% of total and lowest
was from Tiruchirappalli, India i.e. 6 which comprises 0.01% of total.

Graph 10-

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LIFETIME TOTAL LIKES DATA

3000

2500
NUMBER OF TOTAL LIKES DATA

2000

1500

1000

500

0
20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20
20/ 21/ 22/ 23/ 24/ 25/ 26/ 27/ 28/ 29/ 30/ /1/ /2/ /3/ /4/ /5/ /6/ /7/ /8/ /9/ 10/ 11/ 12/ 13/ 14/ 15/ 16/ 17/
4/ 4/ 4/ 4/ 4/ 4/ 4/ 4/ 4/ 4/ 4/ 5 5 5 5 5 5 5 5 5 5/ 5/ 5/ 5/ 5/ 5/ 5/ 5/

DATE

Lifetime Total Likes

Out of total likes, highest likes were on 17 May 2020 i.e. 2456 which comprises 4.42% of
total and lowest were on 20 April i.e. 1675 which comprises 3% of total.

Graph 11-

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DAILY LIKE SOURCE DATA

449

api banhammer

feed_story like_checkup

mobile_app page_browser_invite

page_finch_related_pages page_invite_escape_hatch

page_invite_notif_inline_accept page_invite_pending_invite_screen_accept_invite

page_profile page_profile_like_as_page

page_timeline pagelike_adder_for_reactivated_users

search timeline_like_chaining

Out of all daily like source, highest was from Page_Profile source i.e. 449 which comprises
58% of total and lowest was from Banhammer i.e. 1 which comprises 0.12% of total.

Graph 12-

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DAILY TOTAL CONSUMERS DATA

160

140
NO. OF DAIY TOTAL CONSUMERS

120

100

80

60

40

20

0
20 20 20 20 20 20 0 0 0 0 20 20 20 20
/ / / / / / /2 4 /2 /2 8 /2 / / / /
20 22 24 26 28 30 5/
2
5/ 5/
6
5/ 10 12 14 16
4/ 4/ 4/ 4/ 4/ 4/ 5/ 5/ 5/ 5/

DATE
Daily Total Consumers

In updated post, highest daily consumers were on 2 May 2020 i.e. 145 which comprises
7.8% of total and lowest were on 26 April 2020 i.e. 9 which comprises 0.4% of total.

Graph 13-

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SHARES, LIKES AND COMMENTS DATA

900

800
NO. OF SHARE, LIKE AND COMMENT

700

600

500

400

300

200

100

AM PM AM AM PM PM PM AM AM AM AM AM AM AM AM AM AM AM AM AM AM PM PM PM AM AM AM PM AM
34 :26 02 07 :19 :01 :45 18 00 09 10 26 22 52 06 25 28 43 01 04 31 :43 :30 :55 55 51 46 :52 15
7: 11 12: 1: 11 10 11 12: 12: 12: 12: 4: 4: 12: 1: 12: 1: 12: 10: 12: 6: 11 11 10 5: 5: 5: 11 1:
/ 20 20 20 /20 20 20 20 20 20 20 20 /20 /20 20 /20 20 /20 20 20 20 /20 20 20 20 /20 /20 /20 20 /20
16 5/ 3/ 11 9/ 6/ 3/ 1/ 9/ 8/ 4/ 23 23 3/ 22 0/ 16 4/ 1/ 9/ /6 5/ 5/ 5/ /4 /4 /4 3/ /1
5/ 5/1 5/1 5/ 5/ 5/ 5/ 5/ 4/2 4/2 4/2 4/ 4/ 4/2 4/ 4/2 4/ 4/1 4/1 4/ 4 4/ 4/ 4/ 4 4 4 4/ 4

DATE

comment like share

In uploaded post, highest likes were on 1 May 2020 i.e. 469 which comprises 3.7% of total
and lowest were on 16 May 2020 i.e. 4 which comprises 0.03% of total.

In uploaded post, highest comments were on 1 May 2020 i.e. 227 which comprises 3.7% of
total and lowest were on 4 April 2020 i.e. 4 which comprises 0.02% of total.

In uploaded post, highest shares were on 1 May 2020 i.e. 92 which comprises 9% of total
and lowest was on 4 April 2020 i.e. 1 which comprises 0.1% of total.

Graph 14-

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DAILY TOTAL IMPRESSION DATA

7000

6000

5000
NO. OF IMPRESSIONS

4000

3000

2000

1000

AM PM AM AM PM PM PM AM AM AM AM AM AM AM AM AM AM AM AM AM AM PM PM PM AM AM AM PM AM
:34 1:26 :02 :07 1:19 0:01 1:45 :18 :00 :09 :10 :26 :22 :52 :06 :25 :28 :43 :01 :04 :31 1:43 1:30 0:55 :55 :51 :46 1:52 :15
7 2 1 2 2 2 2 4 4 2 1 2 1 2 0 2 6 5 5 5 1
0 1 1 0 1 1 1 1 1 1 1 0 0 1 0 1 0 1 1 1 0 1 1 1 0 0 0 1 0
6/2 /20 /20 1/2 /20 /20 /20 /20 /20 /20 /20 3/2 3/2 /20 2/2 /20 6/2 /20 /20 /20 6/2 /20 /20 /20 4/2 4/2 4/2 /20 1/2
1 5 3 1 9 6 3 1 9 8 4 2 2 3 2 0 1 4 1 9 / 5 5 5 / / / 3 /
5/ 5/1 5/1 5/ 5/ 5/ 5/ 5/ 4/2 4/2 4/2 4/ 4/ 4/2 4/ 4/2 4/ 4/1 4/1 4/ 4 4/ 4/ 4/ 4 4 4 4/ 4

DATE

Lifetime Post Organic Impressions Lifetime Post Paid Impressions

In updated post, highest impressions were on 14 May 2020 i.e. 7998 which comprises 9.4%
of total and lowest were on 17 May 2020 i.e. 1594 which comprises 1.8% of total.

Peacock solar do not have any paid followers so all the impressions are organic.

Task 4-
There were some topics given and I was asked to give five ideas related to every topic that can
be used by their graphic designing team to design some posters or graphics later. It was a

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creative work and required a lot of imagination to think about such ideas in the form of some
situation related to Peacock Solar. The topics which were given to me were as following: -

 “Solar saves money which you can use for other things”

 “Solar runs your home for free forever”

 “Solar makes your house looks new and modern”

 “Solar is your extra income generator second income for the house”

 “Solar makes you look the smartest in the neighbourhood”

 “Solar is great revenue generating investment option”

 “Save your family from the air pollution getting solar easy”

 “Solar is a great investment option”

 “Choose solar today for a bright future for your kids tomorrow”

 “Earn from your empty rooftop”

So, for all of the above 14 topics, I created some situation-based content (ideas) which were
used by the graphic designing team of Peacock Solar for designing posters and ads. Some of the
examples of what I came up with in this task is given below;

1. CHOOSE SOLAR TODAY FOR A BRIGHT FUTURE FOR YOUR KIDS

TOMORROW

TV ad going on - Father fixing the bulb of some brand, the tagline of which was - "switch to
this bulb for your child's future".
And suddenly the electricity goes off of the person who was watching the TV with his child.

His child turned to him and said - Papa, let's get solar not for only me but for our future.

2. SOLAR IS YOUR EXTRA INCOME GENERATOR SECOND INCOME FOR THE

HOUSE

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Man sitting with his father-

“Papa, I, can’t figure out as to how to cut down my expenses and work on generating more of
income”

Father, “Why don’t you use Solar source of energy as it will help you out in cutting down the
expenses and generating more of income for other purposes.

3. SOLAR MAKES YOUR HOUSE LOOKS NEW AND MODERN

Next time when thinking about getting your house renovated, instead of adding the same bricks
and cement, let’s just add Solar Panel.

4. SOLAR RUNS YOUR HOME FOR FREE FOREVER

Let the sun work 24 hours for you.

Install a solar panel system from peacock solar

5. EARN FROM YOUR EMPTY ROOFTOP

John – Gym membership is so expensive. I am going to buy some weights and make my own
gym on roof.
Akshat – I recently renewed my gym membership from the money I earn from my roof.

John – How?

Akshat – I have solar panels on my roof. I save a lot on electricity which I use for fulfilling my
desires.

So, this is how I came up with some creative ideas which were used by the company for
creating some posters and advertisement things. I came up with 5 ideas each for all the 14 topics
which were given to me.

Task 5-

In this task I was asked to learn about MailChimp and to know how to create a campaign on
MailChimp. It was my self-learning which I did by watching some tutorial videos on YouTube

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and MailChimp’s official website. I also read some articles about MailChimp which helped me
in understanding about it thoroughly.

MailChimp is one of the most popular email marketing providers. One of the main reasons is
the freemium pricing plan which allows new users to get a lot of features for free. Once you get
to over 1000 email subscriptions the free plan stops, but by that time you will have a substantial
email marketing database. Their low-cost plans ideal for startups allows users to effectively use
email to regularly email their customer base and market their products and services with ease
and accuracy. Easy to use and extremely affordable, MailChimp is a good first choice option for
those starting out in email marketing.

After learning about MailChimp and knowing about its features and use, I made my account on
it. There I had to register a company or business for which I’ll be using the MailChimp. So, I
created a business naming SRS Cargo Carrier and started trying MailChimp and exploring its
features. I also designed a sample email for my business which I can use for running any
campaign or doing email marketing. This is how I promoted my business/firm through
MailChimp:

Task 6-

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In this task I was given some topics and was required to write some relevant content on those
topics. It was basically a blog writing task on ceratin topics related to solar energy and rooftop
solar panels. On every topic the minumum number of words required were 150 each and the
content must be very accurate and right with atmost relevance with the topics.

The topics which were given to me were as following: -

1. “Solar panel cost”
2. “Guidelines for grid connected rooftops”
3. “Ownership options”
4. “Jobs in rooftop solar panels”
5. “Environmental profile of rooftop solar”
6. “What makes rooftop solar grow”
7. “Rooftop photovoltaic power station”
8. “Rooftop solar variants”
9. “Scaling up rooftop solar panel”
10. “Barriers to rooftop solar panel”
11. “Role of rooftop solar in sustainable urban development”
12. “Current sources of public financing for sustainable urban development for rooftop solar
panel”
13. “Cost estimates for rooftop solar panel”
14. “Solutions to improve the feasibility of rooftop solar panels”

Task 7-

In this task my manager asked me to make a questionnaire for digital marketing domain which
the company can use for their hiring process. The questions required to be in a multiple-choice
option format. I made a set of 50 questions in that questionnaire and sent it to my mentor for
approval. After reviewing it, she accepted it and told me that the company might use those
questions during the hiring process. Since Peacock Solar is focusing more on digital marketing
for increasing their reach among people, they require more staff for digital marketing domain,
and they are going to start their hiring process soon.

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LEARNING OUTCOMES

After going through this 2-month internship, the horizon of my knowledge has increased. I
have learnt:

 How to increase the reach of the channels.

 Lead generation strategies for startups.

 How to analyze digital marketing data.

 How is content blogging done

 Email marketing by using MailChimp and how it works.

 How social media analytics can help take better decisions.

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SUGGESTIONS

On the basis of what I have learnt in my Summer Internship, I would like to give the
following suggestions to Peacock solar:

1. Suggested them the best time to post on various platforms like Facebook and
LinkedIn on the basis of social media analytics.

The best time to post to Facebook is between 1pm – 3pm on during the week and
Saturdays.

The best time to post on LinkedIn is between 10 a.m. to 11 a.m. because LinkedIn is a

professional social network used by recruiters, salespeople, and businesspeople which
is why it's often used during work hours.

2. Update the website well because the first impression is always important

3. Suggested about few free lead generation tools which the company can use whenever
required

4. Also suggested a group of keywords that the company can use to generate more and
more leads

5. They can organize free live webinar session on relevant and interesting topics through
social media platforms because relevant content attracts people, by this they can get
more and more leads.

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BIBLIOGRAPHY

The following links have been referred while preparing the report:

1. https://www.ibef.org/download/Renewable-Energy-May-2020.pdf

2. https://peacock.solar/

3. https://www.wordtracker.com/search?query=solar

4. https://www.wordstream.com/popular-keywords/solar-energy-keywords

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