A Summer Internship Project Report on

Evaluating the Success of Benisons Agrotech Pvt. Ltd.'s Digital

Marketing Campaigns.

Submitted to
Amity University Madhya Pradesh

In partial fulfillment of the requirements for the award of the degree of

Bachelor of Business Administration

in
Marketing

By

Omesh Dhakar
(Enrollment no.- A60006422064)
Under the guidance of
Dr. Ujjwal Pathak
Assistant Professor

AMITY BUSINESS SCHOOL

AMITY UNIVERSITY MADHYA PRADESH

Nov-Dec 2024

i
 Amity Business School

DECLARATION

I Omesh Dhakar, student of BBA hereby declare that the Summer Internship Project titled
Evaluating the Success of Benisons Agrotech Pvt. Ltd.'s Digital Marketing Campaigns,
which is submitted by me to Amity Business School, Amity University Madhya Pradesh, in
partial fulfillment of the requirement for the award of the degree of Bachelor of Business
Administration has not been previously formed the basis for the award of any degree,
diploma or other similar title or recognition.

Omesh Dhakar

Gwalior

Date:

ii
 CERTIFICATE BY COMPANY

Contact Person Harshul Jain

Mobile 88898-30333
Email Benisonsagro@gmail.com
GSTIN:23AAKCB1017H1Z6

M/s BENISONS AGRO TECH PRIVATE LIMITED

Address:Plot No 16,Sector B,Industrial Area Piperseva,Morena-476444
Registard office:Opp.Ashoka Palace,Huzrat Chauraha,Lashkar Gwalior,474009

CERTIFICATE
OF INTERSHIP
This certificate is presented to Mr.omesh Dhakar from amity
university gwalior In recognition of his efforts and Achievement in
completing the 45 days internship program in digital marketing.
We commend his for outstanding dedication and work during her
internship.His professionalism has been impressive.We wish his

future success.
Conducted From 18th June -31th July,2024

DATE 13/08/2024 COMPANY CEO

iii
 Amity Business School
CERTIFICATE

It is to certify that the Summer Internship Project titled which is submitted by Mr. Omesh
Dhakar to Amity Business School, Amity University Madhya Pradesh, in partial fulfillment
of the requirement for the award of the degree of Bachelor of Business Administration is an
original contribution with existing knowledge and faithful record of work carried out by
him/her under my guidance and supervision.

To the best of my knowledge, this work has not been submitted in part or full for any Degree
or Diploma to this University or elsewhere.

Gwalior
Date:
Dr. Ujjwal Pathak
Assistant Professor

HOI / HOD

Amity Business School

Amity University Madhya Pradesh, Gwalior

iv
 ACKNOWLEDGEMENT

I extend my deep sense of gratitude and sincere thanks to Prof. (Dr.) Deepika Singh Tomar
Head of Institute, Amity Business School for allowing me to take up this project. I would also
like to thank Dr. Ujjwal Pathak, Assistant. Professor, Amity Business School, for his
continuous support in my project work. I sincerely thank Mr. for providing me with this
wonderful opportunity to do my Summer Internship Project work in “Benisons Agrotech
Private Limited.” I sincerely thank to Mr. Harshul Jain Company CEO for their guidance and
encouragement in carrying out this project work. I also thank my friends and family who
have helped me carry out this work. I thank the almighty god for his blessing on me during
this period.

OMESH DHAKAR

v
 ABSTRACT

This report examines the digital marketing campaigns implemented by Benisons Agrotech
Pvt. Ltd., focusing on evaluating their effectiveness in achieving key business objectives such
as brand awareness, lead generation, and customer engagement. The study leverages
performance metrics, including click-through rates (CTR), conversion rates, return on
investment (ROI), and audience engagement statistics, to assess the campaigns conducted
across various digital platforms such as social media, Google Ads, and email marketing.

The report highlights the strengths and weaknesses of the campaigns, identifies significant
trends in customer behavior, and evaluates the relevance of the content and targeting
strategies. It also explores the challenges encountered, such as budget constraints and
competition, and offers actionable recommendations to optimize future campaigns.

Insights from this analysis demonstrate that while Benisons Agrotech effectively leveraged
specific platforms for outreach, significant opportunities exist to enhance performance
through improved content strategies, refined audience targeting, and increased use of data
analytics. The findings and recommendations aim to provide a roadmap for improving the
company’s digital marketing efforts and maximizing return on investment in the rapidly
evolving agri-tech landscape.

vi
 INDEX
Front Page i
Declaration by student ii
Certificate by company iii
Certificate by supervisor (Forwarded by HOD/HOI) iv
Acknowledgment v
Abstract vi
Contents
vii
List of Figures
viii
CHAPTER 1: INTRODUCTION
1.1 Overview of Digital Marketing Tools and Platfform………………………….1-2
1.2 Importance of Digital Marketing in AgriTech………………………………...3
1.3 Company Profile……………….………………………………...……………4

CHAPTER 2: REVIEW OF LITERATURE

2.1 Review of literature……………………………………………………………5

CHAPTER 3: RESEARCH METHODOLOGY

3.1 Research Methodology………...………………………………………………………6-7

CHAPTER 4: RESULTS AND DISCUSSIONS

4.1 Result………………………………………………………………………….8-12
4.2 Discussions……………………………………………………………………13

CHAPTER 5: CONCLUSION AND FUTURE PROSPECTS

5.1 Conclusion……………………………………………………………………..14
5.2 Future Prospects.………………………………………………………………15

CHAPTER 6: SUMMARY
6.1 Summary……………………………………………………………………….16

References
Questionnaire
Plagiarism Report

vii
 CHAPTER 1

INTRODUCTION

1.1 Importance of Digital Marketing in Agri-Tech

Digital marketing has emerged as a transformative tool in the agri-tech sector, enabling
companies to connect with farmers, agribusinesses, and consumers more effectively. Its
importance stems from the need to address the unique challenges of the agriculture industry,
such as fragmented markets, lack of awareness about modern technologies, and the increasing
demand for sustainable practices. Below are key reasons why digital marketing is crucial in
agri-tech:

1.Enhanced Reach and Accessibility

Digital marketing breaks geographical barriers, allowing agri-tech companies to reach rural
and remote farmers who may not have access to traditional marketing channels. Platforms
like social media and mobile apps can disseminate critical information, such as weather
updates, crop prices, and farming techniques, to a broader audience.

2. Educating Farmers and Stakeholders

The agriculture sector often requires significant awareness-building efforts to promote new
technologies, practices, or products. Digital campaigns can deliver engaging and informative
content, such as video tutorials, webinars, and blogs, to educate farmers on modern agri-tech
solutions.

3.Cost-Effective Marketing

Compared to traditional marketing methods like print or in-person events, digital marketing
offers a more affordable and scalable solution. Targeted ads and analytics tools ensure that
companies can allocate resources efficiently while maximizing impact.

1
4. Building Trust and Brand Awareness

Digital marketing enables agri-tech companies to establish credibility through customer

testimonials, case studies, and transparent communication. Social media platforms foster two-
way interaction, building stronger relationships with customers.

5.Targeted Marketing and Personalization

With advanced data analytics, agri-tech companies can identify specific customer segments
and tailor their marketing efforts accordingly. Personalized campaigns based on factors such
as crop type, region, or farming practices lead to higher engagement and conversion rates.

6. Driving Innovation Adoption

Farmers are often hesitant to adopt new technologies due to unfamiliarity or cost concerns.
Digital marketing provides an avenue to demonstrate the value and usability of these
innovations through relatable success stories, product demos, and trial offers.

7. Real-Time Communication

Digital platforms facilitate instant communication between companies and farmers, allowing
for immediate responses to queries, feedback, and issues. This dynamic interaction fosters
customer satisfaction and loyalty.

8. Data-Driven Decision Making

Digital marketing tools provide measurable insights into campaign performance and audience
behavior. Agri-tech companies can use this data to refine their strategies, predict market
trends, and make informed business decisions.

2
1.2 Overview of Digital Marketing Tools and Platforms

Digital marketing in the agri-tech sector employs a range of tools and platforms to enhance
outreach, engagement, and conversion rates. Social media platforms such as Facebook,
Instagram, LinkedIn, and YouTube play a pivotal role in creating awareness and fostering
direct interaction with the audience through engaging content like posts, videos, and live
sessions. Search Engine Optimization (SEO) ensures better visibility on search engines by
optimizing website content for relevant keywords, thereby driving organic traffic. Pay-Per-
Click (PPC) advertising on platforms like Google Ads enables targeted marketing by
displaying ads to specific demographics, ensuring cost-efficient lead generation. Content
marketing, including blogs, whitepapers, infographics, and tutorials, helps educate and
inform customers while building authority and trust. Additionally, email marketing is used
to nurture leads and maintain customer relationships through personalized communication.
By leveraging analytics tools like Google Analytics and social media insights, campaigns are
continually optimized for better performance. Together, these tools and platforms create a
comprehensive digital ecosystem, enabling companies to connect with their audience
effectively and achieve their marketing objectives.

3
1.3 Company profile

About Benisons Agrotech Pvt. Ltd.

On August 31, 2021, Benisons Agro Tech Private Limited was established as a private
corporation. It is registered with the Registrar of Companies in Gwalior and is categorized as
a non-government corporation. It has Rs. 5,000,000 in paid-up capital and Rs. 5,000,000 in
authorized share capital. Its CIN includes its NIC code, which is 151. It is involved in the
production, processing, and preservation of meat, fish, fruits, vegetables, oils, and fats,
according to the NIC code.

Benisons Agrotech Pvt. Ltd. is a pioneering company in the agri-tech industry, dedicated to
revolutionizing agriculture through innovative products and solutions. Established with a
vision to empower farmers and agribusinesses, the company focuses on integrating modern
technologies with sustainable farming practices to enhance productivity, reduce
environmental impact, and ensure food security.

Specializing in areas such as crop protection, soil health, and advanced irrigation systems,
Benisons Agrotech offers a comprehensive range of products designed to address the diverse
challenges faced by the agricultural sector. The company also invests heavily in research and
development to stay ahead of emerging trends and deliver cutting-edge solutions.

With a strong commitment to customer satisfaction, Benisons Agrotech emphasizes

education and collaboration. Through workshops, training programs, and digital platforms,
the company ensures that its products and techniques are accessible and easy to adopt for
farmers across India and beyond. Their mission is to bridge the gap between traditional
farming practices and modern agri-tech innovations, fostering a sustainable and prosperous
agricultural future.

4
 CHAPTER 2

REVIEW OF LITERATURE
Understanding the theoretical underpinnings and real-world uses of digital marketing in the
agri-tech sector requires a review of the literature. This section examines earlier research,
analyses, and theories that shed light on the function, difficulties, and efficacy of digital
marketing in the agricultural industry.

Chopra et al. (2020) social media sites like Facebook, Instagram, and YouTube greatly
increase brand awareness and consumer engagement. According to their research, people are
more likely to engage with interactive material—like videos and live demonstrations—than
with static content. For agri-tech businesses looking to teach farmers about contemporary
farming methods, this discovery is especially pertinent.

Kumar and Prasad (2021) According to research, digital marketing has emerged as a key
component for improving communication between agricultural companies and stakeholders.
state that social media and digital tools allow agri-tech companies to reach a dispersed and
fragmented audience, especially in rural areas where traditional marketing frequently fails.
The study highlights the significance of targeted marketing strategies to effectively address
specific farmer needs.

Patel (2020) The effect of SEO and PPC strategies on lead generation in the agriculture
industry was examined in a study. The results indicate that while PPC ads target particular
client demographics to produce rapid results, SEO enhances long-term exposure and organic
traffic. Combining these tactics guarantees a cost-effective and well-rounded approach to
digital marketing.
Singh and Rana (2019)The function of content marketing in promoting agri-tech
breakthroughs was investigated by Singh and Rana (2019). According to their research,
blogs, infographics, and success stories are useful tools for promoting the adoption of new
technology and establishing credibility. Content that is simple to comprehend and
immediately relevant to their needs is preferred by farmers.

5
 Chapter 3
Research Methodology

3.1 Methodology

• The research is descriptive in nature. The purpose of this study is to observe

OBJECTIVES OF STUDY

1. To measure the performance of digital marketing campaigns

2. To align the insights and recommendations with Benisons Agrotech Pvt. Ltd.'s

• SAMPLE SIZE

25 samples were collected for the study at Benisons . The sample consists of Interns and
professionals.

• DATA COLLECTION

We used both primary and secondary data.

i. Primary data: information on the subject is gathered directly from professionals and interns
through the use of a standardized questionnaire procedure.

ii. Secondary data: this information was gathered from the internet and pre-existing data
sources.

6
  SAMPLING

The questionnaire was initially put through a Piloting test by the trainer. The findings of the
pilot test were considered sufficient because most of the questionnaire items were
understandable to all respondents. However, in the final version of the questionnaire that was
distributed for the field study, a few grammatical mistakes and unnecessary items were found
and corrected. Respondents were approached at random. Respondents were asked to fill out
the questionnaire after giving a thoughtful response, taking into account their work.

• MODE OF ANALYSIS

A questionnaire was employed as the data gathering method. The data to be gathered was
tabulated and analyzed using the questionnaire. Simple frequency distribution and percentage
analysis were applied to the gathered data.

17
 CHAPTER 4

RESULT AND DISCUSSION

8
9
11
12
4.1Discussion

The evaluation of Benisons Agrotech Pvt. Ltd.'s digital marketing campaigns reveals both
successes and areas for improvement in the company’s approach to engaging its target
audience. The campaigns effectively utilized platforms such as social media, SEO, and PPC
advertising to achieve notable levels of brand visibility and customer interaction. However,
the unique challenges of the agri-tech sector, including limited digital literacy among rural
audiences, language diversity, and connectivity issues, highlight the need for more tailored
and localized strategies. The analysis underscores the importance of data-driven decision-
making, with advanced analytics playing a pivotal role in optimizing campaign performance
and ensuring a better return on investment. Additionally, the need for engaging and
educational content, particularly in formats like videos and tutorials, emerged as a critical
factor in driving audience engagement. By addressing these challenges and embracing
innovative tools and platforms, Benisons Agrotech has significant opportunities to enhance
its digital presence. The discussion highlights that with strategic improvements, the company
can not only expand its reach but also build stronger connections with its audience,
contributing to long-term growth and leadership in the agri-tech industry.

13
 CHAPTER 5

CONCLUSION AND FUTURE PROSPECTS

5.1 Conclusion

Digital marketing is not just a complementary strategy for agri-tech companies—it is a

necessity for thriving in the competitive and evolving agricultural landscape. By leveraging
the power of digital platforms, companies can effectively educate, engage, and empower their
target audiences, driving innovation and growth in the sector.
This report evaluates the digital marketing campaigns conducted by Benisons Agrotech Pvt.
Ltd., analyzing their performance and impact in achieving key business objectives such as
increasing brand awareness, driving customer engagement, and generating leads. The
findings highlight the importance of leveraging platforms like social media, SEO, and PPC
advertising to reach a diverse audience, including farmers, agribusinesses, and stakeholders in
the agri-tech sector.

The analysis revealed that while the campaigns successfully engaged the target audience and
delivered measurable results, there are opportunities to enhance their effectiveness through
better targeting, more interactive content, and advanced analytics-driven decision-making.
The challenges faced, such as digital literacy gaps and language barriers, underline the need
for tailored strategies to address the unique characteristics of the agricultural market.

14
5.2 Future Prospects

The future of digital marketing for Benisons Agrotech Pvt. Ltd. lies in leveraging advanced
technologies and adopting strategies that cater to the unique needs of the agri-tech sector.
Integrating artificial intelligence (AI) and machine learning (ML) can enable personalized
customer experiences, predictive analytics, and better campaign optimization. Expanding the
use of localized campaigns in regional languages will help bridge the digital divide and
enhance accessibility for rural farmers. Additionally, focusing on video and interactive
content, such as product demos and tutorials, can create stronger audience engagement.
Exploring new platforms like WhatsApp Business and industry-specific marketplaces will
also broaden the company’s digital presence. By embracing advanced analytics for detailed
audience segmentation and ROI measurement, Benisons Agrotech can refine its strategies
and improve efficiency. Highlighting sustainable agricultural practices in its campaigns will
resonate with the growing demand for eco-friendly solutions, while partnerships with
influencers and industry stakeholders can amplify outreach efforts. These approaches will
position the company as a leader in digital innovation, fostering growth and meeting the
evolving demands of the agricultural market.

15
 CHAPTER 6
SUMMARY

This report evaluates the digital marketing campaigns of Benisons Agrotech Pvt. Ltd.,
focusing on their effectiveness in achieving key business objectives such as increasing brand
awareness, engaging target audiences, and generating leads. The analysis covers various
platforms and tools utilized, including social media, SEO, PPC, and content marketing, while
highlighting their respective contributions to campaign success.

The findings reveal that while the campaigns achieved notable results in terms of engagement
and reach, challenges such as limited digital literacy among rural audiences and language
barriers were evident. The report emphasizes the importance of tailoring strategies to the
unique needs of the agricultural market, including localized campaigns and content that
resonates with farmers and agribusinesses.

Recommendations include adopting advanced technologies like AI and ML to enhance

personalization and campaign optimization, increasing the use of video and interactive
content, and leveraging new platforms such as WhatsApp Business for broader outreach.
Additionally, focusing on sustainability in marketing efforts and fostering collaborations with
influencers and industry experts can strengthen the company’s brand presence.

The report concludes that with targeted improvements and data-driven strategies, Benisons
Agrotech Pvt. Ltd. can maximize the impact of its digital marketing campaigns and position
itself as a leader in the agri-tech sector, fostering innovation and growth in a competitive
market.

16
 REFERENCES

Journal

1. Al-Khayyal, A., Alshurideh, M., Al Kurdi, B., & Salloum, S. A. (2021). Factors
influencing electronic service quality on electronic loyalty in online shopping
context: Data analysis approach. In Enabling AI applications in data science
(pp. 367–378).

2. Almazrouei, F. A., Alshurideh, M., Al Kurdi, B., & Salloum, S. A. (2020).

Social media impact on business: A systematic review. In International
conference on advanced intelligent systems and informatics (pp. 697–707).

3. Dumitrescu, L., Stanciu, O., Tichindelean, M., & Vinerean, S. (2012). The
importance of establishing customer experiences. Studies in Business and
Economics, 7(1), 56–61.

4. Heller Baird, C., & Parasnis, G. (2011). From social media to social
customer relationship management. Strategy and Leadership, 39(5), 30–37

5. Kannan, P. K. (2017). Digital marketing: A framework, review and research

agenda. International Journal of Research in Marketing, 34(1), 22–45.

Books

6. Aufray, J., 2009. Master International Business & Marketing, IDRAC Lyon (2009)

7. Chaffey, D. and Ellis-Chadwick, F., 2015. Digital Marketing Strategy,

Implementation and Practice, 6th edition. Financial Times/ Prentice Hall, Har

8. Khan, F., & Siddiqui, K., (No date). The importance of Digital Marketing. An
exploratory study to find the perception and effectiveness of Digital Marketing
amongst the marketing professional Pakistan.

Web links

9. https://www.simplilearn.com/history-and-evolution-of-digital-marketing-
article
10. https://www.simplilearn.com/history-and-evolution-of-digital-marketing-
article
11. https://www.singlegrain.com/digital-marketing/best-online-marketing-
companies/

17
QUESTIONNAIRE

1. What was the primary objective of the digital marketing campaigns at Benisons Agrotech
Pvt. Ltd.?
- [ ] Increase brand awareness
- [ ] Generate leads
- [ ] Drive website traffic
- [ ] Boost online sales
- [ ] All of the above

2. Which platform was identified as the most effective for Benisons Agrotech's digital
marketing campaigns?
- [ ] Facebook
- [ ] Instagram
- [ ] LinkedIn
- [ ] Google Ads
- [ ] Others (please specify): _____

3. What was the main target audience for the campaigns?

- [ ] Farmers and agribusinesses
- [ ] Urban consumers interested in sustainable farming
- [ ] B2B clients
- [ ] General public

4. Which of the following KPIs was used to evaluate the campaigns? (Select all that apply)
- [ ] Click-through rate (CTR)
- [ ] Conversion rate
- [ ] Social media engagement
- [ ] Return on investment (ROI)
- [ ] Organic search traffic

5. How would you rate the overall effectiveness of the digital marketing campaigns on a scale
of 1 to 5?
- [ ] 1 – Very Poor
- [ ] 2 – Poor
- [ ] 3 – Average
- [ ] 4 – Good
- [ ] 5 – Excellent

6. Which type of campaign performed the best in terms of ROI?

- [ ] Social media ads
- [ ] Content marketing
- [ ] Email marketing
- [ ] SEO efforts
- [ ] PPC campaigns

--- 18
7. What was the primary challenge faced during the campaigns?
- [ ] Budget constraints
- [ ] Low engagement rates
- [ ] Ineffective targeting
- [ ] Competition from other brands
- [ ] Others (please specify): _____

8. What type of content resonated most with the audience?

- [ ] Informative blogs
- [ ] Product videos
- [ ] Testimonials and success stories
- [ ] Social media posts with visuals

9. Based on customer behavior, which factor had the most impact on campaign success?
- [ ] Timing of the campaigns
- [ ] Platform selection
- [ ] Quality of content
- [ ] Targeting accuracy

10. Which of the following strategies was recommended to improve future campaigns?
(Select all that apply)
- [ ] Increase the use of video content
- [ ] Focus more on SEO optimization
- [ ] Allocate a higher budget for paid ads
- [ ] Collaborate with influencers in the agri-tech space

19