SIP PDF 39930

A
PROJECT REPORT
ON
“A STUDY OF SOCIAL MEDIA MARKETING
STRATEGY ADOPTED BY ‘THE UNIQUE
ACADEMY, PUNE ’’
Submitted by Shraddha
Patil
Seat No – 39930
Roll No - 191421
(2019 -2021)
Under Guidance of
Dr. Nilesh Anute
Submitted to
SAVITRIBAI PHULE UNIVERSITY

IN PARTIAL FULFILLMENT OF MASTER OF BUSINESS
ADMINISTRATION (MBA)
SUBMITTED THROUGH
Audyogik Shikshan Mandal - Institute of Business Management

& Research, Block ‘C’, Chinchwad, Pune Maharashtra, 411019.
Certificate
Declaration
I the undersigned solemnly declare that the report of the project work entitled
“A STUDY OF SOCIAL MEDIA MARKETING STRATEGY

ADOPTED BY ‘THE UNIQUE ACADEMY, PUNE ’’ Submitted to
‘University of Pune’, is based my own work carried out during the course of
my study under the Supervision of Dr. Nilesh Anute. I assert that the
statements made and conclusions drawn are an outcome of the project Work.
I also declare that this project report has not been previously submitted to
any other university.
Place:- Date:-
Name:- Shraddha. H. Patil
Acknowledgement
I have taken efforts in this project However, it would not have been possible
without the kind support and help of many individuals and organizations. I
would like to extend my sincere thanks to all of them.
I am highly indebted to Dr. Nilesh Anute sir for their guidance and constant
supervision as well as providing necessary information regarding the project
and also for their support in completing the project.
I must also thank the management of The Unique Academy, Pvt. Ltd., Pune.
To provide an excellent opportunity and environment to be able to pull my
project through. Cooperation of the staff is also grateful acknowledged.
My heartily gratitude to all those who have directly or indirectly given
assistance in making the project easier and possible.
Name: Shraddha. H Patil
Table of Contents
CHAPTER CONTENT PAGE NO

NO
1 EXECUTIVE SUMMARY 1–2
OBJECTIVES AND SCOPE OF THE 3-4

PROJECT
2 INTRODUCTION 5-9
3 COMPANY PROFILE 10 - 11
4 THEORETICAL BACKGROUND 12 - 16
6 RESEARCH METHODOLOGY 17 - 19
7 DATA ANALYSIS AND 20 - 30

INTERPRETATIONS
8 FINDINGS 31 - 32
9 LIMITATION OF THE PROJECT 33
10 LEARNING OUTCOME FROM THE 34 - 42

PROJECT
11 SUGGESTIONS 43 - 44
12 CONCLUSION 45 - 46
13 REFERENCES 47 - 48
14 ANNEXURE 49 - 52
Summer Internship Project 2020
Chapter: - 1
Executive Summary
Page | 1
EXECUTIVE SUMMARY
I am Shraddha Hansajirao Patil of ASM’S IBMR, Chinchwad , Pune a MBA
student. I have done my internship in The UNIQUE academy. One of growing
coaching classes for Civil Services Examinations in Maharashtra. My internship
is in Digital Media Marketing. This report was written after getting the first
hand experience from Digital media marketing. This report explains the
importance of digital media marketing in present era.
I was a part of Digital Marketing Team at The Unique Academy.
Title of the Internship Report is “ A Study Of Social Media Marketing Strategy
Adopted By ‘ The Unique Academy, Pune ’’ and Objectives of the Internship is
to optimize sales by using different tools, technique, strategies and methods
used in promoting the product online. Also to study how to analyze, interpret
and evaluate online data and through which setting a strategies target market,
campaign and required budget.
The world is changing with rapid speed so the ways of marketing have also
changed drastically. Digital marketing and social media are having a significant
impact on marketing. In Digital Marketing most popular tools used are Search
engine optimization (SEO), Search engine marketing (SEM), Content
marketing, Social Media Marketing (SMM), Pay-per-click advertising (PPC),
Affiliate marketing, Email marketing.
Digital marketing is a new concept compared to traditional marketing channels
but if it's implemented strategically we can get better ROI for your campaigns.
Since internet penetration and digital media usage is increasing in India digital
marketing is an excellent way to influence your target audience into paying
customers.
The successful completion of this internship indicates that the future of
marketing is in the hands of digital.
At last conclusion of report, findings and suggestions was given based on study
of secondary source as well as primary research
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Chapter:- 2
Objective and Scope of
the
project
Summer
Internship Project 2020
 OBJECTIVES AND SCOPE OF THE PROJECT
Page | 3
Objective of the Study:
• To study the digital marketing tools used by the unique academy.
• To study the perception off an individual after selecting the unique

academy for preparation.
• To understand the effectiveness of branding through digital media.
Scope of the Internship:
• To understand the element in digital media
• To understand the effectiveness of branding through digital media
• To understand the effort behind fulfilment of brands objective through

campaigns
• To choose appropriate media for communication
Need For Study:
This survey is to identify and focus on the Digital Marketing of The

UNIQUE Academy. To accomplish this, a campaign was conducted to gather
the impartial information about the Digital Marketing. The study was
conducted for the below needs.
• To study the product competitor.
• To understand the element in digital media.
• To choose appropriate media for communication.
• To understand the effectiveness of branding through digital media.
• To understand the effort behind fulfillment of brands objective through

campaigns.
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Chapter:- 3
Introduction
Introduction:
Digital marketing:
In the last decade or so the world has shown a paradigm shift from analog to digital. More
and more people are consuming all kinds of information online hence making digital
marketing the best way to reach out to your targeted customers. The importance of digital
marketing works not only in favor of marketers but it provides something innovative to the
consumers too. Let us have a look and understand the importance of digital marketing.
Advertising mediums that might be used as part of the digital marketing strategy of a
business could include promotional efforts made via the Internet, social media, mobile
phones and electronic billboards, as well as via digital and television and radio channels.
Digital Marketing Strategy:-
Digital marketing is a vast and confusing field that encompasses a massive list of marketing
opportunities, including social media, content marketing, advertising, search engine
optimization, demand generation, retargeting, communities, viral video, mobile marketing,
and online reputation management. In this introduction to digital marketing, I’ll show you
some of the critical areas where businesses must put in effort and how to make the right
decisions about where else to focus your investment of time and money.
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What Most Business Owners Think They Should Do

Unfortunately, due to overzealous marketers and B2B service providers, most business
owners are overwhelmed and confused about what they should be doing with respect to their
digital marketing strategy. In fact, most business owners have been led to believe that they
have to cover all areas of digital marketing to grow their businesses successfully. You may
even have heard a social media marketer tell you that you have to be on all social media
platforms to grow your business.
The Truth About Digital Marketing Strategy
In fact, the truth is that you don’t have to be on all social media platforms and you don’t
have to utilize every digital marketing tool in order to be successful in marketing your
business. Rather, there are a few key tools that make sense for mostbusinesses to employ,
and decisions about the rest should be based on where your target market is spending time
and how they find out about businesses like yours.
Don’t Be Afraid to Outsource
It’s easy to become overwhelmed by the abundance of opportunities and necessities in

digital marketing. Sixty-two percent of businesses do outsource their content marketing and
digital marketing because it is so time-consuming, and most in-house marketing team
members are already engaging in other, non-digital marketing activities that are just as
valuable. Outsourcing is a comparatively inexpensive way to get your marketing activities
under control and well-managed by professionals who do nothing but these tasks all day
long for their clients.
Managing a digital marketing strategy is never easy, but these are the essentials that most
businesses should have in place. Certainly there will be exceptions, and what should guide
your decisions will always be, “Where is my target market, how are they looking for
businesses like mine, and can they easily find me?” Keep these questions in your mind at all
times and you’ll be able to approach your digital marketing strategy with common sense that
will yield results.
What is Social Media Marketing Strategy?
Social media marketing is the use of social media platforms to connect with your audience
to build your brand, increase sales, and drive website traffic. This involves publishing great
content on your social media profiles, listening to and engaging your followers, analyzing
your results, and running social media advertisements.
The major social media platforms (at the moment) are Facebook, Instagram, Twitter,
LinkedIn, Pinterest, YouTube, and Snapchat.
There are also a range of social media management tools that help businesses to get the most
out of the social media platforms listed above. For example, Buffer is a platform of social
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media management tools, which can help you achieve success with your social media
marketing. Whether you want to build a brand or grow your business, we want to help you
succeed.
Digital marketing tools:

Besides research tools, various tools are available provide improveonline promotions,
campaigns and advertisement in digital media marketing:
• Organic Social Media.
• Paid Social Media.
• Email Marketing.
• Display Retargeting.
• Programmatic Advertising.
• Website Testing.
• Video Hosting.
• Content Creation.
1. Organic Social Media
The term is intuitive; the definition of organic marketing refers to the act of getting your
customers to come to you naturally over time, rather than 'artificially' via paid links or
boosted posts. ... It includes any direct, instinctive, and , with the exception of paid
marketing tools. Organic Social Media.
2. Paid Social Media.
Paid social media advertising is a cost-effective way to promote your business.
Each platform uses the pay-per-click (PPC) payment model. This means that you pay only if
the user takes the action you want. Unlike conventional advertising, this lets you engage
with niche markets at a discount.
3. Email Marketing
Email marketing is the act of sending a commercial message, typically to a group of people,
using email. In its broadest sense, every email sent to a potential or current customer could
be considered email marketing. It involves using email to send advertisements, request
business, or solicit sales or donations.
4. Display Retargeting.
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Retargeting is a form of online advertising that keeps your brand in front of your site
visitors after they have left your website. ... It works by “following” site visitors and
displaying retargeting ads to them as they visit other websites.
5. Programmatic Advertising.
Programmatic advertising is the process of automating the buying and selling of ad inventory
in real-time through an automated bidding system. Programmatic advertising enables brands
or agencies to purchase ad impressions on publisher sites or apps within milliseconds
through a sophisticated ecosystem.
6. Website Testing.
Web testing is a software testing practice to test websites or web applications for potential
bugs. ... By performing website testing, an organization can make sure that the web-based
system is functioning properly and can be accepted by real-time users. The UI design and
functionality are the captains of website testing.
7. Video Hosting.
An online video platform, provided by a video hosting service, enables users to upload,
convert, store and play back video content on the Internet, often via a structured, large-scale
system that may generate revenue.\
8. Content Creation.
Content creation is the process of generating topic ideas that appeal to your buyer persona,
creating written or visual content around those ideas, and making that information accessible
to your audience as a blog, video, infographic, or other format.
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Chapter:- 4
Organization Profile
Page | 11
ORGANISATION PROFILE
Company Name : The Unique Academy

Business Type : Coaching classes
Year Established : 2006
Service Provided : Civil Service Examination UPSC And MPSC
Address : The Unique Academy, Vastu Chambers,
opp.
Ferguson College, Shirole Road,
Shivajinagar Pune – 411004
Industry : Education
Business Owner : Mr. TukaramJadhav, Mr. Malhar Patil
Website : www.theuniqueacademy.com
The Unique Academy, Pune was founded by Mr. Tukaram Jadhav& Mr. Malhar Patil with
the vision of making a substantial difference to the society through the field of education. The
Academy has become a renowned and well established name in the arena of coaching for
Civil Services Examinations:
UPSC and MPSC. During more than last fifteen years since its commencement, (informally
in the beginning and formally since 2006) it has carved out a niche for itself as a reliable,
studentcentric, and result oriented institute in the field of civil services coaching, be it state
level or central level. The very fact that in such a short span, more than 1000 students from
the Unique Academy have achieved spectacular success in UPSC/MPSC speaks volumes for
itself.
However, it is pertinent to note at this juncture that the Unique Academy is not just ‘another
UPSC/MPSC coaching class’ solely aimed at commercial interests. In fact, it is not a
commercially driven institute, but a movement with much broader and deeper vision and
commitment towards an egalitarian and truly democratic polity and society.
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Chapter:- 5
Theoretical Background
Overview:
The Unique Academy is sincerely committed towards the goal of an egalitarian and
democratic society where the discriminatory walls between rich and poor, urban and rural,
upper and lower castes, men and women, English speaking and vernacular etc don’t inhibit
the opportunities for development of one’s inner potential. Moreover it aims at eradication of
all such divides. For this to happen, The Academy believes, it is very necessary that the
deprived sections of the society have to be empowered in the real sense of the term. The
Unique Academy strongly believes that if the real empowerment of the teeming millions has
to materialize rapidly, the polity and society have to be sensitive towards the prevailing
injustices, inequalities and oppressions in the society. It is equally necessary that the future
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Indian leadership, the decision makers, should hail from the hitherto marginalized, deprived
and oppressed sections of the society. For, they can ensure that the system doesn’t become
exploitative, but becomes more responsive, responsible and humane. Hence the Academy
strives hard to send socially sensitive and responsive candidates in the civil services so that
they can make every effort to change the ‘system’ from within. With such noble intentions at
heart, The Unique Academy decided to focus on enabling aspirants to make successful
careers in state and central civil services. Thus, for the Academy, coaching for civil services
is a means to bring about a positive change in bureaucracy and thereby in the society at large.
The motto of the Academy “empowerment through knowledge” manifests this very ethos of
the Academy. In order to realize its objective of shaping up sensitive and socially committed
bureaucrats, especially from the hitherto marginalized sections of the society, the Academy is
constantly engaged in the task of spreading the awareness of competitive exams in the nooks
and corners of Maharashtra, especially in rural areas so that more and more students can
become successful in them. Apart from taking regular batches for UPSC/MPSC examinations
and IAS Foundation Course, the Academy has been organising free workshops, seminars,
conferences, lecture series by successful candidates, Friday Frontline, Publication of useful
study material and books with a special focus on Marathi medium students, running a book
store for easy and convenient access to books for students, so on and so forth. Through its
meticulously designed courses, activities and publications the Unique Academy provides
relevant and pragmatic guidance to the students.
The Unique Academy along with coaching, also offers personal guidance to each individual
student on holistic development of his/her personality. In other words it prepares the students
to succeed in any competitive exam per say.
The Unique Academy is also broadening its horizons an aims to work in the field of Media
and Journalism; Policy Research, Maharashtra Study Centre, Training of political
representatives, political activists, office bearers of political parties and their youth wings as
well as bureaucrats etc.
VISION of the Unique Academy:

• To contribute towards the establishment of an egalitarian society where all the
prevailing unjust, exploitative divides along the lines of caste, class, gender, region,
religion and race have disappeared.
• To contribute towards creation of a sensitive, responsive and responsible bureaucracy.
• To utilize the domain of education as a means of societal change.
• To create a space for public intervention through various projects and educational
initiatives
MISSION of the Unique Academy:
• To increase the ratio of Maharashtra candidates in Union Civil Services
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• To increase the percentage of candidates from deprived sections of the society

(Marathi medium, rural background as well as girl students) in the Civil Services
• To generate quality study material in Marathi as well as English
• To contribute towards revitalization of Humanities and social Sciences through
launching innovative courses
• To undertake extensive and exhaustive socio-economic and political research of
Maharashtra under the banner of Maharashtra Study Centre
• To influence the formulation and implementation of Public Policies through active
Public Policy Research
• To impart quality training to elected representatives, party activists and office bearers,
as well as bureaucrats
Service Market: - India Competitors:
The UNIQUE Academy is in Service business which is highly and rapidly growing business
& has few competitors also. Some of them are listed below:
• WINNER INSTITUTE OF COMPETITIVE EXAMS

• GATEWAY INSTITUTE
• National School of Government Exams
• Chanakya IAS Academy
• Rau's IAS Study Circle
• Elite Academy
• Vajiram and Ravi's IAS Academy
• Golden Career Academy
• Nalanda Academy
• ChanakyaMandal
• New Vision IAS Academy
Courses Offered:
1. UPSC COURSES
• All India Services
• Group A
• Group B
2. MPSC COURSES
• Deputy Collector (DC)
• Deputy Superintendent of Police (Dy. S. P.)
• District Deputy Registrar (DDR)
• Sales Tax Officer (STO)
• Tahsildar
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• Deputy CEO
• Nayab Tahsildar
3. BANKING EXAMS PO/Clerical SSC-CGL

Branches:
Pune Premises Jalgaon
Dadar, Mumbai Delhi
Andheri, Mumbai Nagpur
Thane Dhule
Kalyan Belgaum
Aurangabad Islampur
OUTLINE OF THE PROBLEM/TASK UNDERTAKEN

Problem Statement:
The project undertaken by me was on the study of the “ The Study Of Social Media
Marketing Strategy Adopted by ‘ The Unique academy, Pune.
Task Undertaken:
Running Paid Ads/ campaigns of various services provided by the company through.
• Google Adwords.
• Facebook Business Manager.  Google Analytics.
Posting of various services and activity provided by the company on social media sites such
as
• YouTube
• Facebook
• Instagram
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Chapter:- 6
RESEARCH
METHODOLOGY
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RESEARCH METHODOLOGY
To analyze and find the effectiveness of communication strategy in developing brand,
communication through social networking sites was done with the survey method and content
analysis in the research.
Research methodology is a strategy that guides a researcher in providing answers to research
questions and for this research questions and for this research survey is being done.
“Accuracy of the study depends on the systematic application of the method .The researcher
has to decide the method to be used that helps in to get a desired direction in a systematic
way.
The research design proposed to be used in the study is “descriptive research design”. This
design helps the researcher to understand the problem in detail, clarify relevant issues,
uncover variable associated with a problem, uncover information needs, and/or define
alternative for addressing research objectives Period of Coverage:
The duration of project work is 3 months.
Initially they gave me the basic information about is Digital Marketing and what exactly the
company does and how to apply the Digital Marketing strategies.
Research Design:
Research design specifies the methods and procedures for conducting a particular study. A
research design is the arrangement of conditions for collection and analysis of the data in a
manner that aims to combine relevance to their search purpose with economy in procedure.
Research design is broadly classified into three types as:
Exploratory Research Design
Descriptive Research Design
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Causal Research Design
Descriptive Research Design:

Descriptive research studies are those studies which are concerned with described the
characteristics of particular individual. In descriptive as well as in diagnostic studies, the
researcher must be able to define clearly, what he wants to measure and must find adequate
methods for measuring it along with a clear cut definition of population he want to study.
Since the aim is to obtain complete and accurate information in the said studies, the
procedure to be used must be carefully planned. The research design must make enough
provision for protection against bias and must maximize reliability, with due concern for the
economical completion of the research study.
Sampling:
Convenience sampling is where you include people who are easy to reach.The total
population is social networking user community, but to collect the effective data the sampling
is constrained to the target population like young adults, graduates within the age of 18 years
to 30 years. The sampling size is 70.
Data Source:
There are two type of methods used in data collection i.e. primary data & secondary data.
Primary Data:
The data which is collected at first hand by the researcher especially for the purpose of the
study is generally known as primary data. The data is collected directly from the person in
sample population. There are mainly two methods for the collection the primary data which
are given below.
• Observational methods.
• Survey methods..
Secondary Data:
The data which had been gathered earlier for other purpose are secondary data. This data has
been collected from company as well as the dealers like dealer profile, industrial profile,
company profile and collected from the internet.
The secondary data are collected from the magazines; internet and different web site and
Google Search engine.
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Chapter:- 7
DATA PRESENTATION
ANALYSIS AND
INTERPRETATION
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DATA PRESENTATION ANALYSIS AND INTERPRETATION
1. Which of the following digital platform influence to join The Unique Academy?
▪ Facebook
▪ YouTube
▪ Twitter
▪ Other
 From question no-1, it is interpreted that 36% respondent influences to join The
Unique Academy by Facebook.
 It is also interpreted 21% respondent influences to join The Unique Academy by
YouTube.
 It is also interpreted 29% respondent influences to join The Unique Academy by
Instagram
 It is also interpreted 9% respondent influence to join The Unique Academy by
Twitter.
It is also interpreted 5% respondent influence to join The Unique Academy by Other.
2. How many times you see advertisement of the unique academy on Facebook?
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• Never
• Rarely
• Always
0%
33%
Always
Rarly
Never
67%
 From question no-2, it is interpreted that 67% responded see advertisement of the
unique academy on Facebook regular basis.
 It is interpreted that 33% of the total spending is done on Facebook Ads. The
response is good but not as good as Google AdWords.
3. Dose you like the unique academy Facebook page?

• Yes
• No
27%
Yes
No
73%
 From question no-3, it is interpreted that 27% responded doesn’t like The unique
academy Facebook page.
 It is interpreted that 73% responded like the unique academy Facebook page.
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4. Overall satisfaction towards information provided by Face book?
• Highly satisfied
• Satisfied
• Average
• Unsatisfied
• Highly unsatisfied
 From question no-4, it is interpreted that 21% respondent a satisfied with the
information provided by Facebook.
 It is interpreted 36% respondent a highly satisfied with the information provided by
Facebook.
 It is interpreted 21% respondent a average with the information provided by
Facebook.
 It is interpreted 13% respondent a unsatisfied with the information provided by
Facebook.
 It is interpreted 9% respondent a highly unsatisfied with the information provided by
Facebook.
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5. How many times you see advertisement of the unique academy on YouTube?
• Never
• Rarely
• Always
0%
44% Always
Rarely
56% Never
 From question no-5, it is interpreted that 56% responded see advertisement of The
Unique academy on YouTube regular basis.
 It is interpreted 44% respondent see advertisement of The Unique academy on
YouTube rarely basis.
6. Dose you subscribe The Unique Academy on YouTube channel?
▪ Yes
▪ No
No
29%
Yes
71%
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 From question no-6, it is interpreted that 71% responded doesn’t subscribe the The
Unique academy YouTube channel.
 Remaining 29% responded subscribe the The Unique academy YouTube channel
7. Overall satisfaction towards information provided by YouTube?

• Satisfied
• Average
• Unsatisfied
5%
14%
Highly satisfied
40% Satisfied
Average
22% Unsatisfied
Highly unsatisfied
19%
 From question no-7, it is interpreted that 19% respondent a satisfied with the
information provided by YouTube.
 It is interpreted that 40% respondent a highly satisfied with the information
provided by YouTube.
 It is interpreted that 22 % respondent a average with the information provided by
YouTube.
 It is interpreted that 14% respondent a unsatisfied with the information provided
by YouTube.
 It is interpreted that 5% respondent a highly unsatisfied with the information
provided by YouTube.
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8. How many times you see advertisement of the unique academy on Twitter?
• Never
• Rarely
• Always.
Never
0%
Rarely
38%
Always
62%
 From question no-8, it is interpreted that 62% responded see advertisement of The
Unique academy on Twitter regular basis.
 It is interpreted that 38% respondent see advertisement of The Unique academy
on Twitter rarely basis.
9. Dose you Follow The Unique Academy Twitter?
• Yes
• No
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 From question no-9, it is interpreted that 38% responded doesn’t follow the
The Unique academy Twitter.
 It is interpreted that 62 % responded follow the The Unique academy Twitter.
10. How many times you see advertisement of the unique academy on Instagram?
• Never
• Rarely
• Always
• From question no-10, it is interpreted that 56% responded see advertisement

of the unique academy on Instagram regular basis.
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• It is interpreted that 44%. responded see advertisement of the unique academy

on Instagram Rarely basis.
11. Dose you follow the unique academy Instagram page?
• Yes
• No
No
42%
Yes
58%
• From question no-11, it is interpreted that 40% responded doesn’t like The
unique academy Facebook page.
• It is interpreted that 60% responded like the unique academy Facebook page.
12. How does our online presence compare to that of our competitor
▪ Very Good
▪ Good
▪ Average
▪ Bad
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6%
8%
very Good
Good
50%
Average
Bad
36%
 From question no-12, it is interpreted that 50% respondent said ‘very good’ company
online presence.
 It is interpreted 36% respondent said good online presence our company.
 It is interpreted 8% respondent said Average online presence our company.
 It is interpreted 6% respondent said good online presence our company.
13. How much time do you spent into social media?
▪ 15 min – 30 min
▪ 30min – 1 hour
▪ 1 hour – 2 hour
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7%
22%
21% 15 min - 30 min

30 min - 1 hour
1 hour - 2 hour
2 hour - 3 hour
50%
 From question no-13, it is interpreted that 50% respondent spent time 15min to 30
min.
 it is interpreted that 22% respondent spent time 30 min to 1 hour.
 it is interpreted that 21% respondent spent time 1 hour to 2 hour.

 it is interpreted that 22% respondent spent time 2 hour to 3 hour
14. How do you prefer to see it?
▪ Images
▪ Video
▪ PPT
▪ Daily News updates
14%
29%
Images
Video
21%
PPT
Daily News updates
36%
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 From question no-13, it is interpreted that 36% respondent prefer to see images.
 it is interpreted that 29% respondent prefer to see videos.
 it is interpreted that 21% respondent prefer to see PPT.
 it is interpreted that 14% respondent prefer to see daily news updates.
15. Any Suggestions……………………….
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Chapter:- 8
FINDINGS
FINDINGS
• Marketing of a product/ service digitally is a cost efficient medium and captures the
target area quickly as compared to traditionally way of marketing. Therefore, Digital
Marketing is a New Way to “MARKET”.
• Companies want to build a cool presence over digital platforms because the customer
will do research about the product/service after seeing an ad or after getting
stimulated.
• Companies in all the industry are getting more touch points to reach target group in a
cost effective manner.
• Advertisements have high impact for creating stimulus in Indian customers. But this
stimulus.
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• Running Paid Ads/ campaigns of various services provided by the company through
means such as Google AdWords and Facebook Ads helps in doing publicity digitally
From all the leads generated from various sources such as Google AdWords,
Facebook Ads, LinkedIn, etc, Google AdWords generates the most leads as compared
to other sources available with the Unique academy.
• Learned how to evaluate and adjust strategy.
• When social media strategy is powerful it is helpful to company brand to see possible
results.
Chapter:- 9 Limatations
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Limatations of Internship:-
• Due to Covid 19 it was not possible to personally visit and observe how work going
on in office.
• Time limit is major constraint.
 Chapter:- 10
LEARNING OUT COME FROM PROJECT
“Marketing takes a day to learn. Unfortunately it takes a lifetime to master” by Philip Kotler:
Before joining The Unique Academy, I believed that I will become a good marketer because I
know all the concepts which I learned from my classrooms. But from the beginning of second
week itself, I understood, marketing is not about concepts it’s all about the e
Digital Marketing a New Way to “MARKET”:

Digital Marketing is a new way through which we can do the marketing of our products and
services. As the number of online users is increasing day-by-day, the need of digital
marketing is increasing rapidly. Digital marketing is the promotion of your business,
organization or brand using channels such as the Internet, mobile devices, television and
radio in addition to using creative online advertising, video, podcasts and other such methods
to communicate your message.
Strategy is not a Rock Science:
After joining The Unique Academy, my first task was to get the basic knowledge about what
exactly Digital Marketing is and how is it implemented. After few days as I started learning I
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got to know that the Strategy used for each problem is not same. The problem may be similar
but the strategy required to solve that problem may be different. When I asked my guide
about some specific strategy to solve similar issues then He told me this “strategy is not a
rock science you will take some time to create an excellent strategy”. experience that we get
day after day after facing various situations.
Learning is the best Teacher:
During internship at The Unique Academy, Digital Marketing was completely a new learning
for me. Every day I used to learn new things from my guide and other members of the
company and implement those things in my task those were assigned to me. I used to commit
many mistakes initially and through those mistakes I learned.
Every problem used to be different and strategy required to solve every problem used to be
different. Learning that I got during my internship was a experience for me.
Roles And Responsibility:-

• During the three month internship in the unique academy, Pune. I have worked as digital
marketing executive. I have performed various task like making PPT, video, Canva
images/posters/videos, approaching different colleges for organizing unique career guidance
webinars. Posting videos, images in unique social media pages.
• Daily posting of various services provided by the company on social media sites such as
• YouTube
We used to make daily posting of various banners and posters of training that were going to
be conducted by the company. It also used to update the posts and photos of training that
were conducted by the company recently on daily basis. We also used to join the various
groups on LinkedIn and post those things on that group.
• Facebook
This is a Facebook Ad we used to run on Facebook Ads for The UNIQUE Academy Landing
Page, The UNIQUE Academy Page Links, etc. Depending upon the response of clicks from
individual ad we used to prepare strategy. In Facebook Ads target were mostly the employees
who used to work. The segmentation of the ad was done accordingly.
Work life balancing:
This is the most important learning for me. This SIP thought me how to balance your
personal responsibility and professional responsibility together and how to enjoy life even
Page | 35
after getting a job. Working in an agency is not an easy task; the person wants to face a lot of
stress and challenges.
SOCIAL MEDIA STRATEGIES:

Social media marketing is an important component of every marketing strategy in web 3.0.
Over the past few years, social media channels like Facebook, Twitter, and Instagram have
become standard components of an effective digital marketing strategy.
What is social media management?
Social media management is the process of creating, publishing, and analyzing content you
post on social media platforms like Facebook, Instagram, and Twitter, as well as engaging
with users on those platforms. You can streamline social media management with free and
paid tools, as well as professional social media management services.
Social media management offers several benefits, including:
Cost: No matter your marketing budget, social media is a cost-effective initiative. It’s free to
join social media networks, post content, respond to user comments, and more. Even
advertising offers a profitable channel for reaching your audience and building an online
following.
Reach: Social media networks, from Facebook to LinkedIn, can connect you with users
across the world. You can also use social media platforms, like Pinterest, to reach niche
audiences. Traditional marketing and advertising can’t match the reach — or price — or
social. That’s why social media management is a must for businesses.
Users: Incorporating social media into your marketing strategy allows you to align your
marketing initiatives with user behavior. For example, 74% of people now use social media
when making purchase decisions. Not to mention, 80% of people get advice about a purchase
through social media.
Performance: Marketers and business owners alike agree on the performance of social
media marketing and advertising. Via social, companies can build their brand and even
generate leads and sales. Almost 45% of business-to-business (B2B) marketers, for instance,
have earned a client through Facebook.
Best social media management tools:-
Buffer: A paid tool, Buffer can help you manage social accounts, establish a posting
schedule, schedule social media posts, and more. Plus, it’s available as a mobile app to make
social media management hassle-free.
Page | 36
Hootsuite: Another paid social media management tool, Hootsuite helps you manage all your
social media platforms, reply to user questions and comments across channels, and monitor
your social media strategy’s performance via analytics.
CoSchedule: A paid tool, CoSchedule focuses on more than managing your social media.
Schedule your social media posts, as well as build content calendars, publish blog posts, and
more.
What does social media management include?
1. Researching your target audience
Investigating your audience is a core part of social media management. If your agency — or
your company doesn’t know who your audience is, it makes developing a social media
strategy challenging.
Know who your audience is, and you’ll know where to find them online.
That’s critical, as you want to maximize your investment in social media management. By
targeting your audience on their preferred platform, you can earn a bigger return on
investment (ROI).
Invest in social media management services, and you can expect your account manager to ask
about your target audience at the start. In some cases, an agency may take the initiative to ask
about your target audience when you call to discuss their services.
2. Creating your social media strategy
Before your account manager can launch your social media campaign, they need to develop
your strategy. In most cases, they’ll focus on building a strategy for each platform due to the
different roles and uses of Twitter, LinkedIn, Facebook, and other social media platforms.
In addition to considering your audience, they’ll also look at the following factors:
Your goals: What does your business want to accomplish with social media? Do you want to
build more brand awareness among consumers or establish brand loyalty among existing
clients? Or, is there another goal you want to accomplish?
Your industry: What do audiences in your industry want to know? Are there content gaps that
your company can fill, such as with blog posts or guides that you can then share on social
media? Or, are there industry leaders you can connect with on different platforms?
Your brand: What is your brand voice? Do you have a set of standards or processes when
engaging with clients in a public forum? Or, how does your branding influence the colors and
media that you use?
3. Designing your social media accounts
Page | 37
With only 26 percent of businesses using social media in their business strategy, it’s
understandable if you need to create or update your account on different platforms, like
Instagram or Twitter. It’s critical, however, that your social media accounts coincide with
your brand.
In most cases, social media design will focus on your account’s static images, such as the
following:
Your Twitter header and background
Your Facebook header, icon, and profile picture
Your Instagram profile picture
Once they’ve designed your social media accounts — and you’ve approved of the designs —
your social media specialist can start working towards your marketing goals, such as
increasing post engagement or driving conversions.
4. Building your content calendar
Another deliverable included in most social media management services is a content calendar
for each of your social media accounts. This calendar serves as a reference point for you and
your professional social media management team. Before publishing these posts, your social
media manager will likely request that you review and approve all the content beforehand.
While this requires some effort on your part, it guarantees that the only content that goes live
is the content you want.
5. Creating platform-specific content
A social media specialist does more than build a content calendar for your company they
also create the content in it. In some cases, they may oversee every aspect of content creation,
from developing the topic to writing the copy to selecting the media.
To create the best possible content, however, many social media specialists will work with
graphic designers and copywriters. The result is a piece of content that resonates with users
and accomplishes your company’s goals.
6. Responding to your followers
A day-to-day responsibility included with many social media management services is
interacting with your followers, as well as commenters. For many businesses, this service is
invaluable as it has a direct impact on brand awareness and brand loyalty.
For social media users, your company’s interaction with them demonstrates that you care. In
many industries, that will set your business apart from your competitors. It can even become
a selling point for consumers, especially since more than 65 percent of people use social
media for customer service.
Page | 38
7. Growing your social reach: -

Ads are not the only way that your social media specialist will increase your followers, as
well as your social media presence. As a part of your social media management services,
your provider may reach out to influencers and trusted organizations in your industry.
8. Monitoring your social media performance
A critical part of social media management is monitoring the performance of your efforts.
That’s why your team of social media specialists will track the performance of your ads, as
well as creative content, and share those results with you.
When you invest in social media management services — or any digital marketing service —
it’s essential that you partner with an agency that not only monitors the performance of your
social media accounts but also reacts when that performance drops. Social media sites using
for digital marketing
1. Google Adwords:-
Google AdWords is an online advertising service developed by Google to help marketers
reach their customers instantly.When you advertise with Google Ads, you'll link your online
ads to your website. If you don't already have a website, you can create one for free. If you
don't want to create a website, you can create a local page with Google My Business and
advertise with Smart campaigns in Google Ads.
• How to Advertise on Google with Google Ads  Decide what your goals are. 
Create your buyer persona(s)  Research your keywords.
• Choose your budgets and bids.
• Build out your campaign structure.
• Write your ad copy.
• Design and publish landing pages.
• Set up conversion tracking.
2. Facebook Ads: -
Facebook is a tool that is right for just about any business in 2020. Though paid ads can
become cumbersome and expensive, they’re totally optional. Your best bet is to have an
active account to keep in touch and connect with users. If you have the budget and time (not
to mention the patience) you can look into exploring Facebook ads.
Through this intensive growth strategy, Facebook Inc.'s strategic objective is to purchase or
establish new subsidiaries or businesses to increase revenues and market reach. The cost
leadership generic competitive strategy involves cost minimization that supports the
implementation of this intensive strategy.
The real advantage of Facebook is that it's a real-time social networking site. This makes it
one of the best sources to stay updated with the latest news and information. Major news
Page | 39
usually goes viral on Facebook, and most brands use it to announce important things
regarding their products/services.
Perks: A massive perk about Facebook is that it features a wide variety of ads and content
formats, from photos to videos to text. Even better, for more than 40 percent of business-
tobusiness (B2B) marketers, it’s led to new clients.
3. Instagram Ads: -
Instagram is great if your audience is younger and typically shopping from mobile. Plus,
Instagram created a “Checkout” feature which means it’s fully set up for e-commerce. Now,
your clients can look at product images and purchase what they like directly from their
Instagram account.
Instagram actually has the highest average engagement rate of all the main social channels,
beating Facebook and Twitter. In fact, it even has a higher brand engagement rate, which
shows the audience on Instagram is more open to branded content than they are on other
platforms.
You decide to use this platform (which you probably should), do some market research to
make sure your audience is on Instagram, create a consistent posting schedule, and make
your photos engaging and relevant to your brand (no more snapshots of your Tuesday night
dinner).
Perks: A benefit of Instagram is that users love to use the platform. That’s why 60 percent
check-in multiple times a day, which increases the chance that users will not only see your
posts but also interact with them.
4. Twitter:-
Twitter had a brilliant marketing strategy from the get-go with their character limit: give
everyone a voice but limit the “noise.” Businesses, journalists, celebrities and, for better or
worse, even Presidents use Twitter to share stories, news articles, or humorous anecdotes
every day. When it comes to using Twitter for business, you can definitely find ways to
monetize the platform. Part of doing that is standing out from your competition, consistently
engaging with your audience, and adding valuable content with all of your posts.
Depending on your commitment to social media marketing, Twitter can be a powerful tool
for building brand awareness and connecting directly with other customers (not to mention
other influencers). Keep in mind that Twitter needs its own marketing strategy, and you’ll
need to plan for multiple tweets per day.
Perks: One advantage of Twitter is its users — they’re active and happy to engage with other
users. Twitter also features a specific audience, which is helpful if people between the ages of
18 to 29 are in your target market.
5. LinkedIn: -
Page | 40
LinkedIn was one of the first modern social media sites to really take hold (and stick around,
unlike MySpace). It’s become a networking tool exclusively for professionals and has
revolutionized the way we seek, find, and get hired for jobs. It’s also a pretty good resource
for sharing content.
One thing to keep in mind about LinkedIn, however, is that you’re more likely to find
business partners than new customers (unless your market includes B2B). LinkedIn is kind of
like owning a pair of nice dress shoes: you’ll likely use them less often but you should really
have them in your closet. While you can (and should) show off your brand with a LinkedIn
business page, it’s core function is tailored to individual use and expanding your professional
network.
Perks: A massive perk about Facebook is that it features a wide variety of ads and content
formats, from photos to videos to text. Even better, for more than 40 percent of business-
tobusiness (B2B) marketers, it’s led to new clients.
6. Youtube Ads:-
YouTube is your best channel to use for video marketing. You can enjoy boosts in SEO,
build your traffic and brand awareness, expand your social reach, market to audiences
overseas, improve your ROI, and diversify your video marketing strategy with multiple
channels.
Youtube is a remarkable video-based platform. More than any of its competition (Instagram,
Snapchat, ), YouTube has become the platform for sharing information via video. It now
boasts 2 billion monthly users and has become a place where people go not only for
entertainment but to learn new things. With YouTube, you can create a video channel and
connect with your users in a totally different way than other social media platforms. You can
create video tutorials to back up your text-based content (like blogs), visually show product
descriptions, or give personal press releases to your viewers. The key, however, is to make
sure you are optimizing your videos for YouTube SEO so they actually get views. You may
also want to consider finding ways to use YouTube to grow your email list.YouTube is a
great social media platform for business in 2020 and beyond. It will likely take a little time
upfront to learn how to shoot and edit videos that meet users’ expectations, but you don’t
need a Hollywood budget. Most up-to-date smartphones are more than capable of recording
high-quality videos.
Perks: A notable benefit of YouTube is that it converts more than any other social media
platform — even Facebook. That can lead to big gains for your company, especially if you’re
offering a high-priced product.
Benefits of YouTube Marketing
1.You can reach a global audience
2.It doesn’t need to be humorous
Page | 41
3. You can increase your rank in Google’s search engine
4. It’s free
5. People will subscribe to your channel
Reddit:-
Reddit is an interesting breed when it comes to social media platforms. It’s more about
genuine sharing and learning than it is about connecting and engaging. The reason is fairly
straightforward: most Reddit groups have strict rules as to what you may or may not post for
commercial purposes. In fact, more often than not you’ll be removed from a group if you’re
using a forum to blatantly self-advertise.
Reddit is a great social media platform for your business if you primarily use it for personal
purposes. Because users can go through your posting history, they’ll likely investigate
whether or not you are genuinely contributing to a community or if you are just there to
attract visitors to your website.
That said, Reddit is highly effective at an often overlooked aspect of eCommerce: market
research. In other words, use Reddit to ask questions and get feedback on different parts of
your business (ad campaigns, web design, new products, etc.). Many companies pay loads of
money to gather information from their audience without realizing that Reddit allows them to
do that for free.
7. Pinterest :- Depending on your company, Pinterest is one of the top social media platforms
for small businesses. Founded in 2009 (and live in 2010), it’s gone from a mere 10,000 users
to 291 million active users today. While most of these users are millennials, over half are
women between the ages of 25 and 54. Plus, nearly 40% of new users are men (and that trend
is continuing to rise). Pinterest can be a great traffic driver to your site, but it’s better suited
for some businesses than others. Home decor, cooking recipes, photography sites, and travel
are all examples of businesses that can thrive on Pinterest. Why? Because they have content
that is typically visually appealing and easily shared.
That said, with enough creativity, nearly all businesses can use Pinterest to boost traffic; Plus,
since over 40% of Pinterest users have a household income of over $100k, it’s no wonder the
platform is also great for driving conversions!
Perks: One perk of Pinterest is that users rely on it to plan for future purchases, with one
study discovering that more than 85 percent of millennials use it for that purpose. As a result,
you’re connecting with consumers already planning to buy.
8.Quora:-
When most people think of the best social media platforms for business, Quora isn’t one that
comes directly to mind. But maybe it should. Quora was founded in 2009 and went live in
2010 (exactly like Pinterest) and allowed users to ask questions to the Quora community.
Page | 42
Other users from various backgrounds and expertise can then respond making this a great
platform for learning and sharing.
Quora is a good way for you to look for questions in your professional field, establish
yourself as an authority, and link to content you’ve written on the topics being discussed. But
be warned: just like Reddit, moderators are good at discerning between genuine contribution
to a question and blatant self-advertising. The most successful responses are those that focus
on the question rather than on your own business.
There’s almost no reason not to try out Quora for a couple of months. Once you make an
account, start searching for questions in your field that don’t have too many responses so they
are more likely to be upvoted. Be comprehensive in your answer and only provide links to
your own work that directly helps answer the question.
Page | 43
Chapter:- 11
SUGGESTIONS
Page | 44
1.
SUGGESTIONS

The company’s website is not mobile user friendly, so the website should be made mobile
user friendly and information required by the user should be made easy to fetch.
The company’s website does not look like a MNC company’s website. So efforts should be
taken to improve the website of the company.

Lot of money is spent on the Google AdWords and Facebook Ads. The cost to leads
generated is more and leads generated is less. Proper amount should be fixed
everyday for respective ads sites so as to reduce the cost of advertisements and
improve the cost to leads ratio.

Company should take efforts to improve the Mobile version of company’s website.
The content of the website or the graphics available on the website is not easily seen
on the mobile version.
Page | 46
Page | 44
Chapter:- 12
CONCLUSION
CONCLUSION
Page | 47
The successful completion of this internship indicates that the future of marketing is in the
hands of digital Marketing. Digital marketing is not only concerned with placing ads in
portals, it consists of integrated services and integrated channels. Marketers want to use
these components in an effective way to reach target groups and to build a brand. In this
digital era marketer is not the custodian for a brand, people who are connected across the
digital platforms are the custodians.
In applying the techniques of SEO through both study and practice, I learned many valuable
lessons about search engines and to use their power to increase the visibility and traffic for a
web presence, be it commercial or nonprofit.
However, I believe there is a fine balance between engaging certain principles of SEO and
the aesthetics of a site. For example, too much tagging and obvious keyword “stuffing” in
content can be a negative experience for readers of a site.
Brands want to build their presence over digital platform, because customers have high
affinity towards digital media than other media’s. More than that customers are highly
information seekers and digital media is the only platform for two way communication
between brands and customers.
Digital media is the best platform to convert a product to a brand. Because it is more cost
effective and it provide lot of touch points to marketer. Brands can able to engage their
target group in an effective way through digital platforms. Digital media is not only for
engagement, brands can increase their customers or they can retain their existing customers.
Digital platforms help to increase the impact of brand recall in target groups.
Indian consumers are highly information seeker and they will do research about a
product/service before going to a retail shop or service providers. So brands want to give
platforms to consumers to understand their product or services or to get a really feel of that
brand.
I conclude my research by quoting again that “Brands can’t sustain without digital
presence”.
Page | 48
Chapter:- 13
REFERENCES
REFERENCES
WEBSITE:
1. WIKIPEIDA,2017.Digital Marketing.[online]Available from:

http://en.wikipedia.org/wiki/Digital_marketing
2. The Unique Academy

http://theuniqueacademy.com/
3. Digital Marketing and Promotion: Internet Advertising

http://www.marketingteacher.com/digital-marketing-and-
promotioninternetadvertising/
Page | 49
4. A Guide To Building Successful AdWords Campaigns by Google (e-book)

https://www.adwordsrobot.com/en/free/ebook/a-guide-to-
buildingsuccessfuladwordscampaigns---google
5. What Is Digital Marketing?

https://www.marketo.com/digital-marketing/
6. Methods of Online Marketing https://pbwebdev.com/blog/11-methods-

ofonlinemarketing
7. Using Google Search Console To Improve Search Results

https://blog.ezoic.com/using-google-search-console-improve- searchresults/?
utm_source=Twitter&utm_campaign=boostedpost&utm_medium=soci
al&utm_term=twitterpost&utm_content=searchconsole
8. The Beginner's Guide to Search Engine Optimization (SEO)

https://moz.com/beginners-guide-to-seo
Chapter:- 14
ANNEXURE
Page | 50
2. ANNEXURE
Name ............................................................
Age...............................................................
Email id.........................................................
Contact no.....................................................
Address.........................................................
1. Which of the following digital platform influence to join The Unique Academy?
 Facebook
 YouTube
 Twitter
 Other
2. How many times you see advertisement of the unique academy on Facebook?
 Never
 Rarely
 Always
3. Dose you like the unique academy Facebook page?
 Yes
 No
Page | 51
4. Overall satisfaction towards information provided on Facebook by the unique

academy?
 Highly satisfied
• Satisfied
• Average
Page | 52
Summer
Internship Project 2020
• Unsatisfied
5. How many times you see advertisement of the unique academy on

YouTube?
• Never
• Rarely
• Always
6. Dose you subscribe The Unique Academy YouTube channel?
• Yes
• No
7. Overall satisfaction towards information provided on YouTube by the

unique academy?
• Satisfied
• Average
• Unsatisfied
8. How many times you see advertisement of the unique academy on

Twitter?
• Never
• Rarely
• Always
9. Dose you Follow the Unique Academy Twitter?

• Yes
• No
Page | 51
10. How many times you see Advertisement of the Unique academy on Instagram?
• Never
• Rarely
• Always
11. Do you Follow the unique academy page?
• Yes
• No
12. How does our online presence compare to that of our competitor?
▪ Very Good
▪ Good
▪ Average
▪ Bad
13. How much time do you spent into social media?
▪ 15 min – 30 min
▪ 30min – 1 hour
▪ 2 hours – 3 hour
14. How do you prefer to see it?
▪ Images
▪ Video
▪ PPT
▪ Daily News updates
15. Any suggestion ………………………………………….
Page | 52

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A

SAVITRIBAI PHULE UNIVERSITY

Audyogik Shikshan Mandal - Institute of Business Management

“A STUDY OF SOCIAL MEDIA MARKETING STRATEGY

Name: Shraddha. H Patil

CHAPTER CONTENT PAGE NO

OBJECTIVES AND SCOPE OF THE 3-4

7 DATA ANALYSIS AND 20 - 30

9 LIMITATION OF THE PROJECT 33

10 LEARNING OUTCOME FROM THE 34 - 42

 OBJECTIVES AND SCOPE OF THE PROJECT

• To study the digital marketing tools used by the unique academy.

• To study the perception off an individual after selecting the unique

• To understand the effectiveness of branding through digital media.

Scope of the Internship:

• To understand the element in digital media

• To understand the effectiveness of branding through digital media

• To understand the effort behind fulfilment of brands objective through

• To choose appropriate media for communication

Need For Study:

This survey is to identify and focus on the Digital Marketing of The

• To study the product competitor.

• To understand the element in digital media.

• To choose appropriate media for communication.

• To understand the effectiveness of branding through digital media.

• To understand the effort behind fulfillment of brands objective through

What Most Business Owners Think They Should Do

Don’t Be Afraid to Outsource

It’s easy to become overwhelmed by the abundance of opportunities and necessities in

Digital marketing tools:

Company Name : The Unique Academy

VISION of the Unique Academy:

• To increase the percentage of candidates from deprived sections of the society

• WINNER INSTITUTE OF COMPETITIVE EXAMS

3. BANKING EXAMS PO/Clerical SSC-CGL

OUTLINE OF THE PROBLEM/TASK UNDERTAKEN

Exploratory Research Design

Descriptive Research Design

Causal Research Design

Descriptive Research Design:

DATA PRESENTATION ANALYSIS AND INTERPRETATION

3. Dose you like the unique academy Facebook page?

4. Overall satisfaction towards information provided by Face book?

7. Overall satisfaction towards information provided by YouTube?

9. Dose you Follow The Unique Academy Twitter?

• From question no-10, it is interpreted that 56% responded see advertisement

• It is interpreted that 44%. responded see advertisement of the unique academy

11. Dose you follow the unique academy Instagram page?

21% 15 min - 30 min

 it is interpreted that 22% respondent spent time 30 min to 1 hour.

 it is interpreted that 21% respondent spent time 1 hour to 2 hour.

Digital Marketing a New Way to “MARKET”:

Roles And Responsibility:-

SOCIAL MEDIA STRATEGIES:

7. Growing your social reach: -

2.It doesn’t need to be humorous

3. You can increase your rank in Google’s search engine

1. WIKIPEIDA,2017.Digital Marketing.[online]Available from: