Please use this identifier to cite or link to this item: https://repository.iimb.ac.in/handle/2074/16787
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dc.contributor.authorSingh, Kulpreet
dc.date.accessioned2021-01-30T10:54:39Z-
dc.date.available2021-01-30T10:54:39Z-
dc.date.issued2010
dc.identifier.urihttps://repository.iimb.ac.in/handle/2074/16787-
dc.description.abstractInternship program started with induction with and welcome note frQm Asia pacific head. Internship involved working on a live project with for client in Bangalore office the timeframe within which these deliverables have to be achieved are also fixed by the intern with the approval of the mentor. The project scope is then finalized by a process of mutual discussion between the intern and the mentor. Travel and accommodation is completely sponsored by the organization, in the event of the project requiring travel to areas within or outside the country. Full access to all the data bases available with the company was provided and apart from that discussion with business head were undertaken. Primary data analysis involved designing questionnaire and field work for conducting the survey. Survey involved travelling across Bangalore so as get homogeneous sample. Survey was conducted at retail outlets as well as specialty stores. Based on the analysis of secondary and primary data recommendations were made. Second assignment involved a live case study for a new client with Mumbai office. Project brief was provided. Whole team consisted of people from Mumbai as well as Gurg!lon office. Assignment involved understanding current market scenario and evaluating various media touch points to reach out to target customers keeping in mind the marketing objective provided by the client. Part of this assignment was also to come up with innovative ways to reach out to the target customers; prioritization and evaluation of the recommendation. Final presentation was made in front of head of different business units. To provide exposure on media planning and strategy discussion session were conducted by all business units. Discussion lectures covered full gamut of integrated marketing communication (out of home, digital, rural, digital, TV and radio, sports, in store advertising etc .. ). Guest lecturers by industry experts were also part of the internship to provide insight into understating customer requirements from media planning and strategy perspective.
dc.publisherIndian Institute of Management Bangalore
dc.relation.ispartofseriesPGP_SP_P10_167
dc.subjectMarketing management
dc.subjectConsumer perception
dc.subjectConsumer behaviour
dc.titleConsumer perception of specialty stores and multi brand outlets; Starcom Media Vest
dc.typeSummer Project Report-PGP
dc.pages9p.
dc.identifier.accessionE35087
Appears in Collections:2010
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