CONTENTS

ACKNOWLEDGMENT.......................................................................................... INTRODUCTION................................................................................................... CONCEPT................................................................................................................. SERVICE AND PEOPLE....................................................................................... PLACE....................................................................................................................... PROMOTION........................................................................................................... PROCESS.................................................................................................................. PEOPLE..................................................................................................................... PHYSICAL EVIDENCE.......................................................................................... SERVICE SEGMENTATION VARIABLES.......................................................... MARKET POSITIONING........................................................................................ TARGETING............................................................................................................. COST ANALYSIS....................................................................................................... SWOT ANALYSIS...................................................................................................... THE ROAD AHEAD................................................................................................... GLOSSARY................................................................................................................. BIBILOGRAPHY........................................................................................................

ACKNOWLEDGEMENT
We have taken efforts in this project. However, it would not have been possible without the kind support and help of Dr.Venu Gopal Rao(Prof.Department of Marketing, IBS Hyderabad) who really guided us throughout the process of completion and gave us his valuable insights at every stage which helped us complete our project within the stipulated time.

While making this project,we faced a slew of hurdles which seemed insurmountable but after a few brainstorming sessions we were able to come up with solutions. This helped us learn the intricacies of marketing and also taught us the practical application of what we studied in the MARKETING MANAGEMENT book authored by Prof. Phillip Kotler, Gary Armstrong, Prafulla Agnihotri and Ehsan Ul Haque.

This project was a part of our curriculum, which has lead to immense developments of our intricacies of marketing, business acumen and soft skills. Thank You.

COMPANY PROFILE:
Situated in Gurgaon, the company aims to provide young individuals the opportunity of getting right internship according to their profile. In todays world getting the right job is quite difficult. We at Hook - UP Labs Pvt Ltd provide internship according to the needs of each individual. We target young individuals who are either post graduate or about to be or have completed any professional course, who have not got a kick start to their career. We here work as a team in order to convert your dreams into reality.

getintern.webs.com is a niche internship placement service provider. In existence since 2011, getintern.webs.com has built partnerships with some of Indias most prestigious and

successful companies and B-Colleges across 12 different industries. Our recruiting, screening, and placement methods allow companies to utilize us as a one-stop solution for interns, year-round.
Founders: Gaurav Malik NishantSurekha RishavChowdhary Samarth Shashwat Srivastava VaibhavAgarwal VarunSinghal

getintern.webs.com Advantage
getintern.webs.com has perfected the intern placement process, allowing our clients to gain access to the most talented college and university students. Impressive client base speak to the high quality and simplicity of our service. getintern.webs.com is a free service, and a majority of our interns would work in paid capacity and receive course credit for their internship.

INDUSTRY ANALYSIS: EDUCATIONAL SERVICES

The Educational Services Industry is composed of establishments that provide instruction and training on a wide variety of subjects. These institutions, including colleges, colleges, universities and training centers, are either privately or publicly owned. Private institutions may be further classified as "for-profit" or "not-for-profit". We report on publicly traded, forprofit colleges that have a focus on post-secondary education. According to the most recent data provided by the U.S. Department of Education, post-secondary education is being provided to about 18.2 million students. Of that population, some 1.4 million are receiving their education through for-profit colleges. Industry Dynamics Educational Services is widely considered a counter-cyclical industry. That is to say, typically, when the economy is doing poorly and unemployment is rising, more working adults, as their career prospects start to dim, decide to upgrade their education. This, in turn, leads to higher enrollment and increased profit at the colleges. We note that traditional undergraduate education for young students is generally non-cyclical. Culinary arts colleges, however, can be labeled as moderately cyclical. Also, certain types of educational institutions do perform largely in sync with the broader economy. For example, providers of information technology instruction benefit in good times, when companies are likely to boost related investment. There is a growth element to this industry. Education companies are reporting a trend of rising demand from working adults. More and more employers are requiring college degrees for a greater range of jobs. Enrollment rates are tracking higher at most colleges. To an 18year old, thinking about the future, or a 30-year old without a college degree, looking for a career boost, diplomas are becoming the standard rather than the exception. Profit Generation Colleges are seeing improving enrollment rates in both the traditional and online formats. Traditional collegeing caters to young students that have just graduated from high college. Online instruction is more tailored to working adults who prefer to attend classes at evening time or during weekends. Web classes typically carry higher margins than the traditional classroom setting, since professors can connect to a significantly larger number of students and there are no direct brick-and-mortar costs. Globalization also augurs well for the industry. Due to global outsourcing, there is increasing pressure on workers in developed countries to enhance their skills. There are two other important trends running in the industry's favor. As the U.S. continues to transition from a manufacturing-based economy to one heavily reliant on the service sector, for-profit educators stand to gain from offering courses in information technology, healthcare and business management. And, companies have the opportunity to tap an enormous undereducated segment of the world population. Lucrative markets include China, Brazil and other

developing nations. A few educators have already established beachheads in promising overseas regions. Regulation and Competition Companies in this industry adhere closely to the Higher Education Act. Compliance with the Act is critical to maintain accreditation; it provides the ability to operate in various states. Accreditation allows a college's students to apply for financial aid under Title IV (low income) of the Act, the Pell Grant, and the G.I. Bill. This is important since a majority of students receive some sort of aid. Notably, the Act, and other regulation, has been fairly successful in shutting down and prohibiting "diploma mills", thus ensuring a fairly high overall quality of instruction. Competition among these colleges for prospective students is intensifying. Expenses of newstudent leads and marketing continue to rise. Barriers to entry in this industry are significant. It is very expensive for a potential market entrant to build a college from scratch. The start-up phase can be difficult, especially without a substantial government-supported student base. Also, IT investment can be complex and quite costly, particularly for online operations. Financial constraints can limit a college's ability to expand. Colleges prefer to tap the equity market, when their share prices are at elevated levels, rather than issue debt. Investment Considerations There are several things to look for when investing in individual companies in the Educational Services Industry. Investors should seek colleges that have steadily rising enrollment, which typically leads to strong revenue and earnings growth. Favorable newstudent starts and high conversion rates (from inquiries to enrollment) are good indicators of a company's prospects. Colleges that have tapped or have plans to enter emerging markets will likely have a "first-mover" advantage and solid long-term growth potential. Institutions that have a sizeable mix of top-quality online business can better lever expanding demand at the bottom line. Capable management is also an important consideration in weighing these stocks for investment. The industry is susceptible to "headline" risk. An adverse ruling, or even just the hint of an investigation, from the U.S. Department of Education can cause a sharp decline in valuation. Such problems are frequently the result of inadequate compliance or misleading enrollment figures. If news breaks that a particular company is under investigation for reporting irregularities, its stock, and those of its peers, could be affected. Too, a strong, experienced leadership team is necessary when companies merge. (The industry has undergone substantial consolidation in recent years.) Often, operating results will suffer from a combination during an initial integration period. A proven track record strengthens the chance of long-term success.

Integrated Marketing Mix

Marketing mix is a set of controllable and tactical marketing tools/product, price, place and promotion which enables the firm to blend and produce the response it wants in the target market.

PRODUCT

Internship
getinturn.com is the premier internship program service provider, offering thousands of internships from the most coveted companies pan India. Create your own internship success, by taking advantage of our internship placement guarantee. Start by choosing your city and your industry of interest, and we will match you with company guides who are industry experts who will introduce you to company and guide you through the hiring process.

Featured Employers We have built relationships with no. of companies across industries in various verticals who are committed to providing a hands-on learning experience. Choose to secure your internship in 8 of the most competitive cities around the country, and set yourself apart from your peers. Apply your classroom experience by contributing in an extraordinary internship.

Internship Opportunities:
Accounting & Auditing Advertising Event Planning Finance Hospitality & Tourism Human Resources International Trade Legal Marketing Operations Production Social

PLACE
Place being one of the significant areas of research for our product (service), we zeroed down on south west and southern cities as the number of post graduate colleges in these areas are in abundance which suit our target colleges and in major cities like Mumbai, Hyderabad, Bangalore, Pune to name a few, moving up North to Delhi NCR .These cities would be our business centers.

Head Office is primarily located in Gurgaon.Sice our business centers our located in major cities and our work model is web based. Our single work place would synchronize with our all business centers which represent a close vicinity to the segmented market.

Including at least 3 out us 6 to concentrate in these areas, as this remains the untapped market.setting 2 of us up for the Delhi ncr for future growth leaving the one of us for the remaining part.

We will be targeting potential colleges under each city.

Buisness Centers
Bombay Delhi Ghaziabad Bangalore Pune Noida Hyderabad Ahemdabad

No. of targeted Colleges/Universities

8 8 3 3 7 2 10 2

PROMOTION
Promotion is a key ingredient in marketing campaigns which stimulates quicker and greater purchase of a particular product or service by consumers. The aim of a promotional activity is to induce consumers to try a new product or service. And this is what the promotional activity of our service strives to achieve. Our company plans to indulge into aggressive promotional activities. We will adopt different promotional strategies. Following are : Seminars: In this we will be approaching colleges and promote ourselves by mode of seminars. Telecalling: Individual calling is done to the database available. Catalog Distribution: A information brochure is given to students caaying details about our services Kiosk & Canopy: Also another marketing promotion technique to promote our servives Free cd distribution: A Cd containing details of colleges and companies providing internship with other details will be provided by this medium. The following is the breakup of promotion mix of getintern.webs.com

Total estimated cost for promotion:

Categories Catalog distribution(50,000 copies) Kiosk & canopy Free cd distribution(10,000 copies) Hoardings News paper advertising Fm radio promotion Total Cost per year 1,50,000 1,50,000 4,00,000 1,50,000 1,00,000 50,000 Rs.10,00,000

PROCESS
Recruiting and Screening
getintern.webs.com recruits and screens every student who applies to ensure they meet the standards of our employers. From there, employers receive only resumes that meet their desired qualifications. Previous internships, grade point, leadership, diversity, and communication skills are just some of the facets our Applications Committee takes into consideration.

Compliance and Orientation

Once you've made your hiring decision, getintern.webs.com will facilitate any compliance needs your company has for incoming interns. We also provide interns with a thorough orientation, including necessary information about the host city, culture, and internship to ensure students are ready to hit the ground running on their first day of work. Our policy provide interns with mentors to guide them in their intern process and for solutions pertaining to internship process.

Follow Up and Support

getintern.webs.com makes sure that they follow up with the company guide and mentors allotted by respective colleges during the internship to identify successes and challenges in each interns case. Gathering feedback from both students and employers is useful in opening lines of communication, and makes for a more beneficial experience for both parties.

Factors influencing company marketing strategy:

CUSTOMER DRIVEN MARKETING STRATEGY

SEGMENTATION: getintern.webs.com basic segmentation is on the basis of literacy and academic requirements of Post-Graduate study areas for internships.

SERVICE SEGMENTATION VARIABLES

GEOGRAPHIC

Country City

Zones Age Gender Income Family life cycle

India Delhi, Mumbai, Pune, Chennai,Hyderabad,Noida,Ghaziabad Ahemdabad, Bangalore, Kolkatta North, South, East, West,Central 21-35 Male And Females Seekers & Strivers Single, Married

DEMOGRAPHIC

PSYCHOGRAPHIC Personality Occasion Benefits User Status All personality types. Regular Occasion Quality, Service, Convenience. Potential User

BEHAVIOURAL

POSITIONING:

Positioning is defined as the process by which marketers try to create an image/identity in the minds of prospects from their target market. The services offered by getintern.webs.com is one of the kind where Post Graduate students get opportunities to feel the real corporate experience just before they land up in jobs. The service is easily differentiated from its nearest competitors in terms of approach towards internship, Convenience and experience.

The following are the broad areas which explains how this Hook Up Labs initiative is different from the ones prevalent in market:

Approach towards Internship: The basic model on which getintern.webs.com works is matching the internship requirements of students covering from their university/college guidelines to their area of interest. Throughout the process, every single student will be guided and mentored by an industry expert of the stream who apart from keeping a close check on the intern program progression, will also be in regular touch of students mentor from college/university and company guide. Rest assured, all the internships provided by getintern.webs.com whether paid or unpaid will not be just a certificate displaying internship topic and other typical requirements but will be a real time opportunity to actually experience work and corporate culture.

Convenience: Since majority of the work apart from uploading of basic details, a students gets an opportunity to choose their respective streams from among a wide areas of study and apply for intern position with leading corporates on a click of a button.

Experience: The USP of getintern.webs.com is that the students will definitely get a real time project or task in hand and apart from their evaluation in their respective college/universities will also be evaluated by their company guides. This evaluation will be one of the basis for getting a pre-placement offer from company where the student underwent his/her internship. getintern.webs.com focus is to convert maximum of internships into a final job opportunity.

Targeting:

The company prefers to go for Concentrated Marketing / Niche Marketing strategy whereby the focus is on the Post-graduate internship period. Through concentrated marketing, the company is confident to achieve a strong market position because of greater knowledge of consumer needs in the niche it serves and existence of the need and thereby resulting in attaining a complete knowledge of industry as a whole. getintern.webs.com serves niche market of post graduate students with internships in their curriculum and more importantly for students who consider their internships as a stepping stone for their final job opportunity. Thus, the main concentrated marketing segment in the case of Hook-Up Labs Private Ltd (getintern.webs.com) is the post graduate and professional course students.We have targeted this particular category as our market because this particular segment consists of characteristics of seekers and strivers. This process lets smaller companies like Hook-Up Labs Private Ltd(getintern.webs.com) focus their limited resources on serving niches that may be unimportant to or overlooked by larger competitors.

PRICE
Price is the amount of money customers must pay to obtain a service or to avail a service, in this case being the website service accesability. Three stages before the consumer or the member is being actually charged. The first two stages are free of cost as the student or the member has to spend nothing as registration and browsing through the website contents is absolutely free. In the first stage the student gets logged on to the website. In the second stage the student uploads his /her resume, based on the requirement of the company . The human resource department of the company sends him /her mail or a message to call him for the interview. The third stage is an important stage as seeing the qualifications and ability of the student the student is being interviewed for an internship by the company concerned for the requirement of an intern. Now if he is selected Hook up labs charges a certain amount as the student has got placed mainly through the contacts provided by the website getintern.webs.com . Two types of pricing, the basis of pricing depends upon the earning of stipendiary amount , if the student is earning stipendiary amount then the amount chargeable is Rs 1000. if he gets a non stipendiary internship then the amount chargeable is Rs 400. There is also an additional provision of companies providing pre placement offer, if the student gets a pre placement offer then the amount chargeable by the website is Rs 1500 ,this way of pricing is different from the other pay-per click competitors. The other sources of income for the website company are the revenue generated by advertising their products or services on our website. The major advertiser sectors can be educational institutions like Colleges (Both Private and Government Owned) Laptop Trading compnies Book Publishers Mobile companies Accesorries like pendrive etc event management companies organizing plays, concerts, youth festivals, fests etc, companies manufacturing stationary products

Proffessional coaching Centers NGos making efforts to promote education especially girl education. Any organization related with educational sector0 or purpose can advertise or promote itself on this website.

ESTIMATED COST ANALYSIS CAPITAL EXPENDITURE Website creation and designing Basic office setup Computers Company Car Air conditioner TOTAL 60,000 1,50,000 1,80,000 3,00,000 50,000 Rs.7,40,000

REVENUE EXPENDITURE Rent Electricity Salary:- Fixed Promoters Contracual(industry experts) Promotions& Selling Miscellaneous TOTAL Total Expenditure (7,40,000 + 51,60,000)= Rs.59,00,000 5,00,000 60,000 9,60,000 18,00,000 8,00,000 10,00,000 60,000 Rs.51,60,000

ESTIMATED REVENUE DETAILS:Revenue from regular buisness activity Revenue from other sources TOTAL REVENUE

58,00,000 7,00,000 65,00,000

ESTIMATED PROFIT:- Rs. 6,00,000

Website Filling Form Personal Details: Name* Residential Address * Address Of correspondence* Gender Male * Female* Mobile Number* E Mail Address *

Educational Details: Year Of Passing Higher Secondary Graduation Post Graduation Professional Course(if any) Institution Details Agg. %

Intended area of Specialization for internship:Marketing * Finance * Human Resource * Operations* Information Technology* International Business* Strategy* Legal*

Please put a scanned copy of your college Identity card.* Unless you do it we cannot process your application further as it is for the purpose of verification.

------------------------------------------------------------------------------------------------------------------------------

Note: All the details Showing * are mandatory details and needs to be filled in for the registration on the website . After filling these details the subscriber would get a unique ID which would enable him /her to get log on to the website. You also need to upload your resume for the purpose of reference.

Road Ahead
Going global is first step Hook Up Labs is looking for future prospects. Widening our horizons to reach students all over the globe and making out presence felt in the global market. Making the site accessible to each and every student at every corner of the world is the prime objective of getintern.webs.com for the road ahead. Our company also has plans of tying up with other major related sites to foster future growth. No stone will be left unturned in getting our company to get into the public eye at every educational institutions. Hook Up Labs also has plans of diversifying its service to PrePlacement Offers (PPO), thus redefining companys prospectus over a period of time.

GLOSSARY
A) Business Centers: Business Centers are those places where the target customers actually

lie.
B) Communication: Communication is a two way process, where there are two parties

involved the speaker and the listener, the speaker in this case is the marketer and the listener is the buyer who reacts to this way of communication
C) Concentrated Marketing; A market coverage strategy in which a firm goes after a

large share of one or a few segments or niches.

D) Place: Place includes company activities that make the product available to the

target customers. This includes the actual market where the products or services is actually made available. Price: In ordinary usage, price is the quantity of payment or compensation given by one party to another in return for goods or services. In economic terms price is defined as the ratio between the quantities of goods that are exchanged for each other in a transaction.

E)

F) Product: A good or service that most closely meets the requirements of a particular

market or segment and yield enough profit to justify its continued existence. In simple terms Product means the goods and services combination the company offers to the target market.
G) Promotion: the act of furthering the growth or development of something; especially :

the furtherance of the acceptance and sale of merchandise through advertising, publicity, or discounting of a product or service.
H) Segmentation: Market segmentation means dividing a market into smaller groups with

distinct needs, characteristics, or behavior that might require separate marketing strategies or mixes. I) Targeting: The process of evaluating each market segments attractiveness and selecting one or more segments to enter. J) Value proposition: The full positioning of a brand and the full mix of benefits which it is positioned and differentiated.It is the answer to the customers question why should I buy your brand.

BIBLIOGRAPHY

Kotler, Armstrong, Agnihotri, Haque Principles of Marketing, Company and Marketing Strategy, Pg 45-46. Kotler, Armstrong, Agnihotri, Haque Principles of Marketing, Customer Driven Marketing Strategy, Pg 183.

www.marketing.about.com

www.webcache.googleusercontent.com

www.marketingteacher.com

www.mbaindia.com

www.valueline.com