Online Marketing Initiatives - Final Report

A Report On

ONLINE MARKETING INITIATIVES AT GLOBAL MERGERS.

….a beginning

Project Guide: Prof. Jacob Chandy

Project by,

Vignesh .R.V

12BSP1638

GLOBAL MERGERS

A Report On

ONLINE MARKETING INITIATIVES AT GLOBAL MERGERS.

….a beginning

Project Guide: Prof. Jacob Chandy

By,

Vignesh .R.V

12BSP1638

GLOBAL MERGERS

A report submitted in partial fulfilment of the requirements of PGPM Program ofIBS BANGLORE.

Distribution List:

Facult y Gu id e: Co mp an y Guid e:

Prof. Jacob Chandy Mr. Ravi K. Gowda, CEO

IBS BANGLORE GLOBAL MERGERS

31/05/2013

AUTHORISATION

I hereby declare that this report titled “Online Marketing Initiatives at Global

Mergers……a beginning" is a record of independent work carried out by me as a part of

S u m m e r I n t e r n s h i p P r o j e c t for the PGPM course of IBS – Bangalore, ICFAI

University for the period starting from March 2013 to June 2013.

The above project was performed under the guidance of Prof. Jacob Chandy(Faculty Guide) & Mr. Ravi K. Gowda, CEO (Company Guide)

I declare that the information given in the above project is true to my knowledge.

Date : Date :

Faculty Guide Signature Company Guide Signature

ACKNOWLEDGEMENT

The work on this project has been an inspiring, often exciting, sometimes

challenging, but always an interesting experience.

At the very outset, I wish to thank IBS BANGLORE for giving me the opportunity

to participate in this interesting digital marketing project, that helped me gain insights into

the Digital World.

Mr. Jacob Chandy (Faculty Guide) and Mr. Ravi K. Gowda (Company Guide) CEO

of GLOBAL MERGERS who have supported me with their guidance, insights,

encouragement and many a fruitful discussion on this project. I am grateful to them to

have spared their time and showing the patience to our answer our queries. The kindness

shown by them, in spite of him being so busy with his work, is highly appreciated.

I would a l s o l i k e t o thank Mrs. Smitha Sarma Ranganathan, and all my

fellow colleagues (Mr. Sanjeet, Mr. Neeraj & Ms. Tinku) who supported me at all

times. This ensured the prompt completion of this project.

This acknowledgment would be incomplete without expressing my sincere

appreciation to all my family and friends who spent their precious time in supporting me

in this Online Marketing Project.

Vignesh .R.V

IBS Business School, Bangalore

…..a beginning Page 5 of 39

Table of ContentsAUTHORISATION .............................................................................................................................. 3

ACKNOWLEDGEMENT.................................................................................................................... 4

EXECUTIVE SUMMARY ..................................................................................................................... 6

INTRODUCTION .................................................................................................................................. 7

2.1 OBJECTIVE OF THE REPORT........................................................................................................ 7

2.2 LIMITATIONS OF THE REPORT ............................................................................................... 7

2.3 EVOLUTION OF MARKETING............................................................................................. 8

GLOBAL MERGERS .......................................................................................................................... 10

3.1 INTRODUCTION ...................................................................................................................... 10

3.2 SERVICES .................................................................................................................................. 11

3.3 Rationality behind Mergers & Acquisition ............................................................................ 12

ONLINE MARKETING ..................................................................................................................... 14

4.1 BENEFITS OF ONLINE MARKETING ................................................................................... 15

4.2 TRADITIONAL MARKETING & ONLINE MARKETING ................................................... 16

4.3 MARKETING IN GLOBAL MERGERS .......................................................................... 18

LEAD to POTENTIAL......................................................................................................................... 23

5.1 Sources where I generated Leads for Global Mergers. ............................................................. 23

5.2 Sources where I get the contact details of Management People. .......................................... 25

5.3 Process of Converting Lead to Potential using Online Marketing. .................................. 28

INSIGHTS & RECOMMENDATIONS .............................................................................................. 32

6.1 INSIGHTS ..................................................................................................................................... 32

6.2 RECOMMENDATIONS.......................................................................................................... 33

CASE STUDY....................................................................................................................................... 34

7.1 CASE STUDY – Dell Computer ..................................................................................................... 34

7.2 CASE STUDY – Barrack Obama ............................................................................................... 35

CONCLUSION ..................................................................................................................................... 37

ATTACHMENTS ................................................................................................................................. 38

REFERENCES............................................................................................... ......................... 39


1EXECUTIVE SUMMARY

The internship commenced as per schedule on 12th March, 2013 and I Vignesh .R.V

have done a report titled “Online Marketing Initiatives at Global Mergers.....a

beginning” at Global Mergers. Global Mergers is an Investment Banking and Mergers &

Acquisition advisory company. There has been an adequate amount of learnings,

understandings and accumulation of knowledge that happened.

This report speaks about how the Brand Global Mergers & Services like Raising

Capital, Mergers & Acquisition and Corporate Advisory being promoted in online space

and the strategies that I have followed is like re – developing company Brochure, Website

and Created an online space such as Facebook, Twitter, LinkedIn, Blogs &

Advertisements in several websites like Google Ad Word, Merar, Navatar Deal Connect

and etc.. Which is being my objective of the report. The first part of the report talks about

Online Marketing Concepts, Traditional Marketing verses Online Marketing, Marketing

Statistics, Social Media promotions, rational behind Mergers & Acquisition and the later part

talks about how the lead is being generated and the process of converting it into potential

using Online Marketing and various techniques that has learnt by me in the company.

My Recommendation for the company are to subscribe in various websites like

fundoodata, Google Ad word, businessonsale.com, more focus on online marketing rather

than traditional marketing, maintenance of online database (ZOHO CRM) should be top one

person and finally increase the frequency of telemarketing and advertisement on online.

During this period I led a team of intern from various business school and I have

been awarded as Best Performer among all the Intern and I’ve secured a client for

Mergers & Acquisition.


2

INTRODUCTION

2.1 OBJECTIVE OF THE REPORT To understand the concepts of Online Marketing.

To Study the Brand and Services of Global Mergers and how it can be promoted

through Online as an Effective Media.

To Study the Effectiveness of Online Marketing while comparing with

Traditional Marketing in Global Mergers.

To study how Online Marketing helps to get Clients & Investors for Global

Mergers.

2.2 LIMITATIONS OF THE REPORT Promoting and Targeting the Correct Segment of People

Not enough Customer Database

Difficulty in reaching customers as Online Marketing is in Start –

up level at

Global

Mergers.

Getting ranked at the top in major search engines and practicing

good search engine optimization techniques


2.3 EVOLUTION OF MARKETING

Mar⋅ket⋅ing Spelled Pronunciation [mɑː(r)kɪtɪŋ]

– noun

1. the act of buying or selling in a market.

2. the total of activities involved in the transfer of goods from the producer or

seller to the consumer or buyer, including advertising, shipping, storing,

and selling.

At the beginning of the century, social life was mostly local and it was followed by

a period in which commodities were produced on a mass scale. Consumer Marketing

operated on mass marketing principles and business primarily concerned itself with how to

build the best sales force. At the end of the century, there is an emerging global culture.

The major driver of these changes is technology. Technological change has moved

steadily back focusing on the individual. These changes shape the possibility and conduct

of business. Marketing is especially tied to communication and transportation revolution.

As the tools and reach of marketing increase, the job and responsibilities of marketers have

evolved with them.

In today’s technology driven world, a new fast paced digital economy is emerging.

Tomorrow there will be companies that will exist only inside computer networks. Most

business transactions will be made electronically, directly from the producer to the

consumer, bypassing the supply chain. In the digital marketing environment, the consumer

becomes an integral player in the development of the product. In fact, a consumer might

build the product himself from a wide array of parts provided by the Company.

It is e-commerce that is changing the way products and services are conceived,

manufactured, promoted, priced, distributed and sold. The reason being that it is much

cheaper; it allows vast coverage and helps in serving the customer better.


2.4 ADVERTISING

Ad⋅ver⋅tis⋅ing Spelled Pronunciation [ˈædvə(r)ˌtaɪzɪŋ]

–noun

1. the act or practice of calling public attention to one's product, service, need,

etc., esp. by paid announcements in newspapers and magazines, over radio or

television, on billboards, etc.: to get more customers by advertising.

2. paid announcements; advertisements.

3. the profession of planning, designing, and writing advertisements.

Advertising is a paid form of communication, although some forms of advertising,

such as public service announcements, use donated space and time. Second, not only is

the message paid for, but the sponsor is identified. Third, most advertising tries to persuade

or influence the consumer to do something, although in some cases the point of the message

is simply to make consumers aware of the product or company

Fourth and fifth, the message is conveyed through many different kinds of mass

media reaching a large audience of potential consumers. Finally, because advertising is a

form of mass communication, it also non-personal

A definition of advertising, then, includes all six features

Advertising is paid non-personal communication from an identified sponsor

using mass media to persuade or influence an audience


3GLOBAL MERGERS

3.1 INTRODUCTIONGlobal Mergers are passionately committed to Raising Capital which will help

entrepreneurs, and business owners to develop better product and services with cutting edge

technology which in turn will improve the lives of millions of people across the Globe.

They comfortably positioned to help our clients through our industry knowledge and

strong network in the industry.

What GLOBAL MERGERS Does….?

Global Mergers', provide independent advice to corporations, partnership firms,

institutions and individuals on

• Raising Capital

• Mergers & Acquisitions

• Corporate Advisory

Their focus is Mid-size companies who have carved niche for themselves and became

leaders in their field. They provide services in Technologies, Telecom, Media, Healthcare,

Manufacturing, Consumer Goods and Real Estate.


3.2 SERVICES Raising Capital

Global Mergers help

clients seize the opportunity

to take their business to

next level by accessing

new capital because they

maintain strong

relationships with

institutional investors,

venture capitalists, and

private equity groups.

Global Mergers

extensive relationships enable them to assist the clients in finding the right capital partner for

grown and success. And also helps clients with growth capital, financing an acquisition and debt

restructures. Mergers & Acquisition

Global Merger advice clients on all stages of a mergers & acquisition (M&A), from the initial

phase of defining strategy to successfully closing the deal as they specialize in M&A in the mid-

market, and with global contacts

Global Mergers can

identify suitable targets

and make a personal

approach to the owners

on a local basis to

ensure regional cultural

norms are respected.

Global Mergers also

advise on valuations to

avoid overpaying, and

will closely manage the

process to ensure a timely conclusion by executing the deal on a timely basis, avoid the many

pitfalls and will be one step ahead of its competition.


3.3 Rationality behind Mergers & Acquisition

Following may be the reasons behind Mergers & Acquisition

1. Revenues: By combining the two companies, we will realize higher revenues then if the

two companies operate separately.

2. Expenses: By combining the two companies, we will realize lower expenses then if the two

companies operate separately.

3. Cost of Capital: By combining the two companies, we will experience a lower overall cost

of capital.

By merging, the companies hope to benefit from the following:

Staff reductions - As every employee knows, mergers tend to mean job losses.

Consider all the money saved from reducing the number of staff members from

accounting, marketing and other departments. Job cuts will also include the former

CEO, who typically leaves with a compensation package.

Economies of scale - Yes, size matters. Whether it's purchasing stationery or a new

corporate IT system, a bigger company placing the orders can save more on costs.

Mergers also translate into improved purchasing power to buy equipment or office

supplies - when placing larger orders, companies have a greater ability to negotiate

prices with their suppliers.

Acquiring new technology - To stay competitive, companies need to stay on top of

technological developments and their business applications. By buying a smaller

company with unique technologies, a large company can maintain or develop a

competitive edge.

Improved market reach and industry visibility - Companies buy companies to reach

new markets and grow revenues and earnings. A merge may expand two companies'

marketing and distribution, giving them new sales opportunities. A merger can also

improve a company's standing in the investment community: bigger firms often have

an easier time raising capital than smaller ones.


Corporate Advisory

Gap Analysis help companies

compare actual performance with

potential performance. At its core are two

questions: Where are they? And where do

they want to be? If your company or

organization does not make the best use of

current resources, or foregoes investment in

capital or technology, it may produce or

perform below its potential. Global

Mergers take clients to where they want

to be?


4ONLINE MARKETING

Online marketing, also referred to as web marketing, internet marketing, or

eMarketing, is the marketing of products or services over the Internet. Online marketing

ties together creative and technical aspects of the Internet, including design, development,

advertising, and sale.

The Internet has brought many unique benefits to marketing, one of which being

lower costs for the distribution of information and media to a global audience. The

interactive nature of online marketing, both in terms of providing instant response and

eliciting responses, is a unique quality of the medium. Online marketing is sometimes

considered to have a broader scope because it not only refers to digital media such as the

Internet, e-mail, and wireless media; however, online marketing also includes

management of digital customer data (e.g. ZOHO CRM) and electronic customer

relationship management (ECRM) systems.

India has added 88 million Internet users during 2008-2012 and now has 137

million Internet users, recording a 26% growth year-on-year (YoY). The population

penetration rate for India stood at 11%.


4.1 BENEFITS OF ONLINE MARKETING

FOR CUSTOMERS FOR MARKETERS

Convenience: Quick adjustments:

Customers can order products 24 hours a

day wherever they are. They don’t have to

sit in traffic, and a parking space, and walk

through countless shops to find and examine

goods.

Companies can quickly add/change

services to their offering and descriptions.

Information:

Customers can find reams of

comparative information about companies,

products, competitors, and prices without

leaving their office or home.

Lower costs:

Online Marketers can produce digital

catalogues for much less than the cost of

printing and mailing paper catalogues and

also through advertising through sites are

also lower cost.

Fewer hassles: Relationship building:

Customers don’t have to face

salespeople or open themselves up to

persuasion and emotional factors; they also

don’t have to wait in line.

On-line marketers can dialogue with

consumers and learn from them.

Audience sizing:

Marketers can learn how many people

visited their on-line site and how many

stopped at particular places on the site.

This information can help improve offers

and ads.


4.2 TRADITIONAL MARKETING & ONLINE MARKETING

PRODUCTS

Product in traditional marketing is tangible for the customer whereas through a

website in Internet marketing is just a virtual image. The customer cannot experience the

quality and size of the product by seeing it on the website in the same way as seeing the

product in a physical store.

Not being able to reach and feel the product physically, can affect on his/her

purchasing decision. When it comes to range of products offered through Internet compared

to physical stores, there is an advantage of possibility for a company to offer a wide range of

products on their website.

One issue that can affect the customer’s choice of purchase is the warranty of the

good. This gives comfort to customers, both in traditional marketing and Internet marketing

but most importantly it gives the secure feeling to those purchasing online. The customer that

cannot see and touch the product when purchasing it would feel more secure knowing that

there is a warranty on the product and this would make the choice of purchase easier and less

risky.

PRICE

The pricing of a product can be based on the costs of its process in reaching the

market. When a company does Internet marketing it has a bigger opportunity to save costs

and therefor possibility to have lower prices. One of the reasons for this is the cost of space

for keeping the products or the cheap way of communication through internet such as

communication by e-mail. When marketing through Internet, the competition is very though

which affects the pricing reasons.

Since payments for purchase through Internet are done by credit card mostly, there

can be some security issues that create problems. i.e. a customer would feel more secure

paying in the physical store where they can have more control over the payment process,

whereas purchasing online they would be taking a risk when giving the credit card details.

PLACE

In traditional marketing, companies have the opportunities to decorate the stores in

order to create a specific atmosphere that can attract customers. Some attractive tools to create


that atmosphere can be music, colours, etc., but through Internet marketing it is almost

impossible to create a real sensation since a website is just a virtual image. Even though many

of the websites try to create an atmosphere by adding the same tools for attraction, they

cannot create as real experience as can be created in the physical store. The atmosphere of the

store is mentioned to be very important for sales of the products. But in the end the

experience of stepping into the store is different than clicking on computer when shopping.

Internet helps companies to be reachable at any time, regardless of openings hours that

physical stores require. Also the possibility for the customers to reach the store location

online and the range of customers that can do that is much wider compared to the physical

location of the store.

PROMOTIONS

When it comes to promotion, one thing is clear in difference between the

communication through traditional tools and Internet and that is the speed. Speed of getting

the message of advertisement, news or any type of information through to customers is very

quick through Internet. This is a very important issue in the competitive world of business.

Another difference between promotion by Internet and promotion by traditional ways is the

durability of the marketing message the marketer wants to communicate with the customers.

In traditional manner, the message would receive attention during a limited amount of time.


4.3 MARKETING IN GLOBAL MERGERS

EARILER DAYS PRESENT DAYS

Telemarketing was the tool for Sourcing

Clients.

Sourcing Clients is easy with Online

Marketing such as Social Medias.

Online Database was not handy Marketing People uses Online Database

Effectively

To find investors, telemarketing was the

tool.

Use of LinkedIn, Merar and Navarathana

deal connect to get investors.

There was no deal Sourcing Process.

There is a deal sourcing for clients,

investors & buyers separately.

Website and Company Brochure was not

effective to source clients / Buyers.

Website and Company Brochure has been

modified and now it is effectively working

to get clients.

There were 4 services marketed.

1. Fund Raising

2. Buy a Company

3. Sell a Company

4. Mergers & Acquisition

Now there is only 3 Services being

Marketed.

1. Raising Capital

2. Mergers & Acquisition

3. Corporate Advisory


4.4 SOCIAL MARKETINGFacebook, Twitter, My Space, LinkedIn, YouTube have all become an integral part of

our day to day life. From meeting new friends to family, from fun-and-games to education, from

hobbies to information, these social networking sites are like an ocean of unlimited

entertainment, Opportunities and activities.

However, social networking sites aren’t merely a tool for socializing and entertainment. It

is catching on very quickly among marketers in this fast changing world where new applications

are being implemented on the internet almost every day. Social networking can offer numerous

benefits that could help you and your business. Some of the benefits that are present by using the

networking sites optimally are:

Refined Search:

Only social networking sites offer internet users with a search directory that you can use

to locate particular individuals or groups. You can search by categories like location, industry,

interests and other unique preferences. This way, you do not waste your time and resources

establishing connection with people you and your business have nothing in

common with.


Expand Network Easily:

The key to establishing a successful online business is being visible to other people

outside your network. The fact that you are connected to these people because of an existing

connection with one of your contacts, make you more trustworthy.

Affordable visibility:

Since most of these social networking sites are free, you should maximize them. Make

sure that the profile you created will be interesting for the readers. Also, you should make it

more personalized by adding interesting articles, images, videos and even reviews of your

products.

“Facebook, Quikr, Flickr, and Blogs gives more opportunity to make visibility of

the products and services, In Global Mergers, created more than 5 Social Network pages and

posted more than 25 images and articles. It made us to reach more people.”


Built-in Group:

Starting a discussion is not difficult with social networking sites compared to growing

one on your site. With the millions of visitors and members, you will have no problem with

attracting participants. Discussion groups are also the best place to do some soft selling. You can

accomplish this by lending your expertise on particular subjects.

These are the some of groups where we posted about Global Mergers and Client’s Need and

started the discussion in it...


4.5 BRAND BUILDING USING SOCIAL NETWORKING SITES.

The term viral marketing is very apt in social networking because once a new trend or

a video becomes popular on the web, it spreads across the whole online community like a

“virus”. Brands are using web marketing, very innovatively through events, quizzes, contests

and other applications of the sorts to very smartly drive traffic to their websites and thereby

improve their performance.

Worldwide, the most popular social networking site is Facebook and it is competing

with Google and other social networking sites to become the leader in web marketing. Other

popular social networking sites such as YouTube, Google+ and Twitter are catching on very

quickly, giving tough competition to the leaders such as FB and Myspace. Whenever a new

video is posted on YouTube, it spreads rapidly through recommendations by friends and

colleagues. Word of mouth is very important in traditional marketing as well as online

marketing, particularly so because rampant spamming has wreaked untold damage on the

credibility of email marketing.

The key here is networking. Networking usually involves a give and take relationship.

You have to give something to your potential customer first and then you can expect a

response or take back something from them. This requires a lot of effort as you have to stay

visible on the web always without intruding into your customer’s privacy. You have to

constantly upgrade your communication and keep in touch on a sustained basis.

Promote your site or business for free - If you have a business or site you need to promote

you can do it by creating a business profile on some of these networks. You can load images,

your logo, etc. into your profile and it will be visible for your virtual friends and all the users

who visit your profile. You can also put topics on groups related to your business and

establish new contacts that can lead to sales, subscriptions or anything else.


5LEAD to POTENTIAL(With the help of Online Marketing)

Lead Spelled Pronunciation [liːd]–noun

1. an indication of potential opportunity

2. A sales lead is the identification of a person or entity that has the interest and

authority to purchase a product or service.

Global Mergers provides services like Raising Capital, Mergers & Acquisition &

Corporate Advisory, and my job at Global Mergers was Generating Leads and Convert it

into Potential and Deal Closing Strategy with the help of Online Marketing which includes

postings, advertisement, blogging & Viral Marketing.

5.1 Sources where I generated Leads for Global Mergers.1. Fundoodata (w w w . f u n d oo d ata. c o m )

Here I gets the list of companies in specific industry and specific region with the company

type, No of employees working, turnover and the website address.


2. Shine (w w w .s h i n e . c o m )

Advantage of shine is that we can get the snap shot of the company that includes company

history and the management team with financials.

3. Inside View (w w w . i n si de vie w . c o m )

This is a best place for the details like Company Turnover, Company type, Total

Employees, Social Contacts of the management people.


5.2 Sources where I get the contact details of Management People.1. Official Website.

The first place to look for the data about a company is the company’s “official website”,

as it is the most authentic and most trust worthy place for getting information.

2. LinkedIn (w w w .l i nk e d i n .i n )

Linkedin.com is the world’s largest professional networking site, having about 120

million professional contacts with each and every members being connected to each

other through some way or the other


Advantages of Linkedin.com are-

▸ is a Business related social networking site

▸ highly trust worthy

▸ Helps us in finding companies in an industry, its leaders and other employees

▸ also helps us in increasing our ‘Business network’ Through Linkedin.com, we

can find the required companies in the relevant field and at relevant region.

3. Jigsaw (w w w.j i g s a w . c om )

Another website through which we can acquire data about companies, its employees is

w w w.ji g s a w. c om .Though not much of trust worthy, the site has a powerful database of more

than 30million professionals and about 40000 more are being added every day. A uniqueness

about the site is that anyone can add a contact, improve an added contact etc.

This was the most helpful website for those who wants to know the contact details of the

top management people of any Multi National company.


we maintain a database for those leads in excel / access / online zoho for sales team

which looks like this in excel.


Potential

A market consists of all the potential customers sharing a particular need or want

who might be willing and able to engage in exchange to satisfy that need or want.

Potential customer is a person who may buy a particular thing. There is a high

possibility of this person buying that thing.

--Philip Kotler

5.3 Process of Converting Lead to Potential using Online Marketing.

Process 1 – Website Development.

Global Mergers website has been re developed by me and my colleagues. That

helped to get Potential Buyer and Funder.

1. Home Page


2. Debt Funding Page

3. Career Page


Process 2 – Social Media Postings.

Posting 1 – Funding for Health Fitness Sector (100 Cr)

This is the posting for Funding Requirement in LinkedIn Post and I got 5 replies for this

posting.

Posting 2 – Company for sale in Corporate Training Sector (2 Cr)


Process 3 – Advertisements

Easy way to reach out maximum people is online advertisement and quikr, Google

Ad word, Businessonsale, Merar & Navatardealconnect helped me to reach maximum clients

and buyers.

Advertisement 1 for Sale.

Advertisement 2 for Global Mergers

RESULTS OF PROMOTIONS.

By this process I got 4 clients and 8 response for Investment Opportunity and 12 Response

for Acquisition Opportunity.


6INSIGHTS &

RECOMMENDATIONS

6.1 INSIGHTSThis is the Digital Age and Company like Global Mergers, have a lot of opportunity in

online where it can get pool of clients and as well as investors with the effective use of it.

Things that I’ve learnt

Don't ever spend money on a marketing program unless can measure the results.

Unless we use Online Effectively / Carefully it may become double edged sword.

Targeting and reaching the correct customers / clients is difficult as they don’t easily

believe unless one creates a hope.

% of people that have made a buying decision using the following over the last three

to six months. Yellow Pages (5%), Direct Mail (10%), Print Advertising (5%),

Search Engines (80%).

Other than Porject

Fund Raising, and types of fund raising that includes Equity and Debt, why the

company need fund and how they need is an interesting part that I’ve learnt.

Why company need to merge with another company and the rationality behind

those mergers & acquisition is an exiciting part.

Mainly I can speak with any organisation CEO or MD for few minutes and able to

explain what Global Mergers does and why they should prefer Global Mergers to

become where they want to be.


Leading a team is very exciting part and with the help our CEO Mr. Ravi Gowda

I led a team very effectively and succeed in many things in Global Mergers.

6.2 RECOMMENDATIONS

Company may subscribe membership in websites like fundoodata.com &

businessforsale.com so, company can access to the details of top management of any

company and acquisition opportunity will also be easy when comared to now.

It will be better if only one person controls the Online Database ZOHO CRM.

All the social media pages and promotions should be frequently updated and the latest

news and articles should be published in Global Mergers Blog.

E – Mail marketing may be much more effective and it may have clear picture / snap

shot of the company.

More of online promotions should be done for Mergers & Acquisition like frequent

advertisement & postings in LinkedIn groups may be much more.

More training on Access, Promotion on Online Marketing & tele marketing to the

new people who comes into organization.


7CASE STUDY

7.1 CASE STUDY – Dell ComputerIt all started with a post. June 21, 2005

“I just got a new Dell laptop and paid a fortune for the four-year, in-home service.

The machine is a lemon and the service is a lie. I'm having all kinds of trouble

with the hardware: overheats, network doesn't work, maxes out on CPU usage. “

And there was no stop to it…it gained momentum…and even more momentum…

leading to dedicated haters

The whole thing started with one post. I t was followed another, then there were

many. DELL HELL was started. It ruined the sales of Dell computers. The only reason

was, Dell didn’t update themselves with the internet proceeding. It all happened without the

knowhow of dell. When they realized it was too late. Dell learned fast, they opened their

blog Direct2dell, which answers all the queries and problems about anything and

everything about the dell laptops. It was followed by Dell Idea Storm, a collaborative

blogging site where one can give their own ideas and discuss about general technology,

computers etc. They blogging was internal as well as external for the overall development

of the company and its image. The whole exercise took 3 years to be back on track.


Learning

This case study gives us (companies) a good reason to be updated with the happening

of the social networking sites. Blogging and forums are the new influencers of today. They

are the lightening to a fire forest. They form the root of the brand image. One needs to keep

a track of this for a successful outcome.

7.2 CASE STUDY – Barrack Obama

It was the launch of the brand ‘Barack Obama’ for the US Presidential 2008

campaign. It was started in January 2007 and was first of its king campaign in

Politics

The successful campaign invited all marketers to forget all that they had learned the

last 10 years and to look with a new and fresh look at Barack Obama’s strategy: It’s

a New Day people, let’s start with a fresh look today!

Most brands shout through advertising. We are cool! We are the best. Buy us!!! But

modern consumers do not believe all these shouting ads any longer. Consumers are not led

by ads. Consumers are influenced by their peers. They only buy a brand and their

products/services if their peers have written a positive review about in online. But modern

consumers have so many options, so many choices. And brand marketers try to seduce, by

shouting ads… Obama really wanted to become part of consumers, in an authentic way.

Most marketers shout at consumers via one way mass communications. Marketers have

learned to do this since the industrial revolution. Due to interactive media, consumers started

to interact with brands. Consumers started conversations about brands within blogs, forums

and social networks. At YouTube consumers started to criticize brands, their ads, their

products, their services. And the worst part of it all; brands were not even aware of these

conversations amongst peers. Marketers did not even know what was being said about

them…But Obama had seen the mistakes brands make. He tapped into online conversations

with an extended conversational tracking program; Mapping where the conversations took

place, who were the social influencers per topic/theme. By listening to peer conversations

within the social space, Obama gained great insights about consumer’s behavior and

emotions. And he tapped into these conversations in a very smart way…


LearningMost marketers used “the internet” for shouting banner campaigns. The power of

the web was peer communications, sharing, interaction, building relationships,

entertainment, sharing opinions and more. Many marketers u s e b r o a d c a s t e d

media to reach people. Many marketers use viral videos for short campaigns. Obama

embraced the long tail, and used content to build his brand in the long term. But most

marketers are only measuring online

Campaigns by: hits, views, clicks, and more web analytics. With a viral that is

really viral, smart social media planning, strong seeding skills you’re viral will become a

weapon of mass affection. Most brands focus at campaigns and spend their money on

media. But their websites are awful. Obama had noticed that the most important part of the

marketing campaign was his website!

The secret behind the Obama website: Great architecture and functional scope.

Invest in brand architects and functional scope before you built a very expensive website

that does not deliver yourbrand, marketing, communications and sales goals. Your

website is your greatest brand interaction asset. Use your website to create

engagement. Invite people to participate and create a movement of brand ambassadors.

People are smart and willing to help.


8CONCLUSION

During S.I.P people get to try, learn and specialize one area of work but I tried to

utilize the S.I.P opportunity to learn more than one area of work. Learning happens all the

time.

Not only the Online Marketing techniques but also I learned how to lead a team

effectively, how to deal with clients who are CEO’s and MD’s and designed & implemented

Deal Sourcing strategies for looking of clients, investors and buyers.

Now a days in Global Mergers, all the clients, investors and buyers i.e. Investment

Opportunities & Acquisition opportunities are being fulfilled through online marketing and no

of clients has been also increased. This can show the effectiveness of “online marketing….a

beginning” in global mergers and also now a days most of the company in Banglore and

Chennai gives first preference for Global Mergers if they want to raise their fund or they want

to sell or they want to acquire some company. The visibility of the Brand Global Mergers

across SME’s in Banglore and Chennai has been increased.

Through ‘Online Marketing’ technique the modern day marketers have found a new

and more effective approach towards the clients to enhance their sales and reach tergets.If

each of the Online marketing techniques are applied in the right time when they are needed,

they have potential of generating even millions of turnover for the company.


9ATTACHMENTS

DEAL SOURCING

Attachment 1 – Process of finding Clients.

Attachment II – Process of finding Investors.

Attachment III – Process of finding Buyers.

Attachment IV – Company Brochure


10REFERENCES

Bibliography.

1. Principles of Marketing.

- Phlip Kotler

2. DigiMarketing – The Essential Guide to New Media & Digital Marketing

- Kent Wertime, Ian Fenwick

3. Principals of Advertising and IMC

- Tom Dunkan

Webliography.

ht t p: / /ww w .man a g e men t p a r a dise . c om /

ht t p: / /ww w .wis e g e e k. c o m/

ht t p: / /ww w .di g i t a l m a rk e t in g ins t i t ute. c o m /

ht t p: / /ww w . g lobalme r g er s.in/

ht t p: / /ww w . L inke d I n . c o m/

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Online Marketing Initiatives - Final Report

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