1|Page

SUMMER INTERNSHIP PROJECT ON

“Monitoring & Analyzing the Use of Social Media to
Reach Customers:”
Undertaken at

Digital Marveled Pvt Ltd

Submitted in partial fulfilment of the requirement for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

BATCH (2022-24)

Submitted by Name of the Industry Mentor

Sumit Ananya Singh

MBA Semester III HR Team and Internship guide
12227007

Under the Guidance of

Dr. Ram Singh
Professor
 2

DECLARATION
I Sumit, student of Maharishi Markandeshwar (Deemed to be University), Mullana
Ambala hereby declare that the project work presented in this report is my own work and has
been accomplished under the supervision of Dr. Ram Singh (Professor) of MBA Department,
Maharishi Markandeshwar (Deemed to be University), Mullana Ambala.

The report has not been previously submitted to any other university for any other examination,

Date:

Place: MMIM, MMDU

 3

CERTIFICATED BY GUIDE

This is to certify that this dissertation entitled “ Monitoring & Analyzing the Use
of Social Media to Reach Customers:” is submitted to Maharishi
Markandeshwar Institute of Management, Mullana, in partial fulfilment for the requirement for
the award of the master of Business Administration. The project has been done under my
supervision & guidance and the project has not formed of any degree or other similar title to
any candidate.

Dr. Ram Singh

Professor
4
 5

PREFACE

In this era of globalization where every minute India is moving a step ahead and expanding it
horizontally, management is India is heading towards a profession. The demand for
management’s professionals is increasing day by day. In such competitive surroundings, it
becomes a requirement to have an edge over others and MBA is such a course, which helps
and assists students in doing that.

The practical studies are treated as a different subject in MBA which helps the student’s
impractically applying their theoretical knowledge. It helps us to face competition, builds up
our confidence and add something to our personality. Over and above in this fast-moving
economy, here practical studies play an important role in our carriers. This project report has
been prepared in partial fulfilment of the requirement for the Summer Internship Project of
the MBA in Marketing in the academic year 2022-2024 For preparation of this project report,
I have completed the summer internship program from DIGITAL MARVELD PRIVATED
LIMITED
 6

ACKNOWLEDGEMENT

I would like to express my deepest appreciation to Mr. Ananya Singh, my industry

mentor, for his guidance and expertise. His extensive knowledge in the field of digital
marketing and his willingness to share his experiences have been invaluable in shaping
my understanding and approach to the project. His support and insights have been
instrumental in driving the project's success.

Furthermore, I would like to acknowledge the organization for my internship, Digital

Marveled. I am grateful for the opportunity they provided me to work on real-world
projects and gain practical experience. The entire team at Digital Marveled has been
incredibly supportive, cooperative, and has created a conducive environment for me to
learn and grow.

Lastly, I would like to express my heartfelt thanks to my family and friends for their
unwavering support, encouragement, and understanding throughout this internship
journey. Their constant motivation has been a driving force behind my success.

I am truly grateful to all the individuals and organizations mentioned above for their
contributions and support, which have greatly enriched my learning experience and
professional development. Their guidance and assistance have been invaluable, and I am
honored to have had the opportunity to work with such remarkable individuals and
organizations.
 7

Table of contents

Content Page No
Executive Summary vii

Chapter 1 (Introduction)
1.1 Introduction 1
1.2 Origin of the Report 2
1.3 Scope of the study 3
1.4 Significance of the study: 3
1.5 Objective of the Report 4
1.6 Methodology 4
1.6.1 Type of Paper 4
1.6.2 Type of Information: 5
1.6.3 Source of Data: 5
1.6.4 Method of Data Collection 6
1.7 Limitations of the Study 6

Chapter 2 (Organization Overview)

2.1 About Digital marveled 7
2.2 Philosophy 7
2.3 Current client of Digital marveled 8
2.4 The departments within Digital marveled 8-10

Chapter 3 (Responsibilities as an Intern)

3.1 My Job at a Glance 11
3.2 Responsibilities and Description of the Job 12
 8

Chapter 4 (Literature Review)

4.1 Literature review 13-16

Chapter 5 (Quantitative Data Analysis)

5.1 Data Analysis 17
5.2 Critical Observations during My Internship Activities 17
5.2.1 Page Summary of Last 7 days (Nov 4 – Nov 10) 17
5.2.2 Page likes of TVS 18-21
5.2.3 Page Followers 21
5.2.4 Average Reactions (Comment & Share) 22
5.2.5 Post Reach 23
5.2.6 Recent Promotions on TVS Metro Family 24
5.2.7 Top sources from where customer views TVS 24-26
promotions
5.2.8 Comparing with Competitor’s Facebook Page 26
5.2.9 Target Customer Segmentation 27
5.2.10 Page Responsiveness 28
5.2.11 When Target customers stay online 28
5.2.12 Detailed Performance of Each Post Also Can Be
Evaluated 29

Chapter 6 (Findings)
6.1 Key Findings 30

Chapter 7 (Recommendation & Conclusion)

7.1 Recommendation
31
7.2 Conclusion
31

Reference 32
 9

List of Figures

Title
Figure number Page number

Page Summary
Figure 1 18
18
Page Likes
Figure 2
19
Average Page Likes
Figure 3
19
Where Page Likes Happened
Figure 4
Page Likes from Ads 20
Figure 5
20
Page Likes from Page
Figure 6
21
Figure 7
Page Likes from Search

21
Page Followers on Average
Figure 8
22
Net Followers
Figure 9
Average Reactions 22
Figure 10
Total Reach (Paid) 23
Figure 11
Total Reach (Organic) 23
Figure 12
Figure 13 Paid Promotions 24

Figure 14 People Viewed by Age and Gender 25

 10

Figure 15 People Viewed by City 25

Figure 16 People Viewed by Device 26

Figure 17 Comparing with Competitors 26

Figure 18 Target Customer Engagement 27

Figure 19 Page Responsiveness 28

Figure 19 When Fans are Online 28

Figure 19 Individual Post Analysis 29

 11

EXECUTIVE SUMMARY
The use of digital marketing channels for building customer relationships and long-term
loyalty has recently gained attention. In this report, it shows how brand communication,
query management service, and interactivity through Facebook can help marketers boost
customer relationships. This report explains the importance of social media marketing in
present era and this report will help the reader to get an idea about the importance, recent
priority of social media marketing. After reading the whole report the reader can able to
understand the reason behind growing Facebook marketing.

Title of the Internship Report is Monitoring & Analyzing the Use of Social Media to Reach
Customers: A Study on Official Facebook Page of TVS Motor Bikes and Objectives of the
Internship report are to measure the impact of Facebook marketing on TVS Motor bikes and
its customers, the role of Facebook page over the traditional marketing from the customer
point of view to find out, how digital marketing communication is working toward their
needs and to see how social media changed the way brands act toward customers and how
customers gained power in their relationships with brands.

Methodology used for achieving these objectives is descriptive with only secondary data but
qualitative and quantitative both data were used for this report.

This study shows that online advertisement is really important in promoting business now-a-
days. It also shows the factors that are working behind to make the creation of a brand and
have a positive attitude toward that brand. It also discusses about the segmentation and
targeting the potential customer and the changes brought by digital marketing in brands
relationship marketing, how brands are able to increase their sales volume and maintain a
good relationship with them. Consumers can compare brands easily and can figure out who is
actually providing good services to them.

Lastly, it shows what customers really want brands to do on social media and customers are
highly information seekers. Most of people are getting stimulus through advertisements, but
they are not reaching to end phase of customers purchase journey, mainly in high
involvement purchases.
 12

Chapter 1

INTRODUCTION

i
 1

1.1 Introduction
A business may have developed terrific products and put together a supremely
talented management team, but ultimately success hinges on persuading significant
numbers of customers to select that company’s products or services rather than buying
from someone else. Growing a business comes down to the ability to sell. Innovative
strategies, a comprehensive understanding of consumer behavior and aggressive
communication of the company’s message combine to bring about sales success.
Marketing and communication strategies are designed to position the company as
being superior to its competitors. The marketing message must show specific reasons
the customer should purchase its products or services

An advertising company, often referred to as a creative company, is a business

dedicated to creating, planning, and handling advertising and sometimes other forms
of promotion and marketing for its clients. An ad company is generally independent
from the client; it may be an internal department or company that provides an outside
point of view to the effort of selling the client's products or services, or an outside
firm. An company can also handle overall marketing and branding strategies
promotions for its clients, which may include sales as well.

Typical ad company clients include businesses and corporations, non-profit

organizations and private agencies. Agencies may be hired to produce television
commercials, radio commercials, online advertising, out-of-home advertising, mobile
marketing, and AR advertising, as part of an advertising campaign.

Digital marveled is a 360-Degree local advertising company. I was really very

privileged to be a part of the great team. During my three months internship with this
organization, I have learnt how to deal with customers through online and also got a
chance implement my academic knowledge through making presentations according
to the clients brief. Since I was working in digital communication department, so the
whole report will cover the effect and importance of digital marketing
communication.
 2

Digital marketing is the marketing of products or services using digital technologies,

mainly on the Internet, but also including mobile phones, display advertising, and any
other digital medium.

Digital marketing's development since the 1990s and 2000s has changed the way
brands and businesses use technology for marketing. As digital platforms are
increasingly incorporated into marketing plans and everyday life, and as people use
digital devices instead of visiting physical shops, digital marketing campaigns are
becoming more prevalent and efficient.

Digital marketing methods such as search engine optimization (SEO), search engine
marketing (SEM), content marketing, influencer marketing, content automation,
campaign marketing, data-driven marketing, e-commerce marketing, social media
marketing, social media optimization, e-mail direct marketing, display advertising, e–
books, and optical disks and games are becoming more common in our advancing
technology.

Facebook marketing refers to creating and actively using a Facebook page as a

communications channel to maintain contact with and attract customers. Facebook
actively provides for this, allowing users to create individual profiles or business
pages for companies, organizations, or any group attempting to develop a fan base for
a product, service, or brand.
 3

1.2 Origin of the Report

I am preparing this report as a part of my MBA program which is called internship. I

did my internship at Digital Marveled , a digital marketing company where I got to
know about the real implications of marketing theories. Digital marveled is an
emerging digital marketing company in Bangladesh. I completed my internship in the
Client Service Department of Digital marveled. I came to know how digital platform
works in our country as well as how brands are being benefited by it. I have prepared
this report on the overall digital performance . The title of the report is “Monitoring
& Analyzing the Use of Social Media to Reach Customers.”
 4

1.3 Scope of the study

The report‟s scopes are followed below-

 Information for the analysis was collected from the internal websites, database,
research papers, study materials, social network and knowledge sharing platform
of Digital marveled.
 Geographic scope of the report is limited within Bangladesh market.

1.4 Significance of the study:

With the help of modern technologies and preponderance of Facebook Marketing,

businesses are doing all that they can to match up the pace in Bangladesh. Businesses
are either changing their plans of action into the digital one, or amplifying existing
marketing strategies with digital advertising techniques.

This report is completely discussing about digital media agencies. There was a time
when Television was the most popular medium for Marketer to promote, spread
awareness and generate leads for their products but now the trend has changed and
social media has taken its place. Among them Facebook is giving the lead. Main
reason for this change is-

 Traditional methods are expensive. Compared to digital marketing channels, you

could end up spending thousands of dollars more. In this report, an example is
given based on this issue.
 Traditional marketing channels fail to provide instant feedback and reports about
who saw or heard an ad, and took action. This data is collected long after the
initial ad impression is made (and still then, the statistics are far from exact
numbers).

Facebook marketing, on the other hand, refers to marketing methods that allow
organizations to see how a campaign is performing in real-time, such as what is being
viewed, how often, how long, as well as other statistics such as sales conversions.
 5

1.5 Objective of the Report

 To measure the impact of Facebook marketing on TVS Motor bikes and its
customers.
 To see how social media changed the way brands act toward customers and how
customers gained power in their relationships with brands.
 The role of Facebook page over the traditional marketing from the customer point
of view to find out, how digital marketing communication is working toward their
needs.

1.6 Methodology

Methodology is very important for a research. It has different steps and I have to
identify each step and consider the concept and go for the research. It includes
research design which is the main structure of a research. Without this it is impossible
to get to the right angle of the research. It is a work plan that moves the research to the
right path. It helps me to answer a logical question and allow me to determine the
things I will need to start the initial research which includes- determining whether the
research will be qualitative or quantitative, determining the sample size and whether it
will be descriptive or explanatory. Basically, it is all about deciding the best way for
the research. I will be doing data collection procedure and will analyze the data. After
collecting data, analysis is very important as it will give me the actual result of this
research which will be based on my data which I have collected.

1.6.1 Type of Paper

To achieve the required results to establish the objective two basic methods
were used-

1. Conclusive:

One type of research designed to assist the decision maker in determining, evaluating
and selecting the best course of action to take in a given situation.

By exploring the Facebook page of TVS bikes and evaluating the insights of every
promotion through the page, reading various articles and literatures about digital
 6

marketing and by taking a number of unstructured and in-depth interviews of some of

the employees of Digital marveled, clients end managers, some variables have been
selected related with this report and found the proper insights of TVS motor bike‟s
Facebook page performance..

2. Descriptive :

A type of conclusive research that has its major objective, the description of
something – usually market characteristics or functions.

By this research the market characteristics and functions of „TVS Motor Family‟
Facebook page have been described.

1.6.2 Type of Information:

The study will be both a mixture of quantitative along with qualitative method. A
basic overview of the data collected and used to make this report are described below-

a) Quantitative Data:

Quantitative data about social media performance is collected from Facebook app
manager of Digital marveled.

b) Qualitative Data:

Like quantitative data, qualitative data is also a major stream of information for the
report. List of the source of qualitative is-

1. Internet
2. Social Network Sites
3. Text books
4. Several other reports
1.6.3 Source of Data:

Basically this report is based on one type of data which is secondary data.

1. Secondary Source of Data:

The secondary data sources are:

 7

 Facebook app manager of Digital marveled

 Facebook page of TVS Metro Bikes
 Digital marveled‟s documents and publications
 Newspaper, articles, journals and websites.

1.6.4 Method of Data Collection

To know the customer insights of TVS Facebook page, Facebook App Manager of
Digital marveled has been used. Facebook app manager is a data analyzing tool which
provided all the statistical data which was used as secondary data to come with some
findings at the end of the report.

1.7 Limitations of the Study

During the three months‟ internship period, so many obstacles came in. Some of the
limitations in making the report are following-

 In collecting primary data, it is really hard to get correct information from people
as they might not feel comfortable or provide their false feeling.
 To observe the whole corporation activities and come up with a fruitful result
requires huge amount of time, so time limit is another crucial limitation of this
study.
 The internship proposal is conducted based on several secondary data which were
rather inefficient or unreliable.
 8

Chapter 2

ORGANIZATION OVERVIEW
 9

2.1 About Digital marveled

Digital marveled is a Dhaka based interactive marketing communication firm dedicated to

serving its clients to meet their business objectives and effective market communication
practices. Imran Jahangir Oni is the founder and Asif Amin is the co-founder of the
company.

Digital marveled has been in operation from 2017 and have had huge success rate in the field
of communications with its clients since its inception. Within this small period of time they
have achieved to work with some re known local and multinational companies like- Marico,
Best Electronics, TVS, Westin, Maxis Tires, Ziska pharma, Bengal Polymer, Idcol, Shell,
Mercantile Bank, ACI, Bulls n Barrels, Metro BD Ride Service and some other small project
based clients like- Atlas BD, Signature Saloon etc.

In BTL they have done two big events- “Marico Family Night 2018 and “Bengal Polymer
Dealers Meet 2018”.

Besides they have been providing services in different printing productions and branding
materials also for different companies on the basis of client‟s requirements.

2.2 Philosophy

Working as a business partner with our clients and provide not only the maximum quality
assurance services in every aspects in a competitive price but also provide different proactive
ideas, strategies.
 10

2.3 Current Clients of Digital marveled

2.4 The Departments Working Within Digital marveled

1. The Digital Client Service Department is the one which maintains liaison with the
clients. The basic function of the client service department is to maintain relationship with
the clients and prospects. This is the heart of digital company. They communicate the
thought of both the parties, brands and customers‟. They are one of the most important
parts of this company as well because they are the persons who find out the things
customer needs and finding the need is one of the most useful ways to keep the client
happy. This department is the heart of the whole organization and it co-ordinates within
the functions of the various department in the company. This department is also important
for research purpose. This gives some important information to the Digital marveled
authority, like -
 Effectiveness of the digital communication campaign
 Customer reaction and feedback about the digital communication campaign
 11

 Finding out the reasons that make communication campaign fail to have more reach
or engagement and brand experience.

This information helps the authority to take decisions like –

 Whether the digital plan works for the client or not?

 What type of digital communication campaign is needed to help develop more
effective communication campaign?
 What was the success of the campaign?
 What change is needed in the campaign? etc.

2. The Creative Department is the one that fulfills the requirements of the client's needs.
This is the mind of the organization because it is them whom make digital marveled
popular and effective to the clients. They perform certain acts. Some of them are given
below-
 Developing copy for communication on social media
 Developing weekly post calendar for communication for social media
 Designing the post creative for digital communication
 Visualizing the idea of campaign and contest
 Finalizing layout
 Google advertisement, Facebook advertisement design adoption of foreign ad ideas
according to the prescription by the client in case of multinational advertisement
campaign

3. Finance Department ensures smooth functionality of the organization with its monetary
resources. They also do budgeting for any digital communication campaign and contest as
well as for online promotion and advertisement campaign.

4. HR Department keeps record of the employees and works to get best people for the
company.
 12

This department helps to find out the best people, who can suits with this
organization. This department also motivates the employees in various ways.
 Recruiting of new employees is their concern.
 Training and development of the interns are going in a good way is also their
concerns.
 Compensation, employee benefit, leave and service rules program and up
gradation
 Placement and performance appraisal of employees preparing related reports
 Reporting to the Executive Committee/ Board on related matters.

The mission of these departments is to ensure smooth and quality digital social media
communication service to their clients. As a result, the digital social media service should
increase brand awareness, increase brand communication reach, provide quality online
consumer experience and drive them to online and physical stores to generate sales and profit
for the firm.
 13

Chapter 3

RESPONSIBILITIES AS AN INTERN

11
 14

3.3 Job at a Glance

The job that I was offered at Digital marveled was the position of Intern in the Digital
services department. Digital service is a new department of digital marveled which facilitates
the clients with different kinds of digital marketing solutions. It was a 3 month long
internship program. In Digital Services department, all the team members had to work almost
whole the week and sometimes 24/7 as digital is the most interactive and challenging
platform now-a-days. Like the team members, I also had to work almost 7 days a week
although the general working day is 5. On off-days, I had to work from home. So it was a
combo of office and home-based job. I had another intern co-worker with me. We used to
have a roster-based work plan. The remuneration was according to the organization‟s policy.

3.4 Responsibilities and Description of the Job

This part includes all the responsibilities and detailed description of the job I had to do during
my internship period –

1. Query Management:

Query management of different client‟s Facebook pages was one of the biggest roles of the
job. It was really a boring and at the same time an interesting job. I along with the other
intern had to manage mainly the Facebook pages of Best Electronics, TVS Motor Bike, and
Anwar Landmark.

It was a boring work because we had a target to complete a number of queries per day to be
resolved and had to work one person at a time. Working and resolving problems of the fans
of the pages in team helps make a good work environment and fun. It was really an
interesting work because, from different and weird queries of the fans of the pages, we got to
know about different insights of the industry.
 15

2. Client-servicing:

As a team member of the Digital services department, one of my core responsibilities was to
ensuring the clients‟ satisfaction through monitoring their projects. The initial brief about our
clients‟ requirements were given to me via my superiors after whom I had to re-brief the
creative department about the designs. Here was the challenge. To make the job done by a
fresher in the industry especially as an intern to make another department do the job for my
department, it was really tough for me. My intra and inter-departmental relationships helped
me a lot to overcome the challenge.

3. Champaign planning:

As a local creative advertising company, at digital marveled, our most important task here
was to do brainstorming to generate exceptional „out of the box‟ ideas for different brands
and campaigns. For instance, to promote one of the clients „Shajgoj.com”, we had to find out
the best digital marketing campaign to promote their new launched products. Here we had to
find out different ways strategically to launch the campaign.

4. Day-to-day Operations:

As an Intern, there were some day to day tasks in accounts management, creative department
and most importantly in the digital platform. Inter-departmental follow up of ongoing
campaign, upcoming campaigns, monitoring the projects etc. are most remarkable among the
day-to-day tasks.

5. Team Work:

At digital marveled, employees are into teams. So team-work is really very significant
which needs good working relationship. Intra-relationship as well as Inter-relationship is
really important in an organization which I understood nicely working here. While
making good relationship with other teams, it was not any challenge for me as I was
introduced very warmly with other employees. I made good relationship people inside my
department and other departments within a very short time which I believe is the result of my

communication skill.
 16

Chapter - 4

LITERATURE REVIEW

11
 13

4.1 Literature review

Literature review is a collection of the existing data or articles related to a particular topic that
are used as the guidelines for conducting a research. This chapter explores a collection of the
past research that has been done that can contribute to my research paper to make it more
effective. The secondary data list is shown below has been integral in providing support to
the primary findings of my research and also serves to ensure the validity of research
findings. The content of this chapter is immensely important towards the completion of this
report.

4.2 Title: Social media as a new engaging channel in brands’ relationship marketing.

Author: Charles Rupin

The objective of that research paper is to notice the changes brought by social media in
brands relationship marketing. Also, it aims to see how relationship marketing changed over
the years and what differs from traditional approaches marketers had. Moreover, this paper‟s
purpose is to see how social media changed the way brands act toward customers and how
customers gained power in their relationships with brands.

4.3 Title: Consumer Perceptions of a Brand's Social Media Marketing

Author: Taylor Michelle Smith

The purpose of this project is to assess consumer perceptions of a brand‟s social media
marketing. The results show that brands must be actively engaging their consumers via social
media in order to compete in a competitive marketplace. Engagement can be promoted
through entertaining and interactive posts, useful and relevant content, word of mouth
communication from other consumers, as well as extrinsic reinforces such as promotions and
giveaways. Social media, specifically Facebook and Twitter, is a key platform to build
relationships with consumers and for consumers to get information about a brand and its
products. Consumers are trustworthy of the information posted by the brand and information
posted by other consumers online. The future of social media as a marketing tool is also
considered.

13
 14

4.4 Title: Impact Of E-Commerce On Markets And Retailers

Author: Menal Dahiya

1) Impact on Markets

 Promotion of Products-Through Ecommerce product can be promote in an interesting way

and with lots of information directly to the customers which reduces the cost of offline
promotion because internet can interact a lot of customers and save amount of cost of
advertisements can be used in different areas of business.

 Customer Service-Customer service can be enhanced because customers can search detailed
information about product or marketplace which offers the product and can compare the
prices of different market places.

 Brand Image- New business men can establish their brands on internet by using attractive
images at an affordable price.

 Advertisement- Traditionally the advertisements were one- way to attract customers and let
them know about the new product or market place but now through e-commerce
advertisements are two-way in which customer can browse the market place and product, can
compare the prices and also can ask questions to the online retailers.

 Customization-Customized products can be made available according to the needs of

customers. It will make a good place of business in market and new customers will be
attracted.

 Order Making Process-Traditionally to take orders from customers, intermediaries are used
which takes a lot of time and expenses but with ecommerce the order taking is so easy which
reduces a lot of time and expenses and they can make more sales

2) Impact on Retailers

 Turnover-Due to e-commerce the turnover of offline retailers has reduced which is a

warning signal for the enterprise.

14
 15

 Profit Margin-On the arrival of online shops in the market offline retailers are suffering
from pricing. To survive in market, they have to sell product in law prices which covers only
their operational costs and they do not get any profit margin.

 Discount-Offline retailers sell their products at discounted rates because online stores offer
heavy discount to the customers and to stay in the market and to attract the customers they
have to sell the products at discounts.

 Variety of Stocks-Variety of goods is offered by online stores to which offline retailers

cannot compete because at the end of year the left over stock can give a huge loss to the
retailer.

 Customer Services-Offline retailers are providing different services at which online stores
fails. Repair and goods of services, home delivery and after sales services also like online
shops.

 Window Shopping-Low prices offered by online stores leads to window shopping by

customers at physical stores and they buy product online. Due to which they have prospective
customer‟s more than actual customers.

 Advertisement-Offline retailers focus only on the advertisements so that they can attract
customers and increase their sales. They do not leave a single chance to advertise.

4.5 Title: Effectiveness of Digital Marketing in the Challenging Age: An Empirical

Study
Author: Afrina Yasmin, Sadia Tasneem, Kaniz Fatema

This article focuses on the importance of digital marketing for both marketers andconsumers.
We examine the effect of digital marketing on the firms‟ sales. Additionally the differences
between traditional marketing and digital marketing in this paper are presented. This study
has described various forms of digital marketing, effectiveness of it and the impact it has on
firm‟s sales. The examined sample consists of one hundred fifty firms and fifty executives
which have been randomly selected to prove the effectiveness of digital marketing. Collected
data has been analyzed with the help of various statistical tools and techniques.

4.6 Title: The Effects of Digital Marketing on Customer Relationships

Author: Marko Merisavo

15
 16

Viewing the use of digital channels in marketing from a customer relationship

perspective offers several benefits to a marketer. Brand communication can be frequent and
personalized, and different options for a dialogue exist. The benefits of dialogue include
learning from and about customers, revealing their needs and interests, and being able to
provide them with better and more personal service. From a customer perspective, the
Internet has given power to get up-to-date information, to compare products and services
more easily, and to get in touch with marketers. In a digital environment, customers
increasingly use self-service and have more options to initiate action. A customer‟s perceived
value of using digital channels and interacting with a marketer can come in several ways; it
could be money, time, information, convenience, and so forth. This chapter examines how
marketers can use digital channels to develop and strengthen customer relationships. In our
framework, brand communication, service, personalization, and interactivity are suggested to
be the key elements.

4.7 Title: Using Social Media to Increase Consumer Loyalty to a Brand

Author: Lindsey Julian

The following study investigates how to use social media to increase consumer
loyalty to a brand. With the increasing trend in the utilization of social media practices in the
fields of public relations and marketing, it is becoming significantly important to understand
how to effectively reach and communicate with consumers through this medium. This study
focuses on the necessary tools, tactics, and strategies that should be utilized through social
media in order to increase consumer loyalty.

4.8 Title: The Role of Digital Branding on Consumer Retention: Evaluating uses of
Social Media in Bangladesh

Author: Afsary Adiba Priyanka

The purpose of this paper is to evaluate social media on respect of digital branding and how it
has helped the organizations to retain consumers in Bangladesh. Through this paper
consumer retention was linked with various variables: Social Media Platform, Post
Engagement, Purchase Behavior and Adverts on Social Media. Facebook is the most used
platform in Bangladesh, which has been proved in this paper. Discussion is done on how
brand loyalty is directly linked to consumer retention.

16
 17

Chapter 5

QUANTITATIVE DATA ANALYSIS

16
 17

5.1 Data Analysis

Data Analysis is the procedure of efficiently applying measurable and sensible systems to
portray, consolidate and recap, and assess information. This chapter discusses about the
secondary data that are collected from Facebook Page of TVS motor bikes and analysis of
those data. This is one of the important elements of a research paper. Quantitative data and
qualitative data both have been collected for analysis. Facebook App Manager has done the
collection and analyzed the data from the Facebook page of TVS. They have a powerful
database system and tool that can make charts and automatically make the analysis. It was
handy for analyzing data. These tools were suited in my research as it was a descriptive
research.

5.2 Critical Observations During My Internship Activities

I was instructed to analyze the performance of the Facebook pages of TVS, Anwar Landmark
and Best Electronics and create a monthly insight report for each company. By the help of
Facebook Page Manager I got all the statistical information. In this report I showed my
performance within my three months of internship by the help of Facebook Page Manager.
Here i have only showed the information of TVS Bikes.

5.2.1 Page Summary of Last 7 days (Nov 4 – Nov 10)

In this figure, it can be compared how the page performed than the past week. Here is some
information from this data-

1. Page views decreased 17% than the past week.

2. Page previews increased 96% than the past week
3. Page likes, post reach and post engagement also decreased than the previous week.
4. Page responsiveness is now 2 hours 18 minutes in average which is higher than the
last week.

Let us analyze how we can get to these information-

17
 18

Figure 1: Page Summary

5.2.2 Page likes of TVS

July 22, 2018 October 22, 2018

Likes: 2, 77,478 Likes: 3, 22,653

Figure 2: Page likes

Findings: From the very first day of my internship period page likes were 2, 77,478 and 3
months later it increased to 3, 22,653. So it means number of likes increased by 45,175
within these 3 months.

18
 19

Figure 3: Average page likes

Findings: Page likes were 2, 76,312 on average in the first 1.5 months and 1.5 months later
the average increased to 2, 87,878. So it means number of likes increased by 11,566 on
average per month.

Figure 4: Where page likes happened

Findings: From this chart we can see 7 variables from where like occurs. They are: Ads,
Page Suggestions, the page itself, restored likes from reactivated accounts, search, news feed
and others. Let us analyze from which area does the most number of likes come.

19
 20

Figure 5: Page likes from Ads

Figure 6: Page likes from Page

20
 21

Figure 7: Page likes from Search

Findings: From figure 5, 6, & 7 it can be observed that from ads the likes increased by 416,
from page itself it increased by 21 and from search it increased only by 2. So, it can be said
that the most likes for the page comes from the ads.

5.2.3 Page Followers

Figure 8: Page followers on average

Findings: From figure 8, it can be observed that follower increased by 11,603, from 276,386
to 287,989.

21
 22

Figure 9: Net Followers

Findings: From figure 9, we can get net followers. Net followers show the number of new
followers minus the number of unfollows. Net followers increased by 468.

5.2.4 Average Reactions (Comment & Share)

Figure 10: Average Reactions

Findings: From figure 10, we can get average reactions. Average reactions show the number
of share and comments on each post on average. From July 22 to October 22 2018 average
reactions increased by 369.

22
 23

5.2.5 Post Reach

Figure 11: Total Reach (Paid)

Figure 12: Total Reach (Organic)

Findings: From figure 11 and 12, we can get total reach in two ways organic and paid. From
July 22 to October 22, 2018 paid average reach increased by 5,872 and organic average
reach increased by 863. This means, paid post reach more viewers in less time than organic
post.

23
 24

5.2.6 Recent Promotions on TVS Metro Family

Figure 13: Paid Promotions

Findings: From figure 13, it is found that, after paying $59 for a post it reaches 57,232 people and
after paying $192.67 it reaches 309,630 people. So, it means the higher you pay the higher reach
will be achieved.

24
 25

5.2.7 Top sources from where customer views TVS promotions

Figure 14: People viewed - by age and gender

Findings: From figure 14, it is found that, people aged between 18-24 and 25-34 are the highest
viewers and among them 90% are men.

Figure 15: People viewed - by city

Findings: From figure 15, it is found that, people from Dhaka city are the highest viewers and
from Chittagong are in the second position.

25
 26

Figure 16: People viewed - by Device

Findings: From figure 16, it is found that, people mostly 80% view TVS’s ads or page from their
mobile device.

5.2.8 Comparing with Competitor’s Facebook Page

Figure 17: Comparing with competitors

Findings: From figure 17, it is found that, TVS Metro Family holds position 5 among its core
competitors and Yamaha Motor bikes is in the first position as their likes and engagement are much
higher than TVS.

26
 27

5.2.9 Target Customer Segmentation

Figure 18: Target Customer Engagement

Findings: From figure 18, it is found that, 94% people engaged with this page are male and
6% are female. So men are the target customer for TVS.

From the demographic segmentation the people from Bangladesh are mostly engaged with
their Facebook page and the second highest people are from India.

From the area segmentation within Bangladesh the highest people engaged with TVS
Facebook page are from Dhaka City. The second highest people are from Chittagong city.

From the Language segmentation, most of the people are using English language but in US
accent second is UK accent and third is Bengali language.

27
 28

5.2.10 Page Responsiveness

Figure 19: Page Responsiveness

Findings: From figure 19, it is found that, Page responsiveness is now 2 hours 18 minutes in
average this week which is higher than the last week. Though responsiveness decreased 1%
but messaging connections increased 43%.

5.2.11 When Target customers stay online

Figure 20: When fans are online

Findings: From figure 20, it is found that, Most of the fans are online from 9am to 9pm
throughout the whole week. So, ads or promotions will be much more visible to target
customers if they are launched between this time periods.

28
 29

5.2.12 Detailed Performance of Each Post Also Can Be Evaluated

Figure 21: Individual Post Analysis

Findings: From figure 21, it is found that, one post which was published in September 14
and it was boosted for 1 week and it gained 257,231 reach and 8,407 reactions and most of
them are positive reactions. Thus it can be measured whether the cost of boosting giving
good result or not.

29
 30

Chapter 6

FINDINGS

17
 31

6.1 Key Findings

Facebook marketing communication has helped both the businesses and customers from
different aspects. In digital marketing communication, people can meet their actual data
hunger where Facebook plays a great role. According to the findings and analysis in the
previous part, some key findings of the study are given below-

1. Male are the main customers for TVS bikes.

2. Social Media user base has been increased in Bangladesh. Cheap Mobile phones and
smartphones are the key in increasing this number. Again, Students and young generation
is the huge number of the user-base of Bangladeshi Social Media users.
3. Online advertisement is really important in promoting business now-a-days.
4. Customer engagement has been rising in Facebook marketing. Continuous contests,
campaigns, regular posts on pages are making people to engage whereas traditional
marketing has failed to engage customers.
5. Facebook marketing has enables so many things to the customers and brands. Through
Facebook marketing brands are able to increase their sales volume and maintain a good
relationship with them. Consumers can compare brands easily and can figure out who is
actually providing good services to them.
6. Customers are god to the brands. Negative word of mouth can spread quickly in these
days with help of social networking sites. This can hamper in sales. Brands try to be
humble with customers and listen to their problems and solve them
7. The higher a company pays to boost their page the higher reach to its potential customer
will happen. So, to attract a huge population and to create a brand a company should
boost their page regularly
 32

Chapter 7

RECOMMENDATION &
CONCLUSION

31
 33

7.1 Recommendation
1. The required time to respond to the queries needs to be more prompt
2. Brands should take more surveys on customer preference regarding the shared contents of
the brands.
3. Digital marketing communication is not so costly than any other media but content
management in digital marketing communication is really very important. So marketers
should give more emphasize on content management.
4. Monitor competitors‟ pages to keep ahead in the competition.
5. Boost the content of the Facebook page regularly.
6. Whoever doing businesses especially online shopping related businesses should take
some important measures to make customer information secure and give a good customer
experience. Customer‟s Privacy and customer experience should be the concern of all
marketers.

7.2 Conclusion

The successful completion of this internship indicates that the future of marketing is in the
hands of digital. 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. 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 provides 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.
The research focused on the how digital marketing works. Consumers are highly information
seeker and they will do research about a product before going to a retail shop. Therefore,

31
 34

brands want to give platforms to consumers to understand their product or to get a really feel
of that brand.

I honestly believe that this project report will be useful for marketers to understand the digital
marketing and also to plan for future strategies. I conclude my research by quoting again that
“Brands should pursue digital platform”

REFERENCE

1. Article by TM Smith - https://scholar.google.com/scholar?

hl=en&as_sdt=0%2C5&as_vis=1&q=Consumer+Pe rceptions+of+a+Brand
%27s+Social+Media+Marketing&btnG=

2. https://digitalcommons.calpoly.edu/cgi/viewcontent.cgi?referer=&httpsredir=1&article
=1049&context=joursp

3. http://www.theseus.fi/handle/10024/96702

4. https://pdfs.semanticscholar.org/6991/7488920c4d46e60e5de03bfbc9dfbc93a68c.pdf

5. http://dspace.bracu.ac.bd/xmlui/bitstream/handle/10361/6175/12104035_BBA.pdf?sequ
ence=1&isAllowed=y

6. https://scholar.google.com/scholar?q=The+Effects+of+Digital+Marketing+on+Custom
er+Relationships&hl=en&as_sdt=0&as_vis=1&oi=scholart

7. Official Facebook Page of TVS Motor family -

https://www.facebook.com/tvsmetrofamily/

8. Thesis by Menal Dahiya - https://www.ripublication.com/acst17/acstv10n5_75.pdf

32