University Of Mumbai’s

ALKESH DINESH MODY INSTITUTE

FOR FINANCIAL AND MANAGEMENT STUDIES

Joravar Bhavan, Mumbai University,

Kalina, Vidyanagari Campus,

Santacruz (E), Mumbai 400 098.

A SUMMER INTERNSHIP REPORT ON

DEVELOPING BUSINESS PROMOTIONAL STRATEGIES AND MARKETING

THROUGH DIGITAL MEDIA

FOR

SYNCLATURE SOLUTIONS

SUBMITTED BY:

Mr. KARTIK MEHTA SEM III (MARKETING) S.Y.M.M.S 2014 – 2015

UNDER THE GUIDANCE OF

Prof. RAJAM RAVI

UNIVERSITY OF MUMBAI

IN PARTIAL FULFILMENT OF THE REQUIREMENT OF THE

M.M.S. PROGRAMME FOR THE YEAR 2014-15

KARTIK MEHTA

SUMMER

INTERNSHIP

REPORT

DEVELOPING BUSINESS PROMOTIONAL STRATEGIES AND MARKETING THROUGH

DIGITAL MEDIA

GUIDE

Prof. Rajam Ravi

COMPANY

SYNCLATURE

2014 - 2015

KARTIK MEHTA

ROLL NO: 50

SYMMS

MARKETING

University Of Mumbai’s

ALKESH DINESH MODY INSTITUTE

FOR FINANCIAL AND MANAGEMENT STUDIES

A SUMMER INTERNSHIP REPORT ON

DEVELOPING BUSINESS PROMOTIONAL STRATEGIES AND MARKETING

THROUGH DIGITAL MEDIA

FOR

SUBMITTED BY:

Mr. KARTIK MEHTA

SEM III (MARKETING) S.Y.M.M.S 2014 – 2015

UNDER THE GUIDANCE OF

Prof. RAJAM RAVI

IN PARTIAL FULFILMENT OF THE REQUIREMENT OF THE M.M.S. PROGRAMME FOR THE YEAR 2014-15

FOR THE PERIOD

06th MAY 2014 TO 15th JULY 2014

University of Mumbai’s

ALKESH DINESH MODY INSTITUTE FOR FINANCIAL AND

MANAGEMENT STUDIES

CERTIFICATE

This is to certify that Mr. KARTIK MEHTA, M.M.S. (MARKETING) Batch, 2014-15 of Alkesh

Dinesh Mody Institute for Finance and Management Studies has successfully completed his Summer

Internship during 6th May 2014 to 15th July 2014.

The project was undertaken by him at SYNCLATURE SOLUTIONS, titled as ‘DEVELOPING

BUSINESS PROMOTIONAL STRATEGIES AND MARKETING THROUGH DIGITAL MEDIA’,

under the guidance of Prof. RAJAM RAVI.

The project fulfills all the stated criteria and the student’s findings are his original work.

I hereby certify that his work is good and authentic to the best of my knowledge.

PLACE: MUMBAI

DATE:

_____________________________ _________________________

Prof. Rajam Ravi Director, ADMI (PROJECT GUIDE)

DECLARATION

I, Mr. Kartik D. Mehta student of Alkesh Dinesh Mody Institute for Financial and Management Studies

of M.M.S (Marketing) hereby declare that I have successfully completed the Summer Internship with

Synclature Solutions in the Academic year 2014-2015.

The Summer Internship project work entitled ‘Developing Business Promotional Strategies and

Marketing through Digital Media’ submitted to the Institute is a record of an original work done by

me under the guidance of Mr. Ashay Rege (Founder | Partner, Synclature) and Prof. Rajam Ravi

(Project Guide).

This Report work has not been performed on the basis for the award of any Degree or Diploma /

Associate-ship / Fellowship and any other similar project if any. This Report has not been previously

submitted for any Examinations / Institutes / Universities.

The information submitted is true and original to the best of my knowledge.

_____________________

Signature of the Student

ACKNOWLEDGEMENT

I take this opportunity to express my profound gratitude and deep regards to my guide

Prof. Rajam Ravi for his exemplary guidance, monitoring and constant encouragement throughout the

course of this thesis. The blessing, help and guidance given by him from time to time shall carry me a

long way in the journey of life on which I am about to embark.

I also take this opportunity to express a deep sense of gratitude to Mr. Ashay Rege,

Founder | Partner at Synclature Solutions, for his cordial support, valuable information and guidance,

which helped me in having a synopsis of all the sections of the organization. I would also like to thank

Mr. Prathamesh Jog who provided me his support in the initial stages of this project

I am obliged to the staff members of Synclature Solutions, for the valuable information provided

by them in their respective fields. I am grateful for their cooperation during the period of my assignment.

I would also take this opportunity to thank our Placement Officer, Mrs. Kavita S. Pandey

(Mishra) and the MMS Co-ordinator, Dr. Aruna Deshpande for their invaluable guidance and support.

Lastly, I would like to thank all those who directly and indirectly helped me. I am really obliged

for their constant encouragement in completion of this project without which this assignment would not

have been possible.

__________________________

KARTIK D. MEHTA

SYMMS - MARKETING

ROLL NO: 50

TABLE OF CONTENTS

Sr. No. Contents Page No.

1 EXECUTIVE SUMMARY 1

2 INTRODUCTION 2

3 INTERNSHIP OBJECTIVES AND METHODOLOGY 3

4 SECTOR OVERVIEW 4

5 COMPANY DETAILS 11

6 DEVELOPMENT OF A NEW APP FOR CARPOOLING 18

7 INTERNSHIP ACTIVITIES 20

8 GO GREEN INITIATIVE 24

9 COMPETITIVE ANALYSIS 25

10 SOCIAL MEDIA MARKETING 37

11 SWOT ANALYSIS 43

12 AN ASSESMENT OF THE INTERNSHIP 45

13 CONCLUSION 45

14 ILLUSTRATION & ANNEXURE 48

15 REFERENCES AND BIBLIOGRAPHY 55

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Small Businesses Like Synclature Solutions Are The Heart Of The Market-Based Economy With Their

Business Operations In Rural And Urban Areas Of Developed And Developing Countries. In

Information Technology (I.T Industry), Small Business Enterprises Are Playing A Significant Role By

Contributing To The Production And Services, Employment And Thereby To Gdp. But These Are

Found To Face Severe Competition And Different Types Of Constraints.

As An Interest, I Opted For Marketing As My Specialization In Master Of Management Studies. Here

I Took An Opportunity To Work With A Technological Start-Up Company Called Synclature Solution

To Gain An Overall Entire Exposure In Marketing Field And Related Activities For My Summer

Internship.

This Report Is Divided Into The Following Sections:

Section One Will Discuss About the Definition, Nature and Scope of New Start-Up Ventures

in I.T Technological and Service Industry.

In Section Two We Will Get The Opinions Of Some Entrepreneurs (Like Surveys Conducted

By Us For Our New Carpooling Application At Synclature Solutions) According To Our

Questionnaire.

Section Three Will Deal About Some Common Problems (With The Help Of Industry

Overview And Swot Analysis) That Our Start-Up Company Which Such Firms Face,

According To The Answers Of Previous Section, Which Will Be Followed By Some

Suggestions From Our Group In Synclature Solutions.

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Synclature Solutions, Which Is Headquartered At Pune, Which Is Into Providing I.T Services And

Technological Solutions For All The Business Needs Of The Customers, Where I Got To Work With

One Of The Founder Cum Partner Mr. Ashay Rege Who Himself Is An Independent Entrepreneur,

Under Whom I Learnt And Developed Many Marketing As Well As Entrepreneurial Skills.

Synclature Solutions Mainly Deals Into Providing The Web Based Services, Application Based

Services And Different Innovative Technological Solutions To Al Kinds If Business And All Sorts Of

Consumer Segments. It Has The Corporate Office In Pune. It Has Very Limited Staff of Technical

Development Team In Pune Itself. As Every Business Requires Marketing As Its Core Activities, So

Did The Synclature Solution. The Very First Marketing Activities And Promotional Tasks Was

Initiated By Me And Our Marketing Team Which Is Based In Mumbai.

Being A Start-Up Company, It Doesn’t Have Abundant Resources To Become A Market Leader In

Such A Competitive I.T Industry, Nor Does It Have Strong Capital Investment; But All It Has Is A

Long Term Vision And Some Unique Business Ideas On Which We Got To Work On And On Which

We Got An Opportunities To Market [Promote] Those Start-Up Ideas And Made Possible To Finally

Covert Those Unique Business Ideas Into Finalised Products Or Services.

Here, I Was Selected As An Executive – Business Development, Where I Was Responsible Not Only

For Marketing Or Promoting The Business Products And Services But For Various Tasks Like

Generating Leads, Meeting With Prospective Clients And Presenting About The Business Offerings

In Front Of Them Etc.

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Following were my Objectives for which the internship was done:

To gain an overall idea about industry/corporate exposure

To correlate between the textbook knowledge [Classroom learnings] of management and

management applied in corporate

To get a feeling about how various departments in an organisation co-ordinates in a uniform

harmony and how they function

The policies of the company with respect to their goals, mission, vision etc.

Internship provided me the opportunity to test my own interest in a marketing career before

permanent commitments are made

To get an opportunity to develop attitudes conducive to effective interpersonal relationships.

Methodology:

Technology Empowerment

Technology is in our DNA. Prime Visibility's marketing efforts are all backed by best-in-class

technology platforms. That being said, the greatest technology is only as good as the person behind

the curtain.

Trust

With Prime Visibility, we can truly say customers get the best of both worlds. Our creative, media,

and technology teams draw bench strength from the innovative ideas– allowing us to tap into tools,

resources, and expertise to serve all our clients' needs.

We have developed a smart and effective step-by-step digital marketing methodology, which

will give customers a larger, more engaged and, most importantly, more active audience.

Plan -> Design -> Build -> Measure -> Improve

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Background

The Information Technology Industry of India dates back to 1967 when the Tata Group in

collaboration with Burroughs set up the first software zone, SEEPZ in Mumbai. In 1973 SEEPZ

became the first software export zone which saw 80% of the software export in the 1980s. Since then,

the IT sector of India has grown by leaps and bounds and has acquired India a brand name in the IT

and ITES (Information Technology Enabled Services) sector in the global scenario. The major hubs

for the IT export sector are Bangalore, Chennai, Hyderabad, Delhi, Mumbai and Kolkata. Bangalore

has earned the sobriquet, ‘The Silicon Valley of India’ owing to the maximum IT export (generating

77% of the net IT export revenue of India). The IT- ITES sector can be broadly classified into two

categories

(i) Business Process Outsourcing (BPO) and

(ii) Domestic and IT export.

The growth in the BPO sector under the supervision of the IT-ITES sector has been phenomenal.

According to NASSCOM, “The IT-BPO sector in India aggregated revenue of US$ 100 billion in FY

2012, where export and domestic revenue stood at US$ 69.1 billion and US $31.7 billion respectively”.

The industry is also an employment intensive sector. The estimated employment generation in the FY

2012 was an expected 230,000 thus providing direct employment to 2.8 million and indirect

employment 88.9 million people all over the country. According to a report prepared by Gartner, the

top five outsourcing companies of India are TCS, Cognizant, Infosys, Wipro and HCL Technologies.

Top five IT companies of India

The top five IT companies of India had a golden time during 2012 when the collective revenue growth

of these companies was 13.3% (6 times faster than the global market). However, not all the top five

companies are on the same page as Cognizant overtook Infosys (2nd ranking supplier of the industry).

Cognizant’s revenue growth of 20% as compared to Infosys’s 6% compelled the latter to break the

retirement of Narayan Murthi (founder of Infosys and former CEO) to envisage some strategic moves

to stay at par in the competition. According to Sid Pai, partner and president of outsourcing advisory,

ISG’s Asia Pacific Division, “The Indian firms are going to need to mimic the global firms. And that

of course means a margin dilution, so there is a rough patch ahead for these guys”. This in short means

that these companies have to entirely revamp their existing model of service providing, change the old

model of charging for services. Besides a fundamental change has come over the customers interested

in buying IT services and a local proximity to the customers is essential.

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The post 2013 Scenario of the IT- ITES sector in India

The information technology in India is looking towards a bleak future in general in the current year.

However, small sparks of encouragement are there. As per the statement of BVR Mohan Reddy,

chairman and managing director, InfoTech Enterprises Limited, a global technology solution provider,

“Such periods of uncertainty in the past have provided a great platform for organizations to refine

strategy and execute initiates that increase competitive advantage and accelerate growth.” The Indian

IT sector will witness a predictable slump of growth from that of 16% last year to a discouraging 11%

this year. However, growth in the allied sectors like health care and insurance is a small ray of hope.

Andhra Pradesh, ranking as the fourth largest IT exporter of the country is being severely affected by

power supply shortage which is naturally slowing down the development of the state’s IT sector. It is

to be mentioned here that Andhra Pradesh accounts for 12% of the total IT export of India and the

turnover for 2012 was RS53, 246 crore. Hyderabad is in a little better position as it has been proactive

in changing its infrastructure to keep pace with the changing face of the global IT export scenario.

The Recession period, the free fall of rupees against dollar compounded with other factors has resulted

in a severe decline in the hiring process of the IT sector. The employment generation capacity of this

sector has shrunk considerably. IT professionals including ex- IT sector employees are now seeking

employment in financial services, telecommunications and manufacturing industries which have

recently witnessed a phenomenal growth.

Challenges faced by the IT sector in India

• The IT sector of India needs to discard its old model of service providing and operations. The old

model popularly known as the ADM (Application, Development and Maintenance) is obsolete. It is

imperative that the IT sector resorts to the new model of ‘outcome based billing’ and fixed contract

based services

• The maturity of the offshore models has created a demand among the customers for a close

proximity of the service providers which may even involve setting up of near shore stations for

support.

• There is a stiff competition from China, Philippines and Eastern Europe which are also proving to

be low cost and competitive countries. It is estimated that by 2020 they will be a 20% stakeholder in

the global IT export scenario.

• A shrinking talent pool in our country is also largely affecting the IT sector. The number of

employable graduates in the business sector is as low as 10% to 15% while that of qualified and

employable engineers is 26% only.

• IT giants like IBM and Accenture have now opened up their own centers in India with the same

target audience as that of the Indian IT Sector.

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• The proposed development of the tier 2 and 3 cities has not gone as planned so the entire IT sector

is stagnated in the 9 major cities.

• It is imperative that the IT sector of India should focus on the new emerging trends like Social

media, Mobility, Analytics and Cloud (SMAC)

• There is a need for a total revamping of the infrastructure of the IT sector which unfortunately is

pending due to fund unavailability. Fund shortage is also affecting the medium and small IT

enterprises which need a basic financial injection for their start-up.

Conclusion

Though 2013 has left the US$ 108 billion IT and ITES sector of India standing at the crossroads,

Software Services Industry Body NASSCOM is absolutely positive about the growth of India’s IT

sector. According to NASSCOM, “‘newer geographies’ are set to double their contribution to India

to 20% by 2020”. As per the estimation of NASSCOM purely domestic and export services of the

Indian IT sector is expected to generate US$ 225 billion by 2020. The landscape of the global IT and

ITES market is changing rapidly and it is totally up to the Indian IT sector now to adapt to this

changing landscape. After all India is still a major brand name in the global IT and ITES sector.

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Who we are

Synclature Solutions LLP is the initiative of a group of entrepreneurs, where we focus on developing

smart, technology enabled solutions to solve our clients’ challenges and demonstrate a commitment to

enhance their business interests. The management of Synclature includes dynamic young professionals

who have experience of working with top IT companies in India and who have been rendering

consultancy in the areas of cyber security etc. to clients across India.

Since its inception, Synclature has actively provided software services in sectors like education,

hospitality, healthcare, manufacturing etc. We have rendered services for development of e-commerce

websites and education portals. We are also amongst the few players in the market providing SEO

(Search Engine Optimisation), SMM (Social Media Marketing), SMO (Social Media Optimisation),

UX/UI (User Experience/User Interface) design and usability testing services to our clients.

Synclature has developed strategic collaboration with some of the leading technology and consultancy

firms in India, for providing services in the area of mobile apps development. Such initiatives have led

to business expansion beyond boundaries, establishing a strong, dominant portfolio of clients from

India and abroad. We make it our business to take your business to its goal!

Mission Statement

To provide our clients with the optimum level of customized software solutions that are in sync with

their needs, at competitive prices. Our friendly, knowledgeable and professional staff will help inspire,

educate and solve problems for our valuable clients.

Vision

To be the best in class in creating superior multi-domain software solutions thereby creating value for

our clients.

Why Synclature

At Synclature, we make it our business to know to know and understand your business needs. As an

end-to-end IT services company, our close industry ties give us access to the IT roadmaps that impact

your business. Our IT consultants make sure to keep you from being blind-sided by a new generation,

a major upgrade or an end-of-life product announcement.

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Our Attitude

Our attitude and zeal towards our work makes us unique amongst other players in the market. At

Synclature, we adopt a flexible approach while catering to the needs of our clients. Our commitment

to provide our clients with the best service in the industry is the reason why we have been preferred

for providing service in various sectors, within a short span of time.

Experienced Team

The founding members as well as the consultant team of Synclature have gainful experience in the

areas of services which Synclature provides. Our team in Synclature has, for past many years, been

advising clients from various sectors of the industry and providing services in the areas of web-

development, applications development, cyber security, networks designing etc.

Synclature Solutions is a START-UP Information Technology company that has the following

products and services to offer :-

PRODUCTS AND SERVICES:

SERVICES PRODUCTS

1. Graphics a. PMS – Payment Management System

2. Web b. DMOS – Digital menu ordering system

3. Mobile apps c. CAA – Cybercrime Awareness app

d. Carpooling App

The Products/Services we need to make a Marketing plan for –

i. SYNCLATURE SOLUTIONS (as a whole)

ii. DMOS

iii. CARPOOL

DMOS – It is a digital menu ordering system (an online app) used mainly in restaurants to order

food with the help of a tablet. There are two additional features in the application 1. Waiting line

management & 2. Jukebox management. The application runs by connecting to the internet

connection of the restaurant.

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ShareWheels – is a carpooling application that can be used by people to commute from one place to

another in a single car. This is possible as the application has many interactive features that will help

people interact with each other for pick up and drops and the petrol is shared within the commuters.

The features of this application are –

a. For communicating with the car-poolers, the application has a SMS facility to interact with

the car-poolers, the app itself, etc.

b. You can connect onto google maps through the app to know the roads in a better way

All software needs in one place

Right from planning to building, we do everything to make your venture technologically sound. Our

smart technology solutions help you enhance your business interest. Explore a range of services to

integrate with your business.

Many Devices: Single Solution

Cross-platform technologies along with responsiveness for a variety of screen sizes make sure that we

stay in sync with your needs. We deliver the latest web technologies compatible across all devices, no

matter the size.

Optimization: SEO, SMM, UX & UI

Increase internet traffic, monitor analytics and focus on your target audience using timely reports based

on web activity. Adapt to the web trends to gain the extra edge. Use the social media (Facebook,

Twitter, G+, LinkedIn, YouTube etc.) to promote and propagate your products and ideas. Implement

our optimization solutions in four phases and watch your business soar.

Cost-effectiveness

We have the most competitive pricing in the industry. Maximum use of open-source technologies

enables us to keep our service costs to a minimum.

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We focus on technology related services for our clients to enhance their business interests. Our

approach is solution oriented. We advise and serve our clients according to their requirements. Our

commitment is to serve our clients by delivering the best service in the industry

Web Design

Web design & Development

We build custom websites using latest technologies like PHP, HTML5 and CSS3 keeping the site-

code clean, fast-loading and search-engine friendly. CSS3 lets you make the elements of a web page

more dynamic while adding life with a decorative touch. It also make the web page and its content

load faster and accurately.

Technologies such as JQuery, a lightweight JavaScript library, are used to develop animated and

interactive websites which load much faster than Flash.

The number of devices, platforms and browsers that need to work with your site is ever-growing. And

the best solution to this is to have a responsive web-design, which provides an optimal viewing

experience across a wide range of devices (from desktop computers and projectors to tablet PCs and

smartphones). Responsiveness provides easy reading and navigation with a minimum of resizing,

panning and scrolling. We integrate Bootstrap 3.3 and later to make the website responsive so as to

load on any and every device. After all, the more devices the website supports, the more your business

grows.

CMS

CMS or a 'Content Management System' quite literally allows you to control and manage the content

within your web site - without technical training. Using this uncomplicated, GUI-based system you

can very easily add, delete images and other content from your web site on the fly while having a

very complex architecture. We offer and recommend implementation of Wordpress, Joomla, Drupal

and Magento CMS platforms empower your website with dynamic content while having simple and

user-friendly management panel.

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Ecommerce solutions

With the rise in online trading, ecommerce solutions are of vital importance to business. Our

implementation of ecommerce solutions like PayPal, EBS, CCAvenue, PayZippy and Google Wallet

make your transactions seamless and hassle-free. The timely reports are bound to keep your

accountant happy as well.

SEO, SMM and UX/UI

SEO Synclature provides search engine optimization (SEO) services that focus on optimizing a website on

a global scale as well as for a specific city, region, to increase business reach and build audience. SEO

is implemented with the goal to increase traffic on the website resulting in better reach and more

business conversions. Search engines include local search results (location based search) relevant to

the search which provides businesses with a unique opportunity to target prospective clients.

How does our SEO help your company?

Immediate business listing on Google Maps with directory listing.

Optimised for location based search (LBS).

Result oriented approach using AdWords and AdSense.

Competitor Analysis.

Cleaning code and optimising design.

SMM

What is Social Media Marketing?

Social Media Marketing (Social Media Optimization, SMO) is the process of utilizing various social

media networks like Facebook and Twitter in order to reach a larger audience. Social media marketing

services focus on obtaining “followers” or users for each social media network in order to spread a

marketing message across numerous networks.

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Why is Social Media relevant to your business?

With more and more businesses targeting new customers online, it is becoming more and more

important for businesses to make the jump to social networks. Millions of potential customers use

social media websites like Facebook, Google, LinkedIn and Twitter for one reason or another. Each

of these social media networks hold potential opportunities for companies to reach out to their target

audience.

There are large opportunities to monetize through providing updates to deals, information about new

products and services, and engaging in conversations with potential and current customers to hold

interest.

UX/UI Testing

We evaluate the effectiveness, efficiency and delight metrics of your product, be it website or mobile

app, by testing it on sample users.

How does it work?

(i) A ‘focus group’ of users is created by assembling various individuals from various

backgrounds and professions.

(ii) The users are presented with the product in various environments, on multiple devices.

(iii) A survey, which includes personal interviews, is then conducted.

(iv) The results are analysed and reported.

(v) A final report is made advising the client about the changes that can be brought about in

the product to make it more effective and useful to the masses.

Support | AMC

Client Support and Annual Maintenance

Synclature is here for helping the businesses, to run efficiently, we render services that are appreciated

for their flawlessness and consistency. Whether the clients need a random emergency help-desk

support or a periodical service agreement, we provide it all. For us, clients are the supreme business

entity, for whom we can tailor the support services, be it for mobile apps or web platforms.

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Mobile Apps

Android Apps Development Over the last 4 years Android, an open-source OS, has captured the market. Android currently runs on

various devices -- from cars, GPS consoles to microwaves, refrigerators and other electronics. The

most basic and widely used application of Android OS is the Smartphone and tablet PC segment. Over

65% of the smartphone users around the world use Android. With such figures, it is the number one

platform used by business owners to target audiences.

At Synclature, we design, develop, test and deploy customized Android apps as per your requirement.

Development is carried out with Android SDK, Android Studio and other API with complete

knowledge of the Android platform that is adaptable to larger, VGA, 2D graphics library, 3D graphics

library based on OpenGL ES 1.0 specifications, and traditional smartphone layouts. We do customized

application development ranging from asset tracking to advertising, gaming to messaging and voicing,

GPS to multimedia applications.

iOS application Development

We develop highly precise, interactive, and easy to use apps suitable to the needs. We provide all types

of apps development including air-ticketing, widgets, social media integration, website creation etc.

Our experienced iPhone app programmers are well-versed with the Apple’s iOS platform with field

knowledge in Xcode, Cocoa Touch Framework, and Objective C.

Customized Software development

Having accumulated vast expertise in designing & implementing various software products, our

specialized team of product architects infuses their skills together and provide the best architecture and

database design. Along with our multimedia team within Synclature itself, we suggest to our customers

the appropriate user interface such as navigation, menus, logo, icons and banners.

Synclature solutions is a global IT company and software development company in India that

provides customized software development, based on an open-source framework, to provide

solutions such as :

Portals to corporates and education institutes

Document and content management systems

Payment Management and HR management systems

Business Process Management solutions

ERP platforms

Business Intelligence software

We understand the importance of collaboration between development and customers for an early

product delivery. We progress product engineering in series of iterations. Prior to each iteration,

development teams meet our customer to prioritize the work. At the end of each iteration, team delivers

a potentially shippable software product increment.

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Special Services

Synclature Special Services is now FinS.

We have moved to a new home

FinS provides all the services as provided by Synclature Special Services with a few additions.

Corporate investigations

Digital Forensics

Governance, Risk Assessment and Compliance

Forensic Accounting

Training and Awareness Programs

Information Security Consulting (including ISMS, App Sec, Honeypots etc.)

VAPT: Vulnerability Assessment and Penetration Testing

Fraud Control and Deterrence.

What is ‘ShareWheels’? ShareWheels is a carpooling app. It is an easy-to-use software solution that seamlessly allows you to

connect to a community of commuters, travellers and adventurers across the country to share any type

of wheel (two-wheeler or four-wheeler) which helps you to save resources, both monetary and

otherwise.

Features

Highly intuitive and interactive interface

Absolutely FREE! Unlike other similar carpooling applications

Supports Android 2.3 and above

Unique safety features.

User profiles with ratings, reviews and feedbacks to ensure SAFETY.

Location-based alerts, tuned as per preferences.

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Benefits

Reduces stress of travelling (can make you productive at work)

Serves as a social/professional networking platform

It is FREE

Saves Fuel, Saves Environment and Money too!

How it works?

The user uses the app or the website for registration. In certain cases, to prevent spam the user’s

corporate ID will have to be registered.

During registration, the user updates his/her preferences for 10 destinations/frequent locations.

Based on these preferences, he/she is regularly notified when a carpool is bound towards/from

that specific location (The data is calculated via Google Maps API over a marker-radius of 1

km.)

Upon verification, a user profile will be created in the app server database which will have all

the information about the car-pooler, specifically, his vehicle type (for a driver), frequent

places, feedbacks and ratings. The user will be able to use the app. Some privacy settings can

be tuned to hide personal information if required.

When the user wants to start carpooling, he will either put in search the information using the

following parameters:-

1. The user (owner of the car/car-pooler) will put in the source from where he wants to

commute and the destination. If the route to the destination from the source is relevant

to the user who is viewing those updates, the user can join that ride/drive.

2. Estimated time of departure of the car-pooler.

3. The user will also enter the approximate time of arrival at the pick-up point.

4. The user who is joining that ride/drive can view the car-pooler’s current location via a

feature in the app. As soon as the car-pooler reaches the place of joining of the user, the

user will get an alert message to reach the pick-up point.

The above parameters will generate dynamic search results which will help the user, select a

carpool.

ShareWheels is associated with D-Fraud, an online fraud and forensic resource that lets the users know

about the frauds and trends around the world and FinS, a financial, information security and risk

advisory firm to make ShareWheels a better platform for the users to trust.

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While undergoing the internship at Synclature Solutions, Following were the

activities which were performed by me:

1. Generating Leads

2. Assisting in Making Business Strategies and Marketing Plans

3. Scheduling meeting with prospective clients

4. Promoting the services and offerings of the Synclature Solutions with the help of all the

possible media

5. Content Creation for various social media sites

6. Social media marketing

7. Website creation and development

8. Ad and promotional campaigns and awareness generation for Synclature’s GREEN

INITIATIVE: Carpool App i.e. ShareWheels

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Generating Leads

In marketing, lead generation is the generation of consumer interest or inquiry into products or

services of a business. Leads can be created for purposes such as list building, e-newsletter list

acquisition or for sales leads.

Lead Generation

Capture qualified sales leads through high quality content and targeted:

Inbound marketing—blogging, guest blogging, blogger outreach, blog syndication, social

media updates, social media engagement, SEO on-page optimization, premium content

(eBooks, infographics, videos, webinars), calls-to-action, landing pages

Demand generation—paid search (ppc), social media ads, banner ads, native ads, email

marketing, direct mail, print ads, media ads, tradeshows, speaking engagements, personal

networking

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Lead Intelligence Gathering

Marketing works with Sales to establish key criteria for lead segmentation and scoring. Hopefully, you

have already created a comprehensive list of buyer personas and a detailed buyer journey for each

persona. If not, check out these resources. Now plan how you will capture this information through

landing pages and forms, using a progressive profiling approach so that conversion rates are kept high.

Identify relevant pages and events that, if visited or triggered, also allow you to update lead profiles

during the buyer journey. Access LinkedIn, Data.com, Hoovers and other business data sites you can

use to cross-reference leads and further develop their profiles. Some of these sources can be directly

integrated through HubSpot and Salesforce apps and APIs.

Lead Segmentation

Set up marketing automation workflows to categorize leads and segment them into lists using criteria

established in Step #1. Use these lists to nurture leads with relevant content and personalized email

communications. Also use them for targeted campaigns, segmenting leads with a certain role or title

or within a certain industry or market segment.

Lead Scoring

Set up lead scoring criteria and points-awarded system to update lead lifecycle stages, move leads to

the CRM when the timing is right and trigger notifications using marketing automation workflows.

Leads accumulate positive scores for behaviour and demographics. For example:

Persona—industry, title, role, company size, revenues

Engagement—number of visits, unique page views, repeat visits, form conversions, email

opens and clicks, blog comments, social media mentions, inbound links

Buyer stage—clicks and conversions on specific content indicating a lead lifecycle change,

such as mid-funnel and bottom-funnel offers

Velocity—frequency of engagement, volume and timing of events indicating an imminent

intent to buy

Also, apply negative scoring for form answers or behaviours that designate a lead as a poor fit, for

example: Competitor Company, low budget or non-company email address.

Lead Nurturing

Monitor and influence the progress of leads through the sales funnel by presenting them with relevant

content based on buyer persona and content mapping. Content can be sent via personalized drip email

campaigns or by direct integration using personalized content, for example website messaging that is

tailored for lead segments or buyer personas. Apply lead scoring rules as leads consume your lead

nurturing content and move them to different lifecycle stages and segments using marketing

automation workflows.

Transfer and Assign Leads to the Sales Team

Automatically move inbound leads over to your CRM using marketing automation workflows and

assign them to appropriate sales reps when they reach lead scoring thresholds and/or trigger specific

behaviours, such as requesting a free trial or demonstration.

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Assisted in Developing Business Strategies and Marketing Plan

A marketing plan may be part of an overall business plan. Solid marketing strategy is the foundation

of a well-written marketing plan. While a marketing plan contains a list of actions, a marketing

plan without a sound strategic foundation is of little use.

Forming Business Strategies

Business (or Strategic) management is the art, science, and craft of formulating, implementing and

evaluating cross-functional decisions that will enable an organization to achieve its long-term

objectives. It is the process of specifying the organization's mission, vision and objectives, developing

policies and plans, often in terms of projects and programs, which are designed to achieve these

objectives, and then allocating resources to implement the policies and plans, projects and programs.

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Deciding on a marketing communications strategy is one of the primary roles of the marketing

manager and this process involves some key decisions about who the customer is, how to contact

them, and what the message should be. These questions can be answered using a three stage process,

which is equally relevant for all elements of the marketing mix:

Segmentation :

Dividing the marketing into distinct groups

Targeting :

Deciding which of these groups to communicate with, and how to talk to them

Positioning : How the product or brand should be perceived by the target groups

Messaging : Delivering a specific message in order to influence the target groups

Content creation

Content creation is the contribution of information to any media and most especially to digital media

for an end-user/audience in specific contexts. Content is "something that is to be expressed through

some medium, as speech, writing or any of various arts" for self-expression, distribution, marketing

and/or publication. Typical forms of content creation include maintaining and updating web sites,

blogging, photography, videography, online commentary, the maintenance of social media accounts,

and editing and distribution of digital media. A Pew survey described content creation as the creation

of "the material people contribute to the online world.

GO GREEN INITIATIVE – SAVE FUEL SAVE NATURE

(Launch of “ShareWheels” through this Campaign)

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Competitive Markets for Web Design, Development and Testing

• It does depend on the client, many are willing to pay much less for a ‘newbie’ who has a ripped

copy of Photoshop and Dreamweaver and still uses tables and 'slice and dice' methods. This is

thanks to how simple it is to become a "web designer".

• The 'web design profession' has a wider problem, the lack of professionalism and standards.

The people who are more successful (in the small pond end of the market) aren't web designers

primarily, they are salesmen first and this is what is lacking from many decent designers skill

sets.

ON THE OTHER END:

• More designers in the work place is nothing but a healthy thing. It drives us all to make a better

product and surely that's what we’re all here to do?

• Imagine if AMD was never born - We'd probably all still be using Intel P2 333 MHz’s with

Intel saying "It's the greatest processor ever made". With more competition in the marketplace

everyone's looking for the next big thing. That's why services like Dig and Wordpress have

come along.

Web Design, Development and Testing At Synclature

• You can select from a range of web hosting packages. We are affiliated with BigRock.com.

We are able to provide up to 25% discounts on their original rates (which are quite competitive

themselves).

• In today's competitive age, the business houses and professionals should regularly update their

websites

• This gives them a competitive edge. At Synclature, we provide our clients with website support

services.

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• Synclature puts your website on the map. We help you design your website in such a way that

your website hits are maximum, thus increasing your traffic on your website. This in turn

increases your business.

How Restaurants Are Using Technology to Deliver Better Customer Service

• So far, restaurants have been slow to take to technology, but a few chains are breaking new

ground. Here’s a look at some of the recent innovations:

• Mobile ordering. This is one area where fast-food chains are in the forefront.

• iPad order kiosks. Why wait in line if you can file your order at a kiosk immediately, and then

sit down and relax.

• Facebook ordering. This may be the biggest technology leap coming in the next year, as nearly

100 percent of restaurant owners say they plan to have a Facebook presence by next year.

Companies specializing in Facebook-payment integration for restaurants such as ChowNow

and NetWaiter are helping chains to get their ordering onto the popular platform.

• Table top e-waiter & checkout. Diners hate it when waiters take their credit card away and

run it up at the register — it’s a common point for credit-card fraud. Hand them a restaurant

iPad they can self-checkout on where their card doesn’t leave their sight, and they’re happy.

That often-endless wait for the card and bill to return doesn’t win fans, either.

• Digital menu boards + smartphones. Watch for fast-food restaurants to change menus more

often, because digital menu boards make it so much easier than manually changing prices and

items.

• Games while-u-wait. Gaming industry sources report McDonald’s is projecting gesture-enabled

games onto restaurant floors for kids to play while they wait for Happy Meals, in 150 of the

chain’s higher-profile locations. Now that’ll keep kids busy — and we all know happy kids

mean happy parents who come back to your restaurant.

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• Online coupons. More restaurants are using digital coupons, and diners gobble them up

Competitive Market for DMOS

• iMenu 360 (http://www.imenu360.com/)

• MenuDrive (http://www.menudrive.com/)

• Vrindi Inc (http://www.vrindi.com/)

Competitive Analysis!

• Carpooling seems to be in. And Now we have a website which is dedicated completely to

nothing else but carpooling. Koolpool.co.in which is currently inviting 25000 registrations who

would be given a free trial for 3 months.

• This free trial includes 10,000 free rides on a 1st come 1st use basis. This trial has been

sponsored by India times, Hindustan Petroleum and Radio City.

• Koolpool is an SMS-based carpool service which is being tested in Mumbai. The service is to

be formally launched in the first week of September 2006. Initially, it will be open only to

corporate executives. According to Alootechie, Mumbai Environmental Social Network, which

is managing the Koolpool service, says there are about 1.5 million empty travel seats in

Mumbai where over 70 per cent of cars have only one passenger. Now that’s a huge number!

Carpooling gets a push from technology start-ups

• PUNE: Technology start-ups are leading a revival of carpooling led by demand for safer and

simpler ways to travel within grid-locked Indian cities. These companies are using a

combination of mobile applications, secure messaging and tracking technology that is

proving to be attractive for harried urban commuters.

• In the past year at least half a dozen start-ups have come up that link car owners travelling to

similar destinations in technology hubs such as Bangalore, Pune and Hyderabad, with

services offered mostly through their employers.

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"Organising carpooling services for large companies has helped boost our user base,' said Vipul

Kasera, 30, founder of CommuteEasy, a Bangalore-based company that has about 35,000 users from

companies, including Mindtree, Dr Reddy's and Tosco, that pay an annual subscription fee for the

service.

Kasera, who first launched the idea in 2006, said positioning of CommuteEasy as a corporate service

has helped gain user acceptance. More entrepreneurs are seeing this as a growing business segment.

Bangalore with a population of about 9 million has an estimated 9.3 lakh cars on its roads.

"We believe this offers a potential to have about 30,000 cars pooling rides every working day," said

Raghu Ramanujam, 43, founder of PoolCircle, who is in talks with 11 companies to offer his services.

The company aims to have 2.5 lakh users by the end of next year by spreading services across Chennai,

Hyderabad, Mumbai, NCR, Pune and Ahmedabad. Companies who opt for carpooling service can

choose from various subscription models ranging from Rs 40,000 to Rs 10 lakh annually.

• Experts said positioning these services as a corporate service rather than as a direct-to-

consumer offering has helped these start-ups gain a larger number of users.

• "With every city struggling with infrastructure issues, people are moving away from the

concept of owning an asset to renting and sharing it with others," said Rajesh Sawhney, founder

of GSF Accelerator, an early stage investment firm. Sawhney, who has invested in carpooling

start-up RidingO, said government support by way incentives for carpooling, dedicated lanes

and higher taxes for single-use cars will help grow this segment faster.

• RidingO, set up in 2012 has already built up a user base of 2,500 and is in talks with oil

companies to get them to redeem points, earned by drivers who carpool, for fuel said its founder

Vardhan Koshal, 30.

• The year-old company aims to register at least 500 registered daily users for its service from a

single suburb in Bangalore.

• Pool Circle, which was started in July 2013, is testing mobile apps for both Apple and Android

phones.

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• The micro environment refers to the business itself and to all the challenges that come from

inside the business.

• Businesses can therefore take control over all the challenges and influences in the micro

environment.

• The micro environment refers to the forces that are close to the company and affect its ability

to serve its customers. It includes the company itself, its suppliers, marketing intermediaries,

customer markets and public.

Synclature Solutions

LLP (Company)

Demographics, Social and economic Factors affecting Synclature

Research

&

Development of products and services provided by Synclature

Consumers & Target Market

(Customers) for Synclature

Marketing Intermediaries

(Finance,Operations, Venture Capitalists)

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The real value of IT is its deep understanding of the business and enabling business partners by

providing them with cost effective technology solutions that can be delivered quickly and adjusted

frequently. Building and managing commodity technologies adds time and costs to each project and

ties up precious IT resources on tasks that add little to no value to the business. No wonder IT is often

considered a cost center! My advice is to take a step back and build a business architecture diagram

that lays out the core business services that your company offers. Then draw up a reference architecture

that depicts all of the different IT services that are required to support those business services. Then,

identify which of those IT services are core to your business and build those. Everything else should

be outsourced to managed service providers or to various external services and products.

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Without marketing, no one will know our business exists, and if customers don't know we're there, we

won't make any sales.

When our marketing efforts are working, however, and customers are streaming through the door, an

effective customer service policy will keep them coming back for more. So now it's time to create the

plans that will draw customers to our business again and again.

A marketing plan consists of the strategies and devices we're going to use to communicate to our target

audience. A customer service plan focuses on our customer's requirements and the ways of filling those

requirements.

Descriptions of our market and its segments, the competition and prospective customers should be in

our business plan. This is the start of our marketing plan.

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Based on this information, we can begin choosing the communication channels to use to get the word

out about our business: social media, blogs, email newsletters, Web banners, pay-per-click ads, radio,

TV, billboards, direct mail, fliers, print ads and other venues. Then prioritize our tactics and begin with

the ones that our research has shown to be the most effective for our audience.

It's helpful to create a profile of the end user of our product or service. Now's the time for telling

everyone we know about it. Ask for referrals from colleagues, suppliers, former employers and other

associates. We can improve the quality of our referrals by being specific in our request.

Consider offering free consultations or an introductory price to first-time buyers. Consider joining

forces with a complementary business to get them to help we spread the word about our new venture.

Most people think that “marketing” just means advertising, PR or promotion. But marketing and a

marketing plan is so much more than that, and includes everything from understanding the market to

which we’ll sell Synclature’s products and services, to choosing specific tactics we’ll use to reach that

market.

We as a part of Synclature, need to keep in mind the following important aspects:

Our potential customers, including current market size and projected growth

Our competitors, including current and projected market share, and product or market

segment focus

Our realistic assessment of our own business, including both strengths and weaknesses,

with a summary of our plan to overcome the weaknesses

We can start by setting the goals for our business, typically for at least one year.

We will make them realistic, achievable and measurable. No sense in setting our self-up

for failure right out of the gate. We can State them in simple, straightforward terms – for

example, “Synclature’s Product (DMOS or CARPOOL) will achieve Rs. 5,00,000 in sales

by the end of this year.”

We as a synclature will Wrap up the strategy part of our marketing plan by outlining the

particulars of our business offering – in marketing parlance, we’ll be defining what

are known as the “four Ps” for our business:

Product – description of our product or service (DMOS,CARPOOL etc..), including

features and benefits

Price – initial pricing strategy

Place – distribution channel for our product or service, i.e. where we’ll sell

Promotion – the methods and channels used to reach customers and let them know about

our product or service

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Indian IT Services To Hit $15 Billion Mark By 2014 End. Synclature can take the

advantage of this and expand its business into following areas as well:

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Facebook can help us reach all the people who matter most to our business

Create the hub for our business on Facebook

Think about who we’d like to meet, and introduce ourselves

Make our business come alive on Facebook

Find out what’s working well, so we can maximise the impact of every post and ad

And we as a synclature will achieve this by following steps:

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1. Set up the page properly

2. Identifying the desired audience

3. Creating compelling content

4. Measure and adjust

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The Importance of YouTube in Marketing

Video has become an integral part of Internet users' online experience, and no site hosts more videos

than YouTube. The site boasts more than 3 billion video views per day, making it an excellent place

for marketers to find consumers. Its reach is global, too; 70 percent of its traffic originates outside of

the United States, making it more than a place to find only American customers.

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• Achieve Success with Twitter

• It can become overwhelming trying to achieve success with Twitter. With a network of 500

million users and 200 million active users that dedicate 170 minutes an average per month.

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1. Use Promoted Trends or Promoted Tweets to Publicize an Event

2. We will Build the Brand With Promoted Accounts

3. We will use as many as Hashtags

Things to be kept in mind...

Who will we reach on Twitter?

How will we reach them?

How can we tell if we’ve done a good job?

Target with precision, connect directly with our audience and make sure we hit the

mark.

How we can do it:

We will Target with precision to connect with the right people

We can Find out more about who’s on Twitter and how to reach them

Understand our results with analytics (different tools are available on internet)

We should also Integrate our marketing efforts with Twitter buttons and embedded

Tweets

After A CERTAIN PERIOD OF TIME (ONCE BECAME POPULAR):

We shall Take our business to the next level with Twitter Ads

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We being start-up small consultancy business might draw up the following SWOT Analysis:

Strengths

We can consider an internal strong points about our business of Synclature (or for particular products

like DMOS and CARPOOL) – they primarily include our core skills, competencies and expertise.

They will reflect the capabilities of our business and provide a good foundation for our planning

strategy

We are able to respond very quickly as we have no red tape, and no need for higher management

approval.

We are able to give really good customer care, as the current small amount of work means we

have plenty of time to devote to customers.

Our lead consultant has strong reputation in the market.

We can change direction quickly if we find that our marketing is not working.

We have low overheads, so we can offer good value to customers.

Weaknesses

Internal factors that are lacking in Synclature’s Products and Services. Weaknesses need to be

comprehensively assessed in order to correct them or strategically turn them into positive strengths

Our company has little market presence or reputation.

We have a small staff, with a shallow skills base in many areas.

We are vulnerable to vital staff being sick, and leaving.

Our cash flow will be unreliable in the early stages.

Opportunities

The likely benefits to/from our business resulting from changes in the external environment.

Our business sector is expanding, with many future opportunities for success.

Local government wants to encourage local businesses.

Our competitors may be slow to adopt new technologies.

Threats

We as a small sized company should take the possible pitfalls or dangers resulting from changes in the

external environment. These are likely to have an adverse or detrimental effect to the business of

Synclature

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Developments in technology may change this market beyond our ability to adapt.

A small change in the focus of a large competitor might wipe out any market position we

achieve.

As a result of this analysis we, Synclature as a whole, may decide to specialize in rapid response,

good value services to local businesses and local government.

Marketing would be in selected local publications to get the greatest possible market presence

for a set advertising budget, and the consultancy should keep up-to-date with changes in

technology where possible.

PERFORMANCE IMPORTANCE

Particulars Major Strength

Minor Strength Neutral

Minor Weakness

Major Weakness High Med. Low

Company Reputation

Market Share

Customer Satisfaction

Customer Retention

Product Quality

Service Quality

Pricing effectiveness

Promotion Effectiveness

Sales force effectiveness

Innovation effectiveness

Geographical effectiveness

Cost or availability of capital

Cash Flow

Financial stability

Visionary, capable leadership

Dedicated employees

Flexible and Responsive

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Skills required for promoting business through Digital Marketing

Search Engine Optimisation (SEO)

Social Media Optimisation (SMO)

Analytics and Return on Investment (ROI)

Creativity

Soft skills

Client management service

Awareness of international market differences

Hands on practical experience

Adaptability

Email Marketing

Inbound Marketing

In simplistic terms, digital marketing is the promotion of products or brands via one or more forms of

electronic media. Digital marketing differs from traditional marketing in that it involves the use of

channels and methods that enable an organization to analyse marketing campaigns and understand

what is working and what isn’t – typically in real time.

Digital marketers monitor things like what is being viewed, how often and for how long, sales

conversions, what content works and doesn’t work, etc. While the Internet is, perhaps, the channel

most closely associated with digital marketing, others include wireless text messaging, mobile instant

messaging, mobile apps, podcasts, electronic billboards, digital television and radio channels, etc.

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Why Digital Marketing Is Important

Digital media is so pervasive that consumers have access to information any time and any place they

want it. Gone are the days when the messages people got about your products or services came from

you and consisted of only what you wanted them to know. Digital media is an ever-growing source

of entertainment, news, shopping and social interaction, and consumers are now exposed not just to

what your company says about your brand, but what the media, friends, relatives, peers, etc., are

saying as well. And they are more likely to believe them than you. People want brands they can trust,

companies that know them, communications that are personalized and relevant, and offers tailored to

their needs and preferences.

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Consumer Survey Conducted by Us for ShareWheels

Objective:

To determine whether consumers are aware of Carpooling ?

To know if they are aware of our Green Initiative ?

To identify how many people are reluctant / flexible to use our carpool App

Target Audience:

Professional

Office Goers

Corporate Personnel

Colleagues

Friends

Source: Survey Monkey

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1. http://www.smartinsights.com/digital-marketing-strategy/digital-marketing-planning-template/

2. http://www.synclature.com/index.html

3. http://www.synclature.com/carpool/index.html

4. http://www.forbes.com/sites/gregsatell/2013/04/16/4-principles-of-marketing-strategy-in-the-

digital-age/

5. https://www.surveymonkey.com/analyze/126DkhiX2APeQvW2JBeL8WyyixiyCvoksvGhUGyhfsQ_3D

Websites:

Google

Survey Monkey

Forbes

Wikipedia-Digital Marketing

Synclature Website

Textbooks:

Digital Marketing: Strategies for Online Success Paperback

Digital Marketing for Everyone: Connect With Your Customers, Grow Your Business &

Demystify Social Media Paperback

E - Marketing Paperback – 2012 by Strauss Judy (Author)

Advertising and Promotion: An Integrated Marketing Communications Perspective (The

McGraw-Hill/Irwin Series in Marketing) Hardcover – Import, Apr 2003 by George E. Belch

(Author)