Customer Acquisition, Digital Marketing and B2B Channel Development

Abstract

This report is a detailed record of all the activities carried out during the course of my internship with Aadishwar Food Products. The company was formed in October 2014 as a partnership firm and is into manufacturing of a wide range of Indian Snacks and Sweets under its flagship brand name- Danaram. The Indian snacks industry is a highly competitive and promising arm of the FMCG sector. With a constantly growing consumption graph, this industry has opened doors to many new players from regional to global level. Such a high competition calls for a strong marketing plan and top-quality products. These two factors have to be given due importance because of the obvious challenges in attracting customers. Aadishwar Food Products’ marketing campaign was comparatively below average given their relatively young age in the market. In an attempt to increase the brand’s visibility in the market, the firm resorted to online platforms for social media marketing and capitalizing on the opportunity to attract the existing customer base of renowned distribution channels. This resulted in a positive outcome with several new partners being onboarded and new distribution networks established. The project also deals with exploring the option of onboarding General Trade (GT) stores as our distribution partners. Towards the end of the report are key observations, possible problem areas and recommendations for the same. The focus of this internship was on improving the brand’s visibility in the market and increase sales. This report is my record of all the activities carried out and the outcome of those activities.