Chapter 4 of the internship report on Everest Enterprise focuses on the company's marketing strategies and initiatives. This chapter delves into the various marketing activities undertaken by Everest Enterprise to promote its products and services in the market. It explores the company's approach to target market identification, advertising campaigns, digital marketing efforts, and customer engagement strategies. By examining these aspects, the report aims to provide insights into Everest Enterprise's marketing practices and their impact on the company's overall performance and growth.
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CHAPTER FOUR
4. ANALYSIS OF ACTIVITIES DONE AND PROBLEMS SOLVED
The focus of this chapter is on the tasks and
responsibilities carried out by the intern during the internship. The intern
was assigned to the marketing department in Everest Enterprise for a period of
8 weeks and was able to gain a comprehensive understanding of the department's
major activities within a short period of time. The experience proved to be
beneficial for the intern.
4.1 Introduction of the department and activities
Marketing departments are responsible
for promoting a company's products or services and building the company's brand
image. The marketing department is responsible for conducting market research,
developing advertising campaigns, creating promotional activities, managing
social media, and ensuring that all communication and promotional activities
are consistent with the company's brand values and guidelines.
One of the key functions of the
marketing department is to develop a marketing strategy. This involves setting
goals and objectives, identifying target audiences, crafting messaging and
positioning, and determining the tactics that will be used to promote the
company's products or services. The marketing strategy should align with the
company's overall business goals and reflect the needs and wants of its target
audience.
Once the marketing strategy and market research are
complete, the marketing department begins executing on tactics to promote the
company's products or services. This may involve creating advertising
campaigns, developing promotional materials, managing social media accounts,
and organizing events or trade shows. The marketing department also manages the
company's brand image and reputation, ensuring that all communication and
promotional activities are consistent with the company's brand values and
guidelines.
Overall, the marketing department is
a critical component of any company's success. By developing a comprehensive
marketing strategy, conducting market research, executing on tactics, managing
the company's brand image and reputation, and analyzing data, the marketing
department helps the company to promote its products or services and build a
strong brand image that resonates with its target audience.
4.1.1 Activities performed in Marketing Department
As an intern in the product
marketing department at Everest Enterprise, Intern was excited to be part of a
team that plays such a critical role in promoting the company's products and
building its brand image. In this role, Intern learnt about the various activities
that are involved in marketing a product, and gained hands-on experience in
executing these activities.
One of primary responsibilities as
an intern is to assist the team with market research. Intern helped analyze
data from various sources such as surveys, focus groups, and online research to
gather insights into consumer behavior, preferences, and trends. Intern also
learnt on how to interpret this data and use it to inform the marketing
strategy.
Intern also get the opportunity to
help plan and execute product launches. This involves coordinating with other
departments such as sales and operations to ensure that the launch goes
smoothly. Intern communicate effectively with different stakeholders and manage
multiple tasks at once.
Another important part of intern was
to assist with analyzing data related to marketing campaigns, website traffic,
or social media engagement and help prepare reports and presentations to share
with the team. Through this activity, Intern learnt how to interpret data and
communicate insights effectively.
In addition to these activities,
Intern was involved to create content for social media, email marketing
campaigns, and other promotional materials. This includes writing blog posts,
creating social media posts, or designing graphics and enjoyed being creative
and coming up with new ideas to promote the products.
Finally, Intern assist the team in
organizing promotional activities such as trade shows or consumer engagement
events. This includes coordinating logistics, setting up event spaces, and
interacting with consumers. Intern learnt how to plan and execute events and
how to engage with customers effectively.
Overall, Intern is grateful for the
opportunity to work in the product marketing department at Everest Enterprise.
Intern learnt so much about marketing, and gained practical experience that
will be valuable in future career.
4.2 Role of the intern in the organization
As an intern at Everest Enterprise,
a marketing company for Nestle in Nepal, intern’s role was to support the
marketing team in their efforts to promote Nestle's products and increase brand
awareness. During internship, Intern was involved in a variety of tasks,
including:
Conducting Market Research: Intern assisted the team in
conducting market research by collecting and analyzing data related to consumer
behavior, preferences, and trends. This involved working with survey data,
focus groups, and other forms of research to identify key insights that could
inform Nestle's marketing strategy.
Assisting with Product Launches: Intern helped plan and execute
product launches by coordinating with other departments and ensuring that all
logistical aspects of the launch were taken care of. This included coordinating
with the sales and operations teams, setting up launch events, and ensuring
that all necessary materials were in place.
Analyzing Data: Intern supported the team in analysing data related to
marketing campaigns, website traffic, and social media engagement. This
involved gathering data from various sources and using tools like Excel to
analyze and interpret the data. Creating
Content: Intern was responsible for creating content for social media,
email marketing campaigns, and other promotional materials. This included
writing blog posts, creating social media posts, and designing graphics.
Supporting Promotional Activities: Intern assisted in organizing promotional activities such as trade shows or consumer engagement events. This included coordinating logistics, setting up event spaces, and interacting with consumers.
4.3 Experiences in the internship including understanding of system, processes and rationale
As an intern at Everest Enterprise,
a marketing company for Nestle in Nepal, Intern had the opportunity to gain
valuable experiences and insights into the system, processes, and rationale
behind Nestle's marketing strategies. Here are some of experiences:
Understanding the Marketing Process: During internship, Intern learned
about the different stages of the marketing process, including market research,
product development, pricing, promotion, and distribution. Intern was able to
observe how the marketing team at Everest Enterprise worked closely with Nestle
to develop and execute marketing campaigns that aligned with the company's
goals and objectives.
Conducting Market Research: One of the most important tasks
Intern worked on during internship was conducting market research. Intern
learned how to collect and analyze data from various sources, including
surveys, focus groups, and online research. Intern was also introduced to tools
and software that are commonly used in the industry, such as Excel and SPSS, to
help intern analyze and interpret the data.
Developing Marketing Strategies: Intern worked closely with the
marketing team to develop marketing strategies that were tailored to Nestle's
target audience. This involved identifying key insights from market research
data, brainstorming creative ideas, and presenting our findings to the team.
Intern also helped create detailed marketing plans that outlined the
objectives, target audience, messaging, and tactics for each campaign.
Collaborating with Other Departments: Intern had the opportunity to work
with various departments within Nestle, including sales, operations, and
finance. This gave intern a better understanding of how different teams
collaborate to achieve a common goal.
Learning from Industry Experts: Intern had the privilege of working with industry experts in the marketing field, who provided with valuable insights and guidance throughout the internship. They helped intern understand the rationale behind different marketing strategies and how to apply them in real-world scenarios.
4.4 Emergence / Occurrence of Issues, Problem or Challenges and how these problems were solved / addressed
During my internship at Everest
Enterprise, there were several issues, problems, or challenges that emerged,
and the team worked collaboratively to address them. Here are a few examples:
Limited Access to Market Research Data: One of the challenges faced was
limited access to market research data, which made it difficult to develop
marketing strategies that were tailored to Nestle's target audience. To address
this,intern worked with team and urged Nestle to invest in additional market
research, including consumer surveys and focus groups, to gather more
comprehensive data.
Difficulty in Identifying Key Insights: Another issue intern encountered
was difficulty in identifying key insights from the market research data we
collected. To address this, intern worked with team members to analyze the data
more thoroughly and to use different tools and software to identify patterns
and trends that could inform our marketing strategies.
Resource Constraints: Another challenge was resource constraints, such as limited
budgets and manpower, which made it challenging to execute marketing campaigns
effectively. To address this, we worked closely with Nestle to identify areas
where we could streamline our processes, reduce costs, and maximize our impact.
Limited Online Presence: Another challenge intern faced was a limited online presence for Nestle's products in Nepal, which made it difficult to reach and engage with consumers in the digital space. To address this, intern worked with the team to develop a comprehensive digital marketing strategy, which included launching social media campaigns, optimizing Nestle's website, and creating engaging content that resonated with our target audience.
4.5 Observed Gaps
During the internship at Everest
Enterprise, Intern observed several gaps in the marketing system and processes
that could be improved to enhance the company's performance. Here are some of
the gaps Intern identified:
Lack of Integration between
Departments:
One of the gaps Intern observed was a lack of integration between different
departments within the company. While each department had its own objectives
and priorities, there was often limited communication and collaboration between
them. This could lead to missed opportunities and suboptimal performance.
Limited Use of Data Analytics: Another gap Intern observed was the
limited use of data analytics in marketing decision-making. While the company
conducted market research to gather data, there was limited use of analytics
tools and techniques to analyze and interpret the data. This could lead to
missed insights and less effective marketing strategies.
Limited Focus on Customer
Experience:
Another gap Intern observed was a limited focus on customer experience in
marketing strategies. While the company had a strong focus on product
development and pricing, there was often limited consideration of the
end-to-end customer journey and how to optimize the experience for customers.
To address this, I recommended that the company invest in more customer-centric
marketing strategies, such as personalized messaging and tailored customer
experiences, to enhance customer satisfaction and loyalty.
Overall, Intern believe that
addressing these gaps can help Everest Enterprise and Nestle in Nepal optimize
their marketing strategies and drive better results. By investing in more
cross-functional collaboration, advanced data analytics, customer-centric
marketing strategies, and comprehensive digital marketing strategies, the
company can better align with customer needs and preferences and stay ahead of
the competition in the marketplace.