Mba project1

PROJECT REPORT
ON
“STRATEGIES OF DIGITAL MARKETING AT PRIME COMFORTS
PRODUCT PVT. LTD.”
Submitted in Partial Fulfilment for the Award of the Degree of
MASTER OF BUSINESS ADMINISTRATION (MBA)
(BATCH 2018-2020)
Submitted by:
SHRUTI SAGAR
(Enrolment No: 11612303918)
Under the Guidance of:
Dr. Anju Batra
(Assistant Professor, Delhi Institute of Advanced Studies (DIAS), Rohini, Delhi, India)
DELHI INSTITUTE OF ADVANCED STUDIES
(Affiliated to Guru Gobind Singh Indraprastha University)

TABLE OF CONTENTS
S No Topic Page No
1 Certificate i
2 Acknowledgement ii
3 Declaration iii
4 List of Abbreviations iv
5 Chapter-1: Introduction 1-28
6 Chapter-2: Literature Review 29-39
7 Chapter 3: Research Methodology 40-46
9 Chapter 5: Findings and Conclusions 47-5
10 Chapter 6: Limitations 51-53
11 Chapter 7: Recommendations 54-56
12 References/Bibliography 57-60

ACKNOWLEDGEMENT
I offer my sincere thanks and humble regards to Delhi Institute of Advanced Studies, GGSIP
University, New Delhi for imparting me valuable professional training in MBA.
I pay my gratitude and sincere regards to Dr. Anju Batra, my project Guide for giving me the
cream of her knowledge. I am thankful to her as she has been a constant source of advice,
motivation and inspiration. I am also thankful to her for giving her suggestions and
encouragement throughout the project work.
I take the opportunity to express my gratitude and thanks to our computer Lab staff and
library staff for providing me opportunity to utilize their resources for the completion of the
project.
I am also thankful to my family and friends for constantly motivating me to complete the
project and providing me an environment which enhanced my knowledge.
Name: SHRUTI SAGAR
Enrolment No.:11612303918

DECLARATION
I hereby declare that the project work entitled “Strategies of Digital Marketing”
submitted to the Delhi Institute of Advanced Studies, is a record of an original work done by
me under the guidance of Dr. Anju Batra, Assistant Professor and this project work is
submitted in the partial fulfilment of the requirements for the award of the degree of Master of
Business Administration.
I hereby certify that all the endeavour put in the fulfilment of the task are genuine and original
to the best of my knowledge and I have not submitted it earlier elsewhere.
Candidate’s Name: SHRUTI SAGAR

LIST OF ABBREVIATIONS
S No Abbreviated Name Full Name
1 SEO Search engine optimization
2 SERP Search engine result pages
3 SEM Search engine marketing
4 URL Uniform resource locator
5 PPC Pay per click
6 SMM Social media marketing
7 HTML Hypertext Mark-up language
8 PSI Page speed Insight

LITERATURE REVIEW
The purpose of this project thesis seeks to uncover the efficient way of implementing digital marketing
Activities successfully. This study aims to give organizations insight into how to successfully implement
digital marketing and what factors to beware of to avoid failure. Experts in the field that have experience
of implementing Digital marketing Activities were the purpose of this project seeks to uncover the efficient
way of implementing Digital marketing Activities successfully.
Experts in the field that have experience of implementing these Activities, were interviewed for this
research. The results are present as a dynamic roadmap for Digital marketing Activities (SEO)
implementation with a description of what risk factors it is necessary to beware of to avoid failure.
Organizations need to be able to understand Digital marketing Activities and therefore build a structure
with appropriate team. Including change management right from the beginning is fundamental, when
the changes are applied, employees have to be prepared for them.
Companies need to continuously work on the process assessment and therefore identify, optimize and
prioritize processes for the Digital marketing Activities lifecycle. Companies that have Digital marketing
Activities team with lack of knowledge could experience that some part of the Digital marketing
Activities lifecycle is not carried out successfully, which can have an adverse effect later on in Digital
marketing Activities lifecycle and result as project failure. Digital marketing Activities project evaluation
depends mainly on the objectives of the project and therefore the type of processes that are automated for
this research.
The results are present as a dynamic roadmap for Digital marketing Activities implementation with a
description of what risk factors it is necessary to beware of to avoid failure. Organizations need to be able
to understand Digital marketing Activities and therefore build a structure for Digital marketing Activities
with appropriate team. Including change management right from the beginning is fundamental; when the
changes are applied, employees have to be prepared for them.
Companies need to continuously work on the process assessment and therefore identify, optimize and
prioritize processes for the business. Companies that have Digital marketing Activities team with lack of
knowledge could experience that some part of the sales and marketing is not carried out successfully,
which can have an adverse effect later on in business processes lifecycle and result as project failure.
Digital marketing Activities project evaluation depends mainly on the objectives of the project and
therefore the type of processes that are automated.

Digital marketing
The advent of digital marketing can be traced back to the days of the 1980s.
This was the time when new innovations were taking place that made the computer system advanced
enough to store information of the customers. It was in the year 1981 when IBM came out with the first
personal computer and the storing capacity of the computers increased to 100 MB in the year 1989.
The 1980s was also the time when companies recognized the importance of harbouring customer
relationship rather than just implementing the practice of pushing products. The marketers now dropped
limited practices that included list brokering to adopt the database marketing. This was the year when it
started to become a practice of maintaining a database of prospects, customers, and commercial contracts.
Consequently, in the year 1986, the customer management company ACT was responsible for launching
the database marketing software for the first time. This database marketing software was now allowing the
storage of a huge volume of customer information.
Robert Kestenbaum and Robert Shaw who are known as the father of marketing automation together
created several database-marketing models that helped BT and Barclays. These Database Marketing
solutions contained many features that included sales channel automation, campaign management, contact
strategy optimization, marketing analytics and marketing resource management.
The 1980s saw the emergence of Digital Databases that changed the dynamics of the buyer-seller
relationship.
It enabled the companies to gain information, store and track their customers like never before. The only
catch here was that the whole process was still manual. Further, in this period the launch of the personal
computers and client architecture brought the revolution that changed the marketing technology in a
decade. The Customer Relationship Management or CRM software brought this revolution in the 1990s.
In the 90s, CRM tools became very popular. It can be defined as software that tracked the interactions,
taking place between the current as well as future customers. Sales Force Automation (SFA) was the early
form of the CRM and provided companies the important information regarding inventory control and
interaction tracking.
CRM was massively upgraded in the late 1990s when vendors such as SAP, Oracle, and Baan came in the
market. Now, the increased competition led the vendors to also offer sales, marketing, and service

applications. In 1998, Google appeared. It is now utilized as the most popular web-based search engine. It
plays the most significant role in optimizing Digital Marketing Campaigns and Search Marketing.
Again, in 1999 the internet came into the picture which supported the emerging e-CRM vendors and made
possible to store huge volume of customer data online, further increasing the competition.
Now, the e-CRM vendors made the customer information dynamic by allowing marketers to continuously
update it, leading to an enhancement in the customer experience. But there was a challenge that companies
had to face. They did have heaps of data on customers but didn’t know how to make some sense out of it.
This was later changed in 1999 with Salesforce.com the first SaaS Company.
The business application first being delivered through a website was done by the Salesforce company, now
it is known as ‘cloud computing’. This served as the central point for future marketing technology.
While discussing history and evolution of the Digital Marketing landscape, when we delve into the 2000s,
we see the big names like Dell and Cisco selling off their stocks after the burst of the dotcom bubble.
However, this led to prominent SaaS companies like Oracle, PeopleSoft, Siebel, and SAP transform their
business model and give the internet a more central aspect of their services.
The mid-2000s saw a change in the behaviour of the customers as people began to research their product
online using Google and other search engines before the actual purchase. This behaviour left the marketers
perplexed as they found it hard to understand the buying behaviour of the customers.
Marketo, Act and Pardot companies were the ones to solve this challenge through marketing automation.
Marketing automation allowed marketers to segment the market, start multi-channel campaigns and
deliver personalized content. This was the first marketing technology devised by marketers for marketers.
Marketing automation was fast enough to adapt to ever-evolving consumer behaviour and also faced a
challenge as it didn’t anticipate the social media as a marketing outlet. However, Social Media comprises
a history dating back to 1970s with ARPANET it got a little prevalence in the early 1990s. But in the
2000s, it was just all over and since then, it has been playing the very important role in the history of
Digital Marketing.
Prevalence of Social Media created a new dilemma for marketers that was solved through many new
software companies that devised solutions for social, search, mobile and analytics but this explosion of
solutions wasn’t stranger to other challenges.

In 2010s, Young companies are emerging every day in a bid to provide digital marketing solutions to
upgraded consumers, and big companies like IBM, Oracle, and Google are acquiring new companies to
remain ahead in the race to provide the best digital solution. The marketers today are faced with a variety
of options and this in itself is proving a big challenge for them to decide on which option to invest in. In
midst of this confusion, Integration has become the most attractive trait of marketing technology.
But, even with integration, marketers are facing the following problem:
 How to make use of all these technologies for their business goals
 How to keep the customer and not the technology or tool in the focus
Change is happening fast and organizations are lagging behind in adopting the change. But, yes, changes
are taking place that too in executive level. Now, a new position Chief Marketing Technologist (CMT)
has been set up who will be responsible for identifying as well as devising strategies around the
technologies to enhance user experience.
Marketers have to up their Digital Marketing games as today’s consumers expect a smooth experience
over all the channels as well as devices. Further, for meeting these expectations marketers need to invest
in Omni channel technologies to provide an Omni channel experience.
New channels like Neuro-marketing, Artificial Intelligence (AI) and Augmented Reality (AR) are slowly
coming into the picture and they are going to be the future of Digital Marketing landscape. Technologies
like digital currency (crypto-currency) and Block chain have come into the arsenal of new-age marketers.
–That will for sure take the rich and empowering history of Digital Marketing to the new heights.
The world of Digital Marketing is not confined to the world of marketing & technology only, but it has
been deciding our pasts, and for sure, it will shape up the future of human civilization. Digital Marketing
has not only benefitted businesses but has also emerged as a promising career opportunity. As a result of
this more and more people are inclined towards building a career in Digital Marketing & the demand
for Digital Marketing Institutes is rising continuously.
Opting for Digital Marketing Training will empower us to be ready for a future, where innovation,
construction, and positivity will be the driving force for the channelization of human civilization.

Digital marketing is the process of promoting brands or products us electronic media. It mainly takes
place on the Internet. Other platforms include mobile phones, digital displays and any other digital
medium. As the name suggests, it makes use of the digital technologies.
The company uses digital marketing to increase and publicize their services or products on Internet or
online networking sites that is utilize for promotional activities.
Objectives of the study:
 To study the different criteria of digital marketing services in order to analyze the approach which help
them to get more business from the targeted audience through online.
 To know how we can use SEO to increase the visibility of the website in order to increase the traffic
on the website of the Refresh Mattresses
Need of the study:
1) Digital marketing is the best way for a brand to get a leg up on its competition. SEO, organic search,
local search, Google AdWords, social media, and blogs helps me to reach out as many people as
possible, and this is significantly easier to achieve on the web.
2) The good news about digital marketing is that an ad’s creators can find out how it is pulling through
using analytics that can’t be executed with traditional methods of advertising. Analytic reports can

quickly be pulled up to test ad campaigns and find out what is getting read, looked such as google
analytics.
3) Digital marketing help the organization to build their trust of the retailers as they all are directly
getting the mattresses from the company brands develop trust with their audience.
4) Digital marketing allows businesses to monitor their brand by checking their reputation and engage
with unsatisfied customers, making it possible for them to address negative press before it circulates
too far.
5) Digital marketing provides businesses with additional sales channels. One branch of the business
contains social media posts with tips, advice, local news, and events involving the brand. Another
branch hosts the business’s blog, which serves to educate, inspire, and entertain its audience.
Branching off from these main channels are landing pages and blog posts for different products.
Importance of Digital marketing at prime comfort Pvt. Ltd.
1) Increase direct sales
The company run digital marketing campaigns, due to which, customers can land on the website,
browse the offerings and make purchase online itself. Direct sales generated by the digital marketing
campaigns can be used to determine return on investment.
2) Maintain a continuous flow of new leads
Digital marketing helps to generate highly qualified leads at a fractional cost- depending on which
medium we use. We can also expect increased customer walk-ins to our store as a result of marketing
campaigns.
3) Reduce the cost of acquiring new customers
One of the ideal ways to reduce the cost of acquiring new customers is to use digital marketing. It
helps the company to reach out to a large pool of extremely targeted audience much faster as compared
to traditional marketing and even at lower costs.

4) Keep the customer engaged in our brand
Digital marketing mediums like social media marketing are the best medium for customer engagement,
using Ad words or Facebook/Instagram only for our existing customers or people who have previously
been our website visitor, showing them their new products, offers, etc.
5) Global reach of the customer
Digital marketing provides the global reach of the mattresses to the target audience all over the country
in order to increase the profitability of the product to the company.
Scope of the study:
1) Digital marketing is the magic tool for brands and businesses.
2) Use of SEO for increasing the quality and quantity of website traffic by increasing the visibility of
a website or a web page to users of a web search engine.
3) Use of SEO to increase the traffic on the website with the help of off page activities such as directory
submission and book marking and refers to the improvement of unpaid results and excludes direct
traffic/visitors and the purchase of paid placement.
4) The study helps to understand the different concepts of digital marketing, but while implementing
it might differ from situation to situation.
Main findings of this internship are given here. Indian customers are highly information seekers. They
collect more information about a product before buying it. Internet penetration in India is key player
for this phenomenon.
Most of Indians are getting stimulus through advertisements, but they are not reaching to end phase
of customers purchase journey, mainly in high involvement purchases. Brands are getting more touch
point to reach their target group in this digital era.
The successful completion of this internship indicates that the future of marketing is in the hands of
digital. I conclude my research by quoting again that “Brands can’t sustain without digital presence.
• SEO (Search Engine Optimization):

Search engine optimization (SEO): is a method for optimizing the content of a site to enhance its
ranking on the Search Engine Results Page (SERPS).
It is the process of optimizing your website to get organic, or un-paid, traffic from the search engine
results page. SEO involves making certain changes to your website design and content that makes
your site more attractive to a search engine. This can be done in hopes that the search engine will
display your website as a top result on the search engine results page.
SEO consists of the following activities:
Site structure.
Keyword research and analysis and its use (both on-page and off-page).
Link building.
Content delivery.
Keywords research and analysis:

This is the only SEO technique that matters, keywords must be well-researched, carefully chosen,
and judiciously used in your content in order to be effective. Keywords are words and phrases that
prospects use to find online content, and that brands can then use to connect with prospects who are
looking for their products and services.
When researching keywords, it’s important to look for ones that have high search rates and low
competition and to choose short-tail keywords (such as mattress), long-tail keywords (such as refresh
mattresses showroom), and local keywords (such as refresh mattresses showroom in Ghaziabad) to
work into the content. Keywords can also use to optimize all your titles, URLs, and other on-page
SEO elements.
Content
Content is a vital part of SEO because it is used to reach and engage audiences. Content must be
educational, but also interesting, relevant, engaging, and shareable about the website.
Content comes in a variety of forms, including:
 Web page content
 Videos
 Blogs
 Infographics

 Podcasts
 Whitepapers and e-books
 Social media posts
 Local Listings
These are the companies various blogs pages, videos infographics& podcasts that are used to increase
the traffic on the website.

Off-Page SEO
Off-page SEO is used for backlink building since quality backlinks to the site from external sites tell
search engines that our site is valuable and high-quality, and this builds authority.
There are many tactics to backlink building, and some of the current best practices include guest
blogging, directory submission creating lots of infographics that will be highly shared, and mentioning
influencers in our content. This is an example of directory submission:
Local SEO

Local SEO is becoming increasingly important as more and more people use mobile devices for search.
These days, 57% of all searches are performed from tablets and smartphones, and half of those searches
have local intent.
If you owned a company, for instance, then local SEO would ensure that when people in your area went
looking for the best in town, they’ll come across your site. Along with using local keywords, other local
SEO best practices include claiming directory listings, creating location-specific pages for your site, and
creating pages for your business on Google My Business, Google+, and Google Maps.
Here is the local SEO of the prime comfort company so that it can be easily found by the people of that
particular area
On Page
On-page SEO is the practice of optimizing individual web pages in order to rank higher and earn more
relevant traffic in search engines. On-page refers to both the content and HTML source code of a page
that can be optimized, as opposed to off-page SEO which refers to links and other external signals.
For those new to on-page SEO, we highly recommend reading our On-Page Ranking Factors. On-page
SEO has changed over the years, so it's important to keep up with the latest practices. Below are the
latest post about on-page SEO from the refresh mattresses website.

ANALYTICS
The marketers can use digital analytics tools to examine the many online channels their buyers
might interact with and identify new revenue opportunities from existing campaigns
The data from digital marketing campaigns can help a business to not just understand their customer
but also improve how they market to them. The analysis of data behind a campaign can help to
pinpoint the successfulness of it, why and how the audience interacted with it.
The company uses:
Web analytics
Google analytics
SEMrush
Google search console
Google AdWords

SMM (Social Media Marketing):
The process of promoting your brand image and your content via social networking media channels to
build brand value, draw in traffic, and generate leads for your business.
Twitter
Facebook

Are all social media platforms which can be utilized as a part of your advertising endeavours, in spite of
the fact that they are a long way from the only ones.
SMM (Social media marketing) refers to the process of gaining traffic or attention through social
media sites. Social media itself is a catch-all term for sites that may provide radically
different social actions.
Search Engine Marketing
Search engine marketing (SEM) refers to paid marketing efforts, and it includes things like native ads,
Google AdWords, social media ads, pay-per-click, Google shopping ads, display ads, and more.
Although SEM isn't usually a major component of a comprehensive SEO strategy, it does have its
place because it can help you reach new and highly targeted audiences.
It resembles to and includes SEO and utilizes a significant number of similar techniques. The primary
contrast between the two terms is that SEM additionally incorporates paid online promotional models,
like pay-per-click (PPC).
• Pay-Per-Click (PPC)
A strategy for directing traffic to our site by paying a publisher each time the ad is clicked. A standout
amongst the most widely recognized types of PPC is Google AdWords.
SEM additionally requires keyword research as the words and expressions utilized as a part of the ad
and site and these should be checked precisely to mirror the market and existing search engine rules.
SEM includes all sorts of digital marketing, it's all the more usually considered to be a channelized
niche, to portray paid models.

• Email Marketing:
Businesses utilize email marketing as a method for communicating with their target audiences. Email
is regularly used to promote content, occasions and discounts, and additionally to direct individuals
towards the business' site.
• Affiliate marketing:
A sort of performance based publicizing where you get commission for promoting another person's
products or services on your site.

• Content Marketing:
It is a method where content is created and circulated with the goal of providing relevant, intriguing
content to pull in and draw in a specific audience that a business is focusing on. The creation of
useful content is a method for initiating communication with the consumer so as to drive engagement
and customer activity. Content can mean anything from videos to blogs and white-papers tend to
function admirably utilizing content promoting systems as well.

CHAPTER 2
COMPANY PROFILE AND INTRODUCTION

Refresh mattresses is a brand of Prime Comfort Products Pvt. Ltd. It is an ISO 9001:2008
certified manufacturer of high-quality flexible polyester and polyether PU Foam. It has set up
a world class manufacturing facility at Greater Noida (Uttar Pradesh) with an annual capacity
of 10,000 tons. The plant is equipped with state-of-art technology and uses some of the latest
equipment such as a Hennecke foaming plant, a 32 Meter loop peeler and many other machines.
Mr. Praduman Patel, the promoter of Prime Comfort Pvt. Ltd. has more than 30 years of
industrial experience. With his knowledge and expertise in the foam industry, Refresh Mattress
has acquired the capability to manufacture a wide range of PU foams with the highest quality
standards.
The Mission
The mission of our company is to “Leverage our experience in manufacturing to continuously
innovate and exceed our customer’s expectations”. Our focus is on:
Exceeding client Satisfaction: Given generations of experience, we continuously transform our
expertise to benefit our customers by enhancing manufacturing technologies.

Adhering to Industrial best practices: The Refresh mattress quality is built up on many
generation of experience. Our craftsmen undergo extensive training on quality and skill set.
Quality: Our first priority: Our time-bound process ensures that every piece of fabric, spring, and
sheet of padding meets stringent set of criteria before it becomes a part of mattress. Continuous
inspection, throughout manufacturing, ensures that we maintain the highest standard from fitment
to finished mattress.
Investment on technology: To ensure quality, efficiency and prompt delivery, Refresh mattresses
make ongoing investments in the manufacturing system. We take periodic steps to enhance
productivity of our skilled labour and to enable them to produces a superior product delivered on
time.
Refresh mattress delivers mattresses with QUALITY, COMFORT, and having high VALUE.
Around the globe, “Spring Air” has been delivering with complete client satisfaction to the
retailers as well as institutional clients.
The Philosophy:
Refresh mattresses were founded on a nine-point Philosophy. These nine points express the
principles and virtues on which our company is based on and serve to continually guide and
remind our employees to always strive for excellence; act with integrity and produce products of
value that are built right and built to last.
 We strive for excellence in all we do.
 We care about our customers and recognize The Original Mattress Factory’s reason for
existence is to provide them with a product of value and to treat them with courtesy.
 We will not compromise our integrity for any reason.
 Reward our employees consistent with their contribution.
 Provide opportunities for our employees to learn and grow.
 Focus only on what is needed to run the business.
 Listen to others.
 Create a win/win situation in everything we do.
 Take good care of the company and in turn, it will take care of us.
These are the types of their brand refresh mattresses that are available on their website for sale.

FRESH FOAM COVERED MATTRESS:
1. JOY
The core of this mattress is made of high-density and high-resiliency foam. The two foams offer
excellent durability to the mattress. In addition, the mattress has excellent bounce.
The mattress has an Airflow layer that keeps the mattress cool by enhancing circulation. It dissipates
excess heat and cools the mattress. Thanks to the optimum air circulation, the mattress stays fresh for
long.
It comes with a guarantee of 2 years.
2. JOY DLX
Similar to Joy, the Joy DLX has an Air flow layer and a core that is made of high-density and high-
resiliency foam. These offer great durability and bounce to the mattress.
The mattress comes with single-sided quilting and Spiralling Technology that traps the air inside the
mattress, leading to a richer look and a comfortable feel.
This mattress has a guarantee of 5 years.
The same mattress with a guarantee of 10 years is the Blossom DLX.
3. OXYFRESH

The comfort layer of this mattress is reticulated. The reticulation process the mattress undergoes opens
the cells of the comfort layer. This enhances breathability, keeping the mattress fresh and promoting
comfortable sleep.
The mattress is quilted on both sides. It uses Spiralling Technology that traps the air within the mattress
and offers a cushion-like look and feel.
The mattress is made of premium quality knitted fabric. The high-density and high-resiliency foams offer
extra support and bounce.
The Ox fresh mattress comes with a guarantee of 15 years.
COIR CHAMP MATTRESSES:
1. ANGEL
The mattress is made of Jacquard fabric. It is quilted on both sides. The Spiralling Technology traps air
within, rendering it a soft and fluffy look – which also contributes to the comfort.
The core of the mattress is made of 2 layers of high-density rebounded foam, which is sandwiched
between 3 layers of high-density compressed coir layers. This arrangement offers an ultra-cool feel to
the mattress, along with offering superior support.
The Angel mattress comes with a 7-year guarantee.
2. FLAIR
Made with satin cotton fabric, the Flair mattress is similar to Angel. The core of the mattress is made of
high-density rebounded coir that is sandwiched between high-density compressed coir layers.
This mattress comes with a 2-year guarantee.

BACK SUPPORT MATTRESSES:
1. ORTHOBED
This mattress comes with double-sided quilting and uses Spiralling Technology. The quilt is made of
soft foam that offers exceptional comfort. It also contains interlocking stitching that uses branded
polyester thread – this enhances the durability of the quilt.
The mattress is made of super-fine quality glazed cotton fabric. The core of the mattress has high
density and is extra firm. It comes with Rebounded Technology that offers optimum support.
This mattress is especially suitable for people with back issues. The additional firmness of the mattress
offers great support to the spine.
This mattress has a guarantee of 7 years.
2. BACK-O-REST
Similar to the previous mattress, the Back-O-Rest also comes with double-sided quilting. It uses
Spiralling Technology and has interlocking stitching for extended durability. The quilt is 21 mm thick,
one of the highest in the range.
The mattress is made of premium quality Jacquard fabric. The extra firm and high-density core, along
with Rebounded Technology, offers optimum support to the back muscles.
The mattress comes with an 11-year guarantee.
3. ORTHOCOOL

This mattress has double-sided quilting, same as the mattress we saw just before. This one is also made of
Jacquard fabric.
The mattress core is a combination of Rebounded Technology and added firmness. It also contains high-
density cool gel foam, which offers additional cooling and heat dissipating functionalities, apart from
supporting the back.
The Orth cool mattress has a guarantee of 7 years.
4. ECOPUFF
The mattress has a high-density comfort layer. It is made of PU foam and comes with Unicell Technology
that offers additional comfort. It has a double-sided quilting with Spiralling Technology. The fabric is made
of fine quality satin cotton.
The core of the mattress comes with Rebounded Technology that offers firm support.
LUXE REBOND MATTRESSES:
1. ORTHOFLEX
The mattress is made of high-GSM knitted fabric and comes with wrap-around quilting (quilting on the
top, bottom, and the sides). It uses Spiralling Technology that traps air within and offers a lofter look and
comfortable feel.
The core of the mattress is made of high-density memory rebounded foam for exceptional bounce and
support.

The mattress comes with a guarantee of 7 years.
2. ZERO GRAVITY
The comfort layer of the mattress is made of memory foam that conforms to the shape of your body and
offers excellent comfort. The support layer of the mattress is made of high-density HR foam with Unicell
Technology, which offers good bounce and enhances mattress durability.
The Zero Gravity mattress is made of fine quality high-GSM knitted fabric. The mattress also has wrap-
around quilting with Spiralling Technology.
This mattress also has a rebounded core for added support to the back. It comes with a 10-year guarantee.
3. DUAL
The comfort layer of the mattress is made of HR foam that offers superior comfort. The mattress is made
of fine quality Jacquard fabric.
The mattress has double-sided quilting and uses Spiralling Technology for a cooler and better sleeping
experience. It also comes with the unique 3-zone quilting for additional comfort.
The core of the mattress is made of high-density rebounded foam for exceptional support to the back
muscles. This mattress has a guarantee of 7 years.

RISILIO MATTRESSES:
1. LATEX-O
The Latex-O mattress has double-sided quilting with soft foam and uses Spiralling Technology. This
mattress is made of premium quality knitted fabric. The core of the mattress is made of high-density and
high-resiliency latex foam for a brilliant bounce and great support.
This mattress comes with a guarantee of 10 years.
SPRING ZING MATTRESSES
1. SPIRAL
The mattress is double-side quilted and uses the Spiralling Technology. It is made of polyester fabric for
a plush and comfortable feel.
The comfort layer of the mattress is made of high-density PU foam. The core of the mattress is made of
Bonn ell springs, with the complete structure being reinforced with a strong wire on the border (to retain
shape and offer extra support).
The mattress comes with a guarantee of 5 years.
2. ZING

The mattress is double-side quilted and uses Spiralling Technology. It is made of knitted fabric and
has a micro quilting finish, which keeps it soft and comfortable.
The comfort layer of the mattress is made of high-density PU foam that comes with Unicell
Technology.
The core of the mattress is made of pocketed springs wrapped in individual fabric cases. These cases
are attached to each other such that the mattress retains its shape.
This mattress comes with a guarantee of 10 years.
3. FRESCA
This is a Euro Top mattress, with the top layer made of PU foam. The mattress has a double-sided quilting
and uses Spiralling Technology. Made of knitted fabric and a micro quilting finish, the mattress is
extremely soft and comfortable.
The core of the mattress contains pocketed springs that are thermally tempered for resilience, lasting
dynamics, and the ability to cope with stress.

CHAPTER 3
RESEARCH
METHODOLOGY

The descriptive research design is used for analysing and studying the use of digital media marketing.
It is very simple & more specific than explanatory study.
The descriptive study is a fact finding investigation with adequate interpretation. The descriptive study
aims at identifying the various characteristics of a problem under study. It reveals potential relationships
between variables and also setting the stage for further investigation later.
The results of such research are not usually useful for decision making by them, but they can provide
significant insight into a given situation. Although the results of qualitative research can give some
indication as to the ‘why’, ’how’ and ‘when’ something occurs, it cannot tell ‘how often’ or ’how many’.
As the research conducted was observatory there was no questionnaire and hence no sample size or data
interpretation was to be done.
Data Sources:
Secondary Data:-
Secondary data is collected from already existing sources in various organization broachers & records.
Secondary data for the study were collected from the magazines, websites & other previous studies.
The descriptive study was done through review of existing literature that helped in validation and
extraction of the important variables and factors. Data was collected from secondary sources.
Secondary sources were magazines, websites, books, office executives, and company data and other tools
like web analytics and google analytics.
The tools that are used by the company to maintain their website page are:
1. Page Speed Insights (PSI):
It is the best tools that helps to reports the performance of a page or website on both mobile and desktop
devices, and provides suggestions on how that page may be improved.
PSI provides both lab and field data about a page. Lab data is useful for debugging performance issues,
as it is collected in a controlled environment. Field data is useful for capturing true, real-world user
experience - but has a more limited set of metrics.

2. Google Analytics
Google analytics is used to track the website activity of the users such
As sessionduration, pages per session, bounce rate etc. along with the information on the source of
the traffic.
It can be integrated with Google Ads, with which users can review online campaigns by tracking
landing page quality and conversions (goals).
Goals of the company include sales, lead generation, viewing a specific page, or downloading a
particular file.

Google Analytics' approach is to show high-level, dashboard-type data for the casual user, and more in-
depth data further into the report set.
Google Analytics analysis can identify poorly performing pages with techniques such as funnel
visualization, where visitors came from, how long they stayed on the website and their geographical
position.
It also provides more advanced features, including custom visitor segmentation. Google Analytics e-
commerce reporting can track sales activity and performance. The e-commerce reports shows a site's
transactions, revenue, and many other commerce-related metrics.
3. Google search console:
Google Search Console (also known as Google Webmaster Tools) is a web service by Google which
allows webmasters to check indexing status and optimize visibility of the websites.
Google rebranded Google Webmaster Tools as Google Search Console and introduced a new version
of the Search Console, with a refreshed user interface and improvements. Search Console reports,
including the home and dashboard pages,for
 Accurate data
 Individual page count
 Image click count more accurate
 Data consolidated by full domain

4. SEMrush:
SEMrush is a software that sells online visibility and marketing analytics software subscriptions. It is
a SEO tool and a browser extension before adopting the SaaS model. The software provides intelligence
data including website traffic information, keywords projected AdWords spend, site audit, topic
research, lead generation, and other SEO-related data

5. Google AdWords:
The AdWords Keyword Planner is an incredibly useful and powerful keyword research tool, built into the
AdWords interface, that combines two of the most popular former Google Ads tools, the Google
Keyword Tool and the AdWords Traffic Estimator, and adds to it a wizard-like integrated workflow to
guide users through the process of finding keywords for creating new Ad Groups and/or Campaigns.
You'll find the AdWords Keyword Planner under "Tools and Analysis."
In this article, you'll get a complete rundown of all the features available in Keyword Planner plus tips
on how to use Keyword Planner for your own keyword research for SEO, PPC and other marketing
campaigns

CHAPTER 5
FINDINGS AND CONCLUSIONS

Conclusion
The summer internship project helped me to understand how digital marketing helps the corporate
business works.
Before the use of all off and on page activities the details of the organisation come on twelfth page but
after the completion of activities it flashes the details on the first page in order to increase the traffic.
The company helped me to learn and meet a lot of corporate people, which helped me to understand
the business.
The greatest things that was learned doing internship is how to accomplish the task by doing it in team,
how to make best use of internet, how to use different tools to gain efficiency, how to do code so that
are in standard according to coming new technologies.
The website was effectively optimized so that its presence had been highly significant on the search
engine, with a good content, proper placement of keywords, and appreciable number of visits to inbound
links, hits, clicks and impressions.

The exposure to the practical environment has increased experience and confidence to deal with various
organizational communications with the customer. The system developed or more precisely the website
optimized by studying the existing system and client expectation has improved and given more
boundaries for the author to analyse and system to develop software.
The activities perform amazingly at the presentation and gain the knowledge of the practical environment
of the organization.
Finally, internship program has increased the skill to communicate and report to those parties in time
regarding any kind of issues that are dealt in the organization and build up the confidence level to work
in team and real world project.
Almost every SEO solution will give the search volumes, keyword ranks and even traffic volumes; these
matter to the clients.
The right system will provide a comprehensive solution, giving the ability to report and analyse data in
one place. It might take some upfront work to setup the systems and customize them to optimizer’s liking,
but every minute spent upfront will save hours of work later.
When SEO keyword analysis is performed, a specific set of tools is used to identify and analyse keyword
already in use by the client and their competitor. Next, another set of SEO keyword tools (Like Google
AD word Keyword Tool) is used to identify a larger list. There are six critical factor in identifying the
ultimate set of target keyword.

Relevancy
Search Stage
Traffic
Competitiveness (depends on Organic Traffic)
Search Value and Market Value
1. With the study of digital marketing I came to its emergence and extreme growth in today’s scenario.
2. Most of the sectors initially opt for the digital marketing channels name search engine optimization,
search engine marketing and social media marketing and later they will think about other channels which
mean these three channel high acceptance.

There is only secondary data that is being used for research so there is no new data available in the
company after using strategies of the digital marketing on the company’s website.
The tools that are used to analyse the keyword research and other analysis are limited there are so many
tools that can give better result.
The company is paying a large amount of money to maintain their website from an outsourcing company
which is again increasing the maintenance cost.

OTHER MANAGEMENT LEARNINGS
Get to know about challenges and opportunities for digital marketing in India.
Gain basic understanding of SEO, SEM, SMM, google analytics.
I experienced the corporate feeling which gives me a good exposure.
Leadership quality, it’s all about the impact you have on other people we need to have
while working in the corporate.
Leaders within an organization. Leaders will deal with the customer, project, etc. as a
leader.
Healthy Competition forced to do better job the trick is to learn from your
competitors quicker than they can learn from you.
Always look for your competitors’ strengths.
Digital marketing work is all about a team work and it always try to give best out of all.
Time management is the big management lesson I have learnt as make individual more
divert to words it work.
How to do a formal communication, the way how to communicate with each level of
management to get work done.

http://www.refreshmattress.com/
https://www.google.com/search?sxsrf=ACYBGNRWlml7teygY-
KSkVY6crZRnUprtw:1574020745986&ei=uKTRXaKGGd-Q4-
EPr96bqA4&q=refresh%20mattress%20near%20me&oq=refress+mattreses&gs_l=psy-
ab.1.1.0i71l8.0.0..463885...0.2..0.0.0.......0......gws-
wiz.iGNRKCn3wXM&npsic=0&rflfq=1&rlha=0&rllag=28508760,77373637,16491&tbm=lc
l&rldimm=5789731637204171076&lqi=ChhyZWZyZXNoIG1hdHRyZXNzIG5lYXIgbWUi
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_ui:10&rlst=f#rlfi=hd:;si:5789731637204171076,l,ChhyZWZyZXNoIG1hdHRyZXNzIG5lY
XIgbWUiA5ABAQ,y,TNWfMYtqOqk;mv:[[28.647636799999997,77.4881983],[28.369884
4,77.08192559999999]];tbs:lrf:!1m4!1u3!2m2!3m1!1e1!1m4!1u2!2m2!2m1!1e1!1m4!1u16!
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https://www.facebook.com/RefreshMattress/
http://primecomfort.com/
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23457166513&gclid=CjwKCAiA_MPuBRB5EiwAHTTvMdsTlFOS40fDwaeJeoKcRsQvyk
Ol1NThjZjAWzJjyFx7S0Ilm40IRhoCcDsQAvD_BwE
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2j69i57j69i59l2j69i60j69i61j69i60.4951j0j7&sourceid=chrome&ie=UTF-8
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https://www.mouthshut.com/product/categories.php?cid=925667374
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me.2.0j69i57j0l6.9006j0j7&sourceid=chrome&ie=UTF-8
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574022143756&q=AdSense&stick=H4sIAAAAAAAAAONgFuLSz9U3MM0wLciqUOIEs
Y3NqoyztPic83Nz8_OCM1NSyxMrixexsjumBKfmFafuYGUEAJSxoDM2AAAA&sa=X&v
ed=2ahUKEwiE6fy1ifLlAhUkwzgGHfgiBD4QxA0wH3oECAsQBQ&sxsrf=ACYBGNRDo
NO4CiwTyTgYHG2jEgTkYdlAOw:1574022143756&biw=1821&bih=833
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