1. SUMMER INTERNSHIP 2019
Creating Persona based on Buyer Behaviour
Company name : Knobly Media Consulting LLP
01STAPRIL2019-31STMAY2019
Industry Guide: Prashanth Hebbar
Faculty Guide : Prof. Swarna Lakshmi
Vyshnavi Vennakota
181248
2. OVERVIEW
• Introduction and Company Brief
• Competitors
• Organisational Hierarchy Flow Chart
• Activities performed
• Work done
• Results Achieved
• Learning and Challenges faced
• Suggestions
3. INTRODUCTION
Knobly media consulting LLP – 2012, B2B marketing
Firstly Knobly ventures Pvt ltd was established in 2012 which is sold out by my CEO
Prashanth
Then last year he started Knobly consulting LLP which helps companies develop marketing
strategies.
Sector : Service
Area of operation : National
Location : only branch in Bangalore
Revenue : 2-3 crores pa
Employee strength : 10 senior consultants
My guide – Prashanth Hebbar (CEO)
A consulting company which gives marketing strategies to the companies. they also do lot of
content marketing.
4. COMPANY BRIEF
Clients : Cisco Capital (APJC), Samsung R&D, Wipro Infotech, Cycle Brand, Van Heusen,
ParaBlu, Bloomberg TV, Synthite , Infoholic Research and many more
Knobly Media is a brand of Knobly Consulting LLP
The Services offered :
They offer lot of Content Marketing in Digital Marketing
They do Reports and Books Publishing
They do Content Marketing Strategies
They do Brand Positioning
They build Data into Stories
They use Social media as publishing platform
Knobly motto is “Serving you is a great pleasure”.
5. COMPETITORS
My company will do a lot of content marketing .These are some of the Competitors
Accenture
• Identify the most profitable opportunities
• Create engaging customer interactions in the right channels at the right time
Cognizant
• Digital media services
Wipro
• Search engine marketing services
• Digital Content and marketing
Mind Tree
• Strategy and Consulting
• Multi-channel ,multi-lingual digital marketing solutions
7. Activities performed
My role is Intern at Knobly Consulting LLP
My responsibilities are Creating Personae based on Buyer Behaviour
Flow chart of overall process to achieve the task
Achieved in understanding the Target Audience Preferences.
Done Segmentation research and Product research
Gather Data
Design and
Analyse
Determine
Digital
Marketing
Channel/Tactic
s
Campaign
Setup and
Implement
ation
Optimise
8. Work done
• For Analyzing I used the Google Trends to search for the relevant keywords to find out
my target audience.
• I have done Marketing Campaign to find out my target audience and gave business
strategies to my company.
• I have gave strategies for my company for launching a new product.
• Done the Analysis on Strategic Brand Narrative of my product Jewelry for creating and
attracting people to your community.
• To understand my target audience I have done research on buyer’s journey.
• I have given the goals for my product to the company for sample collection.
• Giving a brand a voice, look, feel and attitude will allow customers to form an impression
of the brand quickly.
10. What should a Persona look like
General Information
• Photograph
• Job title and Profession
• Location
• Education Background
• Age
• Marital Status
• Other stuff : Hobbies, Favourite TV show, Website, Blog, Brand….
Additional Information
• Goals
• Frustrations
• Values : Value in Product, Design
• Brands
Fictional Name
11. Persona Profile for: B.Tech Grads Group(Techie)
• About : Enthusiastic women who are interested in Jewellery
• Age : 24 - 27
• Job/Profession : Software Engineers
• Location : Hyderabad ,Vijayawada ( South India )
• Income level : 6.5L-7L pa
• Marital status : Unmarried
• Education : B.Tech
• Hobbies/Activities : Active in social media, Shopping , Browsing, Relaxing at spa,…..
• Goals : Visit every Continent, To lead a luxurious life.
• Values : Work-life balance, Family , Recognition for Success.
• Behaviours : buys online, Trust brands that are simple, Looks for Designs.
• Brands : Zara, Apple, Nike, Puma, MK..
• Frustrations : Delivery Fees, Returns..
12. LEARNINGS AND CHALLENGES
Creativity and Analytical abilities
Ability to Analyze using Google Trends
Good Excel Skills
Designing skills
Networking
Market in depth analysis
Meeting deadlines
Decision making
Designing a Product
13. SUGGESTIONS
Give your personas names to separate your clients in the business.
By using Social media research ask your audience questions like creating
Questionnaire.
We can take surveys and interviews to build personae from the Customers
We can solve airing problems in Twitter, LinkedIn, Instagram and Snapchat.
We can create more Personas and use to communicate with them with tools like
sale emails, survey emails and automated emails.
By the personas we can start writing personalized emails to engage more
subscribers through online.
14. How I am helpful for the company
•I helped the Company by creating the Persona
which is the part of their deliverables to their Clients.