A Summer Internship Project

On
To study the Analysis of Experiential Marketing of Brand Positioning to
enhance Consumer Loyalty and Engagement
At/for

Viral Fission

By
Neha Agarwal
MBA (Marketing and Finance)
Batch - 2020-2022

Under the guidance of

Ms. Sudeshna Pahari

Submitted to

In partial fulfilment of the requirement for the award of Degree of Master

in Business Administration (MBA)

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 DECLARATION BY STUDENT
This is to certify that I, Neha Agarwal, a student of MBA of 2020-2022 Batch, Amity Business
School, Amity University Kolkata, have worked under the guidance and supervision of Ms.
Sudeshna Pahari for NTCC Term Paper.

The level of this report is sufficient for it to count toward the Master of Business Administration
degree requirements. All of this report's material is based on original research, and no portion
of it has been taken from any other source.

I am aware that Amity Business School has the right to cancel the report in the event of non-
compliance.

Signature (Student)

Neha Agarwal

A9180192026

2020-2022

2
INTERNSHIP CERTIFICATE

3
 DECLARATION BY FACULTY SUPERVISOR

This is to certify that Ms. Neha Agarwal, Enrollment No. A9180192026, a student of MBA in,
Marketing and Finance Batch 2020-2022, Amity Business School, Amity University Kolkata
has worked under my guidance and supervision for the duration of the project.

The report being submitted incorporates original work and research and is being submitted as
a partial fulfilment for the Masters of Business Administration.

Signature

Ms. Sudeshna Pahari

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 ACKNOWLEDGEMENT

Many areas of the subject matter that were previously just theoretical are now more clearly
understood because of my involvement with Amity University's hard endeavour. I would like
to express my gratitude to the university.

Thanks to my internal mentor, Ms. Sudeshna Pahari, I've been able to progress at a rapid
pace, and I'm really grateful. This report would not have been possible without her great input,
timely recommendations, and insightful thoughts.

This journey would have been the same without the support of my external guide Mr. Alok
Kaul and all the wonderful colleagues at Viral Fission who had my back through it all. My
sincere thanks to Rishab Shetty the Co- founder at Viral Fission, and my external mentors for
believing in me and giving me the freedom to perform tasks and operate using my way. Their
inputs and contribution to this project are colossal.

Neha Agarwal

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 TABLE OF CONTENTS

EXECUTIVE SUMMARY ............................................................................................ 8

CHAPTER-1 .................................................................................................................. 9

1. INTRODUCTION ...................................................................................................... 9

1.1 BACKGROUND ................................................................................................................. 9

1.2 SCOPE OF THE STUDY .................................................................................................... 9

1.3 OBJECTIVES OF THE STUDY ....................................................................................... 10

1.4 EXPERIENTIAL MARKETING ...................................................................................... 10

1.4.1 EXPERIENTIAL MARKETING BENEFITS ............................................................... 11

1.4.2 TYPES OF EXPERIENTIAL MARKETING ................................................................ 13

1.4.3 EXPERIENTIAL MARKETING BEST PRACTICES .................................................. 15

1.5 BRAND POSITIONING ................................................................................................... 16

1.5.1 CHARACTERISTICS OF A DECENT BRAND POSITIONING STRATEGY .......... 16

1.5.2 TYPES OF BRAND POSITIONING ............................................................................. 18

1.6 WAYS ON HOW BRANDS CAN UTILIZE EXPERIENCED MARKETING TO BUILD

BEST POSSIBLE DEALS ...................................................................................................... 19

1.7 BRAND LOYALTY .......................................................................................................... 22

1.7.1 THE IMPORTANCE OF BRAND LOYALTY ............................................................. 22

1.8 CUSTOMER LOYALTY .................................................................................................. 23

COMPANY PROFILE .......................................................................................................... 24

CHAPTER-2 ................................................................................................................ 25

LITERATURE REVIEW ............................................................................................ 25

2.1 LITERATURE REVIEW RELATED TO EXPERIENTIAL MARKETING: ................. 25

2.2 LITERATURE REVIEW RELATED TO BRAND POSITIONING: .............................. 26

CHAPTER-3 ................................................................................................................ 30

JOB ANALYSIS........................................................................................................... 30

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RESEARCH METHODOLOGY .................................................................................... 30

TASK:1 ................................................................................................................................... 30

TASK:2 ................................................................................................................................... 31

TASK:3 ................................................................................................................................... 33

TASK:4 ................................................................................................................................... 35

TASK:5 ................................................................................................................................... 36

TASK:6 ................................................................................................................................... 37

CHAPTER-4 ................................................................................................................ 38

LEARNING OUTCOMES .......................................................................................... 38

SUGGESTIONS .................................................................................................................... 39

CHAPTER-5 ................................................................................................................ 40

CONCLUSION ...................................................................................................................... 40

LIMITATIONS ..................................................................................................................... 40

BIBLIOGRAPHY ........................................................................................................ 41

WORKS CITED FOR LITERATURE REVIEW ........................................................... 41

ANNEXURE ........................................................................................................................... 44

LIST OF FIGURES
Figure:1 Experiential Marketing Strategy
Figure:2 Benefits of Experiential Marketing
Figure:3 Brand Positioning Strategy
Figure:4 Types of Brand Positioning
Figure:5 Brand Loyalty

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 EXECUTIVE SUMMARY

It is the primary objective of this summer's internship programme to expose students to the
workings of the business world. An important part of this company's summer internship
programme is bringing in students as interns, helping them get to know the various departments
and completing a project during their time there. The current analysis was performed to analyse
the “Analysis of Experiential Marketing of Brand Positioning to enhance consumer loyalty and
engagement” which is completed based on the tasks in which I try to understand the
experiential marketing strategies and positioning of brands. The internship was held at Viral
Fission private limited for 56 days, where we also had to perform certain tasks. Viral Fission
is a platform that bridges the gap between India's most capable youth and the brands they love,
through engagements and experiences. Content analysis and questionnaire method has been
taken into consideration for configuring out the data for the study as Primary and secondary,
both the data has been used. Primary data has been collected with the help of pre- structured
questionnaire with the questions related to the study. Existing literature has been used for
collecting the information already in existence. Various literature such as research papers, pdfs,
journal articles, etc has been used. After the adding of information conclusion has been framed
with all the interpretations on the basis of analysis of primary data. In addition, within the
framework of this study, a conceptualization of the subject was first carried out, which was
reported individually, and then an in-depth study was conducted for all the tasks assigned
respectively, in total, the company established six short tasks, which were individually
identified. In the end, after completing all the tasks and analysing the full report, we obtained
a clear picture of the marketing and implementation strategies for the brand positioning that
attracts consumers in the market.

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 CHAPTER-1
1. INTRODUCTION
1.1 Background
Every firm wants its clients to become brand loyalists and stay with them for a long period. To
build brand loyalty, businesses must repeatedly demonstrate to their customers that they offer
the finest product or service on the market. While this approach appears to be a touch laborious,
there is another that provides the same level of brand loyalty without the added inconvenience
of firms needing to justify themselves to their customers over and over again. Marketers all
across the world have realised the value of experience and have begun to use it to sell their
companies. Unlike traditional or digital advertising, experiential advertising, also known as
engagement advertising, leaves a lasting impact by fostering one-on-one encounters between
businesses and their customers. It engages all of the senses, evoking emotions that create
enduring impressions and brand loyalty. The goal of experiential marketing is to build
meaningful interactions between a company and its customers. It is intended to allow customers
to engage aggressively with a brand's identity and core values. Customers claim that
participating in a branded business marketing experience increases their likelihood of
purchasing the promoted products by 74%. Consumers benefit from experiential advertising
because it allows them to directly interact with a company and form meaningful connections.
Even if you have a large event with thousands of attendees, each person will have a unique
experience that is unlike any other. Experiential selling provides a golden opportunity for firms,
particularly small businesses, to improve consumer loyalty and directly raise sales. With 65
percent of firms gaining direct sales, the activities introduce individuals to your brand and work
as fresh approaches to attract new clients and introduce them to the sales funnel.

1.2 Scope of the Study

In an increasingly saturated market, brands are increasingly realizing that the key to restricting
competition is to build strong, long-term, and attractive relationships with each of their
customers. And of course, the most effective way to do this is to make use of experiential
marketing. The scope of the study is to get the first- hand knowledge about Experiential
Marketing and Brand Positioning in a way to enhance consumers loyalty or engagement for
the respective brands in the market. The objectives have been defined and framed in accordance
with the main motive of conducting this task-based analysis report. Further on, every single

9
task has been elaborated and highlighted for a clear picture of the analysis evaluated for the
same.

1.3 Objectives of the Study

• To study the analysis of Experiential Marketing of Brand Positioning that could
enhance consumers loyalty and engagement in the market.
• To highlight and understand the importance of Experiential Marketing and Brand
Positioning in the market.
• To study the company profile and successfully complete the tasks assigned during the
internship days by the concerned company.

1.4 EXPERIENTIAL MARKETING

An Experiential Marketing strategy expected to help clients with getting settled with the brand
arranged to advance veers off from standard approaches that pass on the benefits of the brand
and thing to a wide group. Exploratory advancing, furthermore called charming publicizing,
can contain numerous exhibiting systems anticipated soaking customers in a thing by attracting
them from various perspectives as could be normal in light of the current situation. Events
habitually spread with test advancing endeavours in two unique manners. The events can be a
bit of a tremendous pilot fight, for instance, the remarkable opening of spring up store. More
diminutive brand inceptions may exist in singular test activations, for instance, on the spot
craftsmanship foundations. Notwithstanding what occasion you are on, you ought to clearly
describe the goals of each campaign.

Fig:1 Experiential Marketing Strategy

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1.4.1 Experiential Marketing Benefits
Numerous conventional marketing strategies recommend that organizations disseminate their
messages to purchasers through activities, for example, publicizing, print promoting, and
(unsteady) telemarketing. These are messages that numerous clients don't need. Contingent
upon execution, outbound marketing can give dealers terrible notoriety. Experiential marketing
works since it pulverizes this structure. It's not about quickly sent promotions on your DVR or
seeing advertisements in your magazine. Intelligent marketing is unique in relation to
publicizing, individuals need to associate with it. Individuals need to partake on this occasion
as well as lawfully they would prefer not to get lost. On the off chance that you are associated
with B2C or B2B marketing, I truly accept that marketing ought not to be exhausting. Scratch
it, it shouldn't be exhausting! Also, there's no better spot to beat exhausting efforts than
prepared marketing. Escaping the exhausting suggests a component of hazard. Truly, it very
well may be alarming, particularly when a huge spending plan is in question, which is generally
the situation with this technique.

Experiential marketing offers four key advantages, including web-based social networking,
publicizing, brand mindfulness, and eagerness for your image.

1. Experiential marketing builds commitment via web-based networking media

Probably the greatest advantage of exploratory marketing is internet-based life marketing.

These occasions are recalled, so members need to impart them to their companions. Having the
ideal quality (or, because of the absence of a superior expression, "be incredible"), the common
assets on informal communities will be available on every stage. Truth be told, as per a study
by Event Marketer, 98 percent of customers made and shared computerized or social substance
at organization occasions. Individuals need to be one of a kind; They need to feel uncommon.
At the point when you give individuals the experience that separates them via web-based
networking media, there is no uncertainty that clients will share it.

2. Experiential Marketing Makes Noise

Experiential marketing is intended to get individuals talking, and when it's done well, this is
actually what those associated with your experience ought to do! Web-based life can be a type
of verbal marketing: People share stories, news, and assessments with their systems. Be that as
it may, one ought not to think little of the intensity of individual relational correspondence.
Companion proposals are considerably more important than some other type of marketing.

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Experiential marketing is perhaps the most ideal approaches to begin these discussions. In spite
of the fact that it is difficult to gauge the conversations about you with your loved ones, you
can't think little of its worth. Likewise, with all marketing methodologies, the capacity to
quantify achievement is a key factor. This returns to one of my fundamental marketing mantras
mercifully gave by Bob Miller, a previous Toyota Grand Master in Australia: "What you can
gauge, you can control." Combine the advantages of speaking with internet-based life and
measure it with online life checking to program.

3. Association constructs brand and connection connections.

Experiential marketing makes clients talk about your image; however, it additionally causes
them to talk in the most ideal manner. Experienced marketing includes feeling. The individuals
who partake accomplish something fun and gain experiences. These recollections are what
individuals share with their companions. This feeling isn't just infectious, yet positive feelings
likewise influence your profit.

While developing brand devotion is a typical marketing phrase, it is significant not only for
industry language. The feelings and brand dedication they make emphatically sway your main
concern.

• 82% of clients consistently purchase from an organization with which they have high
enthusiastic movement.
• 81% of clients who are genuinely associated with the brand share it with loved ones.
• 70% of individuals spend twice as much on brands with which they have a passionate
association

Similarly, as with oral marketing, passionate connections are increasingly hard to quantify. In
any case, this doesn't imply that you should quit attempting to make an enthusiastic association
with your image. Not many marketing procedures have measurements that have such a huge
impact on deals, and marketing is probably the most ideal approaches to make enduring
passionate connections.

4. Free Advertising: Experienced marketing efforts worth posting.

It's not simply clients who will discuss your image! The best pilot marketing efforts give you
a wide crowd for your endeavours, on account of the free exposure you can traverse papers,
websites, TV, and other media. For instance, in 2015 in Chengdu, China, 13 tons of treats with
a region of 14,000 square feet was set to advance the IFS Shopping Centre. It is essential to

12
take note of that in spite of the fact that the "Upbeat Place" depends on understanding, it did
not depend on understanding. Rising help is a definitive objective. For this to be a type of
marketing, the experience would bolster your organization's image and objectives. For
instance, welcome news people and influencers to see your occasion before it opens. This not
just brings you charming news, separate from death and obscurity, yet in addition before your
occasion. That way, you can get individuals keen on coming and talking with your image before
this occurs. For instance, in Chicago, there is as of now a grown-up amusement spring up called
Happiness Place. This is an energizing encounter that offers grown-ups the chance to encounter
wonder and play as though we were youngsters once more. I saw this on all the news channels
that prompted the Chicago dispatch:

Fig:2 Benefits of Experiential Marketing

1.4.2 Types of Experiential Marketing

Four types of experimental marketing

1. Occasion Marketing

Occasion marketing and master marketing go connected at the hip. While all occasions can be
viewed as a type of experimental marketing, not all accomplished marketing is an occasion. I
don't get this' meaning? An occasion by its tendency gives understanding. There is the ideal
opportunity for substantial up close and personal cooperation. Be that as it may, not all trial
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marketing efforts are occasions. Occasions require tickets, a set time, and a spot. Visitors
wanting to visit them ahead of time. Email updates are sent and a committed group elevates
the occasion to the day. Commitment marketing doesn't generally necessitate that much
advancement. In spite of the fact that you might need to convey a public statement and offer
the occasion via web-based networking media, staff marketing has a component of shock.
Much of the time, you won't send an email welcoming an endorser of book tickets.

2. Brand actuation

Brand actuation is the dispatch of another line, item, or administration of the organization. This
is an extraordinary open door for trial marketing, as organizations need to pick up media
inclusion and tell buyers that their new item is accessible. They need this to make interest for
new items. It is a lot simpler to sell an item when clients realize it exists. Probably the most
ideal approaches to rehearse brand actuation marketing is by picking an item.

3. Guerrilla marketing

The two occasions, guerrilla marketing, and commitment marketing go inseparably. Both
incorporate a component of shock, frequently making an unforeseen show or experience. There
is a shock to start discussions around the crusade. Subsequently, both require colossal
inventiveness. Guerrilla marketing is anything but a customary promoting effort with the cash
spent on paid media. For instance, sponsorship isn't fanatic marketing. That is the reason this
methodology is otherwise called the "marketing trap." Often, they don't request authorization,
which can cause issues. Now and again this can even prompt legitimate issues. For guerrilla
marketing to be experienced, there must be a genuine encounter or a component of connection.
Retail offices

It might be the information that a few people love the delight of shopping and purchasing. (I
ended up being one of them!) Or on the other hand, it might be the way that a considerable lot
of these individuals' accomplices (for instance, my better half) are alternate extremes. They
abhor shopping and surrender to sitting exhausted in the corner, view the minutes. Regardless,
experienced marketing attracts clients to stores and afterward builds the time they spend there.
Retail client marketing has captivated even the most unengaged clients. By drawing in clients
to your store and keeping them there, you increment the likelihood of a buy. Euphoric clients
like me are qualified for a couple of more snapshots of no-issue shopping on account of moment
amusement from our accomplices. The more intelligent the screen is, the more drawn out
customers can become more acquainted with your items and conceivably get them.

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1.4.3 Experiential Marketing Best Practices
Like a wide range of marketing, an accomplished market has best practices. Here are seven
proposals to consider while executing your own experience-based marketing effort.

1. Link your brand to practice

Clients who have positive recollections cooperate with their experience, which is extraordinary,
yet imagine a scenario where those recollections aren't identified with your image. This to a
great extent vanquishes the objective of trial marketing.

2. Set marketing objectives and measure your prosperity

Experienced marketing, by its tendency, has numerous advantages that can't be overlooked,
incorporating collaborating with your clients, building connections, and expanding brand
mindfulness.

Measures you can take to gauge the achievement of your occasion include:

• Online notices: notwithstanding internet-based life, search for inclusion on the web.
The best thing about advanced inclusion is that you can gauge it. Apparatuses like
BuzzSumo tell you when your image shows up on the World Wide Web. Likewise, set
up a free Google alert. Set a sign for your organization name or your crusade name, and
Google will send makes reference to legitimately to your inbox. Deals Although you
will be unable to quantify all the deals coming about because of exploratory marketing,
monitor all that you can. For instance, convey cards to the site with a crusade explicit
limited time code. At the point when guests utilize this code, you will find that the deal
happened from this occasion.
• Backing: As you may have seen, pop-ups are normal strategies in observational
marketing. Monitoring participation is a simple method to show what number of
individuals interfaced with your image.
• Web-based life advancements: Since internet-based life is such a significant component
of exact marketing, you can't follow it! Measure how often your crusade descriptor or
hashtag has been utilized over all channels, remembering marketing for Facebook,
Twitter, and Instagram. Use stage investigation, similar to the Twitter examination
dashboard, and measure commitment via web-based networking media during the
battle contrasted with normal.

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3. Realize what activities you need clients to take

When searching for approaches to quantify your prosperity, consider the activity you need
members to take. This, joined with quantifiable objectives, guarantees that you can keep up the
rationale of your battle. Individuals dread that the items won't do what they state.

4. Encourage informal organizations

Effect via web-based networking media is both an advantage and an objective of intelligent
marketing efforts. Knowing this, you can set yourself up for progress by making it simpler for
individuals to get to your occasion via web-based networking media. Like occasions, pilot
battles can have a particular hashtag made around the task. This regularly applies to steer
extends that are completed for a huge scope or with national impact.

5. Make the experience remarkable

Not all the marketing experienced is recollected, yet in the event that you haven't got it yet, the
best battles. Take occasion marketing, for instance. While all occasions are occasions, as
appeared in this article, the marked occasions we recollect and share require more date, time,
and spot. On the off chance that you have occasions as a component of your marketing
methodology, discover approaches to remember intuitive components for the occasion. This
additionally applies to design corporate meetings.

1.5 BRAND POSITIONING

Brand positioning is a remarkable space that a brand involves in the cerebrums of clients. This
makes clients see a specific brand in a remarkable manner, connecting feelings, attributes,
sentiments, and emotions with it. These affiliations recognize it from contenders. Positioning
is frequently the motivation behind why clients purchase a specific brand whose item doesn't
really contrast from their rivals. Positioning makes an association between the client and the
business. This is the companion of the client who will consistently stay in their psyche mind
and will help them to remember the organization each time they get some answers concerning
any of their items or an exceptional capacity that triggers them.

1.5.1 Characteristics of a Decent Brand Positioning Strategy

a. Suitable

Your positioning strategy must be tailored to your needs. If he, when making a purchase
decision, discovers that positioning does not matter, you are lost.

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b. Clear

Make sure your message is clear and simple to understand. For instance. The distinct scent and
flavour of a coffee product may help differentiate your business from the rest of the pack.

c. Customer Approved

Your positioning strategy will not be successful until it is confirmed by the client. He is the
one who makes the final call on whether or not you should be the centre of attention. When
deciding on a plan, it's best to be at the right place at the right time.

Figure:3 Brand Positioning Strategy

d. Unique

When you have a strong brand position, it indicates you have carved out a distinct, dependable,
and long-lasting niche in the minds of your target audience. It must be one-of-a-kind or it's
pointless.

e. Alluring

If a product has a unique feature, it should be something that the customer considers before
making a purchase.

f. Deliverable

A promise must be able to be kept. False promises lead to negative brand value.

g. Purposes of contrast

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The customer must be able to distinguish between your brand and your competitor.

h. Unmistakable Element

The client must be able to identify a distinct characteristic. As part of this, the ability to
communicate in a language which the customer understands is essential.

1.5.2 Types of Brand Positioning

There are a number of factors that go into a positioning strategy, such as current economic
conditions and your product's unique selling proposition (USP). The marketing plan for how
they need clients to see their item later on likewise assumes a crucial job in settling on a
positioning strategy. While there are many marketing positioning strategies to browse. The
activity of advertisers is to supplement their guarantee with the item includes they can offer.

Value-Based Positioning

When a customer buys a product or service from a company, he or she receives a certain amount
of value in return. As stated before, this kind of positioning focuses on the brand's motivation.
This worth regularly alludes to unmistakable advantages to the client, for example, working,
streamlining work, and so on. An incredible case of an organization that utilizations esteem-
based positioning is DuckDuckGo, a web index that doesn't procedure your information, in
contrast to Google,

Positioning of Functions

It's common for firms to focus on certain aspects of their products, such as the product's value,
quality, or even other small-scale features, depending on the product being sold. This kind of
positioning strategy is likewise called USP-arranged positioning and is regularly found in the
portable business.

Positioning Dependent on Issues and Arrangements

Most companies focus on promoting their products as a single solution to a specific problem.
They identify the flaws and challenges customers have in their communication and other
marketing techniques, and they contribute to the growth of their product.

Positioning Lifestyle

Because of its positioning as a "way of life," the company is trying to sell its image and
personality rather than its products. As a primary focus, the ideal incentive is given more weight

18
than the item's actual value in the marketing strategy. Way of life positioning is a marketing
strategy often used by the cigarette, liquor, and tobacco industries.

Matrix Brand Label Positioning

This positioning strategy means to build up the brand guarantee and notoriety of the parent
brand. It gives the idea that all items and sub-brands under the parent brand convey on their
guarantees.

Positioning Experience

Positioning dependent on experience alludes to the positioning of a proposition depends on the

experience that a customer acquires or devours. The objective is to build up a novel client
experience that separates the contribution from the opposition. Eateries, lodgings, and other
specialist organizations utilize this sort of brand positioning strategy.

Value-Based
Positioing

Positioing of
Functions

Positioning dependent on
issues and aarangements

Positioning Lifecycle

Matrix Brand Label Positioning

Positioing Experience

Figure: 4 Types of Brand Positioning

1.6 Ways on How Brands can Utilize Experienced Marketing to Build Best
Possible Deals
For any brand to remain in this ruthless market, it must ingrain a specific trinket esteem in the
brains of its current and expected clients. Today, different brands utilize computerized
innovation to make powerful marketing efforts that length a more extensive system of
individuals and stay new in their memory for longer timeframes. Strategies, for example,
offshoot marketing, content marketing, influencer marketing, and so forth are broadly utilized

19
by brands to build brand mindfulness and pull in more clients. Master marketing is another age
marketing strategy utilized by brands to offer clients energizing brand understanding. This
technique, otherwise called marketing, intends to advance the historical backdrop of the brand
and not simply its items. The assorted experience created by the brands assists clients with
interfacing with their philosophies, style, and general messages. For this, brands must
comprehend the difference in thinking about their customers. Present day purchasers realize
that they can pick excellent brands to look over. They know the proposals of different brands
and know precisely what suits them. To meet the exclusive standards of this educated client,
brands must offer minimal more than great items. They should offer a one of a kind encounters
that will assist clients with comprehension and speak with the brand.

Making and Spreading the Historical Backdrop of the Brand through Master Marketing

Master marketing is another age marketing strategy utilized by brands to offer clients
energizing brand understanding. This strategy, otherwise called marketing, means to advance
the historical backdrop of the brand and not simply its items. The differing experience created
by the brands assists clients with associating with their philosophies, style, and general
messages.

• This can best be represented by a model. Assume Brand X, which manages spending
allotment for understudies, chooses to expand the degree of client procurement and
maintenance because of the brand's curatorial experience. This brand can utilize
experienced marketing, making a customized occasion for existing customers. These
clients can be welcome to visit one of the brand's offices to paint artworks that speak to
their way of life on the dividers of the offices. In this manner, the brand can fortify its
situation as a shelter, which vouches for the combination of the assorted societies that
exist together in concordance.
• Furthermore, the brand can give guests the chance to remain inside to exploit the brand's
exceptional administrations for nothing. Guests will come back with affectionate
recollections of the brand and will feel a solid association with it. Hence, because of
the curatorial experience related with the brand, the X brand can fortify its belief
systems, increment deals, and offer a phenomenal encounter to its darling clients.
• What's more, some other trial marketing strategies incorporate spring up shops,
workshops, item tastings or tastings, road workmanship or offices, endowments and
challenges, and the sky is the limit from there. These techniques include direct

20
 association among clients and brands, prompting something beyond a value-based
connection between the two gatherings.
• In this way, experienced marketing includes a solitary or repeating occasion that
animates important communication with clients, basically making a feeling that stays
with them longer than any promotion. Truth be told, a report from the Event Marketing
Institute and marketing mammoth Mosaic indicated that 74% of shoppers are bound to
purchase brand name items after taking an interest in brand marketing occasions.

A Stage Forward: A Mix of Trial and Computerized Marketing

• To improve the effectiveness of their experience, brands are presently coordinating

master marketing with other demonstrated marketing techniques. For instance, the X
brand, as referenced above, welcomes chosen clients to its offices for a curatorial
occasion. This can urge members to share live photographs and recordings of this
occasion through significant informal communities, for example, YouTube, Instagram,
Facebook, and Twitter.
• Moreover, one can likewise welcome influencers to cover the occasion and increment
brand mindfulness by drawing in content. Along these lines, Brand X can increase
enormous intrigue and record ROI as preferences, offers remarks, and in particular,
increment changes.
• Moreover, captivating marketing likewise prompts more informal marketing, which is
perhaps the most ideal ways for a brand to grow naturally. Consequently, by changing
the centre brand esteems into an intuitive encounter, brands can achieve considerably
more than simply increment deals. This can empower brands to manufacture solid
associations with individuals, transforming clients into brand envoys who will vouch
for the brand unfailingly.

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1.7 BRAND LOYALTY
Customers that are devoted to a certain brand or product will often make repeat purchases and
stick with it for a long period of time. As a result of creative marketing methods, such as
incentive programmes, preliminaries, and brand ministers, organisations build brand loyalty. If
a preferred brand isn't available, those
who are brand loyal won't purchase a
substitute. Ordinary clients who scan for
their preferred brands in different stores
are bound to decline to purchase if there
is no brand. If a consumer makes a
conscious or unconscious decision to buy
from a brand is irrelevant; what matters is
whether the buyer believes that the brand
meets their needs. Customers' commitment to a brand is based on a shared sense of
responsibility. The purchaser comprehends that the brand will fulfil a particular passionate or
physical need in an interesting manner and summons feelings in the buy and use process.

1.7.1 The Importance of Brand Loyalty

• Brand loyalty helps construct a solid client base, which thusly fills in as an apparatus to
beat contenders and accomplish the upper hand fundamental for showcase achievement.
• Organizations with solid brand loyalty experience rehash acquisition of their items and
administrations, whether or not an adjustment in cost or accommodation has happened.
Less often than not, serious marketing endeavours affect repeat customers of a given
brand, which increases the likelihood that these customers maintain using a company's
products and services.
• In addition to this, companies with strong brand loyalty might benefit from a growing
customer base. If you're an ordinary customer, you may become an advocate for the
company. Recurring clienteles are delighted with the brand, and they will spread the word
about it without the firm having to spend any money on advertising.

22
1.8 CUSTOMER LOYALTY
Customer loyalty shows how customers devote themselves to the organization's items or
administrations and how solid their propensity is to pick a brand in the rivalry. Customer
loyalty is straightforwardly identified with their fulfilment, as fulfilled customers continually
offer inclination to brands that address their issues. Ordinary customers only by organization
items or benefits and would prefer not to change their inclinations over rivals. Brand loyalty
originates from the organization's steady endeavours to create a similar item every time with a
similar achievement rate. In order to maintain and grow their present client base, associations
place a high priority on customer management. Loyalty and incentive programmes are often
offered to their most loyal clients as a token of gratitude for their continued business
connection.

Example:

An ordinary case of customer loyalty is Starbucks. The organization was ready to hold its
customers, yet in addition, extend its customer base with the assistance of praiseworthy loyalty
programs. In view of the way that it made an effective and conspicuous brand around the world,
Starbucks endeavours to improve customer administration consistently, consistently, and with
a similar achievement rate. What's more, the organization offers the My Starbucks Rewards
customer loyalty program. The Starbucks Loyalty Program incorporates a portable application
that permits customers to pay for their espresso utilizing in-application instalments. Along
these lines, customers can rapidly and effectively pay for their espresso while lessening the
utilization of Visas. Starbucks, thus, repays your loyalty focuses and limits.

Thus, customer loyalty is worked starting with one organization then onto the next. The more
fulfilled the customer, the more he gets a kick out of the chance to rehash business with the
organization. At that point, customer loyalty urges customers to normally purchase explicit
brands, go through more cash, promote a brand through informal publicizing, and get a positive
shopping experience.

23
 COMPANY PROFILE

Viral Fission is a youth community platform that bridges the gap between India's most capable
youth and the brands they love, through engagements and experiences. While they were born
out of their own realisations and needs as students, their growth is a result of them aligning
with other like-minded youth at large. They devote their energy first to making sure they're
adding to the experiences and skillsets of India's Gen Z, and partner with brands to deliver the
same, in innovative and creative ways that solve otherwise complex marketing issues for them
as well.

Mission:

Viral Fission is exclusively aimed to bridge the gap between the brands and college students.
This will help in bringing a more efficient reciprocal engagement between brands and the
students.

Vision:

We strive to bring in a more efficient reciprocal engagement between brands and students.
Adjoining the concept of earn, save and learn on a common platform.

24
 CHAPTER-2

LITERATURE REVIEW

2.1 Literature Review related to Experiential Marketing:

(Siiri Same, 2012) [1] In spite of the way that experiential is considered as key ideas in current
marketing, there are various perspectives and understandings with respect to the substance of
the terms. The principle target of this article is to break down the ideas of experiential
marketing and experience. In light of an audit of the writing, the writers found that marketing
experiential is a key and more extensive term than experienced marketing. We characterize
experiential marketing as a key and all-encompassing marketing of applicable (and significant)
experiential and experienced marketing as a strategic device that assists with completing
experience-based marketing. Toward tshe finish of the article, a reasonable model of marketing
experiential is proposed.

(Fransisca Andreani, 2007) [2] Experiential marketing is a marketing approach that has been
around since antiquated occasions to the current day. Time passes quickly while innovation is
growing quicker, advertisers stress that this methodology is a viable instrument in separating
your items from rivals. "In experiential marketing, clients can separate one item or
administration from another, since they feel legitimately during the time spent picking and
devouring an item or administration utilizing five methodologies, for example, sensors, feeling,
thinking, acting, and relating. Experiential marketing is compelling for advertisers to expand
brand mindfulness, and knowledge of the brand, brand worth, and brand dependability, or even
settle on buying choices for their clients. In this way, they should be cautious while picking the
correct way and the correct methods with the goal that the marketing target can be
accomplished truly to form.

(Puti Ara Zena, 2012) [3] Experiential marketing is one of the marketing approaches that give
a magnificent premise to consolidating components of experiential and amusement in an item
or administration. A few organizations in Indonesia have just adopted this strategy, and one of
them is the Strawberry Cafe, which offers clients numerous sorts of free pre-packaged games.
The reason for this investigation is to become familiar with the effect of experiential marketing
utilized by Strawberry Cafe is identified with consumer loyalty and faithfulness. The
information gathered was gotten from 142 respondents, yet just 80 met the prerequisites and

25
could be investigated. Structural Equation Modelling (SEM) is utilized as an investigation
apparatus in Lisrel. This examination demonstrated that, indeed, the experiential marketing
utilized by Strawberry Cafe can influence client steadfastness.

(Sheng-Hshiung Tsaur, 2006) [4] the motivation behind this examination is to look at whether
the involvement with observational marketing positively affects the conduct of ensuing guests.
Methods for a free regulatory survey for guests to the Taipei Zoo, which is loaded up with an
assortment of observational marketing. Impetuses were utilized to consider our reasonable
structure. The outcomes show that experiential marketing experience decidedly influences
feelings. Likewise, feeling additionally positively affects the conduct expectation through a
fulfilment instrument. Experimental outcomes show that feelings have a critical and beneficial
outcome on fulfilment. Fulfilment additionally has a huge and constructive outcome on conduct
goals. This is in accordance with past examinations. Superb feelings lead increasingly fulfilled
guests and afterward, thusly, they trigger ideal conduct aims. The immediate impact of feelings
on conduct goal isn't critical. Regardless of whether guests accomplish extraordinary feelings
through experience-based marketing, guests can't legitimately prompt good conduct aim. The
social expectation was impacted by the Taipei Zoo's general fulfilment record.

2.2 Literature Review related to Brand Positioning:

[5]
(Pramod Iyera, 2019) as the significance of the B2B brand develops, writing has gotten
critical consideration as of late. An unexplored region in the B2B brand has to do with the
positioning of the brand and its forerunners. To this end, this investigation joins advertise
direction (dynamic and open) with different positioning strategies. In particular, we are
growing the current writing by (1) investigating potential associations (and their arrangement)
between sorts of market direction and brand positioning, and (2) looking at the effect of these
positioning strategies on the exhibition of the brand. In view of information gathered from
those liable for overseeing B2B brands in different ventures, this investigation shows that
proactive and responsive market-arranged sorts bolster the advancement of focused positioning
strategies. These positioning strategies, thusly, intercede the connection between sorts of
market direction and brand execution. Suggestions are accommodated analysts and experts.

(Hui-Ju Wang, 2016) [6] the Internet condition has affected the production of corporate brands.
This examination investigates the positioning of a green brand in the online condition through
substance investigation and system investigation draws near. Utilizing strategies to quantify
centrality and auxiliary proportionality, the investigation gives a system point of view on the

26
substance and basic connections of green brand positioning on corporate sites. This
examination extends information on brand positioning in the online brand setting and offers
analysts another way to deal with explore the auxiliary connections between positioning
components. The discoveries are basic to creating strategies to situate e-business in eco-brands.
The commitments of this exploration are imperative to scholarly specialists and those
associated with the advancement of green brand strategies and foundational rehearses. To begin
with, this examination fills scholastic holes by spreading information about brand positioning
in the online brand setting. Second, this examination utilizes organize investigation, as opposed
to traditional positioning investigation, to inspect the components of green brand positioning,
hence offering analysts another way to deal with considering brand issues positioning and
checking the connections between positioning components. Besides, information on green
brand positioning in the online condition ought to be helpful to web engineers by presenting
inventive advancements and interface plans to impact customer impression of green brand
positioning.

[7]
(Nancy J. Sirianni, 2013) this examination investigates how a brand administration is
found in which the conduct of a propelled administration worker is manufactured. With brand
positioning, the brand can decidedly influence client response to brands. Through two brand
characters with regards to Study 1, consistency between a representative and a brand was
appeared to expand the brand's general score and brand client esteem, with progressively
articulated outcomes for obscure brands. Study 2 shows that theoretical familiarity underscores
the effect of brand and worker consistency on by and large brand appraisal for obscure brands.
Study 3 shows that worker legitimacy improves the viability of consistency among
representatives and brands. I at long last censure episode examination (Study 4) expands the
generalizability of these outcomes to a more extensive scope of administration settings. The
examinations are the first to show how organizations can utilize representative conduct as a bit
of leeway of brand building, particularly for new or obscure brands, as they set up their situation
with clients.

(T.C. Melewar, 2012) [8] the motivation behind this record is to look at the different shopper
fragments in the Islamic Financial Services Industry (IFSI) and their relationship to item/brand
positioning for Islamic Financial Services (IFS). Inside and out meetings with senior officials
were directed among key market players at IFES to investigate purchaser division and
purchasing thought processes. Four IFS purchaser portions have developed: the strict

27
convictions gathering; Religious conviction and monetary sanity of the gathering; Group of
moral spectators; and the gathering of financial discernment. These division bunches were
properly arranged utilizing the psychographic (esteem) approach. The experimental discoveries
of this examination prepare for promising and significant future exploration that is expected to
support and enhance the scholarly understanding and the executives practice of connecting
market division and brand positioning for IFS with the worldwide market. Future exploration
should concentrate on investigating these issues IFS buyer bits of knowledge to distinguish
purchasing patterns. The investigation gives experimental proof on the nuts and bolts of
purchaser division for IFS. The outcomes are helpful for overseeing organizations offering IFS
for dynamic with respect to the correspondence and marketing advancement strategy, just as
the item and brand positioning strategy.

[9]
(Truong, 2009) to accomplish the target of this examination, the investigation included
three stages. The primary stage concerned the decision of customary extravagance, new
extravagance, and white-collar class brands. The subsequent stage incorporated the figuring of
the normal costs of the three classifications of past brands. The last stage is given to estimating
the normal degree of saw distinction for three classifications of brands utilizing a particular
scale. When finished, the separations between the normal degrees of saw glory and the normal
costs were contrasted with affirming the speculative positioning of the new extravagance
brands.

(Carol F. Gwin, 2003) 10] Brand positioning intends to build up a feasible upper hand as far
as item qualities in the brains of shoppers. Recognition maps are ordinarily used to evaluate
brand positioning. Another device for monetary writing, the item trait model (in view of
Lancaster 1966, 1979), utilizes three segments: characteristic evaluations, spending
requirements, and lack of concern bends. The fundamental preferred position of this
examination contrasted with discernment maps is the capacity to represent the effect of costs
on valuation brand positioning. This article talks about how the item trait model assists
directors with understanding the vital ramifications of positioning choices and gives a case of
their utilization. The item characteristic model gives an integral asset to investigating a
marketing strategy dependent on brand positioning. It gives the premise to fusing brand costs,
shopper inclinations, and spending imperatives in the investigation of the ideal blend of
ascribes that intrigue to explicit market portions. The model gives guidance for a marketing

28
strategy with ramifications for evaluating, item advancement, advancement, positioning, and
division.

[11]
(Dana L. Alden, 1999) In this examination, the creators investigate the rise of equal
strategies for brand positioning in promoting worldwide market development. Another plan is
proposed, authorized, and tried global consumer culture positioning (GCCP). This plan
interfaces the brand to a generally comprehended and perceived arrangement of characters
accepted to comprise a rising worldwide purchaser culture. The examination results affirm the
legitimacy of the new plan and show that a noteworthy level of promotions use GCCP, rather
than the brand positioning as an individual from the neighbourhood purchaser culture or a
specific remote shopper culture. Recognizing GCCP as a positioning apparatus offers a route
for shoppers to see certain brands as "worldwide" and furnishes chiefs with key heading in the
global market.

29
 CHAPTER-3

JOB ANALYSIS

Research Methodology

Content analysis and questionnaire method has been taken into consideration for configuring
out the data for the study as Primary and secondary, both the data has been used. Primary data
has been collected with the help of pre- structured questionnaire with the questions related to
the study. Existing literature has been used for collecting the information already in existence.
Various literature such as research papers, pdfs, journal articles, etc has been used. After the
adding of information conclusion has been framed with all the interpretations on the basis of
analysis of primary data.

Task:1
Aim: To persuade consumers download the “Apollo247 App” in their respective mobile
device.

Objective:

• To make at least 30 people download and register the “Apollo247 App” from play
store in their respective electronic devices individually.
• To complete the target successfully and get the Points kept as reward along, within
the deadline provided strictly.

Sources:

▪ PlayStore to download the application.

▪ Social Media sites like Facebook, and, WhatsApp used for promoting the assigned
task to reach out to maximum possible people.

Procedure:

We were provided with a link and referral code and then was asked to complete this task
in the following manner:

30
1. Click on your link and you will be re-directed to play store from where you need to
install Apollo247 app.
2. Enter your mobile no. and verify your OTP.
3. Your referral code will be automatically applied while signing up if you have done
from your own link. If referral code is showing empty, then you can manually enter
your referral code.
o Points: 250
o Target: 30 App Download and Signup (No Multiple Signups in Single Device)
o Deadline: 10th July

Outcome:

For this task, I was provided with a link which I had to share to all my contacts and ask them
to click on the link and download the “Apollo247 App” after which they had to enter my
referral code while registering themselves for the same. The target was to get 30 download
and I completed the task with 42 downloads latest by 10th July 2021.

Task:2
Aim: To get 10 Downloads and Signup with Minimum 3 Users Creating Cushy.

Objective:

• To make maximum people Install and register the app in their respective electronic
devices.
• To promote the start-up by giving easy and attractive offers and discounts.
• To complete the target successfully and get the Points kept as reward along, within
the deadline provided strictly.

Sources:

• PlayStore to download the Application.

• Social Media sites like Facebook, and, WhatsApp used for promoting the assigned
task to reach out to maximum possible people.

Procedure:

We were provided with the following guidelines to complete this task:

31
1. Click on link to install the app and Signup on it.
2. Post a picture of any of your live experience, be it a restaurant, bar, food court, pub, club,
shopping mall, adventure place, religious place, movie hall, tourist place, etc. (You must
have pics of places we visit you can use that and tag that place).
3. Note:
o Whichever location you are choosing, must be from the same city you are living in (for
e.g.: If you are from Amritsar then only you can post the picture of your visit at golden
temple).
o You have to post only one time for any live experience which can be of any category:
Food, Lifestyle, Entertainment, Shopping, Adventure, Travel, Religious, Others.
o It is not necessary to click a live picture and post, you can s elect any picture from past
places you visited and post it (same city)
o While you create cushy on app that is when you are making post kindly do not take
screenshot of someone else post or download images from internet.
o By experience we mean you must have picture, video or selfie experience video of
places you have visited in the past or recent past, you need to upload that as Cushy.
o If we find anyone uploading any random images or downloading images from internet
and uploading the same then we will cancel your entire task.
o For E.g. You visited your favourite Chinese restaurant in your city last month, you can
use that image and post along with tag, caption (small description) and location.
4. Description of Valid Cushy (First Post):
o An experience you share on any place should have min 3 image or a video with geotag,
appropriate description + recommendation, relative Hashtags which could be followed,
search & explore by other users.
o Also, you can tag your friends and followers.
o As we promote all good creation and experience to our user base, social media and
business, validation of each cushy is mandatory followed by expectations.
o It is Discover, Explore and Share Experience, Reward would be followed.
5. The reason for decline is always mention in notification you receive post validation of
Cushy. Appropriate content (the media has description or media and description mismatch)
o Unauthorized Content (any post is just an image which is not visited by u or u have no
experience of that place or it is not a public place)

32
 o Non-Geo Tagged Cushy (Any cushy which has no geotag and description) - No reward
points once Cushy validation declined.
6. Link: https://share.cushy.com/uhsAwa3QdRGzdmzr9
7. Submission: You need to submit the user acquired from your end in this form for every
user acquired fill the form with username of the username and in Intern Name you need to
mention your name. Every day you can submit here and we will keep checking and will
share the status if that particular user is validated or rejected. If in case any user you
acquired and that is not from the link it won’t be considered while checking. Also, any user
outside mentioned cities will not be counted.
o Start Date: 12th July 2021
o End Date: 20th July 2021
o Location: Bangalore, Mysore, Delhi, Gurgaon, Noida, Kolkata, Hyderabad,
Secunderabad, Mumbai, Pune, Ahmedabad, Jaipur, Chennai (Users shall be acquired
only from these cities).
o Points: 200

Outcome:

For this task, I was provided with a link which I had to share to all my contacts and ask them
to click on the link and download the “Cushy App” after which people were insisted to post
pictures of them going to certain restaurants, or even certain places so as to avail some exciting
offers and easy discounts. I was able to finish the task successfully by getting 10 Downloads
from 10 people individually latest by 18 th July 2021.

Task:3
Aim: To get 10 Surveys through Viewers, 4 Surveys from Streamers, and 1 Survey from
Hosts.

Objective:

• To conduct an online-based survey from people who have used Live Streaming
Apps before.
• To help the Japanese Company to know the challenges and features which interest the
users in India so that they can include in the app as they are planning to launch their
app in India.
• To meet the target successfully before the stipulated time period.
33
Sources:

▪ Google Forms
▪ Social media sites like WhatsApp and Instagram.

Procedure:

We were asked to operate this task in the following steps:

1. You need to Conduct a Survey from a Person who has used the Live Streaming app Before
(Example: Likee, Bigo Live, etc).
2. Link:
o Survey through Live Hosts (Who hire for Live Streaming App Companies)
https://tinyurl.com/Live-Hosts
o Survey through Live Streamers (Who stream on Streaming app by going live)
https://tinyurl.com/Live-Streamers
o Survey through Live Streamers (Who view the streamers performing on streaming
apps) https://tinyurl.com/Live-Viewers
3. The Survey shall be genuine enough as if irrelevant details have filled just to complete the
task it will be rejected.
4. The survey consists of such questions which can only be understood by people who have
used the live streaming app before. - We will check the survey done from your end if the
answers sound genuine post that your task will be accepted.
o Submission: You need to submit the name of the person in case of Streamers and
viewers and name of the company/agency in case of Hosts the representative when
asked.
o Start Date: 9th July 2021
o End Date: 24th July 2021
o Location: Tier 1,2,3 Cities
o Points: 300

Outcome:

This task was a complete research-based analysis done through taking online surveys from
individuals already in the stated fields i.e., Survey from Viewers, Survey from Streamers, and
Surveys from Hosts. I was able to finish the task successfully by 19th July 2021 through
contacting all my close friends and relatives

34
 Task:4
Aim: To persuade people around to Install “Ace2Three App” in their respective mobile
devices.

Objective:

• To make at least 20 people Install the “Ace2Three App” from play store in their
respective electronic devices.
• To complete the target successfully and get the Points kept as reward along, within
the deadline provided strictly.

Sources:

▪ PlayStore to download the application.

▪ Social Media sites like Facebook, and, WhatsApp used for promoting the assigned
task to reach out to maximum possible people.

Procedure:

We were provided with a link individually in our report sheet and then was asked to
complete this task in the following manner:

1. Download the APK and install the app in your device. No need of registration only
Install needed (Applicable only on Android Devices)
2. Do not post your link in any groups, WhatsApp status or social media. Always share it
personally to your friends.
3. This task cannot be done in following states Assam, Telangana, Orissa, Nagaland and
Sikkim.
4. Daily counts will be updated in the sheet and when done message will dropped in the
group. The counts Updated will be final if the number is 5 and anyone come up and
say I have done 10 or 20 it won't be considered in any circumstances.
5. Kindly do not send the screenshots for the same as that's of no use.
o Target: 20 Installs (No Points if target not met)
o Points: 200
o Deadline: 7th August, 2021 Midnight

35
Outcome:

The target for this task was to get 20 people Install “Ace2Three App” where I successfully
implemented this task with getting 25 Installations from people individually within the deadline
provided i.e., by 4th August 2021.

Task:5
Aim: To advertise amongst customers stating about to “Get Scholarship for MBA
Coaching in Mumbai/ Pune city on behalf of Study Sid start-up association.

Objective:

• To acknowledge amongst consumers about the scholarship offer and persuade

them to avail the same.
• To meet the target successfully without any misconduct.

Sources:

▪ Social media sites like Facebook, WhatsApp, and Instagram for promotion.

Procedure:

For this task, we had to get in people who have pursued for their MBA degree course and
needs any subject educational assistance for their course. For this, either they will be called
for verification or by test duration it will be checked. Generally, it takes 8 -11 Mins for a
particular candidate to complete test if someone is giving it sincerely but if someone is
taking 30 secs or 1 Min it will be quite clear it has been done for the sake of completion.
So, get only interested ones who all are genuinely interested.

Outcome:

The target for this task was to get only 1 person registered with the “Study Sid App” who

is planning for their abroad studies in MBA and I was able to complete my role in 5 days.

36
 Task:6
Aim: To promote Viral Fission page on Facebook/Instagram amongst friends/ relatives
and persuade them to like and follow the page as well.

Objective:

• To promote the Viral Fission page on social media sites like Facebook and
Instagram.
• To persuade friends/ relatives to like and follow the Viral Fission page on Facebook
and Instagram.
• To meet the target of 50 likes on Facebook and 30 followers on Instagram
successfully.

Sources:

▪ Social Media sites like Facebook, WhatsApp and Instagram.

Procedure:

For this task, we were asked to do the following:

1. For the Facebook/Instagram Promotion Task of Viral Fission Page, you need to share
following type of screenshot in group (not in personal message) showing the number
of your friends who have liked and followed the page.
2. You can now start bringing the likes and follow requests on the page and send me
screenshot once it reached 50 likes and 30 follow requests by your referrals.

Outcome:

The target for this task was to get minimum 50 likes and 30 followers on Viral Fission
page on Facebook and Instagram where I completed this task successfully with more than
50 likes i.e., 55 likes, and 32 followers with support from Friends and relatives within 10
days.

37
 CHAPTER-4

LEARNING OUTCOMES

Task:1

As Apollo is already a well renowned company in medical sector and now, they are
working to expand themselves and give home services by giving home delivery of
medicines and also doctors’ appointments, similarly companies be it big or small, should
start investing their time and money in expanding by adopting various schemes and offers
that would benefit their customers in every possible way, i.e., establish customer
relationship for long run.

Task:2

From this task, I learnt how to engage with customers and promote a start-up business
amongst them by giving easy and attractive offers.

Task:3

In the 3rd task, as a Japanese company was all about to enter into the Indian market to trade
business, so before entering they preferred first to be acknowledged by the taste and
preference of Indian consumers so as to not fall prey to unnecessary losses, similarly every
start-up should adopt this particular way of knowing their customers well by doing surveys
before branding their products/ services on an experiential digital platform.

Task:4

From this task, I learnt how to promote a new start up business online as well as to create
awareness amongst people in the market.

Task:5

From the last task, I learnt how to promote a start-up business online amongst Indian
consumers in an educational financing sector.

38
 Task:6

From this task, I learnt how to create a general awareness amongst people about any app
or company on digital platform.

SUGGESTIONS
• The Company should work on getting good quality of tasks for students that would
actually interest them to finish it successfully.
• Instead of only giving tasks, it should focus on briefing the students by giving some
short demo training for the perfection in their work.
• The company should try getting more apps on Google Play for promoting on digital
marketing platform purpose.
• Lastly, Viral Fission company should increase scope of market research for bigger
opportunities in the market.

39
 CHAPTER-5

CONCLUSION
The goal of this research is to gain first-hand experience with Experiential Marketing and
Brand Positioning in order to improve consumer loyalty and engagement with the brands in the
market. The goals have been set and framed in accordance with the major goal of this task-
based analysis report. Then, for a clear picture of the analysis reviewed for the same, each task
has been elaborated and underlined. Primary data was acquired using a pre-structured
questionnaire that included study-related items. The information that was already available was
gathered using existing literature. Various sources of information were employed, including
research papers, pdfs, journal articles, and so on. Following the addition of information, a
conclusion has been formulated with all of the interpretations based on the primary data
analysis. Experiential Marketing is a marketing strategy that aims to assist clients in becoming
acquainted with the brand in order to help them advance. It differs from traditional marketing
strategies that spread the benefits of the brand and product to a large number of people.
Experiential marketing encourages customers to talk about your brand, but it also encourages
them to talk in the most positive light possible. The place that a brand occupies in the minds of
customers is known as brand positioning. This causes clients to perceive a particular brand in
a unique light, associating feelings, traits, sentiments, and emotions with it. It makes little
difference whether a consumer makes a conscious or unconscious decision to buy from a brand;
what matters is that the buyer believes the brand fits their wants. Brand loyalty stems from the
company's consistent efforts to provide a similar item every time with a similar success rate.

LIMITATIONS
• It was conducted online. So, there is no reliability and surety of the data.
• Besides the investigation has the restriction of time, spot and assets.
• An understanding of this examination depends on the suspicion that the respondents
have given right data.
• The economy and industry are so wide and complete that it is hard to envel op all
the presumable components affecting the clients personal conduct standard in the
given timeframe.
• No standard measure of comparing the tasks as the sector itself is very dynamic.

40
BIBLIOGRAPHY

Websites:

❖ https://www.ngdata.com/what-is-experiential-marketing/
❖ https://learn.g2.com/experiential-marketing
❖ https://www.singlegrain.com/marketing/what-is-experiential-marketing/
❖ https://www.feedough.com/brand-positioning/
❖ https://brandequity.economictimes.indiatimes.com/news/marketing/how-
brands-are-using-experiential-marketing-to-increase-sales/70933908
❖ https://www.marketingtutor.net/what-is-brand-loyalty/
❖ https://www.myaccountingcourse.com/accounting-dictionary/customer-loyalty
❖ www.viralfission.com

Works Cited for Literature Review

❖ Carol F. Gwin, C. R. (2003). "Product Attributes Model: A Tool for Evaluating

Brand Positioning. Journal of Marketing Theory and Practice, 30-42. Retrieved
from
https://d1wqtxts1xzle7.cloudfront.net/52737341/Product_Attributes_Model-
_A_Tool_for_Evaluating_Brand_Positioning2015.pdf?1492769184=&respons
e-content-
disposition=inline%3B+filename%3DProduct_Attributes_Model_A_Tool_for_
Eval.pdf&Expires=1594416780&Signatur

❖ Dana L. Alden, J.-B. E. (1999). Brand Positioning Through Advertising in Asia,

North America, and Europe: The Role of Global Consumer Culture. Journal of
Marketing, 75-87. Retrieved from
https://d1wqtxts1xzle7.cloudfront.net/34897636/1.alden_steenkamp_batra_199
9.pdf?1411816824=&response-content-
disposition=inline%3B+filename%3DBrand_Positioning_Through_Advertisin
g_in.pdf&Expires=1594414294&Signature=YoTTEd8UuJMItasQYeg~7LW9c
wIXvd1JuTRGehU
41
❖ Fransisca Andreani. (2007). EXPERIENTIAL MARKETING (A
MARKETING APPROACH). Department of Marketing Management, Faculty
of Economics - Petra Christian University, 1-8. Retrieved from
http://ced.petra.ac.id/index.php/mar/article/viewFile/17009/16987

❖ Hui-Ju Wang. (2016). Green Brand Positioning in the Online Environment.

Journal of Communication, 1405–1427. Retrieved from
https://ijoc.org/index.php/ijoc/article/view/3996

❖ Nancy J. Sirianni, M. J. (2013). Branded Service Encounters: Strategically

Aligning Employee Behavior with the Brand Positioning. Journal of Marketing
Vol. 77, 108 –123. Retrieved from
https://d1wqtxts1xzle7.cloudfront.net/38438700/Sirianni__Bitner__Brown__an
d_Mandel_2013_JM.pdf?1439243879=&response-content-
disposition=inline%3B+filename%3DBranded_Service_Encounters_Strategica
lly.pdf&Expires=1594416239&Signature=c1wak5JCWE4c2nf23CJz8zc8

❖ Pramod Iyera, A. D. (2019). Market orientation, positioning strategy and brand

performance. Industrial Marketing Management, 16-29. Retrieved from
https://www.sciencedirect.com/science/article/abs/pii/S0019850118303018

❖ Puti Ara Zena, A. D. (2012). The Study of Relationship among Experiential

Marketing, Service Quality, Customer Satisfaction, and Customer Loyalty.
ASEAN MARKETING JOURNAL, 37-46. Retrieved from
http://www.ijil.ui.ac.id/index.php/amj/article/viewFile/2030/1550

❖ Sheng-Hshiung Tsaur, Y.-T. C.-H. (2006). The Visitors Behavioral

Consequences of Experiential Marketing: An Empirical Study on Taipei Zoo.
Journal of Travel & Tourism Marketing, Vol. 21, 47-64. Retrieved from
https://www.researchgate.net/profile/Chih_Hung_Wang2/publication/2330345
76_The_Visitors_Behavioral_Consequences_of_Experiential_Marketing/links/
0deec5360c5676884f000000.pdf

❖ Siiri Same, J. L. (2012). MARKETING THEORY: EXPERIENCE

MARKETING AND EXPERIENTIAL MARKETING. 7th International

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 Scientific Conference Business and Management 2012, 480-487. Retrieved from
https://d1wqtxts1xzle7.cloudfront.net/61703056/Experience_mktg_vs_experien
tial_mktg20200107-117387-19zc1wy.pdf?1578397152=&response-content-
disposition=inline%3B+filename%3DBusiness_and_Management.pdf&Expire
s=1594410860&Signature=ESODaQk83evhhApCqTVFrEVIy

❖ T.C. Melewar, R. M. (2012). Segmentation and brand positioning for Islamic

financial services. European Journal of Marketing, 900-921. Retrieved from
https://www.researchgate.net/profile/Rusnah_Muhamad/publication/24160824
4_Segmentation_and_brand_positioning_for_Islamic_financial_services/links/
0046353c77467e2266000000/Segmentation-and-brand-positioning-for-
Islamic-financial-services.pdf

❖ Truong, Y. M. (2009). New luxury brand positioning and the emergence of

masstige brands. Journal of Brand Management, 375-382. Retrieved from
https://d1wqtxts1xzle7.cloudfront.net/42501107/New_luxury_brand_positionin
g_and_the_eme20160209-22259-vi04uq.pdf?1455052991=&response-content-
disposition=inline%3B+filename%3DNew_luxury_brand_positioning_and_the
_eme.pdf&Expires=1594415450&Signature=QWwkP6"

43
 ANNEXURE

I. LIVE HOSTS - RECRUITERS/ AGENCIES SURVEY:

1. Name of Agency/Company________________
2. City/Location________________
3. When did you start recruiting live hosts? ______________
4. How did you start this business/ How were you approached? ______________
5. How many live hosts/streamers have you recruited till date? _______________
6. As of March 2020, how may hosts/streamers are on your payroll ____________
7. What is your revenue model? Please explain in detail. _____________________
8. Do you have any minimum Guarantees? Please explain. ___________________
9. Is your profit increasing every year?
• Yes
• No
10. What was your revenue in 2018? _________________________
11. What was your revenue in 2019? _______________________
12. How much revenue do you expect in 2020? ________________________
13. How long does talent stay with your agency? ____________________
14. What do you do to maintain streamers on platforms? ___________________
15. Any peculiar contract conditions for you to satisfy/conform to as compared to other
companies? __________________________
16. How do you recruit such live streaming hosts? ________________________
17. Do you provide any training classes to streamers to improve their talent? ___
18. Good things about Live Streaming? _________________
19. Bad things about live streaming? ________________________________
20. What are reasons for one to become a loyal live streaming host? ____________
21. Tips to make live streaming popular in India ________________________________
22. Which live streaming company is making the most profits? __________________
23. Which live streaming company is most popular among hosts? _______________
24. What can be done by the live streaming app company to ensure that streamers can get
more gifts/beans from the viewers? ____________________
25. Would you be interested in future collaborations if we start a live streaming app for
India? _________________________________________
44
 • Yes
• No
• Maybe
26. If you are interested in future collaboration, please share your number and email id to
reach out to you” _____________________________________________

II. LIVE STREAMERS/HOSTS/TALENT SURVEY:

1. Name ______________________________
2. Age _________________________
3. “Streaming app that you use and Live Streaming ID in that app ________________
4. Gender
• Male
• Female
5. Full Time Occupation ______________________
6. How much money do you make per month from your job?
• I don't earn anything
• 0 - 5000
• 5000 Rs - 10000
• 10000 Rs - 15000
• 15000 Rs - 25000
• 25000 Rs - 40000
• 40000 Rs - 75000
• More than 75000
7. When did you start live streaming? ____________________________
8. Why did you choose to do live streaming? _______________________________
9. Are you paid fixed monthly salary apart from Gifts/Beans gifted by viewers?
• Yes
• No
10. If yes, who are you contracted to?
• Live Streaming Company
• Agency
• I don't work for any agency or for the live streaming company
11. Explain your Income Model ____________________________

45
12. Any Specific Conditions you have for streaming/ earning revenue? ___________
13. How many times do you stream in a week? _________________________
14. How many hours do you stream in a week? ________________________________
15. What is your favourite type of Content to Stream? __________________________
16. What type of content does your followers/fans expect from you? _____________
17. How much do you earn? (Only through gifts and beans) ______________________
18. What was your revenue from live streaming in month of January? (INR)__________
19. What was your revenue from live streaming in month of February? (INR) _________
20. What was your revenue from live streaming in month of March? (INR)____________
21. Did your income grow steadily compared to when you started doing live streaming?
• Increasing
• Decreasing
• Steady
• No Pattern
22. Did your stream viewer count grow steadily compared to when you started doing live
streaming?
• Increasing
• Decreasing
• Steady
• No Pattern
23. Tips/Feedback/Ideas to make live streaming popular in India ________________
24. Are you also a listener/viewer on live streaming? Why? ______________________
25. What types of events are very popular among live streamers/hosts?
26. What is the best thing the live streaming COMPANY has done for you as a streamer?
_____________________________
27. Good things about live streaming ________________________
28. Bad things about live streaming _____________________________________
29. Would you be interested in future collaborations if we start a live streaming app for
India?
• Yes
• No
• Maybe

46
 30. If you are interested in future collaboration, please share your number and email id to
reach out to you. ____________________________________

III. LIVE STREAMING VIEWERS AUDIENCE SURVEY:

1. Name ______________________________
2. Age _________________________
3. “Streaming app that you use and Live Streaming ID in that app ________________
4. Gender
• Male
• Female
5. Full Time Occupation ______________________
6. How much money do you make per month from your job?
• I don't earn anything
• 0 - 5000
• 5000 Rs - 10000
• 10000 Rs - 15000
• 15000 Rs - 25000
• 25000 Rs - 40000
• 40000 Rs - 75000
• More than 75000
7. When did you start live streaming? ____________________________
8. Which app(s) do you use the most?
• Bigo Live
• MeMe Live
• Live ME
• Likee
• Other
9. Have you live streamed yourself?
• Yes
• No
10. As viewer and audience, what is your favourite type of content to watch? _____
11. What type of content do you want to watch but is not available (or very less) on live
streaming apps? ___________________________

47
12. Have you given a gift to a live streamer?
• Yes
• No
13. What do you expect in return from streamers for gifting them? ______________
14. How much money worth gifts have you given so far? ___________________
15. How would you describe your style of gifting? ____________________________
• Gift my favourite hosts regularly
• Gift anyone I find interesting
• Other
16. Do you comment on live streams? (Communication Channel with Hosts)
• Yes
• No
17. How often do you watch live streaming in a day? (Answer in Number of times you
open the app) __________________________
18. How much time do you spend on watching/participating on live streaming apps
(Answer in Minutes)? ______________________________
19. Have you ever met a live streamer/host in person? If so, what for? ___________
20. What is your most favourite thing about live streaming? ______________________
21. When do you watch live videos? (Timing)
• 6 AM - 12 PM
• 12 PM - 6 PM
• 6 PM - 12 AM
• 12 AM - 6 AM
22. Would you say that you are spending more time on live apps? (As compared to when
you started)
• Yes
• No
23. Would you say that you are spending more money for gifts on live apps? (As
compared to when you started)
• Yes
• No
24. Do you have any suggestions to make live streaming apps better for the
audience/viewers?” ________________________________________

48
 AMITY UNIVERSITY KOLKATA
Summer Internship: Weekly Progress Report 1
For the Week Commencing: 8th July 2021-14th July 2021

NAME: Ms. Neha Agarwal

Enrollment No: A9180192026

Program: MBA

Company Name: Viral Fission

Faculty Guide’s Name: Ms. Sudeshna Pahari

Industry Guide’s Name: Mr. Alok Kaul

Internship Mode: Online

1. Project Title: To study the Analysis of Experiential Marketing of Brand Positioning to

enhance Consumer Loyalty and Engagement
2. Targets for the week: To analyse the role of internship and gain the in-depth knowledge
of the topic chosen
3. Achievements for the week: Studied about the topic, took the overview of it through
various research paper available on the internet.
4. Future work plans: To further study about the Analysis of Experiential Marketing of
Brand Positioning and Types of Brand Positioning

Week’s Summary
Days / Time
Monday Finalized the topic
Tuesday Studied about the topic
Wednesday Studied about the topic
Thursday Analysed the role assigned to me in the internship
Friday Studied about the topic

49
 AMITY UNIVERSITY KOLKATA
Summer Internship: Weekly Progress Report 2
For the Week Commencing: 8th July 2021-14th July 2021

NAME: Ms. Neha Agarwal

Enrollment No: A9180192026

Program: MBA

Company Name: Viral Fission

Faculty Guide’s Name: Ms. Sudeshna Pahari

Industry Guide’s Name: Mr. Alok Kaul

Internship Mode: Online

1. Project Title: To study the Analysis of Experiential Marketing of Brand Positioning to

enhance Consumer Loyalty and Engagement
2. Targets for the week: Studied about the Analysis of Experiential Marketing of Brand
Positioning and its components.
3. Achievements for the week: Studied well about Types of Experiential Marketing,
Experiential Marketing Best Practices and Brand Positioning
4. Future work plans: To study about Characteristics of a Decent Brand Positioning
Strategy, Making and Spreading the Historical Backdrop of the Brand through Master
Marketing.

Week’s Summary
Days / Time

Monday Studied about the topic

Tuesday Studied about Types of Experiential Marketing

Wednesday Studied about Experiential Marketing Best Practices

Thursday Studied about Brand Positioning

Friday Studied more about Brand Positioning

50
 AMITY UNIVERSITY KOLKATA
Summer Internship: Weekly Progress Report 3
For the Week Commencing: 8th July 2021-14th July 2021

NAME: Ms. Neha Agarwal

Enrollment No: A9180192026
Program: MBA
Company Name: Viral Fission
Faculty Guide’s Name: Ms. Sudeshna Pahari
Industry Guide’s Name: Mr. Alok Kaul
Internship Mode: Online

1. Project Title: To study the Analysis of Experiential Marketing of Brand Positioning to

enhance Consumer Loyalty and Engagement
2. Targets for the week: To study about Characteristics of a Decent Brand Positioning
Strategy, Making and Spreading the Historical Backdrop of the Brand through Master
Marketing.
3. Achievements for the week: In depth study of Characteristics of a Decent Brand
Positioning Strategy, Making and Spreading the Historical Backdrop of the Brand through
Master Marketing
4. Future work plans: To study about The Importance of Brand Loyalty, Customer Loyalty
and company profile.

Week’s Summary
Days / Time
Monday Studied about Characteristics of a Decent Brand Positioning Strategy
Tuesday Studied more about Characteristics of a Decent Brand Positioning Strategy
Studied about Making and Spreading the Historical Backdrop of the Brand through
Wednesday
Master Marketing
Studied more about Making and Spreading the Historical Backdrop of the Brand
Thursday
through Master Marketing
Studied more about Making and Spreading the Historical Backdrop of the Brand
Friday
through Master Marketing

51
 AMITY UNIVERSITY KOLKATA
Summer Internship: Weekly Progress Report 4
For the Week Commencing: 8th July 2021-14th July 2021

NAME: Ms. Neha Agarwal

Enrollment No: A9180192026

Program: MBA

Company Name: Viral Fission

Faculty Guide’s Name: Ms. Sudeshna Pahari

Industry Guide’s Name: Mr. Alok Kaul

Internship Mode: Online

1. Project Title: To study the Analysis of Experiential Marketing of Brand Positioning to

enhance Consumer Loyalty and Engagement
2. Targets for the week: To study about The Importance of Brand Loyalty, Customer Loyalty
and company profile.
3. Achievements for the week: In depth study of The Importance of Brand Loyalty,
Customer Loyalty with its example. Also, during this week I gone through company profile.
4. Future work plans: To study about literature review through various research paper that
are available on the internet.

Week’s Summary

Days / Time

Monday Studied about The Importance of Brand Loyalty

Tuesday Studied more about The Importance of Brand Loyalty

Wednesday Studied about Customer Loyalty

Thursday Studied more Customer Loyalty with its example

Friday Studied about company profile

52
 AMITY UNIVERSITY KOLKATA
Summer Internship: Weekly Progress Report 5
For the Week Commencing: 8th July 2021-14th July 2021

NAME: Ms. Neha Agarwal

Enrollment No: A9180192026

Program: MBA

Company Name: Viral Fission

Faculty Guide’s Name: Ms. Sudeshna Pahari

Industry Guide’s Name: Mr. Alok Kaul

Internship Mode: Online

1. Project Title: To study the Analysis of Experiential Marketing of Brand Positioning to

enhance Consumer Loyalty and Engagement
2. Targets for the week: To study about literature review through various research paper that
are available on the internet.
3. Achievements for the week: Gone through various research paper of various authors.
Studied about Literature Review related to Experiential Marketing
4. Future work plans: To study about Literature Review related to Brand Positioning.

Week’s Summary

Days / Time

Monday Studied about Literature Review related to Experiential Marketing

Tuesday Continued previous

Wednesday Continued previous

Thursday Continued previous

Friday Continued previous

53
 AMITY UNIVERSITY KOLKATA
Summer Internship: Weekly Progress Report 6
For the Week Commencing: 8th July 2021-14th July 2021

NAME: Ms. Neha Agarwal

Enrollment No: A9180192026

Program: MBA

Company Name: Viral Fission

Faculty Guide’s Name: Ms. Sudeshna Pahari

Industry Guide’s Name: Mr. Alok Kaul

Internship Mode: Online

1. Project Title: To study the Analysis of Experiential Marketing of Brand Positioning to

enhance Consumer Loyalty and Engagement
2. Targets for the week: To study about Literature Review related to Brand Positioning
3. Achievements for the week: Gone through various research paper of various authors.
Studied about Literature Review related to Brand Positioning
4. Future work plans: To describe the job description.

Week’s Summary

Days / Time

Monday Studied about Literature Review related to Brand Positioning

Tuesday Continued previous

Wednesday Continued previous

Thursday Continued previous

Friday Continued previous

54
 AMITY UNIVERSITY KOLKATA
Summer Internship: Weekly Progress Report 7
For the Week Commencing: 8th July 2021-14th July 2021

NAME: Ms. Neha Agarwal

Enrollment No: A9180192026

Program: MBA

Company Name: Viral Fission

Faculty Guide’s Name: Ms. Sudeshna Pahari

Industry Guide’s Name: Mr. Alok Kaul

Internship Mode: Online

1. Project Title: To study the Analysis of Experiential Marketing of Brand Positioning to

enhance Consumer Loyalty and Engagement
2. Targets for the week: To describe the job description and learning outcomes.
3. Achievements for the week: During this week, job description is being described along
with the aim and tasks. Learning through this internship was also described.
4. Future work plans: To compile all the writing part along with conclusion.

Week’s Summary

Days / Time
Monday Stated the job description

Tuesday Stated the job description along with task.

Wednesday Stated the job description along with task.

Thursday Analyzed the learning outcomes

Friday Continued previous

55
 AMITY UNIVERSITY KOLKATA
Summer Internship: Weekly Progress Report 8
For the Week Commencing: 8th July 2021-14th July 2021

NAME: Ms. Neha Agarwal

Enrollment No: A9180192026

Program: MBA

Company Name: Viral Fission

Faculty Guide’s Name: Ms. Sudeshna Pahari

Industry Guide’s Name: Mr. Alok Kaul

Internship Mode: Online

1. Project Title: To study the Analysis of Experiential Marketing of Brand Positioning to

enhance Consumer Loyalty and Engagement
2. Targets for the week: To compile all the writing part along with conclusion.
3. Achievements for the week: During this week, I compiled all the topics studied.

Week’s Summary
Days / Time

Monday Stated the Conclusion

Tuesday Stated the references

Wednesday Compiled all the topics studied

Thursday Compiled all the topics studied

Friday Compiled all the topics studied

56