Internship Report

Marketing and Event Management in

Ambuja Neotia

Submitted in partial fulfillment of the

requirements for the degree of Bachelor of
Business Administration

ST XAVIER’S COLLEGE OF MANAGEMENT

& TECHNOLOGY
NAAC Accredited with B++ Grade (1st
Cycle)
Affiliated to Aryabhata Knowledge University

Submitted By Submitted to

Nandini Sarin Dr. Gita Rani Sahu

(Assistant Professor)
BBA2021123
Session: - 2021-2024
 Declaration

This is to certify that this internship report has been prepared by me after
undergoing work from 01/07/2023 to 31/07/2023 in AMBUJA NEOTIA CITY
CENTRE PATNA. This report is my original work and is being submitted for the
partial fulfilment of the requirements of the award of the Degree of Bachelor’s in
Business Administration.

This report has not been submitted earlier to this College or any other
Universities/Institutions for the fulfilment of the requirements of the course of the
study.

Date: 10/10/2023 Signature

Place: Patna Nandini Sarin

BBA
2021
123
ACKNOWLEDGEMENT

On the very outset of this report, I would like to extend my sincere & heartfelt
obligations towards all the personages who have helped me in this endeavour. “It
is not possible to prepare an internship report without the assistance and
encouragement of other people.”

I extend my earnest gratitude towards St. Xavier’s College of Management &

Technology, Patna for giving me this opportunity. Without their active guidelines,
help, cooperation & encouragement i would not have made headway in the
internship.

I would like to thank principal of our college Fr. (Dr) Martin Poras S.J. for his
support and guidance in this internship. He provided me the chance to do this
internship and build many skills during this research.

I am extremely grateful to Aryabhatta Knowledge University for keeping

‘Internship and viva’ as a subject which eventually helps us to developed various
interpersonal skills as well as thinking and decision-making capacity.

I am extremely thankful and pay my gratitude to my coordinator Mr. Piyush

Ranjan Sahay for his valuable guidance and support on completion of this
research in his presence.

I am extremely thankful and to my supervisor Dr. Geeta Rani Sahu for her support
and help on completion of this internship.

I also acknowledge with a deep sense of reverence, my gratitude toward my parents

and member of my family, who has always supported me morally as well as
economically.

At last but not the least, gratitude goes to all of my friends who directly or indirectly
helped me to complete this report.

Thank You,

NANDINI SARIN

(BBA2021123)
EXECUTIVE SUMMARY

Internship is such a program in which a student experiences the corporate

life for the first time. I was assigned as an intern for the post of Assistant
Event and Marketing Manager under Marketing and Event Management
division of Pratham Education Foundation. I did my report on Marketing
and Event Management in AMBUJA NEOTIA CITY CENTRE PATNA
This report is prepared on the basis of my one-month practical experience
in AMBUJA NEOTIA CITY CENTRE PATNA. This internship
program helped me to learn about the practical scenarios and work of a
Marketing and Event Manager.

Ambuja Neotia Holdings Private Limited ( Formerly Knwn as RKBK

Fiscal Services Private Limited) was incorporated in the year 1990 and
has its registered office at Ecospace Business Park,Block -4, 3rd Floor,
Premises No. IIF/11,Action Area- II, New Town, Kolkata – 700160.

The Company is the holding Company of the Ambuja Neotia Group and
has Investments in Various group and has investments invarious group
companies for undertaking development of Real Estate, Hospitality &
Healthcare projects.
CONTENTS

CHAPTER:1 OVERVIEW OF THE ORGANIZATION

1.1 BRIEF HISTORY

1.2 INTRODUCTION OF ORGANIZATION

1.3 POLICY OF ORGANIZATION

CHAPTER:2 ORGANIZATIONAL STRUCTURE

2.1 ORGANIZATIONAL HIERARCHY CHART

2.2 NUMBER OF EMPLOYEES

2.3 MAIN OFFICES

2.4 INTRODUCTION OF ALL THE DEPARTMENTS

CHAPTER 3: INTERNSHIP SUMMARY

3.1 BRIEF INTRODUCTION OF DEPARTMENT

3.2 ACTIVITIES OF DEPARTMENT

3.3 TASK UNDERTAKEN

3.4 WEEKLY REPORT

3.5 WORK SAMPLES

CHAPTER 4: ORGANIZATION ANALYSIS

4.1 CRITICAL ANALYSIS

4.2 SWOC ANALYSIS

CHAPTER 5: INTERNSHIP EXPERIENCE

5.1 LEARNINGS

5.2 SKILLS DEVELOPED

5.3 Pictures During Internship

CHAPTER 6: CONCLUSION

CHAPTER 7: RECOMMENDATION

CHAPTER 8: REFERENCES
Chapter 1: Overview of the
Organization
1.1 BRIEF HISTORY OF AMBUJA
NEOTIA

Udayan – The Condoville The Neotia Family – An Introduction

The Neotia family has been an integral part of the business scene in
Kolkata for nearly 120 years. Originating from Rajasthan, their
forefathers settled in the city some time in 1890s being attracted to
the opportunities for enterprise that the city offered. Since then
Kolkata has been their home and subsequent generations have been
born and brought up here.

Patriarchs of the Ambuja Neotia Group, Late Shri Suresh Neotia and
Late Shri Vinod Neotia started their entrepreneurial career in the
mid-1950s. Their eldest brother Shri Bimal Kumar Poddar was
adopted by their maternal grandfather Shri Janki Prasad Poddar, a
partner of the celebrated firm "Tarachand Ghanshyamdas". This was
probably one of the first wholly Indian registered partnership firms
during the time of the British occupation of India. It was a trading
firm that had offices right from Karachi in Pakistan to Shanghai in
China. It began with interests in banking and insurance and later
diversified into distribution of petroleum products as a franchisee of
Burma Shell.

Subsequent to dissolution of "Tarachand Ghanshyamdas", the three

brothers Bimal Kumar Poddar, Late Shri Suresh Neotia and Late Shri
Vinod Neotia set up "Radhakrishna Bimalkumar" in the mid-1950s.
As a leading franchisee of Burma Shell in the country, it operated out
of several branches spread across UP, Bihar and West Bengal.

Following the sad demise of Shri Bimal Kumar Poddar in 1968, Late
Shri Suresh Neotia and Late Shri Vinod Neotia took charge of the
family business. Under their leadership "Radhakrishna Bimalkumar"
continued its expansion with major forays in trading operations of
Cement, Fertilizers and Petroleum products. Having grossed a
turnover of Rs.500 crores by the early 90's, it continues to maintain
a steady growth.

Parallel to these, other ventures of the Neotia family included a

Textile Mill in West Bengal and highly profitable collieries which
were later nationalised. They also promoted an engineering firm
"Macmet India Limited" which is engaged in engineering contracts
and software solutions.

This long and successful entrepreneurial tradition found its true

culmination when the two brothers, relying on their vision and vast
experience joined hands with Mr. Narotam Sekhsaria, brother of
Bimla Poddar (wife of Late Bimal Kumar Poddar), to promote
"Gujarat Ambuja Cements Limited (GACL)" in the mid 80's. In a
few years the company earned Blue Chip status and became a leader
in the Cement Industry.

In late 90’s, Modi Cement, which had become sick was taken over
by GACL and Harshavardhan Neotia, son of Late Shri Vinod Neotia
and the only male heir of the family, was appointed as MD of the
newly formed "Ambuja Cement Eastern Limited". Continuing the
family tradition of excellence, he was able to execute a remarkable
turnaround transforming the erstwhile sick company into one of the
most profitable and efficient cement manufacturers in the country.

Together, the Sekhsarias and Neotias built up what was arguably

India's most well-known and efficient cement company. In the year
1999, they made a strategic investment in ACC, India's oldest and
most prestigious cement company, by acquiring about 14.5% stake.
In the year 2005, they invited Holcim, the world's largest cement
company to join them. Together they took control of ACC. In the
year 2006, they divested a substantial portion of their stake in GACL
in favour of Holcim and handed over its management control.
Ecospace Business ParkShri Harshavardhan Neotia, the current
Chairman of the Ambuja Realty Group, was born and brought up in
Kolkata. He did his schooling in La Martiniere for Boys, Kolkata,
graduation from St. Xavier's College and OPM from Harvard
Business School, USA. He serves as the Honorary Consul of Israel
in Kolkata and holds other esteemed positions such as the post of
former Chairman, CII-Eastern India, Member of the Board of
Governors of IIM Kolkata, Member of Board of Trade, Government
of India, Member of Rajasthan Foundation and Nathdwara Temple
Board and also Member of Heritage Commission, Government of
West Bengal. It is he who diversified the family business into real
estate development.

Establishing new benchmarks in public private partnership to

promote social housing, he set up one of the first joint sector
companies, "Bengal Ambuja Housing Development Limited" in
partnership with the Government of West Bengal. Its maiden project,
the "Udayan", built on the same maxim was declared a Model
Housing Project by the Union Government. These efforts earned him
the honour of being bestowed with the 'Padma Shri' by the President
of India in 1999.

In addition to their excellent entrepreneurial tradition, the family has

also been keenly involved in the promotion of arts, both performing
and visual, apart from discharging its social responsibilities towards
the underprivileged sections.

Late Shri Suresh Neotia had been associated with the promotion of
many cultural institutions like Anamika Kala Sangam and Padatik
and had served on the board of prestigious bodies of Government of
India, including Asiatic Society, National Culture Fund, Victoria
Memorial Trust, Indian Institute of Management, Ahmedabad and is
currently the Director of Central Board of Reserve Bank of India. He
also served as the Chairman Emeritus of GACL.
Late Shri Vinod Neotia, with strong religious dispositions, was a
Trustee of Somnath Temple Trust and Kshetropasana Trust.
Surpluses of these trusts are used for the betterment of the poor and
the aged.

The family has also promoted a major cultural institute by the name
‘Jnana Pravaha’ at Varanasi where Smt Bimla Poddar is the
Managing Trustee and lives there to run the institute. The ‘Jnana
Pravaha’ houses a very impressive art collection of Indian antiquity
and also the library of Late Shri Suresh Neotia comprising rare and
priceless books on art and literature. The Institute is engaged in the
field of preservation and dissemination of Indian heritage and
culture. Late Shri Suresh Neotia (8 September 1936 - 7 May 2015)
was the Chairman and Shri Harshavardhan Neotia a Trustee of Jnana
Pravaha.

Currently, the Ambuja Neotia Group is being led by Shri

Harshavardhan Neotia.
1.2 INTRODUCTION OF AMBUJA NEOTIA

Ambuja Neotia is one of the most prominent and respected corporate

houses headquartered in Kolkata, with its forte in real estate and
subsequent forays into hospitality, healthcare and education.

The company, under the stewardship of Harshavardhan Neotia, has been

responsible for landmark projects in and around Kolkata. Udayan,
Kolkata’s first condoville built on the PPP (Public-Private Partnership)
model, made good living ‘affordable’ for the first time in the country and
earned Harshavardhan Neotia the Padma Shri in 1999. Upohar ~ The
Condo Ville, one of the largest residential projects of Ambuja Neotia,
brought together efficiency, comfort and luxury, transforming dreams into
reality.

With City Centre Salt Lake, the mall concept was revolutionized. Leisure
destinations like The Fort Raichak and Ganga Kutir were created along the
river Ganges. The Group also forayed into healthcare with the setting up of
Bhagirathi Neotia Woman and Child Care Centre. Ecospace Business Park
was developed to give the city smarter, greener workspaces for better work-
life balance. The Conclave revolutionized the way business clubs were
perceived; it’s the first of its kind to blend fine dining, decor and
personalized service. With the vision of imparting education that
transforms students into leaders for a global society, the Group embarked
on a new journey with The Neotia University.
The Group continues to launch strings of projects across Real Estate,
Hospitality and Healthcare to add to the experiences and keep making a
difference to the way people live.

1.3 POLICIES OF AMBUJA NEOTIA

1. INTRODUCTION:
1.1 Commitment to conduct business in accordance with the highest
standards of business ethics and in compliance of applicable laws,
rules and regulations is a must for every Director and Employee at
Bengal Ambuja Housing Development Limited.
1.2 This Code consists of the necessary guidelines to identify the
elements of such a commitment.

2. APPLICABILITY:
2.1 This Code is applicable to the Board Members, Key Managerial
Personnel (“KMP”) and all Employees in and above the grade of
Assistant Manager.
2.2 This Code does not address every possible form of unacceptable
conduct and it is expected that the Directors and the Employees shall
apply their sound judgment to comply with the principles set forth
in the Code.
2.3 Mr. Naresh Kumar Jain, Director of the Company, will be the
Principal Officer for the Code. He shall report to the Chairman of
the Board or the Audit Committee on any matter relating to the
implementation of the Code.
2.4 Certain words or phrases of this Code may be subject to varying
interpretations. The Head – Human Resource Department or the
Head – Secretarial Department should be consulted if there is any
doubt or lack of clarity about any aspect in the Code. In case of any
conflict, the decision of the Management shall be final.

3. COMPLIANCE WITH APPLICABLE LAWS:

3.1 It is desirable that Directors / Employees possess / acquire
appropriate knowledge of the legal requirements relating to their
roles and duties to enable them to be in compliance thereof and to
recognize potential risks.
3.2 Directors / Employees shall ensure due compliance for every
activity undertaken under their supervision and authority, both in
letter and in spirit.

4. CONFLICT OF INTEREST:
4.1 The term "conflict of interest" pertains to situations in which
personal financial or other consideration(s) may compromise, or
have the appearance of compromising the professional judgment of
Directors / Employees.
4.2 Directors / Employees are prohibited from engaging in any
activity that interferes with the performance or discharge of
responsibilities towards the Company or is otherwise in conflict with
the interest or prejudicial to the Company.
4.3 If determined to be material to the company, the transactions
shall be placed before the Audit Committee for review. Any dealings
with a related party must be conducted on an arm’s length basis and
on sound commercial terms and no preferential treatment shall be
given.

5. CONDUCT OF BUSINESS RELATIONSHIPS:

5.1 Directors / Employees shall not engage, directly or indirectly, in
any act, dealing or conduct likely to bring any form of discredit.
Directors / Employees must uphold the highest standards of integrity
and ethics in every kind of third party dealings. They shall not give,
offer, or authorize the offer, directly or indirectly, of anything of
value (tangible or intangible) to any third party to obtain any
improper advantage.
5.2 A contribution or entertainment shall not be offered to anyone in
the course of business that might create the appearance of an
impropriety. However some modest and acceptable corporate gifts
etc. appropriate to give in the normal course of business practice may
be acceptable.

6. PROTECTION & PROPER USE OF COMPANY’S ASSETS

& RESOURCES:
6.1 Directors / Employees shall as far as practicable, protect the
Company’s assets from loss, damage, misuse or theft and ensure that
the assets are only used for business purposes and other purposes
specifically approved by Management and must never be used for
unauthorized purposes.
6.2 Directors / Employees shall not apply the Company’s assets /
resources and/or proprietary information for personal benefit and/or
for the benefit of any other related party.

7. INTELLECTUAL PROPERTY:
7.1 Intellectual Property Rights broadly covers patented or
potentially patentable inventions, trademarks, service marks, trade
names, copyrightable subject matter, and trade secrets.
7.2 Directors / Employees shall make their best efforts to protect all
such Intellectual Properties related to the Company, as it is critical
to the Company’s overall success.

8. PRIVACY AND CONFIDENTIALITY:

8.1 “Confidential information” includes all information not
authorized by the management for public dissemination. This
includes information on trade, trade secrets, confidential and
privileged information including all such information which is not
available in the public domain at that point of time.
8.2 Protection of all confidential information is of utmost
importance. Directors / Employees shall ensure that no confidential
information is disclosed inadvertently or otherwise to any person,
unless:
8.2.1 authorized by the Management; or
8.2.2 the same is part of the public domain at the time of disclosure;
or
8.2.3 is required to be disclosed in accordance with applicable
laws.

9. CORPORATE OPPORTUNITIES:
9.1 Directors / Employees are prohibited from:
9.1.1 taking for themselves personally, opportunities that belong to
either the Company or are discovered through the use of Company’s
property, information or position;
 9.1.2 using the Company’s property, information, or position for
personal gain;
9.1.3 competing with the Company.

10. INTERACTION WITH MEDIA:

10.1 All statements made to the media should be true and fair. Only
persons duly authorised by the Management are allowed to interact
with media on specified subjects.
10.2 Disclosures of any information other than statutory disclosures
or those specifically authorised by the Management, is
prohibited. In case any disclosure has to be made it has to be
approved by the Management and shall be combined with cautionary
statements, wherever required.

11. FAIR DEALING:

11.1 Directors / Employees shall not take a discriminatory stance
towards or give unfair advantage to the Company's employees,
customers, suppliers, or competitors through manipulation,
concealment, abuse of privileged information, misrepresentation of
material facts, or any other unfair‐dealing practice.
11.2 No discrimination shall be done on the basis of caste, religion,
sex, nationality or disability of any kind towards any employees,
customers, suppliers, or any business partner.

12. HEALTH, SAFETY AND ENVIRONMENT:

12.1 Directors / Employees should be deeply mindful of their
environmental responsibility and strive to create spaces that offer a
better and greener life.
12.2 Directors / Employees shall ensure compliance with all
applicable environmental, safety and health laws and regulations and
internal policies.

13. FREE AND FAIR COMPETITION:

13.1 Free and fair competition is encouraged for the overall growth
of the economy. Compliance of these laws should be adhered to both
in letters and spirit.
13.2 As a general rule, contacts with competitors should be limited
to formal forums and should always avoid casual / careless mention
on subjects such as business plans, prices or other terms and
conditions of sale, customers, and suppliers.

14. REPORTING OF ILLEGAL OR UNETHICAL

BEHAVIOUR:
14.1 Employees are free to report existing/probable violations of
laws, rules, regulations or unethical conduct to their immediate
supervisor or such other person as may be notified by the
Management. Such reports received from any employee will be
reviewed by the Audit Committee from time to time. The Audit
Committee will report to the Board of Directors of the Company.
14.2 Directors shall not attempt to suppress/conceal any such view
or reporting.
14.3 The confidentiality of those reporting violations shall be
protected and they shall not be subjected to any discriminatory
practices.

15. AMENDMENT, MODIFICATION & WAIVERS:

15.1 This Code is subject to continuous review and updation in line
with any changes in law, changes in company’s philosophy, vision,
business plans or otherwise as may be deemed necessary.

16. ANNUAL CERTIFICATION:

16.1 Every Director will be required to certify compliance with the
Code within 15 days of the close of the financial year. Such
certification shall be in the form provided in the Annexure to this
Code.
Chapter 2: Organizational
Structure
2.1 Organizational hierarchy chart

AMBUJA
NEOTIA

Hospitality Healthcare Realestate

Chairman

President

Vice
President

General
Manager

Asst General
MANAGER

Senior
Manager

Mnager

Deputy
Manager

Assistant
Manager

Executive

Asst
Executive

Interns
2.2 NUMBER OF EMPLOYEES

Ambuja Neotia is spread across the India covering almost all Indian states;
hence the employees are also of wide range.
In the state of Bihar, there are 100 (Approx) total employees working under
different departments and teams of Ambuja Neotia in Patna.

2.3 MAIN OFFICES

Pratham has one head offices at Ecospace Business Park, Block- 4B,3rd
Floor,Premises No. IIF/11 Action Area – II, New Town,Kolkata- 700160. The
other offices are divided on the basis of states. The state head office operates
in Patliputra colony.

2.4 DEPARTMENTS

The state head office of Ambuja Neotia City Centre had the following
departments:
1. Accounts and Finance
2. Human Resource
3. Operations & Material Handling
4. CRM
5. Marketing and Event Management
6. Security Management

 Accounts and Finance Department

The Accounts and Finance Department is a critical component of Ambuja Neotia

City Centre operations, serving as the financial backbone that ensures the
effective and efficient management of the company's monetary resources. This
department plays a central role in achieving the organization's financial goals,
maintaining compliance with regulatory requirements, and providing the
necessary financial data and insights for informed decision-making.

Role and Responsibilities:

• Financial Record Keeping: The department is responsible for maintaining

accurate financial records, including transactions, expenses, revenue, and
assets. This involves bookkeeping, ledger entries, and the use of accounting
software.

• Budgeting: Creating and managing budgets is a core responsibility. This

includes planning for income and expenses, monitoring actual performance
against the budget, and making necessary adjustments.

• Financial Reporting: Preparing and presenting financial statements, such

as balance sheets, income statements, and cash flow statements, to
stakeholders, including management, shareholders, and regulatory bodies.

• Taxation: Ensuring compliance with tax laws and regulations, calculating

and paying taxes, and providing necessary documentation for tax audits.

• Financial Analysis: Conducting financial analysis to assess the

organization's financial performance, identify trends, and provide insights
for decision-making.

• Treasury Management: Managing cash flow, optimizing liquidity, and

making investment decisions to maximize returns while mitigating risks.
 • Financial Planning: Developing financial strategies to support the
organization's growth and sustainability.

 Operations &Material Management Department

The Operations Department, also known as the Operations Division, is a core

functional area within Pratham which is responsible for overseeing and managing
the day-to-day activities that are essential for the company's core operations and
functions. This department plays a pivotal role in ensuring efficiency, and
productivity.

Generally, Operations and Material Handling are divided into two departments,
but in Pratham ‘s Bihar state head office, both the departments are merged into
one.

Role and Responsibilities:

• Process Management:
Managing and optimizing key business processes to ensure smooth and
efficient operations. This includes workflow design, process improvement,
and quality control.

• Cost Management:
Managing operational costs to maximize efficiency and profitability.

• Health and Safety:

Ensuring a safe and compliant work environment, including adherence to
health and safety regulations.

• Risk Management:
Identifying and mitigating operational risks that could impact the
organization's performance and reputation.
 CRM Department
The CRM (Customer Relationship Management) department is responsible for
managing interactions with current and potential customers. Its roles include
customer data management, implementing CRM systems, analyzing customer
feedback, and facilitating communication between various departments to
enhance overall customer satisfaction and retention.

Roles and Responsibilities

• Customer Data Management: Ensuring accurate and up-to-date

customer information within the CRM system.

• Implementing CRM Systems: Deploying and maintaining CRM

software to streamline customer-related processes.

• Customer Interaction Analysis: Analyzing customer interactions

and feedback to identify trends and areas for improvement.

• Communication Facilitation: Facilitating communication between

different departments to ensure a cohesive approach to customer
satisfaction.

• Customer Segmentation: Categorizing customers based on behavior

and preferences for targeted marketing and service strategies.

• Customer Service Improvement: Collaborating with customer

service teams to enhance support processes and resolve issues
promptly.

• Training and Support: Providing training and support to employees

on CRM tools and processes.

• Integration with Other Systems: Integrating CRM systems with

other business applications for a seamless flow of information.
 • Strategy Development: Contributing to the development of
customer-centric strategies to increase satisfaction and loyalty.

• Monitoring Key Metrics: Tracking and reporting on key

performance indicators related to customer engagement and
satisfaction.

• Feedback Loop: Establishing a feedback loop to capture insights

from customer interactions and using them to refine strategies.

• Cross-functional Collaboration: Collaborating with sales,

marketing, and other departments to ensure a unified approach to
customer relationships.

These responsibilities collectively aim to optimize customer experiences,

increase retention, and contribute to overall business success.

 Marketing and Event Management

The Marketing and Event Management department is responsible for

planning, organizing, and executing marketing initiatives and events to
promote a company's products, services, or brand.

*Marketing Department: *
1. Market Research: Conducting research to understand market trends,
customer needs, and competitive landscapes.
2. Campaign Planning: Developing and executing marketing campaigns
across various channels to reach target audiences.
3. Brand Management: Ensuring a consistent brand image and messaging
in all marketing materials.
4. Digital Marketing: Utilizing online platforms for advertising, social
media marketing, and content creation.
5. Public Relations: Managing relationships with media, creating press
releases, and handling public communication.

Event Management Department:

1. Event Planning: Planning and coordinating various types of events, such
as product launches, conferences, and promotional events.
2. Logistics Management: Organizing venue selection, catering,
transportation, and other logistical aspects of events.
3. Budgeting: Creating and managing budgets for events, ensuring cost-
effectiveness.
4. Coordination: Collaborating with internal teams and external vendors
to ensure smooth event execution.
5. Promotion: Developing strategies to promote events and attract
attendees.
6. Post-Event Evaluation: Analyzing the success of events through metrics
and feedback to improve future initiatives.

Together, these departments play a crucial role in creating brand awareness,

engaging with customers, and enhancing the overall image and
reputation of the company.

 Security Management

The Security Management department in a company is responsible for

safeguarding its assets, employees, and information from various risks and
threats. This department focuses on implementing policies, procedures,
and technologies to ensure a secure and protected business environment.

Roles and Responsibilities of the Security Management Department:

1. Physical Security: Implementing measures to secure physical assets,

premises, and personnel through access controls, surveillance, and security
personnel.

2. Information Security: Safeguarding digital assets and sensitive

information through the implementation of cybersecurity measures,
encryption, and access controls.

3. Risk Assessment: Identifying potential risks and vulnerabilities to

develop strategies for prevention and mitigation.

4. Security Policies: Establishing and enforcing security policies and

procedures to guide employee behavior and ensure compliance with
security standards.
5. Emergency Response Planning: Developing plans and protocols for
responding to emergencies, such as natural disasters or security breaches.

6. Security Training: Providing training and awareness programs to

educate employees about security protocols and best practices.

7. Incident Response: Responding to and managing security incidents,

investigating breaches, and implementing corrective actions.

8. Security Technology Management: Overseeing and maintaining

security technologies, including firewalls, antivirus software, surveillance
systems, and access control systems.

9. Collaboration with External Agencies: Collaborating with law

enforcement, cybersecurity experts, and other external agencies to address
security concerns.

10. Compliance Management: Ensuring compliance with relevant laws,

regulations, and industry standards related to security.

11. Security Audits and Assessments: Conducting regular audits and

assessments to evaluate the effectiveness of security measures and identify
areas for improvement.

The Security Management department plays a critical role in creating a

secure and resilient business environment, protecting both physical and
digital assets against potential threats.
Chapter 3: Internship Summary

3.1 BRIEF INTRODUCTION TO DEPARTMENT

Marketing and Event Management Department

The Marketing and Event Management department is a crucial component of a

company, responsible for promoting its products, services, and brand through
strategic campaigns and organizing events.

Marketing Department:

This department focuses on understanding market dynamics, customer needs, and

competition. Key responsibilities include planning and executing marketing
campaigns, managing brand identity, utilizing digital platforms for promotion,
conducting market research, and fostering positive public relations. The
Marketing Department aims to create brand awareness, attract customers, and
drive business growth through effective communication strategies.

Event Management Department:

The Event Management Department specializes in planning, coordinating, and

executing various events to engage with target audiences. This involves
meticulous logistics management, budgeting, and promotion. Events may include
product launches, conferences, trade shows, and promotional activities. The goal
is to create memorable experiences, enhance brand visibility, and strengthen
relationships with clients and stakeholders.

Together, these departments play a vital role in shaping the company's image,
attracting customers, and fostering positive relationships with both internal and
external stakeholders.
3.2 ACTIVITIES OF THE DEPARTMENT

• Market Research: Conducting research to understand market trends,

customer preferences, and competitor strategies.

• Campaign Planning: Developing comprehensive marketing

campaigns across various channels to reach target audiences.

• Brand Management: Ensuring consistent brand messaging and

visual identity in all marketing materials.

• Digital Marketing: Utilizing online platforms for advertising, social

media marketing, content creation, and email campaigns.

• Public Relations: Managing relationships with media, creating

press releases, and handling public communication to maintain a positive
company image.

• Content Creation: Developing engaging content for various

platforms, including websites, blogs, and social media.

• Analytics and Reporting: Monitoring and analyzing key

performance indicators to assess the effectiveness of marketing efforts.

• Event Planning: Strategically planning and organizing events,

considering objectives, target audience, and budget constraints.

• Logistics Management: Coordinating venue selection, catering,

transportation, and other logistical aspects for seamless event execution.

• Budgeting: Creating and managing budgets for events, ensuring

cost-effectiveness and resource optimization.

• Promotion: * Developing and implementing promotional strategies

to attract attendees and generate interest in events.

• On-site Coordination: Overseeing on-site logistics during events,

ensuring everything runs smoothly.
 •
• Post-Event Evaluation: Analyzing the success of events through
metrics and feedback to improve future initiatives.

• Stakeholder Communication: Communicating with internal teams,

external vendors, and stakeholders to ensure alignment and collaboration.

Both departments work collaboratively to enhance brand visibility, engage

with the target audience, and contribute to the overall success of the
company's marketing efforts.

3.3 TASKS UNDERTAKEN

During the course of this 31 days internship program, I performed the internship
roles provided to me in the department of Marketing and Event Management.
There were several jobs assigned to me among which the following were the most
prominent ones.

Tasks Undertaken: -
• Distributing Vouchers and Communicating to the Customers of Shop
Karo Dine Karo Event
• Collecting all the details of Customers.
• Management of Shop Karo Dine Karo Event
• Market Research on Retail landscape in Patna shopping malls, An
Ambuja Neotia City Centre Case study

3.4 Weekly Report

Progress Report

Date Day Work Assigned (Planned)

 30th June Friday Voucher Distribution and Data entry
1st July Saturday Voucher Distribution and Data entry
2nd July Sunday Voucher Distribution and Data entry
3rd July Monday Voucher Distribution and Data entry
4th July Tuesday Voucher Distribution and Data entry
5th July Wednesday Voucher Distribution and Data entry
6th July Thursday Voucher Distribution and Data entry
7th July Friday Voucher Distribution and Data entry
week 1 8th July Saturday Voucher Distribution and Data entry
9 th July Sunday Voucher Distribution and Data entry
10th July Monday Voucher Distribution and Data entry
11th July Tuesday Voucher Distribution and Data entry
12 th July Wednesday Voucher Distribution and Data entry
13 th July Thursday Voucher Distribution and Data entry
14 th July Friday Voucher Distribution and Data entry
Week 2 15 th July Saturday Voucher Distribution and Data entry
16 th July Sunday Voucher Distribution and Data entry
17th July Monday Voucher Distribution and Data entry
18th July Tuesday Voucher Distribution and Data entry
19th July Wednesday Voucher Distribution and Data entry
20th July Thursday Voucher Distribution and Data entry
Week 3 21th July Friday Holiday
22th July Saturday Holiday
23rd July Sunday Holiday
24th July Monday Market Research in P&M Mall
25th July Tuesday Market Research in Patna Central mall
26th July Wednesday Market Research in Western mall
27th July Thursday Market Research in Patna one Plaza
Week 4 28th July Friday Market research in G.V Mall
Prepare presentation on Market
29th July Saturday Research
Prepare presentation on Market
30th July Sunday research
31st July Monday Present Presentation to Marketing Head
3.5 Work Samples
Chapter 4: Organization Analysis

4.1 Critical Analysis

To conduct a critical analysis of Ambuja Neotia as a company, you would

typically assess several key factors:

1. Financial Performance: Evaluate the company's financial statements,

revenue growth, profitability, and overall financial health.

2. Business Strategy: Understand the company's strategic goals, market

positioning, and competitive advantage. Assess how well the company
aligns its strategies with market trends.

3. Corporate Governance: Examine the company's governance structure,

ethical practices, and transparency in decision-making.

4. Operational Efficiency: Analyze the efficiency of operations, supply

chain management, and the ability to adapt to changing market conditions.

5. Innovation: Evaluate the company's commitment to innovation,

research and development, and its ability to stay ahead in a dynamic
business environment.

6. Sustainability: Assess the company's commitment to environmental,

social, and governance (ESG) principles, as sustainable practices are
becoming increasingly important.

7. Market Reputation: Consider the company's reputation in the market,

customer satisfaction, and any notable achievements or controversies.
 8. Industry Trends: Understand the trends and challenges in the industry
in which Ambuja Neotia operates, and evaluate the company's adaptability
to these changes.

To conduct a thorough analysis, you may want to review annual reports,

financial statements, industry reports, and any relevant news or press
releases. Keep in mind that the analysis should be tailored to your specific
criteria and objectives.

4.2 SWOC Analysis

Swot Analysis for Ambuja Neotia City Centre Mall Patna:

Strengths:
1. Prime Location: Assess the strategic location of the mall, potentially
influencing footfall and customer accessibility.
2. Tenant Mix: Examine the variety and popularity of tenants, which
contributes to the overall shopping experience.
3. Facilities and Amenities: Evaluate the available facilities and amenities
within the mall, such as parking, entertainment options, and dining.

Weaknesses:
1. Competition: Identify competing malls or shopping centers in the
vicinity that could impact Ambuja Neotia City Centre Mall's market share.
2. Infrastructure Issues: Look for any structural or operational challenges
that may hinder the mall's performance.
3. Customer Feedback: Consider negative feedback or concerns from
customers regarding aspects like service, cleanliness, or pricing.

Opportunities:
1. Market Trends: Explore emerging trends in the retail and entertainment
industry that the mall can capitalize on.
2. Expansion Possibilities: Assess the potential for expansion, additional
services, or attracting new types of tenants.
3. Community Engagement: Identify opportunities for the mall to engage
with the local community through events, promotions, or partnerships.
Threats:
1. Economic Factors: Consider how economic fluctuations may impact
consumer spending and affect the mall's revenue.
2. Changing Consumer Behavior: Examine shifts in consumer preferences
and online shopping trends that could pose a threat to brick-and-mortar
retail.
3. Regulatory Challenges: Be aware of any regulatory changes or
challenges that may affect the mall's operations.

Remember, this analysis should be based on current, relevant information

about Ambuja Neotia City Centre Mall Patna and its
operating environment.
Chapter 5 Internship Experience

5.1 Learnings
Learning from an internship in marketing and event management at
Ambuja Neotia would likely include:

1. Event Planning and Execution: Understanding the intricacies of planning

and executing events, including logistics, coordination, and attention to
detail.

2. Marketing Strategies: Gaining insights into marketing strategies

employed by Ambuja Neotia, including digital marketing, promotions, and
branding efforts.

3. Target Audience Analysis: Learning how to identify and analyze target

audiences for events and marketing campaigns, tailoring strategies
accordingly.

4. Collaboration and Teamwork: Experiencing the importance of effective

teamwork and collaboration in a marketing and events context.

5. Customer Relationship Management: Understanding how to build and

maintain positive relationships with customers, clients, and partners.

6. Data Analysis: Developing skills in analyzing marketing data,

understanding key performance indicators, and making data-driven
decisions.

7. Communication Skills: Improving communication skills through

interactions with team members, clients, and event attendees.
 8. Budgeting and Resource Management: Learning to work within budget
constraints and efficiently manage resources for marketing campaigns and
events.

9. Crisis Management: Gaining insights into handling unexpected

challenges or crises that may arise during events or in marketing initiatives.

10. Industry Awareness: Developing a better understanding of the real-

world dynamics of the marketing and event management industry.

Remember to reflect on specific projects, tasks, or experiences during your

internship to extract valuable insights and articulate the practical skills
you've acquired.

5.2 Skills Developed

During my internship in events and marketing management at Ambuja

Neotia, I likely developed a range of valuable skills, including:

1. Event Planning and Execution: Acquiring hands-on experience in

planning and executing events, from concept development to logistics
coordination.

2. Project Management: Developing skills in managing projects, setting

timelines, and ensuring tasks are completed efficiently.

3. Marketing Strategies: Learning to devise and implement effective

marketing strategies to promote events and attract target audiences.

4. Digital Marketing: Gaining knowledge of digital marketing techniques,

including social media campaigns, email marketing, and online
promotions.

5. Communication Skills: Enhancing both written and verbal

communication skills through interactions with team members, clients, and
event participants.
6. Team Collaboration: Working collaboratively within a team
environment, understanding the importance of effective teamwork for
successful event management.

7. Client Relationship Management: Building and maintaining positive

relationships with clients, sponsors, and partners involved in events.

8. Problem-Solving: Developing the ability to quickly assess and address

challenges or unexpected issues that may arise during event planning or
marketing campaigns.

9. Budgeting and Financial Management: Learning to create and manage

budgets for events, ensuring financial resources are allocated
appropriately.

10. Creativity and Innovation: Cultivating creativity in designing unique

and engaging events, as well as innovative marketing approaches to stand
out in the competitive landscape.

11. Analytics and Metrics: Utilizing data analytics to measure the success
of marketing efforts and events, and making informed decisions based on
key performance indicators.

12. Time Management: Improving time management skills to meet

deadlines and handle multiple tasks simultaneously.

Reflecting on these skills and experiences will not only help me

communicate my contributions during the internship but also serve as a
foundation for future career development in events and
marketing management.
5.3 Pictures during Internship
Chapter 6: Conclusion

In conclusion, the internship in marketing and event management at

Ambuja Neotia City Centre Patna has been a transformative and enriching
experience. Through hands-on involvement in diverse projects and tasks, I
have not only gained valuable insights into the intricacies of organizing
and executing events but also honed my marketing skills in a dynamic and
real-world setting.

Working within the Ambuja Neotia team has allowed me to witness and
contribute to the successful planning and execution of events, from
conceptualization to the final implementation. This experience has
provided me with a comprehensive understanding of the event
management industry and its nuances, including the importance of
meticulous planning, effective communication, and adaptability in the face
of unforeseen challenges.

Moreover, being immersed in the marketing strategies of Ambuja Neotia

has expanded my knowledge of digital marketing, client relationship
management, and the art of crafting compelling campaigns. The exposure
to various facets of marketing, both traditional and digital, has equipped
me with a versatile skill set that is invaluable in today's competitive
business landscape.

The internship has not only been about acquiring practical skills but has
also fostered personal and professional growth. Collaborating with a
talented and dedicated team has emphasized the significance of teamwork,
effective communication, and a proactive approach to problem-solving.

As I move forward, I am confident that the skills and experiences gained

during this internship will be instrumental in my future endeavors in the
field of marketing and event management. I express my gratitude to the
Ambuja Neotia City Centre Patna team for providing me with this
enriching opportunity and shaping my understanding of the industry.
Chapter 7: Recommendations
Based on the experience of an internship in event and marketing
management at Ambuja Neotia City Centre Patna, I would recommend the
opportunity for the following reasons:

1. Hands-On Experience: The internship offers hands-on experience in

event and marketing management, allowing you to apply theoretical
knowledge in a practical, real-world setting.

2. Diverse Projects: Ambuja Neotia City Centre Patna provides exposure

to diverse projects, enabling you to work on various aspects of event
planning and marketing, thus broadening your skill set.

3. Professional Growth: The internship is structured to facilitate personal

and professional growth, offering opportunities to enhance your
communication, problem-solving, and project management skills.

4. Industry Exposure: Working with Ambuja Neotia City Centre Patna

provides valuable exposure to the dynamics of the event and marketing
industry, helping you understand industry trends and best practices.

5. Networking Opportunities: The internship allows you to build

connections within the industry, providing opportunities to network with
professionals, clients, and partners, which can be beneficial for your future
career.

6. Innovation and Creativity: Ambuja Neotia City Centre Patna encourages

innovation and creativity in event planning and marketing strategies,
fostering a dynamic and stimulating work environment.

7. Digital Marketing Emphasis: With a focus on digital marketing, the

internship equips you with skills relevant to contemporary marketing
practices, including social media management, online campaigns, and
analytics.

8. Collaborative Team Environment: The collaborative team environment

at Ambuja Neotia City Centre Patna promotes teamwork, allowing you to
learn from experienced professionals and contribute to the success of the
projects.

9. Positive Company Culture: The positive company culture enhances the

overall internship experience, creating a supportive and engaging
atmosphere for interns to thrive.

10. Resume Enhancement: Completing an internship at Ambuja Neotia

City Centre Patna will undoubtedly enhance your resume, showcasing your
practical skills and experiences to future employers in the event and
marketing industry.

Overall, I recommend pursuing this internship to gain a well-rounded and

enriching experience in event and marketing management.
Chapter 8 References

• Ambuja Neotia – One of the Top Real Estate Companies in Kolkata

• Usshar
• Ambuja Neotia - All New Projects by Ambuja Neotia Builders &
Developers (proptiger.com)