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Table of Contents

Chapter 1.................................................................................................................... 1
INTRODUCTION TO IEC............................................................................................... 1
1.1

Industry Overview.......................................................................................... 1

1.2

Company Profile............................................................................................. 2

1.2.1.

Vision....................................................................................................... 3

1.2.2.

Mission..................................................................................................... 3

1.2.3.

Attitude.................................................................................................... 3

1.2.4.

Core Values.............................................................................................. 3

1.2.5.

Companys Quality Policy........................................................................3

1.2.6.

Organization Structure............................................................................4

1.2.7.

Business Divisions................................................................................... 5

Chapter 2.................................................................................................................... 8
LEAD MANAGEMENT................................................................................................... 8
2.1

Introduction................................................................................................... 8

2.2

Lead Management Architecture.....................................................................9

2.2.1

Lead Generation...................................................................................... 9

2.2.2

Lead acquisition and distribution...........................................................11

2.2.3

Marketing & Sales Process Operations...................................................11

2.2.4

Communications.................................................................................... 12

2.2.5

Analytics................................................................................................ 12

2.3

Critical Success Factors................................................................................ 13

2.4

My Activities for Lead Management.............................................................15

Outcomes.............................................................................................................. 17
Chapter 3.................................................................................................................. 18
BUILDING BRAND IDENTITY...................................................................................... 18
3.1

Introduction................................................................................................. 18

3.2

Establishing brand identity..........................................................................19

3.3

PCDL Model: a conceptual model for building brands..................................20

3.3.1

Positioning the brand.............................................................................20

3.3.2

Communicating the brand message......................................................21

3.3.3

Delivering the brand performance.........................................................21

3.3.4

Leveraging the brand equity.................................................................22

3.4

Brand Elements of IEC.................................................................................22

3.5

Social Media Marketing................................................................................ 23

3.5.1

Scope of Social Media Marketing...........................................................23

3.5.2

Approaching Social Media Strategy.......................................................24

3.5.3

Brand Building through Social Media Marketing....................................25

3.5.4

SWOT Analysis of Social Media Marketing for IEC..................................27

Outcomes.............................................................................................................. 27
Chapter 4.................................................................................................................. 28
CHANNEL EXPANSION............................................................................................... 28
4.1

Channel Marketing....................................................................................... 28

4.2

Channel Design............................................................................................ 29

4.3

Channel Administration...........................................................................30

4.4

Channel Expansion...................................................................................... 31

New Modes used to Expand Channels(Outcomes)................................................32


Chapter 5.................................................................................................................. 33
CUSTOMER ANALYSIS............................................................................................... 33
5.1.

Problem Statement...................................................................................... 33

5.2.

Objectives of this study............................................................................... 33

5.3.

Scope of Study............................................................................................. 33

5.4.

Methodology................................................................................................ 33

5.5.

Sources of data............................................................................................ 34

5.6.

Questionnaire.............................................................................................. 34

5.7.

Analysis........................................................................................................ 34

5.8.

Interpretation / Findings............................................................................... 37

5.9.

Limitations of study..................................................................................... 39

Chapter 6.................................................................................................................. 40
INTERNSHIP EXPERIENCE.......................................................................................... 40
References................................................................................................................ 41

List of Figures
Figure 1 : Indian HVAC Industry- Product wise Market Contribution............................1
Figure 2 : Organization Structure of IEC......................................................................3
Figure 3 : HVAC Applications....................................................................................... 6
Figure 4 : Lead Generation Model...............................................................................9
Figure 5 : Without lead nurturing..............................

Figure 6 : With lead nurturing

14
Figure 7 : PDCL Model............................................................................................... 19
Figure 8 : Ad Campaign for Brand Awareness...........................................................25
Figure 9 : Facebook Page of IEC................................................................................ 25
Figure 10 : SWOT analysis for SMM..........................................................................26
Figure 11 : Dentrogram of Hierarchical Clustering....................................................34
Figure 12 : Distance martix...................................................................................... 35
Figure 13 : Cluster Dentrogram................................................................................36
Figure 14 : XY graph to show where customer satisfaction needs to improve..........37
Figure 15 : Net Promoter Score.................................................................................38