Iideafactory Internship Report

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Table of ContentsExecutive summary ....................................................................................................................................... 2

Objectives of study ......................................................................................................................................... 3

Statement of the Problem ............................................................................................................................ 4

Issues governing the project study: .............................................................................................................. 4

Relevance of project study: .......................................................................................................................... 4

Methodology of the Study ............................................................................................................................ 5

Sources of Data ........................................................................................................................................ 5

Primary data .......................................................................................................................................... 5

Secondary Data ..................................................................................................................................... 5

Limitation of the study .................................................................................................................................. 6

Introduction of the Organization .................................................................................................................. 7

Organizational Background ....................................................................................................................... 7

Product lines: ............................................................................................................................................ 7

Strategic Thrusts of the Organization ....................................................................................................... 8

Corporate Structure and Design ............................................................................................................... 8

Analysis of Operating Environment of the Organization .......................................................................... 9

Core Values: ............................................................................................................................................ 10

Guiding Philosophy ................................................................................................................................. 10

Analysis of Organizational Competitiveness ........................................................................................... 10

Analysis of Significant Landmarks of the Organization ........................................................................... 11

INTERNSHIP PROJECT/ FUNCTIONAL SPECIALIZATION ............................................................................... 12

1st

Week: ................................................................................................................................................. 12

New advertising tools for Nepali Market. ........................................................................................... 12

Second week: .......................................................................................................................................... 13

Third week: ............................................................................................................................................. 14

Out come of this week: ....................................................................................................................... 14

Fourth week: ........................................................................................................................................... 14

Outcome of this week: ........................................................................................................................ 15

Fifth week: .............................................................................................................................................. 15


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Outcomes of this week: ...................................................................................................................... 15

6th , 7th and 8th weeks: ............................................................................................................................. 15

Outcomes of These three weeks: ....................................................................................................... 16

14th

December, 2011:.............................................................................................................................. 16

SUMMARY, CONCLUSIONS AND RECOMMENDATIONS ............................................................................. 19

Summary of the Study ............................................................................................................................ 19

Conclusions of the Study/Recommendations ......................................................................................... 19

Executive summary

This internship report is prepared after the completion of the internship done under the

curriculum of Masters in Business Administration (MBA) of International American University,

LA, California. Accordingly, this report is prepared after the 8 weeks internship done at

Iideafactory Pvt. Ltd. Kupandole, Lalitpur. I was particularly involved in the aspects of the

company comprising Marketing (designing Promotion MIX), and other general exposures. This

company specially focuses on services or service as products like: Iideamarket.com (C2C, e-

commerce site), top cats (recruitment partner), Iiwin (training institute), Ii result researched

(research agency) and Iiexcel (business consulting).

This report is prepared under three chapters. Chapter 1 explains about the objectives of the study,

Methodology used for the study, rationale of the study etc. Chapter 2 is about Introduction of the

organization and the services it offers. Chapter 3 explains about the particular activities that I

was assigned and exposed to.


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Objectives of study

The internship can be conducted in any institutions and business enterprises to get the real time

exposure and opportunity to apply theoretical knowledge into real business situation. Since, a

student, with Marketing specialization, the intern selected a newly established institution-service

provider, for internship. The time period of this Internship was 8 weeks in Iideafactory Pvt. Ltd.

Kupandole, Lalitpur. The core objective of the internship is to achieve practical knowledge about

the different functions and activities of a company and especially how the marketing knowledge

can be applied in real business environment, how the marketing knowledge that is acquired in

college can be applied in designing and promoting an organization and its offerings.

The other important objectives of internship are as follows:

To observe and study the organization in order to gain knowledge about the workingculture and general administration of the organization.

To gain the practical knowledge and skills about the different aspects of the organizationo Designing the overall marketing plan ( Product, price, Place, Promotion, process,

physical evidence and people)

To acquire the knowledge about the organization and services it offers. To know about the proceedings and operations of various business houses. To know about the promotional tools that is appropriate to promote Iideafactory Pvt. Ltd. To know the difficulties which get into the way while making plans ( marketing plan)and

their solutions.

To observe the organizational relationship with other business houses and customers andway of handling customer relationships.

To know how to assess the strengths and weakness of the organization and opportunitiesand threats of.

To promote the Iideafactory in a most effective way with the help of innovativemarketing promotion campaign.


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Methodology of the Study

This study is a blend of exploratory and descriptive research design and design basically consists

of, on the participatory approach which involved direct observation of Iideafactory Pvt. Ltd. and

interaction and participation of different activities of company.

1. Literature Review Method.2. Interview Method3. Observation Method

During the internship period, informal interviews were made with employees of the company

comprising of business leader, Manager, Leader and other employees. I collected some relevant

data from the different review such as brochure of the company, content analysis of other

secondary resources including website and some course books.

Sources of Data

Herein, I have used both primary and secondary data while preparing this report.

Primary data

I have collected the primary data inside and outside the company. I have collected the data by

informal interviews with the staff of the ideafactroy and other data in the field by observation,

and interviews.

Secondary Data

I have collected information using the secondary data from the different sources like brochure,

website, leaflets, other publications of the company , government publication and other

bibliographic sources.


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Limitation of the study

Broader picture of the organization and difficult to complete assigned project onstipulated time period.

It was very difficult to have detail functioning of organizations operations and servicesdue to the limited time period and organizational policies.

All the information cannot be collected because of confidentiality and secrecy which isused for organizational purpose only.

There are various projects that organization prepares to take but due to the limited timeand other several factors we cannot participate to such projects.

The organization has just established and the company has just started to its groundpreparation for the operation of services. We also designed and participated in many

projects but we could not see its result because of the time limit.

The IMC tools which are selected in this study is only for Iideafactory.

Conclusion and recommendation are relevant to the organization, those may not beapplicable for others.


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Introduction of the Organization

Organizational Background

Started in 2009, Ambition Seekers Pvt. Ltd. was a small business entity with initial products:

training, ramrojobs (job site), saleinnepal (e-trading), topcats (ceo-hunt), and distinction

(business consulting). Though started with a big-bang with introduction of revolutionary general

management capsule- THE 3-DAY MBA, the organization lacked a proper team and could not

get proper time and attention from the promoters. Since there was no good executive team, even

the ramrojobs and sale in Nepal was launched with no proper product ready, which ultimately

had to go down.

The organization then remained in files, except that a few marketing and brands consultancies

were given. Though the feedbacks from the clients were very good, even the consulting was not

conducted in structured manner through good team, and despite of the good name and potential,

the product was dropped.

Then in May 2011, the organization was reincarnated with an objective of being the

INNOVATION lab to the businesses and communities. Making ideas and innovations its main

face, the organization even changed its name from Ambition Seekers Pvt. Ltd to Innovation Idea

factory Pvt. Ltd. and branded it as Iidea factory. Introducing various products as below,

Iideafactory intends to be the only name for ideas and innovations, at least for a few decades.

Product lines:

Ii-lab: ideas and innovations lab working for product, service, strategy innovations andproducing innovative ideas for problem solution as well as continuous development. Its

probably first of its kind in Nepal.


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Ii-win: a brand for training, and focuses on tailor-made trainings, published calendartrainings, national summits and seminars, need based trainings, issues based trainings,

etc. the institution has its own training delivery centre with modern facilities and learning

friendly environment.

Iideamarket: an e-trading portal, it differentiates itself from others in terms of marketsegmentation- middle class, and the various products and facilities it provides.

Topcats: focused mainly on top hunt, topcats also carries out recruitment related serviceslike computer based competency assessment, and external panel based assessment. It also

runs job portal on iideamarket.

Atl|btl: ATL/BTL conducts event management, creative designs, media releases,promotion mix, etc

Researched: the main products under this brand are promotion assessment tool, customersatisfaction tracking system, and employee satisfaction tracking system. Researched

focuses on commercial researches.

Strategic Thrusts of the Organization

Introducing innovative products to middle segment Exploiting IT, IT enabling all possible business process Continuous business development on low capital intensive projects Up scaling operations for business viability Young, and no limitations category team members, fully empowered to head business

vehicles.

Corporate Structure and Design

The structure is very simple and the governance is well standing on rights-responsibilities

equilibrium. The organization is split into corporate function and strategic business unit.

Corporate resources support the SBUs and conduct monitoring and controls and SBU leaders are

accountable for topline-bottomline.


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CORPORATE SBU

BUSINESS DEVELOPMENT & STRATEGIC RELATIONS IILAB

DIRECTOR

TL CONCEPTS

NEW PROJECTS DESIGNS

MANAGER CUSTOMER REPRESENTATIVE

FINANCE AND ADMINISTRATION IEXCEL

MANAGER LEADER

PETTY CASH CUSTOMER REPRESENTATIVE

ACCOUNTS

BANKS IWIN

MIS LEADER

TRAINING COORDINATOR

ADMINISTRATIVE EXECUTIVE

PURCHASES ATL|BTL

VENDOR DEVELOPMENT LEADER

STORES CLIENT ACCOUNTS EXECUTIVES

LOGISTICS

MIS TOPCATS

LEADER

FRONT OFFICE ASSISTANT RECRUITER

RESEARCHED'

LEADER

RESEARCH OFFICER

IIDEAMARKETLEADER

MARKETING EXECUTIVES

BUSINESS LEADER

Analysis of Operating Environment of the Organization

Iideafactory has very favorable working environment, esp. for youths. There are very less

performance barriers in consideration of the organizational matters. The team is young and

dynamic and self motivated. To shape its environment, it has also published its core values and

guiding philosophies helpful in analyzing operating environment.


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Core Values:

Passion, courage of expression, speed, dynamism, result orientation, self-motivated.

Guiding Philosophy no idea is a bad idea we believe in performance, rest will follow organization bigger than us and customers bigger than organization we believe in individual goals attainment with the help of team work we believe in professionalism and entrepreneurial spirit

Analysis of Organizational Competitiveness

In Nepalese market our company stands alone than its competitors because of it has some

exemplary services which give the blend of showcase, e-buzz, tender, job and buy and

sell with the iideamarket.com. But there are other players which are already exist in this

market and provide services which conform to us. I have listed some of the key players :

Iideamarket.com Ecars.com Hamrobazzar.com Nepal automobile.com Thamel.com ebay.com Harilo.com and Kathmandumart.com

Since the market size is very small competitive intensity is very high. So the company

has made plan to fight against this competition by using the innovative media. This company has

the competitive advantage of having the diversified business units. This is the only organization

which is offering diversified offerings under one umbrella of Iideafactory Pvt. Ltd.


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INTERNSHIP PROJECT/ FUNCTIONAL SPECIALIZATION

The internship was a general exposure for us. Because we were there for getting observationallearning. There were some specific tasks as the part of the internship. Mostly my internship was

observational because I had to observe anything that wanted to learn. This study was descriptive

study rather than conclusive. We got to learn numerous things with Iideafactory.

First Week:

This was the beginning week of my internship. I had so many expectations regarding the

internship because I was on the way to see the practical implication of theoretical knowledge that

I had learned during college study.

In the day of beginning, I was assigned as a team leader of the innovative promotion

group; the group was assigned to search for new promotional tools that are peculiar, creative and

cost effective. I was assigned to collect at least 5 ideas per day which are feasible to execute andshould be effective to promote our organization. We were also given training like sessions to

learn about organizational culture and other procedures and work which had to be performed

everyday as a daily routine of the office work.

We collected these options as new tools to promote our company in one week.

New advertising tools for Nepali Market.

1. Sponsoring for cleaning public places (Toilets, Gardens, Charity schools, Temples,Ponds, rivers)

2. Keeping the advertisement on the back of the textbooks of (+2, Universities)3. Placing the ads on mig 33 aps (mobile) or sponsoring some gifts and quizzes with

attractive gifts.

4. Taking part in Herb fairs, Agricultural fairs in and outside of the valley.5. Making one Advertisement site like (One million.com6. Tying up with the computer retailers and for sticking our stickers on their assembled or

laptop computers.

7. Sponsoring the Parking tickets of the Parking areas of Kathmandu( New road, and others)8. Making introductory presentations in different colleges .9. Sponsoring signage for travelers10.Word of mouth (specially using innovative tools like guerilla marketing)11.Focused group interviews on FM or TV12.Maintenance of premises of University and big governmental organization.13.Sponsoring some charities or bhajan kirtan in Religious places.14.Organizing the concerts on special occasions.15.Sponsoring the some public events like Sports, Business related events, and


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16.Distributing Brochures17.Website Promotion on social sites like ibibo.com,indiblogger.com, Nepalnepal.com18.Sponsoring the bus tickets of different travels.19.Advertising on the Nepali e-commerce sites ( Muncha house.com , Thamel.com,

Kinbech.com)

20.Placing ad on Face book, Blogs and other popular sites in Nepal.21.Painting of the rickshaws of street vendors22.Road signage23.Placing the ad on the roof of vehicles and back glass.24.Organizing events in colleges like sprite did25.Developing games software for mobile.26.Direct marketing (Direct mail. SMS marketing, Sales Call)27.Personal selling28.Scrolling Advertisement on Television29.

Digital Hoarding boards

30.Stickers on main doors of Lift31.Painting on the benches and walls of public parks32.Distributing free balloons for children in Zoos and parks.33.Organizing Rally34.Hot air balloons35. ATM Machines ads36.Petrol pumps37.Statue on Main chocks and gardens38.T-shirts, pens, bags, caps and ties (printed with name of organization)39.Sticker on scratches of public vehicles40.Catering plate stickers, Napkins and gate41. Sponsoring Airport trolley42. Banquet wrapper43.Shopping bags and association44.Supermarket Basket and trolley

Second week:

In the second week we were given the task to test the feasibility and execution part of

these options. We screened more than 10 ideas out of given ideas. Our three ideas came to

execution, sponsorship of the public event, Leaf let design and distribution and T shirt with

company's logo and name. this week we worked on designing the leaflets, T-shirt's logo and

planning for distribution of leaflets.

We distributed more than 1000 leaflets in Dashrath stadium at the sport hall. Since leaflet

distribution is one of the least expensive promotional tools, we started our campaign with the

distribution of it. Though it seems so easy to accomplish but there are unexpected hurdles like


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it's more than a name, there are brands like: country as brand, Persons as brand, Gods or

religions as brands, etc.

I came to know that how a compatible or creative advertisement is produced. What kind

of things have to be taken in to consideration while airing the advertisement. This was a

knowledge giving session for me. From this event I got to learn so many things which surpassedmy expectation. It was really a great experience of my life.


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Documents

Iideafactory Internship Report