How your internship helps you to have experience in the nitty-gritty of Management? How your summer training makes you explore learning’s in the practicalities of MBA? How do you best acquire knowledge from your internship?
In this special series of ‘MBA Internship Experience’, Careers360 brings insightful experiences from Management students, who learned strategies and applied theories to successfully complete their internship projects.
Subarna Mukherjee, currently pursuing her MBA (IB) from IIFT Delhi completed her Summer Internship from Mahindra & Mahindra Limited, and learned the requirements and strategies of Digital Marketing.
Within the short span of her summer training, Subarna analysed the current positioning of the company and identified the market gaps. She learned about developing digital marketing strategies, need of customer perception for mapping and importance of positioning of a company in the market.
Read the interview to know how Sabarna tackled her summer internship challenges.
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Careers360: From where you completed your summer internship from? What was the size of the company?
Subarna Mukherjee: I complete my internship from Mahindra & Mahindra Limited. It is an Indian multinational company, valued US $ 16.5, with its headquarters in Mumbai. As it is a global company, Mahindra employs more than 180,000 people.
Careers360: What project did you work on? What was the timeline for execution of different stages of the project?
Subarna Mukherjee: My project was ‘Establish positioning and formulate digital marketing strategy for selected Mahindra Partners portfolio companies’. The project required me to analyse 8 companies from diverse fields. Hence, the scope was broad and drawing a rigid timeline was a necessity.
I divided the different stages of project execution as follows:
Week 1 & 2
Ascertained the intended current positioning of the companies (analysed various consumer touch-points and interviewed company professionals)
Week 3 & 4
Identified market gaps by understanding customer/consumer perception and established the ideal positioning
Week 5 - 7
Formulated the digital marketing strategies for selected companies
Review and Presentation
Careers360: Please share a project summary.
Subarna Mukherjee: The project began with 8 companies in varied sector comprising of logistics, processed steel, engineering consulting, vocational training, boat manufacturing, conveyor systems, renewable energy and retail.
It began with analysing the current positioning of the companies in these given industries. This was followed by competitor analysis and customer perception mapping to identify market gaps. Based on this we arrive at an ideal positioning for these companies. In the next part we design exclusive digital marketing strategies to communicate the positioning effectively.
Careers360: How did you execute the project? How much was your Stipend?
Subarna Mukherjee: I began with taking up one company at a time. To understand the current positioning I would interact with company officials, study various consumer touch-points both online and offline along with previous promotional campaigns conducted.
In the next step I performed a market survey to understand customer sentiments towards the given company as well as its competitors. Once I arrive at the required positioning I formulated digital marketing strategies to communicate the same. The final part was to perform a feasibility check as well as a cost benefit analysis for the proposed recommendations.
I was paid a stipend of INR 60,000 per month. Any other expenses incurred during the course of the project was reimbursed by the firm.
Careers360: What were the key challenges that you faced while doing your internship?
Subarna Mukherjee: My project involved interacting with the leading teams of these companies at various points to recognise the problem areas in order to formulate a positioning. I also intended to discuss my recommendations with the concerned companies from time to time to provide them with most desirable solutions. Owing to their busy schedules, finding opportunities to interact with them seemed difficult in the beginning. I overcame this challenge by planning ahead and conducting frequent follow ups.
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Careers360: What were your key learnings while doing the project and overall learning after completion of your internship?
Subarna Mukherjee: One of the major learning for me was that it is very important to ask questions. I shied away initially from probing too much. But only by asking the right questions can get you the right results.
Careers360: How did your corporate mentor at internship help you execute the project?
Subarna Mukherjee: My corporate mentor held weekly sessions for me where I could showcase my progress and discuss the way forward and he could give his inputs about the same. He ensured we were on the same page in terms of deliverables throughout the duration of the project and that I was moving in the right direction.
Careers360: While doing your internship, how were you connected with your academic mentor at your institute?
Subarna Mukherjee: I relied on my academic mentor to guide me through the project at every step. Be it explaining the various models I could use for measuring brand equity, sending links for relevant reading material or fine tuning my final presentation at every level, my mentor from my institute did it all. We connected via mail or over telephone.
Careers360: How was your interaction with other employees during your internship period? Would you like to come back to the place for a job?
Subarna Mukherjee: I was in cordial terms with the employees of the organization. Along with my mentor and assigned seniors, various other employees came forward to help and guide me in various matters. Yes, definitely, I would like to go back to the place for a job.
Careers360: Share a memorable incident from your internship days.
Subarna Mukherjee: While conducting a market survey for their vocational training firm, a fellow intern and I went to Hyderabad. There we spent a day organising an event where we interacted with our target consumers mostly belonging to the marginal sections of the society. Talking to them, understanding their aspirations helped me develop a perspective about my own life. It was truly an experience worth remembering.
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