Impact of digital marketing strategies on customer acquisition at Finlay Tea

Abstract

Internship Report on Digital Marketing Practices of Finlay Tea is the part of BBA program that has been prepared as partial fulfillment. It majorly focuses on knowing the effects of digital marketing activities on brand awareness, customer engagement and may be an optional purchase intention and customer acquisition. Finlay Tea was one of the oldest but also one of the leading tea brands in the country and it had a considerable presence not just in the mass market segments but also handpicked premium variants. It boasts of its brands' legacy, attributes its tea gardens to be a source of premium quality as its differential factor. The report is composed of chapters. Chapter 1 presents the study, outlining its aims and objectives, scope and limitations and methodological approaches. Organizational profile, industry analysis, marketing practices management practices, operational practice and the overall finding are detailed in the second chapter. In Chapter 3, we present a shadow to the consumer purchase process, along with our research methods, and results and analysis of survey data collected from consumers. The collection of primary data through a structured questionnaire employing Likert scales and sourced secondary data from company websites, academic journals, and textbooks. The findings suggest that the influence of digital marketing on brand awareness, customer engagement, influencer effectiveness, purchase intention and acquisition is at best moderate to favourable in nature. After analyzing the findings, several recommendations are put forward to arrive at an overall strategy that enhances Finlay Tea digital marketing effectiveness such as optimum content strategy, more engaging influencer marketing approach & integrated campaigns in addition to increased investment in digital engagement. In summary, this report is intended to provide information that could be useful in establishing a digital marketing strategy for Finlay Tea while also meeting certain academic requirements.