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PROJECT REPORT
ON
A STUDY ON B2B SALES AND BRAND
PROMOTION THROUGH DIFFERENT
MEDIA
Test Formula Education. Pvt. Ltd.
Submitted by:
Mr Mohit Kalra
MBA 3rd SEM
SEC: C
1|Page
A Report On
A STUDY ON B2B SALES AND BRAND PROMOTION THROUGH DIFFERENT MEDIA
By
Mohit Kalra
Faculty Guide
Industry Guide
Location-Noida
Ltd.
Location- New Delhi
2|Page
CERTIFICATE OF ORIGIN
This is to certify that MOHIT KALRA, a student of MBA from AGBS Amity University, Noida under
fulfilment of the course has successfully done his project on A STUDY ON B2B SALES AND
BRAND PROMOTION THROUGH DIFFERENT MEDIA of Test Formula Education Pvt Ltd from
6st June to 4th August. During the period we found him sincere and hardworking.
We declare that the work done by him is his own and original to the best of our knowledge.
Authorized signatory
Name Mr Deepak Goel
Co-Founder
(Signature)
3|Page
ACKNOWLEDGEMENT
It is not a single mans effort which is sufficient for the accomplishment of a Research. Various factors,
situations and persons integrate to provide the background for accomplishment of a task requires the
effort of so many people and the work is not different.
I acknowledge here the names of those people who have been instrumental in preparation of their
Research. I would like to thank Mr DEEPAK GOEL for his guidance and constant support in the
successful completion of my project.
I would also like to thank the entire team of TEST FORMULA EDUCATION PVT. LTD. for the
constant support and help in the successful completion of my project.
I am sincerely indebted to Dr. RUCHI SINHA for his valuable suggestion and inspiration to undertake
this study and his help which he gave for the completion of this research.
MOHIT KALRA
4|Page
PREFACE
This project has been undertaken in the partial fulfilment of our internship require during the pursuance
of MBA from Amity Global Business School Sec 125 Noida.
Practical internship is an essential part of every professional program. It is very helpful in proving
knowledge for the practical aspects of academic studies.
In the project title A STUDY ON B2B SALES AND BRAND PROMOTION THROUGH
DIFFERENT MEDIA the area covered includes MARKEING. It has been my endeavour to bring out
the procedure regarding efficient collection of information, its presentation; and also the decision
making process arising theyre from.
5|Page
TABLE OF CONTENTS
S.No.
1. Introduction
a)
b)
c)
d)
e)
2.
Company Profile
a)
b)
c)
d)
e)
f)
g)
h)
i)
j)
k)
3.
Particulars
Introduction to Company
Mission & Vision
Organizational Structure
Product Portfolio
Geographical Spread
Market Share
Future Plans
Revenue Model
New Initiatives by Company
CSR
SWOT
4.
5.
6|Page
Data Analysis
a) Questionnaire Data
b) Questions with graphs
a) Findings
b) Conclusion
c) Constraints Faced
d) Recommendations
e) Major Learnings
f) Bibliography
g) Annexures
EXECUTIVE SUMMARY
Test Formula Education Pvt. Ltd. is the Online Platform which provides online Notes and Study
Material for the students of class 9th, 10th, 11th, 12th, CAT, MAT, GMAT, CA-CPT, IIT-JEE etc. It also
provides Test Series and last 10 years sample papers. I have undertaken the project A study on B2B
sales and brand promotion through different media in order to learn and study the future of online
education and it has shown about the industry details and most of the competitors of Test Formula
Education Pvt. Ltd. in the market. The working of the company is briefly explained in the project and
services provided by it are also discussed.
This project was undertaken to know how much interested schools and institutions are towards the
online education, to motivate students and make them aware about E-Learning. It has all the records of
the institutions I had visited throughout my internship. All of the stages in the project are clearly
explained in the project with the details of the work done. Then SWOT analysis of the company is also
done to show the details in the brief.
My work was to do both online as well as offline marketing, but more than half of the time I have
focussed on Online Marketing in which I have to do the promotion of Testformula and sometimes I
focused on Collecting Data of Different users from different sites i.e. Facebook, Thinkvidya etc.
Sometimes Work assigned to me related to Content Development of New launching product
SHABDWALI. And also in online I clarified all the issues related to site Testformula.Com and testing
of product.
In offline marketing work assigned to me was to cover Delhi NCR. While doing offline I went to
institutes and schools to make them aware about test formula education Pvt. Ltd. and tried to convince
them for the demo so that they and their students can understand how actually test formula works and
how beneficial online education is for students as
the world is going digital. I have covered most of the areas by personally visiting them and also in some
areas i have done telecalling and on the phone itself tried to make them aware about test formula.
7|Page
When I started the offline work I have done cold calling i.e. Visiting the organisation without any
appointment, by visiting to the institutes my first job was to tell them about the company from where I
am than telling them about how test formula can be beneficial to there branding and also letting them
know about the referral partnership offer, then take their e mail id so that the formal proposal can be
mailed to them and after that the next step was a follow up.
During the offline work I observed that it is very hard to get information from the institutes because they
are not ready to trust the start-up company. I have learned that for the smooth starting of any business
the work should be done very systematically and the Seriousness of proposal of any company cannot be
judged on phone.
There was quite a good response that I got from the Schools. I had covered almost 117 schools in
different areas of Delhi-NCR. And most probably 45% - 55% schools were convinced for Demo. And
from these 45% - 55% schools, 20% of schools are fully converted and they tie up with Testformula. In
3-4 schools, I went for Demo with my seniors and in 1 school, I Organized a workshop for students of
class 10th on Motivation and Career Counseling.
According to me there were certain limitations in my project like late follow up to the institute makes
them loose some of their prospect customers and the database which is provided to us for calling was an
old database i.e. Most of the numbers were either not
reachable or out of service so it wasted my time because I have to again search for the correct data but
instead of these small limitations I had a great experience executing this project.
The project is kept short and crisp and it has all of the required details related to my summer internship
training been done in test formula education Pvt. Ltd.
8|Page
Adaptive learning refers to intelligent tools that are built into the software that
customize the learning prescriptions delivered to the student that are unique and
based on a diagnostic assessment of the student's skills. Once again, adaptive
learning tools may be incorporated in instructional systems offered to students in a
supplemental or primary instructional environment.
9|Page
There are few sources of federal funding exclusively dedicated to Online teaching,
but many federal grant programs targeted at education technology, dropout
prevention, and school innovation can be applied towards Online teaching
programs. Private companies entering the online teaching market should pay close
attention to state funding policies governing online teaching. Among the
advantages of private companies in the Online teaching market is access to more
customers, and capital to invest in high quality user-interface and educational
content.
10 | P a g e
MAJOR PLAYERS
KHAN
ACADEMY
UDACITY
EDX
COURSERA
11 | P a g e
12 | P a g e
COMPETITORS:
13 | P a g e
learning (or
eLearning)
and
is
communication
the
use
of electronic
technologies (ICT)
in
learning (TEL),computer-based
instruction
instruction
, computer-based
or
computer-aided
learning
managed
education, virtual
(which
are
also
ECONOMIC IMPACT
The worldwide e-learning industry is economically significant, and was
estimated in 2000 to be over $48 billion according to conservative
estimates. Developments in internet and multimedia technologies are the
basic enabler of e-learning, with consulting, content, technologies,
services and support being identified as the five key sectors of the elearning industry. Information and communication technologies (ICT) are
used extensively by young people.
The current market size for digitized school products in private schools
is around US$500 million This is expected to grow at a CAGR
[compound annual growth rate] of 20% to reach the over US$2 billion
mark by 2020. However, the market potential then might get as big as
US$4 billion [i.e. if the total population of private schools that could
adopt multimedia actually adopt it.] Apart from this, the current market
size for ICT [information and communications technology] in
government schools is US$750 million. We expect this to grow five times
by 2020 due to the current low level of penetration in government
schools.
15
India is a country with a very old, if not the oldest, background of formal
education system. The Nalanda University was the oldest universitysystem of education in the world of modern sense of university. Gurukul
is a concept of learning that has existed in India since long in the history
both public sector and private sector cover the education in India.
According to 2011 census statistics, literacy in India stands at 66%. With
changing times, the education system in India also has been taking
different turns. With the advent of fast-paced changes in technology, it is
nearly impossible that education sector would not catch up with the same.
Classroom delivery is still the most widely used and most penetrated
model of teaching throughout the country, in urban, semi-urban, as well
as rural areas. But, the slate-&-chalk, pencil-&-paper pairs are slowly
starting to find new mates for them Tablet-&-Stylus, Computers etc. So
much so that, basic training in computer handling is almost a part of
curriculum nowadays. The government today contemplates and actually
provides the school students with Akash tablets to be used in schools
for learning.
The success or failure of the same due to different operational factors
involved is a different issue, but the intentions of integrating modern
technology in the education sector is something that is commendable. In
schools and colleges, today blackboards are being complemented by a
computer/laptop and a projector with screen. Students are taught different
subjects using PowerPoint presentations. Some of the assignments that
16
17
COMPANY PROFILE
TEST FORMULA EDUCATION PVT. LTD.
Test Formulas smart learning platform provides students a detailed
performance of their learning; help them identify weak areas and
mentoring for improvement. We mentor students on Individual basis
throughout their preparation and guide them in achieving marks.
learning
to
students.
The engine is quite flexible, adaptive and easy to use. It would prove that
an online learning platform with quality content & smart tools with
detailed analysis which is back up by mentoring would be great support
in Students preparation in this competitive environment and help them
achieve
success.
It's not just a company but a journey of people like you who have gone
through similar struggle in their career and now after being qualified
professionals have a login to serve the society at their best"
TestFormula.com is an online education venture, blend of Technology &
Mentoring that provides complete range of study material for class 10th to
12th, entrance exams preparation test for CA CPT, NEET, IIT etc. and
career guidance and regular mentoring for students. They are also into
some more attractive features, one is MarkSheet.co.in that will help 10 th
students to choose their best subjects based on their knowledge,
preferences and some tests for their future. And second is ShabdWali.com
that is amazing Vocab Pathshala to learn vocab in the form of story with
different tricks and graphics and improving English for students taking
different entrance exams.
They provide online study material for 10th, 11th, and 12th, including
NCERT solutions of all subjects, regular mentoring and guidance for all,
unlimited practice tests for entrance exam takers of IIT, CA CPT, NEET,
and coming with many more, with detailed answers , bookmark features
,instant reminders and detailed analysis of test given. Also coming with
some new features one is MarkSheet.co.in that will help 10 th standard
students to choose their best subjects based on
their knowledge,
preferences and some tests for their future. And second is ShabdWali.com
that is amazing vocab pathshala to learn vocab in the form of story with
different tricks and graphics and improving English for students taking
different entrance exams.
19
Mission:
Constant up gradation in Education by using technology and implement
innovative but simpler ways of learning the education and provide best
opportunity to succeed in Examination.
Vision:
Test Formulas Smart Learning would foster world class & Student
Centric approach where each student of us would be glad to be part of
Test Formula. A blend of technology & mentoring would be our strength
and our dream to make this virtual learning- A real life experience in this
competitive environment.
Mr. Aanis
Khan
CMO
Mr. Ravi
Sachdeva
CFO
Mr. Brijesh
Singh
IT Head
Mr. Rahul
Sharma
Legal Consultant
20
PRODUCT PORTFOLIO:
Test Formula Education Pvt. Ltd. Provides complete online study
material, multi strata practice tests, , unlimited practice questions ,
English learning modules, detailed analysis on the basis of your marks in
the test, chapter notes, NCERT solution and much more things as their
products for 10th to 12th students and for the students preparing for
competitive exams.
Above all they have the best quality of study material, dashboard
optimized view and there platform is mobile optimized. You can take a
look on this page different products and features that test formula
provides.
PRODUCTS:
1. Online study material
2. NCERT solutions
3. Practice tests
4. Detailed analysis
5. English learning modules
21
FEATURES OF PRODUCTS -
Detailed Answer
Explaination
Instant
Reminders
Dashboard
Optimized view
Unlimited
Practice
Questions
Multistrata
Testa
Highly Intuitive
graphs
Mobile
Optimized
22
GEOGRAPHICAL SPREAD:
Being an online venture it is present all over India. It has its maximum
clients in Delhi and some in Firozabad that is in the form of students,
schools, and institutes.
MARKET SHARE:
Target market is schools, coaching institutes, colleges, forums, meetings ,
seminars, online communities, etc and target customers are students ,
teachers, principals and parents .
Turnover was approx. 22 lakhs, that is expected to be around 30 lakhs in
coming year. Market Share cant be judged properly as this business is
into many segments and thus information is not available yet, it must be
less than 1%.
It is positioned as Technology Driven Company providing test feed and
mentoring, guidance, camps for students to make them realize their
23
strengths and weaknesses and help them in making good choices for
future.
Phase 1
GATE, GPAT, GRE, CAT, Bank PO Etc. (May 2015- April 2016) Add
On: Ex. Computer MS office/ Foreign Language (Basic) among schools.
Phase 2
Colleges (Filling the Gap): Aptitude; Test Platform (Ex. YMCA
Language course); NGOs/Corporate (May 2016- April 2018
Phase 3
Certifications: Computers/ Languages/ Online Marketing/ Graphic
Designing Skills (May 2018- April 2019)
24
REVENUE MODEL:
B2B2C
B2C
B2B
make sense. As not all students of school have debit cards for online
payments and thus they need to first influence their parents for that, and if
we approach directly teachers and parents then they can further influence
students or their children more easily due to their bond of love and fear.
With their vision to give quality education, they came up with attractive
and helpful features of
students, Marksheet.co.in that will help 10th class students to choose their
stream afterwards based on their knowledge, satisfaction, preferences,
and personality test. And ShabdWali.com to help students learn vocab in
the easiest way in the form of story. They are also into free tie ups with
government schools and NGOs to give quality education to all.
27
SWOT ANALYSIS
28
29
30
31
32
33
WEEK 1
On the very first week of my internship first day they have organized the
orientation program in which my mentor had given me brief about the
project and what will be our work, now from the next day onwards they
have given us school and coaching institutes list so that we can go and
take appointments, get the data and also aware them about how e learning
is beneficial to students and how test formula works, my mentor had
already given me brief about how they conduct workshops in school and
in what way I have to pitch while doing offline marketing for them. I
have also attended a seminar on networking with my mentor Mr. Deepak
Goel and with this I have learned that actually how B2B sales is done
which requires a lot of hard work and nowadays every company have to
promote their product and from test formula education i got to know how
slowly and gradually you can make a position in the market. I also
learned how the products are customised for different customers and how
the company sells the products in B2B and B2C market. I am learning
how corporate business development is done.
34
WEEK 2
In the second week also I have continued the offline work, in the first
and the second week me along with asad azam have done cold calling i e.
Visiting institutes without any appointment my mentor has given me
work to visit schools as test formula representatives and try to get
appointment and give them presentation regarding what is test formula
and how it is beneficial for their branding and how it is useful to students,
and i have attended a motivational workshop at kalkaji public school
which me and asad have fixed and learned how they convince teachers
and students, we have also helped them in this process.
35
WEEK 3
Previous week we were doing offline marketing but now for this week we
learned about digital marketing. they shared with us several modules on
digital marketing how it is done, so we are being assigned some social
media platforms like I particularly got slide share and facebook to do
research that how their company can use this social media as their
marketing tool, after this research we will have to do practical for it I e.
how we can apply it to promote test formula.
We have done a very systematic work by making the spreadsheets for the
research so that every individual in the team could learn about all the
social media platforms and my mentor can see what I am doing and
correct me if I am doing something wrong at the same time so this week I
have explored various social media sites and learned many new things
like how much important these sites are for a firm's promotion, how to
double your traffic ,right way to do keyword research and also learned
many new terminologies about digital marketing.
36
WEEK 4
Like the previous week this week also I am going to office for the digital
media work my mentor has given me work to first read some modules on
digital marketing as I have mentioned in the week 3, I have read it and
now I am in the process of research on how the social media sites like
facebook, slide share, issuu, scribd, twitter etc can be used to do their
marketing and for executing this plan they asked me to prepare some
content for uploading it on slide share, so next I was working on the
content part for slide share and I have prepared some pdf files on the
topics related to how beneficial online learning is.
Now I know that actually how digital marketing is done and how much
important role it plays for firms promotion, how do companies attract
customers by using social media as a platform, marketing is done which
requires a lot of hard work and nowadays the world is going digital so to
explore this is very interesting, every company needs to promote their
product and from test formula education I am learning how slowly and
gradually you can make a position in the market by using online
marketing as a tool in short we are learning how the world is going from
classroom to cloud.
37
WEEK 5
This week with the digital media work i was also doing the content
development work for their upcoming English learning module i.e.
Shabdwali.com. for this project my mentor had given me words to work
on the vocabulary part of it. This shabdwali project is a very innovative
idea and it is an advanced vocabulary learning website but with extra
features and by working on its content part I have learned how to work
patiently for hours.
38
WEEK 6
Like first two weeks, again from the digital media work I am shifting to
the offline marketing but this time I only have to visit coaching institutes
they have given me work to first choose my area to research and then do
the research on institutes of that area, choose the institutes accordingly,
do the calling to the institutes to get the information and take the
appointment, after fixing the appointment visit them and aware them
about test formula and how it works and what they are looking in
coaching institutes, brief them about how they will conduct workshop and
demo and ask them for demo and if they are ready for the demo then take
a particular date for demo so that the test formula team can come and give
the demo and follow up Can be made. While doing this I realized that it is
not easy to convince people on phone, some people on the other side are
not even ready to listen to what you are saying so it is very hard to
convince them for the demo.
39
WEEK 7
This week also I was continuing the same work of offline marketing,
visiting institutes of south Delhi and doing the same job as I have
explained in the previous week I e. Week 6. In this week I have covered
the area like Kalu sarai, Katwaria sarai, Gk, Munirka etc and have visited
the institutes there.
WEEK 8
This week of the internship my mentor asked me to come to office and
work from there on the digital media part ,for the half day I have to go to
office and after the lunch time he asked me to go offline and cover the
institutes near that area on a random basis.
WEEK 9
This is the last week of my internship which is being extended for one
more week to learn about the digital media work, so in this week my
mentor guided me on the digital media part of the project, from him I
have learned some of the terminologies about which I did not know.
40
RESEARCH METHODOLOGY
1. Collection of Data: The prices of Gold for the past 6 months have
been taken from the www.mcxindia.com market data Bhav copy of
Gold.
2. Sorting of Data : The data is then divided into the different categories
i.e. the opening, high, low and closing prices as well as the volume traded
over the period for Gold.
3. Interpretation of Data: Using the data, the various charts i.e. the
candlestick charts and the trendline charts are then prepared on the MS
Excel sheets.
4. Analysis of Data: Spotting the various chart patterns on the graph and
studying their significance in the price movements.
5. Recommendations and Suggestions: On the basis of the past price
movement of Gold in the market the various recommendations on its
future movement is made.
6.Type of research: An Descriptive Research is being conducted.
41
43
DATA ANALYSIS
S.No.
1.
Particulars
Sources of data
Data
Primary Sources & Secondary
Sources
2.
Sampling Technique
Probability Sampling
3.
Sample Size
200
4.
Sample Area
Delhi NCR
5.
Sample Duration
9 weeks
44
Area
Noida
Gurgaon
Dwarka
Janakpuri & uttam nagar
Laxmi nagar
Mukherjee nagar
South extention
Vasant kunj
Rohini & faridabad
Grand Total
No. of of institutes
16
16
15
18
22
16
14
18
33
168
33
35
30
20
Noida
22
25
16
16
18
15
15
10
5
0
16
18
14
Gurgaon
Dwarka
Janakpuri & uttam Nagar
Laxmi Nagar
Mukherjee Nagar
South Extension
Vasant Kunj
Rohini & Faridabad
INTERPRETATION These are the areas I have covered by telecalling, as you can interpret by
looking at the graph that these are the different areas of Delhi NCR from
which Faridabad & rohini have the highest counting I.e. 33 and south
extension have the least I.e. 14
45
16
14
12
10
8
6
4
2
0
No. of responses
6
11
5
10
6
11
7
3
15
74
15
11
6
Noida
11
10
Gurgoan
6
Dwarka
3
INTERPRETATION -
This graph shows the number of responses that I got from the institutes
which I covered through calling. According to the graph highest number
of responses came from Rohini & Faridabad i.e. 15 and lowest number of
responses came from Vasant kunj i.e. 3.
46
Area
Kalkaji
Moti nagar
Lajpat nagar
Greater kailash
Munirka
Safdarjung enclave
Patel nagar
Katwaria sarai
Kalu sarai
Ladu sarai
Grand Total
No. of institutes
8
18
14
11
20
13
11
12
20
5
121
Series 1
20
20
18
16
14
12
10
8
6
4
2
0
20
kalkaji
18
14
moti nagar
13
11
11
12
lajpat nagar
greater kailash
5
munirka
safdarjung enclave
patel nagar
katwaria sarai
kalu sarai
lado sarai
INTERPRETATION This graph shows the area wise institutes covered by personal visits in
which munirka and kalu sarai are the areas where I have visited highest
number of institutes i.e. 20 and the least institutes covered are in Lado
sarai.
47
13
14
12
12
10
10
kalkaji
moti nagar
8
6
No. of responses
4
10
8
6
13
6
9
7
12
3
78
6
4
4
2
0
lajpat nagar
greater kailash
3
munirka
safdarjung enclave
patel nagar
katwaria sarai
kalu sarai
lado sarai
INTERPRETATION -
This graph shows the area wise responses that I got from the institutions,
highest number of responses that I got are from munirka i.e. 13 followed
by kalu sarai i.e. 12 and the least number of responses are from lado sarai
i.e.3
48
Responses
responded
ignored
Grand Total
No. of responses
74
94
168
74
Responded
94
Ignored
INTERPRETATION This graph shows the total number of responses that I got in the areas
where I have done telecalling. Out of the total 168 institutes that I have
covered through telecalling total number of responses where 74 but the
institutes who have ignored us where more i.e. 94
49
Responses
No. of responses
Responded
Ignored
Grand Total
78
43
121
00
43
Responded
Non Responded
78
INTERPRETATION -
This graph shows the total number of responses that I got in the areas
where I have personally visited. Out of the total 121 institutes that I have
covered through visits, number of responses where more i.e. 78 but the
institutes who have ignored us where 43.this shows that personal visits to
the institutes where more effective.
50
51
CONCLUSION
52
53
LIMITATIONS
1. Many people didnt provide us complete information. Which they
thought was confidential for them to display to other people outside the
organization.
5. One of the limitations is that most of the response comes from face to
face interactions because face to face we can convince better and on the
phone people are mostly not ready to listen.
7. Institutes don't feel comfortable while sharing the data in case of cold
calling because of the trust factor, and we dont take appointment before
visiting the institutes so it is somewhat difficult to convince institutes to
share the data.
54
RECOMMENDATIONS
1. Lot of exposure and promotion is required in order to make their
presence. They will have to increase promotion funds.
5.They should follow up to the clients just after anybody visited to the
institute, otherwise there will be no benefit of visiting that institute
because they cannot remember each and every one visiting them, so it is
our duty to keep reminding them.
55
MAJOR LEARNING
1. Now I know that actually how B2B sales is done which requires a lot
of hard work and nowadays every company have to promote their product
and from test formula education i am learning how slowly and gradually
you can make a position in the market . I also learned how the products
are customized for different customers and how the company sells the
products in B2B and B2C market, I am learning how corporate business
development is done.
2. The project made me learn that not only contacting the clients and
arranging the data is important but follow up is also equally important to
converting any particular company.
3. Working in and out the organization is done in a particular order and
each one is related to each other. So, providing other person with the
report on time is most important to carry on the working of the firm
smoothly because in firms providing services on time is the most
important factor to be considered.
4. The work given must not be delayed even once; this creates a wrong
impression in the mind of the senior about the subordinate. Every step
must be done on time, delay of work can lead to non conversion of any
particular Company, leading to the loss to the firm and it will also create
our bad impression on our senior.
5. The meetings attended by me made me learn that the offering made to
the clients must be carefully done and it must be clear in the mind of the
person representative because it can lead to miscommunication and it
may even create wrong impression on the company representative.
56
6. You should be confident about the product you are promoting because
if you cannot trust your product then why would the person on the other
side will trust you.
7. Learned how to promote your product through social networking sites
and learned many new things like how much important these sites are for
a firm's promotion. How to double your traffic, right way to do keyword
research and also learned many new terminologies about digital
marketing.
57
BIBLIOGRAPHY
www.educationindustry.org
www.tangerinedigital.com
www.seacstudentweb.org
ww.edtechreview.in
58
ANNEXURES
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