In The Partial Fulfillment of The Requirement For The Award of MBA Degree
In The Partial Fulfillment of The Requirement For The Award of MBA Degree
In The Partial Fulfillment of The Requirement For The Award of MBA Degree
On
“TO STUDY THE WORKFLOW OF SALES & MARKETING DEPARTMENT”
At
In the partial fulfillment of the requirement for the award of MBA degree
By
(FACULTY SUPERVISOR)
[1]
ACKNOWLEDGEMENT
[2]
DECLARATION
I hereby declare that this project titled “TO STUDY THE PRACTICAL CONCEPT OF
MAKING SALES TO THE CUSTOMER AND HOW TO GENERATE LEADS FOR THE
COMPANY THROUGH VARIOUS MARKETING ACTIVITIES” as a summer internship
project report is a bonafide and authentic record of work done by me under the supervision of
Asst. Prof. PREETI SONKER.
The work presented here is not duplicated from any other source and also not submitted
earlier for any other degree / diploma to any university.
I understand that any such duplication is liable to be punished in accordance with the
university rules.
This report is all about how to work under the sales and marketing department. The main
objective of this report is to gain proper knowledge of strategies used in marketing to
generate and collect leads for the sales department. And also to gather knowledge on how to
convert those leads into sales by convincing the customers.
Sales and marketing department are the main department of the organisation as they provide
revenue to the company and help in increasing the revenue of the organisation. .
As I was appointed as a summer trainee at Toppr Technology pvt.ltd. It helps me to
understand the concept of sales & marketing and how these department work for the profit
and growth of the organization.
CERTIFICATE
[5]
INDEX
PAGE NO.
CH APTER-1 7-26
Industry Overview
CHAPTER-2 28-29
Literature Review
CHAPTER-3 30-37
Field of Work & Research Methodology
CHAPTER-4 38-43
Work done during Internship
CHAPTER-5 44-49
SWOT Analysis & Conclusion
6
CHAPTER-1
INDUSTRY OVERVIEW
India has risen as the second biggest market for e-learning after the US. The area is as of now
remains at US$ 2 billion and is required to achieve US$ 5.7 billion by 2020. The separation
training market in India is relied upon to develop at a Compound Annual Growth Rate
(CAGR) of around 11 for each penny amid 2016-2020 The training division in India is ready
to witness real development in the years to come as India will have the world's biggest
tertiary-age populace and second biggest graduate ability pipeline comprehensively before the
finish of 2020 Right now, India's advanced education framework was the biggest on the
planet enlisting more than 70 million understudies while in under two decades, India has
figured out how to make extra limit with regards to more than 40 million understudies. The
present spending on instruction was of over Rs. 46,200 crores (US$ 6.93 billion) for India.
According to IBEF, the Indian instruction showcase was relied upon to twofold to $180
billion by 2020, by floated the quick extension of the advanced learning market and the
world's biggest populace in the age section of six to 17 years even as the part keeps on being
tormented by poor framework and a lack of prepared educators.
The advanced learning market is relied upon to reach $5.7 billion by 2020 as the number of
web clients was expanding. India's web client base was assessed to achieve 550 million by
2020 with an around 40% entrance, a huge increment from the 35% as of now.
India has one of the biggest systems of advanced education foundations on the planet with
850 colleges (as of April 2018) and 42,047 universities. An aggregate of 35.7 million
individuals was enlisted in advanced education organizations in 2016-17. Net Enrolment
7
Ratio (GER) in advanced education achieved 25.2 for every penny in 2016-17.
In such a blasting business sector, new companies have begun centring their endeavours to
underwrite this statistic profit and the idea of training new companies is ascending as far as
changing recognitions and desires for individuals. Non Stop development and the appearance
of advanced cells have set off an essential change in how school and understudies and in
8
addition experts look for new aptitudes and learning and data. Players in the training area
have begun outfitting these troublesome advances to take into account the vast crowd and
have embraced creative approach to convey educational costs and instructing to understudy.
New companies in India have begun handling famous issues in Indian training area by
utilizing innovation trying to make instruction and adapting more agreeable and available
They are additionally bringing world-class specialists and information together to enable
students to accomplish what might require significantly more exertion generally. While a
couple of these new businesses expect to give better instructing, some assistance in breaking
scholastic placement tests while others plan to give different non-scholarly courses.
An ongoing Google KPMG report discusses the current online instruction situation in India.
In the report, it was said that online training in India will see roughly 8 x developments in the
following five years. This will significantly affect the edtech advertise that can possibly
contact $1.96 billion by 2021 from where it stands now i.e. $247 million.
9
Education landscape in India
Figure-2
10
COMPANY INRODUCTION
Indian has risen as the second biggest market for e-learning after the US. The area is as of
now remains at US$ 2 billion and is required to achieve US$ 5.7 billion by 2020. The
separation training market in India
Is relied upon to develop at
Toppr provides study material to classes from 5th to 12th.Toppr develops a test preparation
platform designed to support students preparing for various entrance exams in India.
It offers learning programs and focuses on school curriculum and test preparation for
engineering and medical entrance exams.
The Company's online platform gives access to comprehensive practice and test package
which helps students to prepare for IIT JEE, PMT, school boards, and other competitive
exams in India.
Toppr: India’s #1 JEE Main/Advanced& NEET Learning Platform offers a variety of learning
resources in the form of video tutorials, a chance to have an online chat session with expert
professors, performance reporting, feedback and scheduled test series among other features.
Websites like this have made learning much easier than it was earlier.
Toppr.Com is India's one of the top online competition preparation platform. Which provide
the study material, test series, question Ans, NCERT solution, and most helpful feature 24x7
subject expert support which help to clear the doubt in any topic from 5th to JEE, JEE-
11
ADVANCED, NEET, AIIMS AND JIPMER ENTRANCE EXAM. Toppr: Learning app for
classes 5th to 12th
Toppr is a Mumbai based online exam preparation platform founded by veteran entrepreneurs
ZishaanHayath and HemanthGoteti. The company has announced a fund raise of INR 12
crores ($2 million) from SAIF Partners and Helion Ventures. Toppr had initially raised an
angel round from KasyapDeorah and Abhishek Jain when they started the company in April
2013. The funding will be primarily used to scale and increase reach.
One of the biggest reasons for the quick growth of Toppr is the co-founding team. Zishaan
and Hemanth are class mates from IIT Bombay where they studied engineering. Zishaan co-
founded Chaupaati Bazaar, a mobile commerce site and Hemanth was the first guy to join
him. They steered the company to an exit to the Future Group in 2010. After a few years at
the group, the duo decided to startup again and Toppr is a result of that.
12
COMAPANY PROFILE
Toppr's latest funding round in April 2020 was reported to be $46.8 m. Company’s
revenue increased 2.5 times in Financial year 2019, than financial year of 2018. Toppr has
around 13,673335 users across its platforms.
TOPPR is one of the leading E-Learning platform since 2013. It is the online learning app of
the Mumbai –based private company, Toppr develops a test preparation platform designed to
support students preparing for various entrance exams in India. It offers learning programs
and focuses on school curriculum and test preparation for engineering and medical entrance
exams. The Company's online platform gives access to comprehensive practice and test
13
package which helps students to prepare for IIT JEE, PMT, school boards, and other
competitive exams in India.
Toppr was launched in 2013, around two years after Think & Learn (Byju's parent
company) was set up. Byju's app was launched in 2015. However, Toppr has somewhat
missed the bus if seen from the valuation and fundraising perspective
Edtech startup Toppr, which directly competes with the unicorn Byju’s and had even
targeted latter in its television advertisement in December last year calling it the ‘better’
learning app, is aiming to hit around 20 million registered users/app downloads by end of
2020 from
existing 8 million along with $100 million run rate, Toppr’s CEO and Co-founder Zishaan
Hayath told Financial Express Online in an interview. A prolific angel investor in the Indian
startup ecosystem, Hayath counts startups including Ola, Housing.com, Chaayos, Fynd etc.,
among its portfolio companies.
“Apps like Khan Academy, Coursera, etc. have an engagement rate, which is time spent on
the app per student per day, at 10-11 minutes, while Byju’s should be around 50 minutes.
Toppr’s rate is 110 minutes,” said Hayath.
Toppr counts SAIF Partners, Helion Ventures, Brand Capital, Eight Roads Ventures, Alteria
Capital, Kaizen Private Equity etc., among its investors.
15
to be education. So, education is going to be a larger category than, say, commerce or
transport. Also, as physical infrastructure is poor, the future possibilities lie in the online
space.
On Byju’s as competition:
It’s not a question of Byju’s and Toppr alone. There would be many players in the market and
ensure they have different solutions to the problem. Our approach at Toppr to problem
solving comes from our tech background. We work like product managers. Byju’s takes a
very classroom approach – they believe in videos and animation.
16
Get in depth understanding of concept by watching Short
video classes to learn new concepts, attend live
Classes to interact with tutors, flip through stories and
Read concepts to revise and strengthen your basics
Whether you are starting a new chapter or
revising an
old chapter you can watch videos.
Learn faster with stories
Swipe though images, videos, gifs, questions and learn faster than ever. Stories are
also perfect for last-minute revision before your exams.
17
Question based on your understanding of a topic.toppr has chapter we\ise question sets
based on
Difficulty,for every stage of your preparation
Take a crash course and practice the way you want
Customise your crash course at the click of a button . instead of flipping through
multiple reference
Book for question of your choice,start practising the way you want on toppr.
18
strategies and polish your weak subjects. Find out how well prepared you are by taking as
many mock
tests as you can, all
in one place.
19
Learn from India's best teachers and clear your doubts in real time. Schedule timely
reminders and study in the comfort of your home. Learn and compete with other
students in real time.
Top teachers
Fixed scheduled
Get notification
22
23
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TOPPR BYJU’S
It provides video lectures for all the subjects They provide videos of Sciences (Math
a student under college can have. included) which are not just mere lectures
It gives you tons of heavily organised tests for by a teacher and marker/chalk , rather it is
board or any other exam, it essentially gives a combination of visualisation ,intuition
you the examination hall simulating scenario. and great music (background).
It has a feature called topprdoubts , in which The respected ones who teaches do not just
people can ask their doubts to medium-high merely make you remember the concepts
class teachers. but will make you understand the intuition
It has many other organised features like behind it, after which the concepts actually
concepts, challenge section , and ofcoure becomes obvious.
question sets .You can also customise your It has organised question sets and tests but
test. the the amount is not as much as toppr .
This is purely based on the goal for a It provides facility for doubt clarification
student to prepare for various competitive It has separate videos which are based on
exams for prestigious rewards such as the goal of the student to clear IITs and
NTSE, IITJEE, and NEET, as well as NEETs.
prepare them well for Boards exams etc.
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TOPPR’S INVESTORS
Hyderabad-based edtech startup Toppr has raised funding of $35 Mn (INR 246.13 Cr) from
Kaizen Private Equity and existing investors SAIF Partners, Helion Ventures, Kaizen PE and
Eight Roads Ventures. Alteria Capital and Times Group’s strategic investment arm, Brand
Capital, also participated in the round.
Founder and CEO of Toppr, Zeeshan Hayath said that the funding will be used to create
brand awareness, accelerate user acquisition, increase its geographical footprint and invest in
training and development.
Founded in 2013 by Hayath and Hemanth Goteti, Toppr started with courses for class XI and
XII. It now offers adaptive learning for class V to XII and also competitive exams such as
JEE. With the infusion of funds Toppr plans to pursue aggressive expansion plans to reach
out to students across the country and to increase its geographical presence. Toppr projects its
revenue to be over $500 Mn (INR 3,507.92 Cr) in the next three years.
So far, Toppr has raised $58 Mn in cumulative funding from investors like SAIF Partners,
InnoVen, Helion Ventures, and FIL Capital Management. In February 2016, Toppr
also acquired edtech startup Manch. Toppr raises Rs 350 crore in series D funding. The
company is pursuing aggressive expansion plans, to reach out to students across the country.
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In an earlier media statement, Toppr has projected 20x growth in its junior grades and 15x
growth in its senior grades subscription by 2021, making it a startup with over $500 Mn in
revenue in the next four years.
In India, elearning will see approximately 8x growth in the next five years, says a recent
report by Google, KPMG. This will have a significant impact on the edtech market that has a
potential to touch $1.96 Bn by 2021 from where it stands now i.e. $247 Mn.
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ORGANIZATIONAL CULTURE OF TOPPR
• Toppr Follow Open Work Culture,
• Toppr believe that an open work culture can bring in transparency, boost innovation,
and develop empathy for every professional.
• Toppr follow a flat hierarchy and encourage conversations within and amongst our
teams.
• It engage in healthy discussions and invite different approaches and ideas for its
strategies and processes.
• They reinforce their open culture on a daily basis with company-wide stand-ups every
morning.
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CHAPTER – 2
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LITERATURE REVIEW
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CHAPTER-3
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Field of Work
Email Marketing: How advanced and engaging are the email nurturing campaigns
your organization runs? Are you also able to tap into strong partner or industry
networks to expand your reach with additional qualified leads?
Digital Advertising: Does your organization pay for banner ads, social ads, and/or
paid search or retargeting campaigns? To gauge the effectiveness of paid channels,
measure impressions, click-through rates, then content engagement after that first
click. Include relevant content and calls to action for all paid digital ad efforts to better
quantify results.
Media Coverage: Media coverage optimizes your website with powerful referring
links, can improve overall brand awareness and credibility, and can make your
company top-of-mind throughout the sales cycle. Track visitors coming to your site
from PR efforts or brand mentions in the media, then qualify this channel as those
visitors become leads and work through the funnel.
Social Media: As more consumers go to social media for customer service or to poll
friends and family for advice on upcoming purchases, the channel becomes an
increasingly important source for marketers to track.
Direct Marketing: Still sending direct mail? How are you measuring leads generated?
Consider driving further engagement with vanity URLs to supplement direct mail
pieces with relevant, engaging content. Include calls to action that will further qualify
leads and track online activity.
Traditional Advertising: Are you still measuring impressions for traditional print,
radio, TV or billboard advertisements? Tie this data to leads and sales with dedicated
promo codes, vanity URLs, or calls to action that prompt “impressions” to turn into
identifiable leads.
Sponsorships: Sponsorships are pure “pay-to-play,” so it’s critical to track leads and
sales generated for bottom-line return. Start by organizing all the sponsorships your
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organization pays for. Evaluate the goals for each, then put the processes in place for
tracked measurement against those goals.
Affiliate / Partner Programs: Some organizations are a natural fit for affiliate or
partner programs. Consider manufacturers who sell through distribution channels,
resellers, software service providers, consultants and more, or value added resellers
(VARs) who partner to sell industry technology.
Events / Shows: Events are an investment for brands at all stages of the marketing
funnel—from awareness with new prospects, through the loyalty and retention of
existing accounts. When measuring effectiveness of events as lead generation drivers,
consider cost per new lead, overall quality of each event’s leads generated, and how
many of those event leads turn into longer-term sales opportunities.
Inbound Phone Calls: Many leads (and customers) opt to pick up the phone to talk to
someone when evaluating options, searching for detailed or specific information, or
seeking service and support. Even though that engagement is happening “offline,” call
tracking software enables marketers to gather data on what prompted a call, what
happened during the call, and actions following that call to connect online and offline
marketing efforts.
Outbound Sales: If you’re making outbound calls, you likely have a list of prospects
or cold business phone numbers to call. Evaluating this source comes with lead
scoring and updates to your complete lead database. Integrate call center tracking or
management with your CRM to further track outbound call efforts.
Referrals: Encourage others to drive visitors and leads to your website, products or
services. For example, if your company offers training or consultative services,
encourage those who’ve already taken the training to share resources with others with
a profit-share offer.
Traditional / Offline Networking: Often times, the best leads come from in- person
networking. Manually tag these leads and the offline sources in your CRM or contact
database after each event to keep offline networking opportunities in the lead source
mix. If driving networking connections online, consider a dedicated landing page or
separate social list.
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Classification of leads according to cities.
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Conversion process:
Every morning, leads are assigned by Team leader for each person in the sales force. Daily
meetings are taken by the team leaders and targets are asked from each person. It helps in
predicting the best possible target for the complete day and then daily targets are assigned by
team leader to the complete team. The salesperson needs to call on leads using the Tele
calling software. After interaction, a remark is stored in the CRM (Customer Relationship
Management) software for the reference in future interactions and also helps in creating a
systematic database of students for the company. The principle of AIDA is being used by the
sales force in converting the leads into subscribed customers.
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8. Up gradation of existing package (if possible)- If a person didn't subscribe for the best
product in any category, then the customer can be reached out by salesperson regarding the
up gradation of their package. And the same process is being followed again.
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METHODOLOGY
RESEARCH is a ‘careful investigation or inquiry especially through search for new factsin
any branch of knowledge’.
DATA COLLECTION:
Primary Data: Primary data was collected through company website, internal management,
hr and marketing department
Secondary Data: Data was collected from web sites, going through the records of the
organization, etc. It is the data which has been collected by individual or someone else
for the purpose of other than those of our particular research study. Or in other words
we can say that secondary data is the data used previously for the analysis and the results are
undertaken for the next process.
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NEED FOR THE STUDY:
The Study Has Been Conducted For Gaining Practical Knowledge About The Working Of
Sales And Marketing Department. The Study Is Undertaken As A Part Of The MBA
Curriculum In The Form Of Summer Project For The Fulfillment Of The Requirement Of
MBA Degree.
OBJECTIVES:
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CHAPTER–4
38
WORK DONE DURING INTERNSHIP
WORK DESCRIPTION
1. FIXING DEMOS
3. B2B COLLABORATION
Leads generation
Getting review from subscribed customer.
Checking requirements of prospectus, pamplets,
counseling form, question paper and order to be print if
required.
Finalizing the schools where exams to be conducted.
Working with the team in conducting the exams in schools.
EVENT FLOW
POSITIVITY OF EVENT
Absence of careers 360 in vital domains like study abroad is a major reason for
low awareness. My task was to connect the leads regarding the products and
services offered and Counseled the prospective B.Tech and MBBS Students. I
also handle the query of the clients. I had to input the client feedback data in
CRM Software. I did my task with full dedication. I contacted 50 clients in June
out of which 4 convert in to sales conversion and generate revenue INR 7,000.
In June, I contacted 53 clients out of which 6 convert in to sales conversion and
generate revenue INR 7,500. I sold total 5 units within two months internship
period.
The percentage of reasons of not interested leads are 28% students not
purchased the products because they had low score in competitive exams and
same percentage for drop students who have planning to take one year gap.10%
students were not satisfied the products Some has the knowledge about
counseling and 10% not purchased because of price. I also engaged myself in
activities and build various strategies and motivation techniques to achieve the
targets.
Also there are other brands that are doing much of publicity like celebrity
endorsement, extensive roadside display, shop hoarding display, painting shops
with their logos etc. All these things create a visibility of the product and make
a place for itself in the people's mind. As far as customer's aspirations are
concerned, they look forward to both quality content and domains have a little
edge over the other
Toppr’s AIDA Model includes the following:
Gain attention-Salesperson tries to gain attention of the visitor by explaining
about the website i.e. toppr on which visitor showed interest in a product.
Seek Interest- Salesperson gains interest by solving the queries of the visitor
which creates the sense of trust in the minds if visitor.
Create desire- Then, the solution of visitor's query is linked with the product
which can help them in getting an expert solution to relevant problem.
Take action- Once the salesperson feels that the lead is interested to listen
about their product, it is explained in brief so that the differentiators of their
product can be explained which in turn results in the conversion of leads.
SWOT ANALYSIS
STRENTH
1. VIDEO LECTURES ARE AVAILABLE IN HINDI AS WELL
ENGLISH LANGUAGE.
2. STUDENTS CAN LEARN ALL SUBJECTS.
3. COLLECTIVE DECISION MAKING.
4. HAS FAR BETTER FEATURES, IS MUCH MORE COST EFFECTIVE
AND VERY EASY TO USE.
5. TOPPR COVER 20 DIFFERENT BOARDS
6. PROVIDE 5 PREVIOUS YEARS QUESTION PAPER FOR ALMOST
ALL NATIONAL LEVEL EXAMS.
WEAKNESS
1. LOW ATL(ABOVE THE LINE ADVERTISING) PROMOTIONAL
ACTIVITIES.
2. LOW INVESTMENT AND INVESTORS.
3. IT ONLY COVERS 5-12 CLASS
4. DOES’NT PROVIDE PREPARATION FOR IAS & CAT EXAMS
5. ISOLATION OF LEARNERS AND TUTORS
OPPORTUNITY
1. NOW-A-DAYS ONLINE LEARNING CONCEPT IS GROWING
FAST.
2. PROMOTION OF DIGITALISATION IN INDIA.
3. STUDENTS SHOWING INTEREST IN ONLINE LEARNING.
4. ONLINE LEARNING CAN SAVE THE TIME,COST,ENERGY OF
STUDENTS
5. STUDENTS CAN LEARN FROM ANYWHERE,ANYTIME.
THREATS
1. HEALTH RELATED CONCERNS.
2. PARENTS CONCERN REGARDING THE USE OF INTERNET BY
THEIR CHILDREN.
3. UNSOCIAL CONCEPT.
4. TOUGH COMPETITION FROM WELL ESTABLISHED COMPANY
(BYJU’S, UNACADEMY, VEDANTU)
SUGGESTIONS AND RECOMMENDATIONS
Toppr is an e-learning app that is growing day by day but facing tough
competition from byjus, as there is low at (above the line)investment
activities in toppr, and it should be increased
Company should provide a trail period of 1week or more to
customers before purchase, as it is demanded by lots of customers.
There is high need of motivation among the employees, they can’t be
seen only as a revenue makers but as an asset of the company.
Funds should be provided for apartment activities which helps in
promoting toppr
Work from home option should be available as students and
homemakers tend to avail this kind of employment opportunity.
Employees going for demos shouldn’t be given telecalling work as it
leads to increased work hours which is both tiring and unproductive
in long run.
HR department should organize more social activities for employees
to blow off steam.
Better logistics in remote areas, product delivery takes to much time.
REFERENCE
WWW.TOPPR.COM
https://craft.co/toppr
https://www.zaubacorp.com/company/TOPPR-TECHNOLOGIES-PRIVATE-
LIMITED/U80904MH2013PTC241592
https://en.wikipedia.org/wiki/Topper
https://en.everybodywiki.com/Toppr
https://www.owler.com/company/toppr
https://www.crunchbase.com/organization/toppr