SUBMITTED IN PARTIAL FULFILLMENT

OF THE REQUIREMENT OF PGPM

OF
AMITY GLOBAL BUSINESS SCHOOL

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

A Report Submitted in partial Fulfilment of the requirements of MBA program.

Faculty Guide

Industry Guide

Name- Dr Ruchi Sinha

Name- Mr Deepak Goel

Amity Global Business School

Company Name Test Formula Edu. Pvt.

Location-Noida

Ltd.
Location- New Delhi

2|Page

AMITY GLOBAL BUSINESS SCHOOL, NOIDA

AMITY UNIVERSITY UTTAR PRADESH

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.

We wish him success and bright future in life.

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.

Introduction to the Industry

Major Players
Competitors
Economic Impact
Indian Education Impact

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

On the Job Training

a) Objective of the training
b) Key Areas Assigned
c) Week Wise Description
d) Stages of the Project Assigned

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

INTRODUCTION TO THE INDUSTRY

Online teaching services are one of the newest and fastest growing modes of
educational service delivery. Several states offer all-online state run high schools
or charter/contract online schools, or online credit recovery for high-school
dropouts. In some cases, these offerings are provided by a private vendor and
delivered as a "white label" program of the district/state. In consumer-pay services
that are traditional face-to-face programs, companies often now add an online
option to remain competitive.
Whichever path is selected by a company, in order for a service provider to
continue to remain competitive in both the consumer and institutional markets, it is
wise to incorporate technology-based teaching and learning tools into the overall
delivery system. Online teaching management varies from state and district led
programs, to online charter schools, to services offered by for-profit or non-profit
companies and universities. Program content and design varies widely. Online
teaching is best understood as a unique service delivery method, not a service in
itself.

Blended learning is a subset of online teaching and describes a popular mode of

delivery where students have both classroom time and virtual learning time; in a
supplemental or primary instructional environment.

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 PLAYER IN THE ONLINE EDUCATION MARKET

MAJOR PLAYERS

KHAN
ACADEMY

UDACITY

EDX

COURSERA

1. Khan Academy: Khan Academy is an educational nonprofit founded in

September 2008 by Salman A. Khan 98. According to its website, its mission is to
change education for the better by providing a free world-class education for
anyone anywhere. The website has since grown to contain over 3,300 videos,
most of which were made by Khan himself. There are also over 400 million
interactive problems, grouped loosely into 47 courses, ranging from addition to
linear algebra and macroeconomics. Khan Academy receives over six million
unique users each month, has around 380,000 YouTube subscribers, and has had
179 million video views so far. The organization is supported by donors such as
Google Inc. and the Bill and Melinda Gates Foundation.

11 | P a g e

2. Udacity: Udacity is an organization founded in 2011 by Stanford researchers

David Stavens and Mike Sokolsky, and Google VP and former Stanford professor
Sebastian Thrun, with the goal of democratizing education. The organization,
which is funded by Charles River Ventures and $300,000 of Thruns own money,
will offer 14 STEM courses this fall in topics including algorithms, building a web
browser, and cryptography. It currently has around 112,000 active students and
instructors, with 739,000 total registrants.

3. EdX: EdX, unlike the other organizations, is a venture spearheaded by

universities themselves not individual entrepreneurs and professors and was
conceived as a platform to provide an MIT-calibre education to anyone who wants
it.
4. Coursera: Coursera was also founded by Stanford affiliates, computer science
professors Andrew Ng and Daphne Koller, and is committed to making the best
education in the world freely available to any person who seeks it, according to its
website. It is a for-profit company, though it currently does not generate any
revenue.
Coursera was launched shortly after Udacity, and offers courses from 16
universities, including Stanford, Princeton, and Caltech, but also universities in
Scotland, India, Canada, and Switzerland. The courses contain video lectures by
university professors, often weekly, and offer interactive exercises, quizzes and
peer-graded essays to reinforce knowledge, helping students to master the
material

12 | P a g e

COMPETITORS:

13 | P a g e

Additionally, nearly all online teaching programs help students strengthen

the computer literacy skills needed in a 21st Century job market. Online
teaching programs vary according to several key variables, which
determine the best management practices for the program, and help
providers design and market program services. Online teaching is a
delivery mode, not a service unto itself, and so the educational content
offered via Online teaching is virtually limitless. Services offered by
Online teaching programs vary according to the goals of each program,
but perhaps the most fundamental distinction between services is the goal
for each student
Many Online teaching service providers are exploring blended learning
programs in which face-to-face instruction is integrated with online
resources and technology. Blended learning models refute the common
assumption that Online teaching is distance learning. Classroom time
enables in-person assistance from teachers and social interactions, while
online time can leverage technology to encourage active learning from
each student, reduce classroom lectures, and improve students computer
skills.
Online teaching programs, like any educational service, should execute
rigorous evaluations centered on students educational progress.
Evaluations should include review and revision of technological
infrastructure and curriculum offerings.
Electronic

learning (or

media and information

eLearning)
and

is

communication

the

use

of electronic

technologies (ICT)

in

education. E-learning is broadly inclusive of all forms of educational

technology in learning and teaching. E-learning is inclusive of, and is
broadly synonymous with multimedia learning, technology-enhanced
14

learning (TEL),computer-based
instruction
instruction

instruction (CBI), computer

, computer-based
or

computer-aided

training (IBT), web-based

education, virtual

learning

managed

training (CBT), computer-assisted

instruction (CAI), internet-based

training (WBT), online

environments (VLE)

education, virtual
(which

are

also

called learning platforms), m-learning, and digital education. These

alternative names emphasize a particular digitization approach,
component or delivery method.

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

INDIAN EDUCATION SYSTEM AND THE ROLE

OF TECHNOLOGY

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

students are being asked to do involve working on computers. Students

are encouraged to explore knowledge repositories such as Wikipedia and
to author a page on the same. Online libraries are going toe-to-toe with
traditional library setup. There are ample of free video lectures available
on internet on a wide range and levels of topics. As one moves higher up
the levels of education, the use of modern technology goes on increasing
in the formal education. For example, an MBA without a laptop and
internet connection is fathomed almost impossible today.

If the means of education today incorporate modern technology, then the

means to enter those fields of education are bound to incorporate the
same. Hence, more and more competitive entrance exams today are going
online rather than pen-&-paper based. The coaching centres make more
and more use of methods using technology in their pedagogy. And
facilitators make this facilitation conveniently and smoothly possible.
They provide study material online and ample of tests as well that enable
a student to check their knowledge and readiness for various exams. This
has enabled a potential candidate to save a lot of time and energy while to
get more detailed insight about their performances and areas for
improvements. This is just the beginning. The use of technology in
education is slowly taking its roots. And, the students are quickly getting
comfortable with it, with the understanding of the huge potential the
technology holds for the improvement of them personal as well as
academic.

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.

Test Formula is a very unique service that enables students to practice

what they have learnt. It generates detailed statistics of students' historical
performances, performance with time, geographical performance and
performance based on difficulty level of questions. Thus, this kind of
detailed analysis helps students to know where he needs more focus.
Smart learning with smart tools is need of the hour and Test Formula
provides a complete

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.

"Test Formula is only online education company which guides students

for their career and also speaks to parents as per student potential & need.
18

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.

Hierarchy / Organisational Structure:

MR. Deepak Goel

CEO

Mr. Aanis
Khan
CMO

Mr. Ravi
Sachdeva
CFO

Ms. Evan Monfee

Graphic Designer
& Blogger

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.

FUTURE PLANS OF COMPANY ARE AS FOLLOWS:

PHASE 1 Entrance Exam

PHASE 2Colleges
PHASE 3Certifications

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

B2B: Online Communities Forum, Seminars, Meetings that is going to

schools, coaching centres, colleges and meeting principals, director or
head there and showing our proposal to them.
B2C: Online Communities; Online Demo to show the product (Word of
Mouth), that is talking to students and influencing them.
B2B2C: Presentations in schools, coaching institutes to educate students
about the product and services offered and guiding them through
workshops including new games.
This revenue model is actually beneficial as influencing students only
will not have that much output and impact, but educating teachers and
parents about the product and services and benefits of it will definitely
25

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.

NEW INITIATIVES TAKEN TOWARDS CUSTOMER

SATISFACTION:
They have also started organizing free workshops for students and
teachers both to educate them about the products and services and
interacting with students to solve their any sort of doubts ,queries and
telling benefits of online education and tests in their coming future. And
this initiative has been proved successful also and helped students in
different ways, telling glimpse of new technology and easy learning.
After this many students actually used to visit Test Formula site and
register themselves for free to experience new world of technology.
In this online business there is no such fixed investment that one needs to
do every year, like they managed their promotional videos , campaign by
their own instead of having any expert from outside, so if all goes well
then organization budget for coming year would be approx. 30 -35 lakhs
to have more output, awareness and features as well.
As this company started a year before only, so they are still working on
both (online and offline )the model to reach as many people as possible,
and thus there is no such model that has proved to be beneficial because
both models are equally important to generate awareness.
They are working on one new feature that is adding foreign language
course for 12thstudents, those have opted commerce. This will help them
learning new language, sitting at their home only and this will motivate
them to learn new things and will definitely attract more customers.
26

With their vision to give quality education, they came up with attractive
and helpful features of

free guiding and mentoring sessions for all

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.

CORPORATE SOCIAL RESPONSIBILITY:

CSR is the responsibility of every citizen so as to serve and help our
nation. Test Formula has also done CSR by free tie up with NGO AMA,
and thus providing education for free and also planning to give free
education to government schools students, also into providing free
workshops, guiding and mentoring sessions.
Being a start-up, there is no HR practices in specific and they are not
hiring anyone from outside because they all are themselves employees
and managers. They believe in doing team work sincerely, and till now no
one has left the company. They also need to take training or coaching
from experts in order to learn and adopt new things. Like they have
learned some more new tricks on social media from Mrs. Sunita Biddu,
social media consultant, to use them properly in their business.

27

SWOT ANALYSIS

STRENGTHS: Team work and coordination

Cost effective working style
Experts are there for the analysis part
Useful product line
Huge Scope - Whole world is the audience
Attractive features
Their management is a great strength to the company.

28

WEAKNESSES: Less members in the team

Less advertising tools and efforts
Late follow up

OPPORTUNITIES: Global reach

Can increase the product line.
Direct working on live project
Managing company owned social media
Learning business techniques

THREATS: Increasing competitors

29

INTRODUCTION TO THE PROJECT

30

OBJECTIVES OF THE TRAINING

To make institutes and schools aware of how important online

education is and how test formula works.
To get the data from the institutes and schools so that we can send
them proposal and follow up with them.
To get new prospects for test formula education who can use their
online platform.
To do the competitors analysis.
To do the promotion of test formula education through social
networking sites.
To collect the data and analyse on where do we stand and where do
we lack.

31

DETAILS OF THE WORK ASSIGNED

In the project given to us we have to do offline as well as online

marketing for test formula, first of all the offline work assigned to us was
like we have to do cold calling i e. Visiting institutes and schools without
any appointment. While doing cold calling we first have to choose an
area and then filter the schools and institutes in that area which we will
have to visit, after that we visited the institutes and schools with hard
copy of the proposal for institutes and schools. We visit the various
institutes and aware them about how important and beneficial online
education is and how test formula will help them, in short we were
working on the corporate development part. the whole process for one
institute was of three visits in the first visit we go, fix the meeting and get
the information so that we can send them the formal proposal , in the
second meeting we have to talk to the concerned person(director or
principal) and give him or her all the details and accordingly they give us
date for the demo than in the third meeting our seniors along with us go
and give the demo and accordingly if the institute is interested that means
that we are successful in converting customer i e. then they will use test
formulas online platform in there institute.
Secondly if we talk about the online or digital media work given to us
that was very interesting, in that work first they have shared with us
certain modules on search engine optimization and how to double your
traffic by doing marketing through social networking sites (right way to
use keywords) then after reading those modules our guide told us about

32

how to do marketing using social networking sites, we prepared an spread

sheet on how to market on different sites, I particularly have worked on
slide share and facebook and for slide share I have prepared some blogs
about e learning so that we can share it on slide in short we learned how
to do promotion using social media and what are the benefits of it.
Thirdly we also have done telecalling I e. The area wise database has
been provided to us and we have to do the same work on phone of
collecting information and making institutes aware of test formula.
Also we have done the work of content development for the shabdwali
project which is the new English learning module.

33

ON THE JOB TRAINING

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

STAGES OF THE PROJECT WHILE DOING OFFLINE

MARKETING

Stage Got the list of Institutes

1
Stage Contacting Authorized Person
2

Stage Personal Meeting

3
Stage Final Step
4
1. Got the list of institutes:
The process starts with getting the list of institutes and schools where I
have to visit, my mentor provide me with the area wise list, than we have
to choose the area according to our convenience, after deciding the area I
have to search on the internet that which institutes I should visit, every
random institute is not our target. Every day I have to visit at least 10 to
15 institutes and if possible more than that.
2. Contacting the authorized person:
After getting the list my next step is to contact the concerned person and
collect information from them. Convincing them to give there company
information is not an easy task, first of all reaching to the authorized
42

person is also somewhat difficult because sometimes the receptionist does

not allow to talk to the concerned person and give any excuse, than if you
get the chance to talk to the concerned person you will have to convince
them for the meeting so that you can share your views more clearly and
they can understand your proposal better.
3. Personal Meeting:
Meeting personally to the concerned person is an opportunity for you
because by face to face meeting to the concerned person you can share
your views better and the person in front of you can understand it. So in
the personal meeting you can ask whatever questions you want to ask
about their institute and you can also give the presentation of your
proposal
4. Final Step:
Then final step is to get all the minor details of their institute, number of
students they have, from which class students they deal, their contact
number, their email id, etc that we can contact them in future or we can
wish them on their anniversary and birthday to add to the business
relation. After getting the data, i just thank the concerned person for their
kind support in getting the information.

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

1. Area wise Institute covered on the bases of calling

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

2. Area wise Responses of the Institute on the bases of calling

Area
Noida
Gurgaon
Dwarka
Janakpuri & uttam nagar
Laxmi nagar
Mukherjee nagar
South extention
Vasant kunj
Rohini & faridabad
Grand T otal

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

Janakpuri & Uttam Nagar

Laxmi Nagar
Mukherjee Nagar
South Extention
Vasant Kunj
Rohini & Faridabad

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

3. Area wise Institute covered by personal visits

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

4. Area wise Responses of the Institute by personal visits

Area
Kalkaji
Moti nagar
Lajpat nagar
Greater kailash
Munirka
Safdarjung enclave
Patel nagar
Katwaria sarai
Kalu sarai
Ladu sarai
Grand Total

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

5. Total No. of Responses on the bases of Calling

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

6. Total No. of Responses On the bases of Personal Meeting

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

KEY OBSERVATIONS AND FINDINGS

1. 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.
2. It is comparatively difficult to get the information on phone because
sometimes the receptionist does not even connect the call to concerned
person and also not ready to share any kind of data.
3. As test formula is an start-up so for some time they give free
subscription and this makes wrong impression on some people because
they think that maybe it is free so it is not reliable.
4. I have learned that for the smooth starting of any business the work
should be done very systematically.
5. Hierarchy must be maintained, so that every working technician is
expert in his field.
6. Seriousness of proposal of any company cannot be judged on phone.

51

CONCLUSION

1. In the internship the project assigned to me was of two fold online as

well as offline marketing, in the offline work I have to visit institutes and
schools for promoting test formula and for getting prospects for the
company and in the digital media work I have to do the promotion
through social networking sites. so to conclude I must say that from this
project I have learned how B2B sales is done which requires a lot of hard
work .i have also done the work of telecalling so have learned how to
build network, how to convince people and handle queries and have
learned how business development is done right from the initial stage.
2. From the offline work undertaken by me to some extent I am
successful in making people aware of test formula by personally visiting
them and also from the telecalling
3. Database if collected from some secondary source then it is most of
the times wrong data so the trusted data is that what you get personally
from the concerned.
4. From both type of marketing online as well as offline it is somewhat
slow process to convert the customer proper follow up is needed to get
the prospect for a business.

52

5. Competitors analysis is also a very important part because by tracking

the major competitors you can improve your product line and you get to
know which type of services are mostly needed by the customer.
6. With competitor analysis, the customer analysis is also needed so that
you can customize your product and services according to the customer.
7. While doing this project I have observed that visiting institutes
personally is more beneficial then calling them because by personally
visiting and talking to them you can see the facial expression and
accordingly judge that what the person needed and they are interested or
not and also one of the major factor is trust, usually on phone people may
not trust you and provide you with the needed information.

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.

2. 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.

3. Office environment was not that much appropriate as we have to do the

digital media work and the wifi was not working properly.

4. Seriousness of the person cannot be judged on telephones, there are

many institutes which show interest in the data collecting process but
they do not pick up the call afterwards, this shows that they were cold
calls and there was lack of seriousness.

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.

6. Institutes cannot be easily convinced through telephonic calls.

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.

2. They should invest more on research and development to introduce

new ad innovative products.

3. The infrastructure should be improved as it will motivate employees to

perform better.

4. Their online platform should be so flexible that it could be customized

according to the needs of customer.

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

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ANNEXURES

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