A PROJECT WORK ON

‘Lead Generation and Enterprise Partnership at OYO’

A Project report submitted to Alliance University, Bangalore.

BACHELOR OF BUSINESS ADMINISTRATION - MARKETING

SUBMITTED BY

ABHISHEK MALLICK

14010141195

(2014-17)

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 Bachelor of Business Administration

Industry Internship Programme (IIP)

Declaration

This is to declare that the report titled ‘Lead Generation and

Enterprise Partnership’ has been made for the partial fulfillment
of the Course: Industry Internship Programme (IIP) in Semester
V by me at OYO Rooms under the guidance of Prof. Kiran
Jayaram
I confirm that this Report truly represents my work undertaken as
a part of my Industry Internship Programme (IIP). This work is
not a replication of work done previously by any other person. I
also confirm that the contents of the report and the views
contained therein have been discussed and deliberated with the
faculty guide.
Signature of the Student :
Name of the Student (in Capital Letters) : ABHISHEK MALLICK
Registration No : 14010141195
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 Bachelor of Business Administration

Certificate

This is to certify that Mr. Abhishek Mallick Regn. No. 14010141195 has
completed the report titled ‘Lead Generation and Enterprise Partnership’ under my
guidance for the partial fulfillment of the Course: Industry Internship Programme
(IIP) in Semester V of the Bachelor of Business Administration.

Signature of Faculty Guide:

Name of the Faculty Guide: Prof. Kiran Jayaram

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Acknowledgement

First of all I am thankful to my college for providing me an

opportunity to work on this report. I wish to express my
sincere gratitude to my parents for supporting me in every
walk of life. I would also extend my gratitude to all the
people with whom I have worked and helped me in
completion of my report. I want to convey my special
regards to Prof. Kiran Jayaram for guiding me throughout.

I express my gratefulness to Mr. Abhishek Goyal (MM

CEO), Mr. Abhishek Sharma (Enterprise Partnership
Manager), Mr. Mohit Malpani (MM CEO), Mr. Nikhil
Kumar Singhania (MM Demand) and OYO Rooms for
providing me with an opportunity to be associated with
project.

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 TABLE OF CONTENTS

PAGE
INDEX CONTENTS NO.

1 EXECUTIVE SUMMARY 6

2 INTRODUCTION 7

2.1 INDUSTRY OVERVIEW 8

2.2 COMPANY OVERVIEW 9

3 PROJECT PROFILE 12

3.1 OBJECTIVES OF THE STUDY 12

3.3 METHODOLOGY 13

4 OBSERVATIONS & ANALYSIS 14

5 FINDINGS 22

6 RECOMMENDATIONS 23

7 CONCLUSION 24

8 LEARNING OUTCOME 25

9 REFERENCES 25

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1. Executive summary
OYO Rooms is India’s fastest growing branded network of budget hotels
founded by young entrepreneur Mr. Ritesh Agarwal on 2013. Within a short
span of time, OYO Rooms currently operating in more than 100 Indian
cities including Delhi, Gurgaon, Mumbai, Bangalore, Hyderabad, Goa,
Chennai, Kolkata are few to name. Similarly, OYO has been trying to be
present in major Metros, Regional hubs, leisure destinations and
pilgrimage towns.
According to a research carried out by CB Insights, a US based business
analytics firm, for The New York Times, OYO Rooms is among the
companies that may be the next start-up unicorns. As it provides
standardized rooms at budget hotels with features such as an air condition,
complimentary breakfast and Wi-Fi with 24 hours customer service
support number of guests using OYO Rooms App for booking hotels has
been increasing exponentially. Since, the services are fully IT enabled
guests can also order beverages and request room service through the OYO
Rooms app. Hotel owners who partner with OYO Rooms are connected via
world’s first tablet based property management App and become part of the
OYO brand.

Vision and Values

Vision:
To change the way people stay away from hom e.
St andardized
OYO Room s prom ises to prov ide the sam e am enities and the sam e awesom e experience across all its room s.
Affordable
OYO offers room s at prices that no other play er in the budget segm ent offers today .
Technology Driven
OYO uses technology to link all its functions and prov ide the custom er a seam le ss awesom e experience.

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 2. Introduction

Ritesh Agarwal is an Indian entrepreneur,the founder and CEO

of OYO Rooms - the fastest growing Branded network of hotels
online & offline.

He started his entrepreneurial journey at the age of 17 and is

considered to be one of the youngest CEOs in India.

Oravel Stays Pvt. Ltd was his first startup in the year 2012. Oravel
was designed as a platform to enable listing and booking of
budget and premium accommodations.

In simpler terms, it was meant to be destination for short and

midterm rentals for bed and breakfast joints, private rooms and
serviced apartments.

Soon, Agrawal realised that just a combination of bed and dinner

would not fulfill the expectations of budget travelers in India so he
transformed Oravel stays to OYO ROOMS, 2013 with the key
proposition of offering affordable and standardized
accommodation.

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2.1 Industry Overview

Global Scenario :

The hospitality industry is a broad category of fields within service

industry that includes lodging, event planning, theme
parts, transportation, cruise line, and additional fields within the tourism
industry. The hospitality industry is a multibillion-dollar industry that
depends on the availability of leisure time and disposable income. A
hospitality unit such as a restaurant, hotel, or an amusement park consists
of multiple groups such as facility maintenance and direct operations
(servers, housekeepers, porters, kitchen workers, bartenders, management,
marketing, and human resources etc.).
Usage rate, or its inverse "vacancy rate", is an important variable for the
hospitality industry. Just as a factory owner would wish a productive asset
to be in use as much as possible (as opposed to having to pay fixed
cost while the factory is not producing), so do restaurants, hotels, and
theme parks seek to maximize the number of customers they "process" in
all sectors. This led to formation of services with the aim to increase usage
rate provided by hotel consolidators. Information about required or offered
products are brokered on business networks used by vendors as well as
purchasers.
In looking at various industries, "barriers to entry" by newcomers and
competitive advantages between current players are very important. Among
other things, hospitality industry players find advantage in old classics
(location), initial and ongoing investment support (reflected in the material
upkeep of facilities and the luxuries located therein), and particular themes
adopted by the marketing arm of the organization in question (for example
at theme restaurants). Also very important are the characteristics of the
personnel working in direct contact with the customers. The authenticity,
professionalism, and actual concern for the happiness and well-being of the
customers that is communicated by successful organizations is a clear
competitive advantage.

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2.2 Company Overview
About the Company :

OYO Rooms, commonly known as OYO, is an Indian hotel brand that

owns and operates as well as aggregates standardised hotel rooms. It
currently operates in more than 200 Indian cities and in Malaysia.

Products and Services offered by OYO :

HOTEL BOOKING
A traveller can book a room online at Oyorooms.com and can choose to opt for online payment or pay at
the hotel.

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Organisation Structure :

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 CEO : RITESH AGARWAL

COO : ABHINAV SINHA

CTO : ANIL GOEL

CFO : ABHISHEK GUPTA

CPO : DINESH RAMAKRISHNAN

CGO : KAVIKRUT

CSO : MANINDER GULATI

REGIONAL HEADS

North Head : Gaurav Ajmera

South Head : Burhauddin Pithawala

East Head : Prasun Chaudhary

West Head : Shreerang Godbole

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3. Project Profile

Internship opportunities in India are career specific. College students often choose
internships based on their branch of study. Students often perceive it as a way to
develop their capabilities by practically applying their degree while learning in a
professional work environment.
Most students apply for internships during their summer and winter breaks. In
some universities, internships during the college breaks are compulsory and a part
of the curriculum. It is common that previous interns become employees to the
organization once they have acquired the necessary skills and experience.
Moreover, many engineering students also term their training period in certain
industrial organization as an internship.

3.1 Objectives of the study

 Apply business concepts and theories to real-world

decision-making.
 Increase proficiency in specific business disciplines;
such as business development management,
operations management, marketing, accounting,
economics, finance, and business law.
 Develop and improve business skills in
communication, technology, quantitative reasoning,
and teamwork.
 Observe and participate in business operations and
decision-making.
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  Meet professional role models and potential
mentors who can provide guidance, feedback, and
support.
 Expand network of professional relationships and
contacts.
 Develop a solid work ethic and professional demeanor,
as well as a commitment to ethical conduct and social
responsibility.

3.2 Methodology :
 Call and fix appointments with Corporates that have their
regional/branch offices in Jaipur.
 Meet the Administrator/HR of the company and propose the
idea of choosing OYO as their official accomodation partner.
 Offer the company with OYO portal. Some of the tech
features of OYO Business Toggle are
1. Official Company Accountant
2. Monitor all booking and payment activities
3. Add employees and assign per diem
4. Personalised Automated Assistance
 As now the Corporates have partnered with OYO it is our
prime responsibility to provide the corporates with certain
Corporate Advantages.

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 1. Designated accountant manager at their service.
2. V IP Ex perience. Enlist on our preferential guest list.
3. Customised meal plans on demand.
4. No peak pricing on select properties
5. Relax ed check-in & cancellation policies
6. Airport/Station pick up & drop.
7. Complimentary room upgrades.
 Some of the corporates that I’ve introduced OYO to are
1. Arth Micro Finance
2. Hyundai (North Region Office)
3. Nilkamal Plastics
4. ITC (North District Jaipur)
5. Hitachi Home & Life Solution India Ltd.
6. Wipro Infotech
7. Reliance Jio
8. Indian Express
9. Mahindra & Mahindra Ltd
10. Saras Dairy
11. Tata Motors Ltd
12. Mahindra Finance
 Other events that I’ve focused to generate leads are Jaipur
Literature Festival, Stone Mart and Vestige (Family Reunion
at Delhi)

4. Observations and Analysis

Oyo is a sort of an aggregator, the way Uber is - an online 'hotel'

marketplace - and even as I write, it's turning into India's largest
chain of hotels. Just 23, Ritesh Aggarwal seems set for getting
9000 properties in its fold by the turn of 2017. OYO's model is
simple: it adopts hotels to get them in its fold; gets them to follow
certain standards of services, features, staff, pricing, security etc.,;
and then sells their rooms under its own brand, for a certain cut.
Currently, the company is under the consolidation and

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profitability mode, hiring and market development activities -
and has attracted five rounds of PE funding already from the likes
of Sequoia and Softbank. This new segment operates on the asset-
light business model, and is a sure disruptor for the traditional
capital-weighed-down hospitality industry.

OYO's traction and market coverage has swiftly increased thanks

also because of being listed with travel aggregators like Make
MyTrip, Clear trip and hotels.com. Add app-based booking facility
to this launched in September 2014. The Hospitality industry
segment targeting small business travelers and budget tourists is
eminently swift-cash, and that works in the favor of OYO, because
revenues get realized quicker too.

OYO doesn't own any of these properties, and instead, invests in

marketing and management quality improvement for the hotels
under its fold. It's a win-win for OYO and the hotels, many of
whom just don't have the network, knowledge or the budget for
smart marketing, and they run empty. OYO helps them improve
their yields. It now has more stringent offline quality control
mechanisms onboard to manage customer experience and keep
the brand growing.

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While some may say it's no great shakes, as one just needs to copy
the AirBnB model. It's not easy in India, where there are no
standards being followed by class B and C hotels; where the
owners are not entirely professionally trained or oriented for the
hospitality space, and where, it's not easy to get money to improve
your hotel. To OYO's credit, it seems to have created an
understandable and compelling value proposition for partner
hotels.

It can be anybody's guess, that after a year's good going, OYO can
be in a great situation to get some big cash after a stake-sale.
Unless there's some drastic mess, OYO looks sure to stay. It's time
when Ritesh Agrawal needs to get down to the task of building the
OYO organization into a compelling, high-quality unit, ready to
handle the load of ten million+ customers.
Analysis :

Q1.Have you ever faced troubles with finding hotels?

Response No's

YES 531

NO 69

TOTAL 600

YES 88%

NO 12%

TOTAL 100

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 NO%
12%

YES%
88%

INTERPRETATION:

From the above graph it can be stated that 88% of

customers are having troubles with finding a budget
friendly hotel.

Q2.Have you ever heard of OYO rooms?

Response No’s
YES 553
NO 47
TOTAL 600
YES 92%
NO 8%

TOTAL 100

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 No
8%

Yes
92%

INTERPRETATION:

The above graph depicts the opinion of the consumers, 92%

of them heard of OYO rooms and 8% of them have not
heard.

Q3. Would you download an app for booking a room?

Response No’s

Yes 125

No 475

TOTAL 600

Yes 20.8%

No 79.2%

TOTAL 100

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 Yes,
21%

No,
79%

INTERPRETATION:

From the above graph 79% people would not download an

app 21% of them would.

Q4. Would you prefer OYO Budget or OYO Premium?

Response No’s
OYO Budget 526

OYO Premium 74

TOTAL 600
OYO Budget 87.6%

OYO Premium 12.4%

TOTAL 100

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 OYO
Premium
12%

OYO
Budget
88%

INTERPRETATION:

In the above graph only 12% opt for OYO Premium, while
remaining of them would prefer OYO Budget.
Hence majority of people are looking for OYO Budget.

Q5. If you get a coupon that gives you flat 10% off on OYO Elite
would you go for it?
Response No’s
YES 549

NO 51

TOTAL 600
YES% 91.5

NO% 8.5

TOTAL 100

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 NO
9%

YES
91%

INTERPRETATION:

From the above graph we can say from a sample of 600, 91%
of them would consider going for OYO Elite in future and 9%
may not buy.

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5. Findings

 The trained manpower available in the tourism industry is

insufficient to meet their increasing needs.
 There is a wide gap between the requirement and availability
of skilled and unskilled manpower in the case of Classified
Hotels in the State.
 There is a wide gap between the requirement and availability
of skilled and unskilled manpower in the case of Un
Classified Hotels in the State
 An average of 59 per cent of the requirement is available in
case of skilled manpower for Classified Hotels in the State.
There is shortage of 41 per cent of trained manpower in the
case of Classified Hotels.
 An average of 89 per cent of the requirement is available in
case of unskilled labours for Classified Hotels in the State
and there is a shortage of 11 per cent.
 An average of 59 per cent of the requirement is available in
case of trained manpower for Un Classified hotels in the
State and the shortage of skilled labours is 41 per cent.
 An average of 89 per cent of the requirement is available for
unskilled labours in Un Classified Hotels in the State and the
shortage of unskilled employees is 11 per cent.
 The hypothesis that there exist unbridged gap between
supply and demand for trained manpower suitable for
tourism industry in the State is accepted.
 The total intake for various tourism related courses offered
by universities / institutes in the State is 1356 per year,
which is less than the requirement of tourism-based
industries in the State.
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 The hypothesis that the intake of universities / govt.
agencies, which offer certificates / diploma / degree
imparting practical skill and special knowledge training
required for tourism, based industries in Kerala is far less
than the requirements are accepted.

6. Recommendations

 Many of the tourists are found to be staying for a short

duration in both unclassified and classified hotels due to the
lack of awareness with regard to the potential tourist resorts
and avenues in each locality. Hence efforts should be made
at the Grama Panchayat levels to make more avenues of
entertainments by organizing local level cultural festivals, art
forms, etc., with a view to retain such tourists at the tourist
destinations for a fairly long period of time.
 Village level heritage museums should be set up all over the
State and should also be made known to the tourists through
beautifully and well designed websites.
 ‘Foreign Language Proficiency Class’ should be set up at the
potential tourist destinations to equip the local people who
are desirous of learning such languages for easy
communication with the foreign tourists for the effective
marketing of the local products and services to them.
 Village level tourist maps and brochures should be developed
with the participation of the students, teachers, researchers
and local administrative authorities in association with the
Department of Tourism to aid the tourists to visit a
particular location to have a synoptic view of the potential
avenues of enjoyment in India.
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 ‘Hygienic Mobile Mini Restaurants’ be set up at selected
tourist destinations on an experimental basis providing
various local level food items and beverages.
 More approved ayurvedic treatment centres should be
established with the sophisticated facilities to attract more
tourists. This will create more employment opportunities.
 The hotels and restaurants in the State should arrange more
facilities for western and Indian food items to meet the
requirements of the foreign and domestic tourists.

7. Conclusion
This project is designed to meet the requirements of Online
Hotel Management. It has been developed in VB & Mas-Access
keeping in mind the specifications of the system. For designing
the system we have used simple data flow diagrams. Overall the
project teaches us the essential skills like:
 Using system analysis and design techniques like data
flow diagram in designing the system.
 Understanding the database handling and query
processing.

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 8. Learning Outcome
In review this internship has been an excellent and rewarding
experience. I have been able to meet and network with so many people
that I am sure will be able to help me with opportunities in the future.

One main thing that I have learned through this internship is

time management skills as well as self-motivation. When I first started
I did not think that I was going to be able to make myself work eight
hours a day, five days a week. Once I realized what I had to do I
organized my day and work so that I was not overlapping or wasting
my hours. I learned that I needed to b organized and have questions
ready for when it was the correct time to get feedback. From this
internship and time management I had to learn how to motivate myself
through being in the office for so many hours. I came up with various
proposals and ideas that the company is still looking into using.

I enjoy this line of work and hope the company reaches Fortune 500
list one day. I will continue to work hard in my position and hope
to continue to learn about the industry and meet new people. This
was an excellent experience and I hope that other interns got as
much out of it as I did.

9. References
1. www.google.com
2. www.oyorooms.com
3. https://en.wikipedia.org

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