CPS Final Report on

“Sales Generating Strategies for Tenhard India

using Corporate Promotional Activities & Online
Internet Marketing”

Submitted by: Unnati Shekhar Aher

Roll No.: TM2019108
 SUMMER INTERNSHIP PROJECT REPORT ON

“Sales Generating Strategies for Tenhard India using Corporate

Promotional Activities & Online Internet Marketing”
Submitted by
Unnati Shekhar Aher
Roll no. TM2019108
FOR THE DEGREE OF

MASTER OF BUSSINESS ADMINISTRATION WITH MAEKETING

SPECIALIZATION

UNDER THE GUIDANCE OF

Prof. Suwarna Joshi

Wg. Cdr. Anil Wathare

ACADEMIC YEAR 2021 - 2022

CERTIFICATE
 ACKNOWLEDEGEMENT

I EXPRESS MY SINCERE THANKS TO DIRECTOR BALAJI INSTITUTE OF

TELECOM

AND MANAGEMENT – Wg. Cdr. ANIL WATHARE FOR HIS VALUABLE

GUIDANCE AND SUPPORT EVERY NOW AND THEN IN DOING THIS PROJECT.

I WISH TO TAKE THE OPPORTUNITY TO EXPRESS MY DEEP SENCE OF

GRATITUDE TO Prof. SUWARNA JOSHI FOR HER INVALUABLE GUIDANCE AND

SUPPORT IN THIS ENDEAVOUR. THEY HAVE BEEN A CONSTANT SOURCE OF

INSPIRATION.

I OWE MY SPECIAL THANKS TO MISS AMRITA SINHA, HR. FOR HER

VALUABLE GUIDANCE AND SUPPORT.

FINALLY, IT IS THE FOREMOST DUTY TO THANK ALMIGHTY GOD FOR

ABUNDANT BLESSINGS AND TO ALL MY RESPONDENTS, FAMILY & FRIENDS

AND TEACHERS WHO HAVE HELPED ME DIRECTLY OR INDIRECTLY IN

COMPLETING MY FIELD WORK, WITHOUT WHICH THIS PROJECT WOULD NOT

HAVE BEEN SUCCESSFUL.

Name & Signature

 DECLARATION

I, Unnati Shekhar Aher, TM2019108 OF BALAJI INSTITUTE OF

TELECOM AND MANAGEMENT (SRI BALAJI UNIVERSITY PUNE),
HEREBY DECLARE THAT I HAVE COMPLETED THE PROJECT
ENTITLED “SALES GENERATING STRATEGIES FOR TENHARD
INDIAUSING CORPORATE PROMOTIONAL ACTIVITIES & ONLINE
INTERNET MARKETING” IN PARTIAL FULFILLMENT OF THE
REQUIREMENT FOR THE THIRD SEMESTER OF THE MASTER OF
BUSSINESS ADMINISTRATION WITH SPECIALIZATION IN
MARKETING COURSE FOR THE ACADEMIC YEAR 2021-2022 (BATCH
2020 – 2022) THIS PROJECT IS THE RESULT OF ORIGINAL WORK
DONE BY ME ON GROUND ZERO.
 Abstract

The Summer Internship Program plays an important role in self-development and learning
and prepares one by providing practical knowledge of the corporate world. As a part of the
Sales and Marketing team, my internship at Tenhard India Pvt Ltd. involves many roles and
responsibilities.

Activities Performed
1. Made Cold Calls- For both B2C and B2B.
2. Made Pamphlets to the company for B2C for circulating it to all the potential
customers.
3. Planned out strategies for promotions and bringing business for the company like
targeting schools, colleges, corporates, NGOs, libraries, hotels, and other reading
cafes.
4. Under B2B activities- I have made Business Brochure for schools and corporates.
The business Brochure was primarily on collaborating with the schools and
companies and giving on-page advertising facilities to promote other businesses.
5. Providing Posters, brochure, templates, and for other posts that goes on social
media platforms.
6. Made Questionnaire for Market Research (to understand what people wants to read)
 Introduction
In this contemporary and competitive world, the marketing of products and services has
witnessed a new surge. Technology, business innovation, and digitalization together are
setting the business trends across the globe. Among these, the concept of reading is
undergoing a transformation in the 21st century, particularly now when the Covid19
Pandemic has blown out the entire world with its catastrophic effects.

Reading is an intrinsic element in one’s life. It has become important to develop the
rudiments of reading. According to Holte (1998), reading emancipates and empowers citizens
and brings people together and adds quality to life, and provides access to different cultures.

However, now, due to digitalization, the reading habits of people are also changing. The
traditional style of reading in this digitally transforming era is nothing more than the brick
and mortar where the people need to carry lots of extra burden weights for their favourite
novels, books, magazines, or comics.

Due to the unprecedented Covid19 pandemic, the world has witnessed a surge towards
technological development. The e-reading industry has seen a positive trajectory prompting
people to read more and carry less. According to Pew Research Centre (2012), almost 21% of
adults in America have read an e-book in the past year (i.e. in 2011). Similarly, in a survey in
2011, approximately 43% of Americans age 16 and above said that they had read an e-book
or magazines, news articles, or other journals in a digital format. It is a significant cultural
shift in America from printed readings to digital readings.

The same culture is now augmenting in India. Initially, after the introduction of the Amazon
Kindle, people have started shifting to digital readings, and due to the Covid19 pandemic,
innumerable people shifted towards digital reading following social distancing and also
because of the lower price. Tenhard India Pvt Ltd. is a step towards enlarging the e-readers
base and also in reducing dependency on hardcopies protecting the environment in many
ways.
 INDUSTRY SCENARIO
About the Company: Tenhard India Pvt Ltd.

Tenhard India Pvt Ltd., a Delhi-based startup started in 2020 by Parul Puri (CEO of the
company). It brings a unique concept of revolutionizing the reading habits and bringing a
one-stop destination for all. Lenhard India is a Digital E-Media reading platform providing
unlimited access to a comprehensive collection of leading International and Indian
magazines, books and novel from renowned authors, and also provide a digital stand for
trusted newspaper, articles, blogs from every genre, be it business, political, lifestyle, fashion,
automotive, health, food, travel, comics and much more available at a reasonable price.
Moreover, Tenhard India also publishes its enchanting magazine by the name of Tenhard
Traveler and Food. The subscription covers over 200 magazines, 100 books, and 5
newspapers.

It is the revolutionary online marketing and sales initiated by Tenhard India Pvt. Ltd. At first
you have to sign up in their website after that you became a part of the revolution of Tenhard
India and start learning and exploring the various types of Novel, story books as well as
newspaper and magazines also. It will not only give you right new age exposure but also
prove to be an amazing Project which will add values not only to your resume but will also to
your personality.

Products Offered by Tenhard:

Tenhard India Pvt. Ltd. Offers wide range of products related to E- Media such as novels,
International Journals, newspaper, magazines, and other premium story book as well as avail
these services, have to subsribe to the website of Tenhard India.
SWOT Analysis

STRENGTHS WEAKNESS

 Feasible  Focus on E-commerce only

 Price Value and quality  Geographical Position (Rural and Urban)
 Accessibility: Access anytime from  Generating Traffic
anywhere just need a laptop or phone  Need Consistent Publishing
 Global audience
 Instant user feedback

OPPORTUNITY THREAT

 Target Market  Market Demand

 Business/Product Development  Competition from Market Leaders
 Growth and Sales  Google Algorithm Changes
 Social Media Marketing  Innovation in Technologies, services and
 Networking ideas.
PESTEL ANALYSIS

Political Factors: No impact whatsoever.

Economic Factors: The subscriptions are of a standard rate and can be afforded by the upper
class easily. So, the impact of economy on the purchasing power of the lower and the middle
class is insignificant for the profit generation for the company because not many purchasers
are from that category.

Social Factors: The lifestyle of a person which is influenced by another person is the social
factor which can be accounted for the person whose interests are being evaluated. People who
live in a Rurban or rural area will very rarely avail such a service. So, a social stigma can
exist where people might feel reluctant to go digital.

Technological Factors: This is the factor which can mean a favorable situation for a start-up
which is selling subscription for digital reading. As technology advances, people will shift
more towards digitization, so there is profitable market present in this aspect.

Environmental Factors: The start-up is rigorously favoring environmental factors because

the company directly promotes saving paper and simultaneously saving trees. Reading
newspapers and magazines digitally can directly reduce the demand of making paper and thus
cutting of trees.

Legal Factors: Copyright laws should be factored in for when dealing with publishers.

Objectives
1. To identify and understand sales and marketing strategies for Tenhard India Pvt
Ltd.
2. To understand consumer behavior
3. To generate lead
4. To create brand awareness.
5. To understand Digital Marketing techniques and use them for the company.

Hypothesis:
Ho: Consumers have not subscribed for the E-Library.
H1: Consumers have subscribed for the E-Library.

H0: Consumers are happy with the service.

H1: Consumers are not happy with the service.

Research Methodology:
Research type:
Quantitative Research: This type of Research refers to the number of data is collected based
on numbers where data is collected based on numbers, and summary is taken from these
numbers.

Sample Size:
Sample sizes = 42
Questionnaire:
 What is your name?
 What is your age?
 Are you aware of Digital Library or E- Library?
 Are you currently using it?
 Do you feel comfortable using the E-Library?

 What factors are important for you while subscribing or purchasing the E-
Library?
a. Reliability
b. Comfortness
c. Availability
d. Offers
e. Price

 While choosing for the E-Library what is your preference in the reading
Materials?
a. Novels
b. Biographies
c. Mythological books
d. Newspaper
e. Magzines

 On scale of 1-10 how much you prefer Reading on E-Library

 On Scale of 1- 10 how much you prefer using the E-Library?
Methodology:
Here we glance at the startegies accsoustemed by succedd the objective of the study wheather
or not it’s associated by the descriptive analysis style, the sourc of knowledge and therefore
the strategies that were utilized in the info assortment it highlights all. This helps us to study
the sample frame and size, sampling techniques and the way information obtained from the
study were analysed.
1) For B2C
In an attempt to achieve the desired result for sales and marketing, I am using
Outbound Lead Generation (contacted many people from LinkedIn, Facebook and
made cold calls) and Inbound Lead Generation (posted contents, templates, and
brochure in different social media sites, including LinkedIn, Facebook, and
Instagram).

Moreover, I am also using a factorial strategy for selling the subscription. The

lowest amount of subscription is for ₹999, which is available for 3 months, and the
 highest subscription is for ₹4999 for 3 years, and simultaneously 4 users can use one
account (for all subscription plans).
.

2) For B2B
To achieve the B2B task for the company, we have planned to target schools,
colleges, NGOs, corporates, libraries, hotels, and reading cafes. To accomplish the
task, I am making cold calls to different schools for collaboration and accordingly will
be holding a fun activity event for the students.

3) For Social Media Marketing

To Increase the Reach on Social Media Platform Through daily poster for a post on
all social media. I tried to made poster’s in accordance with the Tenhard services, and
shared it on my Instagram, Facebook, WhatsApp stories.

Work Done
At Tenhard India, I have been taking different activities and performing various functions.
My works primarily revolved around Three broad activities:

1. B2C- 
To complete my B2C activities, I have contacted many people from LinkedIn,
Facebook and made cold calls. However, later for a better reach, posted contents,
templates, and brochure on different social media sites, including LinkedIn,
Facebook, and Instagram.
2. B2B-
Almost after a month, I have been transferred to B2B activities from B2C. Here, in
B2B activities, my task primarily revolved around making cold calls to different
schools for collaboration and holding a fun activity event for the students (sales and
promotional activity).
3) For Social Media Marketing
To Increase the Reach on Social Media Platform Through daily poster for a post on
all social media. I Make a daily poster for a post on all social media. I am handling
social media of tenhard India in which Instagram and YouTube.

Posters for Social Media Post

STP Model: Segmentation, Targeting, and Positioning

STP marketing model is one of the strategic approaches used by businesses today to attract
the right customers who will be interested in buying the product or services. By using STP,
we understand how an e-commerce business can yield.
So, what are the Targeting Segmentations for the company?
Tenhard India is one of the preeminent names in the E-media industry and provides all digital
readers unlimited access to a comprehensive collection of leading International and Indian
magazines, books, and novels from renowned authors and also provide a digital stand for
trusted newspapers. As it is a digital e-reading platform, therefore, it's pocket-friendly as
pricing of the product has been determined by considering every class of the society.

Demographic Segmentation
1. AGE: 15-40 years
2. SEX: Unisex
3. ANNUAL INCOME: 3 Lakh per annum
4. EDUCATION: Educated
5. OCCUPATION: Service sector, education sector, and business working

Psychographic Segmentation

1. LIFESTYLE: Targeting customers who are into fashion and lifestyle, following new
trends, or a healthy lifestyle, and more. Moreover, Company has also been targeting
students and employees who are into these industries.
2. SOCIAL STATUS: The services target the customers who spend for social status with
affordable price as in one subscription anyone can have access to all the readings
available on the website.
3. OPINIONS: People’s opinion makes the baseline, i.e. by determining its usefulness
and importance. Like e.g., people have strong opinions on gender, environmental,
cultural, social, political topics. Similarly, many people opine that reading about these
topics brings change not only in the society but reading various topic also improves
reading habits. Therefore, we are targeting those people who are into reading the
above topics.
4. INTERESTS: Targeting customers whose shopping behavior is value-based and
interest-based such as people who love to be updated with the new trends or the
 people who have keen interests in fashion, IT, automobiles, health, food, traveling,
businesses, and more.

Behavioral Segmentation

1. USAGE BASED: Customers who are looking for all in one value and regularly read
are being targeted. Customers looking for multiple readings on various topics are also
targeted for their reading satisfaction.
2. PRIORITIES: Targeting customers who prioritize reading books, novels, magazines
and newspaper and providing them with a value for money product.
3. PSYCHOLOGICAL INFLUENCES: Customers who follow celebrities, renowned
authors and social influencers are being targeted through promotional activities.
4. PURCHASING BEHAVIOUR: Targeting customers who are multiple buyers of
various readings.

Geographic Segmentation

The services Tenhard India is providing are beneficial for both rural and urban, but currently,
we are targeting urban areas more because of its wider reach and the customer’s reading
preferences and lifestyle.

Positioning

Market positioning refers to the process of creating an image in the minds of the consumer
about the product and services.
The uniqueness of the service: One Subscription Many Advantages
 Magazines, books, novels, newspapers, articles, blogs from every genre, be it
business, political, lifestyle, fashion, entertainment, automotive, cooking & food,
comics, travel, sports, health, and fitness.
 Over 200 magazines, 100 books, and different newspapers
 Bloggers and writers can share their thoughts, knowledge, and experiences.
 Originality and Authenticity of the content.
 No need to Pay High Prices
 No need to carry the extra burden of your favorite reads.
 Feasible and Pocket Friendly
 Share with 4 family members.
 Subscription starting from ₹399/- only
 Believes in making good relation. Anytime support for any issue.

Observation
 People are infested to Read online on Tenhard India Pvt. Ltd.
 Cost Effective Services
 Website is not Mobile Responsive
 Less Content

Recommendation
 Try to add more numbers of content
 It is start-up company so try to do free workshop and free promotional advertainment
 Make a application for the mobile users
 Create CRM for the future benefits
 Learnings
1. By making cold calls for B2C and B2B, I got to know about how to approach
costumers 
2. Understanding consumer behavior.
3. How to generate leads from cold calls.
4. Understanding Digital Marketing Techniques such as SEO quack extension, types of
SEO, backlinks, Domain authority, Page authority, Do-follow & No-follow, Virtual
reality, Augmented reality, Mixed reality, PPC (pay per click).
5. Understood the business model of my company
6. Collected data of customers from various sources who have a keen interest in reading
digitally.
7. Learning & understanding various aspects of sales & marketing.
8. Learning leadership qualities.
9. Understanding Digital Marketing techniques
10. understanding the 4 P’s and other marketing strategies
11. understanding ATL and BTL activities.
12. Understanding how to Create CRM

Limitations
1. Focus on e-commerce only
2. Live interaction is low
3. The age range for the product is from 15-40 years only
4. Geographical Conditions matters (Rural and Urban)
5. Due to coronavirus, many schools and colleges have been shut down; therefore,
schools and colleges do not show interest.