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PROJECT REPORT
m
ON
c o
“A STUDY ON B2B SALES .
a AND BRAND
PROMOTION THROUGH m DIFFERENT
a
y n
MEDIA”
d
Test Formula Education. Pvt. Ltd.
tu
S
TABLE OF CONTENTS
S.No. Particulars
1. Introduction
a) Introduction to the Industry
b) Major Players
c) Competitors
d) Economic Impact
e) Indian Education Impact
2. Company Profile
a) Introduction to Company
b) Mission & Vision
c) Organizational Structure
d) Product Portfolio
e) Geographical Spread
f) Market Share m
g) Future Plans
c o
h) Revenue Model
.
i) New Initiatives by Company
a
j) CSR
m
k) SWOT
a
3. yn
On the Job Training
d
a) Objective of the training
tu
b) Key Areas Assigned
S
c) Week Wise Description
d) Stages of the Project Assigned
4. Data Analysis
a) Questionnaire Data
b) Questions with graphs
5. a) Findings
b) Conclusion
c) Constraints Faced
d) Recommendations
e) Major Learning’s
f) Bibliography
g) Annexures
6|Page
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
m
the institutions I had visited throughout my internship. All of the stages in the project are clearly
c o
explained in the project with the details of the work done. Then SWOT analysis of the company is also
.
a
done to show the details in the brief.
m
a
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 n
y users from different sites i.e. Facebook, Thinkvidya etc.
I have to do the promotion of Testformula and sometimes I
d
focused on Collecting Data of Different
t
Sometimes Work assigned u to me related to Content Development of New launching product
S
―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
m
o
from these 45% - 55% schools, 20% of schools are fully converted and they tie up with Testformula. In
. c
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.
a
m
a
yn
d
u
According to me there were certain limitations in my project like late follow up to the institute makes
them loose some of theirt
Sof the numbers were either not
prospect customers and the database which is provided to us for calling was an
old database i.e. Most
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
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
m
wise to incorporate technology-based teaching and learning tools into the overall
c o
.
delivery system. Online teaching management varies from state and district led
a
programs, to online charter schools, to services offered by for-profit or non-profit
m
companies and universities. Program content and design varies widely. Online
teaching is best understood as an
a
unique service delivery method, not a service in
y
itself.
d
t u
S is a subset of online teaching and describes a popular mode of
Blended learning
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.
m
c o
.
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10 | P a g e
MAJOR PLAYERS
11 | P a g e
m
universities themselves — not individual entrepreneurs and professors — and was
c o
conceived as a platform to provide an MIT-calibre education to anyone who wants
.
it.
a
m
a
4. Coursera: Coursera was also founded by Stanford affiliates, computer science
n
professors Andrew Ng and Daphne Koller, and is ―committed to making the best
y
d available to any person who seeks it,‖ according to its
education in the world freely
tu company, though it currently does not generate any
website. It is a for-profit
revenue. S
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:
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13 | P a g e
y n
online time can leverage technology to encourage active learning from
each student, reduced
classroom lectures, and improve students’ computer
skills. tu
S programs, like any educational service, should execute
Online teaching
rigorous evaluations centered on students’ educational progress.
Evaluations should include review and revision of technological
infrastructure and curriculum offerings.
14
ECONOMIC IMPACT
The worldwide e-learning industry is economically significant, and was
m
estimated in 2000 to be over $48 billion according to conservative
o
estimates. Developments in internet and multimedia technologies are the
c
. content, technologies,
a
basic enabler of e-learning, with consulting,
m
services and support being identified as the five key sectors of the e-
acommunication technologies (ICT) are
learning industry. Information and
n
ypeople.
used extensively by young
dsize for digitized school products in private schools
u
t million ―This is expected to grow at a CAGR
―The current market
S
is around US$500
[compound annual growth rate] of 20% to reach the over US$2 billion
mark by 2020. However, the market potential then might get as big as
US$4 billion [i.e. if the total population of private schools that could
adopt multimedia actually adopt it.] Apart from this, the current market
size for ICT [information and communications technology] in
government schools is US$750 million. We expect this to grow five times
by 2020 due to the current low level of penetration in government
schools.‖
15
India is a country with a very old, if not the oldest, background of formal
education system. The Nalanda University was the oldest university-
system 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
m
o
different turns. With the advent of fast-paced changes in technology, it is
c
. catch up with the same.
nearly impossible that education sector would not
a
m
Classroom delivery is still the most widely used and most penetrated
model of teaching throughout theacountry, in urban, semi-urban, as well
yn
as rural areas. But, the slate-&-chalk, pencil-&-paper pairs are slowly
starting to find newd
u mates for them –Tablet-&-Stylus, Computers etc. So
much so that,t basic training in computer handling is almost a part of
S
curriculum nowadays. The government today contemplates and actually
provides the school students with ―Akash‖ tablets to be used in schools
for learning.
16
d
has enabled a potential candidate
u
t insight about their performances and areas for
get more detailed
S This is just the beginning. The use of technology in
improvements.
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
m
o
Test Formula is a very unique service that enables students to practice
c
. of students' historical
a
what they have learnt. It generates detailed statistics
m
performances, performance with time, geographical performance and
alevel of questions. Thus, this kind of
n
performance based on difficulty
detailed analysis helps y students to know where he needs more focus.
Smart learning withd
t u smart tools is need of the hour and Test Formula
S
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.
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"
t u
some new features one is MarkSheet.co.in that will help 10 standard th
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 Formula’s 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
m
o
and our dream to make this virtual learning- A real life experience in this
competitive environment.
. c
a
m
a
yn
Hierarchy / Organisational Structure:
d
t u
S
MR. Deepak Goel
CEO
Mr. Aanis Mr. Ravi Ms. Evan Monfee Mr. Brijesh Mr. Rahul
Khan Sachdeva Graphic Designer Singh Sharma
CMO CFO & Blogger IT Head Legal Consultant
20
PRODUCT PORTFOLIO:
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
m
provides.
c o
.
a
m
a
PRODUCTS:
y n
1. Online study d
material
t u
S solutions
2. NCERT
3. Practice tests
4. Detailed analysis
21
FEATURES OF PRODUCTS -
Detailed Answer
Explaination
Instant Multistrata
Reminders Testa
m
c o
.
a
m
Dashboard a Highly Intuitive
yn
Optimized view graphs
d
tu
S Unlimited
Practice
Mobile
Optimized
Questions
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.
m
c o
.
a
m
a
yn
d
MARKET SHARE:
tu
S
Target market is schools, coaching institutes, colleges, forums, meetings ,
seminars, online communities, etc and target customers are students ,
teachers, principals and parents .
23
strengths and weaknesses and help them in making good choices for
future.
PHASE 1 -
Entrance Exam
PHASE 2-
Colleges
m
PHASE 3- c o
.
Certifications
a
m
a
yn
d
Phase 1
tu
S
GATE, GPAT, GRE, CAT, Bank PO Etc. (May’ 2015- April 2016) Add
On: Ex. Computer MS office/ Foreign Language (Basic) among schools.
Phase 2
Phase 3
24
REVENUE MODEL:
B2B2C
B2C
B2B
m
c o
.
a
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a
y n
d
B2B: Online Communities Forum, Seminars, Meetings that is going to
t u
schools, coaching centres, colleges and meeting principals, director or
Sand showing our proposal to them.
head there
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.
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
m
this initiative has been proved successful also and helped students in
c o
.
different ways, telling glimpse of new technology and easy learning.
a
After this many students actually used to visit Test Formula site and
m
register themselves for free to experience new world of technology.
a
y n
In this online business there is no such fixed investment that one needs to
do every year, like d
they managed their promotional videos , campaign by
tuof having any expert from outside, so if all goes well
their own instead
S budget for coming year would be approx. 30 -35 lakhs
then organization
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.
27
SWOT ANALYSIS
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STRENGTHS:-
28
WEAKNESSES:-
OPPORTUNITIES:-
Global reach
Can increase the product line.
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Direct working on live project
c o
Managing company owned social media .
Learning business techniques a
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THREATS:-
S
Increasing competitors
29
m
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30
31
32
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.
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33
WEEK 1
On the very first week of my internship first day they have organized the
orientation program in which my mentor had given me brief about the
project and what will be our work, now from the next day onwards they
have given us school and coaching institutes list so that we can go and
take appointments, get the data and also aware them about how e learning
is beneficial to students and how test formula works, my mentor had
already given me brief about how they conduct workshops in school and
in what way I have to pitch while doing offline marketing for them. I m
c o
.
have also attended a seminar on networking with my mentor Mr. Deepak
a
Goel and with this I have learned that actually how B2B sales is done
m
a
which requires a lot of hard work and nowadays every company have to
n
promote their product and from test formula education i got to know how
y can make a position in the market. I also
d
slowly and gradually you
u
t products are customised for different customers and how
learned how the
S sells the products in B2B and B2C market. I am learning
the company
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.
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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
m
c o
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
a
m
like how much important these sites are for a firm's promotion, how to
a
n
double your traffic ,right way to do keyword research and also learned
many new terminologiesy
d
about digital marketing.
t u
S
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.
m
o
Now I know that actually how digital marketing is done and how much
. c
important role it plays for firm’s promotion, how do companies attract
a
customers by using social media as a platform, marketing is done which
m
a
requires a lot of hard work and nowadays the world is going digital so to
n
y education I am learning how slowly and
explore this is very interesting, every company needs to promote their
d
product and from test formula
gradually you u
t can make a position in the market by using online
Sas a tool in short we are learning how the world is going from
marketing
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.
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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
m
the demo and follow up Can be made. While doing this I realized that it is
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not easy to convince people on phone, some people on the other side are
. so it is very hard to
a
not even ready to listen to what you are saying
convince them for the demo.
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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
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d
WEEK 9 tu
S
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.
41
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
3. Personal Meeting:
yn
students they have, from which class students they deal, their contact
d
u
number, their email id, etc that we can contact them in future or we can
t their anniversary and birthday to add to the business
S
wish them on
relation. After getting the data, i just thank the concerned person for their
kind support in getting the information.
43
DATA ANALYSIS
44
m
c o
. 33
a
35
30
m
Noida
22
a
25
18 18 Gurgaon
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20 16 16 15 16
14 Dwarka
15
d
Janakpuri & uttam Nagar
10
tu
Laxmi Nagar
5
S
0 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
15
m
co
16
14 Noida
.
11 11
12 10
a
Gurgoan
10
7
8 6 6 Dwarka
m
5
6
a
3 Janakpuri & Uttam Nagar
4
yn
2 Laxmi Nagar
0
Mukherjee Nagar
d
tu
South Extention
Vasant Kunj
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
m
Series 1
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.
a
20 20
20 18 kalkaji
18
14
m moti nagar
a
16 13
14 12
11 11
yn
lajpat nagar
12
10 8 greater kailash
d
8 5
6 munirka
tu
4
2 safdarjung enclave
S
0 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 institute’s i.e. 20 and the least institutes covered are in Lado
sarai.
47
m
co
14 13
12 kalkaji
.
12 10 moti nagar
a
10 9
8 lajpat nagar
8 7
m
6 6 greater kailash
a
6 4
munirka
yn
4 3
safdarjung enclave
2
0
d patel nagar
tu
katwaria sarai
S
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
m
74
o
Responded
94
. c Ignored
a
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d
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S
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
00
m
43
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.
Responded
a Non Responded
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a 78
yn
d
tu
S
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.
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expert in his field.
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6. Seriousness of proposal of any company cannot be judged on phone.
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CONCLUSION
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3. Database if collected from some secondary source then it is most of
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the times wrong data so the trusted data is that what you get personally
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from the concerned.
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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.
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LIMITATIONS
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4. Seriousness of the person cannot be judged on telephones, there are
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many institutes which show interest in the data collecting process but
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they do not pick up the call afterwards, this shows that they were cold
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calls and there was lack of seriousness.
7. Institutes don't feel comfortable while sharing the data in case of cold
calling because of the trust factor, and we don’t take appointment before
visiting the institutes so it is somewhat difficult to convince institutes to
share the data.
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RECOMMENDATIONS
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institute, otherwise there will be no benefit of visiting that institute
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because they cannot remember each and every one visiting them, so it is
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our duty to keep reminding them.
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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.
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3. Working in and out the organization is done in a particular order and
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each one is related to each other. So, providing other person with the
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report on time is most important to carry on the working of the firm
smoothly because in firms
y n providing services on time is the most
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important factor to be considered.
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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.
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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.
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BIBLIOGRAPHY
www.educationindustry.org
www.tangerinedigital.com
www.seacstudentweb.org
ww.edtechreview.in m
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