PROJECT REPORT

ON

“A STUDY OF CLIENT ACQUISITION STRATERGIES

FOR ZOLO STAYS”

SUBMITTED TO
SAVITRIBAI PHULE PUNE UNIVERSITY
IN PARTIAL FULFILLMENT OF TWO YEARS FULL TIME COURSE OF
MASTERS IN BUSINESS ADMINISTRATION (MBA)

SUBMITTED BY
MOHIT RATHI (BATCH 2018-2020)

(MARKETING MANAGEMENT)
UNDER THE GUIDANCE OF
PROF. SUMITRA ROY

1
 Introduction

What does Customer Acquisition implies?

Client securing alludes to increasing new buyers. Getting new

clients includes influencing shoppers to buy an organization's items
as well as administrations. Organizations and associations consider
the expense of client securing as a significant measure in assessing
how much esteem clients bring to their organizations. Client
securing the board alludes to the arrangement of strategies and
frameworks for overseeing client prospects and request that are
produced by an assortment of advertising procedures. Some
effective client obtaining methodologies.
Numerous client procurement programs at that point incorporate setting up an association with
prospects to recognize their needs and decide how the items offered identify with those
necessities. Sales reps additionally endeavor to distinguish implicit needs; these depend on
information furnished by continuous discussions and associations with the prospects. Salesmen
likewise can distinguish extra needs of prospects and offer extra items so the prospects see a
more noteworthy incentive from acquiring the items they as of now are thinking about.

Customer Acquisition Framework fig

1

Client Acquisition Cost

The exact opposite thing an organization needs to do is spend more on obtaining clients than the
clients
Spend. The expense of client procurement (CAC) is the value organizations pay to get new clients.
In its most straightforward structure, the CAC is dictated by isolating the all out expenses related
with obtaining by all out new clients, inside a particular timespan. The expense of client securing is
a significant measurement for organizations to consider, alongside the lifetime estimation of a
Client. Organizations and associations need to get an arrival on venture (ROI) from showcasing
and deals battles designed for client procurement. The objective is to accomplish a high lifetime
esteem (LTV) to CAC proportion. A 3:1 LTV: CAC proportion is an ideal level
13
Advantages of Customer Acquisition

Utilizing fitting client procurement procedures encourages organizations to develop, and focused
on client securing projects help organizations obtain the correct clients in a savvy way. New
organizations or those with less settled items particularly need to put a more prominent spotlight
on client procurement. As organizations develop, they can move their concentration to client
maintenance. It's critical to remember that client securing costs regularly are higher than client
maintenance expenses and in this way require a careful investigation of the related advantages.
The obtaining benefits additionally should be completely evaluated with the end goal for
organizations to precisely check the general estimation of their client procurement process. For
built up organizations to become most viably, they should discover approaches to pull in, fulfill,
and hold clients.

Securing targets fall into three containers: mysterious, distinguished, and existing clients.

•Anonymous Visitors

Contrast current client conduct with online traffic data you were at that point gathering, and you
can transform unknown site guests into important leads. Social data can help center your
showcasing endeavors and all the more precisely assess the potential obtaining likeliness of
prospects

Building and focusing on these individual profiles and giving the correct messages and motivating
forces for further commitment, it is conceivable to customize the on-boarding background and
hence increment securing effort execution.

•Identified Prospects

For as of late recognized prospects, it is conceivable to utilize recently gathered information to

promptly distinguish the top potential converters as well as most elevated worth prospects and
furnishes them with a customized web experience dependent on conduct information, utilizing
fitting information at the ideal time. This will enable you to foresee prospects needs all through the
procedure and convey to them impetuses on which they're probably going to exploit.

•Existing Customers

I referenced Customer DNA before, which is a gathering of thousands of predefined

measurements, determined progressively and sorted out for every client. Presently, utilize this
DNA to improve administration following procurement to build cross-and up-sell openings. This
can fundamentally boost the ROI inside the initial couple of long stretches of obtaining and
increment client lifetime esteem. Notwithstanding your organization's client securing system, it's
critical to give significant customized informing and offers through the correct channels. This will
expand obtaining endeavors and help you increase high esteem clients.

14
 Research Methodology

Meaning OF RESEARCH

examination concerning

A subject so as to find or reexamine certainties, hypotheses, applications, and so on."

n to address the
inquiry, and present
A response to the inquiry".

•RESEARCH METHODOLOGY

The procedure of gathering data to settle on business choices is known as

Research Methodology.

The philosophy may incorporate production examine, interviews, overviews and

other research methods, and could incorporate both present and verifiable data.

In general, Methodology is a discretionary system inside which the realities are

set with the goal that the significance might be seen all the more plainly. The
wellsprings of information demonstrated that structuring of an exploration plan calls for
choice on the information sources are research draws near (essential and auxiliary
information), inquire about instruments (perception study try).

RESEARCH DESIGN A research configuration is an efficient methodology that

an analyst uses to direct a logical report. It is the general synchronization of
distinguished segments and information bringing about a conceivable result.
To decisively think of a legitimate and precise outcome, the examination
configuration ought to pursue a key approach, in accordance with the kind of
research picked.

The Research Design embraced for this investigation is a Descriptive one which is
for the most part subjective in nature.

1. Goals OF THE PROJECT

1.To think about the idea and procedure of customer procurement strategy

2.Planning and Deploying New Effective Client procurement Strategies.

3.To think about the procedures used to actualize customer procurement for Zolo
remains

4.Creating Ways to Build and improve zolo stays Services With

Existing Clients and Suggesting and Designing Ways of Engaging Customers and
Building

A Community of the Brand.

2. Extent OF THE PROJECT
a)The extent of the task is to investigations the promoting procurement patterns at zolo stays and devise new
Marketing Strategies to secure new customers.

b)The examination was restricted to investigations and formulating new securing systems for zolo remains. It
concentrated on dissecting the current showcasing and deals patterns at zolo stays, getting a thought of the current
customers needs and proposing approaches to procure new customers. It likewise centered around courses
through which for zolo remains as a brand could fabricate and make its very own greatest image in this
administration.

c)Client Acquisition goes about as an announcing framework normally enables the association to evaluate the
adequacy of consequences of different limited time exercises.

d)This causes associations to acknowledge consistent upgrades in both limited time exercises and client securing
frameworks.

e)Like lead the board, client procurement the board makes a methodical engineering for overseeing enormous
volumes of client request, or leads.

3. Impediments

Time factor was a limitation when it came to gathering the current information and investigating it and
conceiving advertising techniques dependent on it.

• TYPES OF DATA COLLECTED

a) Primary Data:

The essential information are those, which are gathered a new and just because, and along these
lines happened to be unique in character.

1. The Sales Team

2. Cold pitches made to potential clients

3. Associations with the CEO's and the Management group

. Auxiliary Data:

-distributed structure, which is now

Gathered by some other individual. The wellsprings of auxiliary information are the organization's

records and reports, reference books, diaries, papers, periodicals, web and so forth.

1. Organization's Website

2. Organization Records

3. PowerPoint Presentations

4. Organization's Documents

5. Web based life

COMPANY
PROFILE
 Zolo stays

ZoloStays Property Solutions Pvt. is a Bengaluru-put together genuine tech startup

established with respect to June 3, 2015, by graduated class Akhil Sikri, Nikhil
Sikri, and Sneha Choudhry. The genuine tech startup enables understudies
and singles to discover settlement with healthy sustenance.

Nikhil is a MBBS move on from AIIMS and rehearsed as a specialist in Singapore IMH.
Later he sought after business the executives at the ISB Hyderabad. For a brief
period, he worked in the corporate division with Cerner Corporation and Deloitte
where he met his life accomplice Sneha Choudhry, who later progressed toward
becoming prime supporter of Zolo. While, Akhil Sikri is a software engineering
building graduate from IIT Delhi, and is a sibling of Nikhil.
 SERVICES
OFFERED

Premium PG’s
Fully
furnished rooms
with food
Low prices
and best
locations

List of competitors:

.Nestaway, OYO
 SWOT
ANALYSIS
STRENGTH: WEAKNESS:

-Authentic change in life of client. -Business in particular age group of people (18-
40yrs)
-newinnovationwithdifferent style.

-Cheap rates than other

accommodation

OPPURTUNITIES:
THREATS:
-Youcanspecializeinworkingwith
-Competitioninmarketfromother substitutes.
brandslike hotel chains andincrease
growth in market. -Competitors new services then us.
-Can form couple friendly pg.’s which
will give moremarket.
Information ANALYSIS

1. Customer Acquisition Strategies Carried Out At Zolo remains. Client INFORMATION:

Nitty gritty client data is the most significant variable in figuring out which securing

Procedure will be best. This will impact everything from promoting purchases to associate
associations with clients to think about administrations. The three fundamental regions to
comprehend are socioeconomics, conduct or utilization data, and lifetime esteem. Client statistic
and utilization data requires a lot of information examination and following, in any case pays
tremendous profits to the organizations that can precisely show it. Certain ventures can get to this
information more effectively than others. For instance, interpersonal organizations approach nitty
gritty statistic data and web based gaming organizations have point by point data on player
utilization and network cooperations. Despite the natural focal points or drawbacks of a specific
industry, put resources into frameworks that record and track this data. Investigation and data
mining will help organizations manufacture exact client profiles. These client profiles will be the
most important wellspring of data that drives a securing procedure and picks the channels and
methods destined to arrive at your key subset of clients.

Procurement CHANNNELS:

When you have recognized your optimal client profile, it ends up simpler to decide productive
obtaining channels. These stations can incorporate print commercials in magazines and papers, TV
promotions, show advertisements on explicit sites or systems, catchphrase look, email showcasing
efforts, web based life, and subsidiary systems. This is in no way, shape or form a conclusive
rundown and new channels and techniques for arriving at potential clients are always being made.

Show ADVERTISEMENTS:

Show promotions are the advertisements shown at different places crosswise over integral sites.
The size and position, just as cost per 1,000 ticks (CPM) are the key terms for arrangement. Size,
arrangement, by and large site traffic and the innovative substance showed are the fundamental
factors in driving securing. Transformation rates depend extraordinarily on the kind of site and
their related socioeconomics.

EMAIL MARKETING:

Email Marketing Email showcasing is the online proportional to direct mailing. Vendors send
messages to a rundown (in-house or by information) to allure clients to join. Main considerations
that influence transformation are message substance and rundown quality. Change rates fluctuate
nearly as much as presentation
 DATA
INTERPRETATION
Some regular battles and advancements are recorded underneath:

Free preliminaries can be utilized as obtaining channels, as referenced above, or as battle/limited time methodologies
if free preliminaries are not ordinarily advertised. On the other hand, longer-than typical times for testing can be
offered as a limited time strategy.

Limits are a value break from the rundown cost and might be transitory or on-going in nature.

Ordinarily utilized in network centered items, for example, gaming, virtual universes or informal organizations,
network occasions can bring huge quantities of existing and new clients when matched with extra, interesting
substance.

1. Deals Growth: A deal is the trading of a product for cash or administration as an end-result of cash or theactivity of
selling something. As zolo remains an organization which gives administrations of settlement around Pune, Mumbai,
Gurgaon, Hyderabad, Chennai, Kota and numerous different urban communities, Sales is produced by different
systems.

Deals Growth investigates the pace at which organization's business income is expanding or diminishing. This is a
key measurement for any association to screen since it is a basic piece of development projections and is instrumental
in vital basic leadership.
Sales growth is an important indicator of a company’s health and ability to sustain its business. Below is the graph
which shows the growth in sales of the company.

Sales Growth
70
%
60
%
Sale

50
s

% Sales
40 Growth
%
30
% Jan-April May-july
20 Month
%
10
%
0
%
3. Facebook
Statistics:

Digital presence and likings from people is very important for e-commerce website. So
according to marketing strategy used for social media marketing and digital marketing. Zolo
stays got good response from public. Below is the analysis of Facebook likes when
I posted different blogs on Facebook.

Facebook Statistics
2000

150
0
Likes
FB

100
0

500

Before after
0 June Month June
s

Interpr
etation:

As people are more Facebook friendly so they spend a lot of time on Facebook. We started
posting interesting blogs related to different workshops on Company’s Facebook page and also
on various groups and pages of Facebook which are related to zolo. Before I jointed Facebook
likes were 500 and after may end Facebook likes increased and it was around 1800. So we can
interpret that the company’s digital presence has increased in the month of June – August by
posting blogs and updates of the companies on different Facebook groups and pages which
helped the company to reach out to many customer and helped in customer
Acquisition.
 For ZOLO STAYS, Target markets are –

• Corporates associations,
• Middle to senior levels experts.
• Fresh Graduates
• Small to center level organizations
• Professional and Degree universities
• Private instructing, Vocational and comparable Institutes
• Private and universal Schools

2. Make sense of Where Your Target Customers Are –

So as to improve your odds of client procurement, you should be the place your objective clients
are consistently. This alludes to both the on the web and disconnected nearness of your clients.
When you've made sense of the spots and areas that your clients will in general visit, you will
most likely create showcasing procedures as indicated by this data.
In zolo remains our focused on clients were Corporates, Graduate Students, single experts, and
so on. So the stage we pick was both Online and Offline to advertise our administrations.
Like Facebook, Instagram and Google.
TASKS
UNDERTAKEN:

IT parks, hotspots near offices and colleges like tea stalls.

Conducted marketing events in front of it parks in pune. Did auto branding.

IDENTIFICATION:

-The identification process includes identification of proper target customers from

various databases available in organization.
- Face to face customer appointments.
-Target customer on various social platforms.

EVALUATION:
-Using Google forms to send invitations to target customers
-Cold calling customers to let them know what the organization offers.

ORGANISATIONAL PROMOTIONS:
-Workshops
- Send Bulk emails and messages to target customers about workshops.
-Distribute Pamphlets.
 EVALUATI • events
•Faceto face
customers ON •Sending Bulk Emails
•Googleforms to and
•Databases
attract target text messages
•Social platforms like customers
What Sapp • Pamphlets
•Cold calling
, Facebook, Emails.
•Find potential target
customers ORGANISATIO
IDENTIFICATI NAL
ON PROMOTION
S

LIMITATIONS:

Uncertainty of Results:

In email marketing there is no certainty of results. In a conventional marketing strategy the

results can be estimated unlike the email marketing.

High ROI:

Return on Investment with each acquisition was high.

LEARNINGS:

for new company’s use of Below the Line promotional activities is advisable as they are
low cost and the return on investment can be tracked easier than the Above the Line promotional
activities.
Corporate tie-ups is a low cost method of acquiring customers
Email Marketing is a very productive method of promotion as long as it is used effectively.
Email marketing helps reach a larger group of consumers and is helpful as the segmentation and
targeting of the consumers is easy to attain.
Direct response marketing is an effective method of promotion and encourages the prospective
consumers to participate on the activity increasing the chance of conversion. Proper use of
Google forms on social media platform can generate targeted customers.
 CONCLUSION

Finally we can conclude from the project report that Client acquisition Strategies play a
very important role in making a business known and reach a larger audience.

If client marketing strategies are not implemented properly, it might make the business to
lose out on a large chunk of its potential customers and also lose to its competitors.

For Client marketing Strategies to be successful, a systematic process of maintaining a

database and steps on how to contact potential clients must first be described effectively.

For zolo stays to keep growing its business and expanding to new clientele, it must keep
an eye on the client acquisition strategies that were developed and keep making
changes to the strategies as and when required, according to the market trends and
competitors.

As depicted in the report, most clients seemed interested in the proposals that were sent to
them hence we can conclude that in order to keep clients interested it is important to think
from all viewpoints and also understand the customer’s needs.

Planning would take zolo stays a long way.