ScrapQ

INTERIM REPORT

SUMMER INTERNSHIP PROGRAMME

IDENTIFYING THE POTTENTIAL MARKETS, IMPLEMENTATION OF NEW

MARKET PENETRATION STRATEGIES AND ITS PROMOTION

P V SRIKANTH

pvsrikanth@imthyderabad.edu.in

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A REPORT ON

IDENTIFYING THE POTTENTIAL MARKETS, IMPLEMENTATION OF NEW

MARKET PENETRATION STRATEGIES AND ITS PROMOTION

AT

SCRAPQ HUB Pvt Ltd. HYDERABAD

BY

P V SRIKANTH

17A3HP374

PGDM (MARKETING) , IMT HYDERABAD

This report is submitted in the partial fulfilment

Of the requirement of PGDM program of IMT Hyderabad

Distribution List:

1) DR. APURVA SANARIA (FACULTY GUIDE)

2) Mr. VENKAT TULSI RAM (COMPANY GUIDE)

Date of Submission: 30 April 2018

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Undertaking

This is to certify that this is a bonafide Project Report submitted in Partial fulfilment of the
requirements of the PGDM Program of IMT Hyderabad. This report document titled
“IDENTIFYING THE POTTENTIAL MARKETS, IMPLEMENTATION OF NEW
MARKET PENETRATION STRATEGIES AND ITS PROMOTION AT SCRAPQ HUB
Pvt. Ltd. HYDERABAD.” is a submission work done by P V SRIKANTH under the
guidance of Mr. TULSI RAM VENKAT. This report has been formally submitted to Dr.
APURVA SANARIA, Faculty, IMT Hyderabad. This report has been verified and
authenticated by:

Dr. APURVA SANARIA

Faculty Guide

Institute of Management Technology, Hyderabad

Signed By:
P V SRIKANTH
17A3HP374
BATCH : 2017-19
Institute of Management Technology, Hyderabad

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FORWARDING LETTER

This report has been made by P V SRIKANTH, currently a student of Institute of

Management Technology-Hyderabad as a part of Summer Internship Project mentioned in
the course curriculum. This project is being developed by him as an intern at ScrapQ HUB
Pvt. Ltd. , Hyderabad, in Marketing. This project has been undertaken for academic purposes
and the project developed hence will be used by the company as its product, in future, in
appropriation to the situation.

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TABLE OF CONTENTS

1. ACKOWLEDGEMENT 6
2. ABSTRACT 7
3. LITERATURE REVIEW 7-8
4. ABOUT THE COMPANY 9
5. INTODUCTION
(A)PROBLEM STATEMENT 10
6. HOW SCRAPQ WORKS 10
(A)VIA MISSED CALL SERVICE 12
(B)VIA MOBILE APP 13

7. SWOT ANALYSIS 14

8.STRATEGIES 15

9. MARKETING STRATEGIES 16

10. CO-BRANDING & PROMOTION STRATEGIES

16

11. SALES ACQUISITION 21

12. METHODOLOGY 21

13. HANDLING OF CORPORATES/ INTERACTIVE MARKETING

22

14. NEW AREA LAUNCH STRATEGY 23

15 DIGITAL MARKETING 23

16. LEARNINGS 24

17. REFFERENCES 25

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Acknowledgement

A summer project is a golden opportunity for learning and self-development. I consider

myself very lucky and honoured to have so many wonderful people help me in the
completion of this project.

This report would have been quite impossible without the immense help and dynamic
environment offered at ScrapQ HUB Pvt. Ltd. . I am deeply grateful to the entire
management of “IMT Hyderabad” for giving me an opportunity to dirty my hands on the
practical aspect of life.

At the onset, I would like to express my sincere gratitude to Mr. TULSI RAM VENKAT ,
Co-owner of ScrapQ HUB Pvt. Ltd. for giving me an opportunity to work on this project in
their organization. He took additional efforts to bring my report to its fulfilment and
completion.

I would also like to thank Mr TULSI RAM VENKAT, for believing in me and bestowing
on me the responsibility of an entire centre of encouraged, motivated and inspired me with
his equanimous personality and attitude.

I would also like to express my heartfelt gratitude to Dr. APURVA SANARIA, my Faculty
Guide for not only being a guide but also a mentor and for his tireless support and guidance
in the course of my project.

Regards,

P V SRIKANTH

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ABSTRACT

The purpose of this project is to summarize interactive sale marketing literature in the context
of personal selling and sales management. This project serves as precursor to the convergence
of marketing strategies and sales & promotion Marketing strategy represents a key element of
success for organizations. Executing an effective marketing strategy is just as important as
conceptualizing and creating it. Through marketing strategy implementation firms employ
scarce resources through marketing capabilities in order to attain the set goals and targets. In
order to illustrate the value of marketing strategy and the process of implementation a
detailed literature review was performed. That analysis uncovers two distinct but related
features to marketing strategy content: marketing strategy and sales and its promotion

With services marketing implementation. The literature also suggests there is a relationship
of marketing strategy, and sales & promotion elements on organizational performance, and
emphasizes a further need to perform conceptual and empirical studies. The originality and
value of the review lies in the fact that marketing strategy and sales has been analyzed both in
terms of its outcomes and as a process that does not yield satisfactory results without
effective implementation.

LITERATURE REVIEW

Introduction

Business organisations are constantly seeking ways to enhance their performances in order to
compete actively and aggressively in the market Profits seeking organisations have long
recognised the importance of creating value in the products and services they offer to the
customers, all in the common objective to deliver commercial goods efficiently in order to
keep the current customer-base satisfied. Aside from inculcating loyalty among the members
of the clients and customers of a business organisation, companies are likewise aware of the
need to widen and extend the reach of the company’s products and services to new markets in
order to increase its share on clients and customers. Strategies, plans and techniques in the
areas of promotion and marketing, sales, supply chain, logistics, research and development,
performance measurements as well as social and corporate obligations and responsibility are
continuously improved all for the benefit of the target market. Once companies become
successful in these organisational and managerial areas, sustained economic development is
envisioned. This literature review aims to present a critique of existing proposed literatures
that analyse the relationship between marketing strategies and sales management.
Historically, marketing strategy formulation is viewed as an antecedent to performance
outcomes (Lages 2000). It is the modus operandi that allows an organization to concentrate
its limited resources on the best available opportunities to increase sales and achieve a
sustainable competitive advantage (Michael Baker 2008).

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Marketing strategy has been a salient focus of academic inquiry since the 1980s, according
to(Mavondo 2000). There are numerous definitions of marketing strategy in the literature and
such definitions reflect different perspectives (Li et al 2000). A traditional definition of
marketing strategy is a plan for pursuing the firm’s objectives or how the company is going to
obtain its marketing goals with a specific market segment (Orville and Walker 2008;
Theodosio, Leonidus, 2003; Kotler,Armstrong, (2009) while Brodrechtova (2008) explains
that marketing strategy is a roadmap of how a firm assigns its resource and relates to its
environment and achieves corporate objective in order to generate economic value and keep
the firm ahead of its competitors. In laymen terms it is to determine the nature, strength,
direction, and interaction between the marketing mix-elements and the environmental factors
in a particular situation (Li et al 2000). According to Levie (2006), the aim of the
development of an organization’s marketing strategy development is to establish, build,
defend and maintain its competitive advantage. A thorough analysis of the newest scientific
articles on strategic management and organisational behaviour indicates that 71% of them
analyse company performance as a dependent variable, 12% of them analyse it as an
independent variable while 11% of the studies analyse performance as a dependent as well as
an independent variable (March and Sutton1997).

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ABOUT THE COMPANY

COMPANY PROFILE

Company name - ScrapQ Hub Pvt Ltd.

“Recycling is Divine”

Year of Establishment: 19th Oct 2016

Director of Scrapq Hub Private Limited: Reetu Rai Sunkari

Area of Business: Waste management and recycling

Scrapq Hub Private Limited is a Private incorporated on 19 October 2016. It is classified as

Non-govt company and is registered at Registrar of Companies, Hyderabad . It is involved in
waste management (waste aggregation ) and recycling business.

Scrapq Hub Private Limited's Corporate Identification Number is (CIN)

U52609TG2016PTC112508 and its registration number is 112508 and its registered address
is G-4, H.No.6-3-680/8/8/5, MYM APTS, THAKUR MANSION LANE, SOMAJIGUDA
HYDERABAD.

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Introduction

Problem statement

1) Unorganized industry with unprofessional approach

2) Awareness on waste, which can be re-‐cycled

3) Tremendous potential

4) Corporate, shops & establishments spend money on scrap disposal

5) Minimal accessibility to agents

6) Landfill deterioration

7) Social responsibility

8) Lack of end-‐to-‐end connects.

To address the above problem statement ScrapQ came into picture.

Why ScrapQ?

Scrap consists of recyclable materials left over from product manufacturing and consumption,
such as parts of vehicles, building supplies, and surplus materials. Unlike waste, scrap has
monetary value, especially recovered metals, and non-metallic materials are also recovered
for recycling. Recycling is the process of converting waste materials into new materials and
objects. Scrap disposal has been an issue in today’s busy life. Scrap is categorized as
newspapers, cartons, glass bottles, plastic bottles, old electronic appliances, e-waste and iron
which can be recycled and reused. Hence it is said that “Recycling is divine”. Usually the
scrap is collected by the local kabadiwala , a scrap dealer who collects scrap from the
households with an inaccurate weighment ,variation prices and inconvenience of time .

Scrapq Hub Private Limited is a Private incorporated on 19 October 2016. It is classified as

Non-govt Company and is registered at Registrar of Companies, Hyderabad. It is involved in
waste management and recycling awareness. Scrapq helps in collecting the scrap from
household and industries. Scrapq is just a missed call away. Scrapq provides accurate
weighment at customer’s convenient time with instant payment.

How scrapq works?

Just a missed call away –

Give a missed call on our number, we will call you back and pick up at you location at your
convenience

Door step service –

Our REO will visit your house or office to pick up scrap and pay the for right value for your
scrap

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Instant payment –

Our executive will calculate the amount of cash that is equivalent to the trash given. We pay
you as per the price of that particular material in the market on that given day

Accurate weighing –

We use digital weighing scales to give accurate readings and payments

Professional Management –

ScrapQ is a professionally managed company , all our REO’s are uniformed and carry their
id-‐cards.

Regular visit is done by our sales team to acquire new customers.

Regular visits is done to get feedback from existing customers to know their grievances.

Proper technical team is working on backend to provide technical support to sales.

Its completely process- driven company.

Our Solution:

End to end solution for the current eco system.

Integrate all players.

Empower the retail agents and provide better lifestyle.

Organize the existing sector – Standard pricing & weighing.

Avoid unaccountable money.

Educate and create awareness with in consumers – 'Recycling is Divine'.

Dispose scrap at will.

Wallet integration.

Contribute to the society.

Swach Bharat & Go-‐green initiative.

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How do we work?

VIA MISSED CALL SERIVICE:

Customers need to give missed call on 040-30707070 or 9030727277 and within 15 minutes
of their missed call they will get revert call from our call centre regarding location and getting
information on quantity and type of scrap. Then a slot will be allotted to them in which our
vendors will go to collect the scrap and pay them instantly.

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How do we work ?

VIA MOBILE APP:

All android and IOS users can use our mobile app by downloading it from Playstore. Using
this app they can book their slot according to their will at their desirable time. They can also
reveal their frequency of using our service on daily, weekly, fortnight and monthly basis. As
soon as they will book the slot their name and location will be revealed on our CRM and
based on the timing our vendors will reach at the location to collet the scrap and will pay to
them instantly.

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SWOT ANALYSIS

SWOT Analysis is a useful technique for understanding organisation’s Strengths and

Weaknesses, and for identifying both the Opportunities open to the company and the
Threats we face.

 ScrapQ is able to respond very quickly to the customer’s request .

 ScrapQ is able to give really good customer care.

 ScrapQ provides flexible time slots to book for the customers.

 ScrapQ can change direction quickly if it finds that some marketing strategy is not
working.

 ScrapQ has low overheads, so it offers good value to customers.

Weaknesses

 ScrapQ has little market presence or reputation but its building at a fast pace.

 ScrapQ has a small staff, with a shallow skills base in many areas.

 ScrapQ is vulnerable to vital staff being sick or leaving.

Opportunities

 Our business sector is expanding, with many future opportunities for success.

 Local government wants to encourage local businesses.

 Our competitors may be slow to adopt new technologies.

Threats

. Developments in technology may change this market beyond our ability to adapt.

 A small change in the focus of a large competitor might wipe out any market position
we achieve.

During the first week of internship, training and orientation regarding the roles and
responsibilities for the forthcoming internship period was given. It was made clear in the
briefing that the role would include doing various functions for the organization which
included sales, Distribution & Logistics, Marketing etc. and that the training would be based
on the same aspects.

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The Internship can be broadly classified into three parts viz. strategies, marketing
(promotion) and sales .

1. Strategies : The internship process started with building up strategies which can
potentially cut down the operations expense and capital expense. The purpose of
building strategies was not only to cut down the opex and capex but also to have a
sustainable plan and roadmap for the future business.
The process begun with catchment area analysis, which included identification of the
sample density in a particular area ( Begumpet, Hyderabad) . This analysis helped in
segregating households, corporate according to the density thus, allowing free flow of
the operations. This analysis also helped in targeting the likely potential sub areas.

BEGUMPET CATCHMENT AREA ANALYSIS

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2. Marketing:
This phase included pitching up new marketing strategies that could boost up the
brand and reach to the customers. It helped bringing out the innovativeness and
helped understanding how a business can market itself. Following are strategies which
were proposed:

(a) IPL boundary placards :

(b) PROPOSED CO-BRANDING & PROMOTION STRATEGIES:

It involved proposal on corporate acquisitions such as; Nestaway and Code LLP.

Website : https://www.nestaway.com

Business Proposal for Nestaway India:

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Nestaway procures housing apartments from the owners on an agreement basis. Every owner
would like to keep ensured about the property from being damaged. Though in Terms and
conditions they mention about keeping the place clean, it involves tapping in by promoting
dustbins powered by ScrapQ with the permission of the property owners.

In addition it also involved giving the wrappers of pillow covers which would help Nestaway
reduce its cost and at the same time promoting ScrapQ brand.

The promotion process also involved a small 15X15 pamphlet of do’s and don’ts of
Nestaway for the tenants where it includes the QR code of the app and missed call number
.By which , helping Nestaway to reduce its expense and at the same time promoting ScrapQ.

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Target segment of Nestaway :

1. Mostly teenagers
2. Salaried people ( 25-35 years)
3. Family who stay for a longer term

Opportunity for ScrapQ :

Teenagers:
Who tend to party on a higher note comparatively may use the app to dispose any
BEER BOTTLES.Also People who rent for a smaller time period tend to dispose any
recyclables on vacating the property. ScrapQ has a chance of getting requests using
the app.

Advantages of partnering with Nestaway :

We will know the number of property’s registered for Nestaway.

For example : Type “ Nestaway properties” in Google or search for properties in

Hyderabad

Instant result that you will get: 736 Properties in Hyderabad.

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Access to the property database will be at ease , because the addresses are made
public on the Nestaway’s website or app.

Hence by proposing this idea, logistics expense (for kabadiwala’s) would also
decrease while navigating to the property.

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(c) Code LLP: a cigarette bud recycling company, where they segregate buds and
recycle them. An opportunity to get a collaboration or association with them
which will help increase the volume of the scrap (cigarette buds) and make
ScrapQ more profitable.

Website : https://www.facebook.com/CodeEnterprises/

(d) ScrapQ Prime Card: And since we know that it costs more to acquire a new
customer than to retain an existing customer, the prospect of mobilizing and
activating loyal customers to recruit new ones -- simply by evangelizing a ScrapQ
would bring success.

Launching PRIME CARD for existing loyal customers ( corporate/ household) would
include QR code of PAYTM or BHIM UPI which would help maintaining transparent
transactional records. This will help elevating the brand. Also the problem of exact change of
money will be sorted.

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3. Sales Acquisition: The training for Sales included apprising ourselves and the
prospective clients of the product (Scrap disposal service) our organization is offering
and making them aware of its benefits. Role plays regarding cold calling, lead
generation, follow-up etc. sensitized us regarding the task at hand.
At the end of the first phase, the cold calling phase (feedback calling) was initiated
and potential lead generation and tracking of those leads happened.
The purpose of such calling was not only to generate sales but also to build a rapport
and trust with the clients so as to have a long-term relationship with them rather than a
short-term one. The basis of any sales interaction is generating needs and this can be
related to the B2B marketing scenario where clients are more aware and rational and
where the relationships are for a longer period.

Sales for corporate (schools):

Methodology: SPANCO

Suspect (Define the target market)

Prospect (Identify leads)
Approach (Reach the customer) & Analyze them too
Negotiation (Negotiate the offer)
Closing (Finalize the order)
Order Management (follow-up the account)

Probing: I probed about how they were disposing any scrap earlier.

What difficulties they used to face while disposing the scrap.

Where there any scrap disposal service they have used earlier.

Negotiation: After knowing the problematic areas, I had presented our product with our forte
or USP’s which can resolve the scrap disposal problem.

Finalising: I had given our company’s details along with the visiting card. I explained how
they can book a pick-up slot using our mobile application and by dialling to our missed call
service.

Order management: After closing/finalising our product with the corporate, I

marked everyone who were in an urgent need with the service and made a follow-up
of that particular account.

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As part of my internship at ScrapQ Hub Pvt. Ltd. in sales and marketing, I learnt a valuable
process called SPANCO. The process was so systematic and clear that it helped us to perform
better. It also made me confident towards achieving my targets. I would like to share my
understanding of the process and how it helped me. it is a sequence of steps to be followed to
achieve sales. Sales process is a systematic approach. SPANCO involves a series of steps that
enables a sales force to close more deals, increase margins and make more sales through
pipeline (of contacts).

The process involved collecting the Email-id’s of the schools and had to send our company’s
prospect. I have also requested them to reciprocate with a feedback which would help
capturing their interest.

Handling of corporate: The most important part of any sales activity is the interactive
marketing part where the company representatives (we) interact with the corporate, therefore
this becomes integral as that is the point where a customer decides whether he wants you or
not. Therefore, in-depth training (including tools and role plays) was given to handle the
actual handling of clients/corporate.

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New area launch strategy:

This phase included visiting Kakinada ,(east Godavari district ) in Andhra Pradesh and determining
the market potential for the business. Kakinada is a city with fast-paced industrial growth with
fertilizers plants, oil industries, food & fish processing with proposed hardware parks , LNG terminal
and petro corridor. In the process of determining the market potential information related to
schools, colleges, restaurant & bars, and hospitals was taken . Few of the figures were obtained from
the KAKINADA MUNICIPAL CORPORATION (KMC).After collecting the details of the corporate, met
with some influential people in kakinada who can help promoting the brand. Also collection of List of
lawyers list was done using a public portal : http://www.pathlegal.in/lawyers/Kakinada/ , to provide
them shredding services. Attempt of tapping STERLITE TECH was done as they partnered with
Kakinada Smart city Corporation to design, to build and manage smart city solutions over a strong
web scale, smarter optical transport network with optical fibre backbone and manage waste and
disaster management solutions. http://bwsmartcities.businessworld.in/article/-Sterlite-Tech-to-
provide-Tech-solutions-to-Kakinada-Smart-City/27-06-2017-120904/

 https://www.deccanchronicle.com/150802/nation-current-affairs/article/kakinada-
citizens-get-power-garbage-soon

Digital marketing & Participating in stratup carnivals:

This phase involved writing new facebook posts and content writing. Participating in start up
competitions can boost market visibility and social connect with more recycling domain
companies. Searching of new start-up events in hyderabad was done in this phase where by
participating in the events can increase the company’s visibility.

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PERSONAL SELLING

Personal selling is where businesses use people (the "sales force") to sell the product after
meeting face-to-face with the customer. The sellers promote the product through their
attitude, appearance and specialist product knowledge. They aim to inform and encourage the
customer to buy, or at least trial the product.

Personal selling is one of the five main aspects of the promotional mix within marketing
communications. Although other marketing components are dedicated to increasing sales,
their impact is often indirect. In contrast, personal selling uses personal contact with target
markets to generate new sales. The importance and power of this tool might be seen in the
numbers of people employed in the personal selling field.

Personal selling can be found in many different positions and in many different sectors, but
its primary purpose is to generate revenue (and subsequently profit) for companies. This
process involves finding, informing, persuading, and at times servicing customers via
personal communication. It can also entail helping customers to articulate their needs,
tailoring persuasive messages to answer those needs, and then handling customers’ responses.
Some of the primary objectives that fall under personal selling include:

 Winning new business by identifying and selling to prospects.

 Maintaining close long-term relationships with organizational customers.
 Supporting customers of highly technical and complex products and providing detailed
technical information.
 Providing sales support in retail and wholesale selling. For example, giving advice on
displays, implementing sales promotions, checking stock levels, and maintaining
contact with store managers.

Importance of personal selling for ScrapQ

Personal selling is very crucial to start-up company like scrapq because

1)It helps in providing new businesses such as new customers to the company.

2)Because there will be a direct communication between the seller and the customer, the
service can be explained in more appropriate way by identifying the customer needs.

3)It also helps in promoting the company, as in a new area where the service wasn’t known to
the customers.

4)Personal selling helps in maintaining scrapq long term relationship with the customers.

5)In start-up like scrapq personal selling is beneficial because more sales are provided to the
company with less investment.

6)Personal selling helps in influencing the customer to give a word of mouth to other fellow
members which increases the company sales.

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SEGMENTATION

Companies now-a-days deliver their services by dividing their consumer base into various
segments. This segmentation ease the way of delivering their services or product to
customers.

Effective segmentation includes:

 Identifying the different groups of buyers on the basis of their needs.

 Dividing them on the basis of their demographic, geographic, psychographic,
behavioural traits.
 Identifying the best possible way to deliver the service to fulfil their needs and
demands.

SEGMENTATION FOR SCRAPQ

I have divided the entire Hyderabad into well defined slices which consists of group of
customers having almost similar sets of needs of disposing scrap. Hyderabad, being a very
developed and booming marketplace for almost all types of industries, is very favourable for
our company to grow. I have broadly classified entire city into two segments, namely
(Households & Corporates).

HOUSEHOLDS: I have gathered the entire information of total number of houses, flats,
apartments in each locality, depending on which i have segmented them into smaller unit so
that it would be convenient for our logistics to manage them efficiently. I have also detailed
the type of scrap and time interval in which people want to use the service. Main scrap
produced by households are newspaper, electrical equipments, pet bottles etc.

CORPORATES: Corporates have classified into various segments because they are the main
source of scraps. Their classification includes: Bars, Pubs, Stores, Shops, Showrooms, IT
companies, Manufacturing companies, Malls, Forum marts etc. I have planned the logistic in
such a way that either our vehicle will go only for one corporate to collect the scrap if their
quantity is much more or it will go and collect if there are more than one call so that logistic
expenses is also minimised and proper service delivery is done.

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TARGETING

After completing market segmentation the firm identifies the opportunities provided by each
market segments. Now identification is being made to target the most and the least
opportunities provider. Based on this the company plans the best way to render the service.

TARGETING FOR SCRAPQ

Our company mainly targets the corporate segment because they are the main source of
scarp. Even in corporates we are mainly focussed on bars and pubs, IT industries for E-waste,
showrooms and other retail stores.

Households also use our service but the frequency is much low and even the scrap quantity is
also low which adding to the revenue of company but not that much as compared to
corporates.

Even the team is also divided into sub-groups to deliver the best to corporates. We have
separate teams for bars and pubs and for E-waste collection also. These people are well
trained in their job to provide the best to customers to maintain the recurring of business.

The most targeted corporates are bars and pubs and we are the leading scrap aggregator in
bars and pubs.

For E-waste we are mainly targeting startups and the shops and stores who deal in selling and
repairing of the electronic/computer peripherals.

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POSITIONING

Value

ScrapQ

Toter

Lesser Convenience Highly

Convenience

GHMC

Positioning strategy is an image which a marketer develops in the minds of the customer in
other words perception about the product in the minds of consumer which is formed by the
positioning strategy of the marketer. Any company prefers one consistent positioning
message.

ScrapQ is positioned in such a way in the market that , the users/customers would reap the
benefits such as high convenience against the quality of the service.True to the tagline of the
company ScrapQ the positioning strategy used was “Now Scrap Disposal is just a missed
call away”.

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COMPETITION

Direct Competition

ScrapQ is first of its kind service which is dedicated to the all the target segment. Now
various services are coming up. They are claiming to help dispose scrap through their online
Play store application, but ScrapQ’s main advantage is its ease of disposing, with accurate
weighing and convenient time, standard pricing and instant payment which no body other is
providing till date. So there is no direct competition for this product in the market.

Indirect Competition

ScrapQ is designed in such a way that it doesn’t substitute the existing disposal system in
Hyderabad but supplements it. User use it for self-disposal of scrap on will. So neither the
Government body (GHMC) nor other scrap disposal service providers are taking it as a threat
and they are happily welcoming this product. Only a few scrap dealers around the city are
seeing this as a threat and may cause an indirect competition. But once the user reaps the
benefit of using ScrapQ, there would no point of any indirect competition.

EXISTING SALES & MARKETING SCENARIO

The existing sales and market of the product was covering the broad market area. When we
entered the company, the marketing and sales was done by broad mediums with fewer sales
force team deployed along various segments of the market. The existing sales scenario was
like:

• Sponsorship – ScrapQ was associate sponsor for the 49th Cinegoers Association
Film Awards – 2017 which was aired live on TV News and other channels. The
advertisement consisted of a tagline and missed call numbers from where a customer can get
more details and finally use the product. If got a missed call, a sales team would visit the
customer’s premises and provide the service robustly on checking with the customer’s
convenient time.

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• ScrapQ was also the Recycling partner in the audio launch event for the tollywood
movie “Naa Peru Surya, Naa Illu India”

• Call Center Back Hand – The back end people search for the interested customers
extracted from the sales app of the sales force team and make sales calls to them while
booking slots for the customers who are having an immediate need of scrap disposal.

Our Project

The problem faced by ScrapQ was to find the right marketing and sales approach. Till now
they were seeing their market with a broader view, in order to reach the masses they have to
concentrate on the niche market of schools, malls to big software companies. To start with,
we identified the various means and places to find our target market. For this, we followed a
typical model for problem solving.

Identification Phase

This phase was executed during the first week of our internship. This phase focused
upon identifying the various destinations from where we could spread awareness and decide
the catchment area. We started with brainstorming sessions and then filter out the feasible
one. We use the CPS model as:

 Mess/ Objective finding – this was clear, to get maximum sales.

 Fact finding – the facts were

 Problem finding – the problem was to find the right marketing and sales strategy. The
existing sales and marketing system was not effective. To start with we have to list all
the possible places where we could find our potential market.

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 Idea finding – a brain storming session was held in which we listed more than 10
places. Only feasible and potential holding ideas were filtered for further operation.
These were – Schools, Apparel retail stores, Pharmacy, housing societies or
apartments, corporate houses, malls, commercial markets, and clubs.
This was the solution we found or the idea evaluating phase of the CPS model. These
ideas were tested by the group members and then evaluated in group meetings. The briefs of
which is as follows:

Schools

Our search was only for those schools which were big and had the problem of
disposing scrap and unaware of the importance of recycling. The schools chosen for testing
phase were either in nearby locality or had we got any personal contacts to visit. Schools
were also first choice for us as the company’s existing marketing team was not doing this.

METHODOLOGY

We listed out few schools nearby and made a visit after taking earlier appointments or
visiting the principle in the working hours. After interacting with the concerned person as
well as knowing our marketing team’s reviews, it was clear that schools are one of the major
market potential. As we visited the schools during the summer vacation, there was a little
chance to get the signups done. Most of the schools asked us to visit after the school
reopening.

ADVANTAGES

 Parent Teacher Meetings are the best platform for our business as students and their
parents both are available at the same time.
 Teachers can spread awareness among students regarding the importance of recycling
and earning out of disposing scrap. Also they can comment on the product which
would help us in making ScrapQ better.
 In – schools model could be proposed.

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 Value addition to the school as we proposed to give a Zero – landfill clean and green
certificate.

DISADVANTEGES

 It is difficult to get permission. The school’s decision making is a long process as they
are usually run by a trust or society.
 They don’t give much importance to another disposal service providers apart from
their regular system. They have faith in the existing system and don’t want any
changes (in case of confidential shredding services).
 Schools could not be attracted simply on the basis of commissions which we would be
providing on sales volume achieved. But giving a scholarship and providing bulk
SMS services could overcome the problem.

CONCLUSION

The school holds one of the major part of the market. The school market requires less
effort and yields maximum output. Also further marketing is easier for us as we can use the
school’s goodwill with our brand.

Coaching Centers

With the increasing competition among students for achieving good marks in exams,
there is an increase in coaching centers business subjecting a chance to penetrate into the
market for a large scale paper scrap disposal system. These coaching centers are interested in
money making so they can be fit into our business plan.

METHODOLOGY

We made the list of coaching centers in nearby area with their contact details by searching on
the internet. Then take appointments so that when we visit coaching institute, the concern
person is ready to devote at least half an hour’s time. Presentation of the product and its
features was given.

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ADVANTAGES

After our interaction in coaching centers, we found that most of coaching centers are
interested in doing business with us. They could get sales by making ScrapQ a brand to every
student for any recyclable disposal while earning money. They can also have ScrapQ’s
campaigns running in their classes to increase the awareness of recycling.

Another advantage is that we could use the goodwill of a teacher. As there are few famous
teachers for particular subject visiting one or two coaching centers. If he/ she recommend
ScrapQ to his/ her students, they will definitely going to use the service.

DISADVANTAGES

The only disadvantage with coaching center was number of students were low as compared to
schools.

Few coaching centers demanded their own content to be added on ScrapQ.

CONCLUSION

Coaching centers are opened for making money and doing business. They can be our
associates who would be promoting our service in a particular area and will be paid
commissions on margin basis.

Housing Societies and apartments

To reach the consumers as well as the buyers at the same point, we decided to go to
households. We chose societies over normal sector colonies because of the easiness in reach.
A society has common gates, parks, buildings and regular meetings are held. We could use
these things to promote our product. We could have promotional activities in their premises.

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METHODOLOGY

We chose one society and took the permission for putting a kiosk or canopy in their premises.
We had to pay some amount to society fund and they would provide us the space and
electricity to put up stalls or conducting events for children in different societies.

ADVANTAGES

 User and buyer can watch a demo at their premises.

 One can recommend it to friends, relatives etc.
 Students from different schools and different coaching centers can be targeted. Word
of mouth publicity will spread awareness to other schools and coaching institutes.
 Common views from students as well as parents can be obtained.

DISADVANTAGES

 Return on Investment of the fee could be risky.

 Senior secondary students could not be found with their parents walking in society.
They were mostly found riding on bikes. Parents were found driving in their cars. So
no foot falls of the target audience.
 Fewer foot falls because of climate.

CONCLUSION

The idea of Apartments and societies was a failure.

Corporate Houses/ Offices

In order to reach the potential corporate segment we decided to go to corporate

houses.

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METHODOLOGY

Contacting the HR department for having a presentation for their employees if not, a canopy
could be installed in the premises.

ADVANTAGES

 Place where we could reach only the salaried people.

 Showing the demo.
 One can recommend it to friends or relatives.

DISADVANTAGE

 Getting permission is a hard nut to crack.

 If got, target audience is not found

CONCLUSION

It was a flop.

Malls

Commercial places are common for any marketing activity. Mall premises are used for these
purposes. Also LCD Screens are installed in various locations on which we can air our
advertisement while our stall is at in their premises. Malls are the places where we could find
all the required target segment.

METHODOLOGY

One of our college had personal contact in one of the busiest malls in Hyderabad. We made
an arrangement for meeting with the concerned person. After frequent discussions it was

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decided that the malls were not feasible as the fee for putting canopy and advertising was
very high.

ADVANTAGES

 Spreading awareness on large scale. Lots of people can be made aware at the same
time
 Place where the reach would be high.
 Showing the demo.
 One can see and recommend it to friends or relatives.

DISADVANTAGE

 Expensive
 People come here to enjoy and relax not all will take serious in the matter of
recycling.

CONCLUSION

It is only successful if we had to spread awareness only.

Commercial markets

We also tried our hand at commercial markets. This is the place where everyone visits.

METHODOLOGY

It was simple to install the canopy but at some places we could not do so because of authority
interruptions. They did not allow such canopies and stalls to put up in a commercial market.

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ADVANTAGES

 Place where we could reach every one.

 Showing the demo.
 One can recommend it to friends or relatives and they can also come and visit the
stall.

DISADVANTAGE

 Getting permission from Police authorities is a hard nut to crack.

 If got, market found is very broad. The target audience is not easily found

CONCLUSION

It was a flop.

Theme Park/ Fun Park

This idea was selected by us but was later rejected by our CEO when we show them our list.

Clubs

Social clubs like new friend’s club were targeted as we could find target segment on a large
scale.

METHODOLOGY

We visited the club and met the club’s secretary. We proposed drunk and drive campaign
along with providing some wall hangings and various other perks. In short we tried for co-
branding.

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ADVANTAGES

 Place where we could reach the mass on a larger scale.

 Showing the demo of our service.
 Attract by giving discounts to the club members on installing and booking a slot for
disposing scrap.
 One can recommend it to friends or relatives and they can also avail our services.

DISADVANTAGE

 Most of the clubs don’t allow outside activities.

 If got the permission, market found is very broad. The target audience is not easily
found in all the clubs.

CONCLUSION

It was also not successful.

Retail stores

We also tried our hand at retail stores. This is the place where everyone visit.

Advantage

•Easy to get business in the footfall areas of retail stores.

• Most of the retail stores are unaware of disposing scrap ( Plastic cover : Primary
scrap) and others. Hence an added advantage of ScrapQ to take Market first approach.

Disadvantage

To get trust in our product is a bit of time taking.

Get used to use the mobile application may seem difficult to few retail store owners.

Conclusion

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It was the most successful strategy that worked out. Though the market was micro in nature
but the number of signups elevated and the expected business was very high quantitatively.

OVERALL CONCLUSION AND EXECUTION OF THE RESULT

From the testing phase we concluded that Schools , retail stores and Coaching Centers would
be targeted. These were the places where we could find our users and hence obtain high yield
with less efforts.

In schools, another way found was utilizing the PTMs as we could find user and the buyer at
the same place. The coaching center could be made our Affiliate who would be promoting
ScrapQ in their defined area.

Schools

Initially we tried to focus more on schools as summer vacations were approaching. First few
days, we visited the principals directly in their visiting hours. We would explain the concept
by giving presentations with the help of corporate presentation provided to us. Generally
they were not prepared to devote half an hour for us so, they used to give us some other day
to visit. We learnt from this experience and we started taking appointments with the
principals initially. We also started sending emails detailing the product and the proposal.
After the meeting and presentation we used ask for the permission for putting canopies in
their premises during Parent Teacher Meetings.

The main problem aroused those days was summer. Due to rise in temperature, CBSE guided
schools to close down earlier than scheduled. So the PTM were either cancelled or postponed
in July.

We visited around 65 schools in Hyderabad details of which can be seen in the report
attached.

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Total number of schools contacted 22

Number of schools visited 15

Tie-ups 4

Coaching Centers

After the closing of all the schools coaching centers were only left. We started visiting
the areas where numbers of coaching centers could be found nearby. We met coaching center
owners and demonstrated the product and then explain the business proposal. Once the
coaching center owner is ready to be associated with us, we make them our Affiliate. The
affiliate purchases the retail packs form us at 30% discounted price on MRP and sells it at
MRP. The remaining becomes his profit.

Total number of coaching centers contacted 38

Number of coaching centers visited 24

Tie-ups 14

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Learning Outcomes

1. To make a marketing strategy for marketing and distributing a product for niche market.
This was the major learning outcome from this project. The real challenge was to reach
the niche market which was also not undefined
2. It is more beneficial to look for those people who are into big business of this kind.
For example, we contacted SMD Tutorial’s Mr. Ankur Banga, he was also running
another business of providing his study materials to students of classes 1st to 7th in
various schools across Delhi, Haryana, Punjab and few others metropolitan cities like
Mumbai, Pune etc. We focused more on him because he has an existing network and
our product is compatible with it. Also he is deficient in providing materials for
higher classes so he could use our product there. This tie up is in their testing phase as
they have started introducing it to their associates.

3. Dealing with variety pf people: Every new school or coaching institute is different
and this difference is due to te authority running it. This project introduced us to
number of different form different locations. This experience was a major confidence
booster when I go to another new school or coaching center.

4. In the testing phase of our project, I learnt to test and filter out ideas. This cannot be
done by sitting in office and doing brainstorming, but one has go to the actual market
and face the heat.

5. Don’t focus on individual selling like door to door marketing. This cost a lot of
money and yield is very low because of utility of the product in a household.

6. Starting on a business requires some background work to be done. Before making a

deal the background and potential of the second party is looked upon. The party must
be genuine and its goodwill will be added on to our business. We did this by
observing the location of the coaching center or school. Our product would mainly
used by children of middle, upper – middle and high class income group peoples who

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has computers and broadband internet at their homes. If the locality of a certain
coaching institute or school is poor then definitely we would our target market.
Background check was also needed to check the potential. This was seen after asking
questions some like how many students are studying? Students have computers at
their homes? What is the fee structure? Etc. this gave us the potential of the party.
And if the party has its network in schools and coaching centers, that party is very
fruitful to us.

7. Deal as professionals do: This way to start with a new party is always appreciated by
others and they also feel privileged to be associated with a company like this. Weather
its first meeting or just normal phone conversation, being informal doesn’t in long
run.

8. Major learning was to know the culture of a media company. The media culture is
more vibrant and colorful as compared to other corporate. The crowd is young and
full of energy. This thing makes the difference from other businesses.

9. Last but not the least; I learnt to make use of my personal contacts. I never realized
earlier that people I knew could be of so much help. Some personal contacts were
efficiently utilized during testing phase.

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Learnings:

 Learned about Solid waste management and recycling process

 Learned how ScrapQ works and its contribution in recycling waste
 In the process of collecting information for the business, I have learned many things
such as ; collecting information on paper mills let me know how paper industry works
, process involved in manufacturing of paper etc.
 Instead of directly pitching up the proposal to the corporate , I have learned a better
approaching technique taught by my company guide Mr. Venkat Tulsi Ram which
involves two great parties having a conversation upon the business proposal.
 Learned the way of probing to understand better the requirements of the customers
and present them that service which are lacking.
 Learned to make best impression in a time constrained environment. This happened
when I visited schools and waited for a long time and had to present the principal in
just 10 minutes about the product/service.
 My presentation skills were upgraded by continuously making presentations with
other Excel skills.
 In ScrapQ experience in sales gave mean insight of immense career flexibility. It was
the best thing that could have happened with me. I got to learn so much out there in
the field. It showed me a whole new picture of the world and helped me learn the
skills which one definitely cannot learn in any college. “sales can never be taught. It
can only be experienced”. It taught me how to think on my feet. It taught me to
get out of my comfort zone. And the most important of all, the completion of the
project instilled in me a confidence that no matter how tough an objective may seem,
there is always a way to achieve it. The key to it is perseverance and hard work.
 I have learned that in order to be successful in the domain of sales ( aka marketing),
the theoretical concepts and models which I had studied in the college are relevant to
a certain extent only. Much more important is the connection in the field work which
we establish with people, the people outside (distributors, retailers), the customers,
who form the growth engines for the organization.

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References

Websites : https://www.nestaway.com

Website : https://www.facebook.com/CodeEnterprises/

Website : http://www.pathlegal.in/lawyers/Kakinada/

Website : News Article

http://bwsmartcities.businessworld.in/article/-Sterlite-Tech-to-provide-Tech-solutions-to-
Kakinada-Smart-City/27-06-2017-120904/

Website : News Article

https://www.deccanchronicle.com/150802/nation-current-affairs/article/kakinada-
citizens-get-power-garbage-soon

Other Websites from which information was collected are as follows:

www.justdial.com
www.indiamart.com
www.kakinadamunicipalcorporation.com

Literature review :

 https://www.researchgate.net/publication/301554172_Mavondo_F_T_and_Schroder_
WR_2000_Marketing_Orientation_Inter-firm_relationships_and_Resource-
Based_Theory_of_the_firm_Towards_an_Integrative_Theory_in_Advances_in_Inter
national_Marketing_Developments_
 https://www.researchgate.net/publication/319108652_The_Influence_of_Marketing_S
trategy_on_Market_Share

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