SUMMER PROJECT REPORT

ON

EFFECTIVENESS OF PROMOTION MIX

AT
BOOKINGJIN PRIVATE LIMITED

Submitted by
PRIYATA DALAL
Regd. No- 1706286091
Batch- 2017-19
 TABLE OF CONTENT
Authorisation
Certificate from Guides

Declaration by the Student

Acknowledgements
Executive Summary
1. Introduction
1.1 Company Profile

1.2 Objective of the study

1.3 Scope and Limitation

2. Literature Review
3. Methodology
3.1 Data Collection

3.2 Sampling procedure

3.3 Data Analysis and interpretation

4. Findings and Recommendations

4.1 Results

4.2 Conclusion

4.3 Recommendation

5. Annexure
6.Bibliography
 GUIDANCE-cum-COMPLETION CERTIFICATE
This is to certify that Ms.Priyata Dalal ,BPUT Regn No-1706286091,has
undertaken the project titled Effectiveness of promotion Mix” under our
guidance from 13th June 2018 to 15th July 2018 at BOOKINGJINI and has
completed the said project successfully.

Full Signature of External Guide

With date and Designation Seal

Full Signature of Internal Guide

 DECLARATION
I hereby declare that this Project Report entitled “Effectiveness of Promotion
Mix” submitted by me to the Srusti Academy of Management, Bhubaneswar ,is
a bonfire work undertaken by me under the guidance of Mr.Debabrata Shukla
and Prof Dibyajyoti Mohapatra, faculty of Srusti Academy of Management and
it is not submitted to any other University or Institution for the award of any
degree or certificate or published by any time before.

Signature

Priyata Dalal
 ACKNOWLEDGEMENT
“It is not possible to prepare a project report without the assistance & encouragement of other
people. This one is certainly no exception”. On the very outset of this report, I would like to
extend my sincere & heartfelt obligation towards all the personages who have helped me in
this endeavour. Without their active guidance, help, cooperation & encouragement, i would
not have made headway in the project.

I am ineffably indebted to Mr.Debabrata Shukla, HR at BOOKINJINI, Bhubaneswar, for his

conscientious guidance and encouragement to accomplish this assignment. I am
extremely thankful and pay my gratitude to my faculty Prof. Dibyajyoti
Mohapatra for his valuable guidance and support.

I also acknowledge with a deep sense of reverence, my gratitude towards my

parents and family members, who have always supported me morally as well
as economically.

At last but not the least, gratitude goes to all of my friends who directly or
indirectly helped me to complete this project report.

Any omission in this brief acknowledgement does not mean lack of gratitude.

Thanking You

(PRIYATA DALAL)
Executive Summary: This report examines and provides a detailed
analysis of Effectiveness of Promotional Mix with respect to its
implementation in the company. The study investigates market
trends ,levels of its current practice , levels of successes and failures
and factors associated with the implementation of the same. In
order to gain proper understanding of the subject matter research,
two different case studies are discussed in detail. At the end , the
study presents a proposed model of successful implementation of
effectiveness of promotion mix along with a set of
recommendendations following the conclusion.

The concept was originally developed marketing strategy

consultants,
1. INTRODUCTION

Company Profile
Objectives of the study
Scope and Limitations
Company Profile

WHAT IS BOOKINGJINI?

We Help Hotels Generate Sales from their websites Traffic! An Analytical and Intelligent,
Lead Conversion Platform for Hotel Websites.

We are a group of young entrepreneurs and innovators who are constantly thinking out of the
box to enable hotels to increase their productivity and thereby increase sales.
Our Revenue Managers are on their toes to grab every opportunity to convert a looker into a
booker, a website visitor into your guest.
We strongly believe for hoteliers they should focus on their domain i.e. hospitality and leave
the technology aspect from end-to-end for us.
With more than 10 years of experience in application of Technology in Hospitality services
management in government and private sector, we clearly understand the pain area of a hotel
management or owner and we go out of the way to remove it through our technology based
product and services.

BOOKINGJINI-:
BookingJini is Technology Company offering complete spectrum of technology solutions to
the hotel industry. The company was formed in May 2016 by group of young entrepreneurs
and innovators who were constantly thinking out of the box to enable hotels to increase their
productivity and thereby increase sales. They provide SMAC (social, mobile, analytics and
cloud) solutions to hotels and offer products like iBooking Engine, Channel manager,
Digital marketing services, Analytic tools, Mobile App under one roof which resolve major
pain points for hoteliers and streamlines processes.

BookingJini believes analytics and guest tracking is a key factor in today’s competition. Their
analytics and revenue manager worked together to ensure the website lookers are converted
into bookers. With real-time offers and real-time hand holding, the team will increase the
conversion rate and enhances the bottom-line of the hotel.

Sibasish Mishra, CEO & Founder has tremendous Sales acumen and deep understanding of
customer culture.Having experience in sales and development for 15 years across financial
and technology products he came up with the idea to ease the way hotels productivity is and
ultimately aiding them to increase their Online Revenue. Being always clear in vision,
direction and strategy, he knew how to sew all these factors together to have successful and
growing company.

In past, his team has successfully implemented E-Governance solution with one of the State
Tourism Dept. and seen the revenue increase by 300%. This strong proof of concept paved
way for BookingJini.

Sibasish believes in growth of all his associates. He has tremendous knowledge of handling
people & maintaining productive relationship with them. He is a man of wisdom. Humility
and Pro-active drive are his key qualities.

The way company’s culture being set and Sibasish gets work done with his team, everyone is
profoundly attached to the company and he has created great place so that people can give
their best at that place which is commendable. Team-building is another thing which he
always considers.

Turn Lookers into Bookers

Currently, the company offers four products:

 Booking Engine– Enables hoteliers to get bookings through their hotel website.
Some key product highlights are – highly customizable, great user experience and has
an integrated payment gateway which overall helps hotels increase their site traffic
and increase revenue.

 Channel Manager– Automates inventory and rate management with all online travel
agents
  Sales Analytic Tools– Helps hoteliers learn more about hotel website visitors and
prospective customers.

 Mobile App-An App which helps customers coordinate with hotel staff and request
services, etc.

Industry Scenario with BookingJini Perspective:-Information Technology has virtually

transformed the hospitality domain in the past few years and hotel industry has experienced
the power of Digitization. BookingJini products are affordable and efficient for hotels which
help them reach larger customer base and increase their revenue.

Digitization helps hotels increase their revenue because you can be in greater control of the
prices and the rooms that you sell. On the other hand, it helps hotels use social media
platforms and online advertisements, so that they can attract potential customers based on the
different patterns of booking in a region or among people of a certain taste.

Online Hotel Business in India is approx. $ 1.8 billion and is likely to grow to $ 3.5 billion in
next 4 years. Demonetization plays a catalyst to surge in online hotel business. According to
Sibasish, “While 63% of hotel buyers do research online, only 29% book rooms online. This
is likely to grow to 45% in next 3 years”.

Plans going Forward:-

Moving ahead, BookingJini has set realistic goals in the operational context of evolving
market conditions and technologies. Within 6 months into market, the company has already
250 hotel clients using its products and has successfully partnered with OTAs.

In coming days, the company’s main aim is to increase the number of hotels to 1500 by Dec
2017. Besides making sure that their customers and partners succeed through their
engagement, they also try to provide high class customer services and helping them to
increase their revenue by many folds.

Sibaish on ‘How to Boost Entrepreneurial Spirit? Entrepreneurship is staying with the

problem for longer time and focus on solving that problem.
What hotels can do to improve guest experience? Hotels need to keep
in mind is Let the design do the talking; engaging and a visually appealing
design is helpful in making website visitors stay and complete the
reservation. Invest in a good photo shoot; every visitor will want to check
the images of your hotel before they complete the reservation. Avoid
showing the customer that you are using too many 3rd party software.
Running Guest Loyalty Programs and Special offers helps keeping existing
customers as well as attracting new customers.

As of today, 85% of hotels still don’t have online booking technology, which
is a key factor to growth. Hotels should get a Good responsive and parallax
website in place with the integration of Booking Engine in the website. This
will boost your conversions and it will also increase customer satisfaction
which will Build trust in your Booker.

We bring you a wide range of amazing products, to assist you in

a seamless and flawless manner.
We bring to you a range of amazing products such as the Booking Engine,
which helps you to generate Direct Bookings through your Hotel Website
without worrying about the OTAs. To add to this line-up, we have Channel
Manager which helps you to manage all your OTA accounts form a single
dashboard without worrying about separate log-ins.
Achievements:-
-Awarded as a top 30 Start up by NASSCOMSSS
-Got Start up Grant by Odisha Govt.
-Got the Start up Grant from Govt of India .
-Awarded as a Top 40 Start up by Indian Express

The Channel Manager effectively connects you with the online travel agents.
Also, the Global Distribution Systems manages and automates the Hotel's
online rates and inventory distribution while minimizing overbooking.

Our Prestigious Clients

 Objectives of the study
 To know different types of promotion mix uses by
BOOKINGJINI.
 To analyze the impact of promotion mix on brand promotion.
 To understand the impact promotion modes on consumers.
 Scope
The study has been conducted during the month of June-July 2018.
The study is conducted in the start up company named BOOKINGJINI
Pvt. Ltd. in Bhubaneswar. The scope of the project is based on
Effectiveness of promotion mix. customers’ feedback was collected
by using questionnaire method. The study has examined how to
convince people & use BOOKINGJINI App and also customers’
relations was managed throughout the internship.

Limitations
 The study was confined to Bhubaneswar so there may be a
variation in the analysis.

 The study was limited to a period of 45days which was not

enough to gather more amounts of data so a small sample was
selected from the total population.
3.METHODOLOGY
Data Collection
Sampling Process
 Data Analysis and interpretations
 Data Collections
Data Collection is the process of gathering and measuring information on
targeted variables in a established systematic fashion, which then enables one
to answer relevant questions and evaluate outcomes. Data collection is a
component of research in all fields of study including physical and social
sciences, humanities, and business. While methods vary by discipline, the
emphasis on ensuring accurate and honest collection remains the same. The
goal for all data collection is to capture quality evidence that allows analysis to
lead to the formulation of convincing and credible answers to the questions
that have been posed.

Analyzing and Reporting Revenue Management

Data:-
• Compiles information, analyzes and monitors actual sales against projected
sales.
• Identifies the underlying principles, reasons, or facts of information by
breaking down information or data into separate parts.
• Analyzes information and evaluates results to choose the best solution and
solve problems.
• Generates and provides accurate and timely results in the form of reports,
presentations, etc.
• Maintains accurate reservation system information.
• Analyzes period end and other available systems data to identify trends, future
need periods and obstacles to achieving goals.
• Achieves and exceeds goals including performance goals, budget goals, team
goals, etc.
• Attends meetings to plan, organize, prioritize, coordinate and manage
activities and solutions.
• Explores opportunities that drive profit, create value for clients, and encourage
innovation; challenges existing processes/systems/products to make
improvements.
• Ensures that sales strategies and rate restrictions are communicated,
implemented and modified as market conditions fluctuate.
• Prepares sales strategy meeting agenda, supporting documentation.
• Communicates proactively with properties regarding rate restrictions and
strategy.
• Manages rooms inventory to maximize cluster rooms revenue.
• Assists hotels with pricing and provides input on business evaluation
recommendations..
• Provides recommendations to improve effectiveness of revenue management
processes.
• Communicates brand initiatives, demand and market analysis to
hotels/clusters/franchise partners/owners.
• Understands and communicates the value of the brand name as it relates to
franchise partnerships and revenue management opportunities.
• Promotes and protects brand equity.
• Building successful relationships
• Develops and manages internal relationships in a proactive manner.

CONVERTING website visitors and telephonic inquiry to book with

the hotel is a Study which we have mastered in.We invest in huge
to excel in this expertise !!

Roles of a client success intern:

 Maintains the transient rooms inventory for the hotels and responsible for
maximizing transient revenue.

 The Client Support Manager releases group rooms back into general
inventory and ensures clean booking windows for customers.

 The position recommends pricing and positioning of cluster properties. In

addition, the position oversees the inventory management system to verify
appropriateness of agreed upon selling strategies.
Sample and Sampling:-
A Sampling is a part of the total population. It can be an individual element or a
group of elements selected from the population. Although it is a subset, it is
representative of the population and suitable for research in terms of cost,
convenience, and time. The sample group can be selected based on a
probability or a non probability approach. A sample usually consists of various
units of the population. The size of the sample is represented by “n”.

1.Representativeness: When sampling method is adopted by the researcher,

the basic assumption is that the samples so selected out of the population are
the best representative of the population under study. Thus good samples are
those who accurately represent the population. Probability sampling technique
yield representative samples. On measurement terms, the sample must be
valid. The validity of a sample depends upon its accuracy.

2. Accuracy: Accuracy is defined as the degree to which bias is absent from the
sample. An accurate (unbiased) sample is one which exactly represents the
population. It is free from any influence that causes any differences between
sample value and population value

3. Size: A good sample must be adequate in size and reliable. The sample size
should be such that the inferences drawn from the sample are accurate to a
given level of confidence to represent the entire population under study.The
size of sample depends on number of factors.

Some important among them are:

1. Homogeneity or Heterogeneity of the universe: Selection of sample

depends on the nature of the universe. It says that if the nature of universe is
homogeneous then a small sample will represent the behaviour of entire
universe. This will lead to selection of small sample size rather than a large
one. On the other hand, if the universe is heterogeneous in nature then
samples are to be chosen as from each heterogeneous unit.

2. Number of classes proposed: If a large number of class intervals to be made

then the size of sample should be more because it has to represent the entire
universe. In case of small samples there is the possibility that some samples
may not be included.

3. Nature of study: The size of sample also depends on the nature of study. For
an intensive study which may be for a long time, large samples are to be
chosen. Similarly, in case of general studies large number of respondents may
be appropriate one but if the study is of technical in nature then the selection
of large number of respondents may cause difficulty while gathering
information.

Sampling is the act, process, or technique of selecting a representative part of

a population for the purpose of determining the characteristics of the whole
population. In other words, the process of selecting a sample from a
population using special sampling techniques called sampling. It should be
ensured in the sampling process itself that the sample selected is
representative of the population.

• Population OR Universe: The entire aggregation of items from which

samples can be drawn is known as a population. In sampling, the population
may refer to the units, from which the sample is drawn. Population or
populations of interest are interchangeable terms. The term “unit” is used, as
in a business research process, samples are not necessarily people all the time.
A population of interest may be the universe of nations or cities. This is one of
the first things the analyst needs to define properly while conducting a
business research. Therefore, population, contrary to its general notion as a
nation’s entire population has a much broader meaning in sampling. “N”
represents the size of the population.

• Census: A complete study of all the elements present in the population is

known as a census. It is a time consuming and costly process and is, therefore,
seldom a popular with researchers. The general notion that a census generates
more accurate data than sampling is not always true. Limitations include
failure in generating a complete and accurate list of all the members of the
population and refusal of the elements to provide information. The national
population census is an example of census survey.

• Precision: Precision is a measure of how close an estimate is expected to be,

to the true value of a parameter. Precision is a measure of similarity. Precision
is usually expressed in terms of imprecision and related to the standard error
of the estimate. Less precision is reflected by a larger standard error.

• Bias: Bias is the term refers to how far the average statistic lies from the
parameter it is estimating, that is, the error, which arises when estimating a
quantity. Errors from chance will cancel each other out in the long run, those
from bias will not. Bias can take different forms.

Steps in Sampling Process

An operational sampling process can be divided into seven steps as given

below:

1. Defining the target population.

2. Specifying the sampling frame.

3. Specifying the sampling unit.

4. Selection of the sampling method.

5. Determination of sample size.

6. Specifying the sampling plan.

7. Selecting the sample.

1. Defining the Target Population:

Defining the population of interest, for business research, is the first step in
sampling process. In general, target population is defined in terms of element,
sampling unit, extent, and time frame. The definition should be in line with the
objectives of the research study. For ex, if a kitchen appliances firm wants to
conduct a survey to ascertain the demand for its micro ovens, it may define the
population as ‘all women above the age of 20 who cook (assuming that very
few men cook)’. However this definition is too broad and will include every
household in the country, in the population that is to be covered by the survey.
Therefore the definition can be further refined and defined at the sampling
unit level, that, all women above the age 20, who cook and whose monthly
household income exceeds Rs.20,000. This reduces the target population size
and makes the research more focused. The population definition can be
refined further by specifying the area from where the researcher has to draw
his sample, that is, households located in Hyderabad.

A well defined population reduces the probability of including the respondents

who do not fit the research objective of the company. For ex, if the population
is defined as all women above the age of 20, the researcher may end up taking
the opinions of a large number of women who cannot afford to buy a micro
oven.

2. Specifying the Sampling Frame:

Once the definition of the population is clear a researcher should decide on the
sampling frame. A sampling frame is the list of elements from which the
sample may be drawn. Continuing with the micro oven ex, an ideal sampling
frame would be a database that contains all the households that have a
monthly income above Rs.20,000. However, in

practice it is difficult to get an exhaustive sampling frame that exactly fits the
requirements of a particular research. In general, researchers use easily
available sampling frames like telephone directories and lists of credit card and
mobile phone users. Various private players provide databases developed
along various demographic and economic variables. Sometimes, maps and
aerial pictures are also used as sampling frames. Whatever may be the case, an
ideal sampling frame is one that entire population and lists the names of its
elements only once.

A sampling frame error pops up when the sampling frame does not accurately
represent the total population or when some elements of the population are
missing another drawback in the sampling frame is over –representation. A
telephone directory can be over represented by names/household that have
two or more connections.

3. Specifying the Sampling Unit:

A sampling unit is a basic unit that contains a single element or a group of

elements of the population to be sampled. In this case, a household becomes a
sampling unit and all women above the age of 20 years living in that particular
house become the sampling elements. If it is possible to identify the exact
target audience of the business research, every individual element would be a
sampling unit. This would present a case of primary sampling unit. However, a
convenient and better means of sampling would be to select households as the
sampling unit and interview all females above 20 years, who cook. This would
present a case of secondary sampling unit.

4. Selection of the Sampling Method:

The sampling method outlines the way in which the sample units are to be
selected. The choice of the sampling method is influenced by the objectives of
the business research, availability of financial resources, time constraints, and
the nature of the problem to be investigated. All sampling methods can be
grouped under two distinct heads, that is, probability and non-probability
sampling.

5. Determination of Sample Size:

The sample size plays a crucial role in the sampling process. There are various
ways of classifying the techniques used in determining the sample size. A
couple those hold primary importance and are worth mentioning are whether
the technique deals with fixed or sequential sampling and whether its logic is
based on traditional or Bayesian methods. In non-probability sampling
procedures, the allocation of budget, thumb rules and number of sub groups
to be analyzed, importance of the decision, number of variables, nature of
analysis, incidence rates, and completion rates play a major role in sample size
determination. In the case of probability sampling, however, formulas are used
to calculate the sample size after the levels of acceptable error and level of
confidence are specified. The details of the various techniques used to
determine the sample size will be explained at the end of the chapter.

6. Specifying the Sampling Plan:

In this step, the specifications and decisions regarding the implementation of

the research process are outlined. Suppose, blocks in a city are the sampling

units and the households are the sampling elements. This step outlines the
modus operandi of the sampling plan in identifying houses based on specified
characteristics. It includes issues like how is the interviewer going to take a
systematic sample of the houses. What should the interviewer do when a
house is vacant? What is the recontact procedure for respondents who were
unavailable? All these and many other questions need to be answered for the
smooth functioning of the research process. These are guide lines that would
help the researcher in every step of the process. As the interviewers and their
co-workers will be on field duty of most of the time, a proper specification of
the sampling plans would make their work easy and they would not have to
revert to their seniors when faced with operational problems.

7. Selecting the Sample:

This is the final step in the sampling process, where the actual selection of the
sample elements is carried out. At this stage, it is necessary that the
interviewers stick to the rules outlined for the smooth implementation of the
business research. This step involves implementing the sampling plan to select
the sampling plan to select a sample required for the survey.
 4.FINDINGS AND RECOMMENDATION
 Results
 Conclusions
 Recommendation

Results
On the basis of the following questions, the survey was
conducted.The results are explained with the help of the pie-charts &
bar graph.

Q1.
 CONCLUSION
My training was a very enriching experience for me, I have learnt so many
things, and i got insight into the start up company. These sectors today playing
a major role for strangers an every customer. I came to know about the
wonderful services and their features. Bookingjini also provides various
comfortable and suitable services to the fullest to their customers.
After a start up company, BOOKINGJINI is trying to improve as its quality of
services. It works in a proper manner. It follows some particular rules and
regulation in their work. They are very much dedicated to their work and
eyeing to achieve a unique position as a hotel booking sector.

My training gave me corporate exposure, and helped in improving my

communication skills. I learnt to deal with customers, I made them aware
about various services, even helped them to choose the best one as per their
requirements.
 Recommendations
 The company should focus on customer service.
 The company should focus on customer satisfaction.
 Proper training should be given to the marketing and sales
executive.
 Feedback should be taken properly and necessary changes need
to be brought accordingly.
5.ANNEXURE
 QUESTIONNIARE
Date:- ----/---/---

Dear sir/Ma’am,

I Priyata Dalal student of Srusti Academy of Management of 3rd semester MBA,

am undergoing a survey on Effectiveness of promotion mix in BOOKINGJINI
Pvt. Ltd. I request you to spend some precious time and provide certain
information, by filling up the questionnaires. The information should be
exclusively used for academic research.

Name:- ------------------------------------------------------------------

Address:- ---------------------------------------------------------------------------

Contact No:- ------------------------------------------------------------

Q1.From how many years bookingjini providing services?

a)1years

b)1-2years

c)2-4years

d)more than 4yers

Q2.Rate your overall satisfaction with the services provided by bookingjini?

a)Highly satisfied

b)Satisfied

c)Somehow satisfied

d) Dissatisfied

Q3.Are you satisfied with the quality of service provided by bookingjini?

a)Yes

b)No

Q4.Do they enjoy all the services provided by bookingjini?

a)Yes

b)No

Q5.How do you rate the process of taking orders & giving services?

a)Good

b)Bad

Q6.Are you satisfied with the range of services?

a)Yes

b)No

Q7.Do they provide full information about the service ?

a)Yes

b)No

Q8.Do you find out charges normal as compared to others competitors?

a)Yes

b)No

Q9.Do they provide discounts on bulk services?

a)Yes

b)No

Q10.Do they call you or text you regarding your feedback of the sevices?

a)Yes

b)No
6.BIBLIOGRAPHY
References:
 www.google.com
 www.bookingjini.com
www.slideshare.net