SUMMER INTERNSHIP PROJECT REPORT

On
“TO STUDY THE WORKFLOW OF SALES & MARKETING DEPARTMENT”
At

In the partial fulfillment of the requirement for the award of MBA degree

By
WAMIS SUHAIL
2018-502-040
MBA 2018-20

UNDER THE GUIDANCE OF

DR. ABDULLAH PRAVEEN AHLAWAT

ASSISTANT PROFESSOR MARKETING HEAD
DEPATRMENT OF MANAGEMENT TOPPR, OKHLA PHASE-3
SMBS NEW DELHI
(FACULTY SUPERVISOR)

Accredited by NAAC in ‘A’ Category

Hamdard Nagar, New Delhi – 110062

[0]
 ACKNOWLEDGEMENT

I wish to express my gratitude to TOPPR TECHNOLOGY PVT. LTD for giving me an

opportunity to be a part of their esteemed organization and enhance my knowledge by
granting permission to do summer internship project under their guidance.
I am deeply indebted to my guide, Mr. PRAVEEN AHLAWAT, MARKETING HEAD,
Toppr Technology pvt. Ltd for his valuable and enlightened guidance.He provided me with
the opportunity to
learn in the bank and spared his valuable time to help me.
I am also grateful to my Faculty Supervisor DR.ABDULLAH, Assistant Professor,
JamiaHamdard who have helped me in the successful completion of this project.
This project has been possible due to support of several wonderful individuals. I would like to
thank all the staffs with whom I have interacted and they have guided me in their respective
field. All of them with their due cooperation and motivation made the completion of this
project successful.

Name Surname – WAMIS SUHAIL

Place: New Delhi
Date

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 DECLARATION

I hereby declare that this project titled “TO STUDY THE PRACTICAL CONCEPT OF
MAKING SALES TO THE CUSTOMER AND HOW TO GENERATE LEADS FOR THE
COMPANY THROUGH VARIOUS MARKETING ACTIVITIES” as a summer internship
project report is a bonafide and authentic record of work done by me under the supervision of
Asst. Prof. DR. ABDULLAH
The work presented here is not duplicated from any other source and also not submitted
earlier for any other degree / diploma to any university.
I understand that any such duplication is liable to be punished in accordance with the
university rules.

WAMIS SUHAIL

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 EXECUTIVE SUMMARY

This report is all about how to work under the sales and marketing department. The main
objective of this report is to gain proper knowledge of strategies used in marketing to
generate and collect leads for the sales department. And also to gather knowledge on how to
convert those leads into sales by convincing the customers.
Sales and marketing department are the main department of the organisation as they provide
revenue to the company and help in increasing the revenue of the organisation. .
As I was appointed as a summer trainee at Toppr Technology pvt.ltd. It helps me to
understand the concept of sales & marketing and how these department work for the profit
and growth of the organization.

[3]
CERTIFICATE

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 DEPARTMENT OF MANAGEMENT

TO WHOM SO EVER IT MAY CONCERN

This is certify that the current Dissertation entitled “TO STUDY THE WORKFLOW
OF SALES & MARKETING DEPARTMENT” is the work undertaken by Wamis
suhail under my supervision and guidance as part of his MBA degree in this
University. To the best of my knowledge, this is the original work conducted by him
and dissertation may be sent for evaluation.

……………………….
Dr. ABDULLAH
(Project Supervisor)

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 INDEX

PAGE NO.

CH APTER-1 7-26
Industry Overview
CHAPTER-2 27-28
Literature Review
CHAPTER-3 29-37
Field of Work & Research Methodology
CHAPTER-4 38-45
Work done during Internship
CHAPTER-5 46-51
SWOT Analysis & Conclusion

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CHAPTER-1

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 INDUSTRY OVERVIEW

India has risen as the second biggest market for e-learning after the US. The area is as of now
remains at US$ 2 billion and is required to achieve US$ 5.7 billion by 2020. The separation
training market in India is relied upon to develop at a Compound Annual Growth Rate
(CAGR) of around 11 for each penny amid 2016-2020 The training division in India is ready
to witness real development in the years to come as India will have the world's biggest
tertiary-age populace and second biggest graduate ability pipeline comprehensively before the
finish of 2020 Right now, India's advanced education framework was the biggest on the
planet enlisting more than 70 million understudies while in under two decades, India has
figured out how to make extra limit with regards to more than 40 million understudies. The
present spending on instruction was of over Rs. 46,200 crores (US$ 6.93 billion) for India.
According to IBEF, the Indian instruction showcase was relied upon to twofold to $180
billion by 2020, by floated the quick extension of the advanced learning market and the
world's biggest populace in the age section of six to 17 years even as the part keeps on being
tormented by poor framework and a lack of prepared educators.

The advanced learning market is relied upon to reach $5.7 billion by 2020 as the number of
web clients was expanding. India's web client base was assessed to achieve 550 million by
2020 with an around 40% entrance, a huge increment from the 35% as of now.
India has one of the biggest systems of advanced education foundations on the planet with
850 colleges (as of April 2018) and 42,047 universities. An aggregate of 35.7 million
individuals was enlisted in advanced education organizations in 2016-17. Net Enrolment
Ratio (GER) in advanced education achieved 25.2 for every penny in 2016-17.

In such a blasting business sector, new companies have begun centring their endeavours to
underwrite this statistic profit and the idea of training new companies is ascending as far as
changing recognitions and desires for individuals. Non Stop development and the appearance
of advanced cells have set off an essential change in how school and understudies and in

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addition experts look for new aptitudes and learning and data. Players in the training area
have begun outfitting these troublesome advances to take into account the vast crowd and
have embraced creative approach to convey educational costs and instructing to understudy.
New companies in India have begun handling famous issues in Indian training area by
utilizing innovation trying to make instruction and adapting more agreeable and available

They are additionally bringing world-class specialists and information together to enable
students to accomplish what might require significantly more exertion generally. While a
couple of these new businesses expect to give better instructing, some assistance in breaking
scholastic placement tests while others plan to give different non-scholarly courses.
An ongoing Google KPMG report discusses the current online instruction situation in India.
In the report, it was said that online training in India will see roughly 8 x developments in the
following five years. This will significantly affect the edtech advertise that can possibly
contact $1.96 billion by 2021 from where it stands now i.e. $247 million.

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Education landscape in India

Figure-2

Source: Ibef report July 2018

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 COMPANY INRODUCTION

Indian has risen as the second biggest market for e-learning after the US. The area is as of
now remains at US$ 2 billion and is required to achieve US$ 5.7 billion by 2020. The
separation training market in India
Is relied upon to develop at

Toppr provides study material to classes from 5th to 12th.Toppr develops a test preparation
platform designed to support students preparing for various entrance exams in India.

It offers learning programs and focuses on school curriculum and test preparation for
engineering and medical entrance exams.

The Company's online platform gives access to comprehensive practice and test package
which helps students to prepare for IIT JEE, PMT, school boards, and other competitive
exams in India.

Toppr: India’s #1 JEE Main/Advanced& NEET Learning Platform offers a variety of learning
resources in the form of video tutorials, a chance to have an online chat session with expert
professors, performance reporting, feedback and scheduled test series among other features.
Websites like this have made learning much easier than it was earlier.

Toppr.Com is India's one of the top online competition preparation platform. Which provide
the study material, test series, question Ans, NCERT solution, and most helpful feature 24x7
subject expert support which help to clear the doubt in any topic from 5th to JEE, JEE-

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ADVANCED, NEET, AIIMS AND JIPMER ENTRANCE EXAM. Toppr: Learning app for
classes 5th to 12th

Toppr is a Mumbai based online exam preparation platform founded by veteran entrepreneurs
ZishaanHayath and HemanthGoteti. The company has announced a fund raise of INR 12
crores ($2 million) from SAIF Partners and Helion Ventures. Toppr had initially raised an
angel round from KasyapDeorah and Abhishek Jain when they started the company in April
2013. The funding will be primarily used to scale and increase reach.

One of the biggest reasons for the quick growth of Toppr is the co-founding team. Zishaan
and Hemanth are class mates from IIT Bombay where they studied engineering. Zishaan co-
founded Chaupaati Bazaar, a mobile commerce site and Hemanth was the first guy to join
him. They steered the company to an exit to the Future Group in 2010. After a few years at
the group, the duo decided to startup again and Toppr is a result of that.

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COMAPANY PROFILE

Founding Date 2013

Toppr total Funding $554.2 m

Toppr latest funding $495.80 m

size

Time since last 3 months ago

funding

Toppr investors Helion Venture Partners, Kaizen Private Equity, SAIF

Partners, Eight Roads Ventures, Brand Capital, Powai
Lake Ventures, InnoVen Capital, Axis Capital
Partners, FIL Capital Management, Alteria Capital, Nitin
Gupta, WGG International, Eight Roads, Milestone
Trustee Services

Toppr's latest funding round in April 2019 was reported to be $495.8 m. In total, Toppr has
raised $554.2 m

TOPPR is one of the leading E-Learning platform since 2013. It is the online learning app of
the Mumbai –based private company, Toppr develops a test preparation platform designed to
support students preparing for various entrance exams in India. It offers learning programs
and focuses on school curriculum and test preparation for engineering and medical entrance
exams. The Company's online platform gives access to comprehensive practice and test

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package which helps students to prepare for IIT JEE, PMT, school boards, and other
competitive exams in India.
Toppr was launched in 2013, around two years after Think & Learn (Byju's parent
company) was set up. Byju's app was launched in 2015. However, Toppr has somewhat
missed the bus if seen from the valuation and fundraising perspective

Edtech startup Toppr, which directly competes with the unicorn Byju’s and had even targeted
latter in its television advertisement in December last year calling it the ‘better’ learning app,
is aiming to hit around 20 million registered users/app downloads by end of 2020 from
existing 8 million along with $100 million run rate, Toppr’s CEO and Co-founder Zishaan
Hayath told Financial Express Online in an interview. A prolific angel investor in the Indian
startup ecosystem, Hayath counts startups including Ola, Housing.com, Chaayos, Fynd etc.,
among its portfolio companies.
“Apps like Khan Academy, Coursera, etc. have an engagement rate, which is time spent on
the app per student per day, at 10-11 minutes, while Byju’s should be around 50 minutes.
Toppr’s rate is 110 minutes,” said Hayath.

Toppr counts SAIF Partners, Helion Ventures, Brand Capital, Eight Roads Ventures, Alteria
Capital, Kaizen Private Equity etc., among its investors.

In an interview with BW Businessworld, ZishaanHayath: Founder, Toppr, talks about Toppr's

journey and more

On founding Toppr and if an IIT degree helped:

Being an IITian has helped in more ways than one. It has helped me understand the
importance of education in a society like ours. I come from a middle class background. Today
where I am is a function of my education. Being an IITian gives you the freedom to make
choices. The IIT network also helped in another way — it helped me recruit like-minded
people. Toppr is built by IITians.

On the journey so far:

We started six years ago. It has been an incredible journey. Today there are 10 million app
downloads. One in 20 or 25 users pay. No one would have thought about this six years ago.
We have, in a small way, managed to impact the lives of the students.

On the future of edtech:

Edtech is going to be a large category. As income levels rise, first stop for spending is going
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 to be education. So, education is going to be a larger category than, say, commerce or
transport. Also, as physical infrastructure is poor, the future possibilities lie in the online
space.

On Byju’s as competition:
It’s not a question of Byju’s and Toppr alone. There would be many players in the market and
ensure they have different solutions to the problem. Our approach at Toppr to problem
solving comes from our tech background. We work like product managers. Byju’s takes a
very classroom approach – they believe in videos and animation.

 PRODUCTS PROVIDED BY COMPANY

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 Get in depth understanding of concept by watching Short
video classes to learn new concepts, attend live
Classes to interact with tutors, flip through stories and
Read concepts to revise and strengthen your basics
Whether you are starting a new chapter or
revising an
old chapter you can watch videos.
 Learn faster with stories
Swipe though images, videos, gifs, questions and learn faster than ever. Stories are
also perfect for last-minute revision before your exams.

Toppr analyses your strengths and weaknesses

And then suggests question. You will practice
Question that are
right for your learning
needs.
You will be able
to learn better when your practice
is made perfectly for you.
 Choose question sets based on difficulty
Choose from a set of easy ,medium or difficult

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 Question based on your understanding of a topic.toppr has chapter we\ise question sets
based on
Difficulty,for every stage of your preparation
 Take a crash course and practice the way you want
Customise your crash course at the click of a button . instead of flipping through
multiple reference
Book for question of your choice,start practising the way you want on toppr.

 Take all India test series

Be exam ready with all India test series and previous
Papers. In the days before your exam, take all
India test
Series to
know where you
stand at the national level.
According to that you can develop exam
strategies and learn time management by solving
previous year’s question papers.
 Create your own tests
Want to practice a particular chapter and see how
many question can you solve in a set amount of time. You can create your own mock
test in under a minute and work towards improving your weakness and using your
strengths
 Get detailed performance reports
Know how many questions have you attempted, your accuracy, and the average time
that you take
to answer a question with detailed reports These help you track your performance in
tests and highlight the areas to work on and learn better.
 Learn better and be exam ready with mock test
Solve previous year papers, attempt all India level mock tests, or create one on your
own and challenge your friends. Mock tests on Toppr are created to help you create exam

[17]
strategies and polish your weak subjects. Find out how well prepared you are by taking as
many mock
tests as you can, all
in one place.

 Chat with expert tutors anytime, anywhere

Don’t be afraid of your classmates laughing at
you or a
teacher asking you to just ask your doubt later.
Pick up
your phone and chat with experts to get any and
all
doubts solved, even if it’s the middle of the
night.

 Get an instant solution to every doubt

None of your doubts will go unanswered, even if they are extremely difficult. We will
instantly reply and resolve your doubts. Don’t worry, we are ready to help until you’ve
completely understood them.
 Chat with expert tutors for accurate solutions
To ensure that every solution is correct, we choose only the best teachers to help you.
They come from the best colleges and are well trained to solve any doubt you have.
 Ge
t instant
solutions
and learn better with Live Doubts
Doubts are good, it means you are
learning something new. And doubts
can turn up anytime. With Toppr, your
learning never stops because of a
doubt. Simply upload a picture, or type
it into the app. Our expert tutors will
solve it instantly, 24x7, and help you
until you completely understand it, no
matter how difficult it may be!

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  Learn from India's best teachers and clear your doubts in real time. Schedule timely
reminders and study in the comfort of your home. Learn and compete with other
students in real time.
 Top teachers
 Fixed scheduled
 Get notification

Toppr covers 20 boards, 60 competitive exams, and 40 subjects

 ENTRANCE EXAMS THAT COVERED WITHIN TOPPR

 BUILD CONCRETE FOUNDATION FOR CLASSES 5-10

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Toppr are the pioneers in making a wave in the domain of education by creating
a unique generation of students who will gain the expertise to crack any
challenge thrown towards them. As the basic foundation building for the
students begins at class 5, we provide them videos on all topics in Mathematics and
Science starting from the 5th standard. All the videos for classes 5-10 are based
on the CBSE and ICSE syllabi, to help students perform equally well for their
exams at school. Specially designed videos for the class 10 students will ensure
that they create a good base for their future challenges like AIEEE, JEE,
AIPMT,etc
At toppr ,learning will be a fun experience as we don't encourage students to do
rote learning, instead , we walk them through a world of thrilling visual
experience where every tiny concept will be learnt with ease and will stay etched in your
mind.
In order to achieve your dream of getting admission to the best colleges like
IITs, AIIMS, etc it is important that you start your preparation for these
challenges at a very early stage. Obtaining guidance through our interesting
video lessons will help you relax and take your lessons at your convenience,
rather than having to stress yourself with the constant commute to your coaching classes after
school.

 BUILD CONCRETE FOUNDATION FOR CLASSES 11-12

JEE-MED

Class 11 and Class 12 is an important phase in a student's life. It serves as

transitional stage for students which requires application of knowledge that is
learnt at school level. Class 11 and 12 is an essential juncture where memorizing
the concepts is ineffective, instead a thorough understanding of a concept and
applying the same is consequential. CBSE class 11 and CBSE class 12 students
have relatively high competition when compared to others as the CBSE syllabus
is extensive and demanding Students of CBSE class 11 and CBSE class 12 have
a tough time managing their studies and time. Along with the regular studies,
students have to prepare for competitive exams which plays a significant part in
molding their professional lives.
JEE and AIPMT are the two competitive exams which holds key to the future of
many students as most of them aspire to become Engineers and Doctors by
aiming to study at top colleges. JEE (previously known as AIEEE) is the Joint
Entrance Examination for Engineering aspirants and AIPMT is All India Pre-
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Medical Test which is the entrance examination for medical aspirants. It is very
important to have a strong foundation at Class 11 and 12 as it embarks the
professional journey of a student. JEE and AIPMT are tough exams which tests
the ability of students as it evaluates their basic knowledge, understanding of a
concept and reasoning capabilities.
CBSE (Central Board of Secondary Education) is the regulating body which
conducts board exams for class 10th, 12th along with JEE and AIPMT. The
exams are conducted at a National level and the competition is high. JEE
BFR Project
Syllabus comprises of Physics, Chemistry and Mathematics studied at Class
11th and 12th and AIPMT syllabus consists of Physics, Chemistry and Biology
from Class 11th and 12th.
At toppry6 we believe that a strong foundation leads to a better future and we
provide a comprehensive study material which is available in our learning app.
The unique feature of our app is that, it contains video lectures, sample papers
and smart mentorship which helps a student to study anywhere-anytime at their
own pace. The process of learning is made interesting with interactive videos
taught by India's best teachers.
JEE 2016 is made easy with complete JEE syllabus, preparation tips, course
materials and sample papers which help an Engineering aspirant at every step of
preparation making the dream of getting in to an IIT a reality! Studying for JEE
2016 can be less cumbersome and more interesting with Byju's. Medical
students preparing for AIPMT 2016 can access AIPMT syllabus, study
materials, examination tips and previous year’s papers which makes the process
for AIPMT 2016 preparation easy.

 BRANCHES IN DIFFERENT CITIES OF INDIA

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[22]
TOPPR
 It provides video lectures for all the subjects a
student under college can have.
 It gives you tons of heavily organised tests for
board or any other exam, it essentially gives
you the examination hall simulating scenario.
 It has a feature called topprdoubts , in which
people can ask their doubts to medium-high
class teachers.
 It has many other organised features like
concepts, challenge section , and ofcoure
question sets .You can also customise your
test.
 This is purely based on the goal for a student
to prepare for various competitive exams for
prestigious rewards such as NTSE, IITJEE,
and NEET, as well as prepare them well for
Boards exams etc.
BYJU’S
 They provide videos of Sciences (Math
included) which are not just mere lectures
by a teacher and marker/chalk , rather it is
a combination of visualisation ,intuition
and great music (background).
 The respected ones who teaches do not just
merely make you remember the concepts
but will make you understand the intuition
behind it, after which the concepts actually
becomes obvious.
 It has organised question sets and tests but
the the amount is not as much as toppr .
 It provides facility for doubt clarification
 It has separate videos which are based on
the goal of the student to clear IITs and
NEETs.
 TOPPR’S INVESTORS

Hyderabad-based edtech startup Toppr has raised funding of $35 Mn (INR 246.13 Cr) from
Kaizen Private Equity and existing investors SAIF Partners, Helion Ventures, Kaizen PE and
Eight Roads Ventures. Alteria Capital and Times Group’s strategic investment arm, Brand
Capital, also participated in the round.

Founder and CEO of Toppr, Zeeshan Hayath said that the funding will be used to create
brand awareness, accelerate user acquisition, increase its geographical footprint and invest in
training and development.

Founded in 2013 by Hayath and Hemanth Goteti, Toppr started with courses for class XI and
XII. It now offers adaptive learning for class V to XII and also competitive exams such as
JEE. With the infusion of funds Toppr plans to pursue aggressive expansion plans to reach
out to students across the country and to increase its geographical presence. Toppr projects its
revenue to be over $500 Mn (INR 3,507.92 Cr) in the next three years.

So far, Toppr has raised $58 Mn in cumulative funding from investors like SAIF Partners,
InnoVen, Helion Ventures, and FIL Capital Management. In February 2016, Toppr
also acquired edtech startup Manch. The company is pursuing aggressive expansion plans, to
reach out to students across the country.
In an earlier media statement, Toppr has projected 20x growth in its junior grades and 15x
growth in its senior grades subscription by 2021, making it a startup with over $500 Mn in
revenue in the next four years.

Toppr is facing a challenge from edtech Unicorn BYJU’S, Unacademy, Reliance-owned

Embibe, Examify, TestBook, Vedantu among others.

In India, elearning will see approximately 8x growth in the next five years, says a recent
report by Google, KPMG. This will have a significant impact on the edtech market that has a
potential to touch $1.96 Bn by 2021 from where it stands now i.e. $247 Mn .
 ORGANIZATIONAL CULTURE OF TOPPR
• Toppr Follow Open Work Culture,
• Toppr believe that an open work culture can bring in transparency, boost innovation,
and develop empathy for every professional.
• Toppr follow a flat hierarchy and encourage conversations within and amongst our
teams.
• It engage in healthy discussions and invite different approaches and ideas for its
strategies and processes.
• They reinforce their open culture on a daily basis with company-wide stand-ups every
morning.
CHAPTER – 2
 LITERATURE REVIEW
CHAPTER-3
 Field of Work

HOW MARKETING / LEAD ARE GENERATED

Email Marketing: How advanced and engaging are the email nurturing campaigns
your organization runs? Are you also able to tap into strong partner or industry
networks to expand your reach with additional qualified leads?

Digital Advertising: Does your organization pay for banner ads, social ads, and/or
paid search or retargeting campaigns? To gauge the effectiveness of paid channels,
measure impressions, click-through rates, then content engagement after that first
click. Include relevant content and calls to action for all paid digital ad efforts to better
quantify results.

Media Coverage: Media coverage optimizes your website with powerful referring
links, can improve overall brand awareness and credibility, and can make your
company top-of-mind throughout the sales cycle. Track visitors coming to your site
from PR efforts or brand mentions in the media, then qualify this channel as those
visitors become leads and work through thefunnel.

Social Media: As more consumers go to social media for customer service or to poll
friends and family for advice on upcoming purchases, the channel becomes an
increasingly important source for marketers to track.

Direct Marketing: Still sending direct mail? How are you measuring leads generated?
Consider driving further engagement with vanity URLs to supplement direct mail
pieces with relevant, engaging content. Include calls to action that will further qualify
leads and track online activity.

Traditional Advertising: Are you still measuring impressions for traditional print,
radio, TV or billboard advertisements? Tie this data to leads and sales with dedicated
promo codes, vanity URLs, or calls to action that prompt “impressions” to turn into
identifiable leads.

Sponsorships: Sponsorships are pure “pay-to-play,” so it’s critical to track leads and
sales generated for bottom-line return. Start by organizing all the sponsorships your
organization pays for. Evaluate the goals for each, then put the processes in place for
tracked measurement against thosegoals.

Affiliate / Partner Programs: Some organizations are a natural fit for affiliate or
partner programs. Consider manufacturers who sell through distribution channels,
resellers, software service providers, consultants and more, or value added resellers
(VARs) who partner to sell industrytechnology.

Events / Shows: Events are an investment for brands at all stages ofthe
marketingfunnel—fromawarenesswithnewprospects,throughtheloyaltyand retention of
existing accounts. When measuring effectiveness of events as lead generation drivers,
consider cost per new lead, overall quality of each event’s leads generated, and how
many of those event leads turn into longer-term sales opportunities.

Inbound Phone Calls: Many leads (and customers) opt to pick up the phone to talk to
someone when evaluating options, searching for detailed or specific information, or
seeking service and support. Even though that engagement is happening “offline,” call
tracking software enables marketers to gather data on what prompted a call, what
happened during the call, and actions following that call to connect online and offline
marketingefforts.

Outbound Sales: If you’re making outbound calls, you likely have a list of prospects
or cold business phone numbers to call. Evaluating this source comes with lead
scoring and updates to your complete lead database. Integrate call center tracking or
management with your CRM to further track outbound call efforts.

Referrals: Encourage others to drive visitors and leads to your website, products or
services. For example, if your company offers training or consultative services,
encourage those who’ve already taken the training to share resources with others with
a profit-share offer.

Traditional / Offline Networking: Often times, the best leads come from in- person
networking. Manually tag these leads and the offline sources in your CRM or contact
database after each event to keep offline networking opportunities in the lead source
mix. If driving networking connections online, consider a dedicated landing page or
separate social list.
Classification of leads according to cities.

TIER-1 :- ALL METRO CITIES

TIER-2 :- SMART CITIES PROPOSED BY GOI
TIER-3 :- TOWNS AND SMALLS COMMERCIAL HUB
Conversion process:
Every morning, leads are assigned by Team leader for each person in the sales force. Daily
meetings are taken by the team leaders and targets are asked from each person. It helps in
predicting the best possible target for the complete day and then daily targets are assigned by
team leader to the complete team. The salesperson needs to call on leads using the Tele
calling software. After interaction, a remark is stored in the CRM (Customer Relationship
Management) software for the reference in future interactions and also helps in creating a
systematic database of students for the company. The principle of AIDA is being used by the
sales force in converting the leads into subscribed customers.

The conversion process which is generally followed by the organization is mentioned

below:-
1. Calling on leads- The sales person calls on the leads assigned under his /her name. The
sales pitch starts with the introduction of the company and goes on with the explanation of the
relevant product.
2. Solving their queries- If the queries of customers are solved first, the customer gets a
feeling of trust in the brand name of that company.
3. Explanation of the product- The product is explained in brief to the customer by linking
the solution to various problems faced by the visitor.
4. Sending the content to those leads via email. If the customer is showing a sense of
desire in product, an email is sent on their mail ID. Then, the salesperson explains the
complete details of the product using the email to the leads and explains them about the
product's price and payment process.
5. Helping the customer in payment process- If a customer is facing any issue in the
payment process, the salesperson guides the customer in the payment process so that the
revenue can be increased. It is mandatory for each salesperson to convert the leads into
customer using the link specified in the email that is being sent to customer. It helps the
organization to track the conversions of each and every sales person which in turn results in
the allocation of leads accordingly
6. Guiding them regarding use of this product - Once a lead is converted into customer,
they are guided regarding the use of their product.
7. After sales service- If a customer is facing any problem after purchasing the product,
he/she can contact the sales person any time to get the guidance regarding the solution of their
problem
8. Up gradation of existing package (if possible)- If a person didn't subscribe for the best
product in any category, then the customer can be reached out by salesperson regarding the
up gradation of their package. And the same process is being followed again.
 METHODOLOGY
RESEARCH is a ‘careful investigation or inquiry especially through search for new factsin
any branch of knowledge’.

METHODOLOGY OF STUDY: The project is a systematic presentation consisting of the

enunciated problem, collected facts of data, analyzed facts and proposed conclusions in form
of recommendations. The data has been collected from both the sources primary and
secondary sources.

DATA COLLECTION:
Primary Data: Primary data was collected through company website, internal management,
hr and marketing department

Secondary Data: Data was collected from web sites, going through the records of the
organization, etc. It is the data which has been collected by individual or someone else

for the purpose of other than those of our particular research study. Or in other words

we can say that secondary data is the data used previously for the analysis and the results are
undertaken for the next process.
 NEED FOR THE STUDY:

The Study Has Been Conducted For Gaining Practical Knowledge About The Working Of
Sales And Marketing Department. The Study Is Undertaken As A Part Of The MBA

Curriculum In The Form Of Summer Project For The Fulfillment Of The Requirement Of
MBA Degree.

OBJECTIVES:

 To learn how company generates leads

 To study the revenue generation strategy of the company
 To learn about the demo process of the company
 To find how a customer is convinced of the importance of products by Toppr

 PROJECT WORK SCHEDULE

S No. Project Step

1 Company Products
2 Objective – 5TH -12TH and its Pitch
3 Literature Survey - Classification of Leads
4 Literature Survey - Sources of lead generation & LEADSQUARED
5 Methodology
6 Work description
7 Suggestion and recommendation
8 Conclusion
9 Reference
CHAPTER–4

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 WORK DONE DURING INTERNSHIP
 WORK DESCRIPTION
1. FIXING DEMOS

 We have to make calls to the leads assigned by team leader,

and convince the parents as well as students for the
counselling session, by defining the benefits of using toppr,
how it can help in scoring more with efficient technique of
study.
Once a demo fixed, contact to be shared with tm for
scheduling session.

 I fixed around 3-4 demos per day

2. SCHOOL DATA ANALYSIS

 Exams that conducted by toppr in different schools,to

collect data,that data should be feed in crm and analysed so
that duplication of data can be avioded.
 Data gathered from third party (sports academy,dance
academy,books store,etc) are to be summarized in proper
format totransfer into crm.

3. B2B COLLABORATION

 Visited sports complex (jasola sports complex, ramagya

sports academy) for the collboration
 Visited different dance and singing academy for the data of
students

4. WORKED WITH MARKETING DEPARTMENT

 Leads generation
 Getting review from subscribed customer.

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  Checking requirements of prospectus, pamplets, counseling
form, question paper and order to be print if required.
 Finalizing the schools where exams to be conducted.
 Working with the team in conducting the exams in schools.

5. B2B- TIMES OF INDIA COLLABORATION

 Organised by the Times of India in association with TOPPR

Classes, the challenge tested the students on their Maths and
Science aptitude. And saw the top 10 percentile of students
from each school battle it out to become the city topper.
 The day started off with the test, followed by a presentation
conducted by TOPPR classes, for the students.
 The session aimed at aiding students to recognise their
thinking process and engage them in a more wholesome and
multi-sensory form of learning. This was followed by an
award ceremony, where each school topper of Round 1
received a TABLET and a Certificate.
 Apart from the B2C marketing technique, I along with my
team, took my first step towards implementing B2B
marketing by approaching one of the renowned schools of
DELHI: KALKA PUBLIC SCHOOL.
 Our motive was to mentor the students and conduct a
creative aptitude test which would in turn be a source of lead
generation.
 Due to ongoing school exams, this idea is yet to be approved
by the school authorities.

6. ORGANISED APARTMENT ACTIVITY

LOCATION :-SEC-93 (NOIDA),SUPERTECH EMERALD

COURT
DURATION :- 6/7/19 – 7/7/19
TIMING :- 10 am – 7 pm

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 APARTMENT SHORTLISTING PROCESS-

 Visited the apartment and had a meeting with the secretary of

resident welfare association.
 Consult about the activity that we are going to organise and
convinced him after many negotiations.
 Told him about the date and timing of the activity
 600+ flats are there.

 TOOLS AND TECHNIQUES USED FOR PRE HYPE-

 Pre promotion of the toppr is done in the apartment before

organising the event.
 Leaflet and event info is distributed to every flats through
newspaper distributor.
 Bannners placed on each and every gates.
 Posters sticks on every notice board of each apartment.

 EVENT FLOW

 We targeted two gates, promotional canopy & standee are placed

on each gate.

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 Each group with 3 members are stand on both the gate.
 Interacted with parents & students and explain them about the
toppr and scholarship scheme, and try to convince them for
couselling session.
 And asked the students to participate in sports activity that
organised in their apartment.
 Leaflet are placed on the cars available in basement parking.
 Pens are distributed to the registered students.
 Calls are made to each flats through intercom.

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 OUTPUT

 40+ students registered(leads)

 15-20 demos confirmed
 Some parents deny after call
 Some leads are on follow ups
 1 demo converted in sale of 92k
 No. of demos done and are on follow ups.

 POSITIVITY OF EVENT

 Proper team work

 Effective promotional techniques
 Interacted with each and every parents and students who are
passing through the gates
 Effective motivation given by team leader to all members
 Proper coordination among all the members and teams.
 Students under class 10th take iniative to participate in sports
activity

 THINGS THAT SHOULD BE CONSIDERED FOR BETTER

RESULT

 Conduct event in weekdays also ,so that more students and

parents are available outside for interaction.
 Effective activity should be organised for higher class students.
 When students registered for counselling we have to make call to
their parents for confirmation of counselling and then transfer it to
sales department.
 Participation certificate should be given to students

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CHAPTER-5

46
 CONCLUSION
Toppr is a growing brand in Education Counselling. People are familiar with its
existence. But due to lack of advertisements and active involvement with the
audience are stopping its spread in the market. Due to this reason it is not able
to penetrate further more into the market and minds of people. On the contrary
brand like byju’s have strong presence in the consumer's mind. This is due to its
aggressive and effective marketing. toppr is only active in some months of the
year targeting peak season.

Absence of careers 360 in vital domains like study abroad is a major reason for
low awareness. My task was to connect the leads regarding the products and
services offered and Counselled the prospective B.Tech and MBBS Students. I
also handle the query of the clients. I had to input the client feedback data in
CRM Software. I did my task with full dedication. I contacted 546 clients in
June out of which 58 convert in to sales conversion and generate revenue INR
5,1000 In july I contacted 574 clients out of which 86 convert in to sales
conversion and generate revenue INR 7,5000. I sold total 92 units within two
months internship period

The percentage of reasons of not interested leads are 28% students not
purchased the products because they had low score in competitive exams and
same percentage for drop students who have planning to take one year gap.10%
students were not satisfied the products Some has the knowledge about
counselling and 10% not purchased because of price. I also engaged myself in
activities and build various strategies and motivation techniques to achieve the
targets.

Also there are other brands that are doing much of publicity like celebrity
endorsement, extensive roadside display, shop hoarding display, painting shops
with their logos etc. All these things create a visibility of the product and make
a place for itself in the people's mind. As far as customer's aspirations are
concerned, they look forward to both quality content and domains have a little
edge over the other

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Toppr’s AIDA Model includes the following:
Gain attention-Salesperson tries to gain attention of the visitor by explaining
about the website i.e. toppr on which visitor showed interest in a product.
Seek Interest- Salesperson gains interest by solving the queries of the visitor
which creates the sense of trust in the minds if visitor.
Create desire- Then, the solution of visitor's query is linked with the product
which can help them in getting an expert solution to relevant problem.
Take action- Once the salesperson feels that the lead is interested to listen
about their product, it is explained in brief so that the differentiators of their
product can be explained which in turn results in the conversion of leads.

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 SWOT ANALYSIS

STRENTH
1. VIDEO LECTURES ARE AVAILABLE IN HINDI AS WELL
ENGLISH LANGUAGE.
2. STUDENTS CAN LEARN ALL SUBJECTS.
3. COLLECTIVE DECISION MAKING.
4. HAS FAR BETTER FEATURES, IS MUCH MORE COST EFFECTIVE
AND VERY EASY TO USE.
5. TOPPR COVER 20 DIFFERENT BOARDS
6. PROVIDE 5 PREVIOUS YEARS QUESTION PAPER FOR ALMOST
ALL NATIONAL LEVEL EXAMS.

WEAKNESS
1. LOW ATL(ABOVE THE LINE ADVERTISING) PROMOTIONAL
ACTIVITIES.
2. LOW INVESTMENT AND INVESTORS.
3. IT ONLY COVERS 5-12 CLASS
4. DOES’NT PROVIDE PREPARATION FOR IAS & CAT EXAMS
5. ISOLATION OF LEARNERS AND TUTORS

OPPORTUNITY
1. NOW-A-DAYS ONLINE LEARNING CONCEPT IS GROWING
FAST.
2. PROMOTION OF DIGITALISATION IN INDIA.
3. STUDENTS SHOWING INTEREST IN ONLINE LEARNING.
4. ONLINE LEARNING CAN SAVE THE TIME,COST,ENERGY OF
STUDENTS
5. STUDENTS CAN LEARN FROM ANYWHERE,ANYTIME.

THREATS
1. HEALTH RELATED CONCERNS.
2. PARENTS CONCERN REGARDING THE USE OF INTERNET BY
THEIR CHILDREN.

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3. UNSOCIAL CONCEPT.
4. TOUGH COMPETITION FROM WELL ESTABLISHED COMPANY
(BYJU’S, UNACADEMY, VEDANTU)

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SUGGESTIONS AND RECOMMENDATIONS

 Toppr is an e-learning app that is growing day by day but facing tough
competition from byjus, as there is low atl(above the line)investment
activities in toppr, and it should be increased
 Company should provide a trail period of 1week or more to customers
before purchase, as it is demanded by lots of customers.
 There is high need of motivation among the employees, they cant be seen
only as a revenue makers but as an asset of the company.
 Funds should be provided for apartment activities which helps in
promoting toppr
 Work from home option should be available as students and homemakers
tend to avail this kind of employment opportunity.
 Employees going for demos shouldn’t be given telecalling work as it
leads to increased work hours which is both tiring and unproductive in
long run.
 Hr department should organise more social activities for employees to
blow off steam.
 Better logistics in remote areas, product delivery takes to much time.

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REFERENCE

 WWW.TOPPR.COM
 https://craft.co/toppr
 https://www.zaubacorp.com/company/TOPPR-TECHNOLOGIES-PRIVATE-
LIMITED/U80904MH2013PTC241592
 https://en.wikipedia.org/wiki/Topper
 https://en.everybodywiki.com/Toppr
 https://www.owler.com/company/toppr
 https://www.crunchbase.com/organization/toppr

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