AN INTERIM PROJECT REPORT

ON

“FORMULATION AND IMPLEMENTATION OF

STRATEGIES FOR EXPANDING THE CLIENT
BASE OF ONEX SOLUTIONS PVT
LTD”

By

ADITI AGARWAL
(Enrollment No: 18BSPHH01C0060)

Name of the Organization:

ONEX SOLUTIONS PVT. LTD.

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 A REPORT
ON

“FORMULATION AND IMPLEMENTATION OF

STRATEGIES FOR EXPANDING THE CLIENT
BASE OF ONEX SOLUTIONS PVT
LTD”

By

ADITI AGARWAL
(Enrollment No: 18BSPHH01C0060)

A report submitted in partial fulfillment of the requirements of

MBA Program of
IBS-HYDERABAD

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 Distribution List:

1) Dr. VIGHNESWARA SWAMY (FACULTY GUIDE)

2) MRS. SOMOBANTI PAL BHATTACHARYA

(COMPANY GUIDE)
3) MR. DIPAK AGARWAL (DIRECTOR OF THE
COMPANY)

Date of Submission: 13TH APRIL 2019

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 AUTHORIZATION

I, ADITI AGARWAL, hereby state that this project work entitled “FORMULATION AND
IMPLEMENTATION OF STRATEGIES FOR EXPANDING THE CLIENT BASE OF
ONEX SOLUTIONS PVT LTD” is an original piece of work done and submitted by me
towards partial fulfillment of the requirement of MBA Program of IBS Hyderabad. The
findings and conclusions expressed in this report are genuine and for academic purpose. It is
my own and it has neither been submitted nor published anywhere before any resemblance to
earlier project or research work purely coincidental. It is totally based on my hard work and
creativity.

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 ACKNOWLEDGMENT

I would like to express my heartfelt gratitude to all the people who have been a constant
source of guidance and support during the entire course of internship with Onex Solutions
Pvt. Ltd. I am deeply grateful to the entire management of “IBS-Hyderabad” for giving me
an opportunity to learn the practical aspect of life.

At the onset I would like to express my sincere gratitude to Dr Vighneswara

Swamy(Faculty Guide) without his guidance, co-operation and motivation this project
would not have been complete. He has always been guiding and motivating me to push
myself beyond limits and achieve greater results.

I would like to thank Mrs. Somobanti Pal Bhattacharya (Business Development

Manager) who has acted as a source of inspiration and motivated me to move beyond my
comfort boundaries and for helping me and motivating me to enhance my targets and training
me achieve them as well.

Mr. Dipak Agarwal (Director of Onex Solutions) for giving me an opportunity to work on
this project in his organization and help me inculcate the attributes of an entrepreneur. They
took additional efforts to bring my report to its fulfillment and completion.

I would like to convey my sincere thanks to all those who have directly or indirectly helped me to
accomplish my goals. I would like to thank all my senior members of the organization for putting
their trust in me and assigning me trustworthy tasks.

Last but not the least I would like to thank my parents and my friends who have been the pillar of
strength for me in all the phases of life.

Aditi Agarwal

Batch 2018-2020

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 Abstract

This project basically includes the roles and responsibilities of an business development and
formulating strategies in order to expand the customer base of Onex Solutions Pvt Ltd.

Onex Solutions ,a mobile marketing company deals with the customers all over India and pitch its
clients either in the form of a reseller or a customer. As a Business Development Intern , I had to
work on the companies that could be a reseller to Onex Solutions. Equal importance was given for
the expansion of the client base of the company by getting new customers as well as retaining the
old ones. Resellers mainly include companies like advertising agencies , digital marketing companies
and the bulk sms resellers. My main product that I am working on is bulk Sms .

My work as a business development intern has helped me inculcate attributes of an entrepreneur

and also taught me how to market your products using different strategies considering the needs
and demands of your client.

My project was mainly divided into the following stages -:

 Understanding the value proposition of Onex Solutions Pvt Ltd

 Understanding the prospects that could be our potential client
 Generating Leads
 Setting up meetings and onboarding Clients
 Regular follow ups

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 CONTENTS

Serial No Contents Page No

1 INTRODUCTION 8-10
1.1 About the Organisation
1.2 Mission, Vision, Value
1.3 Benefits OF Text
Marketing

2 Purpose , Scope , Description 11-16

3 Competitive Analysis 17-19

1.1 Porters Five Forces Model

4 Marketing Mix With Refrence to 20-22

Onex Solutions Pvt Ltd

5 Refrences 23

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 CHAPTER 1

INTRODUCTION

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 About the Organisation

Onex Solution Pvt Ltd is a mobile marketing company which was established in 2013 by
Dipak Agarwal . It helps its clients to communicate with their customer in a most effective
and efficient way by providing them the most simple and fastest marketing solutions .They
believe that Sms marketing services works on all walks of the life and hence helps its
customer to capture the untapped market through text marketing. They empower start-ups,
small to medium businesses and large enterprises to connect, interact and transact with over
85% of the India’s population, across multiple mobile network providers. Onex not only has
its office in Kolkata but hold virtual offices in other cities as well like Pune, Bangalore
,Chennai ,Hyderabad ,Delhi and Mumbai. Ithas been awarded in the “10 Best Mobility
company in 2017”and “Sms Partner BNI Brics 2018”.Not only this recently associated
with TiECON Kolkata 2018 as a PresentingSponsor on the 2nd and 3rd November
2018.Onex works in four dimensions that includes Customer Acquisition ,Customer
engagement, Integrated Campaign and Innovative Product.

Onex has over 4000+ clients all over india, delivered more than 100 crore sms , can help our
clients to reach out to 40 Crore people from across the nation ,can deliver 8 Lakh SMS per
minute and not only this it can can reach out to 10000 customers for 52 weeks at a rate of
just Rs 13 per customer. It is the No.1 Text Marketing Company in the city and now through
the distributorship model, they are expanding their wings in order to serve their clients more
effectively and efficiently. With the help of this distributorship model, they shall be
expanding their reach to other geographical territory and gain more PAN India clients. Onex
works in industries like retail, real estate, health, education ,e-commerce and automobile
industry.

Mission, Vision and Value

Mission-To make conversations between businesses and their customers easy, timely and
delightful

Vision-To be the leading Bulk SMS Service Provider in India by offering innovative
Communication solutions for our Customers

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Value-Through the regular application of these principles, we continue to provide value to
our customers, and we consistently meet our goals

Benefits Of Text Marketing

SMS(Short message server) Marketing, also known as Text Marketing is a marketing
technique that enables businesses to use a text message to send messages like special deals,
coupons, notices, alerts, and so forth directly to their audiences’ mobile phones. These text
messages are highly targeted and are normally opted-in by mobile device users that want to
receive text messages from businesses owners like you. There are different popular ways
through which you can send effective text marketing-:

 Mobile Coupons -Get a better return on investment (ROI) & increase traffic; SMS
coupons get 10x the redemption rate vs. print coupons.

 Slow day Marketing-Having a slow day? Quickly send out a special offer via bulk
messaging to turn those slow days into successful business days.

 Daily Devotionals-Use group SMS to send out your daily message to your contacts
and stay in touch. Always.

 Daily Special-Have a special for the day? Improve response by letting your clients
know with a quick mass text.

 Appointment Schedules-Save time, stop calling to notify about appointments and cut
down on missed appointments with a single text.

 Auto Responder-Our auto-responder lets you automate responses to all of your opt-
in customers, saving you time and trouble.

Beside this the other benefits of text marketing is that it saves time, saves money
,optimize results and initiate repeat business. Text marketing is an instance marketing
method; directly to those who wish to hear from you. This produces a more personal
connection vs. other types of contact.

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 CHAPTER 2

PROJECT DESCRIPTION
(PURPOSE, SCOPE AND OBJECTIVES)

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 Purpose

To understand the roles and responsibilities of an business development and various

attributes that would inculcate entrepreneurial capabilities in me -:

 Identifying and listing the prospects that could be our potential clients
by analyzing their business cycle, business model and their prospect
clients

 Restructuring and Brainstorming as to how pitch the prospects and

make them our potential clients which could be in either the form of
reseller or customer

 Making cold calls to the clients and trying to explain them the entire
business model of our company which includes marketing about our
product and service and trying to urge the need of those if they don’t
need it at that point.

 Understanding the demands and needs of the prospects and designing

the market campaigns that would satisfy their needs and demands and
help them to increase their sales or their customer base.

 Sending the business proposal to all the interested prospects or the

prospects that have the potential to be our clients.Proposals are mainly
drafted according to the needs and demands of the clients.

 Fixing the meeting and onboarding the clients and trying to tell them
the pros of using our service and how would they be benefited with the
services.

 Generating more number of leads for the company and diligently

working towards increasing the customer base of the company.

 Taking follow ups of the clients that showed interest in the services
that the company offered.

 Analyzing-:

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 1. Gap between the service provided by the company and
customer expectations and trying to figure out the ways
to curb it
2. What does the market really want at that point of time
i.e whereis the demand for our services needed at that
period
3. What kind of mails get better responses
4. What format of cold calling or cold meetings should be
followed
5. Other ways to approach the prospects other than cold
calls and mails

Scope

The scope of the project is developing the business opportunities of Onex Solution By
understanding and increasing the customer base of the company which includes both the
existing as well as the new customers to the company.

Description Of the Project

The project Work is divided into following parts-:

 Understanding the value proposition of Onex Solutions Pvt Ltd -A value

proposition is a promise of value to be delivered, communicated, and acknowledged.
It is also a belief from the customer about how value (benefit) will be delivered,
experienced and acquired. Creating a value proposition is a part of business strategy.
Kaplan and Norton say "Strategy is based on a differentiated customer value
proposition. Satisfying customers is the source of sustainable value creation."

A value proposition would include the opportunities or the satisfaction of demands

given by Sms marketing and also the outcome of the marketing campaigns provided
by us. The price of the product should do justice with the value delivered to the
customer and should also lead to customer delight.

 Understanding the prospects that could be our potential clients- Listing and
pitching the prospects by understanding their business model , business cycle and

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 what kind of demands does their company have. Whether the company can be a
reseller to us or it can be the direct client to our company. It is also important to
understand the present demands or needs of the company.

 Generating leads- My primary duty as a business development intern is to increase

the customer base of the company. Therefore it is very important to generate leads for
the company , either in the form of new customer or retaining the old customer. The
following strategies used in order to generate the leads are-:

1. Cold Calls- It is generally done to tell the potential client about the services
and products that we can offer to them and also done in order to schedule
an prior appointment for company visit.

2. Business Proposals – Mailing business proposals to the client stating all the
description of the company and its products is one of the most formal way
to communicate with your prospects.

3. Direct Walk-ins – Direct Visits or Cold visit to the company are yet another
method to explain and market them about our products. It does not include
prior information to the company.

Till now I have listed and called around 400 companies which include the advertising
agencies, digital companies and resellers of Kolkata as well as other metropolitan cities.

 Setting up meeting and on boarding clients- It is always recommendable to set up

meetings in order to deal with the clients more effectively and efficiently. It also
enables us to market the products in the best way possible .Onboarding clients is an
different experience altogether and helps us to create a personal contact with the
clients which helps the company to retain its customer in the long run.

In order to increase the customer base of the company I have scheduled and visited 4
meetings with the company which are as follows-:

1. Holiday Inn Resort,Kolkata

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The first meeting that I had experienced was with the holiday inn, Kolkata which was initially
under SDB Developers and later on IHG (Intercontinental Hotel Group) acquired it. It is
India’s first flagship project of Holiday Inn Resort. The meeting was scheduled with Projiwal
Ghosh , Director of Sales and Marketing as well as Pallabi Guha , Marketing
Communications Executive. Their target audience were HNI ,Frequent Flyers ,Business
Class, Marwari Community, Jain Community and Punjabi Community. They wanted to avail
our Sms Marketing Service once they started with the hotel’s operations.

2. Liazo Advertising,Kolkata

Liazo Advertsing was one of the advertising company whom we were looking as a reseller
for Onex .Their target audience were people between the age of 15 to 25 and wanted to avail
the service in the form of whatsapp text.Its requirements were-:

 They wanted to reach their clients through whatsapp images that would also
include their text
 Wanted to target people mainly from Howrah and Shibpur

Challenges that I faced during the meeting-:

 Price Flexibility
 They wanted to get the hold of database that we have.

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3 Web2Sms

We approached this company to be a reseller to Onex Solutions and hence would be

beneficial for the company in terms of increasing the customer base. The company wanted to
target HNI customers, Online buyers. The challenges that I faced was that the company
wanted such marketing campaign that would guarantee them the increase in sales.

3. Davis & Grill

A digital marketing company whom we were trying to pitch as a reseller to our company and
wanted to sell product in the form of Sms marketing to the company. The negotiation for
closing the deal with this company is still on.

 Regular follow ups from the potential clients- sometimes the client might not want
to avail the product or service at that point of time but might need it in sometime else
so it is yet really important to keep a connect or contact with them by making regular
foll

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 CHAPTER 3

COMPETITIVE ANALYSIS OF THE

COMPANY
PORTERS FIVE FORCES MODEL
SUPPLIERS
POWER OF
BARGAINING

THREATS OF INDUSTRY THREAT

NEW ENTRANTS RIVALRY OF SUBSTITUES
BUYERS
POWER OF
BARGAINING

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 PORTERS FIVE FORCES

Porter's five forces analysis is a framework for analyzing the level of competition within an
industry and business strategy development. It draws upon industrial organization (IO)
economics to derive five forces that determine the competitive intensity and therefore the
attractiveness of an industry. Attractiveness in this context refers to the overall industry
profitability. An "unattractive" industry is regarded as the one in which the combination of
these five forces acts to lower down overall profitability of the company. A very unattractive
industry would be one approaching "pure competition", in which available profits for all
firms are driven to normal profit. This analysis is associated with its principal innovator
Michael E. Porter of Harvard University. Porter refers to these forces as the micro
environment, to contrast it with the more general term macro environment. They consist of
those forces close to a company that affect its ability to serve its customers and make a profit.
A change in any of the forces normally requires a business unit to re-assess the marketplace
given the overall change in industry information. The overall industry attractiveness does not
imply that every firm in the industry will return the same profitability. Firms are able to apply
their core competencies, business model or network to achieve a profit above the industry
average. The five forces are:

 Entry Barrier – a company having high barrier entry would have less
competition and hence there would be high profitability whereas a company
with low barrier entry would have lots of competitors which would in turn
decrease the amount of profitability. Mobile marketing is a service company
which has low entry barrier hence there are lot of competitions , what would
make it different from its competitors is the core competency of the company.
Onex solutions Pvt Ltd keeps its customers loyalty intact as it provides a pan
india database to its customers which is a competitive advantage that it has
over its competitors.

 Threat of substitute products-As mobile marketing is not very well known

in most part of the country and many people still want to stick to the
traditional form of marketing in order to reach their customers which includes
print media or any kind of offline mode. Therefore the substitute for mobile
marketing are different kinds of offline advertising which includes newspaper
ads, print ads, billboards and etc.

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  Suppliers power- As there are many companies who deal in mobile
marketing therefore the power of suppliers i.e our selling strategies has to be
marketed properly. Here, the uniqueness of service provided to the consumers
also play a vital role, if you have a competitive edge to your competitors then
the customer wouldn’t want to shift from the services that you are providing to
them. In other scenario it is also important to show the customer the worth or
usefulness to shift from other suppliers in the market to you. When I talk about
Onex solutions the edge that we have on our competitors is the pan India
database that we can provide to our customers or can help them connect to
their clients anywhere in the country. Not only this we can also provide them
data of specific pincodes. Therefore how we can market our services and
communicate the customers about competitive edge that we have on our
competitors is the main role in this aspect.

 Buyer Power- This tells about the power that the buyers have over the
suppliers. There are various factors through which a buyer can dictate the
power to the suppliers for example if there are high number of suppliers and
buyers have the opportunity to switch from one supplier to another the power
of the buyer increases, another becomes the quantity of service purchased by
the buyer from the suppliers.

 Industry Rivalry – As there are high number of companies that deal in

mobile marketing therefore the level of industry rivalry in this domain is
intense.

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 CHAPTER 4

MARKETING MIX WITH REFERENCE TO

ONEX SOLUTIONS PVT LTD

PRODUCT PLACE

MARKETING
MIX

PRICE PROMOTION

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 Marketing Mix

Product – A product is an item or service that we provide to our customer in order to satisfy
their needs or demands. A product plays a vital role in marketing,it can be both tangible or
intangible or can be in the form of services or goods. It is really important to market the right
type of product in order to make it work, the right type of product means the product that the
customer needs or the product that has a good demand in the market. Onex Solutions uses
products like-:

 Bulk Emails
 Bulk Sms
 Voice calls
 Whatsapp messages

These products are marketed in order to cater the interest or needs of their target
customers.With the shift towards digitalisation and changing customer preferences, Onex
Solution thought that mobile marketing would be the right choice of products in order to
serve the needs of their targeting customer.

Price-price is something that you ask from the customer topay in return of the services
availed.It is really important to charge the right price of the products or services given to
them.It is not easy to comprehend the correct price of the product as high price lowers down
the sales or profit of the firm whereas low prices sometimes tend to label the product as
inferior goods. Therefore companies use different types of pricing strategies in order to
market their products i.e price skimming , price penetration or neutral pricing. Onex
Solutions while entering the market used price penetration as a strategy in order to capture
the market. Price penetration is when a company charges less price for their products in
comparison to their competitors in order to capture the market share and their target
customers.Presently Onex Solutions are selling their bulk Sms at the price of Rs 14000 per
lakh sms .

Place-Delivering your product at the right time and to the right people is really important and
place plays a vital role in that. A product or service until well connected or reached to the
customer has no value to the customer.

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Promotion-Promotion of the products is generally done in order to create awareness ,
generate interest among the target customers in order to increase the sales of the company.
Onex Solutions uses different types of promotional strategies like personal selling, direct
mails , sales promotion and public relations as a means to promote its products . It also tries
to push its products by promoting it when the particular sector may have the demand for it.
For example -: Education sector during the time of admissions or any other important events
coming up.

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 REFRENCES

www.onexsolutions.com

https://www.strategicmanagementinsight.com

http://davisandgrill.com/

https://www.web2sms.co.in/

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