A summer internship project report on
“LEAD GENERATION TECHNIQUES IN ROSEMOUNT SHIPPING
(INDIA) PRIVATE LIMITED”
MASTER OF BUSINESS ADMINISTRATION
SUSAN KOSHY KANDATHIL
Under the guidance of
(Prof. Rahul Gupta)
Institute of Management
U6n Christ University, Bangalore
I, Susan Koshy Kandathil hereby declare that the project report titled “Lead Generation techniques in
Rosemount Shipping (India) Private Limited” submitted for the partial fulfillment of the requirements
for the award of the Master of Business Administration, is my original project work and has been carried
out under the guidance of Prof. Rahul Gupta, professor of Marketing, Christ University Institute of
Management and Mr. Mohan Mathew, Business Development Manager at Rosemount Shipping
(India) Private Limited ,Bangalore .
I also declare that this work has not been submitted for the reward of any degree, diploma, associate ship
or fellowship or any other title in the university or any other university.
Date: Susan Koshy Kandathil
Register No: 1220260
This is to certify that this internship report on “Lead Generation Techniques in Rosemount Shipping
(India) Private Limited” is a bonafide work of Ms. Susan Koshy Kandathil under my guidance and
support. .This report is a part of Master of Business Administration course with specialization in
Marketing stream. The content and the work done are genuine with respect to the information covered
and thought expressed.
Prof. Rahul Gupta Dr. Jeevananda S.
Faculty Mentor Campus Coordinator
Christ University Christ University
Institute of Management Institute of Management
I am grateful to my corporate guide, Mr. Mohan Mathew, Business Development Manager, Rosemount
Shipping (India) Private Limited, Bangalore for his continued guidance, support & invaluable
I am also grateful to my faculty Mentor, Prof. Rahul Gupta, Christ University Institute of Management,
for his continued guidance, support & invaluable encouragement.
I would also like to thank the faculty of Christ University Institute of Management, Bangalore and all my
friends who were available for discussion & have supported me in this endeavor of mine.
Susan Koshy Kandathil
Christ University Institute of Management,
TABLE OF CONTENTS
TABLE OF CONTENTS v
LIST OF TABLES vi
LIST OF GRAPHS
1. Lead Generation
2. Traditional vs. Online Lead Generation
3. Methods to Generate Leads
2. INDUSTRY PROFILE
1. Industry Overview
2. Trends in the Industry
3. Industry Analysis: Porter’s 5 Model
4. Key Opportunities
5. Key Challenged
6. Future Outlook
3. COMPANY PROFILE
1. About Rosemount Shipping (India) Private Ltd
2. Service Portfolio
3. Customers of Rosemount
4. Lead Cargos handled by Rosemount.
5. Sister Company – Blackstone Shipping Services UAE
4. SALES PROCESS AND METHEDOLOGY
3. Problem Statement
4. Sales Process followed at Rosemount .
5. ANALYSIS AND DATA INTERPRETATION
1. Steps involved in the process of Lead Generation
2. Analysis using Sales Funnel
6. FINDING, SUGGESTIONS AND CONCLUSION
1.1 Lead Generation
Lead Generation is the process of generating costumer inquiry into the products or services provided by a
business. It involves collection of names and contact details of qualified prospects that are to be contacted
by the sales force for generating orders. The different methods used to generate leads typically fall under
the umbrella of advertising ,but at the same time there are also non paid methods of lead generation such
as organic search engine results or by referrals obtained from existing customers .
Consumer data is as good as gold dust to organizations thus obtaining accurate
consumer data is very important in generating quality leads .Quality of leads generated can be determined
by the natural inclination of the inquirer to take action towards purchase of the product or service.
1.2 Traditional Lead Generation Vs Online Lead Generation
Traditional method of Lead Generation:
The oldest method used to market any kind of product or service is through advertising through ad
magazines, television, radio, newspaper or by distributing business card.
Another traditional method of getting your company or your product know to a large group of
people is by using promotional products .These products range from door hangers ,pens ,fridge
magnets to free seminars which helps in attracting potential customers .
Various offline marketing methods used to generate leads are direct mail, tele marketing and door
to door marketing .Though the traditional methods help in increasing the sales it is expensive as
well as time consuming and does not necessarily imply higher closing ratios for the company.
Internet Lead Generation:
The current trend in generating leads is through internet .There are numerous advantages of Internet lead
generation which are as follows:
Generating leads through the internet can increase your reach to a larger audience.
This method of generating leads can result in lower cost of promotion almost by half than by what
you spend for other lead generation methods.
There are pay-per-click ads, drip-marketing services, email campaigns, and of course, purchasing online
leads. Companies have to be certain before they put in their entire budget on one specific generating
means as the decision could make or break your business .Though there are many new tech savvy
methods of lead generation companies still make use the traditional method to a certain extent .
1.3 METHODS TO GENERATE LEADS
Fig 1.1 Lead generation methods
The quickest way to grow your business is to target the best customers with a highly focused approach by
sending direct mails to the best buyers .This is a tried and tested method for successful lead generation by
many big companies .By following this method many companies has doubled their revenues in just one to
one and a half years. This strategy is one of the most effective and low cost methods to generate leads and
grow your business fast. Best buyers can be categorized as those buyers who will purchase almost
everything that you offer .In short they are your dream clients .Thus it is very important for companies to
identify and choose a target group that will respond to you at least once a month. Majority of the people
that are approaches by businesses may throw the letter or ignore it the first few times but it is the
companies‟ job to increase their customers as well as maintain relationships with them.
The first step to be taken is to send an introductory letter to the identified buyer and making
an offer they cannot refuse .The second key is to keep in touch with the prospect by making them offers
like free consultation or free offers of some kind .Over the period of one year, the company should
contact the prospect at least once every month as this will generate interest from the prospect in learning
more about the products and services offered by the company.
Purchase leads from lead brokers and lead companies
Companies can get hot “ready to buy” leads by purchasing them from lead brokers and lead companies
.These companies concentrate solely to generate leads and sell them to companies who wants to create a
database of potential customers .It is said that purchasing leads can help business save a lot of time rather
than generating their own leads ,it is also said to provide companies with accurate and updated
information .Adding the strategy of buying leads can increase business by 50 – 75% .
Purchase leads from various Online Search Engines
The most recommended online strategies for generating leads is by getting targeted consumers to view
your Website with the Pay per Click Search Engines .All companies should make PPCSEs an integral
part of their
This feature allows companies to tap into the online searches taking place which is related to their
industry. PPCSEs puts the companies site directly before the consumers who are actively searching for
what you are selling .The company is given the option of deciding their budget , set the price they are
ready to pay for every sales lead and they also have the option of paying only when the customers click
through to the site .This method of lead generation guarantees to get “hot prospects” as you are paying
only for performance i.e. website visitors and pre qualified clicks .Currently the best PPCSEs are Google
Adwords and Overture .
Studies have shown that half of all purchase is triggered by advertisements. It is an excellent tactic to
create leads that a business can use .It is also an important way in which the brand name can be built by
getting publicity ,recognition ,word of mouth etc along with numerous other benefits . In order to get high
return on the investment made advertisement campaigns should meet the following parameters:
a. Ensure that advertisements are placed in journals and magazines which are most read by your
b. It is essential for business to be proactive .This requires an effective follow up system in place in
order to ensure maximum return from the money spent on advertising .
c. Using an eye caching headline that highlights the benefits offered by the product or service.
d. Make an offer beyond the customers‟ expectations and ensuring value for money.
Customers generated through referrals are most profitable and loyal source of new business that are
generated by leads .The general tendency of such customers are the purchase faster ,buy huge quantities
,bargain less and also provide referrals of other interested consumers .
It is important for a company to set up a proactive referral system as part of its marketing
activities .In order to set up a fool proof referral system the company should consider the following:
a. Providing customers with incentives(gifts or free services ) for every referral made by him
b. Using Give a Gift referral system where your clients are invited to give a free sample of your
products to other potential consumers as a gift .Referral gift certificate is tool used for such
c. Attach questionnaires while sending invoices to customers in order to understand how to
improvise the company‟s products or services .Also ask the customers to add referrals in this
d. Create relationships with non –competitive companies who have served your target market and
have them automatically refer you to their customer database.
It is the most interactive marketing medium available. Telemarketing allows you to answer your prospects
questions, address their concerns, and overcome their objections. Telemarketing is the only marketing
medium that allows you to adjust your strategy midstream and make any changes at any time necessary to
increase results. With telemarketing, you can change both your offer and audience with just one phone
a. Telemarketing provides you with immediate feedback & valuable information that can be quickly
analyzed: Telemarketing consistently outperforms all other forms of marketing and is the most
powerful, cost-effective marketing vehicle available today. Telemarketing is a powerful, multi-
billion dollar marketing vehicle. It should be part of your marketing plan.
b. Telemarketing is the only form of advertising that requires an immediate response:
c. Newspaper and magazine ads, radio promotions, billboards or direct mail demand little or no
immediate attention. They can all be ignored. Not telemarketing. When the phone rings, the
natural response is to answer it. Rarely do you just ignore it.
d. Telemarketing provides you with a captive audience the minute the phone is answered. With
telemarketing, you can instantly establish a conversation. It is much easier to get your message
across when you engage in a dialogue and questions can be answered. Two-way communication
using telemarketing is very powerful, and very productive.
e. Telemarketing provides you with endless opportunities to increase and better your business:
Telemarketing is the ultimate marketing tool. Some popular outbound telemarketing applications
include appointment setting, lead generation, surveys, market research, list cleaning, database
update, seminar registration, fund raising, phone sales, and client reactivation... just to name a
Inbound telemarketing allows you to respond and sell to your clients and prospects
24 hours a day, 7 days a week and 365 days a year.
f. Telemarketing also has powerful inbound applications. Inbound telemarketing is perfect for order
taking, customer service, any type of answering service, after hours/overflow calls, taking credit
card orders, voice mail service, dealer locator service, seminar registration, reservation desk,
inquiry service, and direct immediate response to print ads and virtually any form of
Thus lead generation could work for just about any business, but most
industries using this type of marketing include insurance agencies, education institutions, office
suppliers, and furniture stores. Trends show that lead generation will become even more popular
in the future, especially for service oriented businesses. Lead generation is a win-win for both the
buyer and seller. A buyer is able to request information from several businesses that offer the
product or service that they are looking for and the seller is given the opportunity to pitch their
product or service to someone who has given them permission. Conversion rates on leads that you
receive often have a higher conversion success rate than cold contacts because the prospect is pre-
qualified, before you ever receive the lead.
2.1 INDUSTRY OVERVIEW
The logistics industry in India has become an area of importance. The main reason for this is due to years
of high growth in the Indian economy there has been a rise in the freight traffic moved. The Logistics
industry includes five broad segments – ocean freight, rail freight, air freight, trucking and third party
Logistics (3PL) services . The current size of the Indian Logistics Industry is estimated around $225bn
and is expected to reach around $350bn by 2015.This increase in volume of traffic has provided for
opportunities in all facets of logistics including transportation, warehousing, freight forwarding, express
cargo delivery, container services, shipping services etc. This growth also implies that there is a higher
demand being placed on this sector to provide solution to support future growth. It is also estimated that
the industry employs over 45 million people and is growing at the rate of 15% with sub-sector growing at
even 30-40% per annum. Changing government policies on taxation and regulation of service providers is
going to play an important role in this process of growth. This industry has attracted huge investments
due to rise in logistics demand driven by industries like retail, automobile, pharma etc.
Fig 1.2 Growth drivers of the Industry
demand of 3PL
logistics mgt as
There is significant rise in the demand for third party logistics providers in the
sector as well, which is led by TVS Logistics today and has few capable competitors. The sector provides
lucrative business opportunities today for new players in terms of margins, low-entry barriers and high
growth prospects .Proper infrastructure support by the government and competition from the unorganized
sector are major challenges in the growth of the logistics sector. 70% of the total domestic product is
transported through the road network and 15% through the rail network. Domestic companies are willing
to expand their efficiency to meet rising demand globally according to a recent study. Logistics costs in
India are estimated to be approximately 13% of GDP which is considerably high when compared to the
corresponding figures for other major economies of the world .Higher logistics costs are mainly due to
poor infrastructure facilities in the country. The higher logistics cost represents higher products/services
cost in the international market. The country‟s organized logistics market represents 6% of the total
market. The three major contributors for the growth of logistics industry are: emergence of organized
retail, increase in foreign trade and India becoming a global manufacturing hub.
Due to this huge growth potential the logistics sector in India is viewed as one of the
most attractive in the world. Despite holding promise the logistics sector in India remains mired in several
complexities which have the potential of holding it back. These include significant inefficiencies in
transportation, poor condition of storage infrastructure, a complex tax structure, low rate of technology
adoption and poor skills of the logistics professionals.
2.2TRENDS IN THE INDUSTRY
The major trends in the Indian logistics industry are highlighted below:
3PL Services: Logistics services like transportation, warehousing, cross docking, inventory
management, packing and freight forwarding are all part of third party logistics services.
Companies in India currently outsource an estimated 52% of logistics, and 3PL represents only
1% of logistics cost. As of now, the 3PL activity is limited to only few industries like automotive,
IT hardware, telecom and infrastructure equipment.
Global Players: The industry is becoming more competent with entry of global giants like
Gazeley Broekman (Wal-Mart‟s Logistics partner), CH Robinson and Kerry logistics and large
Indian Corporate houses like Tata, Reliance and Bharti group. A series of mergers and
acquisitions like DHL acquiring Blue Dart, TNT acquiring Speed age Express Cargo Service and
FedEx buying over Pafex, are also leading to consolidation of the industry at various levels and
Express Logistics: Organized players have a monopoly over the express logistics industry.
65% of express business is in the hands of organized players, while semi-organized and
unorganized players account for 25% and then the remaining 10% of the market by EMS Speed
Post. On the domestic front, unorganized players hold 41% of the market share based on price
advantage and organized players account for 45% and EMS Speed Post the remaining 14%.
Warehouses: Warehouses have become key growth drivers in the logistics
industry. Warehousing does not only provide conventional storing services, but
also provides value-added services like consolidation and breaking up of cargo,
packaging, labeling, bar coding and reverse logistics etc. Warehousing and
related activities account for approximately 20% of total logistics industry and as
per KPMG.Our view is that warehousing will see a lot of investment in the coming years.
Logistics Parks: About 110 logistics parks spread over approximately 3,500
acres at an estimated cost of $1bn are expected to be operational and an estimated 45mn sq.ft of
warehousing space with an investment of $500mn is expected to be developed by various logistics
suppliers in the coming year. Majority of these logistics parks are planned in close proximity to
state capitals. However, availability of large land parcels at relatively low cost, connectivity to
multiple markets across states and industrial clusters has led to the emergence of some Tier 2 and
Tier 3 cities as favored destinations for the development of logistics parks and warehouses. To
reduce the transportation cost and for quicker movement of cargo, Multimodal transport operation
(MTO) is introduced which helps exporters with less documentation (for instance single document
for all modes of transport).
2.3 INDUSTRY ANALYSIS: PORTER’s 5 MODEL
Threat of New Entrants: HIGH
No entry barrier in terms of requirement for licensing needs and industry is vulnerable to easy
scale-up and intense competition.
Bargaining power of supplier: LOW
Government influence on fuel prices makes it difficult for players to predict, control and pass
through fuel costs to customers.
Bargaining Power of Buyers: MODERATELY HIGH
A few large users of the industry and companies (e.g. the automobile industry) are able to
significantly squeeze transporters
Threat of Substitute products: HIGH
The industry is highly customer oriented with multiple vendor options available to
Rivalry Among Competition: HIGH
Lack of differentiation in services leads to commoditization and further price erosion.
Needs Drivers Opportunities
Freight High Low
Demand for high
• Consolidation is
expected in the industry
– this will lead to the
emergence of pan-India
players with bigger size
and better profitability,
growth in Cold Chain
• High growth in
• Growth in
such as mobile
• The Express industry is
expected to grow at a
CAGR of 17%
• Establishment of
• Approval to private
players for rail
rising demand from
the railways – to
boost demand for
• Growing trade
• CFS/ICDs that run
their own container
shipping line are
likely to gain from
the surge in ocean
• Growing need for
door to door
• Being less capital
intensive and with
MTO business gives
higher return on
equity and return
• Booming oil
rising trade flows
• Less competition
in the market
2.5 Key Challenges
Insufficient distribution channels/infrastructure bottlenecks
restrict the scope to reach consumers of products
India has a long coastline. However, the country‟s port
system isn‟t utilized properly. 70% of the seaborne trade is
managed by 2-3 of its 12 major ports. Remaining 185
minor ports in the country are largely underutilized
investment is low
The infrastructure including roads, airports and seaports
are preliminary the main target areas of investment.
However, warehousing, a facilitator for the agricultural
sector, has attracted lower investment that reduced its
pace of growth in comparison to rising farm output
Technology usage is still very low in India, which restricts
the scope of increasing efficiency and productivity
According to industry analysts, logistics costs in India are
among the world‟s highest and outside of the metros and
a few cities, the delivery time is very uncertain
Logistics industry is still not looked at as the industry of choice for young graduates thereby
making hiring of quality professional manpower challenging. On the ground level too there are
challenges. A recent study has found that a variety of skills are required in the sector. These include
technology skills, driving skills including safety procedures, industry understanding and multi operations
skills. The present state of affairs is illustrated by example of truck driver in India, who is a critical point
of contact for the logistics company with its customers where the truck drivers today find it difficult to
accurately record delivery records, understand delivery documents, negotiate for return business, handle
The growth in the Indian economy in coming decade is likely to be driven by the increased activity in the
manufacturing and retail sectors. To enable these sectors to contribute effectively to India‟s growth the
logistics sector will have to step up to provide value-enabling solutions for these sectors. This would
require action on three fronts:
• Creating an environment for graduating the Indian logistics market to provide value propositions in
• Increasing the capability of the Indian Logistics Industry to provide such solutions
• Requiring Government and other regulatory mechanisms in the country to provide an enabling
environment for value propositions in logistics services can take their business forward and make them
However old habits die hard. Therefore we still see numerous instances where little
premium is put on service delivery, quality and transparency in logistics services. Demand for logistics
solutions still gets conditioned by an undemanding, quality-neutral client used to a non-standard product
and service deliveries. Large logistics departments have come up within companies to manage this
„chaos‟ and lowest price frequently becomes the watch word for many companies rather than quality of
the solution provided.For instance, dust-proofing at a storage place still does not command the kind of
premium in India that it should, and as a result, the logistics service provider does not invest in such
provisions. After-sales service gets lost in a retail logistics maze, and the client finds local suboptimal
solutions. This is routine today. Some change in certain specific product ranges do seem to be happening,
but at a very high price. Once such value additions begin to get recognized and priced in value terms, the
logic of the Logistics industry will undergo a sea-change.
The future Of the Indian Logistics Industry lies ultimately
in value propositions for the customer. Value solutions can be engineered only if the complex strands of
supply-chain mesh together seamlessly. These solutions are expected to command a premium but also
come at a cost. The cost –conscious Indian Market first has to
be made to appreciate the value of premium services. In a supply driven market, supply chain solutions
need to unlock the cost -saving aspect of efficient logistics services first. This would result a reduction in
cost down the line, which can only happen when most
of the deficiencies mentioned above are removed. Logistics companies can leverage further economies of
scale when operations are expanded. This may require industries to collaborate with logistic service
providers to nurture their businesses, possibly in a way the automobile industry in India nurtured the auto-
component companies. The future is bright for the logistics industry in India- the expectation is that a
tipping point for the industry will soon be reached which will propel it to greater heights.
3.1ABOUT ROSEMOUNT SHIPPING (INDIA) PRIVATE LIMITED
From Its beginning in 1998 as a Customs Broking company, the Rosemount group has surged ahead to
become a leading logistics group specializing in shipping and allied logistics, supply chain management
and transport services. The company‟s prominent standing on the international logistics map is evident in
the reach of its services. It operates at all major ports and inland depots in India, in addition to a global
network of specialized associates. As providers of one stop integrated logistics solutions, offering
consistently high quality service is of paramount importance. This belief is underscored in its fervent
upgrading of facilities and equipments, investment in latest technology and optimizing their employees
potential through training and development. Being an award winning logistics group, the management
attributes their current success to its business philosophy, which rests on a set of core values focusing on
personal integrity and responsibility towards customers, employees, shareholders and the community.
The Company has offices at all major ports and inland container depots in India. It
is an ISO 9001:2008 certified company having 900 plus customers in India. There are over a 100
professionals working with Rosemount at its various offices in India. This will help their customers
enjoy reliable, timely and cost effective logistics partnership. Rosemount puts at the customer‟s disposal
an extended organizational infrastructure with deep knowledge and experience in logistics. Taking into
account cost, risk, time, legal, finance, fiscal, documentation, administration and other factors.
Rosemount customers can enjoy cutting-edge solutions that will assist clients in building decisive
competitiveness in the global market. Being a leading player in the global logistics market, Rosemount
knows almost every player, every commodity and service in and out in the field. They share this
competency as well as their goodwill, so that their clients continuously benefit. It has a global reach to,
European Union, United States of America, South America, Russia – CIS, Far East, China, Japan,
Australia and Middle East.
Rosemount signals to be the leader in the logistics industry, utilizing new technologies and
emphasizing human resource development to provide the highest level of service and value to our
customer‟s competencies and develop the most profitable logistics solution for customers.
I. Responsibility to our customers: To develop and provide services which offer value, in terms of
price, cost and quality, supported by the requisite professional, technological and commercial
II. Responsibility to our employees: To promote and encourage good and safe conditions of work,
good and competitive terms and conditions of service, the mental and physical development and
best use of human skills and talents, equal opportunity employment and the involvement of
employees in planning and direction of their work.
III. Responsibility to the community: To conduct business as a responsible member of the community,
observing applicable laws of the country in which we operate and giving due regard to safety and
IV. Responsibility to Shareholders: To protect shareholders interest and provide a fair and reasonable
V. Personal Integrity: To exercise honesty, loyalty and integrity in all aspects of our business and
avoid conflict between our personal and official activities in the conduct of our business.
The Rosemount Core team:
SOC Container Operation to Russia, CIS and Central Asia :Rosemount leases out containers
to customers which is later disposed or sold for scrap at the destination port
Customs Broking: A customs brokerage firm is responsible for knowing all of the rules and
regulations regarding the transfer of goods entering or leaving the borders of different countries
and ensuring that they are followed, in order to streamline the process of shipping goods as much
as possible for the individual or organization. In effect, customs brokers alleviate the stress of
dealing with customs officials and learning shipping regulations so that their clients can spend
more time on what they are good at – managing their core business. Customs brokers serve in
effect as translators, communicating with agencies and government
Logistics Consultancy: By providing consultancy service Rosemount helps a business to adjust
to new technologies and trends, to cut waste and cost, and improve communications among
different departments and with clients. By improving operational processes, logistics consulting
can help managers to cut back on waste, which can also save money. A consultant might analyze
S.RAMESH BABU VICE
then restructure models so that workers and pieces of equipment are put in positions where they
can become more valuable to a company.
Another benefit of logistics consulting is improved communications. They observe
business processes and locate areas where principles and methods are not clearly conveyed or properly
followed. The introduction of networks and databases into a business process may be an important part of
a logistical improvement. Improved communications with customers is another potential advantage of
availing the logistics consulting service provided by the company.
Warehousing and Distribution Network: Rosemount‟s warehouse is registered under the name
Marigold Logistics Pvt Ltd. Incorporated as a private limited company in the year 2010.The salient
features of the CFS are as follows:
1. Six acres of bonded area for handling loaded containers.
2. Capacity of 30000 Teus per annum.
3.13 Acres of area for vehicle parking/EY Container Park /Repair workshop for equipment and
4.8000 sq ft of administration building to house service providers and customers with canteen and
other accommodation facilities.
5.22500 sq ft of warehouse to accommodate 80 Teus of export and import cargo
6. Two reachstaker, two container handler and four forklifts for cargo handling.
7. Gate complex, firefighting etc for safety and security of cargo.
Services provided by Marigold are as follows:
I. Handling of containers arriving by road and rail.
II. Handling of cargo with forklifts and labor.
III. Survey of container and cargo if required.
IV. Repair of containers if required.
V. Door delivery of containers and cargo
VI. Empty container parking
VII. Trailer and lorry parking yard.
VIII. Complete security of cargo and fully insured.
IX. Adequate office space for customers.
X. Electronic weighing facility.
Commercial, Consular and Legal Documentation: On behalf of the customer Rosemount carry
out documentation necessary for the shipment such as-
1. Commercial customs consular/legalised invoice. The Buyer should endeavour to send a special
form of invoice required by him
2. Bill of Lading (usually "clean on board") and the number of copies required by him along with
the bill of exchange and non-negotiable copies to be sent to the buyer.
3. Certificate of origin
4. Packing list - number of copies required
5. Marine Insurance Policy whether in FOB or CIF contract is to be effected by the exporter on
behalf of the importer. The name of the company from which the insurance contract is to be
obtained should also be mentioned.
International Freight Forwarding (European Union, USA, Far East, Japan, China and Middle
East) : Rosemount takes orders for International freight forwarding by both shipment as well as air
cargo. For the shipment of good the key routings are:
Supply Chain-Features of Rosemount
Exhibition Logistics: This is another important service provided by Rosemount Shipping
Company where it ensure the movement of exhibits and other ancillary products from exhibitors
to exhibition saloon and then return to the exhibitors or exhibit purchasers, which is one of very
important task of exhibitions.
3.3CUSTOMERS OF ROSEMOUNT
3.4 LEAD CARGOES HANDLED BY THE COMPANY
2. India – St.Petersburg – Russia
4. India – Xing yang – Dostyk – Almaty
3. India – Iran – Astrakhan – Moscow
4. India – Xing yang – Dostyk – Almaty - Central Asia
6. India – Europe
7. India – USA
8. India – China
9. India – Middle East
3.5 SISTER COMPANY -BLAKSTONE SHIPPING SERVICES L.L.C, DUBAI,
Coir Products Refractors
Tobacco Instant Coffee Vinyl Flooring
PVC Films PP Woven
Ball Pens Project Cargo
Picture Tubes Gherkins Glass Bottles Spices Mango Pulp Cashews
Oleo Resin Furniture
Blakstone, a privately owned international Freight Forwarding Company, having its Corporate Office
based at Dubai, United Arab Emirates. Blakstone management has put in more than 30 years of
experience in shipping and allied logistics services.
It has the ability to handle any type of cargoes at ease with total commitment and perfection. This makes
the difference between Blakstone and other logistics providers.
Blakstone offers complete logistics services to worldwide destinations. Our global network of specialised
association is with reliable, strong and proven market leaders who offer excellent services to our selective
markets. Today, Blakstone is offering complete transportation and logistics package by road, sea, air and
Focusing on sea freight logistics the company is growing at a steady phase and becoming a major
player to worldwide destinations .It is committed in providing state of the art freight forwarding
and logistics services while retaining principles such as reliability and innovation. The company is
geared up to handle any complex shipments by sea,air,road and rail in conjunction with their
To generate leads for Rosemount Shipping Co by telemarketing to exporters and importers.
To understand the various logistics services provided by Rosemount Shipping Company.
To identify sources to generate leads.
To obtain a minimum of two face to face appointments per day with various exporters and
importers from Bangalore.
To conduct marketing activities to reach out to prospective customer and retain existing
To create general awareness about the services provided by Rosemount Shipping Co
To upgrade the customer database as per the information available online.
4.3 Problem statement
At Rosemount, many face-to-face meetings over a long period of time are required with a single customer
before a deal can be made. The company holds annual party‟s for its big customers, railway & customs
officers and other people who contributes to its growth. Rosemount merchandise is sent to customers for
festivals as well as birthdays. But despite the huge marketing activities of the company, it is difficult to
get shipment orders as most customers have long term contracts with other logistics companies and also
because the industry is highly competitive.
4.4 Sales Process followed at Rosemount
Step-1 Prospecting and qualifying
Prospecting- identifying qualified potential customers i.e. exporters and importers in Bangalore who are
in need of reliable logistics solution .It is important to determine the types of businesses that has to be
targeted for appointments. Considering the services offered by the company it was decided the following
types of organizations were to be contacted:
Such businesses that deals with exports and imports to and from geographical regions like
European Union, USA, Far East, Japan, China and Middle East.
Retail chains that require warehouse space to stock their goods.
Such organizations which are in a position to influence others (e.g., shipping liners.)
Existing Customers who have done business with Rosemount in the past.
Businesses that require customs clearing and broking services.
Step 7 –Follow Up
Step 6- Closing
Step 5- Handling Objections:
Step 3- Approach
Step 2- Preapproach
Step-1 Prospecting and qualifying
Prospecting methods used:
Referrals from existing customers: Asking existing customers for referrals since these
customers have experienced the service provided by the company they would be able to
confidently recommend it to other companies they are associated with .The sales managers at
Rosemount ensure that they obtain contacts of potential customers from existing customers .Most
of the shipping liners who the company is associated with refer new customers .
Personal contacts: In order to identify potential customers I referred to my family directory and
church book out of which three people were shortlisted .I further enquired with them if they had
any requirement for freight forwarding services for their businesses. Though none of them
expressed immediate requirement this method of prospecting led me to people who had potential
to become customers in the future.
Marketing Activities: The various marketing activities implemented are as listed below:
• Attractive broacher‟s are sent by post to many traders as per enquiry received
• Personal emails with the company profile are sent to the exporters.
• Rosemount‟s custom made calendars are sent to customers.
• During festive season cakes and sweets are distributed to various clients both old and new.
• Top customers are gifted leather wallets on their birthdays.
• The company has subscribed to various online and offline trade portals , journals and directories
like Just dial ,Trade India online , Corporatedir.com , Grotal.com , Getit.in etc to name a few .
• Rosemount hosts annual parties in honor of their loyal customers, customs officials and shipping
liners associated with them.
Referral from external sources: In this type of prospecting a list of leads are obtained and calls are
made to each lead so as to obtain an appointment with decision maker of the company, so that the
sales managers can identify the requirements and send quotes as per the destination .This was the
main method of prospecting used in Rosemount .Extensive use of Just dial ,Ask Lila and other
online directories were made so as to get leads of prospective customers who require freight
forwarding services . Many contact details of prospects were also obtained from trade fairs.
Step 2- Preapproach
To obtain detailed information about the prospect :At this stage data is gathered about the
prospect‟s company address , cargo ,destination etc
Different prospects should be approached with different strategies as per their segmentation.
Therefore it is necessary to have separate strategy for each segment . Some are easy to approach
while others are difficult .Some prospects prefer direct approach while the others prefer indirect
.Medium and small scale businesses are more willing to give appointment, without much perusal
as compare to big companies. Considering these difference the best approach should be selected
so that it will have maximum impact on the prospect.
To plan the presentation to be made: Planned pre approach will result in successful presentation
.The company tries to determine the prospects requirements beforehand so as to avoid mistakes
and uncertainty. The sales manager does a background study of the company by paying close
attention on the products it sells, destination of cargo etc.
To save time, energy and cost of transportation: Another main step in the pre approach is the sales
managers plan the daily appointments in the same locality so as to save time and cost. Companies
located in the same industrial area are covered on the same day for examples on a single day the
sales managers would visit two to four companies located in Peenya and thus try to obtain
appointments in nearby places.
Step 3- Approach
The main approach was to make calls and obtain face -to -face appointments by using convincing
sales pitch .Using the customer data base given by the company direct phone calls were made to
export managers / directors/secretaries / decision makers with respect to exports and imports /
purchase managers etc. A standard sales pitch was followed for all prospects in order to obtain
most of the appointments .The various sales pitch used by me is as stated below:
If talking to the receptionist for the first time (Common to all the clients)
“Good Morning Sir/Madam…….
I am Susan calling from Rosemount Shipping Company, could you kindly connect me to your export
It is regarding an appointment.
(If he/she consents to connect the phone ) Can I know the concerned person‟s name please?
If talking to the receptionist for the second time (When the decision maker has asked me to call on
a later date)
“Good Morning Sir/Madam …..
I am Susan calling from Rosemount Shipping Co, could you kindly connect me to Mr.Xyz.
He had asked me to call him today.
(If not in office)
Could you please tell him I had called?
If talking to the concerned personnel for the first time (To enquire if he is interested in the service)
“Good Morning Sir/Madam…
Am I talking to Mr. /Mrs. Xyz?
I am Susan calling from Rosemount Shipping Company; We are a Bangalore based company ,we
provide various logistics solutions to exporters and importers .We operate in European Union, USA, Far
East, Japan, China and Middle East.
Could we kindly have an appointment with you?
Our sales manager would like to talk to you about the services we offer at Rosemount.
Would you be free any time this week?
(If expresses disinterest due to reasons like existing contracts with other logistics player, nominated
shipments, few shipments ,not free this week etc)
That‟s fine Sir/Madam, could you kindly give me your e-mail id so I could forward our company profile
to you so that you can contact us any requirement arises.
(If the customer enquires about the prices)
Could you kindly give me the destination for the cargo? …We will send the quotes right away to your
Before the face to face meeting the sales manager forward the company profile to the prospect .After this
the appointment is confirmed and power point presentations are made .A samples of the company profile
sent to prospects before a meeting are as follows:
Dear Mr. Gopala Krishna,
Greetings to you from Rosemount...!!!
We are pleased to introduce ourselves as Rosemount Shipping (India) Private Ltd, one of the leading
Freight Forwarding company having its corporate office based at Bangalore, India. Rosemount is having
own offices at all major ports and inland depots across India. We are an ISO 9001; 2008 certified
company and have more than 100 employees working at various offices in India. Rosemount's core
business activities includes Customs Broking, NVOCC to Russia and CIS, Freight Forwarding to USA,
Europe, China, Middle East, Africa and Far East, Container Freight Station, Exhibition Logistics, Air
Cargo and Transportation. To know more about Rosemount, please visit our
Rosemount is having dedicated and experienced sales and customer service team who will be able find
cost effective solutions for all your shipping requirements worldwide. Rosemount is having specialised
global partners who can handle your consignments safely and on time delivery to meet your client
requirements. Should you require any assistance on your shipments, kindly let us know so that our
shipping experts can visit your office and offer you the best possible solutions for all your shipping needs.
We look forward to have a long standing business relationship between both our companies.
Your Logistics Partner!!
Rosemount Shipping (India) Pvt Ltd.
Step 5- Handling Objections:
Objects are an unavoidable part of the sales process, but it should not be seen as a closed door. The
important part is to understand the reason for the customer‟s objection. After understanding the reason it
will be easier for the sales person to handle the objection and move forward so that it is mutually
1: Show gratitude:
Whenever the customer raised an objection the first step is to thank them as they are providing us with an
opportunity to address an issue and move on with the deal. At this stage it is best to ask them all their
objections directly as it will help the sales person understand the exact requirement of the customer. An
objection should not be treated as a no as it gives a platform to begin the conversation .A simple thank
you can switch the mood of an angry customer and helps in making them in a pleasant mode again.
The most common objections faced and the response made:
Prospect: “We do not have any immediate requirement /We already have an exisisting contract with a
logistics company /We are happy with our current logistics operator /We have very few shipments /Most
of our shipments are nominated.”
Sales Person: “Sir / Madam, I would like to thank you for telling me ………….. But we are not looking
for an immediate order for shipment; our sales manager would like to meet you so that we can be
associated with you in the long run.”
Empathizing with customers helps in connecting with them at a personal level, they should be convinced
that you care and that you are ready to listen.Many times the person who raises the objection is merely a
messenger and not the decision maker so it‟s best not to get defensive once the objection is raised. It is
necessary to empathize in a manner so as to diffuse the situation.
Situation when the receptionist or a messenger refused to connect the phone to the concerned
Messenger: “Sir said he is not interested / Sir is not free now etc /Please don‟t disturb now.”
Sales person: “I am very sorry for disturbing you, could you kindly give me his email-id /Madam could
you please tell me when I can contact him / when will he be free/ Sir ,I am aware you have an existing
contract but our sales managers would ,just like to meet the concerned person, as per his convenience.”
3: Discovering the reason for objection
Now that the situation has been diffused next is to identify what is actually going on .Asking the customer
open ended question helps in discovering the answers to all your queries .The question should be
rephrased in a manner such that the customer gives a detailed answer .It is also advisable to ask “why?”
so as to understand the situation .Building a bond with the customer is equally important during the
discovery phase .
Prospect: “I am sorry I am not interested.”
Sales person: “Sir/Madam, could I kindly know the reason.”
4: Ask, Probe, Confirm
As the conversation gets deeper it is important to probe further by asking the customer to clarify what
they have said.Atleast four to five questions are required to truly understand the nature of the customers
objection . It is necessary to restate what the customer told as per your understanding and ask them if the
understanding is accurate.
Most customers object saying they do not have time to meet despite sending them the company
profile and making many calls:
Prospect: “Most of our shipments are nominated.”
Sales Person:” That‟s, okay sir .Could you kindly gives us an appointment with you.”
Prospect: “What is it regarding?.”
Sales Person: “Our sales managers would like to meet you to talk about our services and rates.”
Prospect: “I am not free this week.”
Sales Person: “That‟s alright sir, How about next week?”
Prospect: “Okay .Call and confirm before coming.”
Sales Person: “Thanks a lot, for your time!”
Step 6- Closing
Closing refers to obtaining the consent of the customer to make the purchase. The two important aspect of
closing is timing and confidence. Sales people often lack confidence to ask for commitment from the
customer fearing they will get rejected hence they miss out on many opportunities. Structuring the sales
call has proven to work favorably for sales people as it builds confidence and gives them control without
making the customer feel the pressure. The main closing techniques used to get an appointment were:
Assumptive Close: “So, when can we meet you sir/madam?”
Summary Close: “Sir, since you stated you have frequent shipments I am sure you will find our
logistics service reliable.”
Alternative Close: “Sir, if you are free now we can meet you or else whenever it is convenient for
Minor Decision Close: “Would you be interested in seeing our company profile .I could mail it to
Call Back Close: “Sir, if you are busy now, can I call you tomorrow?”
Clean Sweep Close: “Yes Sir, we will meet you in half an hour.”
Persuasive Close: “Sir, our managers are in Peenya at the moment can they meet you, if you are
Step 7 –Follow Up
Follow up is necessary so as to build long term relationships with customers .At Rosemount Shipping
Company follow-up was done by maintaining a schedule of daily tasks i.e. clients to meet ,phone calls to
make ,emails to be sent etc. The sales managers were in constant touch with the customers by making
periodical phone calls and building a good rapport with them .This helped in getting appointments easily
as the customers became aware about the service provided by the company due to the systematic follow
up carried out . After the meeting a follow up is done with the customers to know if they are happy with
the price stated in the quotation if not the sales manager negotiate with shipping line and sends the new
quotes to the customer.
5.1 The steps involved in the process of lead generation is as listed below
5.2 Analysis using Sales Funnel
The sales funnel is a tool which shows the customers journey from the moment the
product or service attracts the customer‟s attention till the point of final purchase.
•To collect information about the company and to understand the various services offered.
•To analyze the strengths and weakness of the Company.
•To determine the most effective lead generation techniques to be used.
•Observing and Learning from mock calls being made.
•Tele marketing to customers in order to get an appointment.
•Forwarding the company profile via email and sending out broachers to potential customers
•Confirm the appointment and meet the customer
• Collect customers feedback.
Parameters used to define each level of the sales funnel
Cold :Prospects, who refused to speak over the phone/who showed clear disinterest in the
service/ who‟s shipment were fully nominated /who had exisisting contracts with other
logistics companies and were satisfied with their services/customers that stopped exports
and imports in the recent past etc
Warm: Prospects who asked us, to contact them at a later date/e-mail the company profile/
gave contact details of the decision makers in relation to logistics/who gave appointment
for face to face meeting/who has asked for quotes.
Hot: Prospects, with who the company is in the negotiation process /who has called for a
second or third meeting/who has agreed on the quoted price/prospects gives positive
feedback on the meeting .
Full payment: Customers who has made an advance payment.
Retailed: Customers who has given the final order /who has signed the bill of
lading/signed the credit note.
Sales Funnel as on April 20th
At the end of 30 days i.e. as on 30th
May, 2013 the sales ratios obtained were as follows:
Warm = 56
Hot = 20
Full Payment = 0
Retailed = 4
Hot to Retailed = Retailed / FP+Hot+Retailed
=4/0+20+4 =4/24 = 0.16 x 100 =16.66%
Warm to Hot = Retailed+FP+Hot/Retailed+FP+Hot+Warm
=4+0+20/4+0+20+56 =24/80 = 0.30x100=30%
Warm to Retailed = Retailed /Retailed+Full Payment +Hot +Warm
= 4/4+0+20+56 = 4/80 = 0.05x 100= 5%
Cold to Warm= Retailed+FP+Hot+Warm /Retailed+FP+Hot+Warm+Cold
=4+0+20+56/4+0+20+56+120=80/200 = 0.40x 100=40%
Cold to Retailed = Retailed/Retailed+Hot+FP+Warm+Cold
=4/200 = 0.02= 2%
Sale funnel as on May 20th
1. A total of 200 leads were collected using the above mentioned four methods out of which:
3% were referrals from exisisting customers (5 prospects )
10% were obtained due to personal contact (20 prospects)
5% came from marketing activities (10 prospects )
82% of the leads were collected from external sources (165 prospects).
2. Maximum number of leads were obtained from external sources i.e. customer database prepared using
online directories and trade fairs. Whereas the least number of leads were collected from referrals from
3. It can be seen from the funnel at the beginning of the period, that all the 200 leads are listed as cold
.This is because a completely new database was created and none of the prospects listed in it were
approached by the company in the past.
4. After 30 days i.e. as on 20th
May 2013, it can be seen that the number of cold prospects have reduced
from 200 to 120 cold prospects.
5. The number of warm prospects was 56 whereas the hot prospects were 20 in number.
6. It can be seen that none of the prospects fall under the full payment category in the full as no advance
payment was received by the company.
7. A total of 4 prospects were retailed at the end of the 30 day period.
1. On an average 15 calls were made per day out of which 6 to 8 were received positively
2. Recording the response made by the customer turned out to be a useful reference for consecutive
calls made .This also helped in preventing repetitive calls to cold prospects.
3. Online directories and trade fairs were the best sources to generate leads based on cost
effectiveness and number of contacts received.
4. It was observed that when the company was not prompt on response the customer turned cold and
showed disinterest in further communication with the sales managers.
5. While obtaining appointments it was observed not to fix appointments more than three days prior
to the date of meeting.
6. Hosting dinners for customers and sending out merchandise has helped in retaining customers up
to a certain extent.
7. Aggressive follow up was observed to help in generating interest among the customer.
8. Customers with whom personal bonds were built were more willing to give appointment as well
9. By telemarketing to fresh prospects, general awareness about the firm was created.
10. Customer database should be refreshed on a monthly basis so that the number of prospects doesn‟t
11. Sales calls made in the mornings were received with warmer responses than the calls made post
12. It proved to be effective to stay in touch with the receptionist if the decision maker was held up for
a week due to busy schedule.
13. Collecting maximum information about the customer before making the sales call helped in
delivering the sales pitch in the best possible way.
14. Customers were keen on knowing the credentials of the company before going forward with the
15. Knowing the local language is a criterion to win over some customers.
16. Referral system is one of the best ways to convince the customers that your service is good.
17. While making sales calls it was observed that the receiver was more receptive when an insider‟s
name was mentioned rather than asking him to connect the phone to an unknown person.
1. The company should subscribe to online work management tools like Smartsheet and Asana which will
help in boosting sales as well as reduce the time taken to record activities than when done manually.
2. The number of sales managers should be increased as it was seen that having only three employees in
the sales department weren‟t enough to reach out to all the prospects.
3. Customer testimonials should be added to the company broacher as well the company website as this
will promote the service in a convincing fashion.
4. The daily target set with respect to the number of face to face meetings with prospects should be
5.Brainstorming should be carried out by the sales managers so as to devise an effective sales pitch
catering to different type of customers based on their requirements i.e. freight forwarding , warehouse
space ,customs clearance ,container leasing etc.
6. Regular meetings and training programs should be held so as to motivate the sales force and improve
7. The company should carry out low cost research activities by tying up with reputed management
colleges and offering live projects to students.
8. The entire sales process followed at Rosemount should be recorded so that it can be used as a reference
for the sales managers.
The main methods of lead generation followed at Rosemount are through telemarketing, and by sending
the company profile via email .Good communication skills, confidence and knowledge about the
company were an essential to keep the conversation interactive during telemarketing. The customer
database was created using contacts received from trade fairs and online directories. This was the most
effective prospecting method used. Periodical changes had to be made in the customer database as and
when there was change in contact details of the customers. The daily target to obtain a minimum of two
customers were easily met but at the same time by increasing the number of sales people and setting
higher targets the company will be able to generate more sales. While recording responses of customers
traditional method of recording the details in a book was time consuming and not effective hence the
company should take a step forward by adapting new system and utilizing new technologies.
It was observed that ultimately the price offered to the customers was the main factor that
determined sales conversion. Hence excellent negotiation skill as well as personal contact was required so
as to get a good price from the shipping liners. It can be concluded that Rosemount is at its growth stage
and in order to continue in this track it should adopt an aggressive lead generation approach considering
the high competition face by the industry.