1. IDENTIFY AND EVALUATE PRINTING NEEDS OF POTENTIAL
CORPORATE AND RETAIL CUSTOMER
By
JAYESH DEBNATH
PGPB04 - 09
INTERNSHIP PROJECT REPORT
Submitted to
VANGUARD BUSINESS SCHOOL, BANGALORE 560068
in partial fulfillment for the award of the degree
of
POST GRADUATE PROGRAMME IN MANAGEMENT
November, 2014
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COMPLETION CERTIFICATE
Certified that the Project report titled “Identify And Evaluate Printing Needs Of Potential
Corporate Customer” is the bonafide work of Mr. JAYESH DEBNATH who carried out the work
under my supervision at PRINTO DOCUMENT SERVICES PVT. LTD.
Certified further that to the best of my knowledge the work reported herein does not form part of
any other project report or dissertation on the basis of which a degree or award was conferred on an
earlier occasion on this or any other candidate.
Signature of Supervisor / Reporting Manager
3. 3
DECLARATION
I hereby declare that the project entitled “Identify and Evaluate Printing Needs Of Potential
Corporate Customer” submitted for the P.G.P.M Degree is my original work and the dissertation
has not formed the basis for the award of any degree, associate ship, fellowship or any other similar
titles.
Place:
Date: Signature of the Student
(JAYESH DEBNATH)
4. 4
ACKNOWLEDGEMENT
The successful realization of this project is an outgrowth of consolidated efforts of people from
disparate fronts. I express my sincere thanks to the management members of Vanguard Business
School Bangalore, for giving me an opportunity to learn, grow, and widen the horizon of my
knowledge and inculcate the spirit of dedication to the purpose.
I am very grateful to Mr. Manish Sharma (Co-Founder, CEO), Mr. Ballu S Iyer (COO) and Mr.
Vivek Yadav (HR), Printo Document Services Pvt. Ltd. for their warm hospitality, affection
towards us and continuous support. They are the driving force behind the successful completion of
this project. I am thankful to Mr Ajay Munel, Mr Radha Raman Jha, Mr Abhishek Gautam for
his teachings and constant encouragement from the beginning of my project. His enlightening
words have always been a source of inspiration. He has helped me to build a positive attitude and
pursue the work with sincerity and passion.
I wish to my sincere gratitude to my project guide as a supportive mentor Mr. Arks Srinivas,
Director of Vanguard Business School whose guidance at each stage of the project study; the task
could not have been accomplished.
I would like to give my special thank to my friends whose support enable me to complete my
summer internship program.
Jayesh Debnath
PGPM 04
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Sl. No. Table ofcontent Page No.
1 Executive Summary 6
2 Company Profile 7
3 Companies Served By Printo 8
4 Organizational Structure of the Company
9
5 Departments ofPrinto 10
SWOT Analysis 11
6 Mission 12
Vision 12
Growth 12
Competitors 12
7 Objective 14
8 Introduction 15,16,17
9 Methodology 18,19
10 Retail Project 20
11 Result 21
12 Conclusion & Reference 22
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Executive Summary
The project entitled “Identify and Evaluate Printing Needs of Potential Corporate And Retail Customer”
is the project that I have been doing during my internship with Printo Document Services Pvt. Ltd. The
main objective of this project was to add corporate accounts into Printo and increase the business width.
For this I have used marketing and sales in a balanced way and used the technique of cold calling and
generated leads and business.
In the first part of the report I have explained marketing, sales and difference between marketing, sales,
sales process and how these three can be integrated.
In the second part of the report I have explained how the cold call is done and what ethics should be
followed while doing calls, how beneficial things should be offered to the companies that will help them
in simplify the internal process of the company and how prospective questions should be asked to so that
by analyzing those we can offer them our services.
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Company Profile
Manish Sharma is the co-founder and CEO of Printo, a Bangalore, India-based
Company specializing in high quality printing. Manish is a serial entrepreneur who began his career
in 1995 as an early member of the startup team at Rediff.com. He went on to be the co-founder of
DBS Internet Services, co-founder at New Economy Venture Group, and Global Director of
Solutions for Pipal Software. He co-founded Printo in April of 2005. He is a graduate of the
University of Oxford and Bombay University.
Printo is a retail chain that offers print and document services all under one roof. It aim to make
printing a simple and hassle-free process for both business customers and individuals. Together it
works with Customer to create anything from business cards, letterheads, marketing brochures or
exhibition banners. Printo even have a library of templates for customers to choose from to make
invitations cards, create personalized gifts and process photo prints at cost-effective prices.
Printo is headquartered in Bangalore, India, with a 10,000 sq ft production facility and corporate
office which is located in Bommanahalli. Printo has 16 stores in Bangalore and those stores are in
Koramangala, Jayanagar, Malleshwaram, New Bel Road, White field, Indra Nagar, Old Airport
Road, Brigade Road , HSR Layout, Infosys, Electronic city, JP Nagar, Frazer Town,Vaddur Road,
Kammanahalli. Printo also has a store in Hydrabad which is located in Somajiguda.
Printo’s mission is two-fold. Firstly, it is to put a smile on the customer’s face by making their
printing experience easy. The other is to achieve scalability and efficiency without compromising
the quality of the service. In a short while, Printo has emerged as a leader as India’s first
professional print retail chain that stands for quality and customer service. Printo brought together
an experienced team of professionals across industry segments, from retail, software, printing and
manufacturing to make this process extremely simple.
A person can reach Printo through any of the following ways:
1) At any Printo store located near them.
2) Can place orders online at www.printo.in
3) Call Printo at (080-44554477)
Printo deliver the prints anywhere in India making print buying as easy and stress-free as possible!
Printo customers can also create and order print products and have them shipped anywhere in India
or abroad. FedEx Corporations has entered into a tie up with print solutions startup Printo whereby
its retail locations is used as a shipping site for the logistics major. This is Printo. This is what
Printo offers. Easy, one-stop printing!
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COMPANIES SERVED BY PRINTO
Retail Customer
Microsoft
Dell
Wipro
Infosys
CISCO
McAfee
BOSCH
TITAN
University Of Oxford
Adobe
Ujjivan
Cafe Coffee Day
Sequoia Capital
Tally
Accenture
Metric Stream
Endeavour
Capital One
3M
TCS
Honey well
Quest Alliance
Pearson
Grameen
Thought Works
Edusys
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Organizational Structure of the Company
PRESIDENT
(CEO, COO, CTO)
CEO COO CTO
HR/Production Manager Key Account Manager Retail Head
(Bizsol) Cluster Sales Manager
Assistant Cluster Business Manager
Accounts Manager Store Manager
Shift Manager
Tech Leads
Senior Print Consultant
Print Consultant
Trainee Print Consultant
Machine Operator
Production Assistant
Trainee Production Assistant
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SWOT ANALYSIS
Strengths:-
Offers high quality print and document services all under one roof
Print Aggregation
Optimal print solution
Cost savings through economies of scale
Standardization in paper and print specs
Electronic Ordering
Standard ordering templates (online + email)
Centralized content & digital proofs
Track usage and ordering patterns
Logistics & Print integration
Digital proofs with version control
Weaknesses:-
As it is small firm, it is having simple organizational structure.
Limited Resources in Infrastructure and other facilities.
t ISO certified company in printing
Unable to quote for tenders.
Possibility in information leakage, security
Opportunities:-
Increasing Investment opportunities
Adding Offset printer for more cost efficiency
Increase in Potential customer base as there is increase in need of printing for every
Corporate.
New target markets or corporate bodies untapped.
Increase in Advertisements and Precise Targeting in all Digital and social media platforms.
Shift of consumers to Online shopping of customized gifts which are ready for sales
Quick delivery, Marketing and Transparency in results which is leading to Increase in Online sales
and retail sales.
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Threats:
Presence of many small competitors or vendor in the market.
Competitors going for similar targets Audience thus there is competition of pricing.
Switching cost for clients is very less due to availability of Many Competitors.
Mission:-To offers print and document services all under one roof. To offer high quality prints and make
the customers satisfied. It aims to make printing a simple and hassle-free process for both business
customers and individuals.
Vision: - Our vision is to open 250 stores all over India in different cities.
Growth: - A company which started on 2005 with its first store at Koramangala is now having 16 stores
in Bangalore and 1 store in Hydrabad with yearly turnover of around 10 crores.
Size: - The Company Headquarters are situated in Bangalore and has another sin Hydrabad. The
employees working is currently are 51-200 employees.
Competitors: - In the enormous printers who are competitors of Printo in digital, Offset and White Format
Printing. There are many online compactors also which provides the similar type of services the leading
companies are listed below.
www.printvenue.com
www.vistaprint.in
www.onineprintshop.co.in
www.printstop.co.in
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OBJECTIVE
The objective of the project is to Identify and Evaluate Printing Needs of Potential Corporate and
Retail Customer. The motive of the project is to promote Printo in corporate that are not aware of
Printo’s services and generate leads from that.
In Retail Stores the objective was to personally interact with customer and introduce them with the
new product, get their feedback about the improvement of the store and observe the customer
behavior. Other objective was to observe the print consultants and records their time line and
services and how it can be improved.
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Introduction
The motive of the project is to generate leads. For this I had to do marketing and sales. Now the question
is what is marketing, sales and generation of leads
MARKETING
The management process through which goods and services move from concept to the customer. It
includes the coordination of four elements called the 4 P's of marketing:
(1) Identification, selection and development of a product,
(2) Determination of its price,
(3) Selection of a distribution channel to reach the customer's place, and
(4) Development and implementation of a promotional strategy.
Marketing is based on thinking about the business in terms of customer needs and their satisfaction.
Marketing differs from selling because (in the words of Harvard Business School's retired professor of
marketing Theodore C. Levitt) "Selling concerns itself with the tricks and techniques of getting people to
exchange their cash for your product. It is not concerned with the values that the exchange is all about.
And it does not, as marketing invariable does, view the entire business process as consisting of a tightly
integrated effort to discover, create, arouse and satisfy customer needs." In other words, marketing has
less to do with getting customers to pay for your product as it does developing a demand for that product
and fulfilling the customer's needs.
SALES
A sale is a contract involving the transfer of possession and ownership of a good or property, or the
entitlement to a service, in exchange for money or value. Essential elements that must be present in a
valid sale are:-
(1) Competence of both the buyer and seller to enter into a contract,
(2) Mutual agreement on the terms of exchange,
(3) A thing capable of being transferred, and
(4) A consideration in money (or its equivalent) paid or promised.
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DIFFERENCE BETWEEN MARKETING AND SALES
There is a very minute difference between marketing and sales. Let's think about this question for a
moment. Without marketing you would not have prospects or leads to follow up with, but yet without a
good sales technique and strategy your closing rate may depress you. Marketing and sales should work
simultaneously, but in most companies they are different departments.
Both are necessities to the success of a business. You cannot do without either process. If you work to
strategically combine both efforts you will experience a successful amount of business growth. However,
by the same token if the efforts are unbalanced or departments don't communicate it can detour business
growth.
Your marketing should consist of strategies that you use to measure your reach and persuade your
prospects that you are the company for them. It's the message that prepares the prospect for the sale. It
could consist of advertising, public relations, social media, relationship marketing, brand marketing, viral
marketing, and direct mail.
SALES PROCESS
The sales process consists of interpersonal interaction. It is often done by a one-on-one meeting, cold
calls, and networking. It's anything that engages you with the prospect or customer on a personal level
rather than at a distance. Most the time the prospect or potential customer has been driven to you via
marketing efforts.
I would like to think of it like this, your marketing efforts begin the process of the eight contacts or touch
points that studies show it takes to move a prospect or potential client to the close of the sale. If marketing
is done effectively you can begin to move that prospect from the status of a cold lead to a warm lead.
When the prospect hits the "warm" level it's much easier for the sales professional or sales department to
close the sale.
Do you see the cycle?
Studies have shown that it takes multiple contacts using both sales and marketing to move the prospect
from one level to the next. That is why it is important that you develop a process that combines both sales
and marketing. This will enable you to reach prospects at all three levels; cold, warm, and hot. It's all
about balance. Make sure that you've integrated the two, marketing and sales. They are not separate. If
they are different departments, those departments must talk and communicate in order to be effective.
Are you unsure of how to integrate your marketing and sales?
Try this. Take a few moments and divide your prospect lists and database into categories of cold, warm,
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and hot leads. Then sit down and identify a strategy on how to proceed with each individual group.
For example you could try the following methods of contact:
Cold Lead Strategy - Send out a direct mailing or offer them a special promotion.
Warm Lead Strategy - Try a follow-up call, send out a sales letter, or schedule a special seminar or
training session to get all of your warm leads together.
Once you've moved your prospect to the "warm" level it's time to proceed in closing the sale, call it
passing the baton if you'd like. This will be easier to do if you somehow engage the prospect. You can do
this by conducting a one-on-one call, make a presentation, or present a proposal, estimate, or contract.
The key to success in marketing and in sales is balance!
BIZSOL PROCESS OF COLD CALLING
Listing Areawise marketsegment
Coldcall Introduction,Need,Accessing
Meeting Accessingthe company
Why (Reason) No FOLLOWUP Order Impartiality
Pricing (RelationshipBased)
Existingvendor Quote
Trust
Payment Follow Up
Quality Negotiation
TAT (Turnaroundtime) Purchase Order
Samples
Execute Delivery
Follow Up Feedback
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Methodology
Project which they have given to me was to increase the corporate accounts of the Bizsol Team. For
increasing the corporate account I have used the method of Cold calling method to approach the
companies. For this Printo has provided me a list of 630 companies which they have short listed to
approach on the first priority basis. This list was consisting of IT companies, Textile companies,
Pharmaceutical companies, Consulting companies, Training Companies.
This Project is executed by technique of cold calling .Cold calling is the sales process of approaching
prospective customers or clients—typically via telephone, by email or through making a connection on
a social network—who were not expecting such an interaction. Cold calling is a technique whereby a
salesperson contacts individuals who have not previously expressed an interest in the products or services
that are being offered, as opposed to warm calling. The word "cold" is used because the person receiving
the call is not expecting a call or has not specifically asked to be contacted by a sales person. A cold call
is usually the start of a sales process generally known as telemarketing. While the technique is widely
used by legitimate businesses as an initial point of contact leading to further sales, it is also commonly
used by scammers looking to close a transaction on first contact and without verification.
Cold calling is a difficult task in sales because of the wide variety of responses from the potential
customers, ranging from simple hang-ups to verbal abuse. Cold calling is becoming increasingly
controversial as newer, more effective methods of sales channels become available, including email, text
message marketing and social media such as Facebook and Twitter. Compared to cold calling, these new
methods are often considered to be more efficient and effective at generating new leads.
I followed the cold calling procedure and technique which was taught to me and followed procedure and
the script is explained below.
Caller: Good morning/afternoon/evening Sir/M’am, this is Shankar calling from Printo. This call is to
understand your printing requirements and to discuss how Printo can add value to you. Who would be the
right person to talk to?
Customer: On transfer to the right person
Sir/Ma’am, this is (NAME) calling from Printo. This call is to understand your printing requirements and
to discuss how Printo can add value to you. Is this the right time to talk to you - I need just 5 minutes?
If No: Caller: Sorry to disturb you Sir/Ma’am. What time would be convenient for you so that I can call
you back? I would need just 5 mintes. (Note the date and time for callback)
If Yes: Caller: Printo is India's first professional printing solutions service provider headquartered in
Bangalore with facilities in Bangalore and Hyderabad. We also have the capability of fulfilling all your
printing requirements across the country.
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Some of the key areas where Printo can add value to your company are: Single window for all your
printing needs, Convenience of ordering online or walking in to a store, World-class centralized print
facility and strict adherence to delivery commitment and quality.
What is your regular requirements sir?
Where do you get these fulfilled currently?
Sir, one clear advantage we have is that we can do all of these for you - and you would not have to
manage multiple vendors.
Could I take your email address so I can send a brochure that will give you an idea about our products &
Services? If you need anything – please call on (phone number)
Or Customer: No, there is no one here right now
Caller: What time should I call back? Whom should I ask for? I would need just 5 minutes. (Note the
date and time for callback)
Some of the FAQ while cold calling are
Which is the nearest store?
What are your payment terms?
What are the prices of products?
So, this is the procedure and technique by which I followed and got leads and arranged meeting with
customers and corporate clients.
In this I use to go with a member of Bizsol team who is well experienced about the products and
services. In meeting they use to understand the requirement of the company, how Printo can serve the
company what pricing printo could provide to the company. They use to ask for the samples or soft copy
of the products which company would like to print. After getting soft copy Printo makes the product for
sampling and sends it to the customer if the customer for the approval of the product or if have a
complaints regarding the improvement, error in printing or quality issues those are rectified and if the
customer approves the product quote is shared and prices are negotiated. After the approval of pricing
rates contacts are signed and the printing procedures starts and the leads are closed.
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Retail Project
Project which they have given to me was on the basis cold calling and personal interaction to the small
scale training institutes, Schools, Colleges, Montessori’s, SAP training institutes, Event managements
companies, Dental clinics and hospitals, Small IT companies and retail shops which have small
requirement of advertisement brochures and banners.
A task was assigned to me in which I have to observe the retail store. The task was to record the drop in
the store in a day. How print consultants approaches the customers, how much time they take to attend
the customer and after understanding their needs how much time does it takes for giving them the final
print, what is the waiting period of the customer, how the waiting periods can be reduced.
Another task which was assigned in retail store was to interact with customers who are dropping into
store. The purpose of the interaction was to take feedback from the customers about the services Printo is
providing are satisfying them or not. If they have any suggestions to improve the services or delivery
process or the pricing factor in printing or if they have a suggestion in introduction of any new product in
Printo’s product list.
With the given above task I was also promoting and advertising and selling the new products which
Printo has recently introduced and telling the customers how those products could be customized as per
their requirement and solving problems of customers by giving them printing solutions.
I also started promoting Calendars and Dairies as September is the starting time of giving ordering for
dairies and calendars.
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RESULTS:
In this five month of Internship project I have learned the procedure to pitch a company for the first
time. I have also learned how to introduce a company to another company for giving its services to
them. I have also many tricks and tools of corporate sales. I have learned the communication skills of
cold calling and attending the corporate mettings. In this duration I have generated 27 for corporate
team of Printo out of which 8 leads have been successfully closed. In retail I have generated 23 leads
for retail store out of which 8 leads have been successfully closed.
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CONCLUSION
Before joining Printo , I didn’t know much about hoe to generate leads for the company. But now I have
gained a good understanding of Cold Calling, meeting the potential client, customer service in retail store
and how to get lead and convert them into sales by closing the orders. Five months of learning at Printo will
definitely help me and boost my future career. Printo has a very nice and friendly environment which helps
interns like me feel comfortable and easy to work.
REFERENCE
Websites:-
www.printo.in
www.businessdictonary.com
www.marketingteacher.com
wwww.investopedia.com
www.forbes.com
