AN INDUSTRIAL PROJECT REPORT

ON

IDENTIFICATION OF NEW CLIENT AND SPACE SELLING FOR TTIS SCHOOL DIRECTORY (2014-2015) WITH SPECIAL REFERENCE TO SOUTH KOLKATA.

REPORT SUBMITTED IN PARTIAL FULFILLMENT OF REQUIREMENTFOR

MASTER OF BUSINESS ADMINISTRATIONPREPARED BY:

ARIJIT ROY (EIILM/PG_STH/JULY13-JUNE15/VU-00335)

UNDER THE GUIDANCE OF

Mr. AKHER ALI SARDAR

(Advt. Marketing Executive - TTIS, ABP Pvt. Ltd)

&

Dr. NILADRI DEEIILM, Kolkata

SUBMITTED TO

VIDYASAGAR UNIVERSITY

AUGUST 2014

DECLARATION

I declare that the project titled “Identification of New Client for Selling TTIS School Directory (2014-

15) with Special Reference to South Kolkata” is the result of our own work carried out in the

EASTERN INSTITUTE FOR INTEGRATED LEARNING IN MANAGEMENT under Vidyasagar

University for Partial Fulfilment of Master of Business Administration under the guidance and

supervision of Mr Akher Ali Sardar (External Guide), and Dr. Niladri De (Internal Guide). This has

not, either wholly or in part been submitted for any other degree or diploma. Due acknowledgement

have been made whenever anything has been borrowed from other sources.

ARIJIT ROY (EIILM/MBA_STH/JULY13-JUNE15/VU-00335)

DATED: SIGNATURE

ACKNOWLEDGEMENT

It is indeed of great moment of pleasure to express our senses of profound gratitude &

indebtedness to all the people involved in lending their help to make our summer internship

project a successful one. We found it to be a challenging project that gave us real practical

exposures to the corporate world and it is almost impossible to do the same without the

guidance of people around us.

Firstly, we would like to thank ABP Pvt Ltd. for providing us the opportunity to work on this

project.

We would like to thank our corporate guide Mr. Akher Ali Sardar all other employees of

ABP Pvt Ltd. for helping us in learning the lessons of professional management. His able

guidance and valuable inputs have helped us a lot in successfully completing this project.

We express our sincere gratitude to our institute guide Prof. Niladri De who took a lot of

personal interest in supervising this project and guiding us. He has been a great source of

inspiration in the task of completion of this project work. His profound advices, timely

guidance has been of immense value to us. We understood that without internal guide’s help,

doing this type of project is very difficult.

We are also thankful to our institute’s PLACEMENT DEPARTMENT for providing us this

type of golden opportunity

This acknowledgement would not be completed without extending our thanks to our friends,

who did their summer internship along with us at ABP Pvt Ltd, who had helped us to clear

any doubts that arose during our internship and for extending their support to us during our

period of internship.

EXECUTIVE SUMMARYThe project titled“Identification of New client and Space Selling for TTIS School Directory(2014-15) Edition with special reference to South Kolkata & Howrah.”was done by our group as part of internship. The main aim of the survey was to find the potential New customers and also to retain the existing customers and increase the Advertisement revenue for the company.

ABP group of publications is now the most modern and fastest growing publication house of

Eastern and North Eastern India, headquartered in Kolkata. Its main publication, Ananda

Bazar Patrika, is the largest circulated daily of any regional language. The other publication

of note is The Telegraph.

For the Exploratory Study survey, the target population was the Montessori schools and various Retail outlets and activity centre and Abacus of South Kolkata and Howrah District.

The sampling methods used on this primary data were Convenience Sampling and Purposive

Sampling. Statistical Tool like Pie chart, Bar chart was used to analyse the data collected.

We made a few recommendation based on our two-month survey and study.Nowdays people

are much more Internet savvy so they don’t buy a school directory for the information so the

ABP group can launch a E Book format of this Directory.

Although we were constrained by time and resources, we have done our best to reach our

objectives. ABP and EIILM had given us all the support to complete the project, and we hope

that our recommendations are helpful to gain further insights to the industry.

TABLE AND CONTENTS

I.INTRODUCTION.................................................................................................................. 7

1. OBJECTIVE....................................................................................................................... 7

2. SCOPE................................................................................................................................ 8

3. IMPORTANCE...................................................................................................................8

4. METHODOLGY.................................................................................................................8

II. COMPANY PROFILE........................................................................................................9

III. ACTIVITIES.....................................................................................................................12

IV. DATA ANALYSIS............................................................................................................18

V. FINDINGS.........................................................................................................................24

VI. CONCLUSION................................................................................................................25

VII. RECOMMENDATION...................................................................................................26

VIII. REFERENCE LIST.........................................................................................................27

IX. LIMITATION.....................................................................................................................28

I.INTRODUCTION

Print media is one of the medium of carrying information, education and entertainment to the masses. It is an easier and efficient means of communication which plays a key role in the overall development of an economy. In an era where knowledge and facts are the tools for the economic, political and cultural exchange, print media plays a vital role in updating people on a daily basis. Basically the fundamental aspects of the survey was to find out the potential customers and make them to become a customer and also to retain the existing customers. Our job was not only to find the customers but also to hear the past experience and to give them the best deal for them by which both the company and customers are benefited.

Since our territory was the entire Kolkata and Howrah and mine was South Kolkata and Howrah. Our job consist of customer visit to end the sale and to collect the advertise matter and also to show the proof reading and also to issue the release order.

We also did certain observation on what the customers are facing problem with the ABP group and we also made recommendation based on the survey and study.

1. OBJECTIVES

The project aims to fulfil the objectives mentioned below:

1. Identify the New Customers for the School Directory of TTIS 14-15 edition.

2. Retain the Existing Customers for the Directory.

3. To generate Advertisement Revenue for the company.

4. To create a good relation between the client and the company by filling the communication gap.

5. To make the Montessori schools aware of the TTIS Directory.

2. SCOPE

This Projects Gives an overall idea about the product awareness (TTIS School Directory) in Schools, Play Schools, Abacus and also other Educational Activity centre and also the amount of interest these Educational Institutes are taking to put their advertisement in this Directory. This also gives an basic idea about how popular is TTIS among the Teenager and also among their parents.

3. IMPORTANCE

This project is not only important to the company under which it has been conducted, but also important to the Institutions and the Parents.

This Directory is the only one in the market which provides all the information regarding the schools like i)Fees ii)infrastructure iii)Contact No. And persons iv)Admission Details v)Past Results etc.

4. METHODOLOGY

Target population: Montessori Schools, Abacus Centres and Retail shop owner of School Equipment at South Kolkata & Howrah.

Survey Area: South Kolkata & Howrah.

Research Type: Exploratory Study.

Sampling Method: Convenience Sampling and Purposive Sampling.

Types of Data: Primary data

Sample Size: 48

Statistical Tool:Pie chart & Bar chart.

II.COMPANY PROFILE

ANANDA BAZAR PATRIKA GROUP OF PUBLICATIONS is now the most modern and

fastest growing publication house of Eastern and North Eastern India with its head office at 6,

Prafulla Street, Kolkata. 700001. Its main publication, Ananda Bazar Patrika, a class Bengali

daily, printed from about ten different centres of West Bengal with a circulation of5.515

million per day on an average, is the largest circulated daily of any regional language. The

other publications of the House are The Telegraph, number one English daily of Eastern &

North Eastern India, Desh, a Bengali literary magazine, Anandalok, a Bengali theatre &

cultural magazine, Anandamela, a Bengali Children’s magazine, Sananda, a Bengali women’s

magazine and UnishKuri, a Bengali magazine for the youth.

Ananda Bazar Patrika was first printed on 13th March of 1922, on the day of DolPurnima or

Holi, the festival of colours. At that time, India was under the British, whose oppression was

gradually increasing and in the midst of this, Gandhi’s non-violence movement was gaining

momentum. The first issue of Ananda Bazar Patrika was a 4-page issue printed on a light red

paper by red printing ink to commemorate the ideology of the paper to initiate revolt against

the British rule with the motto, fight for freedom and inspire the masses of Bengal against

British atrocities. The first and last page of the issue mainly contained advertisements from

local businessmen and the public, the second page printed a big photograph of Mahatma

Gandhi and the third page contained the editorial, etc. The then Englishman almost a

mouthpiece of the British Government, warned the Government that the start of a newspaper

using red ink was a danger signal.

Assets

Dailies

AnandabazarPatrika is the largest circulated Bengali language daily newspaper.

Business Standard the newspaper that primarily covers India and International

business, and financial news and issues. Founded on 16th December, 1970

EbelaBengali language newspaper targeting youth started from September 2012

The Telegraph is the largest circulated English language daily newspaper among

newspapers published from Kolkata.

Periodicals

Anandamelais the largest selling Bengali children's fortnightly magazine [citation

needed]. It also has a club for children.

Unish-Kuri is a popular fortnightly Bengali magazine for teens and young adults.

Sananda is a magazine for empowering women. AparnaSen, one of the best actors

and directors of Indian Cinema in the last 50 years, has been editing Sananda from its

inception.

Anandalok- A film magazine on Bollywood and Bengali movie celebrities.

The Telegraph in Schools (TTIS)- India’s largest standalone newspaper by and for

school students.

Desh has acted like a primer for Bengali literature and culture for many years. It is

difficult to find a successful author in Bengali, who has never been connected to Desh

in some manner. Desh gave birth to generations of poets and novelists, but what

continues to keep Desh special, are its non-fiction articles and essays on topics of

current, historical and cultural interest.

BoiyerDesh

Career

Businessworld is India's largest selling business magazine.[citation needed] It is

renowned for its content and driven by its chief editor, Tony Joseph. The Annual BW

Excellence Awards are a key event in the calendars of India Inc.

FORTUNE India A global business magazine.

Television channels

ABP News - Hindi language news channel in India. formerly known as STAR News.

ABP Ananda - Bengali language news channel in India. formerly known as STAR

Ananda.

ABP Majha - Marathi language news channel in India. formerly known as STAR

Majha.

Sananda TV - Bengali language general entertainment channel in India which was

shut down in 7 November 2012.

Publishing Houses

Ananda Publishers

Penguin India

I. ACTIVITIES

During the two months our SIP, as I have worked in two different areas South Kolkata & Howrah, as our primary focus was for the Montessori school so my working Hours was 8 a.m to 12 p.m and sometimes beyond that sometimes it may extended to 4 p.m also and for Abacus and retail I did all the appointment at the second half for my convenience.

First of all I fixed all the appointments by phone and then I have to visit according to the appointment, as my work was to identify the new customer and retain the old one, My work was to convince them for the advertisement so most or I will rather say for all the customers I have to visit twice,thrice even 5 time also. My work was to collect the advertisement materials from the client and the cheque or cash and then to sit with designer for printing and send them the proof copy and take the confirmation, and last but not least issue the Release Order.

1. ABOUT TTIS

TTIS (The Telegraph in Schools) is a weekly circular from the house of The Telegraph

which was launched in the year 2005.The weekly circulated newspaper is published on every

Monday of the week.

The newspaper is primarily circulated in Kolkata, rest of West Bengal, Jharkhand & north

east. Its primary readers constitute school going students beginning from class III to X.It has

active subscription in more than 350 schools. All the contents like editorials, articles, etc. are

done by a group of students from various schools of Kolkata known as Tigers. TTIS has a

strong community of over 200 principals, 300 teachers& co-ordinators and 500 Tigers.

It has a circulation of 51,739 according to ABC, July- December 2013 as well as readership

of 2.09 lakhs according to Q1, IRS 2013.

2. PROCEDURE BRIEF

• TTIS School Directory is a premium annual product of TTIS which was first launched

in the year 2006.

.

• It is an informational guide book which consists of detailed information about 250 Montessori, Kindergarten, and Junior &High schools in and around Kolkata.

• It also contains retail based (book store, toy store, garment shop, sport goods shop etc.) advertisements those who have school going students & their concerned parents as their targeted customers. 15,000 copies are to be printed for the year 2014-15.

3. PROCEDURE

Collecting Data. Conduct existing sells call for print Ads. Track Industry. Identify prospective new clients through cold calls and interacts with the clients. Interaction with the AD agencies. Negotiate with clients and customise the proposal as per the clients requirements. Follow up with clients regarding collections of payments. Co-ordinating with internal and external departments. After sales service.

3. COLLECTING DATA

The data was collected on basis of information from the last year’s data base provided to us by the company.

By personally visiting areas . And also by searching from various related search information websites.

4. CONDUCTING EXISTING SALES CALLS FOR PRINT AD Calls were made to the clients on the basis of phone numbers collected from the data

base and then appointments were taken accordingly from the interested clients.

5. TRACK INDUSTRY (KIDS SEGMENT) Although we give our main focus on schools but parallely we give our attention to

the retail side also Basically on kids segment like book store, toy store, biscuits, garment shop, sport

goods shop etc. from that we tried to generate revenue through Ads.

6. IDENTIFY PROSPECTIVE NEW CLIENTS THROUGH COLD CALLS AND INTERECTS WITH THE CLIENTS.

Cold calling is a method used to attain new business by making unsolicited phone calls to prospective clients. After surfing internet or travelling around the city for the reason of business I found some new Montessori schools and some retail shop which I have tried to convert them to our client.

7. INTERACTION WITH AD AGENCIES. The advertising agency is the second important component of the advertising

spectrum. If the advertiser is the originator of the entire process, the advertising agency is the instrument through which advertising is conceived and planned by advertising specialists, working as a team to render advisory and creative services to advertisers in planning and preparing advertisements, and in placing and checking them, on a fee or commission basis.

I have visited lots of AD agencies like Rashmi advertising , Prachar Samobaya, Mechbrain advertising. For the purpose of generating revenue for School Directory and also for make them aware about our changed scheme.

8. NEGOTIATE WITH CLENTS AND CUSTOMISE THE PROPOSAL AS PER THE CLIENTS REQUIREMENTS

• The concerned person of the specific institutions and retail shops were met by me according to the appointments taken over the phone. Then the advantages of the school directory was explained to them and emphasis was laid on the beneficial factors of the directory like value addition, publicity, reasonable price rate , effective business opportunity, chance to be a part of various events conducted by TTIS etc.

During the interaction what I have found every individual have different interest level, if some institute wants to go for colour advertisement other institute wants black and white also sometimes client has asked a proposal according to their budget . So according to their requirements I need to customise the proposal and present them. Various advertisement types & their rates were discussed with the clients which are given as follows:

9. PRODUCING RATE CARD

School Directory Rate Card TTIS is coming out with School Directory a detailed guide to over 200 Montessori, Kindergarten, and Junior & High Schools in and around Kolkata. The Directory will also feature special write-ups from eminent personalities on the following or similar topics:

1. Guidance- the need of hour by Basudeb Bhattacharya2. Schooling reform by Anustup Nayak3. Is inclusive school the only solution? by Krishna Roy4. The times they are changing by Ranjan Mitter

Copies to be printed: 15,000Date of Publication: August 28, 2014 Material Deadline: August 10, 2014Material Format: TIFF & PDF only

Advertisement Rates:AD Space Card rate (in thousands)* Ad SizeBack Cover 100 24cm(h) x17cm(w)Half Belly Band 72 FPC + Bottom StripInside Front Cover 83 24cm(h) x17cm(w)Front Gate Fold 165 24cm(h) x 33cm(w)Inside Back cover 66 24cm(h) x 17cm(w)Dossier 94 24cm(h) x 17cm(w)Full page – color 50 23cm(h) x 15.5cm(w)Half page – color 30 11.5cm(h)x15.5cm(w)Quarter page – color 15 11.5cm(h)x7.5cm(w)Bottom strip 20 6 cm(h) x 17cm(w)Full page – Black & white 30 23cm(h) x 15.5cm(w)Half page - Black & white 20 11.5cm(h)x15.5cm(w)Qtr. page - Black & white 9 11.5cm(h) x 7.5cm(w)Book Mark *Rs. 6 (per print) 17cm(h) x 5cm(w)

Special offer for Montessori:HP – b/w advertorial + HP – b/w listing for Rs 9000/- (non negotiable)

With warm regardsAkher Ali SardarAdvt.Marketing-TTIS ! Telekids ! Young Metro0-9007203822033-22600289

10. FOLLOW UP WITH CLIENTS REGARDING COLLECTION OF PAYMENTS.

Follow up with the respective clients the status regarding the ad placement Properly handle the new clients.

Total No. of Clients Positive Response Negative Response

48 14 34

11. CO-ORDINATING WITH THE INTERNAL AND EXTERNAL DEPARTMENTS.

• Client’s given AD has to be in same size as mentioned in our Rate card otherwise……….

• For the new clients it has been mandatory that I need to collect his/her trade lisence Xerox and pan card Xerox.

• Prepare RA from RO

12. MAINTAIN DAILY SALES REPORT.

• Daily sells reports comes with two parts

1. firstly the preplanning for the next business day’s sales has to be done in proper sequence before executing the sales activity. Prospective client list has to properly made before proceeding into the next day’s sales activity. The integral activity associated with preparing client list is appointment scheduling with the clients.

2. After the days sales activity, the sales proceedings completed during the entire day has to be reported in details like prospective sales amount, cheque issue date, customer interest level, whether self-completed matter or given to us for completion etc. and incorporated in excel sheets for updating to the sales manager.

13. EXAMPLE OF A DAILY SALES REPORT.

14. CLOSING THE DEAL:

• Finally the deal is sealed successfully through collection of cheque (A/C Payee only) or cash, receipt, material or subject matter to be printed, R/O (Release Order).

15. AFTER SALES SERVICE.

• The procured ad is designed in in-house design department and then it is taken to the client for verification and approval, after taking confirmation from the client only then the ad design is confirmed.

• Proper care has to be taken for the customers’ demands for his ad placement and design.

16. THE TOTAL SALES CONTRIBUTION TOWARDS THE COMPANY FOR THE YEAR 2014- 2015 FOR TTIS.

Last year for 2013-14 the total collection of ad by the trainees were 2,25,000 This year the total collection was 3,77,000 by the trainees. In my region the previous year ad collection was 1,11,000 This year in my region the total collection was 1,68,250 and my initial target was

1,50,000 so that means I have over achieved my target by 12%.

IV. DATA ANALYSIS AND INTERPRETATION

1. NO. OF CLIENT AND THEIR RESPONES.

.

29%

71%

Total 48Positive Response Negative Response

2. COMPARISON BETWEEN LAST YEAR AND THE CURRENT YEAR.

Current Year Last Year Last year in My Region

My Revenue In My Region

0

0.5

1

1.5

2

2.5

3

3.5

4

In Lakhs

In Lakhs

3. REASON FOR GIVING AD.

No.

Best Deal GivenPrevious RelationshipGet Benefits

4. REASON FOR NOT GIVING AD.

After Sales service Do. Not Get Benefit Unable To Give0

2

4

6

8

10

12

14

16

18

No.

No.

5. TOTAL REVENUE GENERATION FOR TTIS 2014-15.

In Lakhs

Total Revenue of TTISOur RevenueMy Revenue

6. THE PROPORTION OF NEW AD VERSUS EXISTING AD GENERATED

In Ten Thousands

New CustomerExisting Customer

7. AMOUNT OF REVENUE GENERATED FROM THE CLIENTS

Busy Ants

Red Apple

Learn

ing Tree

My 1st

school

Little

scholar

s

Ucmas

Tulip

hall

Kidzee Gari

a

Kidzee Gari

ahat

Tulip

aians

Star k

ids

Dew Dro

ps

Kidzee Naih

ati

kidzee

Corporat

e0

5000

10000

15000

20000

25000

30000

35000

Amount

Amount

V. FINDINGS

The Book is losing its Popularity due to growing of internet and social media and search engines.

The book is immensely popular in the Educational Institutes but the end users like the parents hardly know about the product.

The after sales service is a major reason for the client loss. There is a communication gap between the designer and the staffs. Though the growing of internet and social media have somehow affected the product

but still the product have a lot opportunity because its BDI is very high. The Book can somehow retain its market if they Publish a e-book format.

VI. CONCLUSION.

• Following the summer internship project, the ad campaign of THE TELEGRAPH IN SCHOOLS provided me the actual field training of marketing. The practical implication of the project was propounded on the grounds of direct selling of the ad space of TTIS to different Montessori school in Kolkata and suburbs.

• The direct interaction with the clients was strongly initiated by face to face talks and meeting. Proper follow up was taken telephonically and through personal visits to the targeted clients. Functions of internal departments like design of ad and schedulers helped me immensely to get a through vis-à-vis of the actual business process of TTIS.

• Compared the target of 1,50,000,I completed my target in excess by a margin of 18,250 that was cumulative to 1,68,250.it gave me immense satisfaction on completion of my target that helped the organization of ANANDABAZAR PATRIKA PRIVATE LIMITED to increase their revenue on account of me.

VII. RECOMMENDATION

Depending on the findings of the study followings are the recommendations towards the company ABP Pvt Ltd. (TTIS SCHOOL DIERCTORY)

The foremost and must needed to sustain the client base is that the company should upgrade its after sales service their after sales service is very poor.

Another thing that the growing popularity of internet and social media now days people are becoming web savvy people hardly go through this books so it will be very helpful for the both the company and the end users if they make available a e-book of this directory.

The communication gap between the designer and the staff should be minimised. They should also focus on the end users like the parents the book is popular but the

parents hardly know anything about the product. The book should be available in market within September.

VIII. REFERENCE LIST

BOOKS George E. Belch &George Michael A.”Advertising &Promotion-An Integrated marketing Communications Perspective (Sixth Edition)” Tata McGraw-Hill Publishing Company Ltd. New Delhi,2008

Churchill, Gilbert, A.:” Marketing Research-A south Asian Perspective”. Cengage Learning India Pvt. Ltd, New Delhi, 2009.

Kothari, C.R. „Research Methodology-Methods &Techniques‟. New International Publishers, New Delhi, 2007.

Kotler, Philip, “Marketing Management-The Millennium Edition”. Prentice Hall of India. Pvt. Ltd, New Delhi,2001

WEBSITES 1. www.google.com

2. http://www.abplive.in/

3. http://en.wikipedia.org/

4.http://abpnews.abplive.in/

5. http://abpananda.abplive.in/

6. http://www.anandabazar.com/

7. http://www.telegraphindia.com/

IX. LIMITATION

Time period was short to cover all the area properly (Only 2 months). Sample size was not adequate to give a general recommendation. This study can not be generalized as it was an area based survey.