MUKESH PATEL

SCHOOL OF TECHNOLOGY
MANAGEMENT & ENGINEERING

EXECUTIVE SUMMARY ON
B.T.L. MARKETING and CORPORATE ALLIANCE (B2B SALES)
By
VAIBHAV VIJAYVARGIA
ROLL NO.- K083
SAP-ID: 71207120040

FACULTY MENTOR:
Dr. PADMANABHA AITAL

INDUSTRY MENTOR
ANKUR GUPTA

The project was done under the guidance of Industry mentor Ankur Gupta for
the tenure of 20 weeks. I worked on 2 projects during this tenure. These
project were based on BTL Marketing and B2B Sales (Corporate Alliance). As
Housejoy being in the growth stage of the life cycle, the main aim of the BTL
Marketing was to raise the awareness of the brand by working on a hub and
spoke model. The key objective for the Hub & Spoke model is to drive revenue
from within a targeted geographic area and to explore various marketing
channels, to drive brand awareness and generate direct booking for the Brand.
The playbook
developed for cracking the understanding of these 2 key markets - will be
taken to other cities as well. This model includes mapping out a certain area by
assuming office as a hub and bombard the area with BTL activations. These
activations include RWA activations, mall activations, corporate activations,
newspaper inserts, voucher distribution etc.
B2B sales majorly includes corporate alliance i.e. Housejoy as a service partner.
House being a service provider, B2B sales concentrate on alliance with various
hotels, restaurants, corporate offices, showrooms, packers and movers, non
residential spaces etc. The main objective of corporate alliance is to raise the
direct demand and hence increasing the orders by getting them in a bulk
quantity and on a regular basis. Corporate alliance is very beneficial in
increasing the revenue of the organisation which is in the growth stage.
Alliances and B2B sales helps in the business development of the organisation.

B.T.L MARKETING : HUB and SPOKE MODEL

Brand Marketing: Effective brand marketing requires the ability to
communicate a clear and compelling message to the customers, as well
as the ability to collect and analyse data that supports that message.
Brand Activation: Brand Activation rallies around activity that brings
brands to life and encourages positive participation of the customers
physically or digitally.

Public Relations: Public relations is a strategic communication process that

builds mutually beneficial relationships between organisations and their
publics.
Offline Marketing: Growth driver to increase customer base, add more jobs,
drive regional targets and have consistency of brand imagery across all
consumer communication collaterals on all BTL channels.

PROJECT DESCRIPTION
1. B.T.L MARKETING
The key objective for the Hub & Spoke model is to drive revenue from
within a targeted geographic area and to explore various marketing channels,
to drive brand awareness and generate direct booking for the Brand. The
playbook developed for cracking the understanding of these 2 key markets will be taken to other cities as well.
Conducted a 3 K.M. radius area survey, taking Domlur as the hub. The main
aim of conducting the area survey was to identity our potential customers and
accordingly plan BTL activations in the mapped out area. After conducting the
area survey, our key target group includes RWA societies, individual houses
and corporate including Tech. parks. The activations which were conducted are
as follows:
1. Newspaper inserts in the mapped out area with different coupon codes for
selected categories.
2. Meetings with different RWA managers and fixing of Housejoy posters on
the society notice boards.
3. Activity including giveaway of Housejoy privilege cards, voucher booklet and
Housejoy branded sapling in Defence colony area in Bangalore.
4. Conducted BTL activations in various societies like Mantri Classic and Brigade
Metropolis.
5. Voucher distribution at Spar Hypermarkets across Bangalore.

2. B2B SALES (CORPORATE ALLIANCE)

This type of sale is likely to be larger than a business-to-consumer sale, since
the company may purchase your product for multiple sites or employees, and
tends to be more financially driven, since the buyer must justify the purchase
to other members of the organization.
The process for selling to businesses is a bit different than the traditional
consumer sales. To understand the process, we'll listen in on a selling situation
by Housejoy, who provides end to end services. Here are the steps in a
business-to-business (B2B) selling process:
1. Understand Need and Ability to Pay.

2. Develop a Solution.
3. Evaluate Solution with the Customer.
4. Finalize Sale.
Targeted area for B2B sales :

CORPORATE
OFFICES

RESTAURANTS
CHAINS

SHOWROOMS

HOTELS

By completing the customer research for B2B sales, the targeted areas were
mainly the Hotels, Restaurant chains, Corporate Offices and Showrooms and
packers and movers in the mapped out area. The objective was to close the
deal with maximum number of targeted customer. The result of B2B sales is
raising the direct demand by getting orders in bulk quantity and on regular
basis and increase the direct revenue of the organisation.

 Deal with Vivanta by Taj, MG Road, Bangalore and

giftxoxo.com, Bangalore.
1. Vivanta by Taj:
Vivanta by Taj is a hotel of Taj Group, a 5-star hotel chain. Housejoy will
provide with bike servicing and car wash/spa for Taj employees on weekly
basis. The MOU was signed for 6 months on contract basis. Also set up a help
desk in Hotel area and interact with Taj staff and made them aware with the
Housejoy services.

2. giftxoxo.com:
Giftxoxo.com is an online website for gift voucher and unique experiences. The
deal was to list Housejoy in their gift voucher category so that the Housejoy
vouchers can be bought from giftxoxo.com.

CONCLUSION
Marketing strategy is something that constantly evolves, adapting to changing
market conditions. Within Enterprise, the outcomes from its many different
types of business are constantly reviewed and evaluated. Judgements are then
fed into the decision making process. This enabled new strategies to be
developed to improve operations.
The playbook created by Hub and Spoke Model which was pilot in Bangalore
was successful. This model can be followed in other cities as well where
Housejoy operates. This resulted in brand awareness and brand recall across
the city.

Developing a relevant and workable sales process is perhaps the most

important aspect of a successful sales strategy. Organizations usually develop
their sales strategy through trial and error, which involves a lot of wasted time
and energy. A well-defined sales process, supported by a sales funnel, forces a
company to be realistic about how well their sales tactics work and helps to
focus on the areas that require improvement.
B2B sales is a difficult process. It requires a lot of cold calling and follow ups.
But if B2B sales are done properly by acquiring more number of clients and
maintaining relationship with them it increases the direct demand of the
products or services and raise the revenue of the organisation.