Marketing and Selling of Projects and Workshops

IRH TECHNOLOGIES SIP REPORT FPB1315/117

1

Summer Internship Project Report

On

Marketing and Selling of Projects and Workshops

Submitted to

Indus Business Academy, Bangalore

In Partial Fulfillment of the Requirement for

Post Graduate Diploma in Business Management.

Under the Guidance of

Prof. Narendra Babu Mr. Mohan

Marketing Faculty Mentor Manager

IBA, Bangalore. IRH Tech, Bangalore.

Submitted By

R. V. N. S. Lakshmana Goutham

FPB1315/117


2


3

Dean’s Certificate

This is to certify that Mr. R. V. N. S. Lakshmana Goutham is a bona fide student of

Indus Business Academy, Bangalore and is presently pursuing a Post Graduate

Diploma in Management.

Under my guidance, he has submitted this project report titled “Marketing and Selling of

Projects and Workshops” in partial fulfillment of the requirement for the summer

internship project during the Post Graduate Program in Management.

To the best of my knowledge, this report has not been previously submitted as part of

another degree or diploma of any another Business School or University.

Dr. Subhash Sharma

Dean,

Indus Business Academy,

Bangalore.


4

Mentor’s Certificate

This is to certify that Mr. R. V. N. S. Lakshmana Goutham is a bona fide student of

Indus Business Academy, Bangalore and is presently pursuing a Post Graduate

Diploma in Management.

Under my guidance, he has submitted this project report titled “Marketing and Selling of

Projects and Workshops” in partial fulfillment of the requirement for the summer

internship project during the Post Graduate Program in Management.

To the best of my knowledge, this report has not been previously submitted as part of

another degree or diploma of any another Business School or University.

Prof. Narendra Babu

Marketing Faculty & Mentor,


Bangalore.


5

Student Declaration

I, R. V. N. S. Lakshmana Goutham, the undersigned, a student of Indus Business

Academy, Bangalore, declare that this project report titled “Marketing and Selling of

Projects and Workshops” is submitted in partial fulfillment of the requirement for the

Summer Internship Project during the Post-Graduation Diploma in Management, at

Indus Business Academy, Bangalore.

This is my original work and has not been previously submitted as part of another

degree or diploma of another Business School or University.

The findings and conclusions of this report are based on my personal study and

experience, during the tenure of my summer internship at IRH Technologies, Bangalore.

R. V. N. S. Lakshmana Goutham,

FPB1315/117,


Bangalore.


6

Acknowledgement

I, R. V. N. S. Lakshmana Goutham, take this opportunity to thank my college, Indus

Business Academy, Bangalore, for giving me the chance to do a summer project,

adding the experience of practical knowledge. I thank our CEO, Mr. Manish Jain and

our Dean, Dr. Subhash Sharma of Indus Business Academy, Bangalore, for being

supportive and encouraging me in this project.

I express my sincere gratitude to Prof. Narendra Babu, my mentor at Indus Business

Academy, for the encouragement and guidance he has lend throughout the project.

I’m thankful to IRH Technologies Pvt. Ltd. Bangalore for giving me the opportunity to

undertake this project. I also thank my manager Mr. Mohan for his valuable insights and

constant help throughout the internship period.


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Table of Contents

Sl no Title Name Page No

Executive Summary 8

1

About Education Industry in India and IT Training Industry 9

2

Over view of IT Training Industry 12

3

Company Profile 18

4

Research Problem and Background 29

5

Industry Analysis 35

6

Objectives and Scope of the Study 43

7

Project Methodology 45

8

Changes in IT Training Industry 47

9

Observations and Findings 51

10

Data Analysis on Lead Generation 54

11

Recommendations 57

REFERENCES and Bibliography 59

Appendix 60


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Executive Summary

As the title of the project suggests, this project is all about the study of Marketing

and Selling of Projects and Workshops. Today IT training institutes provides various

courses at low cost and good training in order to develop customer’s relationship. The

reason behind following the low cost strategy is there are around 400 IT training

institutes in Bangalore.

As there is a tough competition between IRH Technologies and various other IT

training institutes like NIIT etc. IRH Technologies need to adopt new strategies in order

to earn profits and also should provide good placements to the students. This will

improve the customer loyalty towards organization.

This report gives the information about my contribution to the company, about

changes happening in the IT training industry, about the growth of IT sectors and the

work done by me in the company. The reason for explaining about IT sector is because

it is the back bone for the all the IT training institutes in India.

In order to improve the profits of the company, a detailed study was conducted

and the observations have been given at the end of the project and it has also been

submitted to the concerned person in the company.

This internship helped me create a database of the organization, understanding

their ongoing and upcoming projects, knowing their needs and helping the company to

pitch the services at the correct time. It gave me experience in understanding direct

marketing and process of lead generation through visiting various colleges.

This project gave a brief knowledge in understanding the importance of customer

relationship.


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Chapter-1

About Education Industry in India and IT

Training Industry


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Introduction:

Education is one of the most important requirements for a nation. The

Government of India realizes its importance and hence has taken several initiatives to

boost the growth of this sector, including setting up of several universities, deregulating

policies and making significant pacts with foreign nations.

A Deloitte study has recognized the Indian education sector as a 'sunrise sector' for

investments. This is because this sector offers huge potential to investors in the

regulated as well as non-regulated markets. The vast diversity in ethnicities coupled

with varying demographics has prompted different players to invest in the sector.

The education sector in India is making rapid strides towards providing quality

education. Ten Indian institutes have made it to the top 100 in the Asia University

Rankings 2014 published by Times Higher Education as compared to three in 2013.

Also recently, Indian Institute of Management Bangalore (IIM-B) became the first B-

school from India to join edX as a new 'Contributing Member'.

Market Size:

According to a report by rating agency CARE Ltd, the market size of the Indian

education industry was pegged around Rs 3.83 trillion (US$ 62.34 billion) in FY14.

Higher education contributes 59.7 per cent of the market size, school education 38.1

per cent, pre-school segment 1.6 per cent, and technology and multi-media the

remaining 0.6 per cent.

Presently, India has around 1.4 million schools and more than 35,000 higher education

institutes. It has also been estimated that more than 85 per cent of the students are


11

Enrolled in bachelor's degree programs and about one-sixth of all Indian students are

enrolled in Engineering/Technology degree programs.

According to the Department of Industrial Policy and Promotion (DIPP), the Indian

education sector received foreign direct investment (FDI) amounting to US$ 960.82

million in the period April 2000 - July 2014. The deregulation of FDI norms has also

encouraged many foreign institutions to come and establish vocational training institutes

in the country.

Future Ahead:

With the government allocating funds for the setting up of IITs and IIMs in new

locations in the recently announced Union Budget 2014-15 and foreign companies

investing heavily to establish education and training institutes in the country, the future

of this sector in the next few years seems bright. In the search of quality education, the

current Five-Year Plan proposes to provide inclusive and qualitative expansion of higher

education in India.


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Chapter-2

Over view of IT Training Industry


13

Father of Indian software industry.

Fig No: 1

Faqir Chand Kohli

2.1About Faqir Chand Kohli:

Faqir Chand Kohli (born 28 February 1924) popularly known as F. C.

Kohli. He is frequently referred to as the Father of the Indian Software Industry due to

his significant contribution in Indian IT industry. He was the founder and first CEO of

Tata Consultancy Services, India's largest software consultancy company. He has also

worked as the Deputy General Manager of the Tata Power Company. He is also one of

the members of the Board of Governors of College of Engineering, Pune.

2.1.1Introduction:

Indian Organizations have realized the importance of IT training. Training is

considered as more of retention tool than a cost.

1998 is the era of the IT industry in India. It is performaining well in India form

1998 to present. And in 2000 so many IT training Institutes had established in

India. Because of the demand and raise in the IT industry so many new IT

training institutes are still establishing in India. The growth of IT training institutes

is depended on the growth of IT Sector in India.


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2.1.2 Industry Structure

In the training institutes the structure will be from high level to low level

and low level to high level. Here all the level employs can interact directly with any other

level employs. The structure will be as follows

Fig no 2

Internal structure in Training Institutes

2.1.3 Main concern on IT Training Industry

Cost of Trainers:

The cost of trainers is an important factor as the industry gives

training to the students. Based up on their experience we have to pay more money to

them. Then automatically the cost of the programs will be increased and students will

not join if this is in the startup companies.

Huge competition:

The competition in this industry is very high because there are lot of

small and big training institutes are across India. The students who study well will get

placements in the college itself the only remaining students will join in the institutes

which will provide job after their training is completed and only very few will be

Director

Teaching Staff Non-teaching Staff

Students


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remaining and to attract them we have to come down means our standards should be

decreased.

2.1.4Top Training Institutes in India

i) NIIT technologies limited

NIIT was established in 1981 by Rajendra S. Pawar and Vijay K.

Thadani, graduates from IIT.

NIIT Limited is an Indian company based in Gurgaon, India that operates several for-

profit higher education institutions. The company describes itself as a global talent

development company and offers learning and knowledge solutions globally to

individuals, enterprises and institutions in information technology, business process

outsourcing, banking finance and insurance, executive management education, school

education, communication and professional life skills, and vocational skills training.

In 2004, the IT services business of NIIT was demerged into a separately listed

company NIIT Technologies. NIIT Limited now focuses on Education and Training in

Schools, Vocational Training for Services Sectors, and Corporate Training. NIIT Limited owns

23.98% of NIIT Technologies.

ii) IIMMI:

International Institute of Management, Media & IT (IIMMI), Delhi

was established in 1995 to market education for the longer term of nation is managed

by Niiftt analysis and Development instructional Society that is registered with the govt. .

of NCT of Delhi. IIMMI is non-profitable organization dedicated to supply prime quality

education in each technical and line of work courses and may be a approved study

centre of ‘Guru Jambheshwer University of Science and Technology Hisar, Haryana’,

National Assessment and enfranchisement Council (NAAC), Associate in Nursing

autonomous organization of the University Grant Commission. it's additionally Associate

in Nursing commissioned center of NIOS underneath the ministry of HRD Govt. of India.

http://en.wikipedia.org/wiki/Rajendra_S._Pawar

http://en.wikipedia.org/wiki/Vijay_K._Thadani

http://en.wikipedia.org/wiki/Vijay_K._Thadani

http://en.wikipedia.org/wiki/Indian_Institute_of_Technology


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IIMMI may be a premier establishment for advance learning and analysis created to

impart education within the field of Management, media, info Technology relevant to

entrepreneurial development in rural and concrete Asian country.

iii) Aptech Computer Education

It was founded in 1986 Aptech Limited is a global retail and

corporate training company with headquarters in Mumbai, India. The company

commenced its IT training business in 1986 and has trained over 5 million students.

In 1993, Aptech became the first IT training organization in Asia to receive the ISO 9001

quality certification for Education Support Services. The company has grown and

diversified into various education-related businesses and its stock is listed on the BSE

and the NSE.

It was also featured in the '2009 Global Top 20 IT Training organizations' list.

iv) HCL Career Development Centre

HCL Career Development Centre, we have massive experience

in this business. We deal with Computer Training. Our motto has always been timely

service, best quality and optimum cost. We are in touch with our customers through

quality, performance, service and assistance. Bringing the best of value to our

customers, we also care as much about our customers. We value the trust and beliefs

vested in us by our clients and professional contacts and provide a dedicated service

with an honest and direct approach in all our dealings.

v) Jetking Computer Hardware and Networking Institute

Established in 1990 Jetking Infotrain is a Computer Hardware and

Networking Training Institute, which trains technical and non-technical students. Jetking

has trained over 6,00,000 students in its 125 centers spread across India. The company


17

has been awarded the ISO 9001:2000 certification in 2003. It has its presence all over

India and has recently embarked on its international venture by adding centers globally.

In 2014, it was voted as the most trusted brand in the Computer Hardware training

category by Trust Research Advisory (TRA)


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Chapter-3

Company Profile


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3.1 About Company:

IRH is unique initiative by group of entrepreneurs to enhance the skills of

future generation on the latest mobile technologies with real time industry experience on

training corporates like Wipro, CTS, Tata, Infosys etc. help future generations to best of

industry knowledge with real-life career opportunities.

At IRH, we specialize in projects, placement and training on mobile platforms like

Android, iOS, blackberry and windows. We also provide Android and iOS corporate

training for Small, medium and large business corporates.

3.2 Company Background:

The company was started in October 2013 by Mr. Kumaresan and

Kanthimathi Bhat .Mr. Kumaresn is the director of the company. It with a man power of

3 people and right now it consists of 10 employees. They are mainly into the mobile

applications development and 5 of the employers are working in mobile applications

development. Their second part is they provide training to the students on software

development and they also give training the students on mobile repairs so that they can

start up there on mobile showroom with customer service. The other 5 employs will

work in training department. IRH stands for INTERNATIONAL RESOURCE HOUSE

TECHNOLOGIES PRIVATE LIMITED.

3.3 Vision and Mission:

3.3.1 Vision:

To provide 100% placements for fresh Graduates

3.3.2 Mission:

To maximize the value of the company in both the sectors and provide quality

training to the students.

http://corporatedir.com/officer/06711087


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3.4 Quality Policy:

We are very strict when we talk about the quality of the work. Because quality of

work gives customer satisfaction and when companies hire the people who had taken

training in our company should be able to provide good work to that org.

Established our own quality standards to make our vision come true.

Upgrading our technology in teaching and apps development area to perform

well.

Good motivation programs to motivate students in giving better results.

Creating a good environment to the students and as well as employ’s to give

their best in developing company and also their natures.

3.5 Projects:

Currently we are developing a mobile application which supports for Android

devices. With the help of that software students can assess their skill levels in various

aspects and they can improve their skills if they are not up to the mark

3.6 List of courses:

C&C++

Adv JAVA

My SQL

HADOOP

BIG DATA

ANDROID

APPLE IOS

ORACLE DB

MONGO DB etc.


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3.7 Services

TECHNOLOGY TRAINING: JAVA, ANDROID AND IPHONE TRAINING

We take great care in planning and developing optimized training to

make sure the journey is smooth and engaging during the process

PRE-INTERVIEW AND SOFTSKILLS TRAINING

We design Pre-Interview programs and develop student’s

confidence to be themselves with great knowledge on the subject and to present their

talent and skills to reach their dream Jobs in relevant industry.

100% JOB PLACEMENT

We have a particular vision in mind to explore the possibilities of talents

and assure them job in the Android and iPhone platforms

Fig no 3

Explains about Training method to reach company’s vision


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3.8 Our Difference

We are specialized in building Android and iPhone mobile application and with

best industry knowledge to train both Android and iOS.

State of Art lab facility with dedicated laptops for each candidate with 15mbps

internet speed

Experienced trainers from Top Multi Nationals companies like CTS, Wipro,

Infosys, TCS, and IBM etc.

Industry required training methodology including latest Agile methods for

development

Industry Real time projects (Live projects)

Course and technologies offered based on industry standards and globally

accepted all MNC

100% Job guarantee for all selected students in India and Abroad.


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3.9 IRH Technologies Clients & Alliance

Fig No 4

Company Clients

3.10 SWOT Analysis

Strengths:

A good structure for computer laboratory and facilities (expansion)

Quality assurance of courses through with result of certification exam.

Up-to-date facilities and infrastructure like laboratories, teaching aids,

networked computers.

Experienced proficiency and support staff.

Placement service with corporation.


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Weaknesses:

Located in residential area.

The timings of the company may not be comfortable

Heavy dependence on part-time Trainers in some faculties.

Lack of infrastructure for the future expansion of the campus.

Lack of financial adviser.

Opportunities:

Exploitation of multi-lingual assets to become a regional multi-

lingual center in city for computer education.

Strategic alliances and partnerships with international institutions for

offering more professional courses.

Strategic alliances with national institutions.

Use of distance education, flexible learning and adoption of new

information and communications technologies to increase access.

Threats:

Technology changes that effects the future growth and productivity.

Free IT education within the context of increasing trends of web learning.

Growth of providers of computer education institutions.

Experienced staff leaving for better conditions to other industries.

Less price offerings form competitors.


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3.11 Porter’s five forces model

Fig No 5

Porter 5 Force model

It explains about the company’s level of competition within an industry and

business strategy development


26

i) Rivalry among existing competitors

There are many competitors in the training industry and there is little service

differentiation among the companies in this industry, hence the competition on price is

very intense.

The startup cost of a training company is relatively low, especially for smaller concerns

that focus on a limited geographic area. Anecdotally I know few training companies /

institutions that are run by entrepreneurs who are targeting big IT training markets and

successfully gaining market share.

Master Mind (http://mastermind.bz/) and SATG Software (http://www.stagsoftware.com/)

are examples of small to medium size companies focusing on a niche. Both of them are

located in Bangalore and cater to the needs of companies in the Silicon Valley of India.

These companies were founded by professionals who have years of experience and

deep connections in the IT industry.

Mastermind focuses on System administration and IT support. They have instructors

who are working professionals and have years of experience in the field. They also

recruit some of their students to their IT services group.

SATG Software has a business model that is similar to Mastermind’s, but at a much

larger scale. They focus on Semiconductors, Hardware, Firmware and Quality

Assurance. They provide both training and placement.

ii) Bargaining Power of the Buyer

The Big Institutions and customers of ITH Technologies have the bargaining power and

can extract more value from the services offered by ITH Technologies at a lesser price

due to the following.

Fewer Buyers: There are relatively less customers and they purchase in large

volumes; hence they have an advantage in negotiating price and terms of service

http://mastermind.bz/

http://www.stagsoftware.com/


27

No Differentiation: Training is an important aspect for individuals and institutions;

however, unlike software, training is not sticky. An institution or individual can choose to

change the provider at any point as there are many companies offering similar training

packages to those that ITH Technologies provides.

iii) Bargaining Power of Suppliers

The power of faculty as a supplier for IT training institutes is in a state of flux. On

one hand, the faculty superstar phenomenon has increased competitive bidding among

training institutes for talent, and ratcheted salaries upward. On the other hand, the use

of part-time faculty as a less expensive (and more flexible) source of labor has been

rising steadily.

Iv Threat of substitutes

The education industry is in the midst of a technological revolution helping

democratize the delivery of content. There are many companies, non-profit and

universities contributing to this phenomenon. The result is lowering of cost educational

content delivered on scale.

Universities offering their courses (including IT) for free online

MIT – Open Courseware – FREE (http://ocw.mit.edu/index.htm )

Stanford Online – FREE ( http://online.stanford.edu/courses )

Non-Profits

Coursera.com – free online classes from 80+ top universities and organizations –

FREE

Udacity.com – Free and affordable classes that anyone can take, anytime

Khan Academy – Library of over 3000 videos covering everything from

arithmetic to physics, finance, IT and history and hundreds of skills to practice –

FREE ( https://www.khanacademy.org/ )

Education Platforms / Companies

http://ocw.mit.edu/index.htm

http://online.stanford.edu/courses


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Udemy.com – Udemy is an online learning platform (website) that allows

instructors to host courses. It’s the iTune for education. – Affordable Prices

Teamtreehouse.com/ – Technology/IT focused online training with an affordable

monthly subscription – Monthly subscription / Affordable Prices

Lynda.com – IT/Technology focused online education portal focusing on

enterprise & institutional customers. – Premium Prices.

v) Threat of New Entrants

The barrier to enter the IT/vocational training business is not very high, which is

evident from the high number of big and small companies engaged in this industry.

Economies of Scale

The resource intensive nature of IT/vocational training (especially in-class / live

coaching) makes it hard to lower the cost per unit produced. As a result it’s difficult for

IRH technologies or any company in this industry to create a barrier to entry based on

economies of scale.

Customer Switching Cost

There are no fixed costs for the customers of IRH technologies if they decide to

change providers. There are ways in which customers / students can be locked in for

extended periods of time by various certificate programs but they are not applicable to

institutional or customers.


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CHAPTER-4

Research Problem and Background


30

4.1 Back Ground:

This project is based on IRH Technologies. I need to go different engineering

and degree colleges in Bangalore and have to speak with HOD’s and principals of the

colleges and have to explain about the services we offer for the students and also to

those institutes. After explaining them about the services I need to give the enquiry form

to the people asks them to fill that form and also need to collect visiting card from them

if they have.

Apart from explaining about our services I need to explain about the mobile

applications we built for the students and need to get their feedback about what they

think about that application so that it will help our company to develop the apps based

on the requirements of the students this will help us a lot in understanding the need of

the youth and it will help us to develop some other new apps which will help them to

develop in all the ways.

After completing my target I had went to other training institutes where I can ask

them for collaboration or can they work under our guidance as franchises. But

unfortunately I did not get much time to meet many training institutes so I went to very

few training institutes. By going to these institutes I got the chance to know about their

courses offer, price they offer to the courses and came to know about their

infrastructure. It helped me to know that is he will be the competitor or not to our

company.

By visiting all the 115 colleges that are both engineering and degree colleges I

found that most of the engineering colleges were not interested in soft skill and they are

not interested in some of the courses like java, C++& mysol because these topics will

be in the students’ academic course. When I explained about the placements provide by

IRH technologies the colleges are asking for proof and as of it is a startup company they

did not place any student till now and when I visited the degree colleges and spoken

with the many principals about IRH placement system and what kind of students they

take for providing placements they told me that this will not work in the degree colleges


31

because the students who joins degree colleges will have less than 60% in their

previous exams. So, they suggested that these placements will not work in degree

colleges and same thing I explained to my manager then he told me that he will speak

to the director.

Analysis of advertisement:

Advertising is the key factor to the success or promoting the company and

due our company is a startup company and we are lack of funds to promote our

company by paying money to the social media, internet etc. So, only way of promoting

to our company is by issuing posters to the colleges and by issuing palm plates in the

area where we can find more no of students. This will help us to develop our company

to an extent. When I went to colleges I had taken the palm plates with me to the

colleges and placed them in their notice board so that many students will come to know

about our company.

Company’s enquiry form. This for is used to know in which area the customers are

interested.


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33

Fig No 6

Company Enquiry Form Front View

Fig No 7


34

Company Enquiry Form Back View

4.2 Research Problem:

A comparative analysis of the advertisements of IRH Technologies with respect to its

competitors and suggest the various strengths and weakness of the promotion of IRH

technologies in all types of media.

Analyzed the competitors services and offers I suggested some different offers which

can improvise the company’s revenue.

Analyzed the information collected from some of the colleges and suggested them

some reasons why few colleges are not interested in our courses.


35

CHAPTER - 5

Industry Analysis


36

To know about the future of our company first I should know about the IT sector growth

because we will train the students on software and computer courses. And also about

the mobile application market because we develop new mobile applications.

5.1Growth of IT Sector in India:

The Indian IT sector is growing at a very fast pace and is expected

to earn a revenue of US $87 billion by 2008. In 2006, it has earned revenue of about US

$ 40 billion with a growth rate of 30%. IT sector is expected to generate 2.3 million jobs

by 2010, according to NASSCOM (National Association of Software and Service

Companies)

with this rapid expansion of IT sector and coming up of major players and new

technologies like SAP, the need of human resource development has increased.

Fig no 8

IT Industry Growth in Millions

According to the recent review by Harvard Business Review, there is a direct link

between training investment of the companies and the market capitalization. Those

companies with higher training investment had higher market capitalization. It clearly

indicates that the companies which have successfully implemented training programs

have been able to deliver customer goals with effective results. It shows that good

training results in enhancement of individual performance, which in turn, helps the


37

With the growing investment by IT companies in the development of their employees

many companies have now started their own learning centers. As an example, Sun has

its own training department. Accenture has Internet based tool by the name of “My

Learning” that offers access to its vast learning resources to its employees. Companies

are investing in both the technical training, which has always been an essential part in

IT industry, as well as in managerial skills development. Companies now kept aside 3-

5% of revenue for training programs. As an example, some of the major players like

Tata Elexi and Accenture are allocating 7% and 3% respectively of the company’s

overall revenue.

5.2 Present Growth in IT Sector

Indian information technology (IT) spending is forecast to reach $73.3 billion

in 2015, up 9.4% from $67.1 billion in 2014, said a new report by research firm Gartner

Inc.

The pace of IT spending in India may make it the third-largest IT market in the Asia-

Pacific by 2016 and second-largest by 2018, after China.

“Much of the growth from being the number four market in Asia-Pacific to number three

is likely to happen in 2015,” Peter Sondergaard, senior vice-president at Gartner and

global head of research.

IT services segment is forecast to grow 15.7% while software sector may grow 14% in

2015.organization in achieving its business goals. Training is a tool that can help in

gaining competitive advantage in terms of human resource.


38

5.3 Newer training opportunities:

Indian IT training majors have continued to reach out to global markets,

making Strong in roads into the Middle East, Latin America and Asia. China with its

vast potential manpower development space is emerging as a big market for players

like NIIT who have gained stronger foothold in the land of the dragon over the last 5

years.

Besides new geographies, one has also seen the emergence of newer training

opportunities, particularly in the IT assisted \Education space. The k-12 (schools)

brigade people looking for it in careers and those seeking employment in the

burgeoning IT enabled services sector came for specific, Specialized, niche training

The market that is broadly segmented into toddlers, adolescents and adults

segments based on the varying needs of the audience saw a perceptible shift in the

course preferences. This is turn drove training institutes to change their course mix

and enhance their product portfolios. Apart from long term career programs, highend

modular software courses for enhancing skills of existing software. Professionals

and the student gained in popularity. Students showed their preference for globally

recognized certificates and university degree programs in software education.

The companies will continuously innovated and upgraded their programs by bringing

new technology at new price to meet the diverse and varying needs of the students

who are the ultimate winners.

5.4 Mobile games, apps market to touch Rs. 2,700 cr by 2016:

Mobile games and applications market in India is expected to touch Rs.

2,700 crore by 2016, driven by strong smartphone growth and expanding 3G user base,

a report by Avendus Capital said today.


39

“The digital content market (other than caller ringback tones) in India has been sub-

scale due to large-scale piracy.

Mobile Internet is opening the doors for large-scale monetisation of digital content

through paid apps which is expected to grow to become a Rs. 2,000-crore market in the

next 3-4 years,” Avendus Capital Executive Director and Head (Digital Media and

Technology), Ashish Bhinde, told PTI.

5.4.1Smartphones, 3G subscriptions

According to the report, smartphone users in India are expected to grow

to 67 million this year and 382 million by 2016.

Similarly, 3G subscriptions are also expected to rise from 11 million in 2011 to 56 million

this year and touch 266 million by 2016, it added.

5.4.2Paid apps

More than 50 per cent of mobile Internet traffic and paid content revenues

comes from smartphones, dominated by Google and Apple app stores. Google Play

and Apple App store revenues are expected to cross Rs. 800 crore by 2016, the report

said.

While the average revenue per user for paid apps is expected to come down from Rs.

132 in 2012 to Rs. 78 in 2016, the growing 3G subscription base (11 million in 2011 to

266 million in 2016) will help the overall revenues from paid apps to touch Rs. 2,065

crore.

The report estimates the paid apps market in India to be worth about Rs. 300 crore in

2012.

Five categories that dominate Indian content landscape on mobile phones include

cricket, music, news, video and games. Facebook, Google and Whatsapp lead in terms

of time share.


40

5.4.3Feature phones

Feature phones with Internet capabilities will too help the apps and games

ecosystem to grow.

“Feature phones will continue to play a key role as they continue to maintain a

substantial market share. Indian players have a stronghold in this segment and the

opportunities for them are in the area of (developing) hyper-local models like browser

content, entertainment and m-commerce,” the report said.

The number of smartphone users in India was only 36 million as of March 31, 2013,

while the number of Internet-supported mobile devices stood at 431 million, the report

said.

“While smartphones are driving the traffic to third-party app stores, there will still be a

significant mobile user base on feature phones going forward, which in itself will provide

a large potential market for telco app stores,” Bhinde said.

5.4.4 Market size of IT industry in India

India's technology and BPM sector (including hardware) is estimated to have

generated US$ 108 billion in revenue during


41

Fig No 9

IT Industry Revenue in Billions for different FY

5.4.5 Sector-wise breakup of export revenue

Export of IT services has been the major contributor, accounting for 57.9

per cent of total IT exports (excluding hardware).

5.4.6 Export revenue from IT and BPM sector of India

Exports to remain robust as global IT industry maintain growth.


42

Fig No 11

Exports in Billions

5.4.7 Training expenditure by Indian IT-BPO sector

About 2 per cent of the industry revenue is spent on training employees in the IT-BPM sector.

Fig No 12

Training Expenditure in IT sector


43

CHAPTER-6

Objectives and Scope of the Study


44

6.1 Objectives of the study

The main objective of the study is enumerated below:

.

To find the interest in the colleges that is interested in services.

To collect genuine information from the customers by interacting directly with

customers.

To know about the market potential of the company.

6.2 Scope of study

The main scope of the study is enumerated below:

To continue development of knowledge and leadership skills necessary for

employees to make greater contributions to their company, and to perform at

their maximum potential.

To find the interest of other training institutes whether they are ready to work

under our guidelines or not.

Development and delivery of corporate-wide and global training programs on

policies and specific technical subjects.

To strengthen the capabilities of the strongest Energy, Product, and Environment

Sustainability practitioners, and others who are or may become involved in this

area, to achieve breakthrough performance for their companies.


45

Chapter-7

Project Methodology


46

7.1 Project objective:

To increase the number of clients to the company and to generate the revenue to the

company this will help the company for the future expansion.

7.2 Data Collection:

Data collection is important in the development of the company. So,

there are two methods of data collection that had helped me. They are as follows

i) Primary Data and

ii) Secondary Data

i) Primary Data:

This data has been collected by giving presentation to the customers and

later discussions helped me in getting the primary data. This type of data will give more

information which is accurate and genuine.

ii) Secondary Data:

This data had been collected from the internet and through cold calling

procedure.

7.3 Information Collecting Instrument:

I fill up the enquiry form many every person I met and this helped me a lot and

I had given the same information soft copy by using a Microsoft excel and I had mailed

it to my manager.


47

Chapter-8

Changes in IT Training Industry


48

Institutes that provide training in the hottest new technology areas—

cloud computing, mobile and data analytics— are growing in prominence to cater to

demand from software companies such as TCS, Info Institutes that provide training in

the hottest new technology areas—cloud computing, mobile and data analytics— are

growing in prominence to cater to demand from software companies such as TCS,

Infosys and Wipro. The mushrooming of niche technology training centres is not unlike

what happened more than decades ago which resulted in companies like NIIT and

Aptech becoming household names. This phenomenon is being driven by the shift that

is taking place in the information technology industry where traditional services are

being supplemented rapidly by those which take advantage of ubiquitous, fast internet

access and the rising popularity of mobile devices. “We have recorded phenomenal

growth in demand,” said Gaurav Vohra, founder of Jigsaw Academy, an online training

institute that 48pecializes in analytics. The three-year-old venture began in Bangalore

by training about eight students a month. Today, it enrolls 125 students a month.

Jigsaw’s alumni now work at top IT firms like Infosys and Genpact as well as core

analytics providers such as Fractal Analytics. The demand is huge. While India alone

will require at least one lakh cloud computing professionals by 2015, globally there will

be a shortage of some 2 lakh data analysts by 2019, according to a study by EMC and

Zinnov. All of this taking place when large Indian IT companies have slowed down their

pace of hiring from engineering colleges. They are doing so amid rising levels of

automation for routine, repetitive tasks. In 2013-14, software industry grouping

Nasscom estimates that 1.5 lakh graduates will be hired by the industry, compared to

1.8 lakh in the previous year. Koenig Solutions, based in Delhi, is among those which

has been a beneficiary of the technology shift. It has partnered with cloud computing

softwaremaker Vmware to train students in a technology which helps enterprises

access their IT services through the internet. Rohit Aggarwal, chief executive of the

company, said his students have received offers from TCS, Infosys and IBM. “Short-

term training in hot skills is at an all-time high,” said Surabhi Mathur Gandhi, senior vice

president at Teamlease, a staffing firm. “A lot of training institutions have started tying

http://timesofindia.indiatimes.com/topic/Genpact

http://timesofindia.indiatimes.com/topic/Cloud-Computing

http://timesofindia.indiatimes.com/topic/IT-companies

http://timesofindia.indiatimes.com/topic/Nasscom


49

up with IT companies for post-placement opportunities.” She said the reduction in

campus hires has pushed students to join training institutes with placement cells. Other

institutes that are making a mark in the new areas include RCV Innovations, Smarton,

Equitor and Bites Academy. India’s third-largest IT services firm, Wipro Technologies,

which already has a team of 1,000 to work on these new technologies, is expected to

hire more. “These skills are not available at the level of new engineering graduates,”

said Deepak Jain, senior vice president and global head for workforce planning and

development at Wipro. “We work with training institutes and our alliance partners for

training on emerging technologies.” In addition to traditional IT services companies,

specialist providers of services such as cloud computing and data analytics are hiring in

large numbers. Sys andWipro. The mushrooming of niche technology training centres is

not unlike what happened more than decades ago which resulted in companies like NIIT

and Aptech becoming household names. This phenomenon is being driven by the shift

that is taking place in the information technology industry where traditional services are

being supplemented rapidly by those which take advantage of ubiquitous, fast internet

access and the rising popularity of mobile devices. “We have recorded phenomenal

growth in demand,” said Gaurav Vohra, founder of Jigsaw Academy, an online training

institute that specializes in analytics. The three-year-old venture began in Bangalore by

training about eight students a month. Today, it enrolls 125 students a month. Jigsaw’s

alumni now work at top IT firms like Infosys and Genpact as well as core analytics

providers such as Fractal Analytics. The demand is huge. While India alone will require

at least one lakh cloud computing professionals by 2015, globally there will be a

shortage of some 2 lakh data analysts by 2019, according to a study by EMC and

Zinnov. This entire taking place when large Indian IT companies have slowed down

their pace of hiring from engineering colleges. They are doing so amid rising levels of

automation for routine, repetitive tasks. In 2013-14, software industry grouping

Nasscom estimates that 1.5 lakh graduates will be hired by the industry, compared to

1.8 lakh in the previous year. Koenig Solutions, based in Delhi, is among those which

has been a beneficiary of the technology shift. It has partnered with cloud computing

software maker Vmware to train students in a technology which helps enterprises

access their IT services through the internet. Rohit Aggarwal, chief executive of the

http://economictimes.indiatimes.com/wipro-ltd/stocks/companyid-12799.cms

http://timesofindia.indiatimes.com/topic/Genpact

http://timesofindia.indiatimes.com/topic/Nasscom


50

company, said his students have received offers from TCS, Infosys and IBM. “Short-

term training in hot skills is at an all-time high,” said Surabhi Mathur Gandhi, senior vice

president at Team lease, a staffing firm. “A lot of training institutions have started tying

up with IT companies for post-placement opportunities.” She said the reduction in

campus hires has pushed students to join training institutes with placement cells. Other

institutes that are making a mark in the new areas include RCV Innovations, Smart on,

Equitor and Bites Academy. India’s third-largest IT services firm, Wipro Technologies,

which already has a team of 1,000 to work on these new technologies, is expected to

hire more. “These skills are not available at the level of new engineering graduates,”

said Deepak Jain, senior vice president and global head for workforce planning and

development at Wipro. “We work with training institutes and our alliance partners for

training on emerging technologies.” In addition to traditional IT services companies,

specialist providers of services such as cloud computing and data analytics are hiring in

large numbers.


51

Chapter-9

Observations and Findings


52

9.1 OBSERATIONS AND FINDINGS TOWARDS IRH TECH:

The company was in residential area.

The company is less in space so that they could not extend in future and sudden

change in office may lead to the loss of customers.

The systems in company were very less.

The time of the company should be changed.

The students who are taken training in our company will get a value added

certificate.

9.2 OBSERATIONS AND FINDINGS TOWARDS CUSTOMERS:

Very few customers are ready to take part our services.

Some of the customers had some courses which are provided by us like java

basic, c and c++.

Most of the customers had soft kills training at their campus itself.

Some of the customers like Government colleges can’t include extra courses in

their curriculum by their own. (Own decisions can’t be made by the principal)

Some of the customers like Government colleges and some small private

colleges can’t afford money for high price courses because more students does

not prepare well.

Most of the big engineering colleges do not like the job oriented courses offered

by us because after completing the 4 years course of the students then they

have to under got 6 months in our company to get a job.


53

9.3 OBSERATIONS AND FINDINGS TOWARDS ADVERTISMENTS:

The promotion of the company was very less.

The main drawback is poor financial support.

They are not advertising through social media.

The only source that people can know about them is by going through the

company’s official web site but few days back it had been crashed.


54

CHAPTER-10

Data Analysis on Lead Generation


55

10.1Data analysis on my leads:

Fig No 13

Table on Lead Generation

The above table explains about the target given to me by the company and the number

of colleges covered by me. The last colum explains about the number of deals I had

closed in the 6 months internship in that 20 colleges were accepted for the free

workshops, the 9 colleges accepted for soft skills training and workshops and the 5

colleges had accepted for paid workshops.

10.2 Pie Chart

Fig No 14

Pie Chart on Leads Generation

My Target 100

No. of colleges visted

115

Deals closed

34

Leads generation

observations total

in %

My Target 100

No. of

colleges

visited

115

Deals closed 34


56

In the above Pie Chart explains about the

Blue Color: Speaks about my target.

Red Color: Speaks about number of colleges I have visited.

Green Color: Speaks about deals brought to company by me.


57

CHAPTER-11

Recommendations


58

11.1 RECOMENDATIONS:

My Recommendations are

First, company should change its current location.

Second, they should look for company which can help them financially.

Third, company should change the timings. At present it was running from 9:30 to

6:00 pm it is the major drawback to software training company.

Fourth, the company should need a good financial advisor for future growth.

Fifth, the cost of courses should be less to attract the customers.

Company’s web site was crashed 1 week ago and still they had not rebuilt it and

if they don’t rebuild it quickly they will lose the existing customers. So they should

develop a new alternative.

IRH technologies should recruit more staff in both teaching and also for

marketing field to promote the company.

Change the criteria for the students who are studying in the degree colleges.


59

REFERENCES:

http://www.ibef.org/industry/education-sector-india.aspx

http://en.wikipedia.org/wiki/F._C._Kohli

http://www.infinitecourses.com/top-computer-and-it-institutes-in-india.aspx

http://www.livemint.com/Industry/pT2RYqjoRVpU8dzlZtjBGM/Indias-IT-

spending-may-touch-733-billion-in-2015-Gartner.html

http://www.naukrihub.com/trainings/training-scenario/it/

https://www.iniitian.com/ess/press/impstories/IndianITTrainingIndustry-

Theriseofthephoenix-hindu.pdf

http://techbits.co.in/forum/latest-news/what-is-changing-it-training-industry-

in-india/

http://www.thehindubusinessline.com/industry-and-economy/info-tech/mobile-

games-apps-market-to-touch-rs-2700-cr-by-2016-report/article5182244.ece

Bibliography:

Principles Of Marketing: A South Asian Perspective (English) 13th Edition

http://www.ibef.org/industry/education-sector-india.aspx

http://en.wikipedia.org/wiki/F._C._Kohli

http://www.infinitecourses.com/top-computer-and-it-institutes-in-india.aspx

http://www.livemint.com/Industry/pT2RYqjoRVpU8dzlZtjBGM/Indias-IT-spending-may-touch-733-billion-in-2015-Gartner.html

http://www.livemint.com/Industry/pT2RYqjoRVpU8dzlZtjBGM/Indias-IT-spending-may-touch-733-billion-in-2015-Gartner.html

http://www.naukrihub.com/trainings/training-scenario/it/

https://www.iniitian.com/ess/press/impstories/IndianITTrainingIndustry-Theriseofthephoenix-hindu.pdf

https://www.iniitian.com/ess/press/impstories/IndianITTrainingIndustry-Theriseofthephoenix-hindu.pdf

http://techbits.co.in/forum/latest-news/what-is-changing-it-training-industry-in-india/

http://techbits.co.in/forum/latest-news/what-is-changing-it-training-industry-in-india/

http://www.thehindubusinessline.com/industry-and-economy/info-tech/mobile-games-apps-market-to-touch-rs-2700-cr-by-2016-report/article5182244.ece

http://www.thehindubusinessline.com/industry-and-economy/info-tech/mobile-games-apps-market-to-touch-rs-2700-cr-by-2016-report/article5182244.ece


60

APPENDIX-I

Posters used by our company at present for promoting their courses.

APPENDIX-II


61


62

APPENDIX-III

Documents

Marketing and Selling of Projects and Workshops