Business development and branding of black turtle - Free Essay Example

Chapter 1 Introduction BLACK TURTLE GROUP is the pioneer of organized recruitment service provider in all over India. We have established ourselves as the best recognized recruitment brand nationally. In Black Turtle Group, recruiter are dedicated in searching best fit for the clients, We prefer renowned and trusted and clients for Indian professionals in Maharashtra as well as India. BLACK TURTLE roots in management consultancy enable us to bring a unique approach to recruitment. Our focus has always middle and senior management talent needs. We recruit across various Industry Segments for multinational corporations as well as leading Indian business houses. We have helped shape the careers of over thousands professionals and have partnered with more than 50 multinational companies to set up and staff their operations in India. Overview The firm was incorporated on Sep 2001, as Black Turtle. Black Turtle is a leading provider of recruitment services in India. Our business is managed primarily through Job portals (naukri.com, monster.com, times job.com, shine.com) Black turtle is an unusual name firm for a search firm but a Black Turtle has strong linkage to the industry we represent, A Black Turtle if kept in your workplace enhances career and brings in new opportunities as per Fengi shui. Black Turtle started with 2 consultant and 4 clients, now it has over 20 consultants, Expanded in Mumbai as well as Jaipur. It has 30 blue chip clients from various industries, have closed over 400 position. HR people have Strong domain knowledge in IT, Retail, Manufacturing, Media and financial services. Black Turtle is driven by entrepreneurs we move seamlessly into our clients shoes and we constantly strive to provide best of the best talent available to our clients. Any description of Who we are starts with our clients. Their confidence in and partnership with us inspires us to do better. We are grateful for their loyalty and we would continue our Endeavour to find the leaders that ensure their success. Our recruiters are dedicated to provide service beyond the traditional search and evaluation process. Since the most sought after professionals are often not looking externally for opportunities, we adopt a sensitive but disciplined and systematic research to identify these hard to find and hard to reach candidates, Inspired to provide our clients with superior value added result. Black Turtle is developing their network in all metro cities throughout India. It is a common platform where corporate recruiters and Job-seekers come under one roof. It is a one stop information clearing house about jobs and careers for Indians. Chapter 2 Business Development and Branding Overview of the Topic Business development is a broad term applied to the process of strengthening ties with existing clients as well as cultivating customers in other sectors of the consumer market. In order to accomplish this goal, business development normally crosses the traditional barriers between sales, marketing, customer care, operations and management in order to promote this process of expansion on more than one level. This means the business development specialist must exhibit a degree of competence in many different areas in order to identify and capitalize on growth opportunities. One of the foundational aspects of business development is to assess the current assets of the company as they relate to the maintenance and expansion of the business. To this end, the business development specialist will work closely with sales and marketing professionals to identify the degree of penetration already enjoyed by the company in various sectors of the consumer base. Business development can be done by understanding several job descriptions, identifying prospective business, establishing strategic partnership and alliances, generating business from the existing accounts and achieving profitability and increased sales, growth. Exploring potential business avenues to penetrate new accounts and expand existing clients. Why Business Development and its impact Business development involves evaluating a business and then realizing its full potential, using such tools as: marketing Information management (sometimes conflated with knowledge management) customer service A sound organization aiming to withstand competitors never stops business development says Luis G. Batista, President of LMT Corporation, but engages in it as an ongoing process. However, business development is often related to growth although sometimes the optimal marketing strategy and objectives could be about downsizing the activity in an existing market or decreasing the sales volume of a selected line of products or services. Business-development roles may have one of two modes: sales-oriented (client-facing); or An operational function to support sales. In a sales role, business development could concentrate on developing strategic-channel relationships or on general sales. This emerges from analysis of the varied job descriptions found in job-search engines. In the US, the term capture management appears as an alternative job or role title, typically used when describing business development as an operational function to support the selling function of a company. The Association of Proposal Management Professionals has produced the Capture Management Lifecycle that describes the process in three broad stages: pre-bid phase bid phase post-bid phase Small to medium-sized companies often do not establish procedures for business development, instead relying on their existing contacts. Or people in such companies may assume that because they know people in high places that this will solve any business-development problems and that somehow new financial transactions will come to them. Such thinking can have significant ramifications if one cannot exploit those relationships, which very often remain personal or weak. Such a situation may result in no new sales in the pipeline. Impact on Global Economy Business Development professionals frequently have had earlier experience in financial services, investment banking or management consulting; although many find their route to this area by climbing the corporate ladder in functions such as operations management or sales. Skill sets and experience for business-development specialists usually consist of a mixture of the following (depending on the business requirements): marketing legal strategy finance proposal management or capture management sales experience The pipeline refers to flow of potential clients developing. Business-development staff assign to each potential client in the pipeline a percent chance of success, with projected sales-volumes attached. Planners can use the weighted average of all the potential clients in the pipeline to project staffing to manage the new activity when finalized. reasons for wins/losses progress of opportunities in relation to the sales process top performing sales people/sales channels sales of services/products For larger and well-established companies, especially in technology-related industries, the term business development often refers to setting up and managing strategic relationships and alliances with other, third-party companies. In these instances the companies may leverage each others expertise, technologies or other intellectual property to expand their capacities for identifying, researching, analyzing and bringing to market new businesses and new products, business-development focuses on implementation of the strategic business plan through equity financing, acquisition/divestiture of technologies, products, and companies, plus the establishment of strategic partnerships where appropriate. Brand says it all A brand is the identity of a specific product, service, or business which helps in creating awareness Concepts Brand is the personality that identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and how it relates to key constituencies: customers, staff, partners, investors etc. Some people distinguish the psychological aspect, brand associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand, of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people, consisting of all the information and expectations associated with a product, service or the company(is) providing them. People engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace. The art of creating and maintaining a brand is called brand management. Orientation of the whole organization towards its brand is called brand orientation. Careful brand management seeks to make the product or services relevant to the target audience. Brands should be seen as more than the difference between the actual cost of a product and its selling price they represent the sum of all valuable qualities of a product to the consumer. Brand awareness Brand awareness refers to customers ability to recall and recognize the brand under different conditions and link to the brand name, logo, and jingles and so on to certain associations in memory. It helps the customers to understand to which product or service category the particular brand belongs and what products and services are sold under the brand name. Brand promise The marketer and owner of the brand have a vision of what the brand must be and do for the consumers. Brand promise is what a particular brand stands for (and has stood for in the past). It has its roots from the identity that it gains over a period of time. Usually, brand promise is an attribute common to Parent brands. Herein, the brand may broadly stand for Quality, Performance, Trust, or False promises. Brand variables The following elements may differ from country to country: Corporate slogan Products and services Positioning Marketing mixes (including pricing, distribution, media and Chapter 3 Methodology This project calls for taking data of various companies through internet and then taking an appointment with the HR head through mails or by calling him/her. This information is gathered by websites like JUSTDIAL.COM and GOOGLE. Then Empanelment request is sent through email Then next comes meeting them and explaining different services of our company and convincing them to tie up with our consultancy for recruitment. We also Brand the products through distribution of brochures and we are in process to buy the subscription of Indiamart.com so that we can increase our brand awareness in 180 countries in the world To attain the job-fair which will be held in May in Pune and Nagpur for which we are running from pillar to post to make it a great success. Steps taken in Business Development are Collecting in necessary information about the perspective clients Contacting the HR Personnel of the firm and taking appointment with him/her. Convincing him/her about the offer which Black Turtle will make with him/her. Closing the sale by assuring the recruiter that Black Turtle has the exact match with the recruiters need Market survey of 5 days (26th April to 30th April) was done as first step of Business development is your own SWOT (strength, weakness, opportunities and threats) analysis and analysis of competitors. Steps Taken for Branding Generation of Innovative ideas. Designing of Logo and Framing punch line. Designing poster and giving individual identity to employees. Market survey was done to know the competitor strategies used for branding. Chapter 4 Business Development and Branding of Black Turtle Black Turtle is a small recruitment firm which is expanding gradually. It has two branches in Mumbai and one in Jaipur. This all has been possible only through Buzz Marketing by the loyal and satisfied client of Black Turtle. There is no separate marketing unit for Business development of Black Turtle and there is no marketing executive appointed for this purpose then also result is remarkable, this has been possible because of the dedicated team of employees and quality of services provided to the clients. Services of the companies to their clients HRO Services Requirement Outsourcing: This plan allows the organizations to outsource their requirements. Our dedicated team of HR works on their respective requirements and fixes the appointment for the candidates. A Job description is mailed to the candidate who directly reports to the company according to his suitable time and date. Once the candidate gets selected we charge 8.33% of the CTC (Cost to company) from the organization. Payroll Outsourcing: Other Services: Team of highly qualified consultant (a team of 6 for IT recruitment) Direct placement of professionals across all levels (many of these head hunted) Extensive database built over last 6 years. Extensive use of latest recruiting program Pre-screening, resume preparation, interviewing and reference checking. Timely and speedy delivery of candidates that meets clients needs and specification. All these services are provided to the existing clients and they are satisfied with the kind of services provided by black turtle and give reference to other companies. Numbers of existing Clients of Black Turtle are as follows: Deutsche Bank Black turtle has closed number of senior positions for company both in Jaipur and Mumbai, mainly AVP and VP. On 4th of March, 2011 Black Turtle closed 26 analysts position in DB Walk in interview was conducted in Jaipur; black turtle shared half expenses for advertisements and conducting interviews. WNS WNS has provided Black Turtle as TOP RECRUITER awards for consecutive 2 years. Some of the premium clients are as follows Nomura Canon TCS Prudential Fidelity Deloitte Infosys Genpact Logica Willis In these 3 months resumes had been screened for several positions and processes for different companies from Analyst to AVP post. While working on several positions, Job description of several processes such as legal, GL/AP/AR, FPA, FX and many more had been cleared. It is helpful in understanding several roles and responsibilities of different designation so whenever any company is contacted for tie up with consultancy for recruitment it become easier to understand their requirements. JD of Relationship management (VP/AVP) is enclosed herewith: Relationship Management (VP/AVP) EmployerDBOI Global Services Pvt Ltd (DBOI GS), part of the Deutsche Bank Group DepartmentBusiness Management Service Centre (BMSC) It provides a range of world class business management and administrative support activities to Deutsche Bank globally in an integrated, efficient and cost effective manner Reporting toVice President or above Primary responsibilities include:- Relationship Management role for a particular IB product area. Understand client requirements and drive self and team to meet the requirements Support team in delivery of financial and non financial tasks. Leverage the BMSC capability in delivering these tasks Build effective relationship with DBOI senior management, senior management staff of the IB Product Area onshore and the BMSC staff to develop processes that improve on as is activities and create value Be part of the Global Management team of the IB product area Prepare management updates on key projects, controls, ongoing operational initiatives, financials and related business management activities. Assist in Financial and other strategic analysis for senior management Supporting cost allocation enquiries from business units, supervising production of monthly cost allocations. Respond to ad hoc / one off information requests / fire drills in a timely manner Support Risk and Control initiatives and facilitate ongoing monitoring Keep all operational guidelines updated and ensure adherence to standards, procedures and also identify plan to mitigate risks where-ever there is a control issue Develop relationship and credibility with all internal stakeholders Work closely with onshore business managers on upcoming projects, assignments and initiatives Required Experience/Skills 10 years of relevant work experience Excellent academic background and strong knowledge of IB Products and IB Operations Proficient in Microsoft Office applications i.e. Excel, Word, Power-point. Excellent Communication Interpersonal skills Ability to work under time constraints and handle pressure Ability to work independently, as well as in a team environment Strong analytical skills, detail orientation service commitment Ability to effectively maintain, coordinates, prioritizes multiple tasks and projects and meets strict deadlines handles pressure. Demonstrated commitment to continuous process improvement Ability to undertake initiatives Ability to interface/ partner with the onshore Provide effective decision making capability and leadership qualities Success in Business Development Numbers of companies were approached in last 3 months for empanelment and two companies finally became our new clients. Steps for Final empanelment 1. Through emails; black turtle terms and conditions were sent to the prospective clients, which is as follows: BLACK TURTLE Dear Sir Thank you for the keen interest you have shown in our organization. It will be our endeavour to ensure that the candidate has the requisite skills, knowledge, expertise and capability to perform the specialized functions as per your requirements. As per our discussion, we are pleased to put forward our terms and conditions. Terms and Conditions for Placement Services Professional Fees: 10% for all junior positions, 12% for middle level positions and 15% for senior and top management positions. The cost to company will include all taxable and non-taxable heads of salary, statutory and non-statutory benefits, allowances, perquisites, commission, incentives and benefits, which constitute the individuals gross compensation. All government levies (service tax 10.3%) will be charged on total billing. We would provide free replacement if a candidate sourced through us leaves within 3 months of joining. Out of Pocket expenses such as advertisement costs and outstation expenses for travel/communication/courier, would be billed at actual and only in cases where prior approval and consent has been sought. Professional fees are payable within one month of joining. All papers relating to candidates recommended but not selected are confidential and the property of Black Turtle. All rejected papers need to be returned. For sourcing candidates outside India we would charge a retainer ship fees depending on the number of resources required and the urgency of the assignment. 2.After wards when a company response to the terms and condition of Black turtle if it is acceptable to them, Client send a Pilot Project which includes requirement of the company along with JD. TORRENT PHARMA (New client) was approached through email (including terms and conditions of BT), they responded with their terms and condition and requirements. Terms and condition of Torrent Rs 3500 per MR closure 8.50% of CTC on closure of Managerial position For empanelment 2 to 3 positions of MR should be closed If a candidate leaves the organization before 3 months, replacement should be given for free. Billing will be done after 3 months only Requirement of TORRENT JD of MR (Medical Representative) Currently should be in Pharma field Any graduate/B. Pharma/ Diploma Segment: Neuron physiatrist At least 1 year experience in pharma salaries 1.5 lpa to 2.2 lpa (based on experience) Rs 150 daily allowances Incentive will be paid on basis for performance Location: Mumbai, Pune, central Delhi and Patiala Till now 50 CVs has been shared for this PILOT PROJECT Eisai India (pharma)(New client) Terms and condition of Eisai Please note our terms and conditions for recruitment process which we have with our current Recruiters/Placement agents. For any position we will pay service charges @ 8.33% of salary excluding P.F., Gratuity, Med claim Hosp.premium i.e. on net annual salary and not gross. You will give us free replacement if the candidate leaves within 180 days from the date of joining. Payment will be released after 90 days of invoice date. If the above clauses are acceptable to you, please send us a confirmatory mail. You can get in touch with me on my below contact details. With Warm Regards, For Eisai Pharmaceuticals India Private Limited. Ms. Pradnya Bobade Executive Human Resources Requirement of Eisai Job Description Designation: Product Manager Definition of a Brand Manager: Brand manager is the person who develops and adheres to the marketing techniques which he develops for a specific product, product line, or brand. He ensures to increase the products perceived value to the customer and thereby increase brand equity. The value of the brand is determined by the amount of profit it generates and the worth of brand manager is determined by the amount of creativity and value he puts in the brand by adhering to the Marketing Strategy which finally increase brand worth. Responsibilities: Self Management and Surrounding Management Design Marketing Strategy and Plans: Continuous follow up and adherence Designing different campaigns: By creative thinking and knowledge of the subject Yearly Budget Planning: Planning the budget genuinely by forecasting the brand sales Adhering to the Plannings Gathering the market information and gathering customers data Supporting field force and motivating them timely Be an helping hand to all the colleagues Loyal, committed, dedicated and determined towards the job Be an initiator and a contributor person for the organization growth other than his own responsibilities Cost minimization and profit maximization Organizing CMEs, meetings and medical camps Thinking and planning to give good well acceptable inputs to the customers Developing product promotion guidelines for MRs Brand reminders to the customers via direct mail or letters once in 3 months Motivation of the field staff regularly by mails or through circulars Converting medical information with the help of marketing knowledge in to the best lucrative output Communication Brand positioning Strategy implementation and feedback Testing campaigns Pre Post. Training of field force Communication to field force. 3. After completion of pilot project (initial requirement of the companies as given by torrent and eisai), personal appointment with new client is fixed. Torrent pharma and Eisai Indiabecame our clients which will provide 8.50% fees per candidate selected to Black Turtle. Bank of Bahrain and Kuwait accepted our terms and condition, presentation regarding BT was given, final appointment is fixed for coming week(meeting on 21st may for final empanelment). Strategies Implemented for Business Development As per the discussion with Director of Black Turtle (Mrs. Shradha Kapoor), she showed great interest in Business Development of Black Turtle. She was very keen to penetrate into pharmacy, telecom and manufacturing. Approaching New clients Pharma: 2 new clients Torrent Pharma and Eisai India Telecom: Power point presentation had been prepared on penetration into telecom sector it includes information such as: why telecom needs to be tapped, several jobs available in telecom industry and JD were also attached to it. Tata communication (Leena john, HR head) is in process for empanelment, request had been sent. Power point presentation has been attached to this file. Manufacturing: Revon cables had been approached. Database had been created for the companies at Hiranandani, Powai which can been approached in future for Business Development LT InfoTech Wipro in IT Tata AIG ICICI prudential Transocean(engineering) Ratio pharmacy Godrej Name of the companies which were approached as a marketing executive for empanelment, database has been created with the name of company, HR heads names and contact details are as follows NEROLAC EISAI GEODESIC TATA COMMUNICATION TCS THERMAX INDIA HDFC GSK UNIMARK REMEDIES Torrent India Shoppers stop(cross -world) CADBURY PHILIPS ELECTROLUX LT InfoTech eisai India UPS SUPPLY CHAIN SOLUTIONS BIGTREE(BOOK MY SHOW) HUNGAMA.COM PEERLESS FUND ACCENTURE ZYCUS INFOTECH BANK OF BHARAINKUWAIT RAYMONDS PRICEWATERHOUSECOOPERS Out of these 28 companies approached, 2 companies Torrent Pharma and Eisai became clients and will provide with fees of 8.50% per candidates selected. From 26th April to 30th April several companies were visited for empanelment request, presentation were given about Black Turtle and its Terms and conditions. 1000 companies database has been created (attached to this file on request) Branding Black Turtle website www.black-turtle.com is one of the major sources for Branding and creating awareness about the company, clients and contact details. Branding is done to increase the awareness as well as to enhance the identity of company. There is no separate Marketing unit in BT, so in terms of branding website was the only way to promote company to their clients. Strategies for Branding in last 3 months Brand message is critical to keep both internal and external imaging and communication on the same page, and to eliminate any gray in communicating what you believe your brand to be and what the consumer or your customers perceive it to be. There are 2 types of Branding External Branding Internal Branding External Branding: In an increasingly crowded marketplace as well as to survive with immense competition, communicating brand essenceto customers and consumers is a challenge. By evaluating the messages and desired results for our clients, we create events, experiences and sponsorships that speak directly to customers/consumers, interact with them and allow them to experience brands firsthand. From road shows, press and retail events to trade shows and industry events, it helps brands reach customers and consumers and engage them in emotional and experiential interactions. Activities done for External Branding of BT 1. Print Advertisements: Print media offers a stark contrast to broadcast media. Because readers consume them at their own pace, magazines and newspapers can provide detailed product information and effectively communicate user and usage imagery. At the same time, static nature of the visual images in print media makes dynamic presentations difficult and print media can be fairly passive. Format elements such as ad size, color and illustration also affect a print ads impact. Larger ads gain more attention, though not necessarily by as much as their difference in cost. Print ads for Black Turtle in Danik Bhaskar News paper i) Ajmer Drive On 16th April, 2011 a drive was conducted in Ajmer for hiring candidates in large number for our prestigious clients Deutsche Bank, Genpact and Tele performance. For attracting candidates as well for increasing brand identity first time ever Print ad was design for Black Turtle. Drive was successful as number of candidates turned up for the walk in interview. Ajmer drive print ad was on second page on Danik Bhaskar, Ajmer edition on 15th April. This advertisement was mainly designed to attract candidates as well as for Branding Black Turtle in Rajasthan as we have a branch in Jaipur. This ad was printed in Danik Bhaskar, Ajmer edition on 16th April, 2011. Cost for this advertisement was solely done by Black Turtle, it was 800 per square meter, and total cost was Rs 4800. ii) Jaipur Drive Jaipur Drive was conducted on 17th April, 2011 for hiring large number of candidates for our prestigious client Deutsche Bank as their office is in Jaipur also. Print ad for this drive enhanced our Brand Presence in Jaipur. This ad was printed in Danik Bhaskar newspaper of Jaipur edition on 16th April. Cost for this advertisement was shared by our client Deutsche bank, it was 1600 per sq meter and total cost was 9600. 30% of total cost was shared by Deutsche Bank 2.Template Designed for Black Turtle Powered by Monster Black Turtle is now mentioned in Platinum consultants list in Monster Job Portal which has increased our Brand Presence to a large extent. When one clicks on Black Turtle icon in platinum consultant list of monster a template will appear which carries all the information about the company. Template of Black Turtle in MONSTER job portal About Us Introduction like to int Black Turtle as an HR consultancy in business for the last five years. A talented human resource possessing the requisite skills is indeed an asset for any organization. But, more important and critical than this is to find a person with the right cultural fit. Your Black Turtle expert understands what each role demands and what each company is looking for. We are in constant touch with the widest network of talented people in every sector. This combination depth of industry knowledge and breadth of community is unique in recruitment. We do a lot of Research in terms of tapping the Talent who would be able to imbibe the Corporates core cultural values and strengthen it by being a role model worthy of emulation among fellow members. Such individuals not only build the perfect foundation for a long standing relationship with the organization but are able to, on the strength of their positive attitude and result orientation, carry team members with them to create a more holistic organization. We have a technically qualified team of Researchers who screen and technically evaluate the candidates thoroughly and assist us in sourcing and head hunting the best Talent for the Clients. Powered by Monster This template will be visible once one click on Monster portal, next click on placement consultant there are 3 categories Platinum consultant Gold consultant Sliver consultant Black Turtle appears in Platinum consultant list which has strongly influenced our Brand presence in consultancy industries. 2. Designing logo and punch line for Black turtle Logo has been designed for Black Turtle This logo shows Black Turtle with spectacles, and papers scattered signifies number of CVs available on job portals. It signifies that Black Turtle employees are focused and thoroughly check every CV as per requirement. This logo was designed to make some modification in current logo, and it is yet to be used on the entire medium such as website, brochure, forms etc. Punch line or Tag line For Black Turtle There was no such punch line or Tag line used for Black Turtle. Punch line was framed as Your Search ends here!! As Black Turtle is mainly into Recruitment, this tag line was appropriate for the firm Nature of Business. This Tagline had been used in Internal Branding of the company. 4. Subscription to www.indiamart.com India mart is a marketing website which is use to enhance the Brand presence all across the world. It can make awareness about the product and services in 180 countries. As Black Turtle wants to have International companies as their clients, India mart subscription can help us in this area. Proposal of India mart India mart is Indias Largest Business-To-Business Marketplace. Based on your Interest in Indiamart.com Online Business Proposal that you had with me, I am sending you a proposal which I believe will immensely help you not only promoting your business online but also to Generate Genuine Business enquiries from Both Domestic and International Buyers. Please go through this below link to get more idea of your related section in www.indiamart.com Following option will increase your Product, Services Company Profile visibility presence Among 15,000 catalogs 20,000 product categories on Indiamart.com as well as new unique visitors. Also visibility in over 100 industry specific market places Option 1 Mini Dynamic Catalogue Features: Company Home page: Gives overview about the company. Company profile page: Break up about the company for the clarity of the buyer like:- Manufacturer/ Exporter/ Importer/ Supplier Export/ Import %age Primary Competitive Advantages Year of Establishment Features Include: Thumbnail for enlarged vision E-mail link from each product photograph page for instant contact product specific inquiry Flexibility to change the photographs and specification of products displayed in showroom Protect your photograph getting copied (sample piracy protection). Mail specific product as attachment to the buyers in your mailing list complete contact details of the company in all the pages (including contact person name mobile numbers. with the option of Instant Alert. Site Search: Buyers can find any product in the website at the click of a button. Business Enquiry Form: Get structured information about buyers and their specific requirements Promotion (Internal External): Internal: Option of adding keywords internally to get optimized in between the visitors of www.indiamart.com Featuring of catalogue at various places in www.indiamart.com at nominal cost. External: Submission of online catalogue URL Keywords to major search engines open directories for better visibility. Prices for bundle package are as follows: Mini Dynamic Catalogue (MDC) for companies Images in product Call free SMS free Rotational Banner Internal search Keywords 100 Actual Price Rs.24,000/- + Tax(10.3%) Rs 2,472/- Total price Rs 26,472/- Discount RS 9,000/- on actual price Final Amount RS 16,545/- This proposal was sent to us after we approached India mart, on 16th April, India mart executives visited Black Turtle and gave us a demonstration. We did not subscribe to India mart because feedback from existing customers of India mart was not so good, but this option can be tried in future. 5. Gifts to the clients: This Monsoon Black Turtle will provide their clients with Umbrella as a gift. Logo and punch line of Black Turtle will be printed over it. This will improve relation as well as Brand Loyalty of our clients. Internal Branding Internal Branding allow all constituents to experience and embrace the brand internally, and it gives employees the morale and fire to deliver it externally. Internal Branding is the Task of Hiring, training and motivating able employees who want to serve customer well. Smart Marketers recognize that marketing activities within the company can be as important as or even more important than marketing activities directed outside the company. It makes no sense to promise excellent service before the companys staff is ready to provide it. Activities done for Internal Branding of BT 1. Poster Designed for Black Turtle This Poster was framed as a part of Internal Branding to boost the Morale of employees because it makes no sense to promise excellent service before the companys staff is ready to provide it. 2. Individual Employees Identity As Mrs. Shradha kapoor (principal consultant) wanted to have a individual identity of her employees, a quality which can describe the employees. Individual titles were given to given to each employees like Smart worker, keen learner, hard worker, dedicated etc. 22 employees of Black Turtle each were given a Title. Your Search ends here!! Mansi The Smart worker This Kind of individual identity were given to all the employees, which motivated them to provide excellent service, this is the main benefit of Internal Branding Chapter 5 Findings and Analysis A Market survey was done for 5 days (26th April to 30th April). This Market survey was done for SWOT analysis of Black Turtle and Analysis of competitors of Black Turtle. For Business Development of any company it is necessary to analyze their strengths, weakness, threats and opportunities which include analysis of their competitors too. Questionnaire was design, containing two Parameters Business Development Branding Parameters defined with their Attributes 1. Business Development a) Nature of Business: This parameter shows that consultancy is mainly into recruitment or training and other areas as well. It shows what are the methods used in other consultancies, for which position they mainly work for. By understanding nature of business of other consultancies Black Turtle can penetrate in that particular area as a part of Business Development. Areas of consultancies Interpretation: It was observed that most of the other consultancies are into 50% recruitment, 30% into training and 20% into competency Mapping. Black Turtle is totally into Recruitment. BT can serve the other areas in terms of their Business Development. Positions on which consultancies mainly work nterpretation: other consultancies mainly work 5% on junior level positions, 25% on middle level positions and 70% on senior level positions, Black Turtle works on all level almost equally. BT can work more on senior level in order to in increase revenues and Business. b) Human Resource Department: Business Development of any company is majorly dependent upon their HR department. It includes the environment of organisation, work culture, satisfaction level of employees, Salaries, benefits and incentive given to the employees through which Business Development can easily be measured. Target given to employees nterpretation: In only 10% of consultancies Target are given to employees, in Black Turtle every employee is given targets, minimum of 2 lakhs to every employee. Target given to employees make them more dedicated to work, and give them chance to make more incentives. Basis of Incentive nterpretation: In most of the consultancies 80% employees are given incentive as fixed amount like (Rs 500 per closure) only 20% of employees are given incentive on percentage basis (6% of CTC). In black turtle every employees are given incentive on Percentage basis (10 to 12% of CTC) which motivate employees to work passionately. C) Finance:Finance is a major means for judging growth and development of Business, it includes initial investment made by the company, total expenses made by the company and total revenue generated. d) Nature of Work: Nature of work or task performed in an organisation can help in Determine in which area other consultancies are working better than us, it includes Number of Job seekers, qualification of job seekers, most recruitment occurred in which areas, out of the total resume selected number of candidates who gave acceptance and number of resumes selected by the companies after short listing. Most recruitment occurred in which areas nterpretation: In other consultancies 50% of recruitment occurred in engineering, 20% in technical, 20 percent in managerial and 10% in call centres. In Black Turtle 10% recruitment occurred in engineering, 15% technical, 25 % in call centres and 50% in Managerial. 2. Branding Parameter defined with attributes a) Medium used: Medium used for branding is very important because every medium used has different impact on clients. It includes the medium used for approaching the clients, creating awareness about the company. Medium used for approaching the new clients nterpretation: other consultancies approach the new clients 30% through emails, 50% through personal meetings, 15% through references and 5% through Buzz Marketing. In Black Turtle 60% clients are approached through emails, 20% through References and 30% through buzz marketing. Brand Identity:Brand Identity plays a major role in Branding of a company it includes its logo, punch line and perception of Brand in the eyes of their clients as well as employees. Services Provided: Services provided to the clients, candidates by the company and services provided by the clients to the company plays a major role in promotion of the company. Budget: Certain percentage of total turnover spent over branding and promotion can be purposeful for the company, conducting Job fairs and inviting number of companies can enhance the promotion of the company. Market Survey Analysis Research Design At the initial stage of our research, we have done exploratory research. In this research we have collected data from internet, books to define our problem and research objective. Then in later part of our research we have collected data from questionnaire and used descriptive research. Data Collection (A) Sources of Data Primary data: -Primary data was collected from the senior employees of different consultancies through Interview and survey. Secondary Data: Secondary data was collected from company internal records, business magazines books, and intranet Internet of Black Turtle. (B) Methods of Data Collection Observation Interview Questionnaire The Survey Universe for the Survey: -Employees of Black Turtle and Head of other consultancies like HR connect, 3p consultant, Index, Akansha consultancy services and Manpower. The questionnaire were based on two parameters Business Development Branding 4.4 Sampling Plan Sample unit: consultancies based in Mumbai Sample size: 20 Sampling area: within the organisation and 5 other consultancies Sampling duration:26th April to 30th April Analysis of Market Survey through SPSS Business Development NOB : Nature of Business HRD : Human Resource Department FIN : Finance NOW : Nature of work Correlations NOB HRD FIN NOW Business development score NOB Pearson Correlation 1 .838** .943** .125 .814** Sig. (2-tailed) .000 .000 .620 .000 N 18 18 18 18 18 HRD Pearson Correlation .838** 1 .766** .291 .845** Sig. (2-tailed) .000 .000 .241 .000 N 18 18 18 18 18 FIN Pearson Correlation .943** .766** 1 .349 .891** Sig. (2-tailed) .000 .000 .156 .000 N 18 18 18 18 18 NOW Pearson Correlation .125 .291 .349 1 .668** Sig. (2-tailed) .620 .241 .156 .002 N 18 18 18 18 18 Business development score Pearson Correlation .814** .845** .891** .668** 1 Sig. (2-tailed) .000 .000 .000 .002 N 18 18 18 18 18 *. Correlation is significant at the 0.01 level (2-tailed). Here Business Development is highly correlated with Nature of business, Human Resource department, Finance and Nature of work having high correlation coefficient of .814, .845, .891 and .668 respectively. Correlation Matrix NOB HRD FIN NOW Correlation NOB 1.000 .838 .943 .125 HRD .838 1.000 .766 .291 FIN .943 .766 1.000 .349 NOW .125 .291 .349 1.000 KMO and Bartletts Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .509 Bartletts Test of Sphericity Approx. Chi-Square 68.405 Df 6 Sig. .000 KMO Test: For KMO test if the sampling adequacy is less than 0.5 then the model is not significant and if the sampling adequacy is greater than 0.5 then the model is significant. In our study the KMO measure of sampling adequacy is 0.502 which is greater than 0.5. Therefore the model is significant. Bartletts Test of Sphericity: H0 : All the variables are not correlated H1 : All the variables are correlated The null hypothesis is accepted if sig. .05 Else the null hypothesis is rejected. In our study sig. is less than 0.05 therefore the null hypothesis is rejected that means all the variables are correlated. Total Variance Explained Component Extraction Sums of Squared Loadings Total % of Variance Cumulative % 1 2.807 70.187 70.187 Extraction Method: Principal Component Analysis. Interpretation: Total variance extracted is 70.187% Branding MU: Medium used BI: Brand Identity SP: Service provided Correlations MU BI SP Budget Branding score MU Pearson Correlation 1 .355 .479* -.213 .809** Sig. (2-tailed) .149 .044 .395 .000 N 18 18 18 18 18 BI Pearson Correlation .355 1 -.362 -.064 .106 Sig. (2-tailed) .149 .140 .802 .676 N 18 18 18 18 18 SP Pearson Correlation .479* -.362 1 .329 .863** Sig. (2-tailed) .044 .140 .183 .000 N 18 18 18 18 18 Budget Pearson Correlation -.213 -.064 .329 1 .252 Sig. (2-tailed) .395 .802 .183 .313 N 18 18 18 18 18 Branding score Pearson Correlation .809** .106 .863** .252 1 Sig. (2-tailed) .000 .676 .000 .313 N 18 18 18 18 18 . Correlation is significant at the 0.05 level (2-tailed). *. Correlation is significant at the 0.01 level (2-tailed). Here Branding is highly correlated to Medium used and Service provided with Pearson coefficient .809 and .863 respectively while branding is less correlated to brand identity and budget with the Pearson coefficient .106 and .252 respectively. Correlation Matrixa MU BI SP Budget Correlation MU 1.000 .355 .479 -.213 BI .355 1.000 -.362 -.064 SP .479 -.362 1.000 .329 Budget -.213 -.064 .329 1.000 KMO and Bartletts Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .502 Bartletts Test of Sphericity Approx. Chi-Square 23.500 Df 6 Sig. .001 KMO Test: For KMO test if the sampling adequacy is less than 0.5 than the model is not significant and if the sampling adequacy is greater than 0.5 than the model is significant. In our study the KMO measure of sampling adequacy is 0.502 which is greater than 0.5. Therefore the model is significant. Bartletts Test of Sphericity: H0 : All the variables are not correlated H1 : All the variables are correlated The null hypothesis is accepted if sig. .05 Else the null hypothesis is rejected. In our study sig. is less than 0.05 therefore the null hypothesis is rejected that means all the variables are correlated. Component Matrixa Component 1 2 MU .309 .931 BI -.505 .617 SP .950 .230 Budget .525 -.371 Extraction Method: Principal Component Analysis. a. 2 components extracted. Total Variance Explained Component Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings Total % of Variance Cumulative % Total % of Variance Cumulative % 1 1.530 38.248 38.248 1.494 37.342 37.342 2 1.438 35.962 74.210 1.475 36.868 74.210 Extraction Method: Principal Component Analysis. Here only 2 factors have eigen values more than 1 therefore only 2 factors can be extracted. The total variance explained is 74.210%. Correlations NOB HRD FIN NOW Business development score MU BI SP Budget Branding score NOB Pearson Correlation 1 .838** .943** .125 .814** .444 .087 .026 -.768** .127 Sig. (2-tailed) .000 .000 .620 .000 .065 .731 .917 .000 .615 N 18 18 18 18 18 18 18 18 18 18 HRD Pearson Correlation .838** 1 .766** .291 .845** .569* .317 -.129 -.894** .106 Sig. (2-tailed) .000 .000 .241 .000 .014 .200 .610 .000 .675 N 18 18 18 18 18 18 18 18 18 18 FIN Pearson Correlation .943** .766** 1 .349 .891** .499* -.113 .319 -.690** .321 Sig. (2-tailed) .000 .000 .156 .000 .035 .655 .197 .002 .195 N 18 18 18 18 18 18 18 18 18 18 NOW Pearson Correlation .125 .291 .349 1 .668** .822** -.029 .767** -.036 .873** Sig. (2-tailed) .620 .241 .156 .002 .000 .910 .000 .887 .000 N 18 18 18 18 18 18 18 18 18 18 Business development score Pearson Correlation .814** .845** .891** .668** 1 .800** .084 .403 -.653** .555* Sig. (2-tailed) .000 .000 .000 .002 .000 .740 .098 .003 .017 N 18 18 18 18 18 18 18 18 18 18 MU Pearson Correlation .444 .569* .499* .822** .800** 1 .355 .479* -.213 .809** Sig. (2-tailed) .065 .014 .035 .000 .000 .149 .044 .395 .000 N 18 18 18 18 18 18 18 18 18 18 BI Pearson Correlation .087 .317 -.113 -.029 .084 .355 1 -.362 -.064 .106 Sig. (2-tailed) .731 .200 .655 .910 .740 .149 .140 .802 .676 N 18 18 18 18 18 18 18 18 18 18 SP Pearson Correlation .026 -.129 .319 .767** .403 .479* -.362 1 .329 .863** Sig. (2-tailed) .917 .610 .197 .000 .098 .044 .140 .183 .000 N 18 18 18 18 18 18 18 18 18 18 Budget Pearson Correlation -.768** -.894** -.690** -.036 -.653** -.213 -.064 .329 1 .252 Sig. (2-tailed) .000 .000 .002 .887 .003 .395 .802 .183 .313 N 18 18 18 18 18 18 18 18 18 18 Branding score Pearson Correlation .127 .106 .321 .873** .555* .809** .106 .863** .252 1 Sig. (2-tailed) .615 .675 .195 .000 .017 .000 .676 .000 .313 N 18 18 18 18 18 18 18 18 18 18 Limitations Referrals, internal job postings become the preferred mode of employment as companies discover they can ensure cost savings, better matches and employee loyalty. Public sector companies mainly go for advertisement in newspaper for recruitment, do not tie up with recruitment consultancy. Only active user on job portals can be approached. Conclusion Business Development and Branding are positively co related with the Pearson coefficient as .555 which shows that if Branding is done properly it will increase Business Development as well. Business development is dependent upon HR dept and Finance dept. Business development can be done more smoothly through personal meeting. SWOT analysis can help in Business Development to a large extent. Spending certain percentage of turnover on Branding can help a company to do it promotion Recommendations Several business development strategies for Black Turtle (BT) To visit SEZ and to tap as many companies for tie up with our consultancy. As main source of empanelment in BT is through references, it is very slow process for Business Development. If one of the executive visit SEZ in every city once in a month numbers of companies can be approached at a time for empanelment. It can increase the clients as well as revenues. Put up poster or distribution of pamphlets in coming HR conference to be held in Pune, Mumbai and Nagpur. As these conferences are conducted by Top companies, poster or pamphlets will increase awareness about Black Turtle and companies might get interested in empanelment. Use of Black berry Messenger for closing various position and business development. As Black Berry Database can be collected, mainly black berries are used by corporate, so by using messenger top corporate can be approached for empanelment as well as several positions like VP and AVP. Several Strategies for Branding A marketing unit can be set up in BT or a marketing executive can be appointed who can concentrate mainly on Branding, promotion and Business Development of Black Turtle. Webpage can be developed on Linked in or Facebook so that awareness can be generated about the company. At least 2% 3% of the total turnover should be spent on Branding and promotion of the company