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A PROJECT WORK ON
‘Lead Generation and Enterprise Partnership at OYO’
A Projectreport submitted to Alliance University, Bangalore.
BACHELOR OF BUSINESS ADMINISTRATION - MARKETING
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Bachelor of Business Administration
Industry Internship Programme (IIP)
This is to declare that the report titled ‘Lead Generation and
Enterprise Partnership’ has been made for the partial fulfillment
of the Course: Industry Internship Programme (IIP) in Semester
V by me at OYO Rooms under the guidance of Prof. Kiran
I confirm that this Report truly represents my work undertaken as
a part of my Industry Internship Programme (IIP). This work is
not a replication of work done previously by any other person. I
also confirm that the contents of the report and the views
contained therein have been discussed and deliberated with the
Signature of the Student :
Name of the Student (in CapitalLetters) : ABHISHEK MALLICK
RegistrationNo : 14010141195
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Bachelor of Business Administration
This is to certify that Mr. Abhishek Mallick Regn. No. 14010141195has
completed the report titled ‘Lead Generation and Enterprise Partnership’ under my
guidance for the partial fulfillment of the Course:Industry Internship Programme
(IIP) in Semester V of the Bachelor of Business Administration.
Signature of Faculty Guide:
Name of the Faculty Guide: Prof. Kiran Jayaram
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First of all I am thankful to my college for providing me an
opportunity to work on this report. I wish to express my
sincere gratitude to my parents for supporting me in every
walk of life. I would also extend my gratitude to all the
people with whom I have worked and helped me in
completion of my report. I want to convey my special
regards to Prof. Kiran Jayaram for guiding me throughout.
I express my gratefulness to Mr. Abhishek Goyal (MM
CEO), Mr. Abhishek Sharma (Enterprise Partnership
Manager), Mr. Mohit Malpani (MM CEO), Mr. Nikhil
Kumar Singhania (MM Demand) and OYO Rooms for
providing me with an opportunity to be associated with
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TABLE OF CONTENTS
1 EXECUTIVE SUMMARY 6
2 INTRODUCTION 7
2.1 INDUSTRY OVERVIEW 8
2.2 COMPANY OVERVIEW 9
3 PROJECT PROFILE 12
3.1 OBJECTIVES OF THE STUDY 12
3.3 METHODOLOGY 13
4 OBSERVATIONS & ANALYSIS 14
5 FINDINGS 22
6 RECOMMENDATIONS 23
7 CONCLUSION 24
8 LEARNING OUTCOME 25
9 REFERENCES 25
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1. Executive summary
OYO Rooms is India’s fastest growing branded network of budget hotels
founded by young entrepreneur Mr. Ritesh Agarwalon2013. Withina short
span of time, OYO Rooms currently operating in more than 100 Indian
cities including Delhi, Gurgaon, Mumbai, Bangalore, Hyderabad, Goa,
Chennai, Kolkata are few to name. Similarly, OYO has been trying to be
present in major Metros, Regional hubs, leisure destinations and
According to a research carried out by CB Insights, a US based business
analytics firm, for The New York Times, OYO Rooms is among the
companies that may be the next start-up unicorns. As it provides
standardized roomsat budget hotelswith featuressuch as an air condition,
complimentary breakfast and Wi-Fi with 24 hours customer service
support number of guests using OYO Rooms App for booking hotels has
been increasing exponentially. Since, the services are fully IT enabled
guestscan also order beveragesand request room service through the OYO
Rooms app. Hotel owners who partner with OYO Rooms are connected via
world’s first tablet based propertymanagementApp and becomepart of the
Vision and Values
To change the way people stay away from home.
OYO Rooms promises to prov ide the same amenities and the same awesome experience across all its rooms.
OYO offers rooms at prices that no other play er in the budget segment offers today .
OYO uses technology to link all its functions and prov ide the customer a seamless awesome experience.
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Ritesh Agarwal is an Indian entrepreneur,the founder and CEO
of OYO Rooms - the fastest growing Branded network of hotels
online & offline.
He started his entrepreneurial journey at the age of 17 and is
considered to be one of the youngest CEOs in India.
Oravel Stays Pvt. Ltd was his first startup in the year 2012. Oravel
was designed as a platform to enable listing and booking of
budget and premium accommodations.
In simpler terms, it was meant to be destination for short and
midterm rentals for bed and breakfast joints, private rooms and
Soon, Agrawal realised that just a combination of bed and dinner
would not fulfill the expectations of budget travelers in India so he
transformed Oravel stays to OYO ROOMS, 2013 with the key
proposition of offering affordable and standardized
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2.1 Industry Overview
Global Scenario :
The hospitalityindustry isa broad categoryof fields within service
industrythat includes lodging, event planning, theme
parts, transportation, cruiseline, and additionalfieldswithinthe tourism
industry. The hospitalityindustryisa multibillion-dollar industrythat
depends on the availabilityofleisure timeand disposableincome. A
hospitalityunit such as a restaurant, hotel, or an amusement parkconsists
of multiplegroupssuch as facilitymaintenanceand direct operations
(servers, housekeepers, porters, kitchenworkers, bartenders, management,
marketing, and humanresourcesetc.).
Usage rate, or itsinverse "vacancyrate", isan importantvariablefor the
hospitalityindustry. Just asa factoryowner would wish a productiveasset
to be in use as much as possible (as opposed to having to pay fixed
cost while thefactoryis not producing), so do restaurants, hotels, and
themeparks seek to maximizethenumber of customersthey "process" in
all sectors. Thisled to formationof serviceswith theaim to increaseusage
rateprovided by hotel consolidators. Informationabout required or offered
productsarebrokered on businessnetworks used by vendors as well as
In looking at variousindustries, "barrierstoentry" by newcomersand
competitiveadvantagesbetweencurrentplayersarevery important. Among
other things, hospitalityindustryplayersfind advantageinold classics
(location), initialand ongoing investment support (reflected in the material
upkeep of facilitiesand the luxurieslocated therein), and particular themes
adopted by the marketing arm ofthe organizationinquestion(for example
at theme restaurants). Alsovery important arethecharacteristicsof the
personnel working in direct contact with thecustomers. Theauthenticity,
professionalism, and actual concernfor the happinessand well-being of the
customersthat iscommunicated bysuccessfulorganizationsisa clear
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2.2 Company Overview
About the Company :
OYO Rooms, commonly known as OYO, is an Indian hotel brand that
owns and operates as well as aggregates standardised hotel rooms. It
currently operates in more than 200 Indian cities and in Malaysia.
Products and Services offered by OYO :
A traveller can book a room online at Oyorooms.com and can choose to opt for online payment or pay at
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CEO : RITESH AGARWAL
COO : ABHINAV SINHA
CTO : ANIL GOEL
CFO : ABHISHEK GUPTA
CPO : DINESH RAMAKRISHNAN
CGO : KAVIKRUT
CSO : MANINDER GULATI
North Head : Gaurav Ajmera
South Head : Burhauddin Pithawala
East Head : Prasun Chaudhary
West Head : Shreerang Godbole
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3. Project Profile
Internship opportunities in India are career specific. College students often choose
internships based on their branch of study. Students often perceive it as a way to
develop their capabilities by practically applying their degree while learning in a
professional work environment.
Most students apply for internships during their summer and winter breaks. In
some universities, internships during the college breaks are compulsoryand a part
of the curriculum. It is common that previous interns become employees to the
organization once they have acquired the necessary skills and experience.
Moreover, many engineering students also term their training period in certain
industrial organization as an internship.
3.1 Objectives of the study
Apply business concepts and theories to real-world
Increase proficiency in specific business disciplines;
such as business development management,
operations management, marketing, accounting,
economics, finance, and business law.
Develop and improve business skills in
communication, technology, quantitative reasoning,
Observe and participate in business operations and
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Meet professional role models and potential
mentors who can provide guidance, feedback, and
Expand network of professional relationships and
Develop a solid work ethic and professional demeanor,
as well as a commitment to ethical conduct and social
3.2 Methodology :
Call and fix appointments with Corporates that have their
regional/branch offices in Jaipur.
Meet the Administrator/HR of the company and propose the
idea of choosing OYO as their official accomodation partner.
Offer the company with OYO portal. Some of the tech
features of OYO Business Toggle are
1. Official Company Accountant
2. Monitor all booking and payment activities
3. Add employees and assign per diem
4. Personalised Automated Assistance
As now the Corporates have partnered with OYO it is our
prime responsibility to provide the corporates with certain
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1. Designated accountant manager at their service.
2. VIP Experience. Enlist on our preferential guest list.
3. Customised meal plans on demand.
4. No peak pricing on select properties
5. Relaxed check-in &cancellation policies
6. Airport/Station pick up &drop.
7. Complimentary room upgrades.
Some of the corporates that I’ve introduced OYO to are
1. Arth Micro Finance
2. Hyundai (North Region Office)
3. Nilkamal Plastics
4. ITC (North District Jaipur)
5. Hitachi Home & Life Solution India Ltd.
6. Wipro Infotech
7. Reliance Jio
8. Indian Express
9. Mahindra & Mahindra Ltd
11. Tata Motors Ltd
12. Mahindra Finance
Other events that I’ve focused to generate leads are Jaipur
Literature Festival, Stone Mart and Vestige (Family Reunion
4.Observations and Analysis
Oyo is a sort of an aggregator, the way Uber is - an online 'hotel'
marketplace - and even as I write, it's turning into India's largest
chain of hotels. Just 23, Ritesh Aggarwal seems set for getting
9000 properties in its fold by the turn of 2017. OYO's model is
simple: it adopts hotels to get them in its fold; gets them to follow
certain standards of services, features, staff, pricing, security etc.,;
and then sells their rooms under its own brand, for a certain cut.
Currently, the company is under the consolidation and
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profitability mode, hiring and market development activities -
and has attracted five rounds of PE funding already from the likes
of Sequoia and Softbank. This new segment operates on the asset-
light business model, and is a sure disruptor for the traditional
capital-weighed-down hospitality industry.
OYO's traction and market coverage has swiftly increased thanks
also because of being listed with travel aggregators like Make
MyTrip, Clear trip and hotels.com. Add app-based booking facility
to this launched in September 2014. The Hospitality industry
segment targeting small business travelers and budget tourists is
eminently swift-cash, and that works in the favor of OYO, because
revenues get realized quicker too.
OYO doesn't own any of these properties, and instead, invests in
marketing and management quality improvement for the hotels
under its fold. It's a win-win for OYO and the hotels, many of
whom just don't have the network, knowledge or the budget for
smart marketing, and they run empty. OYO helps them improve
their yields. It now has more stringent offline quality control
mechanisms onboard to manage customer experience and keep
the brand growing.
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While some may say it's no great shakes, as one just needs to copy
the AirBnB model. It's not easy in India, where there are no
standards being followed by class B and C hotels; where the
owners are not entirely professionally trained or oriented for the
hospitality space, and where, it's not easy to get money to improve
your hotel. To OYO's credit, it seems to have created an
understandable and compelling value proposition for partner
It can be anybody's guess, that after a year's good going, OYO can
be in a great situation to get some big cash after a stake-sale.
Unless there's some drastic mess, OYO looks sure to stay. It's time
when Ritesh Agrawal needs to get down to the task of building the
OYO organization into a compelling, high-quality unit, ready to
handle the load of ten million+ customers.
Q1.Have you ever faced troubles with finding hotels?
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From the above graph it can be stated that 88% of
customers are having troubles with finding a budget
Q2.Have you ever heard of OYO rooms?
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The above graph depicts the opinion of the consumers, 92%
of them heard of OYO rooms and 8% of them have not
Q3. Would you download an app for booking a room?
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From the above graph 79% people would not download an
app 21% of them would.
Q4. Would you prefer OYO Budget or OYO Premium?
OYO Budget 526
OYO Premium 74
OYO Budget 87.6%
OYO Premium 12.4%
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In the above graph only 12% opt for OYO Premium, while
remaining of them would prefer OYO Budget.
Hence majority of people are looking for OYO Budget.
Q5. If you get a coupon that gives you flat 10% off on OYO Elite
would you go for it?
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From the above graph we can say from a sample of 600, 91%
of them would consider going for OYO Elite in future and 9%
may not buy.
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The trained manpower available in the tourism industry is
insufficient to meet their increasing needs.
There is a wide gap between the requirement and availability
of skilled and unskilled manpower in the case of Classified
Hotels in the State.
There is a wide gap between the requirement and availability
of skilled and unskilled manpower in the case of Un
Classified Hotels in the State
An average of 59 per cent of the requirement is available in
case of skilled manpower for Classified Hotels in the State.
There is shortage of 41 per cent of trained manpower in the
case of Classified Hotels.
An average of 89 per cent of the requirement is available in
case of unskilled labours for Classified Hotels in the State
and there is a shortage of 11 per cent.
An average of 59 per cent of the requirement is available in
case of trained manpower for Un Classified hotels in the
State and the shortage of skilled labours is 41 per cent.
An average of 89 per cent of the requirement is available for
unskilled labours in Un Classified Hotels in the State and the
shortage of unskilled employees is 11 per cent.
The hypothesis that there exist unbridged gap between
supply and demand for trained manpower suitable for
tourism industry in the State is accepted.
The total intake for various tourism related courses offered
by universities / institutes in the State is 1356 per year,
which is less than the requirement of tourism-based
industries in the State.
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The hypothesis that the intake of universities / govt.
agencies, which offer certificates / diploma / degree
imparting practical skill and special knowledge training
required for tourism, based industries in Kerala is far less
than the requirements are accepted.
Many of the tourists are found to be staying for a short
duration in both unclassified and classified hotels due to the
lack of awareness with regard to the potential tourist resorts
and avenues in each locality. Hence efforts should be made
at the Grama Panchayat levels to make more avenues of
entertainments by organizing local level cultural festivals, art
forms, etc., with a view to retain such tourists at the tourist
destinations for a fairly long period of time.
Village level heritage museums should be set up all over the
State and should also be made known to the tourists through
beautifully and well designed websites.
‘Foreign Language Proficiency Class’ should be set up at the
potential tourist destinations to equip the local people who
are desirous of learning such languages for easy
communication with the foreign tourists for the effective
marketing of the local products and services to them.
Village level tourist maps and brochures should be developed
with the participation of the students, teachers, researchers
and local administrative authorities in association with the
Department of Tourism to aid the tourists to visit a
particular location to have a synoptic view of the potential
avenues of enjoyment in India.
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‘Hygienic Mobile Mini Restaurants’ be set up at selected
tourist destinations on an experimental basis providing
various local level food items and beverages.
More approved ayurvedic treatment centres should be
established with the sophisticated facilities to attract more
tourists. This will create more employment opportunities.
The hotels and restaurants in the State should arrange more
facilities for western and Indian food items to meet the
requirements of the foreign and domestic tourists.
This project is designed to meet the requirements of Online
Hotel Management. It has been developed in VB & Mas-Access
keeping in mind the specifications of the system. For designing
the system we have used simple data flow diagrams. Overall the
project teaches us the essential skills like:
Using system analysis and design techniques like data
flow diagram in designing the system.
Understanding the database handling and query
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In review this internship has been an excellent and rewarding
experience. I have been able to meet and networkwith so many people
that I am sure will be able to help me with opportunities in the future.
One main thing that I have learned through this internship is
timemanagement skillsas well as self-motivation. WhenI first started
I did not think that I was going to be able to make myself work eight
hours a day, five days a week. Once I realized what I had to do I
organized my day and work so that I was not overlapping or wasting
my hours. I learned that I needed to b organized and have questions
ready for when it was the correct time to get feedback. From this
internship and timemanagement Ihad to learn how to motivatemyself
through being in the office for so many hours. I came up with various
proposals and ideas that the company is still looking into using.
I enjoy thisline of work and hope the companyreachesFortune 500
list one day. I will continue to work hard in my position and hope
to continue to learn about the industry and meet new people. This
was an excellent experience and I hope that other interns got as
much out of it as I did.