1. Projecton
PRACTICALAPPLICATIONOF DIFFERENT
SALESSTRATEGIESTO INCREASETHE
CUSTOMERBASEOFONLINE TAX FILING
SERVICESIN INDIA
Submitted by:
SANDEEP MISHRA
DIV: A2M
ROLL NO.: 44
Internal Guide:
Prof Shikha Sindhu Mann
Company:
H&R BLOCK India Pvt. Ltd.

2. EXECUTIVE SUMMARY
• This project involves finding scope and potential clients for Individual tax
filing services in the market & establishing partnership with such
companies.
• Carrying out business development and promotional activities for these
companies.
• Process and planning stage includes conducting Exploratory research for
lead generation through various database websites, company websites,
social media platforms, professional networking sites, references from
friends and family etc., followed by cold calling and fixing appointments
with concerned managers.
• Promotional activities involved promoting H&R Block’s services in the
organization for spreading awareness of the services offered by arranging
help desks, putting up marketing collaterals, distributing information
pamphlets etc.

3. INTRODUCTION
• The project is about the business development activities carried out
for H&R Block’s Individual Tax Filing Services.
• H&R Block, a US based income tax filing Service Company which
entered Indian market 4 years back is in a market penetration and
growth stage.
• H&R Block in India provides individual income tax filing services
through following 3 major channels:
A. Do it on your own (DIY)
B. Online Assistance
C. Retail
• This project focusses on the implementation of various sales strategies
in expanding the customer base of the company.

4. REASONSFOR SELECTIONOF THIS PROJECT
The tasks & activities planned by H&R Block for
business development were as follows:
• Lead generation
• Cold calling
• Business to business sales
• Customer relations
• Promotional and branding activities
These activities were meant to be
performed and looked after by as a
business development manager and
interns.
The primary aim while working on
this project was to cover all the
tracks and activities performed by
interns and to put all learning
experiences in it.
Hence as an intern I was looking
for a Title which will reflect all
aspects of my work done during
my Internship tenure.

5. INDUSTRYOVERVIEW
Degree of Rivalry- (high and
increasing )
Companies in this industry
compete on price, brand
awareness, and service
quality. The company’s
reputation is the factor that
differentiates itself from its
competitors.
Barriers to Entry- (low and
stable)
This industry requires no
large investments to enter
other than physical offices
capable of housing
individuals with expertise
in tax preparation and
business consultation
Buyer Power- (high and
stable)
Tax services are very
price sensitive.
Consumers look for
whatever service is the
most inexpensive as long
as quality remains high.
Other inexpensive
options for individuals
such as online and
software assistance.
(Threat of Substitutes-
high and stable)
Online and software tax
services have diminished
the need for many who
seek tax preparation
services. Individuals even
have the choice to prep
their own taxes, avoiding
all additional costs.
Supplier Power- (high
and stable )
This force is at a high
level due to tax
professionals’ ability to
join other tax service
firms or work as
independents once they
are trained and
experienced.
PORTER’S
5 FORCES
ANALYSIS

6. COMPANYPROFILE
• Is a tax preparation company in the Kansas City(US),
claiming more than 24.5 million tax returns prepared
worldwide.
• offers services like banking, payroll, personal finance,
and business consulting services.
• was founded in 1955 by Brothers Henry W.
Bloch and Richard Bloch
• operates 11,000 retail tax offices in the United States till
date, and another 1,700 abroad.
• offers its own consumer tax software called “InTax” in
India, as well as online tax preparation and electronic
filing from their website.
• has offices in Brazil, Australia, Canada, and India.
• in India has offices in Ahmadabad, Pune, Delhi,
Bangalore, Gurgaon, Hyderabad and Mumbai.
H&R
Block

7. Vision
• H&R Blocks’ vision reflects the opportunity we see to execute
our purpose successfully for our clients: to be the leading
global consumer tax company bringing tax and related
solutions to clients year-round. We are about consumer tax in
the global market with access anywhere, anyway, anytime.
Mission
• We have faith and total believe in our people. We take care of
our clients. We deliver excellence for our shareholders. We do
the right thing.

8. Strengths
Established and recognizable brand
name and service quality
Largest tax preparer in the US
Strong capital position and access to
capital to support seasonality of work
because of agreements with HSBC
Recent focus on its largest revenue
producer and most profitable segment,
tax services
Weaknesses
Seasonal hiring practices makes
access to a qualified workforce
difficult to maintain
Majority of revenues are made in the
months January-April
Opportunities
Increases in tax return complexity leads
to standard price increases for both tax
and accounting services.
Economic rebound will lead to increase
in number of tax preparations.
More specific IRS certification and
licensing of tax preparers increases
barriers of entry to smaller tax
operations.
Threats
Trend toward lower margin digital tax
solutions
Competition from other online &
retail service providers.
Recession Encourages savings with
Do It Yourself Services
Potential Tax Changes By
Government.
SWOT
Analysis

9. PRODUCTPROFILE
• Do it on yourself:
• This channel provides free tax filing services all over the world.
• any person can file their taxes by using this channel from any corner of
the world. But he/she will not get assistance from the tax expert. That
person has to calculate his own taxes and file it.
• Online assisted filing:
• Clients make an account on H&R Block website and upload the
relevant documents required to file returns. A tax advisor is then
allocated to one client who files the return within 48hours.
• In online assisted filing, the client does not have to do anything other
than merely uploading his tax documents online. The rest is taken care
by the advisor, who prepares the return.
• Retail tax services
• In this channel generally H1 managers such as CEO, CFO, etc. of the
companies & high income businessmen are consulted.
• They take the appointment of the tax advisor and meet him & get
expert guidance on one to one basis.
• The advisor helps in filing the taxes as well as advices him for future
investment.
• These services are given only at retail office.

10. SALESSTRATEGIESAPPLIED
Advertising:
• BTL sales promotion techniques were mostly used to advertise the products which included
handing over flyers
• ATL sales promotion was also used, in which an small commercial was published in YouTube &
FM.
• Also banners and billboards were printed & set up in different parts of Hinjewadi & Hadapsar.
Sales Promotion:
• Flipkart coupons of INR 500 were provided to all the first time customers filing their Income Tax
returns with H&R Block.
• They were also given an opportunity to earn as much as INR 5000 by referrals
Personal selling:
• The B D team gave PPT presentations to the client’s Human Resource/Admin or Finance
personnel about the services of the company
Direct Marketing:
• The company sends Direct Mailers customized specially for customers including the instructions
for filing Income Tax & reminders for important dates & updates.
• The customers received calls from H&R Block regarding confirmation of their application and for
resolution of their problems
Affiliate Sales:
• Some firms like Aggarwal associates and Tax Spanner were appointed as affiliates who filed their
client’s IT returns through H&R Block and used to get paid in return.

11. TASKS UNDERTAKEN
• The various tasks undertaken for H&R block’s business development are as
follows:
 Database creation – through Internet websites, personal references & Sample
database provided by company.
 Knowledge base creation/ Lead generation - finding out managers who look
after Finance/ Human Resource/ Payroll/ Compensation & benefits.
 Pre approach –
• To create awareness about H&R Block’s services amongst companies
• To connect with concerned managers
• To generate leads
• To explain and offer services to companies
• Fix appointments with concerned managers
 Approach –
• Personal meetings and presenting services before managers
• Help companies understand perks,& benefits of services of H&R Block
• Convert potential customer into customers

12. Post partnership procedures –
• Noting down the client’s requirements, if any.
• Sharing legal documents, if required.
• Serving clients.
• Sending escalation matrix.
• Sending reminder emails on regular intervals
Follow ups –
• To pursue potential clients.
• To maintain good bond with customers
• To cater to customers’ needs and problems
Campaigning –
• A helpdesk is put up in the premise of the company where one can get
maximum employee attention.
• To get the attention of employee and to spread awareness, standees were
put up and posters were posted on notice boards
• Helped in:
1. Spreading awareness about the online income tax filing services.
2. Helping customers understand about the use of services.
3. Branding of H&R Block and promoting its services.

13. MANAGEMENT LEARNING
Importance of
Time
Management
Basics of
Taxation
Working in teams
Understanding
the process of
filing returns
Professional
Attitude