AMITY UNIVERSITY, NOIDA

SUMMER INTERNSHIP REPORT ON

“SALES AND PROMOTION OF INFINITY

CARD – DR360”

Submitted By

Pooja Narang
A0102218083
Submitted To

Dr. Garima Kohli Malik

Assistant
In partial fulfillment of the requirement for the degree of Master of Business
Administration – M&S (2018-2020)
AT
Amity Business School
Amity University, Uttar Pradesh
Sector 125, Noida-201303, Uttar Pradesh
 DECLARATION

Title of Summer Internship:

“Sales and Promotion of Infinity Card – DR360”

I declare

a) That the work presented for assessment in this summer internship report is
my own, that it has not previously presented for another assessment and that
my debts (for words, data, arguments and idea) have been appropriate
acknowledged.

b) That the work conforms to the guidelines for presentations and style set out
in the relevant documentation.

c) There is less than 10% Plagiarism in this report as per the report guidelines.

d) This report has been prepared under the supervision of Mrs. Garima Kohli
Malik.

Date: …………………

Pooja Narang

A0102218083

MBA – M&S

Batch (2018-2020)
 FACULTY GUIDE CERTIFICATION

This is to certify that Ms. Pooja Narang, student of Masters of Business

Administration – M&S at Amity Business School, Amity University, Noida, Uttar
Pradesh, has completed her summer Internship report on “Sales and Promotion of
Infinity Card – DR360” AT Dream Rewards Pvt Ltd., Under my supervision and
guidance.

The report has been check for plagiarism and is within limits of acceptance.

Mrs. Garima Kohli Malik

 Acknowledgement

I accept the opportunity to express my gratitude to all of them who I some other
way helped me to accomplish this challenging venture in Dream Rewards 360,
Sultanpur. No measure of composed articulation is sufficient to demonstrate my
profound feeling to appreciate them.

I am extremely grateful and pay my gratitude to my Industry guide, Mr.

Himanshu Gautam and my Faculty guide, Mrs. Garima Kohli Malik, Amity
Business School, for their profitable guidance and motivation on completion of this
project in its presently.

I am very thankful to Mr. Himanshu Gautam for his everlasting support and
direction on the ground on which I have procured a new field of knowledge.

A special appreciative “Thank You” in accorded to all staff of Dream Rewards 360
for their positive support.

I also recognize a profound feeling of love and a deep sense of reverence towards
my parents who has constantly upheld me ethically and has always supported my
morally.

At last but not least gratitude and appreciation goes to the greater part of my
companions who helped me to finish the task report.
Table of Contents

Page No.

Abstract

Acknowledgement

Chapter 1: INTRODUCTION

1.1 Background
1.2 Statement of problem
1.3 Intention and Reason for study
1.4 Research Objective
1.5 Assumptions
1.6 Scope of Research
1.7 Benefits of Research
1.8 Limitations of Research
1.9 Conclusion

Chapter 2: LITERATURE REVIEW

Chapter 3: RESEARCH METHODOLOGY

Chapter 4: DATA PRESENTATION AND ANALYSIS

Chapter 5: CONCLUSIONS AND RECOMMENDATIONS

Bibliography

Appendix
 ABSTRACT

The purpose of this study is to understand the current state of customer

satisfaction with the “Infinity Card” and the impact of promotional activities on the
purchasing behavior of consumers.

After initial observations in office and conversation with customers, a survey

questionnaire was formed to determine customer demographic, existing member
behavior, attitude towards company services, website etc., new customer behavior
and consumer behavior towards company’s promotion. Initially, the questionnaire
was randomly mailed to the existing customer. Secondly, it was filled by the new
target customer approached by us. The sample size was further calculated and the
result was accordingly analyzed to decrease the errors.

Sample data of Infinity Card for Dream Rewards 360 is 100 questionnaires. Data
was coded and analyzed using SPSS. The results of SPSS were reviewed and
analyzed to determine the study of the problem.

The research results found that People are not happy with price of this membership
as it is too high. Company need to work on their “Promotion” and website should
informative and appealing.
 1. INTRODUCTION

The service industry has grown steadily in 20th century. Service sector is one of the major
contributors in India’s growing GDP. It has not only increased the employment opportunities but
also attracted lot of foreign investors in the country. It is covering large number of business
activities like trade, Hotels, restaurants, food deliveries, financing, insurance, communication,
transportation, real estate, salons, social and personal services, etc. The service sector has
contributed 54.14 percent in India’s gross value added at current price in 2018-19.

The recent trend is customers are looking for easy and quick things, things which are simple and
laid out for them. Hence companies like swiggy, zomato, foodpanda, uber eat, paytm, mobikwik
are growing rapidly. Customers are looking for quick services at their door step. Amazon is
delivering a package in 24 hours or same day to its prime members. It says a lot about service
industry.

The other trend in service industry is selling memberships to customers and giving them huge
discounts against it. This indicates that people are looking forward to some type of discounts
which makes them happy and satisfied. Hence, each and every company is trying to attract lot
customers towards their membership programs like Gourmet Passport, Zomato Gold
Membership; each automobile company has their memberships, Airlines memberships, Salon,
Insurance, and many more in count.

But in 2019, you can not only rely on pricing to meet the high competition and to stand different
against your competitors. Customer’s demographics have changed and they more rely on Google
for anything or everything. If Google suggests them anything and it is cheap they will buy. The
very first instinct comes to your mind to search online and get some suggestions. This has
enabled digitalization transformation which has a big impact on customer’s mind on how
services are delivered.

When we talk about technology and promotion, the very first thing which comes to any service
provider mind is Digital Marketing. Every second person now days are influenced by social
media. People spend 5 hours on phone out 10 hours averagely. Therefore companies these days
are promoting their services through social media. How good your post on Instagram or
Facebook is attract the customers and thereafter service. Therefore it is very important to be a
good digital marketer along with best services. These days half of your work is done if your
advertisement is good and attractive. Amazon, Flipkart, Droom cars, Zomato. Paytm,
Educational institutes are the best examples for their digital marketing.
There are few more things which are important for any service provider is their “website”. The
website should have all the important information along with the services provided by them. The
content should be well planned and well formatted, fast load time, browser consistency, and most
importantly mobile compatibility. There should be a chat box or an option for a request of call
back.

Last but not least what most importantly matters is the “SERVICE”. What actually holds on any
customer is the “Quality of service provided” to him. Being in service industry it is very crucial
to understand all the spoken as well as unspoken things. “LISTEN” to the customer what are
their needs and requirements and “EMPATHISE” them. Complete all the promises, fulfill terms
and conditions. Make them happy and the customer is all yours for life. Another challenge for
any service industry is to maintain the consistency. Perfect example is of a salon, a customer is
attached to a person who provides him services, and once you lose that employee you might lose
the customer. Same goes with Insurance companies, People are connected to the companies
because of insurance agents.

Being a service providing unit one must know their customer satisfaction is their biggest aim and
quality maintenance is the biggest goal. Service provider’s services and quality check ways
mentioned above state that of the GDP is growing much higher with services providing then
parallel to the service providers are growing on the basis of their quality provided to customers.

Any service provided is only beneficial to the customer if it has some quality checks in
backdrop, no matter what but a communication bridge between customer and service provider
should be strong enough to give a fruitful output. None of the service provision can be done
without meeting the requirements of the customers in right way so growth of service providing is
only dependable on the quality given by the service provider itself.
1.1 BACKGROUND

Dream Rewards is an establishment which provides membership to the customers who can
further use their services and consultation for getting exclusive deals, discounts, limitless
benefits and lowest price out of all competitors.

It is a private firm, limited by shares. Authorized capital of this firm is Rs. 1, 00,000 with 100%
Paid up capital.

As the name suggests, “Dream Rewards 360” means that they have 360 degree solution to all
the problems which their members will face during their membership period and the unlimited
benefits with service providers tied up with them.

Dream Rewards 360 deals majorly in 4 sectors:

1. Automobiles
2. Dining
3. Travel and hospitality
4. Banking and Finance

They have their exclusive membership for the people of “Delhi” and NCR. They provide
discounts and offer you the best services and deals in these four sectors. They provide solutions
to the problems which occur time to time in our life related to our cars, food, travel, loans,
investments etc.
The company was started by the best and highly experienced people from the field of
Automobiles, travel & hospitality, dining and banking & finance, who have worked with very
reputed brands for a long period of time. They provide you with the best and unique solutions
and benefits in the big and best brands in the Delhi NCR.

They are also planning to enter into Health Sector soon where members can enjoy the endless
benefits of the services with some reputed hospitals, diagnostic centers, health and fitness
centers, etc.

A relationship Manager is appointed to the members for any assistance or they can call to the
Toll free no. of the company for any assistance.

BASIC INFORMATION

Company Name Dream Rewards 360

Status Active

Company Class Private

Category Firm Limited by shares

Authorized Capital 1 Lakhs

Paid Up Capital 100%
Directors Manish Kumar
Age 2 Years
Company Website www.dreamrewards360.com
Malviya Nagar
Office
Sultanpur

The company has a membership card called “INFINITY CARD”, which means that members or
card holders can use the endless services through this card in five sectors. The cost of this card is
Rs. 7000 plus 18 % Tax, That is Rs. 7000 + 1260 = 81260 only.
Mode of Payment:

 Net Banking
 NEFT
 CHEQUE
 Paytm
 NO CASH

Customer receive this membership card within 7 days along with a complementary voucher and
Khadi India complementary Kit. Kit has a product of worth Rs. 5999, 15000 Gold & diamond
vouchers of Surat diamond.

SECTOR 1: AUTOMOBILES

Think about a car and whatever care it requires we are there to provide you with the best deal in
it. We provide full assistance in car service, insurance, accessories, buying and selling car. The
company assures that there is no one else in the market to provide such benefits in this industry.
The company has a tie up with reputed brands like Audi, BMW, Maruti, Hyundai and many
more. Personalized service is guaranteed at any point of time. Member can inform his
relationship manager a day prior for car service, his booking will be done by the company and a
company representative will be available at the authorized service center or if asked pick and
drop service is also available, everything will be done under the supervision of manager.

CAR SERVICES:

Luxury Cars: 15% discount on Labour + 5 % discount on parts.

Hyundai & Maruti users: 25% discount on Labour + 5% Discount on Parts.

Except these above two mentioned categories, any other card brand: 20% discount on
Labour + 5% discount on Parts.

*In authorized service centers.

AUTO INSURANCE:

Get 20% on total premium insurance on any car brand.

Sell old car in best price and Purchase New car in guaranteed lowest price from the
company.

SECTOR 2: DINING

The company understands that the people in Delhi love food above anything and everything.
Therefore, the company is offering a discount on Dining as well.

Enjoy Up to 25% discount on total bill.

List of few restaurants:

 Lazeez affair, CP.

 Desi Vibes, CP.
 Jungle Jambore, CP.
 Adore 2.1, CP.
 Kasbah, GK1.
 Kabooze, GK2.
 Badmash Co., Select city walk Saket.
 LOD, Rajouri.
 Gola Sizzlers, Rajouri. and many more.

Plan Birthday Parties with us: Tell us your budget and we will arrange everything.

SECTOR 3: FINANCE AND BANKING

With the growing time, people have realized an immense need of banking and finance
consultancy and services for their personal use as well along with business. Improper guidance
may lead to the huge loss of money and time. Dream Rewards 360 says “We keep your wallet
fat” and we really mean it. This sector is the strongest point of us. We are there to assist you with
endless discussions and consultancy when it comes to save your money.

Discount on Loans:

 20% discount on the processing fees of house loan.

 Cash back up to 1.5 % on Auto Loan.

TAX RETURN:

 Enjoy the free consultancy with CA.

 Guaranteed 25% off on tax return file.

INVESTMENT:

 WE ARE BEST. The company says that they are best and undefeatable when it comes to
the investment. The company will make sure that your money is in safe place and you get
the best return.
 Company says that share your investments with us. In case of your death, we will be
there to support your family. The company will take full responsibility to claim the whole
amount and give to your family. Company will not charge any fees like any other
mediator would do.

SECTOR 4: TRAVEL AND HOSPITALITY

Don’t you travel at least once in a year? Don’t you just wait for that perfect moment when you
can go along with your friends/family for a trip? No matter how old we grow, we always love to
travel around the world whenever we get some time out of our busy schedule. Many times you
may just postpone the plan or change the location for the trip after seeing such high cost
packages and flight tickets.

The company is here to provide you the guaranteed lowest air tickets, hotels in lowest price and
lowest customized packages. The company assures that there is no other competitor for the
company when it comes to lowest price.

INCLUSIONS:

 Lowest price air tickets

  Lowest price hotels - OYO, Treebo, and Any 2,3,4,5 star hotel.
 Customized Packages – Honeymoon couple, Family trip, Bachelors trip etc.

SECTOR 5: HEALTH SECTOR

COMING SOON

We are there to help you when you need us the most that is when you are unwell. Enjoy our
exclusive offers with Best hospitals, Diagnostic centers and Gym.

Benefits:

GYM Membership: Get up to 20% Discount on gym.

OPD discount: Flat 10% off on the OPD bill.

Chemist: Enjoy: 15% discount on nearby chemists.

Health Insurance: Get Up to 10% discount on health insurance.

Hospitals like Fortis, BL kapoor, Medanta will be with the company soon.

OTHER OFFERS AND INCLUSIONS:

Enjoy seasonal offers and take the benefits of all new sectors joining in soon like health care and
salon.

If any customer use card less than 30% in an year, the company will not charge you any amount
on the renewal of card coming year. You just have to pay the tax amount that is Rs. 1260 only.
1.2 STATEMENT OF PROBLEM
Companies are using many selling and promotional techniques these days to gain a best position
in the market. There are many competitors in the same industry who are offering the same
products or services in similar price, it becomes significant for a company to standout and
maximize profit. Therefore it is essential for a company to know where they stand right now and
what kind of promotional techniques are required to meet the competition in the market.

This research study will analyze that how the company can increase the sale of infinity card,
where are they lagging behind, what more should they add to increase the sale of membership
card. What is the status of their current promotional strategies and important is it for them to
promote their services in a right way so that it reaches to the right customer segment.

1.3 INTENTION AND REASON FOR STUDY

The intention behind the research project is to get a deeper knowledge about the various selling
techniques and promotional tools which can be applied to increase the sale of this membership
card. It is also important for us to know through this project that what are the customer reviews
on this card and current promotion so that further things can be improvised.

Since the company is new and there are already big competitors prevailing in the market, it is
very important to know that where they can improve when it comes to the “INFINITY CARD”.
Understanding the current state of mind of people who are already members and to whom we
have approached to buy this card. Consumer behavior will be the deciding factor for further
improvements in this card, if required.

1.4 RESEARCH OBJECTIVES

The objectives of this research study are as follows:

 To provide valuable suggestion in order to improve sales and promotion of Infinity Card
– DR360.
 To find out responses of customers towards the services provided by the company in 4
major sectors.
 To study how customers rank various services provided by the company.
 To ascertain the impact of sales promotion technique in customers buying decision.

1.5 RESEARCH ASSUMPTIONS

 The data collected from the source will be equal to the data analyzed during the research.
 Customer responses are not biased on the basis of interest shown in enquiring the services
provides.
 The statistical practices and system are processed exclusively for this research only.
 The data accumulated and examined is valid this study only.

1.6 SCOPE OF RESEARCH

The formulation of the research has been designed to obtain the reviews of existing members
and the customers approached by us about the benefits of infinity card, services, website layout,
promotional methods and enquired feedback. And to acquire valuable suggestions from them.
The data was collected in New Delhi through a prepared questionnaire which was e-mailed
among the existing members randomly and was also filled by the approached customers.

1.7 BENEFITS OF RECEARCH

The benefits of this research show the attainable growth in the sector of automobiles services
provided by the Infinity card. The card should be less in pricing as compared to the services
offered or the list of services should be increased to maintain satisfaction level of customer in
accordance to price. The company need to raise the standards of promotion through a better
website layout which attracts new customers as the significance of company presence is newly
emerging in the market. Hotel dining and travel services need to allocate more no. of places
which can be beneficial for customers to explore satisfactory approach towards habitual essence
of exploring. This research benefited the company in knowing that they need to improve their
promotional strategies in order to create the brand awareness amongst the existing as well as
newly approaching customers.

1.8 LIMITATION OF STUDY

 The research clearly state that less time availability was the major setback formulating
the study regarding the promotional service data.
 Due to less awareness of company benefited card approaching customers were deniable
on the basis of responses expected.
 The unfocused layout of the company website is one of the con is faced during the
research to acquire new existence of the customers.
 On a shorter level of time constraints our research got restricted in accordance to the
responses anticipated from the existing customers.

1.9 CONCLUSION
On the basis of research, it is concluded that the sales can be up worth if the promotional
strategies are accumulated amongst the customer in a right way. Continuous reviews from the
existing customers are the better feedback to evaluate services provided by the company to
enlarge the family of new upcoming customers in accordance to better service provisions.

The company website is the basic center of focus for the new customers to understand the
services provided by the company, a better layout with detailed information and enquiry chat
option is beneficial to engage new customer to join the group of existing customer. Through our
research the mindset developed by us states that an updated implementation in website and
makeover in a layout will attract more number of new customers into the community of existing
customers in relevance to a better brand awareness among the old and new customers in
accordance to the expansion of the business.

Company’s benefit always depends on the level of customer satisfaction though company should
always remember the services offered should always be relevance to the price asked by the
company or it should be vice versa. The customers are looking for new sectors to be indulged by
the benefits provided by the company, so company should upgrade the list of services just by
eluminating the price according to the customer satisfaction.
 Chapter 2: LITERATURE REVIEW

Sales and promotion are an important part of any business. Sales is the end result of the process
which is triggered by promotion. Sales is defined as the process when the goods are transferred
to the final customers, but selling the goods to the customers requires persistence and techniques
which convinces the customers that he needs the product and the product will make his/her life
easy. Promotion is a process in itself which has a diverse classification but sales result of all the
process coming together and the final transfer of the product to the customer, where the
promotion plays a very essential and a necessary part.

Promotion is the process which ignites, imitates and convinces the customer to buy a certain
product. Product is considered to be both monetary and non- monetary. Monetary promotions
help the consumers to save a certain amount of money and non- monetary promotions add value
to the product which is already offered to the customer. These promotions are interdependent on
one another. Point of purchase and advertisements convinces the customers to buy the product.
Promotion acts as a purchase enabler which motivates the customer to buy the particular product.
Thus, more the forms of promotions like personal selling, advertisements, display boards,
hoardings etc are used greater is the intensity of the promotion. There are so many problems with
the nature and behaviour of promotion that the researchers are addressing the issues with the help
of advanced study and analysis.

Sales is the ultimate process which transfers the product to the ultimate customer may it be a
wholesaler or a retailer, sales helps the company in generating the revenues for the company.
Thu, sales provide the ultimate resources to the company. When we consider promotion and
sales together, the relationship that can be derived from the concepts is that promotion is the
means or catalyst which drives the sales. Thus, promotion is the means with leads to the final
sales. Sales is the final end of the process while promotion is the source which enablers the sales
to be successful.

PROMOTION = GENERATES
SALES REVENUE

SALES AND PROMOTION RELATIONSHIP

The important issue discussed in this report is the

 Consumers perception towards the sales and promotion techniques which are formulated.
 Effect of promotion on the final consumption cycle.
 Brand evaluation
 Assessment of the promotional tools to be used
 Long term effects of the tools of promotion
 Incentive outlay ratio

Studies which are related to the effects of sales and promotion on consumer patterns, sales,
profit, market share are discussed in this part. The literature provides a roadmap to the managers
on several issues. The combination of techniques used to achieve the promotional and sales goals
and objectives to improve the efficiency and effectiveness of sales and promotion. In this study
(Vecchio,del, devon (2006) examines the promotions which have an impact on the sales .
Promotions do not have post promotion brand preference but promotions can alter the brand
image and which can affect the brand personality and the way the consumers perceive a brand.

Promotions do not just uplift the sales they build a smooth and strong base for the company. The
company’s personality is built by the sales promotion. Sales promotion has dual effect. One is a
short-term effect the other one is a long-term effect which helps in enhancing the future sales

Moi, Tung(2017) evaluated in their study the impacts of the promotional techniques which are
coupons, price, discount, bonus, displays, trial of the product .This study revealed the patterns of
the consumer while they purchase a product. There is also a dispute that if the product trial is
provided in the beginning, the company might lose some of the consumers. This study provided
us with ther patterns and behaviour of the consumers. This literature helped us in formulating the
strategy for the sales and promotion based on the reactions and the patterns of the customers.

The company can use promotion as a tool to increase the sales and strengthen the base of the
company by developing a sales strategy which enriches and strengthens the loyalty programmes
of the company can have a dual advantage for the company. It increases the immediate sales of
the company and it also ensures that the company has a strong database for the future sales.

According to this literature deeper promotional discounts given by the company has two types of
effects on the two types of the customers. The first-time consumer and the regular consumer.
Deeper price discounts have a positive effect on the first-time consumers while it has a negative
impact on the present customers - SwamiNatahan (2005)

The customers prefer to have the mixture of promotional tools as compared to one promotional
tool which is used by the company again and again, the combination of promotional tools have
much greater effect on the customers as compared to the when tools are not used in
combinations. The efficiency of the tools decline while not used together

It has also been stated in this literature that the customers prefer price related promotional
schemes as compared to the other promotional schemes. The promotional schemes which
provides direct monetary benefits to the customers are the most appreciated tools by the
customers. The customer wants the biggest basket of the utilities for himself/ herself. (Andrew
1999)
 Chapter 3: RESEARCH METHODOLOGY

Table: Research Plan

Research Design Descriptive

Primary Data- Questionnaire and personal

Source of data collection meetings.
Secondary Data- Internet, Books, Journals.

Research Instrument Questionnaire

Research Technique Survey/ Personal Interviews

Sample Size 100 customers

Sample Location Delhi NCR

Sample Plan Simple random sampling