Educomp Last

Jagan Institute of Management Studies

Educomp Leap Pvt Ltd. 1

[SUMMER INTERNSHIP PROJECT REPORT

ON]

MARKETING & BRAND BUILDING OF EDUCOMP LEAP

PVT LTD

A report submitted towards the partial fulfillment of the requirements of the two years full-time Post Graduate Diploma in Management

JAGAN INSTITUTE OF MANAGEMENT STUDIES

Submitted BY:ISHAN MALHOTRA

Post Graduate Diploma in Management (Marketing)Roll No:FA09022

(Session-2009-2011)

UNDER THE GUIDANCE OF

Ms Yukti Ahuja Mr. Aridhaman Faculty Member Marketing Centre Head Educomp Leap Pvt Ltd.


CERTIFICATE

This is to certify that the project work done on “Marketing and Brand Building of

Educomp Leap Pvt Ltd” is an original work carried out by Mr Ishan Malhotra under

my supervision and guidance. The project report is submitted towards the partial

fulfillment of two – year, full time Post Graduate Diploma in Management.

This work has not been submitted anywhere else for any other degree/diploma.

The work was carried out from May 1st to July 1st 2010 in Educomp Pvt Ltd.

_______________________

Ms Yukti Ahuja

Faculty Member

JIMS, Rohini

_________________________

Ishan Malhotra

Roll No. FA09022

JIMS, Rohini



COMPANY CERTIFICATE



STUDENT UNDERTAKING

I declare that this project report entitled “MARKETING & BRAND BUILDING OF

EDUCOMP LEAP PVT LTD ” submitted to EDUCOMP LEAP and Jagan Institute of

Management Studies is a record of independent and original work carried out in partial

fulfillment of the requirement for the award of a Degree Post Graduate Diploma in

Management (Marketing)

I declare that this representation has not been previously published or submitted as a project

report for the award of any Degree in Jagan Institute of Management Studies or elsewhere

Ishan Malhotra

FA09022

JIMS

ACKNOWLEDGEMENT



"Sometimes our light goes out but is blown into flame by another human being.

I owe deepest thanks to those who have rekindled this light"

At the successful completion of summer internship program, I wish to express my true

regards to individuals who supported and directed me throughout this internship.

First, My Sincere thanks to Ms. Priyanka Dangey (HR Head), for giving me an opportunity to

work in EDUCOMP LEAP and to learn from the practical challenges that a manager faces

while on the job.

Second, My Sincere thanks to my Centre Manager, Mr. Aridhaman (Centre Head Marketing,

Pitampura) and who not only encouraged me to do my work positively but also gave me

freedom to do my work in my own way.

Third, My Sincere thanks to my Faculty Guide Ms. Yukti who always gave me her valuable

feedback on my efforts, results, activities that I performed during the training. She also gave

me the direction in which my project had to move which was very crucial for successful

completion of the project. I would also give a special thanks to my colleagues and other

Internees at Educomp leap who helped me from time to time.

Ishan Malhotra

Roll No. FA09022

PGDM (2009-2011)

TABLE OF CONTENT



S.NO. CONTENT PAGE NO.

1 COVER PAGE 1

2 TOPIC APPROVAL 2

3 COMPANY CERTIFICATE 3

4 STUDENT UNDERTAKING 4

5 ACKNOWLEDGEMENT 5

6 TABLE OF CONTENT 6

7 LITERATURE REVIEW 8

8 EXECUTIVE SUMMARY 9

9 PROFILE OF THE COMPANY 10

9.1 AIM OF ESTABLISHMENT 11

9.2

FOUNDER AND YEAR OF

ESTABLISHMENT 12

9.3 PRODUCTS 13

9.4

UNIQUE COMPETETIVE

POSITION 14

9.5

SEVERAL CATEGORIES OF

SCHOOLS 15

10 OBJECTIVE OF THE STUDY 19

11 OVERVIEW OF MARKETING 20

12 SALES CYCLE AT EDUCOMP LEAP 25

12.1 RESEARCH 26

12.2 CREATING DATABASE

12.3 CAMPAIGN MANAGEMENT

12.4 LEAD GENERATION 29

12.5 PROSPECTING 29

12.6 SUSPECTING 30

12.7 PROPOSAL 30

12.8 NEGOTIATION 31

12.9 CLOSURE 31

13 EDUCOMPLEAP FORMELY KNOWN AS LEARNING HOUR 32

13.1 ONLINE TUTORING 33



13.2 HOW DOES LEAP WORKS 35

13.3 ORGANIZATION STRUCTURE 37

13.4 LEAP POLICY REGARDING

SERVICE 39

TO THE CUSTOMER

14 DIRECT INITIATIVE BY EDUCOMP LEAP 40

14.1 SALES FIGURE

14.2 EDUCOMP Q4 FY 2010

14.3 SUPPLEMENT EDUCATION

15 SMART CLASS AS STRONG PRODUCT 46

15.1 OTHER

BUSINESS 48

15.2 KEY RISK TO

VALUATION 50

16 EXPERIENCE AND LEARNING 51

17 SWOT ANALYSIS 61

18 CONCLUSION 62

19 BIBLIOGRAPHY 63



LITERATURE REVIEW

During my internship project for Educomp Leap, I investigated opportunities where

there were prospective target segment, devised some new ways of doing business with

limited on hand recourses, handling grievances of clients, giving counseling etc. I

recommended ways to integrate and commercialize business with a very small set of

recourses and limited budget and to penetrate deep into the market by building a very cost

effective, priceless channel.

This report describes company profile and how I as an intern marketed Educomp leap as

a brand in the market through various channels in Delhi.



EXECUTIVE SUMMARY

“Analyzing the Market Position and Brand Building of EDUCOMP SOLUTIONS PVT LTD

in “ DELHI ”Market Position is an important aspect of marketing strategy. Building Brand

for the company’s products effect every other marketing decision.

On 1St May I start my project under the guidance of Mr. Aridhaman Singh / Ms Deepti Taneja

(HR Manager) Pitampura. I have been allocated the area for survey in Pitampura.

Number of Schools Covered:- 15

Market Area Of Pitampura :-

1.JD BLOCK

2.RAJENDRA NAGAR

3.SHALIMAR BAGH

4.GD BLOCK

5.PARSHANT VIHAR

6.MD BLOCK

7.ROHINI SEC-9

8.ROHINI SEC-13,16

9.SHALIMAR GARDEN



PROFILE OF THE COMPANY


Aim of Establishment

Founder and Year of Establishment

Products

Unique Competitive Position

Several Categories of Schools


Aim of Establishment

Educomp is the largest K–12 education company in India. It serves approximately 8 million

students and teachers worldwide, and employs over 4000 people. Educomp was founded and

is led by MR.Shantanu Prakash.

Educomp is publicly traded on the Bombay Stock Exchange and the National Stock

Exchange of India. Educomp owns substantial stakes in Ask n Learn Pvt Ltd., Edumatics

Corporation, Savvica Inc., Threebrix, and AuthorGen.

Founder and Year of Establishment

Educomp Solution Ltd. is one of the leading companies in education and it has covered wide

area in this field.

Incorporated in September, 1994, Educomp Solutions Limited is the largest provider of

technology education products and services provider in India for K–12 (kindergarten to

twelfth grade) students, now servicing over 8 million students worldwide.

The Company provides its technology based education products and services to both private

and public schools. It leverages its strong understanding of the technology and education

needs of schools to deliver high quality, cost effective products and services. The Company’s

key business areas are:

Business-to-Business initiatives: These initiatives contributed about 86% of revenues in

Fiscal 2008. Educomp provides technology enabled products and services to private schools

under its Smart_Class division, instructional and computing technology solutions for

government schools through its ICT division, and teacher training programs under

Professional Development.



Direct Initiatives: This segment contributed about 14% of revenues in Fiscal 2008. The

Company currently sells educational aids, CD-ROMs and learning content through its online

initiatives (including MathguruTM and Learning Hour TM) and its offering initiatives

(including establishing pre-schools, K–12 schools and higher education institutions).

Educomp’s primary market currently is in India which accounted for approximately 86% of

its consolidated revenues in the Fiscal 2008, with its products and services supplied to

approximately 10000 schools. The Company has expanded its operations in the international

market including the USA, Singapore and Sri Lanka. The Company currently operates three

offices in the United States of America, two offices in Singapore, one office in Canada and

one office in Sri Lanka.

The Company’s growth strategy is to consolidate its position as a full service provider

(through both B2B initiatives and Direct Initiatives) to all key segments of the education

market including pre-school, K–12 and higher and vocational education.

Educomp has acquired a majority stake in the company’s ThreeBrix e-Services, Savicca,

AuthorGen, ASKnLearn and Learning.com to expand its service offerings and geographical

reach. In May, 2008, Educomp formed two joint ventures with Raffles Education Corp., the

first, to bring the entire suite of professional development programs and courses in India and

the second, to expand the geographical scope of the Company’s initiatives into China.

Products

The Company’s products and services fall into two primary groups. The first of these groups

comprises Business to Business Initiatives, namely:

Smart_Class

ICT Solutions, and

Professional Development

The second of these groups, Direct Initiatives, involves Educomp, along with its subsidiaries,

providing products and services to individual consumers and comprises both on-line

initiatives, namely:



Authorstream.com

Wiziq.com

Learn hub

Mathguru.com

Offline initiatives, namely:

Pre-schools

K12 Schools

Learning Hour Tutoring Centers

Higher Education

Unique Competetive Position

Educomp enjoys a unique competitive position and early-mover advantage in the Indian

education industry, which we believe is capable of rapid and sustainable long-term growth.

We forecast by FY15, a 6x increase in Smart Class installations, driven by product

superiority and peer pressure among schools, and a significant ramp-up in K-12 schools (225

schools). Key risks include excessive acceleration at the expense of execution and service

quality. We initiate with a BUY and a 12-month DCF-based target price of Rs865.

Indian education – a large opportunity in the making: A large ‘under-24’ population of

~500m, one of the world’s lowest GERs (17%), low literacy rates and number of schooling

years (5.1) in the world, promise long-term growth. According to CBSE (Central Board of

Secondary Education), by FY12 India will need ~150,000 more private schools—twice as

many as it has at present. Various education services, including more schools, smart

classrooms, faculty training, and vocational training—all of which face serious shortages

today—will be needed.

Upsides for Educomp from early start in Smart Class and K-12 businesses: We believe that

Smart Class (and similar products) will increasingly be adopted by schools, fuelled by

product superiority (over traditional methods) and peer pressure among schools. Educomp’s

product, currently in 2,574 schools (forecast to exceed 16,000 schools by FY15) is the clear



class leader and we foresee a widening lead over competition. Educomp is also increasing

focus on the K-12 business at the right time, and we forecast it will be in use in 200+ schools

by FY15 (currently 36). Securitisation of Smart Class receivables and K-12 execution

through the ‘dry management’ models are important steps towards accelerating execution,

which is vital to capturing this opportunity.

BUY with DCF TP of Rs865: We believe that acceleration will gain visibility in the coming

quarters (management has guided for 2500 Smart Class schools in FY11, compared to 355

added in 3QFY10). Longer-term triggers may include Educomp’s banks foregoing recourse

to Educomp for securitised receivables. Key risks are Educomp’s accelerating too fast for its

execution capability to keep pace, as well as increased involvement in government business

spurred by the Right to Education Act. BUY with DCF TP of Rs865 with 11.5% WACC and

4% TGR.

Several Categories of Schools

Educomp runs several categories of schools:

• Premium pre-school brands: Euro Kids (394 franchisee schools, 30 self-owned, 114 under

implementation; Educomp acquired 50% stake), Roots to Wings (~240 franchisees) totalling

almost ~780 pre-schools.

• Premium schools: Millennium schools are premium schools, with monthly fees of

~Rs3500 per student per month.

• Mid-tier schools: Takshila schools are middle-income-class schools with an average fee of

Rs2,000 per student per month.

• Low-budget schools: Vidya Prabhat schools are low-budget schools with an average fee of

Rs700 per month.

‘Dry management’ the way forward

In addition, the company is also looking at capex-light ‘dry-management’ models, in which

Educomp provides the brand (such as Millennium) and content/curriculum/teacher training,



in return for a revenue share in the business. The company has a target of 150 schools by

FY12 (including dry-management arrangements). This is a relatively new business vertical

and currently contributes ~8-10% of Educomp’s total revenue.

Low literacy rates, increased government focus and demand-supply mismatch to drive

growth: India has one of the lowest literacy rates in the world, and is thus positioned for

structural growth in the education business over the long term. Currently, 40% of students

study in private schools, which account for 7-9% of the total schools. Demand for private

schools is very high, as most of them have far superior infrastructure and other facilities as

compared to government schools. To bridge this gap, India will need ~150,000 schools by

FY12, according to CBSE. Educomp targets to build just ~150 by FY12. There are sufficient

demand drivers, and the only major risk that the business faces is that of execution, but given

the focus on ‘dry management’ ‘capex-light models’, execution speeds should be faster.

We have built in growth in number of schools from the current base of ~36 schools (we

estimate 16 Millennium, three Vidya Prabhat and three Takshila, the remaining 14 being dry-

managed) to reach 96 by FY12 and further to 225 by FY15, with most of the additions

coming via the dry management model for a fixed share of revenue (we work with 15%).



Objective of the Study

To finding out the problems facing by the Educomp Leap.

To create awareness of Educomp Leap among Customer.

To raise the profit directly or indirectly.

To make Educomp well renowned in front of people.

To provide right directions to the students.

To increase penetration in the market.

To see the problems and gap by which the product is not selling.

To create Brand Building and Marketing activities for Educomp.



Overview of Marketing

Introduction to Marketing

Marketing means communication of the product or services to influence people to become an

ultimate buyer of the product. Actually marketing is every where. Formally or informally,

people and organizations engage in vast number of activities that we could call marketing.

Good marketing has become an increasingly vital ingredient for business success. And

marketing profoundly affects our day-to-day lives. It is embedded in everything we do- from

the clothes we wear to the websites we click on, to the ads we see.

Evolution of Marketing

At the beginning of the century, social life was mostly local. It was followed by a period in

which commodities were produced on a mass scale. Consumer Marketing operated on mass

marketing principles and business primarily concerned itself with how to build the best sales

force. At the end of the century, there is an emerging global culture. The major driver of these

changes is technology. Technological change has moved steadily back focusing on the



individual. These changes shape the possibility and conduct of business. Marketing is

especially tied to communication and transportation revolution. As the tools and reach of

marketing increase, the job and responsibilities of marketers have evolved with them. Kotler

formalized this evolution with his book "Marketing Management." His key stages are

production, sales and brand management. Each of these is strongly motivated by

technological opportunities, which permit new methods and new opportunities. A fourth

stage, a focus on the individual customer, is also important. As the new technology of the

Internet develops, it reinforces the new marketing emphasis - which in many ways is a

return to business at the turn of the century. In today’s technology driven world, a new fast

paced digital economy is emerging. In the near future, it wouldn’t be surprising to see that

there are companies that exist only inside computer networks. Most business transactions will

be made electronically, directly from the producer to the consumer, bypassing the supply

chain. In the digital marketing environment, the consumer becomes an integral player in the

development of the product. In fact, a consumer might build the product himself from a wide

array of parts provided by the company. It is e-commerce that is changing the way products

and services are conceived, manufactured, promoted, priced, distributed and sold. The reason

being that it is much cheaper; it allows vast coverage and helps in serving the customer

better.

Introduction to Online Marketing

In a fast-paced life, everything has to be done in an instant. Everything costs more.

Everything moves faster. The good thing is that we can have anything we want in just one

click. We have the different technological advances right within our reach – time efficient

and cost effective- which make our way of life more convenient. All of these realities of

modern society have been in the name of progress. One of the most popular, most obvious

technological advances at present is the Internet, which provides the users convenience from

entertainment to education and from personal concerns to business matters. Indeed, the

Internet introduces many unique benefits to marketing including low costs in distributing

information and media to a global audience. Online marketing, as of 2009, is growing faster

than other types of media.

Definition of Internet marketing:-



“Placing your business or product on the Internet for millions of users to access so

that you can turn your website into a strong tool to maximize your sales and business

potential”.

But online marketing is much more than putting your advertising online. Internet Marketing

includes such areas as communicating with your customers, promoting your business or

product online, and making sure that your website content is useful and up to date. The great

thing about internet marketing is that you don’t need to have a huge budget to put together a

marketing campaign that is effective. There are tools that you can use to make your

marketing techniques easy and profitable such website templates, shopping cart templates,

and online marketing templates. Online marketing, also referred to as i-marketing, web

marketing, internet marketing, or e-Marketing, is the marketing of products or services over

the Internet.

The Internet has brought many unique benefits to marketing, one of which being lower costs

and greater capabilities for the distribution of information and media to a global audience.

The interactive nature of online marketing, both in terms of providing instant response and

eliciting responses, is a unique quality of the medium. Online marketing is sometimes

considered to have a broader scope because it not only refers to digital media such as the

Internet, e-mail, and wireless media; however, online marketing also includes management

of digital customer data and electronic customer relationship management (ECRM) systems.

Online marketing ties together creative and technical aspects of the Internet, including design,

development, advertising, and sale. There are some important points to consider:-

Communication through E-mails:- An important part of online marketing is how you

respond to your customer’s e-mail. You don’t want to lose potential customers after you’ve

made the effort to have them visit your website and then contact you for more information.

E-mail is a very effective and cost efficient way for you to generate more sales. The key to

this effectiveness is “consistency”. You need to be consistent in your response to your

customers. You’ll also want to make sure that the tone of your e-mail corresponds with the

tone you’ve set in your website content.

Human Resources and relations :- If you’re going to succeed online you need to have

enough people working with you. Efficient websites incorporate a personal touch with a fast

response time to customers. Your goal is to turn the visitors to your website into customers.



The standard time for a return e-mail is from 48 to 72 hours. If you wait any longer to e-mail

back you risk losing the customer. This means that if you don’t have the man power to return

e-mail in two to three days you need to take another look at your marketing strategy.

IMPORTANCE OF SERVICE SALES

Service sales are very important for any business for the greatest sales potential it is a concern

for every business owner.

Strategic sales planning enable you to answer certain questions?

What makes your business unique?

Why should customers choose your business over the competition?

What makes your service something that customers need?

Asking these kinds of questions gives you a good idea about where your business position

lies?

Where you want it to be?

Below are some the reason why strategic sales is consider as of utmost importance in any

business

Find Your Niche



It is very important for any company to create a niche for your business. But it is very

difficult to find a niche. A business niche is a special strategic positioning where you meet

the needs of a specific target market that has not yet been addressed, or you sell a specific

product that is unique and Educomp Leapctive to a wide customer base.

For instance, if you own a maternity fashion retail store, you do not operate in a niche.

Rather, maternity business attire fits more into a niche and has the potential to Educomp

Leapct a specified target market with a need for that product.

Helps you to set yourself apart

Your job as a business owner is to set yourself apart from the competition. Positioning your

business as a cut above the competition will help your sales soar.

Try including unique service offering. Design proper sales plan and follow each step with

extreme accuracy can set your company in a position to generate more leads and ultimately

results in more sales.

Helps you to consider your mission

Strategic sales help you to set your sales mission. While you may have lofty goals, you can

achieve better success by positioning your services with a more direct and focused directive.



Sales cycle at Educompleap



RESEARCH


Research

Building Database

Campaign Management

Lead Generation

Prospecting

Suspecting

ProposalNegotiation

Closure


Research is the very first step in the sales for any company. A good research is very

important for generating a prospective lead. It is the base of the sales and marketing and it is

one of the main sources of information for any company.

In Educomp it’s the responsibility of the presales team to do the research.

Following are the kind of researches that are being performed by Educompleap presales team.

1. Research in particular geography seeking any business opportunity for the company.

2. Research on a specific company (creating lead document).

3. Other researches like gathering information about latest happenings in Syllabus and

CCE Pattern.

CREATING DATABASE

After having a comprehensive analysis of the research that was being conducted, the next

step is to create database. Database is the collection of data of the prospects in a particular

format. It contains details like contact name, title, email-id, phone number, location etc for

any prospects

Database could be of any thing it could be of prospects of main frame, cards, payments,

testing, switching or details related to particular company. It could also be the list of

prospects geography wise etc.

If the database is strong and comprehensive than more is the possibilities of getting a success

out of it. A database out of which higher number of success comes out is considered to be a

good database.

It is the responsibility of presales team in Educompleap to create database.

CAMPAIGN MANAGEMENT

Campaign in the sales and marketing is something same as contacting the prospects and

building talk with the clients with the purpose of seeking business opportunity. Campaign

management at Educomp Leap is also the responsibility of presales and business

development team.

There are mainly two methods of campaign Educomp Leap follows:

1. Email Campaign:



Email campaign is just like sending the mail to the prospects out of the database. Email

message are created as per the prospects requirement and the particular email message is

called the mailer message, which is in the particular format. For example if the contacts

database is for switching then email message will be created focusing Educomp Leap’s

expertise in switching.

Email are send through mail-merge because of necessity for the mass mailing. A particular

mail contains a properly designed message and attachment like company corporate brochure,

presentation if required. Mass mailing can be performed on any number of contacts.

After the mail are send there are three possibility of outcome:

1. Positive reply

If the reply is positive means prospect is looking forward for next round of talks. Then the

next step is to set up the telecom meeting with suggested date and time through the outlook

scheduler.

2. Negative reply

If the reply is negative we will not consider the particular contact for that operating

vertical.

3. No reply

If there is no reply by the contact we send them follow up mail. The follow up mails are

simply the reminder of the previously send email and request for fixing up the telecom

meeting.

Apart from above three possibilities there is one more possibility that of getting failure

notice because of incorrect email ID format. For that we either try to get correct email

combination or try using some different combination.

Direct Calling

Aim of direct calling is to get the telecom meeting fixed for the senior management.

If we are contacting on a switch board number getting the direct number is also the concern.

First 2-3 round of talk are taken by presales team and for next level of talk is performed by

senior management.

Positioning



Positioning is the first phase of the call where experts give introduction about the company.

Introduction contain details like company profile, different verticals of operation, current

clients, value proposition, previous projects done. These all details help them to have a clear

picture about the company, its capabilities, and synergy if any exists. The whole introduction

takes around 15-20 min of time, but depending upon the total duration of the call we have to

customize time according to that.

Pitch

Now that we have got our prospect on the line, it’s time to pitch our services according to the

need of the clients. As before making the call a proper research is always being done in the

form of Lead Document therefore we have some overview about the synergies that could

exists with the client accordingly we pitch our services with the main emphasis on client

requirements.

Value proposition or why Educomp Leap

It is very important for a company to tell its client about their USP’s. Educomp Leap put it in

a way as various differentiators differentiating them from its competitor’s. Some of the

differentiator company pitches are:

• Domain and Functional expertise

• Global Delivery Model

• Strong Financials

• Good Corporate Governance

• Demonstrated Track Record

• Marquee Client Status

• Multinational Culture

• Flexible Engagement Models

LEAD GENERATION



In this stage of the process, your sales professionals need to be adept at probing to unearth the

customer’s true needs, in detail. Then they need a way to clearly articulate a “buying vision”

to the customer – capabilities that illustrate how your company’s products or services can

uniquely meet their needs. The goal of this step is to convince the decision maker to move

ahead with an in-depth evaluation of your solution.

PROSPECTING

After having discussion with the clients then prospecting any business opportunity is the next

step. At this stage of the sales process, the salesperson is generating qualified leads, fing

opportunity with the particular customer, and differentiating his or her company versus the

competition. Depending on the situation of business, prospecting can take many forms

including networking, seminars, marketing, trade shows, and cold calls. The purpose of this

step is to identify a qualified decision maker, or an ally in the organization who can help you

reach the decision maker.

SUSPECTING

Suspecting is nothing but qualifying. The goal of qualifying is to determine why the prospect

should buy. The most qualified person to answer this question is your prospect, but this is not

easy. People are not likely to give away their hot buttons; you must qualify the sales potential

of each contact. Here is how we do it.

Ask Probing Questions

We create a list of probing questions. They help us to determine the level of interest in our

service. We ask prospects about their work and the potential benefits of your relationship

with them. We then diagnose basic needs and explore options to meet those needs. Check out

the budget, scheduling and time issues. We also probe the amount of urgency, try to know

who makes spending and budget decisions. It is very important to make sure that we are

talking to the right person; if not, find the true decision-maker. Probe and intuit values and

loyalties. Inquire about the past, present and future of the prospect and his or her

organization. Find out what the customer does and find a way to help him or her do it better.



If a prospect answers no to any of our questions it could begin a downward spiral that may

end the deal. Ask questions that get a "Yes" response. Stay in the question mode, even if a

prospect attempts to get you talking. Do not waste valuable time on people who will not buy.

Listen More Than You Talk

Qualifying should consist of 95% listening -- or more -- by the sales person. Focus on what

the customer is saying. Keep them talking and listen behind the words. Empathetic listening

is key. Take notes and repeat back what you think you heard a key to successful selling and

rewarding relationships. Sales paradox is that you give of yourself in order to get back the

sale. For example, give trust and receive trust in return. People will tell you how you can add

value and close the sale if you listen more than you talk.

Get inside the Prospect’s Head

We try to get into the mind and thoughts of our prospect and out of our own mind. Focus on

the needs of the client and how to best add value. The goal is to be the person whom

customers want to hear from and to help solve their problems. If you do not understand where

the customer is coming from, then ask. Stay focused on what is going on in the mind of your

prospect.

Proposal

When you reach this stage the promises end and you have to demonstrate to the decision

maker that your company can really deliver the goods. You can create a mutually agreed

upon Product/Service Evaluation Plan that highlights key steps to prove your capabilities and

ensure a win for both the customer and the salesperson. The Evaluation Plan is an important,

formal lever that many salespeople overlook: once a customer agrees to the Evaluation Plan,

the salesperson is in control of the sales process. In other words, the customer can only afford

to go through the steps of an Evaluation Plan with one selling organization because of the

time, cost, and resources to perform each step. The goal of the Proposal stage is that the value

has been demonstrated – via successful completion of the Evaluation Plan – and the customer

requests that the salesperson submit a proposal.

At this stage of the process the consideration set of company narrows in the eyes of the

customer, and responding rapidly – and professionally – is essential for the sales professional.

Most small business owners wince at the thought of how many potential sales slip away when

a commitment falls through the cracks or an e-mail goes unanswered.

NEGOTIATION



Sales negotiation strategies aim to increase sales revenue whilst creating the best possible

value for the customer. Focused analysis of the power balance within competitive sales

situations coupled with strong processes can equip the sales person to get the maximum value

for their solution. Assuming that the customer has reached a preliminary decision to buy your

product, formal negotiations over the terms of the purchase will now begin. Most, though not

all, negotiations usually revolve around price and service (no great surprise). Keep in mind

that it is usually a mistake to enter into negotiations with anyone other than a decision maker.

If you do, you will find you have simply lowered your product's price unilaterally. Going

forward, you will have to negotiate all discounts from the new, lower price once you begin

serious discussions with someone who can actually cut a check.

CLOSURE

Closing the sale or gaining the commitment is part of the sale process.

There are some specific skill sets required when dealing with this step in the sales process -

closing or gaining commitment. However these skills should be used in conjunction with the

other sales skills and aligned to the overall sales process. Some of the skills that matter the

most are

Demonstrate your subject matter expertise with confidence and clarity of purpose

• Be authentic

• Separate the stalls from the objections

• Overcome any objections that arise

LEARNING HOUR



Learning Hour is the largest provider of tutoring services in India. It has a chain of Tutoring

Centers, and also provides online tutoring through learninghour.com It also regularly used by

thousands of school students in the Middle East. Learning Hour is an online, educational-

assistance portal, offering a complete suite of assistance services to students across the world.

The main services offered are Academic Assistance to school students, Test Preparation and

Application Assistance.



TUTORING CENTRES

Learning Hour also has a chain of tutoring centers, started after years of research into the

tutoring needs of school students across India. The main focus of the these centers is to

provide students, the right environment and best possible guidance through their certified

teachers, who understand student needs, having gone through extensive training in teaching

methods, student psychology and academic systems.

Our teachers ensure that students get all the guidance needed not only do well in school

exams, but to top them. With a widest range of courses on offer, students can choose the

carefully designed packages to suit their needs and get started with an amazing learning

experience immediately.

ONLINE TUTORING

Once registered, students can create their customized study schedules under the advice of a

tutor and the customer relationship managers. Students and tutors interact through voice,

video and a whiteboard which replicates the physical tutoring 100%.

The whiteboard is used in conjunction with a digital pen, which is a cordless pen used by the

students/ tutors to write on a pad, and their writing is instantly replicated on the white board

screen. Tutors also use a number of presentations, illustrations, animations etc. to explain

concepts to the students in a better way. They also take periodic tests for assessment and

progress tracking.



The entire tutoring session is recorded on the tutor and student’s computers. The student can

replay the whole session anytime for revision.

Some facts about learning hour:

First tutoring website in India to have full audio-video conferencing along with

standard tutoring whiteboard functionality.

First website to launch services for CBSE and GCSE curriculums,

Offering one-to-one online tutoring to school students for normal academic tutoring

and 1:4 tutoring for test modules like IIT-JEE, PMT etc.

All tutors are post graduates, engineers and doctorates in relevant subjects and

undergo rigorous training in online tutoring processes and LearningHour pedagogy.

Learning Hour was conceptualized and launched by alumnus of IIT- Delhi and IIM-

Ahmedabad

EDUCOMP LEAP

Leap is Educomp’s pioneering initiative to help students get advanced, scientific and

personalized coaching from acclaimed faculty, in their home town, and at a lower cost

compared to what they would have incurred if they took face-to-face classes from the same

faculty.

Leap makes available its services through a national network of Leap Learning Centres

(LLCs). The LLCs are VSAT-enabled and through state-of-the-art studios and

telecommunication facilities, the LLCs channelize audio, video and data-enabled high-

quality, faculty lectures to students.

Leap provides a school going student with all the supplemental assistance they require to

improve their academic performance in school and entrance examinations. The primary mode

of this is via teaching by a live faculty, aided by asynchronous content like animations,

recordings, books etc.



LEAP’S VSAT ENABLED CLASSROOM

Leap also provides school tutoring to students of classes IX, X, XI & XII. India’s leading

faculty will provide core concept teaching to students via VSAT, and will be assisted by

highly qualified local teachers to give personal attention to each student.

Leap is currently available in 22 centre’s across India.



HOW DOES LEAP FUNCTIONS

Leap works on VSAT technology, on a proprietary platform developed by Educomp

Solutions, over years of research. From its state-of-the-art studios, Educomp Leaps faculty

members conduct teaching sessions, which are seen and heard live by students in all Leap

centres. Students can also be seen and heard by the teachers, making the session completely

interactive and real.

This is supplemented by well researched and specially designed course material, a continuous

testing and assessment system and a website which allows a student to keep continuous track

of their performance. All tests are benchmarked across all Leap students .

The faculty uses Leap’s smart attendance system, smart assessment system and audio-

video facilities to see hear and talk to the students.

The students can see, listen and participate in a lecture through a computer and an

LCD projector connected to the VSAT receiver.

They interact with the faculty as spontaneously and naturally as in a regular

classroom.

They can also mark attendance, raise queries, respond to polls and attempt multiple

choice questions and assessments. All sessions conducted are recorded and are

available to the students via the website for later review.



ORGANISATION STRUCTURE



LEAP’S POLICY REGARDING SERVICES TO

CUSTOMER

Leap addresses the basic problem of aspiring students, i.e. the non-availability of quality

faculty in their cities and towns. The better faculty gravitates towards some specific hubs of

test preparation like Delhi, Kota etc, leaving other cities and towns with faculty of a lower

caliber and record of successful students.

Leap ensures that every student is able to learn from the best faculty in India, through its

network of satellite linked centres. The faculty of Leap is the best, with a proven track record

of successful students, as well as an ability to teach the most difficult concepts in the simplest

manner, allowing students to improve their learning.

Advantages

Students can interact with teachers on a real time basis

Teacher can see all students across classes

Students can ask questions using SAS or Mike

Live testing can be done using the Smart Assessment system

Same quality of education provided to all students.

Use of Educomp Smart Class Modules to teach students



Direct Initiatives



Pre-Schools: Educomp’s chain of pre-schools under the Roots to Wings brand has grown

rapidly to 60 schools as on 30 September 2008. These schools cater to the learning needs of

students in the 2 to 5 years age group. Educomp has also acquired 50% stake in Eurokids, one

of India largest chain of pre-schools with over 400 schools in the country.

K12 Schools: Educomp is setting up a chain of K12 schools in the country known as the

“Millennium Schools”. The company has 11 schools operational across 9 cities in India and

reaches over 14000 students as on 30 September 2008.

Learning Hour Tutoring Centers: Educomp’s subsidiary ThreeBrix e-Services is a leading

provider of tutoring services in India. The company has a chain of Tutoring Centers under the

brand Learning Hour providing tutoring to students from classes VIII to XII using well

researched teaching methods, specifically developed content, including 16,000 multimedia

content modules, technological aids such as digital white boards and a proven testing and

assessment program. The company also provides online tutoring through learninghour.com,

offering a complete suite of assistance services to students across the world.

Mathguru.com: Mathguru is a math-help program catering for students studying in classes VI

through XII, and was launched in July, 2006 to address the issue of variance in ability

amongst children within the same year group. It is a 24/7 math-help program using online

interactive tutoring designed to help students solve their mathematical problems, as per their

curriculum, text books or syllabus. The repository contains all problems from the NCERT

mathematics books and the easy-to-use website arranges all problems and solutions in a

structured topic format.

Wiziq.com: Wiziq is an online educational platform developed by Educomp’s subsidiary

AuthorGen that connects students and teachers from around the world. The platform is

equipped with a state-of-the art virtual classroom with audio-video communication

capabilities and runs on any web browser and on any operating system.

Authorstream.com: An initiative of AuthorGen, Authorstream.com is a web platform for

sharing power point presentations on blogs and websites which can also convert such

presentations into video format that can then be shared on Youtube.com and via iPod

technology.



Learnhub: Learnhub is a social learning network, where people teach and learn online,

developed by Educomp’s subsidiary Savvica, e-learning Company based out of Troronto,

Canada. Learnhub is a network of communities, each built around a specific subject (e.g.

algebra, history, software development etc.), which ultimately forms a market place where

students can find courses and tutorials from expert teachers and teachers can advertise

themselves and the knowledge that they have to offer.

Sales Figure



Educomp Q4 FY 2010

Smart Class – How has the business performed in FY10? What are the growth prospects? In

Q2 FY10, Educomp changed the business model for Smart Class from BOOT model to the

securitization based Edusmart model in order to rapidly penetrate the large addressable

market size as well as to make Smart Class a free cashflow positive business.Based on the

merits of the new model, the company received board as well as shareholder approval to

transfer all existing contracts to the new model by the end of FY10. The company transferred

all the existing school contracts signed under BOOT business to Edusmart Services pvt

ltd.Based on the rapid growth of Smart Class and the increasing adoption rate, we estimate to

grow the business to over 20,000 schools in the next 6 years translating to over 300,000

classrooms.There are about 75,000 private schools in India; this translates into an overall

market of about 3 million classrooms of which Educomp’s current penetration is around

1.5%. Further this market is growing by about 100,000 – 125,000 classrooms each year.

The guidance for FY11 is to add another 25,000 – 30,000 classrooms leading to an organic

growth of ~50%-80% in Smart Class based on the number of classrooms added. This shows

strong increasing penetration and acceptability of the product and also validates our thesis.

We expect the total FY11 Smart Class revenues to be in the range of Rs 850-900cr out of

which Rs 550-600cr will be through organic growth. The balance pertains to the content



revenues deferment of the previous year on account of the transfer of schools. We are also

exploring a low cost Smart Class model for the schools which cannot afford Smart Class to

start with, who will up-scale to Smart Class later on. This will allow us to penetrate the

market at both ends and further increase Smart Class sales.

Continuing our tradition of innovation we are also launching Smart Class “live” – a service

that will allow us to broadcast live lectures and test prep programs directly into schools via a

VSAT connection, this will allow under-resourced schools to augment their teaching faculty

with some of the best teachers in the country as well as provide best in class test prep to

students of grade 9 to 12 via our product “Educomp LEAP”. How to model the Smart Class

business going forward? Further simplifying the Smart Class disclosures, we will be updating

investors on a quarterly basis on the number of classrooms we have signed and price per

classroom. Since our model has undergone changes in the last two quarters, these disclosures

will help investors understand the growth, revenue and profitability of our business. As we

expand across the market, the total number of classrooms implemented, along with the selling

price per classroom will give accurate picture of the business. Smart Class is penetrating

schools in tier 1, tier 2 and tier 3 cities and we continue to see rapid growth coming from all

tiers. We have witnessed that schools in tier 2 and tier 3 cities, start with adoption of Smart

Class anywhere in a range of 5 - 15 classrooms per school, with a phased increase over the

years. We believe almost all schools will eventually convert their classrooms into 100%

Smart Class classrooms in the coming years. Since the sales model for Smart Class is on a

“per classroom” basis, going forward we will be disclosing the actual ‘number of classrooms’

implemented every quarter. Also, we will be disclosing the average ‘per classroom price’ as

well so that it becomes extremely straightforward to model the business by multiplying these

two numbers.

Smart Class and Overall Revenue and PAT reconciliation A reconciliation of the Smart Class

revenue and PBT is provided in the annexure below. In summary the Smart Class revenue

grew 53% and PBT grew 52% in FY10 based on like to like comparison. Full year FY10

Revenue eliminating the impact of transfer of existing Smart Class contracts is up by 90% on

a y-o-y basis. Full year FY10 Revenue eliminating the impact of transfer of existing Smart

Class contracts as well as Edusmart model is up by 65% on a y-o-y basis.



The transfer of existing contracts added a net revenue of Rs. 293.92cr for FY10 (resulting a

BOOT foregone revenue of Rs 201.99cr) ie. Had we not transferred the old contracts (and

recognized normal BOOT revenues) our Overall revenues for the year would have been less

by Rs. 91.93cr ie. Rs. 948.58cr instead of Rs. 1040.51cr. In FY11 we expect the Smart Class

revenue to grow 81% on a like to like basis and the PBT on a 91%. For further details, please

refer to Revenue & PAT reconciliation in the annexure How much of securitization funding

is available?

In Q4 FY10, the company had sanctions of Rs 415cr of securitization funding. For FY11 the

company has tied up for Rs 500cr of securitization funding for schools that will be added in

FY11. This shows the acceptability of our business model with lenders. The company has

also initiated talks with banks to do the securitization transactions without the corporate

guarantee.

What is the potential liability for Educomp under the securitization model? Historically the

liability has been negligible. Going forward we expect the potential liability to be below 1%.

What is the new focus for Educomp in FY11? While Smart Class continues to see rapid

growth in FY10 and in the years to come , the next big focus is now on K12 schools which is

operated by the subsidiary Educomp Infrastructure and Services Management Limited

(EISML).

Supplemental Education Strategy

Our Supplemental Education strategy grew further with the launch of India’s first VSAT

based Engineering Prep program under the brand LEAP. Educomp will open LEAP centers

across Tier II and III cities in India to allow students access to high quality coaching through

VSAT. Last year, over 400,000 students appeared in IIT-JEE exam and over 1,200,000

students appeared for AIEEE exams. While 80% of these students take some form of

coaching, a mere 20% of these have access to the top 10 coaching institutes of the country.

The rest have to be content with sub-standard coaching due to a variety of reasons, ranging

from geographical constraints, cost implications and non-availability of high quality faculty.

The IIT-JEE and AIEEE market size is today an estimated Rs.2500 Crores with an average

coaching spend of each student being close to Rs. 30,000 to Rs. 50,000 yearly. Through

effective use of VSAT technology, the LEAP Centres will deliver standardized, high quality



and cost effective test prep. Educomp launched LEAP centers across 13 cities including

Jalandhar, Amritsar, Jammu, Patna, Surat, Guwahati, Allahabad, Varanasi, Meerut, Agra,

Lucknow, Ludhiana and Gurgaon. Vocational Our Vocational business which is a JV with

Pearson is a well oiled engine now with over 200 points of presence operational across the

country is various different formats. We are excited about the future potential of this very

unique business which spans across customer segments in urban, mid-market and bottom-of-

the-pyramid segments, with programs and courses across a wide variety of vocations and skill

sets. ETEN has a network of over 100 centers now and is planning to diversify from

programs in CA exam preparation to programs in Civil Services exam preparation.

PurpleLeap has a network of over 80 centers in colleges and will soon start offering

University branded programs. Our retail Vocational centers is now a network of over 40

centers with courses in English and IT, and is developing programs in Media, Sales & Retail

and Tourism and Ticketing.

Guidance going forward

Revenue guidance for FY11 is Rs 1300-1350 crores while PAT guidance is Rs 330 – 335

crores with focus on growth engines like Smart Class and K12 schools. We will go for further

IP consolidation, innovation and investment in R&D and focus on our current breadth of

products and services as we build a unique Education company with presence across the

entire Educational life-cycle of our customers in the biggest education market in the world -

India.



SMART CLASS AS STRONG PRODUCT

Smart Class – strong product, sustainable growth

Smart Class is a digital classroom teaching solution that replaces the traditional ‘chalk and

blackboard’ infrastructure with smart-boards and digital content.

Educomp’s content library has a repository of 16,000 multimedia modules, developed partly

in-house and partly through partnerships with content providers (such as Discovery channel).

It covers the entire K-12 education curriculum and is currently available in 10 regional

languages. The product has been installed in 2,574 schools across 65-70 cities (3QFY10).

Smart Class currently contributes ~60% of Educomp’s revenues.



Expect sustainable revenue growth: We expect Smart Class to take root strongly as: 1)

current stipulation of a five-year lock-in ensures that the current batch of pupils using Smart

Class get accustomed to this method of teaching, and will be reluctant to go back to the

‘boring’ blackboard system again; 2) teachers would have invested substantial effort to orient

themselves to this way of teaching, and hence would be hesitant to shift; and 3) Smart Class

is sufficiently differentiated through brand reminders and distinct look-and-feel to create a

barrier to switching to competing products. Revenue growth will come from:

1) Increase In Smart Class Penetration In Schools: Currently, Smart Class (and similar

products from competitors) are present in ~3.4% of all private schools in India. We believe

this is a significantly superior teaching method, and over time, the intrinsic merit of the

solution and peer pressure will get a majority of schools to convert; and

2) Growth In The Number Of Digital Classrooms Per School: Schools typically do not

adopt Smart Class in all their classrooms.

Potential market of US$2.5bn annual revenues—compared to Educomp’s FY09 revenue

of US$68m: Educomp charges schools ~Rs130/student/month. Assuming 50 students per

classroom and 15 classrooms per school, the annual revenues that can be drawn per school is

~Rs1.2m. We believe that eventually most schools will convert to Smart class or similar

solutions. Lastly, 5000-6000 new private schools may be needed per year for the next several

years. All taken, the addressable market could be more than 100,000 schools in 5-6 years,

implying annual industry revenues from these smart teaching solutions of Rs120bn or

US$2.5bn (at INR/US$ rate of 46). By comparison, in FY09, Educomp’s revenues from this

segment were US$68m.

Major scale-up in execution capability needed: Educomp added 355 schools in 3QFY10.

To reach 20,000 schools in five years from the current 2,574, it will need to step up execution

significantly if it is to make use of this huge opportunity without losing ground to increasing

competition. Educomp’s recent securitization is a step towards this.



Other business – bandwidth consumers for now

Broadband could foster growth in online businesses: Educomp has a clutch of online

businesses, among them 1) the US-based Learning.com, which provides online curriculums

and assessment tools; 2) AsknLearn, a Singapore-based e-learning solutions provider; 3)

WizIQ to facilitate virtual classes, online tests and other content to end-users; and 4)

MathGuru an online portal based on NCERT curriculum for grades 6-12.

Drivers for this business are: 1) increasing broadband penetration in India, which is currently

less than 5%; 2) rising incomes, which will translate into increased broadband penetration;

and 3) increasing adoption of computers as a medium of education.Between the

government’s proposed mega optic-fibre initiative, 3G and Wimax auctions to be held later

this year, broadband is likely to get a fillip, and these businesses may prosper and deliver

upsides.



We build in 5% topline growth for each of the acquisitions Learning.com and Asknlearn,

while keeping flat revenues for other smaller online portals (10% of revenues and 2% of

EBITDA in FY12)

Vocational training has significant potential: The higher-learning solutions segment is the

smallest revenue contributor (2-3%).

The company recently entered a 50:50 JV with Pearson, one of the world’s largest education

companies. This JV offers a number of courses, and among the more popular ones is English

language training. Educomp plans to leverage Pearson’s expertise in English language (the

‘Longman’ brand from Pearson is renowned).

• The labour force in India is ~400m and adds ~13m annually.

• English-speaking enhances employability and salaries of unskilled and semi-skilled workers

such as drivers and waiters.

Our current model does not factor in any growth from the vocational education business and

professional development verticals, building in flat revenues from the segment.



Key Risks to Valuation

1) Execution risk – going too slow will dilute the opportunity: To enable Smart class

penetration to reach ~16,388 schools and to reach 225 K-12 schools by FY15 would require

strong execution capabilities. Educomp currently rolls out Smart Class at a run rate of 300-

400 schools per quarter, and as per our estimates would need to reach a level of ~750-1000

schools when it peaks in terms of school additions, thereby implying a ~2x jump in execution

rates. If Educomp does not step up, competition will certainly step up to exploit this

opportunity.

2) Going too fast will create default risk: We have built in 10% risk of default on Smart

class receivables that Educomp will build from the securitization deal. But if the number of

defaults increases significantly, it could be a key risk. Although there has not been a single

case of default from schools reported by Educomp so far, this might change as growth

accelerates.

3) Several businesses; synchronizing strategy will be a major challenge: Educomp has

significant upsides from the Smart class and K-12 businesses waiting to be tapped, but it has

also invested effort and capital in vocational training (Pearson), online training, and higher

education (Raffles). While management states that the businesses are to be managed by

independent managers with substantial stakes in the business, directing the overall group

strategy can become complex, especially as the core businesses (Smart Class and K-12)

demand acceleration and innovation.

4) Right to Education Act promises big government spending but profitability

questionable: With the Right to Education Act, the government has created a mega

opportunity for education companies, but at the same time, typical of government contracts,

the bidding will likely follow the L1 format. Winners in government contracts usually end up

bloodied. Educomp has stated this Act as one of the major growth opportunities, and claimed

sufficient differentiation to command margins, but this is still an open issue. Increasing focus

on the government sector would cause worry.



My Job Structure


My Job Experience

In-Centre Activity

Marketing Activity


EXPERIENCE AND LEARNING

MY JOB EXPERIENCE

I worked there as a management trainee so I got the opportunity to work under various

situations and tasks. I was mainly looking after the marketing aspect the company and also

participating in the in-center activities of LEAP. The one main thing is that I was not

supposed to do research I worked there as a employee of that Company.

Under marketing head I did following tasks:-

CANOPY ACTIVITY

DATA COLLECTION ACTIVITY

FLYER INSERTION & DISTRIBUTION ACTIVITY

GENERATING REFERRALS

BANNER INSTALLATION



Under marketing head I did following tasks:-

Canopy activity:-

In canopy activity I was supposed to find out some location

where our centre can install the canopy through which we can

catch the attention of the customer. Also I learnt how to monitor

our subordinates. The best part was I was able to interact with

lower level people how to get work done through them.

Educomp Leap gave me the golden opportunity to interact

directly with customer which helps in raising my confidence.

Data collection activity :-

I conducted data collection activity in which I hired some activity boys who were

placed outside school nearby to the Leap center and the job of activity boy was to

approach parents and students coming to school. I conducted this activity for a time

period of three days when the results of class 10 were announced and students were

coming to schools for admissions.

First of all I briefed all the activity boys about Leap and what they have to say

to the parents and students I gave them broachers and pamphlets and forms in which

they can have the details of the people.

When the activity boys were performing the activity I used to keep a regular

check over the activity at each school by alternatively visiting schools one after the

other and giving activity boys a surprise visit and constantly being I touch with them

on phone. I also handled a no of people who were interested and assisted them.

Later all the data collected through this activity was used for calling and follow up.



Flyer Insertion & Distribution activity :-

It was a kind of promotion and advertising activity. This was an activity that I used to

performed on regular basis. To conduct this activity first of all I used to look for a

perfect location nearby Hotspot i.e. where I can find a good no of students or parents.

After having the location I used to look for perfect timing to conduct this

activity, and then I used to hire an activity boy for the activity. Then I used to give

activity boy a briefing about whom to approach and what to do if someone seems to

be interested. In the briefing session I used to tell him that he should only distribute

the flyers to kids around the age of 11-16 and parents who were around the age of 35-

40 because there was no use of giving away flyers like that.

When activity boy used to perform the activity I used to stay near to him and

keep a watch if he was doing his job properly and also if there is someone interested I

can handle the query.

The locations I preferred were school on week days and market places on weekends.

Generating referrals:-

There was a referral scheme in Leap that if someone sends a students to the center for

tuitions and that student gets enrolled then we leap used to give some amount of

commission to that person who referred that student to Leap.

So for that I used to visit various book shops paste a poster of Leap over there and

explained them the referral scheme. For this I even used to visit other tuition centers

also who were teaching different subjects like English coaching, computer classes etc.

To find such contacts I used to just try hit and try method I used to roam all round the

area and note down all contact’s phone number and then call them later and ask them

for appointments. If they were interested I used to visit them else leave them.



When I visited them I used to explain them about our Leap’s strengths and

advantages to students and also that they can even have profit out of it and give them

some flyers so that they can approach students with that.

From time to time to time I used to give them a call and ask if

something was happening so as to stay in touch.

Banner Installation :-

When the results of class 10 was about to be announced I was asked to look for places

where banners of leap could be hanged. For this I was given the name of all

surrounding areas and ask to seek for such locations.

Then I went to each area and look for places where banners could be hanged

and they will be visible priority was T points as it is prominently visible. So I looked

for places with T points, places near book shops, schools and confectionary shops. As

these are the places where students generally visit regularly.



Under In-center activity I did following tasks:-

ROLE OF CRM

DETAIL FILES

TELE CALLING

HANDLING CENTER VISITS

COORDINATING WITH CENTER STAFF FOR DAILY

ROUTINE ACTIVITY



Role of CRM :-

About CRM Customer relationship management It is a broadly recognized, widely-

implemented strategy for managing and nurturing a company’s interactions with

customers, clients and sales prospects. It involves using technology to organize,

automate, and synchronize business processes—principally sales activities, but also those

for marketing, customer service, and technical support. My Job is to find, attract, and win

new clients, nurture and retain those the company already has, entice former clients back

into the fold, and reduce the costs of marketing and client service. I used to keep record

of students in CRM those I feel can get back to our centre or can give some response. I

mark them as a follow up. After certain days I called them up and update their status

according to their response if they want to join put them in follow up series if not them

dump that follow up as dead lead.

Detail files :-

I also did some work in the management of batch files. I did not contributed

much to it but still a small fraction of my whole training period included it. A batch file

was file which contained all the details of the students enrolled in the center in a

specific class. It contained student’s admission form, report card, academic form,

invoice and other related documents. It was a task requiring lots of patience and a little

bit of intelligence as one has to update on regular bases for every student enrolled in the

center which was quite tough as not every student was present daily and to remember

for the absent one’s was tough.

It was really a good concept because it was very helpful whenever any

information was required for the students in the center it was available in time and

easily.

Tele calling :-

I was given the data of the students contact no and I was suppose to call them

on there phone numbers and ask them if they require tuitions if there response was



positive then I used to provide them with the details of leap center .While persuading him

I used to tell him all the benefits of joining leap and all the advantages that the student

won’t get anywhere else then leap like smart class, highly qualified teachers and study

material. After I was done with that I used to ask the student for queries and clarified

them. At the end I used to ask if he was interested and then I used to act as per his

response if he was positive I would offer him free demo classes and ask him to visit the

center and if he was not positive then maybe I would I ask him just to visit the center for

once and attend some classes and then decide. A number of time’s there was a situation

that the student was not present at home so I used to follow the same procedure with his

guardian.

After the call I used to keep record of every detail of the call like name of the

student, class, school, response, phone no. this was a very important task as it helped in

taking the follow up’s of the calls made. With the records it was also possible for the

seniors to keep check and record of my work and to mark my efficiency it was also very

useful because other person could also have the required information from my calling

data in my absence when required.

Every day the update of total no of calls made was send to the director through mail at

the end of the day.

Home visits :-

I even used to handle enquiries that used to visit the center and the concerned

people were not available. Then in such a situation first of all I used to ask them to get

seated in the counseling room .Then after collecting all the material for the counseling

including broachers, books, handbook, enquiry form etc. I used to attend them and ask

them for water and all and after that I would ask them to fill the enquiry form and ask

them about course they want to opt for. As per there requirement I used to brief them

about the facilities leap had for them like smart class, highly qualified teachers, parent

teachers meeting etc. After completing the briefing about the services fees structure was

told to them.

A number of times I used to offer them discounts, free demo classes etc to Educomp

Leapct them and even I used to tell them about EDUCOMP so that they are assured



about the brand. If the enquiry was for IIT preparation then to overcome the fees problem

I used to give them a scholarship test option as they can avail discount over fees as per

the student’s performance in the scholarship test.

Later follow up was done for every enquiry on regular intervals and as required.

Daily routine activity :-

Coordination with daily routine staff was necessary I was also to act as a support

staff for the center staff and for that I also performing the day to day task of the center.

These tasks included coordinating with the office boy. Depositing the fees in bank,

coordinating with the teachers and assisting them on there requirements, looking after

small activities in center like student’s tests, prize distribution, meetings and I also used

to go to get works like photocopy etc ,when no one was free and it was urgent..



Problems & Limitation

Office was not at good location.

Job Description was not clear.

Unclear about whom to ask.

Too much paper documentation.

Over all Experience Gained Learning’s

How to start this same business only

How to keep check over subordinates.

How to motivate subordinates.

Usefulness of documentation.

How to organize canopy activity.

How to choose for a place to organize an activity.

How to negotiate with customers.

How to find contacts needed.

How to keep check over subordinates.

How to motivate subordinates.

Usefulness of documentation.

SWOT ANALYSIS



STRENGTH

•EDUCOMP LEAP is a well-established company, so it has a good reputation in the market.

•Advertising of EDUCOMP LEAP is much more aggressive than other Brands like Akaash.

•Backed by huge promotion at national level.

.

WEAKNESS

•Non-fulfillment of Seminars on time, made to students.

•Incompetent Marketing team who do not have much Idea about the market .

•Unavailability of various demanded subjects and classes like English & Hindi.

•Not proper control over market as well as employees.

OPPURTUNITY

•May tie up or liaison with major online companies computer centers.

•Huge publicity of Smart Class has created a lot of demand.

•Company has brand equity in the eyes of customers, so its new products can easily

penetrates in the market.

•Untapped market.

THREAT

•Threat of competitors new brand entry in the market in near future.

•Restrictions made by Govt. agencies.

•CBSE Tutoring are now available whose price are less or more beneficiary for the students.

CONCLUSION



1. After visiting nearly 100 Hotspot and places where I can install our Canopy outlets I found

that Educomp Leap is not doing a good job in Pitampura Centre. It is clear that Educomp

Leap has (38%) share lagging Akaash (45%) in the Educational Indrustries market in

Pitampura Centre. If we compare it with Signage or display material than Educompleap has

an edge over other Brands.

2.At this time it is solely depends on the customer which brand he would like to go with?

Although the company has been able to satisfy the customer. The company must take

immediate steps in order to resolve its image in front of cosumer.

3. It was also found that the schemes that are brought up in the market by Educompleap after

every couple of day is not making any net effect on the other brands, whereas one is

cannibalizing others market only.

4. It was also seen that Educomp brand is better sold than other normal tuitions centre’s. But

it is Akaash and Fit-Jee, which is making the major difference in the market.

5. It was also seen that Educomp Leap brand is lagging the other tuitions centres especially in

Lower Middle Income group area, which makes a major difference in the market.

Bibliography



Kotler Philip; Marketing Management; Prentice Hall India; 11th

Edition. Chapter Sales promotion

Magazines

Business Today

Business World

Outlook Express

Website

www.google.com

www.educompleap.com

www.stduyplaces.com


http://www.stduyplaces.com/

http://www.educompleap.com/

http://www.google.com/

Educomp Last

Documents

Transcript of Educomp Last