Product

Problem to Solve

E-coaching from the students of various IITs for

JEE and engineering exams

Unavailability of quality education at affordable

price

What’s New

Channels

Connecting students with their idols through this network of knowledge,

experience and motivation

Used digital channels for both marketing as well as

distribution

Situation analysis

Market Analysis

Expensive Coaching for

JEE

Unavailability of Quality

education at non-metro

cities

Market Analysis

Expensive Coaching for JEE

Unavailability of Quality education at

non-metro cities

Kota is the only option to go

Unavailability of Quality

education at non-metro cities

Opportunity in this situation

Offline and online Competitors

Goal

To provide quality

education at affordable

price

To gain the value of the customers

By efficiently using the emerging

digital technology

To gain maximum

market share

Strategies

Marketing strategy and objectives

Segmentation and

Targeting

Positioning Strategies

Pricing Strategy

Value Propositions

Marketing strategy and objectives

Segmentation and

Targeting

Positioning Strategies

Pricing Strategy

Value Propositions

Segmentation and

Targeting

All Engineering aspirants from all

backgrounds

Pricing Strategy

$ 7 per section-wise topic

$ 280 for whole-package

$ 110 per subject

Creating Value

Offering the section wise topic at lower price will attract large trial users and will position a unique image in customer’s mind with risk-less investment

Differentiation

Product Difference Service Difference

• Quality application based video teaching along with career orientation.• Well organised study material’s content

• Free installing app on play store with low prices for the premium version.• Online doubt class forum on the app.

Creating Value

Trial videos for each topic get the students to know about the quality of teaching been provided which increases the value perception of the brand.

Tactics

Brand Element

(Success pathway from winners)

Incentives

By offering FREE video unlocking system to the great performer in the test associated with that particular video

Pricing Tactics$ 7 per section-wise topic

$ 110 per subject

$ 280 for whole-package

To attract huge

number of trial users

Low price for whole package to encourage one time full

buying

To attract coaching

students who have problems in

particular subjects

Implementation

Smartpads

Distribution Channel

Marketing & Promotion Channels

Comparing

Correcting

Measuring

Control

Created by Aditya Deva, IIT Ropar during the marketing internship under Professor Sameer Mathur, IIM Lucknow

Disclaimer