PEDAGOGYThe online education hub, Android App

MARKETING PLAN

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KEY FEATURES

1 EXECUTIVE SUMMARY

The incumbent need to eliminate naivety in this era of rapid information exchange led to the foundation of Pedagogy. The company aims at enlightening the youth of India regarding all matters related to pursuing higher education in the country itself – encompassing all doctrines of study, namely engineering, medicine, law, commerce and the like.

SITUATIONAL ANALYSIS2• COMPANY OVERVIEW

Pedagogy aims to deliver quick notifications regarding upcoming exams, be it national, college or school level. The company also aims to prepare them for these tests by conducting mock-examinations developed by professionals – most of which shall now be organised through its mobile app ‘PEDAGOGY”.

• MARKETING OVERVIEW

Today’s market is quite receptive to the developing culture of online education, websites and mobile applications alike. As more and more cities and villages get access to cheap internet facilities, open learning initiatives such as the one by Pedagogy will always be welcomed. However the major threat to this sector is the rapid growth of competition, wherein more and more e-learning and college awareness websites and portals are gaining ground.

• TARGET CUSTOMERS

The app aims to serve as a portal where, both students as well as their parents, can learn about the changes in education system and also which line of higher study suits best for their ward. Other customers include educational websites which can constantly update their content and adapt to changing trends and developments.

3GOAL

The mobile application attempts to demystify apprehensions regarding all such exams, or college entrances, college fests and various other activities by providing each and every finest detail. Our services include a portal for – Best colleges’ grading, career options, self assessment, instant notifications, courses offered by various schools and colleges, study in abroad guidance, and counselling therapy to all the customer segments.

The main source of revenue will be through advertisements, achieved through active discussion, blog posts and promotions, on the home screen of the app.

4STRATEGY

TARGET MARKETCustomers: Apps are generally used by young to middle aged people, theprior dominating, so the main attention is drilled at the youth.Collaborators: Impressive Youtube channels which do not have an identity oftheir own yet.Company: The ‘technical’ and ‘media and public relations’ departments ofPedagogy are solely responsible to keep the application and its contents healthyContext: Majority of the website content to be contained in the app.

VALUE PROPOSITIONCustomer Value: The main selling point of the company is that it is unmatched when it come to regular and constant updates regarding changes in myriad exam patterns, fee structure or even the syllabi of those exams. Students feel more comfortable if they are informed about these changes much before the twelfth hour.Collaborator Value: Earn revenues through exposure and pay per click schemes and even gain some popularity for their respective channels.Company Value: Ensure long term brand loyalty if more and more downloads are ensured for the app on the Android Playstore.

5 TACTICS

• Detailed analysis of each and every course provided by colleges in India. Every meticulous detail regarding entrance, pattern of examination, college cultural and technical fests and placement records.

• Self-Assessment in the form of mock examinations tailored to suit aspiring candidates of all genres.

• Instant notifications pertaining to various national/state/regional level examinations along with their dates.

• Counselling/Expert advice pertaining to career options/college/stream choice along with alternatives.

• Detailed data basing and ranking of colleges categorically• Point of contact based interface to address each and every customer uniquely.

THE PLAYSTORE APP ICON PEDAGOGY

6 IMPLEMENTATIONUnder the careful vigilant eye of the technical team the app shall beconstructed and tailored to suit every need of the customer, keeping inmind key design elements and UI/UX to ensure a smooth experience.Simultaneously, the content writing team and the media departmentshall be responsible to incorporate updates and communicatingframework changes if any to the technical back-end team.

LASTLY

7 CONTROL

Rapid feedback and response teams constantly survey the mobile market to contain any incorrect information if uploaded and the research team backs it up. It also keeps an eye out for plagiarism and copyright issues. Regular performance evaluations keep the flow of control in check and helps decide future investments and collaborations.

THANKS FOR WATCHING

THIS PRESENTATION WAS MADE BY SAYAN DAS, IITB FOR A MARKETING INTERNSHIP UNDER PROFESSOR SAMEER MATHUR, IIML