Project Report Pankaj

A DETAILED STUDY OF BUSINESS STRATEGIES ADOPTED BY NIIT AND RECOMMENDING WAYS FOR THEIR BETTERMENT

AT

UNDER THE GUIDANCE OF

FACULTY GUIDE COMPANY GUIDE Ms. Hima Chugh Prof. Rakhi Tripathi FSM, New Delhi NIIT , Sec-51 Noida

SUBMITTED BY:Pankaj SharmaRoll No: 201100

FMG XX [2011-13]

STATEMENT OF AUTHENTICATION

I , PANKAJ SHARMA certify that this report is my own work, based on my personal study

and/or research and that I have acknowledged all material and sources used in its preparation,

whether they be books, articles, reports, lecture notes and any other kind of document,

electronic or personal communication. I also certify that this report has not previously been

submitted for assessment in any other unit, except where specific permission has been

granted from all unit coordinators involved, or at any other time in this unit, and that I have

not copied in part or whole or otherwise plagiarized the work of other students and/or

persons.

Date: Pankaj Sharma

Place: Delhi Roll No. 201100

CERTIFICATE

This is to certify that Mr. Pankaj Sharma Roll No. 201100, has completed his summer

internship at NIIT and has submitted this project report entitled A detailed study of business

strategies adopted by NIIT and recommending ways for their betterment towards partial

fulfillment of the requirements for the award of the Post Graduate Diploma in Management

(FMG--20) 2011-2013.

This Report is the result of his own work and to the best of my knowledge no part of it has

earlier comprised any other report, monograph, dissertation or book. This project was carried

out under my overall supervision.

Date:

Place:

————————————

Company Project Guide

CERTIFICATE

This is to certify that Mr. Pankaj Sharma Roll No. 201100, has completed his summer

internship at NIIT and has submitted this project report entitled A detailed study of business

strategies adopted by NIIT and recommending ways for their betterment towards partial

fulfillment of the requirements for the award of the Post Graduate Diploma in Management

(FMG--20) 2011-2013.

This Report is the result of his own work and to the best of my knowledge no part of it has

earlier comprised any other report, monograph, dissertation or book. This project was carried

out under my overall supervision.

Date:

Place:

————————————-

Internal Faculty Guide

ACKNOWLEDGEMENT

In pursuit of an MBA degree, summer internship plays a pivotal role in the overall grooming

by providing real time industry experience. I have tried to apply the learning I have received

from the various experienced professionals, who helped and guided me throughout the

internship project tenure. I wish to express my true regards to individuals who have been a

great support and motivated me to perform better.

My Sincere thanks to Ms. Hima Chugh (Centre Head), for giving me an opportunity to

work in her organization and to learn from the practical challenges that a manager faces while

on the job.

My Sincere thanks to Mr. Raman Handa (Territory Head) & Mr. Biswajit Kundu

(Regional Head) for their support in solving my doubts related to the project. They have

always encouraged me and appreciated my work by positively analyzing my findings and

suggestions. They directed me how to make the data collected more valuable for me as well

as the organization.

I wish to place on record my gratitude to NIIT Ltd. for providing me an opportunity to work

on a project of such importance. My stay in the organization has been a great learning

experience. This exposure has enriched me with knowledge and has also introduced me to the

attributes of a successful professional.

PANKAJ SHARMA

FMG - 20

FORE School of Management

New Delhi

EXECUTIVE SUMMARY

The objective of the Project is to identify and evaluate the existing business strategies for

NIIT and then after proper research suggesting recommendations in these techniques and

strategies. The questionnaire covered all the questions required to gain an insight into what

factors influence the decision of students to take admission in NIIT.

Organization can understand the requirements of the students and the strategy can be made

accordingly for the different marketing techniques. Finally attempt is made to suggest the

different ways by which the company could improve its sales. Through this report we hope to

make valuable contributions to the company.

Several recommendations and suggestions are given from conclusions which were arrived

after data analysis with the help of excel.

The data collected from students was entered into excel sheets and then analyzed using SPSS

and Minitab to come up with the conclusion on general view of students that they hold for

NIIT and also coming up with the recommendations given at the end of the report.

TABLE OF FIGURES

FIGURE NO. FIGURE TITLE PAGE NO.

Figure 1 IT Education in India 11

Figure 2 Top IT trainers in India 15

Figure 3 Competitor analysis 17

Figure 4 Gender distribution 25

Figure 5 Quality distribution of students at NIIT

26

Figure 6 Family income distribution of parents

27

Figure 7 Effectivity of different marketing techniques

28

Figure 8 Rating of NIIT on various factors

29

Figure 9 Number of students rating these factors as important

29

Figure 10 Age distribution of students at NIIT

30

Figure 11 Type of residential area of students at NIIT

31

Figure 12 Educational background of parent

31

Figure 13 English awareness of students at NIIT

32

Figure 14 NIIT is perceived to help students

33

TABLE OF TABLES

TABLE NO. TABLE NAME PAGE NO.Table 1 Competitor comparisons 18Table 2 Analysis of selection factors 30

TABLE OF CONTENTS

CHAPTER 1: INTRODUCTION………………………………………………………………………… ..10

• INFORMATION TECHNOLOGY INDUSTRY…………………………………………………….10

• INDIAN IT INDUSTRY……………………………………………………………………… 10

• JOB PROSPECTS IN IT IN INDIA…………………………………………………………... 11

• NIIT AS A COMPANY………………………………………………………………………………11

• COMPETITORS……………………………………………………………………………………....13

• COMPETITOR ANALYSIS………………………………………………………………………….15

• BRANDING AT NIIT……………………………………………………………………………… .. 18

CHAPTER 2: LITERATURE REVIEW…………………………………………………………………… 20

CHAPTER 3: RESEARCH METHODOLGY AND DATA COLLECTION……………………………...22

3.1 OBJECTIVES OF THE STUDY…………………………………………………………………….22 3.2 NEED AND SCOPE OF THE STUDY……………………………………………………………..22

3.3 HYPOTHESIS……………………………………………………………………………………….22

3.4 QUESTIONNAIRE DESIGN AND TESTING……………………………………………………..23

3.5 DATA COLLECTION METHOD…………………………………………………………………. 23

3.6 RESEARCH DESIGN………………………………………………………………………………24

3.7 SAMPLING DESIGN AND SAMPLING SIZE……………………………………………………24.

• TARGET POPULATION…………………………………………………………………………...24

CHAPTER 4: DATA ANALYSIS & INTERPRETATION………………………………………………...25

4.1 DEMOGRAPHIC……………………………………………………………………………………25

4.1.1 GENDER DISTRIBUTION…………………………………………………………………….25

4.1.2 QUALITY DISTRIBUTION…………………………………………………………………...26

4.1.3 FAMILY INCOME DISTRIBUTION………………………………………………………….27

4.1.4 EFFECTIVITY OF DIFFERENT MARKETING TECHNIQUES IN TERMS OF

FREQUENCY…………………………………………………………………………………...28

4.1.5 RATING OF NIIT……………………………………………………………………………….28

4.1.6 NUMBER OF STUDENTS RATING THESE SELECTION FACTORS AS IMPORTANT….29

4.1.7 AGE FACTOR…………………………………………………………………………………...30

4.1.8 TYPE OF RESIDENTAIL AREA………………………………………………………………30

4.1.9 EDUCATIONAL BACKGROUND OF PARENT……………………………………………...31

4.1.10 ENGLISH AWARENESS…………………………………………………………………….32

4.1.11 NIIT IS PERCIEVED TO HELP STUDENTS…………………………………………………32

4.2 STATISTICAL ANALYSIS AND INTERPRETATION…………………………………………...33

CHAPTER 5: MAJOR FINDINGS AND RECOMMENDATIONS…………………………………….39

5.1 SWOT ANALYSIS OF NIIT……………………………………………………………………...40

CHAPTER 6: CONCLUSION…………………………………………………………………………….41

CHAPTER 7: LIMITATIONS…………………………………………………………………………….41

CHAPTER 8: REFERENCES……………………………………………………………………………..42

CHAPTER 9: APPENDIX………………………………………………………………………………...43

9.1 QUESTIONNAIRE……………………………………………………………………………….43

CHAPTER – 1

INTRODUCTION

1.1INFORMATION TECHNOLOGY INDUSTRY

The Information Technology industry is large industry. Over the past 50 years, IT has shaped

modern world & continues to change it. The major segments in IT are hardware & software.

Software consists of products & services. Software products are packaged or ready-to-use

software made by a company for use by others. Software services companies typically do

programming for client companies on a contract basis. These companies take care of the

client company’s ‘outsourced’ development & maintenance of software, training, etc. IT is a

global industry: In 2007, the worldwide spending on IT was estimated to be $1.7 trillion.

1.1.1 INDIAN IT INDUSTRY

• Size of IT industry in India: The Indian IT industry is large: 2 million people work here. Of

these, about 1.5 million work on exports i.e. overseas contracts, while the rest work in the

domestic market.

• Off shoring: Indian IT companies have pioneered the ‘offshore’ model. Thus, instead of

doing work ‘onsite’ i.e. by going to work at the client’s company abroad, these companies

have set up processes to get this work done in India. This results in much lower costs for the

client company. By far, the biggest market for such work is the US.

• Top companies: Well-known Indian companies in this field include Infosys, TCS, Wipro&

HCL Technologies. Multinational software companies like IBM, HP & Cognizant have also

entered India & built an increasingly strong presence here.

In fact, there are an estimated 8000 IT firms in India. There are also thousands of other, non-

IT companies in India & most of them have their own IT department, whether small or big.

• Industry growth: Since 2001, the Indian IT sector has been growing at about 28% every

year; in 2008, the sector grew at 28% to reach over $70 billion in revenues. In the same year,

employment grew at 26%. There is still a lot of growth possible: Indian IT firms account for

only 15% of the world market of outsourced offshored software valued at $380 billion

FIGURE 1

1.1.2 JOB PROSPECTS IN IT IN INDIA

Each year, lakhs of people are employed in the IT industry, most of them new college

graduates. In 2009, Infosys is recruiting 20,000 freshers out of college at an average salary of

Rs. 3.25 lakhs per year. Other large firms too are hiring in large numbers. A career in the

software industry means being a part of the most ‘happening’ industries of our time. There is

no area today that is not or will not be touched in some way by software. If you have an

interest in trying or solving challenging problems, IT is a great field to work.

1.2 NIIT AS A COMPANY

NIIT is a leading Global Talent Development Corporation, building skilled manpower pool

for global industry requirements. The company which was set up in 1981, to help the nascent

IT industry overcome its human resource challenges, has today grown to be amongst world’s

leading talent development companies offering learning solutions to Individuals, Enterprises

and Institutions across 40 countries.

Research-based Innovation, a key driver at NIIT, has enabled the organization to develop

programs and curricula that use cutting-edge instructional design methodologies and training

delivery. NIIT’s Individual Learning Business offerings include industry-endorsed programs

for students seeking careers in IT – New Age GNIIT (India’s First Cloud

Campus), Edgeineers and Global Net Plus for IT professionals.

NIIT has provided computer-based learning to over 15,000 government and private schools.

The futuristic NIIT Guru range for schools is a holistic education package that comprises

Interactive Classrooms (an embedded Teaching Learning Material, that uses elements of

interactivity, automation and web links library); Math lab (technology tools that enable

school students to learn and explore mathematical concepts); IT Wizard (equips the students

with core computer knowledge and IT skills); Quick School (an Education Resource Planning

solution for school management); and Mobile Science Lab (the first of its kind portable

computerized Science Laboratory which enables students to correlate scientific concepts

taught in the class with that of real life.

.

To address the vast population of underserved, school-aged children, NIIT launched the

Hole-in-the-Wall education initiative. Its achievements in the area of Minimally Invasive

Education earned NIIT the coveted Digital Opportunity Award, by the World Information

Technology Services Alliance (WITSA) in2008.

For working professionals, NIIT Imperia, Centre for Advanced Learning, offers Executive

Management Education Programs in association with IIM Ahmadabad, IIM Calcutta, IIM

Lucknow, IMT Ghaziabad and IIFT Delhi. NIIT Imperia also offers specialized courses in

Finance in association with KPMG and on Digital Marketing with Google India and Internet

and Mobile Association of India (IAMAI).

NIIT Institute of Finance Banking & Insurance (IFBI) , formed by NIIT with equity

participation from ICICI Bank, offers programs for individuals and corporates in Banking,

Financial Services and Insurance.

NIIT Uniqua , Centre for Process Excellence, addresses the increasing demand for skilled

workers in the business and technology services industry by providing training programs in

relevant areas. This is a part of NIIT Institute of Process Excellence, a NIIT-Genpact venture.

NIIT Careers@Campus , the company’s Institutional Alliances Business for colleges and

Universities, delivers in-campus training through Synchronous Learning Technology.

NIIT’s Corporate Learning Solutions, NIIT’s Corporate Learning Solutions, offers

integrated learning solutions (including strategic consulting, learning design, content

development, delivery, technology, assessment and learning management) to Fortune 500

companies, Universities, Technology companies, Trainingcorporations and Publishing houses

NIIT YuvaJyoti , a joint venture between NIIT and NSDC, offers vocational skills training

programs to enhance employability of youth across India.

1.3 COMPETITORS

1) EDUCOMP SOLUTIONS

Founded in 1994, Educomp Solutions Ltd. is a globally diversified education solutions

provider and the largest education company in India. Educomp currently serves more than 15

million learners and educators across India, USA and Singapore. Educomp works closely

with schools implementing innovative models, creating and delivering content to enhance

student learning. Educomp has maintained a long, undiluted focus in the K-12 curriculum

design and teacher education space. Its innovative applications and products have

revolutionized the way information technology and the Internet is used to deliver new age

learning to people. Educomp is a publicly traded company on the Bombay Stock Exchange

and National Stock Exchange, India. Educomp Products:

• Introduced smartclass, a teacher-led‟ content delivery system that has

dramatically improved learning effectiveness in class.

• Developed India‟s richest 3 D K-12 content library with over 16,000 modules

aligned to Indian and international learning standards.

• Developed Roots to Wings TM, India‟s first structured Pre-School learning

system.

• Developed Mathguru.com an online learning initiative.

• Pioneered Education Process Outsourcing in India through the Learning Hour

platform, a benchmark for other similar initiatives.

• Conducted Professional Development workshops, training more than a million

teachers in technology integration, pedagogy, and best practices in teaching.

Educomp‟s Research Team constantly evolves more effective methods to reach out to

learners and educators. Educomp has a track record of implementing large scale Public-

Private-Partnership projects. Educomp works intimately with various State and Central

Government agencies, Ministries of IT and HRD, and Governments of other countries. The

varied programs involve across-the-board education infrastructure implementation, teacher

training and content development projects.

2) EVERONN SYSTEMS

One of the leading educational companies in India, Everonn is listed in both the NSE and

BSE. With a firm belief that technology-enabled learning can truly nullify social and

economic boundaries, Everonn‟s achievements have helped millions of students achieve their

dreams. From its pioneering VSAT-enabled virtual and interactive classrooms to its emphasis

on offering only the highest-quality content to students, Everonn‟s quest for excellence has

enabled the company to repeatedly break new grounds in the Indian education industry.

Everonn‟s commitment to a better standard of education is the guiding principle behind all its

activities, from making Pre-school toddlers school ready to enhancing the employability of

college students and providing the best entrance exam guidance in the nation. Everonn‟s

diverse operations are testament to the company‟s firm focus and dedication. From offering

the next-generation in school education through Internet and VSAT to providing content on

the move via mobile phones, Everonn is on a constant look out for the next technological

revolution in education. Be it elementary knowledge or the latest in animation and gaming,

Everonn is the one-stop destination for educational excellence. A parallel focus on formal

learning has also enabled the company to continue raising the bar in the Indian education

scenario.

2) APTECH

Aptech is a global retail and corporate training company with headquarters

in Mumbai,India. The company commenced its ITtraining business in 1986] and has trained

over 5 million students. In 1993, Aptech became the first IT training organization in Asia to

receive the ISO 9001 quality certification for Education Support Services The company has

grown and diversified into various education-related businesses and its stock is listed on

the BSE and the NSE.

It was also featured in the '2009 Global Top 20 IT Training organizations' list.

3) CMC COMPUTER TRAINING

CMC has hands on experience of designing and executing IT solutions for massive and

complex global Projects across the value chain-infrastructure, applications and business

process. .

As a part of the process, CMC Academy is a venture, one of the first to impart non-formal

computer education in India. This arm of CMC Limited which started grooming IT

professional’s way back in 1978 has a dedicated team from the education and delivery field,

comprising of Subject matter experts from the various technologies in the IT and related

fields. There is also a set of qualified faculty CMC Academy Park Street offers Training

solutions like Initial Learning Programs ,Technology training, Soft Skill Training ,

Summer/Winter/ Vocational Training & Project based training with its highly qualified team

of professionals with B.Tech, MCAs and Degrees in the Applied subject. All our Faculty

members are well qualified people who enjoys training people and uses training methodology

which is a judicious mixture of instructor led training, computer based training , case studies

and panel discussions.

4) DUCAT

DUCAT offers a wide spectrum of technical courses and application courses designed to suit

every skill level, as well as the ability to consult directly with organizations to tailor made

learning plans for any number of employees. Our products and services have a wide appeal

and are applicable those in varied positions including network administrators, systems

analysts, systems architects, Â test engineers, software developers, help desk staff, IT

managers, senior executives, administrative assistants and business professionals.

FIGURE 2

1.4 COMPETITOR ANALYSIS

1) APTECH

STRENGTHS

• 1st IT Education Company to receive the ISO 900 1 certification for its Education

support and services.

• Pioneers of Tele-education.

• Annual turnover of over US$ 70 million.

• 6, 00,000 plus students.

• Education alliances Partnership with world leaders like Novell, Oracle, Microsoft,

Wave Technologies .and USA.

• Courses ranging from 1 week to 3 years, providing academic options for each

• Multi-modal Education-A new Paradigm in learning.

2)EDUCOMP SOLUTIONS

STRENGTHS

• Global R and D facility

• Retention of the man power in the industry

• Impressive list of clientele

• Relatively lower receivables as compared to the industry

WEAKNESS

1. Lower operating margin in the group companies.

OPPORTUNITIES

• In the branded product category

• In the upcoming technology area like Bluetooth etc.

THREATS

• Increasing cost of human capital

• Slowdown in us industry

3)EVERONN SOLUTIONS

STRENGTHS

• Strong presence in establishing and managing VSAT based platformsin schools and

colleges.

• Curriculum focused digital content for school and relationships withthem.

• Relationship with state governments through ICT contracts.

WEAKNESS

• Relatively higher dependence on ICT for annuity revenues resulting in stretched cash

flows (Negative operating cash flow in FY09).

• Proportion of revenues from non core business (EDURES) steadily increasing.

Operating margin of EDURES range between 5% - 6%.

• No past track record of managing business schools.

OPPORTUNITIES

• Increasing the penetration of classes per school in the iSchool segment (Currently 3

classes per school versus Educomp’s 15 classes per school).

• New Model in ViTELS College, approaching colleges instead of students, will reduce

the lumpiness in the revenues of this segment.

• Working on models to start K-12 and business schools.

THREATS

• L1 bidding in ICT segment may put further pressure on margins and IRR.

• In event of failure of the new model in the college segment, Everonn will have to get

back to its older model of approaching students instead of approaching the colleges.

FIGURE 3

COMPANY HISTORY CURRENT NETWORK

BUSINESS MODEL

Started in 1994

19 million learners Strong focus on schools

Started in 1992

8 million learners Strong focus on web based learning

Started in 1986

6 million learners

Strong focus on Industry visits & workshops

Project development

Started in 1990

7 million learners

Strong focus on professional courses

Started in 1975

8 million learners

Strong focus on asset based services in niche segment

TABLE 1

1.5 BRANDING AT NIIT:

NIIT SECTOR 51 has had been operating for the past one and half years .But there has not

been significant efforts put in this field. The people around are not aware of NIIT. A lot of

efforts are needed in this field to increase the brand awareness and thus, increase the sales.

The following strategies are followed by NIIT to increase their branding:

• SCHOOL SEMINARS – This is the predominant form of marketing followed at

NIIT where the faculty conducts a workshop in schools for classes VI to XII.

• CANOPY MARKETING – Canopies are a major marketing technique for institutes

in the training industry and NIIT too has it’s canopies strategically located around the

territory along with a dedicated canopy team.

• TELE-CALLING – This is one of the major ways of creating brand awareness as

prospective customers are made aware of NIIT”S background and offerings

over the telephone. It is a very cheap and effective system.

• OTHERS – There are several other indirect techniques such as Print

Advertisements, Banners, Pamphlets etc. IITSC faces stiff competition from the

small players of the coaching industry as the follow the principle of aggressive

pricing which sometimes becomes unviable for the organization.

• INTERNET MARKETING - With the advent of social networking websites such

as facebook and twitter it has become very important that each and every organization

has an active presence on these sites. Internet marketing is considered to be broad in

scope because it not only refers to marketing on the Internet, but also includes

marketing done via e-mail and wireless media. Digital customer data and electronic

customer relationship management (ECRM) systems are also often grouped together

under internet marketing. Internet marketing ties together the creative and technical

aspects of the Internet, including design, development, advertising, and sales.

• TIEUPS WITH COMPANIES - Tie-ups should be done with different companies

for various courses of NIIT. Like with IT companies for IT training programs.

Moreover, for different finance jobs financial accounting courses can be provided. For

marketing field training for advanced excel can be provided. NIIT has courses for all

the industries.

CHAPTER – 2

LITERATURE REVIEW

1. Title : Measuring customer satisfaction in higher education

Authors : Susan Aldridge, (Head of Student Services, School of Management and Social

Sciences, Edge Hill University College, Ormskirk, UK), Jennifer Rowley, (Head of the

School of Management and Social Sciences, Edge Hill University College, Ormskirk, UK)

Source : Quality Assurance in Education(Volume 6 Issue 4)

Article Type : Research paper

Link: http://www.emeraldinsight.com/journals.htm?articleid=839613

Learning: This journal evaluates a methodology which had been developed to measure

student satisfaction keeping in mind the significant components of service experience

delivered to students at Edge Hill University College. This methodology uses a

questionnaire-based survey to collect information on student satisfaction. The methodology

has two unique features: the Student Charter informed the survey design; and student

responses were collected electronically through on-screen questionnaires accessible over an

intranet. Outcomes suggest that there remains some resistance to the completion of an

electronic questionnaire and both paper and electronic versions are likely to continue to be

necessary in order to achieve optimum response rates. The methodology has identified

specific aspects of the service experience where there was either an absence of student

satisfaction or the level of student satisfaction was variable. These aspects have been further

explored with focus groups and fed into the quality plan for the college. A “negative quality”

model is proposed which may offer a framework for response to different types of feedback

from students.

2) Title: The computer training handbook

Author: ELLIOTT MASIE

Link: http://books.google.co.in/books?

id=c3FwH0pEVcI

C

&

printsec=frontcove

r

&

dq=COMPUTER+TRAININ

G

&

hl=e

n & sa=X & ei=iDPRT_6UB6X2mAWRr9n7Ag & sqi=2 & ved=0CEwQ6AEwAA#v=onepage & q=COMPUTER

%20TRAINING & f=false

Learnings: The writer of this book was the founder of computer training support

conference and one of the pioneers in computer training. This aims to increase the awareness

of computer training role and importance in today’s world. The computer training should be

such that it fits the employees needs. This training should justify itself in terms of return on

investment and productivity improvement. It says that technology may be the only way to

deliver many types of training in workplace where the need for skill is greater than ever.

3) Title: Computer Education in India( Past,present and future)

Author: Dr, Utpal K Banerjee

Link: http://books.google.co.in/books?

id=QCYEJXzmbpQ

C

&

pg=PA35

7

&

dq=computer+software+training+institutes+article

s & hl=en & ei=mDnRT4m4EIrbmAXjguWHAw & sa=X & oi=book_result & ct=book-

thumbnail & resnum=5 & ved=0CGcQ6wEwBA#v=onepage & q=computer%20software%20training

%20institutes%20articles & f=false

Learnings: It talks about the technological of computers, communications and human socities.

It reminds that future lies in accepting , not resisting technological progress. The greatest

value of computer industry is that the user gets a good service , whether it be planning or

maintenance. And it has to be updated with the growing needs of user. A detailed analysis of

the computer education imparted by engineering colleges is done in depth and the lackings

have been pointed out.

CHAPTER – 3

RESEARCH METHODOLOGY & DATA COLLECTION

3.1 OBJECTIVES OF THE STUDY

1. To study the effectiveness of current Marketing strategies adopted by NIIT

2. To study the effectiveness of current business policies and the immediate impact

3. To find the major problems ailing NIIT

4. To provide recommendations to the company to help them strategize better and generate

the desired amount of sales

3.2 NEED AND SCOPE OF THE STUDY

1. The study will help the company determine the major drawbacks in the existing system of

marketing.

2. The study will help the organization determine the various deciding factors that a student

keeps in mind before selecting any particular institute and prioritize them.

3. The study will help in role clarity of the people involved in the marketing process.

4. The study will also help the organization in improving their service qualitatively and also

add value to their existing services

5. The study will help the people at the helm of the organization in understanding what a

student expects from a coaching institute with much more clarity.

3.3 HYPOTHESIS

H1: There is a relationship between the student who joins any course at NIIT and their

gender.

H2: The factor “distance from home” is not given different levels of importance by different

gender.

H3:There is a relationship between fees of the course and joining of the course for cool

applications program.

H4: There is a relationship between fees of the course and joining of the course for GNIIT

program.

H5: There exist a relationship between household income and what course you join.

H6: There is relationship between the residential location and the type of course joined.

H7:There is a relationship between educational background of parent and joining any course.

3.4 QUESTIONNAIRE DESIGN AND TESTING

The questionnaire is a structured technique for collecting primary data in a marketing survey.

A well-designed questionnaire motivates the respondent to provide complete and accurate

information. The aim of the project was to test consumer perception, to check various factors

affecting the sales of different courses to better define the target market and to study the

effectiveness of different marketing strategies. The following key areas were kept into mind

while developing the Questionnaire –

• Defining the target respondents.

• Choose the method(s) of reaching your target respondents.

• Deciding upon question content.

• Developing the question wording.

• Put questions into a meaningful order and format.

• Pre-test the questionnaire.

• Develop the final survey form.

The method adopted for Questionnaire Design were :

1. Brainstorming – The Questionnaire was designed after rigorous discussions. The

questions were designed in such a manner that they cover every aspect of the research

objective.

2. Focused Group Discussions – The management of NIIT were involved in focused group

discussions with us to frame the correct questions so that it would not be derogatory in any

situation and we would get the desired data through disguised questions.

3.5 DATA COLLECTION METHOD

We used a number of data collection techniques which are as follows:-

• By using the survey method - A detailed Questionnaire was prepared and responses

of studentswho enrolled for the course and who did not enrolled were taken on

parameters including study material, pricing,brand equity, marketing strategy etc were

captured on these Questionnaires.

• Conducting aptitude tests at schools & colleges.

• Organizing gaming tournaments for school & college students.

• Organizing painting & mehendi competitions at various nearby societies.

• Putting canopies & standings near school, colleges and society markets.

3.6 RESEARCH DESIGN

Convenient Sampling Technique has been used to identify the sample to be selected. The

sample size here was of 352. Further on this sample we did systematic sampling in which

selected a sample size of 88, selecting 1 out of every 4. On this sample,the research is carried

out using the detailed questionnaires which was designed for students. In the questionnaire

five points LIKERT SCALE had been used to measure almost every question.

For Data Analysis, tools available with MS Excel and Minitab were used. Representative

Analysis Tools Used:

· Bar Graphs

· Pie Charts

· Data Analysis-Minitab

3.7 SAMPLING DESIGN AND SAMPLING SIZE

Students Questionnaire

Sample Size: 88

Sample Design: Systematic Sampling

Region: NIIT Sector 51, NOIDA Branch

3.8 TARGET POPULATION

Our target population included: - Students who came for different enquiries to NIIT, Sector

51, NOIDA. This included the students who enrolled for the course as well as those who did

not enroll for the course.

CHAPTER -4

DATA ANALYSIS & INTERPETATION

4.1 DEMOGRAPHICS

4.1.1 GENDER DISTRIBUTION

As we can clearly see from the pie chart below that number of female respondents has been

more than that of male and it can be clearly contributed to the fact that till now more females

are seen studying in various IT training centers as compared to males.

FIGURE 4

4.1.2 QUALITY DISTRIBUTION

The student composition at NIIT is mostly in the range of 60-80% and therefore most of the

students who are attracted to the centre are average in nature. Thus the company should bring

out new policies to attract students of better quality .The perception of the consumer needs to

be changed.

FIGURE 5

4.1.3 FAMILY INCOME DISTRIBUTION

It can be observed that most of the students are from the family income group of 15000-

35000 k monthly followed by less than 15000 k monthly which is also quite a high

percentage proving that high family income is not necessary for a student to take admission

in a IT training centre. Rather it is the aspirations of the customer that drives the market.

FIGURE 6

4.1.4 EFFECTIVITY OF DIFFERENT MARKETING TECHNIQUES IN TERMS OF

FREQUENCY

It can clearly be seen that newspaper inserts, NIIT sponsored events and NIIT contact centers

are the responses involved which brought out the maximum responses. This means the

maximum conversion occurs when some counselor tells about the course directly to the

customer. This is a high involvement category.

FIGURE 7

4.1.5 RATING OF NIIT

Mostly all the in queries have rated the quality of study material as average and good. Thus

improvement is required in this field to attract more students as a education institute should

have the best study material.

Adding to it, the response about the faculty has also not been impressive. An educational

institute should be known by its faculty. The response about the jobopportunity is also mixed.

This column was filled by students wanting to do GNIIT. This means people don’t believe in

the assurance provided by NIIT for placements. Thus NIIT should work on this factor as it is

the main saleable factor for this course.

FIGURE 8

4.1.6 NUMBER OF STUDENTS RATING THESE SELECTION FACTORS AS IMPORTANT

All the factors have relatively same preferencewhile choosing an institute. Thus all the

factors matter a lot while selecting some institute. Among all the factors, distance from home

was given highest rating. Thus, it was main priority for girls and students enrolling for cool

application courses. Moreover, faculty was also given high importance by students enrolling

for both the courses. Adding to it, past records, feedback from others are given importance by

students enrolling for GNIIT courses. Thus, the institute should do more things to make the

students believe in the benefits of these courses.

FIGURE 9

# AnswerMin

ValueMax

ValueAverage Value

Standard Deviation

Responses

1 Faculty 2.00 5.00 3.90 0.76 882 Past records 2.00 5.00 3.72 0.94 72

3Feedback from

others2.00 5.00 3.71 1.02 68

4 Infrastructure 1.00 5.00 3.28 0.97 745 Course structure 2.00 5.00 3.86 0.71 856 Fees 1.00 5.00 3.68 1.08 737 Location 2.00 5.00 3.41 0.90 688 Brand name 1.00 5.00 3.51 0.90 72

9Distance from

home2.00 5.00 4.11 0.79 85

TABLE 2

4.1.7 AGE FACTOR

Mostly all the students belong to 12-17 and 18-26 categories. The institute should do more to

tap people above the age of 26 because it is a large untapped market which is willing to learn

computer. But still has not found any suitable fields to explore.

FIGURE 10

4.1.8 TYPE OF RESIDENTIAL AREA

The candidates have come from all the areas city, town and villages. This is a good factor for

the company as the courses are reaching to all the areas equally. This benefit can be used to

roll out more mass market targeting courses.

FIGURE 11

4.1.9 EDUCATIONAL BACKGROUND OF PARENT

Most ofthe parent of students who came for inquiries falls in the category of graduates and

who have done schooling upto some level.This means that the parents at least understand the

value of education or want to teach their children the things that they were not able to learn.

The students were less of parents who had done post graduation and above. This means the

courses find fewer acceptances among highly educated fraternity.The institute should look

into this and develop courses which are more knowledge oriented. AS it seems this was the

reason for their lesser interest in the courses.

FIGURE 12

4.1.10 ENGLISH AWARENESS

Majority of the students have chosenEnglish as their development area. This means knowing

less English do not prevent the children from not taking up the courses which is a very good

thing. Moreover, this can be used up as aopportunity by the company for making up courses

which includes teaching spoken English. This at one hand may increase the acceptability of

the courses in the target market and will also result in increased enrolling for the courses by

the students

FIGURE 13

4.1.11 NIIT IS PRECIEVED TO HELP THE STUDENTS IN:

Most of the students enrolling for the cool application program think NIIT to help them in

improving their grades in school and college and equipping them with strong IT end user

skills. While the students wanting to do GNIIT course want to avail NIIT's placement

services. Thus, these are the factors which should be mainly pitched while selling the courses.

Moreover, more programs can be built for students wanting to go for international placements

and to improve the placement ability of students in campus.

FIGURE 14

4.2 STATISTICAL ANALYSIS AND INTERPRETATION

1. HYPOTHESIS 1:

There is a relationship between the student who joins any course at NIIT and their

gender

NULL: There is a relationship between the student who joins any course at NIIT and their

gender

ALTERNATE: There is no relationship between the student who joins any course at NIIT

and their gender

Two-Sample T-Test

Two-sample T for C2 vs C3

N Mean St Dev. SE MeanC2 40 3.925 0.888 0.14C3 44 4.273 0.660 0.099

Difference = mu (C2) - mu (C3)Estimate for difference: -0.34895% CI for difference: (-0.691, -0.005)T-Test of difference = 0 (vs not =): T-Value = -2.02 P-Value = 0.047 DF = 71

As the p value is 0.047 thus we accept the null hypothesis that there is a relation between the gender and the student who joins the course. Thus we conclude that girls are more willing to join the course . Thus NIIT should concentrate more on it

• HYPOTHESIS 2: The factor “distance from home” is not given different levels of importance by different gender.

NULL:The factor “distance from home” is not given different levels of importance by different gender.ALTERNATE:The factor “distance from home” is given different levels of importance by different gender.

CHI SQUARE TEST

Expected counts are printed below observed countsChi-Square contributions are printed below expected counts

C10 C11 Total 1 5 16 21 4.42 16.58 0.076 0.020

2 3 14 17 3.58 13.42 0.094 0.025

Total 8 30 38

Chi-Sq = 0.215, DF = 1, P-Value = 0.6432 cells with expected counts less than 5.

Thus, as the value of p is 0.643 . We conclude that the null hypothesis is wrong and the alternate hypothesis is true that different gender react differently to factor “distance from home”

HYPOTHESIS 3 :

There is a relationship between fees of the course and joining of the course for cool applications programNULL:There is a relationship between fees of the course and joining of the course for cool applications program

ALTERNATE:There is no relationship between fees of the course and joining of the course for cool applications program

CHI SQUARE TEST


C17 C18 Total 1 14 3 17 11.07 5.93

0.776 1.448

2 14 12 26 16.93 9.07 0.507 0.947

Total 28 15 43

Chi-Sq = 3.677, DF = 1, P-Value = 0.055

As the value of p is 0.05. Thus we conclude that there is relationship between the fees and the joining of the course for confidence interval of 94%

HYPOTHESIS 4:

There is a relationship between fees of the course and joining of the course for GNIIT programNULL:There is a relationship between fees of the course and joining of the course for GNIIT program

ALTERNATE:There is no relationship between fees of the course and joining of the course for GNIIT program

CHI SQUARE TEST


C19 C20 Total 1 8 1 9 7.71 1.29 0.011 0.063

2 22 4 26 22.29 3.71 0.004 0.022

Total 30 5 35


As the P value is 0.752. Thus we say that we reject the null hypothesis and accept the alternate hypothesis that there is no relationship between the joining of course and the importance of the fees

HYPOTHESIS 5:

There exist a relationship between household income and what course you join

NULL :There exist a relationship between household income and what course youjoin

ALTERNATE :There exist no relationship between household income and what course you join

CHI SQUARE TEST


C7 C8 Total 1 3 5 8 1.64 6.36 0.125 0.290

2 5 11 16 3.28 12.72 0.899 0.232

3 0 7 7 1.44 5.56 1.436 0.371

4 0 8 8 1.64 6.36 1.641 0.423

Total 8 31 39


As the value of p is 0.093 . Thus we reject the null hypothesis and accept the alternate hypothesis that there is no correlation between the household income and the course you join

HYPOTHESIS 6 :

There is relationship between the residential location and the type of course joined

NULL:There is relationship between the residential location and the type of course joined

ALTERNATE:There is no relationship between the residential location and the type of course joined

CHI SQUARE TEST


C11 C12 Total 1 1 16 17 3.49 13.51 1.774 0.458

2 3 11 14 2.87 11.13 0.006 0.001

3 4 4 8 1.64 6.36 3.391 0.875

Total 8 31 39

Chi-Sq = 6.505, DF = 2, P-Value = 0.0393 cells with expected counts less than 5

As the value of p is 0.039 . Thus we accept the null hypothesis that there is a relationship between residential location and type of course joined

HYPOTHESIS 7:

There is a relationship between educational background of parent and joining any course

NULL:There is a relationship between educational background of parent and joining any course

ALTERNATE:There is no relationship between educational background of parent and joining any course

CHI SQUARE TEST


C15 C16 Total 1 2 3 5 1.48 3.52 0.181 0.076

2 6 7 13 3.85 9.15 1.198 0.504

3 6 18 24 7.11 16.89 0.174 0.073

4 2 10 12 3.56 8.44 0.681 0.287

Total 16 38 54


As the value of p is 0.366 . Thus we accept the null hypothesis that there is a relation between the educational background of the parent and joining any course at NIIT

CHAPTER – 5

MAJOR FINDINGS AND RECOMMENDATIONS

1. From graphical analysis of the key marketing techniques it has been noticed that Counselling at

Centres, Word of Mouth and School Seminars are top three techniques that have attracted

students. Now Counselling at centres is end process for almost each and every student enrolled

and Word of Mouth is a general phenomenon which cannot be specifically controlled. Thus

special emphasis on school seminars should be given. School seminars should be conducted in a

more systematic manner and special importance should be given to brand building at schools

along with usual workshops. Schools act as first touch points for our customers andtherefore first

impression on students should be good enough to attract a certain percentage of students for

enrolment.

2. Canopy marketing which is a very important technique for IT training industry alsogive

enough percentage of positive results as depicted by the graphical analysis. The results are

specific to NIIT Sector 51 territory

3. Pamphlet Distribution, Hoardings, Banners and Print Advertisements are all bringing an

average result for NIIT Sector 51 and thus these activities should encouraged further for proper

effectiveness.

4. From the analysis it was concluded that distance from home is a very important factor that a

student considers before selecting any institute. NIIT Sector 51 suffers from poor location

problem. Though it is strategically located beside the Noida City Centre Metro. But this does not

give advantage to it as no sector in the territory lie on the metro line. Thus it only adds to the rent

of the place without affecting the number of enquiries. Thus the location can be changed to

reduce the rent charges.

5. The analysis also concluded that girls give an addition weightage to the distance from home

factor rather than boys and thus special attention must be given to this point to attract more

female students. Thus special attention can be given to arrange transport facility for girl

candidates so as to increase their registrations.

6. The statistical analysis shows that fees factor is not dependant on family income. This may be

because that parent is willing to spend much more nowadays on educating student and providing

him best facilities possible. Thus there is huge potential that awaits to be tapped.

7. The brand name NIIT carries a lot of weight. But this has not been leveraged to its fullest

potential. This is a big name in the IT training industry. Almost every principal that we

approached was aware of NIIT and its presence in the education sector

8. The brand equity of an institute does depend significantly on its history and past records for the

GNIIT course. Thus more focus should be given to ensure good placements to the students.

5.1 SWOT ANALYSIS of NIIT as a company

CHAPTER – 6

CONCLUSION

Due to the recent expansion in various states by NIIT in educational sector, it requires a high

degree of marketing for it’s immediate sales to increase. For the long run brand building and

creating brand awareness is very necessary. NIIT has the advantage of first mover, but it has

to keep up with the quality of its services to make sure that the brand loyalty is maintained at

the very same level. But due to the opening of various new centers in various parts of india,

these stages are bound to come as the company is facing a situation similar to a startup when

brand awareness is very low. The company needs to establish the NIIT brand for the long

term. Another problem which is being faced by the company is the rapid increase in the

number of competitors in the educational sector. The company has to work on its competitive

egde i.e. quality to ensure that its market share is not eaten up the competitors. Also, the

course structure of these brands needs to be redefined. NIIT has good courses for school

students and IT college students. Now more focus should be put on students of other college

streams. Moreover, new fields should be explored in which there is good scope in the future.

Adding to it, new courses for professionals and 30 to 60 year age bracket should be built as

this market has still been unexplored. The awareness drive should also be increased. As it

found that the courses were found to be good but prospective people were not aware of the

course.

Keeping all the findings and recommendations in view NIIT has a very good prospect to

succeed if a few of the organizational problems are solved with the management using a

strong hand as the training industry has a huge prospect.

CHAPTER – 7

LIMITATIONS

· The recommendations are limited to NIIT SEC-51 NOIDA only as the study has only been

concentrated on that centre and may not be true for other NIIT centres

· Sample size is limited to 88 which may not lead to correct results in some cases during

statistical analysis

CHAPTER - 8

REFERENCES

• http://www.expressindia.com/latest-news/NIITsharesriseover18afterbizsale/860895/

• http://indiacurrentaffairs.org/coaching-fee-unaffordable-for-most-midclass-

households-study/

• http://zeenews.india.com/google.aspx?q=computer%20training%20institutes%20niit

• http://journals.cambridge.org/action/displayAbstract?fromPage=online& aid=305554

• Marketing Research by NK Malhotra

• Marketing Research by Naresh Nagundkar

• www.niit.com

• http://books.google.co.in/books?

hl=en&lr=&id=SatjBnj6iNAC&oi=fnd&pg=PR7&dq=E+learning+pedagogy&ots=oS

bbP2jl9E&sig=eVD_8TZcSYCWGJCJxZXu9jXjVhA

• http://deposit.fernuni-hagen.de/1922/1/ZP_121.pdf#page=14

CHAPTER - 9

APPENDIX

9.1 QUESTIONNAIRE

• Name of the candidate:

__________________________________________________________________________________

• Which course are you intending to join?

• GNIIT

• COOL APPLICATIONS

• Gender

• Male

• Female

• What is your age?

• <12

• 12-17

• 18-26

• >26

• Which type of residential area do you belong to?

• City

• Village

• Town

• What is your monthly household income?

• < Rs.15000

• Rs. 15000 – 35000

• Rs. 35000 -50000

• > Rs. 50000

• What is the educational background of your parent?

• Illiterate

• Upto intermediate

• Graduate

• Post graduate

• Number of siblings:

• 0

• 1

• 2

• >2

• What was your percentage in the last declared result?

• <50

• 50-70

• 70-90

• >90

• What do you think of your English awareness?

• My strength

• My development area.

• Rate the following factors that you might consider while taking admission in NIIT

• Least important 5 – Most important

1 2 3 4 5

Faculty

Past records

Feedback from othersInfrastructure

Course structureFees

Location

Brand Name

Distance from home

• How do you rate NIIT on the following factors?

Poor Average

Good Very good

Excellent

Quality of study materialInfrastructure

Faculty

Discipline

Job OpportunityOther value added services

• How did you come to know about NIIT?

• NIIT contact center

• Word of mouth

• Radio

• Television

• Internet

• Hoarding/Paper

• Newspaper inserts

• NIIT sponsores events/seminars

• Canopies

• I see NIIT as my mentor in:

• Improving my grades in college

• Improve my placement ability during campus placements

• Availing NIIT’s placement services

• Acquiring international certifications

• Equipping me with strong IT user end skills.

• Did the respondent join the course?

• Yes

• No

Project Report Pankaj

Documents

Transcript of Project Report Pankaj