Santhosh Final Report-edumentor

8/11/2019 Santhosh Final Report-edumentor

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A REPORT ON

Product BrandingAnd ImprovingOperational Efficiency At

Edumentor Educational Services

By

TADIPARTHY SANTHOSH NAIDU

13BSPHH010699

EduMENTOR Educational Services

A report submitted in partial fulfilment of the requirement of MBA Program of IBS

HYDERABAD

Distribution List:

Prof. Yogesh Kumar Mr. Manuj Arora

Faculty Guide Company Guide

Date of Submission- 18thMay, 2014


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AUTHORIZATION

This is declared that this project work entitled Product Branding And Improving

Operational Efficiency At Edumentor Educational Servicesembodies the original work done

by Tadiparthy Santhosh Naidu (13BSPHH010699) of IBS Hyderabad at EduMentor Educational

Services during his Summer Internship Program in 2014. The project report is being submitted as

partial fulfillment of the requirement of MBA Program of IBS Hyderabad. The findings and

conclusions expressed in this report are genuine and for academic purpose. The information given

herein is after the due consent of the officials working for EduMentor Educational Services and

is not available for the usage of any third party.

The project undertaken is completed under the guidance of Prof. Yogesh Kumar, Faculty Guide

and Mr. Manuj Arora, Company Guide.

Mr Manuj Arora

Co-Founder & MD

EduMentor Educational Services

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ACKNOWLEDGEMENT

The pleasure that follows the successful completion of an assignment would remain incomplete

without a word of gratitude for the people, without whose cooperation the achievement would have

remained a distant dream. It is not a mere formality to place on record the tireless efforts, ceaseless

cooperation, constant guidance and encouragement of the people closely associated with the

assignment but a distinct necessity for the authenticity and credibility of the project Product

BrandingAnd ImprovingOperational Efficiency At Edumentor Educational Services.

I am thankful to EduMentor Educational Services for given me the platform to do my summer

internship program with them. The management theories learnt in a year are brought to practice. I

tried to make best use of this opportunity. The work bears the imprint of many persons under whom

I did my training. I would like to express my deep sense of gratitude:

To Prof. Yogesh Kumar, Faculty Guide for not only being a guide but also a mentor and his

support and guidance in the course of my project and its completion.

To Mr. Manuj Arora, Company Guide, for his keeping the continuous track of my work and

performance and guiding me on my project and teaching me many new things.

To Mr. Vikas JainCEO of EduMentor Educational Services for giving me an opportunity to

work on this project in their organization. They took additional efforts to bring my report to

its fulfillment and completion.

To Mr. Gaurang Khuranna &Mr. Ankit Dwivedifor supporting and motivating me

throughout the project.

To all my fellow colleagues and seniors too, for being an immense help to me in this project.

All of us have together worked towards the common organizational objective, shared our

experiences and aided each other in times of need.

TADIPARTHY SANTHOSH NAIDU

Enrollment number

13BSPHH010699

(IBS Hyderabad)

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EXECUTIVE SUMMARY

As a part of my academic requirement, I TADIPARTHY SANTHOSH NAIDU

(13BSPHH010699), a student of IBS-Hyderabad, did my Summer Internship Project at

EduMentor Educational Servicesfrom 24

th

February to 25

th

May, 2014. EduMentor is based atNirman Vihar, Delhi.

In the past 8 years of its coming into business, EduMentor has carved a niche by developing a new

segment of educational services for undergraduates.

This project Product BrandingAnd ImprovingOperational Efficiency At Edumentor

Educational Services

Market Analysis

Content Development Maintaining Operational Effeciency

Market Research On Customer Satisfaction

During this project I had made the extensive research on the educational sector and the coaching

institutes in and around the NCR region. I have coated some useful suggestions by which company

can attain its target audience and reach its sales target and grow substantially.

Various brand awareness activities were carried out on the content as it is the major medium

between the buyer and coaching institutes. This made EduMENTOR as the leader in under

graduate Test prep institute in NCR Region.The empirical exploratory research has been carried

forward. The primary data is generated with the help of school counseling, referencing and Board

Center Activity.

Operations plays a major role in any companys day to day activities. Improvingoperational

efficiency is the major problem any company in this field is facing in the present time.

Operation management has been done in a effective and efficient manner. For my work in

Operations I was given the appreciation and certified me as the Best operational manager of

EduMENTOR among 56interns.

For my work during Internship in EduMentor I was awarded the STAR PERFORMER OF

EDUMENTOR FOR THE YEAR 2014.

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TABLE OF CONTENTS

Authorization i

Acknowledgment ii

Executive summary iii

1. Introduction1.1Education industrial scenario:INDIA 1

1.2The Coaching Industry 2

1.3About The company 4

1.3.1 Company structure 5

1.4Company Analysis 6

2 Project Description

2.1 Purpose 11

2.2 Scope 11

2.3 Limitations 12

3

Product and Competitors Analysis

3.1Product analysis 14

3.2Competitors analysis 18

3.3Market Leader Analysis 18

3.4Learning outcome from product and competitors Analysis 20

4 Marketing Strategies

4.1Marketing/promotional strategies 23

4.2Methods of promotion 25

4.3Applying Marketing concept 27

5. Content Development5.1Content Development 31

6. Operations Management

6.1Scheduling 35

6.2Logistics Management 40

7 Research Design

7.1Research Problem Idea 43

7.2Problem Definition 43

7.3Problem Objective 43

7.4Reseach Design 43

7.5

Data Analysis 457.6Analysis Of Findings 45

8 Findings 60

9 Conclusion 62

10 Recommendations 64

11 Appendix 67

iv

12 References 71


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INTRODUCTION

CHAPTER 1

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1.1EDUCATION INDUSTRIAL SCENARIO: INDIA

Education is an art of imparting knowledge, and generating positive judgment and well developed

wisdom. One of its fundamental aspects is imparting of culture from generation to generation.

Education is just not a process of pouring in some knowledge into an individual. It is a process of

acquiring and manifestation of perfection already existing in a human being.

The education of an individual human begins at birth and continues throughout life. Its importance

can be gauged from the fact that it is included as a part of the Directive Principles of State

Policy in the Constitution, which states that The State Shall Endeavor To provide Within

A Period Of Ten Years From The Commencement Of This Constitution, For Free And

Compulsory Education For All Children Until They Complete The Age Of Fourteen Years.

Moreover the educational policies hold a special position in the annual Budget of the Indian system

and others as well. In fact, even the Government is regularly working on improving the literacy

rates and opening up of new developed schools at a large extent. Moreover it is expected that the

government will come up with more number of developed schools and colleges of world class

stature and that too at a very cheap fees.

1.2 THE COACHING INDUSTRY

Coaching classes have emerged as the prominent education system in India and with a median age

of 25 years, India has over 550 million people below the age of 25 years. According to Census

figures, over 32 per cent of the 1.1 billion population is between the age group 0-14 years. This

means that the number of people in India needing primary and secondary education alone exceeds

the entire population of the US.

The private sector is estimated to reach US$ 115 billion by 2018, according to the consulting firm

Technopak. It predicts the enrolments into under graduate courses is growing immensely, requiring

an additional 34 million seats by 2018.

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The coaching classes market consists of Private Tuitions Market and Entrance Test

Preparation Market. The market is highly fragmented and regional in nature. Local players still

dominate the industry contributing to about 70% of the total revenues generated by this industry.

The education sector in India is considered as one of the major areas for investments as the sector

is going through a strong phase of revolution, according to a report Emerging Opportunities for

Private and Foreign Participants in Higher Education; by PricewaterhouseCoopers (PwC) the

sector has attracted Foreign direct Investments (FDI) worth Rs. 4,736.88 crore during April 2000

to September 2013.

The total allocation in the Union Budget for the year 2013-14 showed a tremendous increase in

investment in education sector. The then Finance Minister of India allocated the total amount of

Rs. 65,867 Crore. It showed an total increase of 17% in allocation when compared to previous

year.

1.2.1 BBA/BMS COACHING INDUSTRY

BBA being a relatively newer course came into existence after the success of MBA at the post

Graduate level. More and more colleges are emphasizing to train the students into the frame ofmind that would lead them to be burgeoning and promising future at the graduation level itself.

Delhi University and Indraprastha University has several colleges under its umbrella which

provide a BBA/BMS degree to the students. These universities conduct an entrance examination

for the admission process.

1.2.2 THE UNDERGRADUATE ENTRANCE MARKET: Niche Market

Entrance test preparation forms one of the core businesses of the educational industry, which is a

very big giant in terms of industry status. Though the market for post graduate management

entrance test preparation is highly operational and has great presence, with key players like IMS,

Career Launchers and TIME operating in a big way, the market for undergraduate entrance test

preparation is still in its nascent stages.

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As most of the students at this stage are more concentrated on the board examinations, and are

little aware about the various career options that are present for them after the class XII

examinations, the growth prospects in this niche market are immense. Unlike the postgraduate

management courses entrance test industry, the undergraduate management courses entrance test

industry is a seasonal business.

Fg.1 Career option after 12th

1.3. ABOUT THE COMPANY: EDUMENTOR EDUCATIONAL SERVICES

EduMENTOR Educational services is the only specialized institute for preparing the

undergraduate students for BMS / BBA entrance test preparation. EduMentor Educational Services

has a good record of successful students. From last few years the no of selected students in BMS

from EduMentor is increasing.

Options after class 12th

BBA/BMS

BFIA

BCA

MASS COMM

LAW

HOTEL MANAGENEMT

B.EL.ED

ENGLISH (HONS.)

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The core team comprises of alumni of Shaheed Sukhdev College of Business Studies and leading

MBA institutes which is an asset and an effective marketing tool to influence the students to enroll.

Initially established with the name FOQAL(pronounced as focal)in 2006 by Mr. Vikas Jain

(Founder) and Mr. Manuj Arora (Co-Founder), EduMentor Educational Servicesstarted with a

base of 35 students, which grew to nearly 275 in 2007. The name of the organization changed from

Foqal to Mentor and then later on to EduMentor Educational Services in 2009.

Since then, the company never looked back and achieved various milestones. It has prepared about

2400 students in 2013, 2800 in 2014 for BMS and this year enrollment is still going on. Over these

years, EduMentor has been able to carve a niche market for itself in this competitive industry

because of its focus on product quality and delivery. From this year EduMentor has started 7 days

in a week class which in comparison is other institute 3-4 days greater.

1.3.1 COMPANY STRUCTURE:

Though the employees and the interns have to play multiple roles the company can be divided into

various functional areas.

YEAR ENROLLMENT

2006 35

2007 290

2008 900

2009 1800

2010 2000

2011 2180

2012 1930

2013 2600

2014 2800

Marketing Team Sales Team Product Team

Human Resources Operations Team IT Team

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The marketing team is responsible for planning and execution of marketing strategies mainly the

board centre activity (BCA). After the execution of the marketing plan the marketing team is

dissolved barring a few people and merged with the sales team.

The sales team or the counseling team is responsible for converting the leads generated by the

marketing activity. This involves doing the proper counseling of the student on phone, in face-to-

face meeting and also to convince him/her for joining EduMentor.

The product team is like the corner stone, barely visible but of utmost importance. They are

responsible for creating the study material of excellent quality. This work requires a lot of research

and analysis of the product being offered by the competitors as well.

1.4 COMPANY ANALYSIS:

1.4.1 USE of 4 P OF MARKETING AT EDUMENTOR

The EduMentor uses a good combination of marketing mix. The marketing mix involves following

combinations:

Product

Price

Place

Promotion

PRODUCT/SERVICE: BBA entrance test preparation:

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PLACE

14 centers in Delhi and NCR

FIGURE 3: LOCATIONS OF EDUMENTOR

PRICE:

EduMentor adopted a dual- pricing strategy, different for private and government schools.

Private Schools Government school

Rs. 16500 11500

TABLE 2: PRICING AT EDUMENTOR

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PROMOTION

EduMentor has following various kind of promotional schemes. The promotional activity can be

divided into six parts as shown in the figure

FIGURE 4: PROMOTIONAL SCHEMES AT EDUMENTOR

STUDENT

SCHOOL

COUNSELING

WORKSHOPS

Digital

marketing

&

Direct marketing

BOARD CENTREACTIVITY

TELEPHONECOUNSELING

BANK AND IPACTIVITY

1.4.2 EXTENDED MARKETING MIX

PhysicalEvidence

Variouscentres across

Delhi andNCR .

Personnel

Counsellers,faculties, management

Process

Daily sessionsto facilitate theservice

Mock Testsand Mentoring

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REACH

Having multiplecentres in each

location; alllocations connectedthrough Metro Rail

service.

RECOGNITION

Past year resultswith more than 50%conversion rate ofstudents enrolledand the number ofseats available in

each course.

3 R's ofEdume

ntorREPUTE

Toppers and top10% of variousschools wereenrolled withEduMentor.

9

1.4.3 THREE Rs of MARKETING for EDUMENTOR

REACH RECOGNITION REPUTE


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PROJECT DISCRIPTION

CHAPTER 2

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2.1PURPOSE

The objective of the project is to get an overall idea about the marketing strategies of EduMentor

Educational Services. It aims at developing the promotional and business development strategies

of the company in the fast growing educational sector and making the business efficient and

smooth. As the aspects of this project are multidimensional so is its purpose. It takes into

consideration the mutual benefit of the company coupled with gaining some practical knowledge

about the Education market & their overall marketing strategies & processes.

VALUE-ADDITION TO THE COMPANY

1. Find out the various products and courses present in the industry

2. Find various promotional and business development activities being undertaken by thecompany and developing new strategies.

3. Improving the companys accuracy (Better Scheduling, logistics and results etc.)

4. Find out the positive and negative aspects pertaining to specific area of operations.

5. Find out the important factor to consider for making strategies.

6. Suggest the company the best possible content for attracting the students, which helps in better

sales.

ACADEMIC BENEFITS

1. Get an insight of educational products and gain through knowledge of various Marketing and

promotional strategies.

2. Get a real time experience of designing and developing content according to the industry

needs.

3. Get a real time experience of Scheduling and maintain the Logistics.

4. Get a real time experience of managing various parts of company.

2.2SCOPE

The project would enable EduMentor in establishing its dominance in fast growing educational

sector in NCR region through its content and marketing strategies. The project involves the sales

through counselling and marketing activities. For any organization its important that its operations

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are managed in a effective manner. During my SIP I was involved in increasing the effectiveness

and efficiency of operations which have long term impact.

2.3 LIMITATIONS

Every study has some limitations. So this study is also bound with some limitations. Some

limitations are-

Due to less time for study there is following things left

o More promotional strategies

o Implementation of online software of logistics management.

o Contract with various companies for ads

The nature of the company which more management program oriented

My project can be divided into 4 phases, in which I had held different responsibilities across the

company. The four phases are clearly explained below.

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PRODUCT AND COMPETITORS ANALYSIS

CHAPTER 3

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PHASE-I

The product details should taken at the beginning of the project but the analysis of the

competitor may require time to time observation of the various activities done by the competitor.

3.1PRODUCT ANALYSIS

EduMentor was established with the goal of providing specialized coaching to the students

who seek admission in BMS / BBA. At EduMentor the core competency lies more in

mentoring the students to the right path of education than merely preparing them to achieve

the best results.

The product mainly encompasses management courses at the under graduate level. The two

major courses, which are offered, are BBAand BMS. Providing coaching for these two

courses forms the product for EduMentor along with mentoring students for the same.

All the courses are four full- time professional degree courses from this year. A BBA/BMS

degree provides adequate learning of managerial skills and knowledge of business activities

to the students

All the two courses have been designed so as to groom professionals for future, rather than

mere academicians or degree holder the course has kept in consideration the needs of the

industry, so that students are job ready after their graduation unlike in the traditional sources

where they are required to undertake additional professional courses to find a job. The

approach to learning is a very practical one, complete with industry case studies, role-plays

and a lot of industry interaction.

A more detailed understanding of the courses is required both for the development of

business in the center and to decide upon the marketing strategies.

EduMentor provides coaching for undergraduate management courses. The primary being:

1) BMS (University of Delhi)

2) BBA (I.P. University, Symbiosis Pune, Christ Bangalore etc.

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3.1.1 BMS(BACHELOR OF MANAGEMENT STUDIES)

It is the prime pitch made by EduMentor, the company pitches itself to be the only

specialist institute for its entrance coaching.

BMS is a professional degree, which has been designed on the same pattern as MBA

programs. The subjects for the course are taken up from the curriculum of best ranking

MBA colleges in India. During the two years or 4 semesters of BMS, students study the

basics of all functions of management namely finance, marketing, human resource and

specialize in one of these in the final year.

BMS is an outstanding general management program; the curriculum for BMS is

rigorous, flexible, and continually enriched with the latest developments in management

theory and practice. The academic calendar is based on six semesters - each six months

in duration, followed by the University examinations.

The Bachelor of Business Studies program enables graduates to think conceptually and

adapt to change. In particular, the program is designed to:

Develop intellectual and interpersonal skills

Emphasize the broad economic, financial and managerial dimensions of dynamic

business environment

Facilitate the integration of academic knowledge and practical work experience

Foster a high degree of professional competence in a specialist area

Produce innovative and creative graduates

Produce graduates who are motivated to continue lifelong learning and who cope

effectively with change.

3.1.2 BBA ( BACHELOR OF BUSINESS ADMINISTRATION )

BBA aims at transforming a student into a corporate personality. This course with its

intensive syllabus and a wide range of value addition modules enables the student to aspire

for higher studies in premium business schools and India and abroad. Being a professional

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course it ensures a healthy balance between theoretical foundation and practical exposure

to the present day business world.

A quality BBA program offers more skill enhancement and practical knowledge than

usual degree courses. Like an MBA program, learning through case studies, group

activities, project writing, presentations, summer internship, etc. form an integral part of

a BBA program. BBA graduates have an edge over others and are sought after by the

industry owing to the exposure the course offers to operational environment in the field

of Business.

3.1.3 HOTEL MANAGEMENT

Hotel management is course which prepare the students to manage the hotel industry. After

completing the hotel management students can services to the guests, housekeeping, food

quality, decor and interiors. Large hotels have Resident Managers to resolve problems

round the clock. The Department Managers work under the supervision and guidance of

the top management. This course has the following top colleges under it-

1. Institute of Hotel Management (Bangalore, Aurangabad, Calcutta, Ahmedabad and

Chennai, Delhi)

2. Welcome Group Graduate School of Hotel Management, Manipal-75 seats3. Banarasi Das Institute of HM and Catering Technology (IP Univ.)- 120 seats

4. Oberoi Center of Learning and Development, Delhi

5. Christ, Bangalore

Admission into these colleges is through a Joint Entrance Test (JEE) with an eligibility of

Pass in 10+2 with English as a subject.

3.1.4 MASSCOMM

A 3 year degree course, which provides different degrees depending on each college,

example- Bachelors of Journalism and Mass Communication (BJMC), B.A. (Hons.)

Journalism or Bachelors of Mass Media and Mass Communication (BMMMC). Some of

the top colleges in Delhi University are Indraprastha College for Women, Kamala Nehru

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College, Lady Shri Ram College, Delhi College of Arts & Commerce and Maharaja

Agrasen. Each college has a different admission criteria and different number of seats.

3.1.5 LAW

The students can have two major options in the field of LAW. They can go for CLAT or

NLU,Delhi. EduMentor mainly focuses on training its students for the Common Law

Admission Test (CLAT), which constitutes of 11 colleges-

1. NLSIU, Bangalore,

2. NALSAR, Hyderabad,

3. NLIU, Bhopal,

4. NUJS, Kolkata

5. NLU, Jodhpur

6. HNLU, Raipur

7. GNLU, Gandhinagar

8. CNLU, Patna

9. RMLNLU, Lucknow

10. RGNLU, Patiala

11. NUALS, Kochi

3.1.6 B.El.Ed (BACHELOR OF ELEMENTARY EDUCATION)

The Bachelor of Elementary Education (B.El.Ed.) programme is a four-year integrated

professional degree programme of Elementary Teacher Education offered after the senior

secondary (class XII) stage of school. The introduction of the B.El.Ed. programme in

undergraduate colleges of the University of Delhi marks a move towards the creation of a cadre

of Elementary Education professionals a long awaited promise, beginning with the

conception of the Central Institute of Education in 1947. Through the B.El.Ed. programme,

concerns of elementary education have been integrated into the University system with Delhi

University taking the lead.

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3.2COMPETITORS ANALYSIS

Every company has its own strengths and weaknesses.

NAME CLASSES/WEEK COURSES OFFERED SCALE OF OPERATION

IMS 3 days CAT,BBA,LAW,

HOTEL

MANAGEMENT,

BCA etc.

NATIONAL

EduMentor 7 days BBA/BMS,

MASSCOMM,

HM, LAW, B.EL.ED.,

CATE, CA-CPT

NCR

T.I.M.E. 4 days CAT,LAW,BBA,H.M NATIONAL

Career Launcher 5 days BBA, CAT, LAW, HM

Etc

NATIONAL

Smart Careers 5 days BBA, HM, LAW etc. NCR

New Parameter 5 days BBA, BCA, HM, LAW

etc.

NCR

Pratham 6 days BMS,BBA,HM,LAW,

CATE,MASSCOMM

etc.

NCR

TABLE 3: COMPETETOR ANALYSIS

3.3 MARKET LEADER ANALYSIS:

The market leader for undergraduate management coaching is I.M.S. in Delhi with maximumnumber of enrolments in various consecutive years, so I analyzed the strategies used by the leader

so as to understand the need of the market and develop the strategies for EduMentor. IMS is in

operations from the past 20 years and is a well-established brand.

The strategies can be understood under the following heads: -

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PRODUCT:-

The main product of IMS is CAT (MBA entrance test) coaching. It also caters to various

undergraduate entrance exams coaching with various products in its portfolio. The undergraduate

coaching product comprises of:-

BBA/BBA/BBE entrance coaching

CLAT: LAW entrance coaching

Hotel Management

Journalism

Media

Fashion

PLACE:-

IMS has its centers across all the major cities of the country, in Delhi also it has a strong

distribution channel. The centers are located all over Delhi making it a more accessible option for

the target audience. The centers are all located at prime locations providing it a higher visibility

over the competitors.

PRICE:-

The price of IMS is slightly higher as compared to the other players present in the market. It reflects

that IMS charges a premium on its price in lieu of its brand value and the market holding. The

price of IMS varies from one zone to another depending on the demographic factors (mainly

income) depending on affordability of the product at the place as well as the competition in that

region. The pricing strategy forms the main part of competitor analysis as some segments of the

market are price sensitive and respond sharply to the price variations in the market. The price for

coaching in Delhi is kept at Rs.15, 500 by IMS.

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PROMOTION:-

IMS being a national level player enjoys high brand awareness in Delhi and NCR region. The

agenda of promotion for the company is to make the audience aware of the product offerings and

remind them about them being the market leader.

Due to Financial back-up, various ways used by them to do the promotion are:-

1) Newspaper ads: - used throughout the season, with varying intensity and updated offerings

with respect to change in market conditions.

2) Radio ads: - used mainly during the opening of the season to create an informational wave.

3) Internet ads: - (Contextual ads, banners on different websites, sponsorship ads)

4) Mobile ads :- (bulk SMS)

The overall analysis of the competitor helps in better understanding of the market conditions. In

services industry, the most important thing is to keep a track of the competitor, various pricing

strategies used by them in order to compete in the market. Hence, a complete track of competitor

is vital for survival in coaching industry.

3.4 LEARNING OUTCOME FROM PRODUCT AND COMPETITORS ANALYSIS

The stage included immense study of the company products and their insights. The stage

helped in overall learning of various kinds of product offered by the company and analysis of

competitors and gives an overall view the product given last year and strategies adopted by the

competitors.

Its evaluation and finally designing the best perspective option for the company providing scope

of applying individual creativity became the task at hand.

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Here is a SWOT analysis of EduMentor

FIGURE6: SWOT ANALYSIS OF EDUMENTOR

STRENGTH

7 days classes/week

Mentoring

Assignment wise classes

Better faculty

Specialize material before

every exam

Testlab based books

OPPOURTINUTY

Diversification to other

coaching markets More permanent centres

Establishment of studying

information system

More Marketing on web

space

THREATS

High competition

More reliable on summer

interns

New region specific

preparation centers

example- singh study

circle in west delhi.

WEAKNESS

Less Visibility And

Awareness

Only operational for 6

months

Less permanent employees.

SWOT

N LYSIS

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MARKETING STRATEGIES

CHAPTER 4

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4.1MARKETING/PROMOTIONAL STRATEGIES

Dividing the market by grouping the customers with similar tastes and preferences into one

segment is called segmentation. This is all the more important in a service industry because of

the perish ability and tangibility characteristics, due to which the delivery of services is

different for each customer.

4.1.1 SEGMENTING

At EduMentor, the kind of segmentation that is done is, segment marketing, based on

1. Type of school, i.e. public or private schools.

Segmenting schools on the basis of its ownership, so that economically less privileged

students of government schools can also be targeted, is unique only to EduMentor. No

other player in the market caters to the untapped potential of government school students.

2. The segmentation can also be done on the basis of subjects studied at the +2 level. For

example on the basis of streams Commerce, Science or Humanities.

FIGURE 7: TYPE OF SCHOOLS

Though a student from any stream can apply for these entrances, but the target market

becomes a little specific when considering commerce students, because often these

entrances and other related courses are the first choice for them. Likewise, even within

commerce students, the market can be segmented on the basis of subjects, especially

Mathematics, studied at the +2 level. Mathematics is essential for the entrance exam of

BMS hence, students with mathematics as their subject can be motivated in that direction.

TYPE OF SCHOOL

PUBLIC

SCHOOL

PRIVATE

SCHOOL

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4.1.2 TARGETING

Since BMS is a management related course, it is a primary option for commerce students,

so the biggest target students for the organization is students with commerce background.

Humanities as a stream are going out of fashion, and the courses like Mass Communication

and Hotel Management have examinations based on the same pattern as of BMS. So, BBA

training can help a student aspiring to clear a Mass Communication entrance test and also

BBA entrance, like a backup option.

After the primary data collection, the strategy used to reach to the prospective customers

was done on the following segmentation.

4.1.3 POSITIONING

The organization has managed to form a niche for itself, in presence of strong competition

from established players in the market. The positioning of the brand has been done from

the very beginning, on two important propositions-

1. The organization being the only institute for providing specialized coaching to the

students who seek admission in BMS / BBA / BBE. That is the reason why the faculty

consists only of those who have been to the best BBA/BMS/BBE & MBA colleges,

making us- The Only Specialist BBA/BMS/BBE Entrance Coaching Institute. At

EduMentor, the core competency lies more in mentoring the students to the right path of

education than merely preparing them to achieve the best results.

2. The core team comprises of alumni of Shaheed Sukhdev College of Business Studies and

the leading MBA institutes which enable the organization to guide the students and do the

right thing at the right time. Plus, the team, being CBS alumini, are more aware of the

changes which have taken place in the pattern of the written test, GD and PI over the years.

In fact, the core team consists of members who are involved in suggesting ways of

improvement in the selection process at CBS in capacity of being Alumni of Shaheed

Sukhdev College of Business Studies.

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FIGURE 8: SEGMENTATION, TARGETING AND POSITIONING

4.2 METHODS OF PROMOTION

There are various methods are used to promote the company. Her at EduMentor we can use

various kind of promotional activities/factors. The overall studies of the factors provide a

comprehensive knowledge regarding the market segments, requirement of target audience and

the constraints of the company. Thus, strategies were developed wherein the target audience

could be hit directly in the most cost effective measure and conveying the message clear to

the audience.

SEGMENTATION

Demographics

Age, Education etc.

TARGETING

Class 12th students

Their Parents

POSITIONING

Only Specialist forManagementCoaching

Value Proposition ofMORE PRICE FORMORE BENEFITS

TelephoneCounsellingand Direct

Mails & SMS

References& online

campaign

BoardCenter

Activity

SchoolCounselling &

workshop

STU ENT

FIGURE 9: TYPES OF PROMOTIONS

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Through school counseling EduMentor do promotions in school. This is the best way of

reaching to students and communicating with them directly. During this activity

EduMentor trains and counsel the students about future options present before them after

12th.By going to over 600 schools in a year EduMentor interacts with the students directly

and solve their problems. Through school counseling EduMentor also collects lot of

primary data which can be used for tele calling and SMS marketing.

4.2.2 WORKSHOP :

Through organizing various workshops EduMentor directly connects with students. This

workshop includes the topic of subjects and some ideas about the future planning. As in

12thstandard students are not that much capable of taking their decisions by their own.

They need someone to provide them options. So with the help of workshop EduMentor

trying know and help students.

4.2.3 TELEPHONE MARKETING :

Through the telephone marketing the counselors approach to students and tell them about

various courses and options available to them. This is the most effective way of doing

promotions. During this activity counselors provide free counseling to students and try to

call them for enrollments. Counselors have been trained and have better knowledge about

various courses and options.

4.2.4 SMS MARKETING & EMAILING :

SMS marketing involves sending the informational and promotional messages to the

students and their parents. By the help of SMS marketing and sending Emails EduMentor

promotes itself and generates the walk-ins. SMS marketing is becoming the most powerful

way of promotion specially in case of 12thstandard students.

4.2.5 BOARD CENTER ACTIVITY :

4.2.1 SCHOOL COUNSELING :

The board center activity is one of the major business development and promotional

activity of EduMentor. The activity was designed in such a way that maximum number of

target audience can be covered in the limited span of time. It was a six day activity in

which we were supposed to cover maximum number of schools in our assigned zones

(East Delhi Zone in my case), which were the centers of class XII board examination.

The work schedule of the activity includes:

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AIDA Model: Securing Attention, Gaining Interest, Kindling Desire, and Inducing Action.

FIGURE 23: AIDA MODEL

Get attention-By creating panic in the customers mind (flooding with options)

Hold attention-Making customer receptive that we are talking sense for them

Create desire-Letting them know the broad horizon of professional courses

Make it believable-Motivate them that they can do it but need to prepare for it

Prove its a bargain-Tell them the points of differentiation

Make it easy to buy-How easy is it to enrol & reserve your seat

Give a reason to buy now-Create urgency in terms of time & seat

Consumers today are getting resistant to advertising messages and less open to marketers

communicating with them without their expressed permission. As such, advertising models are

continuously evolving due to an explosion in media outlets and shifting public opinion. As new

communications channels expand at a fast rate, advertisers are exploring the new media options at

a rapid pace and exploring new ways to reach their target audience.

Secure

Attention

Gain

Interest

Kin

dle

Desire

Induce

Action

4.3APPLYING MARKETING CONCEPTS

4.3.1 CUSTOMER INTERACTION PROCESS

Customer interaction process can be done with the help of AIDA Model.

Information Booklet distribution to students and parents

Counseling of parents

Database collection of both parents and students

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4.3.2 PORTERS FIVE FORCE MODEL AND ITS IMPLEMENTATION

The Five Forces Model of Porter is an outside-in business unit strategy tool that is used to make

an analysis of the attractiveness of an industry structure. The Competitive Forces analysis is made

by the identification of 5 fundamental competitive forces-

4.3.2.1 ENTRY OF COMPETITORS

The company has threat from the entry of the new players into the market. From last 6 years there

are new competitors has arrived like as Pratham, Career Launcher, New Parameter, Singh Study

Circle and SmartPrep etc. This is because of easy entry procedure in this industry. The resources

required for this industry is easily available to everyone and required low investment to enter in

the market.

FIGURE 24: PORTERS FIVE FORCE MODEL

4.3.2.2 THREAT OF SUBSTITUTES

Availability

of

substitutes :

High

CompetitiveRivalry :

Hi h

SupplierPower :

Medium

Buyer

Power

High

Threat of new

entrants :

High

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Threat from other substitutes like the alternative courses the undergraduate students can go for

after their +2 brings a major challenge. These include BCA, LLB, HM and primarily CA which

draws a vast majority of the potential market. There is lot of students their main aim is IPM

program offered by the IIM Indore.

The other alternative of these courses are CATE and B.El.Ed. courses.

4.3.2.3 BARGAINING POWER OF BUYERS

In the current scenario, the bargaining power of buyers has increased to a certain extent, owing

to the excessive competition level in the industry, with the rise of new entrants like Pratham, CL,

SmartPrep and New Parameter who are offering their services at lower cost. The attempt by the

higher management was to maintain a homogenous price across all the centers at par with the

market leader. Under these conditions the probable threat by the other players of the niche market

increases all the more.

4.3.2.4 BARGAINING POWER OF SUPPLIERS

The suppliers for any Educational Services organization are the service providers i.e. the faculty

which is highly trained and demand remuneration as per the number of hours devoted andexperience. There is lot of expectations of faculty are coming time to time. Bargaining power of

the faculty may effect the organization a lot terms of profit and class timing.

4.3.2.5 RIVALRY AMONG EXISTING PLAYERS

Currently the market leader is IMS due to a huge brand presence all over Delhi, adopting a wider

array of marketing tools like advertising through mass media. Apart from this a comparison of

the existing competitors is given, some of whom are adopting Negative Marketing by dissipating

unfavorable news about the institute in the market.

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CONTENT DEVELOPMENT

CHAPTER 5

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PHASE- II

5.1 CONTENT DEVELOPMENT:

After my successful completion of training and phase-1 i.e., understanding of product, marketing

strategies. I was transferred to the content team after the rigorous rounds of interview by Director

Mr. Manuj Arora and his team.

During this content development case I had performed following roles:

5.1.1 WHY CONTENT:

Content plays the major role in educational sector as it is the Point of differentiation

between the major competitors. Without proper content no test prep institute can survive

in this fierce competition. It becomes the assessing point to many students and parentswhether to join or not. It has direct effect on the sales of the company. Many books

published by different authors for test prep has seen failure due to the errors in the content.

As the market Niche EduMENTOR has concentrated more on its content by which

students get advantage out of it. At EduMENTOR the content team is headed by Director

Mr. Manuj Arora himself. As a part of Content Development team I had got an opportunity

of learning new things on consumer behavior and thinking and differentiation of our

product compared to the competitors.

5.1.2 PROOF READING:

On Feb 28thI was given the responsibility of proof reading the content and elimination of

errors and research on preparing attractive content preparation.

5.1.3 DESIGNING COURSE CONTENT:

This undergraduate coaching has very short span of time and students has to learn morethan 18 topics in each section. So designing the course content is the major challenge that

any test prep institute is facing in NCR region. Classes commence from April 2nd and the

foremost entrance test is on May 25th(Hotel Management-NCHMCT-JEE). So we have

to plan accordingly and prepare the content.

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5.1.4 FINALIZING THE BOOKS FOR PRINTING:

After series of proof readings from the industry experts I has to finalize the books and

content and has to make them attractive to the students. It needs lot of research and

commitment as this books are to be published on large scale and are direct material

between the consumer and the company.

5.1.5 DEVELOPMENT OF NEW CONTENT:Depending on the students requirements sometimes we have to change our content and

add some of the topics accordingly. As the paper pattern for the entrance tests never be

same the topics covered under the books may not be sufficient. Inorder to get better results

we focus on covering newer topics and updating the General Knowledge by giving

additional handouts to students.

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While handling LAW, HM, BCA I had made specific handout time to time to make

students updated on the current knowing and making them aware which helps them in

clearing the entrance exam.

5.1.6 UNDERSTANDING THE PAPER PATTERN AND PREPARING MOCK

TESTS ACCORDINGLY:

To get the best results out of the students we need to provide them the better analysis of

exam pattern and the type of problems they face during the examination. So at

EduMENTOR we do lot of research on previous exam papers by group discussion, brain

storming and we make exact mocks by which student can know how to attempt the paper.

5.1.7 MANAGING THE SMALL CONTENT TEAM FOR B.EL.ED AND LAW:

After successful working on the BMS content, I was solely given the responsibility of

handling the content and content related issues of B.El.Ed and Law. I was provided with

team of 6 Members who follow my guidelines and adhere to the time constraints given by

me. I was the only intern in EduMENTOR, who headed the group of interns and

completing our given responsibility on before time.

After working on content for a month, Managing Director of the company Mr. Manuj Arora has

given me the additional responsibility of heading the Courses like BCA, HM, Mass

Communication, Law and B.El.Ed. In this I was the only one who prepared the

Content

Course Development

Faculty hiring

Scheduling

Logistics

Feedback

Handling students queries

Handling different centers.

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OPERATIONS MANAGEMENT

CHAPTER 6

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PHASE-III

After attracting the students and getting them enrolled into the EduMentor. Next step is to provide

them better service by providing them better faculty, better material at a right time and place. For

providing the faculty on a right time and on a right place

6.1SCHEDULING :

A schedule can be in the form of something as simple as your to-do list, or it can be much more

complex & be a second-by-second chronicle of what is going to happen during next two hours.

As employees, we might look forward to the schedule to see when we are expected to work in the

future. Airline pilots, for example are scheduled for their flights each month based on a complex

bidding procedure that considers their seniority with the airline. In some professions such as

nursing work, schedules are developed that are equitable in terms of weekend & off-weekend

days.

Scheduling terms-

Routing: The operations to be performed, their sequence, the work centers, & the time

standards

Bottleneck: A resource whose capacity is less than the demand placed on it

Due date: When the job is supposed to be finished

Slack: The time that a job can be delayed & still finish by its due date

Queue: A waiting line

6.1.1 HOW IT IS DONE:

I become the part of scheduling team of EduMentor from 2thApril. At EduMentor the main course

is BMS/BBA & along with that it provides coaching of Law, HM, B.El.Ed, BCA. So others are

side courses. Initially my main task was scheduling the other courses. Firstly I collect all details

about the centers, faculty, timing, No of students and material. The details of other courses are as

following-

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CENTER NO OF

STUDENTS

FACULTY

AVAILABILITY

MATERIAL

AVAILABILITY

TIMINGS

Nirman

Viahr

30 YES YES 4-7

Rajouri

Garden

25 YES YES 8-10

Pitampura 25 YES YES 4-7

Ashok Vihar 05 YES YES 1.30-3.30

Lajpat Nagar 25 YES YES 8-10

Karkardooma 15 YES YES 12.30-2.30

TABLE 4: LAW COURSE CENTERS

HM COURSE

CENTER NO OF

STUDENTS

FACULTY

AVAILABILITY

MATERIAL

AVAILABILITY

TIMINGS

Nirman Vihar 25 YES YES 4-7

Rajouri

Garden

20 YES YES 8-10

Pitampura 15 YES YES 4-7

Ashok Vihar 05 YES YES 1.30-3.30

Lajpat Nagar 10 YES YES 8-10

TABLE 5: HM COURSE CENTERS

BCA COURSE

CENTER NO OF

STUDENTS

FACULTY

AVAILABILITY

MATERIAL

AVAILABILITY

TIMINGS

LAW COURSE

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While doing the scheduling I have faced the crises of faculty or back out of faculty. Sometimes

faculties back out late night or early in the morning, which becomes the problem for scheduling

team. Due to faculty back out we have to change the faculty for that center and which results in

bad feedback of the faculty. So the student becomes unsatisfied with the service of the EduMentor.

For resolving this problem, I had taken the permission from the head of the company and started

new faculty recruitments and also we prepare a floater team with some intern and faculties who

can take classes on a short notice. After making a team we make sure that these faculties can take

special sessions instead of taking regular classes. By applying this technique we are able deal with

faculty back out problems.

The special sessions taken by the floater team are interactive and motivating in nature, which

increases the effectiveness/output of the students.

6.1.3 ISSUES FACED DURING SCHEDULING

6.1.3.1 BAD FACULTY FEEDBACK

At EduMentor the student satisfaction is very important. So for this after every class center

managers take the feedback from the students about how much they understand from the particular

faculty. Many times it is happened that the faculty is well qualified but his teaching level is high& students are not able to grab the knowledge then the feedback is negative. Sometimes faculty is

not well prepared, sometimes his knowledge is fewer etc. So due to these reasons the feedback is

negative. So by considering the students satisfaction aspect I have to send the faculty at particular

centre.

So, I have to take care of sending appropriate faculty at appropriate center.

6.1.3.2 STUDENTS GIVE EXCUSES

Many times students are not preparing or studying & if the result of mock test is poor then they

start giving excuses like study material is not good, many questions of the mock test are not taught

in class & their most favorite excuse is faculty is not good & we dont understand what she teaches.

So besides teaching very good the facultys feedback is negative, so I have to discuss thisthing

with centre managers & convey them the message that this also can happen.

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So in order to avoid this I ask the center managers to attend the class & give me true or proper

feedback.

6.1.3.3 FACULTIES LOCATION ISSUE

Initially the location issue is not major. Location issue is, faculties are comfortable with the same

zone in which he or she is living. They are reluctant to go for the centre which is in different zone.

Some times as a part of disaster management I have to send the faculties to the opposite zones also

i.e. if the faculty belongs to north zone I send them to south zone. I will explain this in the later

part of my report. So, now suddenly this problem became big.

6.1.3.4 SOFT FORMAT OF SCHEDULE

Initially we take the help of excel sheets in doing the scheduling but in the soft format we havefaced the problem of updating the excel of all members. Sometimes it may be possible that some

corrections have been done but due to soft copy it cannot be visible to other team members, which

creates miscommunication or problem in scheduling.

So, I have given the suggestion to make it hard copy and post it onto the board by which everyone

are aware of changes and everyone can understand it easily.

6.1.3.5 TIMING OF CLASSES

I was doing the scheduling for the other courses. So there are many students who are attending

more than one course like as BCA & B.El.Ed, BMS & LAW, HM & LAW, which create problem

for me in scheduling the classes. So I have to adjust my class timings accordingly so that the

student does not face any problem. And I need to keep in mind the timings should be feasible for

me to make the clusters so that I would be easy for a single faculty to cover 2 to 3 centers in a day.

For solving this problem I talk to center managers are trying to schedule the classes at alternate

days by which students cannot miss classes. In case if students missed their classes then I tried to

arrange back up class for them.

6.2LOGISTICS MANAGEMENT

Logistics management is the part of supply chain management(SCM) that plans, implements,

andcontrols theefficient,effective,forward, and reverse flow and storage ofgoods,services,and

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relatedinformationbetween thepoint of origin and thepoint of consumption in order to meet

customer's requirements. Managing the logistics is one of the most important part for any

organization. When I was given the responsibility of managing the logistic department, I first

check out the inventory and requirements at centers.

Important responsibilities to perform during this period-

Proper and on time delivery of books at centers.

Proper and on time delivery of MOCK TESTS and Practice text booklet.

Fetching the requirements of assignments at centers.

Giving the assignments on time for printing.

Monitoring the inventory constantly.

6.2.1 MANAGING THE INVENTORY

For managing the inventory I have used the Inventoria software.This software helps in managing

the inventory. It includes options of adding books issuing books etc. Firstly I collect all the

information regarding the inventory and then I have uploaded it onto the software. The Bahubali

Enclave centre at Karkarduma is our main warehouse. All the study material or inventory is stored

at this centre & from this centre the material is transported to other centers. Actually this software

is also useful for the purchase department of an industry thats why there is column for selling

price & purchase price but in my company, we are not selling the books individually but we sell it

in the whole set so I am not able to enter the value of single book. I entered values hypothetically.

The books are not brought but these are printed into EduMentors printing press by which we can

manage the high and low demand of the books.

6.2.2 SENDING THE BOOKS/MOCKS TO CENTERS

After managing the inventory, next task is sending the required assignments at respective centers.For sending the assignment I have a car and driver. After communicating with senior person I can

send the driver to various centers.

After taking permission I made the bundle for various centers according to their requirements and

load them into car with the help of Associate and generate the challan for that. The main work of

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Associate is to drop the bundle at respective centers and take the receiving from the center

managers. This will be matched after some times with the inventory records.

6.2.3 COLLECTING THE OMR SHEETS

The collection of OMR sheets are the part of logistics. For collecting the OMR I send the associate

in various zones and zone wise he collects the OMR sheets. These sheets are collected without any

delay. Sometimes for collecting the OMR I have make the two groups and divide the zones

between them.

6.2.4 CHALLENGES TO LOGISTICS

During managing the logistics I have various challenges in front of me. These challenges are

sometimes creates big issue. Some challenges faced during logistics are-

6.2.4.1 TIME v/s COST MANAGEMENT

During the logistics management I have to manage the time and cost of sending the books and

assignments. Sometimes I have to give more focus to time instead of the cost. But throughout the

period my main focus was to reduce the cost and sending the books before time. For reducing the

cost I had preferred to send all the requirements of the center for the whole week in a single day

and in advance.

6.2.4.2 FILLING THE NEED OF URGENT BOOKS

For coming up the problem of filling the need of urgent requirements. I used to send more books

to the hub center which connects 3 or 4 center and have equal distance from these centers. I also

assure that the hub center should be more nearer to the metro station which reduces the cost.

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RESEARCH DESIGN

CHAPTER 7

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PHASE-IV:

CONSUMER SATISFACTION:

Taking the feedback from the students and analyzing it very important for any company. On the

basis of the feedback company can develop new business strategies which can be helpful for more

revenue. For achieving this purpose I have made a set of questions and take the feedback from

some random students.

7.1RESEARCH PROBLEM IDEA:

Over the period of last few years the growth of EduMentor has alarmed the leaders and also new

players are trying to replicate their strategy. Developing expertise would help EduMentor develop

and strengthen the network faster. In changing times the market share needs to constantly

increase. Increased market share would not only help in revenue earning but also help strengthen

the brand in region. EduMentor needs to evaluate the current strategies devised by them as well

as formulate them for future to keep up the growth and overcome the market competition.

7.2PROBLEM DEFINITION :

Identifying the factors that influence a student to choose a particular coaching institute for

his/her preparation.

Identifying the areas where EduMentor should modify its strategies for sustainable growth.

7.3PROBLEM OBJECTIVE:

Analyze the market potential for existing centers and recommend the promising client base.

Analyzing the current customers EduMentor is attracting

A brief insight on needs, expectations and goals of current customers

7.4RESEARCH DESIGN :

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The research was mainly exploratory in nature as to identify the factors which drive the students.

The research was highly dependent on the varied perceptions and thought process of the students.

7.4.1 METHODLOGY :

In order to get market intelligence about need for the BBA/BMS Coaching and to analyze the

requirement, it was important to get responses and reactions of students about the exam and also

about their personal preference and expectations from a training course. Following methodology

was employed to do the needful.

STAGE I

Exams Review: A detailed study of the BBA exams was undertaking to understand the structure,

pattern and the target groups for BBA Coaching. This helped in order to identify the target group.

It also helped in developing insights for developing the survey questionnaire.

STAGE II

Primary Research: Based on the above understanding, a questionnaire was developed for the

students. The questionnaire was designed with the following objectives:

To study the factors and people influencing the decision of joining a coaching institute

To evaluate the success of the marketing strategies adopted by EduMentor

To study the students preference and expectations about organized coaching centre.

To identify the ideal location for center.

7.4.2 SAMPLING :

To get a detailed analysis of the Delhi region, the study was carried out in east center Laxmi Nagar.

The sampling technique used to survey the students was Random sampling. The only thing kept

in mind was to survey students from various batch timings and streams. The students were

contacted at coaching classes. The sample size chosen was 180 students surveyed across the center.

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7.4.3 DATA COLLECTION :

A questionnaire was prepared to elicit information from the students (consumers). The

questionnaire had all closed-ended to analyze the behavior in depth.

7.5DATA ANALYSIS:

Descriptive frequency analysis was used for qualitative and quantitative analysis. This helped in

identifying the relevant factors that influence consumers. SPSS was used for analysis of the data.

7.6ANALYSIS OF THE FINDINGS :

The Survey was conducted on students to analyze the awareness and preference regarding the

coaching center and the factors which are important for a student while choosing to become a

student of a particular training or coaching institute. The focus is on identifying the type of

customer and analyzes their needs, expectation and goals.

7.6.1

GENDER BREAK-UP OF THE RESPONDENTS:

To conduct a survey that affects all the students preparing for the entrance examination, one needs

to have a mixed balance between the gender of the sample. Certain perceptions may vary based

on a particular gender and hence the study may not produced the desired results if conducted

unevenly. The gender break up of the students who participated in the survey is:

GENDER BREAK-UPNO. OF RESPONDENTS PERCENTAGE

MALE 103 57.23%

FEMALE 77 42.77%

TOTAL 180 100%

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GRAPH FOR GENDER BREAK UP

7.6.2 SCHOOL TYPE :

Since the entrance examination is a very competitive one and the students from almost all diverse

backgrounds and streams can give this exam, it becomes fairly essential to analyze the

composition of the batches that are formed for preparation. EduMentor has a unique pricing

strategy in differentiating the fees charged from students from private or public school

background. Through this, EduMentor has covered a significant market share especially in the

public school student segment. Out of the 180 respondents that were surveyed, almost 26.12%

were from a public school background while rest 73.88% was from private school background.

TYPE OF SCHOOL

NO. OF RESPONDENTS PERCENTAGE

PRIVATE 133 73.88

GOVERNMENT 47 26.12

TOTAL 180 100

Female

Male

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GRAPH FOR SCHOOL TYPE

From above we could conclude that EduMentor needs to focus more on making public school

students aware regarding fee structure. Then they will have more number of walk-ins and so does

enrollments.

7.6.3

EDUCATIONAL PROFILE :

In earlier days, BBA/MBA was generally considered a course option for students with a

commerce background. But since years, the perceptions have changed in a significant lot and

especially in the BBA, students have become more aware of the variety of the course options it

offers. BBA/BBS course now a days is even preferred by people with diverse backgrounds such

as science or humanities. Out of the 180 respondents, most of the students were from commerce

with Maths background. Also, students were from commerce without maths background who

mainly target the IP university exam in which no maths sections is there. Thus it is surely proven

that BBA/BBS exam is mainly preferred by commerce students but still the times have started

changing now

Private

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GRAPH FOR EDUCATIONAL PROFILE

Thus we could see that students from all sectors they are joining EduMentor for the preparations

of various courses that EduMentor offers.

EDUCATIONPROFILE

STREAM NUMBER OF RESPONDENTS PERCENTAGE

1 NON-MEDICAL WITH MATHS 20 11.11

2 MEDICAL 2 1.11

3 COMMERCE WITH MATHS 95 52.77

4 COMMERCE WITHOUT MATHS 55 30.55

5 HUMANITIES/ARTS 8 4.44

6 TOTAL 180 100

1

3

4

52

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7.6.4 INFLUENCING MEDIUM AND DECISION MAKING :

This was one of the most important aspects to know about. Here we were analyzing which of the

promotional activity adopted by the EduMentor was most successful. Following are the various

promotional activities taken up by EduMentor

MARKETING AND PROMOTIONAL ACTIVITY

Frequency

School Sessions and counselling 46

Board Center Activity 40

SMS/Website 28

Friends/ Relatives References 24

Personal Call 42

GRAPH FOR MARKETING AND PROMOTIONAL ACTIVITY

For EduMentor the most important promotional activity is school counseling and personal calls.

They need to work on SMS/Website and friends by increasing the amount on referral award.

Being a seasonal business during the off season, the promoters of EduMentor visit the schools

and counsel the students to make them aware about BBA and what EduMentor is all about. This

activity is really successful and hence for the coming year it is recommended to be even more

aggressive in this particular activity

School

counseling

B.C.A

FRIENDS

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7.6.5 DECISION INFLUENCERS:

Once the student comes in contact with EduMentor it is very important to know about the decision

makers who in particular can influence that student to join EduMentor. The decision to pursue

the entrance preparation is often affected by parents and friends as well.

DECISION INFLUENCERS

Frequency Percentage

Self 65 36.11

Parents/ relatives 78 43.33

Friends 37 20.55

Total 180 100

Since the students of 12thappearing are neither too mature nor too small so they are basically self-

motivated as well as influenced by parent. So, while counseling on phone or counseling the walk-

in it is necessary that both the student and parent should be present. Thus we must focus on calling

students along with parent for counseling.

GRAPH FOR DECISION INFLUENCERS

SELF

FRIEND

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7.6.6 CONVINCING DRIVERS:

The analysis of effectiveness of the drivers who convinced the students to finally consider

EduMentor for their preparation, a study for gauging the convincing drivers was done. Most

students (almost 56.67%) considered that they were mainly considered by the personal counselor

or Center manager at the center.

The following table provides the result of the options chosen by students on conducting survey.

CONVINCING DRIVERS

FREQUENCY PERCENTAGE

By the Tele-Caller 61 33.88

Personal Counsellor/Manager atthe Center

102 56.67

By attending demo-classes 17 9.44

Total 180 100

GRAPH FOR CONVIENCING DRIVER

EduMentor must focus on selecting good counselors and then good tele-callers. these factors

impact a lot in creating the enrollments.

thus counselors and tele-callers they play very integral role in creating enrollments.

TELE-

CALLER

PERSON

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7.6.7 COMPETITIVE ADVANTAGES OF EDUMENTOR :

Since friends usually have a tendency to talk and share their ideas among peer group, it was

expected that they even asked about their coaching institutes. Thus a question based on, on what

all parameters did EduMentor maintained a competitor Advantage and what are the strengths of

the institute and they can en-cash on that.

COMPETITIVE ADVANTAGES

FREQUENCY*

Background of the faculties 41

Doubt Clearing sessions and personal

attention

56

Mentorship Programmes 75

Timely execution of the course 45

Evaluation tests 62

Center heads approach 35

* The students were allowed to choose multiple options

GRAPH FOR COMPETETIVE ADVANTAGE

DOUBT CLEARINGSESSIONS

MENTORSHIP

PROGRAMMES

EVALUATION

TESTS

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7.6.8 WORKABLE AREAS:

No one is perfect in this world and neither this institute is. But the fact is, on what all parameter

they should work upon in order to improve. Thus from this survey, few workable areas for

EduMentor were identified.

WORKABLE AREAS

FREQUENCY*

Infrastructure 24

Faculty 45

Brand Building 150

Presence in other streams as well 103

Presence in other markets 43

* The students were allowed to choose multiple options

GRAPH FOR WORKABLE AREAS

According to the students, EduMentor still lacks significantly in brand building and presence in

other streams such as science and medical etc. Now since they are into a seasonal business, the

brand name do crop up in for a few months and then the following year, the whole task of brand

building has to be start from scratch. This imposes a serious matter of concern. The

FACULTY

BRAND -BUILDING

PRESENCE IN OTHERSTREAMS AS WELL

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recommendation would be to regularly indulge in some activities like school counseling etc to

keep their positioning in the minds of the consumers throughout the year.

7.6.9

LOCATION PREFERENCES :It is important to know what location of center is most preferred by the students.

LOCATION PREFERENCE

FREQUENCY PERCENTAGE

Near to your home 95 52.77

Near to a metro station 61 33.88

Near a Bus stand 14 7.77Near to a mall, shopping

places

10 5.55

Total 180 100

GRAPH FOR LOCATION PREFERANCE

NEAR TO YOUR

HOMENEAR TO METRO

STATION

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EduMentor must locate its center near metro station as students prefer centers which are easily

accessible.

7.6.10 FACTORS TAKEN INTO CONSIDERATION:

A number of factors influence the students buying decision while selecting a particular coaching

institute. The study of these factors was very essential as these could only tell us the parameters

that influence a student to enroll at a particular coaching institute. Factors such as Fees, Faculty,

past Results, Brand name, Course Offered/Materials, Counseling, Infrastructure, Geographical

proximity of the center , Workshops/Practice Tests, Price and Scale of Operations were listed and

students were asked to rate them between 1-7 with 1 being the most important and 7 the least.

7.7FACTOR ANALYSIS :

The questionnaire was designed in a way to study the different parameters that a student considers

before joining any educational institute. For this different ratings were given by the students to

different parameters. After rating, there was a need for naming the factors of the same class and

do data reduction. This will help the company to identify different dimensions on which they need

to develop appropriate marketing strategies enabling it to become number one.

ON RUNNING SPSS WE OBTAIN THE FOLLOWING RESULTS.

1.

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling

Adequacy.

.826

Bartlett's Test of

Sphericity

Approx. Chi-Square2592.37

7

Df 28

Sig. .000

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Here KMO takes value between 0-1. For the application of factor analysis , thevalue of KMO

should be greater than 0.5. Since here the KMO value is above 0.5 which indicates factor analysis

could be applied.

Df stands for degree of freedom. Here df is calculated by the formula [k(k-1)/2], where k=number

of variables on which factor analysis is applied. Here k=8,so, putting k value we get df = 28.

The significance of the correlation matrix ensures that factor analysis exercise could be carried

out.since assumed level of significance is 0.05. And we are getting p- value 0.05 so significant.

Also the sample size of 180 is more than 5 times the number of variables(8).

2

Communalities

Initial Extractio

n

BRAND_NAME 1.000 .901

PAST_PERFORMAN

CE1.000 .940

FACULTY_AND_ME

NTORS1.000 .882

GEOGRAPHICAL_P

ROXIMITY1.000 .953

COURSE_MATERIA

L1.000 .963

FEES 1.000 .948

CLASS_SIZE_OR_TI

MINGS1.000 .939

TESTS 1.000 .902

Extraction Method: Principal Component

Analysis.

3 Component Matrixa

Component

1 2

BRAND_NAME .945 .090

PAST_PERFORMAN

CE.913 .327

FACULTY_AND_MENTORS

.855 .390

GEOGRAPHICAL_P

ROXIMITY.969 -.120

COURSE_MATERIA

L.894 -.405

FEES .899 .375

CLASS_SIZE_OR_TI

MINGS.868 -.429

TESTS .924 -.219


Analysis.

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4 TOTAL VARIANCE EXPLAINED

5 Rotated Component Matrixa

Component

1 2


PAST_PERFORMAN

CE.878 .412

FACULTY_AND_ME

NTORS.881 .326

GEOGRAPHICAL_P

ROXIMITY.602 .768

COURSE_MATERIA

L.348 .918

FEES .902 .368

CLASS_SIZE_OR_TI

MINGS.313 .917

TESTS .501 .807

Extraction Method: Principal ComponentAnalysis.

Rotation Method: Varimax with Kaiser

Normalization.

a. Rotation converged in 3 iterations.

6 Component Score Coefficient Matrix

Component

1 2


PAST_PERFORMAN

CE.379 -.186

FACULTY_AND_ME

NTORS.428 -.247

GEOGRAPHICAL_P

ROXIMITY.001 .207

COURSE_MATERIA

L

-.253 .446

FEES .420 -.229

CLASS_SIZE_OR_TI

MINGS-.277 .465

TESTS -.089 .288


Analysis.

Rotation Method: Varimax with Kaiser

Normalization.

Component Scores.

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EXPLANATION OF THE ANALYSIS

7.8LABELLING OR NAMING THE FACTORS:

THE LABELLING OF FACTOR 1 IS ATTRACTING FACTOR.

THE LABELLING OF FACTOR 2 IS VALUE OF SERVICE.

Suggestions to the company on the basis of factor analysis;-

There are a number of factors upon which enrolment of a student depends .The factors that

majorly take part in all these are; - brand name, past performance, geographical proximity, faculty

and mentors, class strength, fees, course material and evaluation tests. After running the factor

analysis, these factors were reduced to 2 factors namely ATTRACTING FACTORand VALUE

OF SERVICE. EduMentor needs to work on these factors to have maximum enrollments.

ATTRACTING FACTOR:It includes past performance,faculty and mentors,fees and brand

name.

VALUE OF SERVICE: It includes course material , class size , tests and geographical

proximity.

7.8.1 ATTRACTING FACTOR:

These comprises of brand name, past performance, faculty and mentorsand fees. The marketing

strategy used by EduMentor is direct marketing which includes catalogs in which it particularly

mentions about its past performance as on the basis of the past performance only will any student

will like to enroll himself/herself in any institute. Similarly comes the importance of brand name.

EduMentor though has attained the second position still it lacks in brand name. It needs to work

on its brand name. Fees is a major issue. As going by the target audience , there are two type of

audience , one who can pay the whole fees and the other which has a problem in paying the fees.

So two separate packages were developed depending upon the same. faculty and mentors are alsoan attracting factor because students check the background of faculty before enrolling in any

coaching, EduMentor do portray that faculty are themselvespass out of DUS top most colleges ,

but sometimes some of the faculty were not good, also there isnt permanent faculty for doubt

clearing so EduMentor need to work in this area as well. Fees was designed in such a way that it

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was 4500 rupees less for government school student and 2500 rupees less for students whose

father is a school teacher.

7.8.2

VALUE OF SERVICE:

This comprises of course material and evaluation tests. Any institute is judged by the way the

course material is provided. We provide 11 books and 15 mock tests as a part of the course

material. The class strength was such so as to accommodate near about 40 to 50 students. This was

necessary so as to have proper attention to each and every student. This added value to service.

Geographical proximity of centers is necessary, the centers were such designed so as to have ease

of accessibility thats why student preferred centers that were near to there homes or metro stations.

Achievements:

Received appreciation mail from the Managing Director of the company within a month

appreciating my hard work and dedication towards the role given to me

Out of 48 interns in the company I was the only one to which an intern is provided to handle

some of my work

Being an intern I headed the team of 6 interns for running the B.El.Ed course

67, 127, 264, 297, 1003- HM National level NCHMCT ranks.

Expecting 5 selections in NLU, 8 in Symbiosis, 20 under CLAT and total selections in IP

University.

Taken GDPI and motiving classes at different centers in edumentor.

Mentored more than 300 students across delhi which is highest by any intern at edumentor.

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FINDINGS

CHAPTER 8

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8. FINDINGS

The study shows that EduMentors main strength is Mentoring the students. But there are some

problems with the faculties. As most of the faculties are working here for temporary basis and have

their joining somewhere else so this leads to change in faculty over the period of time which leads

to students dissatisfaction. Since, in education industryword-of-mouth plays a very vital role,

therefore, with such frequent changes in the faculty or the centre managers the word of mouth

might not be positive. This might lead to a decrease in the number of referrals which they may get

from the existing students.

EduMentor has to do with some better online advertisement. There is still lot of place of

promotions onto the web space. Interaction with students on the online front and development ofe-products like learning videos should be stressed upon.

The study shows that it was a feasible and profitable venture for EduMentor to come up with 14

branches. It was found that the students who came by the end of April or first week of May were

more worried about the course content they have missed rather than going to for a brand like IMS,

CL. But ironically, all the institutes across Delhi had slashed their rates and the fees had come

down substantially to get more numbers of students.

There are a number of factors upon which enrolment of a student depends .The factors that majorly

take part in all these are; - brand name, past performance, geographical proximity, faculty and

mentors, class strength, fees, course material and evaluation tests. After running the factor analysis,

these factors were reduced to 2 factors namely attracting factor and value of service. EduMentor

needs to work on these factors to have maximum enrollments.

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CONCLUSION

CHAPTER 9

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9. CONCLUSION

EduMentor Educational Services Pvt. Ltd. has been growing rapidly ever since its coming to

business. The Company has been extremely successful in differentiating its product with those of

its competitors. The research and efforts put in while preparing the material can easily be analyzed.

The company is proactive in its approach and is always ready to experiment with new marketing

strategies to market their product well. The online campaigns and strategies implemented this year

have been of huge success. In the coming years it can sell e-material online through payment

gateway.

The Company is doing well in terms of business but it still has to beat the market leader. Allstrategies adopted by it have been fruitful and it has been able to carve a niche market for itself.

Year after year, its gaining reputation and a strong foothold inthis industry. The fact that it has

just spread in Delhi /NCR in past few years is bitter but for a new entrant in the market, there

couldnt have been a better strategy. The way it has firmly put its footsteps in this market, even

the market leader IMS doesnt feel safe.

EduMentor had enrolled more than 3500 students this year which is an achievement in itself. This

year company has highest no of enrollments of B.El.Ed.

Hence, the journey of EduMentor has been great till now with its revenue growing year after year.

No wonder the Company will soon occupy the number one position in the market with its

differentiated product, quality service, and focus on customer satisfaction.

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RECOMMENDATIONS

CHAPTER 10

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10. RECOMMENDATIONS

Since the organization has doing very well in the entire field but it has to take certain steps to

improve the service. Company should have increase the online presence. It can provide students

separate login.

In inventory and scheduling the company should use the software as there is no use of IT into

managing the inventory. I have initiated the use of software but there should some more specialized

software should be used. In terms of marketing company should use following ways-

Tools like sponsoring events, conducting more school counseling and conducting

counseling seminars may increase the interaction of students with the organization.

Create strong base in terms of customer data for 2014 and SOHA batches.

Company should also consider using above the line communication channels from time to time.

W

Santhosh Final Report-edumentor

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