A REPORT ON

Product Branding And Improving Operational 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- 18
th
May, 2014
AUTHORIZATION
This is declared that this project work entitled Product Branding And Improving
Operational Efficiency At Edumentor Educational Services embodies 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
i
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
Branding And Improving Operational 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 Jain CEO 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 Dwivedi for 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)
ii
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 Services from 24
th
February to 25
th
May, 2014. EduMentor is based at
Nirman 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 Branding And Improving Operational 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. Improving operational
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 56 interns.
For my work during Internship in EduMentor I was awarded the STAR PERFORMER OF
EDUMENTOR FOR THE YEAR 2014.
iii
TABLE OF CONTENTS
Authorization i
Acknowledgment ii
Executive summary iii
1. Introduction
1.1 Education industrial scenario:INDIA 1
1.2 The Coaching Industry 2
1.3 About The company 4
1.3.1 Company structure 5
1.4 Company Analysis 6
2 Project Description
2.1 Purpose 11
2.2 Scope 11
2.3 Limitations 12
3 Product and Competitors Analysis
3.1 Product analysis 14
3.2 Competitors analysis 18
3.3 Market Leader Analysis 18
3.4 Learning outcome from product and competitors Analysis 20
4 Marketing Strategies
4.1 Marketing/promotional strategies 23
4.2 Methods of promotion 25
4.3 Applying Marketing concept 27
5. Content Development
5.1 Content Development 31
6. Operations Management
6.1 Scheduling 35
6.2 Logistics Management 40
7 Research Design
7.1 Research Problem Idea 43
7.2 Problem Definition 43
7.3 Problem Objective 43
7.4 Reseach Design 43
7.5 Data Analysis 45
7.6 Analysis Of Findings 45
8 Findings 60
9 Conclusion 62
10 Recommendations 64
11 Appendix 67
iv
12 References 71
INTRODUCTION
CHAPTER 1
1
1.1 EDUCATION 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.
2
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 of
mind 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.
3
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 12
th

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.)
4
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 Services started 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
5
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:
6
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
7
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 CENTRE
ACTIVITY
TELEPHONE
COUNSELING
BANK AND IP
ACTIVITY
1.4.2 EXTENDED MARKETING MIX
Physical
Evidence
Various
centres across
Delhi and
NCR .
Personnel
Counsellers,
faculties, management
Process
Daily sessions
to facilitate the
service
Mock Tests
and Mentoring
8
REACH
Having multiple
centres in each
location; all
locations connected
through Metro Rail
service.
RECOGNITION
Past year results
with more than 50%
conversion rate of
students enrolled
and the number of
seats available in
each course.
3 R's of
Edume
ntor
REPUTE
Toppers and top
10% of various
schools were
enrolled with
EduMentor.
9
1.4.3 THREE Rs of MARKETING for EDUMENTOR
REACH RECOGNITION
REPUTE
PROJECT DISCRIPTION
CHAPTER 2
10
2.1 PURPOSE
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 the
company 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.
2.2 SCOPE
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
11
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.
12
PRODUCT AND COMPETITORS ANALYSIS
CHAPTER 3
13
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.
3.1 PRODUCT 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.
14
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
15
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 seats
3. 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
16
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.
17
3.2 COMPETITORS 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 maximum
number 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: -
18
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.
19
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.
20
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
ANALYSIS
21
MARKETING STRATEGIES
CHAPTER 4
22
4.1 MARKETING/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
23
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.
24
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 for
Management
Coaching
Value Proposition of
MORE PRICE FOR
MORE BENEFITS
Telephone
Counselling
and Direct
Mails & SMS
References
& online
campaign
Board
Center
Activity
School
Counselling &
workshop
STUDENT
FIGURE 9: TYPES OF PROMOTIONS
25
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
12
th
.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
12
th
standard 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 12
th
standard 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:
26
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
Kindle
Desire
Induce
Action
4.3 APPLYING 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
27
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
Competitive
Rivalry :
High
Supplier
Power :
Medium
Buyer
Power
High
Threat of new
entrants :
High
28
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 and
experience. 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.
29
CONTENT DEVELOPMENT
CHAPTER 5
30
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 parents
whether 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 28
th
I 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 more
than 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 2
nd
and the
foremost entrance test is on May 25
th
(Hotel Management-NCHMCT-JEE). So we have
to plan accordingly and prepare the content.
31
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.
32
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.
33
OPERATIONS MANAGEMENT
CHAPTER 6
34
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
6.1 SCHEDULING :
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 2
th
April. 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-
35
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
36
Nirman Vihar 45 YES YES 4-7
Rajouri
Garden
25 YES YES 8-10
Pitampura 28 YES YES 4-7
Ashok Vihar 15 YES YES 1.30-3.30
Lajpat Nagar 22 YES YES 8-10
TABLE 6: BCA COURSE CENTERS
Now when it comes to B.El.Ed, It is specialized course for teaching profession. At EduMentor the
special team is formed for B.El.Ed & they created hype of this course. So for this course special
small teams are formed & they ask to present business plans for sales. Now the team B.El.Ed starts
enrollments & the course initially starts at 6 centers as follows
Preet Vihar
Rohini Sector-3
Ashok Vihar
Pitampura
Patel Nagar
Lajpat Nagar
Initially we have only 3 centers for B.El.Ed classes. So I was also given the task of scheduling this
course apart from LAW, BCA, and HM. For LAW, BCA, CATE & B.El.Ed, I have made clusters
of centers by which same faculty can take classes at 2 or 3 centers same day.
6.1.2 CRISES MANAGEMENT DURING SCHEDULING
37
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 this thing
with centre managers & convey them the message that this also can happen.
38
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 have
faced 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.
6.2 LOGISTICS MANAGEMENT
Logistics management is the part of supply chain management(SCM) that plans, implements,
and controls the efficient, effective, forward, and reverse flow and storage of goods, services, and
39
related information between the point of origin and the point 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
40
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.
41
RESEARCH DESIGN
CHAPTER 7
42
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.
7.1 RESEARCH 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.
7.2 PROBLEM 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.
7.3 PROBLEM 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
7.4 RESEARCH DESIGN :
43
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.
44
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.
7.5 DATA 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.
7.6 ANALYSIS 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-UP
NO. OF RESPONDENTS PERCENTAGE
MALE 103 57.23%
FEMALE 77 42.77%
TOTAL 180 100%
45
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
46
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
47
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.
EDUCATION PROFILE
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
5
2
48
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
FRIEND
S
49
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 12
th
appearing 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
S
50
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 at
the 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
AL
51
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 CLEARING
SESSIONS
MENTORSHIP
PROGRAMMES
EVALUATION
TESTS
52
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 OTHER
STREAMS AS WELL
53
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 7.77
Near to a mall, shopping
places
10 5.55
Total 180 100
GRAPH FOR LOCATION PREFERANCE
NEAR TO YOUR
HOME
NEAR TO METRO
STATION
54
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.
7.7 FACTOR 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-Square
2592.37
7
Df 28
Sig. .000
55
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
CE
1.000 .940
FACULTY_AND_ME
NTORS
1.000 .882
GEOGRAPHICAL_P
ROXIMITY
1.000 .953
COURSE_MATERIA
L
1.000 .963
FEES 1.000 .948
CLASS_SIZE_OR_TI
MINGS
1.000 .939
TESTS 1.000 .902
Extraction Method: Principal Component
Analysis.
3 Component Matrix
a

Component
1 2
BRAND_NAME .945 .090
PAST_PERFORMAN
CE
.913 .327
FACULTY_AND_M
ENTORS
.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
Extraction Method: Principal Component
Analysis.
56
4 TOTAL VARIANCE EXPLAINED
1. 5 Rotated Component Matrix
a
Component
1 2
BRAND_NAME .733 .603
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 Component
Analysis.
Rotation Method: Varimax with Kaiser
Normalization.
a. Rotation converged in 3 iterations.
6 Component Score Coefficient Matrix
Component
1 2
BRAND_NAME .179 .023
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
Extraction Method: Principal Component
Analysis.
Rotation Method: Varimax with Kaiser
Normalization.
Component Scores.
57
EXPLANATION OF THE ANALYSIS
7.8 LABELLING 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 FACTOR and 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 also
an attracting factor because students check the background of faculty before enrolling in any
coaching, EduMentor do portray that faculty are themselves pass 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
58
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.
59
FINDINGS
CHAPTER 8
60
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 industry word-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 of
e-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.
61
CONCLUSION
CHAPTER 9
62
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. All
strategies 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 in this 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.
63
RECOMMENDATIONS
CHAPTER 10
64
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.
WEBSITE DEVELOPMENT & ONLINE MARKETING
More initiatives should be taken in Online Marketing, as the e-material is prepared and sold online.
So that we could build the brand image of the product and services we sell.
A website for every product can be created which will have its own Search Engine Optimization
and own advertising campaign. For SOHA we have planned to develop a different website and its
development has already started.
An e-mail or a SMS should be sent to the user on his e-mail id or phone number he provided while
registering for the product instantly. This will improve brand loyalty and improve websites
interactivity with the user.
SCHEDULING AND LOGISTICS
In scheduling and logistics company should take help of IT tools which in not present till now.
Company should use some softwares for this.There should be strong scheduling team which has
some backup plans in case of faculty draw back.
There should some new persons are apponted for the logistics work.
65
Since, the students were mainly influenced by Brand Name so EduMentor must try and enhance
it more. As students were only aware regarding EduMentor if the school counseling was given to
them, because when i called them on phone most of them never knew the name of EduMentor.
Even fees ,also attracted many students. So EduMentor could have cashed on it by making as many
students as possible in the government sector aware regarding fees criteria .The special provision
that were given to them.Like 4500 rupees discount was given to students of government school
and discount of 2000 rupees for students whose parent were teachers.
I would like to appreciate EduMentor regarding past performance , they clearly indicate in the
phamplets there past records.
Regarding faculty and mentors its good.
UNDER VALUE OF SERVICE:
The students were influenced by course material and appropriate class size.So EduMentor
could use it as an asset to improve there image in the minds of students. They could put some
more tricks while solving questions on topics like Syllogism.
And EduMentor must focus on appropriate class size of 40 to 50 students per batch so that proper
attention to each and every students is given.
66
UNDER ATTRACTING FACTORS:
APPENDIX
CHAPTER 10
67
QESTIONNAIRE
THE ITEMS CONTAINED IN THE QUESTIONNAIRE CHECKS THE FACTORS OF
THE COMPANY LIKE SALES, DEVELOPMENT AND ITS SCOPE.SO I REQUEST
YOU TO GIVE YOUR SINCERE ADVICE BY TICKING THE FOLLOWING.
GENDER:
1. MALE 2. FEMALE
SCHOOL TYPE:
1. PRIVATE 2. GOVERNMENT.
PLEASE SELECT YOUR EDUCATION PROFILE:
1. NON-MEDICAL WITH MATHS
2. MEDICAL
3. COMMERCE WITH MATHS
4. COMMERCE WITHOUT MATHS
5. HUMANITIES/ARTS
Q. SOURCE FROM WHERE YOU CAME TO KNOW ABOUT EDUMENTOR?
(PLEASE SELECT ANY ONE OPTION)
1. SCHOOL SESSIONS AND COUNSELING
2. BOARD CENTER ACTIVITY
3. SMS/WEBSITE
4. FRIENDS AND RELATIVES
5. PERSONAL CALLS
Q. WHO INFLUENCED YOU TO JOIN EDUMENTOR?
(PLEASE SELECT ANY ONE OPTION)
1. SELF-MOTIVATED
2. PARENT/RELATIVES
3. FRIENDS
Q.WHICH OF THE FOLLOWING DRIVERS CONVINCED YOU TO FINALLY JOIN
EDUMENTOR? (PLEASE SELECT ANY ONE OPTION)
68
1. BY THE TELE-COUNSELLOR
2. PERSONAL COUNSELLOR
3. BY ATTENDING A DEMO CLASS
Q. WHICH FACTORS YOU FEEL THAT DIFFERENCIATES EDUMENTOR FROM
ITS COMPETITORS? (PLEASE SELECT MORE THAN ONE OPTION)
1. BACKGROUND OF FACULTIES
2. DOUBT CLEARING SESSIONS.
3. MENTORING
4. TIMELY EXECUTION OF COURSE
5. EVALUATION TESTS.
6. CENTER HEADS APPROACH
PLEASE GIVE POINTS BETWEEN 1-7 ,WHERE 1 REPRESENTS HIGHLY
SATISTIED 4- CAN NOT SAY AND 7 REPRESENTS HIGHLY DISSATISFIED WITH
SATATEMENT)
YOU PREFER EDUMENTOR OVER OTHER INSTITUTES BECAUSE OF BRAND NAME
YOU WANT TO GIVE MAXIMUM TEST DURING CRASH COURSE
YOUR LOT OF FRIENDS KNOWS ABOUT EDUMENTOR THATS WHY YOU JOINED
YOU FEEL STUDY MATERIALS ARE IMPORTANT TO CRACK THE EXAM
YOU WANT TO GO COACHING HAVING EASILY REACHABLE LOCATION
YOU ALWAYS EXPECT SOMEONE TO MOTIVATE YOU
YOU HAVE JOINED EDUMENTOR BECAUSE IT HAS BETTER RESULTS
YOU BELIEVE YOUR SENIORS FROM EDUMENTOR HAD GOOD RESULT IN ENTRANCE EXAMS
MENTORSHIP HAS HELPED YOU IN STUDYING
YOU GET THE SATISFACTORY LEVEL OF EDUCATION IN COMPARISON TO FEE
YOU JOIN EDUMENTOR BECAUSE PEOPLE KNOWS ABOUT IT
69
FACULTIES HAS GOOD KNOWLEDGE ABOUT COURSE AND TOPICS
YOU WANT TO JOIN COACHING WITH FACULTY HAVING BETTER KNOWLEDGE
YOU FEEL LOCATION OF CENTER IS IMPORTANT FOR YOU
YOU GET ALL THE TOPICS OF ENTRANCE TEST COURSE IN BOOKS GIVEN TO YOU
YOU PREFER TO JOIN INSTITUTE HAVING LOW FEE AND MEDIUM RESULT
YOU WANT SUITABLE CLASS TIMINGS
Q.ON WHAT FACTORS YOU FEEL EDUMENTOR SHOULD WORK ON? (PLEASE
SELECT MORE THAN ONE OPTION)
1. INFRASTRUCTURE
2. FACULTY
3. BRAND BUILDING
4. PRESENCE IN OTHER STREAMS AS WELL
5. PRESENCE IN OTHER MARKETS AS WELL
Q. WHICH LOCATION OF CENTER YOU PREFER MOST? (PLEASE SELECT ANY
ONE OPTION)
1. NEAR TO YOUR HOME 3.NEAR TO METRO STATION
2. NEAR BUS STAND 4.NEAR MALL,SHOPPONG PLACES
70
REFERENCES
CHAPTER 11
71
REFERENCES
EduMentor, 2013 Information booklet.
lip, MARKETING MANAGEMENT, New Delhi: Dorling Kindersley (India) Pvt.
Ltd.licensees
nic.in
72