PROJECT REPORT ON CUSTOMER PERCEPTION SURVEY & ANALYSIS OF PERFORMANCE OF NIIT , SHYAMBAZAR BRANCH ,KOLKATA

BY MITHUN KUMAR GUHA ROLL NO 05/MBA/17 NATIONAL INSTITUTE OF TECHNOLOGY DURGAPUR

ACKNOWLEDGEMENT
At first, I grate fully acknowledge the sincere help of NIT authority for arranging a Summer-internship in NIIT Ltd., KOLKATA. Especially I am deeply indebted to Mr. A. K. Halder, professor, Dept of MBA, NIT DURGAPUR for his tiredness effort and proper guidance for the same. I can not forget the contribution of all the faculty members of NIT DURGAPUR for their valuable teaching, guidance & help. Now I would like to express my regards and gratefulness to Ms. Anjali Singh, HR, NIIT Ltd. , Kolkata for selecting me to do this project and Madam Anindita Sen to guide me for the project in this esteemed organization. I can not forget the contribution of Ms. Dimple Chatterjee, Center Head of NIIT, Shyambazar Branch, Ms Karabi Bhattacharya Rao, FOC, NIIT Shyambazar Branch and Mr. Samagata Ghosh Dastidar, BE, NIIT Shyambazar Branch for their unbelievable co-operation and helping for the execution the project. Finally I also want to extent my gratitude to the employees and staffs of the NIIT, Shyambazar Branch for facilitating to complete the project by providing the necessary information. Mithun Kumar Guha

TABLE OF CONTENTS
CONTENTS

Identification Of Problem

Objectives Introduction History Product Knowledge Methodology & Limitations of this project

Survey findings and analysis

SWOT Analysis NIIT Vs Other education service provider Suggestion & Recommendation Conclusion

IDENTIFICATION OF PROBLEM
NIIT , Shyambazar branch started its journey from 2003 with a vision To become market leader in IT education service field in its operating area. It has decided to tie up with tutorial centers and do activity in colleges each month to make their vision into reality. They have a substantial market share as compared with their competitors but they are facing tough competition from them in the recent past specially in the marketing department. On this background NIIT has been identified research object to find out the reason of low key performance by considering different parameters of marketing and business strategy.

OBJECTIVES

To find out the awareness level of NIIT at Shyambazar, Belghoria, Girish Park, Dunlop, and Sovabazar areas and increase the brand value. To find out the existing customers perception (feedback) about NIIT educational service and satisfaction leveling following areas. 1. Teaching quality 2. Study materials 3. Price 4. Grievance/complain handling 5. Placement facilities 6. Customer relationship

To analyze Strength, Weakness, Opportunities and Threats (SWOT) of NIIT, Shyambazar Branch.

INTRODUCTION

INTRODUCTION
NIIT, the global IT Learning Solutions Corporation, is known for its pioneering work in the field of IT education and training. Our strong research orientation has helped us continuously innovate in the areas of instructional design methodologies, and curricula development that is cutting-edge. NIITs vast education delivery network spread over 30 countries in the Americas, Europe, Asia, Middle East, Africa and Australia/Oceania, blends classroom and on-line learning. The company provides a comprehensive education environment to individuals and enterprises, offerings training that is customized to the varied needs of audiences with diverse backgrounds. NIIT, the brainchild of two, young Indian entrepreneurs, pioneered and nurtured the concept of high quality IT education in India. Set up in 1981, NIIT has trained one out of every three software professionals in the country and become a beacon in the global IT revolution. From introducing computers to the people of India, to providing advanced IT skills to students and professionals, NIIT has evolved into a training powerhouse. While our special-priced, IT programs have enabled ordinary citizens to achieve computer and Internet literacy, our career education has shaped the lives of millions of individuals.

SOME MILESTONE ACHIVED BY NIIT OVER 25 YEARS :

Held the top spot in the IT Training Industry in India since its inception 20 years ago. Among the Top 20 Global IT Training Companies, in a 2000/2001 listing of International Data Corporation (IDC), a premier business intelligence firm "NIIT: The 1st Choice of Recruiters" by 118 employers : Dataquest, May 31, 2001 Adjudged Best Training Company by Users in Computer World opinion poll 2000 "The Youth Marketer of the Year" award (MTV and Economic Times Brand Equity, 1999) "The McDonald's of software business" - Far Eastern Economic Review, 2000 NIIT emerges as the "Best Hi-end Microsoft Training Partner in Asia" 1999 NIIT's extensive reach, through its 3882 centers in 31 countries, enables learners across geographies (even in remote locations) to avail the benefits of IT training NIIT: the "Best Microsoft Win2K Training Partner" 2000 NIIT conferred Microsoft's 'Best Training Company Award' 2001 Conferred Microsoft's 'Best CTEC Solution Company in Asia Pacific Award' 2002 Best Citrix Authorized Learning Centre (CALC) of the Year 2002' for Asia, at the Citrix iForum

Best training Service provider on .net award by Microsoft for its outstanding contribution

History And Facts

NIIT FACTS Estd 1981 Financials (12 months ended March 31, 2005) Revenues - Rs 636.3 crores Operating Profit - Rs 49 crores Profit After Tax - Rs 35.5 crores India vs. Overseas 47:53 Geographies Americas, Europe, Asia, Middle-East, Africa, Australia/Oceania Operations 29 countries NIIT centers 3369 as on March 31, 2005 India 3155 International 214 Students on rolls - 5,00,000 Alumni 3.5 million Global Learning Solutions for Individuals, Enterprises, Schools and Colleges Global customers include Hitachi Data Systems, Microsoft, Sun Microsystems, Nokia, Ericsson, New York Institute of Finance, Sears, Marks & Spencer, IKEA, SAS, Singapore Airlines, BP, Shell, Schlumberger, ITE Singapore, Telekom Smart Schools Malaysia, Nan yang Polytechnic Singapore, and University System of Georgia Quality Certifications First company to get ISO 9001 under Tick IT for instructional software in 1993. The Knowledge Solutions facility became the first content development facility in the world to be assessed at SEI-CMM Level 5 Listing Stock Exchanges in India since Feb 1993. Became the first IT Co to cross the USD 1 Bn market cap in 1998 Employees - 1838 Alliances with global IT majors like Intel, Microsoft, Oracle, SumTotal, Thomson Prometric Corporate Social Responsibility Initiatives I-LEARN - An educational system for the disabled

"Computer Assisted Teaching and Rehabilitation for Disabled" A collaborated effort between the Spastic Society of Tamil Nadu and the Rajiv Gandhi Foundation and NIIT Hole in the wall experiments to bring joy and IT to uneducated slum children World Computer Literacy Day (WCLD) celebrated on December 2 every year, and International Womens Month celebrated in March, to help people cross the digital divide Bhavishya Jyoti Scholarships for financially constrained and meritorious students

PRODUCT KNOWLEDGE

PRODUCT KNOWLEDGE

G-NIIT
The new industry-endorsed GNIIT Program with Multiple tracks NIIT's all-new, industry-endorsed GNIIT program for IT career aspirants is aimed at bridging the IT manpower shortage expected over the next three years. It is expected that hundreds of thousands of Knowledge professionals, with sharply defined skill-sets for varied industry needs, will be required worldwide. India alone is expected to face a shortage of 4,30,000 professionals by 2007. Our flagship program-which recognizes that general-purpose IT training with uniform content for everyone just isn't good enough for the emerging IT age-offers learners as many as four specialization tracks.

GNIIT, with its focus on Software Engineering, Systems Engineering and Networking, Information Systems Management and BPO Management, opens up many career paths for learners. The program also offers placement partnerships with leading companies, by customizing portions of the curriculum to match their precise skill requirements. Professional Practice During the three-year GNIIT Program, students are put through one-year of Professional Practice, a form of internship at leading IT and user organizations. Every year more than 10,000 GNIIT students start working in over 2000 reputed organizations.

Benefits The GNIIT program offers the following benefits to students: Industry-endorsed, it is designed in consultation with the recruiting companies and NIIT alumni from across the IT sector It will create "right-skilled IT manpower" in a steady and predictable manner It combines generic IT skills, with company-specific skills to create a pool of professionals that are industry-ready and productive immediately The four-track program takes into account the hiring trends within the IT and ITES industries and the "most-in-demand" jobs The program focuses on the emerging technology platforms that will be in demand in the future GNIIT takes into account the specific needs of the BPO sector that requires technical and other manpower in large numbers at short notice. GNIIT has created accelerated options and exit points mid-through the program in order to meet these requirements

Eligibility The GNIIT program is meant for students who have passed out of Class XII or are currently attending college. They can complete a substantial part of the program alongside their college education, under NIIT's dual qualification scheme. The GNIIT program is also for fresh engineers or IT graduates, who may complete it in an accelerated mode. The Content GNIIT is divided along Four tracks and includes a Foundation Semester, a key requirement for any specialization stream. Click on the following tracks for Semester details: Software Engineering Systems Engineering and Networking

Information Systems Management BPO Management

Career Edge
CareerEdge is NIIT's application-oriented program aimed at providing an "edge" to students in any professional environment, whether management, sales, marketing, law, finance, architecture or medicine. CareerEdge familiarizes students with hardware, operating systems, programming languages, Web-based technologies, the basics of animation and RDBMS concepts so that they are completely at ease in the new, 21st century workplace. Benefits CareerEdge equips students with soft skills, including effective communication It is the quickest way for students to gain computer knowledge relevant for the modern work environment CareerEdge enables college students to prepare for the job market by providing them basic, everyday, IT expertise

Program Computer Overview Computing World GUI Operating System using MS Windows Word Processing Spreadsheet Presentation Graphics Web page designing using HTML Scripting Multi-User Operating System using Linux Programming Logic and techniques Object Oriented Programming Systems using C++

Eligibility School and college students and professionals wanting to get ahead in their jobs.

Duration Four-month programs

Curriculum for Advanced Technology Studies

A part of NIIT's advanced-level education offerings, CATS (Curriculum for Advanced Technology Studies) is a series of high-end programs designed for individuals who want to stay abreast of technology developments and upgrade their knowledge in specific areas within IT. Engineering students, who wish to remain updated on the IT subjects they are studying at college, will also greatly benefit from these offerings. The CATS programs offer students and professionals the following benefits: Access to customized modules based on the individual requirements in terms of content, duration, timing and methodology High quality training by internationally certified faculty with expertise in state-of-the-art technologies Training on cutting-edge software from NIIT's technology partners including global giants Microsoft, Oracle, IBM, Thomson Prometric, among others

CATS comprise the following comprehensive range of offerings designed to provide expertise in cutting-edge technologies and platforms: NIIT Curriculum Programs: A series of high-end programs aimed at reskilling students, engineers and working professionals in state-of-the-art technologies. Based on NIIT's cutting-edge Instructional Design techniques, the Curriculum Programs provide expertise in the areas of software development, networking and systems administration, database management, among others.

Programming Language and Tools The CATS course on Programming languages and tools is targeted at professionals within organizations seeking expertise on developing applications that are either desktop-based, Web-based, database-based, etc. Programming using C Structured & Systems programming using C Programming using C and Data Structures Object Oriented Programming Using C++ Rapid Windows Based Development using VB.Net

Implementing COM+ Services Using VC# (Programming using JDK) Java Programming J2EE Expert - Designing and Implementing J2EE solutions

Web Application Development

Web Application Development CATS special program on Web Application Development is for professionals focused on Internet-enabling applications within an organization in order to make available these resources to employees situated across the globe. Under this program, learners gain knowledge about creating Web sites/pages using Web technologies such as HTML, DHTML, Scripting ASP, XML, etc. which can be accessed from any location using the Internet as the backbone. HTML Programming DHTML Programming Scripting Using Java/VB- Scripting Design XML Series Programming using Java 2.0 - Applet Designs Developing Windows and Web Application using .Net Developing .Net applications and XML Web Services Web Application Development using ASP.NET

Database Management Solutions

Database Management Solutions

CATS module on Database Management solutions provides learners with detailed knowledge about relational Database Management systems. The program covers two major activities associated with Database Management including database processing and database administration. While under Database Processing, Professionals are acquainted with transaction and analytical processing, the course on Database Administration focuses on Managing Databases, User Management, Load Management, Performance Tuning, among others. Designing and Implementing a Database using SQL Server 2000

Introduction to Oracle 9i- SQL Oracle9i: Program with PL/SQL Oracle 9i Database Administration Fundamentals- I Oracle 9i Database Administration Fundamentals- II Oracle 9i Database Performance Tuning

Systems Administration and Networking

Systems Administration and Networking The systems administration and networking module within CATS is for professionals who wish to learn everything there is to know about keeping IT infrastructure always functional, always-on. Participants in this program learn to manage the IT resources of an organization including operating systems, network infrastructure, etc. On the administration side, learners are exposed to activities such as user management (authentication, authorization), performance tuning, load management, among others. Linux Power User- User Interface and Commands Linux system Administration- User and Application Administration Linux Network Administration- Networking and Network Design Administering a Windows based Network- Networking and Application Admin

Mobile Computing Programs

Mobile Computing Programs These programs are aimed at creating software and applications developers for the mobile computing platform and cover popular technologies such as J2ME. The programs enable developers to build advanced applications for mobile devices, making use of cutting-edge tools and networking technologies. Developing Mobile Applications using J2ME

International Certification Programs

NIIT is authorized to conduct training on state-of-the-art technology platformsoperating systems, databases and development tools-of leading IT vendors such as Microsoft, Oracle and IBM. Conducted at select NIIT locations and using official curriculum and methodologies, the programs lead to international certifications such as the MCSE, OCP, among others. Microsoft Certifications Oracle Certifications IBM Certifications

SWIFT
SWIFT, NIIT's simplest and quickest way to acquaint individuals with basic IT skills, aims at bringing people and computers together. The SWIFT series of programs have something for everyone-from housewives, to Gen Next to senior citizens. Enabling people to become technology aware, the SWIFT series of programs help learners use technology effectively in their daily lives. Benefits Simplicity and ease-of-learning, especially for first time IT users Computer learning through NIIT's network of education centers A special, step-by-step training methodology that makes training easy as it uses real life examples and an exciting learning environment Access to computer skills that can be applied to daily lives

Programs The diverse modules in the SWIFT series of programs include: SWIFT Jyoti: a program aimed at acquainting individuals with computers and helping gain IT literacy SWIFT India: a program designed for individuals, to help them effectively use IT at the workplace Web Designing Made Easy:a special, easy-to-learn offering for individuals and professionals wanting to design Web sites Programming Made Easy: a quick and easy learning module for aspiring, first-time programmers SWIFT for Schools: a program targeted at learners still in school, that combines computer learning with fun Dr. SWIFT: a program specially customized for medical practitioners, to enable them to use computers at work

METHODOLOGY & LIMITATIONS OF THIS PROJECT

METHODOLOGY
Primary data are collected by interviewing individual customer and other competitors. On the basis of that data I make STP model; Segmentation, targeting and positioning. Before segmentation I scanned the area. Then depending on certain parameters like computer literacy, educational qualification, age group, purchasing power I segmented the target group and positioned companies product. For each segment I applied different strategies to position the product. The marketing activity that I did as a part of NIIT Shyambazar team can be classified as follows: 1. 2. 3. 4. 5. 6. 7. 8. Database collection. Business tie-ups with coaching centers Corporate visits for tie-ups Visited computer training centers for vendor certifications. Arranging camps for brand promotion Conducting examination in colleges and schools. Tele calling Counseling

For database collection I visited different colleges and schools with different propositions. The colleges I visited are: Jaipuria College. Manindra College. Narula Institute of Technology. Guru Nanak College of Engeneering. Ceramic College of Engeneering. Bhairav Ganguly College. Bethune college. Scottish Church. BIT Extension. Rabindra Bharati University. Rajabazar Science College. Brahmananda Keshavchandra College. Ramkrishna Polytechnic.

At Birati college the main proposition was for conducting free IT literacy workshops for the students. At Manindra, Bhairav Ganguly and Jaipuria Colleges the main proposition was SWANIRVARATA PROJECT.

At BNC and Barasat college the main proposition was to conduct a free psychometric and academic counseling for the students coming to take admission in the college. At Narula Institute of Technology we had the proposition of arranging AAE test for final year students those who havent got placement. For the juniors we had the proposition for CATS 90 courses and also vendor certification.

For business tie ups with coaching centers , first we scanned the area to find reputed coaching centers with high student base, then gave them the proposition of sending the students at our center for psychometric test , if any student enrolls here then the proprietor will get a monetary benefit. We visited many coaching centers and found 10 centers For corporate tie up we visited DUM DUM municipalty with the proposition for corporate training of the employees. We tried to find the gap between their present competency and required competency and tried to minimize the gap by corporate training.

LIMITATION

This project is based on survey research which is done through Convenience sampling where all the areas/apartments/segments may not represented equiprobably due to non-co-operation of samples. As our project is based on survey and database collection so all the datas collected may not be correct. As our source of data is from peoples word so there me be some error in our survey results. So there may not be proper representation of each and every type of customers. This is the main limitation of the project. However the survey tried to cover all the segment of potential as well as existing customers . So it is expected this

project will contribute significantly in this field of research and evoke further response for investigation.

SURVEY FINDINGS AND ANALYSIS

SURVEY FINDINGS AND ANALYSIS KEY SECTOR DRIVEN BY IT

Banking/financ e 21%

Manufacturing 15%

Education 11% Sm all Office 11%

IT/Telecom 22% Energy 6% Government 14%

Source: NASSCOM

TWO DOMINANT TECHNOLOGIES LEADING TO IT JOBS

3.5 3 2.5 2 1.5 1 0.5 0 2000 2002 2004 2006 2008 JAVA VB.NET C# VISUAL BASIC 6 COBOL C/C++

JOB ROLES MOST IN DEMAND

Help desk/End user support 9%

Project Managem ent 6%

System analysis 2% Netw orking 18%

Appl. Development 11% Database Management 12% Internet/Int developm ent 14%

DEMAND AND SUPPLY GAP

Total supply and Gap Supply extended based on current trends Current pool Total dem and Product and Technology services Domestic IT services IT services export 0 140 520 460 200 525 360

885

235

1120

400

600

800

1000

1200

ACCORDING TO OUR SURVEY OUR TOTAL SAMPLE SIZE IS 320.

OUR SURVEY FORM THAT IS IT LITERACY SURVEY 2006 IS GIVEN IN THE ANNEXURE. N = 320
Sample family income distribution: LOW : annual income MEDIUM : HIGH : annual income annual income : <60,000 : 60,000 < income < 120000 : > 120000

19%

18%

63%
low medium high

Sample distribution according to qualification:

post grad 4% class 10 15%

grad 51%

class 12 30%

IT literacy :

Out of 320 people 77.18% were IT literate rest 22.18% were not .
23%

77%
IT LITERATE NON - IT LITERATE

Out of IT literate people, distribution of IT skills are as follows:

250 200 150 100 50 0

247

140

21 MS OFFICE V.B

25

9 ORACLE

11

For IT education our sample preference is shown in the pie chart :

IIHT 7% CM C LTD 12%

ICA OTHERS 5% 6%

NIIT LTD 50% BRAINWARE 20%

Out of the people preferring NIIT LTD, their choice of course in NIIT :

5% 11%

6%

21%

10% 47%
MS OFFICE JAVA C/C++ ORACLE VB .NET/J2EE

People choosing NIIT LTD due to :

FACULTY 9% 28% 18% INFRASTRUC TURE COURSE MATERIAL BRAND IMAGE PRICE

25% 20%

Income distribution of the people preferring NIIT :

27%

7% low MEDIUM HIGH

66%

SWOT ANALYSIS

SWOT Analysis
NIIT, Shyambazar Branch is operating a very good condition on a large area of north Kolkata. After overcoming initial difficulties it is now in the growth phase. But still there are weaknesses which they have to suppress by their strength. They have a number of opportunities in front of them but there also are some potential threats which can decrease their rate of growth in a significant manner. Hence it is required to know all these for their smooth sailing in their business. This is the reason for setting SWOT analysis as one of the objective. To analyze the SWOT, researcher is undertaken a detail study of NIIT, Shyambazar Branch along with other IT service provider in this region . For this purpose we have done a small survey on other IT service provider through a questionnaire and make a comparison chart to show how NIIT, Shyambazar Branch is different from others.

WEAKNESSES STRENGTH

OPPORTUNITIES

THREATS

STRENGTH: NIIT Brand Name Prime Location Well trained , committed & Hardworking people Excellent teaching quality Good reading environment Good customer relationship Convenience Excellent study materials Excellent Brand positioning

How to leverage the strength ? NIIT is pioneer brand in the IT education world in India. So it is possible to convince customer about its educational service. NIIT, Shyambazar Branch is located in a prime place in side of the Bidhan Sarani near Bagbazar BATA, just 50 meters from Shyambazar 5 point crossing. So customer can easily communicate with this branch. Employees and other staffs of this branch are well trained, committed and hard working so they can put things together to increase the level of services. Generally for teaching, FCT (Faculty competency test) is must. For that teaching quality is excellent. The environment of learning of NIIT, Shyambazar Branch is outstanding. As the service quality is good the relationship with customer is good. A sense of trust is already created in people mind. As study materials are designed by IIT, Delhi every thing is systematic and userfriendly.

WEAKNESS: High Price Shortage of space Bad house keeping No proper grievance handling facility Less help from regional office

How to overcome weaknesses? One of the major weaknesses is high price .It is very necessary to be price competitive. Adjusting the value chain wherever required, negotiating or changing the process might be helpful. Due small area is difficult to maintain good house keeping. Increasing the center floor area could be helpful to maintain good housekeeping. There should be proper cell for grievance handling. It is very necessary to change the connection from domestic to commercial for smooth and proper functioning

OPPORTUNITIES: Increase service quality Increase market share Introduce multimedia course Increase brand awareness Give stress on PWZ Portal How to tap the opportunities? To tap the opportunities improvement of overall quality is the foremost criteria. There is a large number of potential customers spread over a large area can be convinced and also regain the confidence of the lost customers by improving the service quality at all levels. This can be helpful to increase the market share. By formulating proper strategies it is possible to increase the penetration into all segments. Presently there are no multimedia courses at this center, so by introducing this course many customers can be tapped. Marketing activities should be increased so as increase the brand awareness. As the concentration of Bengali medium schools are more there so the PWZ portal can do a good business there if proper strategies are implemented.

THREATS: New concept of IT day by day. Misconception of customer between NIIT LTD. and its franchise. Well established, old and cheap competitors. Typical Indian mindset of customer. Complain in time duration. How to counter threats? Idea of IT literacy is changing day by day in India. So it is hard to convince people about it . There are number of well established IT education service in this area. They are reputed and some are operating for decades , so they have large no of loyal customers and have good market share . Some are cheap but quality is low. So it is needed to highlight the advantages of NIIT services so customer can clearly understand and perceived value of the service. Indian people have the mindset of doing thing in less price. It is recommended to change the mindset by continuous effort and strategy. Proper care should taken for time scheduling and reduce the complain.

NIIT VS OTHER EDUCATION SERVICE PROVIDER

NIIT LTD VS OTHER IT EDUCATIONAL PROVIDER:

BRAND AWARENESS STUDY MATERIAL POSITION OF CENTER PUBLIC MINDSET CUSTOMER SATISFACTION TEACHING QUALITY

NIIT 4 4 3 2 3 4 20/6 = 3.3

BRAIN WARE 3 2 3 2 3 2 15/6 = 2.5

CMC LTD 3 3 3 2 2 3 16/6 = 2.67

ICA 2 4 3 2 2 2 15/6 = 2.5

Note:

4 -----> very good 3 -----> good 2 -----> average 1 -----> poor

So from the chart we can conclude NIIT is the market leader.

SUGGESTION AND RECOMMENDATION

SUGGESTION AND RECOMMENDATION:

To remain a dominant player in that region NIIT should 1. Increase their marketing activity
2. It should lay more stress on its PWZ portal so as to tap more student.

3. It should lay more emphasis on its tie-ups with coaching centers. 4. It should conduct more examinations in schools and colleges so that the presence of NIIT increases. 5. It should increase it service quality by a more personalized approach. 6. It should try to include new courses like multimedia and financial accounting.

CONCLUSION

CONCLUSION DRAWN FROM THE SURVEY:

According to the survey I found that NIIT is the dominant player in the region as IT education provider. It has got a good market share compared to its competitors. The main reason for its market share is due to brand image it has created over the years of its operation. More over the infrastructural facility it provides to its student is of high quality. For technical courses like c/c++, java , .NET/J2EE people prefer NIIT because of its experienced faculty and concise , scientific course material. As NIIT doesnt compromise with its quality so the educational service it provides comes at a high price compared to its competitors. So people from low income group dont prefer NIIT much, whereas the middle class and high class income group prefers NIIT. So to remain a dominant player in the market NIIT should increase its course offering like multimedia, financial accounting and multimedia. Also it should follow a dynamic and competitive pricing policy so attract people from all income group strata.