By : Ankita Joshi 09BS0000304
To get an overall idea about the marketing of EduMentor Educational Services. Developing the promotional and business development strategies , after analyzing the same of the competitors. Finding out the students¶ preferences for the choice of any institute.
Study various promotional and BD activity being undertaken by the company and the its competitors Find out student preference, using statistical tools Overall business development of the company in terms of revenue and value enhancement
Programs Offered
Features Classroom Program Basic Reference Material Classroom Training Class Assessment Tests Comprehensive Tests Simulated Tests Competitive Test Ranking GD & PI Training Yes Yes Yes Yes Yes Yes Yes Correspondence Program Yes No No Yes Yes Yes No
Competitors¶Analysis involved: ?Mystery shopping ?Ghost calling The MAJOR PLAYERS can be listed as:
NAME OF THE INSTITUTE EDUMENTOR IMS SINGH STUDY CIRCLE SMART CARRIERS P.T. EDUCATIONS TIME NO. OF STUDENTS 3268 2400 900 750 300 250
Name
IMS
Name of the program
MAX-PREP
Courses offered
CAT,BBA,LAW,HM, BCA etc BBA/BBS/BBE
Scale of operation
NATIONAL
EduMentor
N.A.
DELHI AND ADJOINING PLACES NATIONAL
CARRIER LAUNCHER P.T. EDUCATIONS
BBA Express
CAT, BBA, LAW, H.M., BCA etc CAT,BBA,LAW,H.M. , BCA etc BBA, LAW, H.M etc.. BBA, B.Ed, H.M., BCA, Mass Communication etc.
CARRIER AFTER 12th N.A.
NATIONAL
SMART CARRIERS SINGH STUDY CIRCLE
DELHI
N.A.
DELHI
Strength Focus Specialist Institute Team Alumni of CBS Presence Pan- Delhi Strong product and research team Opportunity Diversification to other coaching market More visibility using mass media Geographic expansion
Weakness Unstructured organization Less visibility and awareness Operational for only 6 months Less permanent HR
Threats Region specific competition, like Singh Study Circle in WEST Unaware and limited market
Above the line promotion like TV , radio , newspaper Below the line promotion like direct mail, personal selling
STEP 1: Understanding company objective STEP 2: Understanding STP STEP 3: Analyzing competitor promotional strategy STEP 4: Analyzing company constraints STEP 5: Methods suggested STEP 6
esigning of Distribution Material
ACTIVITY BRIEF
ANALYZING THE CONDITION EARLIER CENTER SELECTION BRANDING PROMOTIONAL CAMPAIGN: ? BOARD CENTRE ACTIVITY ? BANK CENTRE ACTIVITY FINAL CONVERSATION (SELLING &COUNSELLING)
Finding out the board centre Hiring and Training of associates Performing the Activity Database Checking
Process Of Sales
School Counseli ng
CREATE BRAND AWARENESS
Board Cen.A c Teleca lling
PROVIDE INFORMATION AT RIGHT TIME & CREATE BRAND RECALL
CREATE URGENCY IN THE MIND OF STUDENT
CLOSE SALE ´ORµ ELSE STUDENT WOULD WANT A DEMO CLASS
Walk in Follo w Up Refer ence
CREATE FURTHER URGENCY, IF SALE WAS NOT CLOSED 1ST TIME (STUDENT TAKES PROMPT DECISION & ENROLS)
THROUGH PROPER MENTORING, STUDENTS GIVE REFERNCES OF OTHER STUDENTS TO ENROL
Effectiveness Of Marketing Activities
Effectiveness Of Promotional Tools
EFFECTIVENESS OF OVER ALL INTERNSHIP PROGRAM
Since brand is the most important factor company should increase its product portfolio should be operational round the year adopt to above the line communication channel Increase in the no. of permanent employees School counseling
Important areas to be looked into: Marketing Human Resource Finance Operations
Workable Areas
Workable Areas Frequency Infrastructure Faculty Brand Building Presence in important markets Presence in other streams as well 24 45 150 43 103
ACHIEVEMENTS
Overall results of the company: EduMentor this year has reached around 3200 enrolments till 13/05/2010, which is very much close to the target of current year.
Head Office: The Head Office has the maximum number of batches running there with smooth operational activity. The center has enrolled around 520 students (by 13/05/2010)), number includes the enrolment of a new course (B.El.Ed.) Out of which I generated business by enrolling 220 students for the organization.
doc_276953399.ppt
To get an overall idea about the marketing of EduMentor Educational Services. Developing the promotional and business development strategies , after analyzing the same of the competitors. Finding out the students¶ preferences for the choice of any institute.
Study various promotional and BD activity being undertaken by the company and the its competitors Find out student preference, using statistical tools Overall business development of the company in terms of revenue and value enhancement
Programs Offered
Features Classroom Program Basic Reference Material Classroom Training Class Assessment Tests Comprehensive Tests Simulated Tests Competitive Test Ranking GD & PI Training Yes Yes Yes Yes Yes Yes Yes Correspondence Program Yes No No Yes Yes Yes No
Competitors¶Analysis involved: ?Mystery shopping ?Ghost calling The MAJOR PLAYERS can be listed as:
NAME OF THE INSTITUTE EDUMENTOR IMS SINGH STUDY CIRCLE SMART CARRIERS P.T. EDUCATIONS TIME NO. OF STUDENTS 3268 2400 900 750 300 250
Name
IMS
Name of the program
MAX-PREP
Courses offered
CAT,BBA,LAW,HM, BCA etc BBA/BBS/BBE
Scale of operation
NATIONAL
EduMentor
N.A.
DELHI AND ADJOINING PLACES NATIONAL
CARRIER LAUNCHER P.T. EDUCATIONS
BBA Express
CAT, BBA, LAW, H.M., BCA etc CAT,BBA,LAW,H.M. , BCA etc BBA, LAW, H.M etc.. BBA, B.Ed, H.M., BCA, Mass Communication etc.
CARRIER AFTER 12th N.A.
NATIONAL
SMART CARRIERS SINGH STUDY CIRCLE
DELHI
N.A.
DELHI
Strength Focus Specialist Institute Team Alumni of CBS Presence Pan- Delhi Strong product and research team Opportunity Diversification to other coaching market More visibility using mass media Geographic expansion
Weakness Unstructured organization Less visibility and awareness Operational for only 6 months Less permanent HR
Threats Region specific competition, like Singh Study Circle in WEST Unaware and limited market
Above the line promotion like TV , radio , newspaper Below the line promotion like direct mail, personal selling
STEP 1: Understanding company objective STEP 2: Understanding STP STEP 3: Analyzing competitor promotional strategy STEP 4: Analyzing company constraints STEP 5: Methods suggested STEP 6
esigning of Distribution MaterialACTIVITY BRIEF
ANALYZING THE CONDITION EARLIER CENTER SELECTION BRANDING PROMOTIONAL CAMPAIGN: ? BOARD CENTRE ACTIVITY ? BANK CENTRE ACTIVITY FINAL CONVERSATION (SELLING &COUNSELLING)
Finding out the board centre Hiring and Training of associates Performing the Activity Database Checking
Process Of Sales
School Counseli ng
CREATE BRAND AWARENESS
Board Cen.A c Teleca lling
PROVIDE INFORMATION AT RIGHT TIME & CREATE BRAND RECALL
CREATE URGENCY IN THE MIND OF STUDENT
CLOSE SALE ´ORµ ELSE STUDENT WOULD WANT A DEMO CLASS
Walk in Follo w Up Refer ence
CREATE FURTHER URGENCY, IF SALE WAS NOT CLOSED 1ST TIME (STUDENT TAKES PROMPT DECISION & ENROLS)
THROUGH PROPER MENTORING, STUDENTS GIVE REFERNCES OF OTHER STUDENTS TO ENROL
Effectiveness Of Marketing Activities
Effectiveness Of Promotional Tools
EFFECTIVENESS OF OVER ALL INTERNSHIP PROGRAM
Since brand is the most important factor company should increase its product portfolio should be operational round the year adopt to above the line communication channel Increase in the no. of permanent employees School counseling
Important areas to be looked into: Marketing Human Resource Finance Operations
Workable Areas
Workable Areas Frequency Infrastructure Faculty Brand Building Presence in important markets Presence in other streams as well 24 45 150 43 103
ACHIEVEMENTS
Overall results of the company: EduMentor this year has reached around 3200 enrolments till 13/05/2010, which is very much close to the target of current year.
Head Office: The Head Office has the maximum number of batches running there with smooth operational activity. The center has enrolled around 520 students (by 13/05/2010)), number includes the enrolment of a new course (B.El.Ed.) Out of which I generated business by enrolling 220 students for the organization.
doc_276953399.ppt