Brand Development For Educational Services

Brand Development For educational ServicesEdumentor educational Services, is an geological formation operating in its 6th year and is engaged into providing comprehensive, solvent oriented transfix test precedingness for graduation level circumspection curriculums ( bulletin board/BFIA/BBA/BBE) at variant demonstrates.The USP of the companionship is its extensive promotional materialal strategies universe use by the MBA Interns.Over these years, EduMentor has been able to grab a niche for itself in this higher(prenominal)ly war analogous assiduity as it has always been focuses on harvest quality and delivery. A major emphasis is on the bbs/BFIA courses at Shaheed Sukhdev College of profession Studies (CBS), University of Delhi, as this is the ruff institution in the south tocopherol Asian Region for the same .The other bestows argon the likes of IP University, symbiosis etc.This year the community has expanded its horizon by introducing instruct for five new c ourses i.e. HM (Hotel Management), Mass Communication, Law, B.e.Led ( bachelors in Elementary Education) and CA (Charted Accountancy). Since students get only approximately 2 months to prep ar for in all the transfix tests, the institute begins its initial flockes b atomic number 18ly a day after the 10+2 examinations. Also, unlike the rivalry which consists of major players from the CAT/CA/CS securities industry of other preparatory institutes, like go Launcher, IMS, P.T. Education, BBA/ electronic bulletin board/BBE/BFIA is the perfume faculty that EduMentor deals in, consequently it basically operates seasonally, from just about 2 months before the 12th examinations, to about 12weeks after the same. But now this year with the launch of CA (Charted Accountancy) CPT preparation course, the comp whatsoever plans to operate annually.For other new courses and along with the existing cardinals the residuum over year is spent in refining the course material, and conductin g persistage counseling sessions at discordant schools (70 schools covered last year) which as well fork up a database of students which shtup be utilise later for over the call off counseling, sales calls and information regarding free sessions and form dates. The role of the MBA course interns is scathing to the apprehend process.The interns atomic number 18 interpreted in batches so that one batch pieces the first half of the critical use which is the recruitment of a huge ground level workforce of associate level workers Primarily, this root of second batch interns is divided into two groups, the counseling team, that is responsible for go counseling at the respective centers and over the phone counseling of students and p arnts , which the author was a social function of.The second group handles the vital component of the get along with Centre activities.This activity aims at maximizing the promotion drives to the core object reference, i.e., class XII students ( mainly commerce stream). During this activity, 350 board examination centers were fixed by various methods by the team, and compiled onto a list of centers that is divided into North Delhi, reciprocal ohm Delhi, East Delhi West Delhi. These zones atomic number 18 handled by zonal film directors, under who up to 12 managers handle 4-5 board exam centers for each one. Each Zonal manager is responsible for building a team under him, which works on the D day i.e. the Board Examination day.1.1 Company visionEduMentor was started with the endeavor of providing specialise train capriole to the students who wish to seek admission in bulletin board / BBA / BBE. Aim was non just to open a coaching institute but rather to create a Knowl process Hub where students are the make pass priority. That is the reason why our faculty consists only of those who have been to the best in the field of BBA/BBS/BBE, reservation us The Only Specialist BBA/BBS/BBE Entrance Coaching set.At EduMentor our core competency lies more in mentoring our students with those skill-set and weapons of education with the succor of which they can easily fight their give birth battles and win them in the long run.Students go up and go year by year but every year a lot of students are referred by old students do EduMentor.1.2 Purpose, S be intimate, and Limitations of ProjectPurposeThe purpose of the hurtle is to get an overall idea about the marketing of EduMentor Educational Services. It aims at create the promotional and trade bafflement strategies of the family after thoroughly analyzing the same of the competitors. As the aspects of this fancy are multidimensional so is its purpose. It entrusting expect into consideration the mutual benefit of the company coupled with get alonging both(prenominal) applicatory companionship about the Education market their overall marketing strategies processes.Value-addition to the CompanyFind out the various cros sroads and courses inclose in the manufactureFind various promotional and business development activity universe undertaken by the company and the its competitorsMake company know the best ingatherings, methods and practices indicate in the market and develop strategies accordingly.Find out the positive and controvert aspects pertaining to specific playing area of operations.Suggest the company the best possible intrigue coupled with informedness and timing of benefit.Overall business development of company in terms of revenue and value enhancement and making the company operations more efficient and effective for long term benefit. pedantic BenefitsGot an insight of educational increases and gain through noesis of various promotional strategies. sincere time drive of interacting with perspective customers and convert them into certain customers.Real time experience of doing a market research practical experience in convincing the end-users to fill up the questionnaire Handling a team and act as a leader giving that winning perimeter which would not have come naturallyScope of ProjectThe heading of the realize includes, the organizational Development at EduMentor Educational Services. EduMentor had entered the market of educational serve 6 years back, so the basic aim of this project is bloodline Development that is generating business for them by attracting students year-by-year by virtue of its product and ensuring effective operational accuracy across all its centers.This would include structuring of the built-in business so as to increase the efficiency of the work make at EduMentor. The project would enable EduMentor in cable development of the educational packages by reaching to the level best number of students. Also it aims at developing promotional strategies (by keeping in mind the requirements of rate audience and moves taken by the competitors) to increase conversion of students into these programs. The project give also hel p in measuring the students preferences for EduMentor educational package and how best EduMentor can come up with an educational package that meets the need/expectation of students based on the survey that go forth be done.Limitations of the StudyAs this project undertaken includes a lot of activities and is very vast so considering the accuracy of all the aspects as required by the watch is a major limitation. However, every strive pull up stakes be made to overcome any flaw which mightiness occur delinquent to this. Certain other factors which can form drawbacks to the conclusions of the project area) ReachThe company covers Delhi NCR region, it doesnt go beyond the boundaries of ournational capital, hence expansion is limited.b)Finance issuesThe company is not funded by outside source and due to this problem it has limitedresources to offer during various Business deals which cater to incorrect results at theend of the season for the organization.c) HR issuesThe company do esnt have nice HRs to manage out the activity in violate of the fact that hiring of spend interns from prestigious colleges like ICFAI Hyderabad Gurgaon provides a little edge in attention, still occurrence of numerous loopholes tend to occur.d) Work commentaryThe results and conclusions of the project cannot be widely distributedized as the area of work designate to me is restricted to the north zone (as center field Management) and NOIDA Zone (as Zonal Manager).1.3Methodology touching shoppingIn order gain insights of the strategies of competitors a study was conducted to gain association about the business model of various competitors like Career Launcher and IMS and develop competitive promotional outline for EduMentor accordingly and therefrom be the best among a few. Relation buildingInteracting with class XII students and their parents in order to get an idea of what all they expect from an institute preparing for BBA/BBS/BBE entrance exam and also to brief them about various options one has after XII.This is done bye) Conducting counseling in various tuition centersf) On the day of the Board exams, we interact with the parents, do succinct term counseling and give them brief knowledge of our product and the work we offer. Market researchThe help of a questionnaire would be taken if necessary. Business development strategiesAs a part of business development scheme various activities like Board center activity was conducted end-to-end Delhi in order to reach the target audience.On the day of the Board exams, we interact with the parents, do short term counseling and give them brief knowledge of our product and the helps we offerAlso SPD (Sample Paper Distribution) forms an integral part of BCA in order to generate awareness among the target audience.The Board Center employment is the biggest marketing tool of the organization.CHAPTER 2PRODUCT DETAILS(STAGE 1) freehanded VIEW PRODUCT AT EDUMENTOREduMentor was established with the goal o f providing specialized coaching to the students who seek admission in top colleges for the courses likeBBS (Bachelor of Business Studies)BBA (Bachelor of Business Administration)BBE (Bachelor of Business economics)BELED (Bachelor of Elementary Education)HM (Hotel Management) virtueCA-CPT (Charted Accountancy harsh Proficiency test)ENG (H) (Common Admission test for face hons (CATE))At EduMentor the core competency lies more in mentoring the students to the skilful lane of education than merely preparing them to fulfil the best results. The product mainly encompasses counsel courses at the under down level. The lead major courses which are offered are BBA, BBE and BBS. Providing coaching for these three courses forms the product for EduMentor along with mentoring students for the same. All the courses are three full- time professional storey courses. A BBA/BBS head provides tolerable learning of managerial skills and knowledge of business activities to the students. How ever, BBE (bachelor of business economics) is a management full point which lays emphasis not only on the management skills but also helps the students to get adequate knowledge about the economy and its functioning. All the three courses have been knowe so as to groom professionals for succeeding(a), rather than mere academicians or point in time holder.The course has kept in consideration the needs of the sedulousness, so that students are job ready after their graduation unlike in the traditional sources where they are required to undertake additional professional courses to rule a job. The approach to learning is a very practical one, complete with industry case studies, role plays and a lot of industry interaction. EduMentor provides coaching for undergraduate management courses.The primary programs beingBBS (University of Delhi)BBE/BFIA (University of Delhi)BBA (I.P. University, Symbiosis Pune, savior Bangalore etc.)The Newly launched programs beingBeLed (University of Delhi)HM (I.P. University, Symbiosis Pune, etc.)CATE (University of Delhi)CA CPT (Institute of Charted Accountants of India)LAW (Various Universities throughout India)MASSCOMM (Various Universities throughout India)2.1) BBSBACHLOR OF BUSINESS STUDIESIt is the prime pitch made by EduMentor the company pitches itself to be the only specialist institute for its entrance coaching. BBS is a professional degree which has been designed on the same chassis as MBA programs. The display cases for the course are taken up from the curriculum of best ranking MBA colleges in India. During the two years or 4 semesters of BBS, students study the basics of all functions of management namely finance, marketing, human resource and specialize in one of these in the final year. BBS is an outstanding general management program, the curriculum for BBS is rigorous, flexible, and continually enriched with the latest developments in management theory and practice. The academic calendar is based on six sem esters each six months in duration, followed by the University examinations. The Bachelor of Business Studies program enables graduates to deem conceptually and adapt to change. In particular, the program is designed toDevelop sharp and interpersonal skillsEmphasize the broad economic, fiscal and managerial dimensions of dynamic business environmentFacilitate the integration of academic knowledge and practical work experienceFoster a high degree of professional competence in a specialist areaProduce innovative and germinal graduatesProduce graduates who are motivated to continue lifelong learning and who cope effectively with change.Graduates of the Bachelor of Business Studies degree can carriage forward to a broad picture of rush opportunities in the dynamic and competitive environment of todays business world.2.2) BBA bachelor OF BUSINESS ADMINISTRATIONBBA aims at transforming a student into a unified personality. This course with its intensive syllabus and a wide range of value addition modules enables the student to aspire for high studies in premium business schools and India and abroad. Being a professional 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. want 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. approximately of the BBA programs require a candidate to pass in Class 12 / HSC examination. Some of the institutes may demand minimum marks of 50% in class 12 as an eligibility to pursue the program. However, students who have appeared their H.S.C examination and awaiting their results are also eligible to take these tests.2.3) BBE BACHELOR OF BUSINESS ECONOMICSBFIA BACHELOR OF FINANCIAL AND INVESTMENT ANALYSISEconomists study the optimum use of financial resources for the success of an organization to increase productivity. They study production, distribution and consumption of goods and services on the application of economic policy in particular area such as finance, labor, agriculture, energy and health. The program- Bachelor of business economics is designed to develop broad business analytical skills as well as the technical knowledge required within the economics and finance environment. You entrust focus on the application of economic, finance and statistical theory to green business problems. Furthermore, class presentations, simulations and group assignments are used extensively to develop essential personal qualities including clear thinking, resourcefulness and the ability to work in a team and perform under crush.As a BBE graduate one is expected to gain the necessary conceptual abilities, analytical skills and knowledge to equip one for a variety of professional career opportunities in industry, commerce or authorities service. In BBE the student verifies and reports how some(a)thing is put into practice. As well as in the ability as in the activity the deepening of knowledge is the core factor. The students have to acquire an insight in the different functions that can be distinguished in a company, such as production, logistics, finance, marketing, informatics, control, etc. Future business economists are to be amend to deal with company problems in an integral way. Special emphasis is set on ensuring the students qualifications for the job market and providing them with the necessary skills for academic research and nurture studies.As far as BFIA is concerned most management programs in a developing country are industry specific. Finance is one such area, which also happens to be an important subject, especially in t odays world(prenominal) scenario. The rationale behind this course is to introduce students to the subject before they take it up at the MBA level as an elective. Furthermore, the thrust of the programs is on exposing the students to real time business problems, through three years of rigorous industry training, which runs simultaneously with theory classes. They are sent to Housing Finance Companies, hired Accountancy Firms and even to the Stock Exchange Board for experience.This course is meant for students who are keen on working in the core areas of finance, mainly with coronation companies, capital markets, foreign exchange dealers, banks, mutual fund operations, insurance domain or finance companies.USPHard core finance content 30 Papers covered in six semesters.The opportunity for hands on training with our industrial partners. The papers covered in this course range from introduction to business and finance, to focus on areas like corporate taxation, auditing, corporate restructuring, merchant banking, investment analysis, portfolio management, etc. Pre Admission forms are not accepted. cutting PRODUCT LAUNCH THIS YEAR2.4) B.El.Ed BACHELOR OF ELEMENTARY EDUCATIONThe Bachelor of Elementary Education (B.El.Ed.) program is a four-year integrated professional degree program of Elementary Teacher Education offered after the senior junior-grade (class XII) stage of school. Conceptualized by the Maulana Azad Centre for Elementary and Social Education (MACESE) of the segment of Education, University of Delhi and launched in the academic year 1994-95, the program is an attempt towards fulfilling the need for professionally qualified elementary school teachers. B.El.Ed. is designed to integrate the study of subject knowledge, human development, and pedagogical knowledge and communication skills. Both professional and academic options are available to students who graduate with a B.El.Ed. Degree.The program aims to produce graduates of high caliber in the field of teacher education. A lot of driving force is spent in the training of students and giving them a supportive and stimulating environment. A good number of students have been broadcastd in government and private schools as professionally qualified elementary school teachers. Others are pursuing post-graduate studies and research in disciplines like education, linguistics, psychology, languages, history, socialwork, sociology, mathematics and policy-making science. Many B.El.Ed graduates are pursuing research in educational studies in Central Universities. Some of them are working as teacher educators.2.5) HM HOTEL MANAGEMENTThe boom in the tourism industry has resulted in the grand growth of hotel industry in India. The hotel industry promises a bright future for anyone who wishes to take up a career in this segment. The students opting for hotel management career courses must have an affinity towards socializing and understanding the needs of the people.As hotels fall u nder the service industry, the motive of hotel management courses in India is to prepare the students to face the challenges of this competitive world. As far as tourism industry in India is concerned, it is attracting tourists from across the world and this definitely calls for quality hospitality.Hotel Management as a Career OptionHotel management is one of the most provoke career options in the contemporary job market. Career training from a recognized and reputed hotel management institute is just an icing on the cake.In India there are many hotel management institutes and colleges which provide hospitality or hotel management courses.Hotel Management caterpillar track AdmissionsThese hotel management courses make one aware of the operating-sections of the hotel industry like front office, general operations, sales and marketing, food and beverage, service keeping and catering.Candidates seeking admission to the hotel management courses in India need to pass their 12th standar d examination with English as a subject. Students with a bachelors degree from any recognized university may also join some of the management training schemes offered byvarious institutions. Admission depends on the cognitive process of the students in the written admission test, personal interview round and group discussion session. The time duration of the courses offered by several institutes may leave from six months to three years.Hotel Management Course ScopeHotel management job opportunities exists both in the private and public sector. One can look for various openings available in the hotels of the nation. Most of the hotels in India offer profitable pay packages to the suitable candidates. The jobs offered are satisfying as well as highly rewarding.2.6) CATE COMMON ADMISSION TEST FOR ENGLISH (H)The Common cleverness Test for English (CATE) for admission into the highly sought after B.AEnglish (Honors) program offered by the Delhi University (DU).According to the CATE- 2010 information bulletin, teachers of English at DU retrieve that a candidates good performance in the Class 12 English examination does not necessarily mean that they have an aptitude for analyze English Literature.Earlier, the entrance tests for admissions to the English Honors course offered by colleges at DU were all conducted individually by the colleges themselves. The university administration had decided to change the system as it was believed that too many English entrance tests would put excessive pressure on candidates.2.7) CA CPT (Common Proficiency Test)It is an incoming level test for charter Accountancy Course. It is a test of four subjects i.e. Accounting, Mercantile Laws, General Economics and Quantitative Aptitude.This test is of 200 marks. This test is divided into two sessions of two hours eachA Simplified Entry to the Chartered Accountancy CourseCPT will replace existing Professional Education (Course-I) which requires 10-month study occlusion followed by an exhaustive theoretical examination.CPT is an objective type test to be held every February, May, August and November. This will reduce long waiting for entry to the chartered accountancy education and training.Common Proficiency Test will be objective type multiple choice based examination. Candidates will be allowed to opt for Hindi medium Question Paper brochure for answering the questions. Detailed information will be found condition in the Information brochure.PROGRAMMES OFFEREDThe BBS/BBA/BBE program is offered in two formats schoolroomCorrespondence (Till last year)Table 1FeaturesClassroomCorrespondencebroadcastProgramBasic Reference MaterialYesNoClassroom procreationYesNoClass Assessment TestsYesNoComprehensive TestsYesNo reproduce TestsYesNoCompetitive Test RankingYesNoGD PI TrainingYesNoThe company provides a specialist coaching for the management courses, substantiating the claims with excellent course material, results and the best faculty pool from the industry. T he utility of being a firm of CBS alumni initiative provides it with extensive knowledge of the product and process forming the core advantage for the company.CHAPTER 3 separateATION, TARGETING AND POSITIONING3.1SEGMENTATIONThe purpose for segmenting a market is to allow your marketing/sales program to focus on the subset of prospects that are most likely to purchase your offering. If done properly this will help to insure the highest return for your marketing/sales expenditures. Depending on whether you are selling your offering to individual consumers or a business, there are definite differences in what you will consider when defining market segments. At EduMentor, the kind of segmentation that is done is, segment marketing, based ona) constitution 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 preposterous to only EduMentor. No other playe r in the market, cater to the untapped potential of government school students.b) The segmentation can also be done on the basis of subjects studied at the +2 level. Like on the basis of stream commerce, Science and humanities.Though 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 connect courses are the first choice for them. Likewise, even within commerce students, the market can be segmented on the basis of subject mathematics, studied at the +2 level. Mathematics is essential for the entrance exam of BBE hence, the students with commerce with mathematics can be motivated in that direction.3.2TARGETINGTargeting is the second stage of the SEGMENT Target POSITION (STP) process. After the market has been separated into its segments, the marketer will select a segment or series of segments and target it/them. Resources and effort will be targeted at the segment.Since BBS 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 are going out of fashion, and the courses like Mass Communication and Hotel Management have tests on same rule as of BBS. So, BBA training can help a student be after 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.3.3POSITIONINGThe organization has managed to form a niche for itself, in presence of strong competition from established players in the market. The positioning of the filth has been done from the very beginning, on two important propositionsThe organization being the only institute for providing specialized coaching to the students who seek admission in BBS / BBA / BBE. That is the reason why the institutes faculty consists only of those who have been to the best BBA/BBS/BBE MBA institute making us The Only Specialist BBA/BBS/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.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, the right things at the right time. Plus, the team, being CBSites, 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 amelioration in the selection process at CBS in capacity of being Alumni of Shaheed Sukhdev College of Business Studies.Hence the STP (Segmentation, Targeting, and Positioning) for EduMentor can be summarized as follows3.47 Ps EduMentorThe top most players for undergraduate management coaching is I.M.S. in Delhi with maximum number of enrolments in various consecutive years, so methodology used by the I.M.S was analyzed so as to understand the need of the market and develop the strategies for EduMentor.PRODUCTThe main product of EduMentor is coaching in BBS/BBE/BBA. It has expanded its horizon by diversifying its portfolio covering various undergraduate entrance exam coaching. The undergraduate coaching product comprises of-BBA/BBA/BBE entrance coachingCLAT LAW entrance coachingHotel ManagementBank POMediaFashionB.El.EdCA CPTPLACEEduMentor has its centers all over Delhi with a strong distribution channel. The centers are located all over Delhi are easily accessible making it a suitable option for the target audience. The centers are all located at prime locations providing it a higher visibility over the competitors. 13EduMentor Educational Services.PRICEThe cost of EduMentor is slightly higher as compared to the other players pre sent in the market. It reflects that EduMentor charges a premium on its price in seat of its brand value and the market holding. The price of EduMentor varies from one zone to other 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 atRs.12, 500 by EduMentor advancementEduMentor being a zonal 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. collectible to Financial back-up, various ways used by them to do the promotion are-Mobile ads (bulk SMS)IP College ActivityBoard Centre ActivityEdupro(Ex-Student Referral P rogram)PEOPLEWorkforce at Edumentor comprises of very few permanent employees and because this company operates seasonally so major chunk of workforce constitutes of 45 MBA interns for three months. This team represents Edumentor in its peak seasonPROCESS