Final Project Deepak

A study on the Marketing Mix of NeST Cyber campus
Amrita Vishwa Vidyapeetham Page 1

1.1 Introduction to the study
Marketing is the process of planning and executing the consumption, pricing, promotion and
distribution of ideas, goods and services to exchanges that satisfy individual and organizational
objective. In popular use Marketing is the promotion of products and services .Many people
use it synonymously with advertising ,while advertising is an aspect of marketing they are not
one in same .Marketing is a social process which satisfies consumers want or in our case what
member s or potential members want. Marketing will include advertising distribution and selling
of a product or service. It will also be concerned with anticipating the members future needs and
wants.
The Marketing mix was first introduced by McCarthy in 1960.It is a good way to determine the
strategic position of product or service in market place. The optimizing of these aspects of
Marketing Mix is the basic responsibility of marketing. Dividing the multitude of marketing
variables or mix into four distinct categories makes it much easier to formulate a marketing
strategy. The four categories are (1) product, (2) place, (3) price, and (4) promotion, and are
commonly called the four Ps.
NeST Cyber Campus is the training division of Networks Systems & Technologies (P) Ltd,
Technopark, Trivandrum. NeST Cyber Campus provides on-job training to the newly hired
employees of NeST Technopark. Recently the companies has started training courses for
engineering students who are seeking jobs in IT industries and MNCs .The marketing Mix of
NeST Cyber Campus comprises of (1) product Training (the product of NeST Cyber Campus
as it is a training center. (2) Price It is the fees for the courses (3) promotion promotional
activities of NeST for their training courses (4) place The campus for training. This study
analyzes each of the marketing mix of NeST Cyber Campus in order to develop its training.



1.2 Review of literature
A literature review is a critical and an evaluative summary of the themes, issues and arguments
of a specific clearly defined research topic obtained from the published (and unpublished)
literature.
Walter van Waterschoot and Christophe van den Bulte
The 4P Classification of the Marketing Mix Revisited
Journal of Marketing Vol. 56, No. 4 (Oct., 1992), pp. 83-93 Published by: American Marketing
Association .McCarthy's 4P classification of the marketing mix instruments has received wide
acceptance in past decades. In recent years, however, increasing criticism has been voiced,
among other reasons because of its inherent negative definition of sales promotion and its lack of
mutual exclusiveness and collective exhaustiveness. The authors evaluate the 4P classification
against the criteria proposed by Hunt and present an improved classification.
Gary L. Lilien
Modeling the Marketing Mix Decision for Industrial Products
Management Science Vol. 25, No. 2 (Feb., 1979), pp. 191-204 Published by: INFORMS
This paper reports the results of the ADVISOR 2 study, aimed at providing an understanding of
and guidance for marketing mix decisions for industrial products. The study involved 22
companies and 131 products. Although cross-sectional in nature, justification is presented for
using the descriptive results as guidelines for marketing mix decisions. Models are presented for
advertising expenditures, marketing expenditures, marketing budget allocations, year-to-year
changes in advertising spending and for selection of distribution channels. The level of
marketing expenditures and the split of marketing into advertising and personal selling are
shown to be affected by a few, general product and market characteristics of which product sales
and the number of customers are key. It is shown that it is fruitful to study the advertising budget
as advertising = (advertising/marketing) x marketing
Peter J. Danaher, Bruce G.S. Hardie, William P. Putsis Jr., (2001).
Marketing-Mix Variables and the Diffusion of Successive Generations of a Technological
Innovation.
Journal of Marketing Research: Vol. 38, No. 4, pp. 501-514.


Research addressing the diffusion of successive generations of technological innovations has
generally ignored the impact of marketing-mix variables. As a result, there have been several
calls for the development of multiple-generation models that incorporate marketing-mix
variables. The authors develop a model of first-time sales and subscriptions for successive
generations of a technological innovation, which explicitly captures the effects of marketing-mix
variables through a proportional hazards framework. The empirical analysis estimates the impact
of price for two generations of cellular telephones in a European country. The results suggest that
there are important substantive insights to be gained from the parameter estimates for this
marketing-mix variable when intergenerational interdependencies are considered.
Boonghee Yoo St. Cloud State University, Naveen Donthu Georgia, State University
An Examination of Selected Marketing Mix Elements and Brand Equity
Journal of the Academy of Marketing Science SPRING 2000 vol. no.2195- 211
This study explores the relationships between selected marketing mix elements and the creation
of brand equity. The authors propose a conceptual framework in which marketing elements are
related to the dimensions of brand equity, that is, perceived quality, brand loyalty, and brand
associations combined with brand awareness. These dimensions are then related to brand equity.
The empirical tests using a structural equation model support the research hypotheses. The
results show that frequent price promotions, such as price deals, are related to low brand equity,
whereas high advertising spending, high price, good store image, and high distribution intensity
are related to high brand equity.



1.3 Statement of the Problem
NeST Cyber Campus was initially providing training only to the employees of NeST
Technopark. Recently the company started training courses to the technical students who are
seeking jobs in IT industry and MNCs. But the new venture did not meet the expectation of the
company as the numbers of trainees to each course were less. The only promotional tools used
by the NeST Cyber Campus are giving advertisements through newspapers and also contacting
the previous clients over mail. This work is an attempt to analyze the marketing strategies of
NeST Cyber Campus with respect to its four Ps of marketing mix.
1.4 Objectives of the study
The Marketing departments task is to build a marketing program to achieve the companys
desired objectives. Marketing program consist of number of decisions in mix of marketing tool.
The study has been done to identify the marketing mix of NeST Cyber Campus, the training of
NeST Technopark, Trivandrum. The marketing Mix i.e. the 4 Ps of the NeST Cyber Campus
is as follows
1. Product the product offered by the company is training as it is a training center.
2. Price -fees for the training course.(fees structure ,discounts offered for each course).
3. Promotion includes the promotional activities like giving newspaper ads and
contacting previous clients over mail in order to market the new training courses.
4. Place campus for the training.
Primary objective:
To study the marketing mix of NeST Cyber Campus, Chavadimukku with respect to the
4Ps of Marketing Mix.
Secondary objectives:
To study the training effectiveness of external trainees of NeST Cyber Campus.
To identify the fees structure of various courses offered by NeST Cyber Campus.
To study the effectiveness of promotional activities of NeST Cyber Campus.
To study the accessibility of NeSTs Cyber Campus to the trainees.



1.5 Reason for selection of this topic.
NeST Cyber Campus wanted to analyze their marketing strategies as the new venture of
providing training to the technical students did not meet the expectation of the company. The
researcher had found it both interesting and challenging to study the market mix of the training
division of NeST Technopark, Trivandrum. So the researcher had selected this topic for the
study.
1.6 Scope of the study:
NeST Cyber Campus have newly started training courses to the external trainees i.e. for technical
students who are seeking jobs in IT industry and MNCs. The company is lacking trainees for the
courses and they wanted to improve the number of trainees. A study on the Marketing Mix will
definitely produce valuable inputs to the company inorder to develop new marketing strategies
for market the training courses, thereby increasing the trainees. New marketing strategies can
only be adopted by conducting a study on the marketing mix. The project is mainly aimed to
analyze the Marketing Mix of NeST Cyber Campus, thus help the company to meet their
organizational goal. The study also provides general understanding of the NeST Cyber Campus.
The study is limited to identify & analyse the Marketing mix of NeST Cyber Campus inorder to
develop its new training programme.
1.7 Research Methodology.
Research design: Research design selected for this project is Descriptive research. Descriptive
statistics utilize data collection and analysis techniques that yield reports concerning the
measures of central tendency, variation, and correlation. The main purposes of research are to
describe, explain, and validate findings.
Research approach
The approach adopted in the study is a survey approach
Research Instrument
The main instrument used for this research study is questionnaire. The questionnaire comprises
of open ended, close ended and likert scale questions


i. Primary data
A printed questionnaire is mainly used for collecting the primary data for this project.
ii. Secondary data
The secondary data is collected from various books, project reports, company records and
websites.
Sampling
Sampling is the process of selecting a sufficient number of elements from the population, so that
a study of the sample and an understanding of its properties or characteristics would make it
possible for us to generalize such properties or characteristics to the population elements. Here
mainly focused only on external trainees of NeST Cyber Campus.
i. Sample Unit
In this study the sample unit is the external trainee (technical student) of NeST Cyber Campus.
ii. Sampling area.
Sampling area is restricted to NeST Cyber Campus, Chavadimukku, Trivandrum
iii. Sample Size
The sample size of the study is 50 external trainees of NeST Cyber Campus.
The method adopted was simple random sampling.
iv. Sampling procedure
The sampling procedure used in this study is Convenience sampling. Convenience sampling is a
non probability sampling and it involves purposive or deliberate selection of particular units of
the universe of constituting a sample which represents the universe. Due to the lack of complete
list of trainees convenience sampling is used.


1.8 Limitations of the study
The busy schedule of the trainees was the main inconvenience for data collection.
Errors occurred due to respondent bias
The top management was reluctant to disclose matters related to internal affairs of the
company.
Data collected will be restricted to certain sample population due to time and population
constrains.

1.10 Chapterization
This study consists of seven chapters they are;
Chapter 1: Introduction
This chapter should provide a background of the problem of study and what is proposed to be
investigated. It contains literature review, statement of the problem, objectives of the study,
reason for the selection of the topic, scope of the study, methodology, limitations of the study.
Chapter- 2: Profile of the Study
This chapter should give an overview of the industry profile i.e. IT industry and company profile
i.e. Network Systems and Technologies (P) Ltd. (NeST) and competitors of NeST Cyber
Campus.
Chapter-3: Theoretical Perspectives
This chapter consists of the theoretical framework. It includes the meaning and definition of
Marketing mix, importance of marketing mix etc.
Chapter-4: Analysis and Interpretation
This chapter furnishes the analysis and interpretation. The various tools and techniques used are
described in simple terms along with valid justification. In preliminary analysis, the data are
presented in the form of tables and charts.


Chapter-5: Findings
This chapter gives detailed information regarding the findings of the research "A study on the
Marketing Mix of NeST Cyber Campus, Chavadimukku; Trivandrum.
Chapter-6: Suggestions
Chapter-7: Conclusion



Industrial profile - IT industry
India did not see a development in IT industry during mid 70s and this period was not so
effective due to restricting imports of computer peripherals, high import tax, strict Foreign
Exchange and Regulation Act limiting its allocation. A notable turning point in the Indian
software and IT industries policy environment was when Shri Rajiv Gandhi became PM in 1984.
The major policy reforms were to recognize software as an industry to invest and make it eligible
for incentives as other domestic industries, reducing import tariffs and announcement of CSDT
policy which liberalizes exposure to the latest technologies to compete globally and to capture a
share of global software exports.
In 1986 when all state-owned banks were standardizing banking process, there came a need of
using UNIX over MS-DOS and which created a puzzle for local vendors to shift towards UNIX
based platforms and made India become Unix country. Another important event in mid 80s
was when GEs chairman Jack Welch visited India in 1989 which led to GEs technology
partnership with India. Till this period policies were able to remove the barriers in IT industry
but not completely.
In 1990, Department of Electronics (DoE) introduced the concept
of Software Technology Park (STPs) in India. STPs were allowed with basic infrastructure,
dependable power supply, tax exemptions and also given 100% ownership for the foreign firms.
1990s development was mainly because of STPs. MRTP Act was replaced de-facto in 1991
which allowed unbiased trade practices thereafter. During this period India saw dramatic changes
in heavy investments on higher education and booming privately funding engineering colleges
which made India ready with technical manpower resources. South Indian states saw drastic
changes in higher education after 1983, where liberalization made a major impact on privately
funded colleges. This created IT clusters to form in and around Bangalore, Hyderabad,
Chennai, New Delhi, Mumbai and Calcutta.
A significant breakthrough factor in IT industry development was by Y2K. Indians were already
gained expertise in converting mainframes and DOS PCs into UNIX platform. Y2K created a
battle ground for Indian software professionals and which prepared them to compete and show


their talent globally. High investments in higher education and formation of prestigious
engineering colleges, policy reforms to allow foreign investments in 1991 enabled for significant
growth in development. From just programming and documentation work India emerged to
implementation, R&D, out sourcing and diversified itself to hidden depths of IT industry to
become a global hub for software and IT enabled services.
The Information technology industry in India has gained a brand identity as a knowledge
economy due to its IT and ITES sector. The ITITES industry has two major components: IT
Services and business process outsourcing (BPO). The growth in the service sector in India has
been led by the ITITES sector, contributing substantially to increase in GDP, employment, and
exports. The sector has increased its contribution to India's GDP from 1.2% in FY1998 to 7.5%
in FY2012. According to NASSCOM, the ITBPO sector in India aggregated revenues
of US$100 billion in FY2012, where export and domestic revenue stood at US$69.1 billion
and US$31.7 billion respectively, growing by over 9%.. Export dominate the ITITES industry,
and constitute about 77% of the total industry revenue. Though the ITITES sector is export
driven, the domestic market is also significant with a robust revenue growth. The industrys
share of total Indian exports (merchandise plus services) increased from less than 4% in FY1998
to about 25% in FY2012. According to Gartner, the "Top Five Indian IT Services Providers"
are Tata Consultancy Services, Infosys, Cognizant, Wipro and HCL Technologies.
This sector has also led to massive employment generation. The industry continues to be a net
employment generator - expected to add 230,000 jobs in FY2012, thus providing direct
employment to about 2.8 million, and indirectly employing 8.9 million people. Generally
dominant player in the global outsourcing sector. However, the sector continues to face
challenges of competitiveness in the globalized world, particularly from countries
like China and Philippines.
India's growing stature in the Information Age enabled it to form close ties with both the United
States of America and the European Union. However, the recent global financial crises has
deeply impacted the Indian IT companies as well as global companies. As a result hiring has
dropped sharply, and employees are looking at different sectors like the financial service,
telecommunications, and manufacturing industries, which have been growing phenomenally over


the last few years. India's IT Services industry was born in Mumbai in 1967 with the
establishment of Tata Group in partnership with Burroughs. The first software export
zone SEEPZ was set up here way back in 1973, the old avatar of the modern day IT Park. More
than 80 percent of the country's software exports happened out of SEEPZ, Mumbai in 80s.

Competitors of NeST Cyber Campus.
For more than 30 years, NIITs Enterprise Learning Solutions has helped
organizations around the globe significantly impact their businesses. We are one of the top five
training companies in the world with more than $350 million in revenue. As a global managed
training services company, we provide a flexible and scalable set of services that enable our
clients to focus more sharply on their business, reduce costs by up to 25% and enhance the
business impact of their investments in training.
NIIT takes a long-term approach to partnering with our clients, whether they are enterprises,
educators, associations, technology companies, or other organizations. For over three decades,
we have developed best practices for generating value from our clients investments in
trainingand for supporting the businessby developing targeted, flexible learning solutions.
NIIT has the process innovations and proven methodologies to help organizations in a range of
industries:
Accelerate business transformation
Improve the quality and responsiveness of training
Provide targeted and effective training capabilities, processes, technology platforms, and
expertise
Reduce costs



Beyond providing quality services, NIIT also go into depth to identifyand deliver onkey
strategies for transformation that are based on each clients opportunities and goals. We then
accelerate that transformation through providing:
Advisory services
Clarity on our results
Managed Training Services from NIIT are a suite of training processes designed to
deliver more relevant training while optimizing the business impact of (and control over)
training, so executives and educators can focus on their core businesses. NIIT has the
connections, resources, and technology to deliver training when, where, and how it is
needed, with a pool of industry experts in more than 44 countriesand learning solutions
delivered online, in the classroom, or in virtual environments.
Managed Training Services can reduce organizations training costs by 20 percent to 30
percent and help employees, customers, partners, or students become more productive to
sell better, produce faster, or stay with a program long enough to graduate. MTS is a
flexible, scalable solution in which organizations outsource a combination of training
elements to NIIT, according to their needs, business goals, and a thorough assessment of
their current situations.
IBM is committed to helping our clients achieve the skills and expertise to take
their careers to the next level. We offer a comprehensive portfolio of technical training and
education services designed for individuals, companies and public organizations to acquire,
maintain and optimize their IT skills in IBM Software and IBM Systems.
IBM was named to Training list of Top 20 IT Training Companies for the fourth consecutive
year and has held a place in Training magazines Training Top 10 Hall of Fame since 2008.
Our Top 20 IT Training companies stand out as the best providers in a very competitive
segment of the training industry. These companies demonstrated they could cover a broad range


of topic areas in the modality of choice for their clients." Ken Taylor, COO, Training Industry,
Inc.

Tata Interactive Systems (TIS) is part of Tata Group, a major India-based
business conglomerate. TIS leverage its experience and comprehensive capabilities to drive a
growing training business. The company has global reach and an excellent reputation for high
quality, e-learning development and deployment. While its business focuses on content
development, TIS provides comprehensive learning consulting services, proprietary tools, and
technology needed to provide total training solutions.
Hemsley Fraser is a global innovator and leader in learning and people
development. With a strong global presence, we have the confidence to guarantee the success of
our work and help organizations and people to succeed and improve through our innovative and
robust learning solutions.
Training products and services
Any course from our portfolio of 250 programmes can be delivered at a location of your choice
or tailored to your needs. We deliver our training courses to single company audiences (i.e. in-
company) across the UK and the globe. The learning can be delivered within a convenient
timeframe to meet the needs of your projects, resources and deadlines. Whether for five or five
thousand delegates, Hemsley Fraser can tailor course content and delivery methods to meet
your individual organizational needs. Our services also include modularized course designs
everything from 5 day courses through to 90 minute Espresso learning and blended and e-
learning elements. We can provide large scale delivery teams, with a project lead, to roll out


training programmes, to guaranteed standards of quality and consistency, as well as a full range
of administrative and logistical support for training delivery.
Talent2 is the leading HR Business Process Outsourcing organization in
the Asia Pacific region, providing end-to-end talent management solutions. Talent2 provides best
practice solutions in Learning, HR Advisory, Payroll, Recruitment and Recruitment Managed
Services, through our 1800 employees in 47 offices across 19 countries. Talent2 helps people
reach their potential and provides an environment where talented people thrive. Talent2 works
with clients across diverse organization types and industries to deliver end-to-end talent
management solutions that put people first.
Our Learning division is a key part of our Global HR BPO capability. We provide 'end-to-end'
learning and support solutions aimed at providing sustainable and tangible value to
organizations. Our Learning solutions cover Learning BPO, Consulting & Strategy, Learning
Development and Delivery, Learning Administration, Content and Technology, and Accredited
Training. Our highly skilled Learning professionals are well versed in supporting organizations
in the design, development and deployment of sustainable learning and performance support
outcomes to help them meet their business goals and requirements, from individual /
transactional processes to organizational / strategic needs.



Company Profile.

NeST Group
Creating I nnovative Solutions
SFO Technologies is a knowledgeable and trustworthy partner that develops long-term
relationships with its clients and guides them through processes that define the most effective
solutions to meet their needs. Whether projects are completed solely at our clients' sites or by
utilizing our in-house facilities, our clients benefit from the company's pricing structures. Our
project models, including time and materials, turn-key operations, dedicated staffing plans, joint
ventures, and structured R&D; ensure that we can comply with any business scenario.

SFO Technologies, vision of excellence always starts with our engineers, chosen from the top
tier of select science and technology institutions globally. Our engineers are trained to equal
commitment to quality, customer satisfaction, and technical innovation. At SFO Technologies,
engineers readily accept the dual responsibilities of utilizing today's technologies to develop
effective and timely solutions, while keeping abreast of tomorrow's advancing technologies.
In short, every aspect of our operation is customer driven, including design, development and
pricing. At SFO Technologies, working with our customers does not stop at creating innovative
solutions. Be it Electronics, Photonics, RF or Mechanical, we continue with providing responsive
service, support and training at onsite manufacturing locations.



Vision
Be the global leader in providing end-to-end solutions in Engineering and Manufacturing for
both hardware and software products in the high value added markets.
Excellence
SFO Technologies, will continue to strive for excellence in all spheres of our activity,
continuously endeavoring to keep ourselves and our teams ahead of the technology curve and in
understanding business needs of our clients, delivering superior value through top-of-the-line
solutions.
Growth
A commitment to enduring growth for the company as well as our people, and in doing so
ensuring lasting rewarding careers to our people and helping them realize their true potential.
SFO Technologies, the flagship company of NeST Group, is consistently innovating to become
a major player in the global markets as an original design manufacturer (ODM). It operates in the
areas of manufacturing services, products and technologies, engineering and software as well as
systems integration. With its humble beginnings in 1991, NeST Group grew from strength to
strength by adding new manufacturing competencies such as wire harnessing, RF and wireless,
power supplies, magnetic, sheet metal fabrication and plastic injection molding. Since the Indian
manufacturing industry was in a nascent stage then, NeST has now grown to a Rs. 1000 Crore
Group fittingly emerging as market leaders known for offering concept to product services to
customers spread worldwide. It is also one of the largest exporter and EMS manufacturer in India
and its R&D and manufacturing facilities at Trivandrum, Cochin and Bangalore are considered
the best in the country.
At SFO Technologies, customers receive unremitting solutions that cover design, engineering,
software development, manufacturing of electronics, fibre optics products and electronics
manufacturing services (EMS). We also have designed innovative products, services and
solutions to cater to industries like Healthcare, Communication, Industrial and Transportation
says Mr. N. Jehangir, Vice Chairman and MD, SFO Technologies. Mr. Jehangir is a graduate
from MG University and has been associated with the Group since 1990. The company also


boasts of high-end Software Development Centers apart from its front-end operations located on
all continents. Additionally, SFO has received some coveted certifications such as ISO 9001,
ISO 14000, ISO 13485, TL 9000, AS 9100 and SEI CMMI level 5 recognition.Fortune 100
customers like GE, Toshiba, Hitachi, HP, Siemens, Philips, Tyco, Thales, Alsthom, ABB,
Ansaldo, Diebold, Danaher etc. are to mention a few members that form SFOs client base.
Technological advances at SFO
Staying focused on leading edge technology in its operations is of prime importance to SFO. In
line with this strategy, we have deployed advanced technologies like VLSI design and embedded
software in our operations besides creating world class facilities with state of the art equipments
and processes Mr. Jehangir states. Our R&D center designs advanced mission vital and life
critical products for healthcare, telecom, industrial, defense, transportation and aerospace
applications. Plus, our products have been used in NASA space mission, latest Boeing and
Airbus aircrafts, black box of aircrafts, access control systems at metros, thermal power stations,
optical networks, ultrasound and CT scanners, etc. he adds.
Programs to Benefit Employees
As of today, the Group employs 4000 people. We recruit highly qualified professionals who
undergo extensive in-house on the job training before joining operations. Our employees are
provided with continuous training in many management subjects that make them competent to
take on higher responsibilities in future Mr. Jehangir informs. Through Kaizen, employees are
even encouraged to come up with suggestions for continuous improvements.
Green Initiatives
The Group is entirely committed in protecting the environment and society. We have a strong
policy backed by established procedures for environment and employee health and safety. Apart
from charitable contributions, we make conscious efforts to reduce global warming by using lead
free components, recyclable materials, and embrace energy conservation measures Mr. Jehangir
said.


Growth Plans
The company is absolutely focused on expanding and taking the business further in the near
future. We are now at a critical point of our growth journey and we intent to take few important
investment decisions for both organic and inorganic growth that will take us to the next league
Mr. Jehangir said. The Group has made substantial investments in the past two years in new
factories, capital equipment and global business development team to achieve its aggressive
development objectives.
Business in the next 5 years
We are a highly diversified business conglomerate with a unique model that cannot be claimed
by everyone. We offer one-stop solutions for design, software, manufacture and post sales
support. In the coming years, our aim is to become a globally recognized Tier 1 player with
operations in different geographies. From being seen as an India centric regional company, we
will expand to international markets and provide world-class services Mr. Jejangir concludes
NeST Cyber Campus.
NeST Cyber Campus is another novel concept launched by the NeST Group to create qualified
and highly skilled professionals. It provides high quality training in the field of information
technology. It focuses on delivering quality software training based on a comprehensive
curriculum and industry experience with committed faculty and state of the art facilities. The
first center is already operational in Trivandrum and franchisee at Kollam and Aluva. Many
more franchisee will soon be starting at Cochin and Calicut.
Course Statistics:
We provide High End Corporate Training in the following areas to meet the needs of various
organization:
Project Management
Time Management


Communication
Configuration Management
Function point counting
Software Engineering
SEI-CMM
ISO Auditing
Software Metrics
Software Testing
Quality Aspects
Win 32 Programming, Device drivers
NeST Diploma, NeST Career Diploma, NeST E-Commerce, NeST Java Diploma
COM/DCOM,VC++ (MFC & SDK), VB, C++, C, Oracle, Java & Internet Programming
and C#(C Sharp)
JSP, EJB,ASP IIS, Cold Fusion, Advanced Java, XML, WML, Japanese Language
Training (for those engineers to be placed in companies like Toshiba, Hitachi, etc. in
Japan), WAP.
Employee Strength of NeST Cyber Campus:
We have a total of 28 members of software professionals/project engineers and 10 Technical
support staff. Three members have more than Ten years of experience. Six members have more
than Five years of experience. The other members have 2 to 4 years of experience. We have
around forty project engineers from software industries. We also have some Guest Faculties from
universities/reputed organizations. Our faculty expertise areas are as follows:
Application Development
System Analysis & Design
Database Administration
System Administration
Network Administration
Quality Control Management
End Users Training Programme


PC & Desktop Application Support
IT Trainers Training Programme
Technical Managers Training Programme
Advanced Technologies like J2EE, Embedded Systems, .NET and networking
Placement Cell of NeST Cyber Campus:
A full-fledged placement cell functions to enable the candidates to get jobs in various software
industries. A lot of participants have been placed in various software companies. The placement
cell is in the process of implementing Six Sigma programme to improve the placement to 95%.
System Administration of NeST Cyber Campus:
System facility management group (SFM) of NeST Cyber Campus has a centralized
administration with servers, high configuration Pentium III based workstations and also a
network facility to improve this. The intranet facility provides required information for all
employees and participants of NeST Cyber Campus. The entire center is fully automated and is
capable of handling all the system problems that arise from members with automated call
registration with very short response time. The center is connected with a 64 kbps leased line to
the Internet. The SFM is in the process of setting up a Prometric Testing Center for conducting
various corporate tests for clients like Microsoft & CISCO.
Divisions of NeST Group of Companies in India
1. India Corporate Office, Kakkanad, Kochi, Kerala.
2. Digital Electronics Division (Cochin) 1&2, Kakkanad, Kochi.
3. Cable & Wire Harness Division, Kakkanad, Kochi.
4. Optoelectronics Division, Kakkanad, Kochi.
5. Power Electronics Division, Kakkanad, Kochi.
6. RF, Microwave & Wireless Division, Kakkanad, Kochi.
7. Mechanical Division (Bangalore) 1&2, Hosur Road, Bangalore.
8. Software Services Division (Kalamassery), South Kalamassery, Ernakulam.
9. Electronics Division, Bangalore.


10. Magnetics Division, Bangalore.
11. Network Systems & Technologies (P) Ltd, Technopark, Trivandrum.
12. NeST cyber Campus Chavadimukku, Sreekaryam, Trivandrum.
NeST Group Companies /Offices Abroad
1. US Headquarters, Virginia, U.S.A.
2. NeSTech GmbH, Munich, Germany.
3. Ashling Micro Systems Ltd., Limerick, Ireland.
4. Nihon NeST Corporation, Tokyo, Japan.
5. NeST Canada Corp, Ottawa, Canada.
6. NeST Europe Ltd, West Sussex, U.K.
7. NeST Middle East, Doha, Qatar.
8. NeST Solutions Pvt Ltd., Kew Victoria, Australia.
Key Personnel
1 Javad K. Hassan Chairman
2 N. Jehangir Vice Chairman & Managing Director
3 U. M. Shafi Chief Executive Officer - Manufacturing Operations
4 Thomas John Chief Executive Officer - Manufacturing Business
5 S. Sasikumar President - Software Services
6 Dr. Suresh Nair President - Research & Development
7 P. K. Radhakrishnan Vice-President - Products
8 K. B. Gopalakrishnan Chief Financial Officer - India
9 P. T. Varghese Vice-President - Finance - India
10 C Jayachandran Global Executive Aerospace



Theoretical perspective
The marketing mix is a business tool used in marketing products. The marketing mix is often
crucial when determining a product or brand's unique selling point (the unique quality that
differentiates a product from its competitors), and is often synonymous with the four Ps: price,
product, promotion, and place; in recent times, however, the four Ps have been expanded to the
seven Ps or replaced by the four Cs.
Four Ps: the producer-oriented model
The marketer, E. Jerome McCarthy, proposed a four Ps classification in 1960, which has since
been used by marketers throughout the world.
Product - A product is seen as an item that satisfies what a consumer needs or wants. It is a
tangible good or an intangible service. Intangible products are service based like the tourism
industry, the hotel industry and the financial industry. Tangible products are those that have an
independent physical existence. Typical examples of mass-produced, tangible objects are the
motor car and the disposable razor. A less obvious but ubiquitous mass produced service is a
computer operating system.
Every product is subject to a life-cycle including a growth phase followed by a maturity phase
and finally an eventual period of decline as sales falls. Marketers must do careful research on
how long the life cycle of the product they are marketing is likely to be and focus their attention
on different challenges that arise as the product moves through each stage
The marketer must also consider the product mix. Marketers can expand the current product mix
by increasing a certain product line's depth or by increasing the number of product lines.
Marketers should consider how to position the product, how to exploit the brand, how to exploit
the company's resources and how to configure the product mix so that each product complements
the other. The marketer must also consider product development strategies.


Price The price is the amount a customer pays for the product. The price is very important as it
determines the company's profit and hence, survival. Adjusting the price has a profound impact
on the marketing strategy, and depending on the price elasticity of the product, often it will affect
the demand and sales as well. The marketer should set a price that complements the other
elements of the marketing mix
.

When setting a price, the marketer must be aware of the customer perceived value for the
product. Three basic pricing strategies are: market skimming pricing, market penetration pricing
and neutral pricing. The 'reference value' (where the consumer refers to the prices of competing
products) and the 'differential value' (the consumer's view of this product's attributes versus the
attributes of other products) must be taken into account.
Promotion - represents all of the methods of communication that a marketer may use to provide
information to different parties about the product. Promotion comprises elements such as:
advertising, public relations, personal selling and sales promotion
.

Advertising covers any communication that is paid for, from cinema commercials, radio and
Internet advertisements through print media and billboards. Public relations is where the
communication is not directly paid for and includes press releases, sponsorship deals,
exhibitions, conferences, seminars or trade fairs and events. Word-of-mouth is any apparently
informal communication about the product by ordinary individuals, satisfied customers or people
specifically engaged to create word of mouth momentum. Sales staff often plays an important
role in word of mouth and public relations (see 'product' above).
Place - refers to providing the product at a place which is convenient for consumers to access.
Place is synonymous with distribution. Various strategies such as intensive distribution, selective
distribution, exclusive distribution and franchising can be used by the marketer to complement
the other aspects of the marketing mix.
The Importance of Marketing Mix in doing Business and the 7 Ps of marketing mix

The importance of Marketing Mix In business never denied that the marketing still has an
important role in a business. With existing marketing can help provide information about the


offered goods or services a company, so that it can meet the needs and desires of consumers
according to the target market. Because the products goods or services will have a higher resale
value, if we are able to provide what the consumer needs.
Fulfillment of the needs and desires of consumers needs marketing concepts commonly referred
to with the term marketing mix. Marketing mix is a combination of four important variable of the
marketing concepts that can be controlled by the company. Four variable or the core activities of
product (product), price , where , and promotion , and also known as the 4 p. However, because
the marketing is not an exact science, now the marketing mix has evolved in accordance with
market conditions into 7 p where the process , the person (people), and physical evidence
(physical evidence) are the new additions to the existing 4 Ps

The seven Ps of Marketing mix
1. Product
Product is everything (goods or services) that are offered to the public to gain attention,
purchase, or consumed in order to meet the needs and desires of the community. Not only
product quality required of consumers, but the given service system and product design are
interesting also gives more value on the consumer to buy or consume a product.
2. The Price
Price is the amount of money that must be paid by the consumer to obtain a product or service.
Or it can also be interpreted as the exchange rate to gain from your product or service is needed.
The price is one of the marketing mix variable that is flexible, it can sometimes stabil in some
time with a certain price but can also arrive a sudden rise or fall sharply aligned with market
demand conditions.
3. Place
marketing mix 200200 the importance of Marketing Mix In place is a business activity to make
the product or service being offered more easily affordable to consumers, and can be available on
target the right market. The variables also include distribution channels to reach consumers who


are widespread. So some companies opened branch offices in the area the area to make it easy
for consumers.
4. Promotion
Promotion is an activity to introduce a product or service on the target market, to build customer
perceptions about producer or services offered. The concept of promotion is used, among others,
advertising, public relations, sales promotion, personal selling, and direct marketing.
5. Process
Process is a series of actions that are necessary to provide a product or service with the best
services to the consumer. A process can contain about the method or procedure that is put in
place to acquire the required consumer product. Service of process is quick, easy and friendly
giving more value to consumers of a product.
6. People
People are all the people involved in the activity of producing products and provide product
services to consumers. People who produce and market a product also has an assessment in the
eyes of consumers.
7. Physical evidence
Physical evidence is the device a device that is required to support the appearance of a product,
so display directly the quality of products and services provided to consumers.
From the discussion of the importance of marketing mix in a business, it can be inferred that the
seven existing variables in the marketing mix are interconnected, so there should be good
coordination.
The main factors that influence the Marketing Mix are:
1. Finance
The business should consider how much money is to be spend on marketing.
2. Needs of the market
The business should continue to carry out market research as the business grows, as the needs of
customers change over time.


3. Competitors
The marketing mix can be used as a response the actions of actions of competitors in the market.
This may include introducing a rival product or matching new prices.
4. Technology
The business may change where goods are bought and sold, according to changes in
technology.An example of this is the major source of business, the Internet.



Analysis and Interpretation
By classification and tabulation the unwieldy data can be considered in too few manageable and
purposeful groups and tables so that further analysis and interpretation becomes simple.
Analysis of data means critical examination of data for studying the characteristics of object
under study for determining the pattern of relationship among the variables relating to it using
both quantitative and qualitative methods. An interpretation is the outcome of the analysis in
terms of suggestion.
Important statistical tools used are:
1) Tabulation
2) Percentage analysis
3) Bar diagram
4) Pie diagram
Tabulation
Tabulation is an ordinary arrangement of data in columns and rows. It is a method of systematic
presentation of data. It is a process between collection of data and its analysis.
Percentage analysis:
Percentage analysis is used to find the percentage of respondents from total number of
respondents to each question.

No: of observation
Percentage = ---------------------------------- 100%
Total no: of observations


Bar diagram
A bar diagram is simple to draw and easy to understand. Bar diagram consist of series of bars
equal width .bar diagram may be either horizontal or vertical.
Pie Diagram:
Pie diagrams are used when the total and their division are to be shown together. The total is
shown by means of circle and divisions by circles
Line graph:
Line graph is mainly used to show the range of the response .



Table 4.1
Medias through which trainees came to know about NeST
Medias Number of respondents Response %
News paper 3 6
Internet 4 8
Staffs 3 6
Friends 38 76
Others 2 4
Total 50 100
Source: Primary data (Questionnaire)

Figure :4.1 Shows the medias through which trainees come to know about Nest.
Interpretation
From the analysis of table 4.1 it can be concluded that 76% of trainees come to know about
NeST through friends ,6% through staffs and the rest 8% throug internet .3% come to know
about NeST through News papers and 4% come to know from others.

6%
8%
6%
76%
4%
0
5
10
15
20
25
30
35
40
News paper Internet Staffs Friends others


Table: 4.2
Main reason to prefer NeST
Reasons to prefer NeST No: of respondents Response %
Companys reputation 13 26
Location 4 8
Placement 2 4
Quality of service/product 11 22
All the above 20 40
Total 50 100

Figure: 4.2 Shows the reason to choose NeST

Interpretation From the figure 4.2 it is clearly observed that 4% of trainees prefer NeST because
of the placement opportunity, 8% selected it because of location, 26% choose it because of
companys reputation 22% prefers NeST cyber campus due to its quality of service and 40%
prefers it because of all the above mentioned reasons.
26%
8%
4%
22%
40%
Company's reputation
location
placement
quality of service/product
all the above reasons


Table 4.3
Type of training undergoing in NeST cyber campus.
Type of training No: of respondents Response %
Induction alone 7 14
Job orientation 23 46
Technological up gradation 20 40
Total 50 100

Figure: 4.3 Shows the type of training undergoing in NeST
Interpretation
From the figure 4.3 it is clear that 46% of the trainees are undergoing job orientation training,
40% are undergoing technological up gradation and 14% are undergoing induction alone

14%
46%
40%
Induction alone
job orientation
technological up gradation


Table: 4.4
Effectiveness of job oriented courses
Response No: of respondents Response %
Strongly agree 4 17
Agree 11 48
Neutral 2 9
Disagree 6 26
Strongly disagree 0 0
Total 23 100

Figure: 4.4 shows the training effectiveness of NeST
Interpretation
From the figure 4.4 it is clear that 48% of the trainees agree that the training is effective, 17%
strongly agrees, while 9% stayed neutral, 26% disagreed that the training is effective.
17%
48%
9%
26%
0%
strongly agree agree neutral disagree strongly
disagree
Training effectiveness of NeST


Table: 4.5
Satisfaction of trainees in meeting their expectation
Response No: of respondents Response%
Far exceed 14 28
Somewhat more 26 52
Mere expectation 7 14
Somewhat less 2 4
Far least 1 2
Total 50 100

Figure 4.5 Satisfaction of trainees in meeting their expectation
Interpretation
From the figure it can be concluded that 4% of the trainees met their expectation somewhat less,
2% responded far least, 14% met mere expectation, 52% met their expectation somewhat more
and 28% met their expectation far exceed.
2%
4%
14%
52%
28%
0%
10%
20%
30%
40%
50%
60%
far least some what less mere expectation some what more far exeed


Table: 4.6
Efficiency of trainers lecture sessions
Response No : of respondents Percentage
Great extend 23 46
To some extend 12 24
Satisfied 14 28
Not satisfied 1 2
Total 50 100

Figure 4.6 shows the Efficiency of trainers lecture sessions.
Interpretation
From the graph 4.6 it is found that 2% of trainees are not satisfied, 28% are satisfied, 24% are to
somewhat extend satisfied, and 46% are greatly satisfied with the trainers lecture sessions.
46%
24%
28%
2%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Great extend to some extend satisfied not satisfied
Axis Title
Efficiency of trainers lecture
sessions


Table .4.7
Collection of feed backs from the trainees for improving the marketing/training activities
Collecting feedback No: of respondents Response%
Always 17 34
Often 18 36
Rarely 4 8
Periodically 5 10
Total 50 100

Figure 4.7 shows the collection of feed backs from trainees
Interpretation
From the figure 4.7 it is concluded that company always collect feedback from trainees for a
percent of 34%, 36% often, 8% rarely and 10% periodically.
34%
36%
8%
10%
0
5
10
15
20
25
30
35
40
45
50
always often rarely periodically


Table 4.8
Efforts to improve the quality of training after analyzing feedback
Response No: of response Response %
Strongly agree 10 20
Agree 14 28
Neutral 6 12
Disagree 4 8
Strongly disagree 16 32
Total 50 100

Figure 4.8 shows the effort to improve the quality of training.
Interpretation
From the figure it can be observed that 20% of trainees agrees strongly, 28% responded agrees,
8%responded disagree and 32% strongly disagree that company is making some efforts to
improve the quality of training.
20%
28%
12%
8%
32%
Strongly agree
Agree
Neutral
Disagree
Stronglydisagree


Table 4.9
Easiness of the course
Easiness of the course No: of respondents Response %
Easy 18 36
Manageable 28 56
Difficult 3 6
Very difficult 1 2
Total 50 100

Figure 4.9 shows the easiness of the course
Interpretation
From the figure 4.9 it shows that 56% of the trainees responded that the course is manageable.
36% responded as Easy. 6% difficult, 2 % Very difficult

36%
56%
6%
2%
Easy
Manageable
difficult
Very difficult


Table 4.1
Quality of soft ware and hard ware of NeST cyber campus.
Rank No: of respondents Percentage
I 3 6
II 2 4
III 18 36
IV 19 38
V 8 16
Total 49 100

Figure 4.10 shows the quality of hardware and soft wares of NeST.
Interpretation
From the figure it can be concluded that 38% of trainees ranked hardware and software as IV,
36% as III, 16% as V, 4% as II and 6% raked it as I, where I is minimum and V is maximum.
6% 4%
36%
38%
16%
0
5
10
15
20
25
30
35
40
I II III IV V


Table 4.11
Improvement of analytical skills.
Range of improvement No: of respondents Response%
1 25% 2 4
25 50% 6 12
50 - 75% 26 52
75 100% 16 32
Total 50 100

Figure 4.11 Shows the Improvement of Analytical Skills
Interpretation
After analyzing the figure 32% of total trainees have got an improvement of 75-100%, 52% have
got an improvement of 50-75%, and 12% have an improvement of 25-50%.and 1 25% have got
an improvement of 4% only.

0
10
20
30
40
50
60
1 - 25% 25 - 50% 50 - 75% 75 - 100%
4
12
52
32


Table 4.12
General training quality of NeST cyber campus.
Training quality No: of respondents Response %
Out standing 4 8
Excellent 33 66
Average 10 20
Below average 2 4
Poor 1 2
Total 50 100

Figure 4.12 shows the training quality of NeST.
Interpretation
From the figure 4.12 it is concluded that 8% of the trainees responded the training quality as
outstanding, 66% as excellent, and 20% as average 4% as below average and 2% as poor.
8%
66%
20%
4%
2%
0
10
20
30
40
50
60
70
80
outsatanding excellent average below average poor


Table 4.13
Analysis of fees for the courses.
Response No: of respondents Percentage
Affordable 20 40
Reasonable 24 48
Not affordable 4 8
Very high 2 4
Total 50 100

Figure 4.13 shows analysis of fees for course.
Interpretation
From the analysis it is found that 4% of the trainee responded that the fees is very high,48%
responded as Resonable,40% as affordable ,8% as not affordable.

40%
48%
8%
4%
Affordable
Reasonable
Not affordable
Very high


Table 4.14
Scholarship /discount for the trainees
Scholarship/discount No: of respondents Response%
To groups 20 40
To some people 14 28
To all 0 0
Not to all 16 32
Total 50 100

Figure 4.14 shows the percentage of scholarship/discount provided by NeST to its trainees.
Interpretation
From the analysis the result obtained was that 32% of trainees responded that company is not
providing any discount/scholarship, 28% responded To some people 40% responded that
scholarship/discount is given for groups.
40.00%
28.00%
0
32.00%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
To groups To some people To all Not to all


Table 4.15
Accessibility of Nests campus
Accessibility No: of respondents Response%
Yes 27 54
To some extend 15 30
No 8 16
Total 50 100

Figure 4.15 shows the accessibility of NeSTs location.
Interpretation
From the figure it can be concluded that 56.52% of trainees responded that companys location is
accessible to them, where as 30.43% responded as to some extent, 13.04% responded that the
company is not accessible to them.

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00%
Yes
To some extend
No
54.00%
30.00%
8.00%


Figure 4.16
Transportation facility for the trainees.
Transportation facility No: of respondents Response %
Yes 20 40
In some distance 6 12
To some route 24 48
To all route 0 0
No 0 0
Total 50 100

Figure 4.16 shows the percentage of companys transportation facility available to the
trainees.
Interpretation
From the analysis of data it is found that 40% responded that the company is having
transportation facility, 48% of trainee responded In some routes, 12% responded that the
company is having transportation facility to some distance.
40%
12%
48%
0%
0%
yes
In some route
To some distance
to all route
No


Table 4.17
Rating Information given on the website by NeST Cyber Campus.
Scale: (I minimum to V maximum)
Rank No: of respondents Response %
I 3 6
II 2 4
III 18 36
IV 23 46
V 4 8
Total 50 100

Figure 4.17 shows the percentage of information given on NeSTs website.

Interpretation
From the figure it can be concluded that 6% ranked it as rank 1, 4% ranked it as rank 2, 36%
ranked it as rank 3rd, 46% ranked it as rank 4, and 8% ranked it as rank 5.
6% 4.%
36%
46%
8%
0
5
10
15
20
25
30
35
40
45
50
I II III IV V
P
E
R
C
E
N
T
A
G
E

Rank


Table 4.18
Exchange of Information that affects the trainees.
Exchange of information No: of respondents Response %
Yes 30 60
No 20 40
Total 40 100

Figure 4.18 shows the percentage of information exchange between the management and
trainees.
Interpretation
From the figure it is found that 60% of trainees agree that they are informed about the changes
that may affect them and the rest40% disagrees.

Yes
60%
No
40%
Yes
No


Table 4.19
Rating the service of NeST cyber campus.
I (Poor) 2 4
II (Below Average) 2 4.
III (Average) 14 28
IV (Good) 24 48
V (Excellent) 8 16
Total 50 100

Figure 4.19 shows the rating of service provided by NeST Cyber Campus.
Interpretation
By analyzing the figures it is found that 16.% responded that the service of NeST are
excellent, 48% responded it as good, 28% responded it as average and 2% responded it as
below average and 2% rated the service as poor.

2% 2.00%
28.00%
48.00%
16.00%
0%
10%
20%
30%
40%
50%
60%
I II III IV V


Table 1.20
Rating the timing of NeST cyber Campuss lecture sessions.

I (Poor) 2 4
II (Below Average) 16 32
III (Average) 15 30
IV (Good) 10 20
V (Excellent) 7 14
Total 50 100

Figure 4.20 shows the rating the timing of NeST cyber campuss lecture sessions
Interpretation
From the analysis of figure it is found that 14% of trainees responded that the timing in NeST
was excellent, 20% responded it as good, 30% responded it as average 32% rated the timing as
below average and 4% rated it as poor.

4%
32%
30%
20%
14%
0%
5%
10%
15%
20%
25%
30%
35%
I II III IV V
p
e
r
c
e
n
t
a
g
e

Rank


Table 4.21
Rating of the Performance of NeST cyber campus by the trainees

Rank No: of respondents Percentage
I (Poor) 7 14
II (Below Average) 8 16
III (Average) 2 4
IV (Good) 23 46
V (Excellent) 10 20
Total 50 100

Figure 4.21 Rating of the Performance of NeST cyber campus by the trainees
Interpretation
From the figure it is found that 20% of trainees responded that the performance of NeST are
excellent, 46% responded it as good, 4% responded it as average and 16.%responded it as below
average and 4% raked the performance as poor.
0%
18.60%
2.65%
53.84%
23.50%
0%
10%
20%
30%
40%
50%
60%
I II III IV V


Table 4.22
Awareness about competitors of NeST cyber campus among the trainees
Awareness about
competitors
No: of respondents Response %
Yes 14 28
No 36 72
Total 50 100

Figure 4.22 shows the Awareness about competitors of NeST cyber campus among
the trainees
Interpretation
From the figure it is found that 28% of trainees are aware about the competitors of NeST and
72% are not aware about its competitors.

14%
86%
Yes
No


Table 4.23
Preference of NeST among trainees

IT company No: of respondents Response %
NeST 38 76
Others 12 24
Total 50 100

Figure 4.23 shows the Preference of NeST among trainees

Interpretation
From the analysis of the response from the trainees it is found that 76% of the trainees prefer
NeST and the rest only 24% prefers other companies.

76%
24%
NeST
Others


Table 4.24
Primary promotional tool that NeST should adopt for their Marketing
Mode of promotion No: of respondents Response %
Through news papers 7 14
Television ads 8 16
Radio 5 10
Mobile voice calls/sms 10 20
Flex boards 5 10
Through old students 9 18
By conducting seminars in
colleges
6 12
Total 50 100

Figure 4.24 shows the Primary promotional tool that NeST should adopt for their
Marketing
Interpretation
From the data it can be concluded that 14.28% of trainees responded that newspaper should be
adopted as the primary promotional tool for marketing, 16.32% responded it should be through
television ads, 10.20% responded it should be through radio, 18.36% responded it should be
done through mobile voice calls/sms, 10.20% responded that promotion should be done through
14%
16%
10%
20%
10%
18%
12%
Newspaper
television
Radio
Mobile voice /SMS
Flex board
Old students
By conducting
seminarsin colleges


flex boards, 18.36% suggested through old students and the rest by conducting seminars in
colleges.
Table 4.25
Extend of social media activities of NeST Cyber Campus.
Social media activity No: of respondents Response %
Heavily involved 20 40
Average 22 44
Not involved 6 12
Not at all involved 02 04
Total 50 100

Figure 4.25 shows the extend of social media activities of NeST Cyber Campus.
Interpretation
From the analysis of data it is found that 40% of trainees responded that the company is heavily
involved in media activities, 44% responded it as average, 12% responded it was not involved
and the rest 4% responded that the company is not at all involved in any social medial activities.
40.00%
44.00%
12.00%
4%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
Heavily involved Average Not involved Not at all involved


Table 4.26
Rating the overall marketing activities of NeST cyber campus.
Excellent 11 22
Good 34 68
Average 3 6
Poor 2 4
Total 50 100

Figure 4.23 shows the marketing activities of NeST
Interpretation
From the analysis of data it is found that 22% of trainees responded that the marketing activities
of NeST are excellent, 68% responded it as good, 6% responded it as average and 4% responded
it as poor.

22%
68%
6%
4%
Excellent
Good
Average
Poor


Table 4.27
Recommending courses of NeST to others
Highly recommendable 6 12
Recommendable 37 74
Average 4 8
Below average 3 6
Total 50 100

Figure 4.27 shows the rate of recommending NeST to others.

Interpretation
From the analysis of data it is concluded that of the total trainees 12% responded that the courses
are highly recommendable, 74% responded it as recommendable, 4% responded it as average
and 6% as below average.

12%
74%
8%
6%
Recommending NeST to others
Highly recommendable
recommendable
Average
Below average


Findings
After the analysis of the response from trainees is found that 76% of trainees come to
know about NeST through friends ,6% through staffs and the rest 8% throug internet .3%
come to know about NeST through News papers and 4% come to know from others.
4% of trainees prefer NeST because of the placement opportunity,26% choose it because
of companys reputation 22%
Out of the total trainees 46% of the trainees are undergoing job orientation training, 40%
are undergoing technological up gradation.
48% of the trainees agree that the training is effective, 26% responded that the training is
ineffective.
By joining NeST cyber campus 4% of the trainees met their expectation somewhat less,
2% responded far least, 14% met mere expectation, 52% met their expectation somewhat
more and 28% met their expectation far exceed.
2% of trainees are not satisfied, 46% are greatly satisfied with the trainers lecture
sessions.
34% trainees responded that company always collect feedback from trainees where as
10% responded that company is collecting feedbacks periodically.
32% of the trainees strongly disagree that company is making some efforts to improve the
quality of training where as 8% disagrees.
56% of the trainees responded that the course is manageable. 36% responded as Easy. 6%
difficult, 2 % Very difficult
38% of trainees ranked hardware and software as good 36% and 6% raked it as poor .
32% of total trainees have got an improvement of 75 -100%, 52% have got an
improvement of 50-75%, and 12% have an improvement of 25-50%.and 1 25% have
got an improvement of 4% only.
It is found that 8% of the trainees responded the training quality as outstanding, 66% as
excellent, and 20% as average 4% as below average and 2% as poor.
4% of the trainees responded that the fees is very high,48% responded as Resonable,40%
as affordable ,8% as not affordable.


32% of trainees responded that company is not providing any discount/scholarship, 28%
responded To some people 40% responded that scholarship/discount is given for
groups.
56.52% of trainees responded that companys location is accessible to them, where as
30.43% responded as to some extent, 13.04% responded that the company is not
accessible to them.
40% responded that the company is having transportation facility, 48% of trainee
responded In some routes, 12% responded that the company is having transportation
facility to some distance.
6% ranked the information given on website as excellent . 36% ranked it as average 3and
8% ranked it as poor.
60% of trainees agree that they are informed about the changes that may affect them and
the rest40% disagrees.
16.% responded that the service of NeST are excellent, 48% responded it as good, 28%
responded it as average and 2% responded it as below average and 2% rated the service
as poor.
14% of trainees responded that the timing in NeST as excellent, 20% responded it as
good, 30% responded it as average 32% rated the timing as below average and 4% rated
it as poor
20% of trainees responded that the performance of NeST are excellent, 46% responded it
as good, 4% responded it as average and 16.%responded it as below average and 4%
raked the performance as poor.
28% of trainees are aware about the competitors of NeST and 72% are not aware about
its competitors.
It is found that 76% of the trainees prefer NeST and the rest only 24% prefers other
companies.
14.28% of trainees responded that newspaper should be adopted as the primary
promotional tool for marketing, 16.32% responded it should be through television ads,
10.20% responded it should be through radio, 18.36% responded it should be done
through mobile voice calls/sms, 10.20% responded that promotion should be done


through flex boards, 18.36% suggested through old students and the rest by conducting
seminars in colleges.
40% of trainees responded that the company is heavily involved in media activities, 44%
responded it as average, 12% responded it was not involved and the rest 4% responded
that the company is not at all involved in any social medial activities.
22% of trainees responded that the marketing activities of NeST are excellent, 68%
responded it as good, 6% responded it as average and 4% responded it as poor.
Of the total trainees 12% responded that the courses are highly recommendable, 74%
responded it as recommendable, 4% responded it as average and 6% as below average.



Suggestions and recommendations
To improve the product (training) of NeST Cyber Campus.
Provide online training facility to the on job trainees.
Give placement assistance to the trainees.
Provide High speed internet facility
Enhance the types of training; include personality development and motivation classes.
Arrange evening session classes for trainees who are working.

To improve the price (fees) structure
The company should conduct Entrance tests and provide discount/scholarships for the
topers.
Provide discount during seasonal.

To improve the promotional activities.
As the marketing activity is low the company should adopt new strategies to increase the
marketing level. For that:-
Put the news in opportunity pages of news papers and websites .
Conduct seminars in colleges .
Put pop-ups in most visited sites of youngsters Like Facebook, Twitter etc
Provide on voice calls and SMS.
Periodic feedback will increase the mouth to mouth publicity.
Develop a Facebook page so that it will create more awareness among the young
technical students.

To improve the Place.
Provide transportation facility to all routes.
Provide hostel facility, especially to the women.
Increase the basic amenities like Canteen, drinking water etc.



Conclusion
The study was conducted mainly for the purpose of analyzing the marketing Mix strategies and
techniques in NeST Cyber Campus, the training division of Network Systems and Technologies
(P) Ltd. Technopark; Trivandrum From the research and analysis of the data it can be concluded
that the effectiveness of training is just satisfactory, the marketing activities of the company is
poor, not much placement opportunities is there for the trainees , company have to create
awareness among people through advertisements, More trainings programmes with Personality
development and motivation classes have to be introduced, fees structure have to be re structured
by providing discounts to trainees, transportation facility together with hostel facility have to be
introduced as the company is not providing such facilities at present.



Bibliography
Philip Kotler, Gary Armstrong Principles of marketing person education, Singapore
fifth edition 2006.
Kothari C. R Research methodology, New age international publishers, New Delhi
reprinted edition 2004.
Websites.
www.nestgroup.net
www.netsoftware.com
www.netmba.com
www.scribd.com
www.zainbooks.com
http://jongriffin.com/business-articles/marketing-articles/marketing-mix-definition/
http://www.ajbms.org/articlepdf/ajbms201211i11103.pdf
http://www.ukessays.co.uk/essays/marketing/philips-kotler-marketing-ideas.php

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A study on the Marketing Mix of NeST Cyber campus

Amrita Vishwa Vidyapeetham Page 1

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