Академический Документы
Профессиональный Документы
Культура Документы
By Manu Nagpal
Enrollment No. 15BSP2079
Hindustan Times Learning center Ltd.
(Studymate)
REPORT ON
7P's & 3C's of Hindustan Times Learning
center Ltd. (Studymate)
By Manu Nagpal
Enrollment No. 15BSP2079
Hindustan Times Learning center Ltd.
(Studymate)
Authorization
I hereby declare that the Interim report titled Assisting 7ps and 3
Cs of HINDUSTAN TIMES LEARNING CENTERS LTD (STUDYMATE) which I
have submitted in partial fulfilment of the requirement of PGPM
Program of IBS Gurgaon (Semester II), is an original piece of work, the
data and statistics used have been duly acknowledged. This
submission has never been a basis for any previously awarded degree
to any individual to any institution.
Date: 14th April 2016
Manu Nagpal
Signature
ACKNOWLEDGEMENT
Foremost of all, I express my serious indebtedness to Almighty,
for bestowing with me all favourable circumstances and keeping me
in high spirits.
I express my heartiest thanks, deep sense of gratitude and indebtedness
to Mr. Saurabh Gupta, (CEO), for providing me the opportunity to have
the training session here in the branch and for his judicious guidance,
constant and vital encouragement, unstilted interest and determined
efforts even in his demanding schedule and also inspired me to work
seriously and gain practical knowledge through this project.
I would also thank Mr. Debojit Sen (Sales and Operations Head), Mr.
Gaurav Kararia (Zonal Manager), who all help me out in providing
information about the working of the branch and thanks to all those also
who are directly or indirectly related to my project and helped me out in
making it and whose names are not mentioned in it.
My gratitude also goes to Prof. Sudarshan Baurai IBS Gurgaon who as
my Faculty Guide has always
motivated me to put my best foot
forward by setting high standards. I thank him for guiding me at every
step of the project and motivating me to do in-depth analysis. The
achievements wouldnt have been possible without his guidance and
support. I thank my business school, IBS
Gurgaon for giving me this opportunity to put to practice, the theoretical
knowledge that I imparted during the first two semesters. Last but not
the least I feel highly indebted to my parents who always supported me
and are continuously guiding me to work on the path of success.
Manu Ngapal
15BSP2079
EXECUTIVE SUMMARY
So far the Tuition Industry has been largely un-organized and none of
the players in the industry have had a very huge presence. Hindustan
Times Learning Center, Studymate was started in 2010 to provide best
in industry supplementary education to the students of classes VllI-XII
studying in the CBSE Board schools. Studymate chose CBSE Board as
98% of the schools in Delhi/NCR region follow CBSE curriculum. It was
started with 4 centers and the number now has gone to 29 centers
across Delhi/NCR region. With the increase in number of centers across
the region, Studymate through its supplementary Education is now
looking forward to make true the dreams of several 8th -12th class
students across Delhi/NCR region.
This report would tell us about the offerings of the company along with
its USP, the marketing activities of the company and the role played by
me in carrying out the marketing activities. Also, my role in the various
operational activities that take place at tuition center have been
described.
I was involved in 3 major projects during the course of my internship
given below:
A ) Assisting the Shalimar Bagh and Model Town Center in the day-today sales and operations activities
b) Assisting the Center in NORTH DELHI which include Shalimar Bagh
and Model Town for the BTL promotions
C) Doing Competition Analysis for my respective located area.
Having spent 2 months at Studymate, it gave me an opportunity to
have an in-depth understanding of the various procedures and
processes followed at the company. I have also tried to identify some
areas where there was a scope of improvement and tried to come up
with suitable solutions. These identified issues along with the proposed
solution will be presented to the Corporate Team at the Head office
during the Final Presentation. After receiving inputs on the identified
issues from the Corporate Team, I worked on fine-tuning the solutions
and the final presentation was sent to the Corporate Team of
5
Studymate.
TABLE OF CONTENTS
Sr no
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
Topic
Cover Page
Title page
Authorisation
Acknowledgement
Executive Summary
Structure of the company
Target Segment of studymate
SWOT
Name Of The Project
Introduction
Competition analysis
Target vs achievement
ATL and BTL
Plan of data analysis
Research Methodology
Limitations
Annexure
Biblography
6
Page no
1
2
3
4
5
7-8
9
10
11
12-14
15
16
17
18-22
23-35
36
37
38
The company in itself is much unstructured owing for two reasons 1) The seasonal nature of its business: the company though
works on a full year scale the peak time of its operations is in the
months of February, March and April; since the company hires
Summer Interns every year to work with the formal structuring is
difficult to do.
2) The company itself is in the initial stages of its growth due to
which the roles are majorly undefined.
Though the employees and the interns have to play multiple roles the
company can be divided into six functional areas.
1.
Marketing team
2.
3.
Product team
4.
Human resources
5.
Operations Team
6.
IT based R&D
10
11
12
OBJECIVES
Converting lead into
customer
Lead Nurturing
Selling ancilliaries
Learning variousMarketing
activies
Achieving targets
13
Introduction
Purpose and scope of report:Marketing 7Ps and 3Cs
Marketing is an organizational function and a set of processes
for creating, communicating, and delivering value to customers
and for managing customer relationships in ways that benefit
the organization and its stakeholders. Marketing is the art of
finding, developing, and profiting from opportunities.
Philip Kotler, On Marketing
3Cs of Marketing:
15
7 Ps in studymate
7 Ps
, Etc.
People Interns , Student Advisors , Centre Heads , Zonal
Managers , Sales & Operations Head And The Business
Head.
Process Communication with Interested parents and
convincing them to make their Children join Ht Studymate .
Physical Evidence Learning Centres , Own Study Material ,
Worksheets , Leafets , Brochures , Etc
3 Cs
Customer Students going From class VIII to XII , Potential
Parents who can pay the fees for the service , Etc.
Competitors- For Ht STUDYmate the close competitors are
Career Launchers , Brilliance Tutorials , Private Tutors ,
Aakash institute , Etc.
16
17
COMPETITION ANALYSIS
List of competitors of studymate in my area1. AAKASH Competetion in fees and tuitions hours and the most
important this is that it is an older company than us.
2. PMT CLASSES- More established and us and is charging monthly
fees and has a
good word of mouth than us
3. VMC CLASSES- Good word of mouth than us.
4. NARAINA- Attracts students of 11th and 12th towards competitive
exams
5. FIT-JEE- Is a lot more established and older than us and attracts
students towards competitive classes by doing various workshops
in schools.4
6. ACE CLASSES- A well established local player there.
18
TARGET VS ACHIEVEMENT
As a Centre Team Mate I was given a Target of 5 Lakhs for the month
of April 2016 out of which I could achieve 12.5 lakhs i.e 250% from the
Out Centre Activities which I used to do on a regular basis outside
Schools , Counsellings, calling also through Data Calling on the School
Data of class 9th data , class 10th data , etc.
On an average I used to do calling on per section basis of one class
like for example for class 9th- section A-40 students are there.
I got a great help from my center head MR VAIBHAV BHATIA as he
motivated me all the times also when the things were not going right.
I learnt how to work as a team in hard times from him.
19
ATL Marketing:
ATL is a type of advertising through media such as television,
cinema, radio, print ,and out-of-home to promote brands or
convey a specific offer. This type of
communication is conventional in its nature and is considered
impersonal to customers. It differs from BTL advertising, which uses
unconventional brand-building and promotional strategies, such as
direct mail, sales promotions, fyers, point-of-sale, telemarketing and
printed media (for example brochures) and usually involves no
motion graphics. It is much more effective than when the target
group is very large and difficult to define.
BTL Marketing:
Below the line, sales promotion are short term incentives, it majorly
focus on customers. With the increasing pressure on the marketing
team to achieve communication objectives more efficiently in a
limited budget, there has been a need to find out more effective and
cost efficient ways to communicate with the target markets. This has
led to a shift from the regular media based advertising. In other
words, below-the-line sales
promotion is an immediate or delayed incentive to purchase,
expressed in cash or in kind, and having only a short term or
temporary duration. BTL Sales Promotion is an
incentive immediate or delayed, to buy, expressed in money or in
kind, and has short duration. It is efficient and profitable to direct a
limited and specific group. Uses less conventional methods than
traditional advertising ATL channels usually focuses on the means of
direct communication, more direct mail and e-mail, often using highly
targeted lists of names to maximize response rates. BTL techniques
ensure removal of the brand while simultaneously highlighting the
characteristics of the product.
List of BTL activities done by Study Mate:
2.
3.
airports etc
4. SMAT exam taken in December 2015 all over Delhi NCR region
in 100 schools and 80,000 students appeared for data
collection and scholarship.
5. 5. Calling done on various student data received from various
sources.
Effort
Maximizati
on
Posters
and
Bulletins
Workshops
Stude
nt
Word Of
Mouth
Friends
Forever
21
Board
Center
Activity
Telephone
Counsellin
g and
Direct
Mails
2. Direct mail:
22
23
8. Friends Forever:
Friends Forever is a program where students have to tell about the
24
After all the marketing is done, the sales take place. The role of
marketing is to bring walk-ins to the centre; after the student comes to
the centre its the responsibility of the counsellors to convert the
student into an enrolment.
Counselling
Increases Visibility
Creates awareness and brand recall
Walk-ins
Follow-Ups
references
Effort
Maximization
:- The sales process.
RESEARCH Methodology:
For our research study, the target population was the students from
class VIII-XII which belongs from a CBSE school: Population Under study- 150-200
Source of data- Primary and Secondary
1. Primary Data- Lead generation, Below the line Activity,
newspaper.
2. Secondary Data- Inbound and Outbound callings, Walk-ins,
Counselling, Internet
Survey technique- Questionnaire, Below the Line Activity.
With the help of this methodology, We can know the exact result and
output which is coming from the Studymate.
26
1.2; 12%
YES
NO
8.8; 88%
27
As per the above analysis it has been found that 88% of the students
goes for coachings and 12% of the students does not go for coachings
as they are satisfied with what they are studying at school and dont
want any extra guidance.
Q2. IF YES, from which coaching centre are you taking tuitions?
10%
11%
42%
2%
20%
15%
Fitjee
Akash institute
home tutions
studymate
career launcher
others
28
As per the analysis of name of the coaching centre the students are
going is maximum is 42% which is preferred as fitjee because it makes
them prepare for CBSE as well as competitive prepration and next
preferred is home tuitions because parents feel that their child should
get the individual attention and next preferred is akash institute as is
also prepare for entrance as well as CBSE and mostly preferred by all
medical students as its result is always high and then is career
launcher as upcoming competitor in the market and preferred because
if its low fees as compared to others . Then also there are small small
coaching centres near by the homes which are available they are also
being preferred because of low fees and closer location and least is the
studymate till now as per my research and as per Gurgaon market if I
talk about because it is new in the market and there are just two
centres and fees also high as compared to other compititors.
29
5%
35%
60%
home tutions
group tutions
no coaching
As per the above analysis 60% of the students prefer group tuitions as
it is cheaper and more fruitful and 35% of the students prefer home
30
tuitions as this has become a trend and parents perception that it helps
score more and gives individual attention and easy to clear all doubts
and rest 5% who dont feel the of going to tuitions.
Accounts
Accounts, Economics
Accounts, Economics,
Maths
Business Studies,
Accounts
Maths
Maths, Accounts
Maths, English
Maths, Science
Maths, Science, English
Maths, Science, SST
Maths, Science, SST,
English
Physics, Chemistry
Physics, Chemistry,
Biology
31
Frequency
2
5
Percent
2.0
5.0
8.0
1.0
15
2
1
29
3
1
15.0
2.0
1.0
29.0
3.0
1.0
3.0
5
1
5.0
1.0
Physics, Chemistry,
Maths
Physics, Maths
Science
Total
15
15.0
1
8
100
1.0
8.0
100.0
This table refects the subjects for which students generally take up
tuitions, Maths and Science (as a combination) being the front runners.
Besides that Physics, Chemistry and Maths are also popular subjects
for which students generally take up coaching.
32
10%
40%
50%
most important
important
less important
As per the above chart for 40% of the people it is most important that
where is the coaching centre as for students it is not possible for the
students to travel far away as students also dont have much time to
spend on travel and rest 50% of the people says important because it
is not possible for parents also to pick up and drop out the students
every day so the location matters a lot as it should be convenient for
the students to approach.
33
20
80
most
more
less
least
34
6% 2%
35%
57%
Most
more
less
least
As per the above analysis 57% says more important to have a good
infrastructure as infrastructure matters to customers somehow
because parents want to see their students at a comfortable place as
35
5% 15%
20%
60%
mother
father
student
As per the above analysis father takes the decision in most of the
cases and then around 20% cases it is mutually decided by mother and
father both and in 15% cases it is decided by mother and in very less
cases especially class 11 and 12 class who can take decisions decide
for the same.
36
5%
20%
30%
45%
wom
advertisements
brand name
others
As per the analysis 30% cases where people get convinced with word
of mouth and 45% of people get attracted through advertisement as in
case of lot if BTL is done through that only it worked for many cases.
Rest through 20% was there through brand name also in case
Studymate as it was from the house of HT customers were able to trust
the brand.
37
10%
5%
85%
ver important
moderately important
of little impotance
As per the above analysis 85% of the people for whom the fee
structure makes difference and 10% people to whom other things and
fee structure both are important and in very less cases where fee
structure is less important.
38
30%
70%
yes
no
As per the experience and analyses it was found that 70% of the
people do refer but in rest 30% cases they dont refer because they
dont want their friends should disturb them while studying.
39
40
LEARNINGS
Working on conducting MENSA in various colleges.
Learnt how to convert a lead into customer.
Managed 2 centers at same time.
Various Sales Techniques
Excelled in giving counsellings
Learnt various BTL activities
Learnt the operations of the organisations
41
This study was primarily limited by its small sample size of just 100
respondents. Another major limitation was the short time duration
associated with the Summer Internship Project. The time allotted for
the internship project was only ten weeks which was too less to
understand such a complex topic involving consumer buying
behaviour.
42
ANNEXURE
QUESTIONNAIRE
b) Home Tuitions
Tuitions
Q4. For which subjects is child taking tuitions?
___________________________________________
43
c) Group
b) important
c) less important
b) more
c) less
b) more
c) less
b) Father
d) Student
b) Advertisements
of these
Q10. How important is fees as a factor for choosing an institute?
Very Important
Moderately Important
44
Of Little Importance
Q11. Would you recommend this institute to family and friends?
Yes
b) No
c) Maybe
BIBLIOGRAPHY
1. Congruence Model
45