PROJECT REPORT ON

“ASTUDY ON MARKETING SALES

& OPERATIONS ACTIVITIES AT
STUDYMATE LEARNING CENTER”

Submitted by:
Name: Shuchi Bhatia

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 REPORT ON

“A
STUDY ON MARKETING
SALES & OPERATIONS
ACTIVITIES AT STUDYMATE
LEARNING CENTER”

Submitted by:

Name: Shuchi Bhatia

Hindustan Times Learning Centers-Studymate

A report submitted in partial fulfillment of the requirements of Internship Program

Submitted to:
Mrs. Vertika Vaish

Distribution List:
Company Guide: Mrs. Harpreet Kaur Chopra

Date of Submission: 8th September 2018

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AUTHORIZATION
This is to certify that this report is submitted in partial fulfillment of the requirements of
Internship Program. This report document titled: “Management strategies and
execution for sales and operational activities” is done by Shuchi Bhatia as part of the
completion of the Internship at Hindustan Times Learning Centers- Study mate, during
his Internship program under the guidance of Mr. Ankit Yaduvanshi (Zonal Manager) &
Mrs. Harpreet Kaur Chopra (Centre Head).

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ACKNOWLEDGEMENT

The successful realization of this project is an outgrowth of consolidated efforts of people

from disparate fronts. I express my sincere thanks to the management members of Hindustan
Times Learning Centres, for giving me an opportunity to learn, grow, and widen the horizon
of my knowledge and inculcate the spirit of dedication to the purpose. I am very grateful to
Mr. Saurabh Gupta and Mr. Debojit Sen, HT Studymate for their warm hospitality and
affection towards us. They are the driving force behind the successful completion of this
project.

I am thankful to Mr. Ankit Yaduvanshi head of west zone for HT Studymate who was not
only a constant source of inspiration during the course of this project, but also motivated me
to go beyond my comfort boundaries. My center head Mrs. Harpreet Kaur Chopra have
helped me to build a positive attitude and pursue the work with sincerity and passion.
I would like to convey my sincere thanks to all those who have directly or indirectly helped
me to achieve my goals. I would like to thank all the senior members of the organization for
putting their trust in me and assigning me trustworthy tasks.

Last but not the least I would like to thank my family and friends who have been the pillar
of strength for me in all the phases of life.

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TABLE OF CONTENTS

1. Authorization 3
2. Acknowledgement 4
3. Executive Summary 6
4. Introduction 8
i. Purpose of project 11
ii. Scope & Limitations of project 12

5. Methods used 13
6. Product & Pricing 15
7. Activities Done 16
8. Lead collection 17
9. Sales 19
i. Lead Generation 20
ii. Calling Process 21
iii. Sales Process 21
iv. After Sales 22
10. Operations 23
11. Competitor Analysis 26
12. SWOT Analysis 30
13. Porter's 5 Force Model 31
14. Marketing mix ( 7P’s) 33
15. STP 36
16. Value Addition to company & Findings 40
17. Learnings 42
18. Recommendations 44

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EXECUTIVE SUMMARY

Studymate focuses on concept learning and focuses on quality provided rather than
competing on Price war. It’s a quality driven organization and hence it is the fastest
growing organization in the Educational industry.
The project deals with learning of Developing and Implementing new ideas on Operations,
Sales, Marketing and Centre Management. It is followed by understanding consumer
behavior & Competitor analysis which will benefit the organization by increasing its
market share in the future. Complete analysis of marketing strategies used by different
organizations in the sector has been done. Project implementation is in the following
order:
 Studying the education industries & understanding their trends.
 Understanding the functions & operations of different departments of the
organization & identifying the products market share/awareness.
 Sales & Marketing of the existing products by studying consumer buying behavior.
 Understanding the promotional strategies used by market leaders & identifying the
strategy best suited for the organization.
 Critical Competitor analysis to make peer comparisons of the companies strategies.
 Segmentation, Targeting and Positioning.
 Giving personalized career counseling to the students and their parents and enroll
them.
 Handling the operations of the center and students query, classes etc.
 Managing activities of a full-fledged operational Centre (Dwarka).
 Carrying out Business to business management.
 Identifying SWOT Analysis and Marketing mix (7P's).

To have an insight of the industry, I first started understanding the services & products of
the organization during my initial training days (15th – 27th Feb. 2017). Promotion and
marketing started after the training and continued till the end of the work.
As a beginner, initially I gathered all the information about the industry and the
organization. During the training period of 7 days I got a chance to interact with the top
executives and chief mentors of the organization, who introduced me to their products and

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briefed me about their services. Identification of market leaders was done by analyzing
previous year’s statistics.
Competitor Analysis was carried out after the training period. I studied the market leaders,
competitors, their evolution & comparative comparison of their marketing & promotional
techniques with that of the organization. Segmentation was done on different parameters.
The students and their parents were invited for personalized counseling as per their
convenience and time suitability.

The Company's Marketing Mix and SWOT analysis, Porter's 5 Force Model was carried
out. The findings and learning were identified along with the recommendations.

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INTRODUCTION

Study Mate is a learning center which is brought by Hindustan Times Group in Association
with MT Educare. Study Mate is a place which makes children career and take them to the
top.

At a Study Mate Learning Center the child will be benefited with a curriculum which is at par
with CBSE Board system and updated accordingly to the latest development and evaluation.
For competitive exams students get trained by brilliant teachers who have been selected by
Educational board. In the development of students personality these teachers has a big
contribution.

Study Mate has an advanced teaching methodology, they have added value to student’s
learning with this advance methodology. At Study Mate Centers they have a best
infrastructure which includes well lit rooms and optimum batch sizes. Mentors at Study Mate
ensure that each student is getting best attention and they take good care of child need. In the
class room students get Technology Aid Teaching, they get study materials and notes by
expert teachers who have a vast experience in the particular subject.

During the examination period the concepts of students get clear, they are used to the
rigorous of an exam schedule through repeated concept clarity, testing and practice sessions.
At Study Mate teacher’s take exams on a regular basis, they evaluate the student’s progress
through these tests.

Study Mate Center provides 24*7 exam helpline for students, through this they support to
student’s for academic excellence. Through this helpline, students get counseling and
solution for their all kind of queries and clear their last minute doubts as well. The main
objective of Study Mate is to ensure the child’s result and the expectations.

Focus on the C.B.S.E. Board System.

Mentors at Study Mate, guide their students on doing quality work in assignments and
projects. They do not the project work of child but help them to develop the observation skills
and the technique of presentation which make possible for students to develop the projects of
outstanding quality through their capability. To Aid Soft skills, they conduct periodic
sessions so that students get sensitized and naturally absorb the components of life skills,
attitudes and values. Famous, known personalities conduct these kinds of sessions. Through
Life Skills students will develop : Thinking skills such as solving the problem, decision
making and creative thinking, Social skills such as interpersonal relationships and effective
communication and Emotional skills such as self-awareness, managing feelings, emotions
and tackling with stress. At Study Mate, they conduct sessions on extracurricular activities
like debates, recitation and creative writing. Through these sessions children learn how to
stay ahead in life.

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USP OF STUDYMATE
1.Excellent Faculty:
2.Content of Study Mate:
3.Learning Environment at Study At Study Mate, there is a comfortable learning
Mate:
All the faculties at Study Mate are postgraduates and they
have an experience of 5 years. These teachers have a rich
experience in teaching the CBSE curriculum, coaching at
top institutes and for competitive exams like IIT JEE /
Medical Entrance.
a)CBSE: The Content has been prepared by experienced
examiners and teachers.
• The aim of new content is to make students all-rounder
who can perform well in their academics and develop in
non-academic areas.
b)Subject Specific Content:
Study Mate provides best quality notes to students which
are made by experts to aid understanding and simplify
subjects.
c)Doubt Sessions:
Study Mate has structured doubt sessions, in these sessions
students learn to clarify their doubts. During the sessions
students can take teacher’s help at any point of time. They
have specific sessions before the exams, in which they will
clarify questions raised by students, common errors,
difficult concepts and chapters etc.
d) Technology Aided Teaching:
Through TAT, Study Mate introduces a new dimension to
class room experience by using the best multi-media
technology available to create stunning graphics and
animation across various subjects. Through this concepts in
the minds of students get clear and it helps to make
learning more interactive and experimental.
e) Testing and Feedback:
Study mate takes test on regularly basis, they periodically
assess student’s grasp of subject after every module. It
keeps students better prepared during the examination.
They take mock exams at the end of the every terms, it
ensures that the student is ready to face examinations with
confidence.
environment. The class rooms are designed so beautifully
that creates the perfect learning ambience. They have
focused on quality, cleanliness and safety.
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4. Interaction between Mentor and Interaction between guardian and teacher’s is very
Guardian: important. Study Mate understand this fact, they have an
open atmosphere. To ensure safety of students, parents are
informed through SMS if children are not available in
session. Parents are invited to regular counselling sessions
with the teachers to discuss the child’s progress.
5.Helpline and Counselling at Study At Study Mate learning center they provide counselling on
Mate any issue related to students. Experienced and trained
faculty addresses every issue which is concerned to
students
a)Stress Management:
At Study Mate center, students will be provided custom
made stress management sessions which will help the
students to reduce the stress level, promoting wellness,
enhancing memory and improving communication.
b)Academic Counselling• Study Mate provides Academic
counselling by experienced faculty and counsellor’s which
guide students for their betterment.

C)24/7 Helpline• There is a help line facility for students

which work 24 hrs. Students can ask any query related to
their concern.

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PURPOSE OF THE PROJECT

The purpose of the project undertaken is to understand the sales work, operations and
centre handling, various attributes of an actual project with an objective to develop
Entrepreneurial capabilities by doing the following things:

 Giving counseling to students and parents.

 Being a part of the Center team where I have been assigned the designation of a
sales and operations intern, handling a Board centre.

 Being a part of the counseling team at the Dwarka center, and interacting with
my customers daily, resolving their problems, and providing them guidance.

 Managing the Dwarka Centre.

 Not just these, the project was also to study and gain in-depth knowledge of channel
management by-
 Conducting counseling sessions on phone-
incoming/outgoing
 a direct reach to students is formed, which helps us to
create walk-ins in various centres.

 In Best of luck Activity, we distribute sample papers to the student-a form of

Direct Marketing, which helps in creating walk-ins to the centre thus forming a
channel between the students and the company.

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SCOPE OF THE PROJECT

The main aim of any organization is to grow and sustain its development. With the same
purpose, the scope has been laid, which focuses on the organizational development of Ht
Studymate by the virtue of its product as well as the strategies.
Studymate has been in the existence for 6 years. It has nice grip over the market as compared
to its counterparts but threats of new entrants like Aakash, Local tuition centers.

The project has been undertaken by keeping marketing tactics and business development of
the organization as the prime focus. The project report gives a view of the current market
trends and competitor. The fact and information provided in the report would give the
company opportunities to expand their business & counter the threats of its competitors. It
will help the organization increase its efficiency by learning effective promotional strategies
implementing them & shelving old ones. Product development at the organization meeting
the changing requirements of the customers will be taken into consideration during the course
of the project.

As during the project I was involved in selling & operations of the organization, it helped me
in understanding the consumer buying behaviour.

S.T.P analysis would be done to explore new segments thereby providing the company with
an opportunity of business development and hence increasing their market share. Apart from
this, it also helped me in shaping my knowledge about the education sector.

LIMITATIONS OF THE PROJECT

 Reach- The Company covers only Delhi/NCR region, it doesn’t go beyond.

 The results and conclusions of the project cannot be generalized, as the area of work
under my coverage is restricted to the West Zone.

 Financial statements were not provided by the company for further analysis.

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METHODS USED

The methodology followed comprises of a brief study of the evolution of Tuition markets and
its growth.

 Business development strategies:

As a part of business development strategy various activities like Board center
activity, public relations, were conducted throughout Dwarka in order to reach the
target audience. Information was collected from all possible sources to understand the
organization products, and what the competitors are offering. Promotional techniques
used by them was studied.

 Profiling :
Collection of primary & secondary data, its analysis & profiling of the potential
customers was done through telecalling.

 Mystery shopping:
In order to gain insights of the strategies of competitors, the team went to different
competitors to study their USPs and to gain knowledge about the business model of
various competitors like local star tuition centers Aakash institute, FIIT-
JEE,Narayana, Sri Ram Coaching Center, Bansal classes,Infinity,Vidyamandir
classes, Bodhi sattva, PACE Institute excellence coaching centre, narayana coaching
centre and tejaswani classes

 Relation building:
Interacting with students and their parents in order to get an idea of what all they
expect from a learning institute and also they were told about the importance of CBSE
for each class from VIIIth to XIIth. This will be done by:
a) Conducting counseling at all centers.
b) Counseling parents & students over phone by telecalling.
c) On the day of the exams, PTM’s & after school interacting with the parents and
brief them about the subjects we offer.

 Direct Sales:
Individual counseling of parents and students was done to brief them about the
product and services offered by the company and ultimately closing .

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  School Workshops:
This is the first step, after the school counselling is done the company calls the
students to its various centres to provide them free of cost demo classes related to
their board exams or academics and also retreats’ the fact that HT Studymate is the
specialist of CBSE curriculum.

The main objective of demo class is:

 To keep the students connected with the company so that there is a constant brand
recall.

 To create good brand perception amongst the students so that they are familiar with
the company when they receive a sales call.

 To again position HT Studymate as the specialists, to display the faculty, and to show
the previous year’s result of the company.

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PRODUCT & PRICING

VALUE ADDED
HIGH SCHOOL SENIOR SCHOOL
SERVICES
• VIII • XI
• IX • XII • Student Connect
•X • English Crash • Admission Assist
• JSTSE Course • Collegify
• NTSE • Business Studies
Crash Course

The reference materials, books, study kit is provided to the customer at the time of enrolment.
Worksheets are distributed each day. Mock tests, simulated and assessment test are conducted
at regular interval. Doubt sessions are taken as a class, also they are taken as a personalized
one-on-one session for the better understanding to the student as well as to the mentor
because every student is different from one another and some students need extra care and
confidence building. Some students have a thorough knowledge about the news and current
affairs but some students doesn't even have a habit of reading newspaper on daily basis so
they lack knowledge about what is happening in their surroundings. Therefore with the help
of personalized sessions with the mentors, the students shine bright.

COURSES PRICING
VIII  21000/- per subject
IX,JSTSE  23000/- per subject
 7000/- for JSTSE
X,NTSE,STUDENT CONNECT  24000/- per subject
 13000/- for NTSE
 4000 for Student Connect
XI  26500/- per subject
XII,ADMISSION ASSIST  28000/- PER subject
 7000/- for Admission Assist
COLLEGIFY Depend on various parameters

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ACTIVITIES DONE

• Out center leads collection

• Incenter leads collection
LEADS (FFE)

• Calling
• Counseling
WALK-IN

• Operations
• Center Handling
CONVERSION

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LEAD COLLECTION

LEADS COLLECTED FROM SCHOOLS

SCHOOL LEADS COLLECTED

St. Marks School 66
St. Francis School 32
Paramount school 53
S.S Mota School 28
Kendriyavidalya School 47
Army public school 13
Venketashwar international school 42
Basava international school 15
St. Gregorious School 16
Mira Model School 10
Total 322

CUSTOMER SATISFACTION

Customers at Dwarks centre are satisfied as students are referring more of their friends and
dropouts are very less. Out of one dropout is because of distance issue and one because of
academic dissatisfaction and remaining because of some other reasons.

July August September

DROUPOUTS 2 1 3

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SALES PROCESS

LEADS AFTER SALE

CALLING WALK-IN COUNSELING CONVERSION
COLLECTION SERVICE

 Lead Generation
 Best of luck activity during Exams
 School Seminars
 PTM outside Schools
 Canopy
 Out center Activities
 Referencing (FFE)

 Calling Process
 Cold Calling (Push)
 Informative Calling
 Pull Strategy

 Sales Process
 Sales Pitch
 Consumer Profiling
 Product Showcasing
 Closure of sales
 Collection of Amount

 After Sales
 Customer Relationship Management
 Customer delighting Strategies (Goodies)
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LEAD GENERATION PROCESS

BEST OF LUCK ACTIVITY

Center team members collect leads during exams of students by proving them sample papers
of upcoming exams & convince them to visit our center if any help is needed during exams.

SCHOOL SEMINARS
School Seminar is the primary source of the data collection, as this is the best strategy
adopted by our organization for promotion and data Collection. In this, organization seeks the
permission of the various schools and initial they submit a proposal to the concerned
authorities to conduct a special a career guidance seminar.

PTM
Leads are also collected by directly interacting with parents during PTM so that full
information is provided to them and to convince them to visit our center and enroll their
child.

CANOPY
Canopy are placed in societies & market areas in order to interact with our potential
customers and collect leads from them.

OUT-CENTER ACTIVITIES
Various out-center activities are done like placing posters in market areas, placing no parking
boars in societies, pamphlet distribution in potential areas.

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CALLING PROCESS
COLD CALLING

Telephonic Calling is the method of generating prospective customer by inviting them to the
center for Demo and counseling and to increase the foot fall so the the overall business can be
development. Cold Calling is the method of calling any student from the respective data from
the various sources. This calling is done intensively to Push the Product towards the
customers and creating sense of urgency among the customer and creating a desire and
making the product a necessity.

INFROMATIVE CALLING

Informative calling is the process of informing the customer regarding the product and
service by giving them essential information which the consumer is not aware of i.e online
platform that studymate provides & STP portal.

PULL STRATEGY

Pull Strategy is mainly to pull the customer who had not yet been convinced up till now by
any means of cold calling or informative calling. Pull Strategy we use lucrative method to
call the captive audience to our center or sub centers by means of sample papers and Revision
classes for Board Exams.

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SALES PROCESS
SALES PITCH

Sales Pitch is structured format for pitching the product to student and their parents regarding
the various career avenues including the future endeavors that a student can pursue.

Sales Pitch also involves:

 Screening of the respective consumer using an inquiry form.

 Doing consumer profiling on basis on consumer demographics.
 Informing about the various products and their career scope.
 Selective pricing based on the consumer profiling.
 Creating a sense of urgency and persuading them to enroll as the augmented services
will be provided to the consumer on the first come first serve basis.
 Negotiation on pricing as the product has to be sold on some premium as we our
offering better quality and service than our competitors.
 Closure of the Sale by collecting some amount.

CONSUMER PROFILING

Consumer profiling is technique to screening the coming consumer on the basis of

demographics like School, Occupation of the Parents, Gender, Income, Location etc.
Consumer Profiling is done on the discretion of individual career counselor of the company.
On the Basis of consumer profiling the counselor was given a leverage on selling price of the
product.

PRODUCT SHOWCASING

Product showcasing was the way to tell the consumer about the various services that we offer
like informing them about online SPP(student parent portal) which will help them in tracking
the performance of student.

CLOSURE OF SALES

When the consumer convinced and fully satisfied with the product, the final stage of the sales
process is Price Negotiations. The Discount is offered on the product to come on the final
price. The Various Methods of giving discounts are:

 On the Basis Mode of Payment- Full Payment, Installment

 On the Basis of academics Performance. E.g A1 CGPA for VIII-X
 On the Basis of Bulk Enrollment. E.g. 2-3 Friends enrolling together.
 On the Basis of income of customers (HTFFC Case).

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AFTER SALES

When the student is enrolled the responsibility is to provide him handholding, worksheets,
proper information is floated to him on time and arranging extra doubt sessions for him is to
be done by center team.

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OPERATIONS

The Next Phase of the work that was covered in my Internship was Operations. I was
assigned as the operations handling of the Dwarka Centre, which was one of the biggest and
busy centers launched by the company.

The different sort of work and various things which were covered under the operations are :

 Centre Management
 Billing and CMS(Cheque Management System)

CENTER MANAGEMENT
Scheduling of classes
The Scheduling of classes was one of the most important tasks that were handled by me in
the operations. As the Dwarka center was having students of 5 different classes and with total
16 subjects .

Maintaining Attendance
Apart from scheduling classes and informing students, another important work was to keep
the record of attendance of the students who were coming for the classes and if any student
missed any class, A call was made to his/her parents asking them the reason of being absent
from the class. And due to this a backup class register was also maintained to keep a track of
which student has missed which class so that later that session can be provided to them via
backup classes.

Issuance of Study Material

The student who had enrolled with HT Studymate were also given the study material and
online login Id & password to prepare well for the exam. And keeping the Track of the Study
Material issued as another important task which was handled by me. Separate File was
maintained to keep a check that which student has been issued which books, that too
according to his course for which they have enrolled.

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Query Handling
Query Handling was another important work which I handled, as the student and their parents
always had query regarding the performance, class timings, Doubts on Topics.

Doubt Sessions
After practicing the topic from home, students are not able to solve some of the questions.
Therefore, taking the doubt classes for the doubts on any particular subject was also done.

Conducting Mock Test

Conducting mock test and periodic tests and session end test at regular intervals of the
student was an important task that was and after conducting the mock test and the periodic
test, the result of those test was to be displayed on their online portal and the results of the
student was also sent to their parent Online Portal so that parents are also aware of the
performances of their children.

Handling Walk-ins
All the walk-ins which was generated via calling and follow ups for the prospective revenue
generation through enrollment of students was also handled at the same time. Further process
for enrollment followed the same procedure as in the Sales Process, which included sales
pitch, Consumer Profiling, Product Showcasing, closure of the sales and etc.

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CASH MANAGEMENT

Pending Collections
The collection of the remaining fees from the student was to be done before the completion of
first 10 days of class and for that, students and parents were informed and constantly
reminded for the same through phone calls. And the remaining fees was collected from those
students who have not made full payment was known as the “Pending Collection”.

When the entire amount of fees was collected from the student only then the entire study
material was issued to the students. Before that only worksheets were given to the students.

Submission of Cash
The Cash and Cheques collected from the students and parents were deposited into the
company's Bank Account on the same day or next day.

Apart From that, the Daily Transaction Report (DTR) has to be sent to the Finance
Department from each center, regarding the Pending collection and the revenue generated
from the new Enrollments at the Centre.

Imprest Management
The Finance department of the company send some cash amount at the Center for taking care
of the daily expenses, as well as to fulfill the requirement of the center in order to keep the
Center properly functional. For Example expenses for servicing of Air Conditioner,
Purchasing of White Board Markers, photocopy of the handouts for the students, etc.

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COMPETITOR ANALYSIS

Competitor analysis is a critical part of a firms activities. It is an assessment of the strengths

and weaknesses of current and potential competitors, which may encompass firms not only in
their own sectors but also in other sectors. Directly or indirectly, competitor analysis is a
driver of a firms strategy and impacts on how firms act or react in their sectors. Analysis is an
essential component of corporate strategy; most firms do not conduct competitor analysis.
They operate on what is called “informal impressions and intuition gained through the bits of
information about competitors every manager continually receives.” As a result, it places
many firms at risk of dangerous competitive blind spots due to a lack of a complete
competitor analysis.

In utilizing competitor analysis as part of strategy formulation, firms are able to adapt or
build their own strategies and be able to compete effectively, improve performance and gain
market share in their businesses. In a large number of instances, firms are able to tap new
markets or build new niches. In any business the main motive is to offer something better
than the competitor.

Competitor analysis framework focuses on four key aspects:

• Competitors objectives,

• Competitors assumptions,

• Competitors strategy,

• Competitor’s resources and capabilities.

OUR COMPETITORS

STUDYMAT
BANSAL Excellence Tejaswani Naraina Excel
E
Sector 10 Dabri Sector 6 Sector 6 Sector 7
LOCATION Dabri mor
Dwarka More Dwarka Dwarka Dwarka
7
2 2
Classrooms are 3 2 2
classrooms classrooms
well lit with classrooms classrooms classrooms
INFRA- with no with AC,
AC, Step are well lit, well lit, well lit,
STRUCTUR AC, not Hygienic,
Seating, Hygienic, hygienic, hygienic,
E hygienic, no
hygienic, no security no security no security
no security Security
Security guard guards guards
guard guard
guards

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 Performance
Notes, Books, Notes, Notes,
Booster, SPT Don't
SERVICES Weekly Weekly Weekly Weekly
TAT, provide
FOR test, test & Test & Test &
Worksheets, tuitions for
IX Monthly Monthly Monthly Monthly
Weekly Test, IXth
test Test, Notes Test test
Monthly Test

English, Sst, Math & Math & Math & Math &
SUBJECTS
Math, Science Science Science Science Science

STUDENTS/
15-20 20 35-40 30 Nil 30
BATCH
23000/- for
Don't
Math &
11000/-per 12000/-per 12000/-per provide 11000/-per
PRICING Science
Subject Subject Subject tuitions for subject
20500/- for
IXth
English &Sst

Performance
Notes, Books, Notes, Notes,
Booster, SPT Don't
SERVICES Weekly Weekly Weekly Weekly
TAT, provide
FOR test, test & Test & Test &
Worksheets, tuitions for
Xth Monthly Monthly Monthly Monthly
Weekly Test, Xth
test Test, Notes Test test
Monthly Test
SUBJECTS
English, Sst, Math & Math & Math & Math &
FOR
Math, Science Science Science Science Science
Xth
STUDENTS/
15-20 25 40-45 35 Nil 30-35
BATCH
24000/- for
Don't
Math & 14000/- 11000/-
14000/-per 14000/-per provide
PRICING Science per per
subject subject tuitions for
21500/- for subject subject
Xth
English &Sst

For XI & XII

EDU BODHI
STUDYMATE BANSAL SRCC INFINITY
STATION SATTVA
Practical of
SPT Notes, Books, Notes, Notes,
Physics
SERVICES TAT, Weekly Weekly Weekly Weekly
through
FOR Worksheets, test, test & Test & Test &
instruments,
XI Weekly Test, Monthly Monthly Monthly Monthly
Notes,
Monthly Test test Test, Notes Test test
Weekly test

~ 27 ~
 PCM & PCM & Physics & PCM &
SUBJECTS PCM & AEM PCM & AM
AEM AEM Maths AEM
STUDENTS/
18-20 25 40-45 30 25 30-35
BATCH
26500/- per 17000/-per 18000/- per 20500/- per 19000/- per 17000/per
PRICING
subject Subject subject subject subject subject

Practical of
SPT Notes, Books, Notes, Notes,
Physics
SERVICES TAT, Weekly Weekly Weekly Weekly
through
FOR Worksheets, test, test & Test & Test &
instruments,
XII Weekly Test, Monthly Monthly Monthly Monthly
Notes,
Monthly Test test Test, Notes Test test
Weekly test
PCM & PCM & Physics PCM &
SUBJECTS PCM & AEM PCM & AM
AEM AEM &Maths AEM
STUDENTS/
18-20 30 40-45 30 25 30-35
BATCH
17000/-
28000/- per 18000/- per 18000/-per 22500/- per 20000/- per
PRICING per
subject subject subject subject subject
subject

 Studymate is the only tuition center among competitor’s which provide online
platform for students as well as parents.

 Studymate is the tuition center which provides tuitions for English & Sst for IX & X
class.

 Technology Aided Teaching is being used by Studymate for all the classes to boost
the performance of the students.

 Studymate also provides tuition for VIII class so it creates advantage over it’s
competitor’s.

~ 28 ~
SWOT ANALYSIS

STRENGTHS WEAKNESSES
• Hindustan Times brand name. • Target segment is high income
• Center has a good word of group.
mouth in NCR area. • Less targeting and positioning
• Strong BTL(Below the Line) for ATL(above the line).
marketing techniques. • Covering the same schools for
• Professional teachers with BTL .
good experience in education
industry.
• Ample of funding from HT
Media LTD.
• All subjects under one roof

OPPORTUNITIES THREATS
• Cover more market areas with • Cut throat competition form
potential and schools FIIT-JEE, Aakash &
• More advertising through Narayana,VMC
postering & banners around • New local enterant in local area
schools. like:-
• More schools should be • Bodhi sattva
covered for BTL activies • Infinity
• Scholarship Test twice a year • Sri Ram coaching center
• Improving CSR by helping • Edu station
needy students . • Bansal

~ 29 ~
PORTER’S FIVE PROCESS

Threat Of
New
Entrants Threat of
Substitute
Product

PORTER's
Bargaining Bargaining
Power of
5 FORCE
Power of
Suppliers MODEL Customers

Competition
From Existing
Players

THREATS OF NEW ENTRANTS

 Negligible or few number of Campus Based Entries
 New entries are limited for profits
Strength of threat: Moderate

~ 30 ~
THREAT OF SUBSTITUTE PRODUCT & SERVICES

 Low cost alternative eg. Community tuition, group classes

 Home tuition preferred when student required personal attention
Strength of threat: High

BARGAINING POWER OF CONSUMERS

 Parents ask for more discounts
 Students ask for more attention apart from regular classes
Strength of threat: High

BARGAINING POWER OF SUPPLIERS

 Academic staff
 Administrative staff
 Technology Services
Strength of threat: High

INTENSITY OF RIVALRY
 Strong competition
 High Fixed cost
 Limiting pricing power
 Little product differentiation
Strength of threat: High

~ 31 ~
MARKETING MIX (7P’S)

PRICE
PRODUCT
STRATEGIC
TUTITONS FOR PRICING
CLASSES VIIIth-
XIIth COMPETITIVE
PRICING

PROMOTION
PLACE
OUT-CENTER
SPREAD ACROSS ACTIVITIES
Delhi/NCR.
DIGITAL
29 locations PROMOTION
DIRECT SELLING

PHYSICAL
PERSONNEL PROCESS
EVIDENCE
• Counselling area. • Highly Qualified & • Career Guidence
• Chronicles experienced Counseling.
• Books and teachers . • Classes.
material. • Interns from • Problem Solving.
various B-Schools • Mentoring
and colleges Sessions.

~ 32 ~
PRODUCT
Studymate as an organization is a coaching institute so the product or service which are
offered are exam coaching techniques, classes, tips, exam cracking methodology, mock test
papers for each subject of each class including rigorous testing pattern.

The other advancement done is in terms of technology if we consider products like Teacher
Parent Student Portal and Performance booster where students get online access to study
material, recorded lectures, interaction with teachers and many more things to use internet for
good.

PRICE
The pricing strategy followed is a mix of value based price and cost plus price depending
upon the season of the business. Generally, selective pricing techniques are adopted as per the
profile of the customer.

In the initial time of the peak season, however, rigidity is followed having not much power to
sell the products on discounts. Later, when we are in the middle of the season, selective
pricing techniques are adopted wherein the company executive can sell the product on the
basis of consumer profiling. More the customer can pay, lesser the discount and similarly if
the customer is not willing to pay more or cannot afford to buy the product, our executives
can sell a product at lesser price. Missing out the customer is not a good option so we can
negotiate on price. A single penny earned is appreciated.

PLACE
Studymate is located at many areas across DELHI/NCR . The aim of our business is to create
and build as many centers as possible to increase the visibility, brand name and also
accessibility for the students. Presently, Studymate has 29 centers in DELHI/NCR. We are
located in central, north, south, west, west Delhi and in area of Gurgaon and NOIDA to cater
to maximum number of audience.

PROMOTION
~ 33 ~
The major promotional strategies adopted by the company are as follows:

Seminars at various schools, BTL outside various schools, Sales promotion, Direct selling,
radio campaigns, newspaper, internet, website are the major source of promotion.

Studymate does promotion through advertisement that runs over the internet, through radio
commercials and newspaper advertisements; these are above the line promotional strategies.
Some below the line promotion are through flexi banners, pamphlets, sun packs. Sales
promotion is done through direct mails, phone calls, website etc, other means of promotions
are personal selling, door to door services and counselling.

PHYSICAL EVIDENCE
The physical evidence is the chronicles given to the students and parents at various events.
Other physical evidences are the books, materials, test papers, provided and the counselling
area where the actual career guidance is done.

PERSONNEL
The top level management in the company is the best from the industry with good experience
in various sectors. The strategy makers of the company are from various respected B schools
like FMS, IIMs etc. We have a strong CDS (corporate development strategy) team, an
effective business development team with experience in different companies.The company
also hires various interns from B schools like IBS, Symbiosis etc.

PROCESS
The process involved starts with a career guidance advice which is provided by our
counsellor then if a student enrols with us we provide him classes, doubt sessions, mocks etc.

~ 34 ~
STP

• Demographics.
SEGMENTATION • Age, Education.

• Class 8th & 12th Students.

• Parents/ Guardians.
TARGETING

• Brand HT
• No.1 learning center in delhi NCR
POSITIONING • Highly Qualified Faculty.
• Technology Aided Teaching

SEGMENTATION
Demographics Segmentation of students and Parents is done on basis of Locations of
residence. For Example, localities in which they live, like West Delhi student will contacted
by 4 Centres and the outskirts area of West Delhi will be contacted by other Centers.

Tier of School – As Per the Standard of the schools and the profile of student studying in the
particular school, the segmentation was done.

The Tier of school is decided on the basis of quality of students studying, their paying
capacity and standard of living.

~ 35 ~
TARGETING
 The Target of the company are the students and their parents who are studying in the
classes 8th and 12th.
 The company also targeted the students who were dropouts.
 The major target in the season i.e. month from January to may end .
These are the schools targeted by HT Studymate Dwarka (basava international, paramount,
vandana international) etc but there are more schools in the locality which can be targeted.

POSITIONING
 The Best and Foremost technique of position used by Studymate is their Calibre to
grow at a very high rate, as we have increased our market share exponentially in past
3 years and we are the Fastest growing company in the education industry.

 The faculty teaching in the Studymate is the Best Faculty in the industry, we have
faculty from top notch institutes for guiding and grooming the students.

 The Teaching Methodology and Pattern Based studies imparted to students are
through various techniques like Pre Structured Class Sheets and Test Sheet made by
the SME’s (Study Material Experts) and the Online Smart Class which can be
accessed through Online Portals, Performance Booster etc.

 We are one of the oldest Players in the Industry but we try our best to provide the
Excellent Quality Product and Service to the customer. And this Determination to be
at the Number 1 Spot, Positions us in the Customer Mind.

~ 36 ~
VALUE ADDITION TO THE COMPANY

 Find out the various products and courses present in the industry

 Find various promotional and business development activity being undertaken by the
company and the competitors.

 Make company know the best products, methods and practices present in the market
and develop strategies accordingly

 Find out the positive and negative aspects pertaining to specific area of operations

 Suggest the company the best possible scheme coupled with awareness 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.
 Generating revenue for the company by implementing the method of referencing.

FINDINGS

After going through the ground level sales and marketing, the findings of the study are:

Related to the Product :

 The attitude and buying behavior of the consumer changes.

 Buying behavior is dependent on

o income of the family,
o education,
o occupation,
o location,
o preferences and
o peer group.

 ‘Discounts’ are a much needed part of life. The customer is very deal oriented and no
matter the how much good deal he/she is getting, they always look for discount.

 ‘Quality’ is plays an important role. Every customer wants a product that is low on
cost and high on quality. A good quality product can ensure a better sale.

 The Demographics like Income, gender, Education level and the Status of the
consumer vary from person to person and there negotiation power also changes.

~ 37 ~
  Direct Selling can generate exponential growth.

Related to the Organization :

 The company is fully operational on seasonal basis.

 Largely, all the selling, marketing & distribution activities are conducted only for five
months (January - June). This term has restricted the revenue growth of the company
for limited period.
 Majority (say, 65 %) of the workforce in the organization is temporary employees or
the interns.

 Employee transfers in the organization during the operational period results in

employee de-motivation. It should be minimized to boost up employee confidence
level.

~ 38 ~
LEARNINGS

By far the project has given me immense exposure of the marketing environment & the
education sector. I learnt at each stage of the internship. It gave me a great exposure and I
have become a more responsible person after this. I got to know how the company works
inside-out. The number of responsibilities delegated to me helped me to explore the industry
completely.

Few of my learning at the organization have been listed below:

From BUSINESS:

 Understanding education industry and their trends.

 Competition in Education industry.
 Understanding organizational structure & their responsibilities.
 Employer & Employee relationship
 Business development activities
 Flexibility for learning different skills.

From INDUSTRY:

 A little variation in the pricing strategy of the competitors may divert lot of
customers. So, a continuous check over competitor’s products & prices should be
kept.
 In an education industry which has a seasonal operation, promotional strategies are
needed to be updated almost every other day to have an edge over the competitors.
 Advertising in the form of educational newspapers is the best marketing tool in the
education industry.
 Techniques should be used in the promotional activity & it should be influenced by
the demographic factors.
 Quality of service should be first and foremost for any organization.
 While deciding on promotional strategies or distribution material, nothing should be
left on the customer to comprehend; a simple language creates a greater amount of
response rather than using jargons.
 In outdoor publicity, activity is always mentally and physically tiring, hence rotation
of workforce to different centers is important to reduce monotony in work.
 Promotional activities are all about response generation. During this, the masses
should get a strong reason to respond.

From CUSTOMERS:

~ 39 ~
  Customer relationship management with new, existing & also with those customers
who reject the product.
 Understanding customer needs & dealing with them differently.
 Profiling of potential customers.

Other LEARNING :

 Grooming personality
 Time management
 Team management skills
 Team player & leadership skills
 Communication & interpersonal skills
 Conflicts & grievances handling

~ 40 ~
RECOMMENDATIONS

 The company should use more above the line activities like placing banners,
hoardings, posters in market places & flex boards at various places to create more
brand awareness.

 Student Information System can me made much better so that timely information
should be given to parents and students.

 Buzzer should be made more efficient so that time is not wasted while taking
counselling.

 Proper BTL planner should be made before the commencement of exams by

collecting the date sheets so that BTL, PTM should be covered in every targeted
school.

 Role of every center team member should be properly defined so that lead collection,
calling, counseling, cheque collection, operations should be properly done by
different person.

 The Company should focus on their Promotional Activities during the entire year
rather than just focusing on the Peak season.

 Competitor analysis should be done on regular basis to keep a check on their pricing
& promotional strategies.

 Feedback should be taken about academic support from students so that suitable
measures can be taken in case of any dissatisfaction.

~ 41 ~
~ 42 ~