SUMMER INTERNSHIP PROGRAM

PROJECT PROPOSAL
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Educational Services

Submitted to:-

Faculty Guide: - Mr. Sanjay Fuloria

Company Guide: - Mr. Kumar Gaurav

Submitted by:-

Name: Owais Ali Qureshi

Enrolment Number: 09BSHYD0538

E-Mail ID: owais_geit@yahoo.co.in

Mobile Number: 08802047222

Table of Contents

I. PROJECT PROPOSED........................................................................................3
II. DESCRIPTION OF PROJECT IN BRIEF.................................................................3
MARKETING COMMUNICATION MIX..............................................................3
III. OBJECTIVE OF PROJECT....................................................................................4
IV. METHODOLOGY...............................................................................................5
V. SCHEDULE.......................................................................................................5
VI. LIMITATION OF STUDY.....................................................................................5
VII. REFERENCES...................................................................................................6
REFERENCES
I. PROJECT PROPOSED

Design, Implementation and Measurement of Various Promotional Strategies for

EduMentor Educational services.

II. DESCRIPTION OF PROJECT IN BRIEF

EduMentor Educational Services is a partnership firm which was established in

2006 by Mr. Vikas Jain and Mr. Manuj Arora. The Organization is into providing
Specialized BBA / BBS / BFIA Entrance Exam Coaching for students seeking
admission to these courses. At present the Organization has achieved the No. 1
Mark among the different players in same segment. The Primary Target group
for the Organization is Class XII Commerce students. Inspite of this BBA/BBS
Coaching Sector being very small and limited, Edumentor has captured most of
the market by getting ahead of other competitors like IMS, Career Launcher,
Time, Alchemist, Pratham, Career Times and many more. Today Edumentor has
around 18 centers running throughout the NCR.

Being a part of Business Development Team at Edumentor, my responsibilities

are to plan, implement different Promotional Strategies like:-

1. Designing of BBA Brochure

2. Brand Positioning of the Organization
3. Planning innovative Promotional Strategies
4. Designing strategies in order to make a successful plan of Introducing New
Businesses
5. Plan the various Promotional Events which are supposed to be conducted
at various places or Centers in NCR.

This project is aimed at studying the Business Development of EduMentor with

Special Focus on Promotional Strategies. With this project we would be able to
bring out various important marketing strategies, both positive and negative,
which would help the Organization growth for the next business season.

MARKETING COMMUNICATION MIX

The marketing communication mix consists of eight major modes of
communication. Edumentor practices almost all of these eight modes of
communication for its promotion with Direct Marketing playing the major role.
Each of the Marketing communication modes are described below in Brief:

1. Advertising: The Organization gives Ads in Newspapers only; it does not

opt for either TV Ads or Radio Ads or any form of Mass Marketing.
Newspaper Ads are also published very rarely.
 2. Sales Promotion: There is a Board Center Activity, wherein few people
like Associates are hired in order to promote Edumentor at each of the
Class XII Board Exam Centers. These Associates are paid incentives for
generating as many databases from the Board Exam Centers.
3. Events and Experiences: The Organization also focuses on the
conducting Seminars at most of the Schools around NCR. This activity
takes place during August to January when the Class XII students are less
worried for their Board Exams.
4. Public Relations and Publicity: Edumentor has a very smart way of
building great public relations. At the End of the Day what pays for any
Sales activity is the Relation which the Organization builds with the
customers. It conducts Mock Tests for Class XII students during Board
Exams for subjects like Economics, Mathematics and Accountancy. For the
First time this year Edumentor also conducted an Economics Doubt
clearing session for students. This activity surely creates publicity among
students.
5. Direct Marketing: The Most important Role in the Organizations
Business Development is Direct Marketing. Edumentor does not believe to
approach the public in mass advertising or mass marketing strategies. It
has always focused on Direct Marketing by reaching directly to the
students. The tool used is Sample Paper, which is distributed outside the
Board Exam Center by the Associates.
6. Interactive Marketing: The Answer Keys to the questions in the Sample
Paper are not included in booklet; rather it is made available either on the
website or at the different Centers. This in turn creates Incomings for the
Counselors to take over and convert them for Enrolments.
7. Word of Mouth Marketing: Edumentor realizes the importance of
Shaheed Sukhdev College of Business Studies, which is the Best Institute
for BBS in the country. Thus as a part of strategy, the old students of
Edumentor who are now in Sukhdev College are hired for part time
program to promote Edumentor among their friends and generate walk-
ins.
8. Personal Selling: Face to Face Interaction is the most important stategy
of Sales for any organization from whichever sector we look into.
Edumentor gives its best for this process and it is termed as Counseling.
Edumentor has a team of specialized councelors which build up a strong
team as a sales force.

I. OBJECTIVE OF PROJECT

By this project, we would be able to understand the different aspects of Direct

Marketing. Talking from the measurement perspective, this project would give us
complete idea about:

• Which promotional strategies have been implemented?

• Was the Promotional Strategy Fruitful and if yes than to what extent?
 • Study of Students behavior or reactions on different Promotional
Strategies.
• How Edumentor stands against their Competitors?

Once complete numerous such questions can be answered by taking help of all
information available while implementing the strategies and by surveys
conducted among students. This project would help the organization in reviewing
the Pros and Cons of the different marketing promotional strategies so that they
can be improved or focused.

I. METHODOLOGY

The Methodology for the Project will focus specially on the Design,
Implementation and most importantly the Measurement of Action generated by
different promotional strategies. Also the comparison of various competitors
would be part of Study.

For this the PRIMARY DATA would come from the students who have enrolled for
taking coaching class from Edumentor. The necessary survey would be done by
distributing Questionnaire and taking their feedback. Also another source of
Information, the SECONDARY DATA, would be the response on SMS received at
particular numbers which were published in the Sample Paper Booklet.

The Data from these sources can be further worked upon to reach at beneficial
results for the Organization.

II. SCHEDULE

A First cut schedule for Activities planned is as follows:

Time Duration Planned Task to be Done

Feb to Mid March Promotion Activity

Mid March to March End Promotional and Counseling (Sales)

Activity

April Operations and Counseling (Sales),

Survey of Students for Project

May till SIP End Operations and final Analysis

There may be variations in this schedule as per the actual implementation goes.

III. LIMITATION OF STUDY

The most important source of Data is the Primary data which are students who
have enrolled themselves at Edumentor. This chunk of students is very big, thus
we would be able to conduct the survey at either of the centers, which might
result in a biased Sample.

Another Limitaion is the feedback of those students who have not joined
Edumentor, instead joined some other organization. Since its very hard to reach
to them thus the results may vary.

IV. REFERENCES

Website: www.edumentor.co.in

Website: http://www.learnmarketing.net/promotion.htm

“Marketing Management” by Philip Kotler

Faculty Guide Name: Mr. Sanjay Fuloria

Company Guide Name: Mr. Kumar Gaurav