Segmentation, Targeting & Positioning

Market Analysis & Segmentation – Who is/are the market?

Business Opportunity: Developing the strategy for Online Education service in India. Proposed learning platform will operate exclusively through the Learning Management System (LMS) offered by Snapdeal and it will be accessible through all smartphones, Tablet and PC.

Market: Learning Management System (LMS) is aimed to the same market segment as it’s parent company (Snapdeal) limited to India. There is a possibility to expand the market in future. The key drivers for this market are:

• The growing adoption of technology • The shortage of quality education, and • Convenience and affordability factors

Demographic Segment: • Individuals who are either studying in high school and colleges or working people• Individuals having moderate to high family income.• People in the age group of 5 to 50 years typically conform this segment

Geographic Segment: • Indian urban and rural class with access to a reliable internet connection and have computer or smartphones.

Behavioral Segment:• Internet Savvy Users• People who want to try new services• People who want to learn more and gain expertise • People who can not relocate to get quality educational service • People who have learning difficulties in classroom

Market Analysis & Segmentation –

What does the market buy?The targeted market purchases the online learning services such as • Early childhood learning• General academic courses• Standardized exam and test preparation courses• IT-Related courses• Professional Licensure and certification• Training and professional development• Language learning

When does the market buy? The targeted market buys when it needs or wants the online learning service.

Where does the market buy? The targeted market buys through the online marketplace (online learning platform offered by Snapdeal) based on the availability, price and urgency.

Why does the market buy? In order to satisfy the demand or need for learning at people’s comfort, their own time schedule and affordability compared to traditional classroom learning.

Market Targeting – Who is/are the target audience(s)?

Target Audiences: • Consumers• Corporations & businesses• PreK-12 school systems• Higher education institutions

Market Positioning – Proposed brand positioning

• The main goal of Snapdeal's LMS platform is to provide the comprehensive, convenient, affordable eLearning service with wide variety of content providers. Our offerings will provide the platform/strategy not only to share the course content but also provide the associated guidance beyond courses such as preparing for college admissions after completing the courses and exams. This ensures providing customer satisfaction until they reach the end goal.

• The successful execution of opportunity would enhance and expand Snapdeal's brand as well as targeting India e-learning market size which is estimated to exhibit highest growth, more than 17%, an estimated spend of USD 1.29 billion by 2017 and is anticipated to play a key role in the global industry.

Market Positioning – Communication objectives

• Build the brand Content providers could have the best course in the world, but if nobody knows about it, how can they even consider taking it? Brand can be built through Social Media, relevant groups and forums plus a load of other things to ensure that it finds its audience.

• Focus on Corporate usersLarge companies are the top buyers of LMS products/services, almost 30% of total market. Developing partnerships with the large corporations by offering custom services will help achieving the high consumption market.

• Customer SatisfactionTo achieve high customer satisfaction, continuously receive the customer feedback and enhance the platform accordingly. The main strategy is to help the customer achieving the end goal by providing packaged services rather selling individual products.Implement Adaptive learning that fits into customer schedule by delivering the small units of modules and implement gamification to add fun into it.