pg. 1

A REPORT

ON

MARKET ANALYSIS AND

COMPETITOR ANALYSIS OF

CL EDUCATE LTD.

Submitted to: Submitted by:

Prof. Bhavna chhabra Archit Aggarwal

15BSP1561

Batch 2015-17

pg. 2

Authorization

This is to certify that this report is submitted in partial fulfillment of the requirements of PGPM

program of ICFAI Business School (IBS), Gurgaon. This report document titled: “Business

development and competitor analysis” is done by Archit Aggarwal as part of the completion of the

study at Career Launcher during her Internship program under the guidance of Mr.Kumar Pranay,

Marketing head, Career Launcher.

pg. 3

Acknowledgements

With great pleasure, I express my heartiest thanks to Prof. Bhavna Chhabra for giving me an

opportunity to work under her guidance. She gave me the guidelines that helped me a lot in the

preparation of my research report.

I am also extremely grateful to Mr. Kumar Pranay, associate vice president-Marketing, Careers

Launcher for helping me and providing me with the useful information. By regularly interact ing

with him, I learnt few facets of Educational Industry and I am sure the knowledge imparted will

go long way in enriching my career.

The project could not be completed without their support and guidance. Thanking them is a small

gesture for the generosity shown.

I express my thanks to all the respondents to whom I visited, for their support and valuab le

information, which has helped me in the completion of my research project work. I express my

sincere gratitude to my parents, friends and all those who have directly or indirectly inspired and

helped me to complete my project with unremitting zeal and enthusiasm.

pg. 4

TABLE OF CONTENTS

Title Pg.no

A Cover page 1

B Authorization 2

C Acknowledgement 3

D Table of content 4

1. ABSTRACT 6

2 ABOUT THE COMPANY 7

3 SCOPE 8

4 SEGMENTING , TARGETING & POSITIONING 8

5 LIMITATIONS OF PROJECT 9

6 PRODUCT CLASSIFICATION 11

6.1 PRODUCTS & PRICES 13

6.2 PRODUCT FEATURES 14

7 BUSINESS DEVELOPMENT STRATEGY 16

7.1 PROFILING 16

7.2 GHOST SHOPPING 16

7.3 RELATION BUILDING 16

7.4 DIRECT SELLING 16

7.5 SEMINAR 17

7.6 BOARD CENTER ACTIVITY 17

7.7 VALUE ADDED TO THE ORGANIZATION 17

8 IDENTIFYING COMPETITORS 18

8.1 COMPETITORS PRODUCTS & REACH 20

pg. 5

8.2 COMPETITOR ANALYSIS 20

8.2.1 T.I.M.S 20

8.2.2 ALCHEMIST 21

8.2.3 MBAGURU 21

8.3 FEES STRUCTURE OF COMPETITOR 24

8.3 MARKET SHARE ANALYSIS 25

9 BUSINESS DEVELOPMENT AT SOUTH DELHI CENTRE 28

10 RESEARCH METHOLOGY 30

11 CUSTOMER SATISFACTION SURVEY 31

12 LEARNING FROM THE PROJECT 48

12.1 FROM BUSINESS 49

12.2 FROM INDUSTERY 49

12.3 FROM CUSTOMER 50

12.4 OTHER LEARNING 50

13 CONCLUSION & RECOMMENDATION 51

14 ANNEXURE 53

15 REFRENCES 57

pg. 6

ABSTRACT

The project deals with learning of Business environment of education sector with

prime focus on Business development of the organization & its products. It is followed by understanding consumer behavior & Competitor analysis which will

benefit the organization by increasing its market share in the future. Thorough analysis of marketing strategies used by different organizations in the sector has been

done. Project implementation is in the following order:

1. Studying the education industries & understanding their trends.

2. Understanding the functions & operations of different departments of the organization & identifying their products in the market.

3. Identifying the market leaders.

4. Sales & Marketing of the existing products by studying consumer buying

behavior.

5. Understanding the promotional strategies used by market leaders & identifying the strategy best suited for the organization.

6. Critical Competitor analysis to make peer comparisons of the companies strategies.

7. Qualitative survey so as to understand consumer’s needs & expectations

Work executed at different stages of the project has been mentioned below:

To have an insight of the industry, I first started understanding the services & products of the different organization.

To know about our competitors I visited their centers for instance MBAGURU,

T.I.M.E., and Alchemist at Connaught Place on 25th March 2016.

pg. 7

About the company- CL Educate ltd

CL Educate Ltd focuses on diverse segments of education, and across learners of

multiple age-groups. Led by a team of highly qualified professionals including IIT-IIM alumni, with a passion for excellence in education, CL Educate Ltd has focused

on shaping the lives and careers of many students in the twenty years of its existence.

At CL Educate we 'enable individuals to realize their potential and achieve their

dreams'. This is our core ideology and is firmly grounded on our focus on academic excellence, technological innovation, and domain expertise built over close to two

decades. In the past 19 years, the CL brand has diversified and stabilised itself as a recognized brand in education sector. We operate across a broad spectrum of segments in the education industry, including test preparation, K-12 education and

vocational training.

As on September 30, 2015, we had 146 test-prep centers spread over 86 cities in

India, 8 K-12 schools spread across 6 cities & 28 vocational training centers and offices. We are committed to delivering quality education to all our students across

the various segments mentioned above. As part of our global expansion, we also have test-prep centers operational in the UAE currently.

pg. 8

Scope of the project

CL educate ltd. has been in the existence since 1995. It has nice grip over the market as compared to its counterparts. Educational services and old players like T.I.M.E,

MBA GURU and Alchemist are present there. The project has been undertaken by keeping business development of the organizations as the prime focus. The project report will give the organization a view of the current market trends. 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 will b involved in selling & marketing of the organization products, it

will also help me to understand the consumer buying behavior. 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. Surveys conducted towards the end would help us to know customer satisfaction

level, and effectiveness of current promotional tools used by the company. Apart from this, it will also help me in shaping my knowledge about the education sector.

pg. 9

Limitations of the Study:

The project taken is very vast so considering the accuracy of all the aspects as

required by the study is a major limitation. However, every attempt will be made to

overcome any flaw which might occur due to this. Certain other factors which can

form drawbacks to the conclusions of the project are:

a) Reach - The Company covers Delhi NCR region, it doesn’t go beyond that.

b) Finance issues - The Company is not funded by outside source and

due to this problem it has limited resources to offer during various

Business deals.

c) The results and conclusions of the project cannot be generalized as the

area of work assigned to me is restricted to the west zone of Delhi.

SEGMENTATION

• Demographics• Age, Education etc.

TARGETING

• Class 12th students• After graduate

programs(MBA)• Their Parents

POSITIONING

• Only Specialist for Management and Law Coaching

• Value Proposition of MORE PRICE FOR MORE BENEFITS

pg. 10

CHAPTER 1

CL EDUCATE LTD.

pg. 11

CLASSIFICATION

The main business of Career launcher is of providing specialized coaching to

students preparing for undergraduate exams. The organization represents itself as

a career development institute by mentoring young class 12th passed out

students. Its core competency lies in counselling & mentoring young students to

choose the right career path for themselves.

Their products cater to most of the undergraduate streams. The Company basically deals in the following undergraduate streams:

I. Management

II. Law

III. Media

IV. Hospitality

V. Information technology

All the above degrees are five\three\two year full - time course for which

coaching is provided in a classroom format. Providing coaching in the

above streams forms the products for Career launchers. Coaching for

each of the courses above is itself a product of the organization.

All the streams in detail are discussed below:

I. Management - This stream deals with all the management courses at the undergraduate Level. Courses which fall under this stream are BBS, BBA, BFIA &BBE. BBS is the management degree provided by Delhi University (D.U).The same management degree provided by Indraprastha University is known as BBA. One major difference between both these courses is that for writing a BBS exam a student compulsorily needs to have mathematics as one of his subject in class 12th. A BBS/BBA provides students with knowledge of business environment & managerial skills required

pg. 12

to survive in the business world. BBE degree is the study of business economics. It is the learning of product & services of the country & gives an idea of economy. BFIA degree stands for Bachelors in Finance & Investment Analysis. This course was designed by the chief mentor Mr. Virendra Khanna himself. It is more towards financial learning of management. All the above courses are professional degree courses having more weightage in the market as compared to other traditiona l degree courses. A professional degree course guarantees a job, while a traditional degree course has to be completed by undertaking a professional course to find a job. Being a professional course it ensures a healthy balance between theoretical foundation and practical exposure to the present day business world. It transforms a student into a corporate personality.

II. Law - Law preparation is for students who plan to become a legal advisor, corporate lawyer, Magistrate, Judge, Litigation expert etc. Degrees which fall under this course are LLB, BALLB, and BBALLB. For law preparation there are separate modules for legal aptitude which is added to the syllabus. For this module separate workshops are arranged in the middle of the course for the students.

III. Media - This course is widely popular among youngsters. A student opting for this course can land of become a TV reporter , Journalist , Film editor , Radio jockey , script writer , wildlife photographer ,etc. Degrees falling under this course are BMMMC, BJMC. This stream mostly attracts the female customers.

IV. Hospitality - career options in hospitality industry are Front desk

executive , food connoisseur , PR executive , Chef , etc . Special 10 workshops

are arranged for this course.

13

Products & Prices:

PRODUCT PRICE (Rs.)

BBA/BBS/BFIA/BBE 17,100

LAW EXPRESS 27,100

LAW SPAN 93,000

LAW PLUS 70,000

MEDIA 19,900

B.C.A 19,900

HOSPITALITY 19,900

SMART CLAT Cracker 9,999

MBA 2016 (W/D) 47,900

MBA 2016 (W/E) 50,700

The Management product (i.e., BBA/BBS/BFIA/BBE) is priced at Rs. 17,100

at all its 19 centers. A customer buying it can prepare for any or all of the four courses together at the same price.

Law, Media, B.C.A & Hospitality packages are each priced at Rs. 17,100+2500= 19,600 if purchased alone. A customer buying two of these courses together can get it at a discounted price of Rs. 13,900 i.e. for each additional course on the package he needs to pay Rs. 2,500 extra.

Our Centers:

We are present in over 168 locations across India.

14

Product features:

The reference materials, books, study kit is provided to the customer at the time of enrollment. Worksheets are distributed every day. Mock tests, simulated and

assessment test are conducted at regular interval. A G.D/P.I session is provided. All the products are complete classroom programmed.

TOOLS TO ENABLE STUDENTS

1. For after graduation program (M.B.A) Test Gym

All India Test Series

Smart Cat Cracker

SIS

2. For UNDER graduation program (LAW, Magic lamp)

Mobile App

CLAT mobile app

GK foundation app

Smart CLAT Cracker IIM Profiler

Practice

Test Gym All India Test Series SIS

ONLINE TEST ANALYSIS STUDY KIT BOOKS REFERENCE MATERIAL WORKSHEETS CLASS ASSESMENT TESTS 57 MOCK TESTS G.D/P.I TRAINING SIMULATED TESTS

15

The reference materials, books, study kit is provided to the customer at the time of enrollment. Worksheets are distributed every day. Mock tests, simulated and

assessment test are conducted at regular interval. A G.D/P.I session is given towards the end of the course. All the products are complete classroom programmer. The advantage of having Mr. Virendra Khanna, CBS ex- H.O.D as the chief mentor of the company provides it with extensive knowledge of the product and

process. It helps the company to gather the best in town faculty for teaching the above

mentioned course

16

Business development strategies

As a part of business development strategy various activities like Board center

activity, public relations, would be conducted throughout Delhi/N.C.R in order to reach the target audience. Collection of information from all possible sources to understand the organization products, competitor offerings would be done.

Promotional techniques used by them would be studied.

Profiling

Collection of primary & secondary data, its analysis & profiling of the potential customers would be done by telecalling

Ghost shopping

In order to gain insights of the strategies of competitors a study would be conducted to gain knowledge about the business model of various competitors like T.IME,MBA GURU, ALHEMIST etc. On its basis competitive promotional strategy

for Career launcher would be developed. Ghost calls would be made to understand the products of competitors and their unique selling point.

Relation building

Interacting with school and college students and their parents in order to get an idea

of what all they expect from an institute preparing for undergraduate programs like LAW-CLAT, AILET, SET, ULSET, LSAT, CET and Management- CET, IPM,

JET, NPAT etc. For after graduation programs (MBA) like CAT, XAT, SNAP, IIFT, MHCET and GMAT entrance exam and also to brief them about various options one

has after Graduation.

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 university exams, interacting with the students, do short term

counseling and give them brief knowledge of our product and services we offer.

d)Distribution of pamphlet in the college campus or in front of the gate.

Direct Sales:

17

Individual counseling of parents & students would be done to brief them about the product & services offered by the company & ultimately make the enrollments by

convincing them about the products. This will benefit the company financially

Organizing seminars in schools and colleges: Organizing seminars in schools and colleges so as to attract more and more students.

We have also organize Career Junction which is a career counselling session and IPM, Law seminar at Constitution Club of India. It is the most effective form of

advertisement where we get to attract with very interested candidates.

Board Center Activity: This is an activity, which forms the backbone of the whole marketing strategy of this

company. This is the only one biggest way through which Career Launcher makes itself visible to its potential customers. Board Center Activity includes spotting the

important board centers, which cover the schools from where maximum walk-ins of students (revenue) can be generated. This activity is highest contributor to the sales

of the company. This is one activity which consumes maximum investment of the company and also involves a lot of strategizing which impacts all the activities of

the company for yearlong.

Cold Calling Under this activity I make an unsolicited visit to all tuition players in a particular center, in an attempt to make them partner so that they can recommend students for

our center and in return they will be getting a referral amount.

Values added to the organization:

Finding out new products & courses in the industry. Business development of company

Finding products of the competitor & their promotional strategies

Finding customer perception about the industry, products & factors affecting

their selection.

Helping out the company in knowing the latest tools being used by market

leader to survive in the market

18

CHAPTER 2 IDENTIFING COMPITITORS

19

COMPETITOR ANALYSIS

Competitor analysis is a critical part of a firm's 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 firm's 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, conjectures, and intuition gained through the tidbits 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:

• Competitor's objectives,

• Competitor's assumptions, • Competitor's strategy,

• Competitor’s resources and capabilities

Competitor analysis under post graduate program (MBA)

List of competitor for MBA

T.I.M.E. MBA Guru

Alchemist

List of competitor for undergraduate programs

IMS

T.I.M.S

Edumentor

Pratham

Smart Careers

20

Competitors Reach

T.I.M.E. NATIONAL Alchemist DELHI/GURGAON MBAGURU DELHI/NCR & Lucknow

Pratham DELHI

Edumentor DELHI

IMS NATIONAL

COMPETITOR’S PRODUCTS (MBA) T.I.M.E. CAT , Management , LAW , H.M

,CSAT,IIT-JEE/ENGINEERING COURSES,BANK EXAMS ETC

MBAGURU CAT,SNAP,IIFT,MANAGEMENT Alchemist CAT,NON CAT ABOUT T.I.M.E. According to T.I.M.E. It is the first institute to offer all-India Mock CATs on the

lines of the new cat on the line of new pattern, true to its reputation of being the fastest to adapt to the changing CAT. The testing interface of T.I.M.E. AIMCATs and other practice tests is modeled on the same lines as CAT pattern. T.I.M.E. is

offering different formats of online tests like BITSAT, GRE test, GMAT Exam and TOEFL, Ibt to its students.

T.I.M.E. OFFERINGS (Computer-based test package)

13 AIMCATs (including 6 invigilated test)

25 All India mock test

50 Mock CATs

150 sectional tests covering covering all topics

In addition, following paper pencil tests are also offered:

Triumphant Institute of Management Education Pvt. Ltd. (T.I.M.E.) is India's

leading test-prep institute with a pan-India presence and is headquartered at Hyderabad. Established in 1992, T.I.M.E. today operates out of 236 offices located

21

in 112 towns and cities across the country. Over 40 IIT/IIM graduates form part of the core team at T.I.M.E.

Started in a small room of 120 square feet on 26th May, 1992 in Hyderabad with

one center, T.I.M.E. has just completed 20 years of service to the student community – helping to build a few hundred thousand careers along the way. From

one office to 236 offices has been a long and satisfying journey for T.I.M.E.'s promoters who had chucked their high flying corporate jobs to pursue their dream

and passion. CAT2013 Results

Institute II

M

A

II

M

B

II

M

C

II

M

L

II

M I

IIM

Kozhiko

de

IIM

Shillon

g

IIM

Raip

ur

IIM

Ranc

hi

IIM

Rohta

k

IIM

Trich

y

IIM

Kaship

ur

IIM

Udaip

ur Total

T.I.M.E.Stude

nts selected 229

365

531

787

380 378 342 1228 229 1133 272 1505 - 7379

*

ABOUT ALCHEMIST

Alchemist is having 5 centers across Delhi/NCR and it’s an IIM alumni venture with core faculties from IIMs and IITs.

They have a different type of class schedule where student can attend the lectures according to his or her own wish and they need not to depend on institute.

ABOUT MBAGuru

VISION

We reach out so that you can reach up and beyond

MISSION

We will become the most trusted provider of customized educational content and

services, offering material and/or guidance to each learner to help him/her discover, reach and exceed his/her intellectual, moral and aesthetic potential.

MBAGuru is showing that Leader in Adaptive Preparation for CAT

22

CHAPTER 3

MARKET LEADER

ANALYSIS

23

From the facts & information collected from various primary & secondary sources, it is quite clear that T.I.M.E, MBA Guru & Alchemist are the top competitors of CL

Educate Ltd. Profiles of the following institutes have been given below.

ALCHEMIST 1. An institute, having 5 study centers.

2. It is having the trainers from IIM, FMS etc. 3. Student can attend the class according to his/her own wish as its open for all day

and there are no specific batches

4. For a normal management package there are total of 13 modules.

A 3 hours test are lined up in a week.

Their marketing mix:

• PRODUCT – It has product for both for post graduate level.

• PRICING – The pricing of Alchemist products are slightly high as compared to

other players in the market. Its pricing strategy is mainly dependent on

Demographic factors (mainly income). Price of their cat product is INR 52000

Course Duration for current batches-till 31 march 2017

Mentor ship- Claiming that they provides individual mentors to the aspirants.

TIME- 1. It is having 236 offices & 112 centres across India.

2. 2000+ time students got final admission into the IIMs.

3. Starting up with two batches I.e CAT 2016 & CAT 2017 (Weekend &

weekdays batches)

4. Conducting the scholarship test for every candidate who gets into TIME. It

depends on students’ performance of getting the fee waiver from 0-90%

5. If we consider CP as research location then they are running the CAT 2016-

17 classes at Jhandewalan & CAT 2017-18 classes at R.K. Ashram.

6. Classroom courses-

Super Long Term-for more than 12 months

Long Term-3-12 months

Crash course- less than v3 months

24

7. Correspondence Programme- Students who are unable to attend the regular classroom coaching. Extensive course material with inputs on how to prepare,

doubt clearing and AIMCATs are all part of programme.

8. Faculties comprises experienced post graduates & graduates from

IITs,IIMs,XLRI etc. 9. All india mock-13 online invigilated-At designed venue

11 online-can be taken anywhere

1 paper pencil test.

Pricing- CAT 2016(W/E)- INR 55450

CAT 2016(W/D)-INR 52450

MBA Guru

1. It is having 7 centres in Delhi/Ncr & Lucknow

2. 900 is the selections in IIMs.

3. 3 hours are the duration of class with 25-30 strength in a batch..

4. Designed a adaptive report card (hard copy) to analyse the students

performance.

5. Home work on regular basis

6. Full time faculties

7. Division of classes- Pre class preparation-Actual class-concept

discussion

8. Batches-Weekday-M/W/F starts from 29 February

t/t/f starts from 1 March

9. Also offers- B School sessions, awarness class, books, Workshops-

vedic maths & vocab+rc

25

FEE STRUCTURE

T.I.M.E FEE STRUCTURE

For 2016-17 batch- 52450 Rs. For weekend batch-58450 Rs.

For crash course-24500Rs. (expected)

ALCHEMIST FEE STRUCTURE

For New batches -INR 52000

If you pay 5000Rs. After filling the form at office they will give you a discount of

rupees 7000

MBAGURU FEE STRUCTURE

For new batches-INR 47000

They are giving a discount if last year cat score is in between 90-96 % & if a student’s

gives referral code the 4000 would be discounted.

T.I.M.S FEE STRUCTURE For LAW- 20950 Rs

For BBA- 14500 IMS FEE STRUCTURE For BBA- 21000

For Law- 23000 Market Share of MBA

Approx Total Market Size = 11000 Nos. (On the basis of No. of Enrollments)

career launcher36%

TIME30%

IMS9%

MBA Guru25%

STUDENTS ENROLLED IN MBA

26

Table: 1

NAME OF THE INSTITUTE NO. OF STUDENTS

CAREER LAUNCHER 3500

T.I.M.S 3000

IMS 900

MBA Guru 2500

*all figures are in approximation

Market Share of under graduate programs

NAME OF THE INSTITUTE NO OF STUDENTS

CAREER LAUNCHER 1600---exact

IMS 800 on word of mouth

EDUMENTOR 1900 on word of mouth

SMART CAREERS 1750 on word of mouth

TIME 550 on word of mouth

The local players in the market are restricted to promotions at particular locations, which are near to their centers. They mainly use Labor-intensive promotional

strategies such as pamphlet distribution, local cable networks and attachments to newspapers, but the drawback of this strategy is that it relatively gives an unsophisticated image of the organization.

SWOT ANALYSIS

career launcher25%

IMS12%

edumentor28%

smart careers27%

TIME8%

SALES IN UNDRE GRADUATE PROGRAM

27

Positive for organization Negative for organization

Internal

Factor

STRENGTHS:

Brand Image and Trust

Quality of faculty

SIS a/c (online)

Study Material

Direct approach to the

customer.

Customer satisfaction.

Strong network.

Digital Education

WEAKNESS:

Operations Scheduling Asset Heavy business High prices

External

Factor

OPPORTUNITIES:

It has many products capturing all sectors

information so it has an opportunity to become a

market leader but it is a leader law market

because it’s give more students to NLU’s than

the other institutes. Rural Education Untapped streams

(medical and eng). Under graduate coaching

(class 11th and 12th

students- commerce)

THREATS:

Uncertainty Changing Patterns Unstructured

market Competitor Pricing

28

CHAPTER 4

BUSINESS DEVELOPMENT

AT SOUTH DELHI CENTER

29

After finishing major part of promotions for the company, CL have maximum enrollments at CP center thus to continue this record for the company is a great

challenge.

• Responsibility for exclusive product

• Organizing seminars in schools and colleges • Promotion of the center

• Conducting board center activity

• Database checking

• Meeting target of enrollments for center

• Handling customer grievances

• Generating revenues by counseling & selling

• Account maintenance, inventory check • Conducting classes & tests

• Communicating with other center heads • Finance handling for the center

• Cold calling- visit tuition players

• To generate references from enrolled students by Snowball technique. Throughout this I learned the various entrepreneurial activities involving

comprehensive learning of the business environment. Now the basic target for the South Delhi to increase the enrollments or the selling.

Measuring effectiveness of promotion tools of CL Educate Ltd

A rough estimate of effectiveness of promotional tools can be measures by considering the enrollments forms filled by the students during their enrollments.

This enrollment form has a section which can give us the information as to how the customer got to know about the company.

Results can be measure after collecting all the forms.

30

REASEARCH METHODOLOGY

1 Overall approach:

The methodology used which will lead to the completion of the project

are the primary data in the form of prospective customer survey which

was conducted in South Delhi Region with the help of a telephonic one

to one conversation. The secondary data was provided by the company

2. Sampling procedure: The sample was targeted in South Delhi Region.

3. Target respondents: Prospective unbiased customers (Students and

Parents) who have taken services recently or about to take similar

services in the near future.

4. Sample size: The sample size is of 60 respondents

5. Analysis Tool used: Factor Analysis

6. Purpose of Analysis: To extract the most relevant factor of CL

competitor’s.

31

CHAPTER 5 CUSTOMES SATISFACTION

SURVEY

32

Customer satisfaction surveys provide the tools to improve organizational performance & profitability. Customer loyalty & satisfaction levels can be

determined by analyzing the data gathered from our survey questions. It can help the organization with the following:

Discover new product & service development ideas

Determine what makes your customers loyal

Understand customer issues & relationship to your employees

Achieve a competitive edge with satisfied customers For the research, a survey of 15 questions was formed and 40 respondents (Career

launcher students & parents) were surveyed. The analysis below shows the findings of the questions that were asked in the questionnaire. There are few questions-

Q1. Which is the 1st institute which comes to your mind when you think of

coaching institutes for BBA/BMS/LAW/MBA etc.?

o Career Launcher o IMS

o T.I.M.E o Edumentor

o Pratham o Alchemist

o Any other, please specify

The question was aimed at seeing the share of mind and heart of Career Launcher

in the minds of the consumers. It checks whether your brand is the top brand that

the consumer is able to recall when asked to.

Following were the responses-

33

When the students were asked as to how come it was Career Launcher which

was on their minds in spite of IMS, TIME and other players the response

was that Career Launcher had their sample papers and distributed at their

board centers after every board exam. Also, according to them the calling

that we did during the board exams to inform about the institute or the

BBA/BBS/LAW/MBA course helped in registering Career Launcher’s name

their minds.

Q2: Were you aware of Career Launcher before joining the institute?

o Yes

o No

0

5

10

15

20

25

careerlauncher

IMS TIME edumentor pratham alchemist other

on mind

on mind

34

INTERPRETATION:

67.5% of the students are aware of EDUMENTOR, 32.5% of the student are not aware.

ANALYSIS: That means the services offered by Career Launcher evolved from 2006 till now.

The promotional strategies done by Career Launcher are on the track and students know about the Career Launcher.

Q3. Which course did you enroll for?

o CAT o LST SPAN

o LST PLUS o LST EXPRESS

o BBA EXPRESS (MGL) o Test series

0

5

10

15

20

25

30

35

40

45

50

yes no

aware of Career Launcher before joining the institute

aware of Career Launcher before joining the institute

35

Q4. What do you like most about Careers Launcher?

o Faculty

o Test series o Study materials

o others

0

5

10

15

20

25

30

CAT LST SPAN LST PLUS LST EXPRESS BBAEXPRESS(MGL)

Test Series

course enrolled for

course enrolled for

36

Q5: If yes, where did you come to know about the company?

o Tuition center

o School o Friends

o Sample paper outside board center o SMS

0

5

10

15

20

25

30

faculty test series study material others

like most about Careers Launcher

like most about Careers Launcher

37

INTERPRETATION: 66% of student know Career Launcher from past EX-CL students, 2% know from school counselling, 9% know from sample paper outside board center

, 0% know from tuition center.

ANALYSIS: That means EX-CL strudents is the best way of promoting career launcher.

Q6: How important is the opinion of senior students while making a career

decision?

o Not important o Neutral

o Important o Very important

0

5

10

15

20

25

30

35

40

45

tuition center school friends sample paperoutside board

activity

news paper

Series 1

Series 1

38

INTERPRETATION:

55% of the student feel that opinion of senior is important, 10% think that it is neutral, 30% think that it is very important, 5% think it is not important.

ANALYSIS:

That means the opinion of the senior student is very vital and majority of the students follow them.

Q7: Does counseling at your center drove your decision to choose Career Launcher.

o Disagree

o Neutral o Agree

0

5

10

15

20

25

30

35

not important nutral important very important

opinion of senior students while making a career decision

opinion of senior students while making a career decision

39

INTERPRETATION: 66% of the students think that counseling drove their decision for choosing the

EDUMENTOR, 22% are agree , 12% is neutral.

ANALYSIS: That means counseling affects the decision of students before choosing the coaching

institute

Q8: What are the best points you think about the best institute other than Career Launcher?

o Nearby place

o Infrastructure o Faculty o Past results

o Price

0

5

10

15

20

25

30

35

40

45

dis agree neutral agree

Counseling at your center drove your decision to choose Career Launcher

Counseling at your center drove your decision to choose Career Launcher

40

INTERPRETATION:

34% students think that nearby place and price is the main criteria for joining the best institute other than career launcher, 12% students think about faculty, 5% students about infrastructure,9%

students about past result.

ANALYSIS Career launcher have to really work on opening more branches and decreasing prices.

Q9. Did the center manager communicate important information timely?

o Always

o Only when asked o Never

0

5

10

15

20

25

near by place infrastructure faculty past result price

best points you think about the best institute other than Career Launcher

best points you think about the best institute other than Career Launcher

41

INTERPRETATION:

66% students said always, 34% students said only when asked.

ANALYSIS This means Career launcher center manager have performed a good job.

Q10. Was syllabus of all the subjects finished on time?

o Yes

o No

0

5

10

15

20

25

30

35

40

45

always only when asked never

center manager communicate important information timely

center manager communicate important information timely

42

INTERPRETATION:

90% students said yes, 10% students said no.

ANALYSIS This means Career launcher have performed a satisfactory job.

Q11. Did the faculties helped in solving the doubts?

o Yes

o No

0

10

20

30

40

50

60

yes no

syllabus of all the subjects finished on time

syllabus of all the subjects finished on time

43

Q12. Do you think that sufficient numbers of classes were allotted for all the subjects?

o Yes o No

0

10

20

30

40

50

60

yes no

Did the faculties helped in solving the doubts

Did the faculties helped in solving the doubts

0

5

10

15

20

25

30

35

40

yes no

sufficient numbers of classes were allotted for all the subjects

sufficient numbers of classes were allotted for all the subjects

44

Q13. Were classes held on time?

o Yes o No

Q14. How do you rate overall faculty?

o Very good o Good

o Average o Poor

0

10

20

30

40

50

60

yes no

Were classes held on time

Were classes held on time

45

Q15. How do you rate study material?

o Very good

o Good o Average

o Poor

0

5

10

15

20

25

30

35

40

very good good average poor

How do you rate overall faculty

How do you rate overall faculty

0

5

10

15

20

25

30

very good good average poor

study material

study material

46

Q16. How do you rate test series?

o Very good o Good

o Average o Poor

Q17. How do you rate infrastructure?

o Very good o Good

o Average o Poor

0

5

10

15

20

25

30

35

very good good average poor

test series

test series

47

Q18. Were your problems/ issues taken seriously?

o Yes

o No

0

5

10

15

20

25

30

very good good average poor

infrastructure

infrastructure

0

5

10

15

20

25

30

35

40

yes no

Were your problems/ issues taken seriously

Were your problems/ issues taken seriously

48

CHAPTER 6 LEARNING FROM THE PROJECT

49

By far the project has given me immense exposure of the marketing environment & the education sector. There has been learning at each stage of the project. Lot of

responsibilities during the project has helped me to explore the industry completely.

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

From BUSINESS:

Understanding other 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. Industry is very elastic. 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. A good mix of capital intensive & labor intensive techniques should be used

in the promotional activity & it should be influenced by the demographic factors.

Quality of service should be the last resort of 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 bombarded words.

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:

50

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

51

CHAPTER 7

CONCLUSION AND

RECOMMENDATION

52

According to research work following conclusions & recommendations can be drawn from the findings.

The company is having its good brand image in the market and through the different tie ups, promotional activities, Scholarship test we can increase the

business at less profitable centers. We can work on our attrition rate because familiar trainers and staffs play the

major roles in every year admission

Incentive based sales will ensure quality work & hard work from the

workforce.

Majority (say, 60 %) of the workforce in the organization is part time or full

time interns. Recruitment of the workforce is done on a random basis as the

company doesn’t have a responsible H.R division. With permanent

employees in the organization cost of training the new employees can be

saved.

Employee transfers in the organization during the operational period results

in employee demotivation. It should be minimized to boost up employee

confidence level. Incentive based sales will ensure quality work & hard work from the

workforce.

53

ANNEXURE

Q1. Which is the 1st institute which comes to your mind when you think of coaching institutes

for BBA/BMS/LAW/MBA etc.?

o Career Launcher

o IMS o T.I.M.E

o Edumentor o Pratham o Alchemist

o Any other, please specify

Q2: Were you aware of Career Launcher before joining the institute?

o Yes o No

Q3. Which course did you enroll for?

o CAT

o LST SPAN o LST PLUS

o LST EXPRESS o BBA EXPRESS (MGL) o Test series

Q4. What do you like most about Careers Launcher?

o Faculty

o Test series o Study materials

o others

Q5: If yes, where did you come to know about the company?

o Tuition center o School

54

o Friends o Sample paper outside board center

o SMS

Q6: How important is the opinion of senior students while making a career

decision?

o Not important o Neutral

o Important o Very important

Q7: Does counseling at your center drove your decision to choose Career

Launcher.

o Disagree

o Neutral o Agree

Q8: What are the best points you think about the best institute other than Career

Launcher?

o Nearby place

o Infrastructure o Faculty

o Past results o Price

Q9. Did the center manager communicate important information timely?

o Always

o Only when asked o Never

Q10. Was syllabus of all the subjects finished on time?

o Yes o No

55

Q11. Did the faculties helped in solving the doubts?

o Yes o No

Q12. Do you think that sufficient numbers of classes were allotted for all the

subjects?

o Yes o No

Q13. Were classes held on time?

o Yes

o No Q14. How do you rate overall faculty?

o Very good

o Good o Average

o Poor

Q15. How do you rate study material?

o Very good o Good

o Average o Poor

Q16. How do you rate test series?

o Very good o Good

o Average o Poor

56

Q17. How do you rate infrastructure?

o Very good o Good

o Average o Poor

Q18. Were your problems/ issues taken seriously?

o Yes

o No

57

REFERENCES

58

Information booklet of career launcher

Information booklet MBA guru, Alchemist, T.I.M.E.

Information booklet of T.I.M.E

Information booklet of IMS

Information booklet of EduMentor

Times of India, New Delhi, Bennett, Coleman & Co Ltd.

Career & Education Times, New Delhi

Hindustan Times, New Delhi, Birla Group

• Websites:

http://www.en.wikipedia.org www.careerlauncherindia.com http://alchemistindia.com http://www.imsindia.com http://edumentor.co.in/ http://www.pratham.org/ http://www.time4education.com/cat14home.asp