MARKETING OF EDUCATION IN INDIA

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MARKETING OF EDUCATION IN INDIA.

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MARKETING OF EDUCATION IN INDIA

  1. 1. MARKETING OF EDUCATION IN INDIA Presented by, Deepak Doddamani (MMS- Marketing, B.V.I.M.S.R. Belapur)
  2. 2. INDIAN EDUCATION PRESENT CONDITION <ul><li>Facts and Figures </li></ul><ul><li>According to 2001 census </li></ul><ul><li>Total literacy rate in India = 65.38% </li></ul><ul><li>Female literacy rate = 54.16% </li></ul><ul><li>Urban population literacy = 80.3% </li></ul><ul><li>Rural population literacy = 59.4% </li></ul>
  3. 3. EDUCATION SYSTEM IN INDIA <ul><li>Elementary education (Primary Education) </li></ul><ul><li>86 TH constitutional amendment : Fundamental right for children age 6-14 </li></ul><ul><li>District Primary Education Programme (1994) </li></ul><ul><li>Sarva Shiksha Abhiyan (SSA : 2001) </li></ul>
  4. 4. SECONDARY & HIGHER SECONDARY EDUCATION <ul><li>4 TO 10 th STD. = SECONDARY </li></ul><ul><li>10 + 2 SYSTEM = SECONDARY EDUCATION </li></ul><ul><li>10 + 3 SYSTEM = VOCATIONAL (Diploma) </li></ul><ul><li>Several Colleges, Junior colleges, Unviversities, Deemed Universities. Etc. </li></ul>
  5. 5. HIGHER EDUCATION <ul><li>Government recognized Universities = 217 </li></ul><ul><li>( Central = 20 , Deemed =109, Open =11, State) </li></ul><ul><li>Key players : </li></ul><ul><li>University Grant Commission (UGC), </li></ul><ul><li>All India Council for Technical Education (AICTE) </li></ul><ul><li>Distance Education Council (DEC) </li></ul><ul><li>BCI,NCTE,ICAR,RCI,MCI,PCI,INC,DCI,CCH, </li></ul><ul><li>CCIM etc. </li></ul>
  6. 6. OTHER EDUCATION SYSTEMS <ul><li>MONTESSARY EDUCATION </li></ul><ul><li>MADRASSA EDUCATION </li></ul><ul><li>SPECIAL EDUCATION </li></ul><ul><li>DISTANCE EDUCATION </li></ul><ul><li>CORRESPONDANCE EDUCATION </li></ul><ul><li>ONLINE EDUCATION (E-Learning ) </li></ul><ul><li>PRIVATE COACHING CLASSES </li></ul>
  7. 7. MARKETING OF SCHOOLS <ul><li>Sarva Shikasha Abhiyan </li></ul><ul><li>Universalise elementary education </li></ul><ul><li>Compulsory education to children of ages 6-14 </li></ul><ul><li>increasing retention and preventing dropouts </li></ul>
  8. 8. PROMOTION OF SSA <ul><li>Advertising campaign-School Chale Hum </li></ul><ul><li>Mid-day meal were introduced </li></ul><ul><li>Transportation facilities </li></ul>
  9. 9. KIDZEE <ul><li>Kidzee- Growing your unique child </li></ul><ul><li>It has more than 625 preschool over 280 centre </li></ul><ul><li>USP-researchbased teaching methodolgy </li></ul>
  10. 10. <ul><li>Promotion activities </li></ul><ul><li>Value Delivery </li></ul><ul><li>Internet-email, wedsite </li></ul><ul><li>print Media </li></ul>
  11. 11. PROMOTIONS OF SCHOOLS IN INDIA <ul><li>Sherwood, Nainital – Eminent Sherwoodians </li></ul><ul><li>Amitabh Bachchan , Sam Manekshaw, Kabir Bedi, Dalip Tahil, Major Som nath Sharma </li></ul><ul><li>St. Xaviers Mumbai – Sports Heaven </li></ul><ul><li>Professional coaching in Football,Cricket,Athletics, Badminton, Basketball </li></ul><ul><li>BalMohan Vidyamandir, Dadar – Philosophy </li></ul><ul><li>Believes in true cultivation of personality </li></ul>
  12. 12. GOODS CARRYING SCHOOL NAMES <ul><li>PENCILS </li></ul><ul><li>WATCH </li></ul>
  13. 13. MORE PROMOTIONS <ul><li>Playgroup Ad </li></ul><ul><li>S.I.E.S’s Human Chain </li></ul><ul><li>In 1997 from Sion 2 Nerul </li></ul>
  14. 14. MARKETING B-SCHOOLS <ul><li>International programs in Indian campuses </li></ul><ul><li>‘ Flying professor’ concept </li></ul><ul><li>State-of-art infrastructure </li></ul><ul><li>Ranking </li></ul><ul><li>Industry interface and placements </li></ul><ul><li>Events </li></ul><ul><li>Websites, Blogs, Communities </li></ul><ul><li>SMS marketing </li></ul><ul><li>Direct mails </li></ul><ul><li>Education Expo </li></ul>
  15. 15. CASE 1: IIPM <ul><li>IIPM Mumbai </li></ul><ul><li>RANKING OF IIPM </li></ul>
  16. 16. BUSINESS & MARKETING B-SCHOOL QUIZ <ul><li>Inaugural of Business and Marketing B-School quizzing by SRK in IIPM, New Delhi </li></ul><ul><li>Dare’09 organized by IIPM and 4P magazine jointly </li></ul><ul><li>Brand value & glamour of SRK used to make IIPM’s event in grand manner </li></ul><ul><li>IIPM seriously dared to think beyond </li></ul>
  17. 17. MORE IMAGES OF IIPM QUIZ EVENT <ul><li>SRK with Arindham </li></ul><ul><li>Big Brand ‘KING KHAN’ </li></ul>
  18. 18. VIRAL MARKETING STRATEGY <ul><li>What is viral marketing ? </li></ul><ul><li>It is a marketing strategy that encourages people to pass along a marketing message. </li></ul><ul><li>Do something which is other than ordinary to pass the message. </li></ul><ul><li>Which B-Schools should adopt viral marketing? </li></ul><ul><li>AICTE approved institute, which doesn’t have branches all over India like IIPM, AMITY or which are not covered by media (e.g. like IIM’s ) </li></ul>
  19. 19. VIRAL MARKETING IDEAS <ul><li>Idea no.1 : Free monthly magazine </li></ul><ul><li>Idea no.2 : Case study contests for undergrads </li></ul><ul><li>Idea no.3 : Coming up with business plans </li></ul><ul><li>Idea no.4: Develop content </li></ul><ul><li>Idea no. 5: Search Engine Optimization (SEO) </li></ul><ul><li>(By: Zaheer Shaik, CEO Emerging Buds on website www.heartlinkers.com) </li></ul>
  20. 20. MARKETING TRAP OF B-SCHOOLS <ul><li>‘ HALF TRUTHS ARE AS BAD AS WHITE LIES’ </li></ul><ul><li>False promises </li></ul><ul><li>Placement figures ( 100% placement etc.) </li></ul><ul><li>Renowned faculty </li></ul><ul><li>Free laptops and foreign trips </li></ul>
  21. 21. PRIVATE INSTITUTES & COACHING CLASSES <ul><li>KEY PLAYERS </li></ul><ul><li>NIIT </li></ul><ul><li>APTECH </li></ul><ul><li>ARENA MULTIMEDIA </li></ul><ul><li>CHATE COACHING CLASSES </li></ul><ul><li>MAHESH TUTORIALS </li></ul><ul><li>SPEAKWELL </li></ul>EDUCATION EXPENDITURE
  22. 22. CASE 1: CHATE GROUP Prof. Machindra Chate (Director) <ul><li>Founded in 1989 by Chate brothers </li></ul><ul><li>Sister concern companies : </li></ul><ul><li>Chate publications, </li></ul><ul><li>Bharti Advertising and Marketing consultant </li></ul><ul><li>Deoyani Movies. </li></ul><ul><li>Bhaskaracharya Pratishthan </li></ul><ul><li>In last decade Chate classes produced </li></ul><ul><li>634 Merit holders in HSc </li></ul><ul><li>694 Merit holders in SSc </li></ul><ul><li>20% students successful in entering Engg. & Medical field in state are Chatean. </li></ul><ul><li>It operates under following divisions </li></ul><ul><li>Mumbai, Pune, Nasik, Nagpur, Aurangabad, Kolhapur </li></ul>
  23. 23. CHATE’S HIERARCHIES <ul><li>HIERARCHY OF OFFICES </li></ul><ul><li>HIERARCHY OF EMPLOYEES </li></ul>
  24. 24. MARKETING STRATEGIES <ul><li>CONCEPT OF ‘ SPECIAL BATCHES’ </li></ul><ul><li>Limited students per batch </li></ul><ul><li>Perfect working schedule & pattern </li></ul><ul><li>Planning & Implementation of syllabus coverage </li></ul><ul><li>Excellent faculties </li></ul><ul><li>Sunday ‘Test- series’ </li></ul><ul><li>Diversification: Chate international Academy ( Shipping Mgmt & Hotel Mgmt) </li></ul>
  25. 25. PRICING STRATEGIES <ul><li>Premium fees due to BRAND image </li></ul><ul><li>Flexible pricing depending on area </li></ul><ul><li>Special Concession Scheme on Events </li></ul><ul><li>Special Concession on Integrated courses </li></ul><ul><li>Scholarships to merit holders </li></ul><ul><li>Discount on fees to students with economically weak background </li></ul><ul><li>Standardized on division basis </li></ul>
  26. 26. PROMOTIONS <ul><li>Logo promoted as ‘The symbol of merit’ </li></ul><ul><li>Positioned as ‘ Best education under one roof’ </li></ul><ul><li>Emphasis on ‘Results’ & ‘ achievements’ </li></ul><ul><li>No. of Chateans scoring more than 90% in SSc board exam in 2009 (Maharashtra) = 767 </li></ul><ul><li>Statistics of ten years given in many ads </li></ul><ul><li>Uses Prof. Machindra Chate as a brand </li></ul>
  27. 27. ADVERTISEMENTS <ul><li>For students :Correct guidance, well planned & consistent hard work lead to a bright future. </li></ul><ul><li>For parents : Gift your child a precious thing in the world i.e. Education. </li></ul><ul><li>News papers: ‘Maharashtra Times’ & ‘Times of India’ </li></ul><ul><li>Hoardings, Local cable channels, stick bills </li></ul><ul><li>Website : www.chategroup.com </li></ul>
  28. 28. CASE 2: MT EDUCARE MAHESH SHETTY (Founder, Chairman & M.D.) <ul><li>Founded in 1984 in Mulund Mumbai as small coaching classes as Mahesh Tutorials </li></ul><ul><li>Vision : GREAT </li></ul><ul><li>( Global Reach in Education And Training) </li></ul><ul><li>Now 162 centres across Maharashtra, </li></ul><ul><li>Gujarat, Tamil Nadu, Karnataka and Dubai </li></ul><ul><li>Turnover in 2007-08 : Rs.43 Crore with 18% profit margin </li></ul><ul><li>1000 Teachers, 51,000 students, and 1200 support staffs </li></ul>
  29. 29. MT EDUCARE PVT. LTD. <ul><li>Courses offered </li></ul><ul><li>Std. 9 th & 10 th (English & Marathi medium) </li></ul><ul><li>(SSC, ICSE, CBSE boards) </li></ul><ul><li>Science tutorials for Std. 11 th and 12 th </li></ul><ul><li>Commerce tutorials from Std. 11 th to C.A. </li></ul><ul><li>Engg. & Medical Entrance tests </li></ul><ul><li>Corporate training </li></ul><ul><li>English language & personality development </li></ul><ul><li>Training in banking programmes </li></ul><ul><li>Diversification: ‘Little Tigers’ ( Nurseries), </li></ul><ul><li>Main stream education: College at Manglore. </li></ul>
  30. 30. MARKETING STRATEGIES <ul><li>Positioning : One stop solution provider for all educational and training needs </li></ul><ul><li>First coaching class to have tied-up with foreign educational body Cambridge International Examination (CIE) to secure their FDI. </li></ul><ul><li>SKCM International school in Ghatkopar. (CPT,IIT/CET etc.) </li></ul><ul><li>First coaching class to start its own IPO in 2010 </li></ul><ul><li>Mahesh Shetty as brand: ‘Visionary Entrepreneur’ to ‘Corporate Entity’ </li></ul>
  31. 31. PROMOTIONS <ul><li>‘ HUM SE PUCHHO’ </li></ul><ul><li>Helpline for students appearing for board exam ( SSC,ICSE,CBSE, and HSC (commerce) </li></ul><ul><li>24hrs assistance for students to solve their last minute doubts and boost their confidence level </li></ul><ul><li>Period : 4 th March to 20 th March 2009 </li></ul><ul><li>10 Lines for English & 5 for Marathi medium SSC students </li></ul><ul><li>www.humsepuchho.com </li></ul>
  32. 32. OTHER PROMOTIONS <ul><li>Orientation Program </li></ul><ul><li>Personal counseling of each student & parents </li></ul><ul><li>Distressing sessions </li></ul><ul><li>(Music therapies, Meditation programs, Farewell Parties, Felicitation Event in 5 Star hotels) </li></ul><ul><li>Events, Picnics, Extra-curricular activities </li></ul><ul><li>E-Testing (MHT-CET, CBSE online, CA-CPT, AIEEE, IIT-JEE) </li></ul><ul><li>CSR activities : Aasara, Ehsaas, Amcha Ghar, SaNiSa. </li></ul>
  33. 33. EVENTS IN MT EDUCARE <ul><li>SEEYA’ 08 </li></ul><ul><li>AFAE’ 08 </li></ul>
  34. 34. COMMERCE EVENTS <ul><li>AFAE’ 08 ( Commerce) </li></ul><ul><li>ONYX Annual Function </li></ul>
  35. 35. GENERAL ADVERTISING METHODS <ul><li>Outdoor media: Boards, hoardings, banners, stick- bills. Etc </li></ul><ul><li>Print media: Newspapers, Magazines, Newspaper inserts, pamphlets, Brochures etc. </li></ul><ul><li>Television ads: Local cable ads </li></ul><ul><li>Events : Picnics, Annual functions, Farewell, Felicitation etc. </li></ul><ul><li>Sponsorships to events and festival mandals </li></ul><ul><li>Add on services : Counseling, ‘Gurukul’ system </li></ul><ul><li>Providing bags, caps, t-shirts, pens, books, note-books with institute’s name printed on it </li></ul>
  36. 36. BRAND CREATION & RECALL <ul><li>STUDY NOTES </li></ul><ul><li>BAG </li></ul>
  37. 37. EDUCATION EXPOS (ONE ROOF CONCEPT) <ul><li>TIMES EDU.EXPO INDIA </li></ul><ul><li>EDUCATION EXPO CHINA </li></ul>
  38. 38. FUTURE SCOPE OF EDUCATION MKTG <ul><li>INTERNET </li></ul><ul><li>Mingle Box website </li></ul><ul><li>- Preparation for CET,CAT entrance tests </li></ul><ul><li>- Reaching 250 cities through Mobile, Televisison adding the value chain </li></ul><ul><li>RCOM & Dial net- To launch academic modules </li></ul><ul><li>E- Learning </li></ul><ul><li>SMS Marketing </li></ul>
  39. 39. CONCLUSION <ul><li>Long journey: ‘GURUKUL’ system to </li></ul><ul><li>‘ E-learning’ </li></ul><ul><li>Indian Human Resource – Most admired all over the globe. Working in major MNC’s </li></ul><ul><li>Need updated modules </li></ul><ul><li>More professional approach required </li></ul><ul><li>‘ EACH ONE TEACH ONE’ </li></ul>
  40. 40. THANK YOU MMS MARKETING ,B.V.I.M.S.R

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