1. “Knowledge Village”
A Loner’s Insight Into Your Dream Project
- Shared By K. Swaminathan
2. Contents
• xyz Group
• xyz Group’s New Offering
• Market Overview of Overseas Education
• Knowledge Village Facts
• Target Audience Opinion
• Key Decision Makers & Influencers
• Target Geographies
• Competitor Landscape
• Pain Areas for xyz Group
• Approach to xyz Group’s Branding & Communication
– Student Lifecycle
3. xyz Group
• xyz group was started 15 years back in a very humble way as a
placement consulting group providing quality education for students
from India, enabling them to forge a career in the UK Healthcare
sector.
• Over the years xyz group has grown from strength to strength and
now stands as one of UK’s most reputable and reliable Healthcare
partner for talent creation, acquisition, & management.
• xyz group is headquartered in London and has offices in xyz, xyz,
and xyz to aid its growth.
• xyz group is associated with numerous prestigious UK universities
and it has a unique track record of successfully placing more than
thousand students in the UK.
4. xyz Group (contd..)
• Apart from partnering with UK universities, xyz group has 2
colleges fully owned by it, 1 in xyz and 1 in xyz.
• xyz group delivers a wide array of courses ranging from Vocational
training to Masters degree.
• xyz group’s recent jewel in the crown has been the “Category A
Sponsor’s License” awarded in recognition of its stringent Quality
standards.
• The recent service addition has been xyz Medical’s locum
arrangement service for doctors.
5. xyz Group’s New Offering
xyz group is on the verge of unveiling their flagship
“Knowledge Village”
in Nepal with a noble thought of
providing British Education that is affordable to the masses.
7. Country-Wise Contribution
• The present international student market is led by Chinese students and
they outnumber those from any other country @ 350,000 students studying
out of China. India is ranked second.
• By 2025, the country-wise contribution of students to overseas institutions
will be as follows:
– Chinese will dominate overseas institutions @ 645,000 students.
– India will be in 2nd place with 300,000 students studying abroad.
– South Korea will be in 3rd place with 127,000 students.
– Morocco will emerge as the 4th largest contributor with 106,000 students.
– Turkey is poised to occupy 5th place contributing 104,000 students.
• International students contribute US$6 billion in fees to higher education
institutions.
Source: IDP Research
8. Market Share – Leading Countries
• America continues to attract more international students and it leads the
pack with a nearly 25% market share.
• Britain comes a distant second with a market share of 12%.
• Third most popular is Germany with 10%.
• France emerges Fourth with 9%.
• Australia is placed Fifth with 6%.
• Japan surprises with 5% market share at Sixth place.
Source: UNESCO’s Institute for Statistics
10. • Dubai, UAE’s second largest emirate is the one to pioneer this idea of
Knowledge Village in October 2003 mainly to serve the demand for quality
education in the UAE.
• Several world-class institutions were quick to seize this new found
educational segment called “Knowledge Village” and were more than
happy to explore.
• DKV provides a holistic environment for learning excellence coupled with
world-class student and faculty accommodation.
• Intellectual capability at its best from across continents.
• Major nationalities studying in DKV include Nepal, Saudi Arabia, China,
Russia, Moldavia, Kenya, Italy, Australia, New Zealand, Indonesia, and
Bulgaria.
• By 2010 DKV will have approximately 35,000 students in its campus
attending various institutions of repute.
11. Some Flashy Brands @ DKV
• Univ. of Wollongong
• Middlesex Univ.
• British Univ.
• SZABIST.
• MAHE – Manipal.
• S P Jain Center of Management.
• BITS Pilani.
• Ehsal European Univ. College.
• French Fashion Univ.
• Heriot-Watt Univ.
• IMT
• Islamic Azad Univ.
• St. Petersburg State Univ.
12. Target Audience
Opinion
Shared in the following slides are findings from a Target Group
study conducted among aspiring students who wish to pursue
education overseas.
13. Target Audience main sources of Information ?
• Friends. • Overseas Educational
consultants/Immigration
• Seniors studying abroad. consultants.
• Internet. • TOEFL/GRE Training
centers.
• Teachers. • Foreign Embassy & its
educational centers like the
• Magazine articles & Max Mueller Bhavan, British
Advertisements. Council Library, etc.
• Educational fairs.
14. What are the key drivers for going abroad ?
• Very high educational • World-trotting.
standards.
• Better pay.
• Top universities
– Ivy league, MIT, • Placement in Fortune
Oxford, Harvard, etc. 500 companies.
• New cultures & • Scholarship/Financing
experiences. opportunities.
• Lifestyle • Relatives/siblings settled
or working abroad.
15. Which educational stream would you intend to apply for ?
Read as Highest Preference to Lowest
Business/Management
Engineering Business/Mgmt.
& Engineering
were the top
Sciences
choices
Medicine/Healthcare
Arts
Foreign Languages
16. What are the parameters for selecting a particular course ?
• Will help me land a good • This is the best course
job abroad and at home. that I can afford.
• Not available in India. • Interest in the subject.
• In line with my Job • Will help me takeover
undergraduate course. Opportunities my family business/same
stood out as my father.
• Will serve as a perfect amongst all
foundation for further answers • Course content.
studies abroad.
17. What parameters are used to select a particular location ?
• Prestigious • Highly qualified teachers.
University/College.
• Good value for money.
• Opportunity to land in a
plum job. • Worldwide recognition.
• Univ./College offers • Racial abuse has started to
subject I want to study. play a role.
• Good R&D facilities. • Enables me to do part-time
jobs during the course to
• Really hard to get admitted. manage my living
expenses.
• Friends/seniors/family
already living in close
vicinity.
18. Students preferred overseas educational destination ?
USA UK
Singapore
Germany
Canada
Australia
France
New Zealand
19. Summary
Although all the previously said factors play a role in the
selection of a particular Univ./Country, the final decision
depends only on the following key parameters:
Worldwide Recognition for the
institute.
Scholarships/financial aid available.
Fees & Bank Loan Available.
Job prospects.
Salary prospects.
20. Key Decision Makers & Influencers
The final decision is made by the parents in consultation with the student, but there are
many influencers in the process. Given below are the key influencers influencing both
the parent and student.
Friends/Siblings
of Student
Media Teachers
Foreign
University
Selection Student’s
Parent’s Peer Present
Group College
Alumni
Educational Student’s
Consultants Seniors’
22. The primary target geography for xyz must certainly comprise of India, Nepal,
& China, considering the significant location of Nepal between India and
China, and the growing demand for quality education in China & India.
Target Cities in India
• New Delhi • Jaipur • Kanpur • Surat
• Chennai • Bhopal • Faridabad • Raipur
• Kolkata • Chandigarh • Thrissur • Jodhpur
• Bangalore • Thiruvananthapuram • Allahabad
• Mumbai • Noida • Varanasi
• Hyderabad • Vishakapatnam • Agra
• Bhubaneshwar • Ahmedabad • Gwalior
• Pune • Gurgaon • Jabalpur
• Jamshedpur • Cochin • Vijayawada
• Lucknow • Nagpur • Madurai
• Patna • Coimbatore • Dehradun
• Ranchi • Ghaziabad • Meerut
• Indore • Vadodara • Goa
23. Competitor Landscape
xyz group can expect its main competitors to emerge from the following countries apart
from the top league of UK/US/AUS/CANADA.
India Singapore
China
Dubai KV
Nepal
25. xyz Group has to have a serious strategy to counter the following
shortcomings apart from initial start-up woes.
• New Entrant into the Knowledge Village category.
• xyz still not a household name in India.
• Portraying Nepal as a safe destination.
• Creating strong Points of Differentiation based on its offering,
which would appeal to the TG & Influencers at an emotional &
functional level.
• Brand Building in the KV category – A Huge Challenge.
• Marketing to a country like India & China, where people expect
“More Value for Less Dollars”.
• Pricing strategy that will place xyz in the consideration set of Target
Group.
27. Student Lifecycle
Every student passes through each and every step given in the Student Lifecycle & it is
up to us to make the best use of each stage with our Messaging, Communication, &
Customer Engagement Strategies.
29. Building Brand “xyz”
In order to build a strong brand image in the minds of the Student, Parent, Influencers,
and all Stakeholders, it is obvious we work on:
1. Creating our brand.
2. Communicating our Brand.
30. 1. Creating our Brand
One has to work on all the below said vital brand elements to establish the right
platform for our brand.
Brand Mantra
Brand Name Brand Positioning
Brand Properties
Brand Values Brand Identity
Brand Promise Brand Personality
Brand Benefit
31. All the before mentioned vital brand elements will be evolved only by having a good
insight into the following basic philosophies of our Brand:
Our Brand’s Target Market/Customer
– his demographics &
Our Brand’s Points of Differentiation psychographics
Our Brand’s Points of Parity
Mapping our Brand’s Association
Parameters
Competitor Study from a Branding &
Communication perspective to
Understanding & Appreciating understand whom we are fighting with
Background, Culture & Values (or) are we creating a blue ocean and
of our Brand making the competition irrelevant.
32. 2. Communicating our Brand
How do we communicate our brand in today’s cluttered media world ?
We have to strike the right balance between all the below said Marketing
Communication tools and media vehicles available, so that we reach our TG and
communicate our “Key Message” to them.
Advertising
PR
Direct Marketing
Social Marketing Outdoor
New Media Print
CSR Electronic
33. Ad/Viral
http://dreamknowledgevillage.blogspot.com/
Click the above link to see some of the well-made University
Commercials & Virals that I had posted.
This certainly gives an idea of how strongly these Topnotch
Universities position themselves to capture a considerable
mindshare of the Student.
