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www.redseerconsulting.com Query@redseerconsulting.com2011 RedSeer Consulting Confidential `and Proprietary Information©
Flexible in Approach, Firm on Results
Selection of JEE coaching institute
April, 2014
Final presentation
Prime academy
| 1
90 primary interviews were conducted in Pune with following
demographics…..
Survey Demographics
Total Surveys = 90, Pune
54%
29%
17%
Coaching Institute
None
Prime
academy
Non Prime
69%
27%
4%
Class
X Class
XI Class
Others1
41%
59%
Students
Parents
Survey demographics
| 2
Faculty, recommendation and proximity to home are the key parameters
for selection of a coaching institute
1%
2%
4%
4%
11%
32%
33%
56%
60%
79%
Infrastructure
Online reviews
Fee
Material
Brand image
Teaching methodology
Ranks produced
Proximity
Recommendation
Faculty
Decision making criteria
Number of top-3 mentions, N = 90
Current scenario
Discussion points
 Recommendation from a relative
or someone who has cleared
JEE is one the most important
parameter
 Students give more preference
to faculty and ranks produced
 While parents prefer an institute
near home and rely heavily on
recommendation
Q. Why did you choose your current institute 1 (Please rank top 3 reasons)
1. In case of students who have not joined coaching, what are the criteria you will look while selecting JEE coaching institute ?
| 3
Prime academy has better faculty and teaching methodology
Comparison of top-3 institutes in Pune
1
% of Rank 1, Non-prime students, N = 41
0%
10%
20%
30%
Faculty Fee Teaching
methodology
Ranks
produced
Brand
image
Infrastructure
Prime Academy BT M Prakash academy
1. Determined through primary research
Current scenario
| 4
Brand recall
%, N = 41, Non prime students
Only 20% of the respondents were able to recall the ‘Prime academy
brand’ on top of their mind
20%
59%
10%
11%
Prime Academy
No response
Top of mind
Unaided
Aided
1. Top of the mind is the first name respondent tell us after asking the question
Current scenario
39%
46%
5%
10%
BT
No response
Top of mind
Unaided
Aided
17%
46%
27%
10%
M Prakash
No response
Top of mind
Unaided
Aided
85%
79%
63%
BT > Prime Academy > M PrakashBrand Recall:
| 5
60% of the respondents said online reviews are very important for
decision making when specifically asked for
Current scenario
Importance of online review
Scale 1-5, N = 15
3.7
4.4
3.5
1.0
2.0
3.0
4.0
5.0
Non Prime
Students
None Prime Students
Importanceofonlinereview
Avg. = 4.0
“My decision will be based on online reviews of
people who have cleared IIT. ”
Class X
Non prime student
“There were 2-3 default reviews of prime
academy. It made me think and I am yet to
make a final decision”
-Ankita Tiwari
Class XII student
High
Low
Q. On a scale of 1-5 how important is online reviews for decision making ?(1 is least important 5 is extremely important)
“We do not give importance to marketing
(online included) as the information provided is
not always correct ”
-Nikhilesh Yadav
Parent of Class X student
| 6
32% respondents decision were influenced by marketing; newspaper is
the most influential tool
Overall satisfaction with current coaching institute
in %, N = 90
32%
68%
No
Yes
Marketing tool Influence Importance
Newspaper ads 69%
Posters or banners
at key positions
10%
Pamphlets
distribution
34%
Direct marketing 0%
Online reviews 31%
SMS marketing 0%
Radio ads 21%
TV ads 7%
High Low
Q. Did marketing play an important role in your decision making ? <If yes> Which marketing tool influenced
you the most in making the decision ?
N = 29
Current scenario
| 7
Key influencers
%, N = 90
IITians are the biggest influencer; it is important to create a community
of successful ex-prime students who can refer further students
38%
26%
13%
6%
2%
12%
Key Influencer
Peer Group
Someone who
have cleared JEE
Others
Relative1
Seniors
No advice
64%
1:Relatives had made their opinion from someone who has cleared JEE
Q. Who is the key influencer in your decision making?
Recommendations
Initiatives to build community of
successful ex-prime students
1. Guest lecture and classes to
current students (as done by
VMC)
2. Conduct felicitation ceremony and
seminars with open invitation to
potential parents and students.
This will provide a platform for
interaction.
3. MR survey of successful
candidates and publish the results
in newspapers
4. Conduct FGD ( Focused group
discussion) sessions
5. Referral program for old students
|
4.7
3.7
4.2
4.4
3.4
3.5
Faculty Fees Proximity
Prime Non Prime
Prime academy students are more satisfied with their faculty, fees and
proximity to home than other institutes
Rating on parameters
Scale 1-5, N = 49, N = 15
Importanceofonlinereview
High
Low
Discussion points
 Prime academy has better
faculty, comparatively lower
fees and is located at a more
strategic location
 These are the key reasons for
the satisfaction of Prime
academy students.
www.redseerconsulting.com Query@redseerconsulting.com2011 RedSeer Consulting Confidential `and Proprietary Information©
Flexible in Approach, Firm on Results
Thank You!
Office No. 505, 3rd Floor, Ketki Building,
Behind Bank of India, Near Alka Talkies,
Sadashivpeth, Pune- 411030.
Prime Academy Pune

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Prime academy pune serve

  • 1. www.redseerconsulting.com Query@redseerconsulting.com2011 RedSeer Consulting Confidential `and Proprietary Information© Flexible in Approach, Firm on Results Selection of JEE coaching institute April, 2014 Final presentation Prime academy
  • 2. | 1 90 primary interviews were conducted in Pune with following demographics….. Survey Demographics Total Surveys = 90, Pune 54% 29% 17% Coaching Institute None Prime academy Non Prime 69% 27% 4% Class X Class XI Class Others1 41% 59% Students Parents Survey demographics
  • 3. | 2 Faculty, recommendation and proximity to home are the key parameters for selection of a coaching institute 1% 2% 4% 4% 11% 32% 33% 56% 60% 79% Infrastructure Online reviews Fee Material Brand image Teaching methodology Ranks produced Proximity Recommendation Faculty Decision making criteria Number of top-3 mentions, N = 90 Current scenario Discussion points  Recommendation from a relative or someone who has cleared JEE is one the most important parameter  Students give more preference to faculty and ranks produced  While parents prefer an institute near home and rely heavily on recommendation Q. Why did you choose your current institute 1 (Please rank top 3 reasons) 1. In case of students who have not joined coaching, what are the criteria you will look while selecting JEE coaching institute ?
  • 4. | 3 Prime academy has better faculty and teaching methodology Comparison of top-3 institutes in Pune 1 % of Rank 1, Non-prime students, N = 41 0% 10% 20% 30% Faculty Fee Teaching methodology Ranks produced Brand image Infrastructure Prime Academy BT M Prakash academy 1. Determined through primary research Current scenario
  • 5. | 4 Brand recall %, N = 41, Non prime students Only 20% of the respondents were able to recall the ‘Prime academy brand’ on top of their mind 20% 59% 10% 11% Prime Academy No response Top of mind Unaided Aided 1. Top of the mind is the first name respondent tell us after asking the question Current scenario 39% 46% 5% 10% BT No response Top of mind Unaided Aided 17% 46% 27% 10% M Prakash No response Top of mind Unaided Aided 85% 79% 63% BT > Prime Academy > M PrakashBrand Recall:
  • 6. | 5 60% of the respondents said online reviews are very important for decision making when specifically asked for Current scenario Importance of online review Scale 1-5, N = 15 3.7 4.4 3.5 1.0 2.0 3.0 4.0 5.0 Non Prime Students None Prime Students Importanceofonlinereview Avg. = 4.0 “My decision will be based on online reviews of people who have cleared IIT. ” Class X Non prime student “There were 2-3 default reviews of prime academy. It made me think and I am yet to make a final decision” -Ankita Tiwari Class XII student High Low Q. On a scale of 1-5 how important is online reviews for decision making ?(1 is least important 5 is extremely important) “We do not give importance to marketing (online included) as the information provided is not always correct ” -Nikhilesh Yadav Parent of Class X student
  • 7. | 6 32% respondents decision were influenced by marketing; newspaper is the most influential tool Overall satisfaction with current coaching institute in %, N = 90 32% 68% No Yes Marketing tool Influence Importance Newspaper ads 69% Posters or banners at key positions 10% Pamphlets distribution 34% Direct marketing 0% Online reviews 31% SMS marketing 0% Radio ads 21% TV ads 7% High Low Q. Did marketing play an important role in your decision making ? <If yes> Which marketing tool influenced you the most in making the decision ? N = 29 Current scenario
  • 8. | 7 Key influencers %, N = 90 IITians are the biggest influencer; it is important to create a community of successful ex-prime students who can refer further students 38% 26% 13% 6% 2% 12% Key Influencer Peer Group Someone who have cleared JEE Others Relative1 Seniors No advice 64% 1:Relatives had made their opinion from someone who has cleared JEE Q. Who is the key influencer in your decision making? Recommendations Initiatives to build community of successful ex-prime students 1. Guest lecture and classes to current students (as done by VMC) 2. Conduct felicitation ceremony and seminars with open invitation to potential parents and students. This will provide a platform for interaction. 3. MR survey of successful candidates and publish the results in newspapers 4. Conduct FGD ( Focused group discussion) sessions 5. Referral program for old students
  • 9. | 4.7 3.7 4.2 4.4 3.4 3.5 Faculty Fees Proximity Prime Non Prime Prime academy students are more satisfied with their faculty, fees and proximity to home than other institutes Rating on parameters Scale 1-5, N = 49, N = 15 Importanceofonlinereview High Low Discussion points  Prime academy has better faculty, comparatively lower fees and is located at a more strategic location  These are the key reasons for the satisfaction of Prime academy students.
  • 10. www.redseerconsulting.com Query@redseerconsulting.com2011 RedSeer Consulting Confidential `and Proprietary Information© Flexible in Approach, Firm on Results Thank You! Office No. 505, 3rd Floor, Ketki Building, Behind Bank of India, Near Alka Talkies, Sadashivpeth, Pune- 411030. Prime Academy Pune