my internship report

1. 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

2. 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.

3. 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 interacting
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 valuable
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.

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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

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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 STRUCTUREOF COMPETITOR 24
8.3 MARKET SHARE ANALYSIS 25
9 BUSINESS DEVELOPMENT AT SOUTH DELHI CENTRE 28
10 RESEARCH METHOLOGY 30
11 CUSTOMER SATISFACTIONSURVEY 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

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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 ofmarketing strategies used bydifferent 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 ofthe 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.

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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
onshaping 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.

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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 betaken into consideration during the courseofthe 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.

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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 Companycovers Delhi NCR region, it doesn’tgo 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

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CHAPTER 1
CL EDUCATE LTD.

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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
choosethe 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 fivethreetwo 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

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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 traditional
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 corporatepersonality.
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 courseare 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.

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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.

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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 classroomprogrammed.
TOOLS TO ENABLE STUDENTS
1. For after graduation program (M.B.A)
 Test Gym
 All India TestSeries
 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 TestSeries
 SIS
 ONLINETEST
 ANALYSIS
 STUDY KIT
 BOOKS REFERENCE
 MATERIAL
 WORKSHEETS
 CLASS ASSESMENT TESTS
 57 MOCK TESTS
 G.D/P.I
 TRAINING
 SIMULATED TESTS

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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

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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 schooland 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 productand services we offer.
d)Distribution of pamphlet in the college campus or in front of the gate.
 Direct Sales:

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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 backboneofthe whole marketing strategy ofthis
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 ofthe 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

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CHAPTER 2
IDENTIFING COMPITITORS

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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

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Competitors Reach
T.I.M.E. NATIONAL
Alchemist DELHI/GURGAON
MBAGURU DELHI/NCR & Lucknow
Pratham DELHI
Edumentor DELHI
IMS NATIONAL
COMPETITOR’SPRODUCTS (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

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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 corporatejobs 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
22
9
36
5
53
1
78
7
38
0
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

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CHAPTER 3
MARKET LEADER
ANALYSIS

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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. Fora 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 productfor both for postgraduate 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 productis 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

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7. Correspondence Programme- Students who are unable to attend the regular
classroomcoaching. Extensive coursematerial with inputs on how to prepare,
doubtclearing 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

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FEE STRUCTURE
T.I.M.E FEE STRUCTURE
For 2016-17batch-52450 Rs.
For weekendbatch-58450Rs.
For crashcourse-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 discountif last year catscoreis in between 90-96 % & if a student’s
gives referral codethe 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
MarketShare of MBA
Approx Total Market Size = 11000 Nos. (On the basis of No. of Enrollments)
career launcher
36%
TIME
30%
IMS
9%
MBA Guru
25%
STUDENTS ENROLLED IN MBA

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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
MarketShare 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 launcher
25%
IMS
12%
edumentor
28%
smart careers
27%
TIME
8%
SALES IN UNDRE GRADUATE PROGRAM

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Positive for organization Negative for organization
Internal
Factor
STRENGTHS:
 Brand Image and Trust
 Quality of faculty
 SIS a/c (online)
 Study Material
 Direct approachto 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

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CHAPTER 4
BUSINESS DEVELOPMENT
AT SOUTH DELHI CENTER

29. 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 Snowballtechnique.
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.

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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 Toolused: Factor Analysis
6. Purpose of Analysis: To extract the most relevant factor of CL
competitor’s.

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CHAPTER 5
CUSTOMES SATISFACTION
SURVEY

32. 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. 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 coursehelped 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
career
launcher
IMS TIME edumentor pratham alchemist other
on mind
on mind

34. 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 coursedid 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
awareof Career Launcher beforejoining the institute
aware of Career Launcher before joining the institute

35. 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 BBA
EXPRESS(MGL)
Test Series
courseenrolled for
course enrolled for

36. 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 mostabout Careers Launcher
like most about Careers Launcher

37. 37
INTERPRETATION:
66% of student know Career Launcher from past EX-CL students, 2% know from
schoolcounselling, 9% know from sample paper outside board center
, 0% know from tuition center.
ANALYSIS:
That means EX-CL strudents is the bestway 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 paper
outside board
activity
news paper
Series 1
Series 1

38. 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 chooseCareer
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 seniorstudents while making a career decision

39. 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 choosingthe coaching
institute
Q8: What are the bestpoints 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 droveyour decision to choose
Career Launcher
Counseling at your center drove your decision to choose Career Launcher

40. 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. 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 importantinformation
timely
center manager communicate important information timely

42. 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. 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
sufficientnumbers of classes wereallotted for all the
subjects
sufficient numbers of classes were allotted for all the subjects

44. 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. 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 rateoverall faculty
How do you rate overall faculty
0
5
10
15
20
25
30
very good good average poor
study material
study material

46. 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. 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 yourproblems/ issues taken seriously

48. 48
CHAPTER 6
LEARNING FROM THE PROJECT

49. 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, acontinuous checkover 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 responserather 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. 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. 51
CHAPTER 7
CONCLUSION AND
RECOMMENDATION

52. 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 becausefamiliar 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. 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 coursedid 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. 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 chooseCareer
Launcher.
o Disagree
o Neutral
o Agree
Q8: What are the bestpoints 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. 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. 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. 57
REFERENCES

58. 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