Marketing of educational services has become important due to increasing competition between institutions. Educational institutions need to differentiate their products and services to attract students. Marketing strategies for educational institutions include understanding customer needs and criteria for selection. The marketing mix for educational institutions consists of the 7Ps - product, price, place, promotion, people, physical evidence, and process. Case studies of educational marketing include MT Educare, which has expanded from small coaching classes to over 162 centers across countries through diversification, branding, and innovative promotional activities like helplines and orientation programs. Future scope of educational marketing includes leveraging the internet and e-learning.

1. Marketing of Educational
Services

2. Education
 Education in its broadest sense is any act
or experience that has a formative effect on
the mind, character, or physical ability of
an individual.
 Education is the process by which society
deliberately transmits its accumulated
knowledge, skills and values from one
generation to another through institutions.

3. Need for Marketing
Educational services
 Need to ―market‖ their services has not
really been felt by the educational
sector
 This is because there is always
Demand>Supply
 But in the recent years, there is a shift
in trends

4. Cont…
 Large number of institutions for
specialized fields have been set up in
the recent years for fields like
Management and computer education
 This has lead to increase in
competition

5. Cont…
 This makes them come face to face
with questions like
 Product differentiation,
 product extension,
 diversification
 and service integration

6. Education as a service
 Services are those separately
identifiable, essentially intangible
activities, which provide want
satisfaction and are not necessarily
tied to the sale of product another
service

7. Cont…
 Education as a service can be said to
be providing an intangible benefit
(Increment in knowledge, aptitude,
professional expertise, skill) produced
with the help of a set of tangible
(infrastructure), and intangible
(faculty expertise and learning) aids.

8. Points to be noted
 A consumer may have tangible
physical evidence to show for
the service exchange transaction
 But the actual benefit accrued is purely
intangible in nature
 Education is a service which is geared
primarily to the consumer market

9. Characteristics
 Intangibility
 Perishability
 Inseparability
 Other

10. Intangibility
 Education is an Intangible dominant
service—Impossible to touch, see or feel
Standardization is difficult
 Lack of Standardization opens up
marketing opportunity of differentiated
need based course packages
 Education as a service cannot be patented

11. Perishability
 Production and consumption are
simultaneous activities
 No inventories can be made up
Eg:- A lecture scheduled cannot be
stored

12. Inseparability
 It is impossible to separate a service from
the provider
 There is a need for the service provider to
be present when the service is to be
performed and consumed
 This limits the scale of operations—The
number of providers available would define
the number of simultaneous performances
possible

13. Other Characteristics
 High Fixed cost, Low Variable Cost
 Specialized and need based
 Competition
 Customer limitations
 Lack of ownership
 Heterogeneity

14. Marketing Strategies
::::Before Deciding on the Marketing Mix,
Educational Institutes should answer
certain basic Questions::::
 What Business are we in?
 Who are our customers and What
benefits they seek?

15. Cont…
 Criteria that students apply:-
 Reputation of the institute
 Number of applicants keen to enroll in the
course
 Past success rate of placement
 Faculty expertise
 Width of specialization offered
 Infrastructural facilities
 Fees

16. Cont…
 How can we build or defend our
competitive position?
 What is our entry strategy?
 How should we offer new service
offers that help/strengthen the
competitive position?

17. Marketing Mix
MARKETING
MIX
ADULT
EDUCATION
ELEMENTARY
EDUCATION
SECONDARY
EDUCATION
VOCATIONAL
EDUCATION
HIGHER
EDUCATION

18. 7 P‘s
Marketing
Mix
Product
Price
Place
PromotionPeople
Physical
Evidence
Process

19. Product
 Range-
 Quality Level-
 Brand Name-
 Post Transactional Service-

20. Price
 Level
 Discounts (Scholarships)
 Allowances
 Commissions
 Payment Terms
 Consumers percived value
 Quality/price relationship

21. Place
 Location
 Accessibility
 Distribution Channels
 Distribution Coverage

22. Promotion
 Advertising
 Personal selling
 Sales promotion
 Publicity
 Public relations

23. People
 Personnel
 Training
 Commitment
 Incentives
 Attitudes
 Degree of involvement
 Customer contact

24. Physical evidence
 Environment
 Furnishings
 Layout
 Noise levels
 Facilitating goods

25. Process
 Polices
 Procedures
 Mechanism
 Employee discretion
 Customer involvement
 Flow of activities

26. Case Studies

27. Case Study: MT Educare
 Founded in 1984 in Mulund, Mumbai as small
coaching classes as Mahesh Tutorials
 Vision : GREAT ( Global Reach in Education And
Training)
 Now 162 centers across Maharashtra, Gujarat,
Tamil Nadu, Karnataka and Dubai
 Turnover in 2012-13 : 1.28
billion (US$20 million)
 1000 Teachers, 51000 students and 1200 support
staffs

28. MT Educare Pvt. Ltd.
 Courses offered
 Std. 9th & 10th (English & Marathi medium)
(SSC, ICSE, CBSE boards)
 Science tutorials for Std. 11th and 12th
 Commerce tutorials from Std. 11th to C.A.
 Engg. & Medical Entrance tests
 Corporate training
 English language & personality development
 Training in banking programmes
 Diversification: ‗Little Tigers‘ ( Nurseries),
 Main stream education: College at Manglore.

29. Marketing strategies
 Positioning : One stop solution provider for all
educational and training needs
 First coaching class to have tied-up with foreign
educational body Cambridge International
Examination (CIE) to secure their FDI.
SKCM International school in Ghatkopar.
(CPT,IIT/CET etc.)
 First coaching class to start its own IPO in 2010
 Mahesh Shetty as brand: ‗Visionary Entrepreneur‘ to
‗Corporate Entity‘

30. Promotions
‗HUM SE PUCHHO‘
 Helpline for students appearing for board exam
(SSC,ICSE,CBSE, and HSC (commerce)
 24hrs assistance for students to solve their last
minute doubts and boost their confidence level
 Period : 4th March to 20th March 2009
 10 Lines for English & 5 for Marathi medium SSC
students
 www.humsepuchho.com

31. Other promotions
 Orientation Program
 Personal counseling of each student & parents
 Distressing sessions
(Music therapies, Meditation programs, Farewell
Parties, Felicitation Event in 5 Star hotels)
 Events, Picnics, Extra-curricular activities
 E-Testing (MHT-CET, CBSE online, CA-CPT,
AIEEE, IIT-JEE)
 CSR activities : Aasara, Ehsaas, Amcha Ghar,
SaNiSa.

32. Events in MT Educare
SEEYA’ 08 AFAE’ 08

33. Commerce events
AFAE’ 08
(Commerce)
ONYX Annual
Function

34. General Advertising Methods
 Outdoor media: Boards, hoardings, banners,
stick- bills. Etc
 Print media: Newspapers, Magazines,
Newspaper inserts, pamphlets, Brochures etc.
 Television ads: Local cable ads
 Events : Picnics, Annual functions, Farewell,
Felicitation etc.
 Sponsorships to events and festival mandals
 Add on services : Counseling, ‗Gurukul‘ system
 Providing bags, caps, t-shirts, pens, books,
note-books with institute‘s name printed on it

35. Brand Creation & Recall
STUDY NOTES BAG

36. Education expos
(One roof concept)
TIMES EDU.EXPO
INDIA
EDUCATION EXPO CHINA

37. Future scope of Education Mktg.
 INTERNET
 Mingle Box website
- Preparation for CET,CAT entrance tests
- Reaching 250 cities through Mobile, Televisison
adding the value chain
 RCOM & Dial net- To launch academic modules
 E- Learning
 SMS Marketing

38. Conclusion
 Long journey: ‗GURUKUL‘ system to
‗E-learning‘
 Indian Human Resource – Most admired all over
the globe. Working in major MNC‘s
 ‘EACH ONE TEACH ONE’

39. Thank You