TABLE OF CONTENT

S. No. Content Page No.

1 Introduction
1.1 Introduction of company 2
1.2 Founders of CL Educate 3
1.3 Introduction of Project 4
1.4 Product Features 5
1.5 Objective of study 7

2 Review of Literature
2.1 Literature Review 8
2.2 Business development strategies 9
2.3 Promotiona Strategies 11
2.4 Segmentation,Targeting & Positioning 15
2.5 Competitor Analysis 16
2.6 Competitor Reach 16
2.7 Market Leader Analysis 19
2.8 SWOT Analysis 22

3 Research Methodology
3.1 Need of Study 23
3.2 Objective of study 23
3.3 Questionnarie 24
3.4 Data Collection methods 24
3.5 Sampling Design 24

4 Data Analysis and Interpretation

4.1 Data Anlysis and Interpretation 25
4.2 Learning from project 33

5 Findings 35

6 Conclusion and Recommendation 36

7 Refrences 37

8 Questionnarie 38

1|P a g e
 INTRODUCTION

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 on shaping 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 July 15, 2017, we had 225 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.

VISION:

To be best-in-class Education Company globally admired for developing affordable

education , preparation and sustainable value to all customers.

MISSION:

• Providing best suitable education .

• Nurturing students talent with care.
• Adopting innovative practices for educational excellence.
• Focusing on continuous growth and diversification.

OBJECTIVE:

• Finding out new products & courses in the industry.

• Business development of company
• Finding products of the 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

2|P a g e
3|P a g e
About the Project- “Market Analysis & Competitor Analysis of CL
Educate Ltd.”

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, BULLS
EYES and EDU CORP 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 be taken into consideration during the course of the 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.

4|P a g e
Product features:

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 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 corporate personality.

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 course are
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.

5|P a g e
Products & Prices:

PRODUCT PRICE
 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 2018 (W/D) 47,900
 MBA 2018 (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 225 locations across India.

Additional Features Provided by CL Educate:

For after graduation program (M.B.A)

· Test Gym
· All India Test Series · Smart Cat Cracker · SIS

For UNDER graduation program (LAW, Magic lamp)

Mobile App
CLAT mobile app
GK foundation app
Smart CLAT Cracker
IIM Profiler
PracticeTest Gym
All India Test Series

6|P a g e
Objective Of Study:

• To understand the promotional strategies used by market leaders & identifying the
strategy best suited for the organization.
• Critical Competitor analysis to make peer comparisons of the companies strategies.
• To Cricitally analyze the Feedback regarding the existing products of CL Educate
Ltd.

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:

Reach - The Company covers Chandigarh Tricity region, it doesn’t go beyond that.

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.

7|P a g e
Review Of Literature

 Indian Educational Review

Half-yearly journal of education research

JULY 2016 VOLUME-49 No. -2
This research outline the current marketing trend of Indian Education (basically
Bachelor’s Programme).The findings reported to make a valuable contribution
to the awareness of Indian education market.

 Sujit Bhattacharyya

Chief Digital Officer (CDO),Career Launcher

The aim of the research was to know the perception of Professional Education
in India. The findings contributed to have a clear picture regarding the Indian
Perception regarding the Professional Education.

 Sreenivasan .R

Chief Customer Officer (CCO),Career Launcher

The objective of the research was to know the diversification of the Private and
Government recognized Institutes . The Findings reported a valuable
contribution make a clear framework about the organizations providing
preparetory products .

How the private organizations are coming with the different technical aspects
regarding the mentoring programme (basically for CAT,LAW).

8|P a g e
Business development strategies:

As a part of business development strategy various activities like Board center activity, public
relations, would be conducted throughout Chandigarh Tricity 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 school and 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 product and services we offer.
d)Distribution of pamphlet in the college campus or in front of the gate.

Direct Sales:

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
9|P a g e
get to attract with very interested candidates.

Board Center Activity:

This is an activity, which forms the backbone of the whole marketing strategy of this
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 of the 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.

10 | P a g e
INTRODUCTION TO PROMOTIONAL STRATEGIES

The major work that I was assigned was to understand the company objectives, its customers,
company limitation and then to decide a marketing strategy for the organization which would
increase its brand awareness and ultimately lead to its business development.

There are basically two categories of sales promotion:

Above the line sales promotion

Above the line is a type of advertising through media such as TV, cinema, radio, print,
banners and search engines to promote brands. Major uses include television and radio
advertising, web and Internet banner ads. This type of communication is conventional in
nature and is considered impersonal to customers. It differs from Below the line advertising,
which believes in unconventional brand-building strategies, such as direct mail and printed
media (and usually involve no motion graphics).These strategies require huge amount of
investments and are majorly Capital intensive.

11 | P a g e
Below the line sales promotions

These are short-term incentives, largely aimed at consumers. With the increasing pressure on
the marketing team to achieve communication objectives more efficiently in a limited budget,
there has been a need to find out more effective and cost efficient ways to communicate with
the target markets. This has led to a shift from the regular media based advertising. These
strategies involve high level of ground work involving manpower and hence are more of
Labor intensive.

12 | P a g e
Before starting promotions, sales forecast is done to decide the amount to be spent on the
promotions based on the revenue expected from the product. Successful advertising depends
on knowing the preferred methods and styles of communications of the target markets that
has to be reached with the ads.

13 | P a g e
STEPS FOR DEVELOPING PROMOTIONAL STRATEGY :

The steps involved in developing strategies for SMART CAREERS can be enumerated as:-

1:Understanding company objective

2: STP of the organization
3:Analysing competitor promotional strategy
4:Analyzing organization limitation
5 : Selecting effective methods

UNDERSTANDING COMPANY OBJECTIVE:

Major objective of Smart Careers for conducting promotions are:-

 Understanding consumer buying behavior & their needs

 Hit the target audience in cost effective manner
 Create Brand Awareness for the company nationally.
 Create competitive advantage
 Increase in the customer base
 Positioning for company in the mind of target audience
 Generating sales

14 | P a g e
SEGMENTATION, TARGETING & POSITIONING OF CL EDUCATE:
SEGMENTATION :

A segment is a group sharing one or more characteristics that cause them to have similar
product and/or service needs.
A true market segment meets all of the following criteria:
• It is distinct from other segments (different segments have different needs) • It is
homogeneous within the segment (exhibits common needs) • It responds similarly to a market
stimulus • It can be reached by a market intervention

BASIS OF SEGMENTATION

Segmentation of an organization can be done depending on many variables:

 Demographic • age ,gender , family life cycle, education , income, occupation •
socioeconomic, religion, nationality , language
 Geographic : Region ,country , Climate
 Psychographic • Attitude , personality ,life style Behavioral • product usage rate,
brand loyalty, product end use • readiness-to-buy , profitability, income status

SEGMENTATION :

Smart Career defines its segment on the basis of Demographic Variables, i.e. age, education
and income. The management coaching is provided at undergraduate level, so students are
required to be segmented on their age i.e.; 17-18 age group, their educational specialization
i.e. Science, Commerce, and Arts etc. Income of family helps to segment the students and
thus facilitates Smart Careers to plan its target audience more accurately.

TARGETTING :

For any organization serving all the segments is not possible , so specific segments have to be
targeted which can be most beneficial for the organization .Smart Careers decides its target
audience to be students of Class 12th which comprises of commerce students who are
interested in management courses, that is, mainly students who do not expect a percentage
beyond 95%. Apart from this, students with specific interest in Law, Media, Hospitality, etc.
are also targeted .The parents of these students act as the Opinion leaders and Decision
makers & at a later stage in the season as target audience too.

POSITIONING :
It is the process by which marketers try to create an image or identity in the minds of their
target market for its product, brand, or organization. Most of the competitors serve more than
one segment, with no clear positioning of a specialist management coaching institute. Many
players have positioning in terms of Quality-Prices model, others on basis of faculty and so
on, but no player in the market specifically focuses on management coaching at
undergraduate level. This forms as the core advantage of the product and the service provided
at Smart Careers. So, the company decided to position itself as the “Only specialist institute
for management coaching at undergraduate level”

15 | P a g e
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)

Competitors Reach:

NAME: LOCATION:

T.I.M.E NATIONAL

BULLS EYES CHANDIGARH,PUNJAB,HARYANA

EDU CORP. DELHI/GURGAON,CHANDIGARH

16 | P a g e
COMPETITOR’S PRODUCTS :

NAME: PRODUCTS:

T.I.M.E CAT,Management, LAW, H.M, CSAT,

IIT-JEE/ENGINEERING, BANK EXAMS
ETC.

BULLS EYES CAT, Management

EDU CORP. CAT, Management, LAW,BANK EXAM

ETC.

 ABOUT EDU CORP.

Edu Corp. is having 3 centers across Chandigarh 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 BULLS EYES:

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.

BULLS EYES is showing that Leader in Adaptive Preparation for 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.

17 | P a g e
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 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 corporate
jobs to pursue their dream and passion.

18 | P a g e
MARKET LEADER ANALYSIS

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.

EDU CORP. :

1. An institute, having 3 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. For a normal management package there are total of 13 modules.

5. 3 hours test are lined up in a week.

Their marketing mix:

• PRODUCT – It has product for both for post graduate 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 product is 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. Conducting the scholarship test for every candidate who gets into TIME. It depends
on students’ performance of getting the fee waiver from 0-90%

4. If we consider CP as research location then they are running the CAT 2017-18 classes
at Chandigarh 35 & CAT 2017-18 classes at Chandigarh 34.

5. Classroom courses- Super Long Term-for more than 12 months Long Term-3-12
months Crash course- less than v3 months

6. Correspondence Programme- Students who are unable to attend the regular

19 | P a g e
 classroom coaching. Extensive course material with inputs on how to prepare, doubt
clearing and AIMCATs are all part of programme.

7. Faculties comprises experienced post graduates & graduates from IITs,IIMs,XLRI

etc.

8. 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

BULLS EYES:
1. It is having 5 centres in Chnadigarh

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, Workshopsvedic maths &
vocab+rc

FEE STRUCTURE

T.I.M.E FEE STRUCTURE:

 For 2017-18 batch- 52450 Rs.

 For weekend batch-58450 Rs.
 For crash course-24500Rs. (expected)

EDU CORP. 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

20 | P a g e
BULLS EYES FEE STRUCTURE:

 For new batches-INR 47000

 They are giving a discount if last year cat score is in between 90-96 % & if a student’s
gives referral code the 4000 would be discounted.

Approx Total Market Size = 11000 Nos. (On the basis of No. of Enrollments)
Career Launcher : 36%
TIME : 30%
EDU CORP. : 9%
BULLS EYES : 25%

STUDENTS ENROLLED IN MBA:

Name of Institute : No. of Enrollment :

Career Launcher 3500
T.I.M.E 3000
Bulls Eyes 2500
Edu Corp. 1000

21 | P a g e
SWOT ANALYSIS:

Positive for organization Negativefor organization

Internal Factor STRENGTHS: WEAKNESSES:

 Brand Image and Trust  Operations

 Quality of faculty  Scheduling Asset
 SIS a/c (online)  Heavy business
 Study Material  High prices
 Direct approach to the
customer.
 Customer satisfaction.
 Strong network.
 Digital Education

External Factor OPPORTUNITIES: THREATS:

 It has many products  Uncertainty

capturing all sectors  Changing Patterns
information so it has  Unstructured market
an opportunity to  Competitor Pricing
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)

22 | P a g e
RESEARCH METHODOLOGY:

NEED OF THE STUDY:

To Extract the most relevant factors of CL competitor’s and study the market of CL Educate.

OBJECTIVES OF THE STUDY:

1. To understand the promotional strategies used by market leaders & identifying the strategy
best suited for the organization.
2. Critical Competitor analysis to make peer comparisons of the companies strategies.
3. Feedback regarding the existing products of CL Educate Ltd.

Determine units/projects and

Set Objective employees to be surveyed
(sampling)

Determine a time frame to Determine Data Design the

conduct the survey Collection Methods questionnaire

Data Collection Data Analysis Disseminate Results

Recommendations and
Corrective Actions

23 | P a g e
Questionnarie
As we know that the most convenient kind of measure to use for almost any psychological
purpose is a pencil-and-paper test in the form of a questionnaire. Such tests can be given
cheaply and quickly to large groups of people, hence used in our survey is a questionnaire
prepared keeping in mind five major criteria affecting satisfaction of an employee in our
organization.

Types of Questionnaire:
We have used a close ended questionnaire revealing the intentions and results of the
survey to both parties involved.

Research Design: Exploratory Research and Descriptive Research

Data Collection :
Sources of Data Collection:
Primary Data

 Customer Satisfaction Survey

 One to One telephonic Interview
 On location Councelling
Secondary Data

 Internet
 Newspaper and Editorials

Sampling Design :

 SamplingTarget: The sample was targeted in Chandigarh Region.

 Target respondents: Prospective unbiased customers (Students and Parents) who

have taken services recently or about to take similar services in the near future.

 Sample size: The sample size is of 150 respondents

 Sampling Method : Stratified Random sampling

 Analysis Tool used: Factor Analysis

 Sampling Unit : Students and Parents.

24 | P a g e
DATA ANALYSIS AND INTERPRETATION :

Q1. Which course did you enroll for ?

• CAT/Management
• LAW
• Media
• H.M
• Others

Enrollment
CAT/Manage
ment
Law

Media

H.M

Others

Interpretation:

The data shows that 58% enrolled for LAW, 22% for CAT,11% for H.M, Media 8% and
others 1%.

Analysis:
Majority of students enroll in CL for LAW and CAT.

25 | P a g e
Q2. What did you like most about Career Launcher?

• Faculty
• Test Series
• Study Material
• Others

Like Most
Faculty

Study
Material
Test Series

Interpretation:
Data shows that 55% likes Test Series,30% likes Faculty,10% likes Study Material and 5%
others.

Q3. Did you get proper motivation from teachers?

 Yes
• No

Motivation

Yes
No

Interpretation:
Data shows that 72% students gets Motivation from teachers where 28% don’t.

Analysis:
26 | P a g e
Teachers are good Motivators.
Q4. Did the Higher Authority communicate important information timely.

• Always
• Never
• Only when asked

Circulation of Information
Always

Never

Only when
asked

Interpretation:
Data shows that 55% students says that the higher authority communicate all information
regularly , 35% says that information is provided only if asked.

Analysis:
Higher authority are more likely to circulate informations to the students.

Q5. Was Syllabus of all subject finished on time?

• Yes
• No

Syllabus Coverage

Yes
No

Interpretation:
27 | P a g e
Data shows that mostly the syllabus is covered on time.

Q6. Did the faculties helps in solving ther doubts?

• Yes
• No

Doubts Solving

yes
no

Interpretation:
Data shows that doubts are resolved by the faculties in efficient manner .

Q7. Do you think sufficient classes were alloted for all

subjects?

• Yes
• No

Sufficient classes for all subject

Yes
No

Interpretation:
Data shows that there were sufficent classes alloted for all subjects.

28 | P a g e
Q8. Were classes held on time?

• Yes
• No

Classes held on time

Yes
No

Interpretation:
Data shows that mostly the classes are held on time as 75% says yes where 25% says no.

Q9.How do you rate overall faculty?

• Good
• Very Good
• Poor
• Average

Faculties

Good
Very Good
Poor
Average

Interpretation:
Data shows that Faculties are 29% very good,43% Good,14% Aveage and rest 14% as Poor.

29 | P a g e
Analysis : CL do have experienced faculties but they need to train faculties to meet the
expectation of students
Q10. How do you rate Study Materials?

• Good
• Very Good
• Average

Study Materials

Good
Very Good
Average

Interpretation:
Data shows that 71% students rated Study Material as Good, 14% as Very Good rest 15% as
Average.

Analysis: CL provides adequate Study Maretial which are efficient for the students.

Q11. How do you rate Test Series?

• Good
• Very Good
• Average

Test Series

Good
Very Good
Average

Interpretation:
Data shows that 55% Students rated test series as Good,40% as Very Good and 5% as
Average.
30 | P a g e
Analysis: CL Test Series are effectieve for the students and hence liked by the students.
Q12. How do you rate Infrastructure?
• Good
• Average
• Poor

Infrastructure

Good
Average
Poor

Interpretation:
Data shows that 57% rated CL Infrastructure as Poor,32% as Average and 11% as Good.

Analysis: Cl must improve their infrastructure as the class rooms must have sufficient spaces
and facilities for better environment.

Q13. Were the problem/issues taken seriously?

• Yes
• No

Problem taken Seriously

Yes
No

Interpretation:
Data shows that 57% students says that Yes their problems were taken Seriously and 43% are
against.
31 | P a g e
Analysis:Faculties must provide the adequate solution for the problems to encourage
students.
Q14. Do you like the management of Career Launcher?
• Yes
• No

Like Management of CL

Yes
No

Interpretation:
Data shows that 60% are in favour of Management whereas 40% are against Management.

Analysis: Most of the students like the Management of Career Launcher.

Q15. Will you refer Career Launcher to your Friends/Relatives in future?

• Yes
• No

Refer CL to Friends/Relatives

Yes
No

Interpretation:
Data shows that 71%wants to refer Career Launcher to their Friends/Relatives.

Analysis: Career Launcher is likely to be referred by their students .

32 | P a g e
LEARNING FROM THE PROJECT
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, a continuous check over 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
response rather 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:

 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.

33 | P a g e
Other Learning:

 Grooming personality
 Time management
 Team management skills
 Team player & leadership skills
 Communication & interpersonal skills

34 | P a g e
FINDINGS:

1. Research shows that majority of students enrolled opted for BBS/BBA (Management)
course .Development of this particular product stream can be thought of as it accounts
for almost 80% revenue generation.

2. Since Media & B.C.A products did not get enough public response, new streams such
as fashion designing, M.B.A, B.Eled. , Bank P.O, etc. courses can be considered for
inclusion in the product range.

3. After interviewing parents it was found that the major factors which influence their
decision of choosing a coaching institutes are :
• Quality of education ( past records , brand image )
• Product price
• Infrastructure
• Course features
• Faculty qualification
• After sales service

4. Tools like sponsoring events, conducting school counseling and conduction of carries
counseling seminars may increase the interaction of students with the organization.

5. According to the students, the syllabus of most of the subjects was not completed on
time and sufficient number of classes was also not allocated to most of the subjects.
This has led to students not referring Smart Careers to their friends and relatives; this
is a very serious issue on which Smart Careers has to pay much heed on.

35 | P a g e
Conclusion & Recommendation:

• 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 because familiar 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.

36 | P a g e
References:
 Booklets:
• Information booklet of career launcher
• Information booklet BULLS EYES.
• Information booklet of T.I.M.E
• 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://edumentor.co.in/
• http://bullseyes.com
• http://www.time4education.com/cat14home.asp

37 | P a g e
Questionnarie:

Q1. Which course did you enroll for ?

• CAT/Management
• LAW
• Media
• H.M
• Others

Q2. What did you like most about Career Launcher?

• Faculty
• Test Series
• Study Material
• Others

Q3. Did you get proper motivation from teachers?

• Yes
• No

Q4. Did the Higher Authority communicate important information timely.

• Always
• Never
• Only when asked

Q5. Was Syllabus of all subject finished on time?

• Yes
• No

Q6. Did the faculties helps in solving ther doubts?

• Yes
• No

Q7. Do you think sufficient classes were alloted for all

subjects?

• Yes
• No

Q8. Were classes held on time?

• Yes
• No
38 | P a g e
Q9.How do you rate overall faculty?

• Good
• Very Good
• Poor
• Average

Q10. How do you rate Study Materials?

• Good
• Very Good
• Average

Q11. How do you rate Test Series?

• Good
• Very Good
• Average

Q12. How do you rate Infrastructure?

• Good
• Average
• Poor

Q13. Were the problem/issues taken seriously?

• Yes
• No

Q14. Do you like the management of Career Launcher?

• Yes
• No

Q15. Will you refer Career Launcher to your Friends/Relatives in future?

• Yes
• No

39 | P a g e
\

40 | P a g e