SUMMER INTERNSHIP PROGRAM|2020

PROJECT REPORT

ON

“DIRECT MARKETING STRATEGIES AND CUSTOMER

EXPERIENCE BY PROVIDING DIFFERENT SERVICE FOR
EDUMENTOR EDUCATIONAL SERVICES”

Submitted By:

Vineet Jain

19BSP3231

Name of the organization:

EDUMENTOR EDUCATIONAL SERVICES

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 SUMMER INTERNSHIP PROGRAM|2020

REPORT

ON

DIRECT MARKETING STRATEGIES AND CUSTOMER

EXPERIENCE BY PROVIDING DIFFERENT SERVICES FOR
EDUMENTOR EDUCATIONAL SERVICES

By-

Vineet Jain

(19BSP3231)

Name of the Organization:

EDUMENTOR EDUCATIONAL SERVICES

A report submitted in partial fulfilment of

the requirements of

PGPM Program of
IBS Gurgaon

Prof. Divya Vyas Mr. Vikas Jain

Faculty guide Founder

May 25, 2020

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AUTHORISATION

I Vineet Jain, here by state that this project work entitled “DIRECT MARKETING

STRATEGIES AND CUSTOMER EXPERIENCE BY PROVIDING DIFFERENT

SERVICE FOR EDUMENTOR EDUCATIONAL SERVICES”, is an original piece of

work done and submitted by me as partial fulfilment of the requirement of PGPM Program of

IBS Gurgaon”. It is not submitted to any other university or institution for the assessment of

any Degree/Diploma certificate or published any time before, any resemblance to earlier

project or research work is purely coincidental. It is totally based on hard work and creativity.

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ACKNOWLEDGMENT

I would like to express my heartfelt gratitude to all the people who have been a constant
source of guidance and support during the entire course of internship with EduMentor
Educational Services. I am deeply grateful to the entire management of “IBS-GURGAON”
for giving me an opportunity to experience the practical aspect of life.

 With great pleasure, I express my heartiest thanks to Prof. Divya Vyas. Without her
guidance, co-operation and motivation this project would not have been complete.

 To Mr Vikas Jain, Founder of EduMentor Educational Services for giving me an

opportunity to work on this project in their organization.

 I would like to convey my sincere thanks to all those who have directly or indirectly
helped me to accomplish my goals. I would like to thank all my senior members of
the organization for putting their trust in me and assigning me trustworthy tasks.

 To Mr. Akhlas Usmani, head of business development of the EduMentor Educational

Services and Ms. Deepshika Chaudhary, zonal head (NCR-Region) who has acted
as a source of inspiration and motivated me to move beyond my comfort boundaries.

 Last but not the least I would like to thank my parents and my friends who have been
the pillar of strength for me in all the phases of life.

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TABLE OF CONTENTS

TOPIC PAGE NO.

Abstract 8

Executive Summary 9

Abbreviations 11

Aim of the project 12

1. Introduction 13
 Introduction 13
 About EduMentor 15

2. Flow of students in EduMentor 19

3. Company product details 22

4. Company marketing strategies 28

5. Analysis of various competitors 35

 List of competitors 35
 Methodology 36
 Competitor’s Product 36
 Competitor’s reach 37
 SWOT Analysis 38

6. Project Description 39
 STP 40
 Methods Suggested 42
 Operations 47

7. Work Area 49

8. Recommendation 74

9. Conclusion 75

10. References 76

11. Annexure 77

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List of Figures

Figures Name Page No.

Fig 1 Career Options 14
Fig 2 Company Structure 15
Fig 3 Student flow in EduMentor 18
Fig 4 Marketing 19
Fig 5 Sales Process 20
Fig 6 Marketing Mix 29
Fig 7 Products/Services 30
Fig 8 Promotional Strategy 33
Fig 9 Competitors’ Products 36
Fig 10 Competitors Reach 37
Fig 11 STP 40
Fig 12 Steps involved in BCA 45
Fig 13 Sales Process 46
Fig 14 Letter of Commitment 53
Fig 15 End Result of BCA 56
Fig 16 MIS 59
Fig 17 Fee Recovery Report 60
Fig 18 Steps in Fee Management 61
Fig 19 Fee Receipt 62
Fig 20 Fee Record 63
Fig 21 Students Feedback 64
Fig 22 Acknowledgement Form 65

List of Tables

Table Name Page No.

Table No. 1 Hierarchy in BCA 50
Table No. 2 Associate Work Schedule 51
Table No. 3 Manager Work Schedule 52

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ABSTRACT
Education is a service. Services are those which are separately identifiable, essentially
intangible activities, which provide satisfaction and are not necessarily tied to the sale of the
product or another service. Education as a service can be said to be providing an intangible
benefit (Increment in knowledge, aptitude, professional expertise, and skill) produced with
the help of a set of tangibles (infrastructure), and intangible (faculty expertise and learning)
aids. 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. Since its inception in 2006,
EduMentor Educational Services has carved a rather niche market for itself by advancing into
the area of undergraduate test preparation. The capital- and labour-intensive techniques
applied have helped to promote and advance the business to a new level. Target segment is
commerce students who are interested in pursuing BBA/BMS/HM/LAW etc. There are

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various competitors in the market like Career launcher, Pratham, IMS, etc. To cope with our
competitors and to sustain in market we need creative and appealing promotional techniques.

My Internship work was divided into multiple stages. During the first stage, I was responsible
for business development in the existing market area and new market area through direct
marketing strategy, i.e., BCA activity which is one of the major activities done by business
development department. In later stage, I was also responsible for operations management of
the centre to ensure smooth working of the centre. I was looking after Logistics management,
providing counselling to students and enrolling them to EduMentor. I handled other services
like solving fees related issues, providing them form filling sessions, handling grievances
which provides satisfaction to students as well as their parents.

EXECUTIVE SUMMARY

This SIP project includes implementation of marketing and promotional strategies for
increasing user engagement of EduMentor Educational Services in education industry to
ultimately increase the overall market share and revenue for the company.

The target segment for EduMentor is those students who have appeared for their HSC
examinations and are interested in pursuing BBA/BCA/BMS/HM/LAW etc. from the top
colleges in India. Due to high level of competitions like the presence of IMS, Career
Launcher, Pratham, etc., an extremely strong and creative marketing technique is required for
the company.

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The project is divided into two important phases:

Phase I

Induction period: 15th Feb – 25th Feb

 Introduction about the organization.

 Main objective and work of the organization.
 Training program which includes understanding company product, analysing
competitors and their strategies by doing mystery shopping.

Team building for BCA (hiring and training associates and managers): 26th Feb- 04th
March

Starting of Promotional Activity: 05th March – 19th March

 Collected primary and secondary data for developing promotional strategies.

 Conducted board centre activity (a promotional strategy to be conducted in schools in
Delhi-NCR region).
 Main objective for doing BCA activity is distribution of company booklets and data
collection of target customer.

Phase II:

Daily Operations of my centre: 20th March- 29th May

 To handle MIS in operations department

 Handling queries of students and resolving their issues relate to classes.
 Handling transfers of students from one centre to another.
 Counselling them about the courses and trying to get them enrolled in other courses.

Challenges and Learnings

In operations, the main challenge was to handle the centre as it consists of more than 100
students. To handle queries and ensuring satisfaction of the students and parents is the main

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task with other regular tasks. Clearing all fee related issues, collection of fees and also to
regulate smooth functioning of the centre were the responsibilities.

The project involves overall learning of business environment for a start up in educational
sector with primary focus on business development in new markets to increase overall
revenue. It aims on how a good marketing strategy can make a laborious and regular activity
so special.

To sum it up the entire project was enriching for me both as a summer trainee and also a
student of IBS-Gurgaon.

ABBREVIATIONS

BBA: Bachelors of Business Administration

BMS: Bachelors of Management Studies

BFIA: Bachelor in Finance and Investment Analysis

BBE: Bachelor of Business Economics

HM: Hotel Management

MASS COMM: Mass communication

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BCA: Bachelors of computer application

LAW: Legum baccalaureus means Bachelor of law

AIM OF THE PROJECT

Objective of the Internship:

 To increase awareness of the organization by doing mass marketing.

 To create maximum number of walk-ins by mass marketing.
 Networking with potential aspirants and increasing their awareness to join EduMentor
Educational Services.
 Customer relationship management: Managing grievances of students as well as of
parents.

To get more learning by:

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 Direct Marketing: Board centre Activity.

 B2C Marketing: interaction with parents and students for counselling.
 Customer Relationship Management: Managing grievances of students (if any) as well as
their parents.
 Service Delivery Management: Delivering the services promised at the time of enrolment
and also establishing fee recovery strategy for the company.

The project aims at generating business for EduMentor by getting early as well as late enrolments
so that EduMentor becomes number 1 in the undergraduate entrance exam industry. For this an
initial analysis of the market was required, board centre activity was required as it is an effective
tool of marketing. I also analysed the past methods used by EduMentor, which helped in
developing new strategies.

 Counselling in schools
 Counselling at Tuition centres
 Tele-calling
 SMS Marketing
 Referencing
 Mentoring

CHAPTER 1
INTRODUCTION

Education Industry scenario: India

Education is an art of imparting knowledge, and generating positive judgment and well-
developed wisdom. One of its fundamental aspects is imparting of culture from generation to
generation. Education is just not a process of pouring in some knowledge into an individual.
It is a process of acquiring and manifestation of perfection already existing in a human being.

The education of an individual human begins at birth and continues throughout life. Its
importance can be gauged from the fact that it is included as a part of the Directive Principles
of State Policy in the Constitution, which states that “The State Shall Endeavour To provide
Within A Period Of Ten Years From The Commencement Of This Constitution, For Free

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And Compulsory Education For All Children Until They Complete The Age Of Fourteen
Years”.

Moreover, the educational policies hold a special position in the annual Budget of the Indian
system and others as well. In fact, even the Government is regularly working on improving
the literacy rates and opening up of new developed schools at a large extent. Moreover, it is
expected that the government will come up with a greater number of developed schools and
colleges of world class stature and that too at a very cheap fee.

THE UNDERGRADUATE ENTRANCE MARKET: Niche Market

Entrance test preparation forms one of the core businesses of the educational industry, which
is a very big giant in terms of industry status. Though the market for post graduate
management entrance test preparation is highly operational and has great presence, with key
players like IMS, Career Launchers and TIME operating in a big way, the market for
undergraduate entrance test preparation is still in its nascent stages.

Options after class 12th

BBA/BMS

BFIA

BCA

MASS COMM

LAW

HOTEL MANAGENEMT

B.EL.ED

13 IPM( IIM INDORE)

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Fig 1: Career option

Career option after 12th (Management)

As most of the students at this stage are more concentrated on the board examinations, and
are little aware about the various career options that are present for them after the class XII
examinations, the growth prospects in this niche market are immense. Unlike the
postgraduate management courses entrance test industry, the undergraduate management
courses entrance test industry is a seasonal business.

ABOUT EduMentor:
EduMentor Educational Services is the only specialized institute for preparing the
undergraduate students for BMS / BBA /BBE entrance test preparation. EduMentor
Educational Services has a good record of successful students. From last few years the
number of selected students in BMS and IPM-IIM INDORE from EduMentor is increasing.

The core team comprises of alumni of Shaheed Sukhdev College of Business Studies and
leading MBA institutes which is an asset and an effective marketing tool to influence the
students to enroll.

Initially established with the name “Foqal” in 2006 by Mr. Vikas Jain (Founder) and Mr.
Manuj Arora (Co-Founder), EduMentor Educational Services started with a base of 35
students, which grew to near 275 in 2007. The name of the organization changed from Foqal
to Mentor and then later on to EduMentor Educational Services in 2009.

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COMPANY STRUCTURE:

Though the employees and the interns have to play multiple roles the company can be
divided into various functional areas.

Fig 2: Company Structure

Business development team: Team is responsible for creating long term value of the
organization. The key responsibility is to conduct session in school, conducting session in
tuition centre and tie up with them. They are also responsible for doing mass marketing for
the organization so that target consumers can know about them. They are responsible for
planning and execution of marketing strategies mainly Board Centre Activity which will be
explained in later part of report and also collecting primary data comes under scope of this
team.

Sales or counselling team: The data collected by marketing team is given to sales team and
they are responsible for converting leads generated by marketing team. This involves
counselling of students on phone, in face to face meeting and also to enrol them to
organization.

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Product team: The main responsibility for the team is to create content for study material.
Quality and latest pattern is the utmost concern for the team as the content is the key point
which can help students to get selected in good colleges. This work requires a lot of research.

Human resources team: This is a labour-intensive company and more than 30 MBA
students are working here so role of HR becomes very important and also the HR works in
sync with the product team for hiring of quality faculties for the product delivery in the
classroom. They are also responsible for scheduling of classes and also hiring manpower for
the company.

Operations Team: Operations team comes under academic department and their main
responsibility is to assure smooth working of the centre. Apart from it, other works are
solving fee related issues, handing students’ grievances, logistic management etc.

IT Team: The IT team makes sure that improvements are made through IT and standardized
tools so that work becomes easier. The company website maintenance to attract more
customers is under responsibility of IT Team. Last year, they have launched EduMentor App
in which there are contents like mock test, test preparation material etc. This is a new step
taken by organization in the web of technology to make it attractive.

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CHAPTER-2
FLOW OF STUDENTS IN EDUMENTOR

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Fig 3: Student flow in EduMentor

The stage through which a student undergoes in EduMentor is displayed above. Student first
hears or get aware about EduMentor by our marketing team through school sessions or tuition
session centre. Then they were invited by our counsellor or sales team where all information
in details is given to them and if that counselling hit perfectly to the student (customer) he
took enrolment and goes through EduMentor academic part.

MARKETING

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Fig 4: Marketing

 SCHOOL SEMINAR: This is main marketing activity which is mainly done to

attract students for SOHA (School of higher achiever) Batch. Here the objective is to
motivate students, generate initial need and the major objective is to collect primary
data of students. In this activity a business development executive visits the target
schools and fix a session, then EduMentor senior counsellor Mr. Ashish Jain visit the
school and conduct the seminar.

 COACHING/TUITIONS COUNSELLING: This is also done to attract students for

SOHA Batch. In this Business Development Executive took a session and sometimes
give counselling himself. Here if tuition centre and also interested students are good
in number, Business development executive tries to tie up with the centre so that
EduMentor can also run classes from the centre.

 BOARD CENTRE ACTIVITY: This is one of the major activities for organization
both for promoting and also for generating revenue for the organization. This activity
mainly focuses on the ROB (Result oriented batch) and CC (Crash course) Batches.
Board centre activity will be explained in details in later stage of the report.

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SALES

Fig 5: Sales process

This is the sales process which is being implemented in EduMentor. This work starts after
getting primary data from the business development or marketing team. The main objective is
to convert lead into enrolment and generating revenue for the organisation. The whole
process will be explained in later part of report.

ACADEMICS

After getting enrolment in EduMentor, their academic session starts. They follow a weekly
schedule in which they to study quantitative aptitude, logical reasoning, general knowledge
and verbal ability.

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Their weekly schedule generally undergoes like this –

Day 1- Quantitative aptitude Day 2- Verbal ability Day 3- General knowledge

Day 4- Logical reasoning Day 5-Personality development programme

Day 6- Quantitative aptitude Day 7- Mock Test

CHAPTER 3
COMPANY PRODUCT DETAILS

EduMentor was established with the goal of providing specialized coaching to the students
who seek admission in BMS/BBA/BBE. At EduMentor, the core competency lies more in

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mentoring the students to the right path of education than merely preparing them to achieve
the best results. The product mainly encompasses management courses at the under graduate
level. The three major courses which are offered are BBA, BBE and BMS. Providing
coaching for these three courses forms the product for EduMentor along with mentoring
students for the same. All the courses are three year full-time professional degree courses. A
BBA/BMS degree provides adequate learning of managerial skills and knowledge of business
activities to the students. However, BBE (Bachelor of Business Economics) is a management
degree which lays emphasis not only on the management skills but also helps the students to
get adequate knowledge about the economy and its functioning. All the three courses have
been designed so as to groom professionals for future, rather than mere academicians or
degree holder. The course has kept in consideration the needs of the industry, so that students
are job ready after their graduation unlike in the traditional sources where they are required to
undertake additional professional courses to find a job. The approach to learning is a very
practical one, complete with industry case studies, role plays and a lot of industry interaction.
EduMentor provides coaching for undergraduate management courses. The primary being:

 BMS (University of Delhi)

 BBA (I.P. University, Symbiosis, Christ University, Bhartiya Vidyapeeth etc.)
 BBE (University of Delhi)
 BFIA (University of Delhi)

BMS (BACHELOR OF MANAGEMENT STUDIES)

It is the prime pitch made by EduMentor; the company pitches itself to be the only specialist
institute for its entrance coaching.

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The BMS program enables graduates to think conceptually and adapt to change. In particular,
the program is designed to:

 Develop intellectual and interpersonal skills

 Emphasize the broad economic, financial and managerial dimensions of dynamic
business environment.
 Facilitate the integration of academic knowledge and practical work experience
 Foster a high degree of professional competence in a specialist area
 Produce innovative and creative graduates
 Produce graduates who are motivated to continue lifelong learning and who cope
effectively with change.

BFIA: BACHLOR OF FINANCE & INVESTMENT ANALYSIS

The Bachelor of Financial and Investment Analysis (BFIA) was started in 1999, offered by
Shaheed Sukhdev College of Business Studies only to provide specialized course in the field
of Finance at an undergraduate level. BFIA is a six-semester professional degree program
designed keeping in mind the requirements of the Indian Financial Markets. The students also
undertake six to eight weeks’ summer training at the end of the second and the fourth
semester. Each semester culminates in University examinations.

BBA: BACHELOR OF BUSINESS ADMINSTRATION

BBA aims at transforming a student into a corporate personality. This course with its
intensive syllabus and a wide range of value addition modules enables the student to aspire
for higher studies in premium business schools and India and abroad. Being a professional
course, it ensures a healthy balance between theoretical foundation and practical exposure to
the present-day business world.

BBE: BACHELOR OF BUSINESS ECONOMICS

The program- Bachelor of business economics is designed to develop broad business

analytical skills as well as the technical knowledge required within the economics and

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finance environment. As a BBE graduate one is expected to gain the necessary conceptual
abilities, analytical skills and knowledge to equip one for a variety of professional career
opportunities in industry, commerce or government service.

Admission to all above three courses is through a common entrance test (DU JAT) conducted
by Delhi University.

There are total 1162 seats for these courses and 13 colleges give admission to this program.
Eligibility requirement is minimum 60% in four subjects in which Maths and English are
compulsory two subjects.

B.EL.ED: BACHELOR OF ELEMENTARY EDUCATION

Bachelor of Elementary Education is teacher’s training degree course, which is provided by

University of Delhi. It has 10 different colleges under DU; this course gives an intense
training on teaching skills & aptitude. It also facilitates students to become professional in
teaching career by giving them academic learning on teaching course.

The B.El.Ed program requires a candidate to pass in Class 12 / HSC examination with
minimum marks of 50% in class 12th as an eligibility to pursue the program. However,
students who have appeared their H.S.C examination and awaiting their results are also
eligible to take these tests. Only girls can apply for this course. Admission process includes
Written Entrance Test and Personal Interview.

OTHER MANAGEMENT PROGRAMS OFFERED

Hotel Management

Top colleges for Hotel Management:

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 Institute of Hotel Management (Delhi, Bangalore, Aurangabad, Calcutta, Ahmedabad

and Chennai)
 Welcome Group Graduate School of Hotel Management
 Banarasi Das Institute of HM and Catering Technology (IP Univ.)
 Oberoi Centre of Learning and Development, Delhi
 Christ, Bangalore

Admission into these colleges is through Entrance Test with an eligibility of Pass in 10+2
with English as a subject.

MASSCOM

A 3-year degree course, which provides different degrees depending on each college,
example- Bachelors of Journalism and Mass Communication (BJMC), B.A.(Hons.)
Journalism or Bachelors of Mass Media and Mass Communication (BMMMC).
Some of the top colleges in Delhi University are:
 Indraprastha College for Women
 Kamala Nehru College
 Lady Shri Ram College
 Delhi College of Arts and Commerce
 Maharaja Agrasen

Each college has a different admission criteria and different number of seats.

LAW

EduMentor coaching institute also focuses on training its students for the Common Law
Admission Test (CLAT), which constitutes 21 in which NLU Delhi have their separate exam
i.e. AILET:
 NLSIU, Bangalore
 NALSAR, Hyderabad
 NLIU, Bhopal

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 NUJS, Kolkata
 NLU, Jodhpur
 HNLU, Raipur
 GNLU, Gandhinagar
 CNLU, Patna
 RMLNLU, Lucknow
 RGNLU, Patiala
 NUALS, Kochi
 NLU, Delhi
 NLUO, Cuttack
 NUSRL, Ranchi
 NLUJA, Guwahati
 DSNLU, Vishakhapatnam
 TNNLS, Tiruchirappalli
 MNLU, Mumbai
 MNLU, Nagpur
 HPNLU, Shimla
 MNLU, Aurangabad

ENGLISH(Hons.)

The Combined Aptitude Test for English is a test for pursuing B.A. English (Hons.), which
was introduced in 2009 with a total of 350 seats.

The various colleges under CATE are:

 Lady Shri Ram

 Kamala Nehru
 Hindu
 Zakir Hussain
 Delhi College of Arts and Commerce
 Miranda House

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 IP College for Women

 Maharaja Agrasen
 Ram Lal Anand (Evening)

The forms are available from the 2nd week of May.

The eligibility criterion for admission is a minimum of 60% in English and a minimum of
60% in the best of 4 subjects.

IPM

This five-year integrated programme in management (IPM) is a unique and creative

programme to meet the aspirations of young students to become management professionals,
change agents and societal leaders.

IPM therefore is a strategic fit in the overall context, vision and mission of IIM, Indore.
The five-year integrated programme in management is aimed at students who have passed out
class XII / Higher Secondary or equivalent from various schools in India. It is widely
believed that their ability to influence the younger students is much greater. It is expected that
they will be able to shape them as outstanding leaders through a world class education at IIM
Indore.

CHAPTER 4
COMPANY MARKETING STRATEGIES

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Market segments catered by EduMentor

The target customers of EduMentor are students of class 12th which basically comprises of
commerce students who are interested in management courses, that is, mainly people who do
not expect a percentage beyond 90%. The parents of these students act as the opinion leaders
and decision makers for EduMentor.
EduMentor targets above segmented customers both private and government school students
with different pricing strategies.

POINT OF DIFFERENCE

1) TEST LAB

After 7 years of research and playing with data EduMentor developed its proprietary tool-
TEST LAB. It has analysed the scoring pattern of 2000+ students across 3 years. This has
helped EduMentor to pinpoint patterns of scoring i.e. strong and weak areas. Test lab findings
are incorporated in their courseware to ensure guaranteed improvement.

2) GAMIFICATION

EduMentor subject experts are proficient in the fields of behaviour science, game thinking
and gamification. EduMentor exhaustive study material is broken into several smaller
booklets designed like stages of a game. Unique challenges are posed at every stage.
Competitions are encouraged and effort is rewarded. Response from students has been
extremely positive with an average 15% increase in Vocabulary Scores and 10% increase in
General Awareness scores on mock test.

3) EDU-MENTORING

All efforts in developing practices can go waste if the student does not use them. For us
student should not be just motivated but fantastic about clearing the entrances. Though this is
an ambitious goal, but we do our best. A team of 100+ extremely 26 motivated faculty and
mentors pride themselves in pushing student to their limit. We do like our tools. But in the
end, it all comes to passion.

MARKETING MIX AT EDUMENTOR

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Fig 6: Marketing Mix

PRODUCT/SERVICES

EduMentor provides coaching for different exams like management, law, teaching, hotel
management, mass communication, computer applications. The coaching and study material
constitutes their product and services.

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Fig 7: Product/ Services

PLACE

There are 21 centres of EduMentor in Delhi-NCR Region. The centres are situated in all 4
zones of Delhi.

EAST DELHI

1) Preet Vihar
2) Karkardooma
3) Dilshad Garden
4) Krishna Nagar

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WEST DELHI

1) Ramesh Nagar
2) Janakpuri
3) Dwarka
4) Patel Nagar

NORTH DELHI

1) Model Town
2) Ashok Nagar
3) Pitampura
4) Rohini
5) Prashant Vihar

SOUTH DELHI

1) Sarojini Nagar
2) Okhla
3) Mehrauli
4) Malviya Nagar

NCR

1) Ghaziabad (RDC)
2) Noida
3) Sahibabad
4) Indirapuram

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PRICING

EduMentor adopts a dual-Pricing strategy, different for private and government schools.

PRODUCT PRICE

1) BBA/BMS/IPM

 Private School 22,500

 Government School 15,000

2) BMS+LAW 27,500

3) BMS+HM 25,000

4) BMS+BCA 23,000

5) BMS+BJMC 25,000

PAYMENT CONDITIONS AND DISCOUNTS

a) Discounts: EduMentor provides referral discount and group discount. In referencing we

ask students who are already enrolled with us to bring their friend to which we cannot reach.
We ask them to bring their friend and if their friends will get enrolled in our centre, we will
provide you discount in their total fees. For one reference we provide them a referral discount
amount of 500. Also, we ask numbers of their friends and if they will get enrolled in our
centre, we also provide the student discounts. In group discount if some student come with a
group and they get enrolled in our centre we also provide them discount.

b) Commissions: There is no commission.

c) Payment term: First payment is token amount in which students get themselves enrolled in
our centre. We asked them to pay the remaining fees in a week and in one shot, but it is not

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possible for every student to pay in single time so we also offer 2 instalments in which they
can pay the remaining balance.

d) Free coaching: Director of EduMentor have asked us to find students who are good in
studies but cannot afford to pay. For those students we provide them coaching and book
materials at free of cost. This activity can be viewed as a part of their CSR.

e) Quality/Price relationship: EduMentor also maintains the quality price relationship. It

provides the best quality service in the lowest price.

PROMOTIONAL STRATEGIES

In EduMentor, promotion is done by very innovative way. All promotional activities are
discussed in details in later part of report.

Fig 8: Promotional strategy

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PEOPLE

This is also an important part in marketing mix. All the employees and interns work very
efficiently.

 Training: They provide rigorous training to their employees as well as to interns who
runs the company for 3 months.
 Commitment: All the personnel are having high commitment towards work they are
doing.
 Incentives: EduMentor provides attractive incentives.
 Attitude: Very positive attitude towards work.
 Degree of involvement: High degree of involvement.

PHYSICAL EVIDENCE

 Environment: The environment is good. The environment is maintained by keeping

in mind of the students and about their studies.
 Furnishing: All the classrooms have comfortable seating and A.C.
 Layout: Layout is suitable for the student as board is placed at appropriate position.

PROCESS

There are certain processes which are followed in EduMentor-

 Policies
 Procedures
 Mechanism
 Employee discretion
 Customer involvement
 Flow of activities

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CHAPTER 5
ANALYSIS OF VARIOUS COMPETITORS

Competitor’s analysis is a critical part of firm activities. It is an assessment of the strength

and weakness of current and potential competitors, which may encompass firms not only in
their own sectors but also in other sections. The next major step in the project was to analyse
the competitor, their strategies, keeping a track over their actions and responding to them.
Competitor analysis in marketing and strategic management is an assessment of the strengths
and weaknesses of current and potential competitors. This analysis provides both an offensive
and defensive strategic context through which to identify opportunities and threats.
Competitor profiling coalesces all of the relevant sources of competitor analysis into one
framework in the support of efficient and effective strategy formulation, implementation,
monitoring and adjustment. Almost everyone in business understands the principle of trying
to offer something better than what their competitors are offering. The undergraduate
management studies market is new in origin, majorly dominated by CAT (MBA entrance
exam) preparation institutes with no major specialist institute preparing just for management
entrance exam.

Competitor’s analysis framework focuses on 4 key aspects: -

1. Competitor’s objectives.
2. Competitor’s assumption.
3. Competitor’s strategy.
4. Competitor’s resources and capabilities.

List of competitors:

 IMS
 PRATHAM
 T.I.M.E
 CAREER LAUNCHER

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Methodology

 Mystery shopping:- In this activity, all the interns were given a particular competitor
and were asked to go in their centres and act as a sibling of a 12th class student, asked
all the information regarding the course fees, the batch strength, observed their
techniques of convincing, their content and the knowledge about the courses. This
way we could understand and compare their strategies to our own strategies and work
on either improving them if there is any need. Also, in case of board centre activity
we didn’t conducted first day activity and we were given some schools to analyse how
competitor do their activity and what can be difficulties to be faced and notice the
way they are doing work.

 Ghost calling: - In this activity, we give our competitors a phone call to know their
phone counselling techniques and the way they use to create urgency and walk-ins.

Competitor’s product

Fig 9: Competitor’s product

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Competitor’s reach

Fig 10: Competitor’s reach

The local players in the market are restricted to promotions at particular locations, which are
near to their centres. They mainly use Labour-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.
Newspapers too, have short shelf life and have one-way communication.

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SWOT ANALYSIS OF EduMentor

It involves specifying the objective of the business venture or project and identifying the
internal and external factors that are favourable and unfavourable in achieving the objective.
Swot analysis help to identify the strengths, weakness, threats and opportunities due to
internal and external environment.

PROJECT DESCRIPTION

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The main objective of the project was to enhance the business processes at EduMentor. The
project includes the Formulation and Implementation of marketing and promotional strategies
for the development and increasing customers engagement of EduMentor Educational
Services as a brand in the education industry to ultimately increase the overall market share
and hence the revenues for the company. This would include structuring of the entire
business so as to increase the efficiency of the work done at EduMentor.
The operations of the company after close observation suggest numerous points of notice,
analysis and improvements; hence this revolves around the study and analysis of the same
obstacles and opportunities.

Purpose:

 To gain in-depth knowledge of education industry, understanding the requirements of

the students and enable EduMentor in Product development process to create unique
points of difference.
 To understand the various direct marketing methodology in the education industry
and building different strategies for it.

To understand the process of Business Development and various attributes related in the
actual project with an objective to develop entrepreneurial capabilities

The Steps involved in developing strategies for EduMentor can be enumerated as:

 STEP 1: Understanding company objective

 STEP 2: Understanding STP
 STEP 3: Analysing competitor promotional strategy
 STEP 4: Methods suggested

STEP 1: UNDERSTANDING OBJECTIVE

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The major objective of the company for conducting promotions this year was:

 Hit the target audience directly, in cost effective manner.

 Create Brand Awareness for the company in new markets.
 Create competitive advantage (comparing competitors).
 Create exact positioning for companies in the mind of target audience.
 Reminding the audience in the existing market.
 And ultimately to generate sales

STEP 2: UNDERSTANDING STP

Age, Education etc.

SEGMENTATION
Demographics

Their Parents
TARGETING
Class 11th and 12th Commerce and Humanities student

Value Proposition of MORE PRICE FOR MORE BENEFITS

Only Specialist for Management Coaching
POSITIONING

Fig11: STP

STEP 3: ANALYZING COMPETITOR’S PROMOTIONAL STRATEGY

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The major strategies adopted by competitors are:

Most of the players are national level player enjoying high brand awareness in Delhi and
NCR region. The agenda of promotion for the company is to make the audience aware of
the product offerings and remind them about them being the market leader.

Being a major player of the industry, it enjoys high financial resource back up and the study
of their promotional strategies portray that they conduct Capital intensive promotions using
mass marketing tools, mainly above the line marketing strategies such as: -

1. Television ads: used throughout the season, with varying intensity and updated
offerings with respect to change in market conditions.
2. Radio ads: used mainly during the opening of the season to create an informational
wave.
3. Internet ads: Contextual ads, banners on different websites, sponsorship ads.
4. Mobile ads: bulk SMS.
5. Newspaper ads: fancy long ads advertising students who got top ranks.

The local players in the market are restricted to promotions at particular locations which are
near to their centres mainly using labour intensive strategies such as flyers distribution, local
cable networks and attachments to newspapers, but the drawback of this strategy is that it
gives an unsophisticated image of the organization. Newspapers too, have short shelf life and
have one-way communication.

STEP 4: METHODS SUGGESTED

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School
Counselling

Word Of
Mouth Workshops

Student

Board
Board Center
Center
Telemarketing
Activity

Telephone
Counselling
and Direct
Mails

The overall study of all these factors provides a comprehensive knowledge regarding the
market segments, requirement of target audience and the constraints of the company. So, a
strategy had to be developed where in the target audience could be hit directly in the most
cost-effective measure and conveying the message clear to the audience. So, it was decided
to use below the line marketing strategy, customized to the needs of target audience and
using few above the line marketing strategies. The strategies used were: -

1. School Counselling

This is the first time a student comes to know about EduMentor, and probably about the
career options after class 12th in the field of management. This is a very critical activity
because the class 12th students have no information about the companies providing the
training for BMS, therefore it is better that he comes to know about EduMentor as soon as
possible, before he comes to know about the established brands like IMS, Pratham and Career
Launcher.

The main objectives of school counselling are -

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 Providing the students right guidance about the courses he/she can take after their
class 12th exams.

 Making them realize that coaching is necessary for cracking any entrance test.

 Positioning EduMentor as the specialists in this field.

 Creating brand awareness of EduMentor in the target market.

Gathering database, which can be used to be in touch with the students and which can also be
used during the peak season.

2. Workshops

This is the second step, after the school counselling is done, the company calls the students to
its various centres to provide them free of cost workshops related to their board exams and
also retreats’ the fact that EduMentor is the specialist of BMS/BBA entrance.

The main objective of workshops is:

 To keep the students connected with the company so that there is a constant brand
recall.

 To create good brand perception amongst the students so that they are familiar with
the company when they receive a sales call.

 To again position EduMentor as the specialists, to display the faculty and to show the
previous year’s result of the company.

3. Direct mail:

Mails were sent directly to the customers (children giving board examinations) highly
customized, giving them tips regarding boards and information about form details of entrance
exams with an immediate calling helpline to generate response.

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4. Posters and bulletin boards:

Posters can be very powerful when placed where the customers will actually notice them.
Hence various posters were placed near the school vicinities, coaching centres, and
University areas.

5. Conducting Mock tests:

Conducting mock tests (aptitude test), which were designed to invite the students to take the
test and enrolled with EduMentor. After the test gets over, the students were mentored by our
expert counsellor and were enrolled and primary data also get collected there.

6. Telemarketing:

The use of Telemarketing is on the rise as the response rate in comparison to other
promotional tools is very high. All the work done during the outdoor publicity lead to
collection of huge student data, the dedicated quality managers managed to ensure that the
data is real and not fake. The tele sales were planned to convert this data into the final sales
enrolment. Counselling script with all basic information was designed so as to make the
work more accurate and accountable.

7. Board Centre Activity

Since this was my responsibility in the first month of my project, therefore I can explain this
activity in detail.

Though this activity looks simply that it consists of ‘distribution of sample papers’, but the
preparation for this activity is very complex.

The board centre activity is executed in five stages -

1. Planning

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2. Clustering of schools

3. Training of manpower

4. Execution of the plan on the exam day

5. Designing and updating the sample paper

The board centre activity is one of the major business development and promotional activity
of EduMentor. The activity was designed in such a way that maximum number of target
audience can be covered in the limited span of time. It was a four-day activity in which we
were supposed to cover maximum number of schools in our assigned zones (East Delhi Zone
in my case), which were the centres of class XII board examination. The work schedule of the
activity includes:

 Information Booklet distribution to students and parents

 Counselling of parents
 Database collection of both parents and students.

Firing & Re-

recruiting
Board Center (Checking
Finding Recruitment Associate's data
(Significance & (Head Hunting collection &
Strength of & Reference Quality
Board Center) Generation Improvement)

Cluster Briefing &

Formation Training
(Cost-Benefit (Delivering the
Analysis) requirements,
Grading &
Allocation of
Associates)

Fig 12: Steps involved in BCA

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8. Word of Mouth Marketing:

EduMentor realizes the importance of Shaheed Sukhdev College of Business Studies, which
is the Best Institute for BMS in the South Asia. Thus, as a part of strategy, the old students of
EduMentor who are now in Sukhdev College are hired for part time program to promote
EduMentor among their friends and generate walk-ins.
After all the marketing is done, the sales take place. The role of marketing is to create
awareness about the product and to generate data for calling, and then it’s the responsibility
of counsellor to create walk-ins and to create the students into enrolment.

Fig 13: Sales process

The sale process is stated above in this counsellor follows the pitch and build rapport. After
building rapport they visit the centre and counsellor guides them about courses and
importance of entrance exams.

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Some students are confused about different courses and our counsellor guide them which
course to be chosen, here counsellor can add and make them understand about different
courses. It all depends on the ability to impress the students.

After creating need for entrance test, counsellor tells about EduMentor and their result.
Counsellors show the success rate of company and also tell about the faculty and books,
content, way of preparations and different batches.

By this way she/ he closes the process by pitching about price and getting them enrolled in
EduMentor.

OPERATIONS

Centralized Operations, is the process by which the activities of an organization, particularly

those regarding planning and decision-making, become concentrated within a particular
location or group, keeping all of the important decision-making powers within the head
office or the centre of the organization and then passing the required information to all other
21 centres.

The centralized location of EDUMENTOR is at PREET-VIHAR (HO), where all the

managerial and day-to-day decisions are taken.

The centralized operations at EduMentor is the management of all the 21 centres at a time
and looking after the working of all the centres, from MIS preparation to getting feedbacks
everything is resolved from head-office. Although, I was responsible for operation work
at Indirapuram Centre, Ghaziabad.

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The various activities done under the Decentralized operation on daily basis are: -

1. To handle MIS in operations department.

2. Receiving cash from the centre and updating it in MIS.

3. To maintain record of all the enrolments done at centre.

4. Handling transfers of students from one centre to another and informing the same to Head
office.

5. Coordinating with centralized operations for smooth functioning and batch allocation of
newly enrolled student.

6. Handling back outs of the centre and informing the same to centralized operations team.

7. To work for fees recovery of enrolled students.

8. Handling queries of students and resolving their issues relate to classes.

9. Providing feedback to operations head on daily basis and finding out different new
methods to handle work more smoothly.

10. Coordinating with the HR team for making class schedule and informing faculties
about the class timings that has been allotted to our centre.

11. Handling grievances regarding the course books and incorrect solutions in the
assignments etc.

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WORK AREA

From starting of my Internship Programme, i.e., from February 15th till now, I have worked in
two different departments of the company:

1. Marketing Department
2. Operations Department

Marketing Department (Work Area 1)

It is below the line marketing activity done by EduMentor which results in increase of sales
and it is also a mass marketing event which creates awareness about EduMentor. The activity
may seem to be the distribution of booklets but EduMentor makes this activity so interesting
and very different from other competitors. While other company hires a marketing agency for
this activity but EduMentor trust their interns and involves lot of manpower which gives
result and also cost effective.

Objectives of board centre activity:

 Distribution
 Data collection

WHY BOARD CENTRE ACTIVITY?

 Cost Effective
 Target maximum customers in short span of time
 It is done only on exams of commerce students so target customers are easily
available
 To attract customers for result oriented batch and crash courses

Why not above the line activity?

 Expensive in nature
 Misses target audience

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Process of team building

They gave us designation of Zonal Mangers and we were responsible for team building. It
includes searching for appropriate persons, their orientation and training and vigilance on the
day of activity.

We were responsible for hiring both associates and managers. Associates are the person
who will do ground work of distribution and date collection. Managers are responsible for
providing adequate resources to associate, checking their activity, motivates them and get the
work done in proper manner as planned. Associate could be anyone irrespective of their
gender but for manager there is two conditions i.e. he should be male and he should have a
vehicle.

Hierarchy

Table 1

So, from the above chart it is clear that under one Zonal manger, there will be three managers
and under each manager there will be three schools and under each school there will be two

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associates. Planning and placing of associates are the duty of zonal manager and overall, a
zonal manager manages 3 manager, 9 schools and 18 associates roughly.

Hiring of employees (Associates/Managers)

We as zonal managers target some colleges under Delhi University and ITI colleges. We
don’t project this activity as the distribution of booklets. We project this as a summer
internship Project (Marketing Event) which will help them in getting confidence, will give
real work life scenario and some work experience. We also offer them a certificate and an
attractive stipend, that is provided after the activity. We gave them presentation about
marketing event and try not to disclose work at earlier stage as it will demoralise them. We
collect the contact number of interested students and later contact them and invite them for
orientation and training process for the same marketing event.

In orientation, we gave them introduction about the company and make them comfortable. In
orientation, we also tell them about the growth of company and associate the success of the
company through this marketing event. We don’t disclose the actual work, we relate the
activity to be a marketing event management and all they have to do is customer relationship
management. The orientation is basically done to build trust and to see turnout for the
training day.

On the day of training, we describe the work process, tell them their schedule and ask them to
follow the same schedule. We also conduct some mock practises and gave them pitch to
collect data. Also, a letter of commitment is also signed by them who are interested to do
work.

The work schedule of both associates and managers are as stated below:

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Table 2

Table 3

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LETTER OF COMMITMENT

Fig 14: Letter of commitment

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Benefits provided to employees (Associates/Managers)

 A chance to work under guidance of alumni of top Management colleges and real
time work experience of ground work.
 Attractive stipend + Certificate after successful completion of the activity.
 Summer internship and part-time job offers to selected ones.

Features of BCA

 More than 2,500 students of different colleges were involved as interns

(associates/managers/bikers) in this direct marketing activity.

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 It is considered as Delhi’s one of the biggest marketing activity that covers more than
150 schools of East, North, West and NCR region.

End result of BCA

After successful completion of Board Centre Activity, we were able to distribute more than a
lakh booklet of the company that contains all the information for students. We were also able
to collect more than 25,000 data of our potential customers, i.e., different students (commerce
background) and their parents.

Distribution Data Collection

East Delhi around 35,000 around 6,700

West Delhi around 40,000 around 6,900

North Delhi around 36,000 around 6,500

NCR around 33,000 around 6,000

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45000

40000

35000

30000

25000

20000

15000

10000

5000

0
East West North NCR

Distribution Data Collection

Fig 15: End result of BCA

Key achievements:

• I was responsible for East Zone

• There were 10 schools under me

• Booklet Distribution: 3400+

Data Collected: 5000+

• Highest distribution and data collection among last 4 years (for East Zone)

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Operations Department (Work Area 2)

The various activities done under the centralized operation on daily basis are: -

1. To handle MIS (Indirapuram Centre in my case) in operations department.

2. Handling the fee recovery from all the students and updating it in MIS.

3. To maintain record of all the enrollments done in the center.

4. Handling transfers of students from one center to another.

5. Coordinating with Centralized operations team for smooth functioning and batch
allocation to newly enrolled student.
6. Handling backouts of the center and informing the same to Centralized operations
team.
7. Handling queries of students and resolving their issues relate to classes (online
classes this year).

8. Providing feedback to operations head on daily basis and finding out different new
methods to handle work more smoothly.

1. Handling grievances regarding the course books and incorrect solutions in the
assignments etc.

MIS Preparation
MIS (Management information system) preparation encompasses the main task of centralized
operations. It is a computerized database of financial information organized and programmed
in such a way that it produces regular reports on operations for every level of management in
a company, also known as enterprise resource planning (ERP) systems that provide integrated
software modules and a unified database that personnel use to plan, manage, and control core
business processes across multiple locations. Modules of ERP systems may include finance,
accounting, marketing, human resources, and inventory management.

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MIS Preparation at EDUMENTOR

The first stage of MIS management at EduMentor includes:

1) Data entry
Data entry means recording all the information related to the student in order to make the
process smooth. It becomes convenient for management to track every bit of detail of
students, also helps in micro to macro level study. This makes the functioning easier at all the
level, the data is recorded in the following format –

a) Students name
b) School name
c) Course name
d) Batch name
e) Centre
f) Class
g) Contact no.
h) Total fees
i) Date of enrolments
j) Installments (i, ii, iii, iv)
k) Balance due of the student
l) Batch allotted to the student.

2) Decision making:
Proper maintenance of records helps in taking the decisions by top management as to how
much more Enrollments to be done with respect to sales, revenue generation. So as to benefit
the center of EduMentor, and to make a no profit no loss situation or to be on state of
equilibrium.

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Fig 16: MIS

3) Revenue management/leakage:

Timely collection from the centre ensuring no leakages is there, by keeping track of revenue
generated from the centre. This helps in updating the revenue generated by the company and
how much is to be recovered in coming days, and then it helps the top and middle
management to change the decisions and implementation of new ideas for better revenue.

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Fig 17: Fee Recovery Report

4) Transfers/ Back out management

Transfer facility means the student can get the transfer from the enrolled centre to another as
per their convenience, and while transferring the students the centres manager has to inform
another centre manager so that all the information of the student can be updated. A separate
MIS is managed for all the transfer cases and the two separate columns are added transfer
from and transfer to.

So that while checking the data with the other centres accurate information of student can be
provided. This helps in managing of proper records for future help.

Next MIS is maintained of Back outs. This sheet reflects the record of the students who did
not able to continue studying in EduMentor due to certain reasons like, enrolled at
competitor, fees issue, distance/time issues. This file keep record of all students & reasons
thereof, so that it becomes easier for top management to make changes for future or

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improvise in future, also we can have a count of students who had not joined EduMentor but
were a part of EduMentor once, The maintenance of this file is also important because many
a times the students not willing to continue ask to re-join and this helps in fetching of data of
those students and most importantly this file shows the loss incurred by the company and
revenue generated .

Customer Relationship Management

Customer relationship management (CRM) refers to practices and guidelines that EduMentor
follows when interacting with its customers. This entire relationship encompasses direct
interactions with customers (students), such as sales and service-related processes. The
students studying in EduMentor are termed as customers. Ultimately, CRM serves to enhance
the students overall experience, from taking admission at EduMentor till they get admission
in the colleges, we guide them and mentor them throughout.

Sometimes, the interaction is with the parents also and all their queries are resolved to
maintain healthy relationship.

Student fees management

The fees management of every centre is managed from head office. This is divided in three
parts:

Fig 18: Steps in Fee Management

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Fees collection: Fees collection means collecting the due amount or balances of their fees
from the students. This is done every day to make sure the center does not suffer any loss and
all the due balances is recovered.

Since all the centres were closed due to epidemic (COVID-19), parents were given option to
pay through Online payments like Paytm, NEFT/RTGS/IMPS, Google pay.

Fig 19: Fee Receipt

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Fee Record: The fee received from any student is being posted to WhatsApp groups created
by the company along with payment proof, so as to inform the accounts department about the
fee recovery report.

Fig 20: Fee Record

Follow up /Feedback:

At the end of every week, the follow up of every center has to be done to ensure that
everything is on the track or not. The follow up can be related to fees status, center
management, student attendance etc.

Feedback is taken up on regular intervals of every student and of every batch and in fact of
the faculty too. These feedbacks help in improvement in the services and are sent to
HR/SCHEDULING TEAM as a week end report.

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Fig 21: Students Feedback

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Form filling

EduMentor helps the students in filing their online forms for following Exams: BBA, BMS,
BBA LLB, BBE LLB, B.El.Ed, Mass Com, etc. of different universities like IPU, Christ
university, IIM, etc. This is a free service & a strong point for building customer relationship
management also and help the students to build trust towards EduMentor.

Fig 22: Acknowledgement form

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Third Party Payment/Vendor Payment

The last step in centralized operation is Third part payment/Vendor payment. This is the
payment made to the tuition centre with which the company has a tie up throughout the year.
They work as a third party for the company. These tie ups benefit both the tuition centre and
the company because they help the company in getting the enrolments and the company give
some amount or percent of the total revenue generated by those enrolments to the tuition
centres. This is done at the end of every year and helps the top management to take the
decisions according to the revenue generated from those tuition centres.

This follows a particular process and is done through three sources:

1. The first source, is to find the name of all the tuition centres of all the zones (north, west,
ncr, east) with whom the company have tie ups.

2. The other source to find the tuition centre name is through feedback forms (Feedback
forms are the forms which are filled by the students of EduMentor).

3. The last source is through calling, relationship building calls are done to every student
asking about how their study/classes/exams are going on? and how did they get to know
about EduMentor?

These are the sources to fetch information about how many students are enrolled of particular
tuition centre and then an excel is prepared and every student that are enrolled from tuition
centres there total fees are checked and then the percentage is decided by top management of
the amount that is to be paid to all the centres.

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Key achievements:

• Recovered more than 90% of the total fees of my centre and that was highest
collection among other centres

• Counselled over 70 students

• Less than 1% students backed-out from my centre and this percentage is considered as
excellent in this industry.

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Project Work (Work Area 3)

Research work

I designed a questionnaire named ‘Students Feedback’ using Google Forms to conduct a

survey amongst students. The survey was done to study and analyse about factors that are
important while choosing any institute and to measure customer satisfaction, i.e., whether
students studying here are satisfied or not with the services being provided here.

A total of 12 questions were being asked to measure their satisfaction levels. (See Annexure)

Findings (Survey Results)

As per the survey, majority of the students get to know about EduMentor through sessions
conducted in schools and through their friends/relatives who had earlier studied here.

Booklet distribution through BCA activity conducted by Marketing team also helps to spread
information about the company.

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As per the survey, majority of the students did not visit any other institute either before or
after visiting EduMentor, which means most of the students got enrolled with Edumentor
only after the first time they took counselling from EduMentor.

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As per the survey, Counselling was the most important factor affecting student’s decision
while choosing any institute. Other important factors were Fees and Previous results.

Least important factor was Friends had already joined.

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Majority of the students rated company’s Counselling as 4 on the scale of 1 and 5 (1 being
lowest and 5 being highest rating).

As per the survey, more than 70% of the students were fully convinced after taking
Counselling session from EduMentor.

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Majority of the students had Positive perception before joining here, as per the survey.

Around 70% of the student’s perception does not get changed after taking classes here and
those who have changed their perception, 80% were resulted as Positive change.

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Around 90% of the students were fully satisfied with the services provided here and were
happy to recommend the institute to their friends or relatives.

Conclusion of the Survey

The first step in finalising an institute is the source of information about the institute. The
school and tuition sessions form a positive image in the minds of the students. Maximum
students got enrolled without visiting any other institutes which means counselling and
guidance provided to them is of utmost importance while they choose any institute.

Students finalise an institute on the basis of various factors like counselling, accessibility,
reputation, friends, previous results, etc. but the most impressive part is the counselling. If
proper counselling is given to them then they can surely join the institute without comparing
it with any other institutes.

After joining the institute, there was a positive change in the perception that affected the
decision of the friends of already enrolled students.

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RECOMMENDATION TO THE COMPANY

1) Use of SIS (Student information system) – At present due to COVID-19, students are
being provided with online classes. A student SIS is being designed where students can
access Online classes/ Live classes, study material like assignments and books, and mock
tests or revision tests. But sometimes there are a number of technical glitches due to which
students find it difficult to access their portals.

2) Instead of using student MIS in excel, a student database system can be used. The
advantage of using student database system could be:

a) The student information can be entered from any of the centres.

b) Data would be more safe and secure.

c) Data retrieval would be easy and fast.

3) In the student MIS of EduMentor to search any student details, it is searched by its contact
number. But many times, it happens that you may not know the contact number of student
then it will become a blip to search the student details. So, to tackle this problem I advised the
top management to give student a registration ID and this registration ID will be unique for
each student. With the help of registration ID, we can easily get the student details.

4) There should be recruitment of employees on long term basis. Here, the big problem is that
they recruit employees on seasonal basis so when an employee learns or gathers product
knowledge they were no longer needed by employer.

5) Website should become more attractive and also there is much needed change in their
brochure as in this internship while analysing competitors we felt that competitor brochure
contains depth information as in comparison to EduMentor.

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CONCLUSION

EduMentor Educational Services Pvt. Ltd. has been growing rapidly ever since it enters in the
education Industry. The Company has been extremely successful in differentiating its product
with those of its competitors. The research and efforts put in while preparing the material can
easily be analysed. The company is proactive in its approach and is always ready to
experiment with new marketing strategies to market their product well. The online campaigns
and strategies implemented this year have been of huge success. In the coming years it can
sell e-material online through payment gateway. The Company is doing well in terms of
business but it still has to beat the market leader. All strategies adopted by it have been
fruitful and it has been able to carve a niche market for itself. Year after year, it’s gaining
reputation and a strong foothold in this industry. The fact that it has just spread in Delhi
/NCR in past few years is bitter but for a new entrant in the market, there couldn’t have been
a better strategy. The way it has firmly put its footsteps in this market, even the market leader
IMS doesn’t feel safe. EduMentor Educational Services Pvt. Ltd had enrolled more than 4000
students. This year company has highest no of enrolments of BMS. Hence, the journey of
EduMentor Educational Services Pvt. Ltd has been great till now with its revenue growing
year after year. No wonder the Company will soon occupy the number one position in the
market with its differentiated product, quality service, and focus on customer satisfaction.

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REFERENCES

1. http://www.ibef.org/industry/education-sector-india.aspx

2. http://www.edumentor.co.in/

3. http://ggsipu.nic.in/

4. http://www.cbse.nic.in/

5. www.imsindia.com

6. www.careerlauncher.com

7. http://www.prathamonline.com/

8. http://www.time4education.com/

9. https://community.data.gov.in/impact-of-education-on-economic-growth-and-earnings/

10. Old documents of EduMentor

11. Employees of EduMentor

12. Principles of Marketing by Philip Kotler, Gary Armstrong and Prafulla Agnihotri, 17 th
edition: Pearson Education Limited,2018

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ANNEXURE

STUDENT’S FEEDBACK

Hi Student, Thank you for taking your time out for filling this survey. Hoping to get genuine
and sincere feedback from you.

*Required

NAME:

CONTACT NUMBER:

BATCH:

How did you get to know about EduMentor? *

o Session in school
o Tuition Centre
o Booklet
o Phone Call
o Friends/Relatives
o Randomly walked-in

What was your perception about EduMentor before joining? *

Which Institute did you visit before visiting EduMentor? *

o None
o IMS
o Pratham
o SmartPrep
o T.I.M.E.
o Career Launcher
o Other

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How many Institutes did you visit after taking counselling from EduMentor?*

Which of the following factors affected your decision while choosing an institute?
(Choose as many) *

o Counselling
o Centre’s accessibility
o Infrastructure
o Friends had already joined
o Reputation
o Previous Results
o Fees
o Other:

Which of the above-mentioned factors had major influence on your final decision?
(Only one) *

How satisfied were you with the guidance provided to you during counselling? *

Not Satisfied

Highly Satisfied

Did you have any second thoughts about joining EduMentor? *

Yes

No

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If yes, then what was the concern?

Did your perception change after taking classes from here? *

Yes

No

If yes, then was the change positive or negative?

Positive

Negative

Would you recommend EduMentor to your acquaintances? *

Definitely Yes

Definitely No

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