Consulting Project
Client: T.I.M.E.,
Jamshedpur
Abhipsa Panda
Sambit Kumar Dwivedi
Sandeep Kumar Jha
Swaroop Kumar Venkata D
Road Map
Approach
Approaching the organization and
getting preliminary problem
statement
Business Strategy
Strategize a
Marketing Plan to
fulfill the Objective
6
2
Identification of
Organization
(T.I.M.E)
Problem Analysis
Deep dive to find out the real
problem
Data Analysis
Analyze Data to
come up with
Consumer Insights
Primary Analysis
Industry analysis,
4
Organization
analysis
Data Collection
Primary and Secondary Data on
Consumer Expectations and existing
Marketing activities
Pilot Run
Run a pilot program
to test the
effectiveness of the
plan
Final Goal
Introduction &
Relevance of the
Project
Executive Summary of Coaching Institutes in India
Coaching class market in India is highly fragmented and regional in nature
As of 2012, coaching class market is worth USD 12.6 Billion.
Though Private tuitions make up 75 % of this market, it has limited potential to scale.
Drivers: High propensity to spend on education, growth in double income nuclear families and increased competition at
graduation and post-graduation level.
Challenges: Person centric business, lack of government support and constant changes in test pattern
Trends
Geographical and Horizontal expansion of coaching institutes.
PE/VC investments which present an opportunity to scale up the business.
Increase in online activities (e.g. online tests, case materials etc)
Competition
Few players like MT Educare have been able to scale up operations in fragmented tuition segment.
Players like IMS, Career launchers and T.I.M.E. have more than 60 % market share in MBA test preparation space.
Market
Drivers &
Challenges
Entrance Test Preparation Market is grow ing rapidly and is fiercely competitive
Overview
Entrance test preparation is process driven as content can be
customized across centers
Graduate Entrance Test Preparation Market
More than 80 % of the total test preparation market
Demand for coaching centers is high due to fierce
competition among students for higher education
professional courses
The test preparation market for entry into a
graduation course is dominated by the engineering
courses followed by the medical courses
Post Graduate Entrance Test Preparation Market
Post graduate coaching is dominated by MBA
aspirants
Majority of the tests are held at national level and are
aptitude based.
Easy to scale due to lower dependence on particular
faculty and higher focus on standardized content and
study material
Entrance Test Preparation Market (2008-2012)
20 %
3.5
2.9
1.7
2.4
Entrance Test Preparation Breakup (2012)
6% 3%
7%
25%
59%
Engineering
Medical
Civil Services
MBA
Others
5
Approach to the
Project and Deep Dive
into Project Brief
The Preliminary Project Brief: The purpose was to increase enrollment in
Long term and Super Long Term Courses
Usually the long term courses for college students cost
less (average price per month) and gives student more
time, more attention to cope with the challenges that real
examination presents to them, yet majority students opt for
costlier short term courses. Short term courses also
conflict with the college examinations throughout the
country, yet they are more popular choice. It is tough to
make the college students and their parents buy the point
that if the student is a normal graduate s/he needs to start
preparing for Management entrance examinations as early
as possible. Similarly for engineering graduates it is a
challenge to convey every time that opting for MBA just
after B tech / BE is a better option than to opt for job first
and then look for MBA. Also that classroom courses are
always better than correspondence and Test Series as it
involves interaction with competent peers faculty members
for a student to gain from, which no book can offer.
7
Client Deep Dive revealed that the real objective is to Increase the Size of the
Pie while creating a Positive Word of Mouth Publicity for the Client
173
7%
143
25%
111
129
93
68
32
68%
T.I.M.E
193
Career Launcher
IMS
T.I.M.E. is the market leader in
Jamshedpur in MBA entrance
coaching. Hence, it wants to Increase
the size of the Pie .
71
61
SLT
LT
149
79
Crash Course
Through increase in Super Long Term enrollment, the
organization wants to
Increase Word of Mouth Publicity
Create more number of Positive Influencers
Create a Brand Identity for itself
8
Primary Analysis
Porters Five Forces Analysis
Bargaining Power Of Suppliers
Threat Of New Entrants
Growing gap of demand vs supply
making the market attractive
Low Entry barriers
No government regulations
Small market to experiment
Industry Rivalry
Bargaining Power Of Buyers
Different institutes having same or
similar offerings
Weak price sensitivity
Consumer pipeline almost through
referrals
Cyclical demand
Limited number of players with legacy
First mover advantage
Mostly a franchise model
Minimal advertising required
Sustained market leadership
Not much of retaliation
High cost for top notch MBAs as faculty
Faculty prefer part time to full time
Business operations to be matched
with faculty availability
Risk of dependence on individual
faculty
Threats Of Substitutes
Low propensity for substitutes
Apprehensive because of high
switching costs
Standard products
Poor success rate of non-traditional
substitutes (online, correspondence
programs over class room programs)
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SWOT Analysis
Strength
Focus on Learning Values
Counseling
Approachable Faculty
Honesty/ Fairness in publicity
Opportunity
Online Content
Mobile App with question and
answer
To expand the category
Weakness
No/ Less number of Workshops
Less Marketing Activities
Threat
More number of students
opting for Vocation/ Job
Aggressive marketing of
competitors
Small pool of aspirational
students
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Political
Its a costly service. Unlike schools/colleges, they mean Business ,come with an
accountability factor. Their reputation relies on the number of success stories / converts.
Quality of teaching thus becomes paramount leading to a intense costing
Most coaching centers have an equipped computer centers for the effective test atmosphere
Institutes like FIITJEE offer video lectures for those who cant attend classroom lectures, at additional
pay.
Mobile apps having test schedule, flash cards, important formulas and course details
Tie-Ups with Schools/colleges are a new trend. Classrooms are being rented by Coaching Institutes
Technological
Social
Government isnt very favorable to it and as it signifies a failing basic education system.
For making the students concentrate more on 12th Boards exams and demotivating the
need of coaching, they assigned higher weightage to board results for even engineering
entrances
Economic
PEST Analysis
More than an option, a necessity now
Estimated number of private tutors now exceeds the number o school/college teachers
87 per cent of primary school and 95 per cent of high school students in metros receive private tutoring
Results form a drive in Indian society as an ego boost
Astronomical fees charged against success guarantees
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The Road Ahead
Competitor Analysis
Comparing Time against other key players viz. CL and IMS on Performance, Convert Rates, Material
Provided, Quality of Faculty and Student Demography
Understanding the coaching needs of the consumer (i.e students ) by doing qualitative research
Substantiating the findings by quantitative research, if possible.
Develop a differential marketing strategy based on consumer needs.
Special focus on designing a structure to help popularize the courses in Tier 2 Colleges of Engineering,
mainstream Graduate Colleges
Implementing the strategy on a sample set of 3 such tier 2 colleges and evaluating the response by surveys
If the client is satisfied with the result, up scaling the structure across the organization
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Thank You
