A REPORT

ON
BUSINESS DEVELOPMENT AND
COMPETITOR ANALYSIS OF
THINK AND LEARN PVT. LTD

BY:ASHISH MISHRA

Authorization
This is to certify that this report is submitted in partial fulfillment of the
requirements of Think and learn pvt. Ltd This report document titled: Business
development and competitor analysis is done by Ashish Mishra as part of the job
at Think and learn pvt. ltd during his job under the guidance of Mr. Nishit
(manager),of Think and learn pvt. ltd

Acknowledgements
I am extremely grateful to Mr. Nishit, manager, Think and learn pvt.ltd for helping
me and providing me with the useful information. By regularly interacting with
him, I learnt few facets of Educational Industry and I am sure the knowledge
imparted will go long way in enriching my career.
I spent some time in market to know about our competitors.

TABLE OF CONTENTS
1.
ABSTRACT........................................................................................
..............................5
2. SCOPE OF THE
PROJECT
.7
3. BUSINESS DEVELOPMENT STRATEGY
.8
4. UNDERSTANDING THE PRODUCT AT THINK AND LEARN PVT
LTD..10
5. IDENTIFYING
COMPETITORS
.13
6. MARKET LEADER
ANALYSIS........................................................................................
........19
7. PROMOTIONAL STRATEGY FOR THINK AND LEARN PVT
LTD............22
8. BUSINESS DEVELOPMENT AT SOUTH DELHI
CENTER.....................................................33
9. CUSTOMER SATISFACTION
SURVEY.35
10. SWOT
ANALYSIS
.38
11. LEARNING FROM
PROJECT
.40
12. CONCLUSION AND
RECOMONDATION.....
43

13.
ATTACHMENT
..45
14.
REFERENCES
..47

ABSTRACT
The project deals with learning of Business environment of education sector with
prime focus on Business development of the organization & its products. It is
followed by understanding consumer behavior & Competitor analysis which will
benefit the organization by increasing its market share in the future. Thorough
analysis of marketing strategies used by different organizations in the sector has
been done.
Project implementation is in the following order:
1. Studying the education industries & understanding their trends.
2. Understanding the functions & operations of different departments of the
organization & identifying their products in the market.
3. Identifying the market leaders.
4. Sales & Marketing of the existing products by studying consumer buying
behavior.
5. Understanding the promotional strategies used by market leaders & identifying
the strategy best suited for the organization.
6. Critical Competitor analysis to make peer comparisons of the companies
strategies.
7. Managing activities of a fully fledged operational centre ( Karol Bagh )
8. Qualitative survey so as to understand consumers needs & expectations
Work executed at different stages of the project has been mentioned below:
To have an insight of the industry, I first started understanding the services &
products of the different organization on 30-April-2013
To know about our target customers I visited few campus which is affiliated by
Delhi University for instance Khalsa College, Shri Ram College of commerce and
Hindu college on 2-April-2013

To know about our competitor s I visited their centers for instance

MBAGURU,T.I.M.E., and CAREER LAUNCHER at Connaught Place on 3-April2013

Scope of the project

Think and learn pvt. ltd has been in the existence since 2008. It
has nice grip over the market as compared to its counterparts but threats of new
entrants like Edumentor, Pratham Educational services and old players like
I.M.S& T.I.M.E is 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.

 Business development strategies

As a part of business development strategy various activities like Board center
activity, public relations, would be conducted throughout Delhi/N.C.R in order to
reach the target audience. Collection of information from all possible sources to
understand the organization products, competitor offerings would be done.
Promotional techniques used by them would be studied.

Profiling
Collection of primary & secondary data, its analysis & profiling of the potential
customers would be done by telecalling.

Ghost shopping
In order to gain insights of the strategies of competitors a study would be
conducted to gain knowledge about the business model of various competitors like
T.IME,CL, I.M.S, Edumentor, etc. On its basis competitive promotional strategy
for Smart Careers would be developed. Ghost calls would be made to understand
the products of competitors and their unique selling point.

Relation building
Interacting with college students and their parents in order to get an idea of what
all they expect from an institute preparing for 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

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

CHAPTER 1
UNDERSTANDING
PRODUCT AT THINK &
LEARN PVT LTD

11

CLASSIFICATION:
The main business of Think & learn pvt ltd is of providing specialized coaching to
students preparing for CAT,XAT,SNAP,IIFT,MHCET,GMAT and UPSC exams.
The organization represents itself as a career development institute by mentoring
young graduation pursuing students as well as passed out and office employees Its
core competency lies in counseling & mentoring young students to choose the right
career path for themselves.

Products:
1.CAT
2.GMAT
3.LMS
4.UPSE
5-CET
6-AIEEE
7-IIT-JEE
8-GRE

Our Centers:

Bangalore
Chennai
Hyderabad
Mysore
Kerala
Delhi-NCR
Chandigarh
Pilani
Manipal
Ahemdabad
Kolkata
Mumbai
Pune

12

Product features:

The reference materials, books, study kit is provided to the customer at the time of
enrollment. Worksheets are distributed every day. Mock tests, simulated and
assessment test are conducted at regular interval. A G.D/P.I session is given
towards the end of the course. All the products are complete classroom
programmed.

13

14

CHAPTER 2
IDENTIFYING
COMPETITORS

15

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,
Competitors resources and capabilities
List of competitor
Career launcher
T.I.M.E.
MBAGuru
IMS

Competitors Reach

16

T.I.M.E.
CAREER LAUNCHER
MBAGURU
I.M.S.

NATIONAL
NATIONAL
DELHI/NCR,AGRA AND
NAGPUR
NATIONAL

COMPETITORS PRODUCTS
T.I.M.E.
CAREER LAUNCHER

MBAGURU

I.M.S.

CAT , Management , LAW ,

H.M ,CSAT,IIT-JEE/ENGINEERING
COURSES,BANK EXAMS ETC
CAT , LAW,
H.M,BBA,MANAGEMENT,CIVIL
SERVICES,BANKING,ENGLISH
LANGUAGE TRAINING,GATE
CAT,SNAP,IIFT,MANAGEMENT
CAT ,MANAGEMENT, LAW,
MEDIA ,B.C.A ,etc.

ABOUT T.I.M.E.
According to T.I.M.E. It is the first institute to offer all-India Mock CATs on the
lines of the new cat on the line of new pattern, true to its reputation of being the
fastest to adapt to the changing CAT.The testing interface of T.I.M.E. AIMCATs
and other practice tests is modeled on the same lines as CAT pattern . T.I.M.E. is
offering different formats of online tests like BITSAT,GRE test,GMAT Exam and
TOEFL,Ibt to its students.
T.I.M.E. OFFERINGS(Computer-based test package)
19 AIMCATs(including 10 invigilated test)
9 CAT replica Test
13 Mock CATs
150 sectional tests covering covering all topics
In addition, following paper pencil tests are also offered:
1 AIMCAT
1 CAT Replica Test

17

 2 Mock CATs
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 216 offices located
in 110 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 centre, 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 200 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.
T.I.M.E. has achieved an important milestone of training more than 11.5 lakh
students since inception and over 1.75 lakh students in the last year alone for the
various entrance examinations. More than 75,000 students trusted T.I.M.E. for their
preparation for the CAT 2011
CAT2011 Results
Institute

II
M
A

II
M
B

II
M
C

II
M
L

II
IIM
IIM
IIM
IIM
IIM
IIM
IIM
IIM
M Kozhiko Shillon Raipu Ranc Rohta Trich Kaship Udaip Total
I
de
g
r
hi
k
y
ur
ur

T.I.M.E.Stude 19 21 33 62 46
nts selected

312

330

821

16

479

329

761

13

4884
*

ABOUT CAREER LAUNCHER

According to board of Directors Companys good growth record of the past years,
the revenue of the Company grew by 22% over the year and the Profits before
Taxes grew by 13% during the same period.
Over the last 15 years, CL has established itself as a national player in the field of
test prep. Today, it functions across a broad spectrum of educational services
including K-12 school, higher education and vocational training Currently, CL is
present in 175+ cities/towns of India with educational infrastructure in the form of
learning centers in excess of 225 in number. The total inclusive manpower of CL is
in the region of about 3000 with 65% of this being only
teachers/trainers/academicians. CL also has international presence in Dubai and

18

Abu Dhabi and offers various educational services to its students in these
countries.
ABOUT MBAGuru

VISION
We reach out so that you can reach up and beyond

MISSION
We will become the most trusted provider of customized educational content and
services, offering material and/or guidance to each learner to help him/her
discover, reach and exceed his/her intellectual, moral and aesthetic potential.
MBAGuru is showing that Leader in Adaptive Preparation for CAT
ABOUT I.M.S.

an institute with over 34 years of experience in shaping success stories. Our motto
is to mentor, motivate and guide our students and all those who interact with us in
order to enable them to make the right career decisions.
IMS is the leader in Management Entrance training. The institute has been ranked
4th in the education sector and 44th amongst the Top 50 Most Trusted Service
Brands across India (AC-Nielsen & Brand Equity, December 2003). Today, IMS
has spread its wings across India with more than 90+ centers and over 50,000
students, successfully making it to some of the most prestigious institutes in India
and abroad.
Market shares of major players in the market for 2010

T.I.M.E.

1250

CAREER LAUNCHER

1600

IMS

3700

Source: author compilation of various secondary sources

19

Market share of major players in the market for 2011

T.I.M.E.

1300

CAREER LAUNCHER

1450

IMS

3900

Source: author compilation of various secondary sources

4
3.5
3
2.5

T.I.M.E.

Career Launcher

I.M.S.

2
1.5

I.M.S.

1
0.5

Career Launcher

0
T.I.M.E.

2010
2011

20

21

CHAPTER 3
MARKET LEADER
ANALYSIS

22

23

From the facts & information collected from various primary & secondary sources,
it is quite clear that I.M.S, Career Launcher & T.I.M.E are the top competitors of
Think And Learn Pvt Ltd. Profiles of the following institutes have been given
below.
IMS1. An institute with over 34 years of experience in shaping success stories.
2. Leader in Management Entrance training. The institute has been ranked 4th in
the education sector and 44th amongst the Top 50 Most Trusted Service Brands
across India
3. IMS has spread its wings across India with more than 140 centers and over
50,000 students, successfully making it to some of the most prestigious institutes in
India and abroad.
4. People get into the best colleges after completing their classes in IMS. It is an
institute with maximum no. of enrollments in consecutive years
5. For a normal management package there are total of 46 sessions:
1 Preliminary Test, 1 Goal Setting Session, 12 sessions for Quantitative Aptitude, 8
of English, 12of Reasoning, 8 sessions for General Awareness & 8 sessions
Business Awareness and 4 sessions for Assessment
Their marketing mix:
PRODUCT It has product for both for both undergraduate level and post
graduate level.
PRICING The pricing of I.M.S products are slightly high as compared to other
players in the market. Major factors influencing I.M.S pricing is its brand value &
quality service. Its pricing strategy is mainly dependent on
Demographic factors (mainly income).
Price of their basic product is around 11,500.30

24

 PROMOTION IMS unique selling point is its brand image all over the country.
During their promotions they make sure that masses get to know about the fact that
they are the market leader. Their previous year results reflect the quality service
offered by them. Being a major player of the industry it enjoys Brand
Reorganization, high financial resource back up. Capital intensive promotion is
employed by them.
They use the following above the line promotional strategies:
I. Media promotions such as Radio Ads - Their belief is that a radio add reaches the
houses in cities as well as towns.
II. News papers One of the most effective promotion tools of all the time .Vastly
used for promotions in education industry.
III. Telemarketing Both in form of calls and SMSs
IV. Internet Ads Social networking sites, blogs, paid ads, etc.
V. Banners Putting logos & banners outside schools, colleges, metro stations
Below the line marketing strategies used are:
I. Sales promotion Which boasts up the morals of employees and fosters a
competition among them to perform better.
II. Outdoor publicity
On the whole I.M.S uses more of capital intensive strategies. With a good financial
backup the company focuses well on above the line promotions and not on below
the line promotions.
PLACE The scale of operation is nationally. With a good reach in all the major
cities of the country I.M.S has its network in all the four zones of Delhi & NCR.

25

26

27

CHAPTER 5
PROMOTIONAL
STRATEGY
FOR THINK & LEARN PVT
LTD

28

INTRODUCTION
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.
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

29

30

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.
STEPS FOR DEVELOPING PROMOTIONAL STRATEGY
The steps involved in developing strategies for Think and learn 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 Think and learn 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

SEGMENTING TARGETING POSITIONING OF THE

ORGANIZATION

31

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

32

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
Think and learn defines its segment on the basis of Demographic Variables, i.e.
age, education and income. The management coaching is provided at graduate
level, so students are required to be segmented on their age i.e.; 21-22 age group,
their educational specialization i.e. Science, Commerce, and Arts etc. Income of
family helps to segment the students and thus facilitates think and learn 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 .Think and
learn decides its target audience to be students of graduation or passed out. Apart
from this, students with specific interest in civil services, engineering and medical
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.

33

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. And if we talk about
CSAT I think there is no comparison than others.

ANALYZING COMPETITOR PROMOTIONAL STRATEGIES

After conducting S.T.P of the organization it is required to analyze the strategies
used by competitors, considering both old and new players in the competition.
Strategies adopted by competitors are:
Most of the players are national level player enjoying high brand awareness in
Delhi and NCR region. One or two players like Edumentor, Pratham and
MBAGuru operate at local level & are growing at an alarming rate. They can be
threat for the organization in the future. 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. Few of above the line
marketing strategies used by the competitors are:
1. News paper ( used throughout the season, with varying intensity and updated
offerings with respect to change in market conditions )
2. Mobile ads (bulk SMS , to create buzz among the masses )
3. Telemarketing ( most common tool used by any organization )
4. Internet ( requires high investments , mainly used by old players )
5. Banner ads ( used by both old & new players )
6. Television ( used by I.M.S , tying up with local cable operators )
7. Radio ads ( during start of the season )
The local players in the market are restricted to use Labor intensive strategies but
its drawbacks are that it gives relatively a cheap image of the organization.

34

Few of the labor intensive strategies are:

1. Direct sales
2. Sales promotion
3. Endorsements
4. Public relations
5. Trade show
6. Person selling

ANALYZING COMPANY LIMITATIONS

Companys limitation has been:
Time Constraint: The first challenge which was there before devising the
business development strategy was the time constraint. The target market i.e. the
pursuing graduate student is busy with their examination in the month of may
This the time when the promotional activity is at a full swing because after the
completion of the examination, students opt for different institute for their entrance
exam preparation. So the effective time of promotion is around two months in
which we have to build the brand name and adopt different strategies to make a
strong brand recall.

H.R.: The next major constraint for the promotional campaign was the
insufficient Human Resource availability as the majority of the people were
inexperienced and had to be trained in the limited span of time.

TRADITIONAL METHODS: In the age of internet media and TV ads,

company still follows the old traditional methods; this is one major drawback in
the organization.
Methods suggested
Analyzing all the above factors , right mix of both above and below the line
marketing strategies has to be used to generate positive leads .Few of the methods
which can be introduced or continued further are :
Direct mail:
Mails were sent directly to the customers(students giving university
examinations)highly customized, giving them tips regarding exams and
information about form details of entrance exams with an immediate calling
helpline to generate response.

35

Educational newspaper (booklet distribution)

Newspaper distribution in form of sample papers and informational booklets
formed the basic and the most important promotional activity for the company. The
distribution was done in the main promotional activities of the company:
Board Centre activity:The board center activity is one of the major business development and
promotional activity .The activity was designed in such a way that maximum
number of target audience can be covered in the limited span of time. we are
supposed to cover maximum number of colleges in assigned zones(North zone in
my case) which is the hub of students.The work schedule of the activity includes:
Information newspaper & Booklet distribution to students and parents
Database collection
The same activity is conducted by Edumentor too. But they are more focused on
counseling of students during this phase but we have to focus on inviting
customers to an educational seminar, where the can later counsel parents. This
activity reflects good image of the organization to the masses.
Telemarketing: The use of telemarketing is on the rise as the response rate in
comparison to other promotional tools is very high. This activity can carried
throughout the operation phase. The dedicated quality managers managed to ensure
that the data is real and not fake. The telecallers were planned to convert this data
into the final sales enrolment.
Bank Centre Activity: Started by Edumentor, one of the most effective strategies
of hitting the right customers at the right time. In this the organization tie ups
with major banks where forms of entrance exams are available. Customers are
counseled on the spot.
Internet: One of the most effective tools used in the modern world. Blogs, paid
ads, social networking sites are big hit and generates good no. of positive response
from the customers.

36

Sales Flowchart :

37

During the project, I was involved in each of the activity of the marketing and
development. I went to various colleges under Delhi University for our marketing
activity, I searched few book stores near Karol Bagh to find out materials of
UPSC. I have been visited few top coaching institutes to know their strategy,
pattern and other factors. Also I got the fee related information

T.I.M.E FEE STRUCTURE

For regular batch- 33000 Rs.
For weekend batch-38000Rs.
For crash course-19500Rs.(expected)

CAREER LAUNCHER FEE STRUCTURE

For regular batch-37000Rs.
For weekends batch-40000Rs.
If you pay 5000Rs. After filling the form at office they will give you a discount of
rupees 2500Rs.

MBAGURU FEE STRUCTURE

For regular batch-36900
For weekends batch-40900
They are giving a discount of rupees 4000 as celebration discount and other
discount of rupees 1000.

38

39

40

CHAPTER 6
BUSINESS DEVELOPMENT
AT SOUTH DELHI CENTRE

41

After finishing major part of promotions for the company, Think and learn have
maximum enrollments at Karol bagh centre thus to continue this record for the
company is a great challenge.
Apart from that we are planning to open up a new center in south Delhi
The main activities at the centre can be
Responsibility for exclusive product.
Promotion of the center
Database checking
Meeting target of enrollments for centre
Handling customer grievances
Generating revenues by counseling & selling
Account maintenance , inventory check
Conducting classes & tests
Communicating with other centre heads
Finance handling for the centre
To generate references from enrolled students by Snowball technique.
Throughout this I learned the various entrepreneurial activities involving
comprehensive learning of the business environment. Now the basic target for the
South Delhi to increase the enrollments or the selling.

Measuring effectiveness of promotion tools of Think and learn pvt

ltd:
A rough estimate of effectiveness of promotional tools can be measures by
considering the enrollments forms filled by the students during their enrollments.
This enrollment form has a section which can give us the information as to how the
customer got to know about the company.
Results can be measure after collecting all the forms.

42

43

CHAPTER 6
CUSTOMER
SATISFACTION SURVEY

44

Customer satisfaction surveys provide the tools to improve organizational

performance & profitability. Customer loyalty & satisfaction levels can be
determined by analyzing the data gathered from our survey questions. It can help
the organization with the following:
Discover new product & service development ideas
Determine what makes your customers loyal
Understand customer issues & relationship to your employees
Achieve a competitive edge with satisfied customers
For the research, a survey of 15 questions was formed and 40 respondents (Smart
Careers students & parents) were surveyed. The analysis below shows the findings
of the questions that were asked in the questionnaire.
There are few questionsQ1. Which course did you enroll for?
Ans- (a)CAT (b)CSAT (c)Test series (d)CRT
Q2. What do you like most about smart Careers?
Ans-(a)Faculty (b)Test series (c)Study materials (d)others
Q3.Did you get proper motivation from teachers?
Ans-(a)Yes (b) No
Q4. Did the center manager communicate important information timely?
Ans-(a)Always (b)Only when asked (c)Never
Q5. Was syllabus of all the subjects finished on time?
Ans-(a)Yes (b)No
Q6. Did the faculties helped in solving the doubts?
Ans-(a)Yes (b)No
Q7. Do you think that sufficient numbers of classes were allotted for all the
subjects?

45

Ans-(a)Yes (b)No
Q8. Were classes held on time?
Ans-(a)Yes (b)No
Q9. How do you rate overall faculty?
Ans-(a)Very good (b)Good (c)Average (d)Poor
Q10. How do u rate study material?
Ans-(a)Very good (b)Good (c)Average (d)Poor
Q11. How do you rate test series?
Ans-(a)Very good (b)Good (c)Average (d)Poor
Q12. How do you rate infrastructure?
Ans-(a)Very good (b)Good (c)Average (d)Poor
Q13. Were your problems/ issues taken seriously?
Ans-(a)Yes (b)No
Q14. Did you like the management at Think and learn pvt ltd?
Ans-(a)Yes (b)No
Q15. Will you refer Think and learn pvt ltd to your friends/relatives in future?
Ans-(a)Yes (b)No

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SWOT ANALYSIS

STRENGTHS- CAT is our biggest strengths and we have got lot of

awards.CSAT is familiar among students in Delhi. Think and learn pvt
ltd,A leading provider of satellite and tablet based educational training
and test preparation solution. Selection of one student in IIM out of
every 8 students.
WEAKNESS- Non availability of doubt solving faculty at every center.

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VSAT problems like breaking of videos in between the class. Our

broacher should be more attractive including our faculty members and
toppers. We need a guy at main center so that he can entertain the people
in front of the center. A small renovation should also be considered at
our main office where foot fall is more than other center.
OPPORTUNITY- We can open up few more branches after a marketing
activity and where people gathering is more. If Byju sir will start taking
classes, our number of student could be increase. Starting up medical
and engineering courses would be profitable. Starting up a new batch for
two months (crash course) would be useful for us as no company is
providing this course in these days.
THREATS- Few competitor s are already there in the market that offers
engineering and medical coaching and have good number of students so if we start
medical and engineering as our new product we need to have a proper and
structural plan otherwise it can be change in failures

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CHAPTER 7
LEARNING FROM THE
PROJECT

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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:
I. Understanding education industry and their trends.
II. Competition in Education industry
III. Understanding organizational structure & their responsibilities.
IV. Employer & Employee relationship
V. Business development activities
VI. Flexibility for learning different skills
From INDUSTRY:
I. A little variation in the pricing strategy of the competitors may divert lot of
customers. So, a continuous check over competitors products & prices should be
kept.
II. 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.
III. Advertising in the form of educational newspapers is the best marketing tool in
the education industry.
IV. A good mix of capital intensive & labor intensive techniques should be used in
the promotional activity & it should be influenced by the demographic factors.
V. Quality of service should be the last resort of any organization.
VI. 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.
VII. In outdoor publicity activity is always mentally and physically tiring, hence
rotation of workforce to different centers is important to reduce monotony in work.
VIII. Promotional activities are all about response generation. During this, the
masses should get a strong reason to respond.

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From CUSTOMERS:
I. Customer relationship management with new, existing & also with those
customers who reject the product.
II. Understanding customer needs & dealing with them differently.
III. Profiling of potential customers.
Other Learning:
I. Grooming personality
II. Time management
III. Team management skills
IV. Team player & leadership skills
V. Communication & interpersonal skills

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CHAPTER 9
CONCLUSION &
RECOMMENDATIONS

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The research work is still incomplete but at this stage following conclusions &
recommendations can be drawn from the findings.
The company is operational on seasonal basis. All the selling, marketing &
distribution activities are conducted only for five months (January - June). This
intern has restricted the revenue growth of the company for limited period.
Hence, the company can bring educational packages that provide the coaching for
a year or two year comprehensive test preparation, by which the company will be
operational throughout the year resulting in increase of its market share.
Currently theres only one segment of the audience that has been tapped by the
company i.e., students preparing for CAT programs. Because of this products
offered by the company is also less as compared to its competitors I.M.S, T.I.M.E
& Edumentor.
Majority (say, 80 %) 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
doesnt have a responsible H.R division. With permanent employees in the
organization cost of training the new employees can be saved.
Incentive based sales will ensure quality work & hard work from the workforce.

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ATTACHEMENT

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Please share your experiences and tell us how we can serve better?

.
..
.
NAME
ADDRESS.

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REFERENCES

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 Information booklet of Think and learn

Information booklet IMS
Information booklet of T.I.M.E.
Career & Education Times , New Delhi
Websites :
http://www.imsindia.com
http://www.edumentor.co.in
http://www.en.wikipedia.org
www.smartcareers.co.in
www.careerlauncherindia.com

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