CHAPTER I

INTRODUCTION
Marketing
Marketing are activities of a company associated with buying and selling a product or
service. It includes advertising, selling and delivering products to people. People who
work in marketing departments of companies try to get the attention of target audiences
by using slogans, packaging design, celebrity endorsements and general media
exposure.

Marketing is everything a company does to acquire customers and maintain a

relationship with them. Even the small tasks like writing thank-you letters, playing golf
with a prospective client, returning calls promptly and meeting with a past client for
coffee can be thought of as marketing. The ultimate goal of marketing is to match a
company's products and services to the people who need and want them, thereby
ensuring profitability.
The four P's of marketing are product, place, price and promotion.

Product refers to an item or items a business intends to sell. When examining a product,
one should check, the product, the differences of the product from its competitors and is
the product marketed with a secondary product. Also there substitute products in the
market.

Price refers to how much the product is likely to cost. When establishing price,
considerations needs to be given to cost the unit cost price, marketing costs and
distribution expenses.

Place refers to distribution of the product. Key considerations include whether the
product is going to be sold through a physical store front, online or made available
through both distribution channels.

Finally, promotion refers to the integrated marketing communications campaign.

Promotional activities may include advertising, personal selling, sales promotions, public
relations, direct marketing, sponsorship and guerrilla marketing. Promotions are likely to
vary being dependent on what stage of product life cycle the product is currently in.
Marketers must be aware that consumers associate a products price and distribution

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with its quality, and would be prudent to take this into account when devising the overall
marketing strategy.

Online Marketing
As of 2015, approximately 70% of U.S. adults shop online at least monthly, and 33% are
thought to shop online every week. Online sales in the United States are expected to
increase from $335 billion in 2015 to $523 billion in 2020, a staggering rise of 56%.
Taking these statistics into consideration, it is vital for marketers to utilize online tools
such as social media and digital advertising, both on website and mobile device
applications, as well as internet forums. Considering an appropriate distribution channel
for products purchased online is also an important step in the process. Online marketing
is a critical element of a complete marketing strategy.

Consumerism is heavily integrated with the daily life as well as visual culture of the
societies in which they live in. This visual culture involves today's media environment,
marketers, and advertisers constantly trying to find new ways that they can hold the
attention of the very often dismissive consumers. A new technology known as "real-time
bidding" (RTB) as emerged, beginning to transform the online marketplace. With this
technology, within a fraction of a second the consumer is identified by the RTB, and
then bid on by many bidders from which an ad is delivered by the winner. This
technology is a demonstration of how consumerism and marketing is becoming more
popular on online and mobile platforms.

A commodity culture is one deeply involved with the consumer culture. A commodity
culture is essentially the construction of the consumer's identities through the consumer
products being sold. In order for marketers to successfully sell their products, they must
establish the brands they are selling as familiar, essential, as well as lovable to their
consumers, functioning as a way for marketers to create a solid relationship between
the consumer and the product. It is not only the product itself being sold, rather the

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connotation attached to that product, and the feeling the consumer gets about the
product that is being sold.

Marketing Mix

A marketing mix usually refers to E. Jerome McCarthy's four P classification for

developing an effective marketing strategy: product, price, placement, or distribution,
and promotion. When it is a consumer-centric marketing mix, it is extended to include
three more Ps: people, process and physical evidence, and three Cs: cost, consumer
and competitor. Depending on the industry and the target of the marketing plan,
marketing managers may take various approaches to each of the four Ps.

The term "marketing mix," was first coined by Neil Borden, the president of the
American Marketing Association in 1953. It is still used in 2016 to make important
decisions that lead to the execution of a marketing plan. A marketing mix helps an
organization make strategic decisions when launching a new or existing product. The
various approaches have evolved over time, especially with the increased use of
technology.

Although the four Ps can be examined independently, in practice they are often
dependent on each other.

Product refers to the item to be sold. The product is that will be sold. The features
differentiate the product from competitor products and there associated products that
can be marketed with the initial product.

Price refers to the sale price of the product. Consider factors such as the cost price of
the product, marketing expenses and distribution costs. Determine if these costs are
likely to be fixed or variable when calculating an appropriate price. Price can also be
used to position the product in respect to perceived quality.

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Place or distribution refers to where the product is going to be sold. Consideration
needs to be given to the type of product being sold when determining where it is to be
distributed, as it impacts the positioning of the product. Basic consumer products are
often made readily available. Premium consumer products are typically only made
available in select stores. Is the product better suited to be sold at a brick-and-mortar
store or online.

Promotion refers to the collective marketing communications campaign used to sell the
product, often called the promotional mix. Promotional activity includes advertising,
sales promotion, personal selling and public relations. Promotions are typically reliant
on product and price and place. Key consideration needs to be given to the budget
assigned to the marketing mix, the stage of the product's life cycle and how the
promotion can be utilized to position the product.

FUNCTIONS OF MARKETING

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Marketing is related to the exchange of goods and services. Through its medium the
goods and services are brought to the place of consumption. This satisfies the needs of
the customers. The following activities are undertaken in respect of the exchange of
goods and services:

1. Gathering and Analyzing Market Information:

Gathering and analyzing market information is an important function of marketing.

Under it, an effort is made to understand the consumer thoroughly in the following ways:

(a) Consumers want

(b) Quantity

(c) Price

(d) Time

(e) Type of advertisement

(f) Place

Type of distribution system. All the relevant information about the consumer is collected
and analyzed. On the basis of this analysis an effort is made to find out as to which
product has the best opportunities in the market.

2. Marketing Planning:

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In order to achieve the objectives of an organization with regard to its marketing, the
marketer chalks out his marketing plan.

The company wants to raise it to 40%. In order to achieve this objective the marketer
has to prepare a plan in respect of the level of production and promotion efforts. It will
also be decided as to who will do what, when and how. To do this is known as marketing
planning.

3. Product Designing and Development:

Product designing plays an important role in product selling. The company whose
product is better and attractively designed sells more than the product of a company
whose design happens to be weak and unattractive.

In this way, it can be said that the possession of a special design affords a company to a
competitive advantage. It is important to remember that it is not sufficient to prepare a
design in respect of a product, but it is more important to develop it continuously.

4. Standardization and Grading:

Standardization refers to determining of standard regarding size, quality, design, weight,

color, raw material to be used, etc., in respect of a particular product. By doing so, it is
ascertained that the given product will have some peculiarities.

This way, sale is made possible on the basis of samples. Mostly, it is the practice that
the traders look at the samples and place purchase order for a large quantity of the
product concerned. The basis of it is that goods supplied conform to the same standard
as shown in the sample.

Products having the same characteristics (or standard) are placed in a given category
or grade. This placing is called grading. For example, a company produces commodity
X, having three grades, namely A. B and C, representing three levels of quality;
best, medium and ordinary respectively.

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Customers who want best quality will be shown A grade product. This way, the
customer will have no doubt in his mind that a low grade product has been palmed off to
him. Grading, therefore, makes sale-purchase easy. Grading process is mostly used in
case of agricultural products like food grains, cotton, tobacco, apples, mangoes, etc.

5. Packaging and Labeling:

Packaging aims at avoiding breakage, damage, destruction, etc., of the goods during
transit and storage. Packaging facilitates handling, lifting, conveying of the goods. Many
a time, customers demand goods in different quantities. It necessitates special
packaging. Packing material includes bottles, canister, plastic bags, tin or wooden
boxes, jute bags etc.

Label is a slip which is found on the product itself or on the package providing all the
information regarding the product and its producer. This can either be in the form of a
cover or a seal.

For example, the name of the medicine on its bottle along with the manufacturers
name, the formula used for making the medicine, date of manufacturing, expiry date,
batch no., price etc., are printed on the slip thereby giving all the information regarding
the medicine to the consumer. The slip carrying all these is details called Label and the
process of preparing it as Labeling.

6. Branding:

Every producer/seller wants that his product should have special identity in the market.
In order to realize his wish he has to give a name to his product which has to be distinct
from other competitors.

Giving of distinct name to ones product is called branding. Thus, the objective of
branding is to show that the products of a given company are different from that of the
competitors, so that it has its own identity.

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For instance, if a company wants to popularize its commodity X under the name of
777 (triple seven) then its brand will be called 777. It is possible that another
company is selling a similar commodity under AAA (Triple A) brand name.

Under these circumstances, both the companies will succeed in establishing a distinct
identity of their products in the market. When a brand is not registered under the trade
Mark Act, 1999, it becomes a Trade Mark.

7. Customer Support Service:

Customer is the king of market. Therefore, it is one of the chief functions of marketer to
offer every possible help to the customers. A marketer offers primarily the following
services to the customers:

(i) After-sales-services

(ii) Handling customers complaints

(iii) Technical services

(iv) Credit facilities

(v) Maintenance services

Helping the customer in this way offers him satisfaction and in todays competitive age
customers satisfaction happens to be the top-most priority. This encourages a
customers attachment to a particular product and he starts buying that product time and
again.

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8. Pricing of Products:

It is the most important function of a marketing manager to fix price of a product. The
price of a product is affected by its cost, rate of profit, price of competing product, policy
of the government, etc. The price of a product should be fixed in a manner that it should
not appear to be too high and at the same time it should earn enough profit for the
organization.

9. Promotion:

Promotion means informing the consumers about the products of the company and
encouraging them to buy these products. There are four methods of promotion: (i)
Advertising, (ii) Personal selling, (iii) Sales promotion and (iv) Publicity. Every decision
taken by the marketer in this respect affects the sales. These decisions are taken
keeping in view the budget of the company.

10. Physical Distribution:

Under this function of marketing the decision about carrying things from the place of
production to the place of consumption is taken into account. To accomplish this task,
decision about four factors are taken. They are: (i) Transportation, (ii) Inventory, (iii)
Warehousing and (iv) Order Processing. Physical distribution, by taking things, at the
right place and at the right time creates time and place utility.

11. Transportation:

Production, sale and consumption-all the three activities need not be at one place. Had
it been so, transportation of goods for physical distribution would have become
irrelevant. But generally it is not possible. Production is carried out at one place, sale at
another place and consumption at yet another place.

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Transport facility is needed for the produced goods to reach the hands of consumers.
So the enterprise must have an easy access to means of transportation.

Mostly they see on the road sides private vehicles belonging to Pepsi, Coca Cola, LML,
Britannia, etc. These private carriers are the living examples of transportation function of
marketing. Place utility is thus created by transportation activity.

12. Storage or Warehousing:

There is a time-lag between the purchase or production of goods and their sale. It is
very essential to store the goods at a safe place during this time-interval. Godowns are
used for this purpose. Keeping of goods in godowns till the same are sold is called
storage.

For the marketing manager storage is an important function. Any negligence on his part
may damage the entire stock. Time utility is thus created by storage activity.

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ROLE OF SERVICE SECTOR IN INDIA

Introduction

India holds an important place in the global education industry. The country has more
than 1.4 million schools with over 227 million students enrolled and more than 36,000
higher education institutes. India has one of the largest higher education systems in the
world. However, there is still a lot of potential for further development in the education
system.

India has become the second largest market for e-learning after the US. The sector is
currently pegged at US$ 2-3 billion, and is expected to touch US$ 40 billion by 2017.
The distance education market in India is expected to grow at a Compound Annual
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Growth Rate (CAGR) of around 34 per cent# during 2013-14 to 2017-18. Moreover, the
aim of the government to raise its current gross enrolment ratio to 30 per cent by 2020
will also boost the growth of the distance education in India.

Market Size

The education sector in India is poised to witness major growth in the years to come as
India will have worlds largest tertiary-age population and second largest graduate talent
pipeline globally by the end of 2020. In FY 2015-16, the education market was worth
about US$ 100 billion and is expected to reach US$ 116.4 billion in FY 2016-17.
Currently, higher education contributes 59.7 per cent of the market size, school
education 38.1 per cent, pre-school segment 1.6 per cent, and technology and multi-
media the remaining 0.6 per cent.

Higher education system in India has undergone rapid expansion. Currently, Indias
higher education system is the largest in the world enrolling over 70 million students
while in less than two decades, India has managed to create additional capacity for over
40 million students. At present, higher education sector witnesses spending of over Rs
46,200 crore (US$ 6.78 billion), and it is expected to grow at an average annual rate of
over 18 per cent to reach Rs 232,500 crore (US$ 34.12 billion) in next 10 years.

Indias IT firms are working with academic institutions and setting up in-house institutes
to groom the right talent as these companies move to Social Media, Mobility, Analytics
and Cloud (SMAC) technologies.

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Investment

The total amount of Foreign Direct Investments (FDI) inflow into the education sector in
India stood at US$ 1,256 million from April 2000 to March 2016, according to data
released by Department of Industrial Policy and Promotion (DIPP).

The education and training sector in India has witnessed some major investments and
developments in the recent past. Some of them are:

The Government of India aims to increase digital literacy to at least 50 per cent of
Indians from currently 15 per cent over a period of next three years.

Training and skills development firm NIIT has partnered with US-based edX to
offer online courses from leading international universities including MIT and
Berkeley to about 5 lakh people over the next three years.

Byjus, an education technology start-up, has raised US$ 50 million from the
Chan Zuckerberg Initiative, founded by Facebook founder Mark Zuckerberg, and

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 existing investors Sequoia Capital, Sofina SA, Lightspeed Venture Partners and
Times Internet Ltd.

India and Germany have signed an agreement on vocational education and skill
development with a budget of US$ 3.37 million, which will help create and
improve cooperative workplace-based vocational training in Indias industrial
clusters.

Cisco Systems plans to invest US$ 100 million in India over the next 2 years, will
be used to fund early-stage and growth-stage companies in the country, open six
new innovation labs, three centres of expertise and train around 250,000
students by 2020.

Neev Knowledge Management Pvt. Ltd, which offers online and classroom-
based certification courses under the brand name EduPristine, has raised US$
10 million from Kaizen Management Advisors and DeVry Inc., which will be used
to increase its course offerings, and increase its presence to 15 cities across the
country.

BRS Ventures & Holdings Ltd, owned by Abu Dhabi-based billionaire Mr B R

Shetty, plans to invest US$ 1.8 billion in Amaravati in the state of Andhra Pradesh
across projects in healthcare, tourism, hospitality, infrastructure, and education
sector.

Byjus, an education technology start-up, has raised US$ 75 million from US-
based venture capital firm Sequoia Capital and Belgium-based investment firm
Sofina, which will be used to improve content delivery, expand product pipeline,
launch in new markets and continue to build its talent pool.

US based multinational technology major Intel Corporation, has partnered with

Extramarks Education, a digital learning solutions provider, to tap the US$ 40
billion private school sector in India and thereby provide optimised learning

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 solutions and extend computing technologies to students and schools in the
country.

EdCast, a technology education start-up based in Silicon Valley, plans to invest

up to US$ 50 million in education based technology and tie-up with around 500
educational institutions to build digital content and curriculum for educational
institutions in India.

Tata Trusts, part of the Tata Group, has entered in to a strategic partnership with
web-based free learning portal, Khan Academy, and seeks to use technology to
provide free education to anyone, anywhere in India.

Venture capital fund Acumen has invested in two Hyderabad-based education

start-upsIgnis Careers (US$ 250,000) and SEED (US$ 650,000)working in
the low-cost school education space.

Anuna Education, a partner to National Skills Development Corporation (NSDC)

has announced the eEntrepreneurship Program in collaboration with eBay India.
Anuna Education will train entrepreneur to sell their products on eBay globally in
collaboration with eBay India along with a practical training on how to sell the
products to global buyers.

The Confederation of Indian Industry (CII) has launched Strategic Manufacturing

Skill Council (SMSC) to train workforce for defence equipment manufacturing,
ship building and repair, homeland security equipment and other firefighting
equipment.

The Central Board of Secondary Education (CBSE) has mandated the

appointment of a special educator for children with learning disabilities so that
they could be assimilated with other students. This directive came as a part of
inclusive practices philosophy of CBSE and strict guidelines of Right to
Education Act.

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 In an attempt to improve health care infrastructure in West Bengal, nine new
medical colleges will be opened, out of which five will be government-run while
the other four will be set up under the Public Private Partnership (PPP) model.

Government Initiatives

Some of the other major initiatives taken by the Government of India are:

The Union Budget 2016-17 has made the following provisions for the education sector:

10 public and 10 private educational institutions to be made world-class

Scheme to get Rs 500 crore (US$ 73.36 million) for promoting entrepreneurship
among Schedule Caste/Scheduled Tribe (SC/ST)

Digital Repository for all school leaving certificates and diplomas

Rs 1,000 crore (US$ 146.72 million) allocated for higher education financing

Rs 1,700 crore (US$ 250 million) allocated for 1500 multi-skill development centres

62 new Jawahar Navodaya Vidyalayas (JNV) to provide quality education

Digital literacy scheme to be launched for covering six crore additional rural households

Objective to skill one crore youth in the next three years under the Pradhan Mantri
Kaushal Vikas Yojna (PMKVY)

The Government of India has announced plans to digitise academic records such as
degrees, diplomas, mark sheets, migration certificate, skill certificate, etc from
secondary to tertiary-level institutions into a National Academic Depository (NAD).

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The Government of India plans to set up an advanced research and training institute in
chemical engineering, which will offer support services to businesses in technology,
design and testing and will train engineers and scientists through its various centres in
different parts of the country.

The Government of India has signed a financing agreement with The World Bank, for
International Development Association (IDA) credit of US$ 300 million, for the Madhya
Pradesh Higher Education Quality Improvement Project, which aims to improve student
outcomes, especially of disadvantaged groups in selected Higher Education Institutions
(HEIs) and increase the effectiveness of the higher education system in Madhya
Pradesh.

The Human Resource Development (HRD) Ministry has entered into a partnership with
private companies, including Tata Motors Ltd, Tata Consultancy Services Ltd and real-
estate firm Hubtown Ltd, to open three Indian Institutes of Information Technology
(IIITs), through Public-Private Partnership (PPP), at Nagpur, Ranchi, and Pune.

Prime Minister launched the Skill India initiative Kaushal Bharat, Kushal Bharat.
Under this initiative, the government has set itself a target of training 400 million citizens
by 2022 that would enable them to find jobs. The initiatives launched include various
programmes like: Pradhan Mantri Kaushal Vikas Yojana (PMKVY), National Policy for
Skill Development and Entrepreneurship 2015, Skill Loan scheme, and the National
Skill Development Mission.

PMKVY is the flagship program under the Skill India Initiative and it includes
incentivising skill training by providing financial rewards on completion of training to the
participants. Over the next year 2.4 million Indians are believed to be benefitted from
this scheme.

National Policy for Skill Development and Entrepreneurship 2015 is Indias first
integrated program to develop skill and promote entrepreneurship simultaneously. The
vision of this programme is to skill the Indian youth rapidly with high standards and at

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the same time promote entrepreneurship thus creating wealth and gainful employment
for the citizens.

Skill Loan Scheme is designed to disburse loans of Rs 5,000 (US$ 75.3) to Rs 150,000
(US$ 2,260) to 3.4 million Indians planning to develop their skills in the next five years.

The National Skill Development Mission is developed to expedite the implementation of

skilling activities in India by providing robust institutional framework at the centre and
the state.

India and Australia have signed a Memorandum of Understanding (MoU) to boost

partnerships between the two countries in the fields of higher education and research,
including technical and professional education, schools, vocational education and
training.

The National Skill Development Corporation of India (NSDC) under a Public Private
Partnership promoted by the Ministry of Finance, Government of India signed a
Memorandum of Understanding with Center for Research & Industrial Staff
Performance (CRISP), India to explore national and international opportunities for
strengthening skills development in India.

FUTURE

Various government initiatives are being adopted to boost the growth of distance
education market, besides focusing on new education techniques, such as E-learning
and M-learning.

Education sector has seen a host of reforms and improved financial outlays in recent
years that could possibly transform the country into a knowledge haven. With human
resource increasingly gaining significance in the overall development of the country,

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development of education infrastructure is expected to remain the key focus in the
current decade. In this scenario, infrastructure investment in the education sector is
likely to see a considerable increase in the current decade

Moreover, availability of English speaking tech-educated talent, democratic governance

and a strong legal and intellectual property protection framework are enablers for world
class product development, as per President-Engineering and Site Leader for Cisco
(India).

The Government of India has taken several steps including opening of IITs and IIMs in
new locations as well as allocating educational grants for research scholars in most
government institutions. Furthermore, with online modes of education being used by
several educational organisations, the higher education sector in India is set for some
major changes and developments in the years to come.

IMPORTANCE OF EDUCATIONAL INSTITUTIONS IN

PROVIDING SERVICES

Education has a great social importance especially in the modern, complex

industrialized societies. Philosophers of all periods, beginning with ancient stages,
devoted to it a great deal of attention.

Accordingly, various theories regarding its nature and objective have come into being.
Let us now examine some of the significant functions of education.

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1. To complete the socialization process.

The main social objective of education is to complete the socialization process. The
family gets the child, but the modern family tends to leave much undone in the
socialization process. The school and other institutions have come into being in place of
family to complete the socialization process.

Now, the people fell that it is the schools business to train the whole child even to the
extent of teaching him honesty, fair play, consideration for others and a sense of right
and wrong.

The school devotes much of its time and energy to the matter such as co-operation,
good citizenship, doing one's duty and upholding the law.

Directly through text books and indirectly through celebration of programmes patriotic
sentiments are intimates and instilled. The nation's past is glorified, its legendary heroes
respected, and its military ventures justified.

(2) To transmit the central heritage :

All societies maintain themselves, by exploitation of a culture. Culture here refers to a

set of beliefs and skills, art, literature, philosophy, religion, music etc., that are not
carried through the mechanism of heredity. They must be learned.

This social heritage (culture) must be transmitted through social organisations.

Education has this function of cultural transmission in all societies. It is Only at the
under leaves of the school that any serious attempt has been, or now is, made to deal
with this area.

(3) For the formation of social personality

Individual must have personalities shaped or fashioned in ways that fit into the culture.
Education, everywhere has the function of the formation of social personalities.

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Education helps in transmitting culture through proper molding of social personalities. In
this way, it contributes to the integration, to survive and to reproduce themselves.

(4) Reformation of Attitudes:

Education aims at the reformation of attitudes wrongly developed by children already.

For various reasons the child may have absorbed a host of attitudes, beliefs and
disbeliefs, loyalties and prejudices, jealously and hatred etc. these are to be reformed.

It is the function of education to see that unfounded beliefs, illogical prejudices and
unreasoned loyalties are removed from the child's mind, though the school has its own
limitations in this regard, it is expected to continue its efforts in reforming the attitudes of
the child.

(5) Education for occupational placement:

An instrument of livelihood. Education has a practical and also it should help the
adolescent for earning his livelihood. Education has come to be today as nothing more
than an Instrument of livelihood. It should enable the student to take out his livelihood.

Education must prepare the student for future occupational positions, the youth should
be enabled to play a productive role in society. Accordingly, great emphasis has been
placed on vocational training.

(6) Conferring of Status:

Conferring of status is one of the most important function of education. The amount of
education one has, is correlated with his class position. This is four in U.S.A., U.S.S.R.,
Japan, Germany and some other societies.

Education is related to one's position in the stratification structure in two ways. (1) An
evaluation of one's status is partially decided by what kind of education one has
received and (2) Many of the other important criteria of class position such as

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occupation, income and style of life are partially the result of the type and amount of
education one has had.

Men who finish college, for example, earn two and a half times as much as those who
have a grammar school education.

(7) Education encourages the spirit of competition :

The school instills co-operative values through civic and patriotic exhortation or advice.
Yet the schools main emphasis is upon personal competition. For each subject studied
the child is compared with the companies by percentage of marks or rankings.

The teacher admires and praises those who d well and frowns upon those who fail to do
well. The schools ranking system serves to prepare for a later ranking system. Many of
those who are emotionally disappointed by low ranking in the school are thereby
prepared to accept limited achievement in the larger world outside the school.

TYPES OF SERVICES RENDERED BY EDUCATIONAL INSTITUTIONS

The Educational Services sector comprises establishments that provide instruction and
training in a wide variety of subjects. This instruction and training is provided by
specialized establishments, such as schools, colleges, universities, and training centers.
These establishments may be privately owned and operated for profit or not for profit, or
they may be publicly owned and operated. They may also offer food and/or
accommodation services to their students.

Educational services are usually delivered by teachers or instructors that explain, tell,
demonstrate, supervise, and direct learning. Instruction is imparted in diverse settings,

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 such as educational institutions, the workplace, or the home, and through diverse
means, such as correspondence, television, the Internet, or other electronic and
distance-learning methods. The training provided by these establishments may include
the use of simulators and simulation methods. It can be adapted to the particular needs
of the students, for example sign language can replace verbal language for teaching
students with hearing impairments. All industries in the sector share this commonality of
process, namely, labor inputs of instructors with the requisite subject matter expertise
and teaching ability.

The educational services sector consists of a single subsector, Educational Services:

NAICS 611. Data published under either the sector or subsector classification are
included in the tables below. The subsector consists of these industry groups:

Elementary and Secondary Schools: NAICS 6111

Junior Colleges: NAICS 6112
Colleges, Universities, and Professional Schools: NAICS 6113
Business Schools, Computer and Management Training: NAICS 6114
Technical and Trade Schools: NAICS 6115
Educational Support Services: NAICS 6117

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CHAPTER - 3
COMPANY PROFILE

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AVM Konect Pvt. Ltd. Just Practicals! has been established as a practical
education solution company in Bangalore, India and Kinshasa, DRC. Just
Practicals! Strives to become the most innovative and disruptive learning
solutions company, also strives to strengthen the employability quotient across
the spectrum of learning, from school, college to corporate. The market for
education startups out of India is becoming hotter with new players in segments
as diverse as career counselling, child-friendly content creation, scholarly
publishing and classes for stock trading populating the space. In order to remain
relevant and survive in this fast-changing and competitive world, every one of us,
including students and working professionals, constantly need to upgrade and
update ourselves with the latest developments, in line with the changing market
demands.

AVM Konect Pvt. Ltd. Just Practicals! short-term certification courses help
students gain expertise in the latest technologies and concepts and will help
them to advance their career prospects. Designed by industry experts and
developed as per scientific instructional design principles, these courses are
recognized by leading companies.

Mission:

AVM Konect Pvt. Ltd. Just Practicals! strives to up-skill and re-skill learners and
help them remain current in the field of their choice. The company hones the
skills of students and working professionals and gives them an edge in their
chosen fields. Just Practicals! make learners job-ready with hands-on, practical
training designed by industry experts. Just Practicals! complement classroom
teaching with eLearning content and this help learners improve their soft skills.

Vision:
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 To provide quality services that exceeds the expectations of our esteemed
customers.

Strength

AVM Konect Pvt. Ltd. Just Practicals! works closely with universities in Africa as
their Knowledge Partner. The association supports universities with
undergraduate and Swift programs, industry-relevant courses in fast-growing,
new-age verticals such as Cloud, Digital Marketing, Mobile Applications, SMAC
and Animation.

Established in 2015, AVM Konect Pvt. Ltd. is led by professionals who have
several years of industry experience, with a strong academic and research
orientation. The company offers customized training and learning solutions for
different categories of users including corporate, institutions and individuals.

Since the inception in 2015, AVM Konect Pvt. Ltd. Just Practicals! has
mentored young minds through industry-relevant undergraduate and swift
programs offered in association with reputed universities, autonomous
institutions and colleges across Bangalore and DRC.

In the last decade, the world has witnessed dramatic changes around us. Todays
jobs did not exist ten years ago and may not exist ten years hence. One has to
learn, unlearn and relearn. Just Practicals! SWIFT certification courses address
this need. Developed by industry experts and scientifically designed, these
courses are globally recognized.

Through innovative solutions and product offerings, Just Practicals! help

corporates and institutes address their training challenges and remain ahead of
fast changing business, employee and student needs. AVM Konect Pvt. Ltd.
Just Practicals! aspires to be the most disruptive education company.

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Services:

Corporate Services:

eBoarding

Companies spend exorbitant sums training fresh graduates before deploying

them on the job. eBoarding permits companies to conduct fresher training while
they are still in college. This reduces training costs, deployment time and makes
them productive sooner. The engagement that takes place during eBoarding also
provides insights into possible dropouts permitting pre-emptive action. Just
Practicals! leverages its rich training experience and technology for cost-effective
eBoarding.

Source-to-Train

Finding trained resources is always a challenge. Just Practicals! design and

develop training programs and train potential recruits as per your resource
requirement. Trained candidates are presented for interview and selection. This
reduces training and sourcing costs for the company, resulting in immediate
billable resources. The companys connections with various universities, allows
the company to tap into the available resource pool and train them as per their
needs.

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 Continuous Learning

Obsolescence of the existing workforce is a constant challenge for every

company. The companys value-added, professional certification courses re-skill
and up-skill the existing workforce. Their employees will be trained in the latest
technologies and advancements as per their business requirements. This in turn
enhances the employees skill, productivity and morale resulting in improved
business results.

Work-integrated Diplomas

Employees are keen to acquire additional qualifications to add to their skills and
enhance their resume. Existing opportunities are limited or lack flexibility. By
leveraging Just Practicals! tie-ups with university partners, their employees can
learn-while-they- earn and this in turn helps them improve their employee
retention rates.

Institution:

Institutes face several challenges in keeping pace with the rapid changes
happening around them. Students demand options along with the latest industry-
relevant courses while regulators want compliance. Just Practicals! Skill Centre
helps address these challenges. The Skill Centre provides value-added
certification courses, soft skills training programs, Choice Based Credit System
(CBCS) courses and Faculty Training Programs. Through the Skill Centre, the
Institute can provide greater variety to its students and offer industry-relevant
trainings.

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 Open and Distance Learning

Just Practicals! provides comprehensive services to e-enable universities with

their world-class digital content and state-of- the-art Learning Management
System (LMS). Just Practicals! assist in student acquisition, branding,
establishing connects with industry mentors, and ensuring student engagement
through their learning cycle for Distance Education courses. Just Practicals!
provide the services on the companys technology-integrated platform.

Value-added Certifications

Just Practicals! SWIFT certification courses provide industry-relevant training to

students. These have been designed by industry experts and are recognized
globally. Just Practicals! offer a wide range of courses in Finance, Management,
Technology and Soft Skills. Just Practicals! conduct live Just Practicals! binars
that are delivered by industry experts. These certifications provide hands-on
training and add value to the courses that students are currently pursuing.

Faculty Training Programs

Just Practicals! trains institute faculty in contemporary and emerging knowledge

areas. These training programs deepen their institutes intellectual pool, which
leads to knowledge creation and innovation and enhances their brand image.
These customized training sessions are facilitated by experts from the industry
and academia with ample hands-on exercises, activities and case studies.

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 Soft Skills Training

Each individual carries immense potential, talent and skill. Polishing and fine-
tuning ones ability to interact and communicate with others can help one realize
their true potential. The companys soft skills courses are holistic and ensure
complete learning for a learner. They cover basic grammar and reading skills,
developing the right attitude, goal-setting, conflict management and even
preparing for interviews.

CBCS Courses

Institutes have been mandated to provide students variety by offering Choice-

Based-Credit-System (CBCS) courses. HoJust Practicals! ver, they face several
challenges such as scarcity of experienced faculty, lack of content expertise,
inadequate infrastructure and outdated technology. Just Practicals! leverages its
experience in education and connects with the industry and academia to help
their institute tide over these challenges and offer CBCS courses to their
students.

Incubation Services

Just Practicals! helps the institute promote the culture of entrepreneurship among
their students. Just Practicals! foster the right support environment for students
to ideate and start new ventures and provide a gamut of incubation services to
nurture nascent ideas and guide and scale fledgling ventures to greater heights.

Individual:

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 When the world changes faster than they can comprehend, what they need is a
boost. They need to constantly learn, unlearn and relearn. The key focus should
be to update themselves and learn new skills in line with industry
demands. Whether they are looking to re-skill themselves or up-skill themselves
to face Just Practicals! challenges or are just entering the job market, Just
Practicals! - Swift hands on, short-term certification courses give them an extra
edge to better themselves.
Just Practicals! - Swift brings together the industrys topmost subject matter
experts the best instructional designers and the latest technology to provide
them with the best learning experience to step ahead in their career. Students
can choose from a variety of courses in Technology, Finance, Management and
Soft Skills.

Bangalore is India's start-up capital. Like every Bangalorean, the founders had a
start-up dream too. The founders knew what to deliver. EdTech was always the
ultimate motive. The question remained- How is Just Practicals! going to stand
out in this unimaginably large and competitive pool. It was a mammoth task of
course. Just Practicals! had to deliver something new because let's face it,
there's nothing that's not "already there". The journey began thus, leading us to
tap every ounce of creativity, intellect and genius that Just Practicals! have got.
All Just Practicals! had to do was to target the right population and the company
did that- The African community in India. Education, indeed is affordable in India
but it created a lot of hassles because of the language and cultural barrier.
Hence, Just Practicals! decided to do something about the problem and from
there, there was no turning back. Just Practicals! through two years of extensive
research and finally came up with curriculum that would help African friends with
their education. Just Practicals! have been restructuring, innovating and
developing programs ever since and introducing new programs along the way.

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 The unique thing about the company is - everything is learned through practical
education

Today Just Practicals! Is striving to become a leading Ed-tech support company

offering affordable and engaging education to the African community. Just
Practicals! offers various programs in Technology and Business Management.
The programs at Just Practicals! have seen a massive influx ever since.
Communicative English is an integral part of the courses offered at Just
Practicals. The most unique program is what Just Practicals! call JP-SWIFT. It is
a 3 months course in Technology and Business management which combines
academic and applied aspects of industry knowledge ranging from start-ups to
multinational companies. The Ed-Tech is using innovative video technology
targeting tier-1 and tier-2 colleges and universities for a technically enhanced
education process. The companys flagship product Decode records, edits and
improvises classroom lectures with additional interactive tools and streams them
live as well as make them available for future uses by students and teachers.
The videos are encrypted and thus have high security and various interactive
features for on-the-go improvisations by both teachers and students enabling
enriched outside classroom learning experience. Just Practicals! is an education
solution company in India and spread across the entire education ecosystem.
From schools to skills; over last two years, Just Practicals! group has empowered
over 1500 learners and educators across and are on the path to create a better
future in education. Founded in 2015, the company today has overseas offices in
Kinshasa, DRC.

The companys presence in each of the education verticals is marked with

technology-enabled products, high quality people, structured processes and
entrepreneurial leadership, that come together to deliver unmatched value. From
pre-school toddlers to competitive high school exams, from core curriculum
subjects at the school level to vocational and employability skills for young adults;
Just Practicals! reaches out to the entire education life cycle.

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 Just Practicals! envisions to work with Indias largest K12 content library with
over 20,000 modules of rich 3D multimedia educational content and has is
planning to reach out to over a million students across 1000 private schools and
a million students across 20 African countries.

Just Practicals! Plans to be a leader in digital content solutions for the K12
segment and universities. Just Practicals! smartclass is a teacher-led educational
content solution that dramatically improves learning outcomes in Private Schools
and universities. With systematically launching a new innovative versions, Just
Practicals! Smart class will consistently raise the barriers to entry for competition.
For schools and universities EduReach division will partner with government,
implementing large scale public-private-partnership projects, taking IT education
and IT enabled learning to the remotest of schools across the African continent.
As part of this program, the Company will set up Computer Labs in Schools,
provides Multimedia Content in regional language, testing and certification in
computer education, full time assistants as well as teacher training, monitoring
and supervision. Just Practicals! Will conduct training on government mandated
vocational skill courses in association with departments of Urban and Rural
development at national level. The high school chains offer quality education
across the socio-economic spectrum from the richest of the rich to the poorest of
the poor. Just Practicals! Will build a chain of schools under the brand of The
Just Practicals! Schools,. The company will provide infrastructure to independent
trusts across the continent.. The Company will also build a portfolio of iconic
brands for co-branded schools and universities with local institutions.

The company will also develop a bouquet of online and supplemental education
solutions is consistently reaching out to students and teachers with innovative
solutions leveraging the best of technology. Just Practicals! Insight is an
assessment and counseling arm of the program, the Swift program is Just
Practicals!s popular vertical. The company will also distribute other education
products via companys wide field team across the continent.

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 Just Practicals! affiliate is in the process of developing a state of the art online
platform will be premier provider of Web-delivered K12 and university curriculum
and assessments and Digital Learning Environment products like Math and
Science. The online products will have a strong footprint in Africa. All students in
a classroom do not have the same abilities to comprehend via the standard
lecture format, and yet each student must be provided with an equal opportunity
to learn. The challenge was, how the company could help students who were
bright and motivated, but needed more of a blended learning approach in order
to grasp the content? Outside of classroom, the learning was limited to only
photocopied notes and books, which was a big handicap.

If education is all about intellectual and mental evolution, then Just Practicals! is
about raising the pace and scale of that evolution and achieving new echelons of
success. The making of Just Practicals! is a story of building equity across the
education value chain; of being the change that is needed in the world of
education, to ignite the fire of learning and the desire to teach, impacting entire
communities, and changing lives of millions of students and teachers.

It provides candidates an opportunity to cultivate their professional approach and

capabilities and to master the challenges of managing dynamic organizations.
Just Practicals! also offer 3-month internship opportunities for the students with
some of the notable and highly acclaimed companies in India.

Thus from humble beginnings of being a start-up, Just Practicals! have now
progressed leaps and bounds and have collaborated with universities like the
Canadian University. The latest achievement has been a visit to Africa
envisioning to set up an educational consultancy there. Just Practicals! offers
new-age graduation and post graduation programs in African universities. The
organization provides a full range of high quality industry required education to
students and professionals. The companys commitment is to provide need
based, value added and practical education, in order to achieve the companys
vision, which is to offer real learning through practice. Just Practicals! focus and
line of attack model helps students to understand the concept, implement it in

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 real-time scenario and enhance their talent. The companys focus is on creative
learning to drive innovation and remain a key partner to the companys chosen
customers. Just Practicals! offer a full suite of under-graduate and post-graduate
programs in Digital Literacy, Software Development, Data Analytics, Digital
Marketing, Computer Networking, Mobile App Development and Web
Development. In addition the company also caters Business Management
program, Project Management, Finance, Marketing and Human Resource
Management. Just Practicals! is fully capable of handling any training volume,
small, medium and large since the business model is laid on a scalable
infrastructure driven by the latest technology, quality people and recognized
standard process.
Since inception in August 2015, Just Practicals! has gained the experience of
delivering the program in Central African universities. Just Practicals! has won
the hearts of the universities by excellent delivery of the program. Just Practicals!
understand that todays technology is moving ahead at a mind-boggling pace.
The companys approach is to form relationships with industry leaders and take a
proactive role to build long lasting business partners to meet the mission. The
company thus pursue partnerships and alliances with companies and institutions
in emerging education space and who develop best-of breed methodologies.
These relationships are founded in the interest of being able to offer the best of
the best to the customers, increase productivity, innovation and efficiency. Till
date, the compan have evolved several alliances with select training and
technology companies and are pursuing many others in the business
management sectors.

Government of Australia (Registered Training Organization)

Telecom Sector Skill Council of India
ASSOCHAM
Rotary Club

Through quality service, the company is able to partner with prestigious

organizations in India and Africa in short span. The motive of Just Practicals!
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 team is to offer real education through practice to all at an affordable price. The

companys greatest achievement has come as a penetration into the African

community and cross-cultural interaction with them. Just Practicals! seek to

empower African students to advance their education and careers. The

experience of training over 1500 students, 95% of them belong to the African

community. The company encourages, instil confidence in them, help them to

perform at their best and lead by example. Just Practicals! provide various

courses in technology and business management, all through practical

education.

Knowing how important, the exposure to Corporate World is, the company has

partnered with various mid-sized companies and get students engaged with them

through industrial visits and training for hands-on experience.

The company believe that greatest achievement has come as a penetration into

the African community and cross-cultural interaction with them. Just Practicals!

have been able to communicate the knowledge across cultures and races and

also have reaped myriad benefits of diversity. The company sees hybridity as a

driver of innovation. Just Practicals Vision for the future is to transcend further

borders and to engage with 20 countries in Africa by the year 2020. Just

Practicals! have formed a small intercultural community of their own. Just

Practicals! takes pride in being nonconformist by reaching out to students who

need such unique opportunities. Through education it helps African students to

improve their communication skills, which is a launch pad for them to start a

better life in their own country by increasing employability and equipping them

with necessary skills to start off their own ventures.

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 Thus the cogwheels of the mission have been set in motion and the vision is to
transcend further borders and to engage with 20 countries in Africa by the year
2020.

METHODOLOGY:

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Just Practicals! provides a diversified

work based program, that offers an
opportunity for AFRICAN students to
learn technology and business
management through Practical
Education

JP believes that a single-minded focus on money by degree mills today

pay little heed to developing students that are curious, critical-thinking,
culturally aware students.
JP provides employers with students who can write, who can intuit what
others are thinking, who can learn from others. As Just Practicals! as a
better practical skills in an economy that is based more and more on
social relationships.

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 JP Recognizes that as the Future increasingly becomes digital African
students are seeking Indias tech savviness to keep up with new
economical models that will provide rapid mobility, so JPs courses are
Practical.

THE BEGINNING

December 2013 is when Just Practicals! met the first African student in Kalyan
Nagar
March 2014 was the first African event attended where more than 1000 students
from 20 different AFRICAN countries attended MALI Event
May 2014 Business Idea incepted
By end of Nov 2014, Visited 5 churches and 16 colleges, 8 Training institutes,
Bangalore to get more info of AFRICAN students culture, lifestyle
Jan 2015 started a home-office in Kasturi Nagar
May 2015 new office set up in Kalyan Nagar
July 2015 travel to AFRICA. Tie ups with 2 universities, 2 churches as JV
Aug 2015 company was incorporated
By Dec 2015, Signed partnerships with more than 10 African partners and
currently active in 4 countries in AFRICA.

2016 - Business Expansion into Africa

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 Just Practicals has already signed 4 universities and 2 churches in Africa and will
be active with the universities by September 2016 for UG/PG programs and
STPs. Expecting at least 100 students in 2016 for JP Pro diploma course

2020 - Future Plan

Just Practicals! will be training 1 million students by 2020, thereby creating

employability opportunity worldwide for AFRICAN students
100 universities tie- up by 2020
To tie up with world educational brands like UNESCO, World Bank and to be
global player in operations by 2018

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Business Model:

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