Social Marketing

Promotion of Vocational Education

Team Members
Gaurav
Geeta
Arundhati
Arvind
 Situational
Analysis
Social Objective :
To holistically address employment in youth by offering value added
services
that include training, loan and placement support

Why Vocational Education is important?

 Economic growth accelerated but employment growth fell to less than half
that of the 1980s, raising fears that India is witnessing jobless growth.

 Only 10% of the Indian labour force- 8% informally and 2% formally have
acquired vocational skills whereas the percentage in industrialized
countries varies between 60% and 96%.

 Only about 3.1 million vocational training seats are available in the
country whereas about 12.8 million persons enter the labour market every
year.
 Services Sector in India : Demand Side

India ranks fifteenth in the services output and it provides employment to

around 23% of the total workforce in the country

Services Sector contributes around 51 percent of GDP towards the Indian

economy

In spite of the rising share of services in GDP and trade, there has not been
a corresponding rise in the share of services in total employment.

Wholesale and retail trade, business services and communications is

contributing most to the service sector growth
 Supply Side : Issues

Less Demand for workers with technical/vocational skills in spite of

high growth rate. Over 60 percent of all graduates remained unemployed
every year

Less demand for skilled workers due to the poor quality of training
Quality and labor market relevance is crucial
Employers suggest that ITI graduates lack practical knowledge and do
not perform well enough in the use of computers, practical use of
machines, communications and team work practices.
Employers mostly want individuals who have the ability to
communicate, solve problems and work in teams in addition to their
technical vocational skills
.

Making the existing vocational education system relevant

to the market needs
•Ensuring private sector participation in management of institutions and
curriculum design
• Strengthening the general education component of these programs by
providing basic knowledge in humanities and sciences, preparing students to
work in various occupations, teaching them to solve problems
• Funding and budget allocations - moving from a system which is exclusively
financed by the government to a system which is increasingly financed by the
private sector and by students paying user fees.

•The private sector would be willing to contribute only if they see that the
system is producing relevant graduates.
•Students are likely to contribute if they see accrual of labor market
benefits from vocational education.
 SAKSHAM CENTERS

Product : Employment Bridge Course

Three Components of the course
Basic Computer Skills

Conversational English and Business Communication

Personality Development & Life Skills

 Target Adopters
Primary Targets
Unemployed Undergraduates & Graduates who lack skills
Early school drop-outs and unemployed
College going students wanting to develop their skills for
employment in
service sector.
Workers in Service industry seeking skill up-gradation

Secondary Target :
Service sector industry for creating direct linkages with VTPs/
Higher Education institutions
MFIs/Banks for providing Micro-lending support for such courses
 Key objectives

Belief objective :
To spread the message in large sections of society that Skills and not higher
qualification would lead to better employability
Goal: At least 5000 people in the vicinity of each centre should become aware
through the campaign.
Knowledge objective:
To ensure that maximum number of people approach Saksham centres for
counseling to understand the benefits of our course
Goal : At least 500 students with their families approach each Saksham centre for
counseling
Behavior objective :
To ensure that maximum number of students enroll for the course , successfully
complete it and avail the placement facility
Goal : At least 150 students / year enroll in each centre
 Behavior Analysis of Target Audience
Target Audience
 Workers in Service industry
seeking skill up-gradation
 Early school drop-outs and
unemployed
 Unemployed Undergraduates
& Graduates who lack skills
 College going students
Current Behaviour
Do not seek skill up-gradation as they
do
not see the perceived benefits in terms
of
higher salary.
Generally work in the un-organised
sector or if unemployed wile away
their time . Some of them get into anti
social activities due to lack of
employment opportunities.
Spend their time looking for suitable
jobs and are ready to work in low paying
jobs due to social pressure and family
circumstances
Believers that education and not skills
Perceived Barriers:

Employment results irrespective of a formal vocational training course

Formal certification might not result in employment / increased salary
High cost associated with the formal training
Linguistic pride - Why should I learn a foreign language like English
That such courses are very expensive and no loans/sponsors will be available .
Psychological barrier: Lack of confidence among the Vernacular medium
educated
students about coping up with such courses.

Perceived Benefits :
The Course would lead to
Better employment/ career prospects
Better Personality
Better socio economic status in life
Exit cost:
If full time course – temporarily leaving of the present job, would be
earned income in that time frame
If part time – sacrifice of leisure and family time.

Entry cost:
Cost of the course (travel, course & certification fees),
Psychological cost – might not be able to successfully complete the course
especially after many years of break in education

COMPETITION

Major competing alternative behaviors

• Some Employment in un-organized sector (job oriented and not career
oriented)
• Belief that qualification and not the skills result in employment
• Other institutes operating in the market offering similar courses
 Application :STAGES OF CHANGE MODEL
Concept Target Audience behaviour Application

Pre-contemplation Unaware of the benefits of Increase awareness of need for

Vocational Education and Service Vocational Education English
Sector opportunities Speaking through Pamphlets ,
About Saksham Centres Posters giving information on
risks of not joining and benefits.

Contemplation Thinking about the benefits and Motivate, encourage to join by

wanting further information conducting community
meetings,regular seminars ,
orientation sessions with the target
audience
Commitment Making a plan to visit the centre for Provide counseling services for
Counselling. each candidate and giving
customized solutions as per their
need
Action Decided to Enroll into the Course Ensure maximum enrolment and
call for regular feedback from
students and Counsellors and
seminar participants to measure
impact of campaign, find the
bottlenecks if any and devise
solutions

Maintenance Visiting the Centre for further Provide Continued Support to

Courses or referring other students after the course . Provide
candidates incentive schemes for referrals ,
Call past candidates who came for
counseling and did not enrol
 Application of Theory of Reasoned Action
Youth believe that
enrolling for a vocational
skilling Course would lead Attitude
to enhanced employability Youth believe that a Behavioural intention
formal Vocational
Enhanced Employability Training course would Youth indicates
would lead to increased lead to increased willingness to enroll
income level income levels for the course

Friends and Family believe Subjective Norm

that jobs are available
Although my near Desired
without formally
and dear ones don’t behavior taken
undergoing training
believe the same,
Youth
it is less important successfully
for me enrolls and
Youth is not motivated to
buy the above argument completes the
since he believes friends and course
family members are
ignorant
 Product

Core Product Actual Product

Employment
Enhanced
Bridge course
Employment

Augmented Product
Customized as per the requirement of the
target group
•Micro lending
•Placement support – Employment Exchange
•NSDC Certificate (govt stamp)
•Flexibility Delivery mechanism- Use of
mobile technology (sound files)
•Call centre for conversational English
 Pricing
Cost 
For one Block Center Price of the course
including profit margin :
Students served per year 3500 /-
150
-  Micro lending Support is
provided
Capital expenses
216,300 
This price is competitive
Operating expenses (Y1) 277200
with the market as most
Operating expenses (Y2) - Considering
other courses are priced
8% inflation on Y1 279418
around Rs 5000/- and do
Operating expenses (Y3) - Considering
not provide the product
8% inflation on Y2 281653
augmentation which
Total 1054571
SAKSHAM offers.
Expected Students to be trained in
3 yrs 450 
This pricing strategy helps
Cost/ student 2343
us to reduce EXIT costs as
Call center cost per student 500
well as ENTRY costs of
Actual Cost/ student 2843
potential candidates.
Actual price including profit margin 3500 
 PLACE

Place Guidelines for SAKSHAM Centres

Should have at least 3 Rooms which will constitute the following:
Computer Lab – 150 sq. ft
Lecture / Activity room – 150 sq. ft
Counseling Room – 100 sq. ft
Should not require lot of repair work
Rent range: Rs. 3,000- Rs. 3,500 pm (inclusive of utilities)

Access Convenience
Preferably located in a commercial area
Accessible to bus stops / railway stations / commutation modes,
Good ventilation and day light
Safe for students especially females
 PROMOTION
Brand Name : SAKSHAM
Packaging : One stop shop offering Proper Government certification, Support for Loan &
Placement services and Flexi learning schedules through use of technology
* The above would also be the POSITIONING STATEMENT
Campaign Objectives
We want target audience to
Know about SAKSHAM Centres
 Believe that if they come to SAKSHAM and enroll; they will have better future
Enroll after counseling
 Awareness in the Service sector industry - To facilitate placements and nominate their
unskilled employees for the course
Campaign Strategy :
Not a mass campaign but a Direct Marketing campaign by virtue of the fact that it is not
targeting all but a specific section of the population.
A mass campaign will not be cost effective
 Key Marketing Messages

The CAMPAIGN would project that SAKSHAM

students are more confident & capable and have a better
future
 Media type and Media Vehicles
Target Audience Strategy Media Type Media Vehicle
Workers in Service
Brochure
industry seeking skill up Industry mapping and Face to face meetings
gradation directly approaching the
management

Pamphlet
Unemployed Graduates, Community Posters near Focus Group
Undergraduates & school mobilization Station and Discussions (FGDs) &
drop outs who lack skills through leaders prominent Seminars
Public
locations

College going students

Approach the college Brochure & Orientation seminars
wanting to develop their
management Pamphlet
skills for employment in
service sector
 Distribution Channels

Zero level distribution channel: Directly through

SAKSHAM Centers (Organization owned)

One level distribution channel: Through Franchisee

model. Place and Pricing guidelines for franchisee will be
as per SAKSHAM Policies
 Monitoring And Evaluation of Campaign

Process Monitoring:
 Budgeted Campaign Expenses Vs. Actual
No of Orientation meetings Held Vs. Targeted
No of Pamphlets distributed Location wise Vs. Targeted
No of Community Meetings ,Seminars and orientation sessions held Vs. Targets
No of companies approached for enrolment of staff for training / placement

Outcome Monitoring
No of People who have come to know about SAKSHAM centres
No of people counseled
No of Students who finally enrolled
Percentage of students who availed loans
Percentage of students who successfully completed the course and who passed with merit
Feed back from participants of seminars/orientation sessions
Percentage of students who got placed