Pragmatic Leadership Development Programme Report

Acknowledgement
Introduction of Beyyond Careers Mission

Task assigned
Leanings from the project

We are thankful to Mr. Shankar Muralidharan, Mr.Jugnu Dutta, Mrs. Preeti Gupte and the staffs of Beyyond Careers Pvt. Ltd., Lucknow, who helped us with their valuable inputs in preparation of this project.

A test prep In North India New Entrant in the market Operation in and around Lucknow Test prep for MBA and Other competitive exams Future prospects to Expand its horizon and to start operations pan India

To not only create employment for the society at large, but to create value addition in every individual and make them employable.

Collection of student data base

Promotion of the test prep Organize a seminar

Analyze the trend in the market

Device a plane for scale up of the institute

Primary source
One to one interaction by IEIBS students Filling up of survey data In Me and My career

Follow up via SMS and Email

Word of mouth promotion In colleges

Distribution of pamphlets Organizing promotional events

What is your name?

What is your educational background? Are you interested in higher education? Have you enrolled in any coaching institute? Appeared in any CAT/MAT/XAT or any other competitive exams?

Which program do you preferPGPM/PGDM/MBA Investment 3 to 5 lakh, 5 to 7 lakh, more than 7 lakh Do you have work experience?

Conducted on 26th November,2011

Venue Montfort Inter College, Lucknow Huge response for the seminar

Attended by Around 500 students

27th November,2011
Venue Paryatan Bhawan Audience of about 200

Guest speakers

There are 3-4 competitors in the test-prep market in Lucknow T.I.M.E. Career Launcher IMS

The market analysis from the data collected about the competitors revealed that none of the companies had been focusing on setting low price of their products prior to the entrance of BCPL in the test-prep market

Competitors Parameters

Beyyond Careers Pvt. Ltd.

Lowest

Career Launcher

T.I.M.E.

I.M.S.

Price

Low Range

Highest

Highest

Presence in U.P.
Product Mix

Low

Medium

High

Least (Among competitors

Low Price + Faculty Driven

Low Price

Product Product specific, Brand- specific driven

The most famous and popular company, T.I.M.E. 7000-8000 CAT takers, and 1500 MAT takers approximately. The city has 35 B-schools, with the highest ranked among them being IIM-L.

Opening up branches in places like Chinhat and Alambagh Investment around Rs.5,00,000 Design a fee structure of around 10,000 Provide few additional benefit

How is branding done Market research Interactive learning at field Team building skills Analysis of the primary data Implementation of general principles of marketing