Online - Tutorial

Business

Subject: Service Marketing

Service Marketing 08/11/09 1

Contents
 Introduction
 History
 What is online tutorial
 Merits & Demerits
 7 P’s
 Market size
 Future

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Or… remembering that they are not machines…

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 Conditions in Mid 90’s
Condition #1
All the greatest speakers, coaches, authors and
trainers in the world in personal development and
business success lower their costs and travel by
moving to the internet

Condition #2
A major breakthrough in video quality allows their
message to come to life and their content to be
protected

Condition #3
Web-based Membership model more stable and

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 The result of 3 conditions

The greatest speakers, coaches,

Authors move to the internet

+ Major breakthrough in video

+ Membership model perfect for

streaming content
= The E-Tutorials
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 History
 1989 – IBM started tutorial system.
 1991 – Microsoft internal sharing.
 1995 – Many tutorials launched but not
successful.
 1999 – Online tutorials by University of Phoenix .
 2001 – Launched in India by NIIT.
 2002 – Has really grew with the World Wide Web.
 2005 – Has advanced tremendously.

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The university of phoenix is the largest
educational institution in the world —
With over 2,32,000 students!
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Traditional & Online Learning
Traditional Online – INSPIRE
 Classrooms and  Virtual world/

schools every where

 Facilitators
 Teachers
 Knowledge
 Knowledge
constructed,
gained, given
shared
 Empty vessel  Filled with ability
model model
 Isolated learning  Situated Learning

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OLD New

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 Online Learning

The focus is on the content…

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 Beauty of E-Tutorials
 Easy access, convenient and cost
effective.
 Many students are shy
 One to one teaching is always very
effective
 Avoid Adverse Weather Conditions
 Balance a Job and Class
 Options when Returning to the
Workplace
 Flexibility in Completing Assignments
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 Components of online learning
environments
 Tutorial and assessment component
(on-line modules, study guide, tests,
grading tool, etc.)
 Interaction component
(e-mail, discussion boards, chat rooms,
etc.)
 Management component
(registration and log-in tools, course
schedule, announcement board, etc.)
 Support component
(on-line library, personal pages, tracking,
etc.) Service Marketing 08/11/09 12
 Advantages of E-Tutorials
 Students can send papers any time of the
day, from anywhere.
 Some students learn better in an anonymous
setting.
 Tutors have more time to think over their
response.
 Students can print the tutor's remarks and
study them as often as needed.
 Students can learn from the tutor's remarks
in a setting of their choice (at home, on the
bus, etc.).

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Disadvantages of E-Tutorials
 Tutors have a lot of guess work to do.
 Studentsmight have problems separating
the tutor's remarks from their paper
and/or applying the tutor's suggestions
when they revise.
 Some errors might be difficult to handle in
an online session.
 Onthe whole, online tutoring is better for
global issues, such as essay structure and

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 7P’s of E-Tutorials
 Product

 Price

 Place

 Presentation

 Participation (People)

 Platform (Process)

 Presence (Physical Evidence)

Service Marketing 08/11/09 15

Service Marketing 08/11/09 16
 1stP - Product
A good product speaks for itself.
 Simplicity is the key.
 The freedom to evolve is essential.
 Can make endless combinations.

Two easiest and most effective tests for the

product are -
 “If I were the customer will I choose it over
others?” 
 “Will you recommend it? ”

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 2ndP - Price
 Price plays an important role.
 "FREE" works much more.
“Take a car for free and drive it for
100km is impossible offer”
 E-tutorials
can be offered for free as
demos for limited period.
 Less resource – quite affordable.

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 3RDP - PLACE
 Holds no meaning.
 Freedom of place.
 Access it from any where .
 Needs computer and internet only.

“Place means comfort to customer”

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 4THP - PRESENTATION

 Ambiance is to regular class.

 Presentation is to E-tutorials.
 Industry expert or the leading
faculty/lecturer.
 Will
not attract customers if its not
presented well.

“The way the product is presented

plays a very
important role.”
Service Marketing 08/11/09 20
Service Marketing 08/11/09 21
 5THP -
PARTICIPATION (PEOPLE)
 Use of appropriate staff and people .
 Who wants to have an competitive
advantage.
Recruited staff has have
 Appropriate interpersonal skills, attitude
and aptitude .
 Serviceknowledge to provide the service
that consumers are paying for.

“Consumers make judgments and deliver

perceptions of the service based on the
employees they interact with.”
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6THP - PLATFORM (PROCESS)

 Interactive platform is the basis of E-

tutorials.
 Must be taken as the highest priority.
 Injecting simplicity and removing the
barriers at platform level.
 Platform equipped with viral tools and
simple to operate and understand .

“The platform should be able to extract

the crowd wisdom.”
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7THP - PRESENCE (PHYSICAL
EVIDENCE)

 Online presence is very important.

 Interlinking is important from search
engine point of view but from visitors
point also.
 Inter-linking with colleges and
corporate.

“ A good mix of product + platform +

participation + price call assure a
good online presence.”
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 E-TUTORIAL MARKET

 E-learning market may grow from $27 million to $280

million by 2012
 World wide market - Rs 46,800 crore.
 Indian market - Rs 105 crore to Rs 1,092 crore
by 2012, according to a report by brokerage
firm CLSA Asia Pacific Markets.
 Indian market, despite a 4 per cent market
penetration, shows promise because of the size
of the Indian population (100 crore) -- the
absolute internet users are over 4 crore .

(Source:
www.Tutorvista.com)
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“India’s internet penetration levels are
very low and computers are very expensive
here. A hybrid model, and not a 100 per
cent e-learning model, would work better
here,”

K Ganesh, founder and CEO of TutorVista,

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THANK YOU

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