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Fall

08
INTERIM REPORT

ON

Marketing, Sales & Business development through


channels & promotional activities for Edumentor
Educational Services

By

SHRENIK SINGHVI
(Enrollment No: 16BSPHH01C0949)

Name of the Organization:


EDUMENTOR EDUCATIONAL SERVICES.
A REPORT
ON
Marketing, Sales & Business development through channels
& promotional activities at

EDUMENTOR EDUCATIONAL SERVICES


By
SHRENIK SINGHVI
(Enrollment No:16BSPHH01C0949)
A report submitted in partial fulfillment of
The requirements of MBA Program of
IBS-HYDERABAD

Distribution List:
1) PROF. DR. RICH GUPTA(FACULTY GUIDE)
2) MR. AKHLAS USMANI (COMPANY GUIDE)

Date of Submission: 11th April, 2017


ABSTRACT

This Interim Report has been prepared as a part of Summer Internship Program at EduMentor
Educational Services. The Organization is specialized in providing BMS / BBA / IPM
Entrance Exam Coaching for Students interested in these courses. It was started in Year 2006,
and since then EduMentor has grown at very high rate and they are now the No 1 Educational
Institute for BBA / BMS Entrance preparation. EduMentor has 15centres all around Delhi
with Head office located at Preet Vihar.

Phase I

Induction period:1 March 4March 2017

Introduction about the organization.


Main objective and work of the organization.
Training program

Team building(hiring and training associates and managers) for BCA:6March

-15March

Project Conception Scope Formulation and marketing: 16March 27March and

17April 2017 (as this time board exams of 12th Commerce is till 17th April) .

Collected primary and secondary data for developing promotional strategies


Conducted board center activity (a promotional strategy to be conducted in schools in

Delhi and NCR region)

PhaseII: Sales29March onwards- till date

Calling on BCA data and counseling to students.


Created walk-ins and did enrollments.
Created references from existing student.
Achieved individual target and generated revenue for the company.

Phase III: Operations 30 March onwards with Sales-till date


Handling logistics for the allotted center in Delhi.
Coordinating with HR team for conduction of classes daily.
Coordinating with faculty and students.
Handling all the accounts of the center.
Maintaining all the infrastructure issues of the center.
Maintaining the attendance of students and faculty.

INTRODUCTION

EDUCATION INDUSTRY

Education is an art of imparting knowledge, and generating positive judgment and well
developed wisdom. One of its fundamental aspects is imparting of culture from generation to
generation. Education is just not a process of pouring in some knowledge into an individual.
It is a process of acquiring and manifestation of perfection already existing in a human being.

The education of an individual human begins at birth and continues throughout life. Its
importance can be gauged from the fact that it is included as a part of the Directive Principles
of State Policy in the Constitution, which states that The State Shall Endeavor To provide
Within A Period Of Ten Years From The Commencement Of This Constitution, For Free And
Compulsory Education For All Children Until They Complete The Age Of Fourteen Years.

Moreover the educational policies hold a special position in the annual Budget of the Indian
system and others as well. In fact, even the Government is regularly working on improving
the literacy rates and opening up of new developed schools at a large extent. Moreover it is
expected that the government will come up with more number of developed schools and
colleges of world class stature and that too at a very cheap fees.

EDUMENTOR EDUCATIONAL SERVICES


EduMentor Educational Services is a partnership firm, which was established in 2006 by Mr.
Vikas Jain and Mr. Manuj Arora. The Organization is into providing Specialized BBA
/BMS/IPM Entrance Exam Coaching for students seeking admission to these courses.Inspite
of this BBA/BMS Coaching Sector being very small and limited, EduMentor has captured
most of the market by getting ahead of other competitors like IMS, Career Launcher, Time,
Singh Study Circle, Pratham, SmartPrep and many more. Today EduMentor has around more
than 20 centers across Delhi and NCR region.

EduMentor is the only specialized institute for BMS / BBA / IPM Entrance Exam
preparation. With the highest success ratio in Shaheed Sukhdev college of Business Studies
(SSCBS), 91.7% got final offer from renowned BBA Institutes and 72.7 % got multiple offers
from various BBA Colleges. The Institutes course material and creative teaching tools are
developed by the team of SCCBS and IIT, Delhi based on the latest trends in the entrance
test.
SELECTIONS OF STUDENTS AT EDUMENTOR IN VARIOUS COLLEGES
100.00%
90.00%
80.00%
70.00%
60.00%
50.00%
40.00% SELECTIONS OF STUDENTS
30.00% AT EDUMENTOR IN VARIOUS
20.00% COLLEGES
10.00%
0.00%

EduMentor Educational Services is a company operating in its sixth year and is engaged into
providing comprehensive, result oriented entrance test preparation for graduation level
management courses (BMS/IPM/BBA/) at various institutes. Over these years EduMentor
has been able to carve a niche for itself in this competitive industry because of its focus on
product quality and delivery. Since students get only approximately 2 months to prepare for
the test, the institute begins its initial batches barely days after the 10+2 examinations. Also,
unlike the competition which consists of major players from the CAT/CA/CS market and a
wide range of other preparatory institutes, like Career Launcher and IMS, BBA/BMS/IPM is
all the company is engaged with, hence it basically operates seasonally, from about 2 months
before the 12th examinations, to about 12weeks after the same. The rest of the year is spent
refining the course material, and conducting career counseling sessions at various schools (90
schools covered last year) which also provide a database of students which can be used later
for over the phone counseling, sales calls and information regarding free sessions and form
dates.
The role of the MBA program interns is critical to the complete process. The interns are taken
in batches so that one batch works the first half of the critical activity, which is the
recruitment of a huge ground level workforce of associate level workers. Primarily, this team
of interns is divided into two groups:
The Counseling Team, that is responsible for career counseling at the
respective centers and over the phone counseling of students and parents. This
team primarily handles the sales calls well which aims at attracting students.
Initially the team was given zonal numbers on which they had to handle all the
incomings and try to create walk-ins. Further which would help in the sales
increment and revenue generation by the way of enrollments. I am a part of
this team now after being a part of business development team.
The second group handles the vital component of the Board Centre Activities.
This activity aims at maximizing the promotion efforts to the core target
audience, i.e., class XII students (mainly commerce stream). During this
activity, 350 Board Examination Centers were located by various methods by
the team, and compiled onto a list of centers that is divided into various zones.
Each Zonal manager is responsible for building a team under him, which
comes through rigorous hunting i.e., recruiters visit institutes, coaching
centers, and popular student presence areas, offering the live project and a
certification by the institute for a marketing project. Initially I was a part of
this team, handling 12 schools in north zone.

The marketing communication mix consists of eight major modes of communication.


EduMentor practices almost all of these eight modes of communication for its promotion
with Direct Marketing playing the major role. Each of the Marketing communication modes
are described below in Brief:

Advertising:
The Organization gives Ads in Newspapers only; it does not opt for either TV Ads or Radio
Ads or any form of Mass Marketing. Newspaper Ads are also published very rarely.

Sales Promotion:
There is a Board Center Activity, wherein people like Associates are hired in order to
promote EduMentor at each of the Class XII Board Exam Centers. These Associates are paid
incentives for generating as many databases from the Board Exam Centers.

Events and Experiences:


The Organization also focuses on the conducting Seminars and Counselling at most of the
Schools around NCR. This activity takes place during August to January when the Class XII
students are less worried for their Board Exams.
Such counselling provide EduMentor with the valuable data of students which later helps in
approaching them for counseling sessions.

Public Relations and Publicity:


EduMentor has a very smart way of building great public relations. At the End of the Day
what pays for any Sales activity is the Relation, which the Organization builds with the
customers. It conducts Mock Tests for Class XII students during Board Exams for subjects
like Economics, Mathematics and Accountancy.

Direct Marketing:
The Most important Role in the Organizations Business Development is Direct Marketing.
EduMentor does not believe to approach the public in mass advertising or mass marketing
strategies. It has always focused on Direct Marketing by reaching directly to the students. The
tool used is Sample Paper or Guess Paper, which is distributed outside the Board Exam
Center by the Associates.

Interactive Marketing:
The Answer Keys to the questions in the Sample Paper are not included in booklet; rather it is
made available either on the website or at the different Centers. This in turn creates
Incomings for the Counselors to take over and convert them for enrollments.

Also, some questions relating to Entrance Test of Delhi University BMS are posted everyday
on the companys official Facebook page without mentioning the answer for it. This in turn
generates Facebook LIKES and queries regarding the answer to that question. This also
generates a PANIC among the students as they begin to realize that natural intelligence wont
be enough to crack the JET (Joint Entrance Test) of Delhi University.

Word of Mouth Marketing:


EduMentor realizes the importance of Shaheed Sukhdev College of Business Studies, which
is the Best Institute for BMS in the country. Thus as a part of strategy, the old students of
EduMentor who are now in Sukhdev College are hired for part time program to promote
EduMentor among their friends and generate walk-ins.

Personal Selling:
Face-to-Face Interaction is the most important stategy of Sales for any organization from
whichever sector we look into. EduMentor gives its best for this process and it is termed as
Counseling. EduMentor has a team of specialized counselors, which build up a strong team as
a sales force.

BRANCHES:
EduMentor has increased it is reach as it has now 20 branches in Delhi/NCR with its head
office in Preet Vihar-

PREET VIHAR
VIVEK VIHAR
DILSHAD GARDEN
LAJPAT NAGAR
MODEL TOWN
ASHOK VIHAR
SHALIMAR BAGH
MALVIYA NAGAR
SARASWATI VIHAR
PITAMPURA
ROHINI
DWARKA
PATEL NAGAR
RAJOURI GARDEN
JANAKPURI 1
JANAKPURI 2
DWARKA
NOIDA
INDRAPURAM
SAHIBABAD
KARKARDUMA

COURSES PROVIDED:
Edumentor is providing coaching for the various entrance exams for the graduation in the
field of commerce with the highest selection in BBA & IPM last year-
BMS
BBA
IPM
B.COM
MASS COMM.
LAW
HOTEL MANAGEMENT
BCA
B.EL.ED

HIERARCHY OF THE COMPANY:


FOUNDER (MR. VIKAS JAIN)
CO-FOUNDER(MR.MANUJ ARORA)
AKHLAS USMANI (BUSINESS DEVELOPMENT HEAD) ->BCA INTERN
ANKIT DIWEDI (SALES HEAD) -> CENRE SALES MANAGER
SURABHI ARORA (OPERATION HEAD) -> OPERATION MANAGER
GORANG S (HR HEAD)

COMPETITORS PRODUCTS
IMS CAT, MANAGEMENT, LAW, MEDIA, BCA etc.

EDUMENTOR MANAGEMENT, LAW, MEDIA, MASS


COMM. etc.
T.I.M.E CAT, MANAGEMENT, LAW , H.M.

PRATHAM MANAGEMENT, B.ED, H.M etc.

CAREER LAUNCHER LAW, CAT, H.M, MAGT. etc.


COMPETITORS REACH
IMS NATIONAL
EDUMENTOR DELHI/ NCR
TIME NATIONAL
PRATHAM WEST DELHI/GURGAON
CAREER LAUNCHER NATIONAL

MARKET SHARE OF MAJOR PLAYER FOR LAST YEAR.


COMPANY PRODUCT SOLD
IMS 4100
EDUMENTOR 2700
T.I.M.E 1800
PRATHAM 1100

WORK TILL NOW

I joined EduMentor on 1st March .Induction session was conducted by Mr. Manuj Arora
which was all about the company history, structure, work culture. As I was selected for the
business development team that is guided by Mr.Akhlas Usmani. They gave us training about
how business development team work & what is the main part of BD Team. Board Centre
Activity is the most important part of business development and EduMentor as it is very
useful in collecting data. EduMentor specifically focuses Commerce students and the
promotional strategies are formulated in such a manner that they directly reach the target
audience e.g. Board centre activity (booklet distribution and data collection outside board
centers).

Board Centre Activity


The board center activity is one of the major business development and promotional activity
of EduMentor. The activity was designed in such a way that maximum number of target
audience can be covered in the limited span of time. It was a 5 day activity in which we were
supposed to cover maximum number of schools in our assigned zones (North Zone in my
case), which were the centers of class XII board examination. The work schedule of the
activity includes:

Information Booklet distribution to students and parents


Counseling of parents
Database collection of both parents and students

The board centre activity is executed in five stages

1. Planning

2. Clustering of schools

3. Training of manpower

4. Execution of the plan on the exam day

5. Designing and updating the sample paper

BCA-NORTH ZONE:Akhlas Sir appointed me along with two other interns and two
permanent employees to work at north zone for the BCA.We have our office in
Pitampura.This year we are covering around 50 board centres.I had only a week to build a
team of more than 100 people in a week as we required associates and managers for the
activity.

HIRING/SELECTING:First of all I went to several colleges of


DU,Polytechnic,Engineering to select and hire associates and managers for our activity. I
took session of the students in class,playground,cafeteria in which they were told about the
profile they would be working for.We are supposed to give associates 350rs/dayand 3000 for
all activities for Manager along with a one and a half month working certificate.
TRAINING: After selecting them for the profile I called them for the walkin so that I can
hire them for the activity. I took interview of the students who came their for the profile.
After that I selected them for the two different profile as per their talent. We all selected
around 120 associates and 24 managers for the activity. Then we divide north zone four
cluster i.e Pitampura, Rohini, Ashok Vihar and Model Town. I was looking for the Pitampura
cluster, there were around 12 board centers in Pitampura itself.

After this for hiring process I called associates and managers for the training session.
Training session include the work process and how we are going to cover those centers &
trained them about how they are going to collect data from the students and parents that
include their name, phone number & school. Then I told them about the schedule for the
activity day. Schedule for the activity day for the associates is as follows:

SCHEDULE OF THE ACTIVITY


T8 h: 4 e 5 ap A sa Msr oe nc it a s t eo sf o t wn h le y r est a ut s o dk eh w ni r ate s a t ao l ro td c ia s lt srl aie b m u o tb ue l ri n w g h a i ct h t h w e o b u o l d a r d c e n t r e . H e r e t h e A s s o c i a t e d u t y w a s t o c o u n s e l t h e p a r e n t s a n d t h e s t u d e n t s a n d t o c o l e c t t h e d a t a o f t h e
mhasA tse ua sl pdxo iec mh ni a mut me / h r es ar p m fo rp t ls de i sp ta r pi b e u r ts i n a g l o t n h g e w s ai t mh pt h l e p l oa cp a e l r .
l1i9a t2 ba :et om3h u0e - r 1 b 0 :o 1 3a 5 r0 d p a m
1wc e: 1 n r 5 te r- e1 : a4 l5 o t e d t o
gh i vm e / nh e r .
a
b re a k
1 0 :3 0
am -
1 2 :3 0
pm

Managers training include the schedule and how they are going to cover their schools for the
vigilance. Every manager is given 3-4 schools under them where 2-3 associates are there in
every school. So, I had 4 managers under me. Board centers I was covering are:
KV SAINIK
KIIT PITAMPURA
ST. COLUMBO
DAV PUSHPANJALI
BAL BHARTI
CRESENT PUBLIC SCHOOL
MAHARAJA AGRASEN C-D BLOCK
DL DAV N-D BLOCK
S.D. PUBLIC SCHOOL
KENDRA VIDHYALAY TP BLOCK
ST. PRAYAG
Activity Day: Our first activity was on 16rd March. Students have their Business Studies
exam on that day. I called my managers at 7 in the morning as they need to call their assocites
for the confirmation. Then I did a meeting for the same day activity that how we are going to
give our best and motivated them for the activity. Then mangers collected sample paper
booklet for the distribution. They left the office around 8 in the morning & I also left the
office for the vigilance of my all board centers. During the activity I covered my schools as
per vigilance so that we can make sure that associates and managers are doing their work in a
right way.
As this activity was in two parts, first one was data collection and second one of distribution
only. ssSo we end this activity around 2 in the afternoon & we have collected data of around
3000 students and parents. That was the best in the last 6yrs activity.
Same we did our activity on 20th& 27st March & we collected data of around 10,000 students
or parents in north zone. And now one activity is left for 17th March for economics paper.
We have covered the most number of Board centers this year & end this activity in a very
better way as we got appreciation for that also.

After BCA I was called to Head Office by Vikas Sir for the sales and oprerations work. And
they gave me Ashok Vihar center to handle.

SALES AND OPERATIONS :


28th 29th March I was trained by Nakul Sir and Gaurang Sir for the sales work and
operations work. From 30th March till date Im handling Ashok Vihar center and calling on
the BCA data, convincing & inviting them for the counseling so that they can enroll with us.
In the initial one and half week of sales I managed to conducted 20 walkin through different
centres and 6-7 enrollments. Daily I coordinate with HR team and faculty for conducting
classes on the center. In operations I handle logistics , attendance and accounts of center on
daily basis. In Ashok Vihar I am able to recover 65-70% of fees , which itself a great task.
Till now its very nice working on the two different profiles. I got to learn so many things &
Im getting every single day a new learning & hope this will be continue till the last day of
my internship.

WORKING STATISTIC:
48 Board Centres were covered in the north zone.
Data collected of students/parents was 10,000 for three day activity.
120 associates & 24 managers worked with us.
Higgest data collected in north zone in 6 years.
20 walkin were generated from the lead in sales.
7 enrollment done in one and a half week.
Working 7 days a week as it is high time for Edumentor

LEARNING & LIMITATION

LIMITATIONS:
Hunting of associates in local area.
Selection and training of associates and managers.
Competitors challenges.
Last moment back outs of managers and associates.
Fake data.
Data of science students during English and Physical Education exams (as both
commerce and science students are present).
I cannot explore outside Delhi(only North Zone)

LEARNINGS:
Managing a team of 30 people and coordinating them simultaneously.
Influencing & motivating team.
Team Work.
Working at instant condition.
Working in pressure.
Time Management.
Maintaining accounts of money collection.
Maintaining official documentation.
How to interact with students and faculty as being a employee of particular company.
Interaction with parents and convincing them for making their children enrolled.
Interaction on phone calls and creating walk in of students.
Handling and maintain logistics, stationary, records of office.
REFERENCES

1. EduMentor, Information booklet.


2. IMS, Information booklet.
3. T.I.M.E, Information booklet.
4. Times of India, New Delhi, Bennett, Coleman & Co Ltd.
5. Hindustan Times, New Delhi, Birla Group.
6. Kotler Philip, MARKETING MANAGEMENT, and New Delhi: Dorling Kindersley

(India) Pvt. Ltd. licensees of Pearson Education in South Asia.


7. Websites of the competitors, colleges and universities which include:
http://www.careerlauncher.com/
http://www.imsindia.com
http://www.du.ac.in/
http://ggsipu.nic.in
http://www.en.wikipedia.org
http://managementhelp.org/ad_prmot/ad_prmot.htm
http://www.EduMentor.co.in