MARKETING MANAGEMENT

(MKT 201)

Case Analysis & Viva Voce

On

“Value-Gap Analysis & Marketing Mix Strategies”

EDUCATION INDUSTRY

T.I.M.E INSTITUTE

POST GRADUATE DIPLOMA IN MANAGEMENT

PGDM (M); Term-II; Batch 2019-21

Under the Supervision of

Dr. DEEPAK SINGH

Associate Professor- Marketing & Strategy

Submitted by:
SALONI SHARMA
PGMA1957

JAIPURIA INSTITUTE OF MANAGEMENT

A-32 A, Sector 62, Institutional Area, Noida- 201309 (U.P.)
November, 2019
 ABOUT THE INDUSTRY- EDUCATION INDUSTRY

Education Industry provides a great opportunity as there is a large population in India in

the age gap between 5-24 which is the age in which a person studies and invests a
huge amount in the same. India has more than 50% of its population below the age of
25. Approximately 29 percent of the India’s population is in the age gap between 0-14
years. There is more than 260 million school going students in India which implies that
education sector is spreading across the country year by year. India has more than 1.4
million schools and more than 36,000 higher education institutes. In the Financial Year
2018, Education sector is being estimated at Rs. 6,40,891.3 crore and is about land Rs.
7,06,587.9 crore in FY19.

ABOUT COMPANY

Triumphant Institute of Management Education Pvt. Ltd. (T.I.M.E.) is India's leading test-
prep institute with a pan-India presence and is headquartered in Hyderabad.
Established in 1992, T.I.M.E. today operates out of 238 offices located in 119 towns and
cities across the country. Over 40 IIT/IIM graduates form part of the core team at
T.I.M.E. Started in a small room of 120 square feet on 26th May,1992 in Hyderabad with
one center, T.I.M.E. has just completed 27 years of service to the student community –
helping to build a few hundred thousand careers along the way. From one office to 238
offices has been a long and satisfying journey for T.I.M.E.'s promoters who had chucked
their highflying corporate jobs to pursue their dream and passion. T.I.M.E. is today
acknowledged as a multi-location, multi-programme training specialist run on corporate
lines and offers a wide range of programmes not only for national and state-level
entrance exams like the CAT, MAT, JEE MAIN, and JEE ADVANCED but also for
international exams like GMAT, GRE, IELTS and TOEFL.
 MARKETING ENVIORNMENTAL FACTORS

POLITICAL FACTORS
Political factors in education industry can be related to the changes in education
policies by the government. Like recently there is new education policy was
implemented by our current government.

ECONOMIC FACTORS
Economy factors can be related to the GDP. GDP growth rate is high then there
is growing demand in the economy.

SOCIAL FACTORS
It provides scholarships to the students.
It provides free mock practice tests named as AIMCAT online.

TECHNOLOGICAL FACTORS
Technological factors like many entrance exams have shifted online from online.
So, to teach them accordingly entrance mock test online has to be prepared.
Online webinars are also organized. Online registration for mock tests is also
done.

LEGAL FACTORS
Change in government education policies may affect this institute.
Consumer protection laws.
Data protection laws.
 SWOT ANALYSIS

STRENGTHS
 T.I.M.E is market leader and holds highest market in concerned industry.
 T.I.ME has more professional and educational teachers as compared to
other such institutes.
 It has less fees in comparison with other institutes in same industry.
 It is a reputable brand in India
 Many students of IIT and IIM’s are from T.I.M.E institute.
 It provides well researched study material and unique pedagogy.

WEAKNESSES
 T.I.M.E has investing less on promoting other competitive exams for eg
IIT-JEE and CPT Etc.
 The thing which students not like about T.I.M.E is paying less attention on
group discussions and personal interview sessions.
 T.I.M.E institute has lot many students in a batch that tends to lose
connectivity and interest among some students.

OPPORTUNITIES
 As it has large number of experienced professionals so it can take the
advantage of this strength to exploit the opportunity by entering into the
third world countries.
 Should start satellite coaching classes to attract more students and incur
less cost.
 Joint venture and acquisition in other countries
 Not limiting itself to entrance exam training, also successfully forayed into
the pre-school segment.

THREATS
 T.I.M.E has cost advantage over its competitors. If the competitors will
follow the same strategy then it may decrease the number of student.
  Well known test series of T.I.M.E (Aimcat) is facing tough competition from
others as they are convenient.

VALUE GAP

INFLUENCE FACTORS VALUE GAP NEW PRODUCT

FEATURES

POLITICAL FACTORS Unavailability of English VETA FLUENT ENGLISH

courses. Language lab sessions.
ENVIORNMENTAL
Only available for specific Lesson related audios.
FACTORS courses
Not providing specialized NEW Need based study
SOCIAL FACTORS
English course. material
TECHNOLOGICAL
Personal guidance.
FACTORS
Word drills
Pronunciations practice
tests.