A

Dissertation Report
On

“EXTRAMARKS EDUCATION PRIVATE LIMITED”

By
SUBHAM SRIVASTAVA
Division- A
Roll No. - 20170209060104
Course- PGDM
BATCH- 2017-2019

MAJOR: MARKETING, MINOR: HR

SUBMITTED To

DEAN-Dr.Raju Varghese Sir

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 Declaration

I, Subham srivastava, session 2017-2019, do hereby declare that this project report has
been submitted by me in partial fulfilment of the requirement of Post Graduate Diploma
in Management of Lexicon Management Institute Of Leadership And excellence, Pune. I
also declare that this report is my own and has not been previously submitted by
anyone for the award of any degree or diploma to any other institution.

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 ACKNOWLEDGEMENT

The culmination of a project is not an act of chance but a deliberate and

persistent pursuing of seemingly evasive goals and the will to make them

happen. And its only appropriate that the ones who really made a difference

during those arduous moments find a mention of appreciation at the end of the

day.

The success of this project would have remained distant and elusive without Mis.

Versha Thavni & Rohit Kumar Singh manager in PUNE – EXTRAMARKS

EDUCATION PVT. LTD. Who not only acted as my guide but also encouraged

and challenged me throughout the project period. His & Her priceless insights,

expertise, emphasis on fundamentals and out of the box thinking along with his

strength of character have left a deep imprint not just on this project but on my

personal outlook as well. He proved loyal to his unblemished reputation of being

hands on manager and a typical specimen of exemplary leader.

Their admirable work ethics, camaraderie, team work and wonderful ways of

sharing knowledge have gone a long in cementing my beliefs in corporate

values. It was first class learning on the floor that was offered to me. Finally,

without their enormous support this project would not have materialized.

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 Table of Content

Sr. no Contents Page no

1 Company Profile 5

2 Product Profile 12

3 SWOT Analysis 17

4 Positioning 20

5 Job Profile 22

Performance Management
6 25
System
7 Conclusion & Recommendation 28

8 Learning Experience 30

Subham Srivastava(MILE, Pune)

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 ABOUT THE COMPANY

EXTRAMARKS EDUCATION PRIVATE LIMETED

Introduction

Extramarks is promoted by Mr. Atul Kulshrestha to provide 360º new age education
solutions to school students. In a short period from its launch in 2009, the company's
products have gained extreme popularity and are used by prestigious institutions and
students all across India. The company establishes Technology Enabled Classrooms in
schools which use especially developed digital content while imparting education in the
class rooms.

The Pedagogy followed at Extramarks aims to provide an engaging, child-centric,

teaching-learning environment focused on over all development of the child. The
company also establishes virtual labs and assessment centers. School Study
Programme initiated by Extramarks has more than one million learners using the
company's product actively. Today, the company has presence in about 250 cities
across India and employs 600 persons permanently, with another about 2000 persons
being employed on contractual obligations.

The After School Study Programme of Extramarks is used by about 7,00,000 lakh
students. These services are offered through internet, which enable students to study
anywhere-any time. Extramarks has also created a community of Students, Teachers
and Parents which has become very popular with the internet users in a short period.

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M/s. Reliance Strategic Investments Ltd., a wholly owned subsidiary of M/s. Reliance
Industries Ltd., has made a strategic investment of Rs. 1,250 millions and owns 38.5%
of Equity of the Company.

Keeping pace with today’s globalization and technological changes in education -

Extramarks Education Private Limited, in association with the largest-listed company,
Reliance Industries, provides 360º new age digital education solutions, thereby,
empowering Indian youth to step in with the latest technology and have anytime,
anywhere access to quality study support. Also, in the long run, being a Computer
Aided Learning (CAL) Company, Extramarks desires to reach out to the students in the
remotest corner of the country. It endeavours to add new dimension in the learning
process by making it more user-friendly, effective and affordable. And with its unique
contribution, Extramarks was awarded with the Special JURY Award for Best ICT
enabled content for K-12 segment in eIndia awards 2011.

Presence

With the Registered Office in Delhi and Corporate Office in Noida, Extramarks has a
total of 8 offices in India with a total employee strength (including that of employed on
contractual obligations) of 2600 persons. The company's products are used in 250 cities
all across India. Presence all across India.

Running 6000+ Extramarks Smart Learn Classrooms in over 1300 schools including
leading institutions like Mayo Ajmer, Sophia, Father Agnel, Airforce School. 350+ team
of dedicated academicians - with vast experience in school management & teaching
processes. All learning tools created in-house. Over 7.5 lakhs students studying through
Extramarks site. Government Projects like KVs, JNVs, state government implementing
ICT program in over 2500 schools.

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 Vision and Values

Vision

To provide 360º education support in schools and after school, to make the teaching

learning process engaging and interesting.

Mission

Extramarks aims to provide new age Digital Education Solutions that…

 Bring the best of global technology to provide an engaging, child-centric

teaching-learning environment in the classroom and at home.

 Empower the teaching fraternity with the latest education pedagogy.

 Provide the best learning and teaching tools so that the schools are at par with

the latest developments in education.

 Ensure overall development of the child and bring the World into the classroom-

always connected, always updated!

Values

Extramarks believes that the educational aspirations are simplicity in learning and

continuous child engagement. The values that drive us underscore our commitment are

‘SPICE’.

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 Simplicity: Ensuring simple learning methods.

 Pedagogy: Unique layered pedagogy to cater to multiple intelligences of the

students in the class rooms.

 Innovation: To provide global technological child centric solutions, both at home

and at school.

 Continuous: Connectivity with the child.

 Engage Me: To continuously engage the child to ensure learning.

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 Management Team

Experienced professionals of respective fields have joined hands to provide exceptional

quality services in the field of school education.

Atul Kulshrestha, Chairman.

He is a finance professional with over 25 years of experience in Service Industry. He

conceptualized “Extramarks” and looks after Business Development and Strategy. He

is a serial entrepreneur and also promoted an International BPO Company. He also

launched two prominent internet portals i.e. Bharnet.com and Salahakar India.com.

Rohit Jain, CEO.

Rohit Jain has rich experience in implementing projects and handling service and

manpower driven organizations. He has successfully implemented the concept and

ideology behind Extramarks. He has created the team Extramarks and constantly

monitors the quality, innovation and new technologies.

Poonam Jamwal, CMO.

Alumnus of University of Bradford, UK, TSM and Amity University, having over 21 years

of experience in education and media marketing. She is Masters in Education and

Business Management. Chevening Scholar with a successful stint as Director

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Communications at Amity University and Times Internet Limited, she is best known for

The Times of India NIE's success story.

Sangeeta Gulati, COO.

A Chartered Accountant with over 17 years of experience, out of which 12 years in

education industry. Prior to joining the company, she was “Group CFO” in Educomp

Solutions Limited. Has rich & varied experience in finance (primary & secondary),

accounts, legal, taxation, secretarial etc.

She was awarded the “Best Woman CFO” BY ICAI (The Institute of Chartered Accounts

of India) in 2011. She was also awarded one amongst 14 chosen India’s best CFO

under the category of “Sustained Wealth Management” in 2011, conferred by Honorable

Finance Minister, organized by Business Today.

Meenakshi Gupta, CAO.

Meenakshi has over 24 years of experience in the field of teaching and education. She

is a post graduate and M.Ed with work experience of at all levels including that of

Principal and Director. She was associated with G.D. Goenka Schools as Director

(Academics).

She has conceptualized various innovative learning-teaching methods and has

introduced many rewarding ideas for students.

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Swagata Roy, CFO.

A Chartered Accountant with over 13 years of work experience in audit, finance and

taxation domain and having experience in Debt raising / private equity financing etc.

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 PRODUCT PROFILE

SMART LEARN CLASS:

Extramarks Smart Learn Classes are taking the schools to 21st century learning-

teaching environment. In today's world, when children are technology savvy from a

young age, the classrooms are remaining in the same traditional state. The pedagogy

used by Extramarks by implementing a layered content structure in the technology-

enabled classrooms using latest technology allows complete freedom to the teachers to

use the technology as per their own choice. Professionals having years of experience in

teaching have developed these teaching modules which present every subject in a

manner which makes the teaching-learning process very interesting in the classrooms.

As the modules are mapped to the curriculum followed by the school, they not only

provide ease of use but also standardise the education process. By amalgamating

state-of-the-art infrastructure and professionally developed content, Extramarks Smart

Learn Classes transform the conventional classrooms to an advanced student-centric

learning environment.

These Technology Enabled Class Rooms use State of the Art Hardware Infrastructure

which include Regular / Short-throw Projector, Interactive Board and White Board,

Server, Computer, UPS, Podium and other installation and net-work hardware.

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 CCE REPORT CARDS

To bring forth and nurture the individuality of every child, Extramarks has especially

developed a Continuous and Comprehensive Evaluation (CCE) Report Card.

CCE includes Formative (FA) and Summative (SA) Assessments. As per the CBSE

guidelines, every SA consists of one test per term and FA includes a minimum of six

tests every term, hence increasing the number of tests three folds for both teachers and

students, as well as making the the task of collecting and collating data tedious for

teachers. This complex task is made easy by Extramarks CCE Report Card, which has

become an imperative tool for the teachers. This intelligent software, after entering the

marks, collates the data automatically and generates the report card without involving

any manual work, in just 3 minutes!

Features

Provides ease and freedom of use to teachers to evaluate each child continuously and

comprehensively.

 Official: In conformity with CBSE guidelines.

 Time Saver: Each report card takes atleast 20 minutes if prepared manually, but

Extramarks Report Card can reduce the time taken for this evaluation to three

minutes.

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 Comprehensive: Provides flexibility for selection, alteration & customization of

tools & sub tools.

 Reduces errors: Descriptive indicators of Extramarks CCE Report Card help to

overcome spelling / grammatical mistakes.

 Has premium value additions like:

 Student wise performance graph

 Export & import options

 Attendance percentage calculator

 Intelligent Time Saver: There is no need to collate data in the end. Just by the

entry of marks, the data is automatically collated and generated in the format of

record.

 Use by Single or Multiple Users: Allows use by multi-users like Principal,

Teachers and Students.

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 SCHOOL LABS

It is said that “we learn things the best way when we experience them ourselves”

In order to foster experiential learning amongst the students, Extramarks has developed

a unique product- Extramarks School Labs, to create an end-to-end learning

environment and provide teachers and students with an innovative teaching-learning

solution.

With the help of demonstration models, list of experiments, detailed manuals and

learning objectives, Extramarks School Labs help students in understanding the

concepts in a better way by letting them experience the theory themselves and

connecting them to the day-to-day life. These experiments inculcate scientific

temperament and logical thinking in them from an early age, thus shaping up their

minds for lifelong learning.

Assessment Centre

This automated module allows teachers to assess the overall performance of the

student. Assessment Center maps the student’s and teacher’s ID and cuts down the

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lengthy test preparations, manual checking, result preparations and filing of documents,

giving instantaneous results with a detailed analytical sheet indicating the weak areas.

Test Centre

Test Center provides automated CCE mapped MCQs testing modules for self review

and improvement with instant results. These can be conducted as per the flexibility of

subject, time, and difficulty level with automated and tabulated results. With a data bank

of over 250000 questions, Summative Assessments, Chapter-wise Q&A, CCE-based

Short / Long Answer tests, CCE-based MCQs, Practice papers, Model papers and

Board exam papers, it helps in identifying Student’s Improvement Zone as teachers

come to know if a student is lacking in understanding the basic fundamentals of the

concept or its application.

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 SWOT ANALYSIS

STRENGTHS:-

 Pan India presence.

 350+ team of dedicated academicians - with vast experience in school

management & teaching processes.

 All learning tools created in-house.

 Large pool of technically skilled manpower with in depth knowledge and

understanding of the market.

 Government Projects like KVs, JNVs, state government implementing ICT

program in over 2500 schools.

 Company has both in-school & after school study support programs to help

Students to gain in depth knowledge.

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  Company has dedicated Account Managers to provide prompt after-sales

service.

WEAKNESS:-

 Company has huge Operational Cost.

 Not have integrated hardware solution for school.

 Less dependency on channel partners.

 Company not has its content in regional languages.

 Lesser number of animations in K-12 segment.

OPPORTUNITIES:-

 Growing opportunities in India and overseas market-

With a student base of around 232 million in schools and 15.5 million in

colleges the Company has ample opportunities to grow in the domestic

market. Also the Indian government spends around USD 30 billion

annually in the sector. Other countries like Malaysia, Singapore, People s

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 Republic of China and United States of America have also been

increasing impetus on the educational sector providing the Company

with opportunities for thriving in the respective markets.

 Government initiatives-

Government of India has allocated INR 310.36 Bn to Department of School

Education and Literacy and INR 110 Bn to Department of Higher Education.

Moreover, the states were granted an amount of INR 36.75 Bn for

elementary education. This may increase demand of Company s products

resulting into increase in top line and bottom line of the Company.

THREATS:-

 Stiff Competition-

 The Company faces stiff competition from existing entities and new

entrants in the industry. The Company obtains majority of its revenue from the

Indian markets which is dominated by the public sector with around 92.5%

participation with regards to schools and by the private sector with around 74%

participation with regards to colleges. This leaves out ample market to capture

especially in case of schools for the private sector. Also, many foreign institutions

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 are setting up in the country in collaboration with Indian institutions thereby

increasing competition for the Company.

 Restrictions made by Govt. agencies.

 CBSE Tutoring are now available whose price are less or more beneficiary for

the students.

POSITIONING

 Unique Competitive Positioning

 Extramarks enjoys a unique competitive position and early-mover advantage in

the Indian education industry, which we believe is capable of rapid and

sustainable long-term growth. We forecast by FY15, a 6x increase in Smart

Learn Class installations, driven by product superiority and peer pressure among

schools, and a significant ramp-up in K-12 schools (225schools). Key risks

include excessive acceleration at the expense of execution and service quality.

We initiate with a BUY and a 12-month DCF-based target price of Rs865.Indian

education ± a large opportunity in the making: A large ‘under-24’ population of

~500m, one of the world’s lowest GERs (17%), low literacy rates and number of

schooling years (5.1) in the world, promise long-term growth. According to CBSE

(Central Board of Secondary Education), by FY12 India will need ~150,000 more

private schools twice as many as it has at present. Various education services,

including more schools, smart learn classrooms, faculty training, and vocational

training²all of which face serious shortagestoday²will be needed. Upsides for

Extramarks from early start in Smart Class and K-12 businesses: We believe that

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 Smart learn Class (and similar products) will increasingly be adopted by schools,

fuelled by product superiority (over traditional methods) and peer pressure

among schools. Extramarks product, currently in 2,154 schools (forecast to

exceed 14,000 schools by FY16) is the clear class leader and we foresee a

widening lead over competition. Extramarks is also increasing focus on the K-12

business at the right time, and we forecast it will be in use in 200+ schools by

FY15 (currently 36). Securitization of Smart learn Class receivables and K-12

execution through the ‘dry management’ models are important steps towards

accelerating execution, which is vital to capturing this opportunity. BUY with DCF

TP of Rs865: We believe that acceleration will gain visibility in the coming

quarters (management has guided for 2500 Smart Class schools in FY11,

compared to 355added in 3QFY10). Longer-term triggers may include

Extramarks’s banks foregoing recourse to Extramarks for securitized receivables.

Key risks are Extramarks’s accelerating too fast for its execution capability to

keep pace, as well as increased involvement in government business purred by

the Right to Education Act. BUY with DCF TP of Rs865 with 11.5% WACC

and4% TGR.


 TOP TEN E-LEARNING FIRMS IN INDIA:

S.No. Company
1 Educom

2 Next Education

3 Extramarks

4 Tata class Edge

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 5 HCL

6 Edurite

7 Class Teacher

8 Mexus

9 NIIT

10 Everron

JOB PROFILE

 Approaching schools.

 Making the proposition to the management/concerned department.

 Arranging the demo.

 Handling all the documentation work until completion (signing up the contracts).

 Maintaining and reporting the school.

 Pre and Post visit reporting to the lined manager.

 Assigned School’s data collation.

 Maintain strong After Sale Relations with the customers.

 School's profiling (All pertinent information about the school).

 Generating Leads.

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  Giving Demo/conducting Workshops.

 Giving Demo/conducting Workshops.

 Strategizing various In-School/After-School activities for revenue generation.

Work Process

Pitching to the Client: First Stage

 Client profiling - Identify the decision maker in first two or three meetings.

 Keep in constant touch and recall with the client.

 Be at top of the mind of client.

 Stay in touch through creative means – ask for articles, principal interviews,

workshops and much more.

Pitching to the Client: Second Stage

 Give the school the vision by pitch LARGE number of classes (with or without

pockets to implement).

 Create aspiration.

 Pitch with the server model with maximum no of access points.

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  Sell laterally rather than vertically (in terms of capturing the classes).

 Discuss price only after demo – (for most of the accounts, not where you can

close without a demo).

Third Stage

 Ensure Post dated cheques

 Every page of the contract to be signed and stamped

 Make two copies of contract

Servicing Cues

1. The buck stops at you for “EVERYTHING”, be it implementation, content,

marketing, services – so have ownership – Be the jack of all trades along with

being the master of all!

2. Don’t be tentative / hold back - if you have doubts, unresolved issues, scale up –

ESCALATE as per hierarchy but JUDICIOUSLY.

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 Performance Management System

The process of Human Resource Development (HRD) in Extramarks helps the

employee’s to acquire and develop technical, managerial and behavioral knowledge,

skills & abilities and the values , beliefs & attitudes necessary to perform present and

future roles. The process of Performance Appraisal helps the employees and

management to know the level of employees Performance compared to the standard or

predetermined level.

Performance Appraisal is important in Extramarks to understand and improve the

employee’s performance through HRD. In fact, Performance Appraisal is the basis of

Extramarks. It was viewed that Performance Appraisal was useful decide employee’s

promotion or transfer, salary determination. But the recent developments in HRD

indicate that Performance Appraisal is the basis for employee development.

Performance Appraisal indicates the level of desired performance level and actual

performance and the gape between these two. This gap should be bridged through

training, counseling and motivation etc.

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In Extramarks, the process of HRD helps the employee’s to acquire and development

technical, managerial and behavioral knowledge, skill, and abilities, belief and attitudes

necessary exists to achieve goals; the degree of success obtained by the individual

employee in achieving individuals goals directly determines to the Extramarks

effectiveness. The assessment of the degree of success of an individual employee is an

important part of HRM that leads to the Performance Appraisal

The Performance Appraisal system undergone in Extramarks helps the employees of

the Organization to improve their abilities so as to meet both the personal and

organizational present and future requirements. Whether the organization is reaching its

standards by Performance Appraisal resulting in increase in quality and productivity of

the employees observed.

The overriding purpose of Performance Appraisal is to help Extramarks employees to

improve and thus to improve organizational effectiveness. Performance Appraisal

therefore institutional needs as well as staff member needs, abilities, motivation and

expectancies.

The performance appraisal is done in Extramarks by calculating over all business given

by employees. Various contests were organized by the sales manager and certificates

were issued.

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PERFORMANCE TRACKING

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CONCLUSIONS AND RECOMMENDATIONS
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Observation:

 Company has not wide range of product portfolio in its basket in comparison to

its competitors.

 There is lack of technical support staff.

 The Company reach is diverse, but in some areas the reach is good while in

some other areas it is not up to the mark.

 Also Company should work towards improvement of its after sale service. Main

complain of schools towards EXTRAMARKS is service problem.

 There is a lack of animations in the content part.

 Customers were complaining about the communication support.

 Most of the customers have documentation problems.

Recommendation:

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 Company can have separate Technical Support team to serve customers for

after sales services activity.

 Though databases are there they are not used properly. The sales person should

have to understand customer relationship management concept & not just sell

but maintain good long-term sustainable relations with Schools because in future

if they become loyal to us then they will differentiate us from the competition &

they have to visit each Schools at least twice a week.

 Company should also increase the product portfolio in its basket to attract

customer, so sales executives can cross sell company’s product to existing

client.

 Complaint handling should be better & effective.

 Extramarks should concentrate on customers’ needs and start doing mass

customization of its product.

LEARNING EXPERIENCE

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 PERSONAL EXPERIENCE

My personal work experience altogether was good because I develop myself

professionally and learn a lot of things about life. It makes me more alive practically and

changes my perspective to see life. It helps me to sync my professional life with

personal. It groomed me a lot. The hectic work schedule helps me to manage my time

effectively.

SPEAKING skills.

 CO-OPERATING skills.

 ADAPTABILITY.

 SELF RELIANCE.

 LISTENING skills.

 PLANNING and ORGANISING skills.

 INITIATIVE.

 PERSUADING skills.

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 Professional Experience

My professional experience helps me groomed professionally. It helps me to develop

inter-personal skills and it also teaches me how to deal with colleagues, subordinates

and boss. From my work I learn how to complete tasks in more perfectionist way. From

this, I also learn key account management. From my work I develop certain professional

skills which are:-

 Key Account Management.

 New Business Development.

 Negotiation Skills.

 ANALYSING skills.

 Critical thinking.

 Able to work as part of a team.

 NETWORKING.

 DECISION-MAKING skills.

 COMMERCIAL AWARENESS.

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