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Marketing of Education in India: Presented By
Marketing of Education in India: Presented By
OF EDUCATION
IN INDIA
Presented by,
Deepak Doddamani
(MMS Marketing, B.V.I.M.S.R. Belapur)
INDIAN EDUCATION PRESENT
CONDITION
Facts and Figures
According to 2001 census
Total literacy rate in India = 65.38%
Female literacy rate = 54.16%
Urban population literacy = 80.3%
Rural population literacy = 59.4%
EDUCATION SYSTEM IN INDIA
Elementary education (Primary Education)
86TH constitutional amendment : Fundamental
right for children age 614
District Primary Education Programme (1994)
Sarva Shiksha Abhiyan (SSA : 2001)
SECONDARY & HIGHER SECONDARY
EDUCATION
4 TO 10th STD. = SECONDARY
10 + 2 SYSTEM = SECONDARY EDUCATION
10 + 3 SYSTEM = VOCATIONAL (Diploma)
Several Colleges, Junior colleges, Unviversities,
Deemed Universities. Etc.
HIGHER EDUCATION
Government recognized Universities = 217
( Central = 20 , Deemed =109, Open =11, State)
Key players :
University Grant Commission (UGC),
All India Council for Technical Education
(AICTE)
Distance Education Council (DEC)
BCI,NCTE,ICAR,RCI,MCI,PCI,INC,DCI,CCH,
CCIM etc.
OTHER EDUCATION SYSTEMS
MONTESSARY EDUCATION
MADRASSA EDUCATION
SPECIAL EDUCATION
DISTANCE EDUCATION
CORRESPONDANCE EDUCATION
ONLINE EDUCATION (ELearning )
PRIVATE COACHING CLASSES
MARKETING OF SCHOOLS
Sarva Shikasha Abhiyan
Universalise elementary education
Compulsory education to children of ages 614
increasing retention and preventing dropouts
PROMOTION OF SSA
Advertising campaignSchool Chale Hum
Midday meal were introduced
Transportation facilities
KIDZEE
Kidzee Growing your unique child
It has more than 625 preschool over 280
centre
USPresearchbased teaching methodolgy
Promotion activities
Value Delivery
Internetemail, wedsite
print Media
PROMOTIONS OF SCHOOLS IN
INDIA
Sherwood, Nainital – Eminent Sherwoodians
Amitabh Bachchan , Sam Manekshaw, Kabir
Bedi, Dalip Tahil, Major Som nath Sharma
St. Xaviers Mumbai – Sports Heaven
Professional coaching in
Football,Cricket,Athletics, Badminton,
Basketball
BalMohan Vidyamandir, Dadar – Philosophy
Believes in true cultivation of personality
GOODS CARRYING SCHOOL NAMES
PENCILS WATCH
MORE PROMOTIONS
S.I.E.S’s Human Chain
Playgroup Ad
In 1997 from Sion 2 Nerul
MARKETING BSCHOOLS
International programs in Indian campuses
‘Flying professor’ concept
Stateofart infrastructure
Ranking
Industry interface and placements
Events
Websites, Blogs, Communities
SMS marketing
Direct mails
Education Expo
CASE 1: IIPM
IIPM Mumbai RANKING OF IIPM
BUSINESS & MARKETING BSCHOOL
QUIZ
Inaugural of Business and
Marketing B-School quizzing
by SRK in IIPM, New Delhi
Do something which is other than ordinary to
pass the message.
o Which BSchools should adopt viral marketing?
AICTE approved institute, which doesn’t have
branches all over India like IIPM, AMITY or
which are not covered by media (e.g. like IIM’s )
VIRAL MARKETING IDEAS
Idea no.1 : Free monthly magazine
Idea no.2 : Case study contests for undergrads
Idea no.3 : Coming up with business plans
Idea no.4: Develop content
Idea no. 5: Search Engine Optimization (SEO)
(By: Zaheer Shaik, CEO Emerging Buds on website www.heartlinkers.com)
MARKETING TRAP OF BSCHOOLS
‘HALF TRUTHS ARE AS BAD AS WHITE LIES’
False promises
Placement figures ( 100% placement etc.)
Renowned faculty
Free laptops and foreign trips
PRIVATE INSTITUTES & COACHING
CLASSES
KEY PLAYERS
3)NIIT
5)APTECH
7)ARENA MULTIMEDIA
9)CHATE COACHING
CLASSES
11)MAHESH TUTORIALS
13)SPEAKWELL
EDUCATION EXPENDITURE
CASE 1: CHATE GROUP
Founded in 1989 by Chate brothers
Vision : GREAT
( Global Reach in Education And
Training)
Now 162 centres across
Maharashtra,
Gujarat, Tamil Nadu, Karnataka
and Dubai
Turnover in 200708 : Rs.43 Crore
with 18% profit margin
1000 Teachers, 51,000 students,
MAHESH SHETTY and 1200 support staffs
(Founder, Chairman & M.D.)
MT EDUCARE PVT. LTD.
Courses offered
Std. 9th & 10th (English & Marathi medium)
(SSC, ICSE, CBSE boards)
Science tutorials for Std. 11th and 12th
Commerce tutorials from Std. 11th to C.A.
Engg. & Medical Entrance tests
Corporate training
English language & personality development
Training in banking programmes
Diversification: ‘Little Tigers’ ( Nurseries),
Main stream education: College at Manglore.
MARKETING STRATEGIES
Positioning : One stop solution provider for all
educational and training needs
First coaching class to have tiedup with foreign
educational body Cambridge International
Examination (CIE) to secure their FDI.
SKCM International school in Ghatkopar.
(CPT,IIT/CET etc.)
First coaching class to start its own IPO in 2010
Mahesh Shetty as brand: ‘Visionary Entrepreneur’
to ‘Corporate Entity’
PROMOTIONS
‘HUM SE PUCHHO’
www.humsepuchho.com
OTHER PROMOTIONS
Orientation Program
Personal counseling of each student & parents
Distressing sessions
(Music therapies, Meditation programs, Farewell
Parties, Felicitation Event in 5 Star hotels)
Events, Picnics, Extracurricular activities
ETesting (MHTCET, CBSE online, CACPT,
AIEEE, IITJEE)
CSR activities : Aasara, Ehsaas, Amcha Ghar,
SaNiSa.
EVENTS IN MT EDUCARE
SEEYA’ 08 AFAE’ 08
COMMERCE EVENTS
AFAE’ 08 ( Commerce) ONYX Annual Function
GENERAL ADVERTISING METHODS
Outdoor media: Boards, hoardings, banners,
stick bills. Etc
Print media: Newspapers, Magazines,
Newspaper inserts, pamphlets, Brochures etc.
Television ads: Local cable ads
Events : Picnics, Annual functions, Farewell,
Felicitation etc.
Sponsorships to events and festival mandals
Add on services : Counseling, ‘Gurukul’ system
Providing bags, caps, tshirts, pens, books,
notebooks with institute’s name printed on it
BRAND CREATION & RECALL
STUDY NOTES BAG
EDUCATION EXPOS (ONE ROOF
CONCEPT)
TIMES EDU.EXPO INDIA EDUCATION EXPO CHINA
FUTURE SCOPE OF EDUCATION
MKTG
INTERNET
Mingle Box website
Preparation for CET,CAT entrance tests
Reaching 250 cities through Mobile, Televisison
adding the value chain
RCOM & Dial net To launch academic modules
E Learning
SMS Marketing
CONCLUSION
Long journey: ‘GURUKUL’ system to
‘Elearning’
Indian Human Resource – Most admired all over
the globe. Working in major MNC’s
Need updated modules
More professional approach required
‘EACH ONE TEACH ONE’
THANK YOU
MMS MARKETING ,B.V.I.M.S.R