A Summer Internship Project Report on

“A Study of Sales and Business Development Of Educational Products at

Extramarks.”

Submitted in partial fulfillment of the requirement for the degree of

Master of Business Administration

(Affiliated to Savitribai Phule Pune University)

By
Shruti Hinger

Roll No. D2M-26

Under the guidance of

Dr.Kalpana Deshmukh

A study conducted for

Extramarks Education India Pvt.Ltd...

At

Indira School of Business Studies

Tathawade, Pune – 411033

2019-21
Acknowledgement

It is my immense pleasure to present my work on the Summer Training Project at

Extramarks Education India Pvt. Ltd. It has been a wonderful and enriching experience to be
associated with the organization.

I would like to take this opportunity to thank my guide and mentors Mr. Gaurav Thakur
Business Development Manager. Also, I would also like to thank my mentor Dr. Kalpana
Deshmukh for her valuable support and guidance. My sincere regards to the entire
administration at ISBS, for making my internship successful.

I would like to sincerely thank our Director Dr. Renu Bhargava and Placement Officer Ms.
Madhuri Sathe, Indira School of Business Studies, Pune, for their constant support
throughout the Internship.

Shruti Hinger

D2M-26/2019-

21

2
 Certificate from ISBS

Indira School of Business Studies, Pune

Summer Internship Project Certificate
Date:

To Whomsoever It May Concern

This is to certify that Mr./Ms. Shruti Hinger is a bonafide student of this Institute and has successfully

completed his/her project entitled “A Study of Sales and Business Development Of Educational Products at

Extramarks” at “ Extramarks Education India Pvt. Ltd...” for partial fulfillment of the course Master of

Business Administration (Marketing ), affiliated to Savitribai Phule Pune University from Indira School of

Business Studies,Pune

Dr. Renu Bhargava Dr. Kalpana Deshmukh

Director, ISBS Internal Guide

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Certificate from the Company

4
Executive Summary

This report aims at illustrating and describing how e-learning can contribute in creating value
and reducing overheads associated with the learning process through adopting and implementing
e-learning systems and applications.

It is an obvious fact that e-learning plays a vital role in managing the education chain especially
now that digitalization has become very common in the business market environment around the
world. The main purpose of this report is to find out how e-learning can contribute in creating
value, reducing cost and gaining more profit out of the learning process.

Since this report is meant to cover the available literature on e-learning only limited areas of the
education are presented.

Also Extramarks e-learning module and its application has been explained in this report which is
an leading e-learning tool which is used by many students for learning needs and hence its
details have been covered in this report.

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Index / Table of Contents

Sr. No. Contents Pg. No.

1 Introduction 9

2 Industry overview 12

3 Company Overview 23

4 News Analysis 32

5 Review of Literature 34

6 Objectives 37

7 Research Methodology 39

8 Data Analysis , Results and Interpretation 42

9 Conclusion 52

10 Learning’s & Recommendation 54

11 Bibliography 57

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List of Tables
Table 1:Sampling Procedure ......................................................................................... 41
Table 2: Source(online or offline) .................................................................................. 43
Table 3: Best mode of learning............................................. 4Error! Bookmark not
defined.
Table 4: Satisfaction level of outside sources of studying for child Error! Bookmark not
defined.
Table 5:E-learning (yes or no) ............................................... Error! Bookmark not
defined.
Table 6: Tried Edtech products or not ........................................................................... 47
Table 7: Competitor’s awareness ................................................................................. 47
Table 8:Factor’s to be considered while buying ..................... Error! Bookmark not
defined.
Table 9:Feedback.......................................................................................................... 49
Table 10:Prefereable or not ........................................................................................... 50

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List of Figures
Figure 1: Advantage India ............................................................................................. 13
Figure 2: Market size ..................................................................................................... 20
Figure 3:Source ( Online or offline) .............................................................................. 443
Figure 4:Best mode of learning ..................................................................................... 44
Figure 5: Satisfaction level of outside sources of studying for child ............................... 45
Figure 6: E- learning helps or not .................................................................................. 46
Figure 7: Care of child study at home ............................................................................ 46
Figure 8: Introduction to Ed-Tech product ..................................................................... 47
Figure 9: Competitor’s ................................................................................................... 48
Figure 10: Parameters to be considered while purchase of product .............................. 49
Figure 11: Experience of product .................................................................................. 50
Figure 12: Preferable or not E-learning ......................................................................... 51

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CHAPTER -1: INTRODUCTION

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1. Introduction
About the Project -

Extramarks internship program is an opportunity for anyone to learn sales and marketing
skills on the position of Business Development Sales Intern and also earn depending
upon their contribution. This internship is offered an selective basis for a period of 3
months. Under this program intern is offered proper training and is assigned a manager,
just like a full-time employee.

Definition Of concept -

EdTech (a portmanteau of "education" and "technology") refers to hardware and software

designed to enhance teacher-led learning in classrooms and improve students' education
outcomes. EdTech is still in the early stages of its development, but it shows promise as a
method of customizing curriculum for a student’s ability level by introducing and
reinforcing new content at a pace the student can handle. According to the characteristics
of the current market, this pandemic put the EdTech Industry at boom as offline learning
is closed so EdTech Company took this opportunity and increase their market size and
scope.

Purpose and objective of the project -

To strategically involvement in sales process, identification of prospects and leading till

the process of making sales and maintaining relationship with the customer.

A study on the student’s perspective on the effectiveness of using E-learning.

Scope of the project-

• Conduct market research to identify selling possibilities and evaluate customer

needs.
• Actively seek out new sales opportunities through cold calling, networking and
social media.
• Prepare and deliver appropriate presentations on products and services.

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 • Negotiate/close deals and handle complaints or objections.
• Gather feedback from customers or prospects and share with internal teams.

Salient Contributions of the project -

• One month sale.

• Did communication with more than 100 people.
• Collected reviews from old customers.
• One yearly sale.
• Study and exploring more about EdTech industry.

Outline of the project report -

Summer Internship Profile the following profiles/tasks were given to me by the

company:-

• Asked to contact my family and friends who are having child till 12th class
and was asked to convenience to those people to buy the product of the
company.
• Selling one month product to our acquaintances was the first task given.
• Some leads were provided after this to call old customers and take their reviews for
the product they have purchased already, in this we were connected to both parent’s as
well as student.
• Second task allotted to us was selling of one yearly package whether to the old
customer or to go and find new people for the same.

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CHAPTER-2: INDUSTRY OVERVIEW

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 Industry overview
India holds an important place in the global education industry. India has one of the largest
networks of higher education institutions in the world. However, there is still a lot of potential
for further development in the education system. Moreover, the aim of the government to raise
its current gross enrolment ratio to 30 per cent by 2020 will also boost the growth of the distance
education in India.

Online education in India

The online learning has gained prominence as the world fights Covid-19 pandemic. As most of
the nations have adopted for online e-learning, many Indian edtech companies are also offering
free online classes while some are doing it on subsidized rates.

Online tutoring platform Vedantu is providing free live classes which are usually paid for all its
courses, including IIT preparation modules. It is also in talks with schools to offer platform
support so that teachers can teach live for free. Others Educational Initiatives like (EI), Byjus,
Unacademy and Gradeup are also increasing their free access for a limited period of time. Indian
HRD Ministry has also decided to launch e-classes on its SwayamPrabha DTH channels for
schools making online learning a new trend setter in the education sector.

Figure 1: Advantage India

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 Porter’s 5 forces model related to the industry
The bargaining power and leverage of buyers – A moderately strong competitive force.
Typical buyers will be very careful in selecting an LCMS provider due to the strategic
importance of such a decision as well as the impact on the organization’s infrastructure. When
the buyer is a large and major global competitor, they will need to include a wide variety of
internal constituents in the buy decision. This puts a heavy burden on the LCMS provider. An
additional factor that suggests buyer power is moderately strong would be the relatively small
size of current LCMS providers. Additionally, it should be mentioned that given the importance
of the choice of a LCMS provider this choice should be viewed as a highly collaborative process
which tends to reduce the bargaining power of a buyer in favor of a more interdependent
relationship.

The bargaining power and leverage of suppliers – A weak competitive force. Suppliers to
eLearning providers include talented individuals with programming and system development
skills. To the extent that these individuals are difficult to find, it provides these individuals with
stronger bargaining power. Other inputs would include the hardware, technology (servers,
routers, computers,) necessary to develop LCMS platforms. Most of these inputs can be easily
obtained by rivals.

Substitutes for eLearning – A moderately weak competitive force. The most prevalent
substitutes will come from the availability of alternative forms of learning which would include
on campus/extended campus offerings of major universities, and learning through what is now
considered traditional CD content offerings. However, the extent these alternative forms would
be considered a serious threat to the LCMS provider in our opinion is not formidable. Given the
integrative requirements and strategic importance of this product to buyers, we believe they
would not seriously turn to these substitutes for their comprehensive eLearning solutions.

Rivalry among competing eLearning providers – A moderately strong competitive force that
is likely to intensify. Students should conclude that with relatively low barriers, especially for
someone like Microsoft, along with the fact that currently the competitors are of relatively small
and equal size, competition will be strong. While there are opportunities to differentiate, in a
high velocity market advantage can erode quickly. There will be strong competition to get ahead
of other rivals by offering high quality comprehensive solutions that if adopted by a few
prestigious buyers can lead to distinctive advantage. There will be strong competition for high
quality talent and buyers will be exceptionally selective in the process of making a choice among
providers.

Barriers to Entry - A moderately strong force the need to acquire the necessary intellectual and
financial capital presents formidable barriers for organizations attempting to enter the industry.
However, there are several large firms that have an interest in this market (Microsoft) and have
developed relationships with current competitors which could make their entry more likely.

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 PESTEL

PESTEL analysis for education industry is a tool that helps the management, staff and governors
to analyze school environment and the way in which it can affect its future. This is in terms of
planning, finance and management decisions. It also helps them to carry out a comprehensive
analysis of opportunities and threats for quality operational planning in the educational
environment. Below is a PESTEL analysis of education sector.

Political factors:
• Many schools are being privatized thus affecting profitability.
• Government initiatives create risks that a school may not be able to deliver the policy as
expected or, it can be easily diverted away from local relevant authorities.
• Changes to skills needed from a teacher.
• There are also changes in curriculum especially with short lead times.
• Requirements to be self-financing and self-managing.

Economic factors:

• Local or central government funding decisions that affect schools and establishment of funds
• Closure of a local education industry that can affect fund raising plans
• Ability of parents to raise finances for extracurricular activities
• Ability to invest surpluses and savings
• The need to operate and manage after school clubs
• The cost of different resources is also relatively high including resources for staff, technology
solutions and staff
• Shortages of international and national market resources or materials
• Over provision of school locations in the area leading to competition from neighbouring
institutions
• The risk of key members of staff moving to new schools

Socio-cultural factors:

• Decline in birth rate thus reducing the number of children joining schools
• Changes in local population causing decrease or increase number of students
• Demographic changes also affect pupil enrolment
• Closure of local companies offer employment
• Risk of inability to attract the right staff
• Emergence of social networks that can be used to fulfil different educational needs
• Integration of disabled students and local community
• Increase in parental power enabling parents to have a say over their children schools
• Information is easily accessible to students due to availability of internet

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Technological factors:

There are many changes to educational tools required in modern day. There is also risk of
choosing the wrong technology such as open source and windows. Others include;
• New computer viruses that can also affect school operations, Risk of computer hardware and
software being outdated and lack of enough time for management of IT systems
• Internet poses disturbing information, illegal images online thus affecting ICT Security
measures among others
• Shift from paper based books to e book readers.

Environmental factors:

• A new highway layout near institutions can increase dangers for students
• Using a good amount of paper and photocopier toner to produce printed details
• Reduction of green space available for different school activities
• Changes to local bus routes & Disposal of waste
Legal factors:

• New legislative systems can easily pose noncompliance risks

• There are many child protection legislation changes
• School leaving age has been raised and that of joining school has been lowered
• Change in school opening and closing hours
• Changes to financing of charity based organizations
• There are also health and safety legislation

Summary of PESTEL analysis:

From the above PESTEL analysis of education industry, there are many challenges facing the
sector. This is largely attributed to the fact that learning takes place every day in education.
Knowledge also evolves as time goes by. New technologies require that the sector embraces
advancements for quality education.
Therefore, relevant stakeholders need to invest enough money in technology and in construction
of quality infrastructure. This will help to ensure that learning takes place smoothly and that
students stay knowledgeable for a better future.
For a stable education industry, there is also need to understand external environment effectively,
so that the state can create an ideal and modern learning environment for students and teachers.
Despite the many challenges, there are many opportunities to explore for quality education.

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 Major players in the Industry

BYJU’S

India’s first edtech unicorn, BYJU’S offers a learning app, which was launched in 2015 and has
learning programs for students in classes IV-XII along with courses to help students prepare for
competitive exams like JEE, NEET, CAT, IAS, GRE, and GMAT. Recently it has also
collaborated with Disney to launch a learning app for classes I to III. The company reported its
revenues for the financial year 2017-18 at $69.4 Mn (INR 490 Cr), a 97 % jump since the last
financial year. It is looking to achieve a revenue target of (INR 1400 Cr) this financial year.

Toppr

Toppr caters to the individual learning styles of candidates and provides the widest K12 syllabus
coverage with 1.5 million course combinations. It currently has over 10 million students on its
platform and helps them prepare for various school, board, and competitive exams. It uses
natural language processing to solve student doubts instantly. It also uses artificial intelligence,
machine learning, and big data to study student behavior and create adaptive learning paths with
infinite combinations.

As per DataLabs analysis, test prep and K-12 edtech startups combined are estimated to be worth
$1.3 Bn by 2021. Toppr is just one of the many startups looking to tap this burgeoning
opportunity in the Indian market.

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Unacademy

This Bengaluru-based startup began as a YouTube channel in 2010 by Gaurav Munjal. In 2015,
it was officially registered as an educational technology platform when co-founders Roman Saini
and Hemesh Singh came on board. To date, it has raised $88.5 Mn.

The company claims to have more than 10K registered educators and over 13 Mn learners. It
also says it gets 100 Mn monthly views across its various platforms such as Unacademy,
Unacademy Plus, WIFI study, Chamomile Tea with Toppers, Unacademy Studios and The
Solutionists.

Vedantu

A live online tutoring platform enables personalized learning. Vedantu uses technology to bring
together teachers and students on a single platform to enable live learning between them.
Although Vedantu’s Android app is less popular compared to its peers, the startup is an apple of
investors eyes. It has raised $59.9 Mn since its inception in 2011 and is backed by investors like
Tiger Global Management, WestBridge Capital, Accel, Omidyar Network among others.

It claims to have 500+ teachers on its platform with students accessing the platform across 1000+
cities and 30+ countries. Vedantu’s W.A.V.E platform has been granted an IP Patent for
‘Measuring the Effectiveness of An Interactive Online Learning System’ that helps teachers in
identifying a student’s attention level, increases student-teacher interaction, doubt-solving,
participation in gamified quizzes, and customization of teaching patterns owing to constant
feedback. Owing to these capabilities Vedantu has achieved LIVE classes of 1 million hours till
date.

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 Market Size

India has the world’s largest population of about 500 million in the age bracket of 5-24 years and
this provides a great opportunity for the education sector. The education sector in India is
estimated at US$ 91.7 billion in FY18 and is expected to reach US$ 101.1 billion in FY19.
Number of colleges and universities in India reached 39,931 and 993, respectively in 2018-19.
India had 37.4 million students enrolled in higher education in 2018-19. Gross Enrolment Ratio
in higher education reached 26.3 per cent in 2018-19.

The country has become the second largest market for e-learning after the US. The sector is
expected to reach US$ 1.96 billion by 2021 with around 9.5 million users.
Over the last two years, there has been a 2x growth in online searches for education and a 3X
growth in searches from a mobile device. Also, 44% of education searches are now coming from
beyond the top 6 metros and there has been a 4X growth in education content consumption on
YouTube in the last one year.

Key trends and challenges of the sector

According to the research conducted by KPMG, along with insights from Google search online
education industry will be a $1.96 billion industry by 2021. The report finds that the paid user
base will grow 6X from 1.6 million users in 2016 to 9.6 million users in 2021.

The online education market is segmented into primary and secondary supplemental education,
test preparation, reskilling and certification, higher education language, and casual learning. The
online primary and secondary supplemental education segment was valued at INR 11.99 Bn in
2018 and is expected to reach INR 123.65 Bn by 2024, expanding at a CAGR of ~46.48% during
the 2019-2024 period. The change in consumer behavior towards detailed learning and surge in
demand from tier II and tier III cities are driving the growth of this segment.

The online test preparation market is expected to reach INR 94.75 Bn by 2024, expanding at a
CAGR of ~50.84% during the 2019-2024 period. This segment is expected to be the fastest-

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growing segment in the online education market, owing to growth in career-focused population,
enhanced Internet infrastructure and increased penetration of digital payment methods.

Theonline reskilling and certification market is expected to reach INR 93.81 Bn by 2024,
expanding at a CAGR of ~36.95% during the 2019-2024 period. The growing business
landscape has widened the skill gap among employees, which is why the demand for reskilling
courses is picking up.

The online higher education market was valued at INR 5.01 Bn in 2018 and is expected to reach
INR 40.63 Bn by 2024, expanding at a CAGR of ~40.74% during the 2019-2024 period. The
conventional education system is insufficient for the growing population, and therefore students
are switching to online higher education courses.

Figure 2: Market size

Government Achievements
Following are the achievements of the government in the past four years:
• Central Board of Secondary Education (CBSE) introduced artificial intelligence as a
subject in class ninth from the session 2019-20.
• In August 2019, Maharashtra International Education Board (MIEB) has signed a
collaboration agreement with Google for Education in India.

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 • Under the mid-day meal scheme initiated by the Government of India, about 95 million
students of around 1.14 million schools enjoy fresh meal every day.
• The Government has laid foundation of 141 universities and 7 IITs in the past four years.
• With an aim of promoting innovation and entreprenuership among secondary school
students in the country NITI Aayog, Government of India has launched the Atal
Innovation Mission (AIM)In June 2018, 3,000 additional Atal Tinkering Labs were
approved, taking the total number of labs to 5,441.

Contribution to economy, employment & Growth Rate

In 2030, it is estimated that India’s higher education will:

• The combination training method, that involves online learning and games, is expected to
grow by up to 38 per cent in the next 2-4 years.
• In private equity and venture capital funding, education industries companies to attract
US$ 500 million by end of 2019.

• Adopt transformative and innovative approaches in Higher education.

• Have an augmented Gross Enrolment Ratio (GER) of 50 per cent
• Reduce state-wise, gender based and social disparity in GER to 5 per cent.
• Emerge as a single largest provider of global talent, with one in four graduates in the
world being a product of the Indian higher education system.
• Be among the top five countries in the world in terms of research output with an annual
R&D spent of US$ 140 billion.
• Have more than 20 universities among the global top 200.

Various government initiatives are being adopted to boost the growth of distance education
market, besides focusing on new education techniques, such as E-learning and M-learning.
Education sector has seen a host of reforms and improved financial outlays in recent years that
could possibly transform the country into a knowledge haven. With human resource increasingly
gaining significance in the overall development of the country, development of education

21
infrastructure is expected to remain the key focus in the current decade. In this scenario,
infrastructure investment in the education sector is likely to see a considerable increase in the
current decade.
Moreover, availability of English-speaking tech-educated talent, democratic governance and a
strong legal and intellectual property protection framework are enablers for world class product
development, as per Mr Amit Phadnis, President-Engineering and Site Leader for Cisco (India).
The Government of India has taken several steps including opening of IIT’s and IIM’s in new
locations as well as allocating educational grants for research scholars in most government
institutions. Furthermore, with online modes of education being used by several educational
organisations, the higher education sector in India is set for some major changes and
developments in the years to come.

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CHAPTER- 3: COMPANY OVERVIEW

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Brief of the company
Extramarks Education is an education technology company, that sells online and offline
schooling and curricula. It was founded by Atul Kulshreshtha in 2009, and headquartered in
Noida, India.

As of March 2018, Extramarks has tied up with 9,000 government and private schools. It has
over 8 million students and over 1.1 million online users.

Extramarks operates in India, Singapore, Indonesia, Ghana, South Africa, and the Middle East.
Mukesh Ambani bought a 38.5% stake in Extramarks in 2011.It was listed among Global50
Education Companies 2018 by Tyton Global Growth50.

Vision, mission, values

Mission-

With the help of technology making education easy and effective.

To provide equity in education by transforming schools into digitized learning centers and
empowering teachers and students with teaching-learning digital looks.

Vision-

To make quality education available to each consumer, which is dynamic, up-to-date and result-
oriented.

Empowering every economically underprivileged child through quality education.

Values-

• To bring customers to the center of our existence.

• To build products to solve customer problems. The company can understand the problem,
and then personalize the solution for each customer to deliver only the highest quality
solutions and build everlasting trust.
• The company can also innovate, invent and revolutionize and create impactful solutions.

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 Extramarks find inspiration for innovative thought and action in all small and big gaps
affecting the education landscape.

• The members of the company are all leaders, owners and commit to their beliefs, and
deliver results in a frugal manner.

Product and services offered-

1) Smart Study- In September 2015, Extramarks launched an Android app called Extramarks
Smart Study, which allows students to study for Central Board of Secondary Education (CBSE)
and ICSE curricula, ranging from pre-primary (kindergarten) and Class 1 to Class 12.A fun,
exciting, and interactive mode of learning goes live with the latest version of ‘Extramarks – The
Learning App’! Meet Alex, an AI based learning companion, who will take you on a
personalized journey through engaging visuals and rich media animations, and help resolve all
your doubts instantly!You will find solutions for everything on the app, through visual and
interactive learning modules, including homework, projects, essays, tests, or assignments.
NCERT solutions provided by Extramarks are the best. It is the only app which contains
solutions for all subjects, allclasses, for both, the CBSE and ICSE Boards. It is among the most
holistic education apps.From KG to grade 12, the application covers the entire K12 spectrum. It
is favoured among education apps, because it is the one place to find the solutions for all subjects
like Science, Maths, Social Science, English, English Core, English Elective, Hindi, Sanskrit,
Economics, History, Geography, Political Science, Accountancy, Business Studies, Physics,
Chemistry, Biology, Computer Science (C++ and Python), Informatics Practices, Multimedia
Web and Technology and much more. Its practice and study material is aligned to NCERT books
and covers all topics along with NCERT Solutions.

2) JEE Test Prep-Extramarks JEE Test Prep App is an advanced testing platform for IIT JEE
Mains and JEE Advanced, comprehending all the latest changes in the exam patterns and
formats. This will help in, and test the student's preparation for IIT JEE exam and provide them
with an expansive question bank curate by expert academics with a proven track record.

Extramarks makes students exam ready to crack the IIT JEE (Joint Entrance Exam) exam by
simulating the exam environment in the online domain.

The NTA (National Testing Agency) has started conducting the JEE completely in the online
mode. The Extramarks JEE Test Prep App has shaped itself to the requirement of the day by
providing superlative academics through an advanced technological platform, through which
students can test their exam preparation and get AI based detailed analytics including overall
national peer ranking. In addition, they can get a feel of the actual exam environment and learn
to manage time well, while understanding the pattern of the examination.

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3) NEET Test Prep-Extramarks NEET Test Prep App is an advanced and adaptive preparation
platform for National Eligibility cum Entrance Test. Integrated in the app are all the latest
changes in the exam patterns and format of NEET. The app has been curated by India’s top
coaching faculty and helps test the preparedness for NEET. In addition, students gain access to
Extramarks Sessions, which are live and recorded lectures delivered by experienced teachers,
with proven track record of producing top NEET ranks over the past many years.

The NTA (National Testing Agency) has started conducting NEET completely in the digital
mode. Extramarks NEET Test Prep App has shaped itself to the requirement of the day by
providing superlative preparation resource and guidance through an advanced technological
platform and by conducting National Level Live Tests. These tests are adaptive in nature.
Through them, students can assess their exam prep and get detailed analytics of their
performance, including national peer ranking and identify their strength and gap areas. In
addition, they can get a feel of the actual exam environment and learn to manage time, while
understanding the pattern of the examination.

SWOT ANALYSIS
STRENGTHS:-

• Pan India presence.

• 450+ team of dedicated academicians - with vast experience in school management &
teaching processes.

• 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.

• Company has dedicated Account Managers to provide prompt after-sales service.

• All learning tools created in-house.

• Large pool of technically skilled manpower with in depth knowledge and understanding
of the market.

• Good client base in all over india in C.B.S.E School.

WEAKNESS:-

• Company has huge Operational Cost.

• Company is not having some complementary to offer to school digital lab, or ERP
school.

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 • 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 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.
➢ Shift in spending
Indian households are increasingly spending more money on education, and for a
majority of households today, children's education is one of the key motivations for
saving. Estimates from National Sample Survey Office (NSSO) data reveal that even
though food has been a priority in the consumption basket of Indian households, its share
has been declining. We estimate that the household budget share of education increased
from 2% to 7% between 1993-94 and 2011-12. Education has witnessed one of the fastest
growth rates among different expenditure heads of Indian households.

While the overall consumer market has grown at 14.5% per annum in nominal terms over
the last 5-6 years, spending on education rose by 21% per annum.
In 2004-05, 40% of rural and 57% of urban families said they were spending on
education. The corresponding numbers jumped to 63% rural and 73% urban in the latest
NSSO survey in 2009-10. A number of questions arise.
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 are setting up in the country in
collaboration with Indian institutions thereby increasing competition for the Company.
➢ Restrictions made by Govt. agencies.

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 • CBSE Tutoring are now available whose price are less or more beneficiary for the
students.

CSR Policy and Corporate Governance Initiative

PEHAL

Taken from Hindi language, ‘Pehal’ means – initiating, starting, beginning…

PEHAL: An initiative for quality education for the underprivileged

● PEHAL aims at:

○ Effective learning through digital classrooms
○ Bringing equity in education
○ Enhancing learning outcomes
○ Making learners future ready

● PEHAL has an impressive and unique adoption and sustainability model. It

transforms the classrooms and enhances the learning outcomes of students. They are
provided with after school learning solutions through Tabs, that eliminates the need
of any after school study help.
● PEHAL provides comprehensive training in digital technology to the teachers of
adopted schools. They are periodically trained at new learning content and teaching
methodologies.
● PEHAL co-opts army veterans and the martyrs’ dependents for seamless
implementation of the project. Their participation in the endeavor brings in the
commitment, value system and discipline in the schools where the project is
implemented.
● PEHAL’s pehal
A New Dawn
In January 2017, at Ghaziabad, PEHAL transformed the schooling of over 6000 girls
at Kanya Vedic and Government Girls Inter Colleges and changed their lives. Their
schools were refurbished, teachers trained, digital learning solutions introduced
resulting in marked improvement in the learning curves.

28
 Regulatory Changes by The Govt. Bodies:
One of the many initiatives taken by the GOI to promote online learning was through the
SWAYAM programme. This initiative is designed to achieve the three cardinal principles of the
Education Policy access, equity and quality.The objective of this program is to bridge the digital
divide for students who have not been able to join the mainstream knowledge economy. Through
SWAYAM, 82 undergraduate and 42 post-graduate non-engineering courses are to be offered in
the July 2020 semester.

DIKSHA is another initiative which serves as a National Digital Infrastructure for teachers.
DIKSHA leverages existing highly scalable and flexible digital infrastructures, while keeping
teachers at the centre to ensure that they are well equipped to impart quality education to the
students.

Due to restrictions on classroom learning in view of the Covid-19 pandemic, the GOI has also
been encouraging the heads of Higher Educational Institutions to switch to online methods of
education and ensure that the academic sessions are not interrupted.The GOI also took an
interesting initiative by launching an AI-powered mobile application on May 19, 2020, called the
National Test Abhyas App created by the National Testing Agency for students preparing for
JEE (Mains) and NEET entrance exams. Further, the GOI has also launched the ‘Atma Nirbhar
Abhiyan’ (self-reliant India initiative) on May 17, 2020. As part of this initiative, the GOI
announced the E-vidya programme to promote multi-mode access to digital education.

Impact of Covid 19:

The pandemic has significantly disrupted the higher education sector as well,
which is a critical determinant of a country’s economic future. A large number of
Indian students—second only to China—enroll in universities abroad, especially in
countries worst affected by the pandemic, the US, UK, Australia and China. Many
such students have now been barred from leaving these countries. If the situation
persists, in the long run, a decline in the demand for international higher education
is expected.

The bigger concern, however, on everybody’s mind is the effect of the disease on
the employment rate. Recent graduates in India are fearing withdrawal of job offers
from corporates because of the current situation. The Centre for Monitoring Indian
Economy’s estimates on unemployment shot up from 8.4% in mid-March to 23% in early April
and the urban unemployment rate to 30.9%.

29
Needless to say, the pandemic has transformed the centuries-old, chalk–talk teaching model to
one driven by technology. This disruption in the delivery of education is pushing policymakers
to figure out how to drive engagement at scale while ensuring inclusive e-learning solutions and
tackling the digital divide.

A multi-pronged strategy is necessary to manage the crisis and build a resilient Indian education
system in the long term.

One, immediate measures are essential to ensure continuity of learning in government schools
and universities. Open-source digital learning solutions and Learning Management Software
should be adopted so teachers can conduct teaching online. The DIKSHA platform, with reach
across all states in India, can be further strengthened to ensure accessibility of learning to the
students.

Two, inclusive learning solutions, especially for the most vulnerable and marginalized, need to
be developed. With a rapid increase of mobile internet users in India, which is expected to reach
85% households by 2024, technology is enabling ubiquitous access and personalization of
education even in the remotest parts of the country. This can change the schooling system and
increase the effectiveness of learning and teaching, giving students and teachers multiple options
to choose from. Many aspirational districts have initiated innovative, mobile-based learning
models for effective delivery of education, which can be adopted by others.
Three, strategies are required to prepare the higher education sector for the evolving demand–
supply trends across the globe—particularly those related to the global mobility of students and
faculty and improving the quality of and demand for higher studies in India. Further, immediate
measures are required to mitigate the effects of the pandemic on job offers, internship programs,
and research projects.

Four, it is also important to reconsider the current delivery and pedagogical methods in school
and higher education by seamlessly integrating classroom learning with e-learning modes to
build a unified learning system. The major challenge in EDTech reforms at the national level is
the seamless integration of technology in the present Indian education system, which is the most
diverse and largest in the world with more than 15 lakh schools and 50,000 higher education
institutions. Further, it is also important to establish quality assurance mechanisms and quality
benchmark for online learning developed and offered by India HEIs as well as e-learning
platforms (growing rapidly). Many e-learning players offer multiple courses on the same subjects
with different levels of certifications, methodology and assessment parameters. So, the quality of
courses may differ across different e-learning platforms.

Five, Indian traditional knowledge is well known across the globe for its scientific
innovations, values, and benefits to develop sustainable technologies and

30
medicines. The courses on Indian traditional knowledge systems in the fields of
yoga, Indian medicines, architecture, hydraulics, ethnobotany, metallurgy and
agriculture should be integrated with a present-day mainstream university
education to serve the larger cause of humanity.
In this time of crisis, a well-rounded and effective educational practice is what is
needed for the capacity-building of young minds. It will develop skills that will
drive their employability, productivity, health, and well-being in the decades to
come, and ensure the overall progress of India.

31
CHAPTER-4: NEWS ANALYSIS

32
 Edtech industry is bustling with opportunities; Extramarks is offering some of the
best ones-Economic Times
The online education industry is evolving with the growth of technology. In this article
the writer says that the eLearning platforms have to offer diverse field of courses from
distance education to online tutorial and guides. The PE/VC investment in edtech had
grown to $759 million in 33 deals and this funding has helped company to serve o a
wider audience and to more curriculum. Company like Extramarks and cashed in this
opportunity and have partnered with over 8000 private schools and they are now focused
on reaching remotest learners of India. The growing use of internet is helping Extramarks
to expand their presence. Due to this expansion Extramarks is looking for hiring 1500
people in the area of sales, training, web development and management. The mass- hiring
is being done through walk in drive, campus interviews and online application.

Extramarks Ties-Up With IIIT-Delhi To Promote AI Research InEdtech- INC 42

Extramarks has partnered with Indraprastha Institute of Information Technology Delhi
(IIIT-Delhi) to set up an AI- based research laboratory. In this, students will get a hands-
on experience for research in the field of AI. This laboratory will find new cases of AI to
help them grow in edtech segment. According to a report by MarketsandMarkets, the
global AI market is expected to grow from $21.46 Bn to $190.61 between 2018 and
2025.

• Over $1.8 Bn has been invested into Indian edtech startups from 2014 to 2019.
• The test prep segment has the highest capital inflow and the greatest demand in India.
• The online test preparation market in India is estimated to be worth 515Mn by 2021,
growing at a CAGR of 64% since 2016.
• More than 4,450 edtech startups launched in India, of which about 25% of them shut
shop.
• Extramarks, in partnership with IIIT-Delhi, will set up a research laboratory in Computer
Science Department which will be dedicated to the task of creating new breakthroughs in
the area of 'AI in Education'

33
CHAPTER-5: REVIEW OF LITERATURE

34
 ● Literature Review: The effectiveness of e-learning for imparting quality
education to students
Shu-Sheng Liaw, in the research study on effectiveness of e-learning investigates the reason for
dissatisfaction of some of the e-learning students. The research surveys 424 university students
for their feedback on the effectiveness of e-learning for them. The findings of the report suggest
that the intention and study focus are the main factors that influence the objectives and
usefulness of e-learning. Personal efficiency for the coursework is also a determining factor for
the outcomes (Shu-Sheng Liaw, 2008). The examination of effectiveness of e-learning is useful
for not just the students but also for the trainers as it helps them in refining their methods of
teaching. Regular testing of the outcomes of e-learning and efficiency of knowledge transfer
guide the teachers to employ techniques that can be more effective in transferring the education.
The technocrats are also interested in transforming the e-learning experience through effective
ICT applications.

● A Literature Review of the Factors Influencing E-Learning and Blended Learning

in Relation to Learning Outcome, Student Sat faction and Engagement.
Anne-Mette Nortvig, Anne Kristine Petersen in this research reviewed the factors influencing E-
Learning and blended learning in relation to learning outcome. They found out that the teaching
and learning are complex and are influenced by more than just the teaching format. The research
shows that the educator presence in online settings, interaction between students, teacher and
content, and deliberate connections between online and offline activities and between campus-
related and practice- related activities. The research suggests numerous suggestions across
studies, that e-learning/blended courses should be designed to foster coherence between online
and offline activities and between campus-related and practice- related activities.

• ScholtzandKapeso (2014) and Almajali et al (2016), Shannak (2013) explored the

factors of mobile learning (m-learning) approaches which can be used for enterprise
resource planning (ERP) system. The technology acceptance model(TAM) was applied to
assess the acceptance, usefulness and perceived ease of use of the m-learning. The
researchers found that the m-learning system was correlated positively for perceived ease
of use and perceived usefulness as such findingsconfirmed other studies which stressed
the importance of the quality of course content in e-learning andm-learning projects.

• Teo (2014) aimed to clarify the extent of teacher satisfaction of the application of e-
learning programming persevere teachers. Teo (2014) investigated the key drivers of
teachers’ e-learning satisfaction. 387 participants in a postgraduate diplomain
educationcompleted a survey questionnaire to measure 6 constructs (tutorquality,
perceived usefulness, perceived ease of use, course delivery, facilitating conditions, and

35
 course satisfaction). By using structural equation modeling, data analysis showed that,
apart from facilitating conditions, all other constructs were significantpredictors of e-
learning satisfaction. Nevertheless, the facilitating conditions construct wasfound to be a
significant mediator of perceived ease of use and satisfaction.

• Ceobanu and Boncu (2014) investigated in a theoretical manner the challenges

associated with the use of mobile technology in adult education. They argued that mobile
learning (mLearning) can be placed at the connection of eLearning and mobile
computing, which is differentiated bythe capability to access learning resources
anywhere, anytime, through high capabilities of search, high interaction, highsupport for
effective learning and ongoing assessment based on performance. Also, mLearning
considered to be asan extension of eLearning, but characterized by its independence from
a location in space and time. Furthermore, mLearning comprises the use of mobile
technology in the service of the processes related to teaching andlearning. The mLearning
can be considered as the point where mobile computing and eLearning meet to create
alearning experience that can be commenced anytime and anywhere.

• According to Judrups (2015), the development of knowledge management and e-

learning unsurprisingly are developed for years as both disciplines deal with knowledge
capture, sharing, application andgeneration; have vital technological components to
enhance learning; andcontribute to building a continuous learning culture. Judrups (2015)
found that knowledge management and e-learning naturally brings both disciplines
closerand supports integration. Model analysisconfirmed several integration approaches.
The more general approach is to base integration on commonground, which is identified
as learning. Nevertheless, these approaches are not implemented in
productionenvironment and require necessary technical specification and application
support.

36
CHAPTER-5: OBJECTIVES

37
Objectives

1. To study the background of e-learning.

2. Understanding the promotional strategies used by market leaders.
3. Learning about personalized approach and cost factors associated with
Extramarks app.
4. To analyze effective communication strategy of Indian parent’s towards
their child education.
5. To understand the negotiation power with leads as calling parents and
closing the deals.

38
CHAPTER-6: RESEARCH METHODOLOGY

39
 Research Methodology

What is Research: Research is defined as a careful consideration of study regarding a

particular concern or a problem using scientific methods. According to the American
sociologist Earl Robert Babbie, “Research is a systematic inquiry to describe, explain,
predict and control the observed phenomenon. Research involves inductive and deductive
methods.”

Research Design:

Descriptive Research:

• If your research objective calls for more detailed data on a specific topic, you’ll be conducting
quantitative descriptive research.

• The goal of this form of market research is to measure specific topics of interest, usually in a
quantitative way. Surveys are the most common research instrument for descriptive research.

Research Instrument:

Online surveys, questionnaires, and polls are preferable data collection tools were used in this
quantitative research.

• Type of questionnaires: Structured questionnaires with both Open and Close ended
questionnaires

Data Collection:

• Primary data: Questionnaire & Personal Interview.

• Secondary data: News, Company reports, Articles of experts from FMCG industry.

Sampling Design:

Sampling technique: There are a lot of sampling techniques which are grouped into two
categories as:

40
 • Probability Sampling

• Non- Probability Sampling

Sampling Procedure:

Research type Descriptive

Type of data used Primary data

Research tool Questionnaire

Sampling technique Area sampling

Sample size 101

41
CHAPTER-7: DATA ANALYSIS, RESULTS
& INTERPRETATION

42
Q1. How your child is studying at home in this pandemic?

a) Online b)Offline

Sr.No. Response Respondent Percentage

1 Online 86 85.1%
2 Offline 15 14.9%

Figure 3: Online or offline

Data Interpretation:

The above pie chart shows us that this pandemic situation of covid-19 almost 85.1% of
students is studying online and only 14.9% of students are studying offline. Through this data
we can see that the majority of students prefer to study online rather than offline.

Q2. Which mode of learning is best?

a) E-learning(visual learning) b) Traditional learning(Board and paper learning)

Sr.No. Response Respondent Percentage

1 E-learning(visual learning) 37 36.6%

2 Traditional learning(Board and paper learning) 64 63.4%

43
Figure 4: Study Method Preference

Data Interpretation:

The above pie chart shows us that 63.4% of parent’s think that the traditional method of
studying exactly pen and paper pattern is far better than the visual learning, only36.6% in the
favor of e-learning for students. Through this we understand the thoughts of parent’s towards
their child learning process.

Q3. Are you satisfied with your child learning’s from school or coaching class (if any)?

a) Satisfied b) not satisfied c) may be

Sr.No. Response Respondent Percentage

1 Satisfied 49 48.5%
2 Not satisfied 39 38.6%
3 May be 27 12.9%

44
Figure 5: satisfaction level of outside sources of studying for child

Data Interpretation:

The above pie chart shows us that what parent’s think of study being provided to their child in
school or coaching classes, only 48.5% parent’s are satisfied with way of learning for their child
that it is right and 38.6% parents’ doesn’t like the way their child is studying and learning the
things and some parents’ around 12.9% are confused for the way of learning school or coaching
classes is using for making their child study.

Q4. Do you think e-learning helps better the student quickly?

a) Yes b) No

Sr.No. Response Respondent Percentage

1 Yes 57 56.4
2 No 44 43.6

45
Figure 6: E- learning helps or not

Data Interpretation:

The above pie chart shows us that 56.4% parent’s think that E-learning is better from of
studying in this pandemic where as 43.6% doesn’t agree with the same situation.

Q5. Who take cares of child study at home?

The following answers given by various respondents: Mother, Sister, Brother, Father, Self Study.

Figure 7: Care of child study at home

Data Interpretation:

Through above pie chart we can clearly see that this era is of women empowerment as the
highest response for taking care of child is mother(44.6% that’s 45 response in total) where
as 22 response came as Father that’s 21.8% and next comes about self study i.e. 11.9% (12

46
 responses) and brother and sisters are equal in making their younger ones’ studying i.e.
10.9% each and in all they got 11 responses.

Q6. Have you ever tried ed-tech products for your child?

a) Yes b) No

Sr.No. Response Respondent Percentage

1 Yes 49 48.5%
2 No 52 51.5%

Figure 8: Introduction to Ed-Tech product

Data Interpretation:

The above pie chart shows us that parent’s are not aware about the ed-tech product’s this
results only 49 people response says they tried i.e. 48.5% and 52 people says didn’t tried this
due to lack of knowledge and some other reason i.e. 51.5% .

Q7. Which company you prefer in ed-tech products?

Sr.No. Response Respondent Percentage

1 Extramraks 31 31.6%

2 Byjus 35 35.7%

3 Toppr 10 10.2%

4 Vedantu 13 13.3%

5 Other 9 9.2%

47
Figure 9: Competitor’s

Data Interpretation:

The above pie chart shows us that parents who are aware about the Ed-tech products have
given the views about the company and parents who are not aware also given their views
according to the company they know about. This result Extramarks get’s 31.6% and Byjus
get’s higher than this 35.7%, whereas Vedantu and Toppr go for 13.3% and 10.2%
respectively for responses and only 9.2% parents opt for other than these company products.

Q8. What were factors you consider while buying this product?

a) Cost b) Quality c) Content d) Online Reviews e) Other

Sr.No. Response Respondent Percentage

1 Cost 35 34.7%

2 Quality 37 36.6%

3 Content 19 18.8%

4 Online reviews 10 9.9%

5 Other - -

48
Figure 10: Parameters to be considered while purchase of product

Data Interpretation:

The above pie chart shows us that parents who are aware about the Ed-tech products have
given the views that on what basis they choose products, like cost matters for 34.7% parents
for purchase product and 36.6% parents also go for Quality checking of product. 18.8%
parents wants that content must be better and 9.9% parents go to check online reviews before
purchasing.

Q9. How effective was your experience with the product?

a)1 b)2 c)3 d) 4 e)5

Sr.No. Response Respondent Percentage

1 1. Very Satisfied 15 14.9%

2 2. Satisfied 27 26.7%

3 3. Neutral 27 26.7%

4 4. Poor 26 25.7%

5 5. Very Poor 6 5.9%

49
Figure 11: Experience of product

Data Interpretation:

The above graph shows us that parents who are aware about the Ed-tech products have given
the views that on what basis they choose products, give their views about the use of product
or they have seen it. 14.9% Parents are very satisfied from the products, 26.7% parents says
that they have satisfied and neutral views for the product use and 25.7% gives their views on
product used are not so good even 5.9% parents have very bad experience with this.

Q10. Will you prefer e-learning again or not?

a)Yes b)No c) May be

Sr.No. Response Respondent Percentage

1 Yes 40 39.6%

2 No 37 36.6%

3 May be 24 23.8%

50
Figure 12: Preferable or not E-learning

Data Interpretation:

The above pie chart shows us that parent’s are aware or not about the Ed-tech products gives
their views whether they will use it again in future or not or they have some possibility of
having backed the Ed-tech product. This gives us the result of approx 39.5% says they will
use Ed-tech products where as 36.6% parents says NO they will not use Ed-tech products for
their child. Some parents also show chances of buying the product in near future i.e. 23.8%.

51
CHAPTER-8: CONCLUSION

52
Conclusion:

One of the aims of this project was to study the benefits of e-learning. The theory part of this
thesis briefly explained the what e-learning is, why e-learning is the future of learning process
and why many companies are also gradually shifting towards online training from face-to-face
training. The business of e-learning is fast growing and at the same time many universities are
creating free online platforms to assist students everywhere. But due to changes of technology
and gadgets used to access these platforms the development is sometimes pointed in the wrong
direction. Although e-learning has existed for a while now there has always remained a question
about its effectiveness. In terms of the quality of the whole learning process, the use of
technology to assist the process might be better than totally depending on it.

53
CHAPTER-9: LEARINGS &
RECOMMENDATIONS

54
Learning’s:
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 my work I develop
certain professional skills which are:-

➢ .Business Development

➢ Key Account Management.

➢ Negotiation Skills.

➢ Handling pressure

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. From my work I develop certain personal skills which are:-

➢ Listening skills.
➢ Planning and organizing skills.
➢ Initiative.
➢ Speaking skills.

55
RECOMMENDATIONS:
➢ Grab the opportunity by targeting Rural market Because the all the big schools are tapped
by the company who are having first mover advantage hence the only market left is tire 3
cities

➢ 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.

➢ Complaint handling and telephonic help department should be there for instance
complain and for solving small problem

➢ After sales service quality should be increased.

➢ Complaint handling and telephonic help department should be there for instance
complain and for solving small problem

56
CHAPTER-10: BIBLOGRAPHY

57
Bibliography:

The Content has been collected from the following sites and webpage:

➢ www.extramarks.com

➢ www.wikipedia.com

➢ www.google.com

➢ www.justdial.com

➢ www.ibef.com

➢ www.economictimes.com

58