Marketing Plan

8/19/2022
Proposed for Evidhya
Background

Today, the business world has become too much competitive. The competitiveness is
greatly signified by technological innovation primarily, while the foundation greatly
lies on the ground of globalization, liberalization. Adding to this, people are
remarkably educated now, they have great access to all kinds of information. Now all
of these have made the business world to think about how they can better position
themselves in the competitive market, gain, grow and serve customers, satisfy them,
and gain a larger market pie.
This requires the businesses to remain ahead and catch up with any need of the
market. For that to happen, they need several activities to be done including
marketing, advertising, branding, research, events, trainings among several others.
This is the reality of global business world.
Nepal, a small economies as a market is growing in full swing in recent years thanks
to the factors mentioned already viz. globalization, liberalization, technological
advancement and well-informed people. In the similar manner positive changes in
political and legal, socio-cultural environment has also helped to a great extent for
Nepalese market to grow and become what it is today.
Education Industry
ELearning and Digital learning industry
Industry: Colleges, High School, School, Education Systems, Research Centers,
Teachers, Professors, Government, Not for Profit Organizations, etc.
Strategy: Marketing, Communication, Education materials, Study Contents, Corporate
Partnerships, Branding and Image Building, Community Engagement, Promotional
Marketing.
Customers: Students, Teachers, Colleges, School, Government Bodies, Non-profit
organization etc.
Consumers: Students, Teachers
Evidhya, being one of the pioneer e-learning platform with quality contents calls for
some peculiar marketing and communication strategies. These strategies serves in
aspects of generating proper awareness about Evidhya, online learning and the
product offerings, primarily through brand identity/saliences while further moves into
building a brand image in the mind of the target audience. Upon delivery of what is
promised and the performance being good, it helps to form a favorable judgment and
feeling about the brand. This ultimately leads to forming a great deal of relationship
between the brand and the customers (audience). Our main aim will be to build the
brand of Evidhya.
This document serves as a simple marketing plan. It is not an exhaustive list of
elements for inclusion within the overall marketing plan; rather it is to be used as a
guide, a framework around which a more detailed marketing plan and program can be
formulated.

Situation/Environment Analysis

The situation or environment analysis for any business is a very important part of
proper goals and objective, strategy and action plan formulation. This gives a clear
picture about both the internal and external aspects that pose significant impact over
the business. These environment are often dynamic and complex hence need diligence
of the concerned because it forms strength, weakness, opportunities and threats of the
business.
Five Cs Analysis has been used for our purpose to properly access the major
environmental or situational factors and components relevant to Evidhya.
1. Customers: The market in Nepal in every favorable manner is rapidly growing
hence has a huge potential for any business and the e-learning platform is not an
exception. The major market segments of the business education service providers
and seekers like students, teachers, colleges, school, etc. followed by households and
public/private sectors. The market (customers/clients) seeks for providing quality
education content for students, individual-teachers and college resource persons. The
customers always want to maximize their benefits while minimizing the cost this is
where Evidhya can stand out from the directly and indirectly competing similar
service providers. This might serve as the motivation behind purchase of the
products/packages at Evidhya. They get information through several sources
including web, social media, PR, branding and advertisements, etc. The buying
process of the customer is very much driven by careful analysis and comparison with
other options and the role of opinion leaders and reference group has significant role.
The quantity of purchase is determined by the need of the particular customer. The
basic trend that exists when dealing with most of the customer is that they tend to
take quality educational contents and counselling from a known academicians
resource persons and practitioner. In urban areas people believe in Do-it-yourself
educational solutions.
2. Company: The product line course syallbus based video contents for MBS, BBS,
BBA-TU. BBA-PU and +2 management as well as science. There lies huge room for
improvement to establish a good customer base and a favorable image in the market.
(Use of ICT). It has to make a strong presence in digital media including website,
facebook needs a make it more effectiveThe company’s goal is to provide quality
education contents to all spread students and teachers in the diverse geographic
stations in Nepal.
3. Competitors: Talking about the actual or potential competitors includes all the
colleges, tuition centers, e-learning platform (Ottish, Mero Shikhsa, My Second
teacher) providing similar education contents. The market share is undivided since
the masters, bachelors, level content generation is still untouched. The strength of
these competitors lies in the positioning that they have done for their brand, products
in the market. The people considers quality educational contents for their learning
needs which has availability of renowned academicians firstly, followed by the use of
technology and equally important is the expertise and experience they had in the
particular subject. They have a wide and deep brand awareness and they continuously
re-enforce their brand in the mind of their audience. Weakness of these competing
products lies in the availability of quality teachers and content that Evidhya has to
offer which they might lack.
4. Collaborators: (Collaborators comprise of the alliances or partners and the
vendors). Possibly the major opinion leaders (spoke persons/advocates), reference
group, communication channel come under it.
5. Climate/Context (Micro Environment/Trend): Nepalese political/legal/regulatory
setting is moving in a stable direction holding great scope for further growth in
economy and business world. This obviously has profound significance in the
education sector. The government has been periodically allocating budget for bringing
in reform in the education sector, which the Evidhya has opportunity to capitalize.
The government is putting significant impact over the doing business environment of
Nepal. The economic context is characterized by increasing purchasing power and
willingness to spend and invest among Nepalese, which says the market size is
growing big. The big number of skilled yet unemployed population might be a good
human resource. The socio-cultural context can be explained by the revival of
nationality among youths, growing entrepreneurial mindset, expanding social
networking, higher mobility, and westernization. People are getting more concerned
about health and willing to spend on regular health checkups individually and for the
family. Similarly, technological/technical context is signified by the growth of social
and overall digital media, ICT development and application in businesses. These are
obviously creating greater scope for almost every industry including e-learning center
creating quality contents.

SWOT Analysis

Under SWOT (Strength, Weakness, Opportunity and Threat) analysis, both internal
and external environment were assessed. From the analysis of the internal
environment of Evidhya, following strengths and weaknesses were identified.
Strengths Weaknesses
 Location  Familiarity (customer base)
 Resources available  Not a big brand yet
 Digital presence
 Quality Content
  Reputed academicians
 Years of service (trust and
credibility)
Opportunities Threats
 Increasing market size  Change/progress in the industry
 Ease of doing business (use of technology)
 Increasing purchasing power of  Low product differentiation
customers  Competition
 Popularity of Online learning  Media fragmentation
 Socio-cultural factors
- Westernization
- Modern lifestyle
- Too busy lifestyle
 Utility of technology
- Social media engagement of people

Marketing Goals

The marketing goals are largely based on the need and environment (both internal and
external) surrounding Evidhya. Our concern and understanding draws the objectives
as;
a. Strengthening the network (with collaborators): (Teachers, Colleges, High school,
school, government bodies)
b. Establishing a customer (audience) base
c. Building a brand “Evidhya”
d. Customer Satisfaction through quality content and value creation for the company
(Maximum profit/Sales)

Key Success Factors

Based upon the attributes of the successful companies of similar nature in the market,
the following factors were identified as keys to success for Evidhya:
a. Personal Relations
b. Technology
c. Human Resources
d. Finance
e. Product/Service Differentiation

Marketing Strategies

Market Segmentation
1. Students
2. Teachers
3. Colleges/ High school/ School
4. Government Bodies
5. Non-governmental Organizations
Target Market
Aiming the right target
The first thing to accomplish is identify the right target audience or customers so that
efforts can be fully dedicated towards that ideal segment rather than those who would
not do any good for the business. In case it is not done unwanted spending in time and
money would cost a lot in those works which could have been done with far less
spending.
While targeting the audience, a profile covering demographic, geographic, and other
characteristics can be made including;
- Target area and the definition of it
- Demographics
o Income of the household and/or business targeted
o Payer class
- Decision makers at the households and/or businesses and possibly few more
details
- Local and national educational issues
 - Educational Category
Bottom line: A match has to be established between core business/competency and the
target set.
Positioning
Positioning is about how the product/service offering is presented to the target
audience to establish a strong, favorable and unique image in their mind about the
brand. Here a communication that complements the aforementioned purpose is made,
built on the attributes, benefits, experience and message.
Proposed Value Proposition/Positioning
o Reliable diagnostic services
o Quality diagnostic services
o Differentiation
o Convenience and accessibility
o Technology
o Reputation
o Price

Marketing Mix

Includes a combination of strategies related to Product, Pricing, Place/Distribution,

and Promotion/Communication that would define how the marketing takes place to
achieve the desired goals/objectives.
Product
 Product offerings
 Possibility/need of developing the offerings
 Experience and reputation of content creators
 Product package
Place/Distribution
 Accessibility and convenience (Subscription process)
 Appealing product
 Website and app
  Social media presence and engagement
Promotion
 Communication of the positioning of the brand through key messages:
o Specialty
o Benefits
o Value proposed
 Sales Person
o Major Opinion Leaders (Students, Teachers, Educational Institutions,
Book Representatives, Book Shops, Media Persons, Researchers,
Bloggers, Educational content creators etc.)
o Marketing/Sales Personnel
 Branding/Advertisement
o TVC/FM Jingles
o Print Ad/Hoardings/Wall Paintings/Boards
o Promotional Merchandise (T-shirt, Caps, Bags, Key rings, etc.)
o Promotional Papers (Brochure, Flyers, Notebooks/pads, Sticky Notes,
Envelope, Calendar, etc.)
 Sales Promotion Scheme
o Packages Schemes
 Full course
 Full Semester/Year
 Public Relation Activities
o Websites
o Social Media Engagement
o Assistance to customers in;
 Different aspects of education and career plan
 Expert help and counselling
 CSR (environmental and social activities)
 Development of the right combination of communication tools to reach out
large and loud.
 o Social media
o Sponsored ads
o SEO

More specifically the marketing strategies can be;

a. Extensive use of the network of contacts
Expanding the referral base (developing current/potential referral source database).
Strengthening media coverage and relation.
b. Associating with some events
This is mainly to create familiarity and brand image among the potential clients.
Expanding participation in community based events.
c. Developing the human resource
Only the competent and committed human resources could deliver the quality
services, build the brand value and meet long term vision of the organization.
Customer relations trainings can be an addition to the value.
d. Digital media marketing strategies
This could be one of the best approach of enhancing familiarity and reaching the
customer base since internet has been one of the easiest means to get information
about any products and services in the market.
e. Physical branding
Along with digital marketing, physical marketing could be taken side by side. Still
traditional marketing approaches like hoardings/signage, brochures, flyers, business
cards and promotional merchandise (bags, pen, notebooks/pads, sticky notes, stickers,
etc.) could be an effective means of promotion of any brand.
f. Internal marketing
 Production Team Development
 Content team development
 Resource Persons(teacher team development
 CRM systems (call center)
Timeline

The marketing plan for Evidhya is to be executed forming a timeline for different
actions plans for their specific strategies, listed as the milestone 1, 2, and 3. The
following are the timeline for each strategy along with their respective action plan
which needs to be started and completed within the given time frame.

Post- launch

Launch

Pre-Launch

Timeline

Milestone 1 (Pre- launching)

 Creating the message from the logo, slogan, and color theme being used and
form a brand guideline.
  Designing and developing promotional papers (brochure, flyers/leaflets,
business cards, envelopes, stickers, Id cards etc.)
 Website development ongoing by development need to prepare contents for
this.
 Management of social media pages/accounts (Facebook, Instagram, Twitter,
LinkedIn, YouTube) linking with the websites.
 Creating a database (demographic/behavioral/psychographic) of the target
audience, market and the people to be placed under the reference
group/opinion leader.
 Optimizing the website, making better content available.
 Managing social media with rich content and regular engagement.
 Social media engagement
 Producing videos (informative) and placing them in digital media (Facebook,
youtube, etc.).
 Short bite video from professional academicians, celebrity, teachers,
management (Message from chairman).
 Podcast Session: (Another plan for this is required)
 Promotional merchandise (pen, sticky notes, t-shirts, caps, key-ring,
diaries/notepads, cups/mugs, etc.)
 Token of love, recognition awards for academicians and contributors.

Milestone 2 Launching Event

 Search and collaborate with associated corporate partners, sponsors.
 Press release and Media coverage pre and during the event.
 Panel Session: Bridging the gap between academicians and corporate
industry: (Professional Academicians, Business house representatives,
audiences: college representatives, student, teachers)
 Launch and disclosure of the app and contents.
 Cultural and Musical event at the end.
 Award ceremony: Recognition for great contributors in academic sectors.
  App subscription and download can be managed at the same event.
 Gathering and interaction session.

Milestone 4 Post- launch Event

 Proper management of website and its content. Enhancing the visibility
through SEO. Putting in major achievement and promotional content through
linkage with social media.
 Managing website contents.
 Managing social media platform.
 Producing an advertisement to well position the brand image in the market.
 Market research to analyze the effectiveness of the marketing activities.
Taking corrective actions as required.
 A Brand Audit to be conducted to check the performance and position of the
brand in the market. Taking actions to make positioning and performance
favorable.

Notes:
1. Association with any relevant events may come into consideration and also
participated when required and might come into the time frame then only.
2. The above mentioned plan and timeline is subject to change so as to accommodate
better performance and result.
3. The budget would be forecasted upon the knowledge of the budget available for
the overall marketing activities for the year. This is to develop marketing activities
that best suit the budget available.