7p - Service Industry (e-tutorials)

Online - Tutorial Business

Subject: Service Marketing Service Marketing

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GROUP MEMBERS  Amit

Dangi  Rahul Yadav  Rohit Dhaula  Shashank Rana  Nitin Kumar  Saurabh Kalia  Vivek Khanna

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Contents Introduction  History  What is online tutorial  Merits & Demerits  7 P’s  Market size  Future 

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Or… remembering that they are not machines…

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Conditions in Mid 90’s Condition #1 All the greatest speakers, coaches, authors and trainers in the world in personal development and business success lower their costs and travel by moving to the internet Condition #2 A major breakthrough in video quality allows their message to come to life and their content to be protected Condition #3 Web-based Membership model Service Marketing

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more stable and 5

The result of 3 conditions The greatest speakers, coaches, Authors move to the internet

+ +

Major breakthrough in video Membership model perfect for

streaming

content

= The E-Tutorials Service Marketing

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History  1989

– IBM started tutorial system.  1991 – Microsoft internal sharing.  1995 – Many tutorials launched but not successful.  1999 – Online tutorials by University of Phoenix .  2001 – Launched in India by NIIT.  2002 – Has really grew with the World Wide Web.  2005 – Has advanced tremendously.

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The university of phoenix is the largest educational institution in the world —

With over 2,32,000 students! Service Marketing

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Traditional & Online Learning Traditional  Classrooms and schools  Teachers  Knowledge gained, given  Empty vessel model  Isolated learning

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Online – INSPIRE  Virtual world/ every where  Facilitators  Knowledge constructed, shared  Filled with ability model  Situated Learning

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New

OLD

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Online Learning

The focus is on the content…

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Beauty of E-Tutorials  Easy

access, convenient and cost effective.  Many students are shy  One to one teaching is always very effective  Avoid Adverse Weather Conditions  Balance a Job and Class  Options when Returning to the Workplace  Flexibility in Completing Assignments Service Marketing

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Components of online learning environments 







Tutorial and assessment component (on-line modules, study guide, tests, grading tool, etc.) Interaction component (e-mail, discussion boards, chat rooms, etc.) Management component (registration and log-in tools, course schedule, announcement board, etc.) Support component (on-line library, personal pages, tracking, etc.) Service Marketing

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Advantages of E-Tutorials  Students

can send papers any time of the day, from anywhere.  Some students learn better in an anonymous setting.  Tutors have more time to think over their response.  Students can print the tutor's remarks and study them as often as needed.  Students can learn from the tutor's remarks in a setting of their choice (at home, on the bus, etc.). Service Marketing

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Disadvantages of E-Tutorials

 Tutors

have a lot of guess work to do.

 Students

might have problems separating the tutor's remarks from their paper and/or applying the tutor's suggestions when they revise.

 Some

errors might be difficult to handle in an online session.

 On

the whole, online tutoring is better for global issues, such as essay structure and Service Marketing

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7P’s of E-Tutorials  Product  Price  Place  Presentation  Participation (People)  Platform (Process)  Presence (Physical

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Evidence)

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1stP - Product A

good product speaks for itself.

 Simplicity

is the key.

 The

freedom to evolve is essential.

 Can

make endless combinations.

Two easiest and most effective tests for the product are  “If I were the customer will I choose it over others?”   “Will you recommend it? ” Service Marketing

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2ndP - Price  Price

plays an important role.

 "FREE" works

much more. “Take a car for free and drive it for 100km is impossible offer”

 E-tutorials

can be offered for free as demos for limited period.

 Less

resource – quite affordable.

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3RDP - PLACE  Holds

no meaning.

 Freedom  Access  Needs

of place.

it from any where . computer and internet only.

“Place means comfort to customer”

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4THP - PRESENTATION  Ambiance

is to regular class.

 Presentation

is to E-tutorials.

 Industry

expert or the leading faculty/lecturer.

 Will

not attract customers if its not presented well. “The way the product is presented plays a very important role.” Service Marketing

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5THP PARTICIPATION (PEOPLE)  Use

of appropriate staff and people .

 Who

wants to have an advantage.

competitive

Recruited staff has have  Appropriate interpersonal skills, attitude and aptitude .  Service

knowledge to provide the service that consumers are paying for.

“Consumers make judgments and deliver perceptions of the service based on the employees they interact with.” Service Marketing

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6THP - PLATFORM (PROCESS)  Interactive

tutorials.

 Must

platform is the basis of E-

be taken as the highest priority.

 Injecting

simplicity and removing the barriers at platform level.

 Platform

equipped with viral tools and simple to operate and understand .

“The platform should be able to extract the crowd wisdom.” Service Marketing

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7THP - PRESENCE (PHYSICAL EVIDENCE)  Online

presence is very important.

 Inter

linking is important from search engine point of view but from visitors point also.

 Inter-linking

corporate.

with

colleges

and

“ A good mix of product + platform + participation + price call assure a good online presence.” Service Marketing

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E-TUTORIAL MARKET  E-learning

market may grow from $27 million to $280 million by 2012  World wide market - Rs 46,800 crore.  Indian market - Rs 105 crore to Rs 1,092 crore by 2012, according to a report by brokerage firm CLSA Asia Pacific Markets.  Indian market, despite a 4 per cent market penetration, shows promise because of the size of the Indian population (100 crore) -- the absolute internet users are over 4 crore . (Source: www.Tutorvista.com) Service Marketing

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“India’s internet penetration levels are very low and computers are very expensive here. A hybrid model, and not a 100 per cent e-learning model, would work better here,” K Ganesh, founder and CEO of TutorVista,

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THANK YOU

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