Company_profile.docx

SUMMER TRAINING REPORT on

BRAND EQUITY at

CL EDUCATE LTD IN PARTIAL FULFILLMENT OF 3 YEARS FULL TIME COURSE IN

BACHELOR OF BUSINESS ADMINISTRATION SESSION (2017-2018)

HINDU GIRLS COLLEGE Affiliated to MDU ROHTAK

SONIPAT

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DECLARATION

This is to declare that I am Jyoti University roll number 6024560 college roll number 184118 registration number 1617470302of BBA 3rd year of Hindu Girls College Sonipat hereby declare that the summer training report “Brand Equity Analysis Of CL Educate Ltd” is my original work carried out by me during 7-8 weeks intensive study of the field for the full declaration of Bachelor of Business Administration this report has not been copied from anywhere up to the best of my belief and knowledge it has not been submitted anywhere as for award of any other degree.

Jyoti

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ACKNOWLEDGEMENTS A project work is never the work of an individual. It is moreover a combination of ideas, suggestions, review, contribution and work involving many folks. It cannot be completed without guidelines. Preservation, inspiration and motivation have always played important role in the success of any venture. It’s my privilege to express my sincere gratitude to CL educate for giving me a wonderful opportunity to undergo summer training in their esteem organization . I am extremely thankful to Mr . Sachin Gupta , my project guide for his valuable support and guidance throughout my training. It would be sheer injustice on my part if I fail to acknowledge the contribution made by other employees in the organization in providing the information and guidance. I would like to express my sincere thanks to faculty member of BBA department, for valuable suggestion and making this project a real successful. I also acknowledge respondents for sparing their valuable time in filling the questionnaire . Without their time, cooperation and patience this work would not have got completed. Last but not least, I owe sincere thanks to my parents & friends directly or indirectly who helped me bring this project in final shape.

Jyoti

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EXECUTIVE SUMMARY This very project on brand equity was undertaken during summer training undergone at CL Educate Ltd as a part of curriculum requirements of BBA program under MDU , Rohtak . The above study was undertaken in marketing department of CL educate for duration of weeks. In this project I have tried to analyzed brand equity of CL through the survey carried on 50 respondents in Delhi where I gather their feedback on experiences with CL products and also their recall rate . This study was undertaken from the view point that CL educate began its journey with its flagship brand Career Launcher in field of preparing aspirant for MBA entrance exams of premier institutions like IIMs, FMS , XLRI , SP Jain etc to name a few but gradually it introduced other courses under the same brand . So it was desirable to know the feedback of the present and ex-users on CL brand to know its potential not only for existing but new products as well . I have also tried to identify strengths and weaknesses of CL brand and mentioned in my finding incorporated at the end of the report . However the findings cannot be generalized as study was conducted on the sample of limited size due to time constraints but I hope it may provide some useful insights to the management. I have also placed the suggestions on the basis of feedback gathered. Apart from above contribution I have also presented information on CL prodcucts and comparative analysis with other competitors in the market. I have also discussed at length about the industry as a whole , ongoing changes and its future prospects to familiarize readers and management with overall perspective and give a feel of challenges and opportunities in the current scenario.

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TABLE OF CONTENTS S.No.

Content

Page no.



Cover page

1



Certificate

2



Declaration

3



Acknowledgement

4



Executive summary

5

1.

Table of content

6-7

2.

Objective of the study

8

3.

Significance of study

9

4.

Scope of the study

10

5.

Research methodology

11-13

6.

Introduction of the topic

14-27

 Meaning Of Brand Equity  Types Of Brand Equity

 Models Of Brand Equity 7.

Company profile

28-48

 Competitor Analysis  Swot Analysis

8.

Test prepration

49-53

9.

Data analysis

54-64 6

10.

Limitation

65

11.

Learning of the project

66-67

12.

Finding

68

13.

Recommendations

69

14.

Bibliography

70

15.

Questionniare

71-73

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OBJECTIVE OF THE STUDY 1. To know the awareness of CL educate brand for various products category among the customers. 2. To study their past experience and feedback on CL products. 3. To draw the idea about brand reputation of CL in various segments. 4. To identify strength and weaknesses of CL brand on the basis of customer feedback.

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SIGNIFICANCE OF STUDY

Gone are the day when education was dominated by a few institutions or brands be it a school , college , management institutions , coaching institutes but presently cluster of brands exist in each domain of education . So in this changed circumstances role of branding has become quite significant. When consumer mind gets bombarded with numerous brands on frequent basis it become important for the organization not only to keep their brand equity or reputation intact but also to reinforce strengths of brand in the mind of consumer. It becomes even more important when company is adding new and new products under the same brand. In this case brand equity become even more important as brand reputation can affect revenue of not only existing product but new offerings as well . Company should decide at this stage whether to continue with existing brand or come out with separate brand for each product category . In this context brand analysis exercise in inevitable to identify strength and fall out of existing brand. More than that when it began its journey in test preparation there were only a few brands like IMS , Time etc but with time as new products came up with lot many players in the market and so it is necessary for the organization to know whether it still holds it goodwill or not and strengthen its on regular basis before it gets lost in the cluster of brands in the market.

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SCOPE OF THE STUDY 1. Studying the education industries & understanding their trends. 2. Understanding the functions & operations of different departments of the organization & identifying their products in the market. 3. Identifying the market leaders. 4. Sales & Marketing of the existing products by studying consumer buying behavior. 5. Understanding the promotional strategies used by market leaders & identifying the strategy best suited for the organization. 6. Critical Competitor analysis to make peer comparisons of the companies strategies. 7. Qualitative survey so as to understand consumer’s needs & expectations Work executed at different stages of the project has been mentioned below: To have an insight of the industry, I first started understanding the services & products of the different organization. To know about our competitors I visited their centers for instance MBAGURU, T.I.M.E., and Alchemist at Connaught Place.

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RESEARCH METHODOLOGY INTRODUCTION Research methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. In it we study the various steps that are generally adopted by a researcher in studying his research problem along with logic behind him. Why a research study has been undertaken, how a research problem has been defined, in what way and why the hypothesis has been formulated, what data have been collected and what particular method has been adopted, why particular technique of analyzing data has been used and a host of similar other questions are usually answered when we talk of research methodology concerning a research problem or study.

RESEARCH DESIGN A research design is the arrangement of conditions for collection and analysis of in a manner and aims to combine relevance to the research purpose with economy in procedure. In fact the research design is the conceptual structure within which research I conducted. Research design is needed because it facilitates the smooth sailing of the various research operations thereby making research as efficient as possible yielding maximum information with minimal expenditure of effort, time and money. I have adopted descriptive and conclusive research design. Descriptive research is those studies, which are concerned with describing the characteristics of a particular individual or a group. I have used the techniques of questioning customer in order to know their consumer behavior, their interests, their needs and etc.

DATA SOURCES The researcher can gather primary data, secondary data or both. Secondary data are data that were collected for another purpose and already exist somewhere. Primary data are data specially gathered for a specific purpose or for a specific research project. When the needed data do not exist or are outdated, 11

inaccurate, incomplete, or unreliable, the researcher will have to collect primary data. Most marketing research projects involve some primary data collection. In this report I have used the following data. PRIMARY DATA: I used the questionnaire technique to collect information from the users on brand equity and brand analysis . Questionnaire was personally administered on the respondents . List of the respondents was generated from LMS, Leads management system of the company . At the same time information about other players in the market is obtained through personal visits paid to their centres located in vicinity to my work place. SECONDARY DATA: The main source of information for the project was website of the company and competitors . Pamphlets , brouchers is also used to collect data on various products .I have also referred Annual Report of the organization to know their future prospects and plans. C O NT A CT M E T H O D : The marketing researchers have four choices to contact the respondents:  Mail,  Telephone  Online. I chose the above techniques to reach to the respondent in maximum cases. SAMPLING TECHNIQUES As it is not possible to study entire population so I have taken the sample of 70 respondents selected on random basis . The sampling unit was the students or aspirants who have already taken the coaching from CL or the aspirants who are yet to join any institute. Random sampling was used to get unbiased information from the respondent. DATA ANALYSIS AND INTREPRETATION Data is tabulated with the help of pie charts to make comparative analysis and analyse the composition and break up of information so collected 12

RESEARCH DESIGN OF THE PROJECT

PRIMARY SOURCES

QUESTIONNAIRE METHOD, INTERVIEW

SECONDARY SOURCES

MAGZINES , INTERNET, BOOKS, NEWS PAPER

RESEARCH METHOD UNIVERSE

Descriptive ANALYTICAL SURVAY MATHOD CL EDUCATE LTD. SAMPLE PLAN

SAMPLING UNIT SAMPLING SIZE SAMPLING TECHNIQUE

1 STUDENT 70 RANDOM

RESEARCH QUESTIONNAIRE, LITRATURE, INSTRUMENT ARTICLES ANALYSIS PIE CHART PATTERN CONTACT PATTERN QUESTIONNAIRE ANALYSIS

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INTRODUCTION TO TOPIC WHAT IS BRAND EQUITY? Perhaps the most distinctive skill of professional marketers is their ability to create maintain, enhance, and protect brands establishment brands such as Mercedes, Sony, and Nike have commanded a price premium and elicited deep customer loyalty through the years. the American marketing association defines a brand as a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of seller and to different them from those of competitors, a brand is thus a product or services whose dimensions different it in some way from other products as services designed to satisfy the same need. These differences may be functional, rational, or tangible –related to product performance of the brand .they may also be more symbolic, emotional, or tangible related to what the brand represent or means in a more abstract sense. Branding has been around for centuries as a means to distinguish the goods of one producer from those of another .the earliest signs of brandings in Europe were the medieval guilds requirement that crafts people put trademarks on their products to protect themselves and their customers against inferior quality. In the fine arts, branding began with artist signing their works, brand today play a number of important roles that improve consumers ‘lives and enhance the financial value of firms.

THE ROLE OF BRAND Brands identify the source or maker of a particular and allow consumers –either individual or organizations –to assign responsibility for its performance to a particular manufacturer or distributor .Consumers may evaluate the identical product differently depending on how it is branded. They learn about brands through past experiences with the products and its marketing program, finding out which brands satisfy their needs and which do not. As consumers lives become more complicated, rushed and time –started a brand ability to simplify decision making and reduce risk becomes invaluable. 14

Brands also perform valuable function for firms. First they simplify product handling or tracing. Brands help to organize inventory and accounting records. A brand also offers the firms legal protection for unique features or aspects of the product. The brand name can be protected through registered trademarks; manufacturing processes can be protected through patents; and packaging can be protected through copyrights and proprietary design. These intellectual property rights ensure that the firm can safely invest in the brand and reap the benefits of a valuable asset. A credible brand signals a certain level of quality so that satisfied buyers can choose the product again. Brand loyalty provides predictability and security of demand for the firm, and it creates barriers to entry that make it difficult for other firms to enter the market. Loyalty also can translate into customer willingness to pay a higher price- often 20 percent to percent more than competing brands. Although competitors may duplicate manufacturing processes and product design, they cannot easily match lasting impressions left in the minds of individuals and organizations by years of product experience and marketing activity. In this sense, branding can be a powerful means to secure a competitive advantage. Sometimes marketers don’t see the real importance of brand loyalty until they change a crucial element of the brand, as the now- classic tale of new coke illustrate. DEFINING BRAND EQUITY Brand equity is the added value endowed on products and services. It may be reflected in the way consumers think, feel, and act with respect to the brand, as well as in the prices, market share, and profitability the brand commands. Marketers and researchers use various perspectives to study equity. Customerbased approaches view it from the perspective of the consumer –either an individual or an organization-and recognize that the power of a brand lies in what customers have seen, read, heard, learned, thought, and felt about the brand over time. Customer based brand equity is thud the differential effect brand knowledge has on consumer response to the marketing of that brand. A brand has positive customerbased brand equity when consumer react more favorably to a product and the way it is marketed when the brand Is identified, than when it is identified. A brand has 15

negative customer- based brand equity if consumer react less favorably to marketing activity for the brand under the same circumstances. There are three key ingredients of customer- based brand equity. 1. Brand equity arises from differences in customer response. If no differences occur, the brand- name product is essentially a commodity, and completion will probably be based on price. 2. Differences in response are a result of consumers brand knowledge all thoughts, feelings, images, experiences, and beliefs associated with the brands. Brands must create strong, favorable, and unique brand association with customers, as have Toyota, hallmark and amazon.com. 3. Brand equity is reflected in perceptions, preferences, and behavior related to all the marketing of a brand. The challenge for marketers is therefore ensuring customers have the rights type of experience with products, services, and marketing programs to create the desired brand knowledge. In an abstract sense, we can think of brand equity as providing marketers with a vital strategic bridge from their past to their future. Marketers should also think of the marketing expenditure on products and services each year as investments in consumers brand knowledge. The quality of that investment is the critical factors, not necessarily the quantity. Its actually possible to overspend on brand building, money is not spent wisely. Brand knowledge dictates appropriate future directions for brand. A brand promise is the marketers vision of what the brand must be and do for consumers. Consumers will decide, based on what they think and feel about the brand, where they believe the brand should go and grant permission to any marketing action or program. The growth story of lifebuoy is an illustration of how the company has consistently maintained the brand key promise of health over the years and yet introduced several variants and line extension with a more generic interpretation of the brand promise and contemporary execution of marketing- mix elements, keeping changing consumer preferences in mind. 16

BRAND EQUITY MODEL Although marketers agree about basic branding principals, a numbers of models of brand equity offer some differing perspectives. Here we highlights three more established ones. BRANDASSET VALUATOR Advertising agency young and Rubicam (Y&R) developed a model of brand equity called the Brand Asset valuator (BAV). Based on research with almost 800,000consumers in 51 countries, BAV compares the brand equity of thousand of brand across hundred of different categories. There are four key components –or pillars –of brand equity, according to BAV. A. Energized differentiation measures the degree to which a brand is seen as different from others, and its perceived momentum and leadership. B. Relevance measures the appropriateness and breadth of a brand’s appeal. C. Esteem measures perception of quality and loyalty, or how well the brand is regarded and respected. D. Knowledge measures how aware and familiar consumers are with the brand. Energized differentiation and relevance combine to determine brand strength- a leading indicator that predicts future growth and value. Esteem and knowledge together create brand stature, a report card on past performance and a current indicator of current value. The relationship among these dimension- a brand pillar patterns- reveal much about a brand’s current and future status. Energized brand strength and brand stature combine to form the power grid, depicting stages in the cycle of brands development in successive quadrants. Strong new brands show higher levels of differentiation and energy than relevance, whereas both esteem and knowledge are lower still. Leadership brands show high levels on all pillars.

BRANDZ Marketing research consultants MILLWARD BROWN and WPP have developed the BRANDZ model of brand strength, at the heart of which is the brand Dynamics pyramid. According to this model, brand building follows a series of steps.

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For any one brand, each person interviewed is assigned to one level of the pyramid depending on their responses to a set of questions. The brand dynamic pyramid shows the number of an consumers who have reached each level. 1. Presence .Active familiarly based on past trial, saliency, or knowledge of brand promise. 2. Relevance .Relevance to consumer’s needs in the right price range or on the consideration set BRAND BUBBLE TROUBLE In The brand bubble, brand consultants Ed LEBAR and JOHN GERZEMA use Y&R’s historical BAV database to conduct a comprehensive examination of the state of brands. Beginning with data from mid-2004 they discovered several odd trends. For thousands of consumers goods and services brands, key brand value measures such as consumers top-of-mind awareness, trust, regard, and admiration experienced significant drops. At the same time, however, share prices for a number of years were being driven higher by the intangible value the markets were attributing to consumers brands. Digging deeper, LEBAR and GERZEMA found the increase was actually due to a very few extremely strong brand such as Google, Apple, and Nike. The value created by the vast majority of brands was stagnating or failing. The authors viewed this mismatch between the value consumers see in brands and the value the markets were ascribing to them as a recipe for disaster in two ways. At the macroeconomics level, it implied that stock prices of most consumers companies are overstated. At the microeconomics, company level, it pointed to a serious and continuing problem in brand management.

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bonding

advantage

relevance

strong relationship high share of category expenditure

performane

presence

weak relationship low share of category expenditure

low relationship of expenditure

BRAND RESONANCE MODEL The brand resonance model also views brand building as an ascending series of steps, from bottom to top:(1)ensuring customers identify the brand and associated it with a specific product class or need;(2) firmly establishing the brand meaning in customer’s minds by strategically linking a host of tangible and intangible brand association; (3) eliciting the proper customer response in terms of brand-related 19

judgment and feelings ;and (4)converting customers brand response to an intense, active loyalty. According to this model, enacting the four steps means establishing a pyramid of six brand building blocks. Then model emphasizes the duality of brands- the rational route to brand building is on the left side of the pyramid and the emotional route is on the rights side. 1. Brand salience is how often and how easily customers think of the brand under various purchase or consumption situations. 2. Brand performance is how well the product or service meets customer’s functional needs. 3. Brand imagery describes the extrinsic properties of the product or services, including the ways in which the brand attempts to meet customer’s psychological or social needs. 4. Brand judgments focus on customers own personal opinion and evaluation. 5. Brand feeling are customers ‘emotional responses and reactions with respect to the brand. 6. Brand resonance describes the relationship customers have with the brand and the extent to which they feel they ‘re ‘’in sync’’ with it. Resonance is the intensity of customers’ psychological bond with the brand and the level of activity it engenders. Brands with high resonance include HarleyDavidson, apple and eBay.

DESIGNING HOLISTIC MARKETING ACTIVITIES Brands are not built by advertising alone .Customer come to know a brand through a range of contact and touch point: personal observation and use, word of mouth, interaction with company personal online or telephone experiences, and payment transactions .A brand contact is any information –bearing experience, weather positive or negative, a customer a prospect has with the brand, its product category, or its market. The company must put as much effort into managing this experience as into producing its ads.

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As we describe throughout this text, marketing strategy and tactics have changed dramatically. Marketers are creative brand contact and building brand equity through new avenues such as clubs and consumer community, trade shows, event marketing, sponsorship, factory visit, public relation and press releases and social cause marketing. Integrated marketing is about mixing and matching this marketing activities to maximize their individual and collective effect. To achieve it, marketers and need a variety of different marketing activities that consistently reinforce the brand promise. Johnson & Johnson has became one of the most popular brand in Indian and south Asian markets because of its consistent and well integrated marketing program.

INTERNAL BRANDING Marketers must now ‘’walk the walk’’ to deliver the brand promise. They must adopt an internal perspective to be employees and marketing partners appreciate and understand basic branding notions and how they can help-or hurt-brand equity. Internal branding consists of activities and processes that help inform and inspire employees about brands. Holistic marketers must go even further and train and encourage distributors and dealer to serve their customers well. Poorly trained dealers can ruin the best efforts to build a strong brand image. Brand bonding occurs when customers experience the company as delivering on its brand promise. all the customers’ contacts with company employees and communications must be positive. The brand promise will not be delivered unless everyone in the company lives the brand. Disney is so successful at internal branding that it holds seminars on the ‘’disney style’’ for employees from other companies. When employees care about and believe in the brand, they’re motivated to work harder and feel greater loyalty to the firm. 1. Choose the rights moments. Turning points are ideal opportunities to capture employees attention and imagination.

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2. Link internal and external marketing. Internal and external message must match. IBM’ e-business campaign not only helped that to changed public perception of the company in the use marketers, it place also signaled to employees that IBM was determined to be a leader in the use of internet technology. 3. Bring the brand alive for employees. Internal communications should be informative and emerging. Millar brewing has tapped into its brewing heritage to generate pride and passion and improve employees morale. allances

other brand

extensions

people

brand

places

events

things

third party

BRAND COMMUNITIES Thanks to the internet, companies are interested in collaborating with consumers to create value through communities built around brands. A brand community is a specialized community of consumers and employees whose identification and activities focus around the brand. Three characteristics identify brand communities. 1. A’’ consciousness of kind’’ or sense of felt connection to the brand, company, product, or other community members; 2. Shared rituals, stories, and tradition that help to convey the meaning of the community, and 3. A shared moral responsibility or duty to both the community as a whole and individual community members. 22

Brand communities come in many different forms. Some arise organically from brand users while others are company- sponsored and facilitated. The HarleyDavidson owner’s group (HOG) is an example- sponsored and facilitated brand communities. Building a positive, productive brand community requires careful thought and implementation. Branding experts Susan Fournier and Lara Lee have identified seven common myths about brand communities and suggest the reality in each case. MEASURING BRAND EQUITY How do we measure brand equity? An indirect approach assesses potential sources of brand equity by identifying and tracking consumers brand knowledge structures. A direct approach assesses the actual impact of brand knowledge on consumers response to different aspects of the marketing. ‘’Marketing Insight:The brand value chain’’ shows how to link the two app.

marketing program investment

customer mind-set

brand performance

shareholder

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program multiper

customer multiplier

market multiplier .A

Brand audit is a consumer- focused series of procedures to assess the health of the brand, uncover its sources of brand equity, and suggest ways to improve and leverage its equity. Marketers should conduct a brand audit when setting up marketing plans and when considering shifts in strategic direction. Conducting brands audits on a regular basis, such as annually, allows marketers to keep their fingers on the pulse of their brands so they can manage them more proactively and responsively. Brand- tracking studies collect quantitative data from consumers over time provide consistent, baseline information about how brand and marketing programs are performing. Tracking studies help us understand where, how much, and in what ways brand value is being created, to facilitate day-to-day decision making. Marketers should distinguish brand equity from brand valuation, which is the job of estimating the total financial value of the brand. In this way of known companies, brand value is typically over half the total company market capitalization. The measurement and ranking of brands is a challenging task for the researchers as defining and specifying the parameters to measure a brand involve complex research question.

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Table 10.4 Rank 1 2 3 4 5 6

The world 6 valuable brand Brand Coca-cola IBM Microsoft Nokia Google Intel

most 2009 2009brand value $68.7 $60.2 $56.6 $34.9 $32.0 $30.6

MANAGING BRAND EQUITY Because consumer responses to marketing activity depend on what they know and remember about a brand, short term marketing actions, by changing brand knowledge, necessarily increase or decrease the long- term success of future marketing actions. BRAND REINFORCEMENT As a company’s major enduring asset, a brand needs to be carefully managed so its value does not deprecate. Marketers can reinforcement brand equity by consistently conveying the brand’s meaning in terms of (1) what products it represents, what core benefits it supplies, and what needs satisfy; and (2)how the brand makes products superior, and which strong, favorable and unique brand associations should exist in consumers’ minds. NIVEA, one of Europe’s strongest brands. WHAT IS BRAND WROTH? Top brand- management firm Inter brand has developed a model to formally estimate the financial value of a brand. It defines brand value as the net present value of the future earnings that can be attributed to the brand alone. The firm believes marketing and financial analyses are equally important in determining the value of a brand. Its process follows five steps:

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1. MARKET SEGMENTATION-The first step is it divide the markets in which the brand is sold into mutually exclusive segments that help determine variances in the brand’s different customer groups. 2. Financial analysis- Inter brand assesses purchase price, volume, and frequency to help calculate accurate forecasts of future brand sales and revenue. Once it has established brand Revenue, it deducts all associated operating costs to derive earnings before interest and tax. It also deducts the appropriate taxes and a charge for the capital employed to operate the underlying business, leaving economic earnings, that is, the earnings attributed to the branded business. 3. Role of Branding-Inter brand next attributes a proportion of economic earnings to the brand in each market segment, by first identifying the various drivers of demand, then determining the degree to which the brand directly influences each. The role of branding assessment is based on market research, client work-shops, and interviews and represents the percentage of economic earnings the brand generates. 4. Brand Strength-Inter brand then assesses the brand’s strength profile to determine the likelihood that the brand will realize forecasts brand earnings. The step relies on competitive benchmarking and a structured evaluation of the brand’s clarity, commitment, protection, responsive, authenticity, relevance, and understanding. For each segment, inter brand applies industry and brand equity metrics to determine a risk premium for the brand. 5. Brand Value Calculation-Brand value is the net present value of the forecasts brand earnings, discounted by the brand discount rate. The NPV calculation comprise both the forecast period beyond, reflecting the ability of brands to continue generating future earnings. Market segments

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financial analysis

demand drives

competitive benchmarking

intangible earning

role of brand

brand strength

brand earning

brand discount

brand value

BRAND REVITALIZATION Any new development in the environment can affect a brand’s fortunes nevertheless, a number of brand have managed to make impressive comebacks in recent years. After some hard times, bur berry, fiat, and Volkswagen have all turned their brand fortunes around to varying degrees. Often, the first thing to do in revitalizing a brand is to understand what the sources of brand equity were to begin with. Are positive associations losing their strength or uniqueness? Have negative associations become linked to the brand? Then decide whether to retain the same positioning or create a new one, and if so, which new one. Sometimes the actual marketing program is the source of the problem, because it fails to deliver on the promise. Then a ‘’back to basic’’ strategy may make sense. As noted previously, Harley-Davidson regained its market leadership by doing a better job of living up to customer expectation as to product performance. In other cases, however, the old positioning is to just no longer viable and a reinvention strategy is necessary. Mountain dew completely overhead its brand images to become a soft drink powerhouse. As a history reveals, it is often easier to revive a brand that is alive but has been more or less forgotten. Old spice is another example.

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COMPANY PROFILE CL EDUCATE LTD. CL educate ltd. has been in the existence since 1995. Ever since its inception it has focused on diverse segments of education, and caters to learners from multiple age-groups. Led by a team of highly qualified professionals, including IIT-IIM alumni, with a passion for excellence in education, CL Educate Ltd has shaped the lives and careers of innumerable students over the 20+ years of its existence. At CL Educate individuals are trained to realize their potential and achieve their dreams'. This is core ideology and is firmly grounded on focus on academic excellence, technological innovation, and domain expertise built over close to two decades. In the past 19 years, the CL brand has diversified and stabilized itself as a Recognized brand in education sector. CL operate across a broad spectrum of segments in the education industry, including test preparation, K-12 education and vocational training. As on September 30, 2015, CL had 146 test-prep centers spread over 86 cities in India, 8 K-12 schools spread across 6 cities & 28 vocational training centers and offices. CL is committed to delivering quality education to all students across the various segments mentioned above. As part of global expansion, CL also have test-prep centers operational in the UAE currently.

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JOURNEY SO FAR From a modest beginning in April 1996 to a reputed edu-corporate today, CL Educate Ltd has charted a long journey. From the early days of stowing money in food containers because the banks were closed to a fully functional and operational corporate house with forays into six business segments in the education industry, CL is a well recognized brand in the education sector. Starting off with MBA test prep resources, CL have expanded our array of test prep courses to include Law, Banking, SSC, Civil Services, GRE, GMAT, SAT and others. CL also has an established presence in the K-12 segment with Indus World School, which was started in 2006. In 2008, CL acquired Keystone through which CL undertake integrated business, marketing and sales. In 2008, CL also started conducting various vocational training programs in partnership with the Central and various State Governments. In 2011, CL acquired G. K. Publications. G. K. Publications publishes niche test preparation tiles for popular professionals and entrance examinations in India, including engineering, GATE, Civil Services, Bank entrances etc.

CLs are present in over 168 locations across India. With this established diversity in the education industry, CL Educate Ltd has come a long way.

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CORE IDEOLOGY

Our core ideology, 'To Enable Individuals to realize their potential and make their career dreams come true' is our reason for being. It guides and underlies our goals and actions. The ideology comes to life in our interaction with students, stakeholders and co-workers. Even as we constantly adapt ourselves to the needs of a rapidly changing world, we believe our commitment to our core ideology and vision have shaped our character and the values that define us.

Risk Taking Acting decisively on the basis of sound judgment and intuition; and learning from mistakes and sharing the learning: The risk taking practice has been established at CL by its founders and still lived and breathed. We commenced our operations in 1996 and we believe that Career Launcher has been established as a well recognized brand in the education sector. What is critical is being decisive at all times, raising risk flags with your manager, and being ready and flexible to change roles as per organizational requirement. Despite this entrenched risk taking ability, we are no mavericks, and truly have a 'method in all the madness' as some like to call it.

Openness Being simple and approachable, sharing information with customers and the team regularly, and encouraging feedback and initiatives from team members: Sharing information is crucial to a healthy atmosphere in an office. This could be business information like revenue and profitability numbers, or strategic in nature like expansion and diversification strategies, in good times or bad, CL promotes a highly open culture for organizational announcements. This value is extended to staff and they are encouraged to voice their opinions and feedback on any matter to anyone, irrespective of the seniority of the audience. Providing feedback to people is greatly encouraged and is used as an important tool to employee growth. Public recognitions of achievements are the norm, and the leadership team is approachable for support, co-operation and consultation.

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Ownership Being an organization with a very high degree of customer contact, CL fosters a deep rooted sense of ownership across various facets. From owning a resolution to closure by the person who has the first contact with the customer, to offering solutions to problems that are internally raised, and accepting responsibility for actions & carrying team forward in a crisis situations. CL has a healthy culture of ownership. Raising early alarms, supporting and mentoring team members, knowing your own responsibility and delivering to it, and overcoming ambiguity to ensuring tasks are completed on time are but a few examples of how CL staff lives the Ownership value.

Honesty Communicating clearly and specifically to customers the deliverables and our expectations from them Honesty and commitment to our customers is of paramount importance to CL's culture. This is prevalent in all facets of customer interaction starting from counseling a prospective customer, trying to ensure relevant quality standards are met for each product or service offered, and rationally making individual commitments and then subsequently working towards meeting them. Overcommitting and under-delivering is taboo at CL.

Innovation Creating products / systems / processes that enhance the organization's effectiveness in meeting customer needs: Innovation is encouraged both at a personal efficiency level and a customer effectiveness level. It encompasses implementable measurable improvement in one's own work leading to time and cost savings and increasing customer satisfaction. CL encourages honest mistakes in this endeavor and promotes out of the box thinking and subsequent logical closures to ideas.

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MANAGEMENT TEAM Board of Directors

Satya Narayanan .R Aged 47 years, is our Chairman and Executive Director. He holds a bachelor's degree in computer sciences from St. Stephen's College, University of Delhi and a post graduate diploma in management from the Indian Institute of Management, Bangalore. He has over 20 years of experience in the education sector. He has been a Director on our Board since incorporation and was last re-appointed as an Executive Director of our Company with effect from April 01, 2017. He has completed the program 'human interaction laboratory' from the NTL Institute for Applied Behavioural Sciences and has received various awards, including the Karamveer Puraskar in 2009-10 by iCONGO and the Most Promising Entrepreneur Award in the Asia Pacific Entrepreneurship Awards 2009.

Gautam Puri Aged 53 years, is our Vice Chairman and Managing Director. He holds a bachelor’s degree in chemical engineering from Punjab Engineering College, Chandigarh and a post graduate diploma in management administration from the Indian Institute of Management, Bangalore. He has over 20 years of experience in the education sector. He has been a Director on our Board since incorporation and was last re-appointed as the Vice Chairman and Managing Director with effect from April 01, 2017.

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Nikhil Mahajan 46 years, he is our Executive Director and Group CEO Enterprise Business. He holds a bachelor’s degree in electrical engineering from Banaras Hindu University, Varanasi and a post graduate diploma in management administration from the Indian Institute of Management, Bangalore. He has over 19 years of experience in the field of finance and the education sector. He joined our Board on October 12, 2001 and was last re-appointed as a whole-time director with effect from April 01, 2017.

Imran Jafar Aged 43 years, he is our Additional Director (Non-Executive & Non-Independent). He holds an MBA from IIM Bangalore and a master’s degree in software engineering from BITS-Pilani. He is a co-founder and Managing Partner at Gaja Capital with over 18 years of experience in private equity, pharmaceuticals and technology services. Gaja Capital is a leading Indian mid-market private equity firm focused on high growth opportunities. He has co-led investments in the education and consumer clusters. He joined our Board on November 02, 2018.

Girish Shivani Aged 47 years, he is our Additional Director (Independent & Non-Executive). He holds a post graduate diploma in business management from IMT, Ghaziabad (1993) and B.Sc. (Computer Science) from St. Stephen’s College, Delhi (1991). He is the Co- founder and Managing Partner of YourNest Venture Capital, a SEBI registered early stage venture capital fund. He has over 23 years’ of experience across multiple verticals and cross functional exposure in IT consulting, Telecom, Media, Presales, Finance, Corporate Strategy and Operations. He amongst others has been associated with companies such as Teradata India Pvt Ltd. (Lead CME Consultant (SEA)/ Principal Solutions Consultant (India), Bennett Coleman and Company Limited (as General Manager (Corporate), Bharti Televentures Ltd.

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(Deputy General Manager (Marketing), Dabur Finance Ltd. (as Fund Manager and Head of Equity Research). He joined our Board on September 30, 2018.

Viraj Tyagi Aged 47 years, is our Independent Director. He holds a post graduate diploma in management administration from the Indian Institute of Management, Bangalore. He is the co-founder and managing director of NettPositive Business Intelligence Solutions Private Limited. He has previously worked at Standard Chartered Bank, India, Halifax Bank of Scotland and American Express, Europe. He has over 22 years of experience in the financial services industry. He joined our Board on April 28, 2008 and was re-appointed on September 05, 2014.

Madhumita Ganguli Aged 61 years, she is our Non-Executive Independent Director. She is a lawyer by qualification, with over 26 years of work experience and heads a large part of the core business of HDFC Ltd. She joined our Board on July 02, 2017.

Sushil Kumar Roongta Aged 67 years, he is our Non-Executive Independent Director. He holds a Bachelor’s degree in Electrical Engineering from the Birla Institute of Technology & Science (BITS), Pilani, and a Post Graduate Diploma in Business Management34

International Trade, from the Indian Institute of Foreign Trade (IIFT), New Delhi. He has been a Fellow Member of All India Management Association (AIMA). He has been past Executive Chairman of Steel Authority of India Limited (SAIL). He amongst others, is also a Director in Jubilant Industries, Bharat Aluminium Company Limited, ACC Limited and Talwandi Sabo Power Limited. He joined our Board on March 13, 2018.

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VERTICALS Test preparation & Training Under the umbrella of our brand Career Launcher, we offer reputed test prep courses for MBA, Banking, Staff Selection Commission (“SSC”), Law entrance examinations, as well as courses for Engineering, Medical, Civil Services, Grade VIII-XII Tuitions, International Education (GRE, GMAT, SAT), among others. During the six month period ended September 30, 2017, we had 50,767 enrolments in our test prep courses

Vocational Training In the vocational training segment, we conduct various vocational training programs which are implemented by us under project tenders issued by the Central and various State Governments in India. With the Government of India and other State Governments promoting private participation in their drive for skill development in India, including through the Prime Minister's National Policy of Skill Development which seeks to train 500 million people in India by 2022, we believe that there is a significant growth opportunity in the vocational training segment.

Publishing & Content Development G.K. Publications Pvt. Ltd. was established in 2001 with the vision of catering to the changing demands of Indian education scenario. G.K. Publications became a part of CL in 2011. Under this brand, we publish niche test prep titles for popular professional and entrance examinations in India, including for Engineering, GATE, Civil Services and Banking and SCC entrances. In addition to content in English, we are in the process of gradually adding dual language titles (in Hindi and regional languages), across different examinations.

Integrated Business, Marketing and Sales Services for Corporates Under our brand Kestone, we provide integrated business, marketing and sales services for corporates, including event management, marketing support (including digital marketing support), customer engagement, managed manpower and training services. 36

We are also reaching out to corporates in the South East Asia region through our Singapore-based Subsidiary, Kestone Asia PTE Limited ("Kestone Asia").

Integrated Solutions to Educational Institutions and Universities We offer integrated solutions to educational institutions and universities across India, including business advisory and outreach support services under our brand CL Media, with the objective of facilitating such educational institutions and universities in improving their student intake and graduate outcomes. We also offer research incubation and support services to educational institutions and universities under the brand Accendere, with the objective of facilitating such educational institutions and universities in establishing their institutional credibility, by improving their research output in terms of the quality and quantity of research articles published by them.

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PRODUCTS OFFERED UNDER LEADING BRAND CAREER LAUNCHERS The main business of Career launcher is of providing specialized coaching tostudents preparing for undergraduate exams. The organization represents itself as a career development institute by mentoring young class 12th passed outstudents. Its core competency lies in counselling & mentoring young students tochoose the right career path for themselves. Their products cater to most of the undergraduate streams. The Company basically deals in the following undergraduate streams: I. Management II. Law III. Media IV. Hospitality V. Information technology All the above degrees are five\three\two year full - time course for whichcoaching is provided in a classroom format. Providing coaching in theabove streams forms the products for Career launchers. Coaching foreach of the courses above is itself a product of the organization. All the streams in detail are discussed below:

I.

Management

This stream deals with all the management courses at theundergraduate Level. Courses which fall under this stream are BBS,BBA, BFIA &BBE. BBS is the management degree provided by DelhiUniversity (D.U).The same management degree provided by IndraprasthaUniversity is known as BBA. One major difference between both thesecourses is that for writing a BBS exam a student compulsorily needs to havemathematics as one of his subject in class 12th. A BBS/BBA provides studentswith knowledge of business environment & managerial skills requiredto survive in the business world. BBE degree is the study of business economics. It is the learning of product & services of the country & gives an idea of economy. BFIA degree stands for Bachelors in Finance

38

&Investment Analysis. This course was designed by the chief mentor Mr. Virendra Khanna himself. It is more towards financial learning of management. All the above courses are professional degree courses having more weightage in the market as compared to other traditional degree courses. A professional degree course guarantees a job, while a traditional degree course has to be completed by undertaking a professional course to find a job. Being a professional course it ensures a healthy balance between theoretical foundation and practical exposure to the present day business world. It transforms a student into a corporate personality.

II.

Law

Law preparation is for students who plan to become a legal advisor, corporate lawyer, Magistrate, Judge, Litigation expert etc. Degrees which fall under this course are LLB, BALLB, and BBALLB. For law preparation there are separate modules for legal aptitude which is added to the syllabus. For this module separate workshops are arranged in the middle of the course for the students.

III. Media This course is widely popular among youngsters. A student opting for this course can land of become a TV reporter , Journalist , Film editor ,Radio jockey , script writer , wildlife photographer ,etc. Degrees falling under this course are BMC, BJMC. This stream mostly attracts the female customers.

IV. Hospitality Career options in hospitality industry are Front desk executive , food connoisseur , PR executive , Chef , etc . Special 10 workshops are arranged for this course In all the above programs the reference materials, books, study kit is provided to the customer at the time of enrollment. Worksheets are distributed every day. Mock tests, simulated and assessment test are conducted at regular interval. A G.D/P.I session is provided. All the products are complete classroom programmed.

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TOOLS TO ENABLE STUDENTS                        

Test Gym All India Test Series Smart Cat Cracker SIS Mobile App CLAT mobile app GK foundation app Smart CLAT Cracker IIM Profiler Practice Test Gym All India Test Series SIS ONLINE TEST ANALYSIS STUDY KIT BOOKS REFERENCE MATERIAL WORKSHEETS CLASS ASSESMENT TESTS 57 MOCK TESTS G.D/P.I TRAINING SIMULATED TESTS

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PRICES

PRODUCT

PRICE (Rs.)

BBA/BBS/BFIA/BBE

17,100

LAW SPAN

93,000

LAW EXPRESS

27,100

LAW PLUS

70,000

B.C.A

19,900

MEDIA

19,900

HOSPITALITY

19,900

MBA 2016 (W/D)

47,900

MBA 2016 (W/E)

50,700

The Management product (i.e., BBA/BBS/BFIA/BBE) is priced at Rs. 17,100 at all its 19 centers. A customer buying it can prepare for any or all of the four courses together at the same price. Law, Media, B.C.A & Hospitality packages are each priced at Rs. 17,100+2500=19,600 if purchased alone. A customer buying two of these courses together canget it at a discounted price of Rs. 13,900 i.e. for each additional course on thepackage he needs to pay Rs. 2,500 extra.

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Segment Size derived by Company Factor

Estimated Segment Size (FY18)

Aptitude Products

Knowledge Products

` 11,430 Cr

` 32,775 Cr

Graduate Based Exams

BBA, Mass Comm, HM, Law

IIT-JEE/Medical/ CA/CPT, CA IPCC, CA Final

Post-graduate based exams

SSC/ Banking MBA/ CAT SAT/GRE/ GMAT

GATE IAS

Key Assessment Objective

Logical Reasoning, Observation primarily for Managerial Roles

Subject Matter Expertise – primarily for technical roles

Level of concepts Tested

Typically Class - VII to X

Class XI, XII, or Core Subjects of graduation

Applicability of elimination/ standardization as Technique

Very High

Low

Faculty Expertise

Lower

Higher, more ‘star teachers’

Faculty Availability

Higher

Lower

Technology as a scalable tool

High

High

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Business development strategies As a part of business development strategy various activities like Board centeractivity, public relations, would be conducted throughout Delhi/N.C.R in order toreach the target audience. Collection of information from all possible sources tounderstand the organization products, competitor offerings would be done.Promotional techniques used by them would be studied.

Profiling Collection primary & secondary data, its analysis & profiling of the potentialcustomers would be done by telecalling

GHOST shopping Inorder to gain insights of the strategies of competitors a study would be conductedto gain knowledge about the business model of various competitorslikeT.IME,MBA GURU, ALHEMIST etc. On its basis competitive promotional strategyFor Career launcher would be developed. Ghost calls would be made to understandthe products of competitors and their unique selling point.

Relation building Interacting with school and college students and their parents in order to get an idea of what all they expect from an institute preparing for undergraduate programs like LAW-CLAT, AILET, SET, ULSET, LSAT, CET and Management- CET, IPM,JET, NPAT etc. For after graduation programs (MBA) like CAT, XAT, SNAP, IIFT,MHCET and GMAT entrance exam and also to brief them about various options one has after Graduation. This will be done by: a) Conducting counseling at all centers. b) Counseling parents & students over phone by telecalling. c) On the day of the university exams, interacting with the students, do short term counseling and give them brief knowledge of our product and services we offer. d)Distribution of pamphlet in the college campus or in front of the gate.

Direct Sales: Individual counseling of parents & students would be done to brief them about theproduct & services offered by the company & ultimately 43

make the enrollments by convincing them about the products. This will benefit the company financially

Organizing seminars in schools and colleges: Organizing seminars in schools and colleges so as to attract more and more students. We have also organize Career Junction which is a career counselling session and IPM, Law seminar at Constitution Club of India. It is the most effective form of advertisement where we get to attract with very interested candidates.

Board Center Activity: This is an activity, which forms the backbone of the whole marketing strategy of this company. This is the only one biggest way through which Career Launcher makes itself visible to its potential customers. Board Center Activity includes spotting the important board centers, which cover the schools from where maximum walk-ins of students (revenue) can be generated. This activity is highest contributor to the sales of the company. This is one activity which consumes maximum investment of the company and also involves a lot of strategizing which impacts all the activities of the company for yearlong.

Cold Calling Under this activity I make an unsolicited visit to all tuition players in a particular center, in an attempt to make them partner so that they can recommend students for our center and in return they will be getting a referral amount.

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COMPETITOR ANALYSIS List of competitor for MBA T.I.M.E. MBA Guru Alchemist

List of competitor for undergraduate programs IMS T.I.M.S Edumentor Pratham Smart Career

TIME Triumphant Institute of Management Education Pvt. Ltd. (T.I.M.E.) is India's leading test-prep institute with a pan-India presence and is headquartered at Hyderabad. Established in 1992, T.I.M.E. today operates out of 236 offices located in 112 towns and cities across the country. Over 40 IIT/IIM graduates form part of the core team at T.I.M.E.

From one office to 236 offices has been a long and satisfying journey for T.I.M.E.'s promoters who had chucked their high flying corporate jobs to pursue their dream and passion It is the first institute to offer all-India Mock CATs on the lines of the new cat on the line of new pattern, true to its reputation of being the fastest to adapt to the changing CAT. The testing interface of T.I.M.E. AIMCAT sand other practice tests is modeled on the same lines as CAT pattern. T.I.M.E. is offering different formats of online tests like BITSAT, GRE test, GMAT Exam and TOEFL to its students. T.I.M.E. offers Computer-based test package of 13 AIMCATs (including 6 invigilated test)25 All India mock test50 Mock CATs150 sectional tests covering all topics In addition, paper pencil tests are also offered.

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ALCHEMIST Alchemist is having 5 centers across Delhi/NCR and it’s an IIM alumni venture withcore faculties from IIMs and IITs.They have a different type of class schedule where student can attend the lecturesaccording to his or her own wish and they need not to depend on institute. 1. An institute, having 5 study centers. 2. It is having the trainers from IIM, FMS etc. 3. Student can attend the class according to his/her own wish as its open for all day and there are no specific batches 4. For a normal management package there are total of 13 modules. A 3 hours test are lined up in a week. Their marketing mix: • PRODUCT – It has product for both for post graduate level. • PRICING – The pricing of Alchemist products are slightly high as compared toother players in the market. Its pricing strategy is mainly dependent onDemographic factors (mainly income). Price of their cat product is INR 52000 Mentor ship- individual mentors to the aspirants.

MBAGURU 1. 7

centres in Delhi/NCR & Lucknow 2. 900 selections in IIMs. 3. 3 hours are the duration of class with 25-30 strength in a batch.. 4. Designed a adaptive report card (hard copy) to analyse the students performance. 5. Home assignments on regular basis 6. Full time faculties 7. Division of classes- Pre class preparation-Actual class-concept discussion 46

Also offers- B School sessions, awareness class, books, workshops vedic maths & vocab. 9.

FEE STRUCTURE T.I.M.E FEE STRUCTURE MBA For 2016-17 batch- 52450 Rs. For weekend batch-58450 Rs. For crash course-24500Rs. (expected) BBA/LAW For LAW- 20950 Rs For BBA- 14500 ALCHEMIST FEE STRUCTURE For New batches -INR 52000 If one pay Rs 5000 then after filling the form at office he can easily avail a discount of Rs. 7000 MBAGURU FEE STRUCTURE For new batches-INR 47000 They are giving a discount if last year cat score is in between 90-96 % & if a student’s gives referral code the 4000 would be discounted. IMS FEE STRUCTURE For BBA- 21000 For Law- 23000 Market Share of MBA

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SWOT ANALYSIS OF CL

Positive for organization STRENGTHS: Brand Image and Trust Quality of faculty SIS a/c (online) Study Material Direct approach to the customer. Customer satisfaction. Strong network. Digital Education OPPORTUNITIES: It has many products capturing all sectors information so it has an opportunity to become a market leader but it is a leader law market because it’s give more students to NLU’s than the other institutes. Rural Education Untapped streams (medical and eng). Under graduate coaching (class 11th and 12th students- commerce)

Negative for organization WEAKNESS: Operations Scheduling Asset Heavy business High prices

THREATS: Uncertainty Changing Patterns Unstructured market Competitor Pricing

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INDIAN TEST-PREP MARKET The Indian test preparation market has been through a transitional period over the past few decades, from one-to-one personal coaching to group coaching with a large pool of students by numerous organised players. According to Technavio report, the India Test-Prep market is estimated to grow at a CAGR of 16% during the forecast period of 2018-2022 mainly driven by the rising number of enrolments in test preparation courses. The number of enrolments is test-prep courses is steadily increasing mainly due to factors such as rising student competition and significant decline in the test pass percentage in competitive exams. Another factor that is attributing to the rise in the number of enrolments in the test-prep market is the increase in customer spending along with the improved cost of living. The increase in spending power of consumers have resulted in more number of parents enrolling their children into test preparation courses to gain an added advantage in the market over others In today’s highly competitive world, tests are a way of evaluating the individual and their intelligence. There are over 50 mainstream competitive exams that are conducted by a number of prestigious institutions for securing admissions to their programmes. Starting from standard XII till post-graduation, a student, on an average, prepares for a dozen exams at every stage of his/her academic career. With the introduction of a variety of courses as well as a better informed population, cross-pollination has been prevalent in India where in students pursuing one course appear for exams of other courses, both academic as well as professional. With the pressure surrounding these tests and admissions mounting up, opting for a comprehensive test-prep course feels like an extremely viable and logical option. According to CRISIL, the test-prep market is estimated to reach ` 70,200 crore by FY21, sustaining its double- digit growth. The test-prep market can be classified, on the objective of the exams, into Aptitude Based Products (AP) and Knowledge Based Products (KP). The fundamental point of difference between the two lies in the depth of core subject matter expertise being assessed.

Aptitude Based Test Prep Products Market The aptitude based test prep market has grown at a steady CAGR of 10% between FY12 to FY16 and is estimated to witness 10% CAGR growth between FY16-FY21 mainly driven by strong growth in the SSC and Bank PO market. Key exams in this segment are CAT, SSC, Bank PO and CLAT. 49

MBA Test-Prep Market (CAT) In 2017, around 2,31,067 students registered for the management entrance exam of CAT, of which around 1,99,600 students appeared for it. With 20 IIMs all over India, the number of people to apply and appear for CAT increases every year. CAT is a highly competitive exam. The number of seats for IIMs countrywide are 4,265 which means that only a little over 2% of the total applicant get selected. CRISIL expects Management exam CAT would see steady growth rates in the next 5 years at CAGR of 7% between FY16- FY21 taking its total market value to ` 550 crore by FY21. The popularity of the brand of IIM coupled with the rise in the post-graduation pursuing population, CAT entrance exam is set to sustain for the years to come.

SSC Test-Prep Segment SSC or Staff Selection Commission is a popular entrance exam in India to gain entry into a myriad of Central Government jobs. In 2017, a total of 15,43,962 students appeared this exam conducted in 43 batches across the country. The overall SSC test prep market in FY16 was ` 4,500 crore growing at a CAGR of ~12% between FY12-FY16. The SSC test prep market is estimated to grow at a CAGR of 8% between FY16-FY21. There is an increasing popularity of Central government jobs which candidates perceive as stable post the implementation of the 7th Pay commission salary increments.

Bank PO Test-Prep Segment Bank POs are one of the most popular exams in India. Over 25+ lac candidates appeared for the SBI PO exam in 2017 and around 20 lac people appeared for IBPS exam. IBPS or Institute for Banking Personnel Selection is a single entrance exam for entrance into majority of Indian banks. State Bank of India conducts its separate test and so does some other banks like Syndicate etc. The Bank PO prep market was ` 4,100 crore in FY16 witnessing a growth at a CAGR of 9% during FY12-FY16. CRISIL estimates the segment to grow at a CAGR of 10% between FY16-FY21 driven by increasing popularity as a stable and higher paying employment avenue.

Law Test Prep Segment 50

Common Law Admission Test (CLAT) is the entrance exam for all the Law colleges in India and allows admission into 19 law colleges across India. It is conducted on a rotational basis by National Law Universities (NLUs) in India. Law tests prep for CLAT saw significant growth at a CAGR of 19% between FY12-FY16 as compared to the other tests categories. In 2017, approx 63,000 students appeared CLAT exams. In FY16, the total CLAT market size was ` 83.3 crore. This segment is expected to grow at a CAGR of 16% between FY16-FY21. The projected market size for CLAT test prep segment is expected to reach 171.3 crore by FY21. There are still many colleges in India which are yet to come under CLAT, this will increase the number of test takers in comings years. International Education The International education has been gaining more aspirants than ever before. The overseas test prep market includes international exams to pursue graduate/post graduate level

Management’s Discussion and Analysis courses in foreign countries like the US, Canada, European countries and the UK. SAT, GRE/GMAT, TOEFL, IELTS etc are some of the qualifying exams. This sub segment is poised to grow at a CAGR of 11% between FY16 - FY21 and its overall market value is estimated to reach ` 690 crore by FY21. United States (US) is an extremely popular destination for post graduate courses, with United Kingdom (UK) also gaining popularity these days. According to Technavio's recent report, the test-prep market in US is estimated to grow at a CAGR of 5.51% during the period FY17-FY21.

Knowledge Based Test-Prep The knowledge based test prep market was at ` 28,100 crore in FY16 registering an impressive growth rate of 16% CAGR between FY12-FY16. It is estimated to grow at a CAGR of 14% between FY16-FY21 and its overall market value is projected to reach ` 54,300 crore in FY21. This segment consists of following exams: 

Engineering (IIT-JEE)



Medical 51



Accounting (CA

Engineering at PG level (GATE) UPSC

Engineering Test-Prep (JEE) The engineering entrance exam, consisting of NATA and JEE has been the most popular segment of the graduate based test prep market. This segment has been registering steady growth over the past 5 years at CAGR of 9% between FY12FY16. Owing to the immense popularity of these exams, increasing enrolments, high fee charges and a borderline job security, the segment is estimated to see a steady growth of 15% CAGR between FY16-FY21 with the market size anticipated to reach29,200 crore by FY21

Medical Test-Prep The medical entrance test prep market contains preparatory and learning material for tests such as AIPMT, NEET-UG etc. The medical segment has grown at an accelerated CAGR of 37% during FY12-16. This section saw a tremendous spike during FY14 in revenue due to the introduction of a solitary exam for entrance into any medical and dental school all over India called the NEET-UG exam. This segment is estimated to grow at a steady rate of 8.4% CAGR with total market size estimated to be ` 10,400 crore between FY16-FY21. According to the statistics revealed by the Central Board of Secondary Education (CBSE), the number of total registrations for the National Eligibility-cum-Entrance Test (NEET) this year stood at 1.33 million, up from 1.15 million who applied in 2017. There has been an increase of almost 200,000 aspirants this year. With a limited number of seats available for aspiring students, the competition is going to get tougher in coming years. 52

CA Test-Prep market Accountancy tests prep materials like CA (IPC and Final) market was at ` 2,520 crore in FY16. This segment has shown a growth of 15% CAGR between FY12 - FY16. This exponential growth can be credited to the high popularity of CA certification amongst commerce students across India as well as the perception that this certificate provides the person with strong employable skills. The CA test prep market is estimated to grow at a CAGR of 12% between FY16-FY21 with the estimated market value to reach ` 4,490 crore in FY21.

GATE Test-Prep Engineering entrance exam at post graduate level includes GATE whose test prep market for FY16 was at ` 1,680 crore in FY16. This segment has seen CAGR (FY12-16) of 14% mainly due to immense popularity of IITs among Indian students and the adoption of GATE scores by rising number of PSUs for recruitment. This segment is expected to witness a fast growth at CAGR of 21% between FY16-FY21 taking the estimated market size to ` 4,310 crore in FY21.

IAS Test-Prep UPSC or Union Public Service Commission exam is considered. to be one of India’s most prestigious exams. It is for the post of Indian Civil Service. In 2017, around 11,35,943 candidates applied for this exam out of which 4,59,659 candidates actually appeared. This segment registered a CAGR of 22% between FY12-FY16. UPSC test prep market is estimated to grow at a 15% CAGR in FY16-FY21. This is considered to be one of the most complicated and intense exam for which the applicants have to go through an overwhelming test curriculum. Almost every applicant enrols for niched test prep centres only for UPSC exams; hence the customer base is sizable. This segment

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DATAANALYSIS AND INTERPRETATION Q1. Have you heard of brand Cl ? OPTION

No. of respondents

Percentage

YES

59

84%

No

11

16%

Total

70

100%

NO. OF RESPONDENT 16%

Yes No 84%

INTERPRETATION:More than 80% of respondent heard of brand Career Launcher but still 16% of respondent have not heard about this Brand

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Q2. For What kinds of product you have heard of CL? OPTION

Respondents

Percentage

MBA

28

40%

Banking/govt. sector

24

34%

GDS skill development

8

12%

GRE /GMAT

5

7%

CA

5

7%

Total

70

100%

respondent

7%

1st Qtr

7% 12%

2nd Qtr

34% 40%

3rd Qtr 4th Qtr 5thQtr

INTERPRETATION:Significant to percentage respondent associate CL brand with MBA and banking preparation approx 70% vehicle CL with MBA and banking preparation a very few have hair of CL in other preparation like CA GRE / GMAT etc.

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Q3. What images comes in your mind when you hear about CL brand ? OPTION Best faculty Best infrastructure Best study material Best test services Total

Respondents 36 6 21 7 70

Percentage 51% 9% 30% 10% 100%

percentage 11% 14%

best faculty

41%

best infrastructure best study material best test services

34%

INTERPRETATION:50% of the sample relates CL brand best facility followed by 30% relating it with study quality material but respondent fail to relate it with infrastructure text service

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Q4. What are the parameters with which you associate CL? OPTION Value for money Reliable &trust worthy Blindly recommend event to junior Still relish my experience Total

Respondents 8 10 24 28 70

Percentage 11% 15% 35% 40% 100%

percentage value for money

6%

8%

reliable&trust worthy

20% 66%

blindly recommend rest event to junior still relish my experience

INTERPRETATION:Only 10% respondent consider CL as value of money similarly 14% consider its reliable brand however the mostly of sample respondent still relish their past experience and consider to recommend cl2 their peers and relatives

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Q5. To what extent you agree or disagree that CL stills hold its brand equity OPTION

Respondents

Percentage

Extremely Agree

10

14%

Somewhat Agree

33

48%

Somewhat disagree

23

31%

Extremely disagree

4

7%

TOTAL

70

100%

percentage

8%

6%

agree

21% 65%

disagree extremely agree extremely disgree

INTERPRETATION:Only 14% are quite confident that CL still hold his brand equity which 48% somehow that maintain the believe that the CL hold its reputation only there and 38% holds that CL has deleted its brand image

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Q-6 Do you find any competitor of CL at present. OPTION No match A few Lots of competitor Total

Respondents 30 26 14 70

Percentage 43% 37% 20% 100%

percentage

20% 43%

no match a few lots of competitors

37%

INTERPRETATION:A significant number of respondent 43% consider CL brand has a unique which has no match in the market more than 30% find only few market player which can be compared with CL but 20% take CL at per it other brand in the market

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Q-7 Did you enroll yourself for any other CL program going by your past experience ? OPTION Yes No Total

Respondent 59 11 70

Percentage 84 % 16% 100%

percentage

16% yes no

84%

INTERPRETATION:More than 80% of sample are ready enroll for any feature product official whenever required

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Q.8 What was your experience with other programs of CL? OPTION Better Same as before Below expectations Total

respondents 14 30 26 70

Percentage 20% 42.85% 37.14% 100%

percentage

20% better

37%

same as before below average

43%

INTERPRETATION:only 20% of the sample considered a program for sale better than their past experience while 43% find not difference shocking 37% considered that below expectation

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Q.9 Which areas you think CL should work to maintain and builds its reputation ? OPTION Content of material Faculty or Mentors Frequency of interactions Flexibility of Slots Test Series TOTAL

respondents 8 7 24 12 19 70

Percentage

percentage

37%

43%

always rare no

20%

INTERPRETATION:30% of the respondent that should increase frequently of interaction while more than 25% feel that should improve quality if test series 16% have consider flexibility of slot

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Q.10 What is your reaction if you do not gets CL slots for any test preparation? OPTION

Respondents

Percentage

Wait

58

86%

Move to next centre

12

14%

Total

70

100%

percentage

14%

wait move to next centre

86%

INTERPRETATION:More than 86% can wait for their Turn if they fail to get any slot at CL centre while 14% will easily move to the next centre

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Q.11 What has been your overall expectation with CL? OPTION

Respondents

Percentage

More than expected

32

45.71%

Meet expectation

20

28.57%

Fall short of expectation

18

25.71%

Total

70

100%

percentage

26% more than expected

46%

meet expectation fall short of expectation

28%

INTERPRETATION:- More than the expectation with 46%were followed in meet expectation in CL brand

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Limitations of the Study The project taken is very vast so considering the accuracy of all the aspects as required by the study is a major limitation. However, every attempt will be made to overcome any flaw which might occur due to this. Certain other factors which can form drawbacks to the conclusions of the project are: a) Reach - The Company covers Delhi NCR region, it doesn’t go beyond that. b) Finance issues - The Company is not funded by outside source and due to this problem it has limited resources to offer during various Business deals. c) The results and conclusions of the project cannot be generalized as the area of work assigned to me is restricted to the west zone of Delhi

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LEARNING FROM THE PROJECT By far the project has given me immense exposure of the marketing environment & the education sector. There has been learning at each stage of the project. Lot of responsibilities during the project has helped me to explore the industry completely. Few of my learning at the organization have been listed below: FROM BUSINESS: Understanding other education industry and their trends. Competition in Education industry Understanding organizational structure & their responsibilities. Employer & Employee relationship Business development activities Flexibility for learning different skills FROM INDUSTRY: A little variation in the pricing strategy of the competitors may divert lot of customers. So, a continuous check over competitor’s produc ts & prices should be kept. Industry is very elastic. In an education industry which has a seasonal operation, promotional strategies are needed to be updated almost every other day to have an edge over the competitors. Advertising in the form of educational newspapers is the best marketing tool in the education industry. A good mix of capital intensive & labor intensive techniques should be used in the promotional activity & it should be influenced by the demographic factors. Quality of service should be the last resort of any organization. While deciding on promotional strategies or distribution material, nothing should be left on the customer to comprehend; a simple language creates a greater amount of response rather than using bombarded words. In outdoor publicity activity is always mentally and physically tiring, hence rotation of workforce to different centers is important to reduce monotony in work. Promotional activities are all about response generation. During this, the masses should get a strong reason to respond. 66

From Customers: Customer relationship management with new, existing & also with those customers who reject the product. Understanding customer needs & dealing with them differently. Profiling of potential customers. Other Learning: Grooming personality Time management Team management skills Team player & leadership skills Communication & interpersonal skills

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FINDINGS 1. Still 16% are not familiar with CL brand it is not very positive indication CL brand is in existence since 1995 2. CL is popular for MBA and banking preparation its need to strengthen its efforts for other area such as GRE / GMAT, CA 3. the best outcome of CL brand is its linkage with best facility and study material in the mind of user but lot of needs to be done to develop the positive image in infrastructure and text service 4. only 10% consider CL as value for money and 15 consider its reliable with more than 70% are quite satisfy with CL 5. the respondent are divided on their options that CL of today ticket of existence continue hold brand equity 6. approx 80% consider CL brand as unique with only a very few market player that can match it 7. Good number of the respondent still willing to consider CL brand of any program and feature 8. Only 20% rent CL better than their past experience while 37 consider it below expectations 9. More than 80% of the respondent our brand loyal 10.The respondent raised concern on frequency of centre

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RECOMMENDATION 1. The organization need to CL brand in the mind of aspirates is specially the fresh graduate and pass out 2. CL need to promote itself in the other area also to spot their revenue and market share i.e. GRE / GMAT and CA exams 3. CL need to seriously work in improving the text series and also infrastructure 4. As a few respondent take it value for money it's made two add a few more features or bring down their prices 5. HCL need to work reinforce friend Image It can develop the separate brand for each segment and work accordingly 6. CL should work on generating opinion poll and gather all positive reviews through the social network of its past achievers to strengthen brand image 7. shall need to work seriously on improving their overall quality and series and their product in order to meet the expectation of their customers 8. the CL should improve three points to build their brand image.

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BIBLIOGRAPHY         

Information booklet of career launcher Information booklet MBA guru, Alchemist, T.I.M.E. Information booklet of T.I.M.E Information booklet of IMS Information booklet of Edu Mentor Times of India, New Delhi, Bennett, Coleman & Co Ltd. Career & Education Times, New Delhi Hindustan Times, New Delhi, Birla Group Marketing management of TN CHABRA

Websites:

      

http://www.en.wikipedia.org www.careerlauncherindia.com http://alchemistindia.com http://www.imsindia.com http://edumentor.co.in/ http://www.pratham.org/ http://www.time4education.com/cat14home.asp

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QUESTIONARRIE Q1. Have you heard of brand CL? OPTION YES No

Q2. For What kinds of product you have heard of CL? OPTION MBA Banking/govt. sector GDS skill development GRE /GMAT CA Total Q3. What image you draw about CL? OPTION Best faculty Best infrastructure Best study material Best test services Q4. What values you draw from CL? OPTION Value for money Reliable &trust worthy Blindly recommend rest event to junior Still relish my experience

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Q5. What is you opinion that CL will be able to hold it reputation? OPTION Agree Disagree Extremely agree Extremely disagree

Q-6 Do you find any competitor of CL at present. OPTION No match A few Lots of competitor Q-7 Did you enroll yourself for any other CL program? OPTION YES No Q.8 What was you experience with other programs of CL? OPTION Better Same as before Below average

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Q.9 Would you like to recommended CL brand to others? OPTION Always Rare No Q.10 What is you reaction if you do not gets CL slots for any test preparation? OPTION Wait Move to next centre Q.11 What has been your overall expectation with CL? OPTION More than expected Meet expectation Fall short of expectation Total

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