Professional Documents
Culture Documents
For
1
ACKNOWLEDGEMENT
Last but not the least; I would like to thank my parents and teachers for
supporting me to achieve this level.
2
TABLE OF CONTENTS
1. Acknowledgement
2. Table of content
3. Summary
4. Introduction
5. Industry Analysis
6. Company Analysis
7. Organization Chart
8. Organization Structure
9. Competition
a. Identification Phase
b. Testing Phase
i. Schools
v. government buildings,
vi. malls,
viii. museums a
x. Clubs
3
13. Conclusion
a. Schools
b. Coaching Center
EXECUTIVE SUMMARY
4
INTRODUCTION
The product Topper was launched in 2008 and was aired free of cost
initially. The right strategy for creating awareness among target market and
right distribution channel was still not found till year end. Our project dealt
with this situation and we were assigned the task of finding and testing the
right distribution medium for the product. We were divided into teams to
two members and I was grouped with Mr. Sushil Kumar. We were given the
area of Noida and Faridabad to cover. We visited number of schools and
coaching institutes and worked out the right approach to follow for about a
week. After the strategy was finalized, testing phase was on. We visited 21
schools and 38 coaching institutes for this purpose. We finalize that those
people who has more than one coaching center or schools running or has
contacts in more than one coaching center or school should be contacted and
make them our Associates. We planned to give them commissions on sales
5
which they would be able to make. We could provide them promotion
materials and marketing assistance if necessary.
INDUSTRY ANALYSIS
According to the latest statistics, over 300 million children are enrolled
in schools across India. Out of these, over 50 million are in the secondary and
senior secondary classes. This figure is huge in front of only 2 million seats
that are available in various colleges and universities in India. The number of
seats for professional courses like medicine and engineering is 7 lakhs. Thus,
there is a huge demand for suitable teaching aids, which allow students a
better chance to enter into these courses.
Television in India has grown many folds over the last decade. From a
one-channel system, we now have more than 300 channels airing all types of
content into India. The total number of TV homes is now crossed over 100
6
million and about 60% of all households in India owns a TV set. Thus,
television is easily one of the most widespread communication medium in the
country.
Internet has made more than 4.73 million users who are connected
through high speed broadband connections. The figure is of August 2008 and
the number is growing rapidly.
7
COMPANY ANALYSIS
8
To help teachers and students make best use of latest technology and
access provided by television and internet, company has created a unique
education service called Topper Integrated Learning System, which is an
interactive learning system for the school students. It is the company’s most
successful brand. It has more than 10000 users of its TV channel and more
than 25000 users of its web portal across the globe.
This year another product range has been launched called Cracker,
which is a unique form of question series for preparing for engineering and
medical entrance exams like AIEEE, GRE, BITSAT, CET and PMT.
9
WORK FLOE OF THE COMPANY
10
COMPETITION
Direct Competition
11
Topper Learning System is first of its kind service which is dedicated
to the school students. Now various websites like www.extramarks.com are
coming up. They are claiming to help school students are only providing
either written materials or providing online test or both, but Topper’s main
advantage is its episodes which no body other is providing till date. So there
is no direct competition for this product in the market.
While roaming in the market we came across few schools and coaching
institute owner were looking for shooting their own videos. They could give
competition in near future.
Indirect Competition
PRODUCT ANALYSIS
12
learning. It involves media like TV, computers and internet to reach to homes
and make learning easy and convenient. The product is available with two
mediums: TV and internet. These media are as follows:
Topper TV Channel
The Topper TV channel is a 24 x 7 TV channel. It is available on direct-
to-home (DTH) platform. Currently channel is available with two companies
– Airtel Digital TV and Tata Sky.
• Special videos like Exam Special and Careerwise are aired in Jan-Feb
when students are preparing for their final exams. It gives them overall
quick revision of the syllabus and also gives special tips for the exams.
Careerwise is career guidance for the students who wish to go in
engineering or medical college after school. It gave them the complete
information about various courses, entrance exams colleges and
institutes. it also give them a small introduction (scope and future) of
various streams offered at various colleges
13
The price to subscribe this channel is Rs 1000.00 for a year. To subscribe one
can contact the DTH service provider or can call at our customer care number.
The web portal is much interactive and has more features than the TV
channel. It is available in two types:
1. Individual use: where it requires a broadband connection of
minimum 256kbps speed installed in a computer having speaker
systems.
2. In – School Model: this is for mass use. This model is for places
where there is a large gathering especially in schools. All it
needs in a school is having computer laboratory with broadband
connectivity. The Topper is installed on all computers and
students and teachers can access Topper during their free times
in school.
14
• Topper community: Website has an additional feature called Topper
Community. All the members can chat with each other or can share
their views on any subject.
If anybody wants to have the website subscription, he/ she has to purchase
the retail pack from any of these medium
- Associates.
- Call our call center.
- Through credit card by login in the website.
- Order on Homeshop18, sister concern of Greycells18.
Prices
TV Subscription: Rs 1000.00 (inclusive of all taxes)
Web Subscription: Rs 1300.00 (inclusive of all taxes)
TV + Web Combo Pack: Rs 1500.00 (inclusive of all taxes)
Airtel Bundle: Rs 2500.00 (inclusive of all taxes) – this package contains
Airtel Digital TV Set top box + one TV subscription
p.s.:
- All the subscriptions are valid for one year only.
- Web subscription is available in the form of retail packs consisting of a
demo CD, a user guide and the login key.
The existing sales and marketing of the product was covering the broad
market area. The market was not in direct touch with the product. When we
15
entered the company, the marketing and sales was done by broad mediums
like tickers on sister concern TV channels like IBN 7, CNBC, Homeshop18 etc,
and the DTH service provider for the TV channel only. The existing sales
scenario with these media was like:
• Call Center Back Hand – The back hand people search for the data of
students studying in secondary or senior secondary classes and make
sales calls to them and their parents. They use to get data from schools,
coaching centers, internet databases, data collected ay any event
(kiosks or event organized by Topper)
• Online through credit card – The website itself act as its salesperson by
selling its subscription online through credit card payment option.
One can pay and receive the login password on email id.
The basic problem with Topper was to find the right marketing and
sales approach. Till now they were looking their marking with a broader
16
view, in order to reach to the masses they have to concentrate their efforts to
the niche market of secondary and senior secondary school students and their
parents. To start with, we identified the various means and places to find our
target market. For this, we followed CPS model for problem solving.
IDENTIFICATION PHASE
This phase was executed during the first week of our internship. This
phase focused upon identifying the various destinations from where we could
17
spread awareness. We started with brainstorming sessions and then filter out
the feasible one. We use the CPS model as:
• Problem finding – the problem was to find the right marketing and
sales strategy. The existing sales and marketing system was not
effective. To start with we have to list all the possible places where we
could find our potential market.
TESTING PHASE
18
This was the Solution Finding or Idea Evaluating phase of the CPS
model. These ideas were tested by the group members and then evaluated in
group meetings. The briefs of which is as follows:
Schools
As Topper follows CBSE pattern, our search was only for those schools
who were following CBSE pattern of education. The schools chosen for testing
phase were either in nearby locality or have some personal contacts because
we want to go to other schools with our full preparation. Schools were also
first choice for us as the company’s existing marketing team was already
doing this.
METHODOLOGY
We listed out few schools nearby and made a visit after taking earlier
appointment or visiting in meeting hours of the principal. After interaction
with the concern person as well as listening to our marketing team’s reviews,
it was clear that schools are the major market potential.
ADVANTAGES
• Parent Teacher Meetings are the best platform for our business as
students and their parents both are available at the same time specially
parents has their ward’s education concern in his mind at that time.
• Teachers can also recommend to the students if they are convinced that
the product will certainly help in student’s learning. Also they can
make any special comment on the product which would help us in
making Topper better.
• In – schools model could be proposed.
• Value addition to the school.
DISADVANTEGES
• Difficult to get permission. As the school’s decision making is a long
process as they are usually run by a trust or society.
• They don’t give much importance to another media apart from their
regular system. They have faith in the existing system and don’t want
any changes.
19
• Teachers usually take this as a threat to their extra tuition classes and
thus don’t support Topper.
• Schools could not be attracted simply on the basis of commissions
which we would be providing on sales volume achieved.
CONCLUSION
The school holds the major part of the market. The school market
requires less effort and yields maximum output. Also further marketing is
easier for us as we can use the school’s goodwill with our brand.
METHODOLOGY
We use to start with internet finding the list of coaching centers in nearby area
with their contact details. Then take appointments so that when we visit
coaching institute, the concern person is ready to devote at least half an hour’s
time. Presentation of the product and its features was given and we ask for
their reviews for selling strategy.
ADVANTAGES
After our interaction in coaching centers, we found that most of coaching
centers are interested in doing business with us. They could get sales by
making Topper a compulsory to every student. They can also have Topper
episodes running in their classes to assist their coaching.
Another advantage is that we could use the goodwill of a teacher. As there are
few famous teachers for particular subject visiting one or two coaching
centers. If he/ she recommend Topper to his/ her students, they will
definitely going to buy it.
DISADVANTAGES
20
The only disadvantage with coaching center was number of students being
low as compared to schools.
They can treat us as their competitors. They can take it as end to the extra
coaching classes.
Few coaching centers demanded their own content to be added on Topper.
CONCLUSION
Coaching centers are opened for making money and doing business. They can
be our Associates who would be selling in a particular area and will be paid
commissions on margin basis.
METHODOLOGY
We chose one society and took the permission for putting a kiosk or canopy in
their premises. We have to pay some amount for society fund and they
provided us the space and electricity. We arranged materials like canopy,
LCD screen, DVD player, pamphlets, demo CDs, broachers etc. from the
company and put up stalls for few days in different societies.
ADVANTAGES
• User and buyer can watch a demo at their premises.
• One can recommend it to friends, relatives etc.
• Students from different schools and different coaching centers can be
targeted. Word of mouth publicity will spread awareness to other
schools and coaching institutes.
• Common views from students as well as parents can be obtained.
DISADVANTAGES
• Return on Investment of the fee could not make on any of the stall.
21
• Senior secondary students could not be found with their parents
walking in society. They were mostly found riding on bikes. Parents
were found driving in their cars. So no footfalls of the target audience.
• Fewer footfalls because of climate.
CONCLUSION
The idea of Apartments and societies was a failure.
METHODOLOGY
Contacting the HR department for having a presentation for their employees
if not, a canopy could be installed in the premises.
ADVANTAGES
• Place where we could reach only the parents.
• Showing the demo.
• One can recommend it to friends or relatives.
DISADVANTAGE
• Getting permission is a hard nut to crack.
• If got, target audience is not found
CONCLUSION
It was a flop.
Malls
Commercial places are common for any marketing activity. Mall
premises are for used for these purposes. Also LCD Screens are installed in
various locations on which we can air our advertisement while our stall is ut
in their premises. Malls are the places where we could find families on
weekends.
22
METHODOLOGY
One of our college has personal contact in one of the busiest malls in Delhi.
We make an arrangement for meeting with the concern person. After frequent
discussions it was decided that the malls are not feasible as the fee for putting
canopy and advertising was very high.
ADVANTAGES
• Spreading awareness on large scale. Lots of people can be make aware
at the same time
• Place where we could reach both the parents and students.
• Showing the demo.
• One can see and recommend it to friends or relatives.
DISADVANTAGE
• Expensive
• Most of the families comes to watch movies and they are alwys in a
hurry.
• People come here to enjoy and relax not to take serious matters like
studies.
CONCLUSION
It is only successful if we have to spread awareness only.
Commercial markets
We also tried our hand at commercial markets. This is the place where
every one visits. This place also has parents, teachers and students.
METHODOLOGY
It was simple to install the canopy but at some places we could not do so
because of Police interruptions. They did not allow such canopies and stalls to
put up in a commercial market.
ADVANTAGES
• Place where we could reach every one.
• Showing the demo.
23
• One can recommend it to friends or relatives and they can also come
and visit the stall.
DISADVANTAGE
• Getting permission form Police authorities is a hard nut to crack.
• If got, market found is very broad. The target audience is not easily
found
CONCLUSION
It was a flop.
METHODOLOGY
We visited the National Science Museum, Pragati Maidan authorities and ask
for our requirements.
ADVANTAGES
• Place where we could reach students of various schools at the same
place along with their teachers.
• We can also find general visitors.
• Showing the demo.
DISADVANTAGE
• Fees for putting stall were too high.
• Senior secondary students would not be found as visiting museums are
done in smaller classes only.
• Students will only see it and will their parents after going back to their
homes. We will again have to visit either their school or their homes for
sales.
CONCLUSION
24
It was a flop.
Clubs
Social clubs like new friend’s club were targeted as we could find parents in
weekends.
METHODOLOGY
We visited the club and met the club’s secretary. We took the list of all
members ith contact details and also did telecalling.
ADVANTAGES
• Place where we could reach parents and guardians.
• Showing the demo.
• Attract by giving discounts to the club members.
• One can recommend it to friends or relatives and they can also come
and visit the stall.
DISADVANTAGE
• Most of the clubs don’t allow outside activities.
• If got the permission, market found is very broad. The target audience
is not easily found
CONCLUSION
It was also not successful.
25
From the testing phase we concluded that Schools and Coaching Centers
would be targeted. These were the places where we could find our users and
hence obtain high yield with less efforts.
In schools, another way found was utilizing the PTMs as we could find
user and the buyer at the same place. The coaching center could be made our
Affiliate who would be selling and promoting Topper in his defined area.
Schools
Initially we tried to focus more on schools as summer vacations were
approaching. First few days, we visited the principals directly in their visiting
hours. We would explain the concept by giving presentations with the help of
demo CD provided to us. We show them the presentations and one demo
episode. Generally they were not prepared to devote half an hour for us so
they use give us some other day to visit. We learnt from this experience and
we started taking appointments with the principals initially. We also started
sending emails detailing the product and the proposal. After the meeting and
presentation we use ask for the permission for putting canopies in their
premises during Parent Teacher Meetings.
The main problem aroused those days was summer. Due to rise in
temperature, CBSE guided schools to close down earlier than scheduled. So
the PTM were either cancelled or postponed in July.
We visited 18 schools in Faridabad details of which can be seen in the report
attached.
Coaching Centers
26
After the closing of all the schools coaching centers were only left. We
started visiting the areas where numbers of coaching centers could be found
nearby. We met coaching center owners and demonstrated the product and
then explain the business proposal. Once the coaching center owner is ready
to be associated with us, we make them our Affiliate. The affiliate purchases
the retail packs form us at 30% discounted price on MRP and sells it at MRP.
The remaining becomes his profit.
LEARNING OUTCOMES
27
1. To make a marketing strategy for marketing and distributing a product
for niche market. This was the major learning outcome from this
project. The real challenge was to reach the niche market which was
also not undefined (market consisting of only parents, only students or
both).
2. It is more beneficial to look for those people who are into big business
of this kind. For example, we contacted SMD Tutorial’s Mr. Ankur
Banga, he was also running another business of providing his study
materials to students of classes 1st to 7th in various schools across Delhi,
Haryana, Punjab and few others metropolitan cities like Mumbai, Pune
etc. We focused more on him because he has an existing network and
our product is compatible with it. Also he is deficient in providing
materials for higher classes so he could use our product there. This tie
up is in their testing phase as they have started introducing it to their
associates.
4. In the testing phase of our project, I learnt to test and filter out ideas.
This cannot be done by sitting in office and doing brainstorming, but
one has go to the actual market and face the heat.
5. Don’t focus on individual selling like door to door marketing. This cost
a lot of money and yield is very low because of utility of the product in
a household.
28
of middle, upper – middle and high class income group peoples who
has computers and broadband internet at their homes. If the locality of
a certain coaching institute or school is poor then definitely we would
our target market.
Background check was also needed to check the potential. This was
seen after asking questions some like how many students are
studying? Students have computers at their homes? What is the fee
structure? Etc. this gave us the potential of the party. And if the party
has its network in schools and coaching centers, that party is very
fruitful to us.
7. Deal as professionals do: This way to start with a new party is always
appreciated by others and they also feel privileged to be associated
with a company like this. Weather its first meeting or just normal
phone conversation, being informal doesn’t in long run.
9. Last but not the least; I learnt to make use of my personal contacts. I
never realized earlier that people I knew could be of so much help.
Some personal contacts were efficiently utilized during testing phase.
29