GROUP MEMBERS

Name Roll No.

Anand Kharadi 1212
Umesh Makwana 1213
Saumil Trivedi 1227
Swikar Ajmeri 1229
Gaurang Desai 1231
Rahul Parekh 1242
 CASE AT GALNCE
 Briefoverview of XDS
 About XDS

 Courses offered

 What is multimedia

 operations of XDS

 The market , buying behavior and

competitions
 Market potentials

 Key issues

 Suggestions
BRIEF OVERVIEW OF XDS
 Mr. Rohit Swarup is the director of XPLORA
DESIGN SKOOL
 It is multimedia and development company
having 27 franchise across state of Gujarat,
Rajasthan, MP, UP, Orissa & AP.
 It’s turnover is around 7 million in 2004 and
leading IT group for last 10 year.
 Xplora is engaged with:

- software development & export portal,

-website,
-high end animation,
CONT…
-high court,
-municipal corporation office
-Consultancy services
-Overseas placement
-Multimedia education
ABOUT XDS
India’s premier ISO certified Multimedia &
Animation Vocational Education Company, that has over the
last decade gained a reputation for Academic Excellence.

This resulted into XDS being recognized nationally

when thet received the prestigious Shiksha Bharti
Puraskar for generating employment through high end
technical education in the field of Animation & Multimedia.

XDS helps students achieve outstanding careers. This is the

basis on which they founded there company, many years
ago, breaking new grounds in the Animation & Multimedia
education industry.
 XPLORA’S
 MISSION
Bridging the Gap Between Human Creativity - Design
Skills, Technology -Software Skills & Professional -
Human Skills in order to furnish Industries' Constant
appetite for Real and Useful Talent.
 VISION
Creating an environment that nurtures a Meaningful
Existence, by, Being the Best Multimedia Education
Provider in the World.
 VALUE
Living within the frame work of XDS as a family where
Truth, Ethics
& Hard work reflect in Each of our action, creating
aWealth of Happiness, Satisfaction & Growth.
COURSES OFFERED
 Post Graduate Diploma in Management
 Comprehensive multimedia

 Certificate in Graphics, Animation, Web

 Diploma in Graphics, Animation, Web

 Master in Graphics, Animation, Web

 Crash course in advertising

 Fundamental Computer aided Programmes

 Fashion Designing

 Fine arts

 Desktop publishing course

WHAT IS MULTIMEDIA?
 a presentation made on a computer using more than
two form of media. E.g tv, movie and advertisement,
special effect in movie, cartoon films etc.
 Multimedia has four broad areas

 Graphics : visualizer, designer, print media expert,

lay out designer, landscape and terrain designer

 Animation : storyboard designer, 2d & 3d animator,

compositor, modeling artist, character, cell animator,
game developer.
CONT…
 Web design : content developer, content
writer, project writer, web programmer,
interface designer.

 Audio
 Other application : fashion design, textile
designing, product designing, automobile
designing, interior designing, artichitectural
designing, presentation made by corporate
house.
 with multimedia course professional can
earn upto 4000-12000.
XPLORA’S OPERATION
 having 27 centers in whole india and plan to set up
300 centers in 2-3 years
 It has design one year PGDM course for graduate
students
 It use fully licensed version software programmes like
adobe, macromedia, discreet, corel and Microsoft.
 Top class 50 multimedia professional taught xplora
design skool faculty certification programme.
 And it requires knowledge of teaching and multimedia
profect work, basic design degrees.
 Xplora focus on non metro cities for franchise centers.
CONT..
 The key objectives understanding student
require skill in term of industry need from
such professional
 Require placement and preparing from
grassroot.
 It has current network of 250 companies.
THE MARKET
 Students : those who have passed 12th , 1st
year, 2nd and 3rd year.
 Professionals :

working people who enhance their skill

and upgrade themselves in existing
professional by acquiring skills in multimedia.
 While some as hobby.

 Increase awareness.

 Multimedia enthusiastes

 Job seekers
THE BUYER BEHAVIOR
 53 % of students value for money
 Maximum importance on job guarantee and
quality of faculty
 Influence give more importance like

 Father because of finance and those influnce

students by father are 84 %
 65 % student influence their mother

 58 % students influence their friends

 61.54 % students said counsellor influence

 87 % students recomondate institute others

THE COMPETITION
 There are number of competitor like NIIT,
APTECH, NETVISION, MAAC, EDIT
 Indirect competitor like MBA and MCA
professionals.
 Other career oriented programmes
MARKETING ACTIVITES OF THE
COMPETITOR
 Advertising and publicity
 New competitor

 Communication strategies
KEY DELIVERABLES & MARKET POTENTIAL
VALUE PARAMETERS:
 Nature of educational institutes of the city
classified in terms of degree/qualifications to
understand inclination towards career and
education.
 Per capita income
 Occupation to assess inclination towards career
 Competitors in each city and the prices they
offer- NIIT, Aptech etc.
 Data collected from students feedback form in
each city
 Profile students who join- education age
 Internet usage and internet penetration- no. of
web centers- to test
CONT…
 Economic growth rate of the state
 Presence of IT education in the state

 Composite of popultion

 Literacy level

 Paying capacity of local people

 Job senario in that state or country

 career or hobby orientation of people

 Attitude of parents towards the multimedia

as a course option
PARAMETERS used for CLUSTERING :

 MPV
 Disposable income

 No. of households

 No. of people per households

 Percentage literacy

 Total no. of workers

METHODOLOGY :

 Target population
 Avg. per capita income

 Existing competition

 Level of education
IMPORTANT PARAMETERS TO
NARROW DOWN THE
CLUSTERS
 Means – ability to pay
 27 possibilities
 In depth interviews were conducted with respondents
from 15 cities questions related to general computer
awareness, perception of multimedia education, job
profile and customer profile.
 Per capita income – low, medium, high (need
importance of multimedia education)
 Hobby, career, additional qualification
 -- awareness ( how tech- savvy)
 --no. of technical colleges- low, medium, high
SOME INFORMATION
REGARDING JAIPUR :
 There are not many multimedia jobs available
 It is very low tech savvy city

 Habitually, large no. Of girls enroll for jwellery

design
 existing competitors include – Aptech, NIIT,
Systems
 Customer profile – middle class, conservative.

 Girls often learn computer skills in their spare

time, as a useful addition to the CV to improve
their prospects for marriage.
 Jaipur, as a city, is in a transitionary phase.
KEY ISSUES :

 How should XDS prioritize and formulate a

marketing plan?
 How should XDS prioritize which cities to
enter first? Which segments should be
focused within city?
 What communication and marketing
strategies should he devise?
 Does the current organization structure need
any changes to gear up a rapid expansion in
the opening of centers across India?
SUGGESTIONS :
 Promote discounts or any offers on fees of any courses

 Try to linkage with Govt. regarding approval by govt.

courses

 events and seminars for creating awareness

 Try to tie up with Indian university.

 Low promotional budget of public relation with only 1.5

% so try to increase this budget ratio.
CONT……
 Take sponsorship of sports activities or some
university activities or some social events.

 Take part in social responsibility activities like

AIDS awareness campaign, Polio awareness
campaign , Cancer awareness campaign.

 All centers are connected with the main

server at head office so that head office can
know what is happening to all braches or
what is current position or scenario.
CONT…
 Give advertisement in local areas

 Try to recruit more sales person to promote

sales

 Company should promote franchise offer

 Market research must be done before entering

into any market

 Try to make the structure flexible and must

upgrade it with the time