2. Education
Education in its broadest sense is any act
or experience that has a formative effect on
the mind, character, or physical ability of
an individual.
Education is the process by which society
deliberately transmits its accumulated
knowledge, skills and values from one
generation to another through institutions.
3. Need for Marketing
Educational services
Need to ―market‖ their services has not
really been felt by the educational
sector
This is because there is always
Demand>Supply
But in the recent years, there is a shift
in trends
4. Cont…
Large number of institutions for
specialized fields have been set up in
the recent years for fields like
Management and computer education
This has lead to increase in
competition
5. Cont…
This makes them come face to face
with questions like
Product differentiation,
product extension,
diversification
and service integration
6. Education as a service
Services are those separately
identifiable, essentially intangible
activities, which provide want
satisfaction and are not necessarily
tied to the sale of product another
service
7. Cont…
Education as a service can be said to
be providing an intangible benefit
(Increment in knowledge, aptitude,
professional expertise, skill) produced
with the help of a set of tangible
(infrastructure), and intangible
(faculty expertise and learning) aids.
8. Points to be noted
A consumer may have tangible
physical evidence to show for
the service exchange transaction
But the actual benefit accrued is purely
intangible in nature
Education is a service which is geared
primarily to the consumer market
10. Intangibility
Education is an Intangible dominant
service—Impossible to touch, see or feel
Standardization is difficult
Lack of Standardization opens up
marketing opportunity of differentiated
need based course packages
Education as a service cannot be patented
11. Perishability
Production and consumption are
simultaneous activities
No inventories can be made up
Eg:- A lecture scheduled cannot be
stored
12. Inseparability
It is impossible to separate a service from
the provider
There is a need for the service provider to
be present when the service is to be
performed and consumed
This limits the scale of operations—The
number of providers available would define
the number of simultaneous performances
possible
13. Other Characteristics
High Fixed cost, Low Variable Cost
Specialized and need based
Competition
Customer limitations
Lack of ownership
Heterogeneity
14. Marketing Strategies
::::Before Deciding on the Marketing Mix,
Educational Institutes should answer
certain basic Questions::::
What Business are we in?
Who are our customers and What
benefits they seek?
15. Cont…
Criteria that students apply:-
Reputation of the institute
Number of applicants keen to enroll in the
course
Past success rate of placement
Faculty expertise
Width of specialization offered
Infrastructural facilities
Fees
16. Cont…
How can we build or defend our
competitive position?
What is our entry strategy?
How should we offer new service
offers that help/strengthen the
competitive position?
27. Case Study: MT Educare
Founded in 1984 in Mulund, Mumbai as small
coaching classes as Mahesh Tutorials
Vision : GREAT ( Global Reach in Education And
Training)
Now 162 centers across Maharashtra, Gujarat,
Tamil Nadu, Karnataka and Dubai
Turnover in 2012-13 : 1.28
billion (US$20 million)
1000 Teachers, 51000 students and 1200 support
staffs
28. MT Educare Pvt. Ltd.
Courses offered
Std. 9th & 10th (English & Marathi medium)
(SSC, ICSE, CBSE boards)
Science tutorials for Std. 11th and 12th
Commerce tutorials from Std. 11th to C.A.
Engg. & Medical Entrance tests
Corporate training
English language & personality development
Training in banking programmes
Diversification: ‗Little Tigers‘ ( Nurseries),
Main stream education: College at Manglore.
29. Marketing strategies
Positioning : One stop solution provider for all
educational and training needs
First coaching class to have tied-up with foreign
educational body Cambridge International
Examination (CIE) to secure their FDI.
SKCM International school in Ghatkopar.
(CPT,IIT/CET etc.)
First coaching class to start its own IPO in 2010
Mahesh Shetty as brand: ‗Visionary Entrepreneur‘ to
‗Corporate Entity‘
30. Promotions
‗HUM SE PUCHHO‘
Helpline for students appearing for board exam
(SSC,ICSE,CBSE, and HSC (commerce)
24hrs assistance for students to solve their last
minute doubts and boost their confidence level
Period : 4th March to 20th March 2009
10 Lines for English & 5 for Marathi medium SSC
students
www.humsepuchho.com
31. Other promotions
Orientation Program
Personal counseling of each student & parents
Distressing sessions
(Music therapies, Meditation programs, Farewell
Parties, Felicitation Event in 5 Star hotels)
Events, Picnics, Extra-curricular activities
E-Testing (MHT-CET, CBSE online, CA-CPT,
AIEEE, IIT-JEE)
CSR activities : Aasara, Ehsaas, Amcha Ghar,
SaNiSa.
34. General Advertising Methods
Outdoor media: Boards, hoardings, banners,
stick- bills. Etc
Print media: Newspapers, Magazines,
Newspaper inserts, pamphlets, Brochures etc.
Television ads: Local cable ads
Events : Picnics, Annual functions, Farewell,
Felicitation etc.
Sponsorships to events and festival mandals
Add on services : Counseling, ‗Gurukul‘ system
Providing bags, caps, t-shirts, pens, books,
note-books with institute‘s name printed on it
37. Future scope of Education Mktg.
INTERNET
Mingle Box website
- Preparation for CET,CAT entrance tests
- Reaching 250 cities through Mobile, Televisison
adding the value chain
RCOM & Dial net- To launch academic modules
E- Learning
SMS Marketing
38. Conclusion
Long journey: ‗GURUKUL‘ system to
‗E-learning‘
Indian Human Resource – Most admired all over
the globe. Working in major MNC‘s
‘EACH ONE TEACH ONE’
