Brand Development For Edumentor

Educational Services
Edumentor Educational Services, is an organization operating in its 6th year and is engaged into
providing comprehensive, result oriented entrance test preparation for graduation level
management courses (BBS/BFIA/BBA/BBE) at various institutes.

The USP of the company is its extensive promotional

strategies being implemented by the MBA Interns.
Over these years, EduMentor has been able to grab a niche for itself in this highly competitive
industry as it has always been focuses on product quality and delivery. A major emphasis is on
the BBS/BFIA courses at Shaheed Sukhdev College of Business Studies (CBS), University of
Delhi, as this is the best institution in the south East Asian Region for the same .The other
institutes are the likes of IP University, Symbiosis etc.
This year the company has expanded its horizon by introducing coaching for five new courses
i.e. HM (Hotel Management), Mass Communication, Law, B.e.Led (Bachelors in Elementary
Education) and CA (Charted Accountancy). Since students get only approximately 2 months to
prepare for all the entrance tests, the institute begins its initial batches barely a day after the
10+2 examinations. Also, unlike the competition which consists of major players from the
CAT/CA/CS market of other preparatory institutes, like Career Launcher, IMS, P.T. Education,
BBA/BBS/BBE/BFIA is the core competency that EduMentor deals in, hence it basically operates
seasonally, from about 2 months before the XIIth examinations, to about 12weeks after the
same. But now this year with the launch of CA (Charted Accountancy) - CPT preparation course,
the company plans to operate annually.
For other new courses and along with the existing ones the rest over year is spent in refining the
course material, and conducting career counseling sessions at various schools (70 schools
covered last year) which also provide a database of students which can be used later for over
the
Phone counseling, sales calls and information regarding free sessions and form dates. The role
of the MBA program interns is critical to the complete process.
The interns are taken in batches so that one batch works the first half of the critical activity which
is the recruitment of a huge ground level workforce of associate level workers Primarily, this team
of second batch interns is divided into two groups, the counseling team, that is responsible for
career counseling at the respective centers and over the phone counseling of students and
parents , which the author was a part of.

The second group handles the vital component of the

Board Centre activities.

This activity aims at maximizing the promotion efforts to the core target audience, i.e., class XII
students (mainly commerce stream). During this activity, 350 board examination centers were
located by various methods by the team, and compiled onto a list of centers that is divided into
North Delhi, South Delhi, East Delhi & West Delhi. These zones are handled by zonal managers,
under who up to 12 managers handle 4-5 board exam centers each. Each Zonal manager is
responsible for building a team under him, which works on the D day i.e. the Board Examination
day.

1.1Company vision:
EduMentor was started with the intention of providing specialized coaching to the students who
wish to seek admission in BBS / BBA / BBE. Aim was not just to open a coaching institute but
rather to create a Knowledge Hub where students are the top priority. That is the reason why our
faculty consists only of those who have been to the best in the field of BBA/BBS/BBE, making us
The Only Specialist BBA/BBS/BBE Entrance Coaching Institute.
At EduMentor our core competency lies more in mentoring our students with those skill-set and
weapons of education with the help of which they can easily fight their own battles and win them
in the long run.
Students come and go year by year but every year a lot of students are referred by old students
making EduMentor.

1.2Purpose, Scope, and Limitations of Project:

Purpose:
The purpose of the project is to get an overall idea about the marketing of EduMentor
Educational Services. It aims at developing the promotional and business development
strategies of the company after thoroughly analyzing the same of the competitors. As the aspects
of this project are multidimensional so is its purpose. It will take into consideration the mutual
benefit of the company coupled with gaining some practical knowledge about the Education
market & their overall marketing strategies & processes.

Value-addition to the Company

i.

Find out the various products and courses present in the industry

ii.

Find various promotional and business development activity being undertaken by the
company and the its competitors

iii.

Make company know the best products, methods and practices present in the market
and develop strategies accordingly.

iv.

Find out the positive and negative aspects pertaining to specific area of operations.

v.

Suggest the company the best possible scheme coupled with awareness and timing of
benefit.

vi.

Overall business development of company in terms of revenue and value enhancement

and making the company operations more efficient and effective for long term benefit.

Academic Benefits:
i.

Got an insight of educational products and gain through knowledge of various

promotional strategies.

ii.

Real time experience of interacting with perspective customers and convert them into
real customers.

iii.

Real time experience of doing a market research & practical experience in convincing the
end-users to fill up the questionnaire

iv.

Handling a team and act as a leader giving that winning edge which would not have
come naturally

Scope of Project:
The objective of the project includes, the organizational Development at EduMentor Educational
Services. EduMentor had entered the market of educational services 6 years back, so the basic
aim of this project is Business Development that is generating business for them by attracting
student's year-by-year by virtue of its product and ensuring effective operational accuracy across
all its centers.
This would include structuring of the entire business so as to increase the efficiency of the work
done at EduMentor. The project would enable EduMentor in Business development of the
educational packages by reaching to the maximum number of students. Also it aims at
developing promotional strategies (by keeping in mind the requirements of target audience and
moves taken by the competitors) to increase conversion of students into these programs. The
project will also help in measuring the students preferences for EduMentor educational package
and how best EduMentor can come up with an educational package that meets the
need/expectation of students based on the survey that will be done.

Limitations of the Study:

As this project undertaken includes a lot of activities and 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 the boundaries of our

national capital, hence expansion is limited.

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 which cater to improper results at the
end of the season for the organization.

c) HR issues
The company doesn't have enough HRs to manage out the activity in spite of the fact that hiring
of summer interns from prestigious colleges like ICFAI Hyderabad & Gurgaon provides a little
edge in management, still occurrence of numerous loopholes tend to occur.

d) Work Definition
The results and conclusions of the project cannot be generalized as the area of work assigned to
me is restricted to the north zone (as Center Management) and NOIDA Zone (as Zonal
Manager).

1.3Methodology:
Ghost shopping
In order gain insights of the strategies of competitors a study was conducted to gain knowledge
about the business model of various competitors like Career Launcher and IMS and develop
competitive promotional strategy for EduMentor accordingly and thus be the best among a few.
Relation building
Interacting with class XII students and their parents in order to get an idea of what all they expect
from an institute preparing for BBA/BBS/BBE entrance exam and also to brief them about various
options one has after XII.

This is done by:

e) Conducting counseling in various tuition centers
f) On the day of the Board exams, we interact with the parents, do short term counseling and
give them brief knowledge of our product and the services we offer.
Market research
The help of a questionnaire would be taken if necessary.
Business development strategies
As a part of business development strategy various activities like Board center activity was
conducted throughout Delhi in order to reach the target audience.

On the day of the Board exams, we interact with the parents, do short term counseling
and give them brief knowledge of our product and the services we offer

Also SPD (Sample Paper Distribution) forms an integral part of BCA in order to generate
awareness among the target audience.

The Board Center Activity is the biggest marketing tool of the organization.

CHAPTER 2
PRODUCT DETAILS
(STAGE 1)
BROAD VIEW: PRODUCT AT EDUMENTOR
EduMentor was established with the goal of providing specialized coaching to the students who
seek admission in top colleges for the courses like:

BBS (Bachelor of Business Studies)

BBA (Bachelor of Business Administration)

BBE (Bachelor of Business Economics)

BELED (Bachelor of Elementary Education)

HM (Hotel Management)

LAW

CA-CPT (Charted Accountancy - Common Proficiency test)

ENG (H) (Common Admission test for English hons (CATE))

At EduMentor the core competency lies more in mentoring the students to the right path of
education than merely preparing them to achieve the best results. The product mainly
encompasses management courses at the under graduate level. The three major courses which
are offered are BBA, BBE and BBS. Providing coaching for these three courses forms the
product for EduMentor along with mentoring students for the same. All the courses are three fulltime professional degree courses. A BBA/BBS degree provides adequate learning of managerial
skills and knowledge of business activities to the students. However, BBE (bachelor of business
economics) is a management degree which lays emphasis not only on the management skills
but also helps the students to get adequate knowledge about the economy and its functioning. All
the three courses have been designed so as to groom professionals for future, rather than mere
academicians or degree holder.

The course has kept in consideration the needs of the industry, so that students are job ready
after their graduation unlike in the traditional sources where they are required to undertake
additional professional courses to find a job. The approach to learning is a very practical one,
complete with industry case studies, role plays and a lot of industry interaction. EduMentor
provides coaching for undergraduate management courses.

The primary programs being:

1. BBS (University of Delhi)
2. BBE/BFIA (University of Delhi)
3. BBA (I.P. University, Symbiosis Pune, Christ Bangalore etc.)

The Newly launched programs being:

1. BeLed (University of Delhi)
2. HM (I.P. University, Symbiosis Pune, etc.)
3. CATE (University of Delhi)
4. CA - CPT (Institute of Charted Accountants of India)
5. LAW (Various Universities throughout India)
6. MASSCOMM (Various Universities throughout India)

2.1) BBS:BACHLOR OF BUSINESS STUDIES

It is the prime pitch made by EduMentor; the company pitches itself to be the only specialist
institute for its entrance coaching. BBS is a professional degree which has been designed on the
same pattern as MBA programs. The subjects for the course are taken up from the curriculum of
best ranking MBA colleges in India. During the two years or 4 semesters of BBS, students study
the basics of all functions of management namely finance, marketing, human resource and
specialize in one of these in the final year. BBS is an outstanding general management program,
the curriculum for BBS is rigorous, flexible, and continually enriched with the latest developments
in management theory and practice. The academic calendar is based on six semesters - each six
months in duration, followed by the University examinations. The Bachelor of Business Studies
program enables graduates to think conceptually and adapt to change. In particular, the program
is designed to:

Develop intellectual and interpersonal skills

Emphasize the broad economic, financial and managerial dimensions of dynamic

business environment

Facilitate the integration of academic knowledge and practical work experience

Foster a high degree of professional competence in a specialist area

Produce innovative and creative graduates

Produce graduates who are motivated to continue lifelong learning and who cope
effectively with change.

Graduates of the Bachelor of Business Studies degree can look forward to a broad range of
career opportunities in the dynamic and competitive environment of today's business world.

2.2) BBA: BACHELOR OF BUSINESS

ADMINISTRATION
BBA aims at transforming a student into a corporate personality. This course with its intensive
syllabus and a wide range of value addition modules enables the student to aspire for higher
studies in premium business schools and India and abroad. Being a professional course it
ensures a healthy balance between theoretical foundation and practical exposure to the present
day business world. A quality BBA program offers more skill enhancement and practical
knowledge than usual degree courses. Like an MBA program, learning through case studies,
group activities, project writing, presentations, summer internship, etc. form an integral part of a
BBA program. BBA graduates have an edge over others and are sought after by the industry
owing to the exposure the course offers to operational environment in the field of Business.
Most of the BBA programs require a candidate to pass in Class 12 / HSC examination. Some of
the institutes may demand minimum marks of 50% in class 12 as an eligibility to pursue the
program. However, students who have appeared their H.S.C examination and awaiting their
results are also eligible to take these tests.

2.3) BBE: BACHELOR OF BUSINESS ECONOMICS

BFIA: BACHELOR OF FINANCIAL AND INVESTMENT
ANALYSIS
Economists study the optimum use of financial resources for the success of an organization to
increase productivity. They study production, distribution and consumption of goods and services
on the application of economic policy in particular area such as finance, labor, agriculture, energy
and health. The program- Bachelor of business economics is designed to develop broad
business analytical skills as well as the technical knowledge required within the economics and
finance environment. You will focus on the application of economic, finance and statistical theory
to common business problems. Furthermore, class presentations, simulations and group
assignments are used extensively to develop essential personal qualities including clear thinking,
resourcefulness and the ability to work in a team and perform under pressure.

As a BBE graduate one is expected to gain the necessary conceptual abilities, analytical skills
and knowledge to equip one for a variety of professional career opportunities in industry,
commerce or government service. In BBE the student verifies and reports how something is put
into practice. As well as in the 'ability' as in the 'activity' the deepening of 'knowledge' is the core
factor. The students have to acquire an insight in the different functions that can be distinguished
in a company, such as production, logistics, finance, marketing, informatics, control, etc. Future
business economists are to be educated to deal with company problems in an integral way.
Special emphasis is placed on ensuring the students' qualifications for the job market and
providing them with the necessary skills for academic research and further studies.
As far as BFIA is concerned most management programs in a developing country are industry
specific. Finance is one such area, which also happens to be an important subject, especially in
today's global scenario. The rationale behind this course is to introduce students to the subject
before they take it up at the MBA level as an elective. Furthermore, the thrust of the programs is
on exposing the students to real time business problems, through three years of rigorous industry
training, which runs simultaneously with theory classes. They are sent to Housing Finance
Companies, Chartered Accountancy Firms and even to the Stock Exchange Board for
experience.
This course is meant for students who are keen on working in the core areas of finance, mainly
with investment companies, capital markets, foreign exchange dealers, banks, mutual fund
operations, insurance sector or finance companies.

USP:
1. Hard core finance content - 30 Papers covered in six semesters.
2. The opportunity for hands on training with our industrial partners. The papers covered in
this course range from introduction to business and finance, to focus on areas like
corporate taxation, auditing, corporate restructuring, merchant banking, investment
analysis, portfolio management, etc. Pre - Admission forms are not accepted.

NEW PRODUCT LAUNCH THIS YEAR

2.4) B.El.Ed: BACHELOR OF ELEMENTARY
EDUCATION
The Bachelor of Elementary Education (B.El.Ed.) program is a four-year integrated professional
degree program of Elementary Teacher Education offered after the senior secondary (class XII)
stage of school. Conceptualized by the Maulana Azad Centre for Elementary and Social
Education (MACESE) of the Department of Education, University of Delhi and launched in the
academic year 1994-95, the program is an attempt towards fulfilling the need for professionally
qualified elementary school teachers. B.El.Ed. is designed to integrate the study of subject
knowledge, human development, and pedagogical knowledge and communication skills. Both
professional and academic options are available to students who graduate with a B.El.Ed.
Degree.

The program aims to produce graduates of high caliber in the field of teacher education. A lot of
effort is spent in the training of students and giving them a supportive and stimulating
environment. A good number of students have been placed in government and private schools
as professionally qualified elementary school teachers. Others are pursuing post-graduate
studies and research in disciplines like education, linguistics, psychology, languages, history,
social
work, sociology, mathematics and political science. Many B.El.Ed graduates are pursuing
research in educational studies in Central Universities. Some of them are working as teacher
educators.

2.5) HM: HOTEL MANAGEMENT

The boom in the tourism industry has resulted in the immense growth of hotel industry in India.
The hotel industry promises a bright future for anyone who wishes to take up a career in this
segment. The students opting for hotel management career courses must have an affinity
towards socializing and understanding the needs of the people.
As hotels fall under the service industry, the motive of hotel management courses in India is to
prepare the students to face the challenges of this competitive world. As far as tourism industry in
India is concerned, it is attracting tourists from across the world and this definitely calls for quality
hospitality.
Hotel Management as a Career Option
Hotel management is one of the most interesting career options in the contemporary job market.
Career training from a recognized and reputed hotel management institute is just an icing on the
cake.
In India there are many hotel management institutes and colleges which provide hospitality or
hotel management courses.
Hotel Management Course Admissions
These hotel management courses make one aware of the operating-sections of the hotel
industry like front office, general operations, sales and marketing, food and beverage, service
keeping and catering.
Candidates seeking admission to the hotel management courses in India need to pass their 12th
standard examination with English as a subject. Students with a bachelor's degree from any
recognized university may also join some of the management training schemes offered by
various institutions. Admission depends on the performance of the students in the written
admission test, personal interview round and group discussion session. The time duration of the
courses offered by several institutes may vary from six months to three years.

Hotel Management Course Scope

Hotel management job opportunities exists both in the private and public sector. One can look for
various openings available in the hotels of the nation. Most of the hotels in India offer lucrative

pay packages to the suitable candidates. The jobs offered are satisfying as well as highly
rewarding.

2.6) CATE: COMMON ADMISSION TEST FOR

ENGLISH (H)
The Common Aptitude Test for English (CATE) for admission into the highly sought after B.A
English (Honors) program offered by the Delhi University (DU).
According to the CATE-2010 information bulletin, teachers of English at DU feel that a
candidate's good performance in the Class 12 English examination does not necessarily mean
that they have an aptitude for studying English Literature.
Earlier, the entrance tests for admissions to the English Honors course offered by colleges at DU
were all conducted individually by the colleges themselves. The university administration had
decided to change the system as it was believed that too many English entrance tests would put
excessive pressure on candidates.

2.7) CA - CPT (Common Proficiency Test)

It is an entry level test for Chartered Accountancy Course. It is a test of four subjects i.e.
Accounting, Mercantile Laws, General Economics and Quantitative Aptitude.
This test is of 200 marks. This test is divided into two sessions of two hours each:
i.

A Simplified Entry to the Chartered Accountancy Course

ii.

CPT will replace existing Professional Education (Course-I) which requires 10-month
study period followed by an exhaustive theoretical examination.

iii.

CPT is an objective type test to be held every February, May, August and November. This
will reduce long waiting for entry to the chartered accountancy education and training.

Common Proficiency Test will be objective type multiple choice based examination. Candidates
will be allowed to opt for Hindi medium Question Paper Booklet for answering the questions.
Detailed information will be found given in the Information brochure.

PROGRAMMES OFFERED
The BBS/BBA/BBE program is offered in two formats:
a. Classroom
b. Correspondence (Till last year)