SERVICE MARKETING

ASSIGNMENT
ON
7P’S OF MARKETING
IN EDUCATION SECTOR

SUBMITTED BY: SUBMITTED TO:

ARPIT MUNDRA Prof. VIVEK RANGA
(17BSP0491)

DATE : 17/9/2018
 ABOUT
Education in India is provided by the public sector as well as the private sector, with control
and funding coming from three levels: central, state and local. Under various articles of
the Indian Constitution, free and compulsory education is provided as a fundamental right to
children between the ages of 6 and 14.
Educational stages are subdivisions of formal learning, typically covering early childhood
education, primary education, secondary education and tertiary (or higher) education.

Pre-Primary education
 Play group (pre-nursery): At play schools, children are exposed to a lot of basic learning
activities that help them to get independent faster and develop their self-help qualities
like eating food themselves, dressing up, and maintaining cleanliness. The age limit for
admission into pre-nursery is 2 to 3 years
 Nursery: Nursery level activities help children unfold their talents, thus enabling them to
sharpen their mental and physical abilities. The age limit for admission in nursery is 3 to
4 years.
 LKG: It is also called the Junior Kindergarten (Jr. kg) stage. The age limit for admission in
LKG is 4 to 5 years.
 UKG: It is also called the Senior Kindergarten (Sr. kg) stage. The age limit for admission
in UKG is 5 to 6 years
 PRODUCT
The Product should fit the task consumers want it for, it should work and it should be
what the consumers are expecting to get.
In service sector as we are chosen the education sector and now we are coming up with an
institute of a PRE-PRIMARY named “Santa Kidz”
Logo:
We have to decide logo of the School
Target :
We targeting only 15 to 30 students for each batch. Our working hour is from 9am to 1pm.

What to Provide in terms of Services:-

 Attractive and beautiful classroom.
 Child likes to feel at home.
 Qualified, experienced, trained, innovative, caring & extremely patient teachers.
 Playground with all outdoor game kit.
 We provide an opportunity for children to explore and interact.
 Serve hot, delicious and nutritious food every day.
 Quality education with devotion, discipline and obedience.
 Sports activities.
 Educational play toys for children.
 Annual function every year.
 Counseling for parents on child related topics, e.g. Child diet, child psychology, child
parent relationship etc.
 PRICE
The Product should always be seen as representing good value for money. This does not
necessarily mean it should be the cheapest available; one of the main tenets of the
marketing concept is that customers are usually happy to pay a little more for something
that works really well for them

Pricing or fees depends on the many Factors like:

 Competition
 Service quality
 Staff or teachers
 Infrastructure
 Mode of study
 Reputations of school
 Brand name
 Provide Food
 Ownership whether private or public
 Uniform
 Transportation Facility
Hence price is depend on the quality of service provided by the institute

Pricing Strategies
Admission fees:
 Include Uniform , Learning material
Bus Facility:
 Pick-up and drop facility
Food:
 Include : Breakfast & lunch
 PLACE
The product should be available from where your target consumer finds it easiest to shop.
This may be High Street, Mail Order or the more current option via e-commerce or an
online shop
Place play the vital role in education sector . it means the location where educational institute is
established .
If it is located either:
 Inside city
 Outside city
 Rural areas
 Metro city

 If it is in metro city price of the place is so high

 Place plays an vital role in promotion of institute
 So most of the institute try to established in inside city and place near to city so that it can be
properly known and which results in easy attraction of kids
 Near the place from city more chances of admission

PROMOTION
Advertising, PR, Sales Promotion, Personal Selling and, in more recent times, Social
Media are all key communication tools for an organization. These tools should be used to
put across the organization’s message to the correct audiences in the manner they would
most like to hear, whether it be informative or appealing to their emotions
Promoting through the different advertisement media:
 Media advertisement (newspaper, T.V, F.M, magazines, Pamphlets )
 Door to door by House visiting
 Advertising in malls
 Indoor and outdoor advertisement in city busses
 Hoardings across cities
 Advertisement at tuition classes
 Advertising in Cinema halls
 PEOPLE
All companies are reliant on the people who run them from front line Sales staff to the
Managing Director. Having the right people is essential because they are as much a part of
your business offering as the products/services you are offering.
 In education sector the peoples are Teachers and other supportive staff members
 Teachers are the one who provide satisfaction to student and help them to retain
 They help to add new students also , if teaching comes with positive outcomes it results
in admission of the new students
Teachers are recruited on the basis of :
1. Qualifications
2. Work Experience
3. Innovators
4. Creative
5. Patients power
6. Gender (M/F)
Job Profile in education sector are :
1. Principle (Head)
2. Teachers
3. Clerks
4. Care takers
5. Peons
6. Security guard
7. Workers (Drivers & Cleaners )
8. Management
9. Accountant
 PROCESS
The delivery of your service is usually done with the customer present so how the service
is delivered is once again part of what the consumer is paying for.
Process should be :
 Easy & simple
 Fast
 Hassel free
 Understandable
 Technology based
Because if the process should be simple and attractive then it will make the difference
Process for hiring staff and student admission should be clear short and easy
Admission process :
 Application form for registration
 Parents , students and faculty meet
 Letter of confirmation
Document need by parents on behalf of students at time of admission
 Birth certificate
 Parents qualification certificate and business
 Residencies proof
 Medical certificate of child
 PHYSICAL EVIDENCE
Almost all services include some physical elements even if the bulk of what the consumer
is paying for is intangible. For example a hair salon would provide their client with a
completed hairdo and an insurance company would give their customers some form of
printed material.
It is the direct sensory experience of a service that allows a student to measure whether he or
she has received adequate facilities by the educational institution.
Most essential physical evidence:
1. Infrastructure
2. Classroom
3. Playgrounds
4. Mode of study
5. Computers
6. Office rooms
7. Study materials