FINAL REPORT

ON

Acquire more admissions through Brand Awareness

and Advertising strategies.

By

NAME: AMAN AGARWAL

ENROLLMENT NO.: 19BSP0261

ORGANISATION:

K12 TECHNO SERVICES PVT LTD.

 A REPORT

ON

Acquire more admissions through Brand Awareness

and Advertising strategies

By

NAME: AMAN AGARWAL

ENROLLMENT NO.: 19BSP0261

ORGANISATION:

K12 TECHNO SERVICES PVT LTD.

A report submitted in fulfilment of the requirement of

PGPM Program of IBS
Mumbai

Mr. Suraj Tiwari

Prof.AmrutaVadnerkar
 TABLE OF CONTENT
Sr. No Content Page No
i Authorization i

ii Acknowledgement. ii

iii Executive Summary iii

1 Introduction 1

1.1 About the company 1

1.2 Services at K12 2

1.3 Notable Trends in K12 8

1.4 Subsidiary 9

2 Objective 11

3 Research Methodology 12

4 Branding 13

5 Social Media Advertising 15

5.1 Advertising Strategies 17

6 Industry analysis 21

7 Competitor Analysis 23

8 Economic Analysis 26

9 Work done 27

10 Questionnaire Responses 32

11 SWOT Anlaysis 36

12 Porters Five Forces 37

13 5Ps of Marketing 38

14 Learnings 42

15 Limitations of Study 44

16 Recommendation 45

17 Work Summary 45

18 Conclusions 47

19 Appendix 48
 AUTHORIZATION

This is to certify that the project report entitled “Acquire more

admissions through Brand Awareness and Advertising strategies"
is submitted to marketing department, K12 Techno Services Pvt Ltd
by Mr. Aman Agarwal student of IBS Business School, Mumbai.
This study is a bonafide research work carried out by for a period of
14 weeks from 18th Feb, 2020 to 22nd May, 2019 under the guidance
of undersigned. During the internship he was found intelligent and
hard working. We wish Mr. Aman Agarwal all the best in his future
endeavours.

PLACE: Mumbai Suraj Tiwari

(Business Development Manager)

DATE: 25.05.2020 (K12 Techno Services Pvt Ltd)

i
 ACKNOWLEDGEMENT

The internship opportunity I have with K12 Techno Services Private

Ltd. is a great chance for learning and professional development.

I take this opportunity to express my profound gratitude to Mr. Suraj

Tiwari, Business Development Manager, K12 Techno Services
Private Ltd., who gave me an opportunity to be a part of his
prestigious organization.

I am grateful to Mr. Suraj Tiwari, company guide, for his guidance

and constant supervision as well as for providing necessary
information regarding the project. I am extremely thankful to Prof.
Amruta Vadnerkar, faculty guide who gave valuable guidance and
suggestions for the project & also encouraged my sincere efforts and
channelized my enthusiasm effectively.

I would like to extend my gratitude to IBS MUMBAI, for providing

me such a platform. Last but not the least all my friends and family
members for their support and co-operation.

AMAN AGARWAL

19BSP0261

ii
Executive Summary Report
Executive Summary submitted in fulfilment of the requirements of PGPM program of IBS
Mumbai.

Student Name: AMAN AGARWAL Enrolment no.: 19BSP0261

Organization Description: K12 Techno Services Pvt Ltd located at 601 - 602, Acropolis
Building, Marol, Andheri (East), Mumbai – 400059.

K12 Techno Services Pvt. Ltd. is a leading education service provider in India, offering a
dynamic suite of academic support, services and solutions to schools. The upgraded teaching
methodologies, blended with effective use of technology have been the main idea behind
K12 i.e. to pave the way for a global approach towards education. K12 with its band of
services, facilitate schools to leverage on its strength. It is a company managed by
professionals like Sequoia Capital and Navneet Learning LLP are its primary investors.

TITLE: Acquire more admissions through Brand Awareness and Advertising

strategies.

Objective: Objective of the project is to acquire more admissions for Orchid International
school. To have direct interaction with Parents and counsel them about their child
development with Orchid. To find new ways of outbound marketing. To spread awareness by
hosting events in Pre-schools, Malls, Societies etc. To tap the new segment of market which
can generate leads and results.

Purpose: The purpose of the project was to get exposure to the corporate world, to learn
about an industry and to build a relation with a prospective employer as well as to simply
sharpen our skills. It also included market research in the field development, by the processes
involved like pre sales and sales.

Methodology: Collecting Primary data from direct interaction with Parents and convincing
them to visit and take admission through tele-calling, counselling etc. Doing Market research
for the secondary data like Competitors analysis to know their offering. So that when we can
do in such a way that the Parents consider Orchids better for their child's future and
development.

Limitations: Since due to time constraints and variety of sources available, the granular
aspects of some tasks may not be dealt with. Repetition or Duplication of data. Large sample
size. Randomized sample design. Misinterpretation of Questionnaire by respondents.

Recommendations: There can be more communication between Marketing and

Administrative department which will help in smooth functioning. To make it grow more
effectively, start Suggestion Box, in which employees of the firm can put their suggestion or
feedback, which should be checked on monthly basis.

iii
1 INTRODUCTION

1.1 ABOUT THE COMPANY:

K12 Techno Services Private. Ltd. is a leading education service provider in India, offering a
dynamic suite of academic support, services and solutions to schools. The education sector
has extensively evolved in the last decade.

Hence, the academic needs of students and parents have also grown consequently. The
upgraded teaching methodologies, blended with effective use of technology has been the
main idea behind K12 i.e. to pave the way for a global approach towards education. K12 with
its band of services, facilitate schools to leverage on its strength.

K12 Techno Services Private. Ltd. is incorporated under the provisions of The Companies
Act, 1956. The Company was incorporated in the year 2010 and has its registered office in
Bangalore.

It is a company managed by professionals, Sequoia Capital and Navneet Learning LLP are its
primary investors.

INVESTORS
There are Two Primary Investors namely, Sequoia Capital and Navneet Learning LLP which
are also its lead investors.

Sequoia Capital:

Sequoia Capital invested $15 million in the year 2010 which gave K12 Techno services
Private ltd a foundation to be laid and in return Sequoia holds a seat in Board of Directors
which includes all the important decisions to be taken for the growth of the company.

Navneet Learning LLP:

Navneet Publications invested Rs.45 crores in 2011 which helped K12 Techno services
Private ltd to expand their business across India. Navneet Publications also act as Strategy
Partner so that they capture the maximum market. Navneet Publications also holds a seat in
Board of Directors.

1
There are other Investors which also contribute to the firm K12 Techno Services Private Ltd.
They are,

1. InnoVen Capital
2. Song Advisors
3. WestBridge Capital Partners

1.2 SERVICES AT K12:

A) Academic Support
We provide an integrated curriculum interwoven with technology to deliver enhanced
learning opportunities for students. Planning academics and its execution with teachers
and resource management are some of the key features of our academic support and
services. There are many others like:

1. Our Centre Academy Team

It is a group of dedicated people who come from excellent academic backgrounds.
Having worked in various schools and curriculum development teams across the
country, they bring with them rich and resourceful experience related to school
operations, academics and knowledge of different boards.

2
2. Our Lesson Plans
Our lesson plans are in conformity with educational research across the world.
The lesson plans cater to all types of learners and accommodate various learning
styles. It is designed by our Central Academic Team, which includes from
theoretical knowledge to the practical exposure which is necessary for the child to
grow.

3. Micro Schedule

Centralized Micro Schedules of every class are uploaded online. These schedules
are closely monitored by the school authorities and the Central Academic Team so
that the classes happen on time and as per the lesson plans.

4. Quality Control
Enforcing and maintaining quality is our top most priority. The Implementation
team ensures that the research-backed plans are implemented successfully and
smoothly in the schools.

5. Enriched Curriculum
A host of events like field trips, guest lectures and other real-life experiences
along with subjects kits, audio-visual aid, are a part of the curriculum. These
experiences facilitate wholesome learning and help the child deal with real-life
situations. This helps in growth of children with the practical exposure and that is
uniqueness of it.

6. Books
We help schools with the procurement and distribution of books and notebooks
from Nursery to Grade 12. All the books are designed by Central Academic Team
with the perspective to provide best and quality of education with the language
that can easily adopted by kids and storybooks are also provided for the Nursery
children.

3
7. Student Counselling
We offer support programs for students to help them deal with school situations
and any other issues they may face at home. We also conduct workshops on
various social awareness and school-related matters that can affect a child and to
avoid that counseling sessions for students are available and provided by our
qualified counselors of Orchids The International School.

8. Career Counselling
In the last decade, a panorama of options have opened up for students, with a
multitude of opportunities in a host of rising sectors. We provide career
counselling to students by identifying and matching student’s strengths with
interests and aptitudes which enables him to opt for right career ahead especially
for 10th and 12th children these sessions are conducted.

9. Specialised Training
We also provide specialised Training for the students who display an interest in
the specific fields like Robotics, Sports (Football, Basketball, karate, Swimming,
Athletics), Art and Craft, Drawing skills etc.

10. Transport Support

The best transport support have been providing by us that the transport facilities
are available at all the locations around 8 kms radius and the school buses have
the facility of GPS through which Parents can track the school bus from an
application provided to them which ensures safety of the child.

11. School Property Management

Our services also encompass maintenance of classroom, laboratories, common
area, play area and other facilities apart from AMCs of computers, tab-lab, digital
board, robotic labs and other play equipment in the school.

12. Training/Workshops
We constantly work with schools and based on their ‘Training Needs Analysis’
reports, we conduct sessions wherever training needs are identified and
accordingly, training is provided to teachers, office executives and ancillary staff.

4
B) Technology Support
Digital Learning has become an integral part of our Education system. We offer technical
support to schools while upgrading existing technology to suit evolving requirements. We
provide a combination of digital media supports, including multimedia teaching aids in
the form of text, images, audio-visual mode to facilitate a multi-sensory approach to
knowledge sharing.

1. School ERP and IT Management :

Our ERP and IT management services provide support to School Management
System.

 The parent portal has unique login credentials issued to parents to enable them to
review their ward’s academic performance, health, attendance and other relevant
information.
 Parent App is also available through which parents can get information about their
child.
 Fees can also be paid online through parent portal or app, making the process
smooth for parents.
 We are actively present on social media and regularly update our content with the
latest events and activities.
 Along with that, SMS alerts are also provided on a regular basis to keep parents
updated about the latest happenings in school, change in bus timings, child
attendance and more.
 Wi-fi enabled classrooms and the Smart Boards that we provide have been
selected carefully incorporating the best of animations, videos and other media
from renowned sources such as BBC, Encyclopaedia, Britannica and National
Geographic.
 Smartboards, tab-labs, science labs, aero-modelling labs and robotics labs are
some of the highlights of our technological services.
 We provide GPRS services on buses to enable parents to easily track their child
while they are travelling on the school bus.

5
C) Teacher Solution
We train and support the teachers throughout the academic year, for effective classroom
management practices. Case studies and role plays are some of the components of our
classroom management workshops for teachers.

1. Classroom Management Training

Classroom management training is provided to teachers of Orchids International
School. To train and support the teachers throughout the academic year, for
effective classroom management practices. Regular teaching workshop sessions
are conducted by K12 experts to make sure of the quality in teaching experience
which involves activities like case studies and higher degree qualifications.

2. Teacher Lesson Plan and Micro-Schedule Training

We also conduct training sessions to facilitate teacher’s understanding of lesson
plans and micro-schedules. New teachers undergo a comprehensive training camp
while existing teachers are constantly updated about the upgraded academic
content.

3. Exposure to Latest Teaching Tools

K12 also empower teachers with the latest in teaching-support tools and
technology in order to effectively implement instructional strategies. Now the
classes have been made into digital classrooms so continous upgrade is necessary
in teaching methods for the convenience of the children and their learning.

4. Parent Management
We also understand the need to train teachers to handle parent’s queries and
related matters. At times if the need arises, we also train parents on how to teach
children at home and also on matters such as positive parenting, technology etc.

5. Event Planning
Events are an essential part of our academic calendar. We provide guidelines and
also train teachers on conducting various events. There are various events held
during academic year such as Annual Day, Sports Day, Competitions (Drawing,
Football Premier League, Karate Championship)

6
D) Marketing Solution
We offer a range of customized and innovative marketing solutions to schools in order to
increase visibility. Our innovative solutions help maximise school participation and build
brand equity through various activities and strategic marketing partnerships.

1. Brand Building
The main idea is to build K12 and Orchids International School as a brand in a
positive way that can be perceived by the target audience and get the recognition in
the market.

2. Corporate Planning
Successful forecasting and organizing revenue yielding resources are part of our
corporate planning services.

3. Digital Marketing and Lead Generation

We have an active online presence on all platforms. Leads are generated through
enquiry forms which are available online as well as websites like Justdial, Sulekha,
AskLaila and more. We also ensure Search Engine Optimization for related
keywords. If required, we provide campaign services through Google and Facebook
ads to generate leads. Along with that we also do email marketing i.e. sending emails
to the entire database.

4. Parent Enquiry and Admission Handling

We provide solutions for handling the admission process. When prospective
admission-seekers walk into the schools, we facilitate the process of converting
interested parents into applicants and supply them the admission kit.

5. Call Centre Management

We have a Centralized Call Center Team which contacts leads, received in CRM
through different channels. We also do rigorous follow-up on all these leads to ensure
conversions (admission). Bulk SMSes are sent on regular intervals to the entire
database regarding admissions in the schools.

7
1.3 NOTABLE TRENDS IN THE K-12 SEGMENT:

Private schools adopting franchise models:

 Various operating models like a mix of franchisee and owned-schools are being used
by the private players to ensure their economic viability.
 Setting up an all new education institution is very difficult and expensive franchising
provides opportunities to start a new business with less capital Emergence of
international school segment:
 With increasing awareness, private Indian players are collaborating with international
brands to provide international standard quality education.

Increasing use of technology:

 Schools are investing in information and multimedia education technologies to

provide better education to students.
 Byju’s has more than 400,000 students are using the app currently, ranging from K-
12students to students preparing for competitive exams. In January 2019, the company
acquired US based learning platform Osmo for US$120 million to drive its plans of
international expansion. In June 2019, the Walt Disney Company and Byju’s jointly
launched a new leaning app targeted at children aged 6-8years.
 Market size of digital publishing for education sector in India has increase data CAGR
of5.29 percent year-on-year to US $ 356million in 2017 from US $305million in
2014.As of March 2019, the Government of India Is taking the initiative to encourage
colleges to offer online courses in rural areas to ensure education for all.
 As of March 2019, there are 66 million internet subscribers in India in age bracket of
5to11years.
 In August 2019, Vision Digital has launched a course with the goal to bring digital
education to1 lakh students in upcoming years, this course will equip the youth with
digital and analytical skills.

8
1.4 SUBSIDIARY:

The K12 Techno Services Private Limited runs an educational institution in India under the
brand name,

1. Orchids The International School

Ever since the blossoming of our first ORCHIDS in Hyderabad 18 years ago, to a chain of 34
International Schools, we have impacted more than 25,000 lives, setting a new benchmark
for quality of education. ORCHIDS The International School is one of the top International
Schools, blooming all over Bengaluru, Mumbai, Hyderabad, Pune, Kolkata, Chennai.

We believe in “Shaping minds, touching lives, Building Second Homes”.

Along with academic excellence, we also lay a strong emphasis on personality development
and employ a number of innovative ways to inculcate strong values, building responsible
individuals and future-ready global citizens.

1.4.1 AWARDS AND RECOGNITION

Orchids The International School has won award for ‘Emerging Schools in Mumbai’ by The
Times Group Survey for two consecutive years in 2017 and 2018.

They have recently expanded their schools in India especially in Mumbai as they have now
13 branches spread across the Mumbai region covering the area from Masjid Bundar to Navi
Mumbai, which is a great growth in recent years and so they have been awarded by Times
group.

9
1.4.2 5 UNIQUE PILLARS OF ORCHIDS:

These pillars define the uniqueness that is provided by only Orchids International School.
They are

Academic excellence: Innovative teaching methods to nurture the potentials of the students,
driving them towards achieving academic excellence.

Personal Attention: A team of Skilled and experienced teachers who are experts in their
respective fields to cater to the curiosities of each student.

Holistic Development: Learning beyond classrooms through a spectrum of extra-curricular

activities for an all-round progress.

Best-in-class Infrastructure: World-class infrastructure to complement the academic

process and extra-curricular activities.

Safe Campus: Comprehensive measures to ensure the safety of our students.

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2 OBJECTIVE:
1. The primary objective is to spread awareness and acquire more admissions for Orchid
International School.

SECONDARY OBJECTIVE:

1. To have direct interaction with Parents and counsel them about their child
development with Orchid.
2. To find new ways of outbound marketing. To spread awareness by hosting events in
Pre-schools, Malls, Societies etc.
3. To improve the inbound marketing which focuses primarily on Digital Marketing. To
increase the frequency of posts on social media sites.
4. To identify effective advertising sources which will be useful for Orchid International
School.

11
3 RESEARCH METHODOLOGY:

Collecting Primary data from direct interaction with Parents and convincing them to visit and
take admission through tele-calling, counselling. Doing Market research for the secondary
data like Competitors analysis to know their offering. So that when we can do in such a way
that the Parents consider Orchids better for their child's future and development.

Data Collection:

A comprehensive questionnaire was prepared to meet out the needs of the objective.

Sources of Data:

Data Collection is the backbone of research design. The source of data utilized for analysis
and report preparation is both primary and secondary.

Primary Data: The data which is collected by the researchers at first hand. Primary data was
collected through questionnaire.

Secondary Data: The data which is gathered from outside sources for research. The
secondary source of data was the internet.

12
4 BRANDING:
What is it? “Branding is endowing products and services with the power of a brand”
(Kotler & Keller, 2015)

Branding is the process of giving a meaning to specific company, products or

services by creating and shaping a brand in consumers’ minds. It is a strategy
designed by companies to help people to quickly identify their products and
organization and give them a reason to choose their products over the competition’s,
by clarifying what this particular brand is and is not. The objective is to attract and
retain loyal customers by delivering a product that is always aligned with what the
brand promises.
K12 understands that how brand image is a successful tool for faster growth and to
be recognized in the market where everyone is just talking about your brand name.
K12’s primary motive is to make ‘Orchids The International school’ a brand.

BRANDING STRATEGIES ADOPTED BY K12:

1. Employee Involvement: Achieving a sense of consistency is important if

you wish to build brand recognition. And while a style guide can help you
achieve a cohesive digital experience, it's equally important for your
employees to be well versed in the how they should be communicating with
customers and representing the brand.

13
2. Purpose:
a. Functional: This concept focuses on the evaluations of success in
terms of immediate and commercial reasons -- i.e. the purpose of
the business is to make money.

b. Intentional: This concept focuses on success as it relates to the

ability to make money and do good in the world.

3. Consistency: The key to consistency is to avoid talking about things that

don’t relate to or enhance your brand. Added a new photo to your business
Facebook Page? What does it mean for your company? Does it align with
your message, or was it just something funny that would, quite frankly,
confuse your audience? In an effort to give your brand a platform to stand
on, you need to be sure that all of your messaging is cohesive. Ultimately,
consistency contributes to brand recognition, which fuels customer loyalty.

4. Emotion: Why? People have an innate desire to build relationships.

Research from psychologists Roy Baumeister and Mark Leary best
describes this need in their "belongingness hypothesis," which states:
"People have a basic psychological need to feel closely connected to others,
and that caring, affectionate bonds from close relationships are a major
part of human behaviour."

Not to mention, belongingness -- the need for love, affection, and being part
of groups - falls directly in the middle of Maslow's hierarchy of needs,
which aims to categorize different human needs.

5. Flexibility: Take the opportunity to engage your followers in fresh, new

ways. Are there some out-of-the-box partnerships your brand can make?
Are there attributes about your product you never highlighted? Use those
to connect with new customers and remind your old ones why they love
you.

14
 6. Loyalty: These customers have gone out their way to write about you, to
tell their friends about you, and to act as your brand ambassadors.
Cultivating loyalty from these people early on will yield more returning
customers -- and more profit for your business.

7. Competition: Take the competition as a challenge to improve your own strategy and
create greater value in your overall brand. Sure, you probably sell a similar product or
service as many other companies, but you're in business because your brand is
unique. By harping on every move your competitor makes, you lose that
differentiation

4.1 Social Media Advertising Strategies:

1. Campaign Overview:
The campaign overview throws light on the elements of social ad campaigns:
Campaign Outline: The campaign outline provides elementary details of the ad campaign. It
contains the campaign name, ideas/inspiration, details (such as purpose and goals, how it will
help meet your company objectives, etc.), hashtags, and any such information.

2. Target Audience:

Be as specific as you can when it comes to choosing the right target audience. Dig into the
analytics section of your social media accounts/pages to understand your audience and the
type of content they are most receptive to. Visit your buyer persona templates to identify the
most relevant characteristics and traits.
Finally, create test campaigns on different platforms to know what type of audience you can
reach out to based on the filters applied to define the target audience. Most platforms give
you an approximate number of people you can reach through an ad campaign. Tweak the
characteristics accordingly, so your targeting doesn’t get too niche or too broad.

3. Campaign Creative

Campaign creatives are ad copies (messaging) and visuals (images, gifs, and videos). The
campaign creatives should be prepared by taking into account the target audience and
platform guidelines. For example, visuals with too much text don’t perform well on
Facebook. The same audience visits different platforms with a different mindset. Therefore, it

15
is advised to customize the creatives for each platform. You can run A/B tests by tweaking
the copy and visuals to optimize the performance.

4. Social Media Platforms

The most widely used platforms for social media advertising include Facebook, Twitter,
LinkedIn, Instagram, Pinterest, Snapchat, TikTok, and YouTube. Different social networks
serve different audience segments. For example, Pinterest may not be the best choice for a
B2B business or a fast-moving consumer goods (FMCG) brand may not drive a successful
awareness campaign on LinkedIn.
Choosing the right social media platforms will help you determine the budget, ad format(s),
and tailor the campaign messaging for individual platforms.

5. Campaign Budget and Success Metrics

a. It helps to break down the campaign budget into two brackets to track the ROI
effectively:
b. Fees/Expenses: If you are working with a social media advertising agency, you need
to keep their fees separate from the actual budget. You will, however, include the
payments made to third-party individuals such as a copywriter, graphic designer, or
video editor, and money that you spend to purchase stock images, videos, or software.
c. Ad Budget: This includes the money that you’ll actually pay the platform to run the
ad-campaign.

16
5 ADVERTISING STRTEGIES BY ORCHIDS:

5.1 Social Media Campaigns

This was one of a special initiative by Orchids, where people can contribute towards a better
future for upcoming generations by just planting more trees which can be possible with
collaborating ‘Sankalptaru’ by donating up to Rs.251.

World Wildlife Day – 3rd March 2020

International Women’s Day – 8th March 2020

17
These advertisements were made to advertise on social media platforms like Facebook,
Instagram and Orchids website.

International Happiness Day – 20th March 2020

International Mothers Day – 12th May 2020

18
5.2 Posters and Leaflets:

1. Admission Open and Enquiry Advertisement

2. Competitions and Events:

RoboFest:

The RoboFest was conducted by Orchids International School, Borivali in which all the
interested participants from all the branches in Mumbai are competing with each other to win
the competition. This competition was to present their best robots in order to win it.

19
Orchadio:

Post Lockdown, Orchadio was introduced where the students of Orchids International School
prepare a special radio program which includes Songs, Corona related news, Games etc
where other students can tune in to listen to it and have fun during COVID-19 situation. This
was proved to be successful event as lot of students and their tuned into Orchadio on 5th
May,2020.

20
6 INDUSTRY ANALYSIS
 The education sector is very lucrative in India as the people seeking higher education
are forecasted to increase.
 This industry is completely recession-proof as people would still want to take at least
the undergraduate education in the best possible institutes for their brighter future.
 The government support for this sector has been immense.
 Let’s look at the analysis of education sector in India and the market contribution of
various education stages:

21
6.1 INDUSTRY GROWTH OVER YEARS:
1. Education industry has contributed a lot towards the economy of our country in recent
years.

2. India has the world’s largest population of about 500 million in the age bracket of 5-
24 years and this provides a great opportunity for the education sector. The education
sector in India is estimated at US$ 91.7 billion in FY18 and is expected to reach US$
101.1 billion in FY19.
3. Number of colleges and universities in India reached 39,050 and 903, respectively in
2017-18. India had 36.64 million students enrolled in higher education in 2017-18.
Gross Enrolment Ratio in higher education reached 25.8 per cent in 2017-18.
4. The country has become the second largest market for e-learning after the US. The
sector is expected to reach US$ 1.96 billion by 2021 with around 9.5 million users.

22
7 COMPETITOR ANALYSIS

Top Competitors of K12 Techno Services Private Ltd

These are the direct Competitors, where these companies also provide the same services as
K12 Techno Services Pvt Ltd

1. Everonn Education Limited

Everonn Systems India Ltd is a leading education and

training company in India. The company is offering a
wide range of services that include creating educational
and training content of global relevance, designing and
executing large learning initiatives and setting up the
requisite infrastructure.

2. Educomp Solutions Pvt Ltd

Educomp is spearheading the second-wave of the evolution of education with its diverse
range of learning solutions. Imaging a
learning environment that identifies
and hones individual interests and
skills with the perfect combination of
advanced technology and
unconventional teaching methods.

Our flagship businesses of School Learning Solutions: smart class and Edureach lead the
growth of our business in India. They are the market leaders in their segments of private and
government schools respectively.

Subsidiary: Educomp Infrastructure and School Management Ltd.

3. MT Educare Ltd

MT Educare Ltd is an education support and coaching services provider for students in the
secondary and higher secondary school
and for students pursuing graduation
degree in commerce preparing for various

23
competitive examinations and undertaking chartered accountancy examinations.

The company has operations across the states of Maharashtra, Tamil Nadu, Karnataka and
Gujarat through 188 Coaching Centers in 110 locations.

4. People Combine

People Combine is an Education Management & Consulting company with over two decades
of rich experience in the sector.

We offer end-to-end solutions for educational

institutions across the country ranging pre-
schools to international schools and beyond.
For an educational institute to provide quality
education to students, it is important that various operational aspects of the school function
smoothly, and that is where People Combine comes in.

Right from transport management system for school buses to lunch & staff management,
People combine provides a broad range of solutions that help institutes to deliver and
maintain a high service quality

INDIRECT COMPETITORS:

The indirect competitors are the competitors of Orchids International School which in turn
affects the business of K12 Techno Services Private Ltd. They are:

1. Podar International School

The Podar network of schools also offers a wide choice of educational streams such as the
Central Board of Secondary Education (CBSE), Council for the Indian School Certificate
Examinations (CISCE), Secondary School Certificate (SSC), Cambridge (IGCSE) and
International Baccalaureate (IB).

Our constantly growing network of

education institutions includes a
wide spectrum of Pre-Primary
schools under the brand name of

24
Podar Jumbo Kids, Primary and Secondary schools under the brand name of Podar
International School, Podar Blossom School, Junior Colleges, Part-Time courses and Teacher
Training Institutes.

2. CP Goenka International School

CP Goenka International School is an institution where education is disseminated with a core

objective to create Culturally Developed,
Responsible and Conscientious Global
Citizens.

CP Goenka International School, one of the

best international schools in Mumbai
offering highest standards of excellent
academic education of IGCSE, CBSE,
ICSE & IBDP board curriculum.

CP Goenka's Juhu campus was listed amongst the top schools in Mumbai City in an annual
survey published by The Times of India's 'Times School Survey' in 2018

3. VIBGYOR International School

VIBGYOR Group of Schools is a chain of schools, the first of which was established in 2004
in Goregaon, Mumbai, India. Under the leadership
of Rustom Kerawalla, Founder Chairman of the
Institution, the VIBGYOR Group has opened 39
schools in fourteen major cities.

VIBGYOR High offers nationally established ICSE, CIE, IGCSE and CBSE Boards
curriculum for students.

ROAD AHEAD OF EDUCATION INDUSTRY:

 There are various incentives such as the exemption on the service tax to meet this goal
and is an also increasing budget allocation for the sector.
 Increase of foreign investments in India with the aim of procuring USD 150 billion
over the next decade.
 The government is promoting public-private partnership (PPP) model in the sector to
provide quality education.

25
8 ECONOMIC ANALYSIS

NEW EDUCATION SECTOR POLICIES:

The introduction of new policies in education sector for the development of Education sector
in India. It was introduced in the year 2016. The policies are:

1. ICSE, ISC schools to now have mandatory yoga classes.

2. Students not allowed pursuing two regular degrees together.
3. Government school teachers to be sent abroad for training.
4. Free higher education for the poor.
5. No detention policy to end for Class 5 and 8.

Government Initiatives
Some of the other major initiatives taken by the Government of India are:
1. As per the Union Budget 2019-20, under the Pradhan Mantri Gramin Digital
Saksharta Abhiyan (PMGDISHA), over 2 crore rural Indians have been made
digitally literate.
2. The Government has allocated the expenditure budget for higher education Rs 38,317
crore (US$ 5.4 billion) and for school education and literacy of Rs 56,536 crore (US$
8.08 billion).
3. Government provided Rs 400 crore (US$ 51.23 million) for ‘World Class Institutions’
for FY 2019-20.
4. Government promoted new scheme ‘Study in India’ to bring foreign students to
higher educational institutions.
5. The Ek Bharat Shreshtha Bharat (EBSB) campaign was introduced by Government to
increase engagement between states, union territories, central ministries, educational
institutions and general public.
6. Prime Minister Mr Narendra Modi launched the Skill India initiative – ‘Kaushal
Bharat, Kushal Bharat’. Under this initiative, the government has set itself a target of
training 400 million citizens by 2022 that would enable them to find jobs.
7. The initiatives launched include various programmes like: Pradhan Mantri Kaushal
Vikas Yojana (PMKVY), National Policy for Skill Development andEntrepreneurship
2015.

26
9 WORK DONE:

Training – Analysing Target Areas

During the first two weeks, I was briefed about the company and my training commenced by
my company guide, Mr. Suraj Tiwari and my colleagues Mr. Rahul Singh and Mr. Sani
Kumar. Under their proper guidance, I started to gain knowledge of the company’s structure,
function, its business plans, customers, competitors etc.

In our Training period we were asked to observe the functioning of the company and their all
the targeted areas which the business was done. As we became familiar with the working of
business various tasks were given to us on repetition basis so everyone can explore the all the
marketing areas initially.

27
Pre-School Tie ups/Events.

After the completion of Training, we were assigned to visit different Pre-schools of different
areas on daily basis and to pitch them about our Orchids the International School, so that we
can have collaboration with the Pre-schools for the motive of maximum admissions from
them. In return they will receive some monetary benefits and also benefits of using our
amenities like Sports Ground, Bus facilities (for picnics), also for their function purposes at
no additional charges.

Society/Apartment Tie-ups.

We also organize events in Societies and Apartments, where we approach the manager or the
secretary of the society and seek their permission for allowing to organize events like
Drawing competition or Magic shows. This benefit us by spreading the awareness of Orchids
the International School.

We arrange drawing competition for the kids of age group of 5 years to 15 years where it’s a
theme of free-style drawing and the children can come out at their best. All the materials
required is provided by our school (Orchid International School). Magic show happens at

28
night at the demand of kids and where a magician is performing various magic tricks and
entertaining the children.

Registration for Online

Now we have to approach the parents for registration of the online classes from Nursery to
Grade 10. In online classes the Teachers will teach the students through Zoom application
and give them homework and assignments for their continuous learning.

29
Feedback from Online classes

To take feedback from the parents who have already registered and are pursuing the online
classes. This helps to create the report and also helps in identifying the improvement areas to
make it user friendly and convenient to use for parents.

If any parents are facing any issues then those issues are entered in report and then sent to
operations team for further process and to solve the issues faced by parents.

Scheduling online classes:

After the completing the Registration process now the classes need to be scheduled as per
Grades, Batches, and Timings etc. The parents are informed about the class and timings a day
prior, so that the children are prepared for the class. The teacher is also notified about the
timings so that it’s friendly and easy to conduct the classes. The classes once is fixed cannot
be changed unless if parents feel uncomfortable and want to change the timings of class.

After the completion of the class, Parents are asked about the feedback of the class so that the
remarks can be passes on to teachers and the classes will presume smoothly. The feedback
would be updated on daily basis to the drive assigned.

30
31
11 QUESTIONNAIRE RESPONSES:

Parent’s Annual Income: We tried to find out the annual income of parents.

From the responses we collected that is shown in the pie chart says that about 36% of parents
have annual income level between 7 Lakhs and 10 Lakhs. 28% have income between 4 lakhs
and 7 Lakhs. 27% of parents have income above 10 Lakhs and only about 9% parents have
income less than 4 lakhs.

This helps in understanding the annual income level of parents and how they can educate
their children better with Orchid’s International.

Which board are you looking for: This chart states the school board names and we tried to
understand the preference of parents for their children towards school boards. We included
the 4 main boards of school. They are State Board, CBSE, IIGCSE and IB.

Around 66% parents have voted for CBSE as it is one of the largely available board in every
city and state. 18% have voted for IGCSE, 10% have voted for State Board and only 6%
parents have voted for IB board.

32
Have you heard about OIS: This question was included to know how many parents are
aware about the Orchid International School and how we can effectively spread the
awareness by telling them the benefits of this esteemed school.

The pie chart states that around more than 50% parents are well aware about the Orchids
International School. 70% parents have voted “Yes”. 16% parents have voted “No” and only
about 14% parents are skeptical about this school. This will help us reach them through
various mediums and explain them about the benefits of the school and how important it is
for their children.

33
Have you heard about OIS online classes: Orchids International School conducts online
classes for every kid irrespective of whether that kid is studying in Orchids International
School or not. It’s a great platform provided by the school free for every student to gain
knowledge and learn all the subjects taught just like in a physical classroom. This online
classes covers the syllabus from grade 1 to class 10.

Through this question and the above pie chart, it has helped us know how many parents are
aware about this online classes. 48% parents have voted Yes. 47% parents have voted No.
and about 5% parents have voted Maybe, which means we can still reach them out and aware
them about this classes.

Have you seen this brands ad?

34
The above pie chart helps in knowing about many people are aware about the advertisements
shown by Orchids International School. Around 60% parents have voted “Yes”, that they
have seen this brand’s advertisements. 18% parents have voted “No” and about 22% parents
have voted “Maybe”.

How did you come to know about OIS?

The graph helps us understand through which platforms parents are aware about Orchids
International School. The options included were different media platforms, online and offline.
They are website, billboards, magazines, newspapers, TV, relatives and friends.

Around 45.8% parents have come to know about Orchids International School through
newspapers. 37.5% parents got the awareness through friends. 33.3% through billboards.
29.2% through website of Orchids International School. 17.7% through relatives. 11.5%
through TV and only about 2.1% through magazines.

35
11 SWOT ANALYSIS:

STRENGTH

1. K12 Techno Services is a K-12 school management company running over 30

schools across 6 cities in India with the brand of The Orchids International School.
2. Unique teaching methods adopted by The Orchids International School which gives
more Practical exposure than a traditional approach.
3. Providing Integrated Curriculum (CBSE + International Board) which differentiates it
from other schools.

WEAKNESS

1. Most of all properties are on Lease basis or partly owned and not owned exclusively
by The Orchids International School.
2. Awareness and Visibility is on low light.
3. Digital Marketing

OPPORTUNITY

1. Increase awareness by adopting different advertising and promotional activities.

2. Expansion of Orchids Schools through Joint ventures and Acquisition of old schools
3. Aims to open various branches of The Orchids International School in various cities
across India.
4. Acceptance of International schools by parents of middle-class segment.

36
THREATS

1. Highly capital-intensive business.

2. There are high chances of legalities liable to school as its highly focused on Offline/
Outdoor marketing.
3. Competitors attracting our allies and tie-ups with various Pre-schools to advantage
over us.
4. Market uncertainty such as current situation which hinders the marketing strategies
and marketing plan.

12 PORTERS 5 FORCES:

Threat of new entrants: The threat of new entrant is on low side as requires additional
planning and its highly capital based business.

Threat of substitute: Threat of substitute is comparatively high. As Parents have more

options to choose from which increases the risk of substitution of shifting to different
international schools.

37
Degree of Rivalry: It considers the strength of the rivalry present in the current industry as
there are some major competitors in market (Everonn Education Ltd, People Combine, MT
Educare Ltd)

Bargaining power of Buyers: The bargaining power is high with buyers in Education
Industry as the Parents have the power and right to choose what they find is best suitable for
their children and the requirements they want.

Bargaining power of supplier: Bargaining power with suppliers is moderate as institutions

have distinct features and benefits offered to Parents which provides them advantage over
others. (Infrastructure, Teaching staff, Environment, Locality)

13 5Ps OF MARKETING:

Product-Product refers to what you are selling, including all of the features, advantages and
benefits that your customers can enjoy from buying your goods or services. When marketing
your product, you need to think about the key features and benefits your customers want or
need, including (but not limited to) styling, quality, repairs, and accessories.

Product strategy formulated by K12 Techno Services Pvt Ltd:

K12 uses Orchids The International School as their product in order to get maximum revenue
from it by increasing the admissions with providing the features like Swimming Pools,

38
Basketball Court, Football Turf, Picnics and various activities that stands out and unique
from other schools.

Price-This refers to your pricing strategy for your products and services and how it will
affect your customers. You should identify how much your customers are prepared to pay,
how much mark-up you need to cater for overheads, your profit margins and payment
methods, and other costs. To attract customers and retain your competitive advantage, you
may also wish to consider the possibility of discounts and seasonal.

Price strategy formulated by K12 Techno Services Pvt Ltd:

The Price refers here is “Fees” that they are obtaining from parents which is worth for the
education service they are providing in comparison to same category schools, so parents feel
that they are getting the quality of education they need for their child. This increases the
customer relationship and gains competitive advantage over other schools.

Promotion-These are the promotional activities you use to make your customers aware of
your products and services, including advertising, sales tactics, promotions and direct
marketing. Generally, these are referred to as marketing tactics.

Promotional strategy formulated by K12 Techno Services Pvt Ltd:

Use of social media platforms such as Instagram, Facebook, Twitter etc. Distribution of
Leaflets and outdoor advertising like putting up Banners, Posters and conducting social
events which enhance the brand name of the school and even via SMS and E-mail Marketing
creating brand awareness.

Place-Place is where your products and services are seen, made, sold or distributed. Access
for customers to your products is key and it is important to ensure that customers can find
you.

Place strategy formulated by K12 Techno Services Pvt Ltd:

Orchids The International School have 13 branches in Mumbai and which covers all the
major areas and by doing this they are getting the maximum reach of parents and trying to
penetrate the market.

People-People refer to the staff and salespeople who work for your business, including you.
Give your business a competitive advantage by recruiting the right people, training your staff
to develop their skills, and retaining good staff.

39
People strategy formulated by K12 Techno Services Pvt Ltd:

K12 staffs are the Top level management which ensures the right recruitment for the middle
and bottom level management, so each branch of Orchids School has their own Branch head,
Marketing team, and operations team which divides the work load and help the firm to grow
better.

13.1 Admission Process by Marketing Team:

This is the admission process done through the marketing team as follows;

Step 1: To generate leads from out-bound marketing which are collected by our marketing
executives with providing information about our Orchids schools and get their contact
information from interested parents and updated on PRO app.

Step 2: The leads which are generated extracted from PRO application and then analysed and
shortlisted according to their requirements as per class, or batch timing i.e either morning or
evening.

Step 3: After the short listing is done the leads are appointed to our tele-callers and they will
call the parents and fix an appointment with counsellers for visiting our school and push them
for taking admission.

Step 4: So after that confirmed parents are taking counseling for admission but if any parents
miss their appointment then the tele-callers take follow up and provide them with next
appointment according to their convenience for visiting school and meeting with counselors.

Step 5: The last step is the conversion process where the parent is convinced and completed
the admission process by paying the admission fees and first installment of the fee. The final
report is made of the parents who has completed the admission process and sent to
administrative team.

40
Flowchart of Admission Process by Marketing Team:

LEAD GENERATION

RESEARCH OF THE LEAD GENERATED

CALLING TO LEADS GENERATED

FOLLOW-UPS/CONFIRMED APPOINTMENTS

CONVERIONS (ADMISSION TAKEN)

41
14 LEARNINGS:

1. Out-bound Marketing:
Outbound Marketing is also commonly known as Field Marketing, where all the
advertising, promotions, spreading awareness is completely done on on-field directly
engaging the customers. This is the strength of the company and it relies completely
on it. The most of the work and the contribution to revenue comes from outbound
marketing. There are various methods adopted by the out-bound marketing team, they
are:
 Advertisement Hoardings
 Pamphlets
 Promotional activities like Mall events.
 Print advertising like Newspapers, Magazines and Posters.

2. In-bound Marketing:
Inbound Marketing is done from within the company and also through digital
marketing and Counselling. In this we convince the parents to convert the walk-ins
into admissions, the more the conversions the better for the growth of company.

a) Digital Marketing: Digital Marketing is to improve and generate more digital

leads of interested parents. These leads are collected through admission
enquiry online form or third party sites. This helps to increase the admissions.

b) Counselling: The counselling is provided to the Parents who are seeking

admissions for their child while providing them information about the
facilities, amenities, and uniqueness to convince them for admission in
Orchids.

3. Working of Industry:
During my internship I learnt the insights of the company like the functioning of
company, hierarchy, policies, coordination between various departments. This gave
me exposure about real world scenario and also practical knowledge of the working
of institution.

42
4. Organising Events:
Organised many events like in Societies, apartments, schools. It helped me to
understand the techniques to handle and manage crowd, also contacted secretaries of
the Societies and convince them to organise the event. It gives better look to
understand the events and three important things, ‘How to do’, ‘When to do’, ‘Where
to do’. These three things are most basic to learn and understand while organising any
events.

5. Client Tie-ups:
The main learning from this was pitching to clients, setting up meeting with new
clients, approaching and convincing them to tie-up with Orchids the International
School. The main clients for Tie-ups were the Pre-schools in the nearby area; in
return Pre-schools will gain monetary benefit from Orchids depending upon number
of admissions provided by them.

6. Scheduling online sessions:

To schedule online classes for the students like to organise the classes, direct the
parents about the class (like timing, subjects), and to re-schedule the class if parent is
not comfortable and the classes will go on from 10am to 5pm daily from Monday to
Saturday.

7. Feedback:
The feedback process helps to understand the smooth flow and identify the errors
occurred during the online classes, so which will help us to improve and make it
better for parents in a most convenient way possible. The feedbacks are taken on
daily basis after completion of the classes, so that feedbacks are passed on to the
operation backend team quickly and to resolve the errors.

8. Report Generation:
Learnt to prepare various types of report which are Leads Generation Report, Daily
Work Report, Event Tie-ups Report, Online classes report etc.

43
15 LIMITATIONS OF THE STUDY:

The limitations occur to every researcher while he does his research. The limitations of the
study are those characteristics of design or methodology that impacted or influenced the
interpretation of the findings from your research. They are the constraints on generaliability,
applications to practice, and/or utility of findings that are the result of the ways in which you
initially chose to design the study or the method used to establish internal and external
validity or the result of unanticipated challenges that emerged during the study. The
limitations are given as follows

1. People are reluctant to give information.

2. Time consuming to fill questionnaire.

3. Lack of prior research studies on the topic

4. Self-reported data.

5. Sample collected randomly.

44
16 RECOMMENDATION

 Feedbacks which are taken must be implemented on regular basis which will
help in building customer relationship.
 There can be more communication between Marketing and Administrative
department which will help in smooth functioning.
 Employee motivation should be provided, especially to marketing team.
 To make it grow more effectively, start Suggestion Box, in which employees of
the firm can put their suggestion or feedback, which should be checked on
monthly basis.

17 WORK SUMMARY

I started my Summer Internship Program, at K12 Techno Services Pvt. Ltd from 18th
February 2020. Firstly we were given brief understanding of the organisation product,
hierarchy, functioning in First half of my Internship duration then later half I was doing
admissions for the Orchids The International School . I was assigned the post of Branch
Business Development Intern in the weeks of my internship.

During the first two weeks, I was briefed about the company and my training commenced by
my company guide, Mr. Suraj Tiwari and my colleagues Mr. Rahul Singh and Mr. Sani
Kumar. Under their proper guidance, I started to gain knowledge of the company’s structure,
function, its business plans, customers, competitors etc.

After the completion of Training, we were assigned to visit different Pre-schools of different
areas on daily basis and to pitch them about our Orchids the International School, so that we
can have collaboration with the Pre-schools for the motive of maximum admissions from
them. In return they will receive some monetary benefits and also benefits of using our
amenities like Sports Ground, Bus facilities (for picnics), also for their function purposes at
no additional charges

We also organize events in Societies and Apartments, where we approach the manager or the
secretary of the society and seek their permission for allowing to organize events like
Drawing competition or Magic shows. This benefits us by spreading the brand name of
Orchids the International School.

45
We arrange drawing competition for the kids of age group of 5 years to 15 years where it’s a
theme of free-style drawing and the children can come out at their best. All the materials
required is provided by our school (Orchid International School). Magic show happens at
night at the demand of kids and where a magician is performing various magic tricks and
entertaining the children.

Post COVID-19

The business model was changed due to lockdown situation and now we have to approach
the parents for registration of the online classes from Nursery to Grade 10. In online classes
the Teachers will teach the students through Zoom application and give them homework and
assignments for their continuous learning..

After the completing the Registration process now the classes need to be scheduled as per
Grades, Batches, and Timings etc. The parents are informed about the class and timings a day
prior, so that the children are prepared for the class. The teacher is also notified about the
timings so that it’s friendly and easy to conduct the classes. The classes once is fixed cannot
be changed unless if parents feel uncomfortable and want to change the timings of class.

After every class feedback is taken from the parents who are pursuing the online classes. If
any parents are facing any issues then those issues are entered in report and then sent to
operations team for further process and to solve the issues faced by parents. This helps in
identifying the areas to improve which makes it user friendly and convenient for parents to
attend online classes.

46
18 CONCLUSION

To conclude my first corporate experience overall, it was all and more than one can
learn in this period of time. I got to learn a lot from this organization as well as many
other things. Though it was short span of time in which I learned each and every part of
marketing, advertising, leadership qualities, improve in personality as a whole. And
working with such great minds and enthusiasm never let me realised where did these
months go. And, Orchids International School (Subsidiary of K12 Techno Services
Private Limited) in my time had organized lot of events with expanding the region and
target area with also increase in outbound advertising which increased the number of
admissions.

47
19 APPENDIX

QUESTIONNAIRE

1) Parent Name

-----------------------------------

2) Mobile Number

-----------------------------------

3) Child Name

-----------------------------------

4) Age

-----------------------------------

5) Gender

-----------------------------------

6) School Name

-----------------------------------

7) Parents Annual Income

o State Board
o CBSE
o IGCSE
o IB
8) Have you heard about Orchids International School?
o Yes
o No
o Maybe

48
9) How did you come to know about Orchids International School?
□ Website
□ Billboards
□ Magazines
□ Tv
□ Newspapers
□ Relatives
□ Friends
10) Have you seen this brands advertisement(s)?
o Yes
o No
o Maybe
11) Have you heard about Orchids School online classes?
o Yes
o No
o Maybe

49