Analysis of the role of outdoor

advertising and establishing

strategies for more admissions in
educational institute.

By,
Aman Singh, 19BSP0285
K12 Techno Services Pvt LTD.

0
 A REPORT

ON

ANALYSIS OF THE ROLE OF OUTDOOR ADVERTISING

AND ESTABLISHING STRATEGIES FOR MORE
ADMISSIONS IN EDUCATIONAL INSTITUTES.

By

Aman Singh, 19BSP0285.

K12 Techno Services Pvt LTD.

A report submitted in partial fulfillment of the requirements of PGPM

Program of IBS Mumbai

Submitted to:
FACULTY GUIDE COMPANY GUIDE

PROF. AMRUTA VADENEKAR MR. JIGNESH PATTANI

Date of Submission:

1
 AUTHORIZATION
I hereby declare that the project entitled, “Analysis of the role of outdoor advertising
and establishing strategies for more admissions in educational institute”, done at
“K12 Techno Services Pvt LTD.”, has not been in any case duplicated to submit any
other university for the award of any certificate. To the best of my knowledge other
than me, no one has submitted to any other university.

The project is done in partial fulfillment of the requirement of PGPM Program of

ICFAI BUSINESS SCHOOL MUMBAI to be submitted as SUMMER INTERNSHIP PROJECT
as a part of my curriculum.

Aman Singh

2
 ACKNOWLEDGEMENT
I would like to add a heartfelt word for few people who have helped in bringing out
the creativeness of this project.

To commence with the things, I would like to first humbly thanks DR. PRITEE
SAXENA, the DIRECTOR of IBS Mumbai, PROF. HEMANT PURANDARE, DY. DIRECTOR
ACADEMIC and PROF. AMARJEET PATPATIA for being appreciative.

I am grateful to MR. JIGNESH PATTANI for his encouragement and suggestions on the
project. Also, thanks to the team members, who helped me whenever I require any
immediate assistance.

Finally, I would like to thank PROF. AMRUTA VADNEKAR for providing me all the
support related to this project and being involved in providing suggestions and
encouraging me.

3
Table of Contents
ABSTRACT ...................................................................................................................5
1. Project Overview ..................................................................................................6
1.1 Company Overview:........................................................................................6
1.2 Orchids Overview: ..........................................................................................7
1.3 Aim and Objective: .........................................................................................8
2. Introduction..........................................................................................................9
2.1 Theory behind the project concept: ................................................................9
2.2 All about Orchids: .........................................................................................10
2.3 4 P’s of Orchids the International School: .....................................................15
2.4 BCG Matrix of Orchids the International School: ...........................................16
3. Analysis ..............................................................................................................17
3.1 Porter’s Five forces:.........................................................................................18
3.2 5C Analysis: .....................................................................................................20
3.3 SWOT Analysis: ...............................................................................................26
3.4 PEST Analysis: .................................................................................................28
4. Segmentation, Targeting and Positioning ............................................................29
4.1 Segmentation: .................................................................................................29
4.2 Targeting: ........................................................................................................30
4.3 Positioning: .....................................................................................................30
5. Summary of work ...............................................................................................31
5.1 Detailed Work Done: .......................................................................................31
5.2 Problems .........................................................................................................37
6. Conclusion ..........................................................................................................38
7. Bibliography .......................................................................................................39
Websites: ..............................................................................................................39

4
ABSTRACT
As rightly mentioned, brands are about intangible things, things which you can’t
touch or feel, it’s just the emotion; but the final result must be tangible value, it must
translate into wealth and value.

As K12 is an education service provider in India, offering a dynamic suite of academic

support, service and solutions to the educational institutes, which brings up the
brand to live. Brand like Orchids the International School, where the intangible
things are knowledge base, skill-sets and safety, the tangible value is the fees and by
which we provide them the facility and bring up the loyal customers.

So, the customer’s get to know about the brand by the advertise and the word of
mouth, by adapting new strategies in the business working model.

5
1. Project Overview
1.1 Company Overview:
K12 Techno Service Pvt Ltd is an India’s leading education service provider, with
a dynamic business model of academic support, service and solutions.
K12 provides a great support with marketing, human resource, and operations
solution.
There are 4 departments that is marketing, finance, human resource and
operations.
MARKETING:
Marketing department which provide a marketing support for to the clients by
making proper brand awareness and doing counselling of parents for the
admissions with which society events and in-house events handling at the same
time.

FINANCE:
An 85-crore net worth company, which properly divide the investors
investments to all departments and manages the whole company with a proper
base and a strong infrastructure, with which employee salaries and traveling
allowance are also been paid and also the paid events.

HUMAN RESOURCE:
Handling every employee of the organization with the proper enhancement and
enrichment of the client’s staff in managing, establishing strong believe and
providing the best plan for employee engagement with the organization.

OPERATIONS:
This is the department which work in production of educational equipment,
providing proper equipment’s for the events and advertising equipment’s.

6
1.2 Orchids Overview:
Orchids the International School, is a chain of educational providing institute.
Found in 2004 at Hyderabad. At present, Orchids bloom in almost 6 major
metropolitan cities i.e. Hyderabad, Bengaluru, Mumbai, Pune, Kolkata, and
Chennai.
There are 35 schools all over India, which consist of CBSE board except one
branch which is International Baccalaureate (IB) Board approved from Geneva,
Switzerland.
From past 16 years the school have impacted more than 25,000 student lives.

VISION:
ORCHIDS, takes the step forward with a vision of creating a dynamic generation
that imagined and innovated their own revolutions hopefully, one fine morning.

MISSION:
With the world changing constantly, the future is being reshaped too, every
minute. ORCHIDS, aims at the holistic development of a child, making future
ready, regardless of the change.

MOTTO:
Creating future leaders using technical revolution and instilling values.

7
1.3 Aim and Objective:
A proper analysis on the advertising path, that is held outdoor to create an
awareness about the school so that more admissions can happen with new
business strategies and a great customer experience with customer loyalty can
be achieved. With the help of A3 posters and bill boards across the vicinity and
the approachable areas to get the admission numbers higher the previous. To
which new strategies of maintaining relationship with the pre-school for the
current as well as for the next year.

Adapting new strategies like

• Connecting parents through our society events.
• Collecting data of parents and providing them information on telephonic
conversation.
• Tie-ups with pre-schools to gather the data of parents.
• Events at pre-school to engage parents with Orchids the International
School, and acquiring them for admission purpose.
• Tie-ups with nearby banks and food corners to acquire more customers.

8
2. Introduction
2.1 Theory behind the project concept:
What Is the role of outdoor advertising?
“A brand is no longer what we tell the consumer it is — it is what consumers tell
each other it is.”
– Scott Cook
Rightly mentioned, you don’t know your brand name until and unless you go out
and know about the real brand name in the market. As stated in an interview,
where Nike as a brand don’t do a formal market research instead, they go
informal where their people of Nike in malls, events and even on roads doing a
proper survey of what the actual customers expect and what they really want,
all this questions answer are done in a raw manner.
Similarly, K12 does for the educational institutes, where a proper field job is
done and most of the customers are acquired on the basis of outdoor like
properly getting the data from the customers from out of public places, doing
events to create a proper awareness about the educational institutes with this
events and all the pamphlets are distributed where parents know the brand and
what do the brand offers them, no parking boards are been put on near societies
which represents two things one which is obvious brand awareness and the
second that events that are held behalf of the education institutes like drawing,
magic show, etc. are done at the particular society.

What strategies?
As a fierce learner strategy plays an important role in any of the field, which
makes a path towards the success and great learnings. Adapting new strategies
for making the working betterment of the work day-by-day. Strategies which are
like tie-ups with pre-schools so that the target audience i.e. parents of the child
gets reference of the educational institute, tie-ups with food corners so that
customers at the food corners get a reference of the educational institutes and
at the same time make it a win-win situation for both by offering them monetary
benefits.

9
2.2 All about Orchids:
Orchids the International School is a chain of educational providing firm, where
Orchids is in 6 major metropolitan cities. There are 35 branch of Orchids the
International School all over India.
Where, Orchids emphasizes more on practical knowledge rather than just
theoretical knowledge. Practical knowledge where being doing, understanding
and learning. Orchids the International School believes, that learning should be
interesting and practical. Where teaching the children using practical knowledge
to make them easy to understand and learn. Today, where a child can learn
alphabets just by watching a video of alphabets and they remember it for a
longer period, which proves that when you see and feel anything you learn it
and understand it keeping in your mind for a longer period.

2.2.1 Early Year Programme (EYP):

A specially designed program curated to nurture the child in his/her
formative years. The program is specially designed for children for age group
of 2 years to 7 years i.e. from Pre-Nursery to Grade 2.
Children often feel disoriented moving from Pre-Nursery to Nursery and from
Nursery to Grade K1 as there is a substantial shift in the learning culture and
hence find this phase very challenging. So, to ease out this process Orchids
have designed this Early Year Programme (EYP), where all these grades focus
on applications of the skills developed in the Pre-Primary phase.

“Play is the brain’s favorite way of learning”

- Diane Ackerman.

At this stage of life, children often love to play so using this quote to make it
happen and make it simpler and more appealing to the children to learn and
grow. Children are engaged in play and they are observed to unravel new
dimensions in which their minds move.

10
Teaching varies from individual to individual and learning capacity changes
from individual to individual, so the basic path to teach these little minds is
through MONTESSORI, PLAY WAY, and KINDERGARTEN.

Figure: Teaching Methodology.

2.2.2 Subjects:
For this EYP teacher mainly focuses on 3 subjects i.e. LITERACY, NUMERACY,
and ENVIRONMENTAL AWARENESS.

LITERACY:
An extensive learning experience through listening, speaking, reading, and
writing using jolly phonics. Storytelling and reading enables child to think out
of the box, which helps him/her to understand and helps to think. Audio
books and visual videos is used to teach the child such as using puppets,
pictures, letter cards and technology where an individual could learn more if
they watch and understand it.

NUMERACY:
Learning and experience mathematical concepts through number-quantity
association. Tactile learning through clay dough, number blocks and cards. In-
house magnetic strips and stringing activities. Polishing eye and hand
coordination, fine motor skills and muscular development.

11
ENVIRONMENT AWARENESS:
Through a variety of interactive and playful activities, Orchids educate
children about the wonders of our planet. Events and activities based on
themes. Exploring geography, wildlife, culture, seasons, etc. so that child
could learn and know about the different roles of public servant.
2.2.3 Co-Curricular Activities:
Co-curricular activities play an important role in a holistic developing of a
child, where he/she can come up with his/her best and could earn and dream
of their best.
Orchids provides tons of activities few are listed below:
ARTS & CRAFT:
This emphasizes on the development of child’s fine motor skills and build in
them a sense of visualization, creativity and expression. In this, Orchids
covers coloring, basic of origami, drawing skills and painting techniques.

PUBLIC SPEAKING:
Orchids groom their children to be the best version of their selves, who are
confident and fluent speaker. As many parent face problems where child
don’t talk too much with everyone which impacts on future by not
connecting and not collaborating with everyone, so there comes an activity
which develops the child to speak and be fluent in what he/she says.

THEATRE, MUSIC AND DANCE:

Theatre helps students in bringing up their expressions and creativity out
which help in long run to express and think of ideas that are different. For
theatre RANGBHOOMI THEATRE GROUP has joined hands with Orchids
School and for MUSIC AND DANCE, FURTADO’S MUSIC ACADEMY has joined
hands with Orchids. MUSIC AND DANCE brings out positivity and develops
brain with different sounds and calmness of learning.

12
2.2.4 Five Unique Pillars:
Orchids the International School focus on these five pillars, they are:
ACADEMIC EXCELLENCE:
Teaching technique should be innovative so that child could adapt the change
and nurture the student potentials, to dive them with best academic
excellence.

PERSONAL ATTENTION:
Just how parents are teacher for their child at home, similarly teachers are
parents at school. Academically, Orchids teachers attend to each student and
help them achieve their learning milestones. Each class strength is limited to
30-40 students to ensure that every child is attended to. This ensures
maximum impact on the child’s learning outcomes and timely interventions
whenever required.

HOLISTIC DEVELOPMENT:
Education is not limited to the four walls of the classroom. We believe in the
holistic development of a child that would lead to more than just
qualifications when he faces the real world after school. Practical learning, a
wide range of activities that increase student’s exposure forming well-
rounded personalities are what we aim at. Students are also encouraged to
be involved in sports activities and performing arts, to participate and
perform in various inter-school, state level, national and international
competitions.

BEST IN-CLASS INFRASTRUCTURE:

World-class infrastructure to complement the academic process and extra-
curricular activities. The campuses also offer facilities like swimming pools,
skating rinks and play areas that extend learning beyond classrooms.
• LABS:
Science Labs, Computer Labs and Library.

13
 • SPORTS AREA:
Skating Rings, Swimming pool, Basketball court, Playgrounds and
Archery.
• ACTIVITY ROOMS:
Music room, Dance room, Canteen, Theatre room, Front Desk, Hygienic
Washroom, and Counselor’s Room.

SAFE CAMPUS:
Comprehensive measures to ensure the safety of our students. Orchids
ensure a safe and secure environment for every child through comprehensive
security measure and implementation of technology.
• SAFETY:
GPS tracker in all the Orchids Bus so that parent could check on their
child, all female staff for children to ensure their safety and comfort,
also in bus one female staff.

• SECURITY:
The school premises are guarded by 360-degree surveillance through
CCTV cameras. Well trained Security staff at all the entry and exit
points. Parents are given a verification Identity Card to pick and drop
the child, for better security purpose of the child. Only female staff up
to grade 5.

• PRECAUTION:
Orchids consistently organize Periodic Emergency Drills for various
natural disasters, including FIRE Drills to prepare students in case of
any mis-happenings. They have fire exit charts prepared which are
practiced and engraved in student’s minds through these drills.

14
2.3 4 P’s of Orchids the International School:
4P which stands for Product, Price, Place and Promotion, which describes the
Orchids the International School to its best. The school offering with all the
promotion of educational institute to acquire customers.

PRODUCT:
The educational institute are out to provide education and educational
opportunity, but Orchids the International School provides education and
educational opportunity with different co-curriculum activities for students to
achieve, learn and upgrade each day.

PRICE:
Price which represents fees of the Orchids the International School, the fee
structure differs from grade to grade. The best in class facilities with
infrastructure and best in class education provider, which helps them to make
their career and upgrade them. Fee structure includes all the co-curriculums
except the traveling expenses.

PLACE:
Orchids the International School is an India’s leading education providing chain,
which is spread all over India to provide the education. There are 35 school
branches all over India, which consist of 34 CBSE board and 1 IB board schools.
With 14 branches in Mumbai, 14 Branches in Bengaluru, 4 in Pune, 1 in
Hyderabad, 1 in Kolkata and 1 in Chennai.

PROMOTION:
For promotions, Orchids use all the 5 platforms to acquire the customers and
fulfill their need and satisfy them. The 5 platforms are Print, Broadcast, Out of
house (OOH), Over the top (OTT), and Social Media. Acquiring customers
through all the platforms and generate lead to cater a customer to its best and
bring out the best from him/her.

15
2.4 BCG Matrix of Orchids the International School:
The Boston Consulting group's product portfolio matrix (BCG matrix) is
intended to assist with long-term strategic planning, to assist a business consider
growth opportunities by reviewing its portfolio of products to choose where to
speculate, to discontinue or develop products. it is also referred to as the
Growth/Share Matrix.

Describing the Orchids with respect of BCG Matrix, is done through grade wise.

DOGS: With respect to the Orchids

grade 9 and grade 10 is the DOG in the
BCG matrix because the admission
inquiries for these grades are very low
and being in the generation which is
known as Busy generation, so if one gets
comfortable with one school mainly
parents don’t change the school.

CASH COWS: With respect to the

Orchids the primary grades which
consist of grade 1 to grade 5, in which
mainly the students use all the services of co-curriculum activities with all the
services.

STARS: With respect to the Orchids the stars of the whole business are from
grade K1 to grade 2 as mainly the admission inquires and all major admission
happens in these sections.

QUESTION MARK: With respect to the Orchids the question mark is mainly,
when Orchids start their own pre-school rather than collaborating with others to
get the whole market control under it.

16
3. Analysis
Analysis plays an important role in learning so that a learner can understand the
market and analyze it and work in the correct direction of acquiring knowledge
and experiences.
Therefore, an EIC (Economy, Industry, Company) analysis is carried out.
ECONOMIC ANALYSIS:
As seen in educational sector which is same as productional process in which
there is an input which goes under certain transformation and then a proper
output is produced. Where inputs are students, teachers and textbooks which
are been transformed with curriculums, encompassing pedagogy and the school
organization, which comes with an output outside the sector that is increased
workforces in the workplace. Main objective of economic analysis always tends
to bring the best and the efficient educational production that is giving proper
training and learning to the inputs to get the desired outcomes at the end. So,
this objective gets distinguished in internal and external efficiency. Internal
efficiency relates the transformation (student learning) and educational inputs
(students and teachers), while external efficiency relates to the outcomes
(workforces) and the inputs.

INDUSTRY ANALYSIS:
India’s education sector offers a great opportunity with approximately 29
percent of India’s population being between the age group of 0-14 years. India’s
higher education segment is expected to increase to Rs 2,44,824 crore (US$
35.03 billion) by 2025. India was ranked 34 out of 100 countries in English
Proficiency Index 2019. The education sector in India is estimated at Rs
6,40,891.3 crore (US$ 91.7 billion) in FY18 and is expected to reach Rs 7,06,587.9
crore (US$ 101.1 billion) in FY19. An information extracted through online
published article, which clearly shows up the rising part of the education
industry in the current scenario. Education industry is an industry which remains
to the strategic priority, where if there is an individual born, he/she has to be
educated in the coming future. So, with this the education industry is seen as a
vast and huge industry in the economic playing an important role.

17
3.1 Porter’s Five forces:
Porter's Five Forces may be a simple but powerful tool for understanding the
competitiveness of the business environment, and for identifying strategy's
potential profitability. this can be useful, because, after you understand the
forces in your environment or industry that may affect your profitability, you will
be ready to adjust your strategy accordingly.
Here, is the porter’s five force analysis on the education industry

DETERMINANTS OF SUPPLIER POWER:

As in the production unit there is also the supplier which provides a
starting unit to start the production. Similarly, in education industry the
main supplier is teachers, infrastructure and pedagogy. The main supplier
of the education comes from the teachers where they teach in a manner
which provides more knowledge and light up the path of knowledge. On
this teaching and teacher’s knowledge there is one more factor that
affects the profitability of the institute is the infrastructure of the
educational institute. The best supplier with all these factors wins the
admissions as a reward.

DETERMINANTS OF BUYER POWER:

Students and parents of the students have a pool of institutes from
decades, as mentioned earlier about the 29 percent of student of the age
group 0-14 years are been stated in the Indian population. Whereas there
are rise in educational institutes up to 50 percent and more from past
decades, because of which today we have a huge variety of options in the
education and the institutes providing them. The individual goes to the
best supplier who has best in class facilities with the appropriate fee
structure and the recognition with a brand attached to it for a status and
pride of the target audience (parents of students).

18
DETERMINANTS OF COMPETITIVE RIVALRY:
As mentioned about the huge number of educational institutes in India, so
all these institutes are competing for fewer students, most of the
institutes are in consideration about this, so there is a huge competitive
rivalry in the education market.

THREAT OF SUBSTITUTION:
Students are increasingly approaching education in a consumer frame of
mind. As stated, today the education is not seen as a practice of
knowledge instead it is framed as a service which is acquired and been
facilitated to students in exchange of monetary units. As there are many
options which are been served as a ‘mixed option menu’ to the students
as in distance learning, online courses, tuitions, etc. All this competitive
approaches and options provide more pressures on the education
institutes and to adapt and accommodate all the student needs.

THREAT OF NEW ENTRY:

As pedagogy differs from one institute to other, where in some there are
practical approach and others have theoretical approach. It varies from
institute to institute and if any of the institute with a new brand emblem
comes in to the picture people have less faith in it but if overcomes and
brings up the best student needs fulfilment, it achieves the target. So,
there is threat but at the same time being in the industry with a strong
base of knowledge and the mix menu to choose from it overcomes the
threat and achieves an admission.

19
COMPANY ANALYSIS:
As India, has a huge market in education industry with lots of educational
institutes and as stated mixed menu of facilities are served in front of the
students and parents. So being in the business of education is tough because
there are very few students and a vast option of educational institutes. As the
environment plays an important role on the company level as because
competitors are been studied and analyzed at this level and can give a proper
competitive advancement to the institute and gives the profitability to the
company. So, the environment is divided into 2 parts internal and external
environment.

Firstly, would be cover the 5C analysis which stands for Company, Customers,
Competitors, Collaborators, and Climate.

3.2 5C Analysis:
COMPANY:
K12-
K12 Techno Service Pvt Ltd is an India’s leading education service provider, with
a dynamic business model of academic support, service and solutions. K12
provide support and help their academics to run well and to satisfy the customer
needs.

Orchids the International School-

Orchids the International School is an India’s leading education providing chain,
which is spread all over India to provide the education. There are 35 school
branches all over India, which consist of 34 CBSE board and 1 IB board schools.
With 14 branches in Mumbai, 14 Branches in Bengaluru, 4 in Pune, 1 in
Hyderabad, 1 in Kolkata and 1 in Chennai.

20
CUSTOMERS:
K12-
As, mainly the customers of the K12 is educational providing institutes, the two
big clients of K12 is Orchids the International School and GEMS International
School.

Orchids the International School-

As all the advertisement is done to attract the parents of the children of age
grade K1 to grade 2. So, the target audience is the parents and the customer
who uses all the facilities and gain knowledge is the children who have taken
admission in the school.

COMPETITORS:
K12-
As K12 is one of its kind and there are no other firm with the same working in
India. So, there are no competitors for the K12 Techno Services Pvt Ltd.

Orchids the International School-

Competitors play an important role in the market, which help to come up with
innovative ideas and new strategies to acquire more customers for the
educational institute.

Here are some of the competitors,

21
Figure: Billabong International School. Figure: Ryan International School.

Figure: Thakur International School. Figure: Witty International School.

Figure: Shree Balaji International School. Figure: Dr. S Radhakrishnan School.

Figure: Vibgyor High School.

22
COLLABORATORS:
K12-
K12 Techno Service Pvt Ltd, gets its investments through Navneet and Sequoia
Capitals. They are the investors and partners of K12 Techno Services Pvt Ltd. The
studying equipment of Navneet is distributed to all the educational institutes
which are clients of K12.

Figure: Navneet LLP. Figure: Sequoia Capital.

Orchids the International School-

Orchids School is associated with lots of pre-school around the vicinity and food
corners to get the data and leads for admissions.
Here is the list of some pre-school tied up with Orchids the International School.

23
 Figure: Bachpan Pre-school. Figure: Mindseed Pre-school.

Figure: Little Millennium Pre-school. Figure: Tree House Pre-school.

Figure: Kidzee Pre-school.

Figure: Disney Pre-school.

24
CLIMATE:
K12-
K12 Techno Service Pvt Ltd, is associated in business of education service
providing firm, so the climate of it wouldn’t be affected until an unless the
educational providing firm is closed. So, the surviving of the K12 depends on the
educational providing firms and institutes.

Orchids the International School-

Being in the industry of education providing business, the economic slowdown
and day to day increasing inflation rate, affects the rate of number of
admissions. As unemployment rate is increasing due to many economic
conditions, which results in a smaller number of admissions in the educational
providing institute as many individuals can’t afford it and make it to take the
admission in the best in-class institutes.

INTERNAL ENVIRONMENT:
K12 techno service pvt limited comes in the picture with a vast variety of support
and solution. So, a SWOT analysis is an analysis which helps the firm to stand out
and be the best in class facilities, and also speaks of internal environment. The
company comes to live with its four departments which caters the clients.

The 4 departments are marketing, finance, human resource and operations.

MARKETING:
As marketing is known for catering and satisfying the customer needs. So, the
marketing department helps in providing a marketing support and guidance to
their clients. Marketing department which provide a marketing support for to
the clients by making proper brand awareness and doing counselling of parents
for the admissions with which society events and in-house events handling at
the same time.

25
FINANCE:
Finance department which handles all the expenditure and savings and coming
up with the best ideas to properly analyze and invest in best program to work
upon. An 85-crore net worth company, which properly divide the investors
investments to all departments and manages the whole company with a proper
base and a strong infrastructure, with which employee salaries and traveling
allowance are also been paid and also the paid events.
HUMAN RESOURCE:
Handling every employee of the organization with the proper enhancement and
enrichment of the client’s staff in managing, establishing strong believe and
providing the best plan for employee engagement with the organization. Human
Resource department also works upon the salary and

OPERATIONS:
Handling each and every equipment and making it worth it to make and present
it, so that it will satisfy the customer needs in the educational sector. This is the
department which work in production of educational equipment, providing
proper equipment’s for the events and advertising equipment’s. Even handling
each and every point educational equipment’s from warehouse to each branch
of educational institute.
3.3 SWOT Analysis:
SWOT stands for Strength, Weaknesses, Opportunities and Threats, which
describes about the company in the best manner with strengths, weaknesses,
opportunities and threats to be the best and stand out from the competitors.
STRENGTH:
Highly-skilled teachers training processes.
History of successful in-house (annual day, sports day, picnic, etc.) and
out-house (society drawing events, magic shows, mall events) events.
The school has a strong moral nature of openness, sharing and
commitment to increasing parental confidence.
Operations with proper management of the schools and the proper
equipment’s unit in the school.

26
WEAKNESS:
Teachers not available to meet parents often enough
Out-house events are increasing due to security issues.
Not enough staff time to plan more events.
Pedagogy too stretched for additional actions and divert the attention
from positive to negative

OPPORTUNITIES:
Principal is willing to flex the curriculum, as there is a legal advice to flex
up the pedagogy by the way the school wants up to 8th grade to free up
teacher time
Can use parents for their advice and contribution for the advancement
and enriching the curriculums.

THREATS:
Confidentiality is at risk, due to the lower level employee are raw and
keeps on changing from branch to branch and get terminate as per their
work report.
Pre-schools tied up with us shares the information and brings up the
competition to a step further with the competitors.

27
EXTERNAL ENVIRONMENT:
The competitive environment there where the competition and the other
competitors are present and the real business happens. Where PEST (Political,
Economic, Social, Technological) analysis comes in picture and helps in
understanding the market properly.
3.4 PEST Analysis:
POLITICAL:
If a government comes up with a new policy and curriculum that school may fail
to deliver or fulfil that policy that may divert and changes the path of parents of
students. Changes in the curriculum to be a teacher. Changes in the pedagogy
for the short-term period, which leads in the loss of the target audience (parents
of the students) and create a hectic routine to the target consumers (students).

ECONOMIC:
Change in the decisions of funding in the education sector may affect the school.
Shortage of educational equipment’s in the market. Cost of the staff,
educational equipment and the acquirement of latest technology. Schools in the
same provisions results in competition with the neighboring school. Ability of
parent’s budget for the school.

SOCIAL:
Decline in the birth rate. Not able to attract staff for the institute. Parent
preferences, as today educational institute resembles a brand name and a status
statement. Lower level employees are not trained properly about the work, to
work as a professional employee.

TECHNOLOGICAL:
Risk of the accepting the wrong technology for the pedagogy. Time consumption
in maintaining and managing the IT. Upgradation of software’s and hardware’s
on timely basis. Protecting the data and the information from virus and bugs,
security issues.

28
4. Segmentation, Targeting and
Positioning
Mainly, working for Orchids as a service partner, we as intern we have
segmented, targeted and positioned the educational institute to its best.
4.1 Segmentation:
As education is the most concern and crucial in the path of success, where
education is the need for the betterment of the society from past to present and
from present to future. So, the education is for all, that’s what we segment
education is for all people under the following points.
DEMOGRAPHIC:
Demographic segmentation in the field of education is not important as the only
factor to concentrate upon is the martial status, and the age of our target
customer.

GEOGRAPHIC:
As Orchids are in 6 major metropolitans cities such as Bengaluru, Mumbai, Pune,
Hyderabad, Kolkata, Chennai. To which all cities have n number of branches, for
example, Mumbai has 13 different branches. So, most of the segmentation is
done through neighborhood, which also plays an important role as less traveling
is needed.

PSYCHOGRAPHIC:
As Orchids have a fee structure that is not affordable to the lower middle-class
family and lower-class family. So, except them that is upper middle-class and the
upper most class in terms of economic considerations, are the main segmented
and are our target audience.

BEHAVIORAL:
As we know if a child is put in an educational institute from junior kindergarten,
then there are the least chances of putting a child into some other institute
where the worst case is the educational institute is not fulfilling the needs of the

29
customers. So, to tackle from this in today’s era schools have started their co-
circular activities of sports, dance, music and usage of technologies, to provide
best in class facilities with top notch education and knowledge base.

4.2 Targeting:
“Growth and Profitability are to business, what Breathing is to Living.”
- Anu Aga
As rightly mentioned, that you need to grow and acquire profitability to your
business and to do that we need to target the correct audience and serve our
target customer with best in class quality service.
The target audience for the education institute which provide the education
from Grade K1 to Grade 10 are the parents of the child in Nursery, as when a
child gets an admission in any of the educational institutes, parents don’t
remove their child until and unless the educational institute doesn’t able to fulfill
the needs and can’t give the proper knowledge.
Stating about the target audience and target customer, it is important that the
parent should be able to financially fulfill the institutes. At the end of the day,
the customer is getting served with a service. So, the parent should be financially
be stable and able to fulfill the fees payments.

4.3 Positioning:
All this after all position itself as a value for money, what you are paying you are
receiving the facilities. The usage of technology as digital class rooms,
playground and the teaching technique gives up a boost and makes the best in
class facilities with Smart Learning experience.

30
5. Summary of work
5.1 Detailed Work Done:
5.1.1 Before Pandemic:
“The business enterprise has 2 and only 2 basic functions, marketing and
innovative. This 2 produces results; all the rest are costs.”
- Peter Drucker
Marketing is a field where an individual brings customers to the organization
and start earning value and a brand name in the market. Similarly, goes with
Orchids the International School. The marketing activities is divided in 3 sub
point.

EVENTS:
Events are divided in 2 i.e. INDOOR and OUTDOOR, where INDOOR events
are happened of all our partner pre-schools and their annual functions,
function of magical show and events of drawing competition in the pre-
school which has tied up with Orchids.
OUTDOOR events consist of mall space events, society events like drawing
competition, magic show for children, etc. to create brand awareness and
get the leads out those events for admissions.
Tapping all the societies in the vicinity and around the school bus route, I
proudly, state that we had covered almost 200-250 successful events and
from which we have got almost 500-600 leads for admission.

DATA COLLECTION:
All the work was after a data of parent where getting the data and then
calling them and pitching about the admission and then taking an
appointment for counseling of Orchids the International School and making
their admission confirmation and closing the data out of the system.
All the PRO’s (Public Relation Officers), gather the data from the public
places near temples, gardens, pharmacy, malls, shopping center etc. they
were advised to collect almost 30 data’s daily to create a pipeline for further
work.
31
PRE-SCHOOL TIE UPS:
Tapping the pre-school, was the main aim as many leads are been generated
from the pre-schools, where the little toddlers are been prepared with the
lessons of learning and start getting familiar with the learning and
understanding many new things. So, pre-school plays an important role in
generating leads and knowing what the customer is expecting from the
school.
While tie-ups with the pre-school the letter which is provided ahead is been
given to the pre-school and then the data is been collected like bank detail
and identity proofs of the owner of pre-school. As to be in the market
Orchids believe in the win-win situation for both the hands, where on
particular admission a particular amount is been payed to the pre-school and
also some concession for the parent with attractive discount offers.

32
Figure: Association letter.
33
Figure:
Flowchart of the
Admission done.

34
5.1.2 During Pandemic:
At this pandemic situation we only need to find that one key which can
market it properly.
- Mad Over Marketing (MOM).

As this pandemic discovered the marketing of the Orchids came to end

where the institute was mainly after offline marketing and little bit after
online marketing. As the whole industry moved to online marketing. Orchids
also moved to online marketing to its fullest. Where Orchids started the
initiative of online free course for everyone. Subject where taught online
through ZOOM MEETING APPLICATION, through the Orchids Always on
Learning website i.e. www.alwaysonlearning.com .
Started generating leads from online media and online forms, for admission.
Started with a Facebook Page associated only to the Orchids the
International School, Malad. Different video of real parent was captured for
the feedback purpose and also for acquiring more customers.

Figure: Facebook Page for Malad Branch, created by me.

35
Figure: Always on Learning Welcome Page.

Figure: Always on Learning main page after login.

36
5.2 Problems
5.2.1 Before pandemic:
Problems can be handled and tackled accordingly as an when we will not face
problems till then how will we learn about the experiences and to put in our
common sense and knowledge.
Problems were like going to societies for events and events used to get
cancel due to security issues of the societies, permission were not granted
from the chair-person or the secretary of the society. Due to board exams
many societies cancelled their events and events mainly took place on
Saturdays and Sundays which are weekends and many individuals of the
society don’t actively participate in the events. Also, in today’s era where a
new born baby uses a smartphone instead of first saying Mumma or Daddy.
So, many children used to be there for events but parents used to be at their
flats and due to which we can’t convey or pitch out for our institute.
Also, many events used to get cancelled because of Board exams where many
children are on their study. Not only this but tackling the most popular the
legal bodies (BMC) for not allowing to put on hoardings and for every
different area different officer to tackle was the biggest and the most
problematic area to tackle and get the permissions for advertising.
5.2.2 During pandemic:
At the current situation as discussed above we have moved more over to
tele-phonic and online marketing, issues like parents not picking the call,
called up the parent and they have reason for not attending or getting
admission in our institute, with all this issues most happening and the worst
scenario is the speed of internet. Where many parents attending the session
leave in the middle of session and calling them again would get a remark of
out of coverage area or switched off. Due to which calling up the same parent
would result in to hearing up the angry parents for calling again and again
and loosing up a parent for online sessions or admissions.

37
6. Conclusion
Marketing is field where an individual has to learn and be updated with each and
everything daily. Being a marketing intern at K12 Techno Services Pvt LTD, it was
a great experience of learning and a great exposure of real market for an
individual who haven’t work anywhere before.

Learning and adapting the change in plan of action was a learning thing, where
the exposure and applying the theoretical knowledge was given an opportunity.

As Orchids being the K12 client we started working for Orchids and then
realization of offline marketing as mainly Orchids follows offline marketing and
online marketing to a little extent so learning the business skills from scratch.

Applying all the theoretical knowledge and all the common sense to acquire
customer was worth it.

Numbers were never given importance, instead those heartfelt words that we
are satisfied of what service you are providing were given importance which can
be understood the new era of marketing where satisfying your customer needs
is important.

Later when all the business happens on online the smooth transition from all the
offline marketing to all the online marketing which clearly shows that how
powerful online marketing is, where daily as an individual catering to almost 100
to 200 customer service through online classes and online marketing.

38
7. Bibliography
Websites:
1. https://www.orchidsinternationalschool.com/
2. https://k12technoservices.com/
3. https://www.alwaysonlearning.com/
4. https://tempostrategic.com/porters-five-forces-impact-higher-
education-marketing/

39