Consulting Project

Client: T.I.M.E.,
Jamshedpur

Abhipsa Panda
Sambit Kumar Dwivedi
Sandeep Kumar Jha
Swaroop Kumar Venkata D

Road Map
Approach
Approaching the organization and
getting preliminary problem
statement

Business Strategy
Strategize a
Marketing Plan to
fulfill the Objective

6
2

Identification of
Organization
(T.I.M.E)

Problem Analysis
Deep dive to find out the real
problem

Data Analysis
Analyze Data to
come up with
Consumer Insights

Primary Analysis
Industry analysis,
4
Organization
analysis
Data Collection
Primary and Secondary Data on
Consumer Expectations and existing
Marketing activities

Pilot Run
Run a pilot program
to test the
effectiveness of the
plan
Final Goal

Introduction &
Relevance of the
Project

Executive Summary of Coaching Institutes in India

Coaching class market in India is highly fragmented and regional in nature

As of 2012, coaching class market is worth USD 12.6 Billion.
Though Private tuitions make up 75 % of this market, it has limited potential to scale.

Drivers: High propensity to spend on education, growth in double income nuclear families and increased competition at
graduation and post-graduation level.
Challenges: Person centric business, lack of government support and constant changes in test pattern

Trends

Geographical and Horizontal expansion of coaching institutes.

PE/VC investments which present an opportunity to scale up the business.
Increase in online activities (e.g. online tests, case materials etc)

Competition

Few players like MT Educare have been able to scale up operations in fragmented tuition segment.
Players like IMS, Career launchers and T.I.M.E. have more than 60 % market share in MBA test preparation space.

Market

Drivers &
Challenges

Entrance Test Preparation Market is grow ing rapidly and is fiercely competitive
Overview
Entrance test preparation is process driven as content can be
customized across centers
Graduate Entrance Test Preparation Market
More than 80 % of the total test preparation market
Demand for coaching centers is high due to fierce
competition among students for higher education
professional courses
The test preparation market for entry into a
graduation course is dominated by the engineering
courses followed by the medical courses
Post Graduate Entrance Test Preparation Market
Post graduate coaching is dominated by MBA
aspirants
Majority of the tests are held at national level and are
aptitude based.
Easy to scale due to lower dependence on particular
faculty and higher focus on standardized content and
study material

Entrance Test Preparation Market (2008-2012)

20 %

3.5
2.9

1.7

2.4

Entrance Test Preparation Breakup (2012)

6% 3%
7%

25%

59%

Engineering
Medical
Civil Services
MBA
Others
5

Approach to the
Project and Deep Dive
into Project Brief

The Preliminary Project Brief: The purpose was to increase enrollment in

Long term and Super Long Term Courses

Usually the long term courses for college students cost

less (average price per month) and gives student more
time, more attention to cope with the challenges that real
examination presents to them, yet majority students opt for
costlier short term courses. Short term courses also
conflict with the college examinations throughout the
country, yet they are more popular choice. It is tough to
make the college students and their parents buy the point
that if the student is a normal graduate s/he needs to start
preparing for Management entrance examinations as early
as possible. Similarly for engineering graduates it is a
challenge to convey every time that opting for MBA just
after B tech / BE is a better option than to opt for job first
and then look for MBA. Also that classroom courses are
always better than correspondence and Test Series as it
involves interaction with competent peers faculty members
for a student to gain from, which no book can offer.
7

Client Deep Dive revealed that the real objective is to Increase the Size of the
Pie while creating a Positive Word of Mouth Publicity for the Client

173

7%

143

25%

111

129

93
68
32

68%

T.I.M.E

193

Career Launcher

IMS

T.I.M.E. is the market leader in

Jamshedpur in MBA entrance
coaching. Hence, it wants to Increase
the size of the Pie .

71

61

SLT

LT

149
79

Crash Course

Through increase in Super Long Term enrollment, the

organization wants to
Increase Word of Mouth Publicity
Create more number of Positive Influencers
Create a Brand Identity for itself
8

Primary Analysis

Porters Five Forces Analysis

Bargaining Power Of Suppliers

Threat Of New Entrants

Growing gap of demand vs supply

making the market attractive
Low Entry barriers
No government regulations
Small market to experiment
Industry Rivalry

Bargaining Power Of Buyers

Different institutes having same or

similar offerings
Weak price sensitivity
Consumer pipeline almost through
referrals
Cyclical demand

Limited number of players with legacy

First mover advantage

Mostly a franchise model

Minimal advertising required

Sustained market leadership

Not much of retaliation

High cost for top notch MBAs as faculty

Faculty prefer part time to full time

Business operations to be matched

with faculty availability

Risk of dependence on individual

faculty

Threats Of Substitutes

Low propensity for substitutes

Apprehensive because of high
switching costs

Standard products

Poor success rate of non-traditional

substitutes (online, correspondence
programs over class room programs)
10

SWOT Analysis

Strength
Focus on Learning Values
Counseling
Approachable Faculty
Honesty/ Fairness in publicity

Opportunity

Online Content
Mobile App with question and
answer
To expand the category

Weakness
No/ Less number of Workshops
Less Marketing Activities

Threat

More number of students

opting for Vocation/ Job
Aggressive marketing of
competitors
Small pool of aspirational
students
11

Political

Its a costly service. Unlike schools/colleges, they mean Business ,come with an
accountability factor. Their reputation relies on the number of success stories / converts.
Quality of teaching thus becomes paramount leading to a intense costing

Most coaching centers have an equipped computer centers for the effective test atmosphere
Institutes like FIITJEE offer video lectures for those who cant attend classroom lectures, at additional
pay.
Mobile apps having test schedule, flash cards, important formulas and course details
Tie-Ups with Schools/colleges are a new trend. Classrooms are being rented by Coaching Institutes

Technological

Social

Government isnt very favorable to it and as it signifies a failing basic education system.
For making the students concentrate more on 12th Boards exams and demotivating the
need of coaching, they assigned higher weightage to board results for even engineering
entrances

Economic

PEST Analysis

More than an option, a necessity now

Estimated number of private tutors now exceeds the number o school/college teachers
87 per cent of primary school and 95 per cent of high school students in metros receive private tutoring
Results form a drive in Indian society as an ego boost
Astronomical fees charged against success guarantees

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The Road Ahead

Competitor Analysis
Comparing Time against other key players viz. CL and IMS on Performance, Convert Rates, Material
Provided, Quality of Faculty and Student Demography
Understanding the coaching needs of the consumer (i.e students ) by doing qualitative research
Substantiating the findings by quantitative research, if possible.
Develop a differential marketing strategy based on consumer needs.
Special focus on designing a structure to help popularize the courses in Tier 2 Colleges of Engineering,
mainstream Graduate Colleges
Implementing the strategy on a sample set of 3 such tier 2 colleges and evaluating the response by surveys
If the client is satisfied with the result, up scaling the structure across the organization

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Thank You