Edumentor

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SUMMER INTERNSHIP PROGRAM
PROJECT REPORT

PROJECT TITLE: DEVELOPMENT OF BUSINESS STRATEGIES AND MEASURING THE EFFECTIVENESS OF DIRECT MARKETING ALONG WITH STUDENT’S PREFRENCES FOR ENTRANCE EXAM PREPARATION AT EduMENTOR

COMPANY NAME: EduMENTOR EDUCATIONAL SERVICES

UNDER GUIDANCE
OF
Prof.Dr.Y Malini Reddy
SUBMITTED BY:
NAME: Eshita Miglani
ENROLLMENT ID: 09BSHYD0272
CONTACT NO.: 09910436436
EMAIL ID: eshitamiglani@yahoo.co.in

ABSTRACT

The project focuses on the various business operations that an organization, relating to the field of educational services undertakes, that help them build an identity for themselves in the niche marketing that they are catering to. In presence of immense competition, the major part of the study comprises of the detailed study of areas that not only improve and develop the product of the company but also help them reach a wider target audience. The business model of Edumentor has immense growth potential in the future, keeping in mind the recessionary periods. Hence, a study on organizational development of Edumentor and its various operations is the most prudent thing to do.

In all, the study will encompass all functional areas of the organization. The project has been broken down into various phases for better understanding and segregation of work and operations undertaken



ACKNOWLEDGEMENT

The project I had undertaken required a lot of information gathering and guidance which has been provided by various people at various stages of the project. For this purpose, I would like to thank the Head of the Organization, Mr. Vikas Jain, who acted as a continuous source of motivation. Company Guide, Mr. Kumar Gaurav, for his invaluable guidance and practical suggestions based on the experience. Faculty Guide, Dr.Y.Malini Reddy for the continual support, guidance and encouragement extended towards the result-oriented approach for the completion of this project. I would also like to thank Mr. Manuj Arora, who provided me the opportunity to work on various assignments during my internship and guided me all throughout.

I would also like to thank my entire team of Edumentor, as all of us have together worked towards the common organizational objective, shared our experiences and aided each other in times of need.

Table of Contents
ABSTRACT1
Phase 16
INTRODCUTION6
Introduction7
About the Company: EduMentor Educational Services7
Company Structure9
Company vision:9
Aim of the project:9
Learning;-9
Methodology:10
Service Blue Printing11
Phase 213
Understanding the product and the market .13
BBS: BACHLOR OF BUSINESS STUDIES14
BBA: BACHELOR OF BUSINESS ADMINISTRATION14
BBE: BACHELOR OF BUSINESS ECONOMICS14
Understanding the market;-14
THE UNDERGRADUATE ENTRANCE MARKET : Niche Market15
Phase 3;-17
Analysis of competition and market leaders17
ANALYZING THE COMPETITOR18
Mystery shopping18
Ghost calling18
COMPARATIVE TABLE OF COMPETITOR PROGRAMS20
MARKET SHARES OF MAJOR PLAYERS IN THE MARKET:20
SWOT ANALYSIS;-22
MARKET LEADER ANALYSIS:23
PLACE:23
PRICE:23
PROMOTION:24
Phase -425
Development of business and promotional strategies25
DEVELOPMENT OF BUSINESS STRATEGIES26
CURRENT STRATEGY FOR COST MINIMIZATION: TIE UP ISSUES26
BUSINESS DEVELOPMENT FOR WEST ZONE28
Analyzing the condition earlier28
Center selection28
Branding28
Final conversion (selling and counseling)28
SEGMENTING TARGETING POSITIONING31
DESIGNING THE SAMPLE PAPERS AND OTHER DISTRIBUTION MATERIAL33 Phase 534
Effectiveness of direct marketing34
Phase 637
Launch of new product and its development37
NEW PRODUCT : B.El.Ed38
Launch;-38
Idea generation38
Idea screening;-38
Concept testing and development38
Business Analysis38
Commercialization;-39
Marketing of the new product:39
Phase 742
RESEARCH METHODOLOGY AND ANALYSIS42
RESEARCH PROBLEM IDEA43
PROBLEM DEFINITION43
PROBLEM OBJECTIVE...
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