1. Marketing of Educational
Services

2. Education
 Education in its broadest sense is any act
or experience that has a formative effect on
the mind, character, or physical ability of
an individual.
 Education is the process by which society
deliberately transmits its accumulated
knowledge, skills and values from one
generation to another through institutions.

3. Need for Marketing
Educational services
 Need to ―market‖ their services has not
really been felt by the educational
sector
 This is because there is always
Demand>Supply
 But in the recent years, there is a shift
in trends

4. Cont…
 Large number of institutions for
specialized fields have been set up in
the recent years for fields like
Management and computer education
 This has lead to increase in
competition

5. Cont…
 This makes them come face to face
with questions like
 Product differentiation,
 product extension,
 diversification
 and service integration

6. Education as a service
 Services are those separately
identifiable, essentially intangible
activities, which provide want
satisfaction and are not necessarily
tied to the sale of product another
service

7. Cont…
 Education as a service can be said to
be providing an intangible benefit
(Increment in knowledge, aptitude,
professional expertise, skill) produced
with the help of a set of tangible
(infrastructure), and intangible
(faculty expertise and learning) aids.

8. Points to be noted
 A consumer may have tangible
physical evidence to show for
the service exchange transaction
 But the actual benefit accrued is purely
intangible in nature
 Education is a service which is geared
primarily to the consumer market

9. Characteristics
 Intangibility
 Perishability
 Inseparability
 Other

10. Intangibility
 Education is an Intangible dominant
service—Impossible to touch, see or feel
Standardization is difficult
 Lack of Standardization opens up
marketing opportunity of differentiated
need based course packages
 Education as a service cannot be patented

11. Perishability
 Production and consumption are
simultaneous activities
 No inventories can be made up
Eg:- A lecture scheduled cannot be
stored

12. Inseparability
 It is impossible to separate a service from
the provider
 There is a need for the service provider to
be present when the service is to be
performed and consumed
 This limits the scale of operations—The
number of providers available would define
the number of simultaneous performances
possible

13. Other Characteristics
 High Fixed cost, Low Variable Cost
 Specialized and need based
 Competition
 Customer limitations
 Lack of ownership
 Heterogeneity

14. Marketing Strategies
::::Before Deciding on the Marketing Mix,
Educational Institutes should answer
certain basic Questions::::
 What Business are we in?
 Who are our customers and What
benefits they seek?

15. Cont…
 Criteria that students apply:-
 Reputation of the institute
 Number of applicants keen to enroll in the
course
 Past success rate of placement
 Faculty expertise
 Width of specialization offered
 Infrastructural facilities
 Fees

16. Cont…
 How can we build or defend our
competitive position?
 What is our entry strategy?
 How should we offer new service
offers that help/strengthen the
competitive position?

17. Marketing Mix
MARKETING
MIX
ADULT
EDUCATION
ELEMENTARY
EDUCATION
SECONDARY
EDUCATION
VOCATIONAL
EDUCATION
HIGHER
EDUCATION

18. 7 P‘s
Marketing
Mix
Product
Price
Place
PromotionPeople
Physical
Evidence
Process

19. Product
 Range-
 Quality Level-
 Brand Name-
 Post Transactional Service-

20. Price
 Level
 Discounts (Scholarships)
 Allowances
 Commissions
 Payment Terms
 Consumers percived value
 Quality/price relationship

21. Place
 Location
 Accessibility
 Distribution Channels
 Distribution Coverage

22. Promotion
 Advertising
 Personal selling
 Sales promotion
 Publicity
 Public relations

23. People
 Personnel
 Training
 Commitment
 Incentives
 Attitudes
 Degree of involvement
 Customer contact

24. Physical evidence
 Environment
 Furnishings
 Layout
 Noise levels
 Facilitating goods

25. Process
 Polices
 Procedures
 Mechanism
 Employee discretion
 Customer involvement
 Flow of activities

26. Case Studies

27. Case Study: MT Educare
 Founded in 1984 in Mulund, Mumbai as small
coaching classes as Mahesh Tutorials
 Vision : GREAT ( Global Reach in Education And
Training)
 Now 162 centers across Maharashtra, Gujarat,
Tamil Nadu, Karnataka and Dubai
 Turnover in 2012-13 : 1.28
billion (US$20 million)
 1000 Teachers, 51000 students and 1200 support
staffs

28. MT Educare Pvt. Ltd.
 Courses offered
 Std. 9th & 10th (English & Marathi medium)
(SSC, ICSE, CBSE boards)
 Science tutorials for Std. 11th and 12th
 Commerce tutorials from Std. 11th to C.A.
 Engg. & Medical Entrance tests
 Corporate training
 English language & personality development
 Training in banking programmes
 Diversification: ‗Little Tigers‘ ( Nurseries),
 Main stream education: College at Manglore.

29. Marketing strategies
 Positioning : One stop solution provider for all
educational and training needs
 First coaching class to have tied-up with foreign
educational body Cambridge International
Examination (CIE) to secure their FDI.
SKCM International school in Ghatkopar.
(CPT,IIT/CET etc.)
 First coaching class to start its own IPO in 2010
 Mahesh Shetty as brand: ‗Visionary Entrepreneur‘ to
‗Corporate Entity‘

30. Promotions
‗HUM SE PUCHHO‘
 Helpline for students appearing for board exam
(SSC,ICSE,CBSE, and HSC (commerce)
 24hrs assistance for students to solve their last
minute doubts and boost their confidence level
 Period : 4th March to 20th March 2009
 10 Lines for English & 5 for Marathi medium SSC
students
 www.humsepuchho.com

31. Other promotions
 Orientation Program
 Personal counseling of each student & parents
 Distressing sessions
(Music therapies, Meditation programs, Farewell
Parties, Felicitation Event in 5 Star hotels)
 Events, Picnics, Extra-curricular activities
 E-Testing (MHT-CET, CBSE online, CA-CPT,
AIEEE, IIT-JEE)
 CSR activities : Aasara, Ehsaas, Amcha Ghar,
SaNiSa.

32. Events in MT Educare
SEEYA’ 08 AFAE’ 08

33. Commerce events
AFAE’ 08
(Commerce)
ONYX Annual
Function

34. General Advertising Methods
 Outdoor media: Boards, hoardings, banners,
stick- bills. Etc
 Print media: Newspapers, Magazines,
Newspaper inserts, pamphlets, Brochures etc.
 Television ads: Local cable ads
 Events : Picnics, Annual functions, Farewell,
Felicitation etc.
 Sponsorships to events and festival mandals
 Add on services : Counseling, ‗Gurukul‘ system
 Providing bags, caps, t-shirts, pens, books,
note-books with institute‘s name printed on it

35. Brand Creation & Recall
STUDY NOTES BAG

36. Education expos
(One roof concept)
TIMES EDU.EXPO
INDIA
EDUCATION EXPO CHINA

37. Future scope of Education Mktg.
 INTERNET
 Mingle Box website
- Preparation for CET,CAT entrance tests
- Reaching 250 cities through Mobile, Televisison
adding the value chain
 RCOM & Dial net- To launch academic modules
 E- Learning
 SMS Marketing

38. Conclusion
 Long journey: ‗GURUKUL‘ system to
‗E-learning‘
 Indian Human Resource – Most admired all over
the globe. Working in major MNC‘s
 ‘EACH ONE TEACH ONE’

39. Thank You