1. Kala Jyothi
“Creating Love at School”
Project by - Sriram 005
Submitted to – Prof. Vishnu Vallabh
Subject – Marketing Management

2. “KalaJyothi” Creating Love at School!
Dream. Believe. Achieve!
We at KalaJyothi bring out the special talent that a child carries and help them to
enrich in that particular field with well-equipped trainers and mentors. At
Kalajyothi students are not just trained in what they look but also what the trainer
believes the student can do. We also indulge students in getting their ethics and
morals right which is integral part in one’s life.
Mission and Vision
Purpose - Our purpose is to transform children into young people who are
curious, kind, empathetic and engaged; preparing them like no other school to
contribute and lead in their communities.
KalaJyothi’s short-term vision is to expand our fine arts programs based on our
community’s continue interest in dance, music and art. Our vision is determined
through the eyes of our Students.
WE plan to take our programs as far as our students can dream.
Commitment ~ Inspiration ~ Dedication ~ Values
Our goal is to provide quality instructions through caring, professional instructors
in a friendly, family-oriented atmosphere. We promote strong self-confidence,
self-respect, discipline, and appreciation through our learning.

3. We inspire every student to find the creativity inside her/him as "we love to tell a
story" each year.
Objectives
 To engage students in the collaborative process.
 To promote the study, practice and knowledge of music, dance and art
 To strengthen students creative skills in live performance through the study
of craft and technique.
 Students will demonstrate the ability to build a conducive learning
environment.
 To engage critical studies and histories of dance, Music, Art and
performance with rigor and curiosity.
 To create unique, challenging and diverse live performance and share
them with our community.
 To develop a broad understanding of the social cultural context of dance
and performance.
Description of Products/Service

4. Music Maestros- Here we make a student excel in the art of singing and
mastering them in different musical instruments such as Guitar, Violin, Drums,
Flute Etc.!
Dancing Legends- Dance like a legend and we help you in enlighten yourself
may it be a traditional dance or a pop dance! All the eight classical dances and
hip hop are few products with many more adding up in future.
Art at its best - Apart from Music and Dance the mostly seen talent in a child is
Art! Painting is something close to all of us and we will make you great artist, if
not a Picasso or da Vinci we will create a whole new Artist!!

5. Target Market- Rural Parts of India (Potential Customers)
Direct Customers- Rural Guntur and Rural Warangal
The best start for any positioning analysis is gaining a thorough knowledge of a
product or service's target market. This is the group of people or businesses that
will best benefit from the use of the product or service. With a good idea of the
wants, needs and interests of a product or service's target market, a good
marketing team can help develop a positioning statement to help reach as much
of the target market as possible.
India has over 65% population living in rural areas and with loads of aspiring
talent living in there, we expect ourselves to grab the market. We feel that this is
a new trend of starting up a school for music and dance, problem with all the
schools present is that they have the schools operating academics and providing
these benefits only as extra activities, whereas we are here to present a School
that is wholly dedicated to various activities other than Academics. We hope to
ride this business and help in all the aspects that they expect from us. Going
deep in I would say as a marketer my target audience are children who are aged
between 4 – 15 and increasing the upper limit to 18 in near future. Targeting
children is a difficult process and that too in rural market, so we need best
marketing strategy to reach our esteemed customers!
Positioning Statement - Positioning is a marketing concept that outlines what a
business should do to market its product or service to its customers. The more
intense a positioning strategy, typically the more effective the marketing strategy
is for a company.
I as a Marketer would place my service as need for all those young budding kids
and give them all the needful assistance in attaining their dreams which are far
different from other kids!
A Place for Special kids to turn them Very Special!
SWOT Analysis
Strengths, Weaknesses, Opportunities and Threats in an educational
environment.
A SWOT analysis for schools is a tool that can provide prompts to the governors,
management teachers and staff involved in the analysis of what is effective and

6. less effective in the schools systems and procedures. Often used in preparation
for a plan of some form (that could be an audit, assessments, quality checks
etc.). In fact a SWOT can be used for any planning or analysis activity which
could impact future finance, planning and management decisions of the school or
establishment.
Definitions
Strengths – Factors that are likely to have a positive effect on (or be an enabler
to) achieving the school’s objectives
 Provide a high-quality music, dance and art to students to help them grow
and develop their skills, gifts, and talents without having the cost as a
concern.
 The demand among parents to place their children in enriching
extracurricular activities has never been higher.
 Professional and well skilled trainers.
 Use of technology in all the fields
 A unique product
Weaknesses – Factors that are likely to have a negative effect on (or be a
barrier to) achieving the school’s objectives
 Low market share - there are other types of businesses that operate in a
similar capacity to our school.
 Relatively high startup costs
 Less awareness
Opportunities – External Factors that are likely to have a positive effect on
achieving or exceeding the school’s objectives, or goals not previously
considered
 Expand to more school districts and create whole new market
 Offer certified students/graduates of possible career/job placement
opportunities
 Huge market to grab and build up a network- entering a young developing
market
 Project may improve local economy

7. Threats – External Factors and conditions that are likely to have a negative
effect on achieving the school’s objectives, or making the objective redundant or
un-achievable.
 Environmental constraints
 Duplication is a possibility
Economic environment – The economy I will be operating is the growing
market and I feel the price I set will be a very minimal and would be accepted by
customers. And coming to staff selection, this is a difficult process but most of it
is done by scouting network and that’ll help me find the best of best!
Social environment – My target audience are children aging between 4-15 and
in the rural parts of the state, where it is clearly seen that there has been an
increase in the living standards and their purchasing power so I would want to
add value to their life and eat away their pockets.
Technical environment – technically the target audience is poor but I don’t deal
with any electronic devices as such so it won’t affect my business anyway, only
the place where I use is with the trainers and that won’t be a problem for them.
Industry and Competitive environment – There is not much direct competition
which means I have lots of scope and need better market strategies catch hold of
the market. Competitors would come once I start business for which I need be
ready for all the challenges and be well equipped for all threats.
Market Segmentation and Customer Analysis
Customer segmentation is the practice of dividing a customer base into groups of
individuals that are similar in specific ways relevant to marketing, such as age,
gender, interests and spending habits.
Target market/segment characteristics
You can profile your target market/segments using four categories:
Geographic – As I have earlier decided about our target market being Warangal
and Guntur rural areas.
Demographic:
Age 4-15
Gender No bar

8. Family income – Not a specific range
Strategies and Tactics "How to get there"
Pricing strategy – As a new entrant and with a heavy bunch of people looking
for this type of business and also taking into consideration the professionals hired
for services, I will go for Bundle pricing and penetrative pricing.
Music Maestros – 10000
Dancing Legends – 15000
Art – 10000
Bundle pricing – 30000
The prices will be for a monthly basis and as a startup I will also provide two
months wave off on their annual payment and a month wave off on semiannual
package.
Product strategy
Talking about my products I will have all the products developed by time and add
many more services to them with the addition of customers. Firstly I will start with
Basic dance and Music styles and then later upgrade to different styles and
versions of them.
Place strategy
I’m selling a service not a product so there is no such aspect of distribution but
yes I need a business centric place so that I can attract a whole lot of customers,
being starting in a rural area I need to focus on the populated area and start up
my business there to enjoy better outcomes,
Promotion strategy
The term promotion is the most important part of my business model and I need
use all my sources to get my business introduced to everyone out there, for that I
have decided to choose above the line advertising on large scale and below the
line for small scale and time bound advertising. I would rapidly promote my
business through mass media and also social media. I will also place hoardings
and take help of local political leaders to promote business, to do word to mouth

9. advertising.
Process Strategy
Better Process is which drives company to a success!
Will first start the business in Warangal with a staff of 5 experts. Dance will have
2, music will have 2 and art will have one professional. Summer is the time of
starting up the business with a view to catch all the students who opt for summer
classes. This is how I will start the business and slowly make it available as
academic certification, which is what I feel is the best part to make my business a
Unique one! I treat the certification to be my Unique Selling Proposition.
Budgets and Controls
The most important and crucial part of the business, Budget!
Working in a rural market would not be as costlier as it is when compared to
cities but that’s not true in my case I need to hire experts and professionals of the
field and bring them daily to the school and pay them, which I feel is the most
costliest part of my business model and rather than that the place and all other
facilities would not weigh much upon my budget. I’m going to look for a total
budget of around 30 lakhs.
Staff and Facilities – 10 lakhs
Promotion – 5 lakhs
Building and Facilities – 5 lakhs
Contingency Funds – 10 lakhs
Contingency funds placed are as equal as staff is because of the competition
aspect coming forward and much more facilities which will get added up in future.
Risks are part of every business which cannot be overlooked and I have decided
to add risks funds to contingency funds, for expansion of the business, I will
decide about that only after looking at the performance of the business and not to
take any hurried step at least before 6months from its inception. This is how my
business is planned and I feel cost factor of the business is very reasonable to
attract the customers. My competitive advantage is what people will decide but
as far as a marketer in me is concerned my CA will be low prices and high variety
of services which will help me to grab the market not less than 6 months and I
can ride of huge success and mega profits! Being optimistic 

10. KalaJyothi- Enlightening the Skills!! 