This document summarizes the internship experience of Chama Agarwal at EduMENTOR, an educational coaching institute with 22 centers across Delhi/NCR. It provides details about EduMENTOR's marketing strategies and operations, including its product offerings, enrollment growth from 2006-2016, and organizational structure with different teams. It also describes the intern's training in sales and operations, highlights of working in different departments, and a SWOT analysis of EduMENTOR.

1. Understanding the aggressive and novel marketing strategies
and ground level tactics of sales and marketing and
operations for survival and growth: EduMENTOR case
Presentation
on
Mr. Vikas Jain
CEO,Edumentor
Company Guide
Submitted By-
Chama Agarwal
BSPHH010571
Mr. Chakravathi JSK
Ibs Hyderabad
College Guide

2.  The organization has 22 centers across Delhi/NCR.
 Edumentor is the only specialized institute for BBS/BBA/IIM-IPM
entrance exam preparation with the highest success ratio. In
2015, 493 students got selected for various BMS/BBA/BFIA
colleges. 20 students got selected in IIM Indore for its
undergraduate programme of IPM.
 Company Structure :Marketing team , sales team , product and
logistic team , human resource team, Operations team , IT team.
 Products: BMS/BFIA/BBE, BBA,HM LAW, MASS COMM,
BVOC,B.EL.ED,BCA
ABOUT THE COMPANY

3. YEAR ENROLLMENT (Approx)
2006 35
2007 290
2008 900
2009 1800
2010 2000
2011 2180
2012 1930
2013 2000
2014 2510
2015 3000
2016 3500
Growth

4. ENTRY OF
COMPETITORS
Threat of
Substitutes
Bargaining
power of
buyers
Bargaining
power of
suppliers
Rivalry among
firms
PORTER’S FIVE FORCE MODEL

5. Chama
Training
Operations
with Sales
Core
Operations
Last Lap
Sales
HIGHLIGHTS OF INTERNSHIP

6.  Introduction about the organization.
 Main objective and work of the organization.
 Training for sales and operations departments in the
organization.
 Role plays and mock calls/ walk-ins were done.
 Competitor analysis and counter strategies were discussed.
 Presentation on Edumentor products.
 Quiz on our learning about Edumentor and its products.
Training

7. Batch Segregation
{Malviya Nagar and Lajpat Nagar }
Form Filling
{Calling on Enrolled Students}
Fees Recovery
{Enrolled Students}
Board Center Activity
{Data Generation and Sample Paper Distribution
Orientation Class
{For the enrolled students}
Calling on Data for fresh enrollments
{ Lead Generation for walk-ins, Awareness
about forms }
OPERATIONS WITH SALES

8. Sales
School
Counselling
• Create Brand Awareness
Board Center
Activity
• Provides Information at right time and creates brand recall.
Telecalling
• Creates Urgency in the mind of student.
Walk-in
• Sale closed or student wants demo class.
Follow up calls
• Create further urgency in the mind of students.
References
• Given by students and helps in creating more sales.

9.  Counseling sessions.
 Workshop at various centers.
 Board Center Activity.
 Mass-mailing and messaging
 Outgoing Calls
 Referencing
 Educational Survey form
Sources of SALES

10. .

11. My project deals with a 360 degree view of operations and
slight sales of the company. Acting as a centre manager at
the designated centre (PITAMPURA in my case) which is
allotted to me and handling all the operational activities such
as:
 Role of Relationship Manager
 Cash and Receivable Management
 Service Delivery Management
 Maintaining Student Database
 Reference Generation
 Maintaining Logistics (Books)
OPERATIONS

12. .

13. LEVEL TWO SALES
 Reference from the students
 Enrolling existing students for Add-on courses
 Panic sales
 Selling the course wares
 Providing the doubt sessions and test series classes
 SOHA enrollments through referencing.
 Market Research
LAST LAP SALES

14. .

15. STRENGTH:
Specialist educational institute
Alumni of CBS
Presence pan-Delhi
Strong Product Research and Development
team.
OPPORTUNITY:
Diversification to other coaching markets
More visibility(mass media marketing tools)
More permanent centres
Expansion geographically, spread of centres
to other cities
WEAKNESS:
Unstructured organizational structure
Less visibility and awareness
Only operational for 6 months
Very less permanent members
THREATS:
Competition
New entrants, region specific
Establishing a better brand name to enhance
brand loyalty
SWOT ANALYSIS

16.  Ground level work and marketing
 How to do sales from scratch
 Time Management- how to perform different & new task in a short
period of time.
 Importance of Customer satisfaction and retention
 Classroom Management
 Best Learning experience
 Best motivating experience
 Got full recognition
 Healthy competition
 MIS Reporting(Excel data)
 Punctuality,Accountability
MY LEARNINGS

17.  Students are satisfied with the Faculty and Infrastructure of their
respective center.
 Quality matters more rather than fees based on the research.
 Infrastructure is not the major concern for the students while
joining EduMentor
 Class plan helps students to plan their schedule.
 Mentoring sessions and G.K quiz and other activities encouraged
student to participate more and contribute to the class.
 Brand value matters for company.
 Timing of the batch matters a lot to the parents and students.
 Students find services like form filling and free counseling
sessions helpful.
FINDINGS

18. RECOMMENDATIONS
 There should be a fixed schedule throughout the course for classes
held at each center
 Partial books should be given to the students who are paying fees
in installments
 Whole Logistics should be given in the starting of the session
 Display boards at every Centre – there were few centers where
there was no permission to put up display boards due to which no
self-made walk-ins were created
 Tie –ups: the company can look into various kinds of tie-ups with
other companies during all the levels of the marketing rather than
just sticking to tuition centers
 Scheduling of the faculties should be done in a week advance in
order to keep the system running smoothly.

19. ANY QUESTIONS??