kkel in uk

7/31/2019 KKEL in UK

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International marketing

Sonia Panjwani C029


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KKEL is planning to increase their marketdomain in UK using their establishedfranchise model which they developed inIndia. This case study will reveal why are

they considering UK after Dubai andMaldives.

Kangaroo Kids Education Limited (KKEL)


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Kangaroo Kids Education Ltd (KKEL)

Renowned educational group in India 80 plus schools across 17 different cities in India International presence in Dubai and Maldives Started by Lina Ashar in 1993 in Bandra with 25

students An exciting activity based integrated learning centre,

KKEL is determined to make a difference in thedevelopment of a child


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KKEL

understandsa childs

grasping

process


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KKEL Education curriculum based on Dr.Howard

Garderners theory of multiple intelligence


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Why Child day care ?

Both parents working and the number of percentage of women in key roles

has increased from 10% to 40%.

Females graduates have higher employment rates in the recent past

Increasing importance to child development by companies to reward their

employees


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Why UK?Greater spending on child care: Parents in UK are spending 28% of their income on

child care which is highest in the world. It costs 177 per week for a child under 2yrsin UK.

(Bhatia, 2011; Lever, 2011)

It has been observed that 40% of the families have dependent children while 75% of

these parents are unable to find quality childcare units in UK.

The UK government has announced 238 taxfree income for the parents who are

taking support from approved childcare homes.

companies in UK, have started offering childcare vouchers as part of their employee

benefit strategy

Under Sec 26,Childcare Act 2006, the local authorities should be responsible to

provide sufficient and sustainable childcare facilities in their area of operation, which

should enable the parents to work or join job oriented courses.


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Why Cardiff in UK?

The proportion of working women is expected to increase from 73.6% to

77.2% in the next five years.

According to Cardiff Childcare Sufficiency Assessment, in 2009, there are

158900 residents of Cardiff out of which 75300 are women.

Cardiff has a large, progressive, and dynamic economy that includes a

diverse range of industries and the main financial center of Wales.

The county is proud of their largest and successful urban regeneration

projects which has attracted new jobs and employees.


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Market Analysis


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Market Size Population Demographics% of Total Population by Age & Gender

Cardiff Unitary authority

[324,800]

South East Wales Excluding

Cardiff

[1,111,200]

Age groups Male Female Persons Male Female Persons

0 to 4 3.10 2.99 6.09 3.00 2.86 5.87

5 to 9 2.68 2.53 5.21 2.91 2.77 5.69

Cardiff Child Population (National Statistics, 2009)


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61%

24%

5%7%

1%1% 1%

Market Segments

Child Minders

Child Care Centre

Nursery

Play Groups

Out Of School

Creche

Sitter Service

Holiday Play Scheme

Growth Rate of Child Care Centres (Cardiff Strategy Unit Report, 2010)


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Projected Population

Source: Cardiff Sufficiency Assessment 2009


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Child Care Places

Key Points :

73,645 places in

2009.

1200 more places in2009 than in 2008

Increase in places

by 4000 since 2003

www.statswales.wales.gov.uk


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Competition Analysis


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KKELs Competitive Advantage

Open for longer hours and on holidays Better Quality

Highly qualified staff

Onboard pediatrician and Nurse Healthy meals

Suitable location


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KKEL Competitors in Cardiff

Danielle's Little Cherubs

Darling Buds Nursery

Little Gems Leapfrog

Acorns


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Competitors Strategy

Located in more than one

place.

Open from 8am 6pm &charge heavily thereafter

(15 per 15 mins.)

Adhere to strict child - staff

ratio.

Market Leaders in Price.

[40 45 pounds/day]


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Competitors Strategy

Open during weekdays only.

Compete in the market on the

bases of

1.Qualified staff

2.Play activities

3.Healthy food

Mid Ranged Fees.

[35 25 pounds/day]

Darling

buds

LittleGems

Danielles Little

Cherubs


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Strategic Analysis


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Target Segment

WorkingFamilies.

Families withmore spending

power.


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Competitive Position

Low Quality

High

High Quality

Low

Darling

buds

LittleGems

Danielles LittleCherubs

KKEL

Keller : Price vs Quality

Differentiation based on

Flexible drop ins

Open Longer than others & holidays

On board nurse & paediatrician

Multilingual teaching style

Daily online videos and progress of chil


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Marketing Modes

Billboards

Magazines

Social Networking

Open House

Quarterly Events


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Strengths

Qualified and Experienced Staff

Modern Facilities

Flexible Hours

Multilingual EnvironmentEffective learning Environment and strongbrand image.

Weakness

Organization of flexible workingstaff

Inability to visualize the operations

OpportunityIncreased Growth of Customers

Thinner Fixed Costs

Threats

Fierce Competition (At least 6brands)

Public Fears for child care abuse

SWOT Analysis


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References

www.kkel.com Childcareqld Report, 2011,

Tighter rules put childcare centres out of business [Availableat]http://childcareqld.org.au/2011/07/tighter-rules-put-childcare-centres-out-of-business/

Cravens, 2010, Strategic Marketing, Tata McGraw-Hill Publication

CSA, 2010, Childcare sufficiency Report [Availableat] http://www.cardiff.gov.uk/objview.asp?Object_ID=17549

Lever, C.,2011,UK childcare is among the most expensive in the world

[Available at]http://www.savethechildren.org.uk/news/2011/05/uk-childcare-among-the-most-expensive-in-world

UK Statistics, 2010, Employment Status [Availale

at] http://www.statistics.gov.uk/cci/nugget.asp?id=12
http://www.kkel.com/http://childcareqld.org.au/2011/07/tighter-rules-put-childcare-centres-out-of-business/http://childcareqld.org.au/2011/07/tighter-rules-put-childcare-centres-out-of-business/http://childcareqld.org.au/2011/07/tighter-rules-put-childcare-centres-out-of-business/http://www.cardiff.gov.uk/objview.asp?Object_ID=17549http://www.cardiff.gov.uk/objview.asp?Object_ID=17549http://www.savethechildren.org.uk/news/2011/05/uk-childcare-among-the-most-expensive-in-worldhttp://www.savethechildren.org.uk/news/2011/05/uk-childcare-among-the-most-expensive-in-worldhttp://www.statistics.gov.uk/cci/nugget.asp?id=12http://www.statistics.gov.uk/cci/nugget.asp?id=12http://www.savethechildren.org.uk/news/2011/05/uk-childcare-among-the-most-expensive-in-worldhttp://www.savethechildren.org.uk/news/2011/05/uk-childcare-among-the-most-expensive-in-worldhttp://www.savethechildren.org.uk/news/2011/05/uk-childcare-among-the-most-expensive-in-worldhttp://www.savethechildren.org.uk/news/2011/05/uk-childcare-among-the-most-expensive-in-worldhttp://www.savethechildren.org.uk/news/2011/05/uk-childcare-among-the-most-expensive-in-worldhttp://www.savethechildren.org.uk/news/2011/05/uk-childcare-among-the-most-expensive-in-worldhttp://www.savethechildren.org.uk/news/2011/05/uk-childcare-among-the-most-expensive-in-worldhttp://www.savethechildren.org.uk/news/2011/05/uk-childcare-among-the-most-expensive-in-worldhttp://www.savethechildren.org.uk/news/2011/05/uk-childcare-among-the-most-expensive-in-worldhttp://www.savethechildren.org.uk/news/2011/05/uk-childcare-among-the-most-expensive-in-worldhttp://www.savethechildren.org.uk/news/2011/05/uk-childcare-among-the-most-expensive-in-worldhttp://www.savethechildren.org.uk/news/2011/05/uk-childcare-among-the-most-expensive-in-worldhttp://www.savethechildren.org.uk/news/2011/05/uk-childcare-among-the-most-expensive-in-worldhttp://www.savethechildren.org.uk/news/2011/05/uk-childcare-among-the-most-expensive-in-worldhttp://www.savethechildren.org.uk/news/2011/05/uk-childcare-among-the-most-expensive-in-worldhttp://www.cardiff.gov.uk/objview.asp?Object_ID=17549http://childcareqld.org.au/2011/07/tighter-rules-put-childcare-centres-out-of-business/http://childcareqld.org.au/2011/07/tighter-rules-put-childcare-centres-out-of-business/http://childcareqld.org.au/2011/07/tighter-rules-put-childcare-centres-out-of-business/http://childcareqld.org.au/2011/07/tighter-rules-put-childcare-centres-out-of-business/http://childcareqld.org.au/2011/07/tighter-rules-put-childcare-centres-out-of-business/http://childcareqld.org.au/2011/07/tighter-rules-put-childcare-centres-out-of-business/http://childcareqld.org.au/2011/07/tighter-rules-put-childcare-centres-out-of-business/http://childcareqld.org.au/2011/07/tighter-rules-put-childcare-centres-out-of-business/http://childcareqld.org.au/2011/07/tighter-rules-put-childcare-centres-out-of-business/http://childcareqld.org.au/2011/07/tighter-rules-put-childcare-centres-out-of-business/http://childcareqld.org.au/2011/07/tighter-rules-put-childcare-centres-out-of-business/http://childcareqld.org.au/2011/07/tighter-rules-put-childcare-centres-out-of-business/http://childcareqld.org.au/2011/07/tighter-rules-put-childcare-centres-out-of-business/http://childcareqld.org.au/2011/07/tighter-rules-put-childcare-centres-out-of-business/http://childcareqld.org.au/2011/07/tighter-rules-put-childcare-centres-out-of-business/http://www.kkel.com/


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Thank you

kkel in uk

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