A SUMMER TRAINING PROJECTONMARKETING STRATEGIESAT

UNDER THE GUIDANCE OF

FACULTY GUIDE COMPANY GUIDE Ms. Hima Chugh Prof. Rakhi Tripathi FSM, New Delhi NIIT , Sec-51 Noida SUBMITTED BY:Mohd. TalhaRoll No: 201100

INTEGRAL UNIVERSITY,LUCKNOW

ACKNOWLEDGEMENT

In pursuit of an MBA degree, summer internship plays a pivotal role in the overall grooming by providing real time industry experience. I have tried to apply the learning I have received from the various experienced professionals, who helped and guided me throughout the internship project tenure. I wish to express my true regards to individuals who have been a great support and motivated me to perform better. My Sincere thanks to Ms. Hima Chugh (Centre Head), for giving me an opportunity to work in her organization and to learn from the practical challenges that a manager faces while on the job. My Sincere thanks to Mr. Raman Handa (Territory Head) & Mr. Biswajit Kundu (Regional Head) for their support in solving my doubts related to the project. They have always encouraged me and appreciated my work by positively analyzing my findings and suggestions. They directed me how to make the data collected more valuable for me as well as the organization. I wish to place on record my gratitude to NIIT Ltd. for providing me an opportunity to work on a project of such importance. My stay in the organization has been a great learning experience. This exposure has enriched me with knowledge and has also introduced me to the attributes of a successful professional.

MOHD. TALHAFMG - 20FORE School of ManagementNew Delhi

EXECUTIVE SUMMARY

The objective of the Project is to identify and evaluate the existing business strategies for NIIT and then after proper research suggesting recommendations in these techniques and strategies. The questionnaire covered all the questions required to gain an insight into what factors influence the decision of students to take admission in NIIT. Organization can understand the requirements of the students and the strategy can be made accordingly for the different marketing techniques. Finally attempt is made to suggest the different ways by which the company could improve its sales. Through this report we hope to make valuable contributions to the company. Several recommendations and suggestions are given from conclusions which were arrived after data analysis with the help of excel. The data collected from students was entered into excel sheets and then analyzed using SPSS and Minitab to come up with the conclusion on general view of students that they hold for NIIT YUVA JYOTI and also coming up with the recommendations given at the end of the report.

TABLE OF CONTENTS

CHAPTER 1: INTRODUCTION INFORMATION TECHNOLOGY INDUSTRY INDIAN IT INDUSTRY 10 JOB PROSPECTS IN IT IN INDIA NIIT YUVA JYOTI AS A COMPANYCOMPETITORS COMPETITOR ANALYSIS BRANDING AT NIIT YUVA JYOTICHAPTER 2: LITERATURE REVIEWCHAPTER 3: RESEARCH METHODOLGY AND DATA COLLECTION3.1 OBJECTIVES OF THE STUDY 3.2 NEED AND SCOPE OF THE STUDY3.4 QUESTIONNAIRE DESIGN AND TESTING3.5 DATA COLLECTION METHOD3.6 RESEARCH DESIGN 3.7 SAMPLING DESIGN AND SAMPLING SIZE TARGET POPULATIONCHAPTER 4: DATA ANALYSIS & INTERPRETATIONCHAPTER 5: MAJOR FINDINGS AND RECOMMENDATIONS5.1 SWOT ANALYSIS OF NIIT YUVA JYOTICHAPTER 6: CONCLUSIONCHAPTER 7: LIMITATIONSCHAPTER 8: REFERENCESCHAPTER 9: APPENDIXQUESTIONNAIRE

CHAPTER 1INTRODUCTION1.1INFORMATION TECHNOLOGY INDUSTRYThe Information Technology industry is large industry. Over the past 50 years, IT has shaped modern world & continues to change it. The major segments in IT are hardware & software. Software consists of products & services. Software products are packaged or ready-to-use software made by a company for use by others. Software services companies typically do programming for client companies on a contract basis. These companies take care of the client companys outsourced development & maintenance of software, training, etc. IT is a global industry: In 2007, the worldwide spending on IT was estimated to be $1.7 trillion.

1.1.1 INDIAN IT INDUSTRY Size of IT industry in India:The Indian IT industry is large: 2 million people work here. Of these, about 1.5 million work on exports i.e. overseas contracts, while the rest work in the domestic market. Off shoring:Indian IT companies have pioneered the offshore model. Thus, instead of doing work onsite i.e. by going to work at the clients company abroad, these companies have set up processes to get this work done in India. This results in much lower costs for the client company. By far, the biggest market for such work is the US. Top companies:Well-known Indian companies in this field include Infosys, TCS, Wipro& HCL Technologies. Multinational software companies like IBM, HP & Cognizant have also entered India & built an increasingly strong presence here.In fact, there are an estimated 8000 IT firms in India. There are also thousands of other, non-IT companies in India & most of them have their own IT department, whether small or big. Industry growth:Since 2001, the Indian IT sector has been growing at about 28% every year; in 2008, the sector grew at 28% to reach over $70 billion in revenues. In the same year, employment grew at 26%. There is still a lot of growth possible: Indian IT firms account for only 15% of the world market of outsourced offshored software valued at $380 billion

FIGURE 11.1.2 JOB PROSPECTS IN IT IN INDIAEach year, lakhs of people are employed in the IT industry, most of them new college graduates. In 2009, Infosys is recruiting 20,000 freshers out of college at an average salary of Rs. 3.25 lakhs per year. Other large firms too are hiring in large numbers. A career in the software industry means being a part of the most happening industries of our time. There is no area today that is not or will not be touched in some way by software. If you have an interest in trying or solving challenging problems, IT is a great field to work.

1.2 NIIT YUVA JYOTI AS A COMPANY

NIIT YUVA JYOTI is a leading Global Talent Development Corporation, building skilled manpower pool for global industry requirements. The company which was set up in 1981, to help the nascent IT industry overcome its human resource challenges, has today grown to be amongst worlds leading talent development companies offering learning solutions to Individuals, Enterprises and Institutions across 40 countries.Research-based Innovation, a key driver at NIIT YUVA JYOTI, has enabled the organization to develop programs and curricula that use cutting-edge instructional design methodologies and training delivery. NIIT YUVA JYOTIs Individual Learning Business offerings include industry-endorsed programs for students seeking careers in IT New AgeGNIIT YUVA JYOTI(Indias First Cloud Campus),EdgeineersandGlobal Net Plusfor IT professionals.

NIIT YUVA JYOTI has provided computer-based learning to over 15,000 government and private schools. The futuristic NIIT YUVA JYOTI Gururange for schools is a holistic education package that comprises Interactive Classrooms (an embedded Teaching Learning Material, that uses elements of interactivity, automation and web links library); Math lab(technology tools that enable school students to learn and explore mathematical concepts);IT HYPERLINK "http://www.niit.com/services/SolutionsforSchool/IT%20Education/Pages/ITEducation.aspx"Wizard(equips the students with core computer knowledge and IT skills);Quick School(an Education Resource Planning solution for school management); andMobile Science Lab(the first of its kind portable computerized Science Laboratory which enables students to correlate scientific concepts taught in the class with that of real life. .

To address the vast population of underserved, school-aged children, NIIT YUVA JYOTI launched the Hole-in-the-Wall education initiative. Its achievements in the area of Minimally Invasive Education earned NIIT YUVA JYOTI the coveted Digital Opportunity Award, by the World Information Technology Services Alliance (WITSA) in2008.

For working professionals,NIIT YUVA JYOTI Imperia, Centre for Advanced Learning, offers Executive Management Education Programs in association with IIM Ahmadabad, IIM Calcutta, IIM Lucknow, IMT Ghaziabad and IIFT Delhi. NIIT YUVA JYOTI Imperia also offers specialized courses in Finance in association with KPMG and on Digital Marketing with Google India and Internet and Mobile Association of India (IAMAI).

NIIT YUVA JYOTI Institute of Finance Banking HYPERLINK "http://www.ifbi.com/"&HYPERLINK "http://www.ifbi.com/" Insurance (IFBI), formed by NIIT YUVA JYOTI with equity participation from ICICI Bank, offers programs for individuals and corporates in Banking, Financial Services and Insurance.

NIIT YUVA JYOTI HYPERLINK "http://www.niituniqua.com/"Uniqua, Centre for Process Excellence, addresses the increasing demand for skilled workers in the business and technology services industry by providing training programs in relevant areas. This is a part of NIIT YUVA JYOTI Institute of Process Excellence, a NIIT YUVA JYOTI-Genpact venture.

NIIT YUVA JYOTI HYPERLINK "http://www.niit.com/services/SolutionForColleges/Pages/SolutionsforColleges.aspx"Careers@Campus, the companys Institutional Alliances Business for colleges and Universities, delivers in-campus training through Synchronous Learning Technology.

NIIT YUVA JYOTIs Corporate Learning Solutions, NIIT YUVA JYOTIs Corporate Learning Solutions, offers integrated learning solutions (including strategic consulting, learning design, content development, delivery, technology, assessment and learning management) to Fortune 500 companies, Universities, Technology companies, Trainingcorporations and Publishing houses

NIIT YUVA JYOTI HYPERLINK "http://www.niityuvajyoti.com/"YuvaJyoti, a joint venture between NIIT YUVA JYOTI and NSDC, offers vocational skills training programs to enhance employability of youth across India.

NIIT is a leading Global Talent Development Corporation, building skilled manpower pool for global industry requirements. The company which was set up in 1981, to help the nascent IT industry overcome its human resource challenges, has today grown to be amongst worlds leading talent development companies offering learning solutions to Individuals, Enterprises and Institutions across 40 countries.

NIITs training solutions in IT, Business Process Outsourcing, Banking, Finance and Insurance, Executive Management Education, and Communication and Professional Life Skills, touch five million learners every year. NIITs expertise in learning content development, training delivery and education process management make it the most preferred training partner, worldwide.

NIIT Yuva Jyoti is a joint venture of NIIT and NSDC (a PPP initiative of Govt. of India) conceived with the vision of providing high quality training to over 70 lakh youth, in the next 10 years. NIIT Yuva Jyoti aims to reach out to the youth of India living in cities, small towns & villages and provide them with job specific training to enable them to get jobs across different service sectors. Considering the opportunities and the growth of services sector in India, NIIT Yuva Jyoti is focused on providing skills training within the services sector which have a huge potential for growth.

OUR SEGMENTSThe target population for the training programs in this business can be categorized into three broad categories. Largely, the target group will be in the 16-35 age segments. Within this, the 15-19 age segment consists of 110-120 million people while the 20-35 age group accounts for over 325 million [25%] of the countrys population. According to Indias Demographic Dilemma by BCG-CII, 70% of the population entering the workforce consists of illiterates and school-drop outs. Out of the 89 million people joining the workforce over the next 5 years, 65% will be either school drop outs or illiterates.I SSLC Pass Students seeking a career in the service sector:As mentioned earlier,a large percentage of the entrants joining the workforce in the next 5-10 years will belong to the Class X/Class XII pass category with no higher education qualifications. This population segment is not employable as it is not likely to possess the skills necessary to succeed in todays work environment.II Underleveraged Service Sector Workers:A. Workers looking for skill up gradation/sector migrationA large number of youth drop out of the education system after Class VIII due to lack of academic inclination or to supplement family income. These people are employed in the informal sector and often face skill deficiencies that prevent them from performing their work effectively and enjoying growth and success. These deficiencies are typically in soft skills, work place skills & occupation skills.Lack of exposure, inaccessibility to state of the art skill development centres and inability to get placed in the high growth sector of the economy leaves this segment of the population out of the economic boom. Inter-sector or geographical migration in search of attractive growth opportunities becomes very difficult.B. Corporate Sponsored Training ProgramsService sector industries require skilled personnel in large numbers but they only have access to an unskilled pool of resources with low employability. Hence, skill enhancement industry programs targeted at fresh entrants to the workforce are important.Organisations are unwilling to invest heavily in programs for their fresh recruits and instead, look out for readily deployable human resources. NIIT can tie-up with employers in the service sector for the outsourcing of in-house training programs. Training in this segment could begin with induction programs and slowly progress into skill up gradation programs for employees.III Marginalized Sections of Society:A. Below Poverty Line YouthThe below poverty line youth account for a sizeable portion of the population, both in urban and rural areas. A number of government schemes are underway to uplift this segment of the population through education and industry exposure.B. Slum PopulationIndia has a sizeable slum population, especially in urban cities. This population is expected to rise in the next 5-10 years with greater migration from rural to urban areas. Enhancing the skills and employability of slum youth is another massive opportunity.C. Other Marginalized SectorsA sizeable portion of our workforce consists of people from marginalized sectors such as backward classes, women, scheduled tribes etc. This sector has little exposure to the massive growth and employment opportunities in our country. Enhancing the employability of these people will be very beneficial to the marginalized communities as well as the economy as a whole.IV Experienced Service SectorWorkers seeking Supervisory/ Executive PositionsSchool drop-outs working as operators, assistants or technicians in the service sector industries have a minimal chance of being promoted to a supervisory role, without the required grooming, professional workplace and management skills. The advanced training programs in this business, aims at equipping this target segment with the necessary knowledge, skill-sets and attitude to make a leap into the executive level positions of the industry.With an increased focus in enhancing the employability and skill-sets of the Indian workforce, a huge demand for certified skills trainers is expected in the country. To cater to his need, the following two segments will be targeted in this project:

V Higher Secondary Pass Students seeking a Faculty Training Program:The Higher Secondary Pass students will be trained for associate faculty positions in this proposed teacher training program.VI Graduates Seeking a Faculty Training Program:Graduates will be trained for full-time faculty positions in this proposed teacher training program.Inclusive Focus on WomenIndia has a sizeable female population whose potential is either untapped or underutilized. We strongly believe that if women are empowered across India, it can lead to a better society and a better India. Towards this goal of inclusion of women in the main stream of Indian workforce we have ensured a special focus on women as our potential target market. Moreover, we have been primarily targeting the services sector, which itself is seen as one of the major sectors where women can conveniently play a key role. Hence while identifying its addressable market we will give special attention to reaching out to women in both backward and urban areas. By various skilling initiatives, NIIT Yuva Jyoti Centres will seek to empower these women and make them self-reliant through enhanced employability.There will be a multi-faceted approach to addressing this need for inclusion of women. During the execution we will ensure: Relevant Job Role:We will target job roles that are most convenient for women to contribute to. Some of the roles with a huge demand for female employees are: Sales and Customer Service in Retail, Housekeeping and TravelCounselorsin Hospitality, Skills Trainers in Education and rural BPO employees in ITES. Customized Course Design:Specific courses will be designed to address the needs of women entrepreneurs and other women working in jobs. These will be in sectors having a huge demand for women, so as to map their skill training with industry needs appropriately. In case of self-employed women, courses will be so designed to help them better manage their ventures or take up new initiatives. Extensive Geographical Reach:We plan to leverage on our huge geographical spread to reach out to the target areas. We propose to penetrate both backward and urban areas by setting up centres as close to the target group as possible, to minimize their travel and also offer courses at convenient flexi hours. Women-Only Initiatives:By setting up dedicated centres for women, we will encourage them to break the ice and step outside their homes. Additionally, facilities such as Live Projects shall be provided to those unable to effectively participate in receiving a Professional Practice exposure.The underlying aim of these initiatives is to enable a huge resource pool to better their lives as well as make a productive contribution to the nation. Based on the response received, other suitable initiatives may be adopted over time.NIIT has been providing opportunities to women both for employment and skilling for the past 30 years.Inclusive Focus on Physically Challenged PeopleAt NIIT Yuva Jyoti, we aim to empower those who are denied meaningful employment due to lack of skills or opportunities. One such category of people are Physically Challenged employable youth whos potential remains largely untapped. This is because there is an inadequate mapping of their capabilities with the jobs on offer. Some organizations try to include them in roles that are different from what others perform but these are mostly rudimentary in nature and fail to utilize their skills completely. At NIIT Yuva Jyoti, we feel that with certain basic skills, these individuals may be better equipped earn an adequate livelihood.Towards this goal of inclusion of physically challenged people in the mainstream of Indian workforce, we have ensured a specific focus towards this group of people in our potential target market. Special attention will be given to reaching out to these individuals in both backward and urban areas.Some examples of the groups we would focus on are Hearing Impaired Individuals & Visually Challenged peopleThese groups may be a suitable target audience because of their high levels of dedication and loyalty, as well as the creative skills they possess which often go untapped.Certain job roles where they may be considered are:1. Web Developers/DTP Assistants:People with hearing impairment would suit this profile because of their creativity and out of box thinking. Past experience has shown us their ability to perform and deliver in this capacity and hence, we will target them.2. BPO Employees:NIIT Yuva Jyoti believes that people who are visually challenged would be suitable for this role because of their high level of technical skills. If trained adequately, these individuals are capable of greatly contributing to the IT/ITES sector and hence we will target them.The underlying purpose of reaching out to these people is to enable disadvantaged groups to lead their lives on an equal footing with others. Along with this, they would make a productive contribution to the growth of the nation. Based on the response received, other roles may be considered over time.COURSES AVAILABLEUpon analysing the industry needs, audience profile and their skill needs, NIITs curriculum design team has recommended comprehensive course architecture with the following course offerings:Course Highlights:Sector OverviewCourse DescriptionEligibilityDuration

Retail Sector :

Organized Retail Market is estimated to be Rs. 98000 Cr. and expected to be Rs. 17.4 Lakh Cr. by 2022. The sector employs35 Mn people with ~0.3Mn in organized Retail with 75% in store operations job.Certificate Course in Retail Trainee AssociateThe program provides a head-start to enter into the fast paced Retail Sector in the role of a Retail Trainee Associate. You will be skilled on Retail Store Operations, Visual Merchandising, Retail Sales, Professional Skills, Customer and Complaint handling & Interview Skills etc. The program will prepare you to confidently converse in simple English, have a good understanding of the basic IT Skills required at work place and demonstrate a professional attitude in Retail outlets.

Course in Retailis aligned withNOS (National Occupational Standards)byRetailers Association Skills Council of India (RASCI).Qualification - Min. 10th pass & Age - 18+ years6 weeks

IT/ITeS Sector :

The Indian IT/BPO industry has revenues of $108 Bn and is growing at a CAGR of 27%. With more than 10Mn people employed, it is among one of the largest employment generator in the organized sector.Certificate Course in CRM Domestic Voice (BPO)The course enables an extensive learning of the communication concepts and professional skills that will help to enter into the high opportunity ITeS/BPO Sector. After completion of the program, you will be able to serve customer effectively in a contact centre/BPO and that ensures faster growth in the organization.

Course in BPOis aligned withNOS(National Occupational Standards) byIT/ITeS Sector Skills Council of India.Qualification - Min. 12th pass & Age - 18+ years2 months

Certificate Course in Data Entry SkillsThere is a high demand of Data Entry Professionals with increasing number of Govt./Public sector organizations digitizing their records. This program will prepare you to maintain proper entry of required data of customers through use of various data entry software and techniques. By the end of this session, one will be able to update, research, verify and/or retrieve data into/from various systems.Qualification - Min. 10th pass & Age -18+ years6 weeks

BFSI Sector :

The Indian Banking & Financial Services sector estimated at$ 1921 Bn is one of the fastest growing sectors of the economy growing at a CAGR of 9% YOY.Certificate Course in Business CorrespondentThis program enables to learn the key skills required to have a fruitful career in the Banking & Financial Services industry in India. The student is taught Basic Financial Concepts, Managing Customer Relationships, and Knowledge of Delivery Channels besides effective Communication Skills, enabling him/her to function as a Business Correspondent.

Course in Bankingis aligned withNOS(National Occupational Standards) byBFSI Sector Skills Council of India.Qualification - Min. 12th pass & Age - 18+ years2 months

Retail & Telecom Sector :

The Indian Retail sector is the 2nd most attractive emerging market in the world. Organized Retail which currently has a market size of Rs 98,000 Cr. is expected to grow at a CAGR of 25% till 2022. Further the Indian Telecom sector, already the 2nd largest in the world, with a mobile subscriber base of 86.5 Cr. is expected to reach 100 Cr. subscribers by end of 2014. The increase in the sales of Mobile Handsets have led to a huge requirement ofIn-Store Promoters, also known as Retail Sales Representatives at the Retail Showrooms who can facilitate and drive the sales of these fast moving product categories (Telecom, FMCG, Consumer Durables).Certificate Course in Showroom Retail - In Store PromoterThe program prepares you for over-the-counter customer service & sales, highlighting features of all types of products, including Telecom, FMCG, and Consumer Durables etc. in retail outlets. So you will be well equipped to handle the role of In -Store Promoter.Qualification - Min. 12th pass & Age - 18+ years6 weeks

Career Enhancement Courses

Sector OverviewCourse DescriptionEligibilityDuration

IT Sector :Understand the essentials of IT are a must across all age groups. While it holds its own importance among students who wish to make a career in this field, it is very essential to impart its knowledge right from the school level. While many private schools in metros and tier 1 towns provide computer education to their students, the majority of students still get left out.Certificate Course in Basic IT SkillsThe program is intended to reach as many people as possible to acquaint them with the basic knowledge of computers. So at the end of the course, you will be able to use internet, understand the basic functions of computer application and respond on emails.Qualification- Min. 8th pass & Age - 12+ years1 month

Certificate Course in Essential IT SkillsThe program educates you on the importance of IT Skills, a very important requirement in today's work environment and enables you to learn the basics of Computer Applications.Qualification- Min. 8th pass & Age - 12+ years2 months

English/Personality Development :English is the most widely used language for Business Communication in India, across all its regions. With the Indian economy getting more integrated in the Global economy, there is a huge demand for resources that are able to comprehend & communicate in English, esp. for entry level jobs.Certificate Course in Spoken English & Personality DevelopmentThe program will help develop a basic English workplace vocabulary and make you confidently converse in simple English.Qualification- Min. 8th pass & Age - 12+ years2 months

Certificate Course in Basic Spoken English & Logical ReasoningThe program will help you refresh your Spoken English as well as Logical Reasoning Skills, thus preparing you to grab the upcoming job opportunities.Qualification- Min. 8th pass & Age - 12+ years1 month

Social Networking :Social Networking is an essential part of our lives today. Be it being connected with near and dear ones or promoting ones brand, the importance of social networking cannot be ignored. It is one of the most important methods of seeking a job, booking tickets online and promoting ones business today.Certificate Course in Social NetworkingThe program is designed from the primary perspective of educating you on different aspects of building a social network, the various online platforms and unique role of each in establishing connectivity with friends/colleagues. At end of the course, you will be able to make online bookings, respond to mails and handle facebook/twitter accounts.Qualification- Min. 8th pass & Age - 12+ years1 month

MODEL CENTERED LEARNING ARCHITECTURE (MCLA)This is a revolutionary approach to instructor-led classroom learning evolved by NIITs Research & Development team. Over the years research has shown that students learn best from an expert who serves as a role model, especially when the learning objectives are clearly defined in the context of real-life scenarios.MCLA exposes the student to case studies and specific problem settings drawn from the industry. These scenarios serve as the backdrop for discussions and collaborative problem solving. Students first get an opportunity to observe their instructor solve the problem, then solve the problem on their own under his guidance, and finally do unguided practice until they master the required skills.

Figure 8: Model Centered Learning Architecture (MCLA)NIITS SYNCHRONOUS LEARNING TECHNOLOGYNIITs Synchronous Learning Technology (SLT) has created a unique network of dedicated centres, studios, academic associations that can enable Live Education Delivery and Instructor-Student interaction.Having designed and used Synchronous Learning technology for many years, NIIT has built around this technology a unique learning methodology and student experience that includes the best features of conventional classroom education coupled with advanced e-learning and learning management techniques.In order to address the skill training requirement of a large population base of our target profile and enable them getting expert faculty guidance NIIT has designed one Interactive Classroom in its Yuva Jyoti Centre which will be equipped with Synchronous Learning Technology.Synchronous Real-time Learning in NIIT Yuva Jyoti Centre is built around three significant elements: One interactive classroom consisting of a projector connected by broadband satellite (VSAT) links to one or morestudioswhere the expert faculty conducts the training activity. Special software used by expert faculty taking training sessions from studios and students located at the remote classrooms that fully replicates all features of face-to-face teaching. Thus, students and expert faculty interact in real-time through this software, and the students/expert faculty can perform all tasks/actions that they would utilize in a face-to-face teaching environment. Processes and supporting educational features such as Learning Management Systems (LMS), Online Assessments, e-learning that create a pedagogy that is unique to this model.Thus taken together, this model enables the expert faculty sitting at the studio to conduct training sessions in real-time for students at the remote classrooms, with full interaction, discussions, questions-and-answers, classroom quizzes, software usage, etc, all under the control of the expert faculty. All students can see and hear the expert faculty and every other student, can do additional study at their own pace using the LMS and e-learning, and can take part in examinations using the online examination system.While the overall benefits of NIITs Synchronous Real-time Learning technology are self-evident, a few significant advantages are enumerated below: The ability to utilize the expertise of the best expert faculties in any field becomes possible without faculties or students having to relocate to a different physical location. Expert faculty and students are both located at their usual places of work/stay, and interact through the Synchronous Real-time Learning system. Further, since all studios and remote classrooms are a part of the NIIT SLT network, it is possible to utilize expert faculties from different cities as and when required. Thus for example, two consecutive classes can be conducted by expert faculties located at two different places. It is possible to cover a larger number of students in a single training session, since students are distributed across a number of remote classrooms, all interacting and participating simultaneously. It is possible to reach quality training to even those settlements/habitats where the number of students is fewer than the minimum required to set up a physical classroom or a campus. Remote classrooms can be set up in such habitats, and there is (almost) no limit to the number of remote classrooms that can be connected to a training session from the studio As a corollary of the above advantage, it is possible to reach quality training to settlements located in difficult terrain, since remote classrooms require only satellite links.Significant pedagogical innovations, particularly relating to flexibilities in the pace of study, are possible. All classroom sessions & discussions are recorded and can be re-played and e-learning & LMS provide additional options for self-paced study and practice. Thus, students can select a pace of study that is best suited to their needs

1.3 COMPETITORS

1) EDUCOMP SOLUTIONS

Founded in 1994, Educomp Solutions Ltd. is a globally diversified education solutions provider and the largest education company in India. Educomp currently serves more than 15 million learners and educators across India, USA and Singapore. Educomp works closely with schools implementing innovative models, creating and delivering content to enhance student learning. Educomp has maintained a long, undiluted focus in the K-12 curriculum design and teacher education space. Its innovative applications and products have revolutionized the way information technology and the Internet is used to deliver new age learning to people. Educomp is a publicly traded company on the Bombay Stock Exchange and National Stock Exchange, India. Educomp Products: Introduced smartclass, a teacher-led content delivery system that has dramatically improved learning effectiveness in class. Developed Indias richest 3 D K-12 content library with over 16,000 modules aligned to Indian and international learning standards. Developed Roots to Wings TM, Indias first structured Pre-School learning system.

Developed Mathguru.com an online learning initiative. Pioneered Education Process Outsourcing in India through the Learning Hour platform, a benchmark for other similar initiatives. Conducted Professional Development workshops, training more than a million teachers in technology integration, pedagogy, and best practices in teaching.

Educomps Research Team constantly evolves more effective methods to reach out to learners and educators. Educomp has a track record of implementing large scale Public-Private-Partnership projects. Educomp works intimately with various State and Central Government agencies, Ministries of IT and HRD, and Governments of other countries. The varied programs involve across-the-board education infrastructure implementation, teacher training and content development projects.

2) EVERONN SYSTEMS

One of the leading educational companies in India, Everonn is listed in both the NSE and BSE. With a firm belief that technology-enabled learning can truly nullify social and economic boundaries, Everonns achievements have helped millions of students achieve their dreams. From its pioneering VSAT-enabled virtual and interactive classrooms to its emphasis on offering only the highest-quality content to students, Everonns quest for excellence has enabled the company to repeatedly break new grounds in the Indian education industry. Everonns commitment to a better standard of education is the guiding principle behind all its activities, from making Pre-school toddlers school ready to enhancing the employability of college students and providing the best entrance exam guidance in the nation. Everonns diverse operations are testament to the companys firm focus and dedication. From offering the next-generation in school education through Internet and VSAT to providing content on the move via mobile phones, Everonn is on a constant look out for the next technological revolution in education. Be it elementary knowledge or the latest in animation and gaming, Everonn is the one-stop destination for educational excellence. A parallel focus on formal learning has also enabled the company to continue raising the bar in the Indian education scenario.2) APTECHAptech is a global retail and corporate training company with headquarters inMumbai,India.The company commenced its ITtraining business in 1986]and has trained over 5 million students. In 1993, Aptech became the first IT training organization in Asia to receive theISO 9001quality certification forEducation Support ServicesThe company has grown and diversified into various education-related businesses and its stock is listed on theBSEand theNSE.It was also featured in the '2009 Global Top 20 IT Training organizations' list.3) CMC COMPUTER TRAININGCMC has hands on experience of designing andexecuting IT solutionsfor massive and complexglobal Projectsacross the value chain-infrastructure, applications and business process. . As a part of the process,CMC Academy is a venture, one of the first to impart non-formal computer education in India. This arm of CMC Limited which started grooming IT professionals way back in1978has a dedicated team from the education and delivery field, comprising of Subject matter experts from the various technologies in theIT and related fields. There is also a set of qualified faculty CMC Academy Park Streetoffers Training solutions like Initial Learning Programs ,Technology training, Soft Skill Training , Summer/Winter/ Vocational Training & Project based trainingwith its highly qualified team of professionals with B.Tech, MCAs and Degrees in the Applied subject. All our Faculty members are well qualified people who enjoys training people and uses training methodology which is a judicious mixture of instructor led training, computer based training , case studies and panel discussions.4) DUCATDUCAT offers a wide spectrum of technical courses and application courses designed to suit every skill level, as well as the ability to consult directly with organizations to tailor made learning plans for any number of employees. Our products and services have a wide appeal and are applicable those in varied positions including network administrators, systems analysts, systems architects, test engineers, software developers, help desk staff, IT managers, senior executives, administrative assistants and business professionals.

FIGURE 2

1.4 COMPETITOR ANALYSIS1) APTECHSTRENGTHS 1st IT Education Company to receive the ISO 900 1 certification for its Education support and services. Pioneers of Tele-education. Annual turnover of over US$ 70 million. 6, 00,000 plus students. Education alliances Partnership with world leaders like Novell, Oracle, Microsoft, Wave Technologies .and USA. Courses ranging from 1 week to 3 years, providing academic options for each Multi-modal Education-A new Paradigm in learning.2)EDUCOMP SOLUTIONSSTRENGTHS Global R and D facility Retention of the man power in the industry Impressive list of clientele Relatively lower receivables as compared to the industryWEAKNESS 1. Lower operating margin in the group companies.OPPORTUNITIES In the branded product category In the upcoming technology area like Bluetooth etc.THREATS Increasing cost of human capital Slowdown in us industry3)EVERONN SOLUTIONSSTRENGTHS Strong presence in establishing and managing VSAT based platformsin schools and colleges. Curriculum focused digital content for school and relationships withthem. Relationship with state governments through ICT contracts. WEAKNESS Relatively higher dependence on ICT for annuity revenues resulting in stretched cash flows (Negative operating cash flow in FY09). Proportion of revenues from non core business (EDURES) steadily increasing. Operating margin of EDURES range between 5% - 6%. No past track record of managing business schools. OPPORTUNITIES Increasing the penetration of classes per school in the iSchool segment (Currently 3 classes per school versus Educomps 15 classes per school). New Model in ViTELS College, approaching colleges instead of students, will reduce the lumpiness in the revenues of this segment. Working on models to start K-12 and business schools. THREATS L1 bidding in ICT segment may put further pressure on margins and IRR. In event of failure of the new model in the college segment, Everonn will have to get back to its older model of approaching students instead of approaching the colleges.

FIGURE 3

COMPANY

HISTORY

CURRENT NETWORK

BUSINESS MODEL

Started in 199419 millionlearnersStrong focus on schools

Started in 19928 millionlearnersStrong focus on web based learning

Started in 19866 million learners Strong focus on Industry visits & workshops Project development

Started in 19907 million learnersStrong focus on professional courses

Started in 19758 million learnersStrong focus on asset based services in niche segment

TABLE 1

1.5 BRANDING AT NIIT:

NIIT SECTOR 51 has had been operating for the past one and half years .But there has not been significant efforts put in this field. The people around are not aware of NIIT. A lot of efforts are needed in this field to increase the brand awareness and thus, increase the sales. The following strategies are followed by NIIT to increase their branding: SCHOOL SEMINARS This is the predominant form of marketing followed at NIIT where the faculty conducts a workshop in schools for classes VI to XII. CANOPY MARKETING Canopies are a major marketing technique for institutes in the training industry and NIIT too has its canopies strategically located around the territory along with a dedicated canopy team. TELE-CALLING This is one of the major ways of creating brand awareness as prospective customers are made aware of NIITS background and offerings over the telephone. It is a very cheap and effective system. OTHERS There are several other indirect techniques such as Print Advertisements, Banners, Pamphlets etc. IITSC faces stiff competition from the small players of the coaching industry as the follow the principle of aggressive pricing which sometimes becomes unviable for the organization.

INTERNET MARKETING - With the advent of social networking websites such as facebook and twitter it has become very important that each and every organization has an active presence on these sites. Internet marketing is considered to be broad in scope because it not only refers to marketing on the Internet, but also includes marketing done via e-mail and wireless media. Digital customer data and electronic customer relationship management (ECRM) systems are also often grouped together under internet marketing. Internet marketing ties together the creative and technical aspects of the Internet, including design, development, advertising, and sales. TIEUPS WITH COMPANIES - Tie-ups should be done with different companies for various courses of NIIT. Like with IT companies for IT training programs. Moreover, for different finance jobs financial accounting courses can be provided. For marketing field training for advanced excel can be provided. NIIT has courses for all the industries.

CHAPTER 3RESEARCH METHODOLOGY & DATA COLLECTION

3.1 OBJECTIVES OF THE STUDY1. To study the effectiveness of current Marketing strategies adopted by NIIT YUVA JYOTI2. To study the effectiveness of current business policies and the immediate impact 3. To find the major problems ailing NIIT YUVA JYOTI 4. To provide recommendations to the company to help them strategize better and generate the desired amount of sales

3.2 NEED AND SCOPE OF THE STUDY

1. The study will help the company determine the major drawbacks in the existing system of marketing. 2. The study will help the organization determine the various deciding factors that a student keeps in mind before selecting any particular institute and prioritize them. 3. The study will help in role clarity of the people involved in the marketing process. 4. The study will also help the organization in improving their service qualitatively and also add value to their existing services 5. The study will help the people at the helm of the organization in understanding what a student expects from a coaching institute with much more clarity.

3.4 QUESTIONNAIRE DESIGN AND TESTING

The questionnaire is a structured technique for collecting primary data in a marketing survey. A well-designed questionnaire motivates the respondent to provide complete and accurate information. The aim of the project was to test consumer perception, to check various factors affecting the sales of different courses to better define the target market and to study the effectiveness of different marketing strategies. The following key areas were kept into mind while developing the Questionnaire Defining the target respondents. Choose the method(s) of reaching your target respondents. Deciding upon question content. Developing the question wording. Put questions into a meaningful order and format. Pre-test the questionnaire. Develop the final survey form.

The method adopted for Questionnaire Design were :1. Brainstorming The Questionnaire was designed after rigorous discussions. The questions were designed in such a manner that they cover every aspect of the research objective. 2. Focused Group Discussions The management of NIIT YUVA JYOTI were involved in focused group discussions with us to frame the correct questions so that it would not be derogatory in any situation and we would get the desired data through disguised questions.

3.5 DATA COLLECTION METHOD We used a number of data collection techniques which are as follows:- By using the survey method - A detailed Questionnaire was prepared and responses of studentswho enrolled for the course and who did not enrolled were taken on parameters including study material, pricing,brand equity, marketing strategy etc were captured on these Questionnaires. Conducting aptitude tests at schools & colleges. Organizing gaming tournaments for school & college students. Organizing painting & mehendi competitions at various nearby societies. Putting canopies & standings near school, colleges and society markets.

3.6 RESEARCH DESIGN

Convenient Sampling Technique has been used to identify the sample to be selected. The sample size here was of 100. Further on this sample we did systematic sampling in which selected a sample size of 88, selecting 1 out of every 4. On this sample,the research is carried out using the detailed questionnaires which was designed for students. In the questionnaire five points LIKERT SCALE had been used to measure almost every question. For Data Analysis, tools available with MS Excel and Minitab were used. Representative Analysis Tools Used: Bar Graphs Pie Charts Data Analysis-Minitab

3.7 SAMPLING DESIGN AND SAMPLING SIZE

Students Questionnaire Sample Size: 88Sample Design: Systematic Sampling Region: NIIT YUVA JYOTI Lucknow Branch

3.8 TARGET POPULATION

Our target population included: - Students who came for different enquiries to NIIT YUVA JYOTI, Lucknow. This included the students who enrolled for the course as well as those who did not enroll for the course.

CHAPTER -4DATA ANALYSIS & INTERPETATION

4.1 DEMOGRAPHICS4.1.1 GENDER DISTRIBUTIONAs we can clearly see from the pie chart below that number of female respondents has been more than that of male and it can be clearly contributed to the fact that till now more females are seen studying in various IT training centers as compared to males.

FIGURE 4

4.1.2 QUALITY DISTRIBUTION The student composition at NIIT YUVA JYOTI is mostly in the range of 60-80% and therefore most of the students who are attracted to the centre are average in nature. Thus the company should bring out new policies to attract students of better quality .The perception of the consumer needs to be changed.

FIGURE 5

4.1.3 FAMILY INCOME DISTRIBUTION It can be observed that most of the students are from the family income group of 15000-35000 k monthly followed by less than 15000 k monthly which is also quite a high percentage proving that high family income is not necessary for a student to take admission in a IT training centre. Rather it is the aspirations of the customer that drives the market.

FIGURE 6

4.1.4 EFFECTIVITY OF DIFFERENT MARKETING TECHNIQUES IN TERMS OF FREQUENCYIt can clearly be seen that newspaper inserts, NIIT YUVA JYOTI sponsored events and NIIT YUVA JYOTI contact centers are the responses involved which brought out the maximum responses. This means the maximum conversion occurs when some counselor tells about the course directly to the customer. This is a high involvement category.

FIGURE 7

4.1.5 RATING OF NIIT YUVA JYOTIMostly all the in queries have rated the quality of study material as average and good. Thus improvement is required in this field to attract more students as a education institute should have the best study material.Adding to it, the response about the faculty has also not been impressive. An educational institute should be known by its faculty. The response about the jobopportunity is also mixed. This column was filled by students wanting to do GNIIT YUVA JYOTI. This means people dont believe in the assurance provided by NIIT YUVA JYOTI for placements. Thus NIIT YUVA JYOTI should work on this factor as it is the main saleable factor for this course.

FIGURE 8

4.1.6 NUMBER OF STUDENTS RATING THESE SELECTION FACTORS AS IMPORTANT All the factors have relatively same preferencewhile choosing an institute. Thus all the factors matter a lot while selecting some institute. Among all the factors, distance from home was given highest rating. Thus, it was main priority for girls and students enrolling for cool application courses. Moreover, faculty was also given high importance by students enrolling for both the courses. Adding to it, past records, feedback from others are given importance by students enrolling for GNIIT YUVA JYOTI courses. Thus, the institute should do more things to make the students believe in the benefits of these courses.

FIGURE 9

#AnswerMin ValueMax ValueAverage ValueStandard DeviationResponses

1Faculty2.005.003.900.7688

2Past records2.005.003.720.9472

3Feedback from others2.005.003.711.0268

4Infrastructure1.005.003.280.9774

5Course structure2.005.003.860.7185

6Fees1.005.003.681.0873

7Location2.005.003.410.9068

8Brand name1.005.003.510.9072

9Distance from home2.005.004.110.7985

TABLE 2

4.1.7 AGE FACTORMostly all the students belong to 12-17 and 18-26 categories. The institute should do more to tap people above the age of 26 because it is a large untapped market which is willing to learn computer. But still has not found any suitable fields to explore.

FIGURE 10

4.1.8 TYPE OF RESIDENTIAL AREAThe candidates have come from all the areas city, town and villages. This is a good factor for the company as the courses are reaching to all the areas equally. This benefit can be used to roll out more mass market targeting courses.

FIGURE 11

4.1.9 EDUCATIONAL BACKGROUND OF PARENTMost ofthe parent of students who came for inquiries falls in the category of graduates and who have done schooling upto some level.This means that the parents at least understand the value of education or want to teach their children the things that they were not able to learn. The students were less of parents who had done post graduation and above. This means the courses find fewer acceptances among highly educated fraternity.The institute should look into this and develop courses which are more knowledge oriented. AS it seems this was the reason for their lesser interest in the courses.

FIGURE 12

4.1.10 ENGLISH AWARENESSMajority of the students have chosenEnglish as their development area. This means knowing less English do not prevent the children from not taking up the courses which is a very good thing. Moreover, this can be used up as aopportunity by the company for making up courses which includes teaching spoken English. This at one hand may increase the acceptability of the courses in the target market and will also result in increased enrolling for the courses by the students

FIGURE 13

4.1.11 NIIT YUVA JYOTI IS PRECIEVED TO HELP THE STUDENTS IN:Most of the students enrolling for the cool application program think NIIT YUVA JYOTI to help them in improving their grades in school and college and equipping them with strong IT end user skills. While the students wanting to do GNIIT YUVA JYOTI course want to avail NIIT YUVA JYOTI's placement services. Thus, these are the factors which should be mainly pitched while selling the courses. Moreover, more programs can be built for students wanting to go for international placements and to improve the placement ability of students in campus.

FIGURE 14

CHAPTER 5MAJOR FINDINGS AND RECOMMENDATIONS

1. From graphical analysis of the key marketing techniques it has been noticed that Counselling at Centres, Word of Mouth and School Seminars are top three techniques that have attracted students. Now Counselling at centres is end process for almost each and every student enrolled and Word of Mouth is a general phenomenon which cannot be specifically controlled. Thus special emphasis on school seminars should be given. School seminars should be conducted in a more systematic manner and special importance should be given to brand building at schools along with usual workshops. Schools act as first touch points for our customers andtherefore first impression on students should be good enough to attract a certain percentage of students for enrolment. 2. Canopy marketing which is a very important technique for IT training industry alsogive enough percentage of positive results as depicted by the graphical analysis. The results are specific to NIIT YUVA JYOTI Sector 51 territory

3. Pamphlet Distribution, Hoardings, Banners and Print Advertisements are all bringing an average result for NIIT YUVA JYOTI Sector 51 and thus these activities should encouraged further for proper effectiveness.

4. From the analysis it was concluded that distance from home is a very important factor that a student considers before selecting any institute. NIIT YUVA JYOTI Sector 51 suffers from poor location problem. Though it is strategically located beside the Noida City Centre Metro. But this does not give advantage to it as no sector in the territory lie on the metro line. Thus it only adds to the rent of the place without affecting the number of enquiries. Thus the location can be changed to reduce the rent charges. 5. The analysis also concluded that girls give an addition weightage to the distance from home factor rather than boys and thus special attention must be given to this point to attract more female students. Thus special attention can be given to arrange transport facility for girl candidates so as to increase their registrations. 6. The statistical analysis shows that fees factor is not dependant on family income. This may be because that parent is willing to spend much more nowadays on educating student and providing him best facilities possible. Thus there is huge potential that awaits to be tapped. 7. The brand name NIIT YUVA JYOTI carries a lot of weight. But this has not been leveraged to its fullest potential. This is a big name in the IT training industry. Almost every principal that we approached was aware of NIIT YUVA JYOTI and its presence in the education sector 8. The brand equity of an institute does depend significantly on its history and past records for the GNIIT YUVA JYOTI course. Thus more focus should be given to ensure good placements to the students.5.1 SWOT ANALYSIS of NIIT YUVA JYOTI as a company

CHAPTER 6CONCLUSION

Due to the recent expansion in various states by NIIT YUVA JYOTI in educational sector, it requires a high degree of marketing for its immediate sales to increase. For the long run brand building and creating brand awareness is very necessary. NIIT YUVA JYOTI has the advantage of first mover, but it has to keep up with the quality of its services to make sure that the brand loyalty is maintained at the very same level. But due to the opening of various new centers in various parts of india, these stages are bound to come as the company is facing a situation similar to a startup when brand awareness is very low. The company needs to establish the NIIT YUVA JYOTI brand for the long term. Another problem which is being faced by the company is the rapid increase in the number of competitors in the educational sector. The company has to work on its competitive egde i.e. quality to ensure that its market share is not eaten up the competitors. Also, the course structure of these brands needs to be redefined. NIIT YUVA JYOTI has good courses for school students and IT college students. Now more focus should be put on students of other college streams. Moreover, new fields should be explored in which there is good scope in the future. Adding to it, new courses for professionals and 30 to 60 year age bracket should be built as this market has still been unexplored. The awareness drive should also be increased. As it found that the courses were found to be good but prospective people were not aware of the course.

Keeping all the findings and recommendations in view NIIT YUVA JYOTI has a very good prospect to succeed if a few of the organizational problems are solved with the management using a strong hand as the training industry has a huge prospect.

CHAPTER 7LIMITATIONS

The recommendations are limited to NIIT YUVA JYOTI SEC-51 NOIDA only as the study has only been concentrated on that centre and may not be true for other NIIT YUVA JYOTI centres Sample size is limited to 88 which may not lead to correct results in some cases during statistical analysis

CHAPTER - 8REFERENCES

http://indiacurrentaffairs.org/coaching-fee-unaffordable-for-most-midclass-households-study/ http://zeenews.india.com/google.aspx?q=computer%20training%20institutes%20NIIT Yuva Jyoti http://journals.cambridge.org/action/displayAbstract?fromPage=online&aid=305554 Marketing Research by NK Malhotra Marketing Research by Naresh Nagundkar www.NIIT Yuva Jyoti.com http://books.google.co.in/books?hl=en&lr=&id=SatjBnj6iNAC&oi=fnd&pg=PR7&dq=E+learning+pedagogy&ots=oSbbP2jl9E&sig=eVD_8TZcSYCWGJCJxZXu9jXjVhA http://deposit.fernuni-hagen.de/1922/1/ZP_121.pdf#page=14

CHAPTER - 9APPENDIX

9.1 QUESTIONNAIRE

Name of the candidate:

__________________________________________________________________________________

Which course are you intending to join? NIIT YUVA JYOTI COOL APPLICATIONS Gender Male Female What is your age? 26 Which type of residential area do you belong to? City Village Town What is your monthly household income? < Rs.15000 Rs. 15000 35000 Rs. 35000 -50000 > Rs. 50000

What is the educational background of your parent? Illiterate Upto intermediate Graduate Post graduate Number of siblings: 0 1 2 >2 What was your percentage in the last declared result? 90 What do you think of your English awareness? My strength My development area. Rate the following factors that you might consider while taking admission in NIIT YUVA JYOTI Least important 5 Most important

1 2 3 4 5

Faculty

Past records

Feedback from others

Infrastructure

Course structure

Fees

Location

Brand Name

Distance from home

How do you rate NIIT YUVA JYOTI on the following factors? Poor Average Good Very good Excellent

Quality of study material

Infrastructure

Faculty

Discipline

Job Opportunity

Other value added services

How did you come to know about NIIT YUVA JYOTI? NIIT YUVA JYOTI contact center Word of mouth Radio Television Internet Hoarding/Paper Newspaper inserts NIIT YUVA JYOTI sponsores events/seminars Canopies

I see NIIT YUVA JYOTI as my mentor in: Improving my grades in college Improve my placement ability during campus placements Availing NIIT YUVA JYOTIs placement services Acquiring international certifications Equipping me with strong IT user end skills.

Did the respondent join the course? Yes No