Vikram Singh PGP/14/123

Sales & Distribution Management

Term IV

Part I
I. My product and firm: A. Product/Service: iLamp ( I Learn At My Pace) Education Services y Internet based education channel for school/college students and professionals y Classes delivered in real time and can be taken offline by the recorded lectures y Learning material on VCD/DVD/USB drive format for people who don t have access to internet y Service partnership with Private Schools, Engineering Colleges and Institutes y Online coaching and test series for competitive exam aspirants y Weekly Performance evaluation card sent to parents of school going students y Application form deadlines and Exam date reminders by SMS/email to competitive exam aspirants B. My Company: 120 Year Old Granny s Classes y Headquarters located in Purana Quila, New Delhi y Online education business started in 2005 for High school students y Partnered with coaching institutes in 2006 y Online video service providers for 80 engineering colleges y Partnered with NPTEL program of MHRD in 2011, to deliver engineering class videos to 1000 engineering colleges across India y Regional offices in Kolkata, Bangalore and Mumbai y Annual revenue of Rs. 120 Crores with Net Profit of Rs. 26 Crore y Total staff of 304 employees: o 100 distributors o 90 faculty on different subjects o 60 content developers such as test series papers and evaluators o 20 engineers in IT operations and troubleshooting functions o 30 administration and management o 4 Senior Management team My Buyers: Individuals and Institutions A. The Buying Firm: A1. Individuals: o o o o o Students preparing for competitive exams such as AIEEE, IIT-JEE, AIPMT, UPSC and state level exams Students, who want real-time online tuition classes delivered at home by internet IT Professionals, who want to build their programming language capabilities Parents who don t want their kids to commute long distance for tuition classes Students, who want personalized attention and who want to control the speed of their learning such that they can pause and play the videos to understand well

II.

A2. Institutions: o o o o Engineering colleges with shortage for good quality faculty Engineering colleges, who want to outsource their performance evaluation system Coaching Institutes who want to capture market in Tier-II cities Coaching institutions, who want support in the test series, Students performance evaluation and education content development and delivery

Government Institutions who want to develop quality human resources to feed the demand for highly skilled labor in IT services industry

B. Buyers Needs: B1. Individuals: o Personalized attention as they are not able to focus in classrooms o Need for repeated learning to understand the concepts which can be done by repeatedly playing the recorded classroom videos as per the needs o Student performance report card delivery to parents to monitor their situation o Need for quality faculty which may not be available at low cost in tier-II towns o Easy accessibility of the coaching centers as it s tough to commute for tuitions B2. Institutions: Shortage of faculty has resulted in need for experienced teachers at low cost Need to cover larger geographical areas through technology to increase enrolment in the courses being run by institution o Need to reach up to the student through partnership with online content providers C. What I have done so far with thebuyer and the buyers firm: o Online classes delivered to more than one lakh students over 5 years o Online test series and performance evaluation for competitive exams o Reaching up to the individual students and IT professionals with Advertising campaigns in front of schools and IT companies through regional offices o A network of 100 distributors and sales personnel to sell the services to engineering colleges and coaching institutions o Dedicated faculty to conduct online classes, video recording and problem solving in real time for the students from multiple places o Partnership with NPTEL and engineering colleges to distribute the pre-recorded high quality learning material as per the needs of the students o Tie-Up with broadband network providers to include it in learning material pack for easy content delivery at concessional rates o Real time conduct of classes to multiple institutions through A/V medium o o III. The buyers options: A. My Own Product and Service: iLamp Education Services;Rs. 8,000 per course per student and Rs. 2,00,000 per course per semester for Institutions Strengths Weaknesses On Demand delivery of reading material and pre Need for Internet connections and a recorded content as per the needs of the customers Laptop/Computer No need to commute for tuition classes Students not regular with the classes Personalized attention through online classes by Tough to control more than 10 students at one time high quality faculty from premire institutes Low cost alternative for permanent faculty for The personalized touch is not there, detachment Coaching institutions and Engineering colleges from the faculty which can t be seen in the class IT professionals can upgrade their knowledge base The learning methods and the certificates are not with the online classes after their work hours accepted in the industry as much as regular courses Parents can be aware of the students academic Unnecessary pressure on students as the parents are progress by regular updates by SMS/Email continuously monitoring their performance

B. Direct Competitor Number One: Old TIME School Pvt. Ltd; Rs. 10,000 per course for students Strengths Weaknesses Established name in CAT, IIT-JEE, AIEEE coaching Limited to Management and Engineering Entrance Industry Coaching Industry Support of Regular faculty of its coaching centers in Regular faculty are not technology savvy and not Delhi, Mumbai and Bangalore comfortable with online class system Online classes are picking up fast as brand name is Online classes have started just a year ago, the reach already established is limited because of lack of infrastructure Good database of old students in Industry who can The Institutes is seen as playing catch up in the refer the product to other students in online forums online education market, focus divided between online and regular classes C. Direct Competitor Number Two: I Missed School (IMS) Pvt Ltd. Rs 25000 per course for students Strengths Weaknesses Stronghold in Engineering Tuition in Mumbai and The classes are conducted in real classroom setting, Chennai, for tier-II & III engineering colleges students need to commute to the coaching University toppers are from this institutes which has As the trend is changing towards on demand online given credibility to the faculty and the test series education, regular coaching may be obsolete D. Indirect Comptitor: NPTEL channel on Youtube, Price: Free of Cost Strengths Weaknesses A repository of over 4000 hours classroom recording The content is developed over 15 years and is not up to date One of the most viewed Youtube channel In India The content is not arranged properly, no after class support like evaluation for effective learning Easily accessible as the content is freely available Material is for Engineering courses only, and doesn t included Entrance exams

IV.

Objectives: A. Primary Goal: y Easily accessible High quality learning material to the students across India at reasonable cost y Improving the learning process by on demand learning practices which customized as per needs B. Minimum Goals: y Improving the quality of learning material so that the graduates are employable after 4 years in colleges, making the classroom experience possible at home C. Optimistic Goals: y Removing the burden of High fees in coaching and Engineering education sector by making all the content available in the tier-II & III towns through internet and VCD/DVD medium

Part II
I. Objections: 1. I could not login to the online portal as Iforgot my password;what should I do? 2. I don t remember which email I used for registration, please let me know the account details. 3. I am not getting the Students performance message on my mobile phone 4. I could not play the VCD, which I have received by courier today, what should I do? 5. I could not get through to the tutor even after registering my problem 24 hours, I need urgent help! 6. I don t want to continue the classes, how can I withdraw from the course? 7. My daughter wants to go back to coaching to meet her friends; she s not interested in your online classes. 8. I have paid fee by draft, but I am not able to login in the portal. 9. Is it possible to pay the fee in installments as I m not able to pay it at one go? 10. I ve heard that the real learning takes place in the real classroom; won t it hamper my personality development as I m glued to the computer all day long? 11. I don t understand, what the tutor teaches, I can t understand his pronunciation! 12. I want to enroll for Fluid Dynamics but this is not available, what should I do? 13. Can I download the videos from the portal? 14. How can I unsubscribe from the daily formula on my mobile Phone? 15. I missed some classes as the internet was down for a week at my home, how can I attend the classes? 16. I cannot pay the fee mentioned for all the courses, is it possible to get a discount? 17. The test series result for Chennai regions have not been declared, is there any problem? 18. I am getting free videos from NPTEL, which are better than paying fee here, why should I continue? 19. My tutor keep passing time, he doesn t teach properly, can I change it now? 20. I am leaving for an onsite project; can I continue my classes after returning from there? 21. Faculty at my college is in opposition to taking your services for online classroom, what should I do? 22. I cannot get any degree/certificate, which is accredited by a university, is this learning valuable? 23. I am 50 year old, is it possible for me to register for the course to enhance my technical capabilities? 24. Are the test standardized across the centers? 25. I could not do well in the previous test, can I take it again? 26. My teachers are not treating me well at school as they have come to know that I am taking online classes, what should I do? Responses: 1. Please go to login page, enter your username and email Id, Your password will be mailed to you. 2. Please enter your date of birth and the answer to the secret question, your username/email details will be send to your by SMS. 3. Please check, if you have entered the correct mobile number, You need to re-enter your mobile number, you ll get a verification code, after entering which, you re mobile number will be activated. If you faced to problem again, please call our customer care representative. 4. Please check the VCD for any damages, if it s in the right shape, please check your VCD player, if you are not able to play only this VCD, then please call our customer care, we ll send you another VCD in next 5 days. 5. We would like to assist you as soon as possible as your turn comes, you may also go to live problem solving forum, search for your problem, and if you can get the solution. You can ask other students, they may also help you in the discussion forum. 6. You can apply for withdrawing from the course, depending on the number of online classes and the study material which you have accessed; your remaining money will be calculated and transferred to your account.

II.

7. Your daughter can login to the friends corner and interact with other course participants, solving problems together can get her new friends, and she may also come for the real classes if she wants to attend them with other friends of her, but that will attract higher charges as of regular classroom participation. 8. Please call our customer care; let us know the draft number which you ve sent to us. Your login will work as soon as we receive the money. 9. Yes, you can pay the fee in three monthly installments, but the charges are higher by Rs. 500. 10. You can attend the classes as per the convenience to you, without travelling to the coaching centers, we also have monthly get together for all the students, where you can interact with the students from the other batches, You can join our groups on Facebook and friends corner on our portal to stay in touch with other students. 11. You can access the recorded videos of the same course which is taught by other faculty, where you can pause and play as per the convenience to you. You may ask your tutor to go slow, if it s not comfortable for you to catch up with the regular class, you can register for I learn at My Pace, where you can control the pace at which you learn. 12. We have partnered with the NPTEL program, where you can get the lectures for this course, we are also developing the reading material for this course which will be available in next three weeks, and you may also browse the library section on our portal for the study material which you may need. 13. The videos can be played online but cannot be downloaded, to stop the piracy of the material. If you want these videos for classroom programs in your institutes, you may reach us at toll free customer care number; we ll provide your further information about it. 14. Send UNSUBSCRIBE to 89898. 15. You can browse the video library section of the website to access the videos of previous classes. 16. You will get a discount of 10% if you register for more than 4 courses. 17. The results for all the centers are declared at the same time. Please call our customer care if you have not received the result by SMS. 18. We have latest videos for all the courses, the study material and test series packs are unique to our courses which provide real life class learning. 19. You may register a complaint to our customer care, if you are not satisfied with our service, you have the option to change your tutor, or you can discontinue the service if it s not suitable for you. 20. Yes you can take a course over a period of one year, you can access the material from anywhere in the World. If you cannot continue with the course for now, you can re-enroll after coming back. 21. You can convince your faculty as it is a supporting platform your college students, the quality of leaning is well acknowledged by the industry, you may ask our service representative to give a presentation about the effectiveness of the course material; we shall be able to help you in convincing your faculty. 22. We are not offering any degrees as of now, it is to support your learning at school and colleges, and you can enhance your knowledge base while working. 23. Yes, the age is not a bar for learning; but please make sure that you have pre-requisite knowledge before registering for a course. You may call our customer care for further information about a course. 24. The tests and learning material is same across all the centers, you may register at any of the center. 25. You can access the previous tests in the archive section on the portal. 26. You can explain to your teachers the need to the online classes, you may talk to your parents to discuss with your teachers, if any help is needed; we can explain the benefits of these classes to your teachers.