Post on 08-Apr-2018
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Indias Premier Vocational Multimedia EducationCompany
BY-
SWATI SINHA
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Xplora Design Skool, Indias premier
multimedia education and developmentcompany, is based in Gujrat and has 27franchise education centres spread acrossIndia (within first 5 years of its operation)
with a turnover of Rs. 70 million in 2004.It mainly focuses on constantly exploringand delivering cutting edge technologyand developing latest softwares.
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SOFTWARE DEVELOPMENT AND
EXPORT
CONSULTANCY SERVICES MULTIMEDIA EDUCATION
OVERSEAS PLACEMENT
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Xplora had always laid special emphasis
on multimedia development and serving
overseas markets. With time, the industrystarted to experience a scarcity of trained
professionals. Thus Xplora came up with
the idea of training individuals inmultimedia to satisfy their manpower
needs. The approach proved to be fruitful
for XDS.
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Multimedia education being oftenconfused with IT education faced a major
setback with the downturn of IT in early2000. Lack of awareness about multimedia was
a constraint.
People didnt consider it to be a long-termcareer option.
Additionally, software license acquisitionwas a problem in this field.
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However with progress in computerization
and growth of related industries like
media, advertising and film-making,multimedia industry stands a fair chance
in 21st century. The government estimated
a requirement of 3 lakh multimediaprofessionals by the next 10 years.
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Multimedia can be defined as Apresentation made on a computer using
more than two forms of media. Ex: TV,Movie, Print advertisements, specialseffects etc.Multimedia has four broad areas:
Graphics Animation Web design Audio
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XDS wishes to set up as many as 300centres in the next 3 years.
Industry tie-up yielded the significant benefit
of a job guarantee to students who enrolledfor the course at XDS.
XDS has gathered strong technical andsoftware expertise in all areas of multimedia
and using licensed software programmes. The key objective of XDS is understandingstudent requirements in terms of industryneeds.
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The market segments which the XDS
currently caters are :
Students Professionals
Multimedia enthusiasts
Job seekers
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53% of the students thought that the coursewas value for money
The students of Xplora gave maximum
importance to the course content followed byjob guarantee and quality of faculty.
Another noticable trend was that the studentshad not given much importance to theindustry tie-ups.
The students at the multimedia instituteswere very satisfied with the institute and thecourse.
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55.8 % of the students gave a score of 8
out of 10 and above.
87% of the respondents at Xplora saidthey would recommend the institute to
others, which is the highest level achieved
by the institutes of this type.
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Primary competitors were : Arena (subsidiary of Aptech computers) Image C-Dac (govt.)Secondary competitors were : NIIT APTECH NETVISION MAAC EDIT
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50% growth rate.
Offer a variety of courses, giving more
options to customers. They also offer nationally recognized
certificates more valid than those of XDS.
Greater market penetration in advertising
and communication.
More cost effective due to centralized
marketing.
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Known for corporate training and excellent
corporate connections.
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Longer course duration
In depth knowledge
Live projects in curriculum Limited flexibility in price structure
Indulge in discount-offering straps result in
losses.
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Product positioning :Arena focused on long-term hobby oriented
course, whereas Image focused on short-
term professional courses. Distribution and pricing of a course :
Everyone followed a discount of upto 50% of
the fees. Xplora avoided discounts on the
fees however there were someconsiderations in branches of smaller cities.
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Advertising and Publicity :
Major tool of advertising was newspaper
in addition to word of mouth advertising.Image used events and seminars to
promote their courses.
Arena used discount and joint offers in
addition to seminars and events for
promotion.
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XDS has been using various
communication tools as a way to promote
their institute. The various sources usedwere newspapers, Radio Mirchi, banners,
posters, cable television, danglers, data
base mailers, road shows, handbills, stalls
at exhibitions, bus shelter advertising,
dispensers, discount coupons, caps,
bags, pens etc.
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The key objective of the project was todevelop a marketing strategy and mediaplan for XDS. The processes were :
Consider small towns for expansion andleave aside metros.
Clustering of town based on social status,profitability, existing competition, ease ofentry etc.
Market segmentation and identification oftarget market.
Market positioning. Designing market strategies.
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Strategies :After market clustering, a different marketingplan needs to be chalked out for each
cluster. Brand awareness in high income and high
awareness states such as Jaipur. It is easy tomarket in this cluster so it should beprioritized first.
Bringing down the hobby factor forpromotions.
Students must find it beneficial and utilizationof their time.
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In low income cities it can be projected as
a source of income for the people with
wider career prospects. Promotion through advertisements, local
media to create awareness in low
awareness areas.
Target the female customers as they are
more interested to utilize such courses in
spare time and improve their CV.