Kladeo Final Report

8/6/2019 Kladeo Final Report

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KLADEOTECHNOLOGIESPVTLTD

2011

Project Report

Entrance Guide Software

Summer Internship (Sales & Marketing)

adipoli

Submitted By:-

Suman Saha PGP/14/245

Suja Barua PGP/14/306

Praveen S PGP/14/165

Sudipta Mandal -

PGP/14/318

Project Guide: Jisha Rajan


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ACKNOWLEDGEMENT

It is our privilege to record our deep sense of gratitude and unbound

reverence to Miss Jisha Rajan (HR Kladeo Technologies Pvt Ltd) and Mr.

Rajesh (CTO Kladeo Technologies Pvt Ltd) for their constant motivation,

guidance and enlightenment through the course of our project work. We also

wish to express our profound thanks to the whole technical and staff and

other support staff of Kladeo Technologies Pvt Ltd for their constant

encouragement and valuable suggestions throughout this project.

Suja Barua

Suman Saha

Praveen S

Sudipta Mandal


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The project during our summer internship was in Kladeo Technologies PVT Ltd. The project

was related to the sales and marketing of the Entrance Guide Software. Entrance Guide Software

is a product which provides an online interface for entrance based practice. The product is been

designed to target both medical and engineering students. The product in the initial phases is

supposed to be distributed only within Kerala. The main targets are obviously the students.

Our main plan of action during these two months was to create brand promotion for the product.

We have done market research by surveys and focus groups discussions with the students. We

made visits to the coaching institutes across Kozhikode, Thrissur, Kannur and Malapurram. Also

the schools were a main place where we made visits. The demonstration of the product was

shown to all the customers in the respective places. The main aim behind targeting coaching

centers was to achieve a healthy amount of sales at a time. Schools were part of direct marketing.

For coaching centers we made price proposals and gave other incentives. We tried to build a

relation with most of the institutes and schools and also succeeded. We also designed a retail

distribution network, and selected a distribution agency for doing the same. We also tried for

suitable tie ups for the product. We made tie ups in getting the questions . We also tried for tie

ups for co-marketing, but later abandoned due to the possible revenue loss.

For the online promotion of the product, Facebook and Orkut pages were developed. Along with

that we also posted videos on Youtube regarding the product. The viewership across the pages

and videos was found to be good.

To move into the market and sell the product we needed to visit places like schools and coachinginstitutes. So for this purpose we hires two sales and marketing staff and trained them regarding

the product.

A few challenges were faced during the duration of the project which was mostly related to the

products interface and installation. So we provided a healthy feedback to the developers and

also necessary changes to be made are in progress.

Visiting new places and talking to the heads of the institutes was a tough challenge so every we

framed a customized approach for each of them and molded our conversation accordingly. For

this we also gave training to our marketing and sales staff.

The overall response from the market and our company mates was excellent. The project really

proved to be a good learning experience for us and helped us to deal with new marketing

challenges.

ABSTRACT


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We joined on 4th

of April, 2011 as summer interns in Kladeo technologies Ltd. Our job is to

promote the new product Entrance Guide Software in the market. In the past one month we have

come up with the following ideas, plans and actions listed below:-

Designing of CD Covers and CD stickers

D

esigning of pamphlets, brochures and banner Product testing

Improving the website www.entranceguide.com

Making Kladeo Entrance Guide pages in Facebook and Orkut and also making online

promotions

Made a demonstration of the product and uploaded on YouTube

Recruited two sales

Provided training to the sales staff

Made a tie up plan for coaching centers

Field visit to main coaching centers

Bargaining power of suppliers:- Low

y DVD/CD can be easily purchased

y DVD/CD can be even burnt in house

y The softwares required for developing the product are either free or cheaply available and

also available from many vendorsAll the above points indicate suppliers of this industry dont have much bargaining

power.

Bargaining power of customers:- Moderate

y Our research says the percentage of computer users from high school students of Kerala

is not high

INTRODUCTION

INDUSTRY ANALYSIS OF EDUCATION CD BUSINESS IN KERALA


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y Computer awareness among students is increasing and many students have shown

interest in using computer for education purposes

y Many all India level entrance tests and also most of the entrance tests for higher

education like CAT,GRE becoming computer based shifting students preference towards

computer based education

Threat of new Entrants:- High

y The business requires very low initial investment and any small software firm can

develop this kind of product. Entry barrier is low and exit barrier is also low making

threat of new entrants high

y Currently there are not many players in this industry because the market is not well

developed but as the market will grow in future it will attract many players

Threat of Substitutes:- High

y Buyers switching cost to another brand of product is almost nil

y Companies can develop internet based education products and sell in much lower price

and given the increase of internet usage among students this may lower the demand for

CD/DVD based education products

The intensity of competitive rivalry:- Moderate

y Low entry cost and subsequently low exit cost makes the competition in this industry

high

y Buyers switching cost to another brand like Manorama is nothing which also makes the

industry competitive

y The market is growing so there is an opportunity for everybody

y The biggest player Manorama hasnt really pushed its product in the market

Conclusion: From the above analysis we can say that Education CD business in Kerala is

moderately attractive Industry. The product being low cost with product differentiation and

effective marketing strategy average to high return on investment can be achieved.

Recommendation: From the above analysis our recommendations for companies in this

business would be following

y Study established competitors product thoroughly. Study its strength and

weaknesses and find out all opportunities to make it better

y Differentiate your product with addition of useful services through new ideas and

innovations


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y Dont try to focus on your return on investment too much initially. Focus on

developing the market first. The market isnt well developed and awareness needs to

be built among end users. Otherwise the market has good potential.

SURVEY RESULTS


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STRENGTHS:-

Easy to use interface

Huge bank of questions

Provision of service regarding the product on the website www.entranceguide.com

SWOT ANALYSIS


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Its easy to have performance feedback for the students throughout the year

Good packaging and promotional activities undertaken

Awareness regarding the product on social networking sites

Provision of good discount and other promotional offers will help in elevating the launch

Competitive pricing strategy

WEAKNESSES:-

Few of the questions ad tutorials are faded

Problems regarding an important part of the interface(scroll part)

Installation time is slightly more and often certain problems in installation in some

particular systems

Question bank is huge but mostly made by referring a single book

Computer interface is not a familiar scene in case of engineering and medical entrances

Demonstration of the product needs arrangements such as projectors and PC which may

not be feasible at places

OPPORTUNITIES:-

The number of students appearing for engineering and medical is more than 1lakh

Growing awareness of computers among students as per our survey

Not much competition in the market

Tie ups with coaching centers are easy to attain which will help in increasing the sales

Students can be directly presented the product or made aware through pamphlets and

brochures

Distribution costs can be cut down because the major customers will be the coaching

institutes

Differentiating factors in the product such as technical assistance and frequent upgradation

THREATS:-

The major competitor in the market is Manorama

They have a good well expanded brand name and distribution network across Kerala


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As prices of both the products are same, and on offer of discounts from our side maylead into a price war

Parents and coaching centers take Manorama product as reliable because their quality ofquestions are tested as compared to ours

As the question bank is copied mostly from one book, while validating our product

many coaching institutes and also students may become aware regarding this and this

will certainly create a negative image

We have come up with following designs for CD covers and stickers for the different packages

respectively:-

1. Physics, Chemistry & Maths

DESIGNING OF CD COVER AND STICKER


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2 Physics, Chemistry & Biology


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3 Physics & Chemistry


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5 Biology


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DESIGNING OF PAMPHLETS, BROCHURES & BANNERS


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1 Pamphlet

2 Brochures


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3 Banner-


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We installed the product in our systems and analysed the interface. We made necessary changes

in the user interface. We understood the entire system from the product developers. We also

suggested them to build a structure which can be installed faster. The security features were also

studied thoroughly. Suggestions for SMS services and helpline numbers were also made by us.

The website for our product is www.entranceguide.com . The content in the website needed to be

updated. We also changed the whole interface of the website. We have already suggested thenecessary changes and the web developers are working on it. The contents added by us are as

follows:-

PRODUCT TESTING

IMPROVING THE WEBSITE


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About us page

Products Engineering

About Us:

KLADEO Technologies Pvt Ltd incorporated in 2007 started as a

business-to-business service provider. They offered enterprise

solutions in whole range of services such as Hospital Management

System (HMS), Academic Management System (AMS), Retail

Management System (RMS) and so on. Kladeos thought and vision

is growth and development in the field of technology. They believe

customer satisfaction is the prime objective.

Its move in the education sector is an extension of its software

development capabilities. They feel there is a void in the field of

computer aided entrance coaching which their product Entrance

Guide can satisfy. It is specially developed to help the students

preparing for engineering and medical entrance examinations.

We have a group of highly skilled IT professionals and educational

experts who are the backbone of our product development

capabilities. We maintain a strong base of extremely dedicated and

motivated workforce.

VISION

Delivering educational excellence through cutting edge technology.

Help students to increase their learning potential using smart use of

technology

I am doing self study as

there is no coaching

classes near to me.

Entrance Guide provide

me a platform for me topractice and analysemy

progress.

Seema vasudevan

Thrissur

I am good with the

concepts. Most of the

time I can do all the

questions in the exam

when I sit in a r elaxed

manner. But during real

exams, I get slow and

could not perform well.

After using Entrance

Guide I am able to

improvemy speed. Now

am able to achieve top

ranks in the coaching

entre.

John Mathew

Kottayam


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Products-Medical entrance

DEMO VIDEO

Demo video

BUY NOW

BUY NOW


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Products Requirements and general instructions

Processor: PIV or AMD

RAM: 256MB

HDD: 500 MB free space

Monitor: 15 +

Resolution: 800 X 600 pixels

OS: Windows XP

CDDrive: 52 X, Sound Card

CD not necessary once installed in the system

You will have to sms the key generated from your system, to us to get the activation key in yoursystem.

Product-Features

y Easy to install and use

y CD helps in assessing your preparation levels, through reports and analysis of your performance

y Learn at will at your place and at the time of your choice

y Prepare for every possible question through the comprehensive question database.

y Supplement yourself study and lecture class

y

Chapter wise preparation pattern also available for beginnersy Practice your exams in different difficulty modes

y Choose the time limit of the exam

y Easy and hassle free interface

y Solution and review features

y No need of internet connection for running the software

y Regular use can enhance your speed and accuracy as supported by experts in this field

y Fast navigations and superior technological support

y Special update of the question through website when required

y No need of CD once installed in to your computer

y Capable of multiple logins in the same system

Product Testimonials

y I tried the entrance guide CD. Earlier I used to feel quite bored to practice questions. Learning

concepts was OK for me. But practicing through Entrance Guide platform is interesting and I am

making improvements in exams.


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y I am doing self study as there is no coaching classes near to me. Entrance Guide provided me a

platform for me to practice and analyse my progress.

y There were weekly exams in my coaching centre. But I was not able to perform well. After using

Entrance Guide and practicing intensely with various time pressured formats, I am now able to

get good ranks in the coaching centre

y I am good with the concepts. Most of the time I can do all the questions in the exam when I sit ina relaxed manner. But during real exams, I get slow and could not perform well. After using

Entrance Guide I am able to improve my speed. Now I am able to achieve top ranks in the

coaching entre.

y After using Entrance guides practicing platform intensely, I developed a knack of answering

multiple choice questions, I slowly began to feel that it is slowly coming to me.

Exam Syllabus

Can copy from http://www.keralaentranceonline.ae/index.php#

We have tried to promote the brand online through promotion in social networking sites. We

have Kladeo company pages on facebook as well as on orkut. Apart from this we have made a

separate product page for Entrance Guide where all the information regarding the product is been

updated. We have also made a page for Kerala Entrance 2012 so that we can trace the users

applying for entrance next year and target them accordingly. Seeing the response of the users onorkut a Kladeo page is also been made on orkut. We have added different schools and coaching

institute on these social networking sites. We have also uploaded our demonstration video on the

same. The online promotion seems to be helpful seeing the increasing response of students

towards the World Wide Web.

ONLINE BRAND PROMOTION


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Facebook Username [email protected]

Facebook Password kladeoisgreat

Orkut - [email protected]

Orkut Password kladeoisgreat

Youtube account - [email protected]

Youtube a/c password kladeoisgreat

We have made a demonstration video of the product Entrance Guide and uploaded it on

YouTube as well. The link for the same is given below:-

http://www.youtube.com/watch?v=rIBfVy28Egk

YOUTUBE DEMONSTRATION VIDEO


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The product description for the video is given below:-

How to Crack Kerala, All India Medical, Engineering Entrance Exams, KEAM - Kladeo

Entrance Guide Entrance Guide is the complete practicing package that you had wished for. It is

technological sword in the hands of an earnest candidate with lot of practicing sessions,

difficulty level settings etc. It is apt tool for the question how to crack engineering entrance orhow to crack medical entrance. It is made in the pattern of Kerala engineering entrance and

Kerala medical entrance.

For the purpose of targeting the different schools and coaching centre for selling our product we

recruited two sales staff (Mr Deepesh and MrRafhat). The sales staff were recruited for the

purpose of exploring more places not only in Kozhikode but also in nearby districts such as

Thrissur, Kannur and Mallapurram. After recruiting them we conducted a training programme in

order to make them aware about our product and also regarding the entire market of coaching

centre and entrances. We trained them how to pitch the product according to different situations.

RECRUITMENT & TRAINING OF SALES STAFF


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The following training schedule was followed:-

Day 1(Monday)

Orientation with staffs and seniors

Product familiarization Pamphlets, Packages, Pricing

Objectives short term and long term

Target 1000 and how to achieve it

Know about their previous job experiences

Give them a thorough knowledge regarding entrance exams

What are being tested?

Different types of entrance exams

Own experience

How people get in engineering and medical coaching center, tuition and self study

What coaching centers do faculty, study materials, Competition, Compulsory exams,

Feedback to students, performance comparison, crash course knowledge

Self Study - syllabus approach, mock test books, solved papers, no feedback, and doubt

Clearance is difficult

Day 2(Tuesday)

Plan Discussion

- Marketing

- Sales

- Target achievement plan

- Future growth plan

- Advertisements

- Distribution Channels

- Public relations

- Promotion


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Sales Drill Mock as students, coaching centre owners and principals

Day 3(Wednesday)

Field visit

Day 4(Thursday)

Feedback discussing the field experiences

Sales drill

Resource Planning

How to arrange temporary man power

Finalizing the list of places to visit

Sort out the main places to focus

Day 5(Friday)

Own ask Come up with your own individual strategy and plan

Customized approach for each places

Final refinement of the plan

Future plans

How to go all over Kerala

We spoke to them and discussed on each of the topics mentioned above. The sales was really

helpful when we actually moved to the field. The overall response from the recruits were also

very good.

We have also made a generalised plan and presentation for the coaching centre. We are targeting

for a tie up with the coaching centre so that we can target their students and increase our sales

accordingly. We are looking forward to make a good long term relation with these coaching

centres so that it will boost up our sales not only now but most importantly during the January or

February of 2012 i.e. for next years entrance exams.

TIE UP PLANS FOR COACHING CENTRE


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The plan made by us is mentioned below:-

TARGETMARKET

EngineeringandMedicalentranceaspirants

Studentscurrentlystudying inclass XIand XII

COMPARATIVEADVANTAGE

Topic wise

est f

cility

ecurity

y One PC oneinstallationand mutliuser facility

y Threelayersecurity

Onlinedatabaseupgradation

CanrunonTVas well

Easyuserinterface

Implementinginnovativepracticesintechnology

BUS INESS DEVELOPMENT STRATEGY

Betterpromotion

Efficienttechnicalteam forcontinuousinnovation

Backedupbycontinuousassistance from the

supportstaff

Provision fordemotestseriesand questionsonthe

blogeveryday

WHY THIS BUSINESS ?

High growth rate in this sector

Untapped market

Above 1.18 lakh students appeared for medicaland engineering entrance in Kerala every year

Lack of push marketing by Manorama

Growing awareness of computers among theschool kids

Very less competition

Parents willing to spend on the education

WHY YOU SHOULD TI UP WITH KLADEO

Hugeunt ed r et n beexpl red

Highpr

duct

ualit

ascomparedtocompetitors

y Secured

y Uptodatey Hugedatabase

y Onetimelicensing

y UserSpecific ( annot becopied)

In-house productdevelopmentandsupport


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After training our sales staff we moved to the field to visit coaching centres. We visited two

coaching centers i.e. MSS and Elite. The feedback which we got from them is mentioned below:-

Response From MSS Career Institute, Cherooty Road, Calicut

Director: Mr. Mubarack

Number of students- 250

All batches like morning, Sunday is available

The initial response was positive

He was impressed with the product, but had some doubts regarding the quality of

questions.

He wanted to know the source from where the questions being taken. Price was ok for them (with discounts).

He need a full version to be installed prior for verification. And told that he will allow us

to sell if the quality is good.

It is difficult to make a deal but can make some sales through them.

He wanted us to conduct a orientation class for entrance students on 14th of may.

Decided to install full version of biology and to wait for his response.

Response from Elite Centre for coaching YMCA, Calicut

In charge: Mr. Sajeev

Number of students-2000

All the students appear for both Eng and Medical.

The response was much better.

He really liked the product.

He had no doubts regarding the products.

Discussions were made whether they can include the product within their package.

He was willing for that but the problem was they already made some deal with some

book sellers (apprx forRs 800 for package).

He assured that he will talk to his team mates regarding this matter. And also he assured that he will allow us to put some product banner and he personally

will introduce the product to students.

We may get a good deal if we can come up with some attractive offer for them. (Eg;

PCM+ BIOLOGY

We have to make them convince that it is a special offer only for them.

FIELD VISIT


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Before this we also visited to PRIME and ZEPHYR. Prime directors were busy and Zephyr

directors were out of town so we planned for a second visit to both these institutes in the coming

week. Apart from that we have made calls to many other coaching centres and asked for

appointments and thankfully we have been also able to get them. So as a result we have made

plan for the week to make visit to as many coaching institutes possible. We have also made plans

for providing some orientation talks to the coaching centre students regarding entrance exams

that will certainly help in building brand image of our product. We have figured out many

discount plans and promotional events for launching the product in the market. We have

arranged some contact details of a few coaching institutes

Universal Coaching Centre - Kottakal 9895165807

Science Institute - Manjeri 9447935575

Physics Academy - Manjeri 9995234248

Enrance Institute - Manjeri 9995234248

Isotop - Manjeri 9447423775

In this coming month we will look to convert most coaching institutes and make sales. Along

with that we shall also be making online promotions and product awareness in schools as well.

The most important factor which we are targeting is to build a long term relation with the

coaching institutes. We shall also be looking for conducting some CSRkind of events so that we

get a good news promotion from the media.

Report on Field Work

Date: 29/04/11

MSS Career institute,

Cherooty road, Calicut

Director: Mr. Mubarack

Number of students- 250 All batches like morning, Sunday is available

The initial response was positive

He was impressed with the product, but had some doubts regarding the quality of

questions.

He wanted to know the source from where the questions being taken.

Price was ok for them (with discounts).


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He need a full version to be installed prior for verification. And told that he will allow us

to sell if the quality is good.

It is difficult to make a deal but can make some sales through them.

He wanted us to conduct a orientation class for entrance students on 14th of may.

Decided to install full version of biology and to wait for his response.

ELITE Centre for coaching

YMCA, Calicut

In charge: Mr. Sajeev

Number of students-2000

All the students appear for both Eng and Medical.

The response was much better. He really liked the product.

He had no doubts regarding the products.

Discussions were made whether they can include the product within their package.

He was willing for that but the problem was they already made some deal with some

book sellers (apprx forRs 800 for package).

He assured that he will talk to his team mates regarding this matter.

And also he assured that he will allow us to put some product banner and he personally

will introduce the product to students.

We may get a good deal if we can come up with some attractive offer for them. (Eg;

PCM+ BIOLOGY

We have to make them convince that it is a special offer only for them.

FIELD WORK

Date 02/05/11

1) Science Institute, Manjeri

Director: Mr. Hamza

Number of students: 600

We met the director but he was about to leave the institution. He asked us to come

on another day so that we can discuss it in detail.

So decided to revisit the institution.

2) Entrance Institute, Manjeri


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In charge: Mr Mansoor

Admissions are in progress

He made many arguments against the product

He was opposite to the concept of computer based learning

He said that students may misuse the computer or their attention may get

diverted.

Then he was having some doubts regarding the quality of questions.

We showed him the demo.

He was wanted some specific topics in physics but it was not available in

our demo.

He mentioned about the options that we given. (4 instead of 5)

Then he inquired about the biology questions and he told that NCERT

syllabus has been revised this year.

So we need to be updated. We told him that we will come with a full version so that he can check the

questions and proceed further.

3) ISOTOP, Manjeri

Director was out of station

4) BHABA institute, Manjeri

It is the branch of BHABA Calicut. We met branch in charge.

He asked us to meet Director Mr. Siya Ul Haq, who is in Calicut.

He told us that he was purchased a similar product last year.

We showed him the demo and he told that it was somewhat similar to the product

he purchased. (It was a cochin based company as he remember)

We collected directors number.

5) Space Institute, Manjeri

Concern person was not there.

FIELD WORK

3/05/11, Calicut

1) ELITE Centre for coaching


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In charge person was out of station.

Called him over phone and got appointment on 05/05/11

He told us that if the banner is ready, it can be displayed in the class and he will

introduce it in the class.

Suman contacted company and requested for banners and pamphlets.

2) BHABHA institute of science, Mavoor road Calicut

Director : Siya UlHaq

It was started before two years only but currently has three branches.(Manjeri and

Kottakal)

Institute strength: 800

He showed good interest in the product.

He was listening carefully while we present the demo. He is basically a physics professor. He showed positive response.

It seems that price is not a concern for him.

Currently they make their own material and also depend on Resonance material.

We asked him whether he can include our product in their package and it seems

he is willing.

He really wanted to check the quality of product and for that we need to provide

full version to him.

If they find it worth, they are ready to give us order and he inquired whether we

can put their institute logo in the product and we said it is possible.

He asked us to call by tomorrow evening

3) PRIME Coaching centre. Opp BMH, Calicut

Director: Harris

It is a well managed institution.

We talked to him and presented the demo.

He said that the product is good but he needs to make the validation of the

questions.

He pointed out two points that the quality needs to be checked by his faculty

members and we assured that we will provide a full version.

Next point was the price and his benefits out of the deal and we assured that we

will provide him the best deal if he is ok with the product.

We took his phone number.

Decided to call him when the product is ready to install.


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4) VECTOR, Calicut

Principal was not there.

Talked to the person in charge.

Decided to meet the principal tomorrow evening.

In the evening we went for searching the distributors.

Visited Edumart and Calicut book distributors (Leading book stalls)

They told that they are ready to sell our products in their outlet but we have to keep the

products, on payment after sales basis.

Visited tiroorangady books, which is a book distributor based at Calicut but they

distribute only books.

R

afath will be searching for the distribution channel further.

Field Work

04/05/11

Visited both book distributors and retailers in connection with building the distribution

channel.

1) Olive publications

2) Penta books

3) Vachanam books

4) DC books and Current books

5) Treand books

6) H&C books

7) Cosmos traders

8) Lipi book distributors

Distribution:

We talked to one distributor named Kerala Trade Wings. MD: Mr. RaviNair

They are doing distribution of ITC products (class mate books) and Camlin products in

Calicut district only.

We discussed with him regarding our product but he said it is not coming under his

network.

He is not interested with entrance CD as the chance of sales is less.


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He mentioned that this kind of products will never get good sales through retail outlet as

people never go for it.

He then pointed out that the credit limit is so high (say 3 to 6 months) and it is difficult to

make the bill collection.

Nobody is doing all Kerala distribution as per his knowledge.

All the book publishers like H&C, McMillan is having their own network and they wont

entertain other product.

So we need to redefine our distribution pattern.

Work Report

Date: 11/05/11

Morning went to BHABHA to meet the Director, as he was in the class; they asked us to

come in afternoon.

Next went to E Mould educational institutions.

As the academic Director was absent, we met Mr Balakrishnan, Director.

We made the demo and discussed in detail.

He was convinced with the concept but said some suggestions.(taking print outs, giving

question papers to students etc.)

He was wanted to see it in the projector and we assured to install the product too.

Due to the unavailability of laptop for product installation, he asked us to come in

evening.

BHABHA Institute

We met the director, Mr. Siya ul haq.

He was already discussed with his team mates and they liked the product.

They wanted to check the quality and installed it in his laptop.

We gave him the price proposal he asked.

He asked us to contact him on Monday.

PRIME INSTITUTE

We couldnt meet the

Director as he was not there.

When contacted, he asked to call on Saturday to fix appointment

VECTOR INSTITUTE

Principal was not there.

In the evening we again went to E mould.


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We gave them price proposal on demand.

We conducted projector show.

We faced some problem in installation and we said that we will solve it tomorrow and we gave a

C D to them which they can install by themselves.

Field Work Analysis

13/05/11 and 14/05/11

1) Tandem Coaching Centre

It has many branches across the country.

Calicut branch strength around 500

We met Mr. Anil Kumar, operations manager and discussed about the product.

We showed him the demo and described it in detail and he is seems to be convinced.

They cant take any decision their own and he wants to discuss with the management.

Mr. Anil asked us to send him a detailed mail describing the product which he will send

to his General Manager.

We decided to make the mail and send him on Monday.

2) Bright Academy Calicut

3) Prime Coaching centre

4) MSS career centre

Conducted Orientation class for students.

Number of students attended 75

Suman and Suja handled the academic session.

Deepesh made the product demonstration to the students.

Students interaction seems that they liked the product.

But the problem was that the number of students with computer was less.

Product installation failed as the CD drive was not working. Decided to install it on Monday.

5) Revisited Vector for product installation but the in charge was on leave.

6) Searched for some distribution channels further.


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Field Work Analysis

16/05/11 afternoon

UNIVERSAL INSTITUTE

In charge: Mr. Iqbal

It is a big institution with huge number of students.

We met the in charge and demonstrated the product.

According to his findings, 50% of his students has computer at home.

He is convinced with the product.

As usual he wants to discuss with the management and we gave Boucher, price details

etc.

He assured to revert back after consulting with the management team.( On Thursday).

Field Work Analysis Summary

Date: 17/05/11, 18/05/11, 19/05/11

Revisited Tandem institute.

Installed product in MSS Career institute.

We expect to make some initial sales in MSS as the students show good response.

D

irector asked to contact him on next week mean while he will check the product.

E MOULD

We met the academic director Mr. Lijo

We made a small discussion in which he mentioned many problems regarding

the product.

He told that he found some answer keys as wrong. They solved some problems

and hence they found around 15 answer key as wrong.

We assured that we will check it in detail.

Another problem was the visibility of the questions. Many questions were faded.It is difficult to read those questions.

Here they shown their dissatisfaction with the product.

We assured that we will look in to the matter very seriously.

He asked us to meet him next day.

We visited Elite centre and fixed time for orientation class.


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We couldnt meet BHABHA director as he was busy with some interviews.

We visited some schools like Zamorins School and Govt model school.

SURE SHOT ACADEMY

Number of students- 100 Classes not started in a full mode.

We discussed with the in charge.

We demonstrated the product in detail.

He wants a copy to be installed prior to check the questions.

Seats are not filled yet and it is expected to be filled on July.

We assured to install a product later.

BHBHA director was out of station.

E mould director also was not there.

Conducted a product demonstration to ELITE students.

Met Prime institute in charge and demonstrated the product.

Prime Chairman was out of station.

21/05/11

Conducted orientation class in Elite Centre.

Crowd was less as it was not included all batch

Students response was good. Decided to revisit the centre on next week to make the follow up.

Field Work Analysis

24/05/11

Race Entrance Coaching Institute

We couldnt meet the directors as they were busy with classes.

We met manager and described the product and she asked us to discuss with the directors.

Classes are running on a busy schedule and it seems difficult to meet them.

E mould

We met Mr. Liju and discussed the problem in detail.

He found three problem with the product while describing th product to the directors.


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25/05/11

Kannur

Deepesh and Praveen

As per our survey we could analyse that not much coaching institutes are available in

Kannur.

Major players are Time and Tandem.

We visited those institutes and likewise the calicut centres, they want us to contact the

head office.

Universal Institute

It has many courses including BCA

Number of students- 100

We met the person in charge and demonstrated the product He told that the institute itself developed a similar product for entrance sometime back.

He liked the product.

He wants to consult with his head office at Trivandrum.

Entrance classes are not started yet. And it will take one more month

We gave the pamphlets, pricing structure etc and decided to contact him after one month.

Sure Shot Academy

It is one of the good institute.

It also has a branch at Calicut.

The director didnt allow us to meet him saying he is busy.

Talassery

Excell Institute

We reached there in the evening only, so we couldnt meet the director

Expand

Director was not there.

Admissions are in process. Kannur is not having much potentiality.

Major players are having branches in Calicut and their decisions are taken from head

offices (Tandem, Sure shot) and we approached them already.

Talassery is having some potentiality and decided to revisit those institutes.

We collected their contact number and will visit after taking prior appointment.


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Performance Review: Deepesh M

Employee Name: Deepesh M

Designation: Marketing Executive

Review Period: 25th April, 2011 27th

May, 2011

JOB KNOWLEDGE/SKILLS: It is a measure of employees knowledge about the entrance

market. Moreover it reflects his willingness to learn about the education sector, his efforts for

self-improvement and sharing his learning with fellow employees.

Comments: The best thing is his willingness to learn. Although initially he did not have a very

good knowledge about the entrance exams and study materials but still he tried to figure them

out. He always makes a note of whatever we speak and incorporates them in the field visits. Healso makes a point to share his knowledge with his fellow employee Rafath.

WORK RESULTS: It is a measure of the employees results in meeting established objectives

both individually and in a team. It reflects the ability of the employee in achieving the desired

targets regarding promotion and sales of Entrance Guide.

Comments: He is capable enough to market and sale the product. He has been very efficient in

handling the coaching centres heads. He responds to their queries intelligently and also does his

homework well before going to the field. Also the best thing is his positive attitude towards

work.

COMMUNICATIONS: It is a measure of employees performance in exchanging information

with others.

Comments: He is proficient with the languages and also makes effective communication with the

customers.

INTERPERSONAL RELATIONS: It is a measure of the employees maintenance of positive

and constructive work relationships with the interns and fellow employees.

Comments: He tries to make effective communication with us and also with Rafaqt. He is quick

to share his ideas and learn from us. Moreover he is very co-operative with Rafaqt.

Overall Comments: Deepesh is a very positive and efficient employee. He has the ability to

market and sale Entrance Guide. He has the enthusiasm to learn and would contribute to the

organization as a whole.

PERFORMANCE REVIEW OF THE SALES AND MARKETING EMPLOYEES


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Performance Review: Rafath

Employee Name: Rafath

Designation: Sales Supervisor

Review Period: 25th April, 2011 27th May, 2011

JOB KNOWLEDGE/SKILLS: It is a measure of employees knowledge about the entrance

market. Moreover it reflects his willingness to learn about the education sector, his efforts for

self-improvement and sharing his learning with fellow employees.

Comments: Rafath does not have any knowledge about the entrance sector. He also lacks the

enthusiasm and attitude to learn about it. He is never prepared for the field visits.

WORK RESULTS: It is a measure of the employees results in meeting established objectives

both individually and in a team. It reflects the ability of the employee in achieving the desiredtargets regarding promoting and sales of Entrance Guide.

Comments:He hardly tries to handle the customers; in most cases he does not interact with theheads of the coaching centers. He is never prepared with his work and lacks the enthusiasm to

make things work.

COMMUNICATIONS: It is a measure of employees performance in exchanging information

with others.

Comments:Although most of the conversation with the customers is done in Malayalam, still hehardly utters a word. Another disadvantage is his difficulty in speaking English. For a sales jobcommunicating well is essential, so he lags behind.

INTERPERSONAL RELATIONS: It is a measure of the employees maintenance of positive

and constructive work relationships with the interns and fellow employees.

Comments: He hardly shares his ideas with us. He fails to grasp what we communicate to him.

Overall Comments: Rafath has been into sales of product which need effective communication

skills. He cannot communicate well the customers and lacks the zeal to learn. It is very difficult

for him to sale Entrance Guide with the efforts he has shown in the review period.


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Problems faced by us:

1. Installation Problems

y In Elite academy, we could not install the product because it did not have the jar file(

required for installing Java) with it

y In e-mould we tried to install it in 2 of their computers which failed. The file was copied

onto the computer and then tried to install which was also not successful. Installation in

their laptop also had some issues which was ultimately resolved after MrRaneesh went

and installed it

2. Problems with the product

y E-moulds administrative officer Mr Lijo John complained about 2 flaws in the product

-Firstly there are many faded questions. Most of the tutorials are faded and questions which

have diagrams are also faded

-Some questions had wrong answers

y Most of the coaching centres complained about having to scroll each question. According

to them it would be time consuming for the students to scroll each question

y The coaching centres were also concerned about the question bank. The questions are

mostly taken from a single text book Pradeeps

y

There were many problems in the interface also the practice mode had 3 options ofwhich only one was working

y Another problem with the product is that it does not provide solutions in physics and

chemistry. Students would like to view the solutions to question which they are not able

to solve

3. Moreover as the final product was not ready we could not directly sell the product. We had

given orientation classes (discussing about options in engineering and medical) in Elite and MSS

after which many students were interested in buying the product

Solutions Suggested to solve the Problems:

y The major problem in installation was that it was time consuming. It was due to the fact

that the exe file used was of 2 GB. It was solved by using an exe file of smaller size. As a

result, the installation duration has reduced considerably

y Also we suggested to add the autorun feature as found in other softwares

MAJOR ISSUES AND POSSIBLE SOLUTIONS


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y For improving the database we have suggested some very good books used mainly for

entrances from our experience. Even we have suggested good conceptual books for

tutorials which would solve the problem of faded tutorials. Also as almost all the tutorials

are faded, they can be hand written, which is feasible considering they constitute only a

smaller portion of the database

y For the problem of scrolling we have asked the technical team to increase the size of the

window panel, which they said would be done in the final product

y Also for the practice mode, we had asked them to remove the 3 options which has already

been implemented

y For the previous year question papers we have suggested to make a different Question

Paper Mode as the fourth option. For these we have provided the solved question papers

of different entrances( AIEEE, AIPMT, IIT-JEE, KEAM, BITSAT, etc)

y For wrong answers, we have suggested them to cross-check the questions. For these we

have asked them to use indexing

Product:-

y Remove the blurriness among the questions

y Remove the scrolling of the questions

y Make installation of the product machine independent i.e. should not need lot ofRAM

y Make SMS registration automatic and OK tested

Promotion:-

Online Promotion:-

y Build the Entrance Guide website simple and attractive

y Upload the product brochure in the website

y Create a FaceBook page of the product or use the already created one and create a link of

that page in the Entrance Guide website

y Similar twitter and mySpace pages for the product can be created and link should be

given in Entrance Guide website

FUTURE PLANS


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Direct Marketing:-

y After schools are open in June contact initially the best schools of Calicut and seek

permission for an interactive session with the Class XI and XII students with our

marketing personnel

y Distribute the pamphlets which were designed to the students after the session

y With the permission of the school authority put the banner on the notice boards of the

schools visited

Product:-

y Try to get the product recommended by some renowned teacher from respective field and

use this during promotion and brand building

y In Test Mode of the product set of questions should be fixed and there should be one

fixed test id for all the CD s. These tests should be taken with a timer on. After students

take these tests a file should be generated with their test results and test id. Students will

be able to upload this to our website. After this file is generated he should be able to

check the comparative evaluation of his results with all others who took the same test

before and uploaded their results similarly. This can be a good addition of service for the

students.

y Build a demo version of the software with small mock tests and make some sample

DVDs. Cheap quality DVD can be used for this purpose as this will just be used for

promotion

RECOMMENDATION


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Promotion:-

Online Promotion:-

y

Create a user forum in the website where all students using Kladeo products can discussabout their experiences. This will help students and also we will get feedback of our

product. During promotion of the product promote this forum

y Use popular search engine optimization techniques to improve visibility of the website in

Google. The following link can be used

http://www.100seotips.com

Direct Marketing:-

y During the classroom interactive sessions with students try to find out the mailing

addresses of all the interested students. Tell them they will be sent a copy of the demo

version of the product via email and also send a feedback form along with the product


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Kladeo Final Report

Documents

Transcript of Kladeo Final Report