Download - Project Report Pankaj
A DETAILED STUDY OF BUSINESS STRATEGIES ADOPTED BY NIIT AND RECOMMENDING WAYS FOR THEIR BETTERMENT
AT
UNDER THE GUIDANCE OF
FACULTY GUIDE COMPANY GUIDE Ms. Hima Chugh Prof. Rakhi Tripathi FSM, New Delhi NIIT , Sec-51 Noida
SUBMITTED BY:Pankaj SharmaRoll No: 201100
FMG XX [2011-13]
STATEMENT OF AUTHENTICATION
I , PANKAJ SHARMA certify that this report is my own work, based on my personal study
and/or research and that I have acknowledged all material and sources used in its preparation,
whether they be books, articles, reports, lecture notes and any other kind of document,
electronic or personal communication. I also certify that this report has not previously been
submitted for assessment in any other unit, except where specific permission has been
granted from all unit coordinators involved, or at any other time in this unit, and that I have
not copied in part or whole or otherwise plagiarized the work of other students and/or
persons.
Date: Pankaj Sharma
Place: Delhi Roll No. 201100
CERTIFICATE
This is to certify that Mr. Pankaj Sharma Roll No. 201100, has completed his summer
internship at NIIT and has submitted this project report entitled A detailed study of business
strategies adopted by NIIT and recommending ways for their betterment towards partial
fulfillment of the requirements for the award of the Post Graduate Diploma in Management
(FMG--20) 2011-2013.
This Report is the result of his own work and to the best of my knowledge no part of it has
earlier comprised any other report, monograph, dissertation or book. This project was carried
out under my overall supervision.
Date:
Place:
————————————
Company Project Guide
CERTIFICATE
This is to certify that Mr. Pankaj Sharma Roll No. 201100, has completed his summer
internship at NIIT and has submitted this project report entitled A detailed study of business
strategies adopted by NIIT and recommending ways for their betterment towards partial
fulfillment of the requirements for the award of the Post Graduate Diploma in Management
(FMG--20) 2011-2013.
This Report is the result of his own work and to the best of my knowledge no part of it has
earlier comprised any other report, monograph, dissertation or book. This project was carried
out under my overall supervision.
Date:
Place:
————————————-
Internal Faculty Guide
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.
PANKAJ SHARMA
FMG - 20
FORE School of Management
New 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 and also coming up with the recommendations given at the end of the report.
TABLE OF FIGURES
FIGURE NO. FIGURE TITLE PAGE NO.
Figure 1 IT Education in India 11
Figure 2 Top IT trainers in India 15
Figure 3 Competitor analysis 17
Figure 4 Gender distribution 25
Figure 5 Quality distribution of students at NIIT
26
Figure 6 Family income distribution of parents
27
Figure 7 Effectivity of different marketing techniques
28
Figure 8 Rating of NIIT on various factors
29
Figure 9 Number of students rating these factors as important
29
Figure 10 Age distribution of students at NIIT
30
Figure 11 Type of residential area of students at NIIT
31
Figure 12 Educational background of parent
31
Figure 13 English awareness of students at NIIT
32
Figure 14 NIIT is perceived to help students
33
TABLE OF TABLES
TABLE NO. TABLE NAME PAGE NO.Table 1 Competitor comparisons 18Table 2 Analysis of selection factors 30
TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION………………………………………………………………………… ..10
• INFORMATION TECHNOLOGY INDUSTRY…………………………………………………….10
• INDIAN IT INDUSTRY……………………………………………………………………… 10
• JOB PROSPECTS IN IT IN INDIA…………………………………………………………... 11
• NIIT AS A COMPANY………………………………………………………………………………11
• COMPETITORS……………………………………………………………………………………....13
• COMPETITOR ANALYSIS………………………………………………………………………….15
• BRANDING AT NIIT……………………………………………………………………………… .. 18
CHAPTER 2: LITERATURE REVIEW…………………………………………………………………… 20
CHAPTER 3: RESEARCH METHODOLGY AND DATA COLLECTION……………………………...22
3.1 OBJECTIVES OF THE STUDY…………………………………………………………………….22 3.2 NEED AND SCOPE OF THE STUDY……………………………………………………………..22
3.3 HYPOTHESIS……………………………………………………………………………………….22
3.4 QUESTIONNAIRE DESIGN AND TESTING……………………………………………………..23
3.5 DATA COLLECTION METHOD…………………………………………………………………. 23
3.6 RESEARCH DESIGN………………………………………………………………………………24
3.7 SAMPLING DESIGN AND SAMPLING SIZE……………………………………………………24.
• TARGET POPULATION…………………………………………………………………………...24
CHAPTER 4: DATA ANALYSIS & INTERPRETATION………………………………………………...25
4.1 DEMOGRAPHIC……………………………………………………………………………………25
4.1.1 GENDER DISTRIBUTION…………………………………………………………………….25
4.1.2 QUALITY DISTRIBUTION…………………………………………………………………...26
4.1.3 FAMILY INCOME DISTRIBUTION………………………………………………………….27
4.1.4 EFFECTIVITY OF DIFFERENT MARKETING TECHNIQUES IN TERMS OF
FREQUENCY…………………………………………………………………………………...28
4.1.5 RATING OF NIIT……………………………………………………………………………….28
4.1.6 NUMBER OF STUDENTS RATING THESE SELECTION FACTORS AS IMPORTANT….29
4.1.7 AGE FACTOR…………………………………………………………………………………...30
4.1.8 TYPE OF RESIDENTAIL AREA………………………………………………………………30
4.1.9 EDUCATIONAL BACKGROUND OF PARENT……………………………………………...31
4.1.10 ENGLISH AWARENESS…………………………………………………………………….32
4.1.11 NIIT IS PERCIEVED TO HELP STUDENTS…………………………………………………32
4.2 STATISTICAL ANALYSIS AND INTERPRETATION…………………………………………...33
CHAPTER 5: MAJOR FINDINGS AND RECOMMENDATIONS…………………………………….39
5.1 SWOT ANALYSIS OF NIIT……………………………………………………………………...40
CHAPTER 6: CONCLUSION…………………………………………………………………………….41
CHAPTER 7: LIMITATIONS…………………………………………………………………………….41
CHAPTER 8: REFERENCES……………………………………………………………………………..42
CHAPTER 9: APPENDIX………………………………………………………………………………...43
9.1 QUESTIONNAIRE……………………………………………………………………………….43
CHAPTER – 1
INTRODUCTION
1.1INFORMATION TECHNOLOGY INDUSTRY
The 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 company’s ‘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 client’s 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 1
1.1.2 JOB PROSPECTS IN IT IN INDIA
Each 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 AS A COMPANY
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 world’s
leading talent development companies offering learning solutions to Individuals, Enterprises
and Institutions across 40 countries.
Research-based Innovation, a key driver at NIIT, has enabled the organization to develop
programs and curricula that use cutting-edge instructional design methodologies and training
delivery. NIIT’s Individual Learning Business offerings include industry-endorsed programs
for students seeking careers in IT – New Age GNIIT (India’s First Cloud
Campus), Edgeineers and Global Net Plus for IT professionals.
NIIT has provided computer-based learning to over 15,000 government and private schools.
The futuristic NIIT Guru range 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 Wizard (equips the students
with core computer knowledge and IT skills); Quick School (an Education Resource Planning
solution for school management); and Mobile 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 launched the
Hole-in-the-Wall education initiative. Its achievements in the area of Minimally Invasive
Education earned NIIT the coveted Digital Opportunity Award, by the World Information
Technology Services Alliance (WITSA) in2008.
For working professionals, NIIT 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 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 Institute of Finance Banking & Insurance (IFBI) , formed by NIIT with equity
participation from ICICI Bank, offers programs for individuals and corporates in Banking,
Financial Services and Insurance.
NIIT 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 Institute of Process Excellence, a NIIT-Genpact venture.
NIIT Careers@Campus , the company’s Institutional Alliances Business for colleges and
Universities, delivers in-campus training through Synchronous Learning Technology.
NIIT’s Corporate Learning Solutions, NIIT’s 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 YuvaJyoti , a joint venture between NIIT and NSDC, offers vocational skills training
programs to enhance employability of youth across India.
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 India‟s richest 3 D K-12 content library with over 16,000 modules
aligned to Indian and international learning standards.
• Developed Roots to Wings TM, India‟s 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.
Educomp‟s 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, Everonn‟s 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, Everonn‟s quest for excellence has
enabled the company to repeatedly break new grounds in the Indian education industry.
Everonn‟s 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. Everonn‟s
diverse operations are testament to the company‟s 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) APTECH
Aptech is a global retail and corporate training company with headquarters
in Mumbai,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 the ISO 9001 quality certification for Education Support Services The company has
grown and diversified into various education-related businesses and its stock is listed on
the BSE and the NSE.
It was also featured in the '2009 Global Top 20 IT Training organizations' list.
3) CMC COMPUTER TRAINING
CMC has hands on experience of designing and executing IT solutions for massive and
complex global Projects across 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
professional’s way back in 1978 has a dedicated team from the education and delivery field,
comprising of Subject matter experts from the various technologies in the IT and related
fields. There is also a set of qualified faculty CMC Academy Park Street offers Training
solutions like Initial Learning Programs ,Technology training, Soft Skill Training ,
Summer/Winter/ Vocational Training & Project based training with 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) DUCAT
DUCAT 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, Â test engineers, software developers, help desk staff, IT
managers, senior executives, administrative assistants and business professionals.
FIGURE 2
1.4 COMPETITOR ANALYSIS
1) APTECH
STRENGTHS
• 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 SOLUTIONS
STRENGTHS
• Global R and D facility
• Retention of the man power in the industry
• Impressive list of clientele
• Relatively lower receivables as compared to the industry
WEAKNESS
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 industry
3)EVERONN SOLUTIONS
STRENGTHS
• 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 Educomp’s 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 1994
19 million learners Strong focus on schools
Started in 1992
8 million learners Strong focus on web based learning
Started in 1986
6 million learners
Strong focus on Industry visits & workshops
Project development
Started in 1990
7 million learners
Strong focus on professional courses
Started in 1975
8 million learners
Strong 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 it’s 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 NIIT”S 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 – 2
LITERATURE REVIEW
1. Title : Measuring customer satisfaction in higher education
Authors : Susan Aldridge, (Head of Student Services, School of Management and Social
Sciences, Edge Hill University College, Ormskirk, UK), Jennifer Rowley, (Head of the
School of Management and Social Sciences, Edge Hill University College, Ormskirk, UK)
Source : Quality Assurance in Education(Volume 6 Issue 4)
Article Type : Research paper
Link: http://www.emeraldinsight.com/journals.htm?articleid=839613
Learning: This journal evaluates a methodology which had been developed to measure
student satisfaction keeping in mind the significant components of service experience
delivered to students at Edge Hill University College. This methodology uses a
questionnaire-based survey to collect information on student satisfaction. The methodology
has two unique features: the Student Charter informed the survey design; and student
responses were collected electronically through on-screen questionnaires accessible over an
intranet. Outcomes suggest that there remains some resistance to the completion of an
electronic questionnaire and both paper and electronic versions are likely to continue to be
necessary in order to achieve optimum response rates. The methodology has identified
specific aspects of the service experience where there was either an absence of student
satisfaction or the level of student satisfaction was variable. These aspects have been further
explored with focus groups and fed into the quality plan for the college. A “negative quality”
model is proposed which may offer a framework for response to different types of feedback
from students.
2) Title: The computer training handbook
Author: ELLIOTT MASIE
Link: http://books.google.co.in/books?
id=c3FwH0pEVcI
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Learnings: The writer of this book was the founder of computer training support
conference and one of the pioneers in computer training. This aims to increase the awareness
of computer training role and importance in today’s world. The computer training should be
such that it fits the employees needs. This training should justify itself in terms of return on
investment and productivity improvement. It says that technology may be the only way to
deliver many types of training in workplace where the need for skill is greater than ever.
3) Title: Computer Education in India( Past,present and future)
Author: Dr, Utpal K Banerjee
Link: http://books.google.co.in/books?
id=QCYEJXzmbpQ
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pg=PA35
7
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dq=computer+software+training+institutes+article
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thumbnail & resnum=5 & ved=0CGcQ6wEwBA#v=onepage & q=computer%20software%20training
%20institutes%20articles & f=false
Learnings: It talks about the technological of computers, communications and human socities.
It reminds that future lies in accepting , not resisting technological progress. The greatest
value of computer industry is that the user gets a good service , whether it be planning or
maintenance. And it has to be updated with the growing needs of user. A detailed analysis of
the computer education imparted by engineering colleges is done in depth and the lackings
have been pointed out.
CHAPTER – 3
RESEARCH METHODOLOGY & DATA COLLECTION
3.1 OBJECTIVES OF THE STUDY
1. To study the effectiveness of current Marketing strategies adopted by NIIT
2. To study the effectiveness of current business policies and the immediate impact
3. To find the major problems ailing NIIT
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.
3.3 HYPOTHESIS
H1: There is a relationship between the student who joins any course at NIIT and their
gender.
H2: The factor “distance from home” is not given different levels of importance by different
gender.
H3:There is a relationship between fees of the course and joining of the course for cool
applications program.
H4: There is a relationship between fees of the course and joining of the course for GNIIT
program.
H5: There exist a relationship between household income and what course you join.
H6: There is relationship between the residential location and the type of course joined.
H7:There is a relationship between educational background of parent and joining any course.
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 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 352. 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: 88
Sample Design: Systematic Sampling
Region: NIIT Sector 51, NOIDA Branch
3.8 TARGET POPULATION
Our target population included: - Students who came for different enquiries to NIIT, Sector
51, NOIDA. This included the students who enrolled for the course as well as those who did
not enroll for the course.
CHAPTER -4
DATA ANALYSIS & INTERPETATION
4.1 DEMOGRAPHICS
4.1.1 GENDER DISTRIBUTION
As 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 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
FREQUENCY
It can clearly be seen that newspaper inserts, NIIT sponsored events and NIIT 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
Mostly 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. This means people don’t believe in
the assurance provided by NIIT for placements. Thus NIIT 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 courses. Thus, the institute should do more things to make the
students believe in the benefits of these courses.
FIGURE 9
# AnswerMin
ValueMax
ValueAverage Value
Standard Deviation
Responses
1 Faculty 2.00 5.00 3.90 0.76 882 Past records 2.00 5.00 3.72 0.94 72
3Feedback from
others2.00 5.00 3.71 1.02 68
4 Infrastructure 1.00 5.00 3.28 0.97 745 Course structure 2.00 5.00 3.86 0.71 856 Fees 1.00 5.00 3.68 1.08 737 Location 2.00 5.00 3.41 0.90 688 Brand name 1.00 5.00 3.51 0.90 72
9Distance from
home2.00 5.00 4.11 0.79 85
TABLE 2
4.1.7 AGE FACTOR
Mostly 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 AREA
The 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 PARENT
Most 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 AWARENESS
Majority 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 IS PRECIEVED TO HELP THE STUDENTS IN:
Most of the students enrolling for the cool application program think NIIT 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 course want to avail NIIT'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
4.2 STATISTICAL ANALYSIS AND INTERPRETATION
1. HYPOTHESIS 1:
There is a relationship between the student who joins any course at NIIT and their
gender
NULL: There is a relationship between the student who joins any course at NIIT and their
gender
ALTERNATE: There is no relationship between the student who joins any course at NIIT
and their gender
Two-Sample T-Test
Two-sample T for C2 vs C3
N Mean St Dev. SE MeanC2 40 3.925 0.888 0.14C3 44 4.273 0.660 0.099
Difference = mu (C2) - mu (C3)Estimate for difference: -0.34895% CI for difference: (-0.691, -0.005)T-Test of difference = 0 (vs not =): T-Value = -2.02 P-Value = 0.047 DF = 71
As the p value is 0.047 thus we accept the null hypothesis that there is a relation between the gender and the student who joins the course. Thus we conclude that girls are more willing to join the course . Thus NIIT should concentrate more on it
• HYPOTHESIS 2: The factor “distance from home” is not given different levels of importance by different gender.
NULL:The factor “distance from home” is not given different levels of importance by different gender.ALTERNATE:The factor “distance from home” is given different levels of importance by different gender.
CHI SQUARE TEST
Expected counts are printed below observed countsChi-Square contributions are printed below expected counts
C10 C11 Total 1 5 16 21 4.42 16.58 0.076 0.020
2 3 14 17 3.58 13.42 0.094 0.025
Total 8 30 38
Chi-Sq = 0.215, DF = 1, P-Value = 0.6432 cells with expected counts less than 5.
Thus, as the value of p is 0.643 . We conclude that the null hypothesis is wrong and the alternate hypothesis is true that different gender react differently to factor “distance from home”
HYPOTHESIS 3 :
There is a relationship between fees of the course and joining of the course for cool applications programNULL:There is a relationship between fees of the course and joining of the course for cool applications program
ALTERNATE:There is no relationship between fees of the course and joining of the course for cool applications program
CHI SQUARE TEST
Expected counts are printed below observed countsChi-Square contributions are printed below expected counts
C17 C18 Total 1 14 3 17 11.07 5.93
0.776 1.448
2 14 12 26 16.93 9.07 0.507 0.947
Total 28 15 43
Chi-Sq = 3.677, DF = 1, P-Value = 0.055
As the value of p is 0.05. Thus we conclude that there is relationship between the fees and the joining of the course for confidence interval of 94%
HYPOTHESIS 4:
There is a relationship between fees of the course and joining of the course for GNIIT programNULL:There is a relationship between fees of the course and joining of the course for GNIIT program
ALTERNATE:There is no relationship between fees of the course and joining of the course for GNIIT program
CHI SQUARE TEST
Expected counts are printed below observed countsChi-Square contributions are printed below expected counts
C19 C20 Total 1 8 1 9 7.71 1.29 0.011 0.063
2 22 4 26 22.29 3.71 0.004 0.022
Total 30 5 35
Chi-Sq = 0.100, DF = 1, P-Value = 0.7522 cells with expected counts less than 5.
As the P value is 0.752. Thus we say that we reject the null hypothesis and accept the alternate hypothesis that there is no relationship between the joining of course and the importance of the fees
HYPOTHESIS 5:
There exist a relationship between household income and what course you join
NULL :There exist a relationship between household income and what course youjoin
ALTERNATE :There exist no relationship between household income and what course you join
CHI SQUARE TEST
Expected counts are printed below observed countsChi-Square contributions are printed below expected counts
C7 C8 Total 1 3 5 8 1.64 6.36 0.125 0.290
2 5 11 16 3.28 12.72 0.899 0.232
3 0 7 7 1.44 5.56 1.436 0.371
4 0 8 8 1.64 6.36 1.641 0.423
Total 8 31 39
Chi-Sq = 6.418, DF = 3, P-Value = 0.0934 cells with expected counts less than 5.
As the value of p is 0.093 . Thus we reject the null hypothesis and accept the alternate hypothesis that there is no correlation between the household income and the course you join
HYPOTHESIS 6 :
There is relationship between the residential location and the type of course joined
NULL:There is relationship between the residential location and the type of course joined
ALTERNATE:There is no relationship between the residential location and the type of course joined
CHI SQUARE TEST
Expected counts are printed below observed countsChi-Square contributions are printed below expected counts
C11 C12 Total 1 1 16 17 3.49 13.51 1.774 0.458
2 3 11 14 2.87 11.13 0.006 0.001
3 4 4 8 1.64 6.36 3.391 0.875
Total 8 31 39
Chi-Sq = 6.505, DF = 2, P-Value = 0.0393 cells with expected counts less than 5
As the value of p is 0.039 . Thus we accept the null hypothesis that there is a relationship between residential location and type of course joined
HYPOTHESIS 7:
There is a relationship between educational background of parent and joining any course
NULL:There is a relationship between educational background of parent and joining any course
ALTERNATE:There is no relationship between educational background of parent and joining any course
CHI SQUARE TEST
Expected counts are printed below observed countsChi-Square contributions are printed below expected counts
C15 C16 Total 1 2 3 5 1.48 3.52 0.181 0.076
2 6 7 13 3.85 9.15 1.198 0.504
3 6 18 24 7.11 16.89 0.174 0.073
4 2 10 12 3.56 8.44 0.681 0.287
Total 16 38 54
Chi-Sq = 3.174, DF = 3, P-Value = 0.3664 cells with expected counts less than 5.
As the value of p is 0.366 . Thus we accept the null hypothesis that there is a relation between the educational background of the parent and joining any course at NIIT
CHAPTER – 5
MAJOR 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 Sector 51 territory
3. Pamphlet Distribution, Hoardings, Banners and Print Advertisements are all bringing an
average result for NIIT 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 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 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 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 course. Thus more focus should be given to ensure good placements to the students.
5.1 SWOT ANALYSIS of NIIT as a company
CHAPTER – 6
CONCLUSION
Due to the recent expansion in various states by NIIT in educational sector, it requires a high
degree of marketing for it’s immediate sales to increase. For the long run brand building and
creating brand awareness is very necessary. NIIT 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 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 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 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 – 7
LIMITATIONS
· The recommendations are limited to NIIT SEC-51 NOIDA only as the study has only been
concentrated on that centre and may not be true for other NIIT centres
· Sample size is limited to 88 which may not lead to correct results in some cases during
statistical analysis
CHAPTER - 8
REFERENCES
• http://www.expressindia.com/latest-news/NIITsharesriseover18afterbizsale/860895/
• http://indiacurrentaffairs.org/coaching-fee-unaffordable-for-most-midclass-
households-study/
• http://zeenews.india.com/google.aspx?q=computer%20training%20institutes%20niit
• http://journals.cambridge.org/action/displayAbstract?fromPage=online& aid=305554
• Marketing Research by NK Malhotra
• Marketing Research by Naresh Nagundkar
• www.niit.com
• http://books.google.co.in/books?
hl=en&lr=&id=SatjBnj6iNAC&oi=fnd&pg=PR7&dq=E+learning+pedagogy&ots=oS
bbP2jl9E&sig=eVD_8TZcSYCWGJCJxZXu9jXjVhA
• http://deposit.fernuni-hagen.de/1922/1/ZP_121.pdf#page=14
CHAPTER - 9
APPENDIX
9.1 QUESTIONNAIRE
• Name of the candidate:
__________________________________________________________________________________
• Which course are you intending to join?
• GNIIT
• COOL APPLICATIONS
• Gender
• Male
• Female
• What is your age?
• <12
• 12-17
• 18-26
• >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?
• <50
• 50-70
• 70-90
• >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
• Least important 5 – Most important
1 2 3 4 5
Faculty
Past records
Feedback from othersInfrastructure
Course structureFees
Location
Brand Name
Distance from home
• How do you rate NIIT on the following factors?
Poor Average
Good Very good
Excellent
Quality of study materialInfrastructure
Faculty
Discipline
Job OpportunityOther value added services
• How did you come to know about NIIT?
• NIIT contact center
• Word of mouth
• Radio
• Television
• Internet
• Hoarding/Paper
• Newspaper inserts
• NIIT sponsores events/seminars
• Canopies
• I see NIIT as my mentor in:
• Improving my grades in college
• Improve my placement ability during campus placements
• Availing NIIT’s placement services
• Acquiring international certifications
• Equipping me with strong IT user end skills.
• Did the respondent join the course?
• Yes
• No