social marketing of vocational education

8/7/2019 social marketing of vocational education

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Promotion of Vocational Education

Team Members

GauravGeeta

Arundhati

Arvind

Social Marketing



Social Objective :To holistically address employment in youth by offering value added services

that include training, loan and placement support

Why Vocational Education is important?

y Economic growth accelerated but employment growth fell to less than half that of the 1980s, raising fears that India is witnessing jobless growth.

y Only 10% of the Indian labour force- 8% informally and 2% formally have

acquired vocational skills whereas the percentage in industrialized countriesvaries between 60% and 96%.

y Only about 3.1 million vocational training seats are available in the countrywhereas about 12.8 million persons enter the labour market every year.

Situational Analysis



India ranks fifteenth in the services output and it provides employment to around

23% of the total workforce in the country

Services Sector contributes around 51 percent of GDP towards the Indian

economy

In spite of the rising share of services in GDP and trade, there has not been a

corresponding rise in the share of services in total employment.

Wholesale and retail trade, business services and communications is contributing

most to the service sector growth

Services Sector in India : Demand Side



Less Demand for workers with technical/vocational skills in spite of high growth rate. Over 60 percent of all graduates remained unemployed

every year

Less demand for skilled workers due to the poor quality of training

Quality and labor market relevance is crucialEmployers suggest that ITI graduates lack practical knowledge and do not

perform well enough in the use of computers, practical use of

machines, communications and team work practices.

Employers mostly want individuals who have the ability to communicate,

solve problems and work in teams in addition to their technical vocational skills

Supply Side : Issues



.

Making the existing vocational education system relevant

to the market needs

�Ensuring private sector participation in management of institutions and curriculum design

� Strengthening the general education component of these programs by providing

basic knowledge in humanities and sciences, preparing students to work in various

occupations, teaching them to solve problems� Funding and budget allocations - moving from a system which is exclusively

financed by the government to a system which is increasingly financed by the private

sector and by students paying user fees.

�The private sector would be willing to contribute only if they see that the

system is producing relevant graduates.

�Students are likely to contribute if they see accrual of labor market

benefits from vocational education.



SAKSHAM CENTERS

Product : Employment Bridge Course

T

hree Components of the courseBasic Computer Skills

Conversational English and Business Communication

Personality Development & Life Skills



PrimaryTargetsUnemployed Undergraduates & Graduates who lack skills

Early school drop-outs and unemployed

College going students wanting to develop their skills for employment in

service sector.

Workers in Service industry seeking skill up-gradation

SecondaryTarget :

Service sector industry for creating direct linkages with VTPs/ Higher

Education institutionsMFIs/Banks for providing Micro-lending support for such courses

Target Adopters



Belief objective :

To spread the message in large sections of society that Skills and not higher qualificationwould lead to better employability

Goal: At least 5000 people in the vicinity of each centre should become aware through the

campaign.

Knowledge objective:

To ensure that maximum number of people approach Saksham centres for counseling tounderstand the benefits of our course

Goal : At least 500 students with their families approach each Saksham centre forcounseling

Behavior objective :

To ensure that maximum number of students enroll for the course , successfully complete itand avail the placement facility

Goal :At least 150 students / year enroll in each centre

Key objectives



Target Audience Current Behaviour

Workers in Service industry

seeking skill up-gradation

Do not seek skill up-gradation as they do

not see the perceived benefits in terms of

higher salary.

Early school drop-outs and

unemployed

Generally work in the un-organised sector or

if unemployed wile away their time . Someof them get into anti social activities due to

lack of employment opportunities.

UnemployedUndergraduates

& Graduates who lack skills

Spend their time looking for suitable jobs and

are ready to work in low paying jobs due to

social pressure and family circumstances

College going students Believers that education and not skills are

important for employment

Behavior Analysis of Target Audience



Perceived Barriers:

Employment results irrespective of a formal vocational training course

Formal certification might not result in employment / increased salary

High cost associated with the formal training

Linguistic pride - Why should I learn a foreign language like English

That such courses are very expensive and no loans/sponsors will be available .

Psychological barrier: Lack of confidence among the Vernacular medium educated

students about coping up with such courses.

Perceived Benefits :

The Course would lead toBetter employment/ career prospects

Better Personality

Better socio economic status in life



Exit cost:

If full time course ² temporarily leaving of the present job, would be

earned income in that time frame

If part time ² sacrifice of leisure and family time.

Entry cost:

Cost of the course (travel, course & certification fees),

Psychological cost ² might not be able to successfully complete the course

especially after many years of break in education

COMPETITION

Major competing alternative behaviors

� Some Employment in un-organized sector (job oriented and not career

oriented)

� Belief that qualification and not the skills result in employment

� Other institutes operating in the market offering similar courses



Application :STAGES OF CHANGE MODEL

Concept Target Audience behaviour Application

Pre-contemplation Unaware of the benefits of

Vocational Education and ServiceSector opportunitiesAbout Saksham Centres

Increase awareness of need for

Vocational Education EnglishSpeaking through Pamphlets ,Posters giving information on

risks of not joining and benefits.

Contemplation Thinking about the benefits and

wanting further information

Motivate, encourage to join by

conducting communitymeetings,regular seminars ,

orientation sessions with the targetaudience

Commitment Making a plan to visit the centre for

Counselling.

Provide counseling services for

each candidate and giving

customized solutions as per their

need

Action Decided to Enroll into the Course Ensure maximum enrolment and

call for regular feedback from

students and Counsellors and

seminar participants to measureimpact of campaign, find the

bottlenecks if any and devise

solutions

Maintenance Visiting the Centre for further

Courses or referring other

candidates

Provide Continued Support to

students after the course . Provide

incentive schemes for referrals ,

Call past candidates who came for

counseling and did not enrol



Youth believe that

enrolling for a vocational

skilling Course would leadto enhanced employability

Enhanced Employability

would lead to increased

income level

Friends and Family believe

that jobs are available

without formally

undergoing training

Youth is not motivated to

buy the above argument

since he believes friends and

family members are

ignorant

Subjective Norm

Although my near and

dear ones don·t

believe the same,

it is less important for

me

AttitudeYouth believe that a

formal Vocational

Training course would

lead to increased

income levels

Behavioural intention

Youth indicates

willingness to enroll

for the course

Desired

behavior taken

Youth

successfully

enrolls and

completes the

course

Application of Theory of Reasoned Action



Product

Enhanced

Employment

Employment

Bridge course

Augmented Product

Customized as per the requirement of the

target group

�Micro lending

�Placement support ² Employment Exchange

�NSDC Certificate (govt stamp)

�Flexibility Delivery mechanism- Use of mobile

technology (sound files)

�Call centre for conversational English

Core Product Actual Product



For one Block CenterCost

Students served per year150

-

Capital expenses216,300

Operating expenses (Y1) 277200Operating expenses (Y2) - Considering

8% inflation on Y1 279418

Operating expenses (Y3) - Considering

8% inflation on Y2 281653

Total 1054571

Expected Students to be trained in3 yrs 450

Cost/ student 2343

Call center cost per student 500

Actual Cost/ student 2843

Actual price including profit margin

3500

Price of the course

including profit margin :3500 /-

Micro lending Support is

provided

This price is competitivewith the market as most

other courses are priced

around Rs 5000/- and do

not provide the product

augmentation which

SAKSHAM offers.

This pricing strategy helps

us to reduce EXIT costs as

well as ENTRY costs of

potential candidates.

Pricing



Place Guidelines for SAKSHAM Centres

Should have at least 3 Rooms which will constitute the following:

Computer Lab ² 150 sq. ft

Lecture /Activity room ² 150 sq. ft

Counseling Room ² 100 sq. ftShould not require lot of repair work

Rent range: Rs. 3,000- Rs. 3,500 pm (inclusive of utilities)

Access Convenience

Preferably located in a commercial area

Accessible to bus stops / railway stations / commutation modes,

Good ventilation and day light

Safe for students especially females

PLACE



Brand Name : SAKSHAM

Packaging : One stop shop offering Proper Government certification, Support for Loan & Placement

services and Flexi learning schedules through use of technology

*T he above would also be the POSITI ON I NG STAT EMEN T

Campaign Objectives

We want target audience toKnow about SAKSHAM Centres

Believe that if they come to SAKSHAM and enroll; they will have better future

Enroll after counseling

Awareness in the Service sector industry - To facilitate placements and nominate their unskilled

employees for the course

Campaign Strategy :Not a mass campaign but a Direct Marketing campaign by virtue of the fact that it is not targeting all

but a specific section of the population.

A mass campaign will not be cost effective

PROMOTION



Key Marketing Messages

The CAMPAIGN would project that SAKSHAM students

are more confident & capable and have a better future



Target Audience Strategy MediaType Media Vehicle

Workers in Service industryseeking skill up gradation

Industry mapping and

directly approaching the

management

Brochure Face to face meetings

Unemployed Graduates,

Undergraduates & school drop

outs who lack skills

Community

mobilization

through leaders

PamphletPosters near

Station and

prominent

Public locations

Focus Group Discussions

(FGDs) & Seminars

College going students

wanting to develop their skills

for employment in service

sector

Approach the college

management

Brochure &

Pamphlet

Orientation seminars

Media type and Media Vehicles



Distribution Channels

Zero level distribution channel: Directly throughSAKSHAM Centers (Organization owned)

One level distribution channel: Through Franchisee

model. Place and Pricing guidelines for franchisee will be

as per SAKSHAM Policies



Monitoring And Evaluation of Campaign

Process Monitoring: Budgeted Campaign Expenses Vs. Actual

No of Orientation meetings Held Vs. Targeted

No of Pamphlets distributed Location wise Vs. Targeted

No of Community Meetings ,Seminars and orientation sessions held Vs. Targets

No of companies approached for enrolment of staff for training / placement

Outcome Monitoring

No of People who have come to know about SAKSHAM centres

No of people counseled

No of Students who finally enrolled

Percentage of students who availed loans

Percentage of students who successfully completed the course and who passed with merit

Feed back from participants of seminars/orientation sessions

Percentage of students who got placed

social marketing of vocational education

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