education market study

8/3/2019 Education Market Study

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Presentation by RC&M25th November 2011

1

25-11-11PTO

Scope of Education in Rural India


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Index

Change & Evolution in Education Scenario in Rural India in last 5 years

TG Aspirations , Perception & Growth

Education Market - Scope of Evolution

Industrial Scenario Example

Digitized Way of Teaching

Challenges

Agency Role in meeting the Challenges


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Change & Evolution in Education Scenario

in Rural India in last 5 years


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Lets look at few figures to understand the growing Rural

Education Trend

In 2011-12 , about 80k rural youngsters were being professionally trained across sectors by

Govt. of India

About 25% of Colleges offering degree courses are operational in 5 - 10kms radius of the

villages

As much as 10 different institute brands , offering vocational courses, operate in a semi

urban town

There are more than 52 million active Internet users in rural India

Out of 1,20,591 total schools that have computers, 74% are located in rural areas.

About 22% of the children in the age group of 6 14 years are enrolled in private schools


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How the Education Perception is changing.

Earlier, the learning was limited to developing

knowledge about family occupation

Family traditions were taken forward for

pursuing career.

Parents aspire & invest for their child to

become skilled professional & not just a

worker or farmer

Youth gives due importance to learning new

skills for obtaining job or enhancing business


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A clay potter from the western state of Gujarat,

invented low-cost refrigeration in a countrycalled Mitti Cool, made out of terracotta,

costing about Rs.2000 only

A Farmer invented a motorcycle-driven

ploughing machine for fields in a drought-hit

region where most farmers can barely affordtractors or bullocks.

How the Occupation Perception is changing.

Earlier there was complacency with the

resources that were available to a person andwith his limited working knowledge

A Farmer or clay potter continued to produce

same kind of products with same techniques

with were taught to them by his forefathers.


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TG Aspirations , Perception &

Growth


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How the TG sees themselves.

Learning new

technologies..

Independent & Working in offices ..


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10 25-11-11PTO

Lets further understand the TG

Primary TG - Students

Secondary TG Parents

Others - Influencers

TG in the study is classified as :


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The Students

The target students are in the age group of 18 to 25 years & belong to agri

families

The students begin to seek vocational courses during graduation or whilepursuing senior secondary

About 5% of students pursuing vocational courses are working professionals also

seeking skill enhancement courses at centers

These students have information about educational centers around towns but

unaware about availability of courses & opportunities


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The Students Space and Travel

70% of the students are Male students who come

from 20 to 60 Kms. distance

30 % of the students , mainly females , are from

town area who travel a maximum distance of 20

Kms.


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Parents

Parents usually farmers, have a landholding of 3 to 5 acres Majority of the parents are illiterate but aspirational for their children education.

They are ready for the investment in education for their children

Though have no basic understanding of the courses being offered by the Institutes

Stability of the institute is the criteria for them to choose the institute

They are scared if the institute dupes them.


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Influencers

An individual who has studied and obtained ajob in an office

He could be a distant relative or a friend of

Students parents

He is the only door for knowledge for the

students

Is not much aware about the institutes

offerings but is looked upon by the

students/parents for opinion

H

e also visits the institutes before theadmissions and strongly influence the final

decision of parents about choice of course &

Institute


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TG Segmentation

TGTG

Students 95%Students 95%

Under GradUnder Grad

Sr. Sec Pass OutSr. Sec Pass Out

WorkingPopulation 5%

WorkingPopulation 5%

Fresher SeekingCareer

Enhancement

Fresher SeekingCareer

Enhancement

PTO

The trend shows that the priority for the students enrolling in the Institute is only

Job ( 95 % ) and only 5 % enrolling is for career enhancement


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Students Aspirations & Perception towards

Educational Institutes

PTO

Students aspire to get a stable job,

irrespective of its salary package

He feels he would make his parents

proud by earning a living on his

own

His Aspirations

He is content with the way of teaching and isconfident of a placement

Increased his knowledge and is excited to complete

his course

Does not prefer the Govt. Institutes as there is no

placement assistance

His Perception towards Institutes


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He wants to add value to his status by

enhancing his skills through Vocational

courses

He relies upon the institutes capability to

get him a promotion or salary raise

He wants to change his profile from

administration job to a more refined

Accounts job

It would help him improve his package &

profile

Students Working Population

Aspirations & Perception towards Educational Institutes


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Job Preferences

Government Jobs

High Security

Hard to Get

Banks

Sought After

Sales & Recovery

HDFC ,ICICI

Transport Companies

Traders

Logistics

Accounts

Why these Jobs ?

The students see the people around them doingsuch jobs and get influenced

Awareness levels of other technical jobs are low.

Ready to move in cities for jobs

Package is average

but requires formal

training


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Education Market

Scope of Evolution


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How the Education Market is evolving.

More & More Educational Institutes are coming in existence in Rural & Semi-urban towns


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Course duration is from 3months 2 years

Courses Fees ranging fromRs.3000 Rs. 20000

Course Packages are offeredfor Computers, Accounts etc

Branded Institutes

Short Term courses withduration from 7 day coursesto 3 months

Courses Fees ranging fromRs.1000 Rs. 5000

No packaged courses offered

Local Centers

The educational market in the Rural & Semi Urban regions can be classified as the

local educational centers and the branded educational institutes.

Education Market Understanding


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A Look at Branded Institutes in Rural & Semi-Urban Towns


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A Look at Local Centers

in Rural & Semi-Urban Towns


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Scope of Educational Institutes

in Rural & Semi-Urban Towns

Scope of Educational Institutes is assessed on the basis of number of

seats that are occupied in a semester.

Low

Potential

MediumPotential

HighPotential

120 Seats

Occupancy

300 SeatsOccupancy

500 Seats

Occupancy


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Lets see an example for Industry Scenario ..


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Seats Occupancy300 seats approx.

120 seats approx.

500 seats approx.

Non Technical &

Technical Courses are

also offered

Courses offered areEnglish Accounts &

Networking

Medium Potential

High Potential

Low Potential

Rajasthan

Scope of Education Institutes


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Current Focus Deeper Penetrationbased on potential

Alwar as a medium

potential market

targets to

reach out to

Villages deep

down 60-70 kms

Ajmer as a high

potential market

targets to

reach out to

Villages around

40-50 kms

PTO


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Institutes Scan - Alwar

Branded Institutes

Indiacan is one of the institute in Rajasthan which has the maximum number of its

owned centres.

Institutes like Jetking, SCL , NIFA , ICA etc have franchises but no company owned

centers

Most popular courses at these Institutes are English Speaking , Hardware Networking &

Financial Accountancy courses.

English Speaking courses usually have duration of about 3 months 6 months Although IT courses & Financial courses have a duration from 6 months 2years

Job Placement Guarantee is given to the students

Local Centers

Local Institutes like Rajiv Gandhi Computer Institute, Gurukul, Alfa Academy are

some local institutes present

Local Institutes offer single Application courses like Tally, MS-Excel, Call Center

Training, Basic English Language Training etc which are short duration i.e. from 7 days

3 months

There is no job placement guarantee with these institutes

1325-11-11 PTO


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Alwar as a Market

Limited hangout joints for the students in and around the villages.

Eating joints are near Bus Stands and at small market place in the village.

Sarpanch holds a high

value in a village and is oneof the major opinion

leader

Job availability is very

limited

local educational institutes

lack basic infrastructure

though less expensive.


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Digitized Way of Teaching is picking up

in rural & semi urban towns as well

Live Video Conferencing, Interactive

sessions help the students learn by

viewing live video sessions

Educomp & IndiaCan are extending this

technology to rural & semi urban towns

as well


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Challenges


Even though scope of Digital Education is vast

in semi urban or rural towns , it is quite

challenging to make the concept understand

to the TG initially

The words like video conferencing, livesessions are completely incomprehensible to

TG

TG, when told about the technology, just do

not show interest to come to institute &

witness the technology


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Challenges

Competition

Course & Delivery

Comparison

Institute Center

Manpower

TG

Awareness ,Confidence &

Communication

PTO

TG is not even aware

about the kind of jobs

they can get after

pursuing a course

Do not clearly

understand what is

communicated by

institutes marketing

teams

Local Centers offering short

term courses for lesser fees

& duration , lure students to

save time & money by

studying at their centers

Branded Institutes do not have enough Manpower to

work for Students Counseling & to spread Awareness

amongst TG


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Confused TG needs proper Guidance & Expert Counseling

Since TG does not have a proper source that can provide them with sound careercounseling, they do not get the best out of the institute also.

Some students after joining IMS course realized they wanted to do Tally because no

company nearby is hiring students who have done IMS

Needs Financial Assurance Farmers want to spend on their childrens secure future but sometimes just with a

margin less of money, they are not able to make their children enroll for the

courses

Even TG with good income is not willing to give away the complete amount as they

do not have trust on the institute because they have not heard about it.

Relevant communication is the utmost requirement

No one in such areas understand Digital education

Due to institutes limitations in remote areas they have not been able to show case

the videos to the rural people about how classes are done



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Agency Role

Build Brandby creatingAwareness

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