PRESENTATION ON

SUMMER INTERNSHIP REPORT, TITLED

“MARKETING STRATEGY OF HERO MINDMINE INSTITUTE LIMITED FOR THE NEXT 5 YEARS”

Under the Supervision of: - Submitted By:- MRS. TWEENA PANDEY RATNAKAR VERMAManagement Faculty M.B.A. 3rd SEM

U.I.M.

ABOUT HERO

MINDMINE

Establish in 2000

190 Centers In INDIA

Akshay Kant

Munjal (CEO)

Other Countries like-

CHINA

KENYA

BANGLADESH

SRI LANKA

MEDAGASCAR

MAURITIUS

1-To provide useful inputs to HMIL for its marketing strategy by collecting and analyzing information from target audience with the help of depth interviews.

•To identify the needs of target

•To know about the expectations of students

•To know about the level of awareness of HMM in the mind of people.•To collect information regarding the competitors and analysis.•The feedback provided by students studying in HMM centers.

OBJECTIVE OF STUDY

VISION

“HMM is the most preferred provider of training and development services for business and soft-skills in India and other chosen markets.”‘Empowering People & Enhancing Performance’

Partnering with client organizations……………

Equipping students, professionals and and other aspirants………..

Building an outstanding Organization…………….

Creating lasting relationships

MISSION

Customer Focus:

Innovation and Agility

Individual Dignity and Team Work:

Ethics and Integrity:

VALUES

PROGRAMMES

CALL CENTRE CERTIFICATE PROGRAM

SOFT SKILLS TRAINING

HRM TRAINING(NURESING)

Behavioral Competencies. OR Interpersonal Skills, OR People Skills,

DEFINITION

“Soft skills are interpersonal skills such as the ability to communicate well with other people and to work in a team.”

MEANING-(SOFT SKILL)

SOFT SKILLS LIKE-

Communication skills Critical and structured thinking Problem solving skills Creativity

Project management Negotiation skill

Self-management Responsibility

Etiquette and good manners Time management

Teamwork

Ethics Sociability

MAJOR COMPETITORS OF HMM 1-VETA (Vivekanand institute)

Veta is Asia's largest premier academy (a)2.2 million people speakEnglish fluently (b) Establish in 1981 (c)250 centre in all over Asia.

India’s premier institute for spoken English that brings the world’s most widely used language to you in the simplest, easiest and most interactive manner.

Inlingua is one of the world's leading language training organizations. 300 Language Centers in 40 countries across Europe, Africa, Asia, North and South America.

3-BSL(British School Of Language)

2-INLINGUA

4-BAFELEstablished in 2002 by Mrs. Alka Gupta.Today, BAFEL takes pride in establishing 40 centres all over India. 

CLIENT LIST

1-LG 2-Maruti 3-Godrej 4-Abbott

5-Dominos 6-ETL 7-ITPO 8-Spice Mobile

9-Indian Railways 10-Coca-Cola 11-Ranbaxy

12-Convergys 13-American Bank 14-Castrol

15-Suzlon 16-SIFY 17-Powergrid Corporation

18-HDFC Life Insurance 19-SBI Life Insurance

20-Toyata 21-Tharmax 22-DMRC

23-Tata Moters 24-NIIT Imperia

24-CITY Bank 25-ABN Amro Bank 26-Tata Power

Method of collecting Data Date SourcePrimary :- Through QuestionnairesSecondary :- Through Internet, Journals, News papers and Misc.Data Collection Procedure :- SurveyResearch Instrument :- Structured Questionnaire.Sample Size : 100Sample Area : - Different Areas of DehradunSample procedure :- Convenience sampling.

PROJECT SCHEDULE :-First 1 week          :-Training program from the company.

Second week         :-Collecting the primary and secondary data.

Third Fourth week  :- Study Marketing Strategy’Process

Fifth week               :-Designing the questionnaire .

Sixth week                 :-Conducting the survey in RO.

Seventh week  :-Analysis of Data Collection & Final Report preparation And presentation.

73%

27%

Medium of instruction

EnglishHindiother lang.

2-Have you joined any English speaking course?

DATA INTERPRETATION1-What was the medium of instructions in the school in which you have studied?

45%

55%

Join any eng. Speaking

Yesno

3-Can short term course be as effective as long term English speaking/soft skill training course?

35%

65%

Effectiveness

Long termShort term

4-According to you what should be course duration if you wish to get English training?

10%

30%

40%

20%

Duration of course

1 month2 months3 months4 months

5-Do you Heard about HMM?

48%52%

knowl. About HMM

YesNo

6-From where did you get information about HMM?

Newspapers

Frnds/Reference

Intrnet

Self Approach

0% 10% 20% 30% 40% 50%

25%

50%

10%

15%

Way of get information

Way of get information

7-Rate these spoken English /soft skills providing institutes in terms of training quality?

HMM Inligua VETA BSL Any other0%

5%

10%

15%

20%

25%

30%

35% 30%32%

20%

15%

3%

Rating these inst.

Rating these inst.

8-Do you think certificate from English speaking /soft skills will you in getting good job or it will help you in future?

Benificialnot benificial

0%

20%

40%

60%

80%

100%87%

13%

Benificial/not Benificial

Benificial/not Beni-ficial

9-Would you like for assistance in placement?

83%

17%

Assistance in placement

YesNo

10-Do you think online course in spoken English &PD /Soft skills training will be as effective as classroom course?

Yes No0%

10%20%30%40%50%60%70%80%90%

11%

89%

online spoken english effctive or not

online spoken english effctive or not

1-HMM doesn’t have awareness level in the mind of people like NIIT despite of the fact it’s really a big brand.

2-HMM doesn’t have awareness level in the mind of people like NIIT despite of the fact it’s really a big brand.

3-Most of the HMM students thinks that online course in spoken English and Pd will not be as effective as classroom training.

4-Most of the students of HMM believes its not the English grammar which helps in getting fluency in language so they expect that HMM shouldn’t prepare such course content which is overtly grammar based.

FINDING

This is method of analysis which was opted for analyzing the information which I got by taking depth interviews of HMM student. In this process I firstly noted down the Questions in separate sections and then I put statements and views of the students in the relevant questionnaire section. Content analysis was an important stage in the project because it was helping me to categorize the information properly so as to analyze and interpret and so as to provide useful inputs to HERO MINDMINE regarding its marketing strategy.

CONTENT ANALYSIS

Our exhaustive qualitative research helped us getting some important facts regarding the needs and expectations of people. Nowadays people join not only for spoken English training but also for personality development and learning new business skills. Majority of people believe that a short course is not a solution to their problem and they don’t want to learn just grammar in spoken English training. Most of the people feel that they have problem in English either because they studied in Hindi medium schools or that in the school where they were there was no such environment which would have promoted English speaking. Another important point which came out from the research was that although HMM considers itself as a very big brand but students think that certificate from HMM is not as valuable as NIIT’s certificate to its students. Most of the people who are weak in English and are yet not taking training for English gave one of the following reasons for not joining a English speaking course:They doubt the quality of training given at English speaking courses compared to the fee they charge.Most women who were housewives are busy with taking care of their children and working individuals are too busy with work.Some people say they are hesitant to show their weaknesses to anyone.Majority people said that mode of training should be bilingual as it makes learning and understanding easier and also maintains interest and dedication of students. It seems that online course in PD and spoken English is not going to be a success because most of the students who were interviewed doubt its quality and consider classroom training better than online training.they say that they are apprehensive about using computers as a medium of learning specially as there would be a lack of one-to-one interaction between students and trainers.

CONCLUSION

HMIL should start taking decisions for creating awareness about HERO MINDMINE by various promotional strategies and advertising techniques so as to ensure proper brand positioning of the organization.

HERO MINDMINE should review its individual assessment system so as to ensure that students having same level of communication skills are there in a course.

Before introducing online course HMIL should review the strategies regarding online courses as it could be a risky step.

HMIL should help students in getting placed as it will help it in attracting more people to HMM centres.

For the segment such as housewives or working women HMM should form a batch that would be for only a few hours in a week according to the hours that suit such a segment.

RECOMMENDATION

UIM-Dehradun Ratnakar Verma9696414225f/b a/c-ratnakar.verma@yahoo.com