Defining positioning statement & marketing mix for Indian ed-tech sector

Abstract

Indian School education system has been marred with allegation of commoditized education. Although, education at the secondary level is aimed to impart in students a set of standard education and knowledge, majority of the Indian secondary schools seem to be falling behind in the pursuit. As per the latest board examinations across central and state boards, high performing students have consistently been from a limited set of schools. The domain seems highly skewed towards the parental well-being of the students. Extending the scenario in the competitive examinations landscape in India, state boards have consistently produced lesser resources to students for cracking national level examinations like IIT JEE and AIEEE. Apart from the syllabus that is followed at state board schools, several infrastructural changes in the academia seem inevitable to improve the performance. In this project, both tangible and intangible factors, leading to the low performance of majority of the schools in national competitive examinations have been looked at. Emphasis has been place at identifying factors outside the curriculum that is followed which in turn consists of several individual factors such as, syllabi, timeline of coverage and depth of knowledge transfer etc. More tangible factors such as class hours, nature of student-teacher engagement has also been studied. The existing drawbacks identified with the current system have been translated into business opportunities that startups and firms can target. A study of the existing firms in the market has also been performed and the same has been used to define the proposed positioning and marketing mix for startups and firms.