Kala Jyothi“Creating Love at School”

Project by - Sriram 005Submitted to – Prof. Vishnu VallabhSubject – Marketing Management

“KalaJyothi” Creating Love at School!

Dream. Believe. Achieve!We at KalaJyothi bring out the special talent that a child carries and help them to enrich in that particular field with well-equipped trainers and mentors. At Kalajyothi students are not just trained in what they look but also what the trainer believes the student can do. We also indulge students in getting their ethics and morals right which is integral part in one’s life.

Mission and VisionPurpose - Our purpose is to transform children into young people who are curious, kind, empathetic and engaged; preparing them like no other school to contribute and lead in their communities.KalaJyothi’s short-term vision is to expand our fine arts programs based on our community’s continue interest in dance, music and art. Our vision is determined through the eyes of our Students. WE plan to take our programs as far as our students can dream.Commitment ~ Inspiration ~ Dedication ~ ValuesOur goal is to provide quality instructions through caring, professional instructors in a friendly, family-oriented atmosphere. We promote strong self-confidence, self-respect, discipline, and appreciation through our learning.

We inspire every student to find the creativity inside her/him as "we love to tell a story" each year.Objectives

To engage students in the collaborative process. To promote the study, practice and knowledge of music, dance

and art To strengthen students creative skills in live performance through

the study of craft and technique. Students will demonstrate the ability to build a conducive

learning environment. To engage critical studies and histories of dance, Music, Art and

performance with rigor and curiosity. To create unique, challenging and diverse live performance and

share them with our community. To develop a broad understanding of the social cultural context of

dance and performance.

Description of Products/Service

Music Maestros- Here we make a student excel in the art of singing and mastering them in different musical instruments such as Guitar, Violin, Drums, Flute Etc.!

Dancing Legends- Dance like a legend and we help you in enlighten yourself may it be a traditional dance or a pop dance! All the eight classical dances and hip hop are few products with many more adding up in future.

Art at its best - Apart from Music and Dance the mostly seen talent in a child is Art! Painting is something close to all of us and we will make you great artist, if not a Picasso or da Vinci we will create a whole new Artist!!

Target Market- Rural Parts of India (Potential Customers)Direct Customers- Rural Guntur and Rural Warangal

The best start for any positioning analysis is gaining a thorough knowledge of a product or service's target market. This is the group of people or businesses that will best benefit from the use of the product or service. With a good idea of the wants, needs and interests of a product or service's target market, a good marketing team can help develop a positioning statement to help reach as much of the target market as possible.India has over 65% population living in rural areas and with loads of aspiring talent living in there, we expect ourselves to grab the market. We feel that this is a new trend of starting up a school for music and dance, problem with all the schools present is that they have the schools operating academics and providing these benefits only as extra activities, whereas we are here to present a School that is wholly dedicated to various activities other than Academics. We hope to ride this business and help in all the aspects that they expect from us. Going deep in I would say as a marketer my target audience are children who are aged between 4 – 15 and increasing the upper limit to 18 in near future. Targeting children is a difficult process and that too in rural market, so we need best marketing strategy to reach our esteemed customers!Positioning Statement - Positioning is a marketing concept that outlines what a business should do to market its product or service to its customers. The more intense a positioning strategy, typically the more effective the marketing strategy is for a company. I as a Marketer would place my service as need for all those young budding kids and give them all the needful assistance in attaining their dreams which are far different from other kids! A Place for Special kids to turn them Very Special! SWOT Analysis

Strengths, Weaknesses, Opportunities and Threats in an educational environment. A SWOT analysis for schools is a tool that can provide prompts to the governors, management teachers and staff involved in the analysis of

what is effective and less effective in the schools systems and procedures. Often used in preparation for a plan of some form (that could be an audit, assessments, quality checks etc.). In fact a SWOT can be used for any planning or analysis activity which could impact future finance, planning and management decisions of the school or establishment.

Definitions

Strengths – Factors that are likely to have a positive effect on (or be an enabler to) achieving the school’s objectives

Provide a high-quality music, dance and art to students to help them grow and develop their skills, gifts, and talents without having the cost as a concern.

The demand among parents to place their children in enriching extracurricular activities has never been higher.

Professional and well skilled trainers. Use of technology in all the fields A unique product

Weaknesses – Factors that are likely to have a negative effect on (or be a barrier to) achieving the school’s objectives

Low market share - there are other types of businesses that operate in a similar capacity to our school.

Relatively high startup costs Less awareness

Opportunities – External Factors that are likely to have a positive effect on achieving or exceeding the school’s objectives, or goals not previously considered

Expand to more school districts and create whole new market Offer certified students/graduates of possible career/job

placement opportunities Huge market to grab and build up a network- entering a young

developing market

Project may improve local economyThreats – External Factors and conditions that are likely to have a negative effect on achieving the school’s objectives, or making the objective redundant or un-achievable.

Environmental constraints Duplication is a possibility

Economic environment – The economy I will be operating is the growing market and I feel the price I set will be a very minimal and would be accepted by customers. And coming to staff selection, this is a difficult process but most of it is done by scouting network and that’ll help me find the best of best!Social environment – My target audience are children aging between 4-15 and in the rural parts of the state, where it is clearly seen that there has been an increase in the living standards and their purchasing power so I would want to add value to their life and eat away their pockets.Technical environment – technically the target audience is poor but I don’t deal with any electronic devices as such so it won’t affect my business anyway, only the place where I use is with the trainers and that won’t be a problem for them.Industry and Competitive environment – There is not much direct competition which means I have lots of scope and need better market strategies catch hold of the market. Competitors would come once I start business for which I need be ready for all the challenges and be well equipped for all threats.Market Segmentation and Customer AnalysisCustomer segmentation is the practice of dividing a customer base into groups of individuals that are similar in specific ways relevant to marketing, such as age, gender, interests and spending habits.

Target market/segment characteristicsYou can profile your target market/segments using four categories:

Geographic – As I have earlier decided about our target market being Warangal and Guntur rural areas.Demographic: Age 4-15 Gender No bar Family income – Not a specific range

Strategies and Tactics "How to get there"

Pricing strategy – As a new entrant and with a heavy bunch of people looking for this type of business and also taking into consideration the professionals hired for services, I will go for Bundle pricing and penetrative pricing.Music Maestros – 10000Dancing Legends – 15000Art – 10000Bundle pricing – 30000The prices will be for a monthly basis and as a startup I will also provide two months wave off on their annual payment and a month wave off on semiannual package.

Product strategyTalking about my products I will have all the products developed by time and add many more services to them with the addition of customers. Firstly I will start with Basic dance and Music styles and then later upgrade to different styles and versions of them.

Place strategyI’m selling a service not a product so there is no such aspect of distribution but yes I need a business centric place so that I can attract a whole lot of customers, being starting in a rural area I need to focus on the populated area and start up my business there to enjoy better outcomes,

Promotion strategyThe term promotion is the most important part of my business model and I need use all my sources to get my business introduced to everyone out there, for that I have decided to choose above the line advertising on large scale and below the line for small scale and time bound advertising. I would rapidly promote my business through mass media and also social media. I will also place hoardings and take help of local political leaders to promote business, to do word to mouth advertising.

Process StrategyBetter Process is which drives company to a success!Will first start the business in Warangal with a staff of 5 experts. Dance will have 2, music will have 2 and art will have one professional. Summer is the time of starting up the business with a view to catch all the students who opt for summer classes. This is how I will start the business and slowly make it available as academic certification, which is what I feel is the best part to make my business a Unique one! I treat the certification to be my Unique Selling Proposition.Budgets and ControlsThe most important and crucial part of the business, Budget!Working in a rural market would not be as costlier as it is when compared to cities but that’s not true in my case I need to hire experts and professionals of the field and bring them daily to the school and pay them, which I feel is the most costliest part of my business model and rather than that the place and all other facilities would not weigh much upon my budget. I’m going to look for a total budget of around 30 lakhs.Staff and Facilities – 10 lakhsPromotion – 5 lakhsBuilding and Facilities – 5 lakhsContingency Funds – 10 lakhs

Contingency funds placed are as equal as staff is because of the competition aspect coming forward and much more facilities which will

get added up in future.Risks are part of every business which cannot be overlooked and I have decided to add risks funds to contingency funds, for expansion of the business, I will decide about that only after looking at the performance of the business and not to take any hurried step at least before 6months from its inception. This is how my business is planned and I feel cost factor of the business is very reasonable to attract the customers. My competitive advantage is what people will decide but as far as a marketer in me is concerned my CA will be low prices and high variety of services which will help me to grab the market not less than 6 months and I can ride of huge success and mega profits! Being optimistic

KalaJyothi- Enlightening the Skills!!