Chapter 1

INTRODUCTION

1

INTRODUCTION OF THE TOPIC

The purpose of this training was to have practical experience of working within the

organization, in the field human resource management and to have exposure to the important

management practices in order to satisfy customers. While writing this report the language

has been keep simple and the entire discussion has been logical and has coherent outlines.

The main motto of the project work was to study the customer Satisfaction of NIIT

LIMITED Students, Delhi. It includes Research for customer satisfaction through

questionnaire and in detail consumer (Satisfaction) responses analysis, by surveying number

of consumers.

2

IMPORTANCE OF THE TOPIC

The project report is all about finding customer satisfaction of NIIT, Delhi. And to find out

the satisfaction level of consumers of NIIT. Market research helps NIIT about the best course

choosed by its consumer satisfaction level helps to know whether the consumers are satisfied

by the course offered by NIIT or not.

3

1.1 INDUSTRY PROFILE

NIIT AS A COMPANY

NIIT Limited (BSE: 500304) is a global computer education company. The company is listed

on the National Stock Exchange and Bombay Stock Exchange of India. The company

provides training for individuals, enterprises, schools and colleges. It has its presence in 40

countries worldwide.

In 2004, NIIT was restructured into two groups. One is NIIT Limited, which focuses on the

training and education in IT segment, and another which is known as NIIT

Technologieswhich is an information technology (IT) solutions organization

NIIT is a leading Global Talent Development Corporation, building skilled manpower pool

for global industry requirements. The company which was set up in 1981, to help the nascent

IT industry overcome its human resource challenges, has today grown to be amongst world’s

leading talent development companies offering learning solutions to Individuals, Enterprises

and Institutions across 40 countries. 

Research-based Innovation, a key driver at NIIT, has enabled the organization to develop

programs and curricula that use cutting-edge instructional design methodologies and training

delivery. NIIT’s Individual Learning Business offerings include industry-endorsed programs

for students seeking careers in IT – New Age GNIIT (India’s First Cloud

Campus), Edgeineers and GlobalNetPlus for IT professionals

4

NIIT has provided computer-based learning to over 15,000 government and private schools.

The futuristic NIIT Guru range for schools is a holistic education package that comprises

Interactive Classrooms (an embedded Teaching Learning Material, that uses elements of

interactivity, automation and web links library); Math lab (technology tools that enable

school students to learn and explore mathematical concepts); IT Wizard (equips the students

with core computer knowledge and IT skills); Quick School (an Education Resource Planning

solution for school management); and Mobile Science Lab (the first of its kind portable

computerized Science Laboratory which enables students to correlate scientific concepts

taught in the class with that of real life.

.

To address the vast population of underserved, school-aged children, NIIT launched the

Hole-in-the-Wall education initiative. Its achievements in the area of Minimally Invasive

Education earned NIIT the coveted Digital Opportunity Award, by the World Information

Technology Services Alliance (WITSA) in2008

For working professionals, NIIT Imperia, Centre for Advanced Learning, offers Executive

Management Education Programs in association with IIM Ahmadabad, IIM Calcutta, IIM

Lucknow, IMT Ghaziabad and IIFT Delhi. NIIT Imperia also offers specialized courses in

Finance in association with KPMG and on Digital Marketing with Google India and Internet

and Mobile Association of India (IAMAI).

 

NIIT Institute of Finance Banking & Insurance (IFBI), formed by NIIT with equity

participation from ICICI Bank, offers programs for individuals and corporates in Banking,

Financial Services and Insurance.

NIIT Uniqua, Centre for Process Excellence, addresses the increasing demand for skilled

workers in the business and technology services industry by providing training programs in

relevant areas. This is a part of NIIT Institute of Process Excellence, a NIIT-Genpact venture.

5

NIIT Careers@Campus, the company’s Institutional Alliances Business for colleges and

Universities, delivers in-campus training through Synchronous Learning Technology.

NIIT’s Corporate Learning Solutions, NIIT’s Corporate Learning Solutions, offers

integrated learning solutions (including strategic consulting, learning design, content

development, delivery, technology, assessment and learning management) to Fortune 500

companies, Universities, Technology companies, Trainingcorporations and Publishing houses

NIIT YuvaJyoti, a joint venture between NIIT and NSDC, offers vocational skills training

programs to enhance employability of youth across India.

Type Public

Traded as BSE: 500304

NSE: NIITLTD

Industry Training & Education inInformation

Technology

IT services

Founded 1981

Founder(s) RajendraPawar

Vijay K. Thadani

Headquarters Gurgaon,India

NIIT Technologies in New Delhi,

6

India

Key people RajendraS.Pawar

(Chairman & MD)

VijayK.Thadani

(CEO)

Services BPO,

Application Development

Management,

Managed Service,

Package Implementation,

Platform Based Services[1]

Revenue  $224.1 million (FY 2009)[2]

Employees 3,641 (2009)[2]

Subsidiaries NIIT SofTec

NIIT ROOM Solutions

Element K

Evolv

Website www.niit.com

1.2 HISTORY OF NIIT LIMITED

1981

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- The Comp. was incorporated on December 2, under the name of Pace Education Private

Limited. The Comp. was promoted by Shri S.S. Nadar, Shri. V.K. Thadani, Shri. R.S. Pawar

& Smt. Kiran Nadar. The company began its operation by developing, marketing &

implementing technical know-how packages for Education/Training. Consultancy and data

processing in the field of Information Technology.

1982

- The first Computer Education Centre was set up at Mumbai & later in the same year another

centre was opened in Delhi.

1988

- On 27th October Comp. became a Public Limited company.

1990

- On 16th November, the name of Comp. was changed to NIIT Limited.

1992

- A contract was signed with Software Publishing Corporation [SPCs] for developing an

enhanced version of one of SPC own' products.

- The Comp. successfully introduced two new facilities in the form of `Computerdromes' &

the `Carry Home PC', which were received very well.

- The Comp. developed curicula for professional sales & marketing which are offered

through the National Institute of Sales [NISs] at New Delhi & Chennai.

1993

135,71,224 share allotted to promoters, relatives, friends etc. 36,07,500 No. of equity shares

of Rs 10 each were issued at a premium of Rs 40 per share of which 1,71,700 shares reserved

for allotment on a preferential basis to employees [all were taken up.s] Balance 34,35,800

shares issued to the public. [all were taken ups].

- The Comp. received the international quality certification, ISO 9001, for its Instructional

Software Exports Division [ISXs] from Bureau Veritas Quality International, UK.

8

- The Comp. has also set up state-of-the-art software factories as per the project plan for

offshore development of Instructional software, Application software & System software.

- The new curriculum has been designed to aid the creative & problem solving ability of

student through a `MindRoom' concept, which lays special emphasis on application

development & on projects that simulate real-life industry applications in a multi-media

environment.

- The Comp. launched the GNIIT [Software Exports] curriculum during the year.

1994

- The Comp. launched its new 2 1/2 year career programme in sales more than doubled its

growth & expanded its reach five-fold.

- The Comp. undertook to set up six software factories at New Delhi, Mumbai & Chennai.

The Comp. also undertook to set up additional automated learning centres at Mumbai,

Calcutta, Delhi & Chennai.

- The Comp. proposed to modernize the career education product line with main thrust on the

provision of additional computering resources in two forms.

- 85,88,662 bonus equity shares issued in prop. 1:2. 750 shares kept in abeyance.

1995

- The Comp. is the only non-US Comp. certified as an independent coursework vendor by

Microsoft.

- 13,00,000 Pref. shares issued of which 2,00,000 shares redeemed during the year. 1,400

shares forfeited.

1996

- During the year Comp. undertook to set up its operations in the Multimedia Super Corridor.

- The Comp. has developed further state-of-art methods for absorbing, adapting & effectively

deploying new technologies.

1997

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- Issued Share Capital includes 22,039,896 Equity Shares of Rs.10/- each allotted as fully

paid-up Bonus Shares by way of capitalisation of General Reserve/Share Premium Account

in 1994-95, in 1992-93 & in 1987-88.

- 700,000; 10.5% Redeemable Preference Shares of Rs. 100/- each are redeemable at par on

24th January, 1999. However, the Comp. & the preference shareholders have 'Put & Call

Option' after 24th August, 1998.

- 1,100,000 13.5% Redeemable Preference Shares of Rs.100/- each have been redeemed

during the year as per terms of redemption at par, after creating capital redemption reserve of

Rs.110,000,000.

- The year saw the Comp. emerge as a Global IT Services Corporation. Ranked as the No.3

software provider for global markets from India by NASSCOM, the Comp. has received

recognition through a number of prestigious awards, both for its R&D in computer software,

software exports & quality of products, services & solutions, from various government &

business organisations.

- During the year, NIIT software facilities achieved SEI-CMM Level 3 certification making it

one among go companies world-wide to achieve this status.

- The Comp. introduced a computer plus quality management programme called C+QM

Curriculum as an integral part of its four year GNIIT programme in June.

- The Comp. further enhanced its on-line learning facility on the internet, NIIT NetVarsity

TM [http://www.niitnetvarsity.coms], which uses Skillettes TM as the atoms of learning. The

NetVarsity's Interactive courses are also available on Oracle Corporation internet Oracle

Learning Architecture [OLAs] web site. Besides, the year saw the Company move into

electronic commerce by setting up the NIIT CBT Store on the Internet.

- The Comp. became the first Comp. in India to implement the world renowned performance

measure, EVA, as a key management strategy to ensure single-minded focus on enhancing

shareholder value.

- NIIT will be working on setting up its operations in the Multimedia Super Corridor [MSCs]

in the current year.

10

- The National Institute of Information Technology [NIITs] has signed a license agreement

with Compulab Act, a computer education software organisation from Philippines to open a

computer education centre in Manila, Philippines.

- The company, is the sixth largest multimedia educational software provider in the world.

- The Comp. has introduced schemes like dating allowance, holiday and gifts on birthdays,

wedding anniversary gifts & also the parental leave for male & female employees to look

after their children below one year. The Comp. also has the state-of-the-art facility at its

software export complexes which contain all facilities for the workforce.

- NIIT has emerged as a specialized solution provider to the countries in the Association of

Southeast Asian Nations, & the US.

- NIIT has launched its redevelopment technologies curriculum by offering post-graduate

programmes for year 2000 problem.

- NIIT Ltd, the global software & training organisation, has been conferred an award for

outstanding export performance in computer software & for research & development in

electronics by the Department of Electronics [DoEs]. The DoE instituted these awards in

1990 to encourage & recognise excellence in the various sectors of electronics.

- NIIT is setting up its third computer dome in Delhi, Computer dome is a library of hardware

& software facilities to be used by students enrolled with NIIT.

- NIIT Ltd has bagged the Software Technology Parks of India [STPIs] award for top

software exporter, Noida Centre.

- NIIT has also developed CD-ROMs on Crosby concepts such as personal quality

management & problem solving tools.

- NIIT Ltd, the computer training & software services company, has introduced a quality

management programme as an integral part of its three-year GNIFT scheme aimed at creating

software professionals.

- NIIT has entered into a joint venture agreement with the Chinese government to launch its

educational programme in China.

11

- NIIT is launching NIIT BOOT IT!, a computer literacy programme, on Doordarshan on July

19. The programme will be presented by Dr. Sugata Mitra, head of NIIT R&D, who also

conceptualised the programme.

- NIIT Ltd, the global software & training organisation has been awarded the international

quality certificate ISO 9002 for it's software products group by prestigious Bureau Veritas

Quality International [BVQIs] of Britain.

- NIIT has entered into an agreement with Oracle Corp., under which Oracle Education

Division will distribute NIIT Web-playable Skillettes & other computer based training

products through the Internet via Oracle Oracle Learning Architecture [OLAs].

- NIIT Ltd has entered into a partnership with Silicon Graphics India, leader in visual

computing & web-based solutions, for creating the Webmaster programme, a new Internet-

based programme of studies.

- NIIT is the first Comp. in India to adopt the EVA concept and implement it in the Comp. &

also use it as a performance measurement tool.

- The domestic software training & development major NIIT Ltd is entering into a strategic

alliance with the US-based visual technology expert Engineering Animation Inc [EAIs].

- NIIT Limited, a HCL group company, has signed a joint venture agreement with CSK

Corporation, a $7 billion Japanese company.

1998

- NIIT Ltd, in co-operation with the Hong Kong-based TVE Group and Pudong Continuing

Education Centre of Shanghai Higher Education [PCECs], has launched an IT education &

training centre in Shanghai.

- NIIT has also introduced Spirit Funds for employees to take up courses for their personal

effectiveness, public speaking, or courses in foreign languages.

- NIIT Ltd has signed an agreement with Malaysia first `Virtual University' to share

technology & design & prepare the course curriculum.

- NIIT, the leading computer trading institute, has introduced the Technology Edge, a path-

breaking method in Internet-based education services.12

- IT services corporation, NIIT Ltd, has announced the worldwide launch of India first

learning facility on the Internet for preparing computer professionals for certification in

Microsoft technologies.

- NIIT has launched the Swift accountant programme to train accounting professionals &

commerce students gain proficiency in computerised financial accounting.

- NIIT has emerged the No. 1 Comp. in the packaged software sales segment.

1999

- NIIT has launched an integrated enterprise-wide information technology training solution

called eMPOWER-IT.

- NIIT has entered into an alliance with Microsoft Corporation to launch the Microsoft Sales

Specialist Programs.

- NIIT Ltd is launching a one-stop shop solution for schools wishing to impart training

through computers.

- The Comp. also bagged a letter of intent from the Malaysian government to develop the

science curriculum for Smart Schools project. Malaysia is NIIT largest overseas market for

computer training with over 14 NIIT education centres.

- NIIT & Structural Engineering Research Centre [SERCs] have signed a memorandum of

understanding [MoUs] to offer finite element analysis [FEAs] software solutions, &

engineering services & consultancy.

- NIIT, a leading software training Comp. in India with extensive operations abroad, has

launched Project Platypus a technology initiative that will enhance the content & delivery

mechanism of IT education.

- NIIT Ltd, the software & training major in the country, has launched a new technology

initiative in computer education, which includes online classroom learning environment,

abundant Internet access & Web-centric curriculum [WCCs].

- NIIT, a software & training major, has said it has launched a range of path-breaking

technology initiatives to revolutionize computer education.

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- NIIT has launched Web Centric Curriculum [WCCs] for its students to function in online

class room learning environment with abundant internet access.

- Information technology major NIIT Ltd, Institute of Quality Ltd [IQLs] and AFL Ltd have

entered into a strategic alliance forming the Supply Chain Consultancy Service [SCCSs] to

provide consultancy services in this segment in India.

- Education & training major NIIT will offer free computer training to 10,000 school teachers

across the country.

- Citibank India has entered into an exclusive tie-up with computer training institute NIIT to

offer an unique seven-year Citibank student loan to students who quality for newly-launched

GNIIT programme. - NIIT Ltd, the training & software services major, has launched the i-

GNIIT programme.

2000

- The Comp. has launched its corporate virtual university programme in the US & made it

available from a single vendor.

- Credit rating agency Crisil has assigned the highest safety rating of triple A [AAAs] to

software & IT training company, NIIT Ltd, for its debenture programme.

- The Comp. launch Linux Software in India.

- NIIT has launched a series of programmes to help learners gain an edge in e-commerce &

convergence applications skills.

- NIIT is to set up a separate subsidiary, NIIT Online Learning Ltd.

- NIIT Ltd is poised to set up a subsidiary in China through a joint venture with TVE

International.

- The Comp. has entered a strategic alliance with Sun Microsystems to jointly develop

technical strategies for dot coms.

- IT education major, NIIT has tied up with indiaproperties.com to provide technology

courses for real estate industry and professionals connected with it like builders, brokers,

consultants and industry suppliers.

14

- Computer education & software services firm, NIIT had tied up with the Information &

Industrial Systems and Services division of Toshiba Corp to offer e-business solutions to a

Japanese auto maker.

- At the joint initiative of NIIT & its subsidiary Accolade Software, the first fully export-

oriented software development unit of Assam was formally inaugurated on 7th August.

- The Comp. has bagged a $10.6 million e-knowledge solutions order from Macmillan USA,

Inc.

- NIIT has opened its third Computer Education Centre in Guwahati.

- The Comp. has joined NETg@Custom Developer Alliance program.

- The Comp. has signed a memorandum of understanding with the Delhi Government to set

up 30 computers in resettlement & slum areas of Delhi so as to reach to the grass root level.

- NIIT, the major e-business solutions corporation, was assigned to create a business-to-

consumer communication portal by Japanese system integrator NTT Data.

- The Delhi-based NIIT limited & Apollo Hospitals Group are jointing hands to create

`MeDVarsity', an Internet-based virtual medical university to cater to the medical fraternity.

- NIIT has entered into a global strategic alliance with Computer-logic Inc, a leading provider

of technology solutions for $260-billion automotive aftermarket industry for over 22 years.

- NIIT, has signed a 'Partnership for development' agreement with the Commonwealth of

Australia.

2001

- NIIT has tied up with US-based wireless platform & solutions provider, Veriprise Wireless

to offer mobile solutions.

- Citibank, International Finance Corporation & NIIT have together signed an agreement to

start a Rs 400 crore student loan programme for high-tech education provided by NIIT.

-NIIT has tied up with Alcatel to address large enteprise Acc. in India & global markets in

banking, financial & insurance sectors. NIIT will also partner Alcatel in domestic projects

like the Rs 550-crore Delhi Metro Rail & VSNL project.15

2002

- NIIT Ltd has been awarded a multi-million software maintenance, support & enhancement

contract by Victorian Government of Infrastructure.

-The Board of Directors of NIIT Ltd appointed Mr K K Darbha as the Company Secretary &

Compliance Officer of company.

- NIIT Software ties-up with SunGard Planning Solutions, USA for disaster recovery

solutions.

-NIIT, a leading global IT solutions provider on March 27, 2002 announced the acquisition of

Osprey Systems, a privately held full life cycle SAP solutions & SAP Services & Channel

Partner headquartered in Charlotte USA.

-To give a distinct identity to its software operations, NIIT has re-named its Global Software

Business, NIIT Technologies.

- Dr B R Ambedkar Open University & India first IT training organisation, NIIT Ltd have

joined hands to offer quality computer education to over 50,000 students pursuing

undergraduate programs in Andhra Pradesh. A Memorandum of Understanding to this effect

was exchanged at a function held here today [July 12, 2002s].

-NIIT Ltd has signed a Memorandum of Understanding to form an academic alliance with the

US based ITT Educational Services Inc. [ITT/ESIs] As part of this MOU the ITT Technical

Institute in Indianapolis, USA will offer ITT/ESI 4 year bachelor degree in IT with

specialization in Information Systems Security [BS- ISSs] program to NIIT students in India.

2003

-NIIT Ltd & Indonesia University of Atma Jaya conclude a strategic initiative of setting up

high-tech computer Education centre at the University campus in Yogyakarta in Indonesia.

-NIIT launches redesigned curriculum for Swift Jyoti for women.

-NIIT Ltd acquires e-Gurukul, a provider of e-learning in schools for Rs.15cr.

-NIIT launches the first of series of programmes at the school level for class IX and X.

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-NIIT ties up with Karnataka State Open University & New-Delhi based Virtual Education

Trust.

-NIIT bags the export award for Excellence in Exports,in recognition of its innovative

training & technical services.

-Computer Education Centre NIIT launches a GNIIT scholarship programme for the

acedemic year 2003-04.

-NIIT Franchise Association charges NIIT for shifting its base to China & also for winding

up 1000 centres.

-NIIT join hands with Rajiv Gandhi Proudyogic Vishwavidyalaya, based in MP provides

4year B-Tech courses.

-NIIT says that it was now part of 'Superbrands' from India listing.

-NIIT Ltd enters into an agreement with SNDT Women University,Mumbai to offer Swift

Jyoti for women.

-New Comp. by carving out the Global Solutions Business out of Comp. after appropriate

segregation of Knowledge Solutions Business & authorized the preparation of Scheme of

Arrangement.

-NIIT Technologies, the Global Solutions business of NIIT, opened a new Software

Development Center at New Delh.

-NIIT board approves spin-off scheme

2004

- IT training & education major NIIT has entered into an exclusive agreement with Institute

of Comp. Secretaries of India [ICSIs] to train its members & students on personal computing

skills & specially designed tasks.

- Announces `Swift Jyoti', with a curriculum specially tailored to meet women needs

-Introduces a new post-graduate diploma in the .Net technology

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- NIIT has joined hands with IIT Delhi to create an intensive learning programme for sunrise

bioinformatics field.

- NIIT inks pact with Microsoft to launch IT programmes for faculty

-NIIT ties up with Reliance Info for call centre training

-- NIIT has introduced a new 'industry endorsed' multiple track GNIIT programme for career

aspirants in IT

-Mr Arvind Thakur, Whole-time Director of Company, has resigned from the Board of NIIT

Ltd & has been appointed as the CEO & whole time Director of NIIT Technologies Ltd at the

Board meeting of respective Comp. held on June 12, 2004

2005

-NIIT launches 2nd national aptitude test

-NIIT - CM Dr Raman Singh launches Computer Education' in 1200 Chhattisgarh schools

-NIIT and INTEL India collaborates on joint training programs

-NIIT to collaborate in field of Textile Dyes and Intermediate for manufacturing, packaging

and supply.

-NIIT and UK Open University forge academic alliance

2006

-NIIT partners with ICICI Bank on 26, September, 2006 to enter Financial Services Training.

2007

-The Comp. has issued Bonus Shares in the Ratio of 1:2.

- The Comp. has splits its face value from Rs10/- to Rs2/-.

2008

-NIIT Ltd has announced that Educational Testing Service [ETSs], the world leading

educational measurement & research organization, & NIIT have entered into a strategic

alliance to offer ETS suite of products in India.18

- NIIT Ltd has tied up with Adobe to launch first ever state-of-art Web and Multimedia

curriculum for Schools in India.

Global training centers

Indian training centers

NIIT has training and educational centers in the following Indian states: Andhra

Pradesh, Assam, Bihar, Chandigarh, Chhattisgarh,Delhi, Goa, Gujarat, Haryana, Himachal

Pradesh, Jammu and Kashmir, Jharkhand, Karnataka, Kerala, Madhya

Pradesh,Maharashtra, Nagaland, Orissa, Pondicherry, Tellicherry, Punjab, Rajasthan, Tamil

Nadu, Uttar Pradesh, West Bengal.tripura.

Global Units

North America : USA, Canada, Mexico

South America : Peru

Europe : UK, Ireland, Kazakhstan, Turkey

Oceania : Australia, New Zealand

Asia  (outside India): China, Indonesia, Malaysia, Nepal, Philippines, Sri

Lanka, Vietnam, Bahrain, Iran, Oman, Qatar, Yemen

Africa : South

Africa, Nigeria, Ghana, Morocco, Sudan, Zimbabwe, Mauritius, Sénégal

1.3 COMPETITORS

There are many online education organizations in India. Of those, Educomp Solutions,

EdServ Softsystems Limited, Everonn Education and Aptech are NIIT's main competitors

1) EDUCOMP SOLUTIONS

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Founded in 1994, Educomp Solutions Ltd. is a globally diversified education solutions

provider and the largest education company in India. Educomp currently serves more than 15

million learners and educators across India, USA and Singapore. Educomp works closely

with schools implementing innovative models, creating and delivering content to enhance

student learning. Educomp has maintained a long, undiluted focus in the K-12 curriculum

design and teacher education space. Its innovative applications and products have

revolutionized the way information technology and the Internet is used to deliver new age

learning to people. Educomp is a publicly traded company on the Bombay Stock Exchange

and National Stock Exchange, India. Educomp Products:

• Introduced smartclass, a teacher-led‟ content delivery system that has dramatically

improved learning effectiveness in class.

• Developed India‟s richest 3 D K-12 content library with over 16,000 modules aligned

to Indian and international learning standards.

• Developed Roots to Wings TM, India‟s first structured Pre-School learning system.

• Developed Mathguru.com an online learning initiative.

• Pioneered Education Process Outsourcing in India through the Learning Hour

platform, a benchmark for other similar initiatives.

• Conducted Professional Development workshops, training more than a million

teachers in technology integration, pedagogy, and best practices in teaching.

Educomp‟s Research Team constantly evolves more effective methods to reach out to

learners and educators. Educomp has a track record of implementing large scale Public-

Private-Partnership projects. Educomp works intimately with various State and Central

Government agencies, Ministries of IT and HRD, and Governments of other countries. The

varied programs involve across-the-board education infrastructure implementation, teacher

training and content development projects.

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2) EVERONN SYSTEMS

One of the leading educational companies in India, Everonn is listed in both the NSE and

BSE. With a firm belief that technology-enabled learning can truly nullify social and

economic boundaries, Everonn‟s achievements have helped millions of students achieve their

dreams. From its pioneering VSAT-enabled virtual and interactive classrooms to its emphasis

on offering only the highest-quality content to students, Everonn‟s quest for excellence has

enabled the company to repeatedly break new grounds in the Indian education industry.

Everonn‟s commitment to a better standard of education is the guiding principle behind all its

activities, from making Pre-school toddlers school ready to enhancing the employability of

college students and providing the best entrance exam guidance in the nation. Everonn‟s

diverse operations are testament to the company‟s firm focus and dedication. From offering

the next-generation in school education through Internet and VSAT to providing content on

the move via mobile phones, Everonn is on a constant look out for the next technological

revolution in education. Be it elementary knowledge or the latest in animation and gaming,

Everonn is the one-stop destination for educational excellence. A parallel focus on formal

learning has also enabled the company to continue raising the bar in the Indian education

scenario.

3) APTECH

Aptech is a global retail and corporate training company with headquarters

in Mumbai,India. The company commenced its ITtraining business in 1986] and has trained

over 5 million students. In 1993, Aptech became the first IT training organization in Asia to

receive the ISO 9001 quality certification for Education Support Services The company has

grown and diversified into various education-related businesses and its stock is listed on

the BSE and the NSE.

It was also featured in the '2009 Global Top 20 IT Training organizations' list.

4) EdServ Softsystems Limited

EdServ Softsystems Limited is one of the online education companies in India. Founded in

2001 by Mr. S. Giridharan, EdServ is world’s first 4th generation education company which

21

makes use of technology to meet the education and employment needs of the people.[1] Currently, it has over 30 lakh registered users from all over India.

EdServ went for IPO on Feb 05, 2009.[2] Currently, it is listed on major stock

exchangemarkets in India; namely Bombay Stock Exchange (BSE: 533055) and National

Stock Exchange of India (NSE: EDSERV).

Company’s headquarter office is located in Kodambakkam, Chennai, India.[1] As of March

2011, it has 10 offices and 35 centres across India. It employs over 500 people, excluding the

distributors and dealers network of the company which spans across the length and breadth of

the country.

1.4 PRODUCT KNOWLEDGE

1. GNIIT

Introducing the new GNIIT programme

The new GNIIT programme prepares college

students for a successful entry into the

professional IT world by making them job-

ready, the day they graduate. The programme

gives students the benefit of a dual

qualification as it can be pursued alongside

graduation. The new GNIIT offers a Credit-

based Curriculum with enhanced flexibility and is a perfect blend of skills that include Core

IT, Professional & Grooming and Cloud Technology. The programme maximizes career

opportunities by offering programs that lead to multiple exit profiles in diverse fields of IT.

Programme Highlights:

Industry endorsed syllabus

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Blend of Core IT Skills, Professional Skills & Cloud Technology

Credit based Architecture

Cloud & Collaborative Learning Model

Global Technology certifications

Architecture-Based Multiple Job Profiles

Industry Internship

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Benefits

The GNIIT program offers the following benefits to students:

Industry-endorsed, it is designed in consultation with the recruiting companies and

NIIT alumni from across the IT sector

It will create "right-skilled IT manpower" in a steady and predictable manner

It combines generic IT skills, with company-specific skills to create a pool of

professionals that are industry-ready and productive immediately

The four-track program takes into account the hiring trends within the IT and ITES

industries and the "most-in-demand" jobs

The program focuses on the emerging technology platforms that will be in demand in

the future

GNIIT takes into account the specific needs of the BPO sector that requires technical

and other manpower in large numbers at short notice. GNIIT has created accelerated

options and exit points mid-through the program in order to meet these requirements.

The program architecture has been aligned to the semester (half-yearly) system 

followed by pioneering Universities today. There are 3 specializations which a student 

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can pursue: Software Engineering, Infrastructure Management Services and Business

Systems & Information Management.

Program Eligibility 

Students should have appeared for, or cleared Class 12, in 2012; or currently be in 1st

year/2nd year of college in any stream.

Students should have exposure to MS Windows environment.

Selection Criteria

Admission to GNIIT will be on the basis of an English test taken by the applicant at an NIIT

Center.

PLACEMENTS

Over 1,60,000 students placed since 2005

More than 38,000 job-openings for NIIT students every year

Over 34,600 students placed in the last 1 year

Over 3,382 students placed in DataQuest Top 20 IT companies in the last 1 year

Top 10 recruiters with

NIIT

No. of students

placed

IBM India 1194

Wipro 647

Tech Mahindra 300

HCL Technologies 285

TCS 245

Infosys 223

25

Mphasis 113

Cognizant Tech 82

HP India 76

Patni Computers 64

CareerEdge

CareerEdge is NIIT's application-oriented program aimed at providing an "edge" to students

in any professional environment, whether management, sales, marketing, law, finance,

architecture or medicine. CareerEdge familiarizes students with hardware, operating systems,

programming languages, Web-based technologies, the basics of animation and RDBMS

concepts so that they are completely at ease in the new, 21st century workplace. The

programs begin with technology fundamentals like C++, data structures and go on to train

students in high end technologies like C#, Java EE, Java SE, ASP.NET, XML, VS.NET, SQL

Server etc.

Benefits

CareerEdge equips students with soft skills, including effective communication

It is the quickest way for students to gain computer knowledge relevant for the

modern work environment

CareerEdge enables college students to prepare for the job market by providing them

basic, everyday, IT expertise

Program

26

Computer Overview

Computing World

GUI Operating System using MS Windows

Word Processing

Spreadsheet

Presentation Graphics

Web page designing using HTML

Scripting

Multi-User Operating System using Linux

Programming Logic and techniques

Object Oriented Programming Systems using C++

Eligibility

School and college students and professionals wanting to get ahead in their jobs.

Duration

Four-month programs

Curriculum for Advanced Technology Studies

A part of NIIT's advanced-level education offerings, CATS (Curriculum for Advanced

Technology Studies) is a series of high-end programs designed for individuals who want to

stay abreast of technology developments and upgrade their knowledge in specific areas

within IT. Engineering students, who wish to remain updated on the IT subjects they are

studying at college, will also greatly benefit from these offerings.

The CATS programs offer students and professionals the following benefits:

Access to customized modules based on the individual requirements in terms of

content, duration, timing and methodology

27

High quality training by internationally certified faculty with expertise in state-of-the-

art technologies

Training on cutting-edge software from NIIT's technology partners including global

giants Microsoft, Oracle, IBM, Thomson Prometric, among others

CATS comprise the following comprehensive range of offerings designed to provide

expertise in cutting-edge technologies and platforms:

NIIT Curriculum Programs: A series of high-end programs aimed at re-skilling

students, engineers and working professionals in state-of-the-art technologies. Based

on NIIT's cutting-edge Instructional Design techniques, the Curriculum Programs

provide expertise in the areas of software development, networking and systems

administration, database management, among others.

Programming Language and Tools

The CATS course on Programming languages and tools is targeted at professionals within

organizations seeking expertise on developing applications that are either desktop-based,

Web-based, database-based, etc.

Programming using C

Structured & Systems programming using C

Programming using C and Data Structures

Object Oriented Programming Using C++

Rapid Windows Based Development using VB.Net

Implementing COM+ Services Using VC#

(Programming using JDK) Java Programming

J2EE Expert - Designing and Implementing J2EE solutions

Web Application Development

28

CATS special program on Web Application Development is for professionals focused on

Internet-enabling applications within an organization in order to make available these

resources to employees situated across the globe. Under this program, learners gain

knowledge about creating Web sites/pages using Web technologies such as HTML, DHTML,

Scripting ASP, XML, etc. which can be accessed from any location using the Internet as the

backbone.

HTML Programming

DHTML Programming

Scripting Using Java/VB- Scripting Design

XML Series

Programming using Java 2.0 - Applet Designs

Developing Windows and Web Application using .Net

Developing .Net applications and XML Web Services

Web Application Development using ASP.NET

Database Management Solutions

CATS module on Database Management solutions provides learners with detailed knowledge

about relational Database Management systems. The program covers two major activities

associated with Database Management including database processing and database

administration. While under Database Processing, Professionals are acquainted with

transaction and analytical processing, the course on Database Administration focuses on

Managing Databases, User Management, Load Management, Performance Tuning, among

others.

Designing and Implementing a Database using SQL Server 2000

Introduction to Oracle 9i- SQL

Oracle9i: Program with PL/SQL

29

Oracle 9i Database Administration Fundamentals- I

Oracle 9i Database Administration Fundamentals- II

Oracle 9i Database Performance Tuning

Systems Administration and Networking

The systems administration and networking module within CATS is for professionals who

wish to learn everything there is to know about keeping IT infrastructure always functional,

always-on. Participants in this program learn to manage the IT resources of an organization

including operating systems, network infrastructure, etc. On the administration side, learners

are exposed to activities such as user management (authentication, authorization),

performance tuning, load management, among others.

Linux Power User- User Interface and Commands

Linux system Administration- User and Application Administration

Linux Network Administration- Networking and Network Design

Administering a Windows based Network- Networking and Application Admin

Mobile Computing Programs

These programs are aimed at creating software and applications developers for the mobile

computing platform and cover popular technologies such as J2ME. The programs enable

developers to build advanced applications for mobile devices, making use of cutting-edge

tools and networking technologies.

Developing Mobile Applications using J2ME

International Certification Programs

NIIT is authorized to conduct training on state-of-the-art technology platforms-operating

systems, databases and development tools-of leading IT vendors such as Microsoft, Oracle

and IBM. Conducted at select NIIT locations and using official curriculum and

30

methodologies, the programs lead to international certifications such as the MCSE, OCP,

among others.

Microsoft Certifications

Oracle Certifications

IBM Certifications

SWIFT

SWIFT, NIIT's simplest and quickest way to acquaint individuals with basic IT skills, aims at

bringing people and computers together. The SWIFT series of programs have something for

everyone-from housewives, to Gen Next to senior citizens. Enabling people to become

technology aware, the SWIFT series of programs help learners use technology effectively in

their daily lives. It includes basic computer programmes.

Benefits

Simplicity and ease-of-learning, especially for first time IT users

Computer learning through NIIT's network of education centers

A special, step-by-step training methodology that makes training easy as it uses real

life examples and an exciting learning environment 

Access to computer skills that can be applied to daily lives

Programs

The diverse modules in the SWIFT series of programs include:

SWIFT Jyoti: a program aimed at acquainting individuals with computers and helping

gain IT literacy

SWIFT India: a program designed for individuals, to help them effectively use IT at

the workplace

31

Web Designing Made Easy:a special, easy-to-learn offering for individuals and

professionals wanting to design Web sites

Programming Made Easy: a quick and easy learning module for aspiring, first-time

programmers

SWIFT for Schools: a program targeted at learners still in school, that combines

computer learning with fun

Dr. SWIFT: a program specially customized for medical practitioners, to enable them

to use computers at work

IFBI

Institute of Finance Banking & Insurance (IFBI), formed by NIIT with equity participation

from ICICI Bank, offers programs for individuals and corporates in Banking, Financial

Services and Insurance (BFSI).

IFBI’s job-oriented training programs equip learners with domain knowledge and technology,

customer handling, sales and marketing and communications skills. It is aimed at providing

them with long-term career paths in the BFSI sector.

NIIT IFBI has partnered with other leading Banking and Financial Services companies

including the ICICI securities,HDFC Bank, Kotak Mahindra Bank, Yes Bank, ICICI

Lombard and Infosys (Finacle) to scale and strengthen its talent building initiative for the

BFSI segment. Thus these are the various courses offered by Niit.

32

1.5 BRANDING AT NIIT:

NIIT has had been operating for the past one and half years .But there has not been

significant efforts put in this field. The people around are not aware of NIIT. A lot of efforts

are needed in this field to increase the brand awareness and thus, increase the sales.

The following strategies are followed by NIIT to increase their branding:

• SCHOOL SEMINARS – This is the predominant form of marketing followed at

NIIT where the faculty conducts a workshop in schools for classes VI to XII.

• CANOPY MARKETING – Canopies are a major marketing technique for institutes

in the training industry and NIIT too has it’s canopies strategically located around the

territory along with a dedicated canopy team.

• TELE-CALLING – This is one of the major ways of creating brand awareness as

prospective customers are made aware of NIIT”S background and offerings over the

telephone. It is a very cheap and effective system.

• OTHERS – There are several other indirect techniques such as Print Advertisements,

Banners, Pamphlets etc..

• INTERNET MARKETING - With the advent of social networking websites such

as facebook and twitter it has become very important that each and every organization has an

active presence on these sites. Internet marketing is considered to be broad in scope because

it not only refers to marketing on the Internet, but also includes marketing done via e-mail

and wireless media. Digital customer data and electronic customer relationship management

(ECRM) systems are also often grouped together under internet marketing.

• TIE UPS WITH COMPANIES - Tie-ups should be done with different companies

for various courses of NIIT. Like with IT companies for IT training programs. Moreover, for

different finance jobs financial accounting courses can be provided. For marketing field

training for advanced excel can be provided. NIIT has courses for all the industries.

These are the different branding activities done by NIIT

33

Chapter-2

RESEARCH METHODOLOGY

34

35

RESEARCH METHODOLOGY

INTRODUCTION

Research is an art of scientific investigation through search for new facts in any branch of

knowledge. It is a moment from known to unknown. Research always starts with a question

or a problem. Its purpose is to find answers to questions through the application of the

scientific method. It is a systematic and intensive study directed towards a more complete

knowledge of the subject studied. As marketing does not address itself to basic or

fundamental question, it

does not qualify as basic research. On the contrary, it tackles problems, which seem to have

immediate commercial potential. In view of the major consideration, marketing research

should be regarded as applied research. We may also say that marketing research is of both

types problem solving and problem oriented. Marketing research is as systematic and

objectives study of the problems pertaining to the marketing of the goods and services. It may

be emphasized

that it is not restricted to any particular area of marketing, but is applied to all the phases and

aspects.

METHOD OF DATA COLLECTION

1) Data to be collected.

Data includes facts and figures, which are required to be collected to achieve the objectives of

the project in order to determine the satisfaction of customer at NIIT

a) Primary Data

The data that is being collected for the first time or to particularly fulfill the objectives of the

project is known as primary data.

These types of data were,36

-On Customer Satisfaction.

- Identifying pros and cons of the brand.

The above primary data were collected through responses of consumer was conducted

through questionnaires prepared for them.

b) Secondary Data

Secondary data are that type of data, which are already assembled and need not to collected

from outside. These types of data were

i) Company Profile

ii) Product Profile

iii) Competitors Profile

The aforesaid data were collected through Internet and company s financial report.

2) Data Collection Method

For given project, the primary data, which needed to collect for the first time, were much

significant. This type of information gathered through Survey technique, which is the most

popular and effective technique for correct data collection. The survey was completed with

the use of questionnaires.

- Questionnaire for consumer.

3) Sampling

37

Sample is the small group taken under consideration from the total group. This small group

represents the total group. In the project the market research, which was ask to be studied was

Delhi market but as it was possible to approach all the respondent s customer of the city,

hence a sample was selected which represents the whole city. The areas selected for the

sample are present further in the appendix. Sample size of customer list was taken from NIIT

customer data basic.

4) Data Evaluation

The data so collected were not simply accepted because it contained unnecessary information

and over or under emphasized facts. Therefore only relevant data were included in the report,

which helped in achieving the objectives of the project.

38

DATA ANALYSIS & INTERPETATION

Sample Size=100

3.1 DEMOGRAPHICS

3.1.1 GENDER DISTRIBUTION

As we can clearly see from the pie chart below that number of female respondents has been

more than that of male and it can be clearly contributed to the fact that till now more females

are seen studying in various IT training centers as compared to males.

3.1.2 QUALITY DISTRIBUTION

The student composition at NIIT is mostly in the range of 60-80% and therefore most of the

students who are attracted to the centre are average in nature. Thus the company should bring

39

out new policies to attract students of better quality .The perception of the consumer needs to

be changed.

3.1.3 AGE FACTOR

AGE FACTOR

Mostly all the students belong to 12-17 and 18-26 categories. The institute should do more to

tap people above the age of 26 because it is a large untapped market which is willing to learn

computer. But still has not found any suitable fields to explore.

40

3.1.4 FAMILY INCOME DISTRIBUTION

It can be observed that most of the students are from the family income group of 15000-

35000 k monthly followed by less than 15000 k monthly which is also quite a high

percentage proving that high family income is not necessary for a student to take admission

in a IT training centre. Rather it is the aspirations of the customer that drives the market.

41

3.15 Out of the people preferring NIIT LTD, their choice of course in NIIT :It has been

found that people more preferred language courses C/C++ and GNIIT courses. Thus it should

focus on other courses by making people aware of NIIT and by using attractive branding

techniques so as to improve its market share.

42

3.16 RATING OF NIIT

Mostly all the in queries have rated the quality of study material as average and good. Thus

improvement is required in this field to attract more students as a education institute should

have the best study material.

Adding to it, the response about the faculty has also not been impressive. An educational

institute should be known by its faculty. The response about the job opportunity is also

mixed. This column was filled by students wanting to do GNIIT. This means people don’t

believe in the assurance provided by NIIT for placements. Thus NIIT should work on this

factor as it is the main saleable factor for this course.

43

3.17 NUMBER OF STUDENTS RATING THESE SELECTION FACTORS AS

IMPORTANT

All the factors have relatively same preference while choosing an institute. Thus all the

factors matter a lot while selecting some institute. Among all the factors, distance from home

was given highest rating. Thus, it was main priority for girls and students enrolling for cool

application courses. Moreover, faculty was also given high importance by students enrolling

for both the courses. Adding to it, past records, feedback from others are given importance by

students enrolling for GNIIT courses. Thus, the institute should do more things to make the

students believe in the benefits of these courses.

44

# AnswerMin

Value

Max

Value

Average

Value

Standard

DeviationResponses

1 Faculty 2.00 5.00 3.90 0.76 88

2 Past records 2.00 5.00 3.72 0.94 72

3 Feedback from others 2.00 5.00 3.71 1.02 68

4 Infrastructure 1.00 5.00 3.28 0.97 74

5 Course structure 2.00 5.00 3.86 0.71 85

6 Fees 1.00 5.00 3.68 1.08 73

7 Location 2.00 5.00 3.41 0.90 68

8 Brand name 1.00 5.00 3.51 0.90 72

9 Distance from home 2.00 5.00 4.11 0.79 85

45

3.1.8 NIIT IS PRECIEVED TO HELP THE STUDENTS IN:

Most of the students enrolling for the cool application program think NIIT to help them in

improving their grades in school and college and equipping them with strong IT end user

skills. While the students wanting to do GNIIT course want to avail NIIT's placement

services. Thus, these are the factors which should be mainly pitched while selling the courses.

Moreover, more programs can be built for students wanting to go for international placements

and to improve the placement ability of students in campus.

46

3.1.9 EFFECTIVITY OF DIFFERENT MARKETING TECHNIQUES IN TERMS OF

FREQUENCY

It can clearly be seen that newspaper inserts, NIIT sponsored events and NIIT contact centers

are the responses involved which brought out the maximum responses. This means the

maximum conversion occurs when some counsellor tells about the course directly to the

customer. This is a high involvement category.

47

48

MAJOR FINDINGS AND RECOMMENDATIONS

1. Most of the students who are attracted to the centre are average in nature. Thus the

company should bring out new policies to attract students of better quality .The perception of

the consumer needs to be changed.

2. The quality of study material was found as average and good. Thus improvement is

required in this field to attract more students as a education institute should have the best

study material.

Adding to it, the response about the faculty has also not been impressive. An educational

institute should be known by its faculty. The response about the job opportunity is also

mixed. This column was filled by students wanting to do GNIIT. This means people don’t

believe in the assurance provided by NIIT for placements. Thus NIIT should work on this

3. The statistical analysis shows that fees factor is not dependant on family income. This may

be because that parent is willing to spend much more now a days on educating student and

providing him best facilities possible. Thus there is huge potential that awaits to be tapped.

4. Canopy marketing which is a very important technique for IT training industry also give

enough percentage of positive results as depicted by the graphical analysis.

5. Pamphlet Distribution, Hoardings, Banners and Print Advertisements are all bringing an

average result for NIIT and thus these activities should encouraged further for proper

effectiveness.

6. From the analysis it was concluded that distance from home is a very important factor that

a student considers before selecting any institute.

7. The analysis also concluded that girls give an addition weightage to the distance from

home factor rather than boys and thus special attention must be given to this point to attract

more female students. Thus special attention can be given to arrange transport facility for girl

candidates so as to increase their registrations.

49

8. The brand name NIIT carries a lot of weight. But this has not been leveraged to its fullest

potential. This is a big name in the IT training industry. Almost every principal that we

approached was aware of NIIT and its presence in the education sector

9. The brand equity of an institute does depend significantly on its history and past records

for the GNIIT course. Thus more focus should be given to ensure good placements to the

students.

10. From graphical analysis of the key marketing techniques it has been noticed that

Counselling at Centres, Word of Mouth and School Seminars are top three techniques that

have attracted students. Now Counselling at centres is end process for almost each and every

student enrolled and Word of Mouth is a general phenomenon which cannot be specifically

controlled. Thus special emphasis on school seminars should be given. School seminars

should be conducted in a more systematic manner and special importance should be given to

brand building at schools along with usual workshops. Schools act as first touch points for

our customers and therefore first impression on students should be good enough to attract a

certain percentage of students for enrolment.

3.2 SWOT ANALYSIS of NIIT as a company

STRENGTH:

NIIT Brand Name

50

Prime Location

Well trained , committed & Hardworking people

Excellent teaching quality

Good reading environment

Good customer relationship

Convenience

Excellent study materials

Excellent Brand positioning

How to leverage the strength ?

NIIT is pioneer brand in the IT education world in India. So it is possible to convince

customer about its educational service.

Employees and other staffs of this branch are well trained, committed and hard working so

they can put things together to increase the level of services.Generally for teaching, FCT

(Faculty competency test) is must. For that teaching quality is excellent.

The environment of learning of NIIT, is outstanding. As the service quality is good the

relationship with customer is good. A sense of trust is already created in people mind. As

study materials are designed by IIT, Delhi every thing is systematic and user-friendly.

WEAKNESS:

High Price

No proper grievance handling facility

51

Less help from regional office

How to overcome weaknesses?

One of the major weaknesses is high price .It is very necessary to be price competitive.

Adjusting the value chain wherever required, negotiating or changing the process might be

helpful.There should be proper cell for grievance handling.

OPPORTUNITIES:

Increase service quality

Increase market share

Introduce multimedia course

Increase brand awareness

To tap the opportunities improvement of overall quality is the foremost criteria. There is a

large number of potential customers spread over a large area can be convinced and also

regain the confidence of the lost customers by improving the service quality at all levels. This

can be helpful to increase the market share.

By formulating proper strategies it is possible to increase the penetration into all

segments.Presently there are no multimedia courses at this center, so by introducing this

course many customers can be tapped.Marketing activities should be increased so as increase

the brand awareness.

THREATS:

New concept of IT day by day.

52

Misconception of customer between NIIT LTD. and its franchise.

Well established, old competitors.

Typical Indian mindset of customer.

Complain in time duration.

How to counter threats?

Idea of IT literacy is changing day by day in India. So it is hard to convince people about

it .There are number of well established IT education service in this area. They are reputed

and some are operating for decades, so they have large no of loyal customers and have good

market share. Some are cheap but quality is low. So it is needed to highlight the advantages

of NIIT services so customer can clearly understand and perceived value of the service.

Indian people have the mindset of doing thing in less price. It is recommended to change the

mindset by continuous effort and strategy.Proper care should taken for time scheduling and

reduce the complain.

53

Chapter -4

CONCLUSION

54

CONCLUSION

After conducting market research about Customer Satisfaction At Niit we came to know

different needs of consumers, their valuable suggestions, responses to the different questions.

With this information we can conclude that there is customers are more satisfied by the Niit

Customer satisfaction level of most respondents is higher for Niit, which is provided by

survey. Higher satisfaction level of Niit was due to the infrastructural facilities it provides to

the students. It has got a good market share around 50% other than its competitors.

The main reason for its market share is due to brand image it has created over the years of its

operation. More over the infrastructural facility it provides to its student is of high quality.

However, more focus should be given to improve study material, faculty in and placements in

order to improve market share and brand image. and For technical courses like c/c++,

java , .NET/J2EE people prefer NIIT because of its experienced faculty and concise ,

scientific course material.

As NIIT doesn’t compromise with its quality so the educational service it provides comes at a

high price compared to its competitors. So to remain a dominant player in the market NIIT

should increase its course offering like multimedia, financial accounting and multimedia. 55

Also it should follow a dynamic and competitive pricing policy so attract people from all

income group strata.

For the long run brand building and creating brand awareness is very necessary. NIIT has the

advantage of first mover, but it has to keep up with the quality of its services to make sure

that the brand loyalty is maintained at the very same level. But due to the opening of various

new centres in various parts of India, these stages are bound to come as the company is facing

a situation similar to a start-up when brand awareness is very low. The company needs to

establish the NIIT brand for the long term. Another problem which is being faced by the

company is the rapid increase in the number of competitors in the educational sector. The

company has to work on its competitive egde i.e. quality to ensure that its market share is not

eaten up the competitors. Also, the course structure of these brands needs to be redefined.

NIIT has good courses for school students and IT college students. Now more focus should

be put on students of other college streams. Moreover, new fields should be explored in

which there is good scope in the future. Adding to it, new courses for professionals and 30 to

60 year age bracket should be built as this market has still been unexplored. The awareness

drive should also be increased. As it found that the courses were found to be good but

prospective people were not aware of the course.

Keeping all the findings and recommendations in view NIIT has a very good prospect to

succeed if a few of the organizational problems are solved with the management using a

strong hand as the training industry has a huge prospect.

56

Chapter-5

RECOMMENDATIONS

57

RECOMMENDATIONS

1. Most of the students who are attracted to the centre are average in nature. Thus the

company should bring out new policies to attract students of better quality .The perception of

the consumer needs to be changed.

2. The quality of study material was found as average and good. Thus improvement is

required in this field to attract more students as a education institute should have the best

study material.

3. The response about the faculty has also not been impressive. An educational institute

should be known by its faculty. The response about the job opportunity is also mixed. This

column was filled by students wanting to do GNIIT. This means people don’t believe in the

assurance provided by NIIT for placements. Thus NIIT should work on this

4. Pamphlet Distribution, Hoardings, Banners and Print Advertisements are all bringing an

average result for NIIT and thus these activities should encouraged further for proper

effectiveness.

5. The analysis also concluded that girls give an addition weightage to the distance from

home factor rather than boys and thus special attention must be given to this point to attract

more female students. Thus special attention can be given to arrange transport facility for girl

candidates so as to increase their registrations.

6. The brand equity of an institute does depend significantly on its history and past records

for the GNIIT course. Thus more focus should be given to ensure good placements to the

students.

7. New courses for professionals and 30 to 60 year age bracket should be built as this market

has still been unexplored. The awareness drive should also be increased. As it found that the

courses were found to be good but prospective people were not aware of the course.

8. For the long run brand building and creating brand awareness is very necessary due to the

increasing competition.

58

Chapter-6

LIMITATIONS

59

Limitations of the project

This project report suffered from major limitation of time alloted for the completion

of project as 8 weeks were felt insufficient for completing this report in the desired

way.

Some customers hesitate to respond.

Strategy adopted for choosing any particular move is purely subjective and varies

from individual to individual.

60

61

BIBLIOGRAPHY

• Kotler, Philip, Marketing Management, Ninth Edition”, Prentice Hall, Printed in

India, Year 1999.

• Beri,G.C.,(2007),Marketing Research: Research Design,4th Edition, McGraw Hill

Education.

• Malhotra, Naresh, (2008), Marketing Research, 5th edition, Pearson education.

• Kothari, C.R, Processing and Analysis of Data, Research Methodology, Second

Edition, New Delhi, New Age International (P) Limited.

Websites

• www.niit.com

• http://indiacurrentaffairs.org/coaching-fee-unaffordable-for-most-midclass

households-study

62

ANNEXURE

9.1 QUESTIONNAIRE

• Name of the candidate:

1) Which course are you intending to join?

• GNIIT

• Other courses

2) Gender

• Male

• Female

3) What is your age?

• 12-17

• 18-26

• >26

4) What is your monthly household income?

• < Rs.15000

63

• Rs. 15000 – 35000

• Rs. 35000 -50000

• > Rs. 50000

5) Rate the following factors that you might consider while taking admission in NIIT

• Least important 5 – Most important

1 2 3 4 5

Faculty

Past records

Feedback from

others

Infrastructure

Course

structure

Fees

Location

Brand Name

Distance from

home

64

6) How do you rate NIIT on the following factors?

Poor Averag

e

Good Very

good

Excellent

Quality of

study material

Infrastructure

Faculty

Discipline

Job

Opportunity

Other value

added services

7) How did you come to know about NIIT?

• NIIT contact center

• Word of mouth

• Radio

• Television

• Internet

65

• Hoarding/Paper

• Newspaper inserts

• NIIT sponsores events/seminars

• Canopies

8) I see NIIT as my mentor in:

• Improving my grades in college

• Improve my placement ability during campus placements

• Availing NIIT’s placement services

• Acquiring international certifications

• Equipping me with strong IT user end skills.

TABLE OF FIGURES

FIGURE NO. FIGURE TITLE PAGE NO.

Figure 1 Competitor analysis

Figure 2 Quality distribution of

students at NIIT

Figure 3 Family income distribution of

parents

Figure 4 Effectivity of different

marketing techniques

Figure 5 Rating of NIIT on various

factors

66

Figure 6 Number of students rating

these factors as important

Figure 7 Age distribution of students

at NIIT

Figure 8 Educational background of

parent

Figure 9 NIIT is perceived to help

students

LIST OF TABLES

TABLE NO. TABLE NAME PAGE NO.

Table 1 Analysis of selection factors

67

68