AMITY SCHOOL OF BUSINESS

AMITY UNIVERSITY NOIDA,

UTTAR PRADESH

NTCC SUMMER INTERNSHIP:

A DETAILED STUDY ON MARKET POTENTIAL OF SCHOLASTIC

SUPER ENGLISH

NAME – SHRUTI SINGH

BATCH - BBA+MBA (INTG) 2018-22
ENROLLMENT NO. NAME - A039116818002
FACULTY GUIDE – DR. RUCHI JAIN

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 DECLARATION BY STUDENT

This is to clarify that I, MS. SHRUTI SINGH a student of BBA+MBA(INTG)2018-2022 Amity

school of business has worked under the guidance and supervision of PROF.DR. Ruchi Jain
designated faculty guide.

The project report has the requisite standard for the partial fulfilment for the Post graduate
degree in Business Administration. To the best of my knowledge no part of this of this report has
been reproduced from any other report and the contents are based on actual research.

I am aware that in case of non-compliance, Amity School of Business is entitled to cancel the
report.

SIGNATURE

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 ACKNOWLEDGEMENT

I express my sincere gratitude to my faculty guide PROF. DR. Ruchi Jain, for her able
guidance, continues support and corporation throughout my project. Without which present work
would not have been possible. My endeavor stands incomplete without dedicating my gratitude
to her; she has contributed a lot towards the successful completion of this project work.

I would like to express my gratitude to my family, friends for their unending support and tireless
effort to keep me motivated throughout the completion of this project.

Yours sincerely

SHRUTI SINGH

(BBA+MBA)-INTG

Enrollment no.: A039116818002

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 TABLE OF CONTENTS

TITLE PAGE NO.

CHAPTER 1: INTRODUCTION 05-06

1.1 Abstract 5
1.2 Overview
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1.3 Objectives
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CHAPTER 2: LITERATURE REVIEW 7-12
2.1 Meaning and purpose 7
2.2 Summary 8-11
2.3 Research Methodology 12

CHAPTER 3: COMPANY OVERVIEW 13-19

3.1 Company profile 13
3.2 Product levels 14-16
3.3 STP Analysis 17-19

CHAPTER 4: DATA ANALYSIS 20-30

4.1 Questionnaire 20-23
4.2 Data & Result 24-28
4.3 Analysis 29-30
CHAPTER 4: CONCLUSION 31-32
5.1 Results and conclusion 31
5.2 References 32
5.3 Plag Report 33

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 INTRODUCTION
1. Abstract

Scholastic Super English is a program designed benchmarked against international standards. It

helps children to hone their skills in speaking, writing, grammar, and vocabulary. It is
specifically unique to dramatically improve speaking fluency and confidence. This study is
centered on what exactly is Scholastic Super English and what is the market potential of this new
program in India. Some features of Scholastic super English are that it is a (1) Unique online
levelled English program (2) Content crafted in Singapore-Scientifically designed modules (3)
ability-based curriculum, speaking confidently, reading well, writing correctly with picture talks,
audio clips, visualize things, compare (4) Lot of cross curricular learning and (5) Lot of
discussions and interactions happen.

Overview

The valuation of a market's sales revenue from all supplying channels is known as market
potential. The population that is interested in the product/service that an organization is making,
or offering is referred to as market potential. In other words, market potential is a firm's potential
revenue if it capitalizes all advantages, and everything goes its way.

It is critical for a new business to understand and assess the market potential of the product or
service being offered. If the market potential is very low, there is no point in investing heavily in
the product. The amount of business a product can generate in the future versus today is one of
the most important aspects of market potential. Companies can also assess the market share of
other companies. The most important question is how the offering's target market is expanding.
Market potential assists businesses in better planning and launching their products and services.
Companies can identify their sales potential, or the number of sales they would make in that
identified market, based on the overall market potential.

It is a subset of the total population, where market potential refers to the population as a whole,
all of whom could be potential customers for the product or service. Market potential is the
maximum population that would be interested in the product or service and provides a good
indication of the potential for growth.

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Factors that we must keep in mind while calculating the market potential are: -

1. Total Market Size: This refers to the total value of customers or clients for the offering;
the higher the number, the better.

2. Return on Investment: Is it profitable to invest in this market? A market that provides a

good return on investment will only lead to good business today and in the future.

3. Market Growth Rate: A target market may be good today in terms of size and ROI, but
will it continue to grow in the future? As a result, the growth rate and trends are critical in
determining market potential.
4. Category Competition: How many and how large are our competitor’s product/service's?
5. Entry Barriers: Are there any real barriers to entering the current market? For example,
very high license costs can be an issue.
6. Political Environment: The political environment is a critical factor in determining
market potential in international markets.
7. Internal Environment: Overall, the market potential is very good, but the question is
whether we are strong enough to compete in the market with appropriate offerings, costs,
and competition.
2. Objectives
a. The main objective of my project report is to understand all aspects of the Super
Scholastic Program, like features, benefits, outcomes, etc.
b. The other objective is to analyze the market potential of Scholastic Super English
program by distributing questionnaires.

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 LITERATURE REVIEW

Market potential analysis is a strategic tool for identifying markets.

Opportunities and resources should be invested in areas that will provide the most long-term value.

Market potential research is not useful for making short-term predictions, but it can help identify
markets with significant future growth potential.

Market Potential allows –

• Countries to be classified as lead, break-out, or emerging markets.

• Determine the current and future market potential of a specific product by country, region,
or globally.
• Determine the market's growth drivers as well as its constraints.
• Discover how to capitalize on growth markets by tailoring marketing, product
development, and manufacturing strategies to meet customer demands while overcoming
market barriers.

1. Assessment of market potential for innovations with new technology in an existing

market by Bart de Vries (8 December 2011)

The primary purpose of this research is to define the variables that will be examined. This
means that they wanted to determine which variables can influence the success of an
innovation, with a distinction between those that can and cannot be influenced by the
company.
The study's goal is to provide insight into the factors that are important for market potential
in relation to the success of an innovation. There is a mix of primary and secondary data. A
case study is used as the research method. Based on the analysis of past case findings and
reflection on current case findings, we can conclude that a few variables show a
relationship between the score on the variable and the level of insight. All variables that
can potentially affect and influence innovation performance have a relationship with the
level of insight.
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2. Market research for new product development Case- Emfit Ltd by Michael Weichert
(May 2008)

The goal of this research paper was to provide a better understanding of how to enter the
US market with a new product concept. This research paper will provide them with
information about the road traffic data collection equipment market in the United States.
The study makes use of both primary and secondary data. The research method employed
is exploratory. Market trends were examined in the research paper; changes in the market
can provide insight into both potential threats and opportunities. Emerging trends can be
used or developed to provide a competitive advantage to a company.
To examine the growth of a company or product, one must look at past data and compare it
to current data.

3. Market potential and consumer perception of ready to eat food in India with
special reference to Chennai city by n Krishnakumar, Shodhganga (2018)

Because of the numerous benefits and applications, many companies are forming to
manufacture Ready-To-Eat (RTE) Foods. The manufacturing of Ready-To-Eat foods
necessitates less effort (RTE). The study's objectives are to explore and study the market
for ready-to-eat/instant food products in India, to discover what factors influence the
market for such products, to investigate the various factors influencing consumer behavior
towards the purchase of Ready To-Eat (RTE) Foods, and to investigate the pattern of
consumer purchase of Ready To-Eat (RTE) Foods. There is a mix of primary and
secondary data. According to the study's findings, women contribute a larger portion of
their earnings to the family and are less likely to spend it on themselves.
According to the study, there is a greater demand for ready-to-eat food segments, and the
main draws for these products are convenience, availability, and less time spent cooking.

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4. Market potential of technology-based education system A study of Madhya Pradesh by
Puntambekar Devendra (2014)

The evaluation conducted to assess the availability and potential of technology-

based modes of communication to foster an effective learning environment by creating tele
presence, flexibility, interaction, and collaboration for imparting education to a larger numb
er of people is the study's main significance. The study's objectives are as follows: 1. To
investigate the potential of available technology-based teaching systems. 2. To investigate
the impact of each of these methods in different parts of the state of MP. 3. Investigate the
difficulties in content development in each of these methods. 4. Investigate the country's
implementation challenges based on available infrastructure. 5. To create a web-based
model for teaching. There is a mix of primary and secondary data. According to the
findings, the education technology portal linked to these programs can very well be used
effectively for imparting education to the common man.

5. Marketing strategies for new products a study of select companies by Chauhan,

Meenakshi R (1999)

The study's objectives include determining whether marketing strategies for new products
are generic or unique to the new product categories under consideration. To determine
whether marketing strategies are consistent across companies and product categories. To
determine whether marketing strategies differ across and within product categories based on
parameters such as the nature of the company, the intermediaries used, the benefit sought,
and the stage of the industry. Secondary data is gathered from books and journals, while
primary data is gathered through interviews. The implications of this analysis include a
chapter on the overall analysis of marketing strategies, an analysis of the same by company
positions, and an analysis of the same by various parameters such as the nature of the
company, company position, benefits sought, intermediaries used, industry stage and
company competitive position, market attractiveness, and relative company competitiveness.

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6. An Analysis of Consumer Buying Behavior Towards Different FMCG Products in
Indian Rural Market with special Reference to HUL and ITC s Products by Gupta
Madhulika (2018)

In the post-reform era, the concept of marketing to rural areas has gained traction. Rapid
globalization has made these markets more valuable and visible to marketers. The goal of
this study is to identify the characteristics of customers in rural markets, to investigate current
buying behavior and adaptation capabilities in rural markets, to determine the potential of
rural customers for marketers, and to investigate consumer awareness for HUL and ITC
products in selected rural areas of western Uttar Pradesh. This study makes use of both
primary and secondary data. To be successful, organizations must develop unique business
models as well as differentiated marketing mix strategies that are prepared in accordance
with the changed Indian rural marketing scenario. Lifestyle changes, rising incomes, and a
desire for value for money are just a few of the factors driving growth in a variety of rural
product categories.

7. Cost and marketing analysis of poultry industry by Saeed, Hussein Mirre (2001)

Poultry has had a significant impact on human civilization. Bird eggs and meat have been
consumed since prehistoric times. The goals of this research are to calculate the fixed and
variable costs associated with poultry farm maintenance, to investigate the structure of egg
and broiler meat, to determine the role of cooperative federations, to identify marketing
channels & their effectiveness and to understand & know the health hazards to the virus &
how to overcome it. This research paper makes use of both secondary and primary data.
Questionnaires were handed out. The researchers concluded the one-day old chicks, cost of
feeding, cost of marketing, cost of depreciation, cost of electricity, litter, and medications
near the end of the study.

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8. Customer satisfaction in business-to-business marketing an analysis of the role of
relationship quality and order management cycle by Dasbiswas, Asokkumar (2007)

This study is empirical in nature and is divided into four phases. The first three phases were
completed using the case method in two companies, one in the chemical industry and one in
the engineering industry. The first phase included exploratory research, focus groups, and
in-depth interviews. In the second phase, a pilot study was conducted. A longitudinal study
was conducted on 50 samples of buying organizations from a specialty chemical company
and 30 samples of buying organizations from an engineering company during the third phase,
which lasted three years from 2002 to 2004. The final (survey) phase combined the previous
three phases and resulted in testing and in-depth analysis of three industries: chemical,
engineering, and computer (selecting two companies in each industry). This resulted in the
validation of our study's hypotheses. For this study, the following methodology was used.
Focus groups and in-depth interviews with managers and DMU of buyers from the two
companies mentioned above were used to prepare and validate the questionnaire.

9. A study of marketing analysis of lighting industry with a special focus on consumer

perception towards LED lighting by Rahul Jaiprakash Sharma (2015)

This study seeks to comprehend marketing concepts related to the lighting industry. It
attempts to analyze the factors that contribute to the industry's success. Objectives of this
study - This study focuses on marketing concepts applied to the lighting industry; it primarily
deals with the factors that affect the performance of a lighting industry; the study sheds light
on the factors that influence consumer purchase decisions; and it also tries to explain the
importance of saving energy and being environmentally friendly, as well as the factors that
influence the green marketing are thoroughly studied. This project makes use of both primary
and secondary data. Finally, it was discovered that competitive pricing plays a significant
role in determining the product category. According to the respondents, demand-based
pricing influences pricing methods as well. If quality is maintained, competition affects the
price of a product, which in turn influences consumer purchase.

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 RESEARCH METHODOLOGY

1. Research approach

A combination of Descriptive and Exploratory approach is used.

a. A descriptive approach is used to investigate and analyze all the features, benefits, and
attributes of Scholastic Super English.
b. An exploratory approach is used to explore and analyze the Market potential of Scholastic
Super English.

The first stage focuses on gaining a thorough understanding of the activities carried out by the
organization. The next step is to analyze the product levels and do a STP analysis of this program.
This is accomplished through the study of primary and secondary results, followed by a review of
the resulting outputs:

a. Each data is analyzed based on feedback received from potential customers and the results
are measured after combining all the responses.
b. Then feasibility of this program is derived and any room for change is investigated.
c. The information collected from both primary and secondary data is combined and thorough
analysis is made about existing and potential customers.

Note: Primary data was collected from distributing questionnaires and secondary data was collected
from the management sources of respective organization.

Secondary data was used in framing the questionnaires. The data which was predominantly used
was primary data as this was used in analyzing the market potential of Scholastic Super English in
the existing market.

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 ABOUT THE COMPANY

Scholastic Super English

It is a programme that has been designed to be benchmarked against international standards. It

aids in the development of children's skills in speaking, writing, grammar, and vocabulary. It is
specially designed to significantly improve speaking fluency and confidence.

Scholastic Corporation is a multinational publishing, education, and media company based in

the United States that produces and distributes comic books, books, and educational materials for
schools, parents, and children. Products are distributed through retail and online sales, as well as
through reading clubs and fairs in schools.

Maurice R. Robinson founded Scholastic in 1920 near Pittsburgh, Pennsylvania, to publish youth
magazines. The Western Pennsylvania Scholastic was the first publication. The four-page
magazine, which covered high school sports and social activities, debuted on October 22, 1920,
and was distributed in 50 high schools. Scholastic entered the book club business in the 1940s.
International publishing locations were added in the 1960s, including England (1964), New
Zealand (1964), and Sydney (1968). Scholastic also entered the book publishing business in the
1960s. Scholastic established its TV entertainment division in the 1970s. Scholastic entered the
book fair business in the 1980s.

Scholastic paid $400 million for Grolier in 2000. Scholastic purchased Weekly Reader
Publishing from Reader's Digest Association in February 2012 and announced in July of that
year that it planned to discontinue separate issues of Weekly Reader magazines after more than a
century of publication and co-branded the magazines as "Scholastic News/Weekly Reader."

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 PRODUCT LEVELS of Scholastic Super English

Philip Kotler defines a product as "anything that can meet a need or a want," and his Five Product
Levels Model illustrates the various levels of need customers have for a product, such as (1) core
benefit, (2) generic product, (3) expected product, (4) augmented product and (5) potential product.

The five product levels are:

1. Core benefit:
The fundamental need or desire that consumers satisfy by using the product or service.

Scholastic Super English (SSE) assists your child in mastering English language
proficiency by enrolling them in live, interactive classes with real tutors that will set them
on a path to academic excellence and career success.

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2. Generic product:
A version of the product that only contains the attributes or characteristics required for it
to function.
In SSE program, access to certified English language experts to coach the children and
access to online classes through computer, laptop or mobile is a necessary attribute.

3. Expected product:
The set of attributes or characteristics that buyers typically expect and accept when
purchasing a product.
From the SSE program the customers expect their child-
 To be able to perform better in other subjects.
(English is the base language)
 To be able to express their opinions and views with confidence.
(In the classroom and beyond)
 To be able to communicate fluently with people from various backgrounds.
(English is the most widely spoken language in the world)

4. Augmented product:
The addition of extra features, benefits, attributes, or related services that serve to
distinguish the product from its competitors.
Following are the few attributes of Scholastic Super English which differentiates it from
its competitors.
 Online language assessment that has been scientifically proven.
 Lessons that have been carefully selected and levelled.

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 Singapore-created content-scientifically designed modules, ability-based curriculum.
 Active engagement of each student.
 Live coaches and 1:6 student batches.

5. Potential product:
This includes any future augmentations and transformations that a product may go through.
To ensure future customer loyalty, a company must strive to surprise and delight customers
by continuously improving products.
Transformations and augmentations that Scholastic Super English might undergo are
following: -
 Understanding our customers deeper,
 Adapting to the technological changes,
 More interactive classes,
 Adding more extracurricular activities, etc.

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 STP of Scholastic Super English

1. Segmentation – Segmenting your market entails dividing it into identifiable and

actionable subsets (segments). These have characteristics in common in terms of needs,
expectations, or demand.
Scholastic has done its segmentation based on demographic and psychographic features.
• Demographic segmentation: Organizing your audience by age, gender, education level,
occupation, and so on.

 Scholastic Super English program is for children of class 3rd to 8th (i.e., 7 to 15
years old children).
 It is for people who are willing to pay good money for their child’s education.
 And this program is for both boys and girls.
 The course is decided after determining their current English-speaking ability.

• Psychographic segmentation: Organizing your audience based on "who" your potential

customer is Lifestyle, hobbies, activities, opinions, and so on.

 Scholastic has segmented its program for customers whose child are interested in
participating in different extracurricular activities.
 For people who want to make their lifestyle better by learning English.

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 2. Targeting- The second step in the STP marketing model is targeting. Your primary goal
here is to examine the segments you have previously created and determine which of
those segments is most likely to generate the desired conversions (depending on your
marketing campaign, those can range from product sales to micro conversions like email
signups).

Your ideal segment is one that is actively growing, profitable, and has a low acquisition cost:

a) Size: Consider the size of your segment as well as its potential for future growth.
b) Profitability: Consider which of your target markets is most willing to spend money on
your product or service. Determine and compare the lifetime value of customers in each
segment.
c) Reachability: Consider how simple or difficult it will be to reach each segment with your
marketing efforts. Take into account the customer acquisition costs (CACs) for each
segment. A higher CAC equates to a lower profit margin.
 Scholastic focuses more on Demographic segments.
 It is targeting known private schools in big cities and collaborating with them to
find potential customers.
 According to the segmenting done by scholastic the future growth is high and
most of the people from that segment are willing to spend money on this program.
 People now a days want their children to have confidence while communicating
in English.
 Scholastic conducts a MCQ based test in schools and according to their score,
they offer the child a free counselling session.
 Scholastic targets customers who are looking for improving English proficiency
of their child.

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3. Positioning-

The framework's final step is positioning, which allows you to distinguish your product
or service from the competition in the minds of your target audience. There are a lot of
businesses that do something similar to you, so you need to figure out what makes you
unique.

All of the different factors you considered in the first two steps should have made
identifying your niche simple.

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QUESTIONNAIRE

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DATA ANALYSIS

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 ANALYSIS

I have used questionnaire to determine the market potential because a questionnaire contain sets
of questions used for research purposes. The purpose of these questions is to obtain demographic
information, personal opinions, facts, and attitudes from respondents. The questions asked,
allows the respondent to express their thoughts on a specific subject matter covered by the
questionnaire.
Following are the points that talk about on what this questionnaire really focuses on: -

• I have distributed the questionnaire to parent’s whose children are in class 3 to 8. I got 52
responses. The data collected is from different cities across India.

• This questionnaire will help to identify how much a parent is willing to pay for the
course, what additional or current features are they want in the program.

• An option for there suggestion/ feedback was also given to make Scholastic Super
English better.
From the data it was analyzed that-
1. Out of 52 respondents 32.8% believe that their child’s proficiency is good, while 7.7%
thinks that their child’s proficiency is poor.
2. Out of 52 respondents 55.8% might think about enrolling their child in this course, 5.8%
does not want to enroll in this course and 38.5% of the respondents want to enroll in this
course.
3. Out of 52 respondents 22 of them are comfortable with two classes in a week, 16 of them
want class to happen once in a week and 14 of them wants classes to take place more than
once a week.
4. Out of 52 respondents 71.2% of them wants the classes to held during weekends and
28.8% of them wants the classes to be held during weekdays.
5. Out of 52 respondents 90.8% of them are willing to spend ₹2,000 - ₹2,500. Only few of
them are willing to pay more.
6. The reason respondents would NOT like to opt for a live online English language
improvement class is because they think the cost is too high or due to busy schedule of
school.

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7. The reason respondents would like to opt for a live online English language
improvement class is because of certified experts from top schools and ability-based
groupings.
8. Out of 52 respondents 22 of them want to choose this course after assessing their child
and 22 of them want the course to be according to their classes. Remaining respondents
want the course to be according to their convenience.
9. 32.7% of the respondents wants the assessment to take place once in two weeks, 21.2%
of them wants the assessment to take place once when half course is done and once after
the whole course is completed. 23.1% of them wants assessment to be held once in the
end and 23.1% wants the assessment once in three weeks.
10. Suggestions from the parents were to make this course more cost effective and provide
books for children.

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 CONCLUSION

This study concludes that:

1. The market potential for Scholastic Super English is going to go up, as according to the
analysis parents do want to improve their child’s proficiency. English language helps in
other subjects too.
2. Scholastic has done its positioning in such a way that it attracts more customers, their
ability-based grouping and courses made according to child’s ability, these features make
parents want to enroll their child in this course.
3. Scholastic will make few changes or adapt new technological changes to make this
course better.
4. For a lot of parents, the cost of this course was considered high, this means that only
high-income group of parents will be more interested in this course.
5. Scholastic focuses on the children and schools who want to participate in more
extracurricular activities and learn more.

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 REFERENCES

• www.scholastic.co.in
• www.scholastic.com;
• https://sse.scholastic.co.in/
• www.wikipedia.com
• https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/3939-
market-potential.html
• Research papers from Amity E-Library.
• https://ieeexplore.ieee.org/Xplore/home.jsp
• Product levels and STP Analysis data collected from the respective company’s marketing
manager.

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PLAG REPORT

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