Vedantu — Assignment 1 (Team :N5)

Since, Vedanta is providing tuitions to students of class 6–10 and students preparing for IITJEE, the target group consists of two sections — the students who are the consumer of the services and the parents who are the customers of the services. Vedanta should employ such a branding strategy that it should first click with students who in turn will go to their parents and convince them to buy the services.

So, target group here are not individual students but a parents along with their children

Profile of the target group

Demographic — Nuclear families with working parents having children between age of 10 to 18 years. The parent should have extra budget for these classes apart from their spending on school. They should have access to a computer with broad band internet

Geographic- The target group will come from metros and tier1 as well as tier 2 cities. Target group from metro is looking for saving travel time and personalised teaching options. Target group from tier 2 cities must looking for better experience altogether

Psychographic — The consumer here- the student is in an education system where she/he finds it hard to keep up with. She/he might be finding some of the topics hard to understand and need personal attention which is absent. Students have an attitude to send extra time on his problems apart from school. On the other hand, customer -the parents are comfortable with the fact that student will get coaching online without physical presence of teacher or atleast he is willing to give it a try. Has a vision to give good education to his/her children.

The student might already be a user of teaching aid which might not be working for him.