Service Marketing

Maria Namitha Correia SEM-3 Roll no : 27

KEY INSTITUTE

The key Institute is one of the most reputed spoken English centers in Kerala. In fact, it is the pioneer in communicative oral English training in this state. Since its inspection in 1969, the institute has been functioning at the best resort to millions of people; who consider English as an insurmountable obstacle. The institute provides coaching in fluency to people from every walk of life. Many rank files have mastered English language speaking skill through this institute. Key Institute is a name synonymous with spoken English throughout Kerala. It has developed a unique and innovative training method, which assures fluency at the earliest to one and all students. The teaching techniques are most scientific, natural, pragmatic and time saving. The personalized coaching ensures the systematic and steady progress of each and every student. The course covers all aspects of spoken English and personality development. The training sessions offered are entertaining, educative and enlightening.

TARGET CUSTOMERS
The key institute develops the students to a greater level to make them key personnel in respective fields. Their customers range from high school students, college to officers, promotion seekers, corporate people, house wives and who wishes to go abroad.

COURSES OFFERED
The services offered by the key institute are the various courses they provide they are: Vacation classes for high school/ college students (Spoken English, Grammer, personality development and interview) Spoken English ( General ) Spoken English ( Seniors) IELTS A short term course on personality development.

COURSES IN DETAIL
Vacation classes for high school and college students
This is a course specially designed to improve the speaking as well as writing skills of students. The grammer section includes paragraph writing, letter writing and dialogue practice. The other section includes group discussions, personality development and interview training. Personal attention is given for each and every student. Separate sessions are taken for both English and Malayalam medium students. One can continue the classes till he or she is satisfied. Four expert teachers lead the sessions. The course is offered for Rs. 3000/-

Spoken English ( General )

This course is for candidates, officers, promotion seekers, house wives, business men etc. One can continue the class till he or she gets absolute confidence to speak fluently in English. Four efficient teachers conduct the classes. The syllabus includes basic grammer, dialogue practice, group discussion, debate, interaction, public speaking, interview, training and grooming sessions. The course fee is 5000/3

The persons who select this course should have minimum qualification of S.S.L.C And persons who are illiterate are given special considerations on fees basis as well as conducting sessions. At the same time fee concession is given for highly qualified people who select this course. Age is unlimited.

IELTS (International English language testing system)

Students can continue to study this course till they reach a level, above the required score. Study materials and proper guidance is given by experienced professionals with guaranteed results. This course is offered for Rs. 8000/-

A short term course on Personality Development

This is a unique course to find out the hidden talents and abilities in a person and to develop him / her in an unbelievable to suit the ambience of modern life. Classes are handled by expertise professional from various streams in the field. Duration of this course is 3 days, from 7.30 am to 7.30 pm and the course is offered for Rs. 2000/-

SPECIALITIES
The branches are not franchisees, nor have any tie-ups with other organizations. They function under direct guidance and responsibility of the Key Institute. As there are many batches with personalized coaching, admissions are given at any time on daily basis. Fluency classes are conducted by teachers who are trained by British language experts. The ambience of the institute gives a homely touch to the students. They provide services round the clock where online-teaching is provided. They have a teaching tradition of 41 years.
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TIMINGS OFFERED
From Monday to Saturday ( four sessions)
7.30am to 9.30pm 10.00am to 1.00pm 2.00pm to 5.00pm 5.30pm to 7.30pm

Sunday ( two sessions)

10.00am to1.00pm 2.00pm to 5.00pm

Students can attend the class at convenient times and on convenient days. Based on their convenience they can attend the classes. As personalised coaching is provided, even if the students are irregular they do not miss the continuity of the class. Classes are offered in most of the parts of Kerala like Ernakulam, Aluvae, Kaloor, Vyttila, Thripunathara, Chalakuddy, Thrissur, Thodupuzha, Thoppumpaddy, Tirur Trivandrum, Chegannur, Perumbavoor, and Perithalmanna. Separate hostel for facilities are provided for gents and ladies.

PRODUCT
The product they offer is the various services they provide which is of good quality and well experienced teachers from all streams. They have designed the package in such a manner that the services which they provide to their customers are affordable and in a customized manner. The specialty of this course is its flexibility.

PRICE
The pricing strategy which they have used is of a fare range by taking in to consideration of the quality of services they provide to the candidates. They either price on each student or they price on an organization for which their clients represent. Since consideration on fee structure to illiterate people is being provided, it gives a personal touch to it.

PLACE
The target customers are focused on particular geographic segment which is Kerala. Where 90% of the people are literate at the same time poor in soft skills and willing to go abroad for higher studies and job and English language stands as a barrier. Therefore the Key Institute has identified many places in Kerala especially Ernakulam where lot of students have an interest in studying and working abroad. They have 5 offices in Ernakulam district itself, which becomes an advantage for the students to be easily accessible to all resources.

PROMTION
The promotional activities are basically personnel selling. They go to different institutes and organizations to conduct presentation and demo classes on a regular basis. They present it in a very informal manner. Internet is another tool which being used by them. They advertise their services through the internet by providing solid information about the various services, facilities and prices added to it. All the promotional activities are basically through word of mouth.

PEOPLE
As they offer a wide range of courses, their customers range from high school student, college to corporate professionals. They even provide guidance over illiterate people, which of a mass coverage. Here they have identified the societal
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factors and moved accordingly by understanding the needs of their customer and thereby designing the course which develops each and every person in a particular place giving them the necessary skills and knowledge and also by correcting their mistakes which in turn improves their personality. Personal attention is given to each and every person who joins their course.

PHYSICAL EVIDENCE
The office is situated in the heart of the city, where all the resources are easily available for the customers and the institute is designed in such a manner that it gives a homely environment to the students. They have equipped their office with special classrooms and labs in which voice training takes place in developing good accent in English which of a unique quality form other institutes.

PROCESS
The process of the Key Institute is in a systematic manner, since they are certified by ISO 9001-2000 from which they follow the instructions accordingly. The process begins with a registration which happens on a daily basis during working hours and this is done either through phone, online or in person. Once registered the required course material and the time schedule is being mailed or given in person. The student can continue their classes till they are satisfied where they can attend classes on convenient timings and days, which is very flexible for all levels of customers. They have an open door policy where students are free to ask doubts regarding their course, subjects, their teachers provided or any kind of problem which is solved in 24 hours of time. They take feedback after every session and conducts tests on weekly basis. Solutions to their customers problems are also handled through internet. Therefore the key to their success is the informal touch in each every startergy which they have put forward.
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