Case Study on Fedena

Enterprise Sales
Presented By:Mayank Vyas

SOME FACTS
a)

As of 2012, India has 152 central universities, 316 state universities, and 191
private universities.

b) Other institutions include 33,623 colleges, including 1,800 exclusive women's

colleges, functioning under these universities and institutions, and 12748
Institutions offering Diploma Courses.
c)

Regulatory authorities like UGC and AICTE have been trying very hard to
extirpate the menace of private universities which are running courses without
any affiliation or recognition.

) AICTE Approved:- 2042 (A.P.) out of 8562.

) UGC granted:- 26 (A.P.) out of 693

Source:- aicteindia.org, ugc.ac.in, Wikipedia.com

SEGMENTING AND
TARGETING

Firstly, if we segment our market then it is observed that customers type of

buying situation is categorised by 3 ways:i.

New Task

ii.

Modified Rebuy

) Secondly if we go for the procurement of software by the client or a customer

is found that
1) Centralized ( decision taken by higher authority of university ).
2) Decentralized ( The person who is appointed for the specific work will look
after for the deal. Interrruption of higher authority is upto a certain Limit).

COMPETITORS

Function Space, a learning network raised seed funding from Nexus Venture
Partners.
Mobile-focused education marketplace GradeStack raised an investment from
Times Internet Limited.
Learning Edge Academy of Professionals Pvt Ltd (LEAP) e-learning platform
raised funding from Sarthi Angel Venture Foundation (SAVF)
Everest Edusys which offers science education solutions to schools raised
funding from Lok Capital and Chennai Angels.
Education products and services company Skyfi Labs raised an nvestment from
Chennai Angels and the investment bank Spark Capital.

PROMOTIONAL
STRATGY

1. We Can promote our product through a channel like magazines

such as
Education edge
Careers 360
Edutech
2. They can make the relationship with the sellers of books ;suppliers
of IT related materials.

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Other than this we can go for some PR related activities in print
media, such as:1. Testimonials on the websites
2. Educational trade fairs and exhibitions
3. Hiring any top management person from educational board
such as AICTE,UGC etc

PRICING STRATEGY

Product costing: The cost includes License Fee (for said no. of
students), Implementation Cost, Automatic Backups, AMC, SMS
bundling & Service support:a) Payment can be done on subscription basis and also as
annually, semi-annually quarterly or monthly basis.
b) Any/All customizations are subject to mutual acceptance &
are chargeable.
c) Any Hardware devices & their integration e.g.. Biometric/Bar
Code reader is an additional add-on available at cost.

POSITIONING STRATEGY
Personalized Solutions
Prepaid Model
Constantly configurable
Tightly Secured
24* 7 Support

COMPATIBILITY

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Thank you