Indian K12 Schools’ Market:
Till the arrival of GEMS in the year 2009-2010, Indian K12 School Brands worked on an organically grown self-created brands that would scale up through the Franchisee model, mostly in a particular region of the country. There were already many famous School Brands across the length and breadth of the country catering to a particular strata of the society, children and parents, barely inter mixable with each other. The Indian K12 School ever growing market was wide and open. There already was a rising level of awareness about IB, International and other alternative curriculum.
Objective:
GEMS Education aimed to establish a strong presence in the Indian education sector by offering high-quality international education that caters to the diverse needs of Indian students and parents. The objective was to tap into the growing demand for world-class education and provide a holistic learning experience.
What GEMS had to offer:
Founded by Sunny Varkey, the firm provides pre-school, primary, and secondary education through its owned and managed Schools business propositions, running on various curriculums in 41 schools across the UAE and 80+ schools over a dozen of countries. Through its consultancy arm, GEMS Education Solutions, the company works internationally with public and private sector clients on school improvement initiatives.
Challenges:
Evolving parents were found only in the Indian metro cities (smaller Addressable Market Size) who could even think of considering experimenting with their children’s existing popular CBSE and ICSE education boards. Old existing system was well oiled and beneficiaries in the system were warry of any change. Though there was a rising desire about improving the implementation efficiencies of existing boards or options of a new board altogether. Franchisee model was the buzzword for scaling up and leveraging an already established and famous School brand Name. The working Model of ‘Managed school’ run by GEMS and its advantages were not known.
GEMS Advantages:
There were barely any K12 Education brand in the country which could travel across all segments of societies across the length & breadth of the country (Tier I to Tier III) without losing its brand value and the pull. Scaling with Managed School framework had its major advantages. It was fast, effective, showed comparable results faster and needed lesser investment.
Marketing Strategy:
GEMS Education's marketing strategy for its entry into the Indian market was strategic and multifaceted, contributing to its marketing success:
1. Market Understanding:
Prior to entering India, GEMS Education conducted extensive market research to understand local education trends, cultural preferences, regulatory requirements, and competitive landscape.
2. Adapted Curriculum:
GEMS Education customized its curriculum to align with international standards while accommodating the requirements of the Indian education system. This hybrid approach ensured that students received a global education while also preparing for national examinations.
3. Market Launch and Expansion:
Timing was just right and the upraising of target audience was in the favour. Seeing such huge opportunity of growing children population of the country, GEMS strategized to play the long haul. While owned schools by the name of GEMS Modern Academy and Gems International Schools were laid foundation for being the flag bearer of the brand, the real money spinner were to come from Managed Schools. We strategized to target and expand gradually from the national capital New Delhi towards north of India.
4. Sustained Marketing Campaigns:
A sustained marketing plan was structured to address the need. It was to spread awareness about the brand in the stage 1 and then to generate leads in stage 2. Alongside using international content sent by the HO in Dubai, we realised the need to glocalise the brand, calibrating it with local problems, gaps, challenges and opportunities. Internal and external corporate, marketing and sales teams were expanded to spread well in the large geography. Stage 1 B2B and B2C Ad campaign went well generating us leads and queries, shooting delivery over expectation of just brand awareness. There were queries from curious brand school owners who were well researched and informed. Top management swung in action to get all that was needed and even before we could start with the stage 2 of the Ad campaign which was originally to generate leads, we had already signed 6 schools from north India. This early success and awareness worked in favour of the brand and we strategized the second stage of Ad campaign accommodating learnings from the stage 1 response. Stage 2 Campaign was successful and within one years of Ad campaign kick-off Gems had already signed 15+ Managed schools in North India while leads from South of India and other part of the country were pouring by word of mouth and recommendations from happy School owners
5. Brand Reputation:
GEMS Education leveraged its strong global reputation as a provider of quality education. The company's track record of successful schools around the world enhanced its credibility and attracted the attention of Indian parents seeking international-standard education.
6. Collaboration with Local Experts:
GEMS Education collaborated with local educational experts, consultants, and advisors to ensure that its offerings were culturally sensitive and met the unique needs of Indian students.
7. Multiple School Formats:
GEMS Education introduced a variety of school formats to cater to different segments of the Indian population, including premium international schools, affordable schools, and schools with specific curricular focuses.
8. Engaging Content:
GEMS Education utilized engaging content, including videos, articles, and testimonials, to showcase its educational approach and the benefits of its schools. This content was shared through various digital and traditional marketing channels.
9. Local Events and Workshops:
GEMS Education organized local events, workshops, and seminars to engage with parents and students directly. These events allowed parents to interact with educators and administrators, fostering trust and credibility.
Results and Outcomes:
The marketing efforts of GEMS Education in India resulted in significant successes:
• Enrollment Growth:
GEMS Education experienced substantial enrollment growth across its various school formats. The schools quickly gained popularity among parents seeking high-quality international education for their children.
• Diverse Student Body:
GEMS Education's inclusive approach attracted students from diverse backgrounds, promoting cultural exchange and enriching the learning environment.
• Positive Word-of-Mouth:
Satisfied parents and students became advocates for GEMS Education, contributing to positive word-of-mouth referrals and increasing brand reputation.
• Enhanced Education Landscape:
GEMS Education's entry into the Indian market brought a new dimension to the education landscape by offering a blend of global standards and local relevance.
• Industry Recognition:
The success of GEMS Education's schools in India garnered industry recognition and awards, solidifying the institution's position as a leader in providing quality education.
Conclusion:
GEMS Education's marketing success in India can be attributed to its thorough market research, customized approach, diverse school formats, strong brand reputation, and effective digital engagement. By understanding the needs of the local population while maintaining global standards, GEMS Education successfully established itself as a respected provider of international education in the competitive Indian education market.
