Raffles Education

Emaar Properties, via its wholly-owned subsidiary Emaar Education, has acquired Raffles Campus, a leading education provider based in Singapore. This strategic move is part of Emaar's expansion efforts in the education sector, where it already has a presence in Singapore, Indonesia, Hong Kong, China, and Vietnam. The focus now shifts towards India, where Emaar aims to replicate the success of Raffles Education's 2008 launch. This case study delves into the marketing achievements of Raffles Education during its India expansion, specifically in the establishment of Raffles International School and Raffles International University in the Delhi NCR region, particularly Behror, Rajasthan.

CLIENT

Raffles Education

INDUSTRY

Education

SERVICES

Global Education Provider

Objective:

The primary objective of Raffles Education was to establish by Gomber Education Foundation for a strong presence in the Indian education market by introducing Raffles International School and Raffles International University in Behror, Rajasthan. The aim was to leverage the growing demand for international-standard education and offer programs that catered to both school-aged students and higher education seekers.

Marketing Strategy:

Raffles Education's marketing strategy for launching Raffles International School and Raffles International University in Behror, Rajasthan was comprehensive and well-thought-out. The success of this launch can be attributed to several key factors:

1. Market Research and Analysis:

Prior to the launch, Raffles Education conducted thorough market research to understand the local education landscape, demand for international education, competition, and preferences of students and parents in Behror and surrounding areas.

2. Segmentation and Targeting:

Based on the market research, Raffles Education identified target segments for both the school and university. The segments included Indian students seeking quality education, as well as students from other countries who wished to pursue international education.

3. Curriculum and Programs:

Raffles Education developed a curriculum that blended international standards with local relevance. This appealed to parents who sought a global education for their children while ensuring that the curriculum was aligned with Indian educational requirements.

4. Faculty and Staff:

Raffles Education recruited experienced and qualified faculty members, both from India and internationally, to provide a diverse and enriched learning experience. This added credibility to the institution and attracted students who desired exposure to different teaching methodologies.

5. Infrastructure and Facilities:

The school and university were equipped with state-of-the-art facilities, including modern classrooms, labs, libraries, and recreational areas. The campus environment was designed to foster a conducive learning atmosphere.

6. Local Engagement:

Raffles Education engaged with the local community through workshops, seminars, and events. This helped build trust and credibility among parents and students, showcasing the institution's commitment to quality education.

7. Collaborations and Partnerships:

Raffles Education formed strategic partnerships with local educational institutions, businesses, and industry organizations. These partnerships enhanced the institution's reputation and provided students with valuable networking opportunities.

Results and Outcomes:

The marketing success of Raffles Education's launch in Delhi NCR (Behror, Rajasthan) was evident in the following outcomes:

• Enrolment Numbers:

Both Raffles International School and Raffles International University experienced significant enrolment numbers in their inaugural years. The institutions quickly gained popularity among students and parents seeking international-standard education.

• Positive Reputation:

The institutions earned a positive reputation for their quality education, modern facilities, and experienced faculty. Word-of-mouth recommendations further contributed to their success.

• Diverse Student Base:

The institutions attracted students from top Indian cities, neighbouring areas, and even other states, contributing to a diverse student body.

• Industry Recognition:

Raffles International University established strong connections with industries, leading to internship and placement opportunities for students, further enhancing the institution's reputation.

• Continuous Growth:

The success of the initial launch set the stage for continuous growth and expansion. Raffles Education gained confidence to explore additional campuses in other regions of India.

Conclusion:

The marketing success of Raffles Education's launch of Raffles International School and Raffles International University in Delhi NCR (Behror, Rajasthan), can be attributed to their meticulous market research, strategic planning, quality offerings, and effective digital and community engagement. By understanding the local context while maintaining international standards, Raffles Education managed to create a strong foothold in the competitive Indian education market, setting a benchmark for quality education in the region.

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