Euro kids

Plan to increase market share of Euro Kids

1. Euro Kids
Presented by:
Group 6
Aditi Ganvir
Mohammed Azim
Anurag Kurup
KaustavGhosh
Arijit Nandy
HimeshMistry
AnweshBhattacharya
KushagraKasliwal
KajalJain
Saurav Srivastav

2. Who are we?
•Launched in 2001
•Largest pre-school education services
•884 preschoolsin 311 towns and cities across India.
Programs:
Pre-school
•Playschool
•Nursery
Kindergarten
•EuroJunior
•EuroSenior

3. •Rise in disposable income
•Working mothers
•Nuclear families
•Escalating demand for high quality preschool education for
toddlers
•Proven success of franchising education in India
•Increasing acceptance of the importance of start of education at
an early age
Growth Drivers
Source:
http://digitallearning.eletsonline.com/2015/11/fostering-early-years/

4. What are people talking about?

6. TAKEAWAY
People are having positive reviews
about Euro Kids but many parents
are concerned about the proximity
of the school from their home.
We need to open more schools
and also target local pre-schools to
take up the franchise.

7. Top Keywords
TAKEAWAY
Buy keywords which
would increase the
traffic of Euro Kids.
e.gplay school, kids
play school

8. Social Media-Followers
EuroKids Kidzee Treehouse
playgroup
Shemrock
79125 40364 15136 115361
875 978 Not present 4031
Not present Not present 433 4165
Not present 73 Not present Not present
Notpresent 78 Not present Not present
TAKEAWAY
Be more active on
digital media to
increase brand
engagement.

9. Target Audience
Consumer Analysis
Typical Day of parents
Breakfast
•Newspaper, magazines, television & mobile internet
Commuting to work
•Mobile
•Radio
•Visiting sites like
•Bookmyshow, Facebook, Twitter, News,
LinkedIn, Instagram
During work hours
•Phones, laptops & internet
•Gmail, Yahoo
•Facebook
•News links(TOI,NDTV)
•Handling calls
Commuting to home
•Radio
•Mobile & internet
•Bookmyshow, Facebook, Twitter, News, LinkedIn,
Instagram
Dinner
•Mobile internet
•Newspaper
•Magazines
•Television
Browsing
•LinkedIn, Facebook, Google & Twitter.
Bedtime
•Mobile

10. Consumer Persona
Both parents working
•Family members –Father, Mother & Child
•They have a hectic schedule
•Wants to give their child good education
Parents having more than one child :
•Family members –Father, Mother &
Children
•First child is/was in a play school & they
are looking for a play school for their other
child
•Also want good education & to avoid any
difficulties they may have faced or they
are facing in the in the play school

11. •Single Parents
•Family –Father or Mother & Child
•They have a very hectic schedule
•Wants to give their child good education
•As they are single parent there is a lot
more pressure on them for which they are
not able to devote as much time as a
married couple can devote to their
children
•One parent working
•Family –Father, Mother & Child
•Father is working, mother is a housewife
•Mother looks after the child most of the
time.
•They want to give a good education to the
child

12. •Cost
•School hours
•Proximity from home
•Staff-child ratio
•Physical activity towards developing motor skills
•Does the children nap regularly
•Children's meal
•Discipline
What are parents looking for?

13. So, our target audience is
Parents with children aged between
1.5 to 5 years

14. SWOT Analysis
•Strengths
•Largest pre-school chain.
•Highly recognized brand name.
•Location
•Free to introduce new techniques of
care on suggestion
•Weakness
•The assistants present in the day
care are not highly qualified.
•Less staff-child ratio
•Opportunities
•Increased number of single parents and
marriages
•Planning expansion.
•Threats
•Prominent brand like Kidzee and
local Pre-nursery schools.

15. Five Forces Model
•Bargaining Power of Buyers:
•The customers are very sensitive about their kid’s safety and care.
•With more choices available, customer has good bargaining power to select
their choice of day care that best suits their child’s need.
•Bargaining Power of Suppliers:
•Teaching methodology is highly dependent on computer technology, the
bargaining power of the technicians is high.
•The major suppliers for euro kids are stationary vendors, computer equipment
vendors, furniture vendors, etc.
•No monopoly in any of them, the bargaining power of suppliers is low.

16. •Competition from rivalry:
•Kidzee is the major competition to Euro kids.
•Kidzee is a very popular brand in day care sector and has presence in various
cities in India.
•Threat from New Entrants:
•For opening, laws and regulations are not very strict.
•Many housewives, small entrepreneurs and self-employed people have
successfully set up small day care centers.
•Threat from Substitutes:
•The Substitute for a day care service like Euro Kids babysitters and nannies
etc.
•Some parents might like to keep their kids near to them while at work, others
might just want their kids to be safe at home and hire babysitters or nannies.
Five Forces Model

17. So, our Consumer Insight is
•Sense of responsibility among parents
•Informed Decision Making
•Support Social Initiatives
•Influenced by online reviews and ratings

18. Campaign Strategy
Objective
•Increase market share
•Engage audience

19. •Promotion Through Different Media Platforms
•Polio Campaign #StandOnYourFeet
•Single Parent Day-#SuperParent
•Mother’s Day -#MumKnowsBest
•Children’s Day -#KhwabKeRang
•TV Ads
•Radio Ads
Branding Euro Kids through Digital Media

22. KhwabKe Rang
Euro kids will conduct a campaign in which it will visit rural kids of India and collect their stories
written by them. The best story will be animated with the collaboration of Maya entertainment
and released on Children’s Day on all social media platforms(link) like Facebook, Twitter,
Youtube, Instagram. The winner of the competition will get a scholarship to study in Euro Kids.
Budget-around 5 lakhs
Campaign Media Goal-Euro Kids save talents
Why Social Media? Because it will save budget and would be shared easily

23. Communication Goals
•To reach large number of people digitally.
•Targeting middle and higher income groups and households and inculcating the basic
idea about the organization.
•Overall development of the child mentally and physically.

24. So, our connecting idea is…
We’ll Share Your Responsibility

25. Outcomes
•Increased Market Share
•Increased Reach
•Brand Awareness
•Effective learning
•Feedback for Improvement
•Effective Communication

26. Creative Plan
1.Ultimate business objective
To regain the market share that has been captured by
Kidzee through Digital Campaign
2. Communication
Various Income Group Parents with kids between
1.5 to 5 years
3. Action we want them to take
Enroll their child in Euro Kids

27. 4. Reward that will affect them to take that action
Continuous observation & smarter than peer kids
5. Communication with target
Website, Mobile, Television, Social Media
6. Tone or style to be used
Responsible and Caring

28. Tagline
Caring, Coaching and Connecting
Logo Mascot

29. Media Plan
Demographic Target
Young parents
TV ads
Star plus, Sony, Zee, Colors, SAB TV, &TV, Set MAX, (Family entertainment channels)
The apps which are based on kids, like Byju’s, Animal Sound, Preschool all in one
etccould be used to convey flash link ads.
Timing
4pm-11pm (7-9 frequency)
BudgetAround 4.3 lakhs
Season/Period
January to April(New Admission Season)
Rest of the year add will appear occasionally

30. Social Media Platforms
Facebook, Twitter and Instagram –
•Contest (use #StandOnYourFeet and share the first step of your kid. Get a chance to meet
with our Brand Ambassador)
LinkedIn–Targeting local pre-schools to take up Euro Kids’ franchise to increase number of
schools
Radio –Creating a famous jingle. Frequent radio ads to engrave the tune in audience’s minds

31. Content Sample
Awareness against child abuse Diet tips for your kids

32. Dream Page
Home/ About Us/Toll free contacts/News & Media/Testimonial
About the Programme-We collect your kids old study materials and school dresses like School
bag, blank copy pages, Books, Pencil box, shoes, Tiffin box and all similar things required for
studying.
Our Processes
•Volunteer engagement
•Workshop
•Study Material Collection
•Refurbishing
•Distribution Drives
•Interaction Between different child groups
•Collect from your home [email protected]
Toll Free no-1229110
“Education is essential to development as it contributes
to the cognitive, physical, social and emotional
wellbeing of children and youth."

33. Thank you!