WCRC India’s Inspirational Education Brand: Narayana Educational Institutions
Product/Service Offering: Education (K-12 Schools, +2 Junior Colleges, Professional Colleges (Medical, Dental, Nursing, Engineering, Physiotherapy, Pharmacy College)
To provide career-oriented and outcome based education to students across the world
The Narayana Group is committed to constantly define and redefine education in pioneering timeless academic rigor and zeal for competition, to meet the zenith of success.
Ethos of the brand:
“Sramayeva Jayathe” or “Hard Work Always Wins”
Total Number of Employees in the Company:
WCRC Interviews: Narayana Group
Selected as WCRC India’s Inspirational Brand 2019 in education, Narayana Group headed by Dr. Singhura and Puneet Kothapa has grown leaps and bounds in the last few years due to their excellence in product development, discipline, innovative marketing and above all smiling faces of students and parents.
The unique value proposition of the product: the functional, emotional and differentiating product benefits that have contributed to providing an enduring brand experience to customers?
At Narayana Group, we believe in providing the student a way out of middle class ordinariness through education. We want our students to not only change their future, but change “the future” by taking the big step forward. Curriculum is designed to ensure that no child is left behind whilst also encouraging and challenging the exceedingly brilliant minds
The physical, character and personality attributes of the brand that have evoked and inspired consumers’ self-expression and personal identity?
Our success is through the success of our students. Every year, over 1500 students get into the top 20 engineering colleges in India, with over 500 getting into the IITs. The top rankers from the IIT’s are Narayana students. Further, our students also secure fantastic ranks year on year in NEET and previous medical entrance exams.
On the school side, Narayana students have topped national and International Olympiads including space competitions conducted by NASA. The ability to meet and exceed expectations in terms of performance year on year ensures that parents and students trust the Narayana brand.
An insight into the brand marketing strategies that have effectively penetrated consumers’ psyche, established a meaningful relationship with the target audiences and ensured positive brand perception.
We have always advertised the ranks secured by our students through various ATL channels including print, TV and radio. However, we believe that a more BTL marketing campaign wherein our customer representatives meet with prospective parents to explain the strengths of our curriculum, the success stories of our students and the transformation of the group is a more meaningful relationship to build on.
Brand extension and presence to the frontiers of internet advertising and social media?
We have slowly entered internet advertising and it has been a challenge considering the scale of the organization. We have 600+ branches that deliver the same curriculum. However, there are subtle differences in fees which are directly linked to cost of living in the city the branch is located in, the infrastructure provided (AC/non-AC) and other ancillary services. These branch specific factors cannot be communicated via the internet in a meaningful way yet.
However, we have started engaging with parents on the standard curriculum that is delivered across all branches along with communicating our digital initiatives including nLearn (digital academics) and nConnect (parent connect application).
We do utilize social media as an engagement tool with parents and on a daily basis provide updates on all the activities taking place at various branches including live streaming of events.
Key marketing endeavors in the past decade that have been landmark initiatives in reinforcing the legacy of the brand’s promise to influence consumer intent and enhanced the brand’s propensity to drive affirmative consumer action.
Our strength lies within our curriculum design and delivery. We have been extremely effective in communicating the strengths of these through the BTL channel and have revolutionized parent interaction through this channel.
Further, Narayana has been the pioneer in advertising the ranks secured by our students, which touches a deep emotional chord with not only the students who have secured the ranks but also prospective students’ parents.
Strength from innovation as a sustainable differentiating strategy adding to long-term brand equity?
At Narayana over the past two years, we have delved into understanding our own brand, started to introduce new sub-brands under a nDigital initiative as well as looking at rebranding the mother brand.
- Understanding Brand Narayana: Senior management could not articulate the brand strategy succinctly or had differing opinions on what Narayana stands for.
Solution: We contracted agencies to develop a Hofstede model of our brand. This model developed by renowned sociologists aims to identify the underlying DNA of a culture (or even a brand for that matter).
Result: We understood our core DNA and have decided to not deviate from this at any point. We have now internally articulated our brand strategy and developed collaterals to communicate the same.
- nDigital: We have launched new age digital tools to aid students, parents and teachers. These include:
nLearn: A holistic digital academics program that includes learning, evaluation and remediation. From AR Books, 3D labs and digital content to robotics workshops and app based examinations, nLearn has started to transform every Narayana student in how they absorb content, teachers in how they deliver or evaluate and parents in monitoring their ward.
nSecure: A digital solution wherein parents can track their student transport services and ensure that only authorized individuals are allowed to pick up their ward.
These initiatives have been driven under a separate and unique nDigital marketing campaign, with a whole new look and feel to the initiative when compared to traditional advertising means (primarily advertising ranks achieved)
Rebranding: We are in the process of rebranding the mother brand Narayana without deviating from our core DNA
Key leadership values that drives the brand.
Determination – The unwavering focus that helps us stay on the path.
Progress – The clearest benchmark of our success is our progress.
Service – Servicing the nation by creating tomorrow’s leaders gives us purpose.
The employee satisfaction programs
We have an internal employee satisfaction program called nJoy. As part of this initiative we have started the following activities
- Inter branch/zone cricket and throwball leagues
- Medical and health benefits (insurance, annual free checkups)
- Meal pass through Sodexo
- Movie nights
Brand emphasis on employee training & development
- Dedicated growth plan for every position with ability to reach senior management regardless of start
- Dedicated Learning & Development department to impart soft skills to non-academic staff
- Dedicated Academic R&D team to upskill existing teachers
Effective intangible motivational tools for employees.
Success of our students is the biggest motivation for all of us at Narayana Group. There can be no greater joy for a teacher, administrator or executive than knowing that they helped students succeed not only in examinations, but life overall.
Existing & potential CSR activities.
- Narayana introduced the Disha program in 2017 with the goal of providing counselling and mental wellness support to P.U. College students
- Disha program provides dedicated psychologists and student counsellors to most Narayana Junior/PU Colleges. The functions of these individuals include
- Group therapy to raise awareness and infuse positivity
- One-one personal sessions with students
- Follow-up sessions with students requiring assistance
- Parent counselling and awareness campaigns
- Sensitivity training to parents, staff and general public
- Roll out of new toll free number of Disha program for all students across the country (entirely sponsored by Narayana Group)
Which area of social responsibility is more significant for your brand
Student wellness (physical and mental)
About Narayana Group
From starting a small mathematics coaching centre in 1979 to establishing a monolith of myriad and dynamic academic institutions, Dr. Ponguru Narayana has come a long way in pioneering what is today the Narayana Group of Educational Institutions, known best for its exceptional quality and holistic development. Hailing from the coastal town of Nellore in Andhra Pradesh, P. Narayana is a postgraduate gold medalist in Statistics from S.V University, Tirupathi, who began his career with a humble vision to train young minds towards discernable achievements in science and technology.As favourable results showed persistently, the scope of his vision expanded in multitudinous folds, contributing ever since to the growth of his academic ventures.[/vc_column_text]