Product Development and Branding for the Newly Launched ‘Explorra Design-Driven Innovation Challenge’

Abstract

The purpose of this project report is to analyze the utilization of Marketing Management concepts and principles in the development and marketing of a new educational product for Explorra School of Design and Technology. The market for EdTech, especially for K12 students has been rising up after the pandemic, with more acceptance of online educational courses and the parents’ affordability and desire to spend on educational products for children. The project has been done under the branch of Explorra, named as Explorra K12 Education. The product built for the company is aimed to enable school children in building 21st century skills and help them adapt to the changing landscape of career in today’s industry. These subjects are centered in the area of Design-thinking, technology and innovation. The primary problem of this project is to find an innovative approach for the subject to create a unique product package that would be effective, as well as attractive to a broad audience of both school children and individual learners. My role in the project at first (in minor project) has been to develop knowledge materials such as Classroom PPTs, instruction guide for teachers/mentors, designing the curriculum to be flexible with the teaching space of schools as well as to accommodate solo learning for individual students. For this, I have interacted with parents, received trainings by teachers who have been working on the ground to develop innovative courses and performed thorough research and analysis of the parent’s expectations and opinions from such co-curricular subjects. In the second stage of my internship (major project) I have worked in the Branding and finding target market. I have created content for Brochures, pamphlets which will reach the stakeholders of the product to attract our primary customers and initiate a strong word-of-mouth marketing for the company. Also , I have created a website which will be used to communicate the brand values and product benefits to the customers, and build the quality perception for the product. Lastly, along with my fellow interns I have additionally prepared a research report on the outcomes and effectiveness of the Design Thinking course carried out in our college, which was also performed under Mr. Rohit Swarup, our organizational mentor during the internship. Through this internship I have gained valuable insights into new product development and marketing the same. I have also learnt the professional values of working in an international business organization, and necessary managerial skills such as cooperation in teams, time management, productivity, research and analysis, etc.