Service marketing audit of Divine Public School, Roorkee.

1. 1. MARKETING AUDIT: Divine School, Roorkee
1.1. Overview of Divine School
Divine School is a special ray of hope for the helpless, poor, orphan and handicapped children
in the area of education with inner peace and beauty. Divine School has been running since
2008. The main objective is to impart quality education to the poor children. With humble
beginnings, within 3 years, the Divine School at present has 150 students upto 8th standard and
we raise 2 classes every year. The school is giving free facilities to the students by providing all
the teaching materials like stationary, uniforms (summer & winter), school bags, water bottles,
tiffins, shoes and socks, meals etc.
They spend a handsome amount on these children every year. As they give free education and do
not compromise with the facilities. The education is given in a healthy atmosphere where the
building is neat and clean, classrooms are well-furnished with computer facility in each class.
For the students there are swings for recreation, safe drinking water,water cooler, medical facility
and healthy meals time to time. With all these qualities, Divine School is different from other
schools which makes it a ‘Divine Temple’.
The ultimate aim of the school is to bring children
In light from darkness of ignorance.
Asatya se staya ki aur.
Vinash se vikas ki aur.
To fulfill all the above aspects, Divine School is the only one such school in Roorkee (India)
where we give free quality education to the children who belong to very low, helpless and
ignorant areas of society.
Main Objectives
* To impart Quality Education and Vocational Training to the poor, orphan &
handicapped children on modern and scientific lines to make them self-reliant and
independent in life.
* To create Barrier Free Environment for needy children in the school and this may also
serve as a Demonstration Park.
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2. 1.2. Service Marketing Audit :
It is the analysis and evaluation of a firm's marketing approach, activities, aims, and results
achieved. It is the strategic tool used to review the effectiveness of a marketing program. A
marketing audit is a comprehensive, systematic, periodic evaluation of a company's marketing
capabilities. The audit examines the goals, policies, and strategies of the marketing function as
well as the methods of the organization and the personnel who carry out the goals, policies, and
strategies of the marketing function. Marketing audits are performed on a regular basis by an
unbiased, independent company and are used to improve a company's overall marketing
performance or to establish new marketing plans.
Here we will be analyzing and evaluating the best practices of Divine school, a non-profit
Organization through conducting a service marketing audit. The school basically runs on
donations primarily of two types such as casual donation and adoption. Under casual donation,
they undertake all the donations by people and organizations in whatever amount it may come to
incur all the administrative and infrastructural expenses of the school. It can be both in the form
of money or material. But when a person adopts a child he/she is required to make a payment of
Rs 8000/- in a year divided in two parts of Rs 6000/- initially then remaining Rs 2000/- to be
given in the latter part of the year. This amount basically accounts for the yearly expenses
incurred directly on a child by the school.
1.2.1. Identification of Best Practices:
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3. • Just like every other school, this school also aims at imparting education to the small
children. But in here, there lies a special motivation that is to impart education to all poor
and needy children to make their lives worth living without treating them in a different
way. The founder’s main aim is to impart spiritual upliftment to the students there by
satisfying their basic necessities in life to gift them a normal and creative life.
• The admission process of the school is also unique. They call in for the parents and
students to come six times in a row to express their willingness in providing education to
their ward. It is thoroughly scrutinized that the applicant family is really poor or not. The
students write test series and their results are given to their parents. Based on the report,
final counseling of the selected few ones is done after which they are called for admission
and registration process with actually no costs involved anywhere in the process or
thereafter. The admission council mainly gives admission to those children who are
willing to study and there basic rule is to give admission to only one child per family but
there are exceptional cases where they find it hard to neglect highly enthusiast children of
the family.
• The school is giving free facilities to the students by providing all the teaching materials
like stationary, uniforms (summer & winter), school bags, water bottles, tiffins, shoes and
socks, meals etc.
• The education is given in a healthy atmosphere where the building is neat and clean, class
rooms are well-furnished with computer facility in each class. For the students there are
swings for recreation, safe drinking water, medical facility and healthy meals time to
time.
• Along with the normal education, the students are given training in the following-
 Students are given computer education to relate them with modern technology.
 Students work on plants so that sensitive feelings arise in their hearts for nature.
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4.  They learn yoga for making themselves healthy and strong so that they respect
their body.
 The children are related to music so that they may live a harmonious life.
 Medical camps are arranged for the regular health checkups.
 Cultural activities are organized from time to time to make their life joyful and
full of enthusiasm.
 By meditation, children are related to the inner world to achieve inner peace,
beauty and silence in their lives.
• Apart from the education, they are giving 1 year diploma in tailoring to the poor elder
girls but now have extended for 2 years in which 1st year tailoring training & 2nd year
textile designing, embroidery training, for which we do not charge any fees from the
students.
• They provide all the materials used in training to the students without any charges. They
give them a certificate & new sewing machine to all the pass-out girls. Till now 30 girls
have successfully completed their courses. Some of the girls are self employed & earning
a good money & enjoying their life very happily & source of help to their parents.
• They have sponsored a child named Aman initially having polio in undergoing lower
body part surgery. They have also sponsored the marriage of a student of their school
who was even unable to manage funds for the marriage.
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5. 1.2.2. Areas for Improvement:
• At present the Divine School is running up to 8th standard but their aim is to extend the
school up to the 12th standard. For Which they require a larger space. At present Divine
School is running on the space of 2000 Sq. ft. which is insufficient space for labs, classes,
playground, computer room, little workshop (for tools & plants).
• To start a professional training for the students so that they may achieve something worth
living for. This will also help the students to make their place in this vast and busy world
& present their recognition in the society.
• The school is currently giving admission to only 20 students out of the 400 children
coming for admissions each year due to its lack in infrastructure. So the school can be
shifted to some other locality where it can have a larger building with a proper
playground to accommodate more students. But this will require more and larger amounts
of donations to come in its way which again requires efficient publicity of the school
before the right kind of segment.
• The school can provide cycles or can arrange for vehicles for the students coming from
far off places. Currently the school has students coming from 20 kms away from where
the school is situated . So it is hard for them to travel all the way from their home to the
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6. school on foot which most of them do since they could not even afford public transport
and thus fail to give their full energy on studies.
• The school can also look at the health concerns of the students. Though they already have
medical camps arranged on their premises but looking at the nutrition level of the
students is also as important as we see that mostly they are the ones who suffer from
malnutrition.
1.2.3. Recommendations for future changes:
• As the school provides for the basic stationery and books for all its 150 students, they can
get these materials from the retailers at a discounted rate if they go in for a planned
buying. For this kind of bulk orders they can ask for concessed rates from the retailers.
They can even go to the wholesaler directly rather than going for the retailers in between
and can make the purchase at a much lesser rate. They can also avail tax benefits from the
purchases made since what they are doin is totally under philanthropic interest without
any government support.
• The school inhabitats wide range of talents within there students from music to art and
crafts, dance etc and also helps to nurture their talent through its supportive teachers and
infrastructure. Thus the school can also provide the students with adequate exposure to
the competitions in these genres held in various other schools. It can also arrange for their
own competitions and events of this kind to help grow their interest and skills in
extracurricular activities.
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7. • The school gives vocational training to the girls of age more than 20 years in sewing and
embroidery to earn a respectful livelihood later on in their life. Here the school can utilize
their work in its own school functioning by using those students made uniforms to be
given to theregular students of the school. This will entitle those girls assured contracts
for life no matter they get work outside the institution or not.
• Publicity of the school according to the target segment should be improved. Such as
when they are looking for publicizing the school to the poor families to bring in their
wards for admission in the school then word- of- mouth plays a vital role here. Since the
poor families are not educated to access newspapers or paper ads, they understand better
what they hear in their local language. The publicity can also be done through
announcements from the mobile rickshaw, to spread the news in wider areas.
• Publicity for the donations to the school can be done through print media and social
media. This media can be efficiently used to get into the mind of prospective audience
conveying the philanthropic idea behind the initiative.
• The school can associate itself with the big industries situated in the nearby Sidcul or
Haridwar area along with Roorkee to become a part of their CSR wings. This will help
the school to fetch in greater amount of donations from the corporates and grow their
institution in the process.
• The school can also provide online payment gateways to all their donors to facilitate
hassle free anytime delivery of donations in the form of money.
• Management of funds gained through donation is an an important concern for the school.
Efficient and effective utilization of funds will help them avoid any kind of financial
crisis at any time of the year. Since donations do not flood in always so hiring of an
accountant to manage all the financial concerns in an efficient way is needed in this case.
• For the purpose of avoiding any kind of financial crunch within any academic year, the
school can keep aside corpus fund from the total fund apart from administrative and
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8. student fund. This fund will help them sustain the financial crisis at any time of the year
and go on with their functioning smoothly.
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