Introduction
In our interconnected world, mastering the English language serves as a vital passport to numerous personal and professional opportunities Consequently, the demand for English language training services has surged, leading to a thriving industry that supports learners from diverse backgrounds and aspirations.
English training providers are facing intense competition and shifting student expectations, necessitating effective pricing strategies that support business sustainability while addressing diverse learner needs As English language training evolves beyond traditional classrooms into digital platforms, providers must adapt their pricing approaches to offer a wider range of options for students.
As students seek flexible, effective, and value-driven solutions, English training providers must tread carefully through the labyrinth of pricing models to remain competitive and sustainable.
This essay explores the foundational principles of pricing for English language training in Ho Chi Minh City, focusing on the interplay of market dynamics, cost considerations, and customer preferences to uncover the essential strategies for successful pricing.
This article explores diverse pricing strategies in education through case studies and industry insights, highlighting traditional per-course fees, subscription models, bundling options, and innovative value-added services A key focus is on competition-based pricing strategies, as we analyze the various factors that influence pricing decisions Ultimately, we aim to reveal the art and science behind developing pricing strategies that align with the diverse needs and financial capacities of learners and providers alike.
This article provides a comprehensive understanding of the crucial role pricing plays in the English language training industry Effective pricing strategies are essential for success in a competitive marketplace, making this essay a valuable resource for English training providers By utilizing the insights shared, providers can make informed decisions that align with their organizational goals and meet the needs of their students.
Theory
Pricing
To understand the essence of price, we must recognize that it extends beyond a mere numerical figure; it reflects the perceived value of services, balances cost with value, and significantly impacts the decisions and opportunities for both learners and institutions.
Price is the amount of money expected and given in exchange for a good or service
Pricing can be viewed as the value that customers sacrifice to obtain a product or service Unlike other elements of the marketing mix that incur costs, price is the only factor that directly generates revenue Additionally, pricing serves as a crucial strategic tool that influences how customers perceive value.
Pricing Strategy
Cost-plus pricing is a strategy where businesses set the selling price of products or services by adding a profit margin to the production costs This approach is widely utilized by retail stores to establish their pricing structure.
Competitive pricing involves strategically setting prices for products or services by considering competitors' pricing rather than solely focusing on business costs or desired profit margins This pricing strategy is commonly employed by businesses offering similar products within the same market over an extended timeframe.
Price skimming is a pricing strategy where a company sets an initially high price for a new product to maximize revenue from early adopters, then gradually reduces the price to attract a broader customer base as competition increases This approach allows firms to capitalize on the willingness of certain consumers to pay more before lowering prices to meet the needs of additional market segments.
Penetration pricing is a marketing strategy where businesses attract customers to a new product or service by offering an initial lower price While this approach can effectively draw in new customers, there is a risk that they may switch to competitors once prices rise This strategy is primarily aimed at increasing market share and leveraging economies of scale or experience.
Value-based pricing is a strategy that determines the price of a product or service based on its perceived value to customers This approach focuses on what consumers believe the product is worth, making it particularly advantageous for unique and high-value offerings In contrast, standard products may not see the same benefits from this pricing model.
Competition-Based Pricing Strategy
2.3.1 What is competition-based pricing
Competition-based pricing is a strategy where prices are determined by analyzing competitors' pricing, costs, and market offerings This approach influences consumers' perceptions of a product's value, as they often compare prices of similar products offered by competitors.
2.3.2 Type of competition-based pricing
Higher than average price: When you want a premium price to convey luxury to potential customers
Lower than average prices: When you are trying to undercut the competition with low prices and attract customers quickly
Price Match: When your pricing strategy matches your competitors
2.3.3 Scenarios in which competition-based pricing is used
Competitor-based pricing is commonly utilized in markets with numerous companies offering similar products or services, particularly in retail and e-commerce In settings characterized by minimal product variation and abundant choices, brands can effectively use a competitor-based pricing strategy to establish their ideal pricing position.
2.3.4 How to implement competition value-based pricing
Identify the competitors in your market: The first step is to find out who your competitors are Which companies are selling similar products or services?
To effectively position your product or service, it's essential to research your competitors' pricing and positioning strategies By conducting a competitive pricing analysis and examining their pricing models, you can identify current market trends This insight will enable you to understand customer expectations regarding pricing and positioning, allowing you to select the most suitable price for your offerings.
To effectively understand your market position, create a pricing map by averaging the prices of competitors in your product category This average price serves as a benchmark, allowing you to compare your own product rates and make informed pricing decisions.
Choose higher, lower, or matched prices
2.3.5 Advantages and disadvantages of customer competition-based pricing
To effectively set your service prices, analyze your competitors' pricing strategies to understand the market average This analysis will help you decide whether to offer lower or higher prices, or to align your pricing with customer expectations.
Utilizing this pricing strategy poses a low risk, as it is unlikely to cause issues even in a competitive market By supporting your competitors, this approach can also contribute to your own business's sustainability and success.
Market-driven pricing: Competition-based pricing allows businesses to adjust their prices to suit market conditions, ensuring prices are competitive and attractive to customers.
Copying market prices can result in missed opportunities and reduced profits when short-selling your product To achieve your business goals, it's essential to focus on maximizing revenue and profits, which may require additional effort in pricing strategies.
Neglecting value-based pricing can harm a business by overlooking the unique features and benefits that a product or service offers Relying solely on competitive pricing may fail to reflect the true perceived value in the eyes of the customer, ultimately undermining potential profits and customer satisfaction.
Lack of differentiation: Businesses that focus solely on competition-based pricing may have difficulty differentiating themselves from competitors because they essentially compete only on price
Project
Identify Market and Select customer segment
Ho Chi Minh City, as the economic, cultural, and educational hub of Vietnam, underscores the significance of English, an international language prevalent in business, tourism, and education Mastering English in this vibrant city is essential for students, as it enhances their international communication skills, broadens employment opportunities, and grants access to diverse educational resources Moreover, it facilitates interaction with the global community and fosters personal growth Ultimately, learning English in Ho Chi Minh City offers long-term advantages, paving the way for both personal and professional development.
Tuition fees for English centers in Ho Chi Minh City can be quite diverse and depend on many factors, including student level, study time, study location, facilities, teaching quality,
We cater to the needs of our primary customers, students in the city, by offering IELTS courses priced between 1 to 2 million per month, targeting scores from 5.0 to 6.5 This pricing is designed to be affordable for the majority of students, ensuring accessibility without financial strain.
Ho Chi Minh City boasts a high demand for IELTS preparation, with numerous training centers available for students aiming for scores between 5.0 and 6.5 The city offers ample resources and opportunities for English learning, allowing students to enroll in quality courses and benefit from the guidance of experienced instructors.
The article highlights a group of students in central districts like Binh Thanh, District 10, and District 7, who aim to achieve an IELTS score between 5.0 and 6.5 for work and study opportunities Despite their aspirations, these students face financial constraints and limited family support, prompting them to seek medium to high-quality IELTS courses that are affordable.
Customers in this segment typically enroll in courses priced between 1-2 million per month to enhance their English skills for studying abroad and career advancement Their focus includes improving communication, essay writing, and meeting high school exam requirements, with IELTS scores influencing university major selections like economics and foreign languages With target scores of 5.0 - 6.5, learners aim to develop four essential skills: listening, speaking, reading, and writing They seek to understand everyday conversations and public announcements, engage in simple dialogues with native speakers, read and comprehend basic texts such as news and emails, and write clear and logical short essays or emails expressing their opinions and ideas.
The research team identified that customers in the 5.0 - 6.5 segment exhibit distinct characteristics and demonstrate significant price sensitivity when seeking quality English proficiency courses, all while operating within a constrained budget.
In a world filled with challenges, students aged 15-21 are determined to pursue their studies independently, often achieving an IELTS certificate with scores ranging from 5.0 to 6.5 Despite limited financial support from their families, they understand the importance of hard work and perseverance to overcome obstacles This reality, while not always easy, fuels their motivation to excel and showcases their pride and independence in the face of adversity.
Motivated by the pursuit of a better future, individuals see the IELTS certificate not just as a qualification but as a crucial stepping stone toward success They believe that achieving high scores on the IELTS will unlock enhanced study and employment opportunities Inspired by the success of those around them, they remain driven to continuously strive for their goals.
These students face peer pressure and comparison with their peers Between the ages of 15-
The feeling of inferiority can lead to significant psychological pressure, particularly when individuals face social expectations regarding foreign language acquisition, such as English Society often views proficiency in English as crucial for success in both life and career, which can exacerbate feelings of inadequacy As a result, individuals may struggle with low self-esteem and a diminished sense of self-worth in their language learning journey.
Selecting and Analyzing The Main English Training Provider
History of formation and development: Q Academy Center is separated from a large center specializing in study abroad It is highly appreciated by many students for its
The friendly founder of Q Academy
The center's mission is to ignite a passion for the English language among learners, transforming their approach to studying By fostering daily learning habits, the center addresses one of the most challenging aspects of acquiring a new language Once students develop a love for English, they will find it significantly easier to study and prepare for English certifications.
Products: The center provides English courses (Toeic, Ielts ) to help each student achieve their own goals (study abroad, graduate from university, )
Teaching methods: face-to-face and online
After conducting thorough market research, our team identified a small-scale English center that caters primarily to students aiming for an IELTS band score of 5.0-6.5, offering low-cost options The founder, aware of the financial constraints faced by students, established this center to facilitate affordable access to IELTS preparation We are excited to collaborate with the founder to share valuable insights about the center Recognizing its potential for growth into a more organized and professional institution, we have selected this center as the focus of our research to develop strategies that enhance its accessibility for students.
1 Trung tâm tiếng Anh của mình có những điểm nổi bật gì không? (Phương pháp dạy học, đội ngũ chuyên môn cao, tài liệu học tập, cơ sở vật chất, ứng dụng công nghệ, dịch vụ chăm sóc người học, )
2 Hiện nay có nhiều sinh viên đang gặp khó khăn trong việc sắp xếp thời gian học và đi làm thêm, vậy thì không biết trung tâm mình có tổ chức các chương trình học linh hoạt và cá nhân hóa cho từng học viên không?
3 Nhiều sinh viên hiện nay có nhu cầu học IELTS nhằm nhiều mục đích khác nhau có thể là để có đủ chứng chỉ ra trường, dùng chuyển điểm, hay thậm chí một số bạn dùng để đi du học Vậy thì trung tâm mình có đáp ứng được nhu cầu học tập đa dạng của các học viên không hay chỉ tập trung cho một số nhu cầu nhất định?
4 Trung tâm có chính sách đảm bảo đầu ra không? Nếu có thì chính sách đó như thế nào? (hoàn học phí, đào tạo đến khi đạt được kết quả đầu ra, )
5 Nếu trong một số trường hợp học viên gặp khó khăn trong quá trình học thì Trung tâm có chính sách hỗ trợ học viên khi gặp khó khăn trong quá trình học không?
6 Cùng với những điểm nổi bật của mình trong chương trình dạy vậy thì liệu Trung tâm của mình có những mặt khó khăn nào không từ thị trường hay các trung tâm đối thủ?
7 Qua một thời gian hoạt động trên lĩnh vực Anh ngữ với các khóa luyện thi IELTS , Trung tâm chúng ta đã từng tham gia khảo sát các phản hồi cũng như đánh giá của học viên về trung tâm chưa? (có thể về các phương pháp giảng dạy, tài liệu hướng dẫn, đề thi thực chiến,giảng viên chuyên môn…) Nếu có, theo những đánh giá và phản hồi đó thì những điều mà học viên hài lòng và điểm chưa hài lòng của học viên là gì? Với những điểm chưa hài lòng đó thì liệu trung tâm mình có những phương án nào hay cách thức nào để cải thiện hiệu quả hơn không?
8 Trong thị trường về đào tạo ngoại ngữ hiện nay, các trung tâm IELTS ra đời ngày càng nhiều, nếu không kể các trung tâm lớn và có thương hiệu cao thì có điểm mạnh nào của các trung tâm khác khiến cho mình chưa bắt kịp hơn không? Vì sao?
9 Với mục tiêu band điểm từ 5.0 đến 6.5 IELTS thì trung tâm mình chia thành bao nhiêu khóa học và học phí ở mỗi khóa đó có khác nhau không? (khóa lớp cơ bản, nền tảng, lớp nâng cao, lớp luyện đề, )
10 Nếu tính từ lúc học từ cơ bản đến band điểm 6.5 thì giá khóa học là bao nhiêu? Học viên sẽ được hưởng quyền lợi, dịch vụ gì trong gói học phí đó? (Sách, tài liệ học, file tự học, file từ vựng, )
11 Trung tâm có cung cấp các khóa học tiếng Anh trực tuyến không? Nếu có thì có sự khác biệt về giá khi đăng ký học online và học trực tiếp tại trung tâm không?
12 Trung tâm có cung cấp các dịch vụ học phí linh hoạt không? (Trả góp, chia thành nhiều đợt )
15 Để hoạt động một trung tâm như vậy thì Chi phí hoạt động của trung tâm mỗi tháng rơi vào khoảng bao nhiêu? (Bao gồm chi phí nhân viên, chi phí thuê mặt bằng, chi phí giáo trình và tài liệu, chi phí quảng cáo và tiếp thị, )
16 Ở giai đoạn khi mới thành lập trung tâm, khi nghiên cứu và đưa ra quyết định về mức học phí có làm cho trung tâm mình gặp khó khăn gì không?
Identifying Competitors and Analyzing Competitors
Vision, mission and goals of the center:
CrushIELTS is a distinguished English center that offers a unique class model with only six students per session, ensuring personalized attention Our comprehensive program is regularly updated to meet the needs of adult learners, particularly employees from esteemed companies such as Viet Hoa Sinh, CAD Supply, TCS Aviation Services, Kureha Vietnam, and Techcombank.
IELTS Mr Phi: With a comprehensive curriculum from reputable documents from
Cambridge University, it helps you have an accurate and objective view of what the
The IELTS examiners are looking for specific skills in your test At IELTS Mr Phi, we offer integrated lessons across all four skills to enhance your overall communication abilities Our center guarantees unforgettable lessons that you won't find elsewhere, fostering your passion for foreign languages and daily motivation to learn.
History of IELTS development Mr Phi
Directions to IELTS Mr Phi
CrushIELTS boasts a highly experienced team of educators, all of whom hold prestigious qualifications such as the ECPE diploma, equivalent to an IELTS score of 9.0, and the TOEIC diploma Many of our instructors have previously held senior positions at renowned organizations like America Indochina Management, Coca Cola, and White Palace Additionally, our team members possess TESOL teaching certificates and are currently employed at reputable institutions, including Pungkook Corporation Vietnam, ACB Bank, and Sacombank.
Teaching team at CrushIELTS IELTS Mr Phi : A team of dedicated, enthusiastic, friendly instructors with high
IELTS qualifications of 7.0-8.0 or higher and well-rated by students
Products: The center provides English courses (Toeic, Ielts ) to help each student achieve their own goals (study abroad, graduate from university, )
Teaching methods: face-to-face and online
After conducting thorough market research, our team identified that training centers with similar operating standards, target audiences, and quality of instruction as Q - Academy could emerge as direct competitors, notably including CrushIELTS and IELTS MR.Phi.
Below is a specific comparison table that my team created to show that these two centers are the main competitors of Q - Academy center.
Table 3.5: Comparison of characteristics of all 3 centers
Criteria CrushIELTS IELTS MR PHI Q - ACADEMY
Students want to achieve the goal of 5.5
Students want to achieve the goal of 5.0 - 6.5 IELTS
Students want to achieve the goal of 5.5 - 6.5 IELTS
The comparison table reveals that all three centers provide courses at comparable prices, operate on a small scale, and are located in the same area of Ho Chi Minh City Notably, each center is dedicated to assisting students in reaching their target IELTS scores of 5.5 to 6.5.
Interview format: Online (Google Meet) and Offline
Interview subject: Students taking courses at CrushIELT and IELTS Mr Phi
Viet Thanh - CrushIELTS student Phuong Anh - CrushIELTS
Huu Nghia - CrushIELTS Tuan Minh - IELTS Mr Phi Phuong Binh - IELTS Mr Phi
1 Bạn có đang tham gia vào khóa học IELTS nào hay chưa?
2 Bạn lựa chọn học ở 1 trung tâm hay tự học?
3 Trung tâm … có phải là nơi bạn chọn không?
4 Đâu là mức giá bạn chấp nhận chi trả cho 1 khóa học?
5 Với mức học phí như vậy, bạn kỳ vọng chất lượng như thế nào?
6 Bạn mong muốn trung tâm có những chương trình khuyến mãi ra sao?
7 Bạn thường sử dụng hình thức chi trả nào? (tiền mặt, chuyển khoản…)
8 Bạn đã từng đối mặt với khó khăn tài chính nào trong việc đóng học phí tại trung tâm chưa? Tại sao?
9 Bạn có dự định đầu tư thêm vào việc học Tiếng Anh không? Nếu có, bạn có khả năng và sẵn sàng chi trả thêm không?
10 Trung tâm có những chính sách khuyến mãi, giảm giá nào?
11 Nếu bạn giới thiệu bạn bè tham gia khóa học, bạn sẽ nhận được những ưu đãi nào từ trung tâm?
12 Khi đã hoàn thành một khóa học, bạn sẽ nhận được ưu đãi gì cho khóa học tiếp theo?
13 Với chi phí bạn đã bỏ ra, bạn đánh giá như thế nào về chất lượng khóa học?
14 Có những khía cạnh nào trong trải nghiệm học tập ở trung tâm này mà bạn muốn cải thiện?
15 Những đề xuất nào của bạn để cải thiện chất lượng và mức giá của trung tâm trong tương lai?
Thus, with the data we collected through interviews with students above, we filtered the data and analyzed the center's advantages and risks
Course Offerings: First of all, about course fees The average monthly IELTS training tuition is only about 1,800,000 The training center offers many courses including 5 main
CrushIELTS offers a variety of 23 courses, including newborn, preschool, Pre IELTS, and specialized classes for IELTS band scores ranging from 5.0 to 7.0 Targeting students with band scores between 5.0 and 6.0, the program is priced at 7,400,000 VND for a four-month commitment.
The center offers a variety of payment options for students, including cash, card payments, and bank transfers Students have the flexibility to pay for the entire course upfront or to split the total into two payments.
The center offers attractive promotions and discounts, including a 500,000 discount on any course registration and up to 9,000,000 off when enrolling in two or more courses These promotions are available for a limited time, ranging from 2 weeks to 1 month Additionally, the center provides an output guarantee policy, allowing students to retake any course until they achieve their target score, ensuring their success and satisfaction.
In the competitive English center market, CrushIELTS maintains its pricing strategy, positioning itself as a cost-effective option for students with limited financial resources Compared to similar institutions, CrushIELTS offers affordable rates, which is a significant advantage Given the quality and services provided, any increase in prices could lead to student attrition, while reducing prices could negatively impact the center's revenue and profits Thus, it appears that CrushIELTS is likely to keep its prices stable in the near future to sustain its appeal and financial health.
At the same time, it also causes a psychological effect for customers: the quality of teaching services is degraded and not guaranteed, so prices are lowered
The center's facilities receive positive feedback, featuring air-conditioned classrooms with well-arranged furniture and complete audiovisual equipment, all at affordable tuition rates suitable for students' budgets The airy classroom environment enhances student comfort; however, there are concerns regarding the varying qualifications of lecturers, which can affect teaching quality While many instructors and teaching assistants are enthusiastic, some may lack engagement and clarity in their teaching methods Students with strong self-study skills may thrive here, as independent learning is often necessary, particularly in the Speaking section, where dedicated support from teachers is limited and responses to student inquiries can be slow.
Course Offerings: The center is offering courses with corresponding tuition rates as follows:
+ 30 days to IELTS success: 1.299.000 VND / 30 days
+ Reading and vocabulary development 1-2: 799.000 VND
+ Reading and vocabulary development 3-4: 899.000 VND
Payment form: The center is flexible in paying tuition by applying both cash payment or bank transfer and is usually completed on a monthly basis
The "30 Days to IELTS for Success" course is currently available for promotion at 999,000 VND This course is taught privately by Mr Phi, who is responsible for both selling and teaching, which results in limited promotions However, students who register and pay a deposit for three months or more can enjoy a direct discount of 100,000 to 200,000 VND on their tuition fees.
Mr Phi's center stands out among students due to its high-quality teaching, offering exceptional educational experiences at a significantly lower fee compared to other centers This attractive pricing model makes it a popular choice for students seeking value without compromising on quality.
The center is currently maintaining a price level that is accessible to mid-range economic students who may have limited financial resources In the near future, if no significant changes occur, the center will refrain from offering excessive promotions or discounts to protect its revenue To sustain this pricing strategy, it is essential for the center to ensure and uphold teaching effectiveness, which is the primary factor in attracting customers.
Customers provide positive feedback about the center, highlighting that classes offer enriching experiences in a comfortable learning atmosphere Students are respected and encouraged to share knowledge in English, enhancing their overall learning The focus is on improving language skills for future success rather than solely preparing for the IELTS exam.
After conducting thorough market research, our team identified that centers with similar operating criteria, target demographics, and training quality to Q - Academy could pose direct competition Notable examples include CrushIELTS and IELTS MR.Phi.
Table 3.6: Comparison of characteristics in the 5.0 - 6.5 IELTS segment of all 3 centers
Criteria CrushIELTS IELTS MR PHI Q - ACADEMY
Reading and vocabulary development 3 - Causes and effects (5.0 - 6.5)
Students want to achieve the goal of 5.0
Students want to achieve the goal of 5.0 - 8.0 IELTS
Students want to achieve the goal of 5.0 - 6.5 IELTS
Comparison
Table 4: Comparison table of three centers according
CrushIELTS IELTS MR PHI Q - ACADEMY
Despite having a strong understanding of grammar rules, many learners still make mistakes during speaking and writing practice They possess a solid grasp of common IELTS topics and academic vocabulary but often struggle to utilize this vocabulary effectively when required Additionally, they have a basic understanding of the various IELTS test questions and types, which is crucial for successful test preparation.
+ Grammar: ensure high accuracy in speaking/writing + Vocabulary: freely and flexibly use common IELTS topics
+ Firmly grasp optimal test-taking strategies in all 4 IELTS skills
- Study duration: 30 sessions (equivalent to 04 months)
Reading and vocabulary development 4 - Concepts and Comments
- The course is for readers at levels B2 - C1 - C2 (5.0
+ Duration: 72 hours + Self-study hours: 216 hours
+ Duration: 72 hours + Self-study hours: 216 hours
+ Continuous listening practice using creative methods such as active listening, passive listening, and shadowing
+ Providing guidance on IELTS Listening strategies + Offering numerous supplementary materials to guarantee improved
+ Teaching students how to analyze and think critically on any topic
+ Incorporating presentations, debates, and video recording exercises + Fostering interest to inspire creative ideas and deeper perspectives among students
+ Teaching students how to analyze and think critically on any topic
+ Incorporating presentations, debates, and video recording exercises
+ Ensuring that students acquire solid knowledge through daily learning
- Both online and offline tests are available
- Complete full online tests for Listening and Reading
A minimum score of 5.5 is required to enter the
- Complete mini offline tests for Listening and Reading
- Both online and offline tests are available
- Complete full online tests for Writing and Speaking
- A minimum score of 5.0 is required to enter the
- Complete full offline tests for Writing and Speaking A minimum score of 5.0 is required to enter the class
Center is concentrated mainly in Binh Thanh district, Ho Chi Minh City
The current center is located in district 7, Ho Chi Minh City
- 59/4 Dao Duy Tu Street, District 10
- 153 Ly Thuong Kiet Street, District 11
- A07, 319 Ly Thuong Kiet Street, Thuan Viet Service Buildings Zone, District 11
- When starting any course, students who register will receive a discount of 300,000 VND
- Discount of 1,000,000 VND/course when registering for a combo of 2 or more courses
- Free Speaking and Writing course worth 2,500,000 VND when registering for combo
- Free participation in the Alumni class worth 2,400,000 VND when registering for the intensive class
- Additional discount of 300,000 VND when registering in groups of more than 2 people
- “30 days to IELTS success” course is on promotion for 999.000 VND
- When recharging once for 3 months or more, you will receive a discount of 100.000 VND
- In addition, the center is organized in a private form with Mr Phi being responsible for selling courses and main teaching
That’s why his courses are inconsistent; there are not many promotions or discounts
- Microsoft Office Training Package: Gain proficiency in Microsoft Office applications, including Word, Excel, and PowerPoint
- Free CV Editing Package: Receive complimentary CV editing and assistance in constructing both English and Vietnamese CVs
- Participation in Talk Shows and Workshops:
Attend talk shows and workshops conducted by professionals in various industries who are former students of the center
- Up to 3 Years of Free Extension for Students in Difficult Circumstances: Students facing financial difficulties can benefit from a free extension of up to three years of study
- Free Portrait Photography Package: Access free portrait photography services for the purpose of including professional photos in CVs and
- Lifelong Learning Support: Continuous support for lifelong learning needs, catering to future generations as well
- Tuition Fee Conversion Package: If a student exhausts their tuition fees, they have the option to transfer any surplus towards another course
- Free Weekly TOEIC and IELTS Practice Tests:
Access free weekly practice tests for TOEIC and IELTS certifications, along with opportunities to interact with native speakers during classes
The center has a clear output commitment for each course and teaches for free if students do not meet the output
Commitment 3.0 Beginner: 4.0 Pre-ielts: 6.0 IELTS: 6.0 Intensive course: minimum 7.0
The center commits to output 5.0 - 8.0 However, because he is the main instructor, the number of classes is not many, so there are not many promotions or other incentive programs
Guaranteed output for students If they do not reach the committed score, they will retake the course for free until they pass
In conclusion, while both CrushIELTS and Mr Phi IELTS center operate within a similar price range of 1,500,000 to 2,000,000 VND per month, CrushIELTS offers more appealing promotions and programs, justifying its slightly higher cost They utilize vouchers and discounts for each course, effectively attracting new students In contrast, Mr Phi IELTS center, being a smaller core institution led by Mr Phi himself, lacks extensive promotional offerings Meanwhile, Q-Academy focuses on supplementary training courses, such as free Microsoft Office classes and CV editing workshops, but these incentives fail to significantly entice student enrollment.
The CrushIELTS center distinguishes itself by offering a tailored approach that aligns with the genuine needs and aspirations of students Additionally, it provides an output guarantee policy for its courses, a feature that sets it apart from the other two centers that lack such assurance.
So it can be seen that CrushIELTS is the strongest direct competitor center in the HCM area of
The A-Academy Center should focus on maintaining its competitive edge by keeping its prices the lowest among the three centers To further attract students, it is essential to implement diverse promotional strategies and policy changes.
"IELTS Mua Tuu Truong" strategy
When implementing discount strategies, it's crucial to acknowledge the inherent price risk, as quality products typically come with higher costs In the education sector, consumers often equate low prices with inferior quality, leading to skepticism This dual approach not only aims to assist current and prospective students but also serves to elevate brand identity Furthermore, leveraging authentic reviews can foster greater trust than traditional advertising, ultimately enhancing brand reputation and instilling confidence in product quality while supporting potential customers.
IELTS teaching centers targeting the 5.0 - 6.5 segment prioritize effective courses, materials, and learning methods to enhance students' English skills and help them reach their goals Q-Academy offers reasonably priced courses, ensuring quality without immediate price changes However, the growing number of IELTS centers and rising student demand necessitates a new pricing strategy to attract and retain customers Our "IELTS Mua Tuu Truong" strategy aims to increase enrollment by 200 students, both new and returning, across approximately 20 courses.
In a strategic move to engage alumni, the center initiated a campaign from August to October, coinciding with the back-to-school season To qualify for incentives, alumni are encouraged to post a review about the center and share it publicly on their personal social media pages, using the hashtag "#QAcademy#IELTSmuatuutruong" throughout the duration of the course This initiative not only fosters community involvement but also enhances the center's online presence and credibility By sharing their experiences, alumni contribute to the center's reputation, showcasing its quality and capacity to prospective students This campaign effectively combines social media engagement with alumni feedback, creating a vibrant network that supports both current and future students.
The top 10 rated learning experiences will be recognized with a reward of 500,000 VND, while the next five best articles will each receive 100,000 VND During this evaluation phase, the center will select outstanding reviews Additionally, new students who publicly like and share the post using the designated hashtag can earn a discount voucher worth 10,000 to 20,000 VND, which will be valid for two months from the date of issuance.
The IELTS center aims to attract and retain students in the 5.0 - 6.5 segment by implementing a pricing strategy that allows each student to use only one voucher per course This approach not only motivates current students to refer others but also enhances the center's visibility on social media, a crucial platform for today's youth Additionally, genuine testimonials from former students will bolster the trust of prospective customers, further establishing the center's reputation.
This strategic proposal outlines key strategies to sustain the center's operations, including the development of a tailored curriculum, the establishment of an optimal learning environment, the recruitment of a qualified teaching team, and the implementation of effective marketing practices.
32 campaigns This is an opportunity for the center to develop, contribute to improving the community's English skills and help students achieve their goals
5.2 Estimate costs, conditions for receiving promotions and plan posts for the campaign 5.2.1 Estimate costs
Table 5.1: Estimated table of total costs for the promotional campaign (Unit: VND)
Object Content Quantity Unit Unit price
Cash bonus worth 500,000 to Top 10 reviews with the highest interactions
Cash bonus worth 100,000 to Top 15 reviews with the highest interactions
Offering a 10% discount voucher for new learners when registering for the IELTS 5.0-6.5 course
5.2.2 How to participate and Prize awarding method
Students interested in participating must complete the form provided by the Organizing Committee, including their personal information and a Facebook link that they will use throughout the program.
Students are encouraged to write a review about the center, focusing on aspects such as teaching quality, facilities, and overall satisfaction or dissatisfaction They should use the hashtags “#Q_Academy #IELTSmuatuutruong” and share their reviews publicly on their personal Facebook pages during the course.
Step 3: Students share articles on the "UEH Study Group" group in public mode throughout the course
+ For articles on personal pages:
+ For articles shared on the group "UEH Study Group":
- Award form: After 2 weeks of the program, the Organizing Committee will summarize the scores and announce the results on Fanpage Q-Academy TOEIC IELTS
COMMUNICATION The Organizing Committee will then proactively contact you via
Gmail, informing you of the results of participating in the program with the specific date, time and location of the award ceremony
+ Top 15 people with the highest total score will receive 100,000 VND in cash
+ Top 10 people with the highest total score will receive 500,000 VND in cash
Note: The organizers do not accept virtual Facebook accounts for interaction and sharing
If discovered, that student will be stripped of their eligibility to participate in the program
5.2.3 Plan posts for the campaign
Submitted Post Methods of promotion
2/10/2023 Coming soon, announcing a new promotion coming up Call on students studying at the center to interact and share
5/10/2023 The post opens the official link to the program
Require students studying at the center to interact, share about their personal pages, and spam on UEH Study groups
This post specifically introduces the program's attractive prizes and vouchers
This post is about to end the program, encouraging you to participate
19/10/2023 The post closes the link to register to participate in the program
Call on students studying at the center to interact and share
22/10/2023 Announcing the reward results of the program 26/10/2023 Awards night of the program
29/10/2023 Recap the awards night of the program
Call on students studying at the center to interact and share
The post introduces and promotes existing courses at Q-Academy center with attractive vouchers for both new and old students
Require students studying at the center to interact, share about their personal pages, and spam on UEH Study groups
This essay explores competition-based pricing strategies for selecting an English training provider, highlighting key approaches such as premium, competitive, skimming, penetration, and value-based pricing By examining these strategies, we gain valuable insights into how businesses can effectively set their prices.
Market analysis and customer segmentation are crucial for informed decision-making By conducting in-depth interviews, analyzing pricing, and assessing direct competitors among English training providers, we offer a thorough framework to guide strategic recommendations and informed choices.
Analyzing various suppliers reveals the competitive dynamics within the market, enabling the formulation of an effective strategic plan This article highlights the critical role of a well-defined pricing strategy in a competitive environment, stressing the necessity for businesses to align their pricing with consumer preferences and prevailing market conditions.