uic term end project

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A report for UIC

term end

project.Submitted to Ms. Kavita Shukla

A report on Lucknow city studied from

a marketers perspective and CMS

Lucknow, a brand/company operating

differently in Lucknow and making its

presence felt.

Submitted by: Group 12, Section: I,

IILM Gurgaon11/15/2010


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UIC End Term Project IILM, GURGAON

3

Acknowledgement

I wish to express my sincere gratitude to Ms. Kavita Shukla, IILM Gurgaon, for

providing us an opportunity to do our project work on A report on Lucknow city

studied from a marketers perspective and CMS Lucknow, a brand/company

operating differently in Lucknow and making its presence felt. This project bears

an imprint of many people. We also wish to express our sincere gratitude to a friendAyush Singh for his valuable suggestion on our choice of topic. Last but not least we

wish to avail ourselves of this opportunity, express a sense of gratitude and love to

our friends and colleagues for their manual support, strength, help and for

everything.

Place: Gurgaon

Date : 15/11/2010


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Demographics of Lucknow

Demographics have always been a controversial subject in Lucknow. During the

British period prior to the 1857 mutiny Lucknow housed about million people. A.L. Saunders

while replying to a letter regarding "providing basic amenities to poor" mentioned its

population to be around 1 million.If the figures are to be believed then there was more people

in Lucknow in 1850 then in 1981 which was around 1981 and city area was much lower thenthe last century. Meer Hasan Ali in 'Observation on the mussalmans of India(1917)' said that

the streets were so filled up with people that it was impossible to drive or ride on the streets.

However there was no census taken between 1775 and 1862.Finally when the census were

taken in 1862 the count came to 2.85 lakhs people.The 1872 census said that the population

was 3.70 lakhs .After the 1857 mutiny the British tried to clean and de-populate the city

.During the fag end of the there was a major attempt to depopulate the city .By 1911 the

population stood at nearly 2.9 lakhs. Over the years there had been a decadel increase inpopulation. A table below shows the demographic trends over the years

YEAR Growth rate Population

(in lakhs)

1856 10.00+

1872 2.85

1911 -9 2.6

1921 -7 2.41

1931 14.58 2.75

1941 40.97 3.87

1951 28.33 4.97

1961 31.96 6.56

1971 24.14 8.14

1981 23.79 10.08


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1991 65.66 16.69

1995 ** 20>

2001 >50

Currently the population of Lucknow is more than 5 million.The majority of

Lucknow's population comprises people from Central and Eastern Uttar Pradesh. However,

Bengalis, Punjabis and Anglo-Indians have also settled in large numbers. Hindus comprise

about 71% and Muslims about 26%. There are also small groups of Sikhs, Jains, Christians

and Buddhists. As per 2001 census literacy rate of Lucknow is 69.39% (61.22% for females

and 76.63% for males).


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Economy

Ranked 6th among all the cities in India (2nd among non metro) for fastest job-creation,

Lucknow is not only a major market & trading city in Northern India, but is also an emerging

hub for producers of goods and services. Being the capital of Uttar Pradesh state, the

Government departments and the public sector undertakings are the principal employers of

the salaried middle class. Liberalization has created many more opportunities in the business

and service sector and self-employed professionals are burgeoning in the city.

Lucknow also provides a good catchment area for the recruitment of quality personnel by

information technology companies for the BPO. The city is the headquarters of both the

Small Industries Development Bank of India (SIDBI) and the Pradeshiya Industrial and

Investment Corporation of Uttar Pradesh (PICUP). The Regional office of the Uttar Pradesh

State Industries Development Corporation (UPSIDC) is also located here. The other business-

promoting institutions that have a presence in Lucknow are the Confedreation of Indian

industry(CII) and Entrepreneurship Development of institute of India (EDII).

The city of Lucknow is an important trading city in India, and the production of goods in the area is alsogrowing, along with the service industry providing a wider array of services to the people. The middle class is

emerging as a significant force in the consumption of goods and services in the city, and the businesses are

largely small and medium-sized with their owners mostly being self-employed.

Along with traditional industry types like small businesses, the growth of the information technology sector in

Lucknow has been one of a major recruiting point and stepping board into leading IT cities like Bangalore for

the people engaged in this industry. Leading IT companies also have their headquarters based in the city, and

the financial sector also has a strong hold in the city with private banks counting their presence in Lucknow,from domestic companies to big, multinational banks.

Grains and fruits are also grown in the city, and within the city limits there are also plantations growing

sugarcane and processing plants nearby. Heavy traditional industries like manufacture are present in Lucknow,

with airplane parts, automobiles, two-wheeled vehicles and other industrial products being produced or

assembled in plants within the city. Oil and petroleum is also big in the city, having offices of multinationals

within Lucknow and its urban area.


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LUCKNOW GEOGRAPHICAL:

The location of Lucknow is in the state of Uttar Pradesh in India. Situated on the northern

Gangetic plains of India, Lucknow is the capital city of Uttar Pradesh. Lucknow is located at

an elevation of 123 meters above sea level. This city was known by the name of Awadh

during ancient times.

Located in the plains of the northern India, Lucknow's location is responsible for the diverse

weather patterns and climatic changes. The total area covered by Lucknow is around 3204

square kilometres. The location of Lucknow is what makes it easily reachable by air, rail and

road.


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Lucknow Weather and Climate

Lucknow weather varies according to season. Three types of weather in Lucknow are winter,

summer and monsoon and people enjoy all the season. Lucknow weather effects from

political warm and you can see here temperature with 2 degree Celsius to 48 degree Celsius..

Winter Season: Between October to February you can enjoy with winter season, average

temperature in winter season is 11C but varies with 2C to 20 C.

Summer Season: Very hot weather in summer, temperature up to 48C in noon The duration

of summer season is April to July. Hot dry winds generally blow in summer season called loo

.

Monsoon Season: Between July to September monsoon stay in Lucknow and comes around

half of June Lucknow receives 101 cm of rainfall annually during these months.

Geographical Area 3,244 Sq.Km.

Population 36,81,416 Lac.

Literacy Rate 57.5 %

Sex Ratio 827 No.per 1000 Male

Population Density 331 Per Sq. Km.

Tehsils 4

Community Blocks 8

Township 10Ward 110


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9Villages 823

Gram Sabha 658

Nyay Panchayats 97

Electrified Villages & Hutments 1408

Educational Institutions

Junior Basic School 1520

Senior Basic School 375

Higher Secondary School 121

Degree Colleges 20

Govt. Degree Colleges 2

Universities 2

Polytehnic 5

Industrial Traning Institute 2

DIET Sanik Vidyapith 2

Literacy Rate

Male 66.5 %

Female 46.9 %

Rural

Male 48.6 %

Female 19.05 %

Urban

Male 76.8 %

Female 62.4 %

School Complexes 991Non formal Education Centres 60

LUCKNOW CULTURE:

Introduction:

Lucknow is one of the ancient city in India. The history of Lucknow can be traced back to the

ancient times of the Suryavanshi Dynasty It is believe that Lakashmana had laid foundation

for this city. Initially this city was known as Lakashmanpur. It was during the year 1720when the great Mughal emperors began to appoint Nawabs in order to ensure smooth


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10administration in the province. It was then that the powerful dynasty of the Nawabs, which

changed the history of this unknown place. Under the rule of the Nawabs, Lucknow

flourished like never before. After 1755, Lucknow grew by leaps and bounds and Lucknow

flourished in each and every aspect, which includes poetry, dance, music and the other finer

aspects of the lifestyle of Lucknow.

The culture of Lucknow is still very much alive and retains its old world charm even today.

Lucknow is famous for its traditional cuisine, fine arts and the most courteous people in

India. The cultural heritage of Lucknow was pretty much influenced by the Mughal era and

you find that Mughal touch in almost everything that relates to the culture of Lucknow.

Music and Festivals:

Lucknow Festival

This is celebrated during the months of November - December; the Lucknow festival is a

very important festival in this place. The unique culture of Lucknow is portrayed in this

festival. The Lucknow Festival is celebrated for a time period of ten days. In these ten days,

The Lucknow Festival is a platform to showcase the rich and unique culture, arts and crafts

and the finer aspects of the lifestyle of Lucknow.

Holi

Holi is one festival that is celebrated with great enthusiasm and enjoyment. People in

Lucknow indulge in elaborate celebrations. People of all age group enjoys holi with GULAL

with colored water. Lots of sweets and special dishes are made on this occasion and people

indulge in all sorts of festivities.

Diwali

Diwali is an important festival in Lucknow and is celebrated by people all over Lucknow and

India. People lit small lamps outside their homes and welcomed the young prince with a

brilliant display of fireworks. Lucknow looks marvellous on the evening of Diwali when it is

illuminated by thousands of little lamps. .

Dusshera

Dusshera is an important festival of Lucknow and people celebrate it in the honor of Lord

Rama who killed the demon king Ravana. On this day, huge effigies of Ravana and his two


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11demon brothers are put up in various parts of the city and are set afire by people dressed up as

Lord Rama. The battle scene is enacted first and the effigies are set afire when Ravana gets

killed. It is a time to indulge in celebration and enjoyment. This is unique event happen at

Lucknow.

MUSIC:

Music and dance in Lucknow has been much influenced by the Mughal rule India. The realm

of fine arts flourished during the Mughal rule and Lucknow emerged as one of the best places

to indulge in music and dance.

Lucknow is famous for its collection of classical music that is called as Hindustani classical

music. The various ragas, compositions and beats were highly inspired by the poetry written

by the famous poets and literary figures. Lucknow traditional music is highly evolved and

every detail is taken into attention while singing so as to impart the right feel and the

meaning.

Lucknow has keep Indian classical music alive through the famous Lucknow Gharana was

created in the royal courts of the Nawabs of Lucknow. This Gharana inspired major dance

forms like Kathak, which is the classical dance of the north of India. Today, the rich tradition

of music and dance of Lucknow is kept alive through various concerts and cultural

programmes.

LANGUAGE:

In Lucknow, languages differ from region to region. Among the most common languages of

Lucknow is Hindi, which is spoken all over India. However, the most prominent language

spoken in Lucknow is the Urdu language..

Urdu is also the official language of Lucknow. Apart from Urdu and Hindi, many other

languages are spoken in different parts of Lucknow. These include the two thousand year old

language called Braj, Awadhi, Koshali, Bhojpuri and Koeli. Bhojpuri is a widely spoken

language in not just Lucknow but also most of Uttar Pradesh and the neighboring state of

Bihar.

The people of Lucknow are among the warmest and the most courteous people in India. They

are known to be very soft spoken. The lifestyle of Lucknow people was one of its kinds and

the place still dwells in its old world charm. Read on about the ever-elegant Lucknow people.


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City Montessori School, Lucknow

The City Montessori School (CMS) Lucknow, India, was founded in 1959

by a young visionary couple, Mr. Jagdish Gandhi, a socially motivated Gandhian, along with

his wife Dr. (Mrs.) Bharti Gandhi, M.Ed., Child Psychologist. Rich in enthusiasm, the

devoted pair launched their first campus on borrowed capital of three hundred rupees, housed

it in rented premises and began with only five students on roll. The young couple had to face

a myriad of initial difficulties in making their vision a reality. Over the years, however, they

have successfully overcome these difficulties with unflinching devotion to their original

mission.

The husband and wife team were greatly inspired by the teachings of

Mahatma Gandhi. They wanted the school to be an instrument for inculcating values of

universal brotherhood and the cultivation of virtues. The stirring call of Mahatma Gandhi and

his disciple Vinoba Bhave 'Jai Jagat' (Glory be to the World), became the school motto. The

school has since been true to its mission and even today, Jai Jagat, is not only the CMS

greeting and slogan, it is also its guiding visionto inspire children and youth to think in

terms of welfare of all the peoples of the world.

Strategies adopted by CMS, Lucknow

- Making quality education available at affordable prices.

- Opening up of 20 branches in various vicinities of Lucknow to reach the masses.

-

Capturing the student share by linking the education to Indian and humanistic values

to match the social outlook of the region.

- Enhancing the global image by becoming a part of numerous international

organizations and adopting the slogan of universal brotherhood to capture the

growing aspirations of people.

- Adopting various activities of community service to enhance its image by fulfilling its

social responsibilities.


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The above mentioned strategies adopted by the CMS, Lucknow will be clearly visible

from the data below, it provides a detailed understanding from a marketers view of

how an organization has to develop and maneuver itself to adapt to the requirements of

the people it intends to cater.

Today, CMS is the world's largest school in a city. It has 20 branch campuses spread over the

city of Lucknow with over 35,000 students on roll. Its academic performance is the envy of

all with annual results of almost 100 percent of the students passing with the first division or

Grade 'A' marks. It is getting increasingly known for producing citizens of quality and

character.

In the co-curricular activities too, the institution has begun to make an impact in the recent

years. This is reflected in the extraordinary achievements of its students in all sports and co-

curricular activities, singing and other competitions at national and international level

GLOBAL EXPOSURE

Childrens International Summer Village Camps

Dr. Doris T. Allen, a psychologist at the University of Cincinnati, was convinced that if the

children of different countries of the world learned to live together amicably at a young age, it

would pave the way for a better and more peaceful world. Inspired by this ideal, and the

philosophy of UNESCO, the CISV Society organizes a number of Children's International

Summer Village (CISV) camps all over the world every year. At these Camps children

between the age of 11 and 12 live together for one month to experience cross-cultural


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interaction and the flavor of life of the host country. During 1997, CMS delegations attended

CISV camps in USA, France, Israel and the Philippines. Children from Australia, Brazil,

Canada, Chile, Denmark, France, Germany, Norway, Sweden, USA and India attended the

CISV camp Harmony Village at CMS Gomti Nagar Branch from 29th December, 1997 to

25th January 1998. This was the fifth CISV Camp hosted by CMS since 1993: the Sun

Village in 1993-94, the Green Village in 1994-95, the Amity Village in 1995-96, the Peace

Pals Village in 1996-97 and the Harmony Village in 1997-98.

International School-to-School Experience Programme

International School-to School Experience exchange programme is another project started by

Dr. Doris T. Allen, the Founder of CISV Society. While CISV organizes a series of month-

long international camps for children from all over the world, ISSE facilitates a three-week

long exchange between student delegations of member schools to enable children to

experience life in dramatically different cultures and to gain first hand experiences. They

attend classes, stay with host families and learn the history, traditions and culture of the host

country, while studying with children of the same age in their host country.

Service activities

CMS students render important service in their local and national communities. They have

founded Eco Clubs, hosted environmental seminars, organized tree plantings and cleanup

projects, and lobbied state legislature for water pollution control.

In recognition of their service and environmental activitism, the Commissioner Lucknow

division appointed CMS students for monitoring and enforcement of the local air pollution

guidelines for vehicle emissions.


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Through the facilitation of DEVI Sansthan - standing for Dignity, Education, Vision,

International, a nonprofit NGO dedicated to empowering rural/ urban poor and women, CMSstudents have participated in one-on-one village literacy programmes and worked side by side

with village residents to build roads.

CMS students have raised funds for the India Cancer Society and it is heartening to see young

minds' concern and contribution for the same.

RESULTS

The results are now apparent. CMS, which is a not-for-profit organization, has a diverse

school community in terms of economic backgrounds of those who attend this school. It is

also a very large school that mimics a public (government) school in terms of student intake

and size. In the current academic session which began in April 2010, the school presently has

39,000 students in 20 campuses spread across the city of Lucknow.

Despite its large size and its having children from mixed social and economic backgrounds

(compared to other schools with more affluent children), in a nationwide comparative study,

CMS ranked first in its State of Uttar Pradesh, Indias largest populated state, and it featured

among the top ten schools of India in a league table on Indias Most Respected Schools. The

comparative study was carried out by Education World magazine and the India Marketing

Research Bureau (IMRB) International in 2007 and published in Indias most well-known

Education World Magazine.

This study ranked Indian schools on all counts including academic reputation, co-curricular

education, sports education, quality of teachers, teacher-pupil ratio, value for money,

leadership/management quality, parental involvement, infrastructure, quality of alumni,

integrity/honesty and selectivity in admissions. CMS was rated topmost in India for its

academic reputation, quality of teachers and co-curricular activities.

CMS has produced consistently outstanding results both in terms of its high average

scores in the national board examinations and in the number of students that join professionalcolleges, each year, for example. Of the 3994 students who sat the national examinations for


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ICSE (Class X) and ISC (Class XII) in 2010, 836 students or 21% received average mark of

between 90% and 97.75%. CMS students also succeed more often to get into the most

sought-after public service positions in the Indian Administrative Services (IAS) and in the

Indian Foreign Services, etc. Last year 698 students were selected in various competitive

examinations.

Though data about how other schools performed is not provided by the Council conducting

these national examinations, the results of CMS are known to be consistently the best in

India. In choosing an education, parents first and foremost want good academic results. One

testimony is the large number of parents that have made CMS their first choice of a school

and thereby made it the worlds largest.

CMS provides values-based quality education and sets clear standards of performance on all

fronts, academic and non-academic. It was the first school in the world to implement

industrys concept of Quality Control in education to create quality awareness in its students

and to make them Total Quality People (TQP). This initiative has motivated schools inseveral countries and across India to do the same. Today, hundreds of schools in India and in

over 30 countries across the globe are formally a part of this movement initiated by CMS.

CMS was the unanimous choice of the Jury of Derozio Award in the year of the Awards

inception in 1999 given by Indias premier education board, the Council for the Indian School

Certificate Examinations, New Delhi, for CMS outstanding contribution to education and

human enrichment. By bestowing this Award on me, the Council has fully endorsed

effectiveness of CMS Education for Protection and Security.

Raising the Bar

In the microcosm of the city of Lucknow, it has been shown that by means of a proactive

Education, it is possible to make a significant impact on a communitys thinking over a

period of time. A school has shown it is possible to get tangible results by changing mindsets

and hearts and by building the aspiration for peace.This is most effectively done by a school


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when it works for and with the children and on their behalf. Indeed, if future lies within the

four walls of a school, lasting peace cannot be ensured unless children grow up to believe in

peace.

CMS education for Protection and Security has raised the bar of expectation from both

education and human potential. It has set new standards for education and its role to go

beyond being a provider of content to becoming a lighthouse of society to its role in

creating world peace, transcending conflicts, safeguarding the future and protecting the rights

of the worlds two billion children. It has further shown how schools can mobilize massive

public opinion towards goals of a more peaceable world by the fact that they (schools)

represent the most important common concern of all factions of a societythe children.

CMS campaigns to educate the parents and society at large have reached far corners of the

globe even as schools, educators, policy makers and law-makers from around the globe have

come to believe in its vision and share in its desire for making education more meaningful

an education for unity and transformation of society, an education capable of building abetter, more humane and peaceful world for the worlds children!

The Multiplier Effect

Through consistent effort, CMS has become known worldwide for its world unity education.

Its motto of Jai Jagat! Hail the World! has reached far corners of the world, for example, as

mentioned in the citation which accompanied the UNESCO Prize for Peace Education

awarded to CMS in 2002. It is highly significant that it took over 20 years for the UNESCO

Peace Prize (which started in 1981) to recognize a schools role in creating peace in the

world.

Some Awards and Recognition

- Certificate of Guinness World Records

- The Derozio Award

- 2004 Nuclear-Free Future Special Recognition Award
http://www.jagdishgandhi.org/awards.html#Guinness_http://www.jagdishgandhi.org/awards.html#DEROZIOhttp://www.jagdishgandhi.org/awards.html#Nuclearhttp://www.jagdishgandhi.org/awards.html#Nuclearhttp://www.jagdishgandhi.org/awards.html#DEROZIOhttp://www.jagdishgandhi.org/awards.html#Guinness_


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- Innovation Award 2005

- Quality Pioneer Award
http://www.jagdishgandhi.org/awards.html#Changemakershttp://www.jagdishgandhi.org/awards.html#Qualityhttp://www.jagdishgandhi.org/awards.html#Qualityhttp://www.jagdishgandhi.org/awards.html#Qualityhttp://www.jagdishgandhi.org/awards.html#Changemakers


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Conclusion

From this project it is very clear that for any organisation to be successful it is very

essential and pertinent to understand the demographic, cultural, social, economical and

geographical environment of the region it operates in. Such understanding provides an

organization the basics of its market and helps it to carefully and skilfully formulate the

strategies to successfully operate in the market and capture a larger share.


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References

.

1. http://www.cmseducation.org/about/worldservice.html

2. http://www.guinnessworldrecords.com/records/amazing_feats/mass_participation/larg

est_school_by_pupils.aspx

http://www.cmspdcc.org

http://www.jagdishgandhi.org

http://www.guinnessworldrecords.com/records/amazing_feats/mass_participation/l

argest_school_by_pupils.aspx

www.lucknow.nic.in
http://www.guinnessworldrecords.com/records/amazing_feats/mass_participation/largest_school_by_pupils.aspxhttp://www.guinnessworldrecords.com/records/amazing_feats/mass_participation/largest_school_by_pupils.aspxhttp://www.guinnessworldrecords.com/records/amazing_feats/mass_participation/largest_school_by_pupils.aspxhttp://www.jagdishgandhi.org/http://www.jagdishgandhi.org/http://www.guinnessworldrecords.com/records/amazing_feats/mass_participation/largest_school_by_pupils.aspxhttp://www.guinnessworldrecords.com/records/amazing_feats/mass_participation/largest_school_by_pupils.aspxhttp://www.guinnessworldrecords.com/records/amazing_feats/mass_participation/largest_school_by_pupils.aspxhttp://www.guinnessworldrecords.com/records/amazing_feats/mass_participation/largest_school_by_pupils.aspxhttp://www.guinnessworldrecords.com/records/amazing_feats/mass_participation/largest_school_by_pupils.aspxhttp://www.guinnessworldrecords.com/records/amazing_feats/mass_participation/largest_school_by_pupils.aspxhttp://www.guinnessworldrecords.com/records/amazing_feats/mass_participation/largest_school_by_pupils.aspxhttp://www.jagdishgandhi.org/http://www.guinnessworldrecords.com/records/amazing_feats/mass_participation/largest_school_by_pupils.aspxhttp://www.guinnessworldrecords.com/records/amazing_feats/mass_participation/largest_school_by_pupils.aspx

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