Studying or working abroad is a common aspiration in India, particularly in countries such as Australia, Canada, the US, and New Zealand, among others. This interest is believed to be fueled by the desire to improve living standards and income prospects. Approximately 7.5 lakh Indian students emigrated to study abroad, marking a peak in emigration numbers in 2022, revealed data from market research firm Statista. Among these destinations, Australia, Canada, and the United States attracted the highest numbers of Indian students, the report stated.
Further, a recent article by The Indian Express, stated that the acceptance of four additional English language tests by Canadian educational institutions has led to a significant decrease in the demand for the International English Language Testing System (IELTS) among several students looking to study abroad. Some exam centres have reported a decline of up to 50% in students opting for IELTS and a shift to the Pearson Test of English Academic (PTE Academic) test. Pearson’s revenue from operations rose 36.6% to Rs 460 crore in FY23 from Rs 336.44 crore in FY22, as per the regulatory filings assessed by Tofler. Its net losses widened 13 times to Rs 44.74 crore in FY23 from Rs 0.32 crore in FY22. In a conversation with BrandWagon Online, Rachel Exton, VP- marketing, Pearson Test of English, talks about the company’s marketing strategies, distribution channels, government and university approval, and its market share in India, among others. (Edited Excerpts)
How does PTE’s marketing strategy cater to Indian consumers and address challenges faced by aspirants moving abroad?
Our marketing strategy at PTE is shaped and influenced by a deep understanding of the Indian consumer psyche. At Pearson, our purpose is simple- to add life to a lifetime of learning. We believe that every learning opportunity facilitates a chance for a personal breakthrough. That’s why we adopt a consumer-first approach, placing the learner at the core of all our products.
Our marketing strategy is informed by the complexities individuals face at the time of deciding to move abroad. We acknowledge these inherent stressors and challenges, recognising the pressures and factors involved in the decision to relocate. We understand how daunting this entire process can feel. As an English proficiency test, which is often a big worry among Indian aspirants, our aim is to make aspirants feel confident and reduce at least this one worry.
For our Indian audience, our goal is to speak to them in a way that resonates most with their cultural nuances, the inspiration behind their moving-abroad plans, and the challenges they face in this journey. By addressing these challenges, we want to make them confident without having to worry about their English language test.
What was the strategy behind choosing Vicky Kaushal as the brand ambassador for PTE India? What is the key message you aim to disperse?
Our brand campaigns in India, ‘PTE Kar, Befikar’ and ‘Be Canada ready with one less worry,’ aimed to establish the Pearson Test of English as a new-age test that empowers aspirants to be confident and worry-free. We wanted to translate the worry-free experience of taking the PTE into real-world scenarios, inspiring confidence in both the test and in people’s everyday lives.
For ‘PTE Kar, Befikar,’ our work with creative agency VMLY&R led to the idea of a whistle symbolising a carefree and stress-free mindset. This concept aligns perfectly with the ‘worry-free’ state of mind we aimed to instil among test-takers. The campaign is divided into four funnel stages, each essential in establishing PTE’s core messaging and highlighting the exciting possibilities of studying or moving abroad. The Befikar sentiments are conveyed across digital and social platforms, accompanied by music from multi-Grammy Award winner Ricky Kej.
Similarly, for ‘Be Canada ready with one less worry,’ we played on the same sentiment of being stress-free and worry-free, appealing to Indian audiences aspiring to move to Canada. Since a significant portion of this audience resides in Punjab and the northern states, Vicky Kaushal’s Punjabi appeal was the perfect tool to elicit a connection with them.
Can you elaborate on the significance of PTE’s approval in Canada and its implications for those who opt for it?
PTE is approved by governments and universities worldwide for both study and immigration. By taking PTE, one can travel to the UK, the US, Australia, New Zealand, and now Canada. Canada is new for us, as we’ve typically been known as the test for Australia, the first government to recognise us. This year, we are celebrating 15 years, and now the UK, the US, and Canada are also destinations where PTE can be used for study, work, or migration. In India, PTE is the most popular visa test with around 89% of Indian students taking PTE for study purposes.
How does PTE distinguish itself from other online tests available on the internet?
We believe PTE is a modern test tailored for today’s test takers due to its speed, fairness, and simplicity as a fully computerised test. The use of responsible AI enables swift result delivery, aligning with modern expectations of immediacy. Additionally, PTE addresses concerns of judgment faced by test takers, particularly in India, offering a more inclusive and supportive testing environment. The convenience of taking just one test reduces financial burdens and travel hassles, making PTE increasingly preferred. Our ongoing commitment is to ensure a worry-free experience for all test takers.
How are test-takers distributed between direct bookings and indirect that is, booking via agents? What are the primary reasons Indians take the PTE test?
It’s about 50-50 at the moment. We have test takers who book directly with us, and we also have a network of agents who present PTE. We are grateful for their support and invest a lot in nurturing and building that loyalty because we couldn’t do it without them.
Annually, around one million Indians (accounting for 1.8 million tests, including retests) sign up for or take an English language test with the intent of moving abroad. PTE’s audience is more strongly concentrated in markets like Punjab, Delhi, and Gujarat, which make up 80% of our test takers. Additionally, we see numbers from Maharashtra, Andhra Pradesh, and Tamil Nadu.
Indians aspire to relocate abroad for reasons, including pursuing higher education, seeking job prospects, and achieving financial mobility. Among our PTE test takers, 89% take the test for a study visa.
How does PTE allocate its marketing budget and what key strategies does it employ to reach its target audience effectively?
We look at our marketing strategy more holistically, with our media choices determined by what we want to achieve at every stage of the funnel, keeping our customers and their behaviours at the centre of it. Given the stage of evolution of our brand in India and our aspirations, a large chunk (over 80%) of our media budget is allocated to digital touchpoints, as that is where our target audience spends most of their time.
Influencers play an integral role in our outreach plan. We collaborate with both macro and based in India and destination countries like the UK, Canada, and Australia.
Another key audience segment for us is our agent and institution partners. We work extensively with them to drive consideration and preference for PTE. The touchpoints and marketing levers are tailored specifically to this segment, ensuring effective engagement and support for our partners.