Imc@cu
Post on 22-May-2015
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IMC PLAN
•Alok, •Amit,• Ankit•Mandeep,• Nikhil
Next door Competition
Communication Strategies
• Public Universities - Powerful Brands, High reputation across consumer mind
• Private University • Shoolini University advertisement in – news paper• Arni University-Education fairs, Marketing
through Bill Boards• Powerful Corporate image of JP Group
Opportunities
• Chitkara University established in year 2008• Still in growing phase
• Ignored Customers• Giving fair chance to students • Need to run awareness programmes across India• Need to participate across events showcasing
intellectual depth • Level of awareness can be improved in West ,East &
Southern parts of India • “So lot of talent pool can be attracted”
Opportunities
• Saturated Market-Innovations@C.U
• 6 year integrated engineering programme
(after class tenth)
• Integrated B.Tech/M.B.A course
• GBC Canada programmes
• 2 Years MBA (Healthcare Management
with Fortis)
• 3 Years B.Sc. (Allied Health Sciences with
Fortis)
Opportunities
• Benefits not articulated clearly
• In the mind of recruiters across Globe
• Advantage of taking admission into C.U still
to be projected clearly vis-à-vis other
universities across region.
• Need to register with professional websites
e.g. www.Linkedin.com
Opportunities • Marketing Approach
• Tie up with M.B.A coaching centers, banks across India
• Implement Online exam to gain credibility.
• Active Participation across web portals like pagalguy,
• Students with Medical/Arts Background at +2 level
untouched for graduation courses
• Brand Positioning
• Run by renowned Educationist and not a business -man
• Institute with 100% placement
• Great infrastructure , Quality Teaching Pedagogy
• Quality Intake
Target Markets
• Benefit Sought
• Students are the value creators for university.
• Method of Reaching markets:-
• Active global participation
• Acquiring weak colleges
• Digital Marketing-create own channel on
youtube
• Appeals to each market
• Implement Scholarship for lower strata of society
• Attract entire spectrum of student
Target Markets
• Needs not being met.– Competitive Advantage - Quality education
Customers
• Students studying currently• Students from other colleges/region at
school/graduation level• Acquaintances of current students-positive
word of mouth
“Student satisfaction is the key”
Product Positioning
• Renowned Faculty and Research • Unrivaled Learning Environment • Strong International Connections • Great Social Facilities • Chandigarh The City Beautiful • On-Campus Hostels
Establish Communication Objectives
• Aggressive Marketing• Diversification, Industry Ready Students and
Placements • Making sure people know the core competency
at Chitkara University• Positive word of mouth • Attract global pool of students• Participate in C.S.R by various means • Have a strong active Alumni base
Factors Impacting Relationship Between Promotions and Sales
• Available alternatives for students– Intense competition
• Psychology of Students – Location factor , handful of companies in the
vicinity vis a vis competition• Brand Chitkara University is still to be
established across clients mindset.
Create Communications Budget
• Percentage of sales– Assign a fix amount of communication budget
from revenues to meet the competition.• What we can afford– Participate in edufair,– Event Sponsorship
• Objective and task– Creating value for Chitkara University
Create Communications Strategies
• Long-term guidelines– LEARNING COMMUNITY- foster an environment of
intensive learning– EXCELLENCE- “Chitkara standard” of quality and
superior performance. – ACCOUNTABILITY ensure that Chitkara Business
School teaches each and every student analytic skills– DIVERSITY AND RESPECT- mutual respect to each
other within the community of Chitkara Business School,
Match Tactics with Strategies
• To attract the best talent – Conducts CUT 3- times– Pursuit excellence - one MBA session in a Year
• Unique billboard in the campus• Practical Approach - Nurtures world-class
managers.• Organizes & sponsors Events.
Market Segmentation
• Students –Gen Y• International Collabrations• Companies for Placement• Visiting faculty
IMC Scheduling
• For MBA 2011-13 batch • Dec 2011-June 2012(Print and radio)• Once in a month for Print-News• Radio jingle 4 times a week• TV advertisement –weekend ,prime
time • Once in a month for magazines
Thank You
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