8/2/2019 UIU Re Branding
http://slidepdf.com/reader/full/uiu-re-branding 1/33
8/2/2019 UIU Re Branding
http://slidepdf.com/reader/full/uiu-re-branding 2/33
Group Members
Ashiqur Rahman 111 071 112
Imrul Haque 111 072 109
Anunoy Haque Arnob 111 071 019
Arafat Mohammad Shibly 111 072 071
8/2/2019 UIU Re Branding
http://slidepdf.com/reader/full/uiu-re-branding 3/33
Outline
Introduction
Industry Overview
Background
Brand Audit
SWOT Analysis
Branding Insight
Recommended Strategies
Takeaways
8/2/2019 UIU Re Branding
http://slidepdf.com/reader/full/uiu-re-branding 4/33
Introduction: Objective To understand the nature of branding in education industry
To analyze the existing marketing mix of UIU
To develop a new marketing plan with specific objective of
managing it as a brand
8/2/2019 UIU Re Branding
http://slidepdf.com/reader/full/uiu-re-branding 5/33
Scope We are focusing to re - branding UIU as a Institution
8/2/2019 UIU Re Branding
http://slidepdf.com/reader/full/uiu-re-branding 6/33
Methodology Focus group survey
Secondary data
8/2/2019 UIU Re Branding
http://slidepdf.com/reader/full/uiu-re-branding 7/33
Limitations
We faced some limitations in doing this assignment –
1. Lack of time
2. Lack of experience regarding Branding
8/2/2019 UIU Re Branding
http://slidepdf.com/reader/full/uiu-re-branding 8/33
Industry Overview
Establishment of private university in Bangladesh initiatedafter the institution of the Private University Act 1992
There are 54 private universities that are operational in five
out of seven division of the country. Maximum private universities are situated in the capital.
Different universities follows different strategies likeDifferentiation, cost based strategy etc.
8/2/2019 UIU Re Branding
http://slidepdf.com/reader/full/uiu-re-branding 9/33
Market Leaders
The top ranked universities in this industry are –
1. North South University
2. East –
West University
3. Brac University
4. American International University of Bangladesh
5. Independent University of Bangladesh
6. United International University
** based on perception
8/2/2019 UIU Re Branding
http://slidepdf.com/reader/full/uiu-re-branding 10/33
Background of UIU
United International University (UIU) is a private universitylocated in Dhaka, Bangladesh. The university established in2003.
It has differentiated itself with quality of education andexcellent campus facility.
Now this is one of the leading private university inBangladesh.
8/2/2019 UIU Re Branding
http://slidepdf.com/reader/full/uiu-re-branding 11/33
Brand Audit - 7p’s
Product
UIU offers – BBA
MBAEEE
CSE
Economics
8/2/2019 UIU Re Branding
http://slidepdf.com/reader/full/uiu-re-branding 12/33
Brand Audit - 7p’s
Price
Cost of programs – BBA: 5,56,750 Tk
MBA: 2,92,000 TkEEE: 6,43,000 Tk
CSE: 6,44,000 Tk
Economics: 6,03,500 Tk
8/2/2019 UIU Re Branding
http://slidepdf.com/reader/full/uiu-re-branding 13/33
Brand Audit - 7p’s
Place
UIU Bhaban at Dhanmondi 8 ( R/A)
Future expansion plan (At United City)
8/2/2019 UIU Re Branding
http://slidepdf.com/reader/full/uiu-re-branding 14/33
Brand Audit - 7p’s
Promotion
UIU advertise itself in leading newspapers.
Scholarship facility
8/2/2019 UIU Re Branding
http://slidepdf.com/reader/full/uiu-re-branding 15/33
Brand Audit - 7p’s
People
Rich faculty members in distinct programs.
Renowned key person in key positions Experienced and expert faculties from DU, IBA and BUET.
8/2/2019 UIU Re Branding
http://slidepdf.com/reader/full/uiu-re-branding 16/33
Brand Audit - 7p’s
Process
BBA and Economics are under School of Business and
Economics EEE, CSE, ETE are under School of Engineering
MBA program scheduled at evening
Two mid terms and one final exam for all programs
Career counseling for students Counseling hour with faculties
8/2/2019 UIU Re Branding
http://slidepdf.com/reader/full/uiu-re-branding 17/33
Brand Audit - 7p’s
Physical Evidence
Attractive campus
Dedicated library and computer lab
Wide canteen Full air conditioned class room
Faculties and students
Decorations
Study room Gymnasium
8/2/2019 UIU Re Branding
http://slidepdf.com/reader/full/uiu-re-branding 18/33
Brand Audit - CBBE Model
As per informal focus group survey, UIU is quite a qualityinstitution with its own campus facility along with rich faculty.
8/2/2019 UIU Re Branding
http://slidepdf.com/reader/full/uiu-re-branding 19/33
SWOT Analysis
Strength
Committed faculty of our own and from BUET andDhaka University
English Language Lab equipped with the latest audio-visual aids
State of the art Computing, Microprocessor andInterfacing lab
Dedicated browsing lab with free internet and web mailservices for students
Modern library with on line access to IEEE and ACM journals and proceedings
Modern Air Conditioned classrooms equipped withelectronic teaching aids
Internship arrangement with selective firms
8/2/2019 UIU Re Branding
http://slidepdf.com/reader/full/uiu-re-branding 20/33
SWOT Analysis
Weakness
Lack of publicity for existing area of excllence
Insufficient lab facilities
Low promotion Lack of physical resource(Few capacity, playground
etc.)
Insufficient library facility
8/2/2019 UIU Re Branding
http://slidepdf.com/reader/full/uiu-re-branding 21/33
SWOT Analysis
Opportunity
High market growth
Offering new programs
Research and development International events sponsor
Opportunity for international student
8/2/2019 UIU Re Branding
http://slidepdf.com/reader/full/uiu-re-branding 22/33
SWOT Analysis
Threats
Aggressive marketing by competitors
More programs and major course offered by
competitors Government Involvence
Threat of new entrance
8/2/2019 UIU Re Branding
http://slidepdf.com/reader/full/uiu-re-branding 23/33
Branding Insight
To Re – Brand UIU, we need to do –
Introduce wide campus facility with dedicated facilitieslike international universities.
Sponsorship in encouraging educational programs like
education fair, job fair, sports program, debatecompetitions and events that supports education.
Part time job facility for students in library, canteenand campus radio station.
Advertisement in international magazines to attract
international students. Appoint renowned restaurant like KFC or Pizza Hut in
canteen.
8/2/2019 UIU Re Branding
http://slidepdf.com/reader/full/uiu-re-branding 24/33
Branding Insight
To Re – Brand UIU, we need to do –
Recognizing “Best Student of the Year” based onacademic performance.
Increase cost margin to highlight the quality of education.
Dedicated transport facility for students.
Good linkage with renowned firms in the country.
Appoint foreign faculty members.
Launch Educational Journal written by own students.
8/2/2019 UIU Re Branding
http://slidepdf.com/reader/full/uiu-re-branding 25/33
Recommended Strategies
Product
Introduce new and demanding programs likeArchitecture, Pharmacy and English.
Strengthen MBA programs.
8/2/2019 UIU Re Branding
http://slidepdf.com/reader/full/uiu-re-branding 26/33
Recommended Strategies
Price
Increase the cost margin to highlight the quality of education.
Promote scholarship.
8/2/2019 UIU Re Branding
http://slidepdf.com/reader/full/uiu-re-branding 27/33
Recommended Strategies
Place
Introduce wide campus facility like internationaluniversity.
Launch transport facility.
8/2/2019 UIU Re Branding
http://slidepdf.com/reader/full/uiu-re-branding 28/33
Recommended Strategies
Promotion
Advertisement in international magazine.
Sponsorship in different educational program.
8/2/2019 UIU Re Branding
http://slidepdf.com/reader/full/uiu-re-branding 29/33
Recommended Strategies
People
Appoint foreign faculties.
Experienced personnel at management level.
8/2/2019 UIU Re Branding
http://slidepdf.com/reader/full/uiu-re-branding 30/33
Recommended Strategies
Physical Evidence
Attractive campus.
Eye – catching decoration.
Neat and clean campus.
8/2/2019 UIU Re Branding
http://slidepdf.com/reader/full/uiu-re-branding 31/33
Implementation & Control
Open a Branding Department
Recruite Experience personnel to monitor the wholeprocedure
8/2/2019 UIU Re Branding
http://slidepdf.com/reader/full/uiu-re-branding 32/33
Takeaways
Strength linked to opportunities
Positioning analysis
Resources and Capabilities
Differentiation
MBS, MBM courses
8/2/2019 UIU Re Branding
http://slidepdf.com/reader/full/uiu-re-branding 33/33
THANK
YOU