PROJECT REPORT   ON    “Branding of Kohinoor College of Paramedical Sciences”
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PROJECT REPORT ON “Branding of Kohinoor College of Paramedical Sciences”

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Marketing Project Report Mumbai University

Marketing Project Report Mumbai University

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PROJECT REPORT   ON    “Branding of Kohinoor College of Paramedical Sciences”  PROJECT REPORT ON “Branding of Kohinoor College of Paramedical Sciences” Document Transcript

  • PROJECT REPORT ON “Branding of Kohinoor College of Paramedical Sciences”TOWARDS FULFILLMENT FOR THE POST GRADUATE DEGREE IN MASTER OF MANAGEMENT STUDIES (MMS) AS PER UNIVERSITY OF MUMBAI SUBMITTED BY Vidur Pandey (MARKETING) Batch 2011-13 KOHINOOR BUSINESS SCHOOL, KURLA, MUMBAI.
  • A PROJECT REPORT ON ―Branding of Kohinoor College of Paramedical Sciences‖ SUBMITTED BY Vidur Pandey (MARKETING) ROLL NO -43 Batch 2011 - 2013 UNDER THE GUIDANCE OF PROF.Bharti DeshpandeCORE FACULTY - SPECIALISATION UNIVERSITY OF MUMBAIKOHINOOR BUSINESS SCHOOL, KURLA, MUMBAI.
  • DECLARATIONI hereby declare that the project report entitled “Branding of KohinoorCollege of Paramedical Sciences” carried out at ―Kohinoor College ofParamedical Sciences‖ is my work submitted in partial fulfillment of therequirement for Degree of MASTER OF MANAGEMENT STUDIES(MMS), UNIVERSITY OF MUMBAI from KOHINOOR BUSINESSSCHOOL, KURLA, MUMBAI and not submitted for the award of anydegree, diploma, fellowship or any similar titles or prizes.Date: Signature: _______________Place: Mumbai Student Name: ___________
  • CERTIFICATEThis is to certify that the project entitled ―Branding of Kohinoor Collegeof Paramedical Sciences‖ is successfully completed by ―Vidur Pandey‖during the second year of her course, in partial fulfillment of the MastersDegree in Management Studies, under the University of Mumbai,through KOHINOOR BUSINESS SCHOOL, Kurla, Mumbai-400070.Date:Place: Mumbai Prof.Bharti Deshpande
  • ACKNOWLEDGMENT I owe a debt of gratitude to those who were so generous with their time and expertise:Many hands have toil to ensure that this project finally see‘s the light of the day. It requirescontinues guidance, inspiration and support from many people and without their co-operationthis project wouldn‘t have been just completed. I take this opportunity to express my sincere gratitude to my project guide Prof. BhartiDeshpande who lived up to her designation and was a constant source of guiding light for me ateach and every step of execution of this project. I would also thank to Mrs. Sonal Satelkar(Program Head, Kohinoor College of Paramedical Sciences) and Dr. Nidhi Kewalramani(medical coordinator Kohinoor College of Paramedical Sciences) for supporting me to completethis project with his presence all the while. I would like to thank from bottom of my heart to ourlibrary staff for providing necessary books from library. Special mention needs to be made about executives and esteem managers of the companythat I visited as they gave some valuable time to enhance my project in every possible way. Nowords can express my feeling of gratitude for them. Lastly I would like to thank my well wishers and colleagues who were a constant sourceof inspiration and in some cases also motivation as it ultimately has to lead to the completion ofthis project. Finally I would also like give due credit to people who knowingly or unknowingly haveguided, supported me in the completion of this project as without their help this project wouldhave never seen day light 5
  • EXECUTIVE SUMMARY “What gets measured gets managed and what gets managed gets accomplished” Education as a destination is a thing of the past, education is about the opportunities thatit opens up for you and the people who are in this business. Branding in ―education Sector‖ ismore than creating a brand name or a logo indulging in large media exercises. We would see itas an exercise that helps to develop an identity that inspires people. Hence without being able toestablish a link with people an external branding exercise will be futile. In education creating abrand- an identity and designing the service behind it, are becoming inspirable. In a nation with a huge population eager to play their part – education in modern Indiahas the challenge to carte to futuristic needs coupled with inclusive growth. With increase innumber of trained and employable workforce, environment for academia- industry partnershipjust got and better. In a dynamic environment such as this, where the opportunity offered by the educationsector is only opening up some educational institutions may confuse branding in education withcreating noise gets to enroll in their institute. We have to understand that the approach ofbranding and the role of education are the both changing parallely.We believe, ―People don‘t love a brand – they love what the brand allows them to do or experience ‘‘. What unites the people that connect with a brand is not a surface logo alone but the valueof the engagements it creates, much similar to education where the brand is not created as muchby the several ranking survey results as by the impact and the multiplying nature of itsunderlying theme. So when education decides to use branding it will mean playing out the newrole of educational institutions who understands what modern day branding entails. Hence education being branded holds opportunities and threats but with information,connectivity and choices increasing, sustaining ―Branded Education‘‘ without lending meaningwould collapse like a pack of cards. But with the right attitude it could embrace a largercommunity that will not only benefit but will want to contribute and own a part of the theme thebrand represents. 6
  • In the context of the changing meaning of a brand and role of education, we would sayEducation being is natural and hold promise. With the life transforming impact education canmake, it is inevitable to understand the synergy and changing environment. A Paramedic is a Professional who helps the Doctors in specialized areas and facilitiesfor better diagnosis, treatment and therapy. The increase in number of patients, variety ofdiseases and the demand for immense treatment have paved the way for paramedicalprofessionals who are expert technicians or therapists providing better quality towards HumanHealth Care. Thus the field of paramedical sciences is gaining ever increasing importance anddemand, offering lucrative careers in the health sector. Different promotion activities were carried out for branding process at Kohinoor Collegeof Paramedical Sciences. Advertisements in news papers, outdoor advertising, and flyerdistribution at CET exam centers were distributed, as well as advertisement in DNA Reknorwhich was distributed with HSC (12TH) standard mark sheet. Apart from this KCPS hasconducted seminars where students and their parents were invited to give more information onparamedical courses. Institution will need to attract more and more students and increase its pool of potentialentrants and also ensure greater diversity from within the population. With corporate expandingbusiness by reaching out to markets beyond metros and cities, there is a greater need formanpower in these areas. It would be extremely essential to have locally trained and skilledmanpower to fuel this growth. Hence educational institutes will need to increase the bouquet ofofferings and reach to larger populations. 7
  • Table of Content Chapter No. Topic Page No. 1 Introduction. 01 2 About the Kohinoor Group. 03 3 Kohinoor College of Paramedical Sciences. 08 4 Objectives of the study 13 5 Brand 14 5 What is branding? 22 6 How can branding benefit my business 23 7 Branding in Education 25 8 Branding of paramedical college. 29 9 India Education Industry Demand and 30 Opportunities. 10 Activity chart 3510.1 Newspaper advertising. 3610.2 Hoardings. 3910.3 Brochure & flyer designing. 4410.4 Website. 4810.5 Inquiries 5111 Promotion of the Brand 5212 Conclusion 5613 Annexure 5714 Bibliography & webilography. 62 8
  • INTRODUCTION. Paramedical Science is that field of science which helps in providing assistance toDoctors in treating their patients.The stream of Paramedical Science ranges from Diagnostics to procedures to Therapies.Eg: Laboratory Technology, Imaging Technology, Optometry technology, Dental Technology,Dialysis Technology, Cardiac Care Technology, Physiotherapy, Occupational Therapy, SpeechTherapy, Bio-technology, Radiation Therapy, Critical Care Technology, Operation TheaterTechnology, etc.Paramedics are the key players in the Health & Medical Sector. Without paramedics, the entireHealth Industry is out of gear and is almost non-functionary.A Paramedic is a Professional who helps the Doctors in specialized areas and facilities for betterdiagnosis, treatment and therapy. The increase in number of patients, variety of diseases and thedemand for immense treatment have paved the way for paramedical professionals who are experttechnicians or therapists providing better quality towards Human Health Care. Thus the field ofparamedical sciences is gaining ever increasing importance and demand, offering lucrativecareers in the health sector.List of paramedical colleges in Mumbai. Colleges Address & ContactNo College Name Details Ali Yavar Jung K.C. Marg Bandra Reclamation, National Bandra (W),1 Institute for the Mumbai – 400 050 Hearing Phone : 022 – 26400215/0228 Handicapped All India Institute Haji Ali, K. Khadye Marg, of Physical Mahalaxmi, 2 Medicine & Mumbai – 400034 Rehabilitation Phone : 91-22-24964331, 32 9
  • (AIIPM) Dr. Babasaheb Ambedkar Road, Lokmanya Tilak Sion, 3 Municipal Mumbai – 400 022 India Medical College Phone : 91-022-24076381 Dr. AL Nair Road, T.N. Medical 4 Mumbai – 8 College Phone : 022- 23081490-99 Acharya Donde Marg, Parel, Seth G.S. Medical 5 Mumbai 400 012 College Phone : 91-22-24136051 P.G. Section, 215, IV floor, Tata Memorial Service Block Building, Tata Memorial Hospital, Parel, 6 Centre Mumbai – 400012 Phone : : 91-22-24177000 Ext. 4665 B Y L Nair Dr. A.I., Nair Road, 7 Hospital & T.N. Mumbai-400 008 Medical College 8 MGM Medical M.G.M. Medical College Junc.of Nh-4 & Sion Panvel college Expressway, Kamote 022-27423404, 27423002, 274224Scope in paramedical:-Healthcare Human Resource: WHO 2006 report Shortage of Medical and Paramedical Manpower Doctors Per 1000 Population Paramedics and Supportive staff per 1000 PopulationWHO Standards 1 8India 0.7 0.9World Average 1.5 3.3Developing Country 1.8 1.8AverageCurrently India requires 12Lakh Doctors and 96 Lakh Supportive staff which is on higher side ascompare to 4 Lakhs Doctors and 11 Lakh supportive staffGlobal Healthcare Scenario Healthcare Scenario of India compare to other NationsCountry Healthcare Per Capita Infant maternal Life Expenditure health Spend Mortality Mortality Expectancy % PPP$ Rate (per ratio (per 1 at Birth In 1000 birth) lakh live years 10
  • birth)India 5.2 91 56 450 63China 4.7 277 23 45 72Sri Lanka 4.3 163 12 58 71UK 8.1 2560 6 8 77USA 15.4 6096 8 11 75 About the Kohinoor Group. The Kohinoor Group which has been in existence for over four decades has businessinterests in the Education, Hospitality, Real Estate and Power sectors. Over the years, Kohinoorhas earned a distinguished name for itself in all these sectors and is constantly on the path ofgrowth.Principal MANOHAR JOSHI founded the Kohinoor Group in 1961 with a modest beginning ineducation. The Kohinoor Technical Institutes, which impart vocational technical education, havesince become a national network of training centers spread across India. Over 200000 studentshave passed through its portals and the number continues to grow.The Kohinoor Group moved into the Hospitality Sector in the eighties through KohinoorContinental and various Banquet Venues and Facilities in Mumbai. Restaurants and Fine DiningEateries were part of the organic growth seen in this area through the nineties.Real Estate Development Ventures began in the same period and have been the core competenceand expertise area for the Chairman and Managing Director of the Kohinoor Group UNMESHJOSHI. An Architect by education, Unmesh Joshi has over the years put together a team ofconstruction industry professionals who are amongst the best in the country. Excellentresidential, commercial and educational complexes dot Mumbai and Pune, as a testimony to theGroups prowess in this sector. In addition it has entered the eco-friendly renewable energygeneration business as a windmill power producer. 11
  • As the Kohinoor Group moved into the new millennium it has chosen to focus on education andhospitality as its sectors of global focus and interest while it continues to grow in real estatedevelopment ventures through its planned expansion thrust, in this area.The Group has a unique management structure and style that is based on speed and collaborativeteam spirit, at its core.Kohinoor hospitality Atithi Devo Bhava, in Sanskrit, means the guest is god personified. The tradition ofreceiving guests, in India, is thus social ritual that has at its core, a focus on what the guest needsin order to make his trip comfortable, satisfying and memorable. This thus is the driving spiritbehind Kohinoors hospitality ventures as well as the hospitality education projects: a constantdesire to do better, in this field.Kohinoors trust with the hospitality industry began with the Kohinoor Continental, a four stardeluxe property near the Chattrapati Shivaji International Airport of Mumbai.The Group has various Banquet Hall and Fine Dining Facilities and Restaurants spread acrossMumbai and Pune.As India grows, so will the hospitality industry. The tourism industry offers potential fordomestic Indian tourists as well as the global tourism market. The sheer range of facilities anddestinations that can be developed in India offer a future full of excitement for Kohinoor.The Intra-Group capability in Real Estate Development melds easily into this sectors importancefor Kohinoor. Synergies have been developed, tested and deployed by the Group in this area andare sought to be developed further through specialized consulting and advisory services throughits educational institutions.The Kohinoor Group is in the process of developing new models of hospitality services andpropositions to the mass market segments in India, specially the business traveler segment.International tie-ups and collaborations are under discussion and will usher in new avenues forKohinoor - Indiawide and Worldwide. 12
  • Kohinoor real estate. Kohinoor Group has one of the best teams of real estate development professionalsworking on its varied projects. From Residential Complexes to Commercial Office Complexesand from facilities planning to interior designing and implementation, Kohinoor has deliveredturnkey services to its customers across a very wide spectrum.Challenges have been the rule of the day in the in this area for Kohinoor but, setting up newrecords and performance benchmarks has become a way of life for each team member, here. Aneducational complex was built and delivered in 180 days. Refurbishment and extension of ahotel property was taken up and delivered without a single days occupancy loss. Redevelopmentof residential property in the congested suburbs of Mumbai while rehousing tenants with leastbother, ahs been a routine exercise for the team. Developing rural scapes and property whereeven basic amenities were absent has made the team expert at resource management. TeamKohinoor delivers in all contexts and transcends its teammembers capacities regularly, throughthe magic of teamwork.New projects are taking the real estate team toward township and multi-use propertydevelopment challenges in Mumbai and other cities of India.Creating and delivering a standard of living, is the best way to describe Kohinoors real estateventure activity!Kohinoor power Kohinoor‘s Power ventures are a reflection of its commitment to sustainabledevelopment and alternative technology engagement. An idea whose time will come, the future,and its impact : here and now!In its constant bid to expand and make its presence felt in several directions, the Kohinoor Groupmade its foray into the Power sector with Kohinoor Power Company in 2001.Kohinoor Power Company launched its own environment friendly wind energy project in thisyear in association with Enercon India Limited. The project is located in Sangli district andsupplies power to the Maharashtra State Electricity Board (MSEB)Kohinoor education. 13
  • Education has always been one of the main areas of interest for the Kohinoor Group. TheGroup started with Technical education for the vast majority of academically average buttechnically skilled students in the 60s. Right from the beginning, the courses of Joshis KohinoorTechnical Institute (JKTI) have always been employment oriented. With the changing times,new courses were added and existing courses modified to meet changing needs. Gradually,vocational courses and special courses for ladies were also added. Alliances were also forgedwith corporates and government bodies to increase employment opportunities.Global educational needs and delivery systems have undergone a sea change over the pastdecade and it is vital that we keep pace with this change. Kohinoors approach has always beenfuturistic. “We have always strived to anticipate the needs of the future and fulfill them. Making the future happen in the present is our motto” Unmesh Joshi Chairman & Managing Director, Kohinoor GroupKohinoor in Education since 1961. 1. Joshi‘s Kohinoor Technical Institute (1961) 2. Kohinoor IMI School of Hospitality Management (2000) 3. Kohinoor Business School (Khandala) (2002) 4. Kohinoor Business School (Kurla) (2010) 5. Kohinoor International School (ICSE School) (2010) 6. Gandhi Bal Mandir (Government Aided school) (2008) 7. Sports Education Development India Ltd. (School for Cricket Education) (2009) 8. Kohinoor College of Paramedical Sciences (2011). 14
  • Vision and philosophy of Kohinoor group.VisionTo Grow PerpetuallyPhilosophyTo achieve sustained and enduring excellence in every activity by creating an environment forpartners, customers, vendors and stakeholders for win-win alliances and for empowerment ofemployees to ensure growth.To achieve our vision through: Total Quality Consciousness Social welfare through integrity and ethical business practices A sleek Organisation structure Continuous learning Instant and accurate decision making Focus on positive attitude of each employee 15
  • Kohinoor College of Paramedical Sciences. Kohinoor College of Paramedical Sciences, a division of Kohinoor Hospitals isestablished with an objective to create paramedical technicians to serve the booming health careindustry in India and abroad. The college also aims at enabling students to enhance jobprospects and hone their entrepreneurial skills in the paramedic sector.Paramedical science is an inseparable part of the health care system and runs parallel to medicalscience in the diagnosis and treatment of diseases. Diagnostic tools like the clinical laboratory,the X-ray, the ultrasound, CT and other invasive or non-invasive methods are part of theparamedical system.With the development of medical science and its attendant spurt in complex mechanization ofmedical equipment, there had been an inadvertent growth in paramedical science and there is anever increasing demand of trained paramedical manpower in Indian subcontinent also reflectedin Prime ministers council on trade and industry(1). This automatically prompted a demand fortrained paramedical manpower. Thus paramedical education becomes an important and integralpart of medical education and is the backbone of health care delivery system.Kohinoor College of Paramedical Science is a Division of Kohinoor Hospital.This College was established in 2011 and is currently offering 6 B.Sc. Degree Programs and 3diploma programs of AICTE.The Lectures are conducted in Kohinoor Education Complex and the Practical training isimparted at Kohinoor Hospital. The 2 facilities are in adjoining premises.The faculty comprises of practicing Doctors, Technicians and Academicians.Courses at KCPS. 16
  • 1. Bachelor/B.Sc. In Medical Laboratory Technology (BMLT) 2. Bachelor/B.Sc. In Medical Imaging Technology (BMIT) 3. Bachelor/B.Sc. In Anesthesia and Critical Care Technology (BACT) 4. Bachelor/B.Sc. In Optometry and Ophthalmic Techniques (BSCHOT) 5. Bachelor/B.Sc. In Medical Record Sciences and Health Information Technology (BMRHIT) 6. Bachelor/B.Sc. In Radiation Therapy Technology (BRTT) 7. Diploma in Medical Laboratory Technology (DMLT) 8. Diploma in Radio Imaging Technology (DRIT) 9. Diploma in Optometry Technology (DOPT) Why KCPS?1. 50 years of experience in Education Sector.2. Expertise of running professional as well as vocation courses.3. Well qualified faculty and eminent doctors on the advisory panel.4. Practical training in the state of the Art Multispecialty Hospital having latest technology.5. Rich and in depth syllabus from IGNOU.6. Regular Observer ship in specialization department.7. Well stocked Library.8. Advance Computer laboratory.9. Efficient Placement team.10. Continuous efforts for tie-up for placements.11. Regular lecture series by guest lecturers and practicing doctors. 17
  • 12. Lecture conducted in a plush education complex having all educational as well asrecreational facilities such as canteen, games rooms, etc.13. Personalized attention to each student‘s progress in class.14. Regular counseling sessions for students.The Mission of Kohinoor College of Paramedical Sciences is: • To provide relevant and quality education, which will groom individuals, to serve the healthcare industry with utmost attention and dedication? • To inculcate required discipline amongst the students that will help them contribute in saving lives.Our Vision:To become a leading campus in India to offer careers in the field of Paramedical Sciences. 18
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  • Kohinoor hospital.Kohinoor Hospital is 175 beds Multispecialty Hospital in the central suburbs of Mumbai.It is a part of the prestigious Kohinoor City Project at Kurla West with close proximity toVidyavihar StationIt is Asia‘s first and World‘s Second Hospital to have the Platinum Leed Certificate.Kohinoor Hospital is headed by Ms. Madhavi Unmesh Joshi, Director Kohinoor Group, who is aScience Graduate and has done her Post Graduation in Hospital Administration from SymbiosisUniversity.The Operational Head of Kohinoor Hospital is Dr. Rajeev Boudhankar, Vice President-Kohinoor Hospital, who has a vast experience of more than 30 years in the Medical Profession.He holds various degrees such as MD, Ph.D. and MHA and all of these are from prestigiousInstitutes such as Grant medical College, Bits Pillani and TISS.Facilities at Kohinoor Hospital  More than 15 outpatient clinics  4 well equipped operation theatres  27 bed S.I.C.U / I.C.C.U  Well equipped 6 bed N.I.C.U  6 bed dialysis unit  Well designed LDRP suite  Cardiac catheterisation lab  Blood bank and pathology lab  Round-the-clock radiology and imaging with CT/MRI scan facility.  Clinics for Optometry and Dental Technology  Cardiac diagnostics, 2D echo / stress, colour doppler, PFT  24 hr pharmacy. 20
  • Kohinoor education complex. Kohinoor education complex in kurla is 3.5 lakhs sq.ft facility accommodating thefollowing educational institutes of Kohinoor group:Kohinoor business school and Kohinoor management schools offer Mumbai University andAICTE Degrees / Post Graduate Diploma in Management.Kohinoor College of Paramedical Sciences offers degree/diplomas in various streams ofparamedical science.The education complex is fully air-conditioned and has state of art classrooms with projectionand audio facilities in each class room. The complex has a canteen facility and recreation facilityfor students. The complex has a proposed state of art 700 seater auditorium. Objectives of the Study 21
  •  To understand the Concept of Branding in education sector.  To improve brand awareness of Kohinoor College of Paramedical Sciences.RESEARCH METHODOLOGY: INTRODUCTION: Research methodology is a way to systematically solve the research problem is to how research is done scientifically. It consists of the different steps that are generally adopted by the researcher to the study his research problem along with logic behind them. It is necessary to the researcher to develop certain tests.Primary Data: Data was collected by advertising company‘s marketing executives whilenegotiating for the advertising rates. It was also collected through various education consultants,senior students, students coming for inquiry at KCPS as well as talking to senior doctors.Secondary Data: Data has been collected through articles published in Journals, Magazines andbooks and from the past year Data of KCPS. Information has also been obtained through the netfrom various sites. Brand 22
  • What is a brand? Brand (noun): a trade mark, goods of a particular make: a mark of identification made with ahot iron, the iron used for this: a piece of burning or charred wood, (verb): to mark with a hot iron, or tolabel with a trade mark.A short history of brands The word brand comes from the Old Norse brandr, meaning to burn, and from theseorigins made its way into Anglo-Saxon. It was of course by burning that early man stampedownership on his livestock, and with the development of trade buyers would use brands as ameans of distinguishing between the cattle of one farmer and another. A farmer with aparticularly good reputation for the quality of his animals would find his brand much soughtafter, while the brands of farmers with a lesser reputation were to be avoided or treated withcaution. Thus the utility of brands as a guide to choice was established, a role that has remainedunchanged to the present day.A brand connects four crucial elements of an enterprise.  Customers  Employees  Management  ShareholdersBrand awareness Brand awareness refers to customers ability to recall and recognize the brand under differentconditions and link to the brand name, logo, and jingles and so on to certain associations inmemory. It consists of both brand recognition and brand recall. It helps the customers tounderstand to which product or service category the particular brand belongs and what productsand services are sold under the brand name. It also ensures that customers know which of theirneeds are satisfied by the brand through its products (Keller). Brand awareness is of criticalimportance since customers will not consider your brand if they are not aware of it.There are various levels of brand awareness that require different levels and combinations ofbrand recognition and recall. Top-of-Mind is the goal of most companies. Top-of-MindAwareness occurs when your brand is what pops into a consumers mind when asked to namebrands in a product category. For example, when someone is asked to name a type of facial 23
  • tissue, the common answer is ―Kleenex,‖ which is a top-of-mind brand. Aided Awareness occurswhen a consumer is shown or reads a list of brands, and expresses familiarity with your brandonly after they hear or see it as a type of memory aide. Strategic Awareness occurs when yourbrand is not only top-of-mind to consumers, but also has distinctive qualities that stick out toconsumers as making it better than the other brands in your market. The distinctions that set yourproduct apart from the competition are also known as the Unique Selling Point or USP.Brand elementsBrands typically are made up of various elements, such as 1. Name: The word or words used to identify a company, product, service, or concept. 2. Logo: The visual trademark that identifies the brand. 3. Tagline or Catchphrase: "The Quicker Picker Upper" is associated with Bounty paper towels. "Can you hear me now" is an important part of the Verizon brand. 4. Graphics: The dynamic ribbon is a trademarked part of Coca-Colas brand. 5. Shapes: The distinctive shapes of the Coca-Cola bottle and of the Volkswagen Beetle are trademarked elements of those brands. 6. Colors: Owens-Corning is the only brand of fiberglass insulation that can be pink. 7. Sounds: A unique tune or set of notes can denote a brand. NBCs chimes are a famous example. 8. Scents: The rose-jasmine-musk scent of Chanel No. 5 is trademarked. 9. Tastes: Kentucky Fried Chicken has trademarked its special recipe of eleven herbs and spices for fried chicken. 10. Movements: Lamborghini has trademarked the upward motion of its car doors. 24
  • What is a logo?To understand what a logo is, we must first understand what it is for.A logo is for… identification. A logo identifies a company or product via the use of a mark, flag, symbol or signature.A logo does not sell the company directly nor rarely does it describe a business. Logo‘s derivetheir meaning from the quality of the thing it symbolises, not the other way around – logos arethere to identity, not to explain. In a nutshell, what a logo means is more important than whatit looks like.To illustrate this concept, think of logos like people. We prefer to be called by our names –James, Dorothy, John – rather than by the confusing and forgettable description of ourselvessuch as ―the guy who always wears pink and has blonde hair‖. In this same way, a logo shouldnot literally describe what the business does but rather, identify the business in a way that isrecognisable and memorable.It is also important to note that only after a logo becomes familiar, does it function the way it isintended to do much alike how we much must learn people‘s names to identify them.The logo identifies a business or product in its simplest form.Summary:Brand –The perceived emotional corporate image as a whole.Identity – The visual aspects that form part of the overall brand.Logo – Identifies a business in its simplest form via the use of a mark or icon.Brand nameThe brand name is quite often used interchangeably with "brand", although it is more correctlyused to specifically denote written or spoken linguistic elements of any product. In this context a"brand name" constitutes a type of trademark, if the brand name exclusively identifies the brandowner as the commercial source of products or services. A brand owner may seek toprotect proprietary rights in relation to a brand name through trademark registration and suchtrademarks are called "Registered Trademarks". Advertising spokespersons have also become 25
  • part of some brands, for example:Mr. Whipple of Charmin toilet tissue and Tony theTiger of Kelloggs Frosted Flakes.Types of brand namesBrand names come in many styles. A few include:1) Initialism: A name made of initials such as UPS or IBM2) Descriptive: Names that describe a product benefit or function like Whole Foods or Airbus3) Alliteration and rhyme: Names that are fun to say and stick in the mind like Reeses Pieces orDunkin Donuts4) Evocative: Names that evoke a relevant vivid image like Amazon or Crest5) Neologisms: Completely made-up words like Wii or Kodak6) Foreign word: Adoption of a word from another language like Volvo or Samsung7) Founders names: Using the names of real people,and founders name like Hewlett-Packard,Dell or Disney8) Geography: Many brands are named for regions and landmarks like Cisco and Fuji Film9) Personification: Many brands take their names from myth like Nike. The act of associating a product or service with a brand has become part of pop culture.Most products have some kind of brand identity, from commontable salt to designer jeans.A brandnomer is a brand name that has colloquially become a generic term for a product orservice, such as Band-Aid orKleenex, which are often used to describe any brand of adhesivebandage or any brand of facial tissue respectively.Brand identityThe outward expression of a brand – including its name, trademark, communications, and visualappearance – is brand identity. Because the identity is assembled by the brand owner, it reflectshow the owner wants the consumer to perceive the brand – and by extension the brandedcompany, organization, product or service. This is in contrast to the brand image, which is acustomers mental picture of a brand. The brand owner will seek to bridge the gap between thebrand image and the brand identity.Effective brand names build a connection between the brand personality as it is perceived bythe target audience and the actual product/service. The brand name should be conceptually ontarget with the product/service (what the company stands for). Furthermore, the brand name 26
  • should be on target with the brand demographic. Typically, sustainable brand names are easy toremember, transcend trends and have positive connotations. Brand identity is fundamental toconsumer recognition and symbolizes the brands differentiation from competitors.Brand identity is what the owner wants to communicate to its potential consumers. However,over time, a products brand identity may acquire (evolve), gaining new attributes fromconsumer perspective but not necessarily from the marketing communications an ownerpercolates to targeted consumers. Therefore, brand associations become handy to check theconsumers perception of the brand.Brand identity needs to focus on authentic qualities – real characteristics of the value and brandpromise being provided and sustained by organizational and/or production characteristics.Brand trust Brand trust is the intrinsic believability that any entity evokes. In the commercial world,the intangible aspect of Brand trust impacts the behavior and performance of its businessstakeholders in many intriguing ways. It creates the foundation of a strong brand connect with allstakeholders, converting simple awareness to strong commitment. This, in turn, metamorphosesnormal people who have an indirect or direct stake in the organization into devoted ambassadors,leading to concomitant advantages like easier acceptability of brand extensions, perception ofpremium, and acceptance of temporary quality deficiencies. The Brand Trust Report is a syndicated primary research that has elaborated on thismetric of brand trust. It is a result of action, behavior, communication and attitude of an entity,with the most Trust results emerging from its action component. Action of the entity is mostimportant in creating trust in all those audiences who directly engage with the brand, the primaryexperience carrying primary audiences. However, the tools of communications play a vital rolein transferring the trust experience to audiences which have never experienced the brand, the allimportant 27
  • Visual brand identity The recognition and perception of a brand is highly influenced by its visual presentation.A brand‘s visual identity is the overall look of its communications. Effective visual brandidentity is achieved by the consistent use of particular visual elements to create distinction, suchas specific fonts, colors, and graphic elements. At the core of every brand identity is a brandmark, or logo. In the United States, brand identity and logo design naturally grew out of theModernist movement in the 1950s and greatly drew on the principles of that movement –simplicity (Mies van der Rohe‘s principle of "Less is more") and geometric abstraction.Derived brands In this case the supplier of a key component, used by a number of suppliers of the end-product, may wish to guarantee its own position by promoting that component as a brand in itsown right. The most frequently quoted example is Intel, which positions itself in the PC marketwith the slogan (and sticker) "Intel Inside".Brand extension and brand dilution The existing strong brand name can be used as a vehicle for new or modified products;for example, many fashion and designer companies extended brands into fragrances, shoes andaccessories, home textile, home decor, luggage, (sun-) glasses, furniture, hotels, etc.Mars extended its brand to ice cream, Caterpillar to shoes and watches, Michelin to a restaurantguide, Adidas and Puma to personal hygiene. Dunlop extended its brand from tires to otherrubber products such as shoes, golf balls, tennis racquets and adhesives.There is a difference between brand extension and line extension. A line extension is when acurrent brand name is used to enter a new market segment in the existing product class, with newvarieties or flavors or sizes. When Coca-Cola launched "Diet Coke" and "Cherry Coke" theystayed within the originating product category: non-alcoholic carbonated beverages. Procter &Gamble (P&G) did likewise extending its strong lines (such as Fairy Soap) into neighboringproducts (Fairy Liquid and Fairy Automatic) within the same category, dish washing detergents.The risk of over-extension is brand dilution where the brand loses its brand associations with amarket segment, product area, or quality, price or cachet. 28
  • Multi-brands Alternatively, in a market that is fragmented amongst a number of brands a supplier canchoose deliberately to launch totally new brands in apparent competition with its own existingstrong brand (and often with identical product characteristics); simply to soak up some of theshare of the market which will in any case go to minor brands. The rationale is that having 3 outof 12 brands in such a market will give a greater overall share than having 1 out of 10 (even ifmuch of the share of these new brands is taken from the existing one). In its most extrememanifestation, a supplier pioneering a new market which it believes will be particularly attractivemay choose immediately to launch a second brand in competition with its first, in order to pre-empt others entering the market.Individual brand names naturally allow greater flexibility by permitting a variety of differentproducts, of differing quality, to be sold without confusing the consumers perception of whatbusiness the company is in or diluting higher quality products.Once again, Procter & Gamble is a leading exponent of this philosophy, running as many as tendetergent brands in the US market. This also increases the total number of "facings" it receiveson supermarket shelves. Sara Lee, on the other hand, uses it to keep the very different parts ofthe business separate — from Sara Lee cakes through Kiwi polishes to LEggs pantyhose. In thehotel business, Marriott uses the name Fairfield Inns for its budget chain(and Ramada uses Rodeway for its own cheaper hotels).Cannibalization is a particular problem of a "multibrand" approach, in which the new brandtakes business away from an established one which the organization also owns. This may beacceptable (indeed to be expected) if there is a net gain overall. Alternatively, it may be the pricethe organization is willing to pay for shifting its position in the market; the new product beingone stage in this process.Private labels Private label brands, also called own brands, or store brands have become popular.Where the retailer has a particularly strong identity (such as Marks & Spencer inthe UK clothing sector) this "own brand" may be able to compete against even the strongestbrand leaders, and may outperform those products that are not otherwise strongly branded. 29
  • Individual and organizational brandsThere are kinds of branding that treat individuals and organizations as the products to bebranded. Personal branding treats persons and their careers as brands. The term is thought tohave been first used in a 1997 article by Tom Peters. Faith branding treats religious figures andorganizations as brands. Religious media expert Phil Cooke has written that faith brandinghandles the question of how to express faith in a media-dominated culture. Nationbranding works with the perception and reputation of countries as brands. 30
  • What is branding?Introduction Almost every business has a trading name, from the smallest market trader to the largestmulti-national corporation. Only a minority of those businesses however, have what could beclassed as a ‗brand‘ or a ‗brand name‘.Branding is a word commonly referred to by advertisers and marketing people, but what does itactually mean, how can you get it, and most importantly; how will it benefit your business?What is Branding?There are many different definitions of a brand, the most effective description however, is that abrand is a name or symbol that is commonly known to identify a company or it‘s products andseparate them from the competition.A well-known brand is generally regarded as one that people will recognise, often even if theydo not know about the company or its products/services. These are usually the businesse s nameor the name of a product, although it can also include the name of a feature or style of a product.The overall ‗branding‘ of a company or product can also stretch to a logo, symbol, or evendesign features (e.g. regularly used colours or layouts, such as red and white for Coca Cola.) thatidentify the company or its products/services.For example:The Nike brand name is known throughout the world, people can identify the name and logoeven if they have never bought any of their products.However, not only is the company name a brand, but the logo (The ‗tick‘ symbol) is also astrong piece of branding in its own right. The majority of people that are aware of the companycan also identify it (or its products) from this symbol alone.The clothing and running shoe company Adidas is well known for using three stripes on itsrange of products. This design feature branding allows people to identify their products, even ifthe Adidas brand name and logo is not present. 31
  • How Can Branding Benefit My Business?Recognition and LoyaltyThe main benefit of branding is that customers are much more likely to remember your business.A strong brand name and logo/ image helps to keep your company image in the mind of yourpotential customers.If your business sells products that are often bought on impulse, a customer recognising yourbrand could mean the difference between no-sale and a sale. Even if the customer was not awarethat you sell a particular product, if they trust your brand, they are likely to trust you withunfamiliar products. If a customer is happy with your products or services, a brand helps to buildcustomer loyalty across your business.Image of SizeA strong brand will project an image of a large and established business to your potentialcustomers. People usually associate branding with larger businesses that have the money tospend on advertising and promotion. If you can create effective branding, then it can make yourbusiness appear to be much bigger than it really is.An image of size and establishment can be especially important when a customer wantsreassurance that you will still be around in a few years time.Image of QualityA strong brand projects an image of quality in your business; many people see the brand as apart of a product or service that helps to show its quality and value.It is commonly said that if you show a person two identical products, only one of which isbranded; they will almost always believe the branded item is higher quality.If you can create effective branding, then over time the image of quality in your business willusually go up. Of course, branding cannot replace good quality, and bad publicity will damage abrand (and your businesses image), especially if it continues over a long period of time. 32
  • For example: The Sunny Delight drinks brand was one of the biggest in the UK just a year afterits launch. However, constant bad publicity about the quality of the product has severelydamaged the image of the brand, and sales have dropped for each of the past several years.Image of Experience and ReliabilityA strong brand creates an image of an established business that has been around for long enoughto become well known. A branded business is more likely to be seen as experienced in theirproducts or services, and will generally be seen as more reliable and trustworthy than anunbranded business.Most people will believe that a business would be hesitant to put their brand name on somethingthat was of poor quality.Multiple ProductsIf your business has a strong brand, it allows you to link together several different products orranges. You can put your brand name on every product or service you sell, meaning thatcustomers for one product will be more likely to buy another product from you.For Example: Sony sells televisions, music equipment, consoles, camcorders, DVD players,video players, and etc all under the Sony brand name.You can also create separate brand names for your product ranges, allowing people to see yourbrand name, and then use the range brand name to work out what they wish to buy.For Example: Cadbury‘s makes a range of confectionary under many different sub-brand namessuch as Dairy Milk, Boost, Flake, and Time Out. All of these are sold under the product brand,but all feature the Cadbury‘s brand name on the packaging. 33
  • Branding in EducationThe Fundamentals of Integrated Marketing and BrandingOver the last 10 years, a paradigm shift has occurred with regard to the role of marketing inhigher education. In the early 1990s, most colleges and universities had admission offices anddevelopment teams. These offices were fundamentally responsible for ―selling‖ the institution toprospective students and donors. Unlike commercial organizations, higher education lacked the―marketing‖ function completely. We had the equivalent of a sales team, but no marketingdepartment.As the ―marketing department‖ has emerged, colleges and universities have begun to embracethe fundamentals principles of integrated marketing and branding including: A ―brand‖ is the sum total of all associations that are made with an organization or product. ―Branding‖ involves concerted efforts to influence desired brand associations; the process that moves an organization from existing to desired brand. There are two key principles of branding; Differentiation and integration.  Differentiation suggests that the only sustainable market position is one in which an organization is offering something significantly different and better than its competitors; These ―differentiators‖ must evolve from current brand associations and must be infused into the educational experience in very real ways to be credible.  Integration involves ensuring that all marketing communications (campus-wide) are reinforcing the same core differentiators; This includes marketing activities being implemented by admissions, development, the academic divisions/departments, university relations, etc. 34
  • An institution‘s brand should drive marketing strategies but that it should also give the institution something to live up to. Volvo invests millions of dollars annually to live up to its brand of manufacturing safe automobiles. Nordstrom provides extensive training to employees to live up to its brand of offering superior customer service. A brand which is not supported by an organization‘s strategic business decisions is hollow and ineffective. Research is required to identify an institution‘s current brand associations and relevant differentiators. Institutions of higher learning are inherently inwardly focused; But effective branding requires a critical understanding of consumer needs and perceptions. Every university should have a documented positioning statement and brand strategy. Marketing plans are fluid and change over time as new information and opportunities become available. But, the brand strategy should remain intact over a long period of time. Faculty and staff should be intimately involved in developing a university‘s brand strategy. The biggest barrier to integrated marketing on most college/university campuses is organizational structure; Truly integrated marketing requires extensive coordination across department and divisional silos. The purpose of the marketing function is to drive existing and new revenue sources; Thus, the success of marketing and branding initiatives should be tied to revenue generation from enrollment, fundraising, and other sources.Positioning Statement Most colleges and universities have myriad marketing tactics being implemented fromwithin many corners of the institution. What many, lack, however, is a common ―same page‖ or―one voice‖ from which these marketing communications stem. A ―positioning statement‖ isdesigned to establish that same page by providing all campus marketers with direction on themanner in which the institution will be promoted through all marketing communications.A positioning statement must describe attributes that are truly unique within an institution‘scompetitive set. Essentially, the positioning focuses on what the institution‘s competitors do not,or will not, offer. And those attributes must have significant appeal among the institution‘s target 35
  • audiences. The challenging aspect of developing a positioning statement is that it requires anorganization to ―take a position.‖ Taking a position on any issue leads to acceptance by someand rejection by others. In marketing, taking a position or emphasizing a core attribute that isrelevant to a target audience is more effective than trying to be all things to all people, a strategycommon in higher education. Goucher College, for example, recently moved to require that allstudents will participate in study abroad. This increased the appeal of the College to someprospects while decreasing the appeal among many others. But, enrollment in the year followingthis decision was the highest in the College‘s history and 12.5% higher than the next recordenrollment year. By taking a position (though unattractive to some), Goucher College wassignificantly differentiated from its competition and became the preferred option among asignificant segment of its prospects.The Goucher example illustrates the extent to which a positioning statement has impact farbeyond just the manner in which an institution is marketed. The positioning establishes a―promise‖ that an organization must live up to; Living the brand can be the most difficult aspectof the branding process. If a university develops a brand strategy centering on the concept ofproviding personal attention, strategic business decisions need to made and implemented toassure that the majority of students actually receive the personal attention the marketingcommunications promise. If a university is positioned as the low-cost option within itscompetitive set, it will have difficulty maintaining its marketing position through significantincreases in tuition and fees. If a university is positioned based on the strength of a particularacademic school or college, investments need to be made to ensure maintenance of that ―best inclass‖ status. Ideally, a university positioning statement is developed with extensive involvement fromfaculty and staff. After all, the positioning will need to be embraced and reinforced by thecampus community in order to be effective. University leadership, including the board oftrustees, need to endorse the positioning and recognize their role in making decisions whichreinforce the brand.It is important to mention that the position needn‘t fully encompass the mission of an institution.―Mission‖ is a broader concept than ―position.‖ A university‘s position should stem from or bealigned with the institution‘s mission, but does not need to emphasize all aspects of it. 36
  • The actual ―positioning statement‖ is an internal statement. It is the starting point for telling thestory of what makes an organization different. It is the only story that should be told in order tosend consistent, focused and aligned messages designed to support the time-consuming processof brand building.A positioning statement is NOT:Ad copy – that‘s the work of a creative services agency. It is the foundation of the creativestrategy; The starting point for all editorial and design.An exhaustive list of features. In fact, it requires the conscious relegation of some messages to amuch lower hierarchy. Why? Because you can‘t tell your audience everything, you can only tellthem what‘s most important.A promise the organization cannot live up to. Rather, it puts in the best possible light what wecan actually deliver to our stakeholders.Equally focused on the needs of all stakeholders. Rather, it must be primarily aimed at thestakeholders that have the greatest impact on revenue, typically prospective students for a tuitiondriven institution.The Future In the future, more colleges and universities will have a documented brand strategy,independent of the marketing plan. The brand strategy will provide the foundation for marketingcommunications institution wide from recruitment publications to the Website, from fundraisingmaterials to the president‘s speeches, and from press releases to advertisements. Theseformalized brand strategies will help institutions differentiate and build unique brands so that ourtarget audiences will have an easier time making decisions about where they ―fit.‖ When ouraudiences understand better who we are and what we do best, our recruitment and fundraisingoperations will produce better results. 37
  • Branding of paramedical college.Factors found while positioning KCPS. With over 500 paramedical colleges approved as well as unapproved (i.e. neitherapproved by AICTE, IGNOU nor affiliated to any regular university) paramedical collegescompetition immensely intense. As paramedical courses are new in education sector thesecourses lack awareness as well, and face competition from the traditional courses as well likeBsc & Bsc IT. Students are still unaware about these courses and hesitate to take admissionbecause they think these courses will have no scope in future. So the first step is to createawareness about these courses through proper right media, as well as branding our college alsowithin the limited competition till date.Location has been an important aspect of the image being created with Mumbai, Delhi, Chennai,banglore and pune having edge over other cities. Today the time has come to look at theelements of brand more closely (what the brand stands for), design communication for impactchosen target markets, and increasingly provide salience. Yes, word of mouth is the best for anyeducational instution , however, with, the huge investments that are going in, the need to payback is quickly increasing.Brand salience/visibility /impact are essential. Creating communication that draw attention,create impact which is memorable and comprehensible by target audience are also equallyimportant. Creating a unique brand needs to build synergizing of a higher educational brand. Tounderstand what these elements are, we need to look at the needs of the three important stakeholders 1. Students 2. Parents and 3. Employers (corporate)The criterion used to evaluate a paramedical college by these stake holders is crucial to theunderstanding of how to position a paramedical college (KCPS). 38
  • The various aspects one needs to consider including the following. First one needs to build pointsof parity with competing institution and then choose some elements that can be differentiators.1. Infrastructure:-This include façade, library, class room and facilities within computer labs as well as pathologylab and different observation room as well as fully equipped operation theatre which will help inbetter education for students. Just a college with fully marbled and granite cannot be adifferentiator.2. Placement:-The brand names of the companies and the starting pay – packages after completing these bsccourses are also equally important. These are the FAQ that what will be the pay after completingthese courses, their main concern is high paying job. Careers and learning are surely passé.3. Location:-This includes location within city, the milieu in which the institution is located. Education hubsare usually proffered.4. Student experience:-Air conditioned classrooms, interactive white boards, quality and sociability of peers, class size,attitude of faculty (service provider), food, opportunity to visit different hospitals and gettinginteracted with senior and skilled persons in the paramedical fields, hands – on experience onlatest technology (1.5 tesla), reception, perceived fairness in examinations, physical evidence interms of marks sheet/certificates and many, many more things.This is all inclusive and listing all the aspects of the experience is really not necessary. 39
  • 5. Institute reputation and visibility:-Popular ranking, visibility among employers and general public (need to pass out from a wellknown institution), rating among similar institution and associations with brand names forrecruitment and governance.6. Faculty:-Institutions they studied in, attitude, research, engagement / experience with industry, knowledgeof subjects being taught, communication skills, willingness to mentor individual student and maybe even turnout.7. Research:-Quality and quantity of research churned out. Journals and other publications. Research providesa link with industry and potential for innovation.8. Quality of intake:-Eligibility and entry requirements, past students and their qualifying marks.9. Costs:-Management of paramedical colleges normally mention tuition fee however, students and parentsare more interested in total cost of acquiring the qualification.10. Curriculum:-The degree offered, accreditation, number of specialization and type of specializations, semesteror trimester system and industry friendliness of the curriculum. Having listed the criteria for positioning a paramedical college, the obvious next stepwould be to come up with what actions and communication tools does one use. 40
  • Brand communications are the means of creating, evolving or enhancing a brand positioning onthe basis of managing its perceptions in the market.At KCPS, I understood that we must strive to establish our own basis for value. Most do thistoday by emphasizing quality of functional attributes that resemble those of many other colleges.  Strong faculty  Prestigious alumni  Broad course range 41
  • India Education Industry Demand and Opportunities. The report ―Education Industry demand and Opportunities- India‖ gives a detaileddescription of industry performance, formal and non-formal education system, market size bysegments and student enrolment by segments. It also talks about industry trends and growthpotential of foreign universities. There are many players participating in the market, EducompSolutions, Everonn Systems and NIIT are the largest players within the space. The present reporthas profiled these three players with business overview, financial performance and businessstrategies.Education industry is one of the fastest developing sector worldwide, generating large scalerevenues and employment. The Global education industry is the second-largest industry afterhealthcare. It had a market size of ~US$ ~ trillion in 2009 grew from US$~ trillion in 2007. Interms of geography, the US has the largest share in the global education market. The globalnumber of mobile students has increased 53% since 1999. China sends the maximum number ofstudents abroad for global education and the United States hosts the maximum number ofstudents globally.In India, Private professional institutes are expanding with a strong growth rate which hasopened the doors for foreign universities. These days coaching classes are gaining popularity dueto rising competition and heavy load of studies. Also there is an opportunity in the testpreparation market in India, though institutes are expanding with a continuous growth rate butstill there is high potential of growth.The report ―Education Industry demand and Opportunities- India‖ gives a detailed description ofindustry performance, formal and non-formal education system, market size by segments andstudent enrolment by segments. It also talks about industry trends and growth potential of foreignuniversities. There are many players participating in the market, Educomp Solutions, EveronnSystems and NIIT are the largest players within the space. The present report has profiled thesethree players with business overview, financial performance and business strategies. 42
  • Key Findings- Private sector has a strong hold in education industry starting from pre-schools to universities,formal IES accounts for almost US$~ billion, non-formal IES US$~ billion and together almostUS$~ billion in 2009- In terms of total education market revenue, K-12 contribution is the highest as the market sizefor K-12 school is the biggest in India as compared to other professional courses. By 2012 theoverall pre-school market is expected to cross US$~ billion, the organized segment is expectedto grow faster.- Educomp is the industry leader in K-12 segment, also has an 18-24 month lead in multimediawithin schools, its K-12 programme.- The Gross Enrollment Ratio (GER) in higher education in India (percent of relevant age groupenrolled in higher education) is estimated at 11%. In comparison, enrollments levels are 60% inthe US and 16% in China.- The Non-formal education market has reached to the level of US$~ billion and expected togrow with a CAGR of 13.23% (US$~ billion) by 2012.- The worldwide market for online tutoring is estimated to be in the region of US$~ billion. Indianow earns around US$~ million per year from online tutoring. The franchise industry is in itsearly stage of development in India. 43
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  • Newspaper Advertising.Newspaper advertising is one of the most common ways to advertise in many countries. Oftencheaper than broadcast advertising, newspaper advertising usually provides advantages of greatermarket share in many locations. Also, newspaper advertising does not depend on the targetaudience having a television or radio on at a certain time in order to receive the message of theadvertisement.Newspaper advertising comes in two major divisions: display or classified. Newspaper adsconsidered display ads are those that span multiple columns horizontally and often includegraphics and borders. Classified newspaper advertising is in-column advertising that follows thenatural flow of the column down the page vertically.Classified advertising is usually the cheapest option for most people and appeals to those whoare after a certain market. For example, those seeking to rent an apartment, find a job, or buy apet typically may use classified ads to aid in their searching. Although not traditional toclassified ads, many publications offer small graphics and borders with classified ads. Classifiedads are usually found in a specific section.Display ads are generally higher profile ads that take up, in many cases, significant portions ofthe page. Typically, displays ads may take up an eighth, quarter, half or full page. In some cases,the ad may take up two facing pages, those these ads are rare in newspaper advertising simplybecause of the cost. Display ads may either be in color or black and white, with the color optioncosting more. Display ads can be found throughout the paper.In many cases, newspapers offer services to advertisers to help them design effective displaypieces. In all cases, the advertiser has the right to refuse or accept this service. In some cases, thenewspaper may choose not to publish an ad that it deems offensive or libelous. However,newspapers must be careful when rejecting ads and often work with the advertiser to revise thead so it is suitable for publication.In a relatively new development, some newspapers offer a package of advertising that not onlyincludes newspaper advertising but online advertising on the newspapers Web site as well. Thishelps alleviate fears among some advertisers that their target audience may not be reading the 45
  • newspaper, but simply going online. Most newspapers that have Web sites offer some sort ofonline advertising in addition to their newspaper advertising, though not all publications packagethe two together. Here working with Kohinoor College Paramedical Sciences (KCPS) I have got theopportunity to deal with marketing executives of different newspapers. KCPS has taken help ofvarious newspapers in Mumbai to promote their brand. Here my job was to collect the advertising rate from their respective marketingexecutives and then negotiate for the best possible rate with them. Few of the newspapersadvertising agencies KCPS have advertised with are,  Maharashtra Times.  Hindustan Times.  Loksatta.  DNA Reknor. After the negotiation part was done the next part was to get the article designed and send it to advertising agencies for printing purpose. The article where off different dimensions according to the size the rate varies. The article was designed by Kohinoor designed cell department itself with the help of Mr. Uday. 46
  • Here are the few advertising Rates. As per our discussion, kindly find the final proposal. Kindly note for Loksatta Carrer Vruttant Advertorial "Advt" or "Space marketing intiative" should be specified in the creative. Do let me know for any queries. Publication Edition Position Hue Size insertion Card (sq. cost cm) InvestmentOption Loksatta Mumbai Page 3 Color 180 2 1730 622800 375000 1 Career MUmbai Page 3 Black 592 1 915 541680 Vruttant & Advertorial white Offer from Maharashtra times. 1. Edit write up in the two page report only on the Pharmacy Careers, Ayurvedic Careers, Para Medical Careers, Listing of the colleges of the mentioned careers in Mumbai. Profile of the institute, facilities, admission process, Entrance examination etc, will be the content of the feature. 2. A Special Rate of Rs 1000/-per sq cm would be offered to you in place of Rs 1510/-+ 20 % loadings per sqcm.which is the Maharashtra Times Main Issue Rate. 3. The circulation of this report will be trough out Mumbai, since it happens to be a report in our Maharashtra Times Mumbai Main Issue. Circulation: 3.25 Lacs Readership: 9.47 Lacs Rate: Rs 1000/- Advt Size: 240 sqcm and above. Looking forward for your institutes participation Ms Meghna K Manager Times Response 9819629521 47
  • Hoardings.A billboard (sometimes also called a hoarding in the UK and many other parts of the world) is alarge outdoor advertising structure (a billing board); typically found in high traffic areas such asalongside busy roads. Billboards present large advertisements to passing pedestrians and drivers.Typically showing large, ostensibly witty slogans, and distinctive visuals, billboards are highlyvisible in the top designated market areas. Bulletins are the largest, most impactful standard-sizebillboards. Located primarily on major highways, expressways or principal arterials, theycommand high-density consumer exposure (mostly to vehicular traffic). Bulletins afford greatestvisibility due not only to their size, but because they allow creative "customizing" throughextensions and embellishments.Posters are the other common form of billboard advertising, located chiefly in commercial andindustrial areas on primary and secondary arterial roads. Posters are a smaller format thanbulletins and are viewed principally by residents and commuter traffic, with some pedestrianexposure.Billboard advertisements are designed to catch a persons attention and create a memorableimpression very quickly, leaving the reader thinking about the advertisement after they havedriven past it. They have to be readable in a very short time because they are usually read whilebeing passed at high speeds. Thus there are usually only a few words, in large print, and ahumorous or arresting image in brilliant color. Our outdoor advertising contract was given to AKSHAR advertising solutions. We havedisplayed our outdoor advertisement on various number of railway stations across Mumbai FOB(Foot over bridge).The size of the hoarding was 8 ft. width and 3 ft height. On railway centralline railway station, whereas on western line the size was changed to 8 ft. width and 4 ft height.We have also displayed our Bill board outside Dadar railway station with a size of 36 ft. widthand 5 ft height. Here my responsibilities at the initial stages were to search for the best railway stationwhere we can advertise after that on the particular railway station finds the best place to displayour hoardings which will serve our purpose to attract our target group. After that I have tonegotiate with Mr. Alok Sharma (Marketing executive) Akshar solutions for the best possible 48
  • rates. After that getting the ART work done by Kohinoor designed cell and getting approved byour programme head Mrs. Sonal Satelkar, and finally after the approval sending back to aksharsolutions. Once the hoardings where put up on FOB‘s and station I have to visit the sites to seethe placements of hoardings and convey to AKSHAR if any changes required or any or elsechange the hoardings if any damaged have been done.Hoardings for central line railway stations.( 8ft w x 3ft h)Hoardings for DADAR railway station.( 36ft w x 5ft h) 49
  • Documentation for AICTE approval.About AICTE(i) Background for establishment of AICTE On the recommendation of Central Advisory Board of Education (CABE) the All IndiaCouncil for Technical Education (AICTE) was set up in November, 1945 as a national level apexadvisory body to stimulate, co-ordinate and control the provision of facilities for technicalEducation needed for industrial development in the post-war period in the country. independencein 1947, India embarked upon planned economic development. After A number of technicalinstitutions were opened in all parts of the country. During the eighties policy shift permittedinvolvement of private and voluntary organizations in setting up of technical institutions on self-financing (un-aided) basis. This ushered in as era of unprecedented growth of technical educationsystem. The National Policy on Education, 1986 stipulated that AICTE be vested with statutoryauthority for planning, formulation and maintenance of norms and standards, quality assurancethrough accreditation, funding in priority areas, monitoring and evaluation, maintaining parity ofcertification and awards and ensuring co-ordinated and integrated development and managementof technical education in the country.(ii) Provision in the AICTE Act, 1987The All India Council for Technical Education Act, 1987 (No.52 of 1987) was enacted ―Toprovide for the establishment of an All India Council for Technical Education with a view to theproper planning and co-ordinated development of the technical education system throughout thecountry, the promotion of qualitative improvement of such education in relation to plannedquantitative growth and the regulation and proper maintenance of norms and standards in thetechnical education system and for matters connected herewith.‖2. The Act came into force w.e.f. March 28, 1988. The statutory All India Council for TechnicalEducation was established on May 12, 1988 50
  • (iii) Main objectives of AICTEThe main objectives of AICTE are:-Promotion of quality in technical education.Planned and co-ordinated development of technical education system in the country.Regulation and maintenance of norms and standards in the technical education system.(iv) Responsibilities of AICTEThe responsibilities entrusted to the Council through the AICTE Act broadly are:-Give policy directions for proper planning and co-ordinated development of the technicaleducation system in the country.Promotion of qualitative improvements in relation to planned quantitative growth of technicaleducation.Review, regulation and proper maintenance of norms and standards in the technical educationsystem and matters connected therewith.Assessment of manpower requirement to liaise with State Governments, Universities and otherstatutory bodies.(v) ―Technical Education‖As per the provisions in the AICTE Act, ―Technical Education‖ means programmes ofeducation, research and training in the following fields:-  Engineering  Technology  Architecture  Town Planning  Management  Pharmacy  Applied Arts and Crafts 51
  • Such other programmes or areas as the Central Govt. may declare in consultation with theCouncil by a gazette notification.Kohinoor College of paramedical sciences started their paramedical courses with IGNOU (IndiraGandhi national Open University) in the year 2011. But in the year 2012 the management haddecided to tie up with AICTE because the students in Mumbai will prefer Mumbai Universitythan IGNOU and our target audience is local students residing in Mumbai and Maharashtra.Management had also decided to propose some new paramedical courses which will be alsogetting affiliation from AICTE.New proposed courses for approval from AICTE. 1) BPMT- Cardiology 2) BPMT- Neurology 3) BPMT- Renal dialysis 4) BPMT – Emergency Medical Services 5) BPMT- Operation Theater 6) BPMT- Endoscopy 7) BPMT- Blood transfusionSince our management has shown interest in getting affiliated with AICTE, they have askedKCPS to work on the syllabus for the 3 years degree programme of paramedical courses. Andsend them scheme of studies as well as detailed courses of the same. The responsibility of documentation was under Dr. Nidhi Kewalramani medical co-ordinatorof KCPS. I was assisting her in the documentation process by searching for the syllabus oninternet portals, and by consulting doctors of Kohinoor Hospital as well as teaching staff ofKCPS. 52
  • Brochure & flyer designing.There is a peculiar comfort in a brochure. Its easy to feel that if youve got one, youvetaken care of marketing. Or most of it, at least. Brochures, then, are too often done "...because everybody has one," rather than aspart of a thoughtful marketing plan. A brochure, in this context, is a pamphlet or booklet that describes a firm, afacility or a service. It may be used to explain all or a segment of the firms services, orhow the firm functions in a particular industry, or addresses a specific problem. Despite the values inherent in well-done brochures, there are some pervasivemisconceptions that substantially undermine their very real value to sound marketing.Perhaps the most expensive misconception is that brochures sell -- that a prospectiveclient will read a brochure loaded with glowing adjectives, and sign a contract as a resultof it. To assume, too, that people read brochures thoroughly and carefully is anothertrap. In fact, a brochure, no matter how attractive or thorough, is usually simply glancedat. It may be read in conjunction with other material, to get an overall impression of afirm. But its rarely devoured like a novel. Theres a tendency to forget that publications strongly compete against oneanother -- and against other marketing literature -- for a prospective clients attention.Your brochure is rarely the lone voice in a wilderness. Nor can a brochure be merely self-serving, ignoring the needs of the reader. The brochure that sings the praises of oneselfmay fulfill egos, but rarely will it fill coffers. For all that a good brochure can contribute to a marketing program, its rarely thekeystone of a total marketing effort, nor should it be. But as an adjunct to a marketingplan, it can be powerful. 53
  • The Power of the Well-Designed Brochure In conjunction with other marketing tools, brochures...  Are tangible, with staying power. They give dimension and weight to anything you say about your firm and capabilities.  Can demonstrate a firms most valuable asset -- its intellectual capital.  Catalog and describe a firms capabilities, facilities, expertise, or point of view, all in best light.  Can supply valuable information, redounding to the benefit of the source.  Give visual dimension to a firm. A well-designed, attractive publication implies a well- run, efficient organization.  Give legitimacy to a new facility or service. A new practice in an existing firm, for example, becomes tangible to both its prospective clientele and the firm itself when it appears in print.When is a Brochure not indicated? A brochure is distinctly contraindicated when...· Its not part of a plan that delineates why its being done, and how its going to be used.· There is no clear view of how it will demonstrate the firms intellectual capital.· There are better ways to accomplish the objectives set for the brochure.· It cant be done with a professional and businesslike appearance.The Basic Questions Within the context of even the simplest marketing program, thinking about brochuresshould begin with the very basic questions... 54
  •  Who is our audience, and what do we want them to know, think, or feel after theyve read my publication?  What are we trying to accomplish with this publication in terms of the overall marketing program?  How will the brochure be used in conjunction with other marketing tools?  Will some other marketing tool better accomplish what we want the brochure to do?  How will the publication be delivered?Understand positioning -- What is the one most important thing about your service that meetsthe most significant need of your prospective clientele? That position should be at the crux ofyour brochure – the guiding and impelling factor that drives the thrust of your brochure. (Aclassic example of how a position works was the sign in the war room during President Clinton‘sfirst election campaign – It‘s the economy stupid. It told the campaign staff that the economywas the primary concern of the electorate, and that every messaged, speech, or piece of literaturemust have that position as the driver.)The answers to these questions will, in turn, focus the objectives of the brochure, and lead todeveloping a more effective document.The format is dictated not by arbitrary choice, but by the role the brochure is to play in themarketing plan. Too often, the graphic designer is called in before the writer, and before thebrochures marketing role is defined. This subordinates the message to the design, almostinvariably resulting in a visually attractive publication that diminishes or fails to serve thecommunications or marketing objective. In fact, be sure that the designer understands that themessage is in the text, not the design. Let the text do its work.Still, publications should be professionally designed, written and produced. Amateurism will saythings about your firms that are unflattering and counterproductive. If appearance is not theprimary factor, desktop publishing may be sufficient. But a brochure to rest on the desks ofCEOs of prospective clients should not be home produced.The art of writing a brochure is exactly that -- an art. But in writing brochures for a law oraccounting firm there are some distinct considerations that can make the difference between abrochure that accomplishes your objectives and one that doesnt. 55
  • The thoughtful, and most useful, brochure for a professional firm must solve a major problem --how do we describe our facilities and services in ways that differentiate us from our competitors,and at the same project quality? Ethics, of course, preclude comparison, which forecloses aclassic marketing device.One problem – one nagging problem – remains. How do you get the message across withoutusing the same language that everybody else uses, and saying the same things that everybodyelse says? How do you distinguish one professional firm from another, when you cant useadjectives? No problem is more vexing than this.Thats the dilemma. With a product, you can make a distinction. You can make a claim, andmaybe even prove that claim. "Our bulbs are brighter and last longer than their bulbs."Presumably, you can also say, "We do better audits,” or "We do better briefs," but you cant prove it, and whod believe it? 56
  • Website.I think of Web sites as an interactive informative medium that reflects my clients vision of whothey are and where they are going. Those who visit not only can experience their visiongraphically and audibly, but also able to interact and contribute to the clients vision in a*meaningful manner. To believe that a Web Site is the same as a paper brochure is a mistake.Web sites are that and much much more.When a site is too simple - people only visit once - when there is lots of information they needthey will bookmark the site and come back. Web sites are accessed in many different ways, ifyou believe that people come into a web site only through the main page - think again. Withpresent search engine software individual pages, text or images can be found in seconds. For me, web sites are used to convey my clients messages to their customers in as clear andinformative way as possible. It is to this end that I strive. The message and information are myprimary goals not the tools by which it is created.Today, the most important considerations for clients when investing in an on-line campaign aretargeting - 81 percent; brand building - 77 percent; e-commerce - 60 percent; audience reach - 56percent and click-thru rates to corporate sites - 47 percent. However, satisfaction with onlineadvertising remains mixed, with 24 percent of those surveyed dissatisfied with their online adcampaign and a further 28 percent neither satisfied or dissatisfied, according to a reportgenerated by The Myers Group.And how many Web Sites are there on the Internet?Google, the search engine announced (2008) that its total collection of indexed web documentsand blogs is 165,058,044,651. (That is 8 billion - which is more than the population of the earth)In this media there is the possibility of interaction between the sender and the receiver.Additionally, because of the interaction, the sender is also a receiver which is different fromother traditional advertising media which "yells" at the viewer without any mode that the viewercan "yell" back. This is something that television, radio or print media cannot do. We can also 57
  • stimulate peoples feelings by providing background music to a web page or set of web pages ascan be shown by the example of the Images of Eastern Ontario web site. A very powerful toolthat is used constantly in the television and radio mediums.This is why using the Web as a marketing communications tool is very exciting. In the scope ofhuman communications we are going where no person has gone before. That is using acommunications medium that is dynamic not static. Meaning it can be easily changed most timesin real time and in some cases on a periodic basis without difficulty.Interactive Web use makes it possible through the use of tools such as HTML, DMHL, Flash,Animated Gifs, Password Protected Areas, JavaScript, JAVA, Active X and CGI (CommonGateway Interfaces) technologies not only to react or interact, but to change the medium throughwhich the communications are made.Few contents of KCPS websites are:- 1. Introduction: 2. Message from CMD & Programme Head 3. Academic Council 4. Faculty 5. Courses/ Pedagogy 6. Assessment and Grading 7. Infrastructure 8. Facilities 9. Students life 10. Admission Process 11. Mission and vision. 12. Opportunities. 13. Careers. 58
  • KCPS programme head Mrs. Sonal Satelkar have given me the opportunity to work oncomplete project of launching of KCPS website. Right from collecting the required data fromvarious resources of Kohinoor group and secondary data available and then co-ordinating toKohinoor group IT team in Kohinoor business school Kurla.Before selecting the contents I have visited several educational websites on internet and decidedwhat all are the necessary contents required on our websites which will serve our purpose ofgiving the complete information of Kohinoor college of Paramedical Sciences.Once I have collected the data I have co-ordinated with Mr. Rameez Shaikh Jr. Programmer ofKohinoor IT division. He had done the web designing and hosting KCPS website online. For anynecessary changes and development I have to contact Mr. Rameez. Apart from that KCPS havealso opened a stat counter account where we can check number of visitors each day. Andwebmaster account to create and upload files on our website. KCPS Website address www.kcps.ac.in webmaster.kohinoorgroup.co.in 59
  • Inquiries An inquiry is any process that has the aim of augmenting knowledge, resolving doubt, orsolving a problem. A theory of inquiry is an account of the various types of inquiry and atreatment of the ways that each type of inquiry achieves its aim. While working with KCPS I have attended numerous numbers of inquiries telephonic as wellas Walk-in. These inquiries were completely related to our paramedical courses Some of the frequently asked questions (FAQ) during inquiries are. 1. Details about each and every course? 2. What is the fee structure? 3. Do you have any hostel facility? 4. Scope after doing these courses? 5. Does our child will be called as a doctor after doing these courses? 6. Which paramedical course has the best scope? 7. Are these courses affiliated to Mumbai University? 8. Is my child eligible to do post graduation or MBA in any field after these courses? 60
  • Promotion of the Brand Before the brand can be effectively promoted, the desired brand identity (how you wantothers to perceive the institution) must be defined. A brand rationale, brand attributes, and brandbenefits should be clearly articulated and consistently reflect the institutions values whilealigning with constituent expectations. As previously suggested, the brand lives in the hearts andminds of those we serve. Consequently, the logical place to begin defining the brand identity iswith an assessment of the existing brand image for various constituent groups valued by theinstitution. Though the assessment can take many forms, the desired outcome is to gain insightinto the current reality.The current reality is then compared against the institutions vision for its brand identity todetermine where gaps between the two exist. Recognized gaps enable marketers to target a brandstrategy—increasing the probability of achieving related institutional objectives. A targetedbrand strategy fosters effective positioning of a schools brand among competitors along with themanagement of brand assets such as institutional image, brand equity, the brand message, andthe promise inherent in the brand message. Too often, the brand strategy is devoid of anyassessment data and thus, positioning and messaging are not grounded in the current reality or agap analysis linked to institutional aspirations. The end result is typically a failed promotionalcampaign defined by empty or unfulfilled promises.Brand tactics emanating from a sound brand strategy yield successful promotional campaignsinfinitely more often than the fragmented "flavor of the month" or the panic-driven "lets tryanything" approaches common at many colleges and universities. For example, marketsegmentation inspired by a brand strategy focuses efforts on target populations who, if compelledto enroll, persist, advocate for, or financially support the institution, will impact strategic goals ofthe college more so than other potential segments. Likewise, a brand message spawn from abrand strategy is likely to have a laser focus that reflects the essence of the institution rather thanthe whims of a marketer or preferences of current students or administrators.Assuming that brand tactics are aligned with the brand strategy and that brand strategy is alignedwith the institutions mission and values, there are five universal tactics that should be employed. 61
  • Seek to understand constituent needs. Surveys, focus groups, observations, a review of historicaldata, and the like are used to collect information for pattern matching of constituent behaviorsand understandings that reflect their needs of the institution.Identify market segments that are highly valued by the institution. Define the characteristics ofeach segment, including motivators and barriers to supporting the institutions objectives.Determine which brand attributes will remove or lessen identified barriers and exploitmotivators. To illustrate, consider the market segment of out-of-state prospective students.Potential barriers may be distance from home or the perception that the school is a "suitcasecampus." Motivators might include the reputation of a high profile academic program, tuitionreciprocity, or the desire to experience new places.Use relevant brand attributes to effectively position the institution against would-becompetitors. What are your institutional strengths and competitor weaknesses associated with theneeds of a particular market segment? How can you capture this niche and defend it against allwho seek to encroach upon your market space?Differentiate the institution from competitors through relevant communications. While remainingtrue to the corporate brand message, spin the marketing message in a way that differentiates yourinstitution from competitors and is relevant to the targeted segment. Describe how their uniqueneeds will be met by your institution (often referred to as a value proposition). Convey to themhow your value proposition is different from direct competitors.Beyond the tactics themselves, practical matters of implementation must be addressed as well.What communication channels will be most effective in delivering the message? Who will havethe most influence over the targeted population and hence, should deliver the message? Whenwill the message most likely influence decision-making? What resources and infrastructure areneeded to ensure successful implementation? How will the quality of execution be monitored?How will effectiveness of the brand promotional efforts be measured?The degree to which due diligence is performed prior to launching the branding campaigndetermines the success of the campaign. Even with careful planning and near-perfect execution,brand promotion is a hollow endeavor if a constituents experience with the college or university 62
  • is incongruent with the brand message. Delivering on the promise of the brand is the single mostimportant aspect of branding a higher education institution.Delivering on the Promise of the Brand Many higher education marketing professionals believe their institution does not have abrand. Nothing could be further from the truth. A more accurate assessment would be that theirinstitutions have failed to manage their brand. At colleges and universities where positiveconstituent experiences occur by chance or randomly rather than through a tightly integrated,promise-driven, and planned approach, a brand exists, but it suffers from benign neglect.To effectively shape how constituents view an institution, you must begin first by understandingthe promise inherent in the existing brand or the brand the school aspires to have. Such promisesare often subtle and always symbolic. The power of symbolism should not be underestimated.Put simply, there must be congruence between what an institution claims to be and what itsconstituents actually experience when they interact with any individual or unit affiliated with thecampus. Once the brand promise is broadly understood, there are five steps to ensuringconsistent delivery of the promise of the brand.Define the brand promise. The definition must be based on the institutions personality—congruent with what the institution espouses to be and more importantly, consistent withinstitutional behavior. Most colleges and universities have clearly articulated core values, whichshould be fundamental elements of the brand promise definition. These values and thus, thebrand promise must be relevant both to internal and external constituents. Employees, forexample, must passionately believe in and care about the promise for it to be authenticallydelivered through the educational experience and student services. Relevancy does not equate tostandardized adoption, but instead it translates to individualized interpretations and behaviorassociated with the promise. Hence, the promise must be malleable enough to be accepted andpracticed by different subcultures within an institution as well as individuals with their ownunique beliefs and values. In the academy, this is the only practical way to strike a balancebetween the objective of universal adoption and maintaining a modicum of autonomy.Collectively, the college or university community must define desired expectations andbehaviors associated with the promise. 63
  • Live the brand promise. Consider the role of all faculty, staff, and administrators as "institutionaltrust agents." In reality, every encounter people have with the institution is a "moment of truth."You have thousands of institutional "moments of truth" every day. Whether the encounter occursin the classroom, in an administrative office, through a campus event, online, in person, or on thephone, each experience either fosters or erodes institutional trust. Think for a moment about yourown personal and professional relationships. Is there a single valued relationship in your life thatis not built on a foundation of mutual trust? Our students, their families, the schools alumni, andothers we serve are fundamentally the same. They will desire a relationship with an institutiononly if they trust you.Operationalize the brand promise. The promise must be personified through our services,business transactions, human interactions, information delivery, and learning experiences. Itmust be embedded in the culture and become a part of our institutional DNA. It must be viewedas a covenant between the institution and those we serve—never to be broken. Finally, it requiresan unfaltering focus on identifying and eradicating promise gaps using some combination ofpeople, processes, pedagogy, and technology.Deliver the brand promise consistently. To achieve consistency, institutions must (1) clearlydefine the desired constituent experience and (2) ensure the employee experience is aligned withthe desired constituent experience. For instance, if a staff member feels mistreated by theinstitution, it will be virtually impossible for that individual to effectively represent the brandpromise to the students they serve. So, to improve consistency of promise delivery to ourconstituents, we must first create an environment for employees that are conducive to feelingpassionate about the organization and its promise. The campus environment must be one thatvalues the contributions of individuals and proactively enhances human capacity.Convey the brand promise. Too often, higher education organizations permit their constituents toform impressions of the institution in an information vacuum—usually based on anecdotes,media coverage, and the negative experiences of the few. Effectively conveying the promiserequires an ongoing internal and external campaign. It requires careful management ofconstituent expectations, the promotion of promise delivery successes, as well as intentionalefforts to build institutional loyalty over time. 64
  • Conclusion When marketing units are charged with institutional branding, senior management hasunknowingly created a prescription for failure. A marketing department can implement only thepromotional aspect of branding. They do not possess the institutional influence or professionalexpertise to successfully execute the delivery of the brand promise. As this article suggests,brand promotion without the brand promise is often counterproductive. When the expectationsgenerated from promotional activities are incongruent with constituent reality, the image of theinstitution is tarnished and trust is eroded.To mitigate image and trust issues, adopt a two-pronged approach to branding—promotion andpromise delivery. Branding should not be relegated to just another marketing exercise. First andforemost, it must be about systemic institutional change. Use branding as a catalyst for definingwho the institution is and what it aspires to become. If implemented properly, branding can be ameans of unifying the campus around a common purpose and vision. That said, you are advisedagainst using the term "branding" to rally the institution around a change effort. To many inacademia, branding is an impure concept best left to the commercial sector. So, cast the brandingeffort in a context that is more palatable such as "institutional promise" or "constituentengagement." With acceptable terminology, a holistic approach, and the necessary antecedentsfor success in place, the conditions exist to radically improve an institutions image and futurereality. 65
  • ANNEXUREKCPS admission form 66
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  • Advertisement in Maharashtra times 68
  • Insertion in Hindustan Times. 69
  • Proposed rates by AKSHAR solutions Kohinoor Paramedical is looking out to conduct BTL activities & some branding activities across Mumbai. Proposal Month: - May, 2012. Commercials of the Proposal Month Particulars SIZE No. of Rate per Amount Boards Month Kurla FOB 8 X 3 sq.ft. 20 nos. 2350/- 47000/-May Vidyavihar Station 8 X 3 sq.ft. 10 nos. 3800/- 38000/- Dadar Hoarding 36 X 5 sq.ft. 1 no. FOC ----- Dombivali Station 60000/- 8 X 3 sq.ft. 20 nos. 3000/-June Train Exterior Panels 88” X 24” 1 no. 70000/- 70000/- Dadar Hoarding 36 X 5 sq.ft. 1 no. 32000/- 32000/- Train Exterior Panels 88” X 24” 1 no. 70000/- 70000/- Dadar Hoarding 32000/- 36 X 5 sq.ft. 1 no. 32000/-July (optional) Ghatkopar 8 X 3 sq.ft. 10 nos. 4300/- 43000/- Radio 158000/-GRAND TOTAL 550000/- 70
  • Bibliography & webilography.Bibliography:- I. Branding your business by Hammond, JamesWebilography:- I. www.marketingteacher.com II. www.measurebusiness.comIII. http://www.marcusletter.com/Brochure.htmIV. Other websites like:- a) www.google.com b) www.wikipedia.com c) www.managementparadise.com 71