Imc@cu

839 views

Published on

IMC plan for chitkara university

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
839
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
21
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Imc@cu

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

×