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IMC plan for chitkara university

IMC plan for chitkara university



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    Imc@cu Imc@cu Presentation Transcript

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