This PPT is for educational purpose only. All the figures and facts represented are hypothetical. Any relevance is purely coincidental. It shows how marketing plan is decided for getting 50 admissions in an educational service industry.

1. • PRESENTED BY:
• Sneha Chouhan
MARKETING MANAGEMENT

2. TOPIC
• Prepare a marketing plan for DY Patil
school of management for MBA in
aviation management
• SWOT ANALYSIS
• Marketing strategy and program to
achieve minimum 50 admissions (4P’s)
• Financial projection
• Break even analysis

3. CONTENTS
1. Introduction
2. Why MBA in aviation management?
3. Introduction to the course
4. Competitors
5. 4 P’s of Aviation Industry
6. SWOT Analysis of Aviation Industry
7. Future and Scope
8. Marketing strategy
9. Financial projection
10. Break even analysis

4. 1. INTRODUCTION TO THE AVIATION
INDUSTRY
• Aviation sector brings enormous benefits to
communities and economies around the globe.
• It is a key enabler of economic growth, social
development and tourism providing connectivity
and access to markets.
• Air transport currently supports 56.6 million jobs
and over US$2.2 ,trillion of global GDP.
• It is a strategic contributor to economic growth
and development.

5. 1. INTRODUCTION TO THE AVIATION
INDUSTRY (contd…)
• The aviation industry in India has experienced
remarkable transformation in the last 20 years.
• As the Indian economy moved towards becoming
more outward oriented, rising per capita incomes,
changes in the structure of the economy meant
greater demand for mobility to meet business and
personal needs.
• Thus, there was an increase in demand for physical
infrastructure in general and transportation in
particular. Air travel is now becoming an
affordable mode of transportation for a much
broader segment of the population than before.

6. 2. Why MBA in Aviation Management?
• MBA Aviation Management
program has been prepared to
bridge the gap between the
industry demand and professionals
with the global knowledge of the
aviation industry.

7. 3. INTRODUCTION TO THE COURSE
• This is a 2 year degree course for those who are
interested in perusing management positions at
airlines/ airport companies.
• Managing a large amount of passengers, employees
and operations is what is aviation management all
about.
• A career programme in Aviation management provides
vast opportunities to travel the world, meet new
people and gain experiences from all parts of the
world.

8. Why Aviation Management in
Dr. D.Y.Patil University ,School of
Business Management
• UGC Recognised
• Ranked A++ by Business Media
• Premier Business School accredited by NAAC
• State of the art infrastructure
• Faculty pool of more than 50 Industry and
Academic professionals
• Excellent industry-institute interface
• 100% Placements Assistance

9. 3. COURSE STRUCTURE
COURSE OFFERED MBA in aviation management
ELIGIBILITY The aspirant must be a graduate in any field
with minimum 50% in the final semester.
FEES STRUCTURE The tuition fees for is the exam is 4.5 lakhs
for 2 years.
SELECTION CRITERIA 1. Admission test
2. Group discussion
3. Interviews
COURSE DURATION 2 YEARS

10. 4. SWOT ANALYSIS
STRENGTHS
WEAKNESSES
OPPORTUNITIES THREATS

11. STRENGTHS
• Dr.D.Y.Patil is a reputed institution so it’s a
brand name in itself
• Ranked A3 by AIMA
• Ranked A++ by Business India
• Ranked 57th in India, the week
• Rewarded as the most promising management
institute by Brands Academy
• Extra curricular activities apart from
academics.

12. WEAKNESSES
1. Aviation Management is a newly introduced
course so high risk involved regarding
admissions
2. Not easy to convince the target audience
3. Lack of knowledge about the course among
the students and parents
4. Huge expenditure involved in promoting this
course

13. OPPORTUNITIES
1. Growing aviation industry is an opportunity
as more people are using airlines for
travelling now
2. Can enter into the international market.
3. Offers continual expansion of opportunities
for both leisure and business destinations
4. Huge vacancies predicted in future years in
this field

14. THREATS
• A plague or terrorist attack anywhere in the
world can negatively affect air travel
• Government intervention can result in new
costly rules or unexpected new international
competition
• Unstable market in the airline industry

15. 4 P’s
PRODUCT
PRICE
PLACE PROMOTION

16. PRODUCT
• Specialized Master’s Degree in Aviation
Management.
• World wide recognized
• 100% Placement assistance provided
globally
• Full and part time aviation
management courses available.

17. PRICE
1. Fees structure-
TOTAL FEES- 4,10,000/-
SR.NO PARTICULARS 1ST YEAR FEES 2ND YEAR FEES
1 TUTION FEES 1,80,000/- 1,80,000/-
2 LIBRARY DEPOSIT 5000/- -
3 ENROLLMENT FEES 2500/- -
4 DEVELOPMENT FEES 5000/- -
5 ELIGIBILITY FEES 2500/- -
6 EXAMNATION FEES 10,000/- 10,000
7 PARAMOUNT EXP. 15,000/- -
TOTAL 2,20,000/- 1,90,000/-

18. PLACE
• SITUATED IN NAVI
MUMBAI
• EASY TRANSPORTATION
FACILITY
• WELL EQUIPED
CLASSROOM AND
CAMPUS

19. PROMOTION
ADVERTISEMENT
PUBLICITY
SALES PROMOTION WORD OF MOUTH

20. Marketing Strategy
• D Y Patil University, School of Business Management
also offers Scholarship to the students who has scored
more than 85% or above in their academic year would
be eligible for the scholarship program.
• If the students pay the entire amount at a one go they
would avail a discount of 5% in the total fees.
• It also gives an additional facility to students to groom
themselves as per the requirement of aviation industry.
Hence they offer free grooming sessions.

21. Contd…
• Enrollment Strategies :- Coordinate and implement
new initiatives within existing budget.
• Messaging Campaigns :- Enhance Messaging ,Calling
and Contact Campaigns for counsellors, faculty to
ensure more cohesive, compelling and consistent
messaging and to maximize targeted enrollment (i.e.
academic program)
• Visit :- Enhance visit experience
• Communication Flow:- Enhance messaging via multi
tiered via communication flow in variety of mediums
for students as well as parents.

22. ADVERTISING BUDGET
• Advertising can be done through the following
mediums.
Outdoor media Print media
Electronic media Social media

23. OUTDOOR MEDIA
• CHITRA AGENCY- This agency has the widest range
covering all the major railway stations in Mumbai
• ANURAG ADVERTISING– It is anew firm which
supports the outdoor media interaction through
placing hoardings on major bus stops

24. PRINT MEDIA
• Print media can be
achieved through the
newspapers
• Newspapers which can be
used –
1. TIMES OF INDIA
2. MUMBAI MIRROR
3. LOKMAT
4. VASHI TIMES

25. ELECTRONIC MEDIA
• In electronic media we propose to make use
of the radio.
• The following stations can be used
1. 93.5 RED FM
2. 91.1 RADIO CITY

26. SOCIAL MEDIA
• Social media is basically
making use of the internet
medium, which can be
done using following ways
• Facebook page
• Twitter account
• Advertising in basic
educational sites like-sulekha.
com etc
• Making a private webpage

27. Budget for advertising
SR.NO PARTICULARS TOTAL COST
A- OUTDOOR MEDIA
1. CHITRA ADVERTISING-medium size hoardings on major railway
station.
(Rs.10,000 each x 15 hoardings for 2 months)
1,50,000
2. ANURAG ADVERTISING- poster hoarding at bus stops
( Rs. 3000 each x 100 bus stops for 3 months)
3,00,000
B- PRINT MEDIA
1. TIMES OF INDIA- 4 COLUMNS X 15 INCH – Rs.290
( Rs. 290 x 10 days)
2900
2. MUMBAI MIRROR- 2 COLUMNS X 10 INCH- Rs.100
(Rs. 100 x 10 days)
1000
3. LOKMAT- HALF PAGE COLUMN-Rs.55
(Rs.55x 15 days)
825
4. VASHI TIMES- FULL PAGE ADVERTISEMENT- Rs.80
(Rs. 80 X 15 days)
1200

28. SR.NO PARTICULARS TOTAL COST
C. ELECTRONIC MEDIA
1. 93.5 RED FM- BRODCASTING RATES Rs.1500 for 10 days 1500
2. 91.1 RADIO CITY-BROADCASTING RATE S
Rs.1000 for 10 days
1000
D. SOCIAL MEDIA
1. SHIKSHA.COM 2000
2. SULEKHA.COM 2400
3. FACEBOOK PAGE 0
4. TWITTER ACCOUNT 0
5. MAKING A PRIVATE WEB PAGE 70
TOTAL- 4,62,895

29. BROCHURES
• 1000 BROCHURES are required
Therefore making charges would be of Rs. 100 each
1000 brochures X Rs. 100=Rs. 1,00,000
PROMOTIONAL VISITS AND SEMINARS
• Promotional visits include visiting major airlines and airports to invite
them to encourage this course and provide with placement
opportunities.
• Promotional events and seminars can be done in various graduation
offering colleges across the entire city to encourage and motivate
students to choose Aviation Management programme from our
college.

30. FINANCIAL PROJECTION
PARTICULARS TOTAL COST
ADVERTISING 462894
BROCHURES 100000
PROMOTIONAL VISITS 50000
SEMINARS 50000
TOTAL 6,62,894

31. BREAK EVEN ANALYSIS
• BREAK EVEN ANALYSIS can be calculated by
= Total Expenditure
Revenue per admission
= 662894
410000
= 1.6168

32. TOTAL PROFIT
• TOTAL SEATS-100
• 100X 410000 = Rs.4,10,00,000
( 4 crores and 10 lakhs)
• RETURN ON INVESTMENT
= Rs.4,03,37,106

33. REFRENCES
• Google.com
• Wikipedia.in
• Aviation-carrer.org
• D.Y.Patil official site
• Google.images.com
• Youtube.com
• Dirpy.com