This is a case study written by faculty of JIMS, Rohini on the "success and significant: brand journey of JIMS", which got selected in IIM, roorkee. The case looks at the Delhi based PGDM institution Jagan Institute of Management Studies’ successful run of two decades and discusses some of the past, present and future challenges in light of its product and brand strategy

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Successful and Significant: The Brand Journey of
“Jagan Institute of Management Studies”
Presented by:
Ms. Pooja Jain
Associate Professor, JIMS
Ms. Yukti Ahuja Sharma
Assistant Professor, JIMS

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Case Introduction
• The case looks at the Delhi based PGDM institution Jagan Institute of Management
Studies’ successful run of two decades and discusses some of the past, present
and future challenges in light of its product and brand strategy
• The case highlights some of the distinctive practices like employability gap analysis,
student competency mapping, in-house mentoring and corporate mentorship
program that give a competitive advantage to the institution
• With many MBA/ PGDM institutions venturing into and many others venturing out
in this turbulent environment, it identifies JIMS’ strategies for sustenance
• It will be of great relevance to educational entrepreneurs, academicians,
corporates, marketers and students. The case discussion can bring to the fore front
some key learnings for making a successful and a sustainable institutional brand

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Jagan Institute of Management
Studies
Sprawling campus of 1.1 Acre at Rohini Institutional Area, Delhi which has an
Ultra-modern building with air-conditioned classrooms, seminar room,
auditorium, open air theatre, WiFi campus and Hostel for female candidates

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Case Objectives
• Examine the interactive nature of the elements of product and brand
strategy with respect to an academic institution
• Determine the role of strategic tools of decision making for an institution
• Understanding the macro environment factors that can play a significant
role in deciding the future plans
• Identifying factors which can help in building relationships among various
stakeholders of a business (Institution, Student and Corporates)

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Scope of Education sector
Education is one of the fastest growing sectors in
India. Between 2004 and 2010 it grew at an annual
rate of 18.13 per cent. In a country like ours where
50% of the 1.2 billion population is less than 30 years
of age the scope and responsibility of higher
education is to not only educate but also empower
the youth

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Evolution of Management Education
• After India got independence, higher
education in the country was bifurcated on
the basis of- traditional university programs
and more profound specialised institutions
like IITs and IIMs.
• Adapting with the times, more refined, more
customised streams in Management
education came up

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Jagan Institute of Management Studies
• Jagan Institute of Management Studies in the year 1993 was established
keeping in view the expectations of the times
• It imparts professional education at post graduate level in the fields of
management and Information Technology
• The PGDM programme is approved by the All India Council for Technical
Education and accredited by the National Board of Accreditation (NBA) for
excellence in quality education and has been granted equivalence to MBA
degree by Association of Indian Universities (AIU)
• Apart from this, there are two AICTE approved Two-Year Full Time
Programs namely PGDM (International Business) & PGDM (Retail &
Marketing Management).

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Product Strategies
• Selection criteria of Students
• Faculty
• Employability Gap analysis
• Curriculum Revision
• Teaching Pedagogy
• Industry Academia Interface
• Corporate Mentorship Program
• In-house Mentoring
• Clubs and Publications

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Brand Building Strategies
• Brand experience
• JIMS and Pagalguy.com
• Social Media
• Alumni Engagement
• Return on investment
• Sponsorships

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SWOT
Strengths
Fee structure
Qualified and diverse faculty
Location
Placements and Corporate Relations
Alumni Relations
All 4 P’s
Opportunities
Resilient Indian Economy
Emphasis of Government on higher
education
Global markets
MBA/PGDM course has become a primary
requisite for entry to the corporate world
Weakness
Area
Regional Brand
Non residential campus
Threats
Competition from other B schools
Entry of foreign universities
Online/ virtual programs
Migration of students to foreign
universities

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Key Challenges
• The number of registrations for the Common Admission Test
(CAT) 2014 for entry to the premier institutions has fallen by
33% since 2008. However the percentage increase in the
number of GMAT test takers from India over 2010-2013 is 25%
• Job scenario in the last few placement seasons has lost its
sheen because of the weakening economy, slump and
difficulty in getting jobs and questionable average packages
• Influx of Management Institutions

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• Employability of MBAs
• Foray of foreign universities
• Maintaining Product Quality
• Role of leadership

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Case Analysis
• Building competency of the brand PGDM
(revamping syllabus, international
accreditations and MOU with with
international brands for writing cases and
other exchange of ideas)
• Increased usage of technology in imparting
education
• Maintaining quality across verticals
• Ensuring practicality of concepts

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• Confronting International challenges
• Use mark up or cost based pricing. They can
either reduce the fee structure or increase the
number of seats (to achieve economies of
scale) or diversify and start additional
programs
• More investment on brand building strategies

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References
• Shinde, S. (2013), Indian education sector market size to be $110 bn by FY15, Business
Standard http://www.business-standard.com/article/companies/indian-education-sector-
market-size-to-be-110-bn-by-fy15-113012100537_1.html accessed on 20.08.14
• Indian Higher Education Sector Opportunities aplenty, growth unlimited! (2012) at:
http://www.deloitte.com/assets/DcomIndia/Local%20Assets/Documents/Thoughtware/Indian
_Higher_Education_Sector.pdf accessed on 04.09.14
• Basu, S. (2014), ”Registrations for CAT 2014 fall to a new low; lack of promotions, craze of
overseas degree main reasons”, The Economic Times, ET Bureau at:
http://m.economictimes.com/industry/services/education/registrations-for-cat-2014-fall-to-a-
new-low-lack-of-promotions-craze-of-overseas-degree-main-
reasons/articleshow/44042104.cms
• Nanda, P. K. (2013), Fewer candidates register for CAT even as seats increase, Live Mint,
at: http://www.livemint.com/Politics/hfkaFPd2KeWgKhqOGaRqdL/Fewer-candidates-
register-for-CAT-even-as-seats-increase.html?utm_source=copy
• MBA dream withering away (2014), CRISIL RESEARCH at: http://firstbiz.firstpost.com/wp-
content/uploads/2014/06/CRISIL-Research_Education_May-2014.pdf

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Thank You