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Marketing Management PPT

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This PPT is entirely for educational purpose. All the figures and facts represented are imaginary. Any relavance to reality is purely coincidental.
It shows how marketing plan is decided for getting 50 admissions in an eductional service industry.

Published in: Leadership & Management

Marketing Management PPT

  1. 1. • PRESENTED BY: • Sneha Chouhan MARKETING MANAGEMENT
  2. 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. 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. 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. 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. 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. 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. 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. 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. 10. 4. SWOT ANALYSIS STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
  11. 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. 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. 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. 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. 15. 4 P’s PRODUCT PRICE PLACE PROMOTION
  16. 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. 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. 18. PLACE • SITUATED IN NAVI MUMBAI • EASY TRANSPORTATION FACILITY • WELL EQUIPED CLASSROOM AND CAMPUS
  19. 19. PROMOTION ADVERTISEMENT PUBLICITY SALES PROMOTION WORD OF MOUTH
  20. 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. 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. 22. ADVERTISING BUDGET • Advertising can be done through the following mediums. Outdoor media Print media Electronic media Social media
  23. 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. 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. 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. 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. 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. 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. 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. 30. FINANCIAL PROJECTION PARTICULARS TOTAL COST ADVERTISING 462894 BROCHURES 100000 PROMOTIONAL VISITS 50000 SEMINARS 50000 TOTAL 6,62,894
  31. 31. BREAK EVEN ANALYSIS • BREAK EVEN ANALYSIS can be calculated by = Total Expenditure Revenue per admission = 662894 410000 = 1.6168
  32. 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. 33. REFRENCES • Google.com • Wikipedia.in • Aviation-carrer.org • D.Y.Patil official site • Google.images.com • Youtube.com • Dirpy.com

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