QCL V4 Root Cause Analysis on Brand Image Perception of a college

1. CAUSE EFFECT
DIAGRAM
BY:
PRANJAL PARIHAR
ANUKRITI SINGH
VIVEK MAHESHWARY
INDIAN INSTITUTE OF
FOREIGN TRADE (IIFT)

2. AGENDA:
• Introduction to Cause effect
• Cause effect diagram for selected subject using why why why logic
• Identification of three root causes
• Recommend solutions to overcome root causes
• Lessons learned

3. INTRODUCTION TO CAUSE
EFFECT DIAGRAM
• Also called as Fishbone ( Ishikawa ) Diagram
• It identifies many possible causes for an effect or problem
• It can be used to structure a brainstorming session
• It immediately sorts ideas into useful categories
• Methodology followed :
1) Define the problem and effect
2) Identify the main categories that determine the possible causes
3) Create sub branches of the categories that represent potential causes
4) Spend time investigating each potential cause

4. WHY USE IT FOR LOW/HIGH BRAND
PERCEPTION OF COLLEGE?
• Categorize many potential causes of a problem or issue in an
orderly way
• It helps to analyze what is really happening in a process
• It can help the decision makers to identify the main factors driving
their brand perception and help them to work upon it
• Can be used by the media team at the college for devising fruitful
brand communication strategy

5. The chart
looks like
a fish
structure
and hence
it’s known
as
Fishbone

6. Low/High Brand Perception of College
Brand Image
of college
Poor/Good
Step1:
DefinetheProblemandEffect

7. Low/High Brand Perception of College
People Process
Physical
Evidence
Step2:
Identifythemaincategories
Brand Image
of college
Poor/Good

8. Low/High Brand Perception of College
People Process
Physical
Evidence
Few
distinguished
alumni
No Accre-
ditation
No hostels
Step3:
Identifyfactorsorcauses
Brand Image
of college
Poor/Good

9. Poor
Brand
Image
in the
market
Low Brand Perception of a College
People
Process
Physical Evidence
No Distinguish Alumni
Poorplacements
Pooreducation
provided
Poor entrance process
Lackofproper
Accreditation
Admissionthrough
Donations
Poor Infrastructure
LackofFunding
Lackofdedication
fromadministration
Price (Fees)
ProductPlace

10. Good
Brand
Image
in the
market
High Brand Perception of a College
People
Process
Physical Evidence
Distinguish Alumni
Goodplacements
Goodeducation
provided
Good entrance process
properAccreditation
Admissionprocess
legitimate
Good Infrastructure
Goodamountof
Funding
Dedicationfrom
administration
Place
Price
Product

11. SOLUTION TO OVERCOME ROOT CAUSES
• Hiring of good faculties to impart good level of teaching
• Learning should be promoted in the classroom and not cramming up
• Development of interpersonal as well intrapersonal skills of students should be
focused upon
• Hiring of a good placement agency to help in good placements
• Entrance process should be legitimate
• People with good scores and matching the criteria, should only be admitted
• Fees should be charged in accordance to the facilities being provided
• Proper maintenance of infrastructure as well as improvement of the same
should be focused upon
• Proper marketing campaigns to address the target audience should be
channeled

12. LESSONS LEARNED
• How to perform Root Cause Analysis using Fish Bone Diagram
• The importance of brand perception of a college
• How to construct a Cause and Effect diagram
• What all goes into identifying causes and what effects it has on larger scheme
of things
• A well-defined entrance process along with good infrastructure can improve an
institution’s brand perception
• Word-of-mouth publicity can change people’s perception leading to better
branding

13. THANK
YOU