IMC PLAN

•Alok, •Amit,• Ankit•Mandeep,• Nikhil

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