BRANDHOPER

DAFFODIL INTERNATIONAL UNIVERSITY (DIU)

Its amendment in 1998 and Daffodil International University came into being on 24th January 2002

7th Ranking place among all the private universities

PRODUCT LINE
Undergraduate and postgraduate: 28 -BBA -MBA International IT certification courses: 6 Proposed programs: 8 Short courses: 5

WE HAVE CHOSEN

BBA !!!
WE HAVE PROSECUTED A RESEARCH WORK BASED ON BBA OF DIU

LETS HAVE A DEEPER LOOK INTO IT..

LEPEST OF DIU !!!

Legal Factor
Rules and regulations of UGC Private University Act 2010, company act 1994, trademark act 2009, value added tax act 1991, labor act, environmental act the Private University Act (PUC), 2010

Ecological Factors
giving donation to the flood affected victims, providing warm clothes the poor in the winter season, observing tree plantation program, beautifying the roads, observing world food day, observing world habitat day

Political Factors
Ministry of Education and UGC are
the apex policy making institution of the Government regarding administration and development of higher level education sector. Any policy change in educational sector affects DIU apparently.

Economic Factors

Income level of the people of Bangladesh Inflation rate of Bangladesh Exchange rate of Bangladesh: It will affect the foreign students studying in DI Recession Interest rate Labor cost Unemployment level Taxes and tariff

Socio cultural Factors

Anti drugs campaign Pohela boishakh day celebration Independence day celebration International mother language day celebration Anti tobacco poster competition Blood donation program

Technological Factors
Computer Network Equipment Data Center License Copy Software University Computer Labs and Network In total, Computing Laboratories have more than

550 computers

MARKETING MIX : PRODUCT : DIU IS RELATED WITH SERVICE WHERE

PRODUCTION AND CONSUMTION ARE INSEPARABLE
AVAILABLE SERVICES :

Undergraduate Programs (Faculty of Science & Information Technology) Undergraduate Programs for Diploma holders (Faculty of Science & Information Technology) Undergraduate Programs (Faculty of Business & Economics) Undergraduate Programs (Faculty of Humanities and Social Science) Master Programs (Faculty of Science & Information Technology) Master Programs (Faculty of Business & Economics) Master Programs (Faculty of Humanities and Social Science)

PRICING :
Service Undergraduate Programs (Faculty of Science & Information Technology) Undergraduate holders (Faculty Programs of Science for & Diploma Information

Product range

Taka 3,80,000-tk 4,80,000

taka 2,96,500-tk 3,56,050

Technology) Undergraduate Programs (Faculty of Business & Economics) Undergraduate Programs (Faculty of Humanities and Social Science) Master Programs (Faculty of Science & Information Technology) Master Programs (Faculty of Business & Economics)

taka 3,51,100- 4,85,900 taka 1,12,750- 3,55,000 taka 1,05,700-1,68,000 taka 1,40,500-2,13,600

Master Programs (Faculty of Humanities and Social Science)

taka 77,500-1,34,250

SERVICE : Service providers have to give

special thought to where the service would be provided. DIU HAS CHOSEN SUITABLE PALCE FOR ITS CAMPASS :
Main Campus: Ahulia model town, Dhaka. Campus 2: Sobhanbag campus Uttara campus 1 Uttara campus 2 Lalmatia

PROMOTION : DIU FROM ITS

INCEPTION IS USING DIFFERENT TYPES OF PROMOTIONAL TOOLS TO GET STUDENTS IN ITS DOOR

ADVERTISING PERSONAL SELLING SALES PROMOTION PUBLIC RELATION DIRECT MARKETING

PEOPLE: people are a defining factor

in a service delivery process. In DIU the faculties providing the service to the students, the administrative officers and the staffs all are part of the element People.

PROCESS:
The process of delivering the educational service is crucial since it ensures that the same standard of service is repeatedly delivered to the customers.

PHYSICAL EVIDENCE:
Since services are intangible in nature most service providers strive to incorporate certain tangible elements into their offering to enhance customer experience.

THE ACADEMIC BUILDINGS, LAB FACILITIES, GYMNASIUM, FOOD COURT ARE ALL PART OF PHYSICAL EVIDENCE.

ALLOCATION OF COST
Cost allocation is a process of providing relief to shared service organization's cost centers.

There are two approaches to allocate the cost that a firm may use Allocate costs to activities of production and delivery of daily products Allocate on the basis of key determinants of competitive advantage in selling various customers.

Utilization of capacity: DIU has the capacity of

accommodating approximately 2300 students. It has three semesters. Different numbers of students get admission in these three semesters.

Like: Spring (January): In this season almost 1600 students get admission. This can be said as the peak period, capacity utilization here is the highest. Capacity utilization= (Actual number of students /potential students) *100 = (1600/2300)*100 =70%

FALL SEASON (SEPTEMBER): In this season almost 800 students get admission. This can be said as the off period, capacity utilization here is the lowest.

Capacity utilization= (Actual number of students /potential students) *100 = (800/2300)*100 =34%

SUMMER SEASON: In this season almost

1100 students get admission.

Capacity utilization= (Actual number of students /potential students) *100 = (1100/2300)*100 = 47%

Critical factors in the pricing decision of DIU

Effective cost information Customer valuation Market target Competitive dynamics

MARKET SEGMENTATION
1) Geography 1) City 2) Density 2) Demographic 1) Age 2) Family income 3) Education 3) Psychographic 1) Social class 2) Life style 4) Behavioral 1) Occasion 2)Benefits

TARGET MARKET
The target market of DIU are HSC students and A-Level Students having minimum 2.5 GPA both in SSC and HSC or any equivalent background from any group may apply for admission in BBA.
. Completing five O-level subjects and at least two A-level subjects with at least GPA 2.5 (Below C grade in any subject is not acceptable) may apply for admission.

POSITIONING STRATEGY
1. Permanent Campus 2. Quality Education 3. Qualified Academicians 4. Academic Diversity 5. Efficient Administration 6. Wifi covered 7. One student One Laptop

PRICE AS A MARKETING STIMULUS IN DIU :

Price like other promotional activities act to stimulate consumer response in terms of sales. The expected pattern is an increase in sales, with a cut in price or the introduction of a new product
DIU OFFERS PRICING PROMOTION SUCH AS IF A STUDENT GET ADMITTED IN A SPECIFIC PERIOD HE W I L L G E T D I S C O U N T .

STUDENTS INTERPRETATIONS OF DIU:

TIME IMPLICATIONS:
This includes whether classes and examination take place on the due date, also whether the students are able to complete their B.B.A degree within 4 years.

PSYCHOLOGICAL IMPLICATIONS: It means

students valuing some non-economic functions of the service they get. As a non-economic function, DIU provides the feeling of prestige and statuses to the students.

BREAK-EVEN ANALYSIS

Tuition Fee Variable Cost

Fixed Cost/ Unit Contribution Margin

Tuition Fee* Break Even Unit

SUMMER

FALL

(Tuition Fee-Variable Cost)

(64853.8 41455) BDT =

23398.8 BDT

(Fixed Cost/ Unit Contribution Margin) (20,397,000/23398.8) =871.71

872 Students
(Rounded)

(Tuition Fee* Break Even Unit) BDT (64853.8 872)

=

56,55,2514 BDT

SUMMER

(Tuition Fee-Variable Cost)

(64861.82 44828.18)BDT =

20033.64 BDT

(Fixed Cost/ Unit Contribution Margin) (20,397,000/20003.64) =1018.13

1018 Students
(Rounded)

(Tuition Fee* Break Even Unit) BDT (64861.82 1018)

=

66,029,333 BDT

FALL

(Tuition Fee-Variable Cost)

(64867.77 44124.44) BDT =

20743.33 BDT

(Fixed Cost/ Unit Contribution Margin) (20,397,000/20743.33) =983.30

983 Students
(Rounded)

(Tuition Fee* Break Even Unit) BDT (64868 983)

=

63765244 BDT

PRICE-QUALITY RELATIONSHIP
COMPARISON BETWEEN COMPARATIVE VALUE

SEU & DIU EWU & DIU NSU & DIU DIU & MIU

4 4.33 .344 .250

FORMULA USED:

QUALITY DIMENSIONS FOR PRICE-QUALITY EVALUATION

1) PRESAGE VARIABLES:
Quality of academic staffs Quality of Students Nature of research enterprise

2) PROCESS VARIABLES:
Amount of class contact Peer ratings

3) SERVICE VARIABLES:
Student performance Employability

Average Quality rating of different Universities:

Universities NSU
EWU SEU DIU MIU

Average quality rating (out of 70) 62

55 46 42 40

List Fee (Per semester) BDT 80,000

45,000 43,000 42,000 35,000

PRICING STRATEGY
COST ORIENTED APPROACH

Or
DEMAND ORIENTED APPROACH?

or
COMPETITION ORIENTED APPROACH?

NO MORE PATIENCE !

THANK YOU!!