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