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Advertising strategies for promoting UFV Chandigarh
Citation preview
1
Submitted by:
Chandhoke, Jyotbir S.
Gupta, Sahib
Singh, Amandeep
Virk, Devinder S.
Vohra, Karan
Submitted to: Prof. George Peary
Date Submitted: November 22, 2012
Date Due: November 22, 2012
UFV CHANDIGARH
BUS - 223 Advertising Planning
Group G
Team Project
Topic – Advertising Planning for UFV Chandigarh
TABLE OF CONTENTS
S No. Topic Page
1. Acknowledgement 2
1. Introduction 3
2. Competitive Analysis
Primary Attractors
UFV’s Competitive Advantages
UFV’s SWOT Analysis
4-8
5
7
7
3. Market Segments and Target Segments
Market Penetration
9-10
10
4. Persuasive Strategy 11
5. Recommended Advertising Activities
Taglines
12-14
13
6. Budget 15
7. Evaluation 16
8. References 17
© 2
ACKNOWLEDGEMENT
It gives us pleasure to express our most profound regard and sense of great
indebtedness and sincere gratitude to Mr. Gurneet S. Anand for his superb and painstaking
guidance, untiring help, keen interest and constant encouragement thought the period of
project.
We would also like to express our thanks to the faculty Members who helped us.
Especially library members, Computer lab staffs, without whose help the project could not be
completed.
We would like to express our sincere thanks to Mr. Karthik Saivhaiya and my
colleagues who helped us throughout the period of project.
© 3
INTRODUCTION
The history of UFV’s advertising has been less but effective. The main source of promotion
for UFV has been, in most cases, word-of-mouth advertising. UFV is able to advertise itself
by organizing various public events like Terry Fox Run and Has Raj Hans charity concert.
However, the market is full of threats as well as daunting opportunities. The first and the
foremost focus should be targeting post-secondary schools, which represent the hub for future
UFVians.
The first challenge is to overcome the doubts in the mind of the parents and to create a sense
of acceptance. Also, the fear about studying abroad has to be dealt with. The opportunities
range from promoting the course to getting people to talk about it. UFV’s advertising
program should be based on a culmination on both advertising on and off campus. This will
promote the university and garner more support from the parent university in Canada.
UFV has a wide market to cover .The attraction of students towards Canadian colleges can be
one of the major strength for UFV. Another main strength would be its uniqueness because
the course is not offered by any other Indian university; it has the advantage of using new
advertising techniques like advertising in both local and national market. This is so because
the course has a wide scope. The challenges are also related to budget. The budget provided
to the university in Chandigarh is limited, thus, radio and television advertisements cannot be
considered as of now.
© 4
COMPETITIVE ANALYSIS
Why did I choose to join University of Fraser valley, Chandigarh?
Reasons to earn a UFV Canadian BBA degree:
Students learn through an interactive model and practice each concept in real projects
and assignments, rather than just memorizing textbook information.
Heavy emphasis is placed upon developing employability skills like time
management, organization, teamwork, leadership, communication, presentation
ability, critical thinking, and strategic analysis.
Students are continuously evaluated on weekly assignments; minor and major projects
for industry; attendance and participation in the classroom; feedback from group
members, faculty and industry clients; and, mid-term and final examinations.
Professors possess real experience as leaders in their fields: they teach from personal
examples, and possess wide networks of business contacts to pass along to students.
An internationally recognized degree from Canada means you open doors to a career
or MBA studies anywhere in the world.
Small class sizes mean each student gets an extremely high level of personal attention.
UFV is ranked at the top of its category in Canada for having the most satisfied
students, highest quality of education, smallest class sizes, and best library.
After successful completion of at least one year in Chandigarh, students can apply to
complete their degrees at UFV in Canada.
Students develop impressive résumés, and are ready to launch their management
careers without any extra training, immediately upon graduation, giving them a huge
advantage over competitors in the job market.
© 5
Students receive the identical degree and education for approximately 35 per cent of
what it would cost an international student in Canada.
What are the primary attractors?
1. Opportunity to transfer to Canada at a Grade Point Average of 2.67
2. Practical experience - Learn in the classroom, and then practice your skills with
projects for real businesses, starting from the first semester of the program.
3. Scholarships - UFV awards Rs. 2-lakh in annual scholarships to deserving students
as follows:
i. Outstanding Academic Achievement worth Rs. 1 lakh.
ii. Continued Academic Excellence worth Rs. 25,000 x 4 awards.
4. Easy accommodation - Students in UFV’s BBA degree in Chandigarh live either at
home, in the UFV sections of the SDCC hostel on campus, or in private PG
accommodations.
SD Hostel beds are assigned first-come, first-served, and supply is limited, so it is
important to discuss your accommodation plans immediately upon application to the
program.
5. Ongoing evaluation versus cramming for exams - Ongoing, project-based
evaluation versus exam-driven theory: an entirely new learning experience. Students
are evaluated on an ongoing basis, working in small groups on weekly assignments,
presentations, and minor and major projects, so that; a consistent and fair assessment
of their progress is possible.
Is price a consideration?
Price doesn’t really matters in today’s education world. Everyone wants quality education,
100 % commitment and reliability. As compared to other universities, they (Lovely
© 6
professional university, Chitkara University, MIET, Amity University) have almost same
fee structure but UFV is offering a Canadian education itself in India. UFV offers this degree
program in India at approximately 35 per cent of what it would cost you to complete the
identical program as an international student at UFV in Canada.
Annual Fees Structure in India:
Program Fee (CDN $ 5000): Rs. 2, 75,000
Student Resource Fee: Rs. 12,000
Total: Rs. 2, 87,000
What are the other schools doing to attract students?
Business Schools near Chandigarh: Lovely Professional University, Chitkara University,
MIET, Amity University, Sikkim Manipal University, T.I.M.E, Indo Global Colleges.
1. Large number of advertisements through newspapers, radio, magazines etc during the
new academic year.
2. Workshops in different cities.
3. Offering 100% job opportunities / Careers / Placements.
4. Regular e-mails regarding their courses, learning’s etc.
How do competitor services compare?
Competitors (like Lovely professional university, Chitkara University) are offering residential
facility, transport facility, campus hospital, workshops, Bookshops & laboratories, sports
facilities, student centre, gymnasium, IT and computer services, Counseling and
psychological support, Banks, Banks Loan facility, University Management system etc.
© 7
However, University of Fraser Valley also offers a range of services to students and
employees such as student ambassador program, student lounge area, writing centre, facility
of online learning, accommodation, scholarships, International research and education,
Library and learning commons, Career and employment fair opportunities, etc. But UFV
Chandigarh has taken its first step to provide students with services of student lounge, online
learning, ESL learning centre etc.
UFV Chandigarh’s competitive advantages
1. Most important advantage is that student can transfer to Canada after any year with a
GPA of 2.67.
2. Obtain a solid foundation in every aspect of business.
3. Learn in the classroom, and then practice your skills with projects for real businesses,
starting from the first semester of the program.
4. Focus your education and experience to suit your own interests and skills.
5. Delivered at a fraction of what it would cost to study abroad.
6. Teaching and learning from Canadian faculty.
UFV’s SWOT analysis
Strengths:
1. Student-centered.
2. Strong social values and a commitment to community.
3. UFV has created a model for a teaching university where teaching, research, and
scholarship work together.
4. Employee retention.
5. One union.
© 8
6. Good labor relations.
7. Collaborative and democratic governance system
8. Online learning and educational technology.
Weaknesses:
1. Less funds
2. Students in India find difficulty in interacting with Canadian faculty as English as a
primary language.
3. Not a popular name among the area’s high schools students.
Opportunities:
1. Internships after every year.
2. Research assistantships for a project at the center.
3. Student work–study program.
4. Various events and activities held by the centre (cultural and social).
5. Student advisory committee.
6. Lecture series on topical matters.
Threats:
1. Any change in government rules and regulation of India.
2. The changing business environment in Canada. Whether or not a BBA degree would
hold importance or not 4 years hence.
© 9
MARKET SEGMENTS AND TARGET MARKETS
UFV has an advantage of unique course which offers Canadian degree with an easy gateway
to settle in Canada. It does not only attract Indians but other international students who want
to achieve international degree with multination work experience. This course attracts
customers from various fields- demographically, geographically and psychographically. UFV
has several market segments and has more than one target market. The appeal to each target
will be different.
We think the first segmentation would be geographically and demographically. Since, In
India, Punjabis or people of Punjab have huge attraction towards Canada and to work in
Canada. So the market would be the state of Punjab and Punjabis wherever they are allocated.
The attraction towards Canada can fascinate parents and students about this course. Secondly
after segmenting the market they need to specifically target people who all are enrolled in
different occupations with different approach.
The other main market for UFV Chandigarh would be international students who want to
achieve international degree with work experience. The availability of huge numbers of
Punjabis/Indians in other countries can be a good market. They can have an advantage to
obtain an international degree in India with exploring and spending some years of their life
with their family roots to which they belong too. Not only this, the increasing demand of
international personals for controlling businesses internationally will create a demand for
institutions which provides multicultural education and experience.
In India, UFV needs to approach differently to the people as children are dependent on
parents and most of the future decisions of children are taken by parents. So, we need to
target parents and educate them about this course.
© 10
Another main market for UFV is the present studying students at UFV Chandigarh Campus
itself. This market needs a special approach as these students are best examples and can be
the best persuasive way to attract students. As this market can create buzz in the market.
UFV can also approach through schools and educate students about this program.
Market Penetration
According to some statistics provided, each year approximately 20,000 students and rising
enter Canada for their education, directly in Canadian colleges. Out of which majority of
students take admission in the business courses.
Looking at above statistics, it shoes that the market penetration of students in UFV is very
little. This means that there is still a huge potential for UFV to attract students towards itself
and is a good sign of growth in future. It clearly shows us that, the probability of success of
advertising campaign is very high. We need to penetrate in this market and encourage these
students towards this university. The approach to different target markets will help us achieve
main goal.
© 11
PERSUASIVE STRATEGY
The persuasive strategy of UFV Chandigarh has been for long based on the concept of
sending students from India and attracting them on the basis of this. The main highlight of the
program for long has been providing a full-fledged international BBA degree with the option
of getting a permanent residence permit in Canada. The University focuses its main strategy
on sending students abroad with cost-effective strategies. The persuasion is also based on the
students who are already a part of the University. Persuasion can also come from someone
who has already joined the University.
Students can be sent to various schools where the perspective students reside. Banners, flyers
and verbal persuasive strategies can be used by delivering short speeches and also presenting
the positive points about the university. Also, the events like the Terry Fox run and the annual
function could be good persuasive techniques where in the parents and students can be
convinced about the credibility of the course.
Persuasion is something that comes from an inspiration. So, representing the strengths of the
University shall be the best option available. The best platforms should be chosen for the
same and the ideal stage is when the University is being represented as a whole. Post-
secondary schools should be the main focus and the brand name UFV should be promoted.
© 12
RECOMMENDED ADVERTISING ACTIVITIES
This area would include advertising activities and tactics like:
Promotion in Schools and Coaching Institutes – In India, 11th
and 12th
standard are
the deciding years of a student’s career. After 10th
standard, students in India choose
their area of specialization and interest categorized into 3 basic streams: Science,
Commerce and Humanities. So after choosing their stream, they prepare for
admissions in good colleges in 11th
and 12th
standard, by taking up different entrance
exams.
The biggest problem or drawback that UFV is facing is that students or parents are not
aware of this institution so, we have decided to reach as many schools and institutions
as possible to make the students aware about UFV and make our presence felt by the
expansion in university’s strength.
Promotion Booths – Because Word-of-mouth is the best possible way of advertising
so we have decided to run promotion booths at the festivals and seminars being held
at different colleges. Every year, in the month of September and October, colleges
organize college fests and youth festivals; in which students from different cities,
states and even different countries gather to participate, perform and compete in
dance, singing, and other co-curricular activities. This is the best opportunity when
students can be informed about UFV running this satellite campus in Chandigarh for
studies in Canadian courses in India.
Promotion at Related Events – Events like Terry Fox Run, Hans Raj Hans Sufi
Charity Event, Bhangra performance in front of Canadian Prime Minister, Stephen
Harper have grabbed many people’s attention towards UFV. So organising many such
events can stretch UFV’s approach to students and their parents in upcoming years.
© 13
Promotion through Current Students – Current students can also promote UFV
Chandigarh in different cities. As a part of their course, this work adds up as an
experience to their business profile. Students can visit different schools present in and
outside the city and promote UFV’s education schemes. The students can be given
incentives for their work in promoting UFV Chandigarh.
As India is known as the country of hard earners, no student or worker is being given any
credit for his/her work up to his/her standards. Whereas Canada respects this hard work and
pays off the student or the worker with great credits. As soon as, we start targeting more and
more new students we can concentrate on their retention.
Taglines that we suggest are:
“In UFV, you enter as a student and exit as a brand”
“We strive for your priceless future”
Current Students, Graduates and their parents play a very important role in holding
university’s stake. A new student willing to take admission in UFV Chandigarh and
thereafter, transferring to Canada is always worried about the activities encountered here in
India and, especially, after transfer to Canada; so, Word-of-Mouth from the Current Students
and Graduates plays the most powerful and persuasive role in supporting the university’s
credibility.
In current scenario, the UFV Chandigarh has its own students as it is faculty members, so the
university holds an upper hand over other universities. Worthy graduates like Gurneet Singh
Anand, Aditya Akre and Jeevika Goyal execute their roles as UFV faculty members very
well in UFV Chandigarh.
© 14
UFV Chandigarh’s profile can be raised by increasing its recognition in city and state’s
schools and college institutions. This can only be done with the help of vigorous marketing
and promoting activities. In our opinion, here the students shall be treated as UFV
Chandigarh’s Brand Ambassadors instead of being treated as UFV’s customers.
© 15
BUDGET
Activities Quantity Estimated Cost
Printing Media
Banners (Rs. 25 per sq. feet
with iron frame including
labour charges)
150 Banners (8 sq. feet) Rs. 30,000
Flyers and Pamphlets (Good
Quality Coloured Paper Rs. 1.0
per unit)
10000 Rs. 10,000
Brochures (Rs. 8 per unit) 1500 Rs. 12,000
Newspaper Ad in Journal
and Career Edition (Rs. 70
per word including graphics)
90 words approx. Rs. 6,300
Magazine Ad (HT City
Brunch)
- Rs. 25,000
Survey and Application
forms (70 paise per unit)
2000 units Rs. 1,400
Digital Media
Video Designing (Rs. 1500 per
hour)
5 Hours Rs. 7,500
Script for Video (Rs. 2500 per
page)
3 Pages Rs. 7,500
Music Composing (Rs. 2000
per hour)
2 Hours Rs. 4,000
Social Media
Advertising on Facebook and
Twitter (Rs. 100 per second)
3 minutes Video Rs. 18,000
Total Approximate Budget Rs. 1,25,000 approx.
© 16
EVALUATION
The evaluation of the campaign is also very important. This can be done by the number of
students and parents who attend the road show of the University and visit the office. The
main aim would be to popularize the course and this can be evaluated by the customer
response. Also, what is the perspective of the people should be kept in mind. The ideas and
the assessment of UFV Canada should also be valued at all times. It is because that is the
parent organization and the promoting activities can only be successful with their support.
Teachers, professors and UFV employees can also be important sources of vital information.
© 17
REFERENCES
1. UFV Canadian BBA degree at SD College, Chandigarh; Retrieved Nov 12, 2012
<http://www.ufv.ca/busadmin/Programs/Degrees/BBAIndia.htm>
2. Services at UFV; Retrieved Nov 12, 2012 <http://www.ufv.ca/Services.htm>
3. Program Highlights; Retrieved Nov 12, 2012
<http://www.ufv.ca/busadmin/Programs/Degrees/BBAIndia/Highlights.htm>
4. Complete the whole degree in India, or finish your studies in Canada; Retrieved Nov
12, 2012
<http://www.ufv.ca/busadmin/Programs/Degrees/BBAIndia/Highlights/Complete_in_
India_or_in_Canada.htm>
5. About Us; Retrieved Nov 12, 2012 <http://www.minglebox.com/college/Lovely-
Professional-University-LPU-Phagwara>
6. Klamm, Dan; April 11, 2011; 5 Tips for Recruiting College Students via Social
Media; Retrieved Nov 12, 2012 <http://mashable.com/2011/04/11/recruiting-college-
students-social-media/>