Symbiosis SNAP

A case study

To increase the number of applicants to Symbiosis management programs, especially the top 8 institutes besides the top 3.

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• Top 3 Symbiosis institutes:1) SIBM – Symbiosis Institute of Business Management2) SCMHRD – Symbiosis Centre for Management and HRD3) SIIB – Symbiosis Institute of International Business

• Each getting an average of 20,000 applicants.

• The concern? The balance 8 institutes which only get an average of 1000 applicants, some get even lesser.

Increase the number of applications for the other 8 Symbiosis institutes to 5000 applicants each.

Branding Idea: • Using the Wings for Profit brand planning tool, Seagull came up with the idea of a common aptitude test for all Symbiosis institutes. It was branded as SNAP - Symbiosis National Aptitude Test, an All India Entrance Test for Symbiosis Management Programs held across 21 cities in India. This would standardise the admission process of Symbiosis and put it at par with the top level aptitude tests for management programs.

• Visual Idea – The SNAP Compass depicts the all round reach of Symbiosis Management Programs.

• Year 1: 40,000 applicants. Average applicants per institute: 3,000 (excluding the lead 3 institutes)

• Year 2: 75,000 applicants. Average applicants per institute: 4,000 (excluding the lead 3 institutes)

• Year 3: 110,000 applicants. Average applicants per institute: 5,000 (excluding the lead 3 institutes)