A STUDY OF PROMOTIONAL STRATEGIES ADOPTED BY BRIGHT VISION INFOTECH WITH AN INTENT TO INHANCE ITS BRAND IMAGE A PROJECT REPORT

Submitted By: Mohd Naushad In the partial fulfillment for the award of the degree Of Masters of Business Administration (MBA) UNDER THE GUIDANCE OF: Mr. Shahnawaz Abdin Jamia Hamdard University

Under the supervision of: Mr. S.S. Shadman MBA (GEN.) 2011-2012

Submitted by: Mohd Naushad

Acknowledgement
At the outset I submit my praise to Almighty Allah who bestowed upon me the opportunity to work on this project and provided me the confidence and capability to accomplish this mission. I would like to convey my gratitude to my supervisor/guide Mr. S.S.Shadman for giving me an opportunity and support by his able guidance for exploring the ways and means to analyze the project promotional strategies for BRIGHT VISION INFOTECH PVT LTD. I would like to thank the Staff & the organization for their cooperation in studying the various aspects of the schemes and providing material support. Also, I am thankful to my faculty guide Prof. Shahnawaz of my faculty, for his continued guidance and invaluable encouragement. It was a learning experience in many ways. Not only did I gain valuable economic insight, but also, the project was helpful in understanding the contribution of the EDUCATIONAL INSTITUTES towards the development of promotional strategies in those institute.

Thank you. Mohd Naushad

EXECUTIVE SUMMARY
Promotional strategies My project is about how the educational institutes are getting their brand image through the promotional strategies. From ages, a reputed Brand Name and Customer have been sharing an inseparable bond with each other. And for a brand to get reputation, it should consistently focus on increasing the brands identity and its lifespan by constantly reinventing and revitalizing the brand. Today almost all universities and colleges are conscious about the b-word, they are all surely aware of brand reputation. Marketing mix is a model of crafting and implementing marketing strategy. Throughout the assignment I will prefer to use my reference to Bright Vision Infotech. I will refer to this Institute how it has diversify its market products, the price range, places for distribution and the promotional strategies they have used to promote their products. This report provides an overview of best practices in institutional positioning at educational institute. The report covers a variety of topics related to the creation and evaluation of branding campaigns in distance education

Table of contents

Serial No.
1 1.1 1.2 1.3 1.4 1.5 1.6 2 2.1 2.2 2.3 2.4 2.5 2.6 2.7 3 3.1 3.2 3.3 3.4 4 4.1 4.2 4.3

Particulars
Introduction OVERVIEW BRIGHT VISION INFOTECH (BVI) in Brief BVI Products BVI has a variety of products ranging from BVI Place BVI Price Literature Review What is Sales Promotion Promotion and Selling Promotion and Sales Promotion Advertising Sales Promotion Public Relations and Publicity Study which has been done Methodology Topic of research Research Objectives Research Design Descriptive Research Technique Data, Interpretation and Analysis Age of respondent Number of the student in different years Fees per annum

Page No.
7 8 8 8 9 9 12 12 13 13 14 14 14 14 21 22 22 22 22 25 26 27 28
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4.4 4.5 5 6 7 8

No. of received enquiry calls (Daily Basis) No. of student in graduation Conclusion Limitations of the project Recommendations References

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CHAPTER 1
INTRODUCTION

Introduction
1.1 OVERVIEW--Marketing Mix is a major concept in modern marketing and involves practically everything that a marketing company can use to influence consumer perception favorably towards its product or services so that consumer and organizational objectives are attained, i.e. Marketing mix is a model of crafting and implementing marketing strategy. Throughout the assignment I will prefer to use my reference to Bright Vision Infotech (BVI). I will refer to this Institute how it has diversify its market products, the price range, places for distribution and the promotional strategies they have used to promote their products. One of the most difficult marketing decisions facing companies is how much to spend on promotional John Wanamaker, the departmental - store magazine, said, "I know that half of my advertising is wasted but I don't know which half." Thus it is not surprising that industries and companies vary considerably in how much they spend on promotion. Promotional expenditures might amount to 30-50% of sales in case in cosmetics industry and only 10-20% in the industrial equipment industry. Within a industry, a low and high spending companies can be found. This report provides an overview of best practices in institutional positioning at educational institute. The report covers a variety of topics related to the creation and evaluation of branding campaigns in distance education. Our analysis is broken down into sections:

Establishing a Brand Identity The first section of the report covers common
practices among colleges and universities in their efforts to create or over all institutional brand identity.

Evaluating Brand Success The second section goes on to summarize strategies

for evaluating the success of branding campaigns at educational institute.

1.2. BRIGHT VISION INFOTECH (BVI) in Brief: Ever since BRIGHT VISION INFOTECH (BVI) began its journey in 1998, it has been growing at a remarkable pace. It was the foresight and visionary zeal of the founder Chairman Mr. S.S.Shadman, renowned academician, that led to the setting up to BVI group which today incorporates 3 campuses across Delhi that cater to more than 2000 students in a year. Not only to rest on past laurels, BVI group has continued to expand by setting up centers all over India, including Delhi, Uttar Pradesh (Rajasthan), and have transcended geographical boundaries by our extremely useful correspondence courses. As a result, BVI time tested learning formulae are percolating to students from all backgrounds from far flung corners of India. A harbinger of quality education, BVI is an innovative Educational and Training organization. With professional expertise under the belt, the institute offers excellent education in various streams viz. Management Mass Communication Insurance CA Coaching Information Technology Travel & Tourism Hardware & Networking Computer Courses. 1.3. BVI Products: BVI Products The first market mix element is Product. A product is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a need or want.. These product attributes can be manipulated depending on what the target market wants. Also, customers always look for new and improved things, which is why marketers should improve existing products, develop new ones, and discontinue old ones that are no longer needed or wanted by the customer. 1.4. BVI has a variety of products ranging from: BVI has a variety of products ranging from, BACHELORS DEGREE COURSES-- BBA Bachelor of Business Administration BCA - Bachelor of Computer Application BMC Bachelor of Mass Communication B.Sc. (IT) - Bachelor of Science in Information Technology BAJM - Bachelor of Arts in Journalism & Mass Communication B.Sc. (M&A) Multimedia and Animation.

MASTERS DEGREE COURSES-- MBA - Master of Business Administration MCA Master of Computer Application MBA (IT) - Master of Business Administration in Information Technology M.Sc. (IT) - Master of Science in Information Technology M.Sc. (CS) - Master of Science (Computer Science) M.Com. - Master of Commerce LLM Master's in Law M.A. (Multimedia) - Master of Arts in Multimedia MMC - Master of Mass Communication. POST GRADUATE DIPLOMA COURSES-- PGDCA - Post Graduate Diploma in Computer Application PGDMC - Post Graduate Diploma in Mass Communication, Computer Courses CA Coaching Engg. / Medical Entrance Exam preparation.

1.5. BVI Place: Decisions with respect to place focus on making the product available in adequate quantities at places where customers are normally expected to go for them to satisfy their needs. Depending on the nature of the product, marketing management decides to put into place an exclusive, selective or intensive network of distribution, while selecting the appropriate dealers or wholesalers. BVI has used it in following ways All the Institutes are located at prominent locations well connected with all modes of transport .they are located at :CORPORATE OFFICE-CUM-INSTITUTE -1513 Pataudi House, Near Janta Cooperative Bank, Dariya Ganj New Delhi-110002 PH- 23243036,65161697, 9811810364

BRANCH- Tikona Park, Jamia Nagar, Okhla New Delhi-110025

1.6. BVI Price: Pricing decisions are almost always made in consultation with marketing management. Price is the only marketing mix variable that can be altered quickly. Price variables such as dealer price, retail price, discounts, allowances, credit terms etc. influence the development of marketing strategy, as price is a major factor that influences the assessment of value obtained by customers. Customers directly relate price to quality, particularly in case of products that are ego intensive of technology based. BVI being an educational institute which emphasize product quality, it tends to sell its products with price range from moderately-high to high-

prices. Fee structure of BVI is about 1.50 lacs for P.G courses and around 1.20 lacs for U.G courses.

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CHAPTER - 2
LITERATURE REVIEW

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Literature Review
2.1. What is Sales Promotion?
Promotion is the final element in the marketing mix. After the nature of product is decided, its price fixed and the methods of distribution decided, the manufactures has to take effective steps in meeting the consumers in the markets. In the present consumer oriented markets it is the duty of manufacturers to know what is required by the consumer. It is also their duty to make the customers know where, when how and at what prices. The products would be available.

Meaning of Promotion
The term promotion is the term and includes mainly three type of sales activity : 1. Mass impersonal selling methods (Advertising). 2. Face to face personal selling (Salesman ship). 3. Activities other than personal selling and advertising such as point of purchase display (P.O.P.) show and exhibitions, demonstrations and other non securing selling efforts. This form of activity is called Sales Promotion. There are two type of promotion blends :1. Pull Blend. 2. Push Blend. Both of these are closely related to the channel of Distribution. 1. A pull blend is one in which mass impersonal, sales efforts are given the greatest emphasis. The purpose of pull blend is to pre-sell to the final consumers. So that they demand the product at the retail level of distribution. The firm adopting this strategy would spend more on advertising and sales promotion rather than in personal selling. These efforts pull down the product from the manufacturer.

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2. A push blend emphasizes personal selling. Naturally firms adopting this method develop a strong sales force at both the distributor and the dealer level. This method would tends to push the product through the channel of distribution.

2.2. Promotion and Selling The term promotion is very often used as a synonym for selling. But selling is a narrow term which includes only transfer of title or personal selling. Promotion on the other hand is broader in its outlook and includes a variety of activities used ultimately for increasing sales volume.

2.3. Promotion and Sales Promotion Similarly the terms sales promotion cannot be taken to mean what is commonly does. Sales promotion, is only a part of the promotion. Basically promotion is an "exercise" in information persecution and influence. Promotion has come to mean the overall co-ordination of advertising selling, publicity and public relations. Promotion is a helping function designed to make all other marketing activities more effective and efficient. But sales promotion as such helps only the selling activity still, there exit same difference of opinion on the real connection of the term sales promotion.

Acc. to A.H.R. Delons :"Sales promotion means any step that are taken for the purpose of obtaining or increasing sales".

Acc. to W.Q. Kelly Opines :"Muddled misused misunderstood that is sales promotion Acc. to him the field of sales promotion as a marketing activity is still vaguely defined and organized.

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2.4. Advertising: Advertising is any paid form of non-personal mass communication through various media to present and promote product, services and ideas etc. by an identified sponsor So far, BVI has advertised its products through many different ways and media. Through Newspapers and Radio we have seen different advertisements of its products. Also through posters, hoardings and canopies it is advertising its products.

2.5. Sales Promotion: Sales promotion is a marketing discipline that utilizes a variety of incentives techniques to structure sales related programs targeted to customers, trade, and/or sales levels that generate a specific, measurable action or response for a product or service. Sales promotions for example includes free samples, discount, rebates, contents and sweepstakes, premiums, scratch cards, exchange offers, early bird prizes, etc. BVI has promoted its products through different sales promotional strategies. For example:- Providing scholarships and concessions etc.

2.6. Public Relations and Publicity: Public Relations and Publicity Public relations is a broad set of communication activities employed to create and maintain favorable relationship with employees, shareholders, suppliers, media, educators, potential investors, financial institutions, government agencies and officials and society in general. Through its website, BVI has its provided contacts for those customers who will be in need of any information from the institute. In this way it can create a mutual relationship with its customers and ensure that it serves the wishes and demands of its customers. 2.7. Study which has been done-The first attempt to describe the structure of the distance education discipline was proposed by Holmberg (1985). In the second edition of his book Status and Trends of Distance Education, he provides a systematic bibliography. His categorization system includes the following areas: 1. philosophy and theory of distance education; 2. distance students, their milieu, conditions, and study motivations; 3. subject matter presentation;
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4. communication and interaction between students and their supporting organization (tutors, counsellors, administrators, other students); 5. administration and organization; 6. economics; 7. systems (comparative distance education, typologies, evaluation, etc.); and 8. history of distance education. Over the years a number of reviews of distance education literature have been published in which the authors developed categorization schemes of research areas that they mapped onto the articles under review: Scriven (1991, p. 141) used the following nine headings to classify articles that were published in the first ten years of the journal Distance Education: (1) Students and their characteristics (2) Specific programs and courses (3) Telecommunications and media (4) Specific countries practices and procedures (5) Theory (6) Course design and development (7) Economics and management (8) Counseling and student support (9) Tutors, staff development, staff involvement.

Panda (1992) reviewed 142 studies on distance education conducted in India under nine broad themes (p. 314):

(1) Concept, growth, and development

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(2) Curriculum, course planning, and development (3) Instruction and teaching (4) Media and technology (5) Learners and learning (6) Institutional policy and management (7) Economics (8) Evaluation and program evaluation (9) Staff development. Panda (1992) furthermore provided a conceptual framework for distance education research based on the model of systems philosophy, distinguishing between inputs (e.g. courses, students, staff development), process (e.g. two-way communication, student support services, evaluation) and output variables (e.g., student achievement and satisfaction, effectiveness and efficiency of the entire system).

A similar study was conducted by Koble and Bunker (1997) for The American Journal of Distance Education (1987-1995) with the following classification:

(1) Theory, policy, and development (2) Media and delivery systems (effectiveness, evaluation, methods) (3) Institution, staff, and management (4) Student psychology, motivation, and characteristics (5) Faculty participation and instructional process (6) Course design and curriculum development

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(7) Student administration and support

In the same year, Mishra (1997) published an analysis of periodical literature in distance education (1991-1996) with seven major groups and 34 sub-groups of research topics (p. 49). The major groups in this classification are as follows:

(1) Distance education in perspective (including open learning, growth and development, equity and access) (2) Students and their learning (including learner characteristics, drop out, cognition, student support, interaction, and feedback) (3) Learning materials and related issues (including design and development of study materials, learning from media) (4) Technology issues (5) Management issues (including planning, economics, evaluation, and quality assurance) (6) Distance education theory, research and training/professional development (7) Distance education in practice (including distance education institutions and teacher education)

Berge and Mrozowski (2001, p. 7) adopted Sherrys ten issues in distance education (Sherry, 1996) for their review of research in distance education between 1990 and 1999, with the following outcome:

(1) Redefining roles of key participants with focus on training (teachers, students, and site facilitators) (2) Technology selection and adaptation (3) Design issues
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(4) Strategies to increase interactivity and active learning (5) Learner characteristics (6) Learner support (7) Operational issues (planning, administration, management, and economics) (8) Policy and management (9) Equity and accessibility (10) Cost/benefit trade-offs

Rourke and Szabo (2002) applied nine categories for a content analysis of the Canadian Journal of Distance Education (1986-2001):

(1) Administration: budgeting, change, inter-institutional cooperation, staffing (2) Evaluation: judgment of the worth, value, success of a course, program, or courseware (3) Foundations: semantics, definitions, history, models (4) Instructional design: course, program, or product design, development, and delivery (5) Instructor characteristics: satisfaction, motivation, attitude, perceptions, teaching style, gender, demographics (6) International perspectives: practices, procedures, role of distance education in specific countries (7) Learner characteristics: satisfaction, motivation, attitude, perceptions, learning styles, cognitive styles, attrition, gender, demographics (8) Technology and media: educational radio, educational TV, video, audio, computer conferencing

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(9) Trends: discussion of the general direction or inclination of issues and topics in the field.

Lee, Driscoll, and Nelson (2004, p. 227) developed a system consisting of six categories for grouping distance education literature:

(1) design-related topics: needs assessment, course scheduling, course design, instructional strategy development, course material design, and visual design; (2) development-related topics: course support system and material development, web-based learning management system building, online tools development, and online testing system development; (3) management-related topics: learning resource management, troubleshooting, attrition rate, faculty and staff support, learner support, and technical support; (4) evaluation-related topics: program quality control, assessment of learning outcomes, benefits and cost analysis, return on investment, evaluation of supporting system; (5) institutional and operational-related topics: administration, academic affairs, accreditation, certification, policy, payment, and budgeting; and (6) theory and research-related topics: distance education theory building, review of literature, introduction to new research methods, culture and gender issues, learning style, history of distance education, and copyright law.

Jegede (1994) developed a questionnaire that was validated by a group of 36 Australian distance education researchers and practitioners. The questionnaire contained 22 broad groupings of research areas:

(1) Theory and philosophy (2) Learner characteristics (3) Equity and access;
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(4) Design and development of study materials (5) Instructional and communications technology (6) Tele-teaching and learning (7) Management and planning (8) Student support services (9) Development of students study skills (10) Systems for the provision of feedback to students (11) Interactive multimedia (12) Discipline based context (13) Cognition and met cognition (14) Cost benefit analysis (15) Relationship between open learning and distance education (16) Industrial and business training context (17) Research methodology (18) Evaluation (19) Expert learning systems (20) Role of distance education in national development (21) Teacher education; and (22) Professional development of distance educators In contrast to the listings of research topics described above, this paper reports on an attempt to structure the broad and interdisciplinary research areas in the field of distance education based on a systematic analysis of expert responses in a Delphi study.

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CHAPTER - 3
METHODOLOGY

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Methodology
3.1. Topic of research: A study on strategies those are form in order to increase of the admission of the student in the institute and cut down the rate of withdrawal. This research is all about the brand image of institute. 3.2. Research Objectives: MEANING: The specific bits of knowledge that need to be gathered to close the information gaps highlighted in the research problem. To find out the reason for slow rate of admissions. To analyze why the students are withdrawing from the institute. To study the financial state of the institute. To check the brand visibility. To analyze the working of placement cell. 3.3. Research Design: Meaning: A master plan that specifies the methods and procedures for collecting and analyzing needed information. In the project, the research design used is Descriptive research design. This research design provides specific information that aids the decision maker in evaluating alternative courses of action. Sound statistical methods & formal research methodologies are used to increase the reliability of the information. Data sought tends to be specific & decisive. Also more structured & formal than the exploratory data. It describes attitudes, perceptions, characteristics, activities and situations. Examines who, what, when, where, why, & how questions. Here the study is build on previous information, show relationships between variables, representative samples are required, requires structured research plans and substantial resources. The sample size here is large. 3.4. Descriptive Research Technique: Technique used is through SURVEYS. The survey form used was through PERSONAL INTERVIEWS and through filling up of forms to gather general information about the coaching institutes.
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Sample Size: Sample size in case of surveys is large. In this research, the sample size is 40. Sample Population: Owners of the coaching institutes. Sampling Technique: The sampling technique used in the project is NON- PROBABILITY CONVINIENCE sampling technique. MEANING: Convenience sampling attempts to obtain a sample of convenient elements. Often, respondents are selected because they happen to be in the right place at the right time. Source of Information: The source of information was primary (the data collected was through direct face to face conversation and through telephonic conversation from the person concerned). The information form which I have used at the time of training is shown at next page.

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BRIGHT VISION INFOTECH

Alliances: Jamia Hamdard (JH), Allahabad Agriculture Institute Deemed University (AAIDU), Karnataka State Open University (KSOU),SU
Ph. No. 23243036, 23281079,65161697,9811810364

Please fill up this form and attach supporting documents.

1. Name of the Trust/Society Institution . .. 2. Postal Address: ..Pin Code..

3. Name of the Centre Owner .. 4. Registration Number........(For Office Use Only)

Declaration:I have understood all the Norms and Rules and will strictly work according to that and will get every activity and Advertisement Approval from University. I understand that charges I have paid are fully non-refundable in all circumstances.

Name of Applicant:

Designation:

Signature with stamp:

Date:

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CHAPTER - 4
DATA, INTERPRETATION AND ANALYSIS

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Data, Interpretation and Analysis

4.1. Age of respondent 60% of the respondents lies between the age of 16-19 years and 20% of the respondents lies between the age of 19-21 years where as 20% of the respondents lies between the age of 25-35 years. Those all respondent are the student those are coming for admission in the institute

Age of Respondent

20%

16-19 years 19-21 years 20% 60% 25-35 years

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4.2. Number of the student in different years. I analyze the data of previous and current years and find some results that tells me about the numbers of the student in the institute. The strategies those I have used in the BVI was very helpful.

no. of total students

2500 2000 1500 1000 no. of total students

1500
500 0 2010

1640

2000

2011

2012

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4.3. Fees per annum

The fees per annum are given in the information form.

Fees/Annum
BBA 75000 35000 45000 55000 45000 BCA B.Sc(M&A) MBA MCA 60000 75000 B.Ed.

Ph.D

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4.4. No. of received enquiy calls (Daily Basis) Now we can measure the receiving call rates as comparison of the last year to this year. The number of calls rate increases by the 15 numbers. This was the results of my analysis.

No. of received enquiy calls (Daily Basis)

50 40 30 20 10 0

30

45

No. of received enquiy calls (Daily Basis)

MAY-JUNE-JULY MAY-JUNE-JULY 2011 2012

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4.5. NO. OF STUDENT IN GRADUATION This is another analysis of our data interpretation which talk about the number of the student because as per the consideration of the institute, graduate student are very important and cost effective.

NO. OF STUDENT IN GRADUATION

1650

1600
1550 1500 1450 1500 WITHOUT WITH B.Sc.(M&A) IN BSc(M&A) IN 2011 2012 1600 NO. OF STUDENT IN GRADUATION

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CHAPTER - 5
CONCLUSION

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Conclusion
Opportunities: Marketing field is a full of opportunities for internship in the field of promotion and inadequate posts in the said field. Despite of offering distance education courses and lack of good infrastructure, fee structure quite high. The project can be used for academic marketing references and can also be used to analyze the marketing done by service sector. The project is the overview of marketing done by service sector and the service marketing in India. Keeping with the promotional strategies, the organization tries new things to make better use of their resources. Distance education is a good way to improve students knowledge.

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CHAPTER - 6
LIMITATIONS OF THE PROJECT

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Limitations of the project

There are many coaching institutes in Delhi but it is not practically possible to visit all of them in such a short duration. The employees are mostly busy with their chores and consequently arent able to aid and council the new entrants.

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CHAPTER - 7
RECOMMENDATION

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Recommendation
BVI should improve its infrastructure. Placement cell must be there to support the final year students. There is a need of proper counseling session for new entrants.

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CHAPTER - 8
REFERENCES

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References
www.bvi.org.in

www.google.com www.hanoverresearch.com
http://www.irrodl.org/index.php/irrodl/article/view/674/1260 http://www.marketintelligences.com/market-intelligence-journal/2010/2/28/marketingstrategy-in-education-services.html

http://www.projects-forum.com/Thread-Marketing-Project-Report-on-AdvertisingEffectiveness-The-word-advertising

UTILIZING BRAND AUDIT TO DEVELOP UNIVERSITY BRAND: A CASE STUDY Marrs, Megan K. (Valparaiso University) Gajos, Rachel (Valparaiso University) Pinar, Musa (Valparaiso University) 2nd INTERNATIONAL CONFERENCE ON BUSINESS AND ECONOMIC RESEARCH (2nd ICBER 2011) PROCEEDING SUSTAINABLE COMPETITIVE ADVANTAGE FOR MARKET LEADERSHIP AMONGST THE PRIVATE HIGHER EDUCATION INSTITUTES IN MALAYSIA Loh Teck Hua KDU University College Business School Section 13 Campus,76, Jalan Universiti, 46200, Petaling Jaya, Selangor DE

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