SUMMER TRAINING PROJECT REPORT ON

THE

IMPACT OF MARKETING STRATEGIES OF AMBALIKA INSTITUTE OF MANAGEMENT AND TECHNOLOGY ON ADMISSION

SUBMITTED IN PARTIAL FULFILLMENT OF REQUIREMENT FOR THE AWARD OF DEGREE OF MASTER OF BUSINESS ADMINISTRATION TO GAUTAM BUDDHA TECHNICAL UNIVERSITY, LUCKNOW FOR THE SESSION 2012-13 SUBMITTED BY SATYABHAN PRATAP SINGH MBA SEMESTER 3 Roll No. - 1136370044

UNDER GUIDENCE OF MS. SHILPIKA PANDEY ASST. PROF. AIMT

UNDER SUPERVISION OF DR. V. B.SINGH HOD AIMT

AMBALIKA INSTITUTE OF MANAGEMENT AND TECHNOLOGY Maurawa Road, Mohanlalganj, Lucknow

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Website: www.aimt.edu.in

DECLARATION

I, SATYBHAN PRATAP SINGH, hereby declared that the research work presented in this report entitled THE IMPACT OF MARKETING STRATEGIES OF AMBALIKA INSTITUTE OF MANAGEMENT AND TECHNOLOGY ON ADMISSION for the fulfillment of the award of Master in Business Administration (M.B.A.) from GAUTAMBUDDHA TECHNICAL UNIVERSITY (G.B.T.U.); LUCKNOW is based on my work during the summer training in the AMBALIKA INSTITUTE OF MANAGEMENT AND TECHNOLOGY. The project embodies the result of original work and studies carried out by me and the contents of the project do not form the basis for the award of any other degree to me or to anybody else.

DATE:

(SATYABHAN PRATAP SINGH) MBA (3rd semester) Roll No. (1136370044)

ACKNOWLEDGEMENT
First and foremost, I would like to thank AMBALIKA INSTITUTE OF MANAGEMENT AND TECHNOLOGY, for placing its belief in me and providing me a launch-pad to work on a key project. I would like to express my deepest sense of gratitude to DR. V.B.SINGH (HOD MBA, AIMT) for constantly pushing me forward and lending all his support and guidance throughout the project, without which the project would not have been as successful as it has been. Having him as a mentor was a great privilege. I would also thank MS.SHILPIKA PANDAY for their great help. Last but not the least; I would thank the staff AMBALIKA INSTITUTE OF MANAGEMENT AND TECHNOLOGY at for all their support. And lastly, it is only when one writes and realizes the true power of MS Word 2010, from grammar checks to replace all. It is simple. And the power of Windows XP the OS where MS Office is: Thank you Mr. Bill Gates and Microsoft Corporation.

DATE: PLACE:

SATYABHAN PRATAP SINGH MBA III SEMESTER AIMT, Lucknow.

PREFACE
Marketing of services plays a vital role in todays business scenario in consumer product Company, when there is such a high competition in the market. The emphasis in the project is on providing the in deft knowledge of marketing strategies used by colleges in Lucknow, basically for the AIMT. The summer project is designed to provide participation of MBA program as on the job experience. This has given a chance to try and apply the academic knowledge and gain insight into corporate culture. This helps in developing decision-making abilities and emphasizes on active participation by the student. We gained valuable experience & knowledge during the field visit & survey. The project consists of our findings after data analysis & then conclusions were drawn and finally recommendations were put forward.

EXECUTIVE SUMMARY
The objective of the project is to study the impact of marketing strategies of Ambalika on Admission. The report contains a brief introduction of AIMT, LUCKNOW and its various products & services. AIMT is the largest player in the education sector. In todays corporate and competitive world, I find that Education sector has the maximum growth and potential as compared to the other sectors. The success story of good market share of different market organizations depends upon their Marketing strategies, which gives him competitive advantage over other organisations. In case of Ambalika Institute of Management and Technology the marketing strategies are the leading point which gives it competitive advantage over other colleges. AIMT uses the aggressive and effective marketing strategy for its promotion and admission purpose. It uses the all promotion tools such as hoardings, T.V. ads, and newspaper etc very effectively.

Ambalika Institute of Management and Technology is one of the most prominent professional institutes amongst the dozen educational institutes founded by the Ambalika group. The Institute is going to develop an educational city of its own with the aim of developing an educational hub of all kinds of professional studies and activities under one roof, with world class infrastructure and facilities. In short AIMT is the place to be for all those who dream of making it big in this world!

CONTENT STRUCTURE Part-1

Company Profile AMBALIKA INSTITUTE OF MANAGEMENT AND

TECHNOLGY(AIMT) Business Activities

Part-2
Conceptual Study of Promotion Mix Promotion Strategies Outdoor and Transit Media Introduction and Achievements Result Analysis Admission Ratio Industrial tie-up College wise Status Future Endeavours Research Methodology Objective of study Nature and scope of the Study
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Research Methodology Introduction Research process Research Design Sample Design and Sampling Plan Data Collection and Research Instrument Limitation of the Study

Part-3
Interpretation and Analysis of Data Results and Findings Conclusion Suggestions and Recommandations

Part-4
Bibliography Annexure

PART-1

AMBALIKA GROUP AMBALIKA group was established to provide high quality professional education in the streams of Engineering and Management. The Trustee is currently managing Ambalika Construction Limited, Ambalika Chit fund Limited and Ambalika Farms & Resorts ltd. The main line of business of the promoters is Infrastructure Development activities, Building Construction, Machinery Rental, Transportation & Logistics, Earthwork, Mining and Crushing. The business is carried out in the group main company Ambalika Construction Limited. Groups current year turnover is estimated to be around Rs.40 cr. Uttar Pradesh is the one of the big state of the country. It has vast natural resources. But it is still backward in the field of Technical and Management Education in particular. This adversely affects the industrial growth and overall economy of the state. Therefore, there is urgent need of expansion of management and technical education in the state. Ambalika group of companies is a well renowned brand name in the industrial sector. It also has spread its wings in the education sector with its academic institution's presence in Pratapgarh. Dynamic and challenging times call for agile Managers and Engineers who can forecast and respond to the changes around them. Keeping this thing in mind, Ambalika Group has established itself successfully and spread its wings in both the industry as well as the academics. The group was started by Mr.B.C.Mishra. His dedication and devotion has led to the establishment of several ventures thereby providing a numerous employment opportunities and contributing in the development of the economy.

The group consists of

AMBALIKA INSTITUTE OF MANAGEMENT AND TECHNOLOGY AMBALIKA CONSTRUCTION LTD. AMBALIKA RENTAL DIVISION, READYMIX CONCRETE. EQUIPMENTS RENTAL CIVIL (NO.1 IN NORTH INDIA) AMBALIKA SOFTWARE SOLUTIONS (TWA INTERNET TECHNOLOGIES PVT. LTD A SISTER CONCERN COMPANY) AMBALIKA CHITFUND PVT LTD. AMBALIKA INFRASTRUCTURE PVT LTD. STONEMART INDIA ASHLAY INFRASTRUCTURE

CONSTRUCTION

Client Name

Project Name Chairmans Office cum Residence

Type of Work Entire work from structure to finishing and

Sahara India Building

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interiors. Entire work from Sahara India Command Office Building structure to finishing and interiors. Entire work from Sahara India Office Building structure to finishing and interiors. Involved with structure Sahara India Sahara Ganj Mall work. Ansal Properties and Sushant Golf City Infrastructure Limited Ansal Properties and Sushant Golf City Infrastructure Limited Ansal Properties and Sushant Golf City Infrastructure Limited Ambalika Welfare Foundation St. Josephs Hospital Ambalika Institute of Management Entire Construction Work and Technology Construction of Second St. Josephs Hospital Floor U.P.R.N.N. BoudhVihar Shanti Upvan Civil related work House Construction of Model Road Construction Work Land Development Work

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U.P.R.N.N. L.D.A.

ManyawarKanshiramJiSmarakSthal Civil related work Security Barrack Entire Construction Work

RENTAL
S.N. Client Name M/s Larsen & Toubro 1 Limited M/s Lafarge Aggregates 2 &Concrete India P.Ltd. M/s ITD Cementation India 3 Ltd. M/s Ultratech Cement M/s Brahmaputra Infrastructure 4 Limited (Aditya Birla Group) 5 M/s Petron Civil 12 M/s Paramitha Constructions 11 Ltd. 10 Limited 9 InfratechLtd. M/s Ramky Infrastructure 8 Limited M/s Prestige Urban S.N. Client Name M/s Hindustan Construction

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Engineering Pvt. Ltd. M/s ShapoorjiPallonji& Co. 6 Ltd. M/s Ansal Properties & 7 Infrastructure Ltd.

Pvt. Ltd.

13 M/s Jyoti Build-Tech Pvt. Ltd.

14 M/s AND InfraconPvt. Ltd.

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AMBALIKA INSTITUTE OF MANAGEMENT & TECHNOLOGY

AIMT is one of the most prominent professional institutes amongst the dozen educational institutes founded by the Ambalika group. The Institute is located at Mohanlalganj, on the outskirts of Lucknow. Surrounded by 200 acres of lush green, sprawling mango orchards and 25 acres of beautiful lake, the institute ensures a peaceful and serenity filled, scenic environment; setting an enviable benchmark for others to follow. Equipped with centrally air-conditioned classrooms and latest equipments, the institute is an amalgamation of latest technology and modernity. The Campus is located near NH-56B, 33 Km from Lucknow Railway Station and 20 Kms from Amausi Airport, Lucknow. The state of the art Laboratories, a well-equipped Librarycum-Information Centre, A spacious workshop, wide exposure and a cadre of highly qualified and experienced teachers, makes AIMT an ideal place for learning.
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AIMT has grown steadily to attain an esteemed position among the institutions in Lucknow. It has carved a niche for itself in the field of teaching and research. It provides a strong base for the engineering and management students so that they can stand firmly and move confidently towards a brighter future. The Institute is going to develop an educational city of its own with the aim of developing an educational hub of all kinds of professional studies and activities under one roof, with world class infrastructure and facilities. In short AIMT is the place to be for all those who dream of making it big in this world!

SOULS OF THE COLLEGE

Mr B. C. Misra Mrs. Rama Misra Mr. PramodTiwari Mr. AmbikaMisra Mrs. AradhanaMisra Chairman Vice Chair Person Chief Patron Secretary Treasurer

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BACKBONE: ADVISORY BOARD

1. Ms. Rita Singh Chairperson, Mescos Group

2.

Mr. Sanjay Chakravorty

MD.,SOILMEC, Foundation Equipment Pvt. Ltd.

3.

Mr. Kumar Binit

Vice President, India Bulls

4.

Mr. Sunil Kumar

Vice President/Group Head, Infrastructure Division Greaves Cotton India Ltd.

5.

Mr. S. Sondur

Vice President, RMC India

6.

Prof. M.S. Sodha

Ex. Vice Chancellor, Univ. of Lucknow, Lucknow

7.

Prof. S.C. Srivastava

Dean & Prof. of Electrical Engineering, IIT Kanpur

8.

Dr. Y.P. Gupta

Prof. & Head (Retd.) Civil engineering MNIT Allahabad

9.

Mr. Ashok Sharma

IAS, Vice Chairman, J.P. Associates

10.

Mr. DharmendraDeo Mishra.

I.A.S. (Retd.)

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FACULTY MEMBERS Dr. S. Q. Abbas P.hd., CS, Director Dr. Y. P. Gupta P.hd., Civil, Ex. HOD- MNNIT Prof. Bhattacharya, Head Mechanical Dept. Roorkee IIT Mr. M. K. Shukla, M. Tech. E.C., Roorkee University, Ex Engg. RDSO Re. N. K. Chaturvedi, M. Tech Civil Roorkee University Mr. Akhilesh M. Tech IT, BHU. Civil Mr. Sunil Kumar M. Tech. IT BHU. Mr. Z. R. Khan M. Tech Civil AMU. Aligarh Mr. A K Trivedi M. Tech. E. C. Mr. Anil Agarwal M. Tech. C. S. Mr. R. Yadav M. Tech. C. S. Dr. S. Mishra P.hd. Chemistry Mr. A. Dixit M. Tech. CDAC Chandigarh Mr. Z. Abbas M. Tech. E. C. Mr. P. K. Mishra PhD. Maths

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 Dr. M. Mishra PhD. EVS Dr. A. Mishra Ph.D., Addl. Director Dr V B Singh Ph.D, NET, MBA, LLB

VISION, MISSION & OBJECTVIVES VISION:

AIMT, too has certain visions and its actions aim at fulfilling these To be a premier International institution having collaborations with the leading institutes of the world. To provide state of the art facilities and world class education, training, research, Consultancy and outreach services in the areas of Engineering Technology & Management. To promote professional ethics and a sense of civic responsibility, empowering the students to be leader entrepreneurs in their respective fields and society as a whole.

MISSION: To provide a comprehensive education that prepares students to contribute effectively to their profession and society. To enable take the students to develop and nurture the competence and confidence to on the technological challenges of tomorrow.

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COURSES OFFERED
Masters In Business Administration (MBA) Bachelors In Technology (B.Tech) Diploma ITI L.L.B.* *PROPOSED The B. Tech is approved by AICTE, Min. of HRD, the government of India and affiliated to UP Technical University, Lucknow. B. Tech is available in following disciplines: Computer Science & Engineering (120) Information Technology & Engineering (60) Electronics & Communication Engineering (60) Civil Engineering (60) Mechanical Engineering(60) Diploma in Civil Diploma in Mechanical (Proposed) Diploma in Electronics & Communication (Proposed)

M.B.A is available in following disciplines: Human Resource Finance Marketing

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Future Courses:
* LL.B. (5 yrs.) * B Pharm. *BBA * Mass Comm. * PGDBM * B. Arch * BCA * MCA

Technical Field
Its not about engineering Its about Imagineering A chance to imagine and innovate. Utilization of your talent. Low time required for high salary Easy Growth. Number of opportunities. Job security. Professional course promotes entrepreneurship. Contributes towards the GDP of the nation.

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Management Field Redefining businessRedefining goals

To change your career To inculcate entrepreneurship skills To gain the competitive edge in a competitive world To develop technical expertise and business savvy quickly To advance your career To gain valuable networking resources To enhance your financial position To enjoy greater job security To enjoy greater job satisfaction and self satisfaction To become a leader in an emerging field To develop your personality as a whole.

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ADMISSION GUIDELINES Post Graduate Programme: Master of Business Application (MBA):

The two-year full time master's degree programme in Business Administration is affiliated to the Gautam Buddha Technical University, Lucknow. The course enables students to understand and apply the concepts of business management to real world business problems. This course equips the student with sound conceptual as well as practical knowledge of the field, in addition to providing professional training, enhancing overall personality, improving communication skills, developing team building skills, etc. The Institute provides dual specialization, i.e., the student is required to choose any two of the under mentioned areas at the beginning of the second year, as specified by the University.

Human Resource Management. Marketing Management Financial Management

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Graduate Programme - B.Tech

This is a four years full time programme leading to a Bachelor's Degree in Technology from the Gautam Buddha Technical University. While the first year of study includes the basic conceptual subjects common to all branches, from the second year onwards, the student imbibes the specialized concepts and applications of any one of the following branches of Engineering. At all stages, theory is adequately supplemented and corroborated with various specialized laboratories, projects and workshops: Computer Science Information Technology Electronics and Communication Mechanical Engineering Civil Engineering

INFRASTRUCTURAL HIGHLIGHTS
Being a part of reputed construction company, college posses stupefying infrastructural highlights in the campus: Aesthetically designed Air Conditioned campus and phenomenal infrastructure. Classrooms are equipped with modern Teaching Aids, like digital mamiyo. LCD projectors, Visualizes. NPTEL Lectures. Sophisticated Laboratories. Enormous library along with digital library. Spacious, well-equipped and well managed boys and girls hostel. Good facilities for Indoor and Outdoor Sports and Games Air-conditioned and spacious canteen with quality food-items.

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C.C. T.V.

FRONT VIEW OF THE COLLEGE

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CENTRAL HALL

CLASS ROOM

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LABORATORIES
To facilitate the practical implementation of theoretical learning, our premises is equipped with state of-the-art laboratories. We actively cater to the needs of the students making use of the latest equipments and instruments available for experimentation. All our laboratories have been constructed with care and caution and we have followed all the requisite guidelines prescribed universally for our various laboratories. Applied Chemistry Lab Applied Physics Lab Electrical engineering Lab Mechanical Lab Engineering Drawing Hall Computer Lab

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CAFETERIA

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TRANSPORTATION
Proper conveyance is provided to students and employees of our college. There are several spacious and comfortable buses running all over the Lucknow city.

AIMT is considerate about the comfort and safety of its students and
employees hence proper measures of safety and comfort are always under observation and application. Apart from buses special facility of air-conditioned winger is present for the faculty of AIMT.

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SPORTS & ENTERTAINMENT

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PERSONALITY DEVELOPMENT
Today employment and recession have lead employers to become more and more selective. Panels of psychologist are present during the interview of candidates, taking psychometric test, measuring their EQ and IQ. AIMT therefore takes classes for personality growth and holds interactive sessions for students to enhance in each and every aspect. Education through V-SAT Workshop on Personality Development Group Discussions with Industry Representatives Vocabulary Enhancement Training of spoken English Diploma in Foreign Language Higher English

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AIMT focuses on development of Technical, Innovative & Entrepreneurship Skills

Personality Development Training Cell The training cell provides them with the fundamental attributes that todays knowledge based economy is demanding of its employees. The Soft Skills training not only aims at raising their confidence level and self improvement but also reduces the gap between the academy and the industry.

Counseling CellIn order to address the students academic, personal, psychological and financial concerns, AIMT has set up a counseling cell which provides a confidential environment and gives the students enough space to confess, explore and express uncomfortable aspects of their life.

Sponsorship SchemesThe College is actively engaged in supporting scholarship opportunities for the financially weak and meritorious students. The Institute has initiated various scholarship endeavors which allow students to attend classes while simultaneously reducing their financial obligation to the college.

Sunset classes for weak students Special care is provided to the students who are unable to cope up with the regular classroom lectures. They are provided with extra classes by suitably qualified faculty members to bring them at par with other students of the class.

It is also an honor and proud privilege to share with you our achievements on the academic front. The prominent place that we have secured in the results goes on to show the high standards that the college has set for itself.

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Extra Efforts
Special Classes in Hostel During Evening Session Special attention to average Student

MEDICAL FACILITY
First Aid has been practiced ever since the beginning of humanity. Learning First Aid is the civic responsibility of every citizen. Keeping in mind the sense of our responsibilities, our college provides complete medical care to student and employees. An ambulance is present 24x7, in the college. Proper arrangement of medial kit is maintained all the time in the campus. As a guardian the college understands its responsibility for students and thus medical facility in the college is a vigilant factor that the college maintains well.

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Beyond Academics
Incubator Ambalika incubation center: Its a programme which design to fulfill the gap between technical education & industries by the specific industries experts.

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Cultural Activities

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Placement activity

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Job Fair 2012

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Academic Advancement
AIMT has various kinds of facilities, provided first time by any college that not just enhances the educational background of the college but also provides a nurturance to achievements of the college. Personality development classes through V-SAT Pre Tie-ups with MNCs Totally WI-FI campus. In house organic food products Hostel with 24x7 Power backup Residence for dedicated faculty for hostel. Proper conveyance to students as well as to its employees. 24x7 medical facility is present for the students and employees of AIMT. Software based management of the college.

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PART-2

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CONCEPTUAL STUDY OF PROMOTION MIX

People no longer buy shoes to keep their feet warm and dry. They buy them because of the way the shoes make them feel masculine, feminine, rugged, different, sophisticated, young, glamorous, "in" buying shoes has become an emotional experience . Our business now is selling excitement rather than shoes. - Francis C. Rooney

Modern Marketing Trends:

Modern marketing calls for more than developing a good product it attractively and making it accessible to target customers. Companies must also communicate with their present and potential customers. Every company is inevitably cast into the role of communicator and promoter. What is communicated however should not be left to change. To communicate effectively; companies hire advertising agencies to develop effective ads; sales promotion specialists to design sales incentive programmes and public relations firms to develop the corporate image. They train their sales people to be friendly and knowledgeable. For most companies, the question is not whether to communicate but rather what to say, to whom.

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Promotion Technique:
Promotion influences demand by communicating product and company message to the market. A promotion Techniques involves the co-ordination of all communication efforts aimed at a specific audience; consumer and shareholder. The most critical promotional question is the proper mix of advertising, personal selling, sales promotion and publicity. The promotion mix is usually co-ordinated on a campaign basis, taking the campaign may efforts include a total campaign with one unified theme. All promotion messages tie in to this theme in one way or the, rather than conflicting with it.

PROMOTION STRATEGIES
Advertising Newspaper and Magazines Hoardings Radio Television Internet others

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Advertising:
The word Advertising has its origin from a Latin word Adventure which means to turn to. The dictionary meaning of the word is to announce publicity or to give public concerned to a specific thing which has been announced by the advertiser publicity in order to inform and influence them with the ideas which the advertisement carries. In business world the terms in mainly used with reference to selling the product of the concern. The advertising, as Jones defines it is "a sort of machine made mass production method of selling which supplements the voice and personality of the individual salesman, such as manufacturing the machine supplements the hands of the craftsman." It is thus a process of buying/sponsor/identified media space or time in order to promote a product or an idea. From a careful scrutiny of the above definition, the following points emerge: Advertising is a paid form and hence commercial in nature. This any sponsored communication designed to influence buyer behaviour advertising. Advertising is non-personal. Unlike personal selling, advertising is done in a nonpersonal manner through intermediaries or media whatever the form of advertisement (Spoken, written or visual). It is directed at a mass audience and not directed at the individual as in personal selling. Advertising promotes idea, goods and services. Although most advertising is designed to help sell goods, it is being used increasingly to further public interest goals. Advertising is identifiable with its sponsoring authority and advertiser. It discloses or identifies the source of opinions and ideas.

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 Advertising thus is : 1. Impersonal, 2. A communication of ideas, 3. Aimed at mass audience, 4. By a paying sponsor. The two forms of mass communication that are something confused with advertising are publicity and propaganda. If we eliminate the elements of the "paying sponsor" (The paid requirement) we would have the element of publicity left for publicity is technically speaking, advertisement without payment. In a similar manner. If we eliminate the requirement of an "identified sponsor", the resulting communication is propagandistic. It is important for us to emphasize that advertising may involve the communication of ideas or goods of service. We are all aware that advertising attempts to sell goods and services. But we may overlook the more important fact that it often sells ideas. Advertising may persuade with information; it may persuade with emotion: more frequently, it endeavours to persuade with some mixture of both.

Newspaper
A sizable share of the total advertising budget is spent on advertising in newspapers. Newspapers in our country virtually reach most of the homes in the cities. Since newspapers are local, marketers can easily use them to reach particular markets. This selectivity is easily rigorous. Some are in the twelve-hour range. From the viewpoint of the advertiser, newspaper offers several advantage, they are local in content and appeal and

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provide opportunity for direct communication between a product and its local dealers or distributors. Because newspapers supply news, they offer an atmosphere of factual information and of currency that may be favourable for some advertising situations. Advertisers can reach a very broad audience through newspapers which offer great flexibility. The advertisers may choose the specific area to be covered and the advertisement can be placed in newspapers at very short notice as compared with other media. AIMT had given the advertisements in the following newspapers for the promotion: AIMT gives the ads in these newspapers to different areas and in different additions for the promotion purpose. Danik Jagran Hindustan times Amar Ujala Rashtriya Sahara etc.

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(B) Magazines: Magazines are also mean of reaching different market, both original and matinal and of general and specific interest. An organisation may approach national markets through such publication as Business India, Famina, Sports week, India Today, Business World and Film fare. Some marketers divide their market on the basis of such variable as age, educational level and interest magazines. Magazines are divided into those parts that serve business, industrial consumers, ladies, sports etc. The diversity of magazines is tremendous. Some offer news or together "General Interest" content to huge audience. Others are highly specialised, technical or even exotic. In general, magazines offer advertiser the opportunity to reach highly selective audience. The primary advantage of magazine advertising is selectivity of market targets; quantity reproduction long life; the prestige associated with some magazines; and the extra service offered by many publications.

Hoardings
Hoardings are also the good promotion tool. These are easily visible to all and attract mass attention. It is most common type of promotion tools used by colleges and organisations. AIMT has given the Hoardings in various areas of not even the Lucknow city but also in the different districts for the promotion purpose.

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Radio:
Advertisers using the medium of radio may also be classified as National or Local advertisers. The radio is a prominent vehicle of advertising in our country and accounts for a large sum of the total advertising budget. The radio serves principally local rather than national or large regional markets. Many small advertisers use the radio. So do some large organizations.

When T.V. became a factor in the advertising scene, some industry observers felt that radio advertising might become insignificant or even disappear. This has not been so, for radio operators have responded to the challenge by offering programmes that features music etc. which appeal to local audience consumers have responded very favourably to this

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approach. Moreover TV does not have much coverage in our country. AIMT had given the advertisements in the radio channels such as Red FM,

Television:
T.V. - Advertising Media: Late in India, a growing class of advertising media has been the TV. In our country, commercial advertising on TV is severely limited because broadcast timings are only in the evenings. The TV is a unique combination timing of sight and sound and achieves a deeper impact than the other media do. This is particularly advantageous for advertisers whose product require demonstration. TV advertising offers advantage of impact, mass coverage, repetition, flexibility and prestigious. In our country not everyone has a TV set; therefore it does not reach everyone. Moreover, in rural India where 76.31% of our population lives. There are hardly any TV sets, except at the community centres where electricity is available. Moreover, TV programmes in our country do not offer much selectivity. The translation is limited; any centres do not have TV towers.
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TV appeals to both the senses of sound and of sight. As a result is combines the two to produce high-impact commercials. Finally, the fact that product or service is promoted on TV may build a prestigious image of the product and its sponsor. through the medium. AIMT had given the advertisements in the T.V. channels such as Ajtak, IBN7, ABP news etc.

OUTDOOR AND TRANSIT MEDIA

Outdoor Advertising: Outdoor Advertising: Outdoor advertising involves the use of sign and bill-boards, posters or displays (such as those that appear on a buildings wall) and electric spectacular (large, illuminated, sometime animated sign and display). The marketers may purchase billboards on the basis of showings. A showing indicates the percentage of the total population of a particular geographic area that will be exposed to it during one month period. The highest showing is 100. Here the number of billboards is would attract approximately 50% of the local population about 20 times during a month. Sings are usually smaller than billboards and are erected and maintained by the marketer rather than by the advertising media. This form of advertising has the advantage of communication quick and simply ideas of repetition and of the ability to promote products that are available for sales. Outdoor advertising is particularly effective in metropolitan and other can use this medium to bring the products to the attention of consumers or to remaining them of the product, while they are on shopping trips or area disposed towards shopping. Advertisers may utilize this medium to economically reach a large mass of people or small local markets.

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Transport Advertising: Transport advertising appears on the inside or outside of taxis, buses, railways and other modes of passenger transportation. Marketers may use transit advertisement to attain high exposure to particular groups consumers on theory way to and from work and tourists. Repeat exposure is possible for a majority of the people in our country use public transport.

Modern Marketing Trends

Modern marketing calls for more than developing a good product it attractively and making it accessible to target customers. Companies must also communicate with their present and potential customers. Every company is inevitably cast into the role of communicator and promoter. What is communicated, however should not be left to change. To communicate effectively; companies hire advertising agencies to develop effective ads; sales promotion specialists to design sales incentive programmes and public relations firms to develop the corporate image. They train their sales people to be friendly and knowledgeable. For most companies, the question is not whether to communicate but rather what to say, to whom.

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INTRODUCTION
The reason of mentioning this part is that the performance speaks itself. The college is so far giving very good results in a very short span of time of its establishment. This very phenomenal growth has led to increased popularity of the college in comparison to other colleges affiliated to UPTU. As we know that the college is getting strong competition from giant and old colleges like IET, BBD, SRMCEM, etc... Therefore it is important to show all the important achievements of college in its marketing function. Some of the points of the result analysis is shown in this part of the report.

ACHIEVEMENTS
The concept of soft campus placement is a unique concept in itself developed by any college in India. AIMT has provided campus placement to 50 student studying in first year in ten reputed companies, as follows:

XenitisInfotech Ltd. Ultratech ( Aditya Birla Group) InnotechInfocom Solution Pvt. Ltd Megasoft Information System PVT. Ltd. SchwingStetter Scott Wilson TWA

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 Technoways systems limited Ashlay Infrastructure Mescos Ambalika Construction Company

RESULT Ambalika Institute of Management and Technology is the only college in Lucknow which has achieved a historically high quality result in the very first year of its establishment. In Lucknow region the college ranks third, and among all the new in Lucknow it ranks first. In the first semester (odd sem.) college had lead by 50.4 % result, and in the second semester (even sem.) college has lead by 66.9% result and established itself as one of the prominent colleges of UPTU in Lucknow.

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Admission Ratio of AIMT & Other Colleges

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RESULT % ON THE BASIS OF ALOTTED SEATS

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COMPARITIVE ANAYSIS ON THE BASIS OF ALOTTED SEATS AND TOTAL INTAKE OF STUDENTS

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Ambalika Status

Total students placed 151 Highest Package 4.5, lowest 1.2 CS -44 IT - 22 EC- 29 Civil -22 MBA 34

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INDUSTRIAL TIE-UPS A number of companies are associated with Ambalika Construction Company, a sister concern of AIMT which offers immense training and employment opportunities for our students. Aircel Arvato India Atlas Group Bajaj Motors Limited BB.L.Kashyup Bell Laboratories Pvt. Ltd. Carrot Investment Cetpa CMC Cooper Bushman Dish TV India Limited

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 Edelweiss Eicher Engineering Solutions El Componics Eureka Forbes GFBR Retails Girnar GITI GNG Gopal Group HCL HDFC ICICI Securities India Bulls Indian Army Info seek

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 INFOSEEK SOFTWARE Intelligence Technology Kari Light L&T Linux Mart Mahindra Holidays and Resorts India Limited Medma NovosolPvt. Ltd Offerbean.com Paharpur Business Centre Pearson Prateek Prop tiger Realty Pvt. Ltd. RV Solution Pvt Ltd Sahara

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 SANY Heavy Industries LTD SAS Infra SMEC INDIA PVT LTD SOFT 2 CALL TECHNOLOGY Sri Technocrat Standard Chartered Styntel TATA Communication Tech Associate Tech Synergy Techies India Inc Technosys TIKONA DIGITAL NETWORKS UNICODE SYSTEMS Unicon Real Estates Veedol

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 V-India

Vinove Software & Services (P) Ltd. Winning Edge Learning Pvt Ltd Wipro

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College wise Status

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FUTURE ENDEAVOURS Open Air Auditorium Lawn Tennis Court Fully Automatic Mess Air Conditioned Gym Swimming Pool Incubation Cell for pass out students Special Short term Course on RMC ( Ready Mix Concrete) Special Training on E-TAP (E TAP Software ) Ti up with IIT for Lectures Access of different faculties through Smart Card. ATM & Banking facility in the campus. ETS- Electronic Tracking System for students.

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RESEARCH METHODOLOGY

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OBJECTIVE OF THE STUDY:

The objective of the project is to study the market potential and brand image created by AMBALIKA INSTITUTE OF MANAGEMENT AND

TECHNOLOGY. To analyse the impact of Marketing Strategies of, AMBALIKA INSTITUTE OF MANAGEMENT AND TECHNOLOGY Lucknow on the Admission. To identify the reasons that motivated candidates to take admissions in AIMT. To study the influence of marketing strategies of AIMT on its potential customers.

NATURE AND SCOPE OF THE STUDY

This study undertaken for AMBALIKA INSTITUTE OF MANAGEMENT AND TECHNOLOGY aims to study and analyse the impact of marketing strategies of AIMT. This has been done by preparing a questionnaire which contains questions put forth to the respondents which would help in analyzing the perception and willingness level of students towards of AIMT.

This study would help in identifying the reasons for which students prefer AIMT. All this would help in giving suggestions to AMBALIKA INSTITUTE OF MANAGEMENT AND TECHNOLOGY in improving their services.

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RELEVANT HYPOTHESIS

There are two relevant hypotheses... Alternate Null There is impact of marketing strategies on admission of AIMT. There is no impact of marketing strategies on admission of AIMT.

RESEARCH:Research in common parlance refers to a search for knowledge. Once can also define research as a scientific and systematic search for pertinent information on a specific topic. Research is an original contribution to the existing stock of knowledge making for its advancement. It is the pursuit of truth with the help of study, observation, comparison and experiment.

RESEARCH METHODOLOGY:Research Methodology is a way to systematically solve the research problem. In research Methodology we not only talk of the research methods but also consider the logic behind The methods or technique and why we are not using others so that research result are Capable of being evaluated either by the researcher himself or by others.

RESEARCH DESIGN:A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. The main type of research design is;-

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Exploratory Research Design Descriptive Research Design

Exploratory Research Design:Exploratory research designs are also termed as formulative research design. The main purpose of such studies is that of formulating a problem for more precise investigation or of developing the working hypotheses from an operational point of view. The major emphasis on such studies is on the discovery of ideas and insights. As such the research design appropriate for such studies must be flexible enough to provide opportunity for considering different as pets of a problem under study. Inbuilt flexibility in research design is needed because the research design broadly defined initially is transformed into one with more precise meaning in exploratory studies, which fact may necessitate changes in research procedure for gathering relevant data. It is based on a no formal procedures requiring an imaginative and flexible aptitude. It is generally carried out by using the following three methods: (1) (2) Experience or literature survey or discussion with the expert Secondary or literature survey

(3)

Study of some specific cases or insight stimulating cases

Descriptive Research Design:Descriptive research studies are those studies which are concerned with describing the Characteristics of a particular individual, or a group, where as diagnostic research studies Determine the frequently with which something occurs or its association with something else.
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For the purpose of my project report I have used exploratory type of research design.

SAMPLING DESIGN:A sample design is a definite plan for obtaining a sample from given population. It refers to the technique or the procedure the researcher would adopt in selecting items for the Sample. Sample design which should be reliable and appropriate for his research study.

TYPE OF SAMPLE DESIGN:-

NON PROBABILITY SAMPLING:Non probability sampling is that sampling procedure which does not afford any basis for Estimating the probability that each item in the population has of being included in the Sample.

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TYPES OF NON PROBABILITY SAMPLING:-

1. QUOTA SAMPLING 2. JUDGEMENT SAMPLING 3. CONVENINCE SAMPLING

PROBABILITY SAMPLING:Probability sampling is also known as random sampling or chance sampling. Under this sample design, every item of the universe has an equal chance of inclusion in the sample. TYPES OF PROBABILITY SAMPLING: SIMPLE RANDOM SAMPLING SYSTEMATIC SAMPLING STRATIFIED SAMPLING CLUSTER SAMPLING

For the purpose of this project we have used non-probability convenience sampling.

SAMPLE SIZEThe sample size used in the research is the 100 respondent .Generally the respondents are from the Lucknow. .

SAMPLING AREAThe sampling area is used in Lucknow. In the Lucknow we are used the different places Like Gomtingar, old Lucknow, Hazratganj, Charbagh and Almbagh etc.

SAMPLING FRAMEWe full fill the questionnaire from the different respondent who meets me in the different Counselling centres like Goel College, IT College and also in Ambalika. In those places the Students come from the counselling and give the answer according their experience.

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METHODS OF DATA COLLECTION

The data collection means collect the data for the study for using the different types of resources.

TYPES OF DATA COLLECTION:There are two types of the data collection; PRIMARY DATA SECONDARY DATA

PRIMARY DATA:Primary data are those which are collected afresh and for the first time and thus happen to be original in nature. The methods of primary data collection are through. 1) 2) 3) 4) Observation Interview method Questionnaire Schedules.

I have collected primary data though the following methods:

a) Questionnaire:

This method of data collection is quite particularly in case of big enquiries. It is being adopted by private individuals, research workers, private and public organization and even by government. In this method a questionnaire is sent to the person concerned with a

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request to answer the questions and return the questionnaire. A questionnaire consists of a number of questions printed or typed in a definite order on a form or set of form.

For the purpose of data collection I have adopted open-ended and structured questions.
b) Observation: -

The observation is the most commonly used method especially in studies relating to behavioral sciences. In a way we all observe things around us, but this sort of observation is not scientific observation. Observation become a scientific tool and the method of data collection for the researcher, when it serves a formulated research purpose, is systematically planned and recorded and is subjected to checks

SECONDARY DATA:Secondary data are those which have already been collected by someone else which have already been passed through the statistical process. The methods of secondary data collection are: 1) 2) Books, magazines and newspapers Reports and publications of various associations connected with

business and industry. 3) Public records and statistics.

COLLECTION OF SECONDARY DATA: Through internet Through newspaper Through magazine

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 Through TV THE DATA USED IN THE RESEARCH;In this research process we have use the both primary and secondary data. Because we Used the questionnaire method of the research and in the secondary data used the internet Magazines, Newspapers, TV etc.

Analysis of data:
The analysis of data refers to the computation of certain measures along with searching for patterns of relationship that exists among the data group. The analysis of data has been carried out through suitable tables by using mathematical techniques. The representation of the data is done by the help of diagrams. The technique used in the research study is by bar chart.

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LIMITATIONS OF THE STUDY Nothing in this universe is free from Limitations and present project is not an acceptation to it. Due to various factors and restrictions it is difficult to do the research project without limitations. The present study is subject to the following limitations: The sample size is not universal , some part of other cities remained uncovered Unavailability of some information due of lack of awareness of respondents. Time and expenses were major constraints. The data for the project is collected from the opinion of readers. Any biasness in the opinion of reader will impact on the findings of the study. Few respondents were reluctant while answering the question due to their busy schedule. Respondents do not want to give their details and identity.

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PART-3

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INTERPRETATION AND ANALYSIS OFDATA

1. Were you interested in professional Education? (a) Yes [80%] (b) No [20%]

Response Yes No

No. Of Respondents 80% 20%

80% 70% 60% 50% 40% 30% 20% 10% 0% Yes 80% no20%

Interpretation: It is found that 80% respondents are interested Professional education and 20% respondents are not interested in Professional education.

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2. Which course you prefer? (a) B.tech [70%] (b) MBA [20%] (c) Diploma [10%]

Response

No. Of Respondents 70% 20% 10%

B.tech
MBA Diploma

80% 70% 60% 50% 40% 30% 20% 10% 0% B.tech70% MBA20% Diploma10%

Interpretation: It is found that 70% respondents are interested in B.tech, while 20% respondents are interested in MBA and 105 respondents are interested in Diploma Professional course.

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3. Were you aware of AIMT earlier? (a) Yes [76%] (b) No [24%]

Response Yes No

No. Of Respondents 76% 24%

80% 70% 60% 50% 40% 30% 20% 10% 0% Yes 76% No24%

Interpretation:
It is found that 76% respondents are aware of AIMT earlier and 24% respondents are not aware about AIMT.

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4.

How did you come to know about AIMT? (a) T.V Ads [23%] (d) Hoardings [22%] (b) Radio [15%] (e) Internet [8%] (c) Newspaper [28%] (f) others [4%]

Response T.V Ads Radio Newspaper Hoardings Internet others

30% 25% 20% 15% 10% 5% 0%

No. Of Respondents 23% 15% 28% 22% 8% 4%

Interpretation: In the research it is found that 23% respondents come to know about the AIMT through T.V. Ads and 15% respondents come to know about the AIMT through Radio, and 28% respondents come to know about the AIMT through newspaper and 22% respondents come to know about the AIMT through Hoardings and 8% % respondents come to know about the AIMT through Internet and 4% % respondents come to know about the AIMT through Other such as reference.

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5. Which promotion strategy attracted you the most? (a) T.V Ads [23%] (d) Hoardings [25%] (b) Radio [13%] (e) Internet [9%] (c) Newspaper [27%] (f) others [3%]

Response T.V Ads Radio Newspaper Hoardings Internet others

No. Of Respondents 23% 13% 27% 25% 9% 5%

30% 25% 20% 15% 10% 5% 0%

Interpretation: It is found that 23% respondents were like and attracted by the T.V Ads promotion strategy and 13% respondents were like and attracted by the Radio promotion strategy and 27% respondents were like and attracted by the newspaper promotion strategy and 25% Respondents were like and attracted by the Hoardings promotion strategy and 9% respondents were like and attracted by the Internet promotion strategy and 3% respondents were like and attracted by the other promotion strategy such as reference etc.

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6. Did you register on college web site? (a) Yes [45%] (b) No [55%]

Response Yes No

No. Of Respondents 45% 55%

80% 70% 60% 50% 40% 30% 20% 10% 0% Yes 76% No24%

Interpretation: It is found that 45% respondents who are interested in AIMT were registered on college website and 55% respondents were not registered on college website.

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7. How many other colleges you visited before coming to AIMT? (a) 1 [25%] (b) 2 [18%] (c) 3 [23%] (d) More than 3... [34%]

Response 1 2 3 More than 3

No. Of Respondents 25% 18% 23% 34%

35% 30% 25% 20% 15% 10% 5% 0% 1 [25%] 2 [18%] 3 [23%] More than 3... [34%]

Interpretation: It is found that 25% respondents have visited 1 college before coming to AIMT and 18% respondents have visited 2 colleges before coming to AIMT and 23% respondents have visited 3 colleges before coming to AIMT and 34% respondents have visited more than 3 colleges before coming to AIMT. It shows that they search more colleges for better option.
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8. Among the promotion of other colleges how was Ambalika different? (a) Attractive Information [32%] (c) Personal Consideration to visitors [43%] (b) Clarity in Information [25%]

Response Attractive Information Clarity in Information Personal Consideration to visitors

No. Of Respondents 32% 25% 43%

0.45 0.4 0.35 0.3 0.25 0.2 0.15 0.1 0.05 0 Attractive Information [32% Clarity in Information [25%] Personal Consideration to visitors [43%]

Interpretation: It is found that 32% respondents says that Ambalika promotion provides Attractive Information than others colleges and 25% respondents says that Ambalika promotion provides Clear information than other colleges and 43% respondents says that Ambalika provides Personal Consideration to visitors who visited the college than other colleges.

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9. How will you rate promotion strategy of AIMT as compared to other colleges? (a) Excellent [48%] (d) Poor [7%] (b) Good [27%] (c) Average [18%]

Response Excellent Good Average Poor

No. Of Respondents 48% 27% 18% 7%

50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Excellent48% Good 27% Average18% Poor7%

Interpretation: It is found that 48% respondents rates the Excellent to promotion strategy of AIMT and 27% respondents rates the Good to promotion strategy of AIMT and 18% respondents rates the Average to promotion strategy of AIMT and 7% respondents rates the poor to promotion strategy of AIMT. This means promotion strategy of AIMT is satisfactory but there is scope for improvement.
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10. Will you suggest your friend and relatives in future to take admission in? AIMT? (a) Yes [74%] (b) No [26%]

Response Yes No

No. Of Respondents 74% 26%

80% 70% 60% 50% 40% 30% 20% 10% 0% Yes 74% No26%

Interpretation: It is found that 74% respondents are interested to suggest to their friends and relatives and 26% respondents are interested to suggest their friends and relatives.

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11. Your suggestions to improve Marketing of AIMT?

There is need to give some more attention on clarity of information. Some more emphasis should be given to rural areas. There is need to do more promotion in rural areas to increase awareness. Internet is the big promotion tool; it should be use more effectively. There is need to provide the sufficient details about the professional courses.

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RESULTS AND FINDINGS

It is found that 80% respondents are interested Professional education and 20% respondents are not interested in Professional education. It is found that 70% respondents are interested in B.tech, while 20% respondents are interested in MBA and 105 respondents are interested in Diploma Professional course. It is found that 76% respondents are aware of AIMT earlier and 24% respondents are not aware about AIMT. In the research it is found that 23% respondents come to know about the AIMT through T.V. Ads and 15% respondents come to know about the AIMT through Radio, and 28% respondents come to know about the AIMT through newspaper and 22% respondents come to know about the AIMT through Hoardings and 8% % respondents come to know about the AIMT through Internet and 4% % respondents come to know about the AIMT through Other such as reference. It is found that 23% respondents were like and attracted by the T.V Ads promotion strategy and 13% respondents were like and attracted by the Radio promotion strategy and 27% respondents were like and attracted by the newspaper promotion strategy and 25% Respondents were like and attracted by the Hoardings promotion strategy and 9% respondents were like and attracted by the Internet promotion strategy and 3% respondents were like and attracted by the other promotion strategy such as reference etc.

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 It is found that 45% respondents who are interested in AIMT were registered on college website and 55% respondents were not registered on college website.

It is found that 32% respondents says that Ambalika promotion provides Attractive Information than others colleges and 25% respondents says that Ambalika promotion provides Clear information than other colleges and 43% respondents says that Ambalika provides Personal Consideration to visitors who visited the college than other colleges. It is found that 48% respondents rates the Excellent to promotion strategy of AIMT and 27% respondents rates the Good to promotion strategy of AIMT and 18% respondents rates the Average to promotion strategy of AIMT and 7% respondents rates the poor to promotion strategy of AIMT. This means promotion strategy of AIMT is satisfactory but there is scope for improvement. It is found that 74% respondents are interested to suggest to their friends and relatives and 26% respondents are interested to suggest their friends and relatives.

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CONCLUSION
Professional education is the important and most growing industry in Education Sector. It came to my knowledge that this field has a vast scope, not even today, but always. The main objective of report was to analyse the impact of marketing strategies of AIMT on admission. There is no doughty that marketing strategies has the great impact on college admission. Marketing Strategies of AIMT increases the admissions and comparison to other colleges his marketing strategies are more effective. In Lucknow AIMT has a strong brand image and market potential among the people and in other areas it is recognises by the people as a big educational brand. Students take the admission in AIMT because they get the attractive and clear information about college and students and Parents who visited the college get the proper personal consideration. The various aspects, Signifance and influence of marketing strategies of AI MT, have also been highlighted in the report. I came to know about what are the competitive situations which an organisation faces, how it copes with it, what planning is needed to be done and at what levels. Thus to conclude, the project report prepared is of a great help and knowledge to me and I hope it may turn out to be useful to the organization in any further study scope. Hope my relationship with Ambalika Institute of Management and Technology & is mutually beneficial to us. .

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SUGGESTIONS & RECOMMANDATIONS

Marketing Strategies of Ambalika Institute of Management and Technology are

effective and efficient. But there is scope for improvement in some areas such as

Internet where a large population search (basically for college website), and in rural

areas there is need to give more ads and hoardings. The promotion strategy of Ambalika Institute of Management and Technology has

greater impact on the admission. When we compared the Admission rate with other

colleges its shows that AIMT has the better admission rate than other colleges,

which shows that its Marketing Strategy is effective and efficient. In Lucknow AIMT has a strong brand image and market potential among the

people and in other areas it is recognises by the people as a big educational brand.

This is the result of his marketing and promotion strategy. T.V. Ads, Newspaper and Radio are the major Promotion medium which attracted

the people most. As the reach and availability of these promotion tools is high, so

AIMT should focus on these with new pace.

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 Among the other colleges AIMT provides the attractive and clear information and

gives the personal consideration to visitors. This is USP for it, so it should continue

with new pace. (But there is need for improvement in the clarity of information.) There is need to give more Hoardings at different areas as hoardings is the major

promotion tools which attracted and aware the people. Internet which is today most popular promotion medium should be give more focus

on this medium by AIMT.

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PART-4

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BIBLIOGRAPHY
1. College website (Ambalika Institute of Management and Technology) 2. Wikipedia 3. Times of India, Rashtriya Sahara newspapers etc. 4. Google.com 5. Yahoo India.com 6. Marketing management : Phlip kotler 7. Advertizing mediums: k. ashwathappa 8. Research methodology: C.R.Kothari

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ANNEXURE
PROJECT QUESTIONNAIRE

PERSONAL DETAILS NAME AGE ADDRESS CONTACT E-MAIL ID 1. Were you interested in professional Education? (a) Yes (b) No

2. Which course you prefer? (a) B.tech (b) MBA (c) Diploma

3. Were you aware of AIMT earlier? (a) Yes (b) No

4. How did you come to know about AIMT? (a) T.V Ads (d) Hoardings (b) Radio (e) Internet (c) Newspaper (f) others

5. Which promotion strategy attracted you the most? (a) T.V Ads (b) Radio
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(c) Newspaper

(d) Hoardings

(e) Internet

(f) others (Reference)

6. Did you register on college web site? (a) Yes (b) No

7. How many other colleges you visited before coming to AIMT? (a) 1 (b) 2 (c) 3 (d) more than 3...

8. among the promotion of other colleges how was Ambalika different? (a) Attractive Information (c) Personal Consideration to visitors (b) Clarity in Information

9. How will you rate promotion strategy of AIMT as compared to other colleges? (a) Excellent (b) Good (c) Average (d) poor

10. Will you suggest your friend and relatives in future to take admission in? AIMT? (a) Yes (b) No

11. Your suggestions to improve Marketing of AIMT?

THANK YOU.

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