Escolar Documentos
Profissional Documentos
Cultura Documentos
ON
CAREERS360
UNDER THE GUIDANCE OF
Prof. A.K PURI
FACULTY GUIDE
SUBMITTED BY
KOPAL SINGLA
231078
FMG 23 (2014-16)
DECLARATION
Kopal Singla
231078 (FMG- 23)
2014-2016
FORE School Of Management, New Delhi
CERTIFICATE
This is to certify that Ms. (Kopal Singla, 231078) has completed her summer
internship at Careers360,Delhi and has submitted this project report entitled
"Managing end to end product life cycle and brand building campaigns for enhancing
user engagement at Careers360" towards part fulfilment of the requirements for the
award of the Post Graduate Diploma in Management (FMG-23) 2014-2016.
This Report is the result of her own work and to the best of my knowledge, no
part of it has earlier comprised any other report, monograph, dissertation or book.
This project was carried out under my overall supervision.
Date:
Place: Delhi
Prof. A.K. Puri
Internal Faculty Guide
ACKNOWLEDGEMENT
I, take this opportunity to express my gratitude to the people who have been
instrumental in the successful completion of this project.
I, would first of all extend my gratitude to my company guide, Mr. Anupam Sinha,
(Senior Product Manager) for providing me with an excellent opportunity to do
summer internship with the company. The training has been one of enlightenment
and immense learning. I would like to thank him for providing me an opportunity to
understand the intricacies of the food processing industry.
I, would also like to thank Prof. A.K. Puri, Faculty Guide, Finance, FORE School of
Management, for his mentorship and regular monitoring of the progress of the
project. His constant encouragement and interest in my study have added a great
deal to the quality of my project.
Lastly, I wish to take this opportunity to thank the Institution, faculty members and
peers without whom this project would have been a distant reality.
Contents
ACKNOWLEDGEMENT...............................................................................................4
TABLE OF FIGURES.7
EXECUTIVE SUMMARY..............................................................................................6
CHAPTER 1................................................................................................................10
INTRODUCTION........................................................................................................10
CHAPTER 2................................................................................................................15
LITERATURE REVIEW..............................................................................................15
CHAPTER 3................................................................................................................22
RESEARCH METHODOLOGY..................................................................................22
RESEARCH DESIGN..............................................................................................22
DATA COLLECTION................................................................................................22
CHAPTER 4................................................................................................................27
RESULTS AND DISCUSSION...................................................................................27
Review Your College Contest Campaign...................................................................42
Objectives of the Campaign:...................................................................................42
Benefits of getting more Reviews for Careers360:.................................................42
About the Campaign:...............................................................................................43
Plan of Action:.........................................................................................................43
Initial Execution and Problems................................................................................44
Challenges Faced during execution:.......................................................................45
How we informed the participants about their code and points?............................46
Marketing Strategy......................................................................................................46
Primary Marketing Strategy.....................................................................................47
Change in Mailers Strategy.....................................................................................47
Secondary Marketing Strategy................................................................................48
ANALYSIS:..................................................................................................................50
CHAPTER 5................................................................................................................52
SUGGESTIONS AND RECOMMENDATIONS..........................................................52
Annexure-I..................................................................................................................53
ABOUT CAREERS360 - PROFILE.........................................................................53
COMPANY HISTORY..............................................................................................54
Products & Services Offered...................................................................................55
Revenue Model........................................................................................................56
Annexure- II................................................................................................................57
Student Engagement - College Forums and Reviews............................................57
Annexure III................................................................................................................61
Creative's for Review Your College Campaign.......................................................61
BIBLIOGRAPHY.........................................................................................................64
TABLE OF FIGURES
Figure 1: Participant flow map....................................................................................17
Figure 2:The four step process...................................................................................18
Figure 3: Factors determining customer engagement into value creation and its
relations to loyalty.......................................................................................................20
Figure 4: Age group of respondents...........................................................................23
Figure 5: Educational Qualifications of respondents..................................................23
Figure 6: Domain wise distribution.............................................................................24
Table 1: List of websites analyzed..............................................................................24
Figure 7: Are college review and discussion forums an authentic source of college
information?................................................................................................................27
Figure 8: Number of students who have visited any of these websites to access
College information/discussions/reviews etc.?...........................................................28
Figure 9: Frequency of writing reviews and giving ratings to the products and
services.......................................................................................................................29
Figure 10: Motivational factors to write a review........................................................29
Figure 11: Whether a student has ever written a review for a college or not?...........30
Figure 12: Motivational factor to write a review for a college.....................................31
Figure 13: Domain wise distribution to check if college reviews are useful..............32
Figure 14: Current Representation:............................................................................34
Figure 15: After Incorporation of Suggestions:...........................................................34
Figure 16: Edit screen................................................................................................35
Figure 17: Review flagged..........................................................................................36
Figure 18: Edit/ Delete comment on a review............................................................37
Figure 19: Delete comment screen............................................................................37
Figure 20: User finds review helpful...........................................................................38
Figure 21: College review page..................................................................................38
Figure 22: Preview review screen..............................................................................39
Figure 23: Post by anonymous user...........................................................................40
Figure 24: Overall star rating......................................................................................40
Figure 25: Domain wise distribution of reviews..........................................................50
Figure 26: Careers360- The Education Hub..............................................................53
EXECUTIVE SUMMARY
CHAPTER 1
INTRODUCTION
Industry Analysis
India, with its huge population, is the most exciting higher education market in the
world. The education and training sector in India is standing at $600 billion and the
private education segment alone is expected to cross $45 billion mark by 2015 from
the present $35 billion, according to a research by Investor Relation Society. This
sector is named as the major employment driver in India in the Indian Job Outlook
Survey 2012. It is expected that employment opportunities will continue to grow in
this sector for the next two decades.
Huge potential
The higher education system in India has witnessed remarkable growth in the past
few years. India is definitely ahead of other developed countries in the field of
education and training. The number of institutes offering higher education is much
more in India when compared to China and the US. A latest report by Ernst & Young
states that the number of institutes offering higher education in India is 44,668. Of
that, 33,668 offer various degrees and the rest offers diplomas. The total number of
institutes in China is 4,192, while in the US, the number is 6,500.
10
India Ratings expects the Indian education sectors market size to increase to Rs
602,410 crore ($109.84 billion) byFY15 due to the expected strong demand for
quality education. Indian education sectors market size in FY12 is estimated to be
Rs 341,180 crore. The sector grew at a compounded annual growth rate of 16.5%
during FY05-FY12. The higher education (HE) segment was at 34.04%
($17.02billion) of the total size in FY10 and grew by a CAGR of 18.13% during FY04FY10. India Ratings, a Fitch Group Company, said that it has a stable outlook on the
Indian education sector which includes both school and higher education.
Despite a high demand for education within India, India Ratings has concerns of the
sector. In 2012, the sector faced liquidity issues due to a fall in enrolment growth and
delays in HE students fee reimbursements by a few state governments.
Some segments in the education sector face enrolment slowdown due to macroeconomic factors, lack of industry appeal and employability issues. Management
institutes with less or no industry association witness low enrolment and revenues
leading to loan defaults or closures. India Ratings does not expect enrolments for
these entities to rebound in the short term, said the report.
Education Sector in India
700 Universities
35000 Colleges
Annual student enrolment is around 25 million
Indian Literacy rate is 74.4% which is less than the world's average i.e. 84.1%
550 million population is below 25 years of age
o 352 million population is between 0-14 years of age which is more than the
o
o
o
o
o
11
engagement of users, with a company or a brand. The initiative for engagement can
be either consumer- or company-led and the medium of engagement can be on or
offline. Online user engagement is qualitatively different from offline engagement as
the nature of the user's interactions with a brand, company and other users differ on
the internet. Discussion forums or blogs, for example, are spaces where people can
communicate and socialise in ways that cannot be replicated by any offline
interactive medium. User Engagement marketing efforts that aim to create, stimulate
or influence customer behaviour differ from the offline, one-way, marketing
communications that marketers are familiar with. Although customer advocacy, for
example, has always been a goal for marketers, the rise of online user generated
content can take advocacy to another level.
The concept and practice of online user engagement enables organisations to
respond to the fundamental changes in user behaviour that the internet has brought
about, as well as to the increasing ineffectiveness of the traditional 'interrupt and
repeat', broadcast model of advertising. Due to the fragmentation and specialisation
of media and audiences, as well as the proliferation of community- and user
generated content, businesses are increasingly losing the power to dictate the
communications agenda. Simultaneously, lower switching costs, the geographical
widening of the market and the vast choice of content, services and products
available online have weakened customer loyalty. Enhancing users' firm- and
market- related expertise has been shown to engage users, strengthen their loyalty,
and emotionally tie them more closely to a firm.
Leveraging customer contributions is an important source of competitive advantage
whether
through
advertising,
user
12
generated
product
reviews, customer
service FAQs, forums where consumers can socialise with one another or contribute
to product development.
Characteristics of user engagement
1. Focused attention
1.1 Users must be focused to be engaged
1.2 Distortions in the subjective perception of time used to measure it
2. Positive Affect
2.1 Emotions experienced by user are intrinsically motivating
2.2 Initial affective hook can induce a desire for exploration, active
discovery or participation
3. Endurability
3.1 People remember enjoyable, useful, engaging experiences and want to
repeat them
3.2 Reflected in e.g. the propensity of users to recommend an experience/a
site/a product
In this study, the objective is to manage end to end product life cycle and work on
brand building campaigns to enhance user engagement on Careers360 website.
The product life cycle includes the following phases:
13
14
CHAPTER 2
LITERATURE REVIEW
Ever since the concept of marketing has dawned on manufacturers, brand building
has become an integral component of most marketing departments. However, when
the question is asked, What is brand building?, it seems to be a long drawn out
answer, pertaining almost to everything about the efforts made by the marketer to
raise the esteem and value of the brand in question. While there could be very
strong reasons for trying to have an all encompassing answer to such a loaded
question, the key to such brand building success is continuous customer
engagement. A study by M.N. Tripathi, states that, therefore, a marketer must not
only aim to make the brand more desirable, more attractive and more preferable to
the consumer, but also do whatever it takes, for the consumer to remain associated,
interested and involved with the brand. In the process of buying, using and
consuming the product, there is an emotional, psychological and physical investment
by the consumer onto the brand. It is this investment that translates into the
engagement we are talking of. Obviously, this investment would depend on the
consumer and would vary from consumer to consumer. So the challenge for the
marketer is to persuade the consumer that the marketer is worth their time, effort,
money and commitment to be involved with the brand. It is a process of building,
nurturing and preserving relationships.
15
Joseph Alexander and Kathryn Luedtke(2013), " The User Centric Approach and
Participant Flow Maps: A New Look at Increasing Participation and Engagement "
questioned that how to get more people to participate in programs? And once they
are participating, how to keep them engaged?
They found a new way to approach this challenge, what we call, The User Centric
Approach. This approach looks at participation and engagement from the
perspective of the end user. Participation and engagement is now seen as a series
of actions and steps taken by people as they interact with our programs. They
wanted to know what people are thinking and doing before, during, and after the
decision to participate and then engage with our programs. This information can be
used to create a visual image of the paths people take with programs, highlighting
especially those steps where people drop out or move away from their programs.
This new approach can be contrasted with the current industry approach, what they
labelled as , The Program Centric Approach. While the program centric approach
views everything from the perceptive of the program, the user centric approach takes
the perspective of the end user. With the program centric approach, one would want
to know, for example, which programs have the most participants? That is useful to
know. With the User Centric Approach, one might take a different tack and ask what
percent of people who are recommended a specific program actually finish it? Both
approaches are useful. The sense is in wanting to drive increased end user action, a
focus on the end user will be more valuable. Certainly, it will offer new insights and
perspectives not previously seen. A second difference in our approach from. The
Program Centric Approach is that they focus on flows not statics. The new approach
understands that the end user proceeds through a number of distinct and different
steps. Each of these steps offers its own challenges and insights. We want to follow
16
our end users as they go through the entire process, not just look at them at specific
points in time. It is the difference between a cross sectional versus a longitudinal
approach. To do this, they created visual images or maps.
Using this map, the researchers were able to identify those specific opportunities to
change peoples behaviours and attitudes that will have the greatest impact on
driving increased participation and engagement. These opportunities were thought of
as leverage points. Where can the least amount of change create the biggest
impact?
Participant Flow Maps allowed them to:
1. Identify, with great precision, exactly which points in the participants experience
with our programs we should target to have the maximum impact.
17
2. Clarify the specific behaviours and attitudes that need to change or modify to have
this impact.
3. Help them prioritize and sequence the efforts to make these changes.
A clear process was then required to realize the potential of this new approach.
Jurate Banyte, Asta Tarute, Inga Taujanskyte, "Customer Engagement into Value
Creation: Determining Factors and Relations with Loyalty" Kaunas University of
Technology stated that Customer engagement into value creation is useful for
companies not only because it helps to better understand and satisfy customer
needs, but also promotes bigger customer loyalty (Selden & MacMillan, 2006).
(Malaviya & Spargo,2002) have determined that when engaging in value creation
customers are characterised with a higher level of satisfaction and trust in the
company, they feel connected to it, and, according to Uncles, Dowling and
18
Hammond (2003), this leads to a bigger loyalty to the company. These research
results of (Malaviya & Spargo, 2002) have encouraged further analysis of relations
between customer engagement into value creation and loyalty.
Considering the scientific problem of the article related with substantiation of the
integrated approach towards customer engagement into value creation, first of all, a
question is raised, which factors determine behaviour of customer engagement that
creates value for the customer as well as for the company. Emphasizing the
importance of motivation when engaging customers into value creation,(Rodie &
Kleine, 2000; Lengnick-Hall et al., 2000) distinguish customer consciousness, role
clarity, abilities and motivation as the main factors determining customer
engagement into value creation. According to (Van Doorn et al., 2010; Ple et al.,
2010; Gambetti & Graffigna, 2010) customer engagement into value creation is
determined not only by customer motivation, but also by actions of the company to
engage customers. Therefore, authors divide factors determining customer
engagement into value creation into two groups: customer factors and company
factors. ups suggested by (Auh et al., 2007) will be used as a basis.
Another constituent that bases the necessity of an integrated approach towards
customer engagement into value creation in the context of service provision is
intermediate variables of the relation between customer engagement into value
creation and loyalty and their interactions.
The theoretical framework given in Figure 1 depicts the integrated approach towards
customer engagement into value creation in the context of service provision
suggested in the article.
19
20
creative activity. Beyond the product or service itself, creativity is in the experience:
alone or with others, privately or in public, physically or virtually, now or later, homemade, customized or factory-made. These are only the most obvious of the infinite
ways in which consumers creatively craft or design each of their consumption
experiences. The present research explores the role of creativity in the mechanisms
through which consumers create value in their consumption activities and
experiences. Hennessey and Amabile (2010) define creativity as involving the
development of a novel product, idea, or problem solution that is of value to the
individual and/or the larger social group. Previous researchers (Kleinaltenkamp et
al.,2013) have suggested that there is a need to better understand how consumers
integrate resources to create value.
The current study in the project includes understanding the user's requirements to
engage them on the website by enhancing the product and the user interface and at
the same time launching brand building campaigns to enhance user engagement on
the website and to increase number of college reviews.
21
CHAPTER 3
RESEARCH METHODOLOGY
RESEARCH DESIGN
This research is a combination of exploratory and descriptive research types.
Exploratory research is used when the topic or issue is new and when data is difficult
to collect. Exploratory research is flexible and can address research questions of all
types (what, why, how). Descriptive research describes data and characteristics
about the population or phenomenon being studied. Prior to the descriptive research,
a survey investigation is usually conducted. The formulation of the survey was based
on an exploratory research method with critical points being based on secondary
data. Collection of primary data through the survey and then the processing of this
data to derive a descriptive analysis is part of the descriptive research.
DATA COLLECTION
Data collection has been done through
Primary Sources
Secondary Sources
Primary Sources : For the purpose of this study, survey and unstructured interview
were conducted. Visits were made to colleges of Delhi University, IP University, MBA
Schools in Delhi, Schools and coaching centres. Research was also done by floating
the survey to potential target groups which is shown in Annexure II.
The main purpose of the data collection for this research is to study the user's
behaviour and motivation for engaging on a particular website or using a particular
product/feature, for writing online reviews and participate in discussion forums.
22
The research objective is to know basically "why users write reviews on any
website?"
The data was gathered on the following parameters:
23
The data on the following variables was collected for the research:
Information?
Number of times a person has written review on any website
Motivational factor to write a review
Motivational factor to write a review for a college
Secondary Sources : The secondary research was carried out by analyzing various
websites in different domains to understand their features and functionality of review
page and discussion forums, to analyze competitors product features and campaign
methods, also to know why people write reviews on a particular website.
Following websites were analyzed in different domains:
WEBSITE NAME
www.getmyuni.com
www.shiksha.com
Education
www.pagalguy.com
www.MBAUniverse.com
24
www.collegeconfidential.com
www.minglebox.com
www.htcampus.com
www.amazon.com
Shopping/Lifestyle
www.flipkart.com
www.snapdeal.com
Entertainment
www. digitalspy.com
www.rottentomatoes.com
www.desimartini.com
www.commonsensemedia.org
www.digiwonk.wonderhowto.com
www.ibibo.com
www.tripadvisor.com
www.makemytrip.com
www.yatra.com
Food
www.zomato.com
25
CHAPTER 4
RESULTS AND DISCUSSION
Based on the data collected through survey , it was analyzed why people write
reviews on a particular website and what motivates them to write reviews.
26
From the above pie chart, we can see that 56% of students find college reviews and
discussion forums as authentic sources of finding college information and to know
about college while only 12% says that No, they do not find them an authentic
source.
27
From the above figure, we can interpret that 88 respondents have visited
Pagalguy.com to access college information and participate in discussion forums
while 61 respondents are familiar with Careers360.com and Shiksha.com. Also, only
6 respondents said that they have never visited any of these website to gather
college information.
54 respondents have visited MBAUniverse.com while only 7 know about
GetMyUni.com. So, here we can also say that major competitors of Careers360.com
are Pagalguy and Shiksha.
The above pie chart, signifies that 69 respondents out of 125 have rarely written any
review or given ratings for the products/services that they use online in any domain,
while 32 said that they write reviews once or twice a week. 19 respondents have
never written any review and only 4 do that every time they purchase any
product/service.
28
The above chart shows the various motivational factors to write online reviews
68 respondents said that they write online reviews to help other consumers
product/service/company.
Other motivation to write reviews are cash prizes, vouchers, gifts/prizes in
reviews
to
share
bad
experience
about
kind and also to express gratitude for a better than expected product/service
or experience.
29
The above pie chart shows that 59% of respondents have never written a review for
a college while only 41% have written a review/ shared their experiences about a
college they have studied or have visited.
30
The major motivations to write a review about college are that respondents
feel that it is their responsibility and also to contribute to the success of the
college
While others think that it is a best way to express your gratitude towards the
The above chart depicts that mostly management students find college reviews an
authentic source of finding college information while engineering, B Com students
and other school respondents did not find college reviews as authentic.
Hence, we can see that using primary data source, the major motivation for writing
online reviews for a particular college is to contribute to the success of the college
and to help in college promotion while monetary value, vouchers, rewards and gifts
also play a major role.
31
products
GetMyUni.com conducted a live project for B schools to get college reviews
on their website. They were able to get around 25000 college reviews through
with best reviews gets a chance to win a 100 Rs. BookMyShow voucher.
It was also observed that a rich UI with good features/products also play an
important role in attracting people to write a review, such as acknowledgments
and notifications for writing reviews/participation in discussion forums keeps a
32
customer experience. This also creates a personal touch with the user.
TripAdvisor.com allows a user to preview the review before submitting, which
helps in correcting errors, also the user gets a chance to see how will the
review look like after getting published.
Description:
33
Edit
Delete
If the user clicks the Edit option, the written review will be shown in the form of a
text box (same as write review form), which can be edited by the Reviewer. After the
required editing and final submission of the review, following screen will pop up for 5
seconds:
34
If the user clicks the delete option, a pop-up would appear as shown below and if the
reviewer selects Yes, Review will be permanently deleted from the website.
CASE 2
If any user opens a review (not written by him) and clicks the down arrow then he
would be given an option to Flag the review as Inappropriate.
If the user selects this option, then following window will pop-up on his screen. This
review will not be further visible to that user.
Once a review is flagged by more than 10 users, a report would be sent to the
careers360 moderator. Flagged reviews are not automatically removed by the
system. If a review doesn't violate our (i.e. careers360) guidelines, no amount of
flagging will change/remove that, and the review will stay on the site. This will be
supervised by careers360 moderator.
Only careers360 moderator can delete a review permanently.
35
CASE 3
36
If the user finds the review useful, he can simply click the Yes button as shown
above and the count in Yes button will get increased by one and same will happen
with No button also.
Notification to the User: Whenever a user votes any review as useful or non-useful,
then the reviewer will get a notification stating xxxxxxxx found your Review (with
College Name) useful.
37
Preview Button
A new Screen will pop-up after clicking on the Preview Button:
38
If user clicks on Edit, the user gets back to the review form.
Submitting a Review
Once the user Click on SUBMIT, a pop-up would appear for 5 seconds. The
message will be Your review has been successfully submitted for approval and it will
be posted soon
User Profile Picture and Anonymity
If a user has posted the review as anonymous then the profile picture will become
which depicts that it is a hidden user.
Also we will not show 'Follow' and 'Add' button in this case. And, it would be shown
as "Posted by: Anonymous User" as shown in below screenshot
39
Placement of overall star rating and On hover Ratings and reviews block
The hover rating and review block should show just the last 3 reviews.
At the end of hover block there will be option of Read All Reviews as shown
in figure below that will link user to college review tab.
Account verification
People feel that it is their responsibility and also to contribute to the success
of the college
While others think that it is a best way to express your gratitude towards the
college and it will also help in college promotion on different platforms.
41
Also, monetary value like rewards, vouchers, gift prize or some competition
also motivates them to write a review about the college.
A student who creates an account for writing a review, might come back to the
website for information or other available tools.
42
It is a platform where students can give an honest opinion about their colleges
Students in return would win free mobile recharge by writing a descriptive and
authentic review about their college.
Best 100 reviews would also win vouchers worth Rs. 1000/ each.
Plan of Action:
Step- 1
Inform the students through mass mailer/ select top 100 B school and float the
competition
For B school data of 1st year was provided by student body or placement cell
of the college.
Step-2
Once we have informed the concerned college, and mail is sent through
database, the task of students was to write reviews. In case of B school one
review of their post-graduation college and other review of their graduation
college.
Each review was provided 10 points for registration and 10 points for writing
review.
43
Each participant was provided with a unique referral code when he/she wrote
review for the first time with a unique code/name/email id fetched 10 points to
the unique code/name/email owned by any particular person.
Now the person who has already registered and wrote his review will promote
his unique code. So when he will tell the other person to write review, he will
also tell them to use the code so that the person with unique code gets the
points. When his referral code will be used to write a review he will be
awarded with 10 points for each subsequent reviews.
So the registered person can earn as many points as many times his/her
unique code is used before writing reviews.
Minimum redemption for free recharge is 40 points, for which a participant get
Rs 20 recharge i.e. points to redemption ratio is 2:1.
The link which we sent in initial mail, the problem that we identified that users
are having issue with dual registration and they are finding difficulty in finding
the page of review writing
The first 500 mails that were sent for pilot run, out of those 500, 50 registered
in Google doc but they did not write review. When we called them why they
44
did not write review they confessed that they were not understanding why
they need to register twice
After filling the Google doc we provided link of engineering, B school and
universities. Once the user reached to these place they need to register at
website before they can write reviews but once they used to register, the page
of my activity used to open and the user were not able to find where to write
review.
Solution:
To overcome this problem where created a new Google doc which was
exactly like review form of the website and we instructed the user to write their
review in Google doc only. And we understood the backend process how we
can publish the review on users behalf
While doing so we faced two kinds of uses. I) who are already a registered
user, ii) who are not registered in website.
For those who were registered we published their review after verifying it in
their respective domain and for those who were not registered we created a
new profile for them and then published their review.
45
As we floated Google doc for review writing completion we faced problems like
a)
b)
When referral code was being assigned, first 100 participants were informed
through text message and the rest were sent mail and the end of the day.
Points tally sheet was a sheet where an updated information regarding which
candidate earned how many points and what was his/her referral code is, is
being maintained and mails were sent accordingly about his points and
referral codes.
We
created
kind
of
helpline/participants
help
id
Marketing Strategy
46
Secondary
Marketing
Strategy:
It
included
advertisement,
47
with over 90 per cent of reviews coming from Engineering students alone
followed by Management students.
Mailers were sent thrice on the entire database to push the students for writing
more and more reviews.
May 13
May 18
Write An Authentic Review About Your College & Get Mobile Recharge!
May 21
Is your college worth your money? Share the truth and get mobile recharge
May 27
May 27
48
Facebook Posts
Multiple Facebook posts were done so as to tap more number of students.
Strip Banner on www.careers360.com
List of domains on which strip banner was present on the upper fold of the website:
Law.
Medical.
Bschool.
List of domains on which strip banner was present on the lower fold of the website:
Pharmacy.
Computer Applications.
49
FREE20
Free 20 was a strategy adopted for students who had written only one review and
had 20 points. Thus, to motivate them to write one more review, a mail was sent
saying that if they write just one more review using the Referral Code FREE20,
theyll get an instant recharge of Rs 20. The strategy adopted was successful as 247
out of 2868 people wrote reviews again. Out of 247, 169 wrote review for different
college, comparing with their former reviews and 78 wrote again for same college.
Blast SMS
A small database of 5000 students was tested for the efficiency of Advertisements
through Blast SMS. The content of the messages urged the students to click on the
given link and write a review to win recharge and vouchers.
ANALYSIS:
The duration of the contest was 11th May- 3rd June 2015.
Facts and Figures:
Total Number of Reviews Written till 3rd June 11:59 P.M. 5594
No. of Unique Participants: 4455
Reviews were written for 2447 different Colleges
50
Others
Medical
Law
University
Management
38
16
201
137
1459
Engineering
Bitly Link
The shortened bitly link of the Review Writing Form was also shared on a few
platforms:
51
CHAPTER 5
SUGGESTIONS AND RECOMMENDATIONS
Since students were not getting instant gratification in the form of mobile
recharge after writing a review, word-of-mouth promotion was almost absent.
A lot of Participants were not aware that they will not get recharge by writing
only one review, or that they have to request for redemption of points to get
recharge, a negative opinion was being formed by some people about the
campaign.
Thus, any mass level competition should have simple rules. Instead of the
Referral and Points system, a simple contest of getting a mobile recharge of
Rs 10 or 20 for each review would have generated more audience for the
contest. Instant gratification would have routed more people to the registration
52
form, decreasing the need for sending mass mailers to the same audience
again and again.
Also, keep in view the lack of technical support in running the campaign
(referral codes and points tally were being handled manually), a simple
rewards mechanism would have been easier to execute and, hence, would
have been more efficient.
A major problem faced in the execution was the lack of recharge support from
Paytm, freecharge and Mobikwik. Before running a campaign it should be
made sure that the promised rewards are ready for delivery. The delay in
mobile recharges garners negative publicity for the company.
Annexure-I
ABOUT CAREERS360 - PROFILE
Careers360- The Education Hub is a
and
abilities.
From exam preparation to college recommendation, they have 250+ products used
by a million students, cover 9000+ colleges and 200+ courses, driven by a 200+
member young
team.
53
COMPANY HISTORY
Careers360 (Print)
The largest magazine player. Launched English Magazine in 2009 & Hindi
Magazine in 2010
Launched counseling Guides & Almanac series in 2011
India's largest educational rating company. Across Engineering, B-schools,
Universities and distance learning institutions we have rated over 5000
individual institutions.
MyCareers360
Careers360 (Digital)
PREPARE
Progress Tracking
Reality-check for better planning
Prepmeter, Ebook/Sample Papers
PREDICT
Trend Analysis
Forecasting
Rank Predictor, Result Predictor
55
RECOMMEND
Personalized Analysis
Actionable Advice
Pathfinder, College Predictor
Revenue Model
The revenue can be classified as B2B and B2C or print and digital.
Business-wise:
Careers360 magazine 35%, Careers360.com 63.6%, myCareers360.com 1.4%
Transaction-wise:
95% is B2B, 5% is B2C
Platform-wise:
65% is digital, 35% is print
B2B (Digital + Print) Completely Advertising. Colleges, coaching institutes, test
agencies, event organizers (for educational fairs) and banks (for education loans)
are some of the B2B clients, where again colleges constitute more than 95% of the
share.
The motivation for all these entities is to advertise with Careers360 is that they have
the largest student audience engaged and it makes sense for all these entities to
have a presence on such a powerful student medium.
B2C(digital + print) B2C print is the revenue through the English and Hindi
magazines and the Almanacs. B2C digital revenue is through our e-commerce
platform i.e. myCareers360.
Domain- wise distribution Domain wise distribution of the revenue is as per the
overall market size of B2B and B2C. In terms of B2C audience engineering and
56
medical have the largest student audience, followed by management, study abroad
and law. But in terms of prospective advertisers, the order is engineering,
management, study abroad, law and medical. So, although they engage the medical
audience also, but B2B revenue wise medical doesnt add much to the pie.
Annexure- II
Student Engagement - College Forums and Reviews
1. Do you consider College Reviews and Discussion Forums as authentic
sources of College Information?
o Yes
o No
o Maybe
o Can't Say
2. Have you visited any of
these
websites
to
access
College
information/discussions/reviews etc.?
o Careers360.com
o Pagalguy.com
o Shiksha.com
o MBAuniverse.com
o HT Campus
o GetMyUni.com
o MingleBox.com
o None
3. How often do you write/have you written reviews & give ratings for the
products & services that you use online in various domains?
o Never
o Rarely
o Once or twice a Month
o Once or twice a Week
o Every time I purchase a product/ Use a service
o Everyday
o Other
4. What motivates you to write reviews?
o Gifts/Prizes in Kind
o Cash prizes
o Vouchers
57
o
o
o
o
o
o
o
o
o
Habit
To help other Consumers make a right decision
To share bad experience about a product/service/company
Self-Interest (Reputation as a reviewer/writer)
Self-Promotion (For experts/bloggers etc. in that field)
Marketing Campaigns
Peer Influence
Brand Building for the product/service
Responsibility (Writing positive reviews of a brand you are associated
with)
o To spoil the reputation of a product/service/company
o To
express
gratitude
for
a
better
than
5.
6.
7.
8.
9.
product/service/experience
o Relationship Building with the company/brand
o Other
Have you ever written a review for a College?
o Yes
o No
What motivates/can motivate you to write a review for a College?
o College Promotion on different platforms
o Share something negative about your College
o Peer Influence
o Responsibility
o Contribute to the success of the college
o To express gratitude
o Self-Promotion
o Rewards (monetary or in-kind)
o Marketing Campaigns/ Competitions
o Other
Your Age Group
o 13-17
o 18-22
o 23-28
o Above 28
What is your Current/Highest Educational Qualification?
o SSC (10th Grade/Class)
o HSC (12th Grade/Class)
o Graduate (Includes Professional Degrees)
o Post-Graduate (Masters/ PG etc)
o Doctorate (PhD)
o Other
Which field of study are/were you pursuing?
o Engineering
o Medical
o Law
58
expected
o Management
o Finance, Accounts and Commerce
o Hospitality and Tourism
o Science
o Media and Journalism
o Fashion and Animation
o Architecture and Planning
o Historical and Philosophical Studies
o Languages
o Arts, Animation and Creativity
o Other
10. Your Name
Annexure III
59
60
61
62
BIBLIOGRAPHY
Joseph Alexander and Kathryn Luedtke, (June 2013), "The User Centric
Approach and Participant Flow Maps: A New Look at Increasing Participation
and Engagement"
Timothy Bickmore,
Daniel
Schulman,
Langxuan
Yin,"
MAINTAINING
63