Brand Management

Assignment-1
Branding an Institute

By – Sec C; Group No. - 2

Chirayu Jain 17A3HP480

Shaik Saif Azam 17A2HP578
MonishaPanghal 17A3HP308
Riya Gumber 17A2HP513
Shiva Bharadwaj 17A1HP262
SamkitJain 17A2HP418
Introduction
India being a developing nation is booming from the establishment of colleges & universities –
both private & government. With an ever-increasing number of aspirants for higher education,
the number of private institutions is also rising day by day.

Particularly talking of MBA colleges, the times are challenging. It is so because the number of
exam takers for CAT/XAT is gradually declining each year owing to several factors. In such
scenario, many institutes compete against each other to prove themselves superior for the
aspiring candidates. In this highly competitive landscape, branding plays a very vital role in
terms of communicating the value propositions of an institute to the students.

Creating Brand Awareness

Anything that causes the prospective audience to experience one of a brand’s element—its
name, symbol, logo, including advertising and promotion, sponsorship and event marketing,
publicity and public relations, and outdoor advertising—can increase familiarity and awareness
of that brand element. And the more elements we can reinforce, usually the better.

Let us focus on advertising & promotion, event marketing, PR campaigns & outdoor advertising.

Communication Channels:

1. Social Media: It is evident that the target audience is available across social media
platforms such as Facebook, LinkedIn, Google searches etc. & hence it is crucial that the
institute maintains its presence at these platforms by means of promotional campaigns,
AdWords & retargeting tactics. Advertising on Facebook is undoubtedly one of the finest
tool for branding. Hence slightly larger chunk of budget should be devoted to it.
Campaign: The social media campaigns shall involve activities based on following
objectives:
Objective Campaigns/Activities

Brand Building SEO, SMO, Content Marketing through

google, Facebook, LinkedIn, Twitter etc.

Engagement with Prospective Students Advertisements (search/social/display),

Blogs, Student Connect Campaigns

Information Communication Personal Email/Text or WhatsApp Message

Based Campaigns
2. Online communities: It is a well-established fact that customers trust another
customers’ experience over what the brand tries to tell them. In such scenario, the
power of online communities of aspirants such as pagalguy.com cannot be overlooked.
These are the platforms where an institute not only has to be active in terms of
interacting with candidates & creating engagement but also the institute needs to have
on its side the influencers (bloggers, writers who have a large following & are active on
these platforms) who can promote the brand & act as brand advocates
Campaign: Create strong presence on online communities & Facebook pages/groups of
students (or prospective candidates) etc. Campaigns will aim at:
Increasing the brand reach to students
Increasing the interactions
Encouraging students to ask questions & we provide solutions

3. Event Marketing: Institute may choose to opt for this option by organizing city meets in
collaboration with coaching institutes or graduation colleges where it can interact with
the students & leave a strong impression on their minds for a stronger brand recall.
Institutes may also offer experiential learning to these students by organizing visits &
activities for them.
Campaign: An engaging experiential activity-based campaign to be created such as: “A
Day in the Life of MBA student”. It will involve connecting with individual students and
collaborating with coaching institutes & graduation institutes for inviting students to a
one/two day all expenses paid visit to the campus where they will experience the life &
routines of the MBA college. It will help them interact with faculties, be a part of
sessions, management games & activities etc.

4. Advertising in Print/Outdoor Media: Most of the institutes invest in both the options as
on one hand where outdoor media provides visibility to the brand, on the other hand
the print media ensures the remaining locations are covered to the extent possible.

ESTIMATED BUDGET
 For Campaign Running for
Costing 6 months
Execution of SEO, SMO, INR 40,000 per month Total Cost INR 10,20,000/-
Email Campaigns
&Advertisments
Expenditure on Facebook INR 1,00,000 per month
/YouTube/Google
Advertisements (Assuming
reach of 5-6 lacs audience)
Overheads (Salary of 2 INR 30,000 per month
Technical Team members
@15000 each)
Man Unit Cost
Particulars Quantity Total
Month (INR)
A) Salary
Project/Campaign Manager 1 6 35000 210000
Field
10 6 15000 900000
Executives/Representatives
Tele Counsellor 2 6 6000 72000
B) Allowances
Phone Project Manager 1 6 400 2400
Travel Allowance & Stay Field Executive 10 6 18000 1080000
Phone Field Executive 10 6 300 18000
Miscellaneous 200000
Sub Total (A) 2482400
C) Campaign
Cost of Marketing
5000 - 50 250000
Material (Brochures)
Cost of Marketing
Material (Merchandise- 2000 400 800000
MBA Kit)
Travel Arrangement
- 100 - 2000 200000
Cost per Student
Miscellaneous 1250000
Sub Total (B)
Grand Total (A+ B) 3732400

20x12 Any Page (4-6 editions per 888000

Advertisement in Times of India month in chosen territories)
Total Expenditure 5640400