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Sample Scrolling Message On Tv Marketing Essay

Paper Type: Free Essay Subject: Marketing
Wordcount: 3287 words Published: 1st Jan 2015

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1.1. Introduction/Executive summary

Metas Adventist College is in the decline stage. From being known as the number one college in the city it has fallen down in its ranking. This is made evident through the yearly enrollments which have fallen down considerably from its “peak enrollment of 1500 students to the lowest recorded enrollment of 479”. If the present condition is left unattended to it is likely that the college will soon be closed. To rejuvenate it from this stage it is essential that a marketing plan is laid out. “A marketing plan is a written document that details the necessary actions to achieve one or more marketing objectives. It can be for a product or service, a brand, or a product line.”1.

The appropriate framework that can be used is the SOSTAC Model.

1.2. Situation Analysis

1.2.1. SWOT Analysis of Metas Adventist College – See Annexure – 2

1.2.2. PESTLE Analysis of Metas Adventist College – See annexure – 3

1.2.3. Porter’s Five Forces – See annexure – 4

1.3. Objective Setting

Objective setting is the nucleus of market plan. Every plan and operation rotates around the objectives. Thus it a crucial part of writing market plans.

1.3.1. Company mission

The mission of the college is “To prepare the students to be successors of traditional and non traditional business firms as well as educational and medical ministries” 3

1.3.2. Marketing objectives

“Marketing objectives relates to what the organization wants to achieve in its marketing activities. Examples of marketing objectives include growth in market share for a particular product, increase in its customer base or growth in the usage of certain facilities”4

To rejuvenate the services of Metas Adventist College I recommend the following marketing objectives:

Inform target audience about features and benefits of our product/service and its competitive advantage, leading to doubling the enrolment in one year.

Justification: Attracting at least two students from the 350 Seventh Day Adventist Higher secondary schools throughout India will result an increase in enrolment number by 700.

Introduce new courses – Physiotherapy and BSc. Nursing – within two years.

Justification: The College also has a hospital and sufficient infrastructure according to the requirement of the Physiotherapy Council and the Nursing Council for running Physiotherapy and BSc. Nursing.

Upgrade the college to university status within 5 years. This gives them right to start many other courses like degree in Textile Designing, Diamond etc which attracts lot of demand from local communities as the two major industries in surat are the Textile and Diamond industries.

Justification: Metas College has 85% of all the requirements laid down by the UGC to start a university. Within five years Metas can work to accomplish the 15% of requirements that they are falling short to start a university.

1.4. Strategy development

Strategy development is a very important part of reviving a declining product/service. It is a stage where the problem is diagnosed and the solution is being given to fill the gap that is created.

1.4.1. Growth Strategy

1.a. The Ansoff matrix

1.4.1.a. Market Penetration

Market penetration is an activity where the company sells its existing product/service to the existing markets. Advertising plays a crucial role in this regard. Metas college has never advertised about their college until recently when they started advertising in the local news papers. Two important modes of advertising are advisable in this regard.

1. Message scrolling on TV screen: This is a very effective means of advertising in Surat because 95% of the residents of surat watch serials on TV from 7pm – 10pm. Scrolling message during this period will reach the message to most of the customers. Metas college has never used this channel to advertise. Perhaps lack of awareness about the college could be one of the reasons why the college is not doing well. In fact there are instances where some parents come to seek admission for their children after the admissions are closed. They go back disappointed that they are not aware of the admission dates. This happens because of lack of awareness the college is creating.

Sample scrolling message on TV

Be part of the legacy of Metas Adventist College where knowledge is given beyond books.

Features of the college

International atmosphere

Good infrastructure

Experienced and well qualified staff

No ragging – highest security assured

Highest pass percent assured

100% job placements

Courses offered: BBA, BCA, BSc. Biotechnology, GNM, MBA.

2. Hoardings near Textile market:

There is a huge place in surat which is set aside for the commercial activities of textiles called Textile Market. It’s the busiest place in the city. Most of the business people work in this area from 10am – 8pm everyday. Hoardings in this place will catch the attention of business people at work and the customers of that business.

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Thus advertising will persuade the existing students more services of the college by registering for post graduate courses. It will also bring awareness to the students who don’t know about the college. When the public is aware of the existence of college and its strengths students from other colleges will prefer to join in Metas college. More about this is dealt in 7Ps.

1.4.1.b. Market development

This is an activity of moving into other markets with the existing products. Metas college has a good geographical area to explore. Metas college is part of Seventh Day Adventist organization which has 350 Higher secondary schools in India. Students graduating from Seventh Day Adventist schools prefer joining only Seventh Day Adventist schools because of Sabbath(Annexure -).

Till now Metas is concentrating only on students in surat. It should now go out of surat and attract students from those 350 SDA schools. For this the college should start a hostel facility. If it can get at least two students from each of these schools the enrolment will increase by 700 and with the existing enrolment of 478 can cross 1000 easily. This can also bring added revenue to the college because the students will then have to pay for lodging and boarding.

Reaching these 350 schools throughout India may appear difficult, but in reality it is not difficult. The college can advertise in Southern Asia Tidings – news bulletin of SDA organization. This magazine advertises for free.

2. Competitive strategy

Porter’s Competitive strategies include Focus, Differentiation and Cost Leadership. Among these I prefer Differentiation.

“Differentiation aims to offer products which are recognized as unique in areas, which are highly valued by the consumer. It is the product’s uniqueness and the associated customer loyalty that protects the firm form competition”. – Hand out

Courses like Physiotherapy, BSc. Nursing, Radiology, Laboratory Technology, and Teacher training courses like BEd should be introduced in the college because these courses have a very high demand. For all the above courses differentiate them from other colleges in regard with the price. Reduce the price of the fees for these courses. There is an internship period during which the students are expected to work in the hospital after the completion of the course. Let the internship be done in the Metas hospital. That will draw more students to the college and it also provide substantial work force in the hospital. This is a dual gain for Metas.

Differentiation can be done basing on the Physical Evidence. Colleges in surat with Physiotherapy and Nursing don’t have hospitals of their own. For all their practical hospital work they send their students to some government hospitals with which the college gets into an agreement. Often such hospitals don’t have proper equipment to get proper training. Lot of time is wasted in travelling to such hospitals. These hospitals don’t treat the students properly. They also don’t get the needed hours of training in the hospital which is a very big disadvantage in obtaining the practical knowledge. Metas college can take advantage of this situation differentiate itself as the only college in the city to have a hospital attached to overcome all the problems that the students of other colleges are facing. Their infrastructure is of international standards with all the necessary equipment in place. Such physical evidence can differentiate its services from the services of the other colleges.

1.5. Tactical Application

1.5.1. Product/Service

Kotler suggested that a product should be viewed in three levels.

Level 1: Core Product. What is the core benefit your product/service offers?

The core product offered by Metas college is knowledge.

Level 2 Actual Product: The strategy at this level involves organisations branding, adding features and benefits to ensure that their product/service offers a differential advantage from their competitors.

At this level the college has good brand image in the city. It also has added features like better infrastructure, equipment, discipline and culture as compared to other colleges.

Level 3: Augmented product: What additional non-tangible benefits can you offer?

The additional benefit that the college can give is it can give hundred percent placements to all its students in various companies in the city through campus placements.

Price

At this stage the college should use market penetration strategy. It should lower the prices to attract demand for the college and increase the market share. Once the demand and the market share increases then slowly they can increase the price of fees. This strategy will also attract students from other colleges.

Place: Exclusive distribution strategy. Clarify with sir

Promotion

This is a very important activity that can attract more students to the college. Metas has a huge hospital of 270 beds and a big school of 6500 students. The college can use these institutions for promotion.

Eg: College can advertise that the family members of college students will be given a discount in the hospital bills. This will increase the business of the hospital as well as the college. They can also use school for promotion. Getting admission into Metas school is a very difficult thing. The college can advertise that the relatives of college students will be grated seat in the school. Residents of surat live in joint families. This promotion can help the family members to study in school and college which are located side by side. Parents who often drop their children in the school and college in their cars will find this as a nice offer as they don’t need to travel to two different locations to drop their children.

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Event Hosting

Metas has a huge sports ground. It has place for cricket, football, volley ball, badminton and basketball. Hosting a inter college 20 – 20 tournament will get the students of all the colleges of the city to Metas campus. This helps students to see the campus, infrastructure, facilities, culture etc of the college. This is the cheapest way of advertising and tempting them to join the college.

Surat residents love food and cultural dances. An event like food fair can be conducted in the campus to climaxing the event with the exhibition of cultural dances.

People

People are very important in the delivery of services. Appearance of the employees in the college is very important. Metas college has the distinction of the only college in the city which emphases on uniform for the employees. All the men staff wears uniform suits and the women staff wear uniform sarees. It gives a very royal look.

The college has a very weak system of selecting the staff. The Academic Dean alone takes an interview of the staff and solely decides the outcome. This has allowed substandard staff getting into the system. To eradicate this problem the college should select an interview body comprising of the officers of the college, at least two senior staff and the subject teacher. This will help in quality control at the source. Any teacher entering the college should also give a demonstration class which should be well assessed by a body of observers. Feedback should be taken from the students even.

To alter the attitude, commitment and the behaviour of the staff the college should conduct some motivational programmes. Seniors educationists from reputed universities should be invited to address the staff in such programmes.

I also strongly recommend that there should be constant announced and unannounced inspections to check the performance of staff. Every month they should reward staff by giving some rewards like “Best Teacher of the month”, “Best employee of the month”, “Best dressed staff of the month”, “Most committed employee of the month” etc. Introduction of these activities in the college will make the employees better than what they were before.

Process

One of the things that students don’t like in the college is queuing for payment of fees. The cashier is an old fashioned person who wants to do everything manually. Students often get frustrated standing in queue for unwanted time. A better plan is to have a tie up with the leading banks of the city and ask the students to pay the fees directly in the bank. This will in fact reduce the need of an extra employee to collect fees. The space of the cashier’s cabin also can be used for some other purpose.

Accessibility is another problem that the students face. Details like fees structure, syllabus of all subjects, dates of examinations, dates of important events, attendance of the students, etc. are very important for the college. It can be effective if they keep all this information with the secretary and divert the calls to secretary to answer the queries.

Physical Evidence:

Physical evidence of the institution providing the services is very important. Fortunately Metas college had a very good infrastructure which is a big advantage for them. Office layout and equipment are very good.

1.6. Action and Implementation

One of the very important acts of marketing strategies is action plans. What is planned needs to be executed well. The process of execution of plans is called implementation of marketing plans.

1.6.1. Budget Plan

Budget Method: To implement the marketing plan there should be a proper budget planned. I recommend following the ‘Objective and task method’ of budgeting. I prefer this method because earlier in this report I have established the marketing objectives and identified the tasks that need to be accomplished. This method that I prefer helps me to estimate the costs of the tasks that I have identified which will lead to this budget plan.

Amount: Pending

1.6.2. Allocation of responsibilities to staff

I prefer to delegate most of the responsibility of implementing the marketing plan to external agencies and give minor responsibilities to the marketing staff of the college. The reason for this decision is as mentioned earlier the staff at Metas are not professional in their work. I don’t want the implementation of the plan to fail because of the unprofessional acts of the staff. External marketing agencies in surat are professional people with good outcomes. I would therefore delegate most of the implementation work to the external marketing agencies.

Planned marketing activities schedule

Grant chart Annexure

1.7. Monitoring and Control

“Marketing control is the process of monitoring the proposed plans as they proceed and adjusting where necessary. If an objective states where you want to be and the plan sets out a road map to your destination, then control tells you if you are on the right route or if you have arrived at your destination.”5

1.7.1. Monitoring and controlling the first objective.

The first objective of the marketing plan is to double the present enrolment

The approach to control this objective is by using Customer Relation Management System. “The overall goals are to find, attract, and win new clients, nurture and retain those the company already has”[6]

For monitoring and controlling this objective the target groups should be kept in mind. There are two groups of people we are targeting, one is the students of surat and the other is Seventh Day Adventist students throughout India.

Students in Surat: The basic planned mediums of advertising for these people is scrolling message on the TV and erecting hoardings in the textile market. The marketing team of the college should first find out whether the message is being scrolled on the TV as per the plan. Find out the pulse of the target students. The simple and first step to find out the reaction of the prospective students is the number of phone calls that the college receives after the advertisement started. They should also check if the hoarding are placed well.

Students outside Surat: The marketing plan here can be monitored and controlled by having a constant touch with the Education Director of the Southern Asia Division who always keeps on moving from one school to the other through out India. He can in fact be used as a source of advertisement too.

1.7.2. Monitoring and controlling the Second objective

The second objective is to start the Physiotherapy and BSc Nursing courses.

The control method that can be used here is the Product Development Process. Here the college is trying to provide different courses for the existing markets. For this a lot of paper work is required to be done. Let the department heads be responsible in monitoring and coordinating the paper work along with a team of members who should be set a side to meet the government authorities and the Councils of both the department. The Principals of Physiotherapy and the Nursing schools should monitor and control the whole activity. Developments should be checked and assessed on weekly basis. With this plan in place they should be able to achieve the second objective.

1.7.3. Monitoring and controlling the Third objective

The third objective is to get University status to the college. Here too Product Development Process is being used. The up gradation of college to university helps in offering many other courses which increases the profits of the college to a greater extent. This objective is not a simple thing. It needs a lot of planning and proper execution. It mainly involves the assistance of government officials. For this purpose the college should develop good relations with the local MP (Member of the Parliament). Through him other prominent people of the UGC should be contacted. This is to create a path of approach. Meanwhile another team should work on the 15% of the things that the college is not having in place for getting university status.

 

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