Promotion Management Project1 (1)

7/27/2019 Promotion Management Project1 (1)

1/21

PROJECT REPORT ONPROMOTION MANAGEMENTACE INSTITUTE OF MANGEMENT

Submitted By: Submitted To:

Satish Tulachan Deependra Tandon

Sudeep Mani Nepal Subu Shrestha

MBAE Term V'B 30th

Mar 2012


2/21

Acknowledgement

We would like to express my sincere gratitude to all those who have helped us in the

preparation of this report and have been a source of inspiration for us to complete this work

and have assisted us in our study from their different fields of life.

We are thankful and also like to express our appreciation to Ace Institute of management and

Mr. Deependra Tandon and Mr. Subu Shrestha for the opportunity to present this project

report and gain practical knowledge about the Promotion Management.


3/21

Table of Contents

Chapter One : Introduction ........................................................................................................................... 1

Introduction to Promotion Management ................................................................................................. 1

Introduction to the Brand ......................................................................................................................... 3

Chapter Two: Market Segmentation ............................................................................................................ 7

Target Market Profile ................................................................................................................................ 7

Market Segmentation ............................................................................................................................... 8

Chapter Three : Marketing Mix ..................................................................................................................... 9

Chapter Four : Creative Strategies .............................................................................................................. 11

Chapter Five : Media strategy, Media Planning and Budgeting ................................................................. 13

Media Strategy ........................................................................................................................................ 13

Media Planning ....................................................................................................................................... 14

Chapter Six : Creative Executions ............................................................................................................... 15


4/21

1 | P a g e

Chapter One : Introduction

Introduction to Promotion Management

Promotion or Marketing Communication is the communication undertaken by a brand to

persuade/inform potential buyers to accept ideas, concepts or things. A business total

marketing communications program is called the promotional mix and consists of a blend of:

Advertising

Direct marketing

Personal selling

Sales promotion

Public relations tools

Promotion has several possible objectives and many pieces of marketing promotion aim to

achieve several of the following objectives at the same time:

Inform

Management may need to make their audience aware that their product exists, and to explainexactly what it does. This is a particularly important objective for new products.

Persuade

It is an important stage in creating favorable attitudes towards the business and its brands.

Through persuasive promotion, management will seek to persuade customers and the trade

that their brand has benefits that are superior to competitors.

Image creation

Sometimes, promoting a brand image is the only way to create differentiation in the mind of

the consumer.


5/21

2 | P a g e

Reassurance

Much promotion (particularly advertising) is about reassuring customers that they have made

the right choice and encouraging them to stay loyal to a brand.

There are a large and growing number of promotional methods that businesses can use. The

main instruments - advertising, direct response mailing, sales promotion, public relations and

direct selling, are often mixed together as part of the promotional mix. Each has different

strengths.

What is important is that the promotional mix is carefully planned and the results monitored to

ensure that the total promotional cost is controlled.

Advertising is a form of communication intended to persuade an audience to purchase or take

some action upon products, ideals, or services. It includes the name of a product or service and

how that product or service could benefit the consumer, to persuade a target market to purchase

or to consume that particular brand. These brands are usually paid for or identified through

sponsors and viewed via various media. Modern advertising developed with the rise of mass

production in the late 19th and early 20th centuries. Mass media can be defined as any media

meant to reach a mass amount of people. Several types of mass media are television, internet,

radio, news programs, and published pictures and articles.

Commercial advertisers often seek to generate increased consumption of their products or

services through branding, which involves the repetition of an image or product name in an effort

to associate related qualities with the brand in the minds of consumers. Different types of media

can be used to deliver these messages, including traditional media such as newspapers,

magazines, television, radio, outdoor or direct mail; or new media such as websites and text

messages. Advertising may be placed by an advertising agency on behalf of a company or other

organization.

Non-commercial advertisers that spend money to advertise items other than a consumer product

or service include political parties, interest groups, religious organizations and governmental

agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service

announcement.


6/21

3 | P a g e

As a consumer, you are exposed to hundreds and maybe even thousands of commercial

messages every day. They may appear in the form of billboards, or in the form of newspaper

ads, TV commercials, coupons, sales letters, publicity, event sponsorships, telemarketing calls,

or even e-mails. These are just a few of the many communication tools that companies and

organizations use to initiate and maintain contact with the customers, clients, and prospects.

You may simply refer to them all as advertising. But, in fact, the correct term for these various

tools is marketing communications. And Advertising is just one type of marketing

communications.

Introduction to the Brand

Ace Institute of Management is a contemporary, open-minded, conscientious learning center

where students at different levels prepare to meet the challenges and opportunities of the 21st

century. In 12 year history, since inception in 1999, it established themselves as a leading

institution that is living its vision of enhancing the capacity of individuals and institutions in

Nepal to contribute to the nation's development.

In graduate school, it broke new ground by launching the first Executive MBA program in Nepal

in 1999, the year of its establishment itself. Its MBA program has acquired a distinguished

reputation of being the most rigorous and fulfilling experience. In the undergraduate school, itsBBA program is now considered one of the best in the country and its BBA graduates have not

only proven to excel extraordinarily in higher academic paths they choose but are also widely

sought after in the employment market. Similarly, The Ace Higher Secondary School is well-

known for its individual centered learning approach. The Centre for Institution and People

Development (CIPD), the consulting division of Ace Institute of Management, is another step

forward in the institute's efforts of enhancing the capacity of individuals and institutions in

Nepal. The launch of Ace A-Level and BBA-Banking and Insurance programs in 2008 is anadditional milestone in its continuous endeavor to serve and facilitate learning.

They have completed more than a decade of creating change leaders and showing the way to a

new nation. These twelve years have been extremely rewarding and it continues to live its

vision and commitment to value based management education which has strong relevance to


7/21

4 | P a g e

real life. They are deeply committed to promoting a learning environment where individuals

rediscover themselves and learn to be thoughtful and responsible managers, leaders and

entrepreneurs. We will continue to provide our students with opportunities to explore and

develop their potential so that they can make their mark in whatever they do.

Vision

Enhance the capacity of individuals and institutions in Nepal to contribute to thenation's development.

Mission

Promote a learning environment where individuals rediscover themselves and learn tobe thoughtful and responsible managers, leaders, and entrepreneurs.

Promote entrepreneurship and professionalism by assisting entrepreneurs andinstitutions in acquiring and managing resources effectively.

Philosophy

We believe that one can never learn enough and learning is a life-long process. We believe that knowledge is much more beneficial when accompanied by wisdom and

humility.

We believe that each one of us learns differently and that no particular approach issuperior to another.

We believe that every individual is capable of contributing towards a positive socialsynergy.

We believe that we achieve and accomplish more when we compete with self andcooperate with others.


8/21

5 | P a g e

Values

Honesty in work Sincerity in relationships Respect for self and others Responsibility for one's actions Learning from mistakes Care for resources Adherence to regulations Questioning spirit

The products of AIM can be categorized into different groups such as:

MBA MBAe Executive MBA BBA BBA-Banking and Insurance Ace Higher Secondary School Ace A-Level


9/21

6 | P a g e

The Scope of the Study

The scope of the project is to create a promotional plan and creative work for AIM. The project

also includes the following objectives:

Competitive scenario Target audience Promotion objective

Positioning strategy

Media selection and media strategy

Competitive Scenario

Some of the major competitors of AIM are:

Apex College KUSOM SAIM


10/21

7 | P a g e

Chapter Two: Market Segmentation

Target Market Profile

Generally, the AIM products are targeted towards students who are interested in management

related degrees right from 10+2 till MBA. The important thing that one should consider is the

quality of the education and related facilities which are the important factors to every students

and parents before they chose the learning institute. The target market for various products is as

follows:

MBA- Those students who have completed their undergraduate degree in any discipline with

minimum 2nddivision.

MBAe- Those students who have completed their undergraduate degree in any discipline with

minimum 2nd

division.

Executive MBA- Those students who have completed their undergraduate degree in any discipline with

minimum 2nd

division and minimum of 4 years of work experience.

BBA- Those students who have completed their 10+2 in any discipline with minimum 2 nd

division.

BBA-Banking and Insurance- Those students who have completed their 10+2 in any discipline with minimum 2nd

division.

Ace Higher Secondary School- Those students who have completed their SLC with minimum 2nddivision.


11/21

8 | P a g e

Ace A-Level- Those students who have completed their SLC with minimum 2nddivision.

Income and affordability of a consumer is not a major issue as most of the competitors are

charging at same price range as well. The other factors that could affect consumer decisions are

perception, attitudes, personality and the knowledge that the brand.

Market Segmentation

Marketing and advertising people constantly scan the marketplace to see what various consumer

groups need and want and how they might be better satisfied. So market segmentation is

developing products and marketing mixes to meet the needs and wants of particular market

segments.

Age

There is vast number of students in Nepal who starts their higher secondary studies at the age of

16 and ends their masters degree at the age of 40.

Gender

Both male and female students of Nepal are well aware of importance of quality education.

Income

The customer can be segmented into higher earning families, middle earning families and low

earning families according to the income level.

Positioning Statement

The positioning statement for AIM has been We Provide Quality Management Education.

Since the ads will be targeting on building the brand equity, it won't be focusing on a specific

program.


12/21

9 | P a g e

Chapter Three : Marketing Mix

The marketing mix of AIM is comprised of four major elements namely product, price, place

and promotion. The description of each of the marketing mix elements is provided as under:

Product:

The products offered by AIM are basically the packages of different levels of education. The

various packages are listed below.

EMBA Program MBAe Program MBA Program BBA Program BBA-BI Program A-Level Program AHS Program

EMBA is focused for experienced working professionals desiring to acquire MBA degree without

compromising the job offered in evening shift.

MBAe Program is focused for young working professionals who want to study and develop the

career simultaneously and is offered in evening shift.

MBA Program is targeted for the fresh Bachelor graduates which is a full time course.

BBA and BBA-BI Programs are graduate programs for the students completing Inter level

education.

A-Level and AHS Programs are the Inter level programs for the students completing SLC or

equivalent level of education.


13/21

10 | P a g e

Price:

The various packages are delivered at different rates depending upon the level, duration of the

course and other factors. The price is definitely not cheap compared in the industry, there are

other colleges providing similar packages at lower price, but then the price also stands for the

quality. And hence price might not be appropriate factor to position the products.

Place:

All the programs are delivered at AIM premises at Sinamangal or New Baneshwor.

Promotions:

Promotions will be done through print advertisements. Newspapers and magazines would be

used for the purpose. The advertisements will be done in two different ways. First includes the

information regarding the admissions of the individual programs which would be released

during the admission periods of the particular program. The other will be issued all over the

year at specific period of time in order to develop the strong brand of AIM which will not be

targeted for any specific programs. The report is focused on the latter one, concentrating for

the development of strong brand equity.


14/21

11 | P a g e

Chapter Four : Creative Strategies

Creativity is to create means to originate, to conceive a thing or idea that did not exist before.

Typically, though, creativity involves combining two or more previously unconnected objects or

ideas into something new.

The Role of Creativity

Advertisers often select an agency specifically for its creative style and its reputation for coming up

with original concepts. While creativity is important to advertisings basic mission of informing,

persuading, and reminding, it is vital to achieving the boom factor.

Creativity Helps advertising inform Creativity Helps advertising persuade Creativity helps advertising remind Creativity puts the Boom in advertising

A creative strategy will not only define the important strategic choices for developing a

marketing message for product but will also explain how the company wants consumers to

think about it. Acknowledging the relative importance of a creative strategy, the creative

strategy for AIM, will include the following components:

Overall objective:The main objective of the promotion plan for AIM is to create an image on the mind

of the customers; develop a strong brand perception regarding Ace provides best

management education so that the ad campaign during the admission season would

be more effective than that of competitors.

Target audience:The target audiences are basically the students at different levels and the working

professionals but also are the parents of such students and the people whose

children will be studying higher education in few years.


15/21

12 | P a g e

Promise:The main promise of the AIM is delivery of quality management education and all

the ads promise the same.

Support:The ads will be promising quality management education and the college itself;

owners, faculty, staffs are dedicated to deliver the promise.

Executional guidelines:All the ads for AIM would consists of a logo of Ace, contact address, programs

offered, headline "learn to managebetter" and a sub headline depending the

image used in the ads


16/21

13 | P a g e

Chapter Five : Media strategy, Media Planning and Budgeting

Media Strategy

In order to reach the target audience effectively with the help of various communications

media, the media strategy of AIM will encompass the 5 Ms of media mix which are discussed

below.

Market:The market for AIM would be students at different levels and also the working

professional desiring to study.

Money:The total amount allocated for the advertisements is Rs.1500000 for the year to

publish ads on newspaper and magazines.

Media:AIM will be promoted basically through Print advertisements print ads in

newspapers and very few magazine ads. Since the advertisements will be done

for the purpose of corporate branding other electronic media will not be used.

Methodology:The tactics for the ad will be continuous scheduling. The ads will be presented

throughout the year. The ads will be published in newspaper every month in

order to not allow people to forget about AIM.


17/21

14 | P a g e

Media Planning

The media planning for programs includes two main elements namely audience objectives and

message distribution objectives. Each of the objectives is highlighted as follows:

Audience objectives:

The Audience of the advertisements are the students at different levels, their parents and

working professionals who desire to study.

Message Distribution objectives:

The ads will be published in newspapers and magazines throughout the year among which

minimum of 24 ads will be published in the newspaper and 12 ads will be published in the

magazines.

Budgeting for publishing AIM ads

The budgeting for the product regarding the various promotion communication options used is

shown in a table as follows:

Magazines:

The selection of magazine would depend upon the season and no. of magazines sold, its

reach, target audience and Rs. 600000 has been allocated for a year for various brand

development for around 12 ads at various time of the year.

Newspapers:

Himalayan Times 3*15*750*24 = Rs. 810000


18/21

15 | P a g e

Chapter Six : Creative Executions

For creative executions 3 ads have been developed. All three sends the same message,

difference is just the scenario. The message is short and clear "We provide Management

education, better than any other college". Since the ads are targeted audiences are literate, the

headline should be able to deliver the message.


19/21

16 | P a g e


20/21

17 | P a g e


21/21

18 | P a g e

Promotion Management Project1 (1)

Documents

Transcript of Promotion Management Project1 (1)