UFV CHANDIGARH BUS - 223 Advertising Planning Group G Team Project Topic Advertising Planning for UFV Chandigarh

Submitted by: Chandhoke, Jyotbir S. Gupta, Sahib Singh, Amandeep Virk, Devinder S. Vohra, Karan

Submitted to: Prof. George Peary Date Submitted: November 22, 2012 Date Due: November 22, 2012

TABLE OF CONTENTS S No. 1. 1. 2. Topic Acknowledgement Introduction Competitive Analysis Primary Attractors UFVs Competitive Advantages UFVs SWOT Analysis 3. Market Segments and Target Segments Market Penetration 4. 5. Persuasive Strategy Recommended Advertising Activities Taglines 6. 7. 8. Budget Evaluation References Page 2 3 4-8 5 7 7 9-10 10 11 12-14 13 15 16 17

ACKNOWLEDGEMENT
It gives us pleasure to express our most profound regard and sense of great indebtedness and sincere gratitude to Mr. Gurneet S. Anand for his superb and painstaking guidance, untiring help, keen interest and constant encouragement thought the period of project.

We would also like to express our thanks to the faculty Members who helped us. Especially library members, Computer lab staffs, without whose help the project could not be completed.

We would like to express our sincere thanks to Mr. Karthik Saivhaiya and my colleagues who helped us throughout the period of project.

INTRODUCTION
The history of UFVs advertising has been less but effective. The main source of promotion for UFV has been, in most cases, word-of-mouth advertising. UFV is able to advertise itself by organizing various public events like Terry Fox Run and Has Raj Hans charity concert. However, the market is full of threats as well as daunting opportunities. The first and the foremost focus should be targeting post-secondary schools, which represent the hub for future UFVians. The first challenge is to overcome the doubts in the mind of the parents and to create a sense of acceptance. Also, the fear about studying abroad has to be dealt with. The opportunities range from promoting the course to getting people to talk about it. UFVs advertising program should be based on a culmination on both advertising on and off campus. This will promote the university and garner more support from the parent university in Canada. UFV has a wide market to cover .The attraction of students towards Canadian colleges can be one of the major strength for UFV. Another main strength would be its uniqueness because the course is not offered by any other Indian university; it has the advantage of using new advertising techniques like advertising in both local and national market. This is so because the course has a wide scope. The challenges are also related to budget. The budget provided to the university in Chandigarh is limited, thus, radio and television advertisements cannot be considered as of now.

COMPETITIVE ANALYSIS
Why did I choose to join University of Fraser valley, Chandigarh? Reasons to earn a UFV Canadian BBA degree: Students learn through an interactive model and practice each concept in real projects and assignments, rather than just memorizing textbook information. Heavy emphasis is placed upon developing employability skills like time management, organization, teamwork, leadership, communication, presentation ability, critical thinking, and strategic analysis. Students are continuously evaluated on weekly assignments; minor and major projects for industry; attendance and participation in the classroom; feedback from group members, faculty and industry clients; and, mid-term and final examinations. Professors possess real experience as leaders in their fields: they teach from personal examples, and possess wide networks of business contacts to pass along to students. An internationally recognized degree from Canada means you open doors to a career or MBA studies anywhere in the world. Small class sizes mean each student gets an extremely high level of personal attention. UFV is ranked at the top of its category in Canada for having the most satisfied students, highest quality of education, smallest class sizes, and best library. After successful completion of at least one year in Chandigarh, students can apply to complete their degrees at UFV in Canada. Students develop impressive rsums, and are ready to launch their management careers without any extra training, immediately upon graduation, giving them a huge advantage over competitors in the job market.

 Students receive the identical degree and education for approximately 35 per cent of what it would cost an international student in Canada.

What are the primary attractors?

1. Opportunity to transfer to Canada at a Grade Point Average of 2.67 2. Practical experience - Learn in the classroom, and then practice your skills with projects for real businesses, starting from the first semester of the program. 3. Scholarships - UFV awards Rs. 2-lakh in annual scholarships to deserving students as follows: i. ii. Outstanding Academic Achievement worth Rs. 1 lakh. Continued Academic Excellence worth Rs. 25,000 x 4 awards.

4. Easy accommodation - Students in UFVs BBA degree in Chandigarh live either at home, in the UFV sections of the SDCC hostel on campus, or in private PG accommodations. SD Hostel beds are assigned first-come, first-served, and supply is limited, so it is important to discuss your accommodation plans immediately upon application to the program. 5. Ongoing evaluation versus cramming for exams - Ongoing, project-based evaluation versus exam-driven theory: an entirely new learning experience. Students are evaluated on an ongoing basis, working in small groups on weekly assignments, presentations, and minor and major projects, so that; a consistent and fair assessment of their progress is possible. Is price a consideration? Price doesnt really matters in todays education world. Everyone wants quality education, 100 % commitment and reliability. As compared to other universities, they (Lovely
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professional university, Chitkara University, MIET, Amity University) have almost same fee structure but UFV is offering a Canadian education itself in India. UFV offers this degree program in India at approximately 35 per cent of what it would cost you to complete the identical program as an international student at UFV in Canada. Annual Fees Structure in India: Program Fee (CDN $ 5000): Rs. 2, 75,000 Student Resource Fee: Rs. 12,000 Total: Rs. 2, 87,000 What are the other schools doing to attract students? Business Schools near Chandigarh: Lovely Professional University, Chitkara University, MIET, Amity University, Sikkim Manipal University, T.I.M.E, Indo Global Colleges. 1. Large number of advertisements through newspapers, radio, magazines etc during the new academic year. 2. Workshops in different cities. 3. Offering 100% job opportunities / Careers / Placements. 4. Regular e-mails regarding their courses, learnings etc. How do competitor services compare? Competitors (like Lovely professional university, Chitkara University) are offering residential facility, transport facility, campus hospital, workshops, Bookshops & laboratories, sports facilities, student centre, gymnasium, IT and computer services, Counseling and

psychological support, Banks, Banks Loan facility, University Management system etc.

However, University of Fraser Valley also offers a range of services to students and employees such as student ambassador program, student lounge area, writing centre, facility of online learning, accommodation, scholarships, International research and education, Library and learning commons, Career and employment fair opportunities, etc. But UFV Chandigarh has taken its first step to provide students with services of student lounge, online learning, ESL learning centre etc. UFV Chandigarhs competitive advantages 1. Most important advantage is that student can transfer to Canada after any year with a GPA of 2.67. 2. Obtain a solid foundation in every aspect of business. 3. Learn in the classroom, and then practice your skills with projects for real businesses, starting from the first semester of the program. 4. Focus your education and experience to suit your own interests and skills. 5. Delivered at a fraction of what it would cost to study abroad. 6. Teaching and learning from Canadian faculty. UFVs SWOT analysis Strengths: 1. Student-centered. 2. Strong social values and a commitment to community. 3. UFV has created a model for a teaching university where teaching, research, and scholarship work together. 4. Employee retention. 5. One union.

6. Good labor relations. 7. Collaborative and democratic governance system 8. Online learning and educational technology. Weaknesses: 1. Less funds 2. Students in India find difficulty in interacting with Canadian faculty as English as a primary language. 3. Not a popular name among the areas high schools students. Opportunities: 1. Internships after every year. 2. Research assistantships for a project at the center. 3. Student workstudy program. 4. Various events and activities held by the centre (cultural and social). 5. Student advisory committee. 6. Lecture series on topical matters. Threats: 1. Any change in government rules and regulation of India. 2. The changing business environment in Canada. Whether or not a BBA degree would hold importance or not 4 years hence.

MARKET SEGMENTS AND TARGET MARKETS

UFV has an advantage of unique course which offers Canadian degree with an easy gateway to settle in Canada. It does not only attract Indians but other international students who want to achieve international degree with multination work experience. This course attracts customers from various fields- demographically, geographically and psychographically. UFV has several market segments and has more than one target market. The appeal to each target will be different. We think the first segmentation would be geographically and demographically. Since, In India, Punjabis or people of Punjab have huge attraction towards Canada and to work in Canada. So the market would be the state of Punjab and Punjabis wherever they are allocated. The attraction towards Canada can fascinate parents and students about this course. Secondly after segmenting the market they need to specifically target people who all are enrolled in different occupations with different approach. The other main market for UFV Chandigarh would be international students who want to achieve international degree with work experience. The availability of huge numbers of Punjabis/Indians in other countries can be a good market. They can have an advantage to obtain an international degree in India with exploring and spending some years of their life with their family roots to which they belong too. Not only this, the increasing demand of international personals for controlling businesses internationally will create a demand for institutions which provides multicultural education and experience. In India, UFV needs to approach differently to the people as children are dependent on parents and most of the future decisions of children are taken by parents. So, we need to target parents and educate them about this course.

Another main market for UFV is the present studying students at UFV Chandigarh Campus itself. This market needs a special approach as these students are best examples and can be the best persuasive way to attract students. As this market can create buzz in the market. UFV can also approach through schools and educate students about this program. Market Penetration According to some statistics provided, each year approximately 20,000 students and rising enter Canada for their education, directly in Canadian colleges. Out of which majority of students take admission in the business courses. Looking at above statistics, it shoes that the market penetration of students in UFV is very little. This means that there is still a huge potential for UFV to attract students towards itself and is a good sign of growth in future. It clearly shows us that, the probability of success of advertising campaign is very high. We need to penetrate in this market and encourage these students towards this university. The approach to different target markets will help us achieve main goal.

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PERSUASIVE STRATEGY
The persuasive strategy of UFV Chandigarh has been for long based on the concept of sending students from India and attracting them on the basis of this. The main highlight of the program for long has been providing a full-fledged international BBA degree with the option of getting a permanent residence permit in Canada. The University focuses its main strategy on sending students abroad with cost-effective strategies. The persuasion is also based on the students who are already a part of the University. Persuasion can also come from someone who has already joined the University. Students can be sent to various schools where the perspective students reside. Banners, flyers and verbal persuasive strategies can be used by delivering short speeches and also presenting the positive points about the university. Also, the events like the Terry Fox run and the annual function could be good persuasive techniques where in the parents and students can be convinced about the credibility of the course. Persuasion is something that comes from an inspiration. So, representing the strengths of the University shall be the best option available. The best platforms should be chosen for the same and the ideal stage is when the University is being represented as a whole. Postsecondary schools should be the main focus and the brand name UFV should be promoted.

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RECOMMENDED ADVERTISING ACTIVITIES

This area would include advertising activities and tactics like: Promotion in Schools and Coaching Institutes In India, 11th and 12th standard are the deciding years of a students career. After 10th standard, students in India choose their area of specialization and interest categorized into 3 basic streams: Science, Commerce and Humanities. So after choosing their stream, they prepare for admissions in good colleges in 11th and 12th standard, by taking up different entrance exams. The biggest problem or drawback that UFV is facing is that students or parents are not aware of this institution so, we have decided to reach as many schools and institutions as possible to make the students aware about UFV and make our presence felt by the expansion in universitys strength. Promotion Booths Because Word-of-mouth is the best possible way of advertising so we have decided to run promotion booths at the festivals and seminars being held at different colleges. Every year, in the month of September and October, colleges organize college fests and youth festivals; in which students from different cities, states and even different countries gather to participate, perform and compete in dance, singing, and other co-curricular activities. This is the best opportunity when students can be informed about UFV running this satellite campus in Chandigarh for studies in Canadian courses in India. Promotion at Related Events Events like Terry Fox Run, Hans Raj Hans Sufi Charity Event, Bhangra performance in front of Canadian Prime Minister, Stephen Harper have grabbed many peoples attention towards UFV. So organising many such events can stretch UFVs approach to students and their parents in upcoming years.
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Promotion through Current Students Current students can also promote UFV Chandigarh in different cities. As a part of their course, this work adds up as an experience to their business profile. Students can visit different schools present in and outside the city and promote UFVs education schemes. The students can be given incentives for their work in promoting UFV Chandigarh. As India is known as the country of hard earners, no student or worker is being given any credit for his/her work up to his/her standards. Whereas Canada respects this hard work and pays off the student or the worker with great credits. As soon as, we start targeting more and more new students we can concentrate on their retention.

Taglines that we suggest are:

In UFV, you enter as a student and exit as a brand We strive for your priceless future
Current Students, Graduates and their parents play a very important role in holding universitys stake. A new student willing to take admission in UFV Chandigarh and thereafter, transferring to Canada is always worried about the activities encountered here in India and, especially, after transfer to Canada; so, Word-of-Mouth from the Current Students and Graduates plays the most powerful and persuasive role in supporting the universitys credibility. In current scenario, the UFV Chandigarh has its own students as it is faculty members, so the university holds an upper hand over other universities. Worthy graduates like Gurneet Singh Anand, Aditya Akre and Jeevika Goyal execute their roles as UFV faculty members very well in UFV Chandigarh.

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UFV Chandigarhs profile can be raised by increasing its recognition in city and states schools and college institutions. This can only be done with the help of vigorous marketing and promoting activities. In our opinion, here the students shall be treated as UFV Chandigarhs Brand Ambassadors instead of being treated as UFVs customers.

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BUDGET
Activities Quantity Estimated Cost

Printing Media
Banners (Rs. 25 per sq. feet with iron frame including labour charges) Flyers and Pamphlets (Good Quality Coloured Paper Rs. 1.0 per unit) Brochures (Rs. 8 per unit) Newspaper Ad in Journal and Career Edition (Rs. 70 per word including graphics) Magazine Ad (HT City Brunch) Survey and Application forms (70 paise per unit) 2000 units Rs. 1,400 Rs. 25,000 1500 90 words approx. Rs. 12,000 Rs. 6,300 10000 Rs. 10,000 150 Banners (8 sq. feet) Rs. 30,000

Digital Media
Video Designing (Rs. 1500 per hour) Script for Video (Rs. 2500 per page) Music Composing (Rs. 2000 per hour) 2 Hours Rs. 4,000 3 Pages Rs. 7,500 5 Hours Rs. 7,500

Social Media
Advertising on Facebook and Twitter (Rs. 100 per second) Total Approximate Budget Rs. 1,25,000 approx. 3 minutes Video Rs. 18,000

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EVALUATION
The evaluation of the campaign is also very important. This can be done by the number of students and parents who attend the road show of the University and visit the office. The main aim would be to popularize the course and this can be evaluated by the customer response. Also, what is the perspective of the people should be kept in mind. The ideas and the assessment of UFV Canada should also be valued at all times. It is because that is the parent organization and the promoting activities can only be successful with their support. Teachers, professors and UFV employees can also be important sources of vital information.

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REFERENCES
1. UFV Canadian BBA degree at SD College, Chandigarh; Retrieved Nov 12, 2012 <http://www.ufv.ca/busadmin/Programs/Degrees/BBAIndia.htm> 2. Services at UFV; Retrieved Nov 12, 2012 <http://www.ufv.ca/Services.htm> 3. Program Highlights; Retrieved Nov 12, 2012 <http://www.ufv.ca/busadmin/Programs/Degrees/BBAIndia/Highlights.htm> 4. Complete the whole degree in India, or finish your studies in Canada; Retrieved Nov 12, 2012 <http://www.ufv.ca/busadmin/Programs/Degrees/BBAIndia/Highlights/Complete_in_ India_or_in_Canada.htm> 5. About Us; Retrieved Nov 12, 2012 <http://www.minglebox.com/college/LovelyProfessional-University-LPU-Phagwara> 6. Klamm, Dan; April 11, 2011; 5 Tips for Recruiting College Students via Social Media; Retrieved Nov 12, 2012 <http://mashable.com/2011/04/11/recruiting-collegestudents-social-media/>

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