GITS Market Segmentation

Sales
Upper Class

Middle Class
Upper Middle Class Middle Middle Class Lower Middle Class

Upper Middle
Middle Middle Lower Middle

Lower Class

Our Target Market

We must look forward to target the

NO

1. 2. 3.
4.

YES

5. 6.

upper middle class and Middle middle class because of the following reasons : Better paying capacity Families are aware towards the study Admission of financially able and better prepared students This may increase the Market share and market value as both the segments are bigger as compared to other segments Our Institute will turn up in a better brand hence we will have better Brand Value We have to pay less attention on their studies and placements as the biggest problem which we are facing is of English & Communication skills

YES YES YES - YES.

Repositioning - Why
Upper Middle Class (Semi Premium Positioning) Upper Class (Premium Positioning)

Repositioning - Why
To become the Market Leader To reduce the competition pressure To get the more and more students as compared to total seats To become the first choice of the students To get the students of higher rank To get the best of all stuff Human behaviour is to get attracted towards the better/ higher class/ segment To make the Institute a classique one

Repositioning - Benefits
Increased Revenue

We can demand more for direct admission charges as we will be having financially able students We will always have full allotments from admission entrance exams

Increased Market Share

We will be able to reduce the competition pressure We can explore the new market on National / International

It will be easy for us start new programme / Courses /branches Better brand Better Corporate Relationship
Value

Generation of Income and saving of money on student admission Admission of financially able students and large population Admissions Substantial reduction of time & cost for recruiting students

GITS SWOT Analysis

Strengths 1. Good Basic Infrastructure 2. Decade old Institution 3. Good and vast experience 4. Good Education standard 5. Good Leadership 6. Publicity through word of mouth 7. Past Placement Record 8. Good examination results 9. Good labs , equipments etc 10. Good Recreational facilities Weakness 1. Marketing 2. Maintenance Ambience /Cleanliness/ well decorated / canteen etc 3. Publicity News / advertisement 4. Experienced Faculty Attrition 5. No Backward Integration 6. No fancy things which can attract students like - International tie ups - training tie ups - 5 star infrastructure 7. Good Placements

Repositioning - How
Proper Amphitheater Decoration of Class rooms/ Lab/ and other college premises

Interior of Admin Block

Cleanliness / House Keeping

Auditorium

Infrastructure

Canteen

Repositioning - How
Corporate tie ups Dealing with the HR of big Corporate Show biz of placements Placement Broucher / Printed & Online

Individual Training of Students

High Profile Corporate fellow

Placements

Forward Integration

Repositioning - How
Salary Revision Faculty Study Finance (with bond)

Performance Appraisals

Faculty Exchange Programme

Reduce / stop the attrition rate

Faculty

Provide opportunities for developing International consulting Projects

Repositioning - How
International Internship Attending Conference attending Projects with foreign University

Study Abroad Concept

Regularly creating hype in the market for all small and big activities

Study exchange Programme

Increased Activities of every department with backward Integration

International Tie ups

Show biz

Organising regular activities with good schools

Repositioning Action Plan

Infrastructure 1. Award a maintenance contract to some professional organisation for

Action Plan- Infrastructure

A Admin Block 1. Good Designer sofa with tea table and decorative to be kept outside the Directors Room 2. The institute model be shifted to TPO Room and that place should be used as waiting lounge and small reading space with magazine and news paper stand may also be created, this whole place is especially for visitors, students entry has to be with permission. 3. One LED TV should be wall mounted outside the Directors cabin showing the Institute Video. 4. Appointment of Receptionist 5. Admin Block curtains to be changed with blends. 6. Board Room chairs to be changed with new one 7. The admin corridor have to be made the closed one by putting three glass door one at main entrance of the building near Directors room, second glass door between SOM lab & TPO Room and third glass door near stairs outside admin block. All students entry must be shifted from Accounts side. 8. The complete corridor now may be decorated in aesthetic way with pictures, frames, good quotations and other decorative. The small garden inside the building is to be properly landscaped with small water falls, stones and beautiful decorative plants(small and medium sized) 9. TPO Room Renovation, Board Room style table + chairs + good sofa set and tea table should be kept. This have dual purpose for Training and Placement & Counseling.

Action Plan- Infrastructure

B 1.
2.
3. 4. 5.

C 1.
2.

Canteen Dogs, cats, cows, Rats etc are roaming in the canteen & even in the campus which must be stooped on priority basis. Canteen workers should be asked to wear uniform or a dress code should be strictly followed. Tea & Coffee vending machine should be installed (This is even available on rental basis therefore can be tried for a while) Food display counter should be bought and food quality must be checked on regular basis. Eatables as available at Ashoka Bakery or Rajasthan Bakery should be made available even we can ask them to supply the same. Whole Building The contract for cleaning & maintenance should be given to some professional organisation again on target basis. The class room& labs should be decorated with charts, pictures, models etc on theme based & this duty be assigned to each faculty under the supervision of HOD. Like in MBA we will have room named with HR Hurdles, Finance Funda, Marketing Mania, Production House, IT and you and so on.

Action Plan- Placements

As suggested by Principal Sir in the meeting A letter to all parents should be forwarded informing

about our efforts for placement activities and demanding their consent for placement of their ward from campus asking their contact no in the consent form so that we can forward the information regarding companies coming to the campus directly to the parents, presently students are misguiding their parents that no companies are coming to campus and we are facing problems from students non attending the companies. A complete Placement Boucher be prepared in hard and soft copy. Appointment of senior corporate fellow for placements on target basis. Outsourcing placements activities to agencies like Headhoncs etc

Action Plan- Faculty

Introduction of Performance Appraisal system for salary Revisions Faculty may be sponsored financial for higher studies with a bond which will have financial liabilities if

broken for next 3 4 years Faculty Exchange Programme with Foreign Universities should be started