WAC Proposal

Group 3

Sidhanth Hota 10P052

Sneha Vaidyanathan 10P054
Sthitapragnya Biswal 10P055
Sushant Goyal 10P056
Swati Bhadada 10P057
BACKGROUND AND CONTEXT................................................................................................................. 3

ABOUT PRISTINE RELATIONS .................................................................................................................. 3

ENGAGEMENT OBJECTIVES ..................................................................................................................... 4

METHODOLOGY ...................................................................................................................................... 4

PROJECT SCHEDULE ................................................................................................................................ 5

DELIVERABLES ......................................................................................................................................... 6

PROJECT STAFFING.................................................................................................................................. 6

PROFESSIONAL FEES ............................................................................................................................... 7

CONFIDENTIALITY ................................................................................................................................... 7

PRCG Confidential: For Authorised Personnel Only

Background and Context

Management Development Institute (MDI), Gurgaon, is one of India’s leading business schools
and is an institute of excellence in management education, research, executive development and
value-added consultancy. It has been consistently ranked in the top 10 business schools of India
over the past 5 years.

MDI has consistently focused on designing practice-oriented learning and a contemporary

industry focused curriculum. This unique blend of MDI’s academic perspective and strong
industry linkages helps bring best practices to the corporate world, through training programmes
as well as action-oriented research and consulting. Further, MDI offers collaborative research
interaction worldwide, with top-notch research-driven institutions globally.

Having established its footprint within the country, MDI’s vision is to become one of the top
business schools in the world, and to become recognised for its strong offerings, research base
and its global tie-ups. It is in taking this vision forward that MDI wishes to employ specialist
expertise, to implement proactive steps to strengthen and grow its brand locally as well as
globally.

About Pristine Relations

The Pristine Relations Consulting Group (PRCG) Pvt. Ltd. was founded on the principle that
clients want personalized, hands-on service delivered by experienced advisors who understand
the business, mission and organization goals. With a team of seasoned professionals in offices
ranging from Gurgaon to New York, Washington, D.C., and Los Angeles, PRCG and its partner
firms are dedicated to the notion that, in an information economy, communication is the coin of
the realm.

PRCG and its counsellors have a long history of handling big issues for major clients facing
sensitive, highly complex communications challenges. The firm is among the best-known in the
nation and the world, advising institutions, corporations and individuals in the management of
corporate communications, crisis communications, programme development, publicity and
advertising. PRCG has also worked with educational institutions like UNC-Kenan Flagler, and
George Mason University in the United States, and with the Great Lakes School of Management
in India.

The firm’s key specialties lie in:

 Delivering value to its clients in image management services

 Working with educational and governmental institutes
 Offering responsive, senior-level service
 Creating results that meet the ultimate organizational objectives of clients

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In the last 3 years, PRCG has won 26 national and international awards for communications
excellence, including APEX, Aster, Aurora, Communicator, Hermes Creative, MarCom and
Telly Awards.

PRCG works closely with its partner firms all over the globe to offer comprehensive marketing,
public relations and public affairs services specially-tailored to the needs of the companies,
organizations and individuals with whom we work.

Engagement Objectives

 To build on the existing brand image of MDI. Main areas of concentration include:
o Improving the ranking of MDI in top business journals and magazines, both
domestic and international
o Suggesting ways to improve the research base in MDI
o Building on the student and faculty International Exchange Programmes to make
them amongst the strongest international academic exchange programmes in the
world

 To engage in building the brand of all the existing 9 programmes that MDI has to offer in
the minds of:
o The prospective student (and parent) community:
 Within India
 Internationally
o The corporate community
o Alumni
o Prospective faculty
 Within India
 Internationally
 To incorporate short term as well as long term benefits in terms of brand building. Long
term benefits will have a time frame of 24 – 30 months to show results, while the short-term
impact can be gauged within 9 months.
 To work on the image of MDI in the corporate world.
 Decisions are purely proactive in nature, and are not corrective in any sense.

Methodology

PRCG will leverage its expertise of working with various stakeholders from educational institutes
and offer recommendations in the following broad categories:

 Engagement with prospective students through Social Media

o On Facebook, Pagalguy and Twitter

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  Bolstering credibility by publishing placement details in accordance with the guidelines of
the Indian HRD Ministry
 Organization of an India and World MBA information tour, in association with trusted
partners
 Building tie-ups with various coaching institutes in India
 Tie-ups with employers from various sectors in India, including the Information
Technology sector, for further education programmes
 Public Relations for student and faculty achievements on the MDI website and through
quarterly newsletters to alumni and HR pool of potential and actual recruiters
o Including brief abstracts of faculty consulting assignments and impact
o Including brief abstracts of assignments of doctoral students
 Interaction with the alumni and the corporate world through guest lectures, fests and
other social occasions, to strengthen their association with MDI
 Proposals of further MBA rankings that MDI can look to acquire (EQUIS etc) to bolster
credibility in the International community
 Bolstering relationships with alumni
o Through quarterly newsletters, birthday wishes, guest lectures, tie-ups for special
offers, offers to invest in the student-run in-house mutual fund (Unnati) etc

Project Schedule

The proposed duration and schedule of the project are detailed below:

Schedule

Duration in Dec-
Description Weeks 10 Jan-11 Feb-11 Mar-11

Project Kickoff 0.5

Meetings with MDI representatives to clarify

requirements 0.5

Alignment on Requirements and Documentation 1

Study of parameters on which ranking institutes assess

institutes 1

Gap analysis through survey of historical institute ratings 1

Survey of corporates, alumni, faculty, sample of students

across all programmes to assess MDI's strengths and
weaknesses: 5
Design of survey

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Conduct of survey
Interpretation of results
Presentation of Report

Research into other rankings MDI can pursue, and plan

to be followed 1

Presentation of plan to communicate with:

Prospective PGP Students and their Parents
Prospective Executive Program and MDP students
Prospective faculty
Prospective International students and faculty
Alumni
Corporate India 4

Final report and Presentation 0.5

Deliverables

PRCG will deliver the following to MDI, as per the schedule proposed above:

 Project Kickoff Documentation and Agreement

 Cross-India Survey questionnaire of corporate and alumni
 Internal Survey questionnaire of PGP, Executive and MDI students
 Internal Survey questionnaire of exchange students and faculty
 Survey results and interpretation
 Rankings research report
 Overall report of the project and recommendations

Project Staffing

PRCG will employ the following members in a dedicated team for this assignment:

 1 Project Manager, with 5 years of expertise in the area of Brand Building for Institutions
 1 Senior Executive, with 3 years of communications expertise
 2 Research Analysts, with 2 years of skill in survey design and administration

Should the requirements arise, further staff will be assigned to the project on a need basis, when
raised by MDI.

PRCG Confidential: For Authorised Personnel Only

We also request the availability of allotted personnel from MDI as per the schedule detailed
above.

Professional Fees

PRCG will charge a sum of 9 Lakh Indian rupees (Rs 9,00,000) which will cover the cost of
staffing, research, recommendations and communication. Charges for travel, survey stationery
and international phone calls will be on actuals, additionally. Should MDI decide to use the
services of partner firms to implement recommendations, PRCG will help MDI negotiate a
partner-discount of 5%.

Confidentiality

PRCG is committed to safeguarding information shared by MDI during the course of the
assignment. PRCG will sign a non-disclosure agreement binding the company from revealing any
details of the project, or information chanced across while conducting the study. PRCG will also
commit to not using this information for any future assignments with any other entity. The
personnel working on the Project would also sign a Non-Disclosure agreement for a tenure of a
year even if they are no more employed with our company.

PRCG Confidential: For Authorised Personnel Only